[bkhoste]

It almost sounds like Sprint want to do a "brand re-imaging" to become "hip". Also, where the advertise, show the latest coolest texting phone with a great web browser in the places where kids hang out, also see about getting product placement in popular TV and movies and video games. I think Need For Speed did this awhile back with AT&T. Maybe look at the stores themselves, do they attract kids to window shop or are they sterile cold strictly business looking places. It also depends on what age you are looking at, at my son's school there are 9-10 year old's with cellphone, I am assuming you are talking about teenagers.
I don't think that kids under 18 are going to care much about price plans since their parents are probably footing the bill, but I do agree that dropping the Simply Everything Plan by $10-15 bucks would help out. Maybe a no contract plan, pay as you go. The kids could get their own phone and if they have a job they can foot the bill rather then their parents. This gives them a sense of individuality and responsibility.