RESEARCH AT&T service levels are down and customersare complaining about it. AT&T has decided to implement what they callthe customer service promise to better thecustomer’s experience. However, thus far the reviews for that have notbeen very good at all.
RESEARCH According to businessweek.com, AT&T stocks andrevenues are at their highest during the month ofOctober but actually drop during November andDecember. This is the Holiday season, which includes BlackFriday. We found in our research that the Hurricane Sandysurvivors still need help and reached out to the RedCross to see what we could do. According to commondreams.org there is stillsurvivors who need homes and also heat.
ORANGE FRIDAY TARGET AUDIENCE Mass U.S. Consumers with a particularemphasis on media-savvy young adults aged18-24.- A study by the National Retail Federation shows that71% of Black Friday shoppers are aged 18-24 and 7 in 10shoppers aged 18-24 will spend $159.62 on themselveson Black Friday.
ORANGE FRIDAY OBJECTIVES Create social media traffic on “Orange Friday”Facebook and Twitter pages. Secure 10 million media impressions with atleast 20,000 likes on Facebook and 10,000 newTwitter followers. Increase AT&T Wireless brand awareness viacause-related campaign. Raise funds for the American Red Cross andcreate awareness for Americans affected bySuperstorm Sandy.
Text messagemarketing Social mediamarketing viaFacebook &Twitter Mass emailpromotion AT&T willreceive goodpublicity forsharingproceeds toRed Cross andprovidingincentivesthroughcustomerdiscounts, thusputtingemphasis of thevalue andimportance ofthe customerEXECUTION
EXECUTIONText SANDYVICTIMS to 44264 &receive 10% off yournextphone, internet, orTV bill!SANDY VICTIMS
EXECUTIONDear Valued AT&T Customer,As part of our ongoing endeavor to assist in Hurricane Sandyrelief efforts, we are offering special discounts to our valuedcustomers like you!As part of our recovery plan, we plan to:1. Give customers 10 % off entire bill for the month ofNovember2. Donate a portion of proceeds to the American Red CrossorganizationJust text SANDY VICTIMS to 44264 to receive 10 %discount!ORANGEFRIDAY!
EVALUATIONO B J E C T I V E 11. Create socialmedia traffic onOrange FridayFacebook andTwitterR E S U LT 11. Most owners ofnew technologies arealso Facebookusers, weimplemented a seriesof Podcasts to delivervital informationregarding AT&T’s goalof generating aide tothose who were mostaffected by HurricaneSandy.
EVALUATIONO B J E C T I V E 21. Secure 10 millionmediaimpressions withat least 20,000likes on Facebookand 10,000 newTwitter followers.R E S U LT 21. We used radiospots, television, print ads and word ofmouth2. It produced 20,000Facebook followers(approx 78,000), andabout 48,000 onTwitter3. Over all, there weremore than 10 millionimpressions.
EVALUATIONO B J E C T I V E 31. Increase AT&TWireless brandawareness viacause-relatedcampaign.R E S U LT 31. Attracted well known stars,including Bruce Willis,Curtis (50 Cent) Jackson,SNL alumnus Tina Fey andcorrespondent/ talk showpersonality AndersonCooper to providecommentary on thedevastation caused byhurricane Sandy and theninstructing viewers toplease place a phone call tomake a pledge, no matterhow large or small.2. Raise funds for the AmericanRed Cross and createawareness for Americansaffected by Super stormSandy.