Orange friday-5


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Orange friday-5

  1. 1. 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.
  2. 2. RESEARCH According to, 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 there is stillsurvivors who need homes and also heat.
  3. 3. 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.
  4. 4. 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.
  5. 5.  Text messagemarketing Social mediamarketing viaFacebook &Twitter Mass emailpromotion AT&T willreceive goodpublicity forsharingproceeds toRed Cross andprovidingincentivesthroughcustomerdiscounts, thusputtingemphasis of thevalue andimportance ofthe customerEXECUTION
  6. 6. EXECUTIONText SANDYVICTIMS to 44264 &receive 10% off yournextphone, internet, orTV bill!SANDY VICTIMS
  7. 7. 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!
  8. 8. 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.
  9. 9. 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.
  10. 10. 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.