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ATT final presentation Final (1)

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ATT final presentation Final (1)

  1. 1. AT&T Campus Brand Challenge University of Illinois at Urbana- Champaign December 2, 2014
  2. 2. Client Objectives Promote the benefits of choosing AT&T as their provider of choice1 2 Raise awareness of AT&T as an industry leader and the career opportunities that exist within the company 3Promote the student discount
  3. 3. Pre- Campaign Research Survey: • 440 students surveyed • 70% female; 30% male • University of Illinois Students • Ages 17-22 In-depth Interviews: • 37 participants • Used questions to understand current AT&T brand perception and discussed preferred workplace environment
  4. 4. What we learned • Students do not consider AT&T when searching for career opportunities • Students value an innovative and enjoyable workplace • Students are not likely to recommend AT&T to friends
  5. 5. Campaign Strategy Target Market Perception: AT&T has strong customer service and reliable network Our Position: AT&T is a strong network of both providing a good service, but also providing career opportunities and networking for jobs Why?: Our research showed that AT&T is not seen as a career option, and furthermore cannot compare to the new innovative workplaces of today’s society
  6. 6. The Message AT&T gives the word network a whole new meaning. Providing strong coverage and even stronger possibilities for the future The Tone: optimistic, youthful and innovative
  7. 7. Advertising Overview • Two main executions: – “Charge Your Network” event – “Fuel Your Network” event • Radio Advertisements – WPGU Champaign- Urbana
  8. 8. “Charge Your Network” Event • Impressions: 500
  9. 9. “Fuel Your Network” Event • Impressions: 420
  10. 10. Radio Advertisements • On campus radio station targeting young adults, professionals and college students – WPGU – 8 day air – :30 second spots – 64 commercials total • 3,532 impressions
  11. 11. Total Advertising Impressions 4,452
  12. 12. Public Relations Strategy Use social media to maximize press coverage of our events to increase awareness and attitude towards AT&T career opportunities.
  13. 13. Public Relations • Implement social media to increase awareness about the events using the expand UIUC hashtag – Facebook – Instagram
  14. 14. Social Media: Facebook Facebook: 364 likes Facebook advertising targeted towards Champaign, IL residents in the UIUC network between the ages of 18-35
  15. 15. Social Media: Facebook
  16. 16. Social Media: Instagram #expandUIUC
  17. 17. Total PR Impressions 32,736
  18. 18. Post- Campaign Survey Results • An increase of awareness of the student discount – Pre-survey results: 12% – Post-survey results: 29% • Students 10% more likely to associate AT&T with engineering/ technology
  19. 19. In-Depth Interviews
  20. 20. In-Depth Interviews
  21. 21. In-Depth Interviews
  22. 22. Financial Analysis
  23. 23. Total Investment Item Total Investment Total Reach Charge Your Network Event $544.90 500 WPGU Advertisements $392.00 3,532 Fuel Your Network $332.06 420 Social Media $365.00 32,696 Total $1633.96 37,148
  24. 24. Thank you!

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