Final Completion Certificate of Marketing Management Internship
ATT Presentation at Dallas HQ
1. Dwight Bentel & Hall Communications
Connect What Counts
AT&T Campus Brand Challenge
December 12, 2013
2. The SJSU Community
SJSU is a large commuter college
Major construction on campus
Local AT&T store on Story Road
3. Target Audience
Student ages 18 – 24
Heavily dependent on mobile devices
Use a lot of social media hourly
Most are on a family plan
Don’t watch a lot of TV
Constantly on Internet
High interest in internships and meeting
post-graduation economic needs
5. AT&T Campaign Objectives
Increase Net Promoter Score
within Target Audience
Increase purchase consideration
Increase desire to work at AT&T,
especially within STEM majors
Increase awareness of AT&T student offers
6. Meeting the Objectives
Our Strategy
Research key issues on SJSU campus
Utilize campus publications, fliers,
social media and an on-campus event
7.
8. “AT&T is too expensive. I might not be
paying the bill, but I constantly hear my
parents complain about it!”
9. “I’m with Verizon. My friends say Verizon is
the most reliable network so I think
I made a good choice.”
16. Realization: There is a huge disconnect
between our target audience and the great
services and employment opportunities
AT&T has to offer!
17.
18. Key Messaging
AT&T provides an improved network
that will benefit student lives
AT&T provides student discount offers
AT&T has a range of internship and employment
opportunities for graduating students
22. Campaign Objectives
Drive 400+ attendees to event and familiarize
them with AT&T employment opportunities
Increase NPS by at least 10 points
Increase awareness of student offers by 60%
Increase desire of students to work at AT&T by 30%
29. Public Relations Tactics
Email Blasts
Press Release
Feature Stories
Top 10 Characteristics SJSU Students Look for in Their First Job
Survive on a Student Budget
Social Media
30. Spartans, Let’s Connect!
Subject: Free Event for all SJSU Students
Job opportunities | Student discounts | Grand prizes | Giveaways
What: “Connect What Counts,” AT&T sponsored event
When: November 19th from 11:00 a.m. to 3:00 p.m.
Where: Student Union Art Quad
San Jose State University's Dwight Bentel & Hall Communications, a full-service
agency run by students, knows: it's all about your network - who you know and
your mobile service provider.
Join us on Tuesday, November 19th from 11:00 a.m. to 3:00 p.m. at the Student
Union Art Quad for the AT&T sponsored "Connect What Counts" event to learn more
about AT&T employment opportunities, discounted services and their improved
network.
There will be fun activities, games and giveaways for all SJSU students! There will
also be a chance to enter to win the grand prize- a HMDX Jam Portable Bluetooth
Speakers, the best-sounding portable Bluetooth speakers.
Come out for your chance to win prizes and build your network!
www.facebook.com/ConnectWhatCounts
www.twitter.com/ConnectWCounts
www.instagram.com/ConnectWhatCounts
48. Social Media Results
Facebook
94 page likes
15,932 total impressions
136 people engaged
432 post clicks
52 likes of posts
27 shares of posts
Twitter
9,367 total impressions
Video
182 total views
64. Campaign Achievements
Drove 400+ attendees to event
Increased NPS by 45 points
Increased willingness of STEM major
students to work at AT&T by 51%
Increase awareness of student offers by 153%
Received 47 applicants through Talent Catch software
Team gained invaluable experience
65. Recommendations
Increase AT&T presence on college campus
Attend job fairs
Host fun, interactive events
Communicate with specific
campus organizations
Purchase ad space in school media
Bigger presence in social media, and
online music / radio stations
Continue branding AT&T as a global technology company
66.
67. Thanks for the amazing experience and allowing us to
Connect What Counts