AT&T Book

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AT&T Book

  1. 1. Campaign Presentation
  2. 2. Presented by A D V E R T I S I N G
  3. 3. Operations FinancialsPublic RelationThe Big Idea CreativeThe ResearchThe Brand Strengthen Brand Value Proposition Leverage NPS Increase Market Penetration Your Goals & Ours
  4. 4. Preliminary Market Research
  5. 5. Operations FinancialsPublic RelationsThe Big Idea CreativeThe ResearchThe Brand Preliminary Market Research Surveys • 411 pre-event survey • 516 post-event surveys • Ranged from Freshmen to Senior Very UnlikelyVery Unlikely UnlikelyUnlikely NeutralNeutral LikelyLikely Very LikelyVery Likely Likelihood to Recommend AT&TLikelihood to Recommend Verizon
  6. 6. Operations FinancialsPublic RelationsThe Big Idea CreativeThe ResearchThe Brand Results Survey results show that University of Arizona students: • are highly price sensitive • primarily use phone for texting • have been with their provider for two or more years Preliminary Market Research
  7. 7. Operations FinancialsPublic RelationsThe Big Idea CreativeThe ResearchThe Brand Focus Groups • One designed to find perceptual differences between AT&T and Verizon • Other deisgned to evaluate our promotional materials • All subjects were in target audience Preliminary Market Research Conducted two focus groups: Results • Most students did not make initial purchase decision • People liked lifestyle brands because they made their lives easier • Favorable response to our advertising • Made tweaks to some fliers Focus group results show that students:
  8. 8. Operations FinancialsPublic RelationsThe Big Idea CreativeThe ResearchThe Brand SWOTT Analysis Strengths Weaknesses Opportunities Threats • Recognizable brands • Competitive offerings • Relatable marketing communications • Poor service perception • Lack of presence on campus • Inconsistent network in Tucson • New graduates = new customers • Lot’s of turnover in our segment • Target Audiences • Brand loyalty • Reluctance to switch • Price sensitivity • Reliance on data over calls • Sharing via social media • Push for nostalgia Trends
  9. 9. The Big Idea
  10. 10. Operations FinancialsPublic RelationsThe Big Idea CreativeThe ResearchThe Brand Strategy Nostalgia & Humor Modern Lifestyle Integrated Social Media Target Audience • Social online and off • Responds to more grassroots style marketing • Technically savvy The coveted 18-24 year old college student...
  11. 11. Operations FinancialsPublic RelationsThe Big Idea CreativeThe ResearchThe Brand It’s about reconnecting people with their family and friends, their childhood, and their peers through AT&T.
  12. 12. Operations FinancialsPublic RelationsThe Big Idea CreativeThe ResearchThe Brand • Successfully hosted large interactive promtional event on the UA Mall • Successfully ran a second event with quick turnaround at the Spring Fling What we accomplished... • Integrated marketing of traditional and non traditional media • Successfully promoted AT&T Brand and Events Creative Advertising 2 Events in 2 weeks Achieved over 100,000 impressions! Huge Potential Return On Investment! Increased NPV substantially!
  13. 13. CreativeAdvertising
  14. 14. Creative Campaign Goals • Brand Consistency • Maintain AT&T Identity • Promote AT&T Brand Values, Incorporate Values to Target Market Message Resonation Through Visual & Interactive Content Use of Traditional & Non-Traditional Forms of Advertising Brand Image Maintenance & Improvement • Attractive, Message Retention, Call To Action • Integration of mutliple forms of media and advertising • Exciting Promotional Content • Target market is not effected by traditional forms alone • Integration of both reinvigorates brand image Operations FinancialsPublic RelationsThe Big Idea CreativeThe ResearchThe Brand
  15. 15. Advertising Content • Integrated Social Media • Guerilla Marketing Traditional Media Forms • Logo • Print Ads for AT&T and Event promotionals • Collateral materials Non-Traditional media forms Operations FinancialsPublic RelationsThe Big Idea CreativeThe ResearchThe Brand
  16. 16. Campaign Logo • Inline with current AT&T style • Focuses on the message • Basic but intriguing, differentiating • Easy to add to any promo material • Adaptable Considerations Operations FinancialsPublic RelationsThe Big Idea CreativeThe ResearchThe Brand
  17. 17. Campaign Logo Secondaries Operations FinancialsPublic RelationsThe Big Idea CreativeThe ResearchThe Brand Your Way. Your Way.
  18. 18. Print Advertising • Integrated “Cup” iconography • Consistent with campaign image • Die-cut iPhone fliers left in classrooms • Showed juxtaposition of old vs. new Operations FinancialsPublic RelationsThe Big Idea CreativeThe ResearchThe Brand
  19. 19. • Showed juxtaposition of old vs. new • Note vs. Text message • Maintained AT&T branding guidelines Print Advertising Operations FinancialsPublic RelationsThe Big Idea CreativeThe ResearchThe Brand
  20. 20. Social Media Advertising • Most important channel for campaign • Ease of sharing • Most seen channel • Included questions and discussion topics to increase interaction • Important in cultivating “lifestyle” image • Become a part of peoples’ lives • Used popular 90’s iconography to promote the campaign NO INTERNET? STILL WASTED TIME. YourWayUA Operations FinancialsPublic RelationsThe Big Idea CreativeThe ResearchThe Brand
  21. 21. Guerrilla Marketing Cutouts Elevator stickers • Start conversations in elevator • AT&T could be responsible for the start of a personal relationship • Placed around campus with info poster • Encouraged pictures and FB sharing Goahead. Talkwiththeperson nextto you. Operations FinancialsPublic RelationsThe Big Idea CreativeThe ResearchThe Brand
  22. 22. Events
  23. 23. Operations FinancialsPublic RelationsThe Big Idea CreativeThe ResearchThe Brand Reconnect UA on the Mall
  24. 24. Operations FinancialsPublic RelationsThe Big Idea CreativeThe ResearchThe Brand Who: All students and visitors on campus What: Take part in the flashback on the mall Where: UA Mall and surrounding campus Reconnect UA on the Mall When: April 2, 2013 10AM-3PM Why: To measure impressions of AT&T on event participants
  25. 25. Operations FinancialsPublic RelationsThe Big Idea CreativeThe ResearchThe Brand In Anticipation • Characters around campus few days before event • Smaller orange cups around • Clues along the way • Flashback Family Photo competition • Started on Facebook and finalists shown at event Create Buzz on campus in weeks before event
  26. 26. Operations FinancialsPublic RelationsThe Big Idea CreativeThe ResearchThe Brand Event Recap • Cups were functional centerpiece • Guests loved playing games and chatting • Bounce House at one end attracted attention • Offered guests refreshments and collateral • Included fliers promoting student discount • Raffle for Aaron Carter tickets & Casino del Sol stay • Promoted AT&T “It Can Wait” campaign • Gave away stickers and attached to all promo material Attractions Promotional Contests Contests
  27. 27. Operations FinancialsPublic RelationsThe Big Idea CreativeThe ResearchThe Brand Event Recap http://www.youtube.com/watch?v=-9UvS9_LgG0 Video
  28. 28. Operations FinancialsPublic RelationsThe Big Idea CreativeThe ResearchThe Brand Spring Fling
  29. 29. Operations FinancialsPublic RelationsThe Big Idea CreativeThe ResearchThe Brand Reconnect at Spring Fling • Made to look like Polaroid Frames • Included cut-outs of Hey Arnold and The Fresh Prince • Located next to AT&T booth • Drove guests to sales reps • Encouraged business • Photos taken with Samsung Galaxy Camera • Connected to AT&T 4G • Used to start conversation about AT&T • Ground team with 4G flyers • “Street Team” walking around the Photo Booth
  30. 30. Operations FinancialsPublic RelationsThe Big Idea CreativeThe ResearchThe Brand Reconnect at Spring Fling • Shared images to Tumblr site • Reconnectua.tumblr.com • Shared photos to Facebook • Cross-linked tumblr page with Facebook • Frames were used for two more days Tumblr Site Integration with social media Over 100 photos taken by our camera! • Countless others taken by personal smartphones, with guests continued to take photos after our event was over.
  31. 31. Public Relations
  32. 32. Operations FinancialsPublic RelationsThe Big Idea CreativeThe ResearchThe Brand Public Relations Objectives • Facebook/Facebook Event • Social Media #ReconnectUA • Instagram Throwback Competition • Press Releases • Daily Wildcat Article • UA TV • Eller Screens • Flyers • Spring Fling Tumblr Use press and social media to promote event and AT&T brand on campus.
  33. 33. Operations FinancialsPublic RelationsThe Big Idea CreativeThe ResearchThe Brand PR Results • 23419 People Reached on Facebook • 15 Instagram Photo Entries • 56 Instagram Followers • 1000Guests at Event • 141 Facebook Likes
  34. 34. Operations FinancialsPublic RelationsThe Big Idea CreativeThe ResearchThe Brand Total Impressions • Facebook: 23,419 • Media: 40,000 • Instagram: 2,000 • Spring Fling Event: 33,000 • Mall Event: 30,000 • Collateral: 1,500 • Daily Wildcat: 30,000
  35. 35. Post Campaign Research
  36. 36. Operations FinancialsPublic RelationsThe Big Idea CreativeThe ResearchThe Brand • increased nps • increased brand awareness • overall campaign success Post Campaign Research Results
  37. 37. Finance
  38. 38. Operations FinancialsPublic RelationsThe Big Idea CreativeThe ResearchThe Brand Finance
  39. 39. Operations FinancialsPublic RelationsThe Big Idea CreativeThe ResearchThe Brand Finance ROI 7,287% ROI With a potential added value of $218,633 over two years.
  40. 40. Thank You. A D V E R T I S I N G

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