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Campaign
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Presented by
A D V E R T I S I N G
Operations FinancialsPublic RelationThe Big Idea CreativeThe ResearchThe Brand
Strengthen Brand
Value Proposition
Leverage
NPS
Increase Market
Penetration
Your Goals & Ours
Preliminary Market Research
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
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

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AT&T Book

  • 2. Presented by A D V E R T I S I N G
  • 3. Operations FinancialsPublic RelationThe Big Idea CreativeThe ResearchThe Brand Strengthen Brand Value Proposition Leverage NPS Increase Market Penetration Your Goals & Ours
  • 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. 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. 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. 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
  • 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. 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. 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!
  • 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. 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. 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. Campaign Logo Secondaries Operations FinancialsPublic RelationsThe Big Idea CreativeThe ResearchThe Brand Your Way. Your Way.
  • 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. • 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. 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. 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
  • 23. Operations FinancialsPublic RelationsThe Big Idea CreativeThe ResearchThe Brand Reconnect UA on the Mall
  • 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. 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. 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. Operations FinancialsPublic RelationsThe Big Idea CreativeThe ResearchThe Brand Event Recap http://www.youtube.com/watch?v=-9UvS9_LgG0 Video
  • 28. Operations FinancialsPublic RelationsThe Big Idea CreativeThe ResearchThe Brand Spring Fling
  • 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. 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.
  • 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. 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. 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
  • 36. Operations FinancialsPublic RelationsThe Big Idea CreativeThe ResearchThe Brand • increased nps • increased brand awareness • overall campaign success Post Campaign Research Results
  • 38. Operations FinancialsPublic RelationsThe Big Idea CreativeThe ResearchThe Brand Finance
  • 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. Thank You. A D V E R T I S I N G