Laura LeskovenCOMMUNICATIONS STRATEGIST RELATER. DIVERGENT THINKER. SAVVY BRAND PLANNER.
Table of ContentsABOUT MECASE STUDIES: • AT&T • NEW BALANCE • TEXAS ADGRAD SOCIAL MEDIARÉSUMÉCONTACT
About MeBefore my ﬁrst day of undergrad, every student was assigned to take the Gallup StrengthsFinder test. We were to discover our strengths and hopefully avoid all that “I changed my major...again” mess. My top strength, as I discovered, is Empathy. I didn’t really know what this would be good for...it’s not exactly a hard, easily-‐transferrable skill.And then I discovered Account Planning: a discipline in which a key characterisc is the ability to put yourself in consumers’ shoes and tease out insights. Understand their pain points. Understand what they like to do, what is important to them and why. Once you know these things, you can more fully arculate a brand’s message, creang a relevant connecon for the customer. I’m resourceful in research, have been described as “sunny,” and have many more strengths up my sleeve. I received an M.A. in Adversing: Account Planning & Strategy from The University of Texas at Ausn and a B.A. in Professional Wring from Baylor University. HI, I’M LAURA.
The Brief Develop a go-‐to-‐market campaign targeAng the youth market. Get them excited about AT&T’s $50 unlimited talk/text/web plan. Drive traﬃc online and in-‐store for enrollment.
ResearchTHE PRE-‐PAID WIRELESS LANDSCAPEFLOODED MARKETThe market is ﬂooded with competors, both regional and naonal. Several smaller brands are subsidiaries of large, naonal wireless conglomerates, ulizing well-‐known networks for their coverage. PRICELIMITED NETWORK COVERAGEEven brands that operate on naonal networks oﬀer limited coverage to pre-‐paid customers. O`en, service is only found in major metro areas and near transportaon routes. Networks tend to charge roaming fees when a customer is outside of the typically-‐supported area. PRICINGRegional brands are priced below the naonal leaders, but customers experience drascally COVERAGEreduced service. Other naonal brands are priced similarly to AT&T, but do not provide the same quality of coverage. This means that AT&T’s superior coverage is the key factor that diﬀerenates consumer experiences. BEST COVERAGE at the BEST PRICE
ResearchVALUE-‐SEEKING YOUTH, 18-‐24BECOMING MORE INDEPENDENTMany are or have recently been on a family wireless plan held by their parents. However, they are preparing to start the next chapter in life, whether that is moving out of the house or starng a new job, and are seeking to be more ﬁnancially independent. UNWILLING TO SACRIFICE QUALITYBecause they are just entering the workforce, they do not have much disposable income, which has led to a conservave ﬁnancial approach. They spend less and save more. When choosing products, however, including wireless plans, they are unwilling to sacriﬁce quality for price. They are just beginning to develop mature relaonships with brands, and have a somewhat agnosc approach to products; they move on if a brand does not quickly prove its worth. SOCIALLY ACTIVE Tech-‐Savvy Growing Display a Many are single, and all lead an acve social life. Between friends, dates, concerts and movies, “play-‐ Independenceme” is very important and occupies a key poron of their budget sheet. Fear of Have a Missing Out Price-‐ConsciousUTILIZED: Personal Interviews
Strategy NEVER MISS AN OPPORTUNITY. WHY: The AT&T GoPhone unlimited plan allows millennial consumers to take advantage of all the blossoming opportunies in their lives: social, professional and ﬁnancial. The plan’s aﬀordable price, superior coverage and ﬂexible, contract-‐free structure are all key selling points. Whether they are saving up for a weekend getaway, awaing a call for a second interview, or want to put their plan on hold to study abroad, AT&T’s GoPhone can help them take advantage of every opportunity. This strategy also stems from the consumer behavior principle of Prospect Theory, beger known as the “Fear of Missing Out,” which states that people regret losses more strongly than they appreciate gains.
TacticsGUERRILLA TELEPHONE BOOTHS Unbranded London-‐style telephone booths will invade high-‐traﬃc urban areas in cies and encourage passers-‐by to text “VIP” to a speciﬁc number. A`er texng, they will receive a reply text saying that because they took advantage of an opportunity, they are now on the list for a concert sponsored by AT&T GoPhone. A`er the concert, each agendee will receive a ﬁnal text inving them to not miss another opportunity, but to instead take their text in-‐ store to receive a free month of GoPhone service or other discount, driving in-‐store traﬃc and brand interacon.
TacticsAIRPORT LOUNGE & WI-‐FI HOTSPOT Airline lounges are typically for preferred customers, those who have likely spent a small fortune on travel. AT&T GoPhone should create a complimentary airport lounge that demonstrates this high quality, but for those on a budget. The lounge will have ample electrical outlets for device-‐charging, comfortable chairs, GoPhone vending machines and a free Wi-‐Fi internet hotspot. AT&T GoPhone will be promoted through prominent signage and a branded internet connecon page.
TacticsPUBLIC TRANSIT ADS Bus shelters, subway staons and in-‐bus & in-‐train ads will meet the target as they are a capve audience, commung or just traveling around town. These ads will also show the nearest AT&T stores along that parcular route, educang them on the nearest place they can purchase the GoPhone in-‐store.
Tactics“BUCKET LIST” CONTEST Most people, whether formally or informally, have a “bucket list.” AT&T should incorporate this meme by implemenng a month-‐long contest designed to help people check an item oﬀ their list. When someone signs up for a GoPhone or pays for their next month of acvaon in-‐store, they will be automacally entered for the chance to check a dream opportunity oﬀ their list, taking their closest friends with them.
The Brief Pinpoint a New England-‐based company who is facing a challenge or an opportunity. Discover a way that Jack Morton Worldwide could capitalize on the situaAon through its experienAal core competencies.
ResearchCURRENT SITUATIONTHE BRANDNew Balance is known by many as a shoe company, famous for ﬁt, running and community involvement. Based just outside of Boston, Massachusegs, the company has a strong domesc presence, but pales in comparison to industry giants Nike, Adidas and Reebok.NEW BALANCE WELLNESSThe New Balance website has a “Wellness” secon that targets women. It aggregates content, blog posts and recommendaons for ﬁtness and a healthy diet. It is not relevant to younger women, as it is focused on women in their late 20s and up. HEIDI KLUM FOR NEW BALANCENew Balance has formed a partnership with Heidi Klum, resulng in a lifestyle apparel and footwear collecon for the “modern woman on the go.” It is oﬀered exclusively online through Amazon.com, and predominantly appeals to the 30-‐40 year old demographic. For New Balance YOUNG WOMEN are an UNDERSERVED SEGMENT
ResearchYOUNG WOMEN, 18-‐25 Gray suede A large “N”“NEW BALANCE IS NOT FOR ME.” shoesThrough a survey of 119 women age 18-‐25, it was discovered that this demographic heavily associates the New Balance brand with the classic 991 shoe that Clean, basic, Runningcame out in the mid-‐1990s—gray, suede, with large N simple styleslogo. There is low associaon with athlec clothing. They also associate New Balance with an older a perfect fit.demographic—their fathers and older men, and speciﬁcally with running. The 1990s Sturdy & heavySTRAPPED FOR TIME & MOTIVATIONYoung women ﬁnd it diﬃcult to get movated to exercise when they have to carve a chunk out of their busy day for it. Because they are constantly connected and multasking, they are strapped for me. Most o`en, working out and creang healthy meals tend to fall by the wayside. UTILIZED: Personal Interviews
Strategy a perfect fit. WHY: Even though college or newfound independence is a balancing act, New Balance can provide the on-‐the-‐go young woman ways to stay ﬁt that ﬁt into her busy lifestyle. It is possible to make me for a healthy lifestyle, and New Balance is how she can make it work.
TacticsBRAND AMBASSADORS & PROMOTIONAL ITEMS EM(HER)GENCY WORKOUT RECOVERY KIT Brand ambassadors should be established on college campuses, where they will serve as liaisons between New Balance and the University. They will coordinate on-‐campus events to coincide with major campus happenings, distribute promoonal items and promote a healthy lifestyle both on-‐campus and via social media.
TacticsON-‐CAMPUS EVENTS“FIND YOUR FIT” CLASSESNew Balance brand ambassadors will host clinics, covering basic nutrion and how to idenfy and navigate through food danger zones.Trainers will also lead praccal demonstraons of basic exercises and provide ps for ﬁpng exercise into a busy schedule. SNEAKER SPEED DATINGBrand ambassadors will host sneaker “speed dang” events, where New Balance sneaker experts suggest which New Balance model is the perfect ﬁt for each girl, based on the kind of athlec acvity she engages in most o`en. FASHION SHOWSOn-‐campus fashion shows will feature the latest New Balance styles on makeshi` runways, such as the track or tennis courts. Pop-‐up shops will be present a`erward so students can purchase the looks they saw “on the runway.”
TacticsFOURSQUARE BRAND PAGE & BADGE a perfect fit. In March, 2011 alone, 16.7 million US mobile phone users checked-‐in using geo-‐locaon services, falling primarily into the 18-‐25 age range. New Balance should interact with these users by creang a Foursquare brand page. By leaving ps at "Fit Froners,” New Balance would be educang users on fun places to easily stay ﬁt within their lifestyle, such as a donaon-‐based yoga studio. Also, a “A Perfect Fit” badge could be rewarded to those users who check into 25 Fit Froners, whether or not they are following the brand page.
TacticsGYM PARTNERSHIP a perfect fit. Because it’s all too easy to fall oﬀ the ﬁtness bandwagon during the holidays or while on summer vacaon, the A Perfect Fit badge will also provide extra incenves. When each new level of badge is unlocked with Fit Froner check-‐ins, users will be eligible for discounts on New Balance merchandise, as well as beneﬁts at health clubs, such as Bally Total Fitness.
ADGRAD SOCIAL MEDIA Created for and guided by:
The Brief Develop and execute a social media strategy for the Department of AdverAsing & Public RelaAons at The University of Texas at AusAn to conAnue the growth of the Texas AdGrad brand.
BackgroundTEXAS ADGRAD SOCIAL MEDIAThe Texas AdGrad social media team represents The University of Texas at Ausn’s College of Communicaons Department of Adversing and Public Relaons. It represents the academic goals and presge of the program, relevant industry news, and a way for students to keep in touch with the program, the industry, alumni and each other. The Department’s website content is updated weekly by the team with stories about alumni, students, faculty and happenings in the department, such as agency visits and class projects. The AdGrad social media team began to focus on social networking in Spring 2010 with a group of a few students and a faculty advisor. At the me, only Facebook, Twiger and LinkedIn were ulized. Now, Texas AdGrad uses Facebook, Twiger, Flickr, LinkedIn, the program’s website, surveys, a job-‐networking site speciﬁc to students and graduates of the program, YouTube, Google Analycs and Spredfast (a social CRM so`ware) to best ulize their social reach and inﬂuence.NETWORKS: adverAsing.utexas.eduMEASURED WITH:
ResearchWHERE WE STARTEDIn August, 2011, the team developed a survey to gain insight into how our community views the term “AdGrad,” the quality of the AdGrad brand, and the quality of AdGrad social media properes. The survey received 210 responses, and helped formulate campaign goals for the upcoming year.KEY FINDINGS1. TERM “ADGRAD” CAUSES CONFUSION 2. KEY MEDIUMS The term “AdGrad” is not well understood. The majority of The survey idenﬁed Twiger and Facebook to be among the respondents believed AdGrad to mean only graduate department’s top three networking properes, with equal students and alumni of the Department of Adversing and levels of awareness and engagement. The College of PR. Undergraduates were incorrectly excluded from this Communicaons Careers Services was the top choice, but is deﬁnion. not controlled by the Texas AdGrad Social Media Team. 210 RESPONSES
Goal #1 Address confusion by deﬁning the AdGrad brand. SO, WHAT IS AN ADGRAD? An AdGrad is an undergraduate student, graduate student or alumni of the Department of Adversing and Public Relaons at The University of Texas at Ausn. WHAT WE DID • Deﬁned the AdGrad brand to the above. • Highlighted various students & tracks (creave, media, account planning, PR) which fall under the brand. • Focused speciﬁcally on undergraduates, since they felt most disconnected from the brand. • Developed an editorial calendar to ensure all AdGrad segments and tracks were exposed to relevant content. • Tracked output, reach & community engagement for each AdGrad segment through using content labels on all posts. RESULTS A second survey distributed in the spring, 2011, produced largely insigniﬁcant results, due to a low response rate. The term “AdGrad” is sll an item of confusion for the audience. However, connuing to create original content highlighng various students & tracks, focusing on undergraduates, as well as gaining endorsement from all department student organizaons will help accomplish this goal.
Goal #2 Increase brand awareness & community engagement. WHAT WE DID • Watched analy@cs to direct our content development, ensuring that content was relevant to the AdGrad community. • Adapted the content strategy to reﬂect the community’s interest on various topics. • Par@cipated in the Facebook Small Business Boost adver@sing contest in January, 2011. Facebook gave each group $100 in adversing with the challenge of gaining 100 new “likes” on the group’s page. We successfully met the challenge, earning an addional $100 in adversing. • U@lized Google AdWords to encourage new visitors to the Texas AdGrad Facebook page and department website (adversing.utexas.edu). RESULTS 141 addiAonal “likes” on Increased average number the AdGrad Facebook page. of engagements by 83.33%. UTILIZED:
RésuméEXPERIENCESocial Media Community ManagerThe University of Texas at AusnAusn, TXAugust 2011 -‐ PresentMarkeAng Strategy InternJack Morton WorldwideBoston, MAJune 2011 -‐ August 2011Brand StrategistInnovaon: The Markeng TeamWaco, TXJune 2008 -‐ August 2010EDUCATIONM.A. Adversing: Account Planning & Strategy, The University of Texas at AusnB.A. Professional Wring; Minor in Business Administraon, Baylor University