Z Score,T Score, Percential Rank and Box Plot Graph
Ppt att v1.2 (3)
1. Campaign Briefing
AT&T Brand Campus Challenge
University of Texas at Dallas
October 9th, 2014
Ganapath
Velu
Joshua
McKinley
Evan
Allen
Ponkumarn
Premvetty
Cody
Mains
Amy
Dollin
2. University Profile
• # of Students – 23,084 (as of 9-18-2014)
• # of Faculty – 1,124 (as of Fall 2013)
• # of Schools – 7
• School of Arts and Humanities
• School of Behavioral and Brain Sciences
• School of Economic, Political and Policy Sciences
• Erik Jonsson School of Engineering and Computer Science
• School of Interdisciplinary Studies
• Naveen Jindal School of Management
• School of Natural Science & Mathematics
3. UT Dallas Demographics
33%
24%
13%
20%
5%
0.20% 0.10%
2% 3%
Anglo
International
Asian-American
Hispanic
African American
Unknown/Other
Two or More Races
Native American
Native Hawaiian
Male: 57%
Female: 43%
Full Time: 77%
Part Time: 23%
Undergraduate: 62%
Graduate: 38%
4. AT&T Survey
•Method: Qualtrics
•Total Responses: 729
•51% Male / 49% Female
•62.6% Domestic / 37.4% International
5. Research Findings
50.0%
45.0%
40.0%
35.0%
30.0%
25.0%
20.0%
15.0%
10.0%
5.0%
0.0%
Current Wireless
Providers
13%
34%
53%
Provider
Student
Discount
Yes No Unsure
AT&T Discount
15%
85%
Awareness
Yes No
6. 70%
60%
50%
40%
30%
20%
10%
0%
Price/Rate Network
Quality
Equipment Customer
Service
Other
Key Driver to Switch
60%
50%
40%
30%
20%
10%
0%
Best Brand Perception
AT&T Verizon T-Mobile Sprint Other Metro PCS
7. Do you
think
AT&T is a
good
place to
work?
80%
20%
Yes No
How do you prefer
to learn about AT&T
0% 20% 40% 60%
Other
On Campus
Social Media
Email
career
opportunities?
90.00%
80.00%
70.00%
60.00%
50.00%
40.00%
30.00%
20.00%
10.00%
0.00%
SOCIAL MEDIA USAGE BY
PLATFORM
Facebook Twitter Instagram Pinterest Other
1st 2nd 3rd 4th 5th
9. Focus Group Observations
AT&T Products
• Products are pricey compared to
competitors.
• No problem with service.
• Little awareness about discount.
AT&T Brand
• Great brand value.
• Students associate it with quality.
• Blue and orange are appealing.
AT&T Careers
• Good awareness about
leadership programs among
MBAs.
• Students aware about sales
jobs.
• Not much management job
awareness among other
students.
• Perceived as great place to
work by majority.
10. AT&T Product & Careers Research
Products
• Wireless
• Internet
• U-Verse
• Bundles
• Digital TV
• Home phone
Careers
• Leadership programs across
various departments.
• Various internship and full-time
opportunities for students of the
School of Management.
• Career opportunities for both
undergraduates and
postgraduates.
13. Social Media Research
Positive
26%
Negative
25%
Neutral
49%
Mentions
Top 5 most AT&T mentions in the cities here
14. Negative Mentions
• Negative
connotation to
cellular
“service”
• Technology-based
comments
• Wi-Fi ability of
phones
15. Positive Mentions
• Lots of mention
of products
• Customers
enjoy sharing
phone upgrades
or purchases
online
• Customers are
happy with
deals they find
for AT&T
16. Listening for a Student Discount
• Very few mentions of student discount on Twitter
• Those who did mention were unsure
Need to create buzz among students!
18. Mission & Strategy
• Mission Statement: Promote AT&T to the UT Dallas
population as both an excellent provider of
products/services and a great place to work.
Position the brand as a leading innovator in
electronic entertainment through advertising, mobile
applications, interactive activities, and social media.
• Customer Segment: 18-34 year old UTD students
• Campaign Strategy : Leverage mainly mobile
technology to promote AT&T as fun, engaging
and entertaining.
• Slogan : Connect the COMETS!
19. Timeline
Week 1
Dec 3-9
Post-campaign
Research
Week 15
Sept 23-Oct 3
Surveys &
Focus groups
Oct 19-26
Promotion for
Scavenger Hunt
Oct 9
Campaign
Briefing
Oct 27-29
Scavenger
Hunt
Dec 16
Final
Presentation
Nov 4-17
Beacon &
Display
Advertising
Nov 26-Dec 2
User-generated
Contest
20. Promotions to create awareness of events
• Highlighters with AT&T logo before midterms - 500
• Promotions on TV displays in the campus
• Door hangers - 5 dorms - 6,000 students
• Email blasts - 800
• Ad banners - 100
• Tear cards - 250
• Yard signs - 50
• Flyers - 500
21. Promotions to create awareness & build up for upcoming events
Music Event – DJ WHIZ T
Official DJ of Dallas Cowboys
(former Official DJ of Dallas Mavericks)
Have DJ Whiz T play popular music in the middle of campus where we have a table
promoting our events, AT&T, and getting people’s information in exchange for giveaways so
we can market to them later.
22. Sticky-Note
Infographic Video
• Award Winning Sample Video:
• http://youtu.be/hfh5Y9vPP2I
• Get stats favorable for AT&T meeting their needs
• Write ‘sound bites’ packed with appealing
information to the target audience but short
enough to write on the sticky notes
• Show sticky notes and post it on the wall, at the
end it will form the AT&T Logo
• It is a video Infographic / time lapse hybrid in a
sense
• It is an award winning idea / video – Won DFW
AMA Collegiate Marketer of the Year
Awareness & build up for
upcoming events continued…
26. iBeacon & AltBeacon
• Proximity system designed to target mobile
devices within a localized radius using Bluetooth
low-energy (BLE) technology to send messages
to devices within that radius
• Devices must have an existing app with location
permissions enabled to be targeted
• Uses transmitters from Radius Networks to send
the beacons
• USB Transmitters
• Standalone Transmitters
• Certain iOS devices
27. How will we use Beacons?
• Use a mobile app such as
BeaconStream
• Provide incentives to
download the app at our
events; e.g. slice of pizza
• Target high-traffic areas
of campus with our
beacons
33. Campaign Settings
CPC is originally set at a max of $0.80. The value
will be adjusted as we see which ads perform the
best and which ads need to be allocated more
funds.
44. Metrics-Engagement
Net promoter score Before and After
Scavenger Hunt # of app downloads
Average # of points per player
Completion rate
Display advertising # of Impressions
CTR
Landing page Time on site
# of unique visits
CTR
Obtain Vanity url unique visitors
User generated competition-
Picture competition
# apps downloaded
# of posts
# Like’s
# Shares
# retweets
iBeacon # of beacons sent
# apps downloaded
# beacons viewed
45. Budget
S.No Item Cost
1 Scavenger Hunt platform $700.00
2 Music Event $450.00
3 Promotions $450.00
Doorhangers $100.00
Flyers $100.00
Posters $150.00
Other Promotions $100.00
4 Beacon $250.00
5 Giveaways $600.00
6 Display ads $400.00
Total Cost $2850.00
Budget Available for any cost overun $150
