3. WHO IS 657 INSIGHT?
We are a group of highly-motivated, enthusiastic advertising
students from California State University, Fullerton. We live,
eat, and breathe Gen Y - because we are Gen Y. We worked, we
played, and we had fun. But, most importantly, we delivered
results that had a substantial impact.
RESEARCH:
657 Insight’s Research Department gathered a total of 2386 surveys throughout the campaign. 677 pre-campaign and,
483 post-campaign surveys were administered. The Research team collected a total of 786 response cards during our
on-campus promotions week. Five focus groups were conducted as an additional source of research-based data collec-
tion. Alongside the focus groups, Research also collected 348 supplemental research surveys and 92 Lead cards from
our AT&T Career Day. These methods of research, and their findings, were the backbone to our strategy and executions.
The surveys collected were key in the development of our campaign’s insights. These insights were then utilized to form
our strategy and our plan of attack for the campaign. The key takeaways from our research found that: roughly 80 per-
cent of the students we surveyed were on family plans, Verizon was the number one (and most preferred) network on
campus and finally, that family and friends were the number one reason for “trusting” when choosing products/services.
The strategy from this point forward was to change perceptions and increase awareness - which would result in a sub-
stantial increase in purchase consideration as well as boosting net promoter score (NPS) for AT&T.
Our post-campaign results concluded that: the campaign was successful in raising AT&T from a second place brand to
its new standing as #1 (tied with Verizon), network and price were still among a top priority when choosing a carrier. And,
family plans were still measuring around the 80% mark. NPS increased by a massive 368% (A net increase of 56 percent-
age points). And, finally, there was a positive (+57.1%) change in attitude about working for AT&T.
EXECUTIVE SUMMARY
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4. CREATIVE:The Creative Department was responsible for developing
an integrated marketing campaign that could be launched,
strategically, on all available media platforms including:
print, online, mobile, social media and promotion. 657
Insight’s “Because Family Matters” campaign was based on
the key insights that students were, for a majority, on fam-
ily plans and that family and friends were a major impact
on “trust” – in regards to selecting a mobile network. Copy
strategy always incorporated the fact that, “Family Mat-
ters.”
DIGITAL:
The Digital Department’s main objective was to develop
and execute a social media strategy that would drive traffic
to our website and generate buzz by creating a viral pass-
along that educates Gen Y on the features and benefits of
AT&T. A considerable amount of awareness was achieved
among our social media platforms, including: www.657in-
sight.com, Facebook, Twitter and Instagram. In total, our
Digital Department was able to generate over 5,000 inter-
actions on our digital platforms.
PUBLIC RELATIONS:
The Public Relations Department generated four press
releases that were designed to increase awareness of the
campaign and the on-campus efforts during our Promo-
tions Week and Career Day. These press releases were
distributed to local media outlets. The press releases were
picked up by one local radio station as well as the Daily Ti-
tan. Two event websites for the Orange County area picked
up the press releases as well.
PROMOTIONS:
The Promotions Department developed and executed a
promotional plan in two stages. The first stage consisted of
generating on-campus awareness. 657 Insight distributed
3,000 flyers around campus and posted promotional ma-
terial at high-traffic locations to help stimulate curiosity,
and awareness, of our promotions week. The second phase
of promotional activities included the actual “promotions
week.” This three day event enabled 657 Insight the op-
portunity to educate students on campus via direct face-
to-face interaction. Each of the three days had a different
theme that revolved around our campaign (Customer Ser-
vice, Affordability and Connectivity). Students were given
the chance to interact with devices that are able to connect
directly to AT&T’s Network. Students also received free food
for using the texting-and-driving simulator. In total, the two
stages of promotional activities generated 15,615 impres-
sions, increased awareness of AT&T’s benefits (including
student discounts) and dramatically changed the percep-
tion of the brand’s image amongst Gen Y.
MEDIA:
The Media Department utilized both traditional and nontra-
ditional forms of outreach to generate maximum exposure
of our campaign. In total, this department generated over
3-million impressions.
FINANCE:
The Finance Department was able to take its $3,000.00 bud-
get and turn it into $25,183.73 in added value, with an ROI of
739%
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5. TARGET MARKET RESEARCH
The target market is defined as Generation Y who attends California State University, Fullerton. More specifically, adults be-
tween the ages of 18-24. These individuals are interested in being “up-to-date” and consider their mobile network to be one of
their most important “connections.”
GENERATION Y AT CAL STATE FULLERTON
•Are unaware of student discounts for AT&T.
•Trust their family and friends for advice.
•Are commuters.
•Primarily use family and peers when choosing products and services.
•The majority are on family plans.
RESEARCH
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6. Gen Y consumers at Cal State Fullerton live extremely busy lives and are always on the go. Between part
time jobs, attending school, and making time for friends and family, our target market not only has to make
extremely efficient use of their time, but also their money. Our Gen Y demographic, at Cal State Fullerton,
rely heavily on advice from others (friends and family) to help aid them in their purchase considerations.
With this in mind, our campaign strategy was centered on family and friends. 657 Insight could not pass up
the idea that, “AT&T is family” (via connectivity, customer service and competitive rates).
SUPPORT FOR CAMPAIGN STRATEGY
QUESTION: Who is your current wireless carrier?
BRAND SHARE
PRE-COMPARISON
Verizon: (35.9%) 53%
AT&T: (31.8%) 47%
BRAND SHARE
POST COMPARISON
Verizon: (32.3%) 50%
AT&T: (32.1%) 50%
Conclusion: Among the top two carriers, the “Because Family Matters” campaign was successful in raising AT&T from
a second place brand to its new standing #1, tied with Verizon.
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44%
45%
46%
47%
48%
49%
50%
51%
52%
53%
54%
Pre-Campaign Post-Campaign
AT&T Verizon
7. QUESTION: Would you be interested in receiving more information about the new AT&T Mobile Share Plan?
YES
All respondents: 25.4%
Among AT&T respondents: 24.7%
Among Verizon respondents: 20.1%
Conclusion: Develop a marketing/advertising solution that exploits this need for information by tagging all advertising with a simple and memorable
URL.
QUESTION: Would you be interested in receiving more information about your Cal State Fullerton Student
AT&T Discount?
YES
All respondents: 51.8%
Among AT&T respondents: 63.1%
Among Verizon respondents: 46.1%
Conclusion: Develop a universal discount for all colleges and universities and develop a marketing/advertising solution that can be executed as a
broad on-campus promotion.
QUESTION: How likely are you to recommend AT&T to a friend or family member?
NPS SCORE (Lead Cards)
All respondents: (-38.4)
Among AT&T respondents: +9.0
Among Verizon respondents: (-68.1)
Conclusion: Given the lead cards were completed during our three day promotional event, one could expect a significant improvement in NPS score
versus our pre-campaign survey (NPS: -71.1).
AT&T NPS Score:
Pre-campaign: (-71.1)
Lead Card: (+9.0)
SUPPORT FOR CAMPAIGN STRATEGY
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An increase of 81.1 percentage points.
8. QUESTION: Are you on a Family Plan?
YES: 75.5%
NO:21.4%
QUESTION: Did you help recommend your carrier to your family?
YES: 40%
NO: 60%
QUESTION: Do you pay part of the family plan?
YES: 40.2%
NO: 59.2%
QUESTION: When you eventually go off your family plan, which mobile carrier will you select?
AT&T: 22.5%
VERIZON: 43.8%
SPRINT: 12.5%
T-MOBILE: 13.8%
OTHER:7.4%
Conclusion:The great majority of the target market participates in a mobile Family Plan. Which Family Plan was largely a
decision made by their parents without much input from the target market. Some millennials help pay for their part of the phone
bill, but most do not, and in fact, most millennials hope to stay in their family’s Family Plan “forever.” Finally, if pushed off their
Family Plan, most millennials will choose Verizon over AT&T by almost a 2 to 1 margin.
SUPPORT FOR CAMPAIGN STRATEGY
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9. QUESTION: (All competitors) Are you on a Family Plan?
YES: 78.6%
NO: 21.4%
QUESTION: AT&T is considering a new Family Plan for college students. The new plan
would include: FREE phone for student, $50 off for each family member’s first month’s bill
and AT&T will pay any cancellation fee charged by your current carrier. Would you recom-
mend to your family that they change to the new AT&T plan?
YES: 53.0%
NO: 47.0%
QUESTION: If no, why not?
I have a coverage issue with AT&T: 15.2%
AT&T is too expensive: 21.2%
AT&T has an old fashion image: 4.5%
I just love my current carrier too much to leave it: 21.2%
Other: 24.2%
Conclusion: Among most millennials, mobile carriers are for all intents and purposes are viewed as commodities,
where price is critically the most important variable. It’s clear the competition can be “bought” with an array of offers
that may result in an extraordinary conversion rate of over 50%. Without a doubt, a program like this could be executed
one campus at a time, possibly resulting in the strongest growth in NPS ever seen among Gen Y.
SUPPORT FOR CAMPAIGN STRATEGY
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10. QUESTION: Which group do you trust the MOST when evaluating/choose a mobile carrier?
Family: 38.0%
Friends: 57.6%
Colleagues: 4.4%
Conclusion:This confims a recent Nielsen study that found 84% of internet users around the world trust recommendations from
people they know. “After seeing a friend ‘like’ a product on social media, 29% of U.S. Internet users check out the product, 14% visit the
product’s website, 11% visit the product’s social medai page, and 5% ‘like’ the product.”
As a result of this survey, our Campaign tagline “Because Family Matters” was expanded to include friends (“Family and Friends”).
Based on the statistics captioned above, it is very clear family and friends account for 95.6% of the NPS score and therefore, deserve
campaign focus.
QUESTION: After watching the AT&T and Verizon commercials, which carrier would you choose?
AT&T: 37.0%
VERIZON: 63.0%
Why: “The AT&T commercial may be cute beause of the children, but Verizon gives you more solutions to everyday problems...”
Conclusion: Gen Y wants the facts.
SUPPORT FOR CAMPAIGN STRATEGY
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11. In order to gauge the acceptance level of AT&T’s Network, and to measure how NPS had changed, our research team conducted pre
and post-campaign surveys. To aid this research, 657 Insight’s Research Department also conducted focus groups and collected
response cards from participants of our three-day promotional event. A total of 2386 responses were collected throughout the
campaign. The pre-campaign surveys helped to guide us in preparing our on-campus campaign efforts. These pre-campaign sur-
veys also helped to assess where AT&T’s Net Promoter Score stood in comparison to their main competitors.
Pre-campaign results showed that AT&T’s NPS was not competative. However, post-campaign research has provided extraordinary
results. NPS has increased 56 points from our original research (a 386% increase). Overall, the “Because Family Matters” campaign
was a huge success, and influenced Gen Y’s preferences and perceptions in favor of AT&T. Below are some of the questions our re-
search department asked Gen Y throughout the campaign.
PRE & POST CAMPAIGN COMPARISON
QUESTION: Do you plan to take advantage of student offers on mobile service plans
after you graduate?
Strongly Agree/Agree:
Pre-campaign: 44.1% Post campaign: 47.8%
Conclusion: The “Because Family Matters” campaign was successful in increasing (+8.4%) awareness of the AT&T
Student Discount Plan.
QUESTION: How likely are you to recommend AT&T to a friend or family member?
Point gain (loss)
AT&T: Pre-campaign: (-71.1) Post campaign: (-15.2) +55.9
VERIZON: Pre-campaign: (-39.4) Post campaign: (-48.3) (-8.9)
SPRINT: Pre-campaign: (-83.0) Post campaign: (-85.4) (-2.4)
T-MOBILE: Pre-campaign: (-79.8) Post campaign: (-86.0) (-6.2)
Conclusion: The “Because Family Matters” campaign resulted in the largest positive change in NPS score ever re-
corded among all colleges and universities participating in the AT&T/Edventure Marketing challenge. A net increase
of 56 points (+368%). The “Because Family Matters” campaign catapulted AT&T into the number one brand among
the 37,000 students attending Cal State Fullerton.
QUESTION: I would consider working for AT&T.
Strongly Agree/Agree:
Pre-campaign: 24.2% Post campaign: 38.1%
Conclusion: The “Because Family Matters” campaign was instrumental in positively (+57%) changing attitudes about working for AT&T.
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12. TARGET AUDIENCE:
• Adults 18-24, attending Cal State Fullerton.
• STEM majors who are unaware of AT&T’s career opportunities.
CREATIVE STRATEGY:
• To CONVINCE: Gen Y at Cal State Fullerton
• To Consider: Purchasing the AT&T mobile share plan
• Instead of: Verizon, Sprint and T-Mobile
• Because: AT&T provides the greatest costumer service, connectiv-
ity, and outstanding reliability, at an affordable cost because above
all, “family matters”
• Tone: Warm, casual & emotional
Our Position: Attributes and benefits while associating a product/
service with a specific group or type of user
CREATIVE OBJECTIVES:
• To establish AT&T as the number one brand as defined by their
Net Promoter Score as well as raising target market perception
of AT&T as the mobile provider who “cares for you like family.”
BRANDING GUIDELINES:
The guidelines provided by AT&T’s creative brief laid out the
framework for our creative team to follow. Creative was to utilize
the AT&T logo/brand to help increase awareness among Gen Y.
CAMPAIGN STRATEGY/EXECUTIONS
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13. FAMILYBased from our research, we learned that Gen Y is looking to their social networks (family and friends) in order to find prod-
ucts and services that best fit their needs. So, what we decided to do, was to express the idea that AT&T is like family. We want-
ed our target market to understand that AT&T has been a superior mobile network provider, giving them excellent customer
service and, ultimately, a superior network.
THE FORMULA:
AT&T Brand/headline benefit = personal reward/
benefit.
TAGLINE:
“Keeping you connected.” - (Practical Benefit)
“Because Family Matters.” - (Emotional Benefit)
OUR TACTICS:
We used the following media to engage our target market
and interact with them:
• Print Ads
• Online/mobile (Daily Titan Web Page/ App)
• Banners
• T-Shirts
• Water Bottle Labels
• Outdoor Advertising (57 Freeway Sign)
• Flyers
• Social Media (Facebook, Instagram, Twitter)
• Radio Spots (Titan Radio)
• Chalk Murals
• TSU Digital Marquee
CAMPAIGN THEME & MESSAGE:
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14. Medium: Print
Target Market: Gen Y
Headline: Looking Out For You
Tagline: Because Family Matters
Description: Full Color Magazine Ad that emphasizes ATT’s
high ranking customer service.
Medium: Print
Target Market: Gen Y
Headline: Keeping You Connected...
Tagline: Because Family Matters
Description: Full Color Magazine Ad that illuminates ATT’s
superior Network.
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15. Medium: Print
Target Market: Gen Y
Headline: Choose Your Own Family
Tagline: Because Family Matters
Description: Full Color Magazine Ad that speaks to students
who are interested in Mobile Share plans.
Medium: Flyer
Target Market: Gen Y
Headline: CSU Fullerton Career Day
Tagline: Because Family Matters
Description: Full Color Ad that speaks to students who are in-
terested in gathering more information related to their field of
study.
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16. We are a social generation, so digital media is essential when communicating to the target market in a timely manner. We uti-
lized various digital and social media sites to connect with our target - Gen Y.
AGENCY WEBSITE:
www.657insight.com
657 Insight launched our website on September 19th, 2013 - driving traffic to our promotions. Once on the website, visitors
were exposed to 657 Insight’s banners and event information as well as a direct-contact link to 657 Insight’s Media Department.
We provided visitors the opportunity to contact us directly with a “Contact” tab – we even added a blog to the site to help gen-
erate buzz about our promotions week and campaign. This point of contact was a fundamental aspect to our success.
DIGITAL MEDIA
Website Analytics
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17. Left: 657 Insight event page giving
visitors information on our promotional
events taking place.
Top Right: 657 Insight Website Home
Page with our banner, tagline, logo, and
information about AT&T. There are also
links directing visitors to our social media
profiles.
Bottom Right: 657 Contact Page that
lets visitors communicate with us.
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657 Insight Home Page:
18. FACEBOOK
facebook.com/insight657
Our Facebook page was extremely helpful in generating awareness of our 3-day promotional event,
as well as our Career Day. Pictures of students and 657 Insight staff have been posted to our time
line in order to add overall awareness of our on-campus events. Some of the photos include the AT&T
texting-and-driving simulator, which was present all 3 days of our promotions week. The page has
currently generated a total of 259 “Likes.”
TWITTER
twitter.com/657Insight
The Twitter page feeds the web updates of our event(s) and other helpful information to our potential
consumers, such as: student discounts, job offers, friendly reminders and information about AT&T’s
Network. Like other social media, Twitter gives us a voice that separates us from the Internet’s clutter.
INSTAGRAM
instagram.com/657insight
The 657 Instagram page was a way for our agency to display what our promotional days were all
about! Family and Friends from campus united at our 3-day event and the pictures prove it. 657 uti-
lized Instagram in a way that generated awareness of our cause, in a fun and creative way. Our page
contains pictures and videos of some of the extravaganza, as well as some of the winners of our give-
aways. While all of these pictures illustrate the fun our team had interacting with Gen Y, these pictures
also served a purpose towards exposing Instagram users to our campaign efforts.
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20. The primary objective for the Public Relations Department was to build awareness of the AT&T Marketing Challenge
and increase the target market’s perception of AT&T. The Public Relations team focused on building awareness of
the “Because Family Matters” campaign and establishing a relationship with our target market’s preferred media
channels. 657 Insight’s Public Relations Department was responsible for gaining media coverage via several different
mediums, such as online, radio and print.
The first press release was created with two goals in mind. The primary
goal, of our original press release, was to inform media that our agency
had been established. The secondary goal was to generate awareness of
our client’s mission(s) on the Cal State Fullerton Campus.
The second press release was solely focused on our 3-day promotional
event. This press release generated awareness of the giveaways, dis-
counts, the simulator and all other aspects of our promotional activities.
This press release generated significant results for the department and
the campaign as a whole. The Daily Titan and Titan Radio absorbed the
information we provided them – earning 657 coverage on both platforms.
The Daily Titan wrote a story about our event, and Titan Radio provided us
with over 50 radio spots.
The third press release discussed aspects of our Career Day. This release
highlighted key details about the potential job opportunities at AT&T and
the steps students could take in order to gain more information about
these positions.
The fourth, and final, press release contained a summary of all the excit-
ing events that took place over the last several months. This information
was important for the public to see because it illustrated how our cam-
paign substantially increased AT&T’s NPS score.
PUBLIC RELATIONS
PRESS RELEASES
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21. Exposure in the Daily Titan. The Public Relations
Department stimulated awareness throughout the
campus thanks to their efforts.
Left: Daily Titan Half-Page Print Advertisement.
(Full Page Ads were run as well).
Top Right: Article written by Daily Titan, about
657’s Campaign efforts on campus.
21Daily Titan Article Posted Under “Campus News”
- Ran 10/29/13
22. EVENT WEBSITES:
To gain additional coverage, 657 Insight’s Public
Relations Department posted their press release
information on two local Orange County event
websites.
The Websites:
•Eventful
•OC Register Events
For over a week and a half, 657 Insight ran radio spots on Titan
Radio. During this eleven day span, the commercial was aired 93
times.
RADIO MEDIA COVERAGE:
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OC REGISTER EVENT INFORMATION:
23. 3-DAY EVENT
WHEN & WHERE:
On October 22nd – 24th, from 10 a.m. to 3 p.m. on the Titan
Walk, 657 Insight hosted a 3-day promotional event. Each
day of the event had a different theme. These themes were
used in order to produce interest around campus about
our promotional efforts as well as maintaining a goal-ori-
ented campaign.
Titan Walk is a high traffic area on campus. Not only is Titan
Walk close to one of the most frequently used parking
structures on campus, it is also used by students going
to: class, the recreation center, the student union and the
bookstore. Every morning, our agency members trans-
formed our spot, on the Titan Walk, from a void space, to
one filled with eye-catching tents, banners, decorations,
posters and most importantly – the AT&T Network.
PROMOTIONS
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24. THEMES
Day 1: Customer Service – This day was centered around the fact that AT&T has been a leader in customer service, and
will continue to remain one of the best when it comes to providing customers with solutions to their problems.
Day 2: Affordability – On day 2 of our promotions event, 657 Insight urged students to learn more about discounts they
could receive simply for being a student at Cal State Fullerton.
Day 3: Connectivity –For the final day of our 3-day promotions event, we decided to reinforce AT&T’s outstanding Net-
work capabilities. 657 Insight informed visitors about AT&T’s constant dedication to providing consumers one of the fastest
and most reliable Networks on the market. As instructed, if participants had specific questions (for any of our themes), we
redirected them to AT&T’s official website.
THE EXTRAS
Food:
College students are always looking for food, so we decided to give away tons of free food to help attract attention to our pro-
motional event. Of course, these food items were free, but the participants at our event had to “earn” their slice of pizza. Our
Promotions Department devised a strategy that made students get involved. In order to get a pizza, drink or any other free
item, visitors had to earn a ticket stub – These stubs could only be collected by engaging in one of the various activities at our
event (For example, trying the AT&T texting-and-driving simulator).
Music:
While there were attention grabbing activities at our event, we decided to keep students engaged by playing live music. Cal
State Fullerton’s on-campus radio station, Titan Radio, came out to our event and provided our campaign with live DJ’s. This
connection with Titan Radio was established thanks for our Public Relations Department. With a source of live music, 657
Insight was able to devise another tactic that possessed stopping power… the flashmob.
Flashmob:
During the second day of our event, 657 Insight staff performed a flashmob that was choreographed by a professional dance
instructor. Around mid-day, when student traffic was heaviest on the Titan Walk, 657 Insight showed our fellow Titans what
promotional week was all about! Our flashmob generated awareness for our event and campaign. Many stopped to watch
what was going on as it was truly an unexpected thrill for everyone.
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26. The four major objectives of our
advertising/media campaign were:
1. Generate maximum awareness and
purchase consideration of AT&T among the
target audiences.
2. Generate 1 million total impressions.
3. Establish a strong overall campaign,
encompassing both traditional and
non-traditional forms of advertising.
4. Ensure all advertising produced is
consistent with the overall campaign
strategy.
MEDIA TACTICS
Media tactics, which our team utilized,
ranged from social media and online/mo-
bile banner ads, to fliers, traditional print,
hand-made posters, and digital billboards.
Overall, the “Who’s Your Family” campaign
generated a total of 3,670,683 impressions.
The broad reach and high frequency of this
campaign was instrumental in improving
not only brand awareness, but also pur-
chase intent as well as the perception of
AT&T as a favorable place to work.
MEDIA
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28. OBJECTIVES:
The three primary objectives guiding the Finance Department were to efficiently and effectively allocate all resources. Sec-
ond, maintain accurate records of all campaign expenditures. And lastly, determine “value versus cost” in order to report an
accurate return on investment (ROI) for our campaign.
MEDIA SERVICES & DONATIONS:
Our team was able to greatly increase the “value” of the “Who’s Your Family” campaign by successfully soliciting donations
from corporate sponsors, as well as securing substantial free media. By using these tactics, we were able to turn a $3,000
campaign into one worth $25,183.73 with an ROI of 739%.
.
FINANCE
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29. Account Coordinators:
Jake Puleo
Alexi Parker
Department Coordinators:
Samir Nasr - Creative Director
Phil Kim - Finance
Chelsea Ruiz - Media
Ana Godinez – Research
Sylvania Phann - Digital
Miriam Torres – Promotions
Brad Freeman – Public Relations
Creative:
Creative:
Saish Kotecha
Jacqueline Dennis
Karina Bonnin
Research:
Lidia Namkoong
Tomasz Zbiegiel
Louis Gorisse
Public Relations:
Pegah Boroushan
Jesse Novy
Media:
Meghan Stanage
Bethany Weigele
Promotions:
Julia Jeck
Michael Charles
Jeff Brown
Megan Cavanaugh
Christine Nguyen
Rachel Grabau
Special Thanks:
Ed Venture Partners/AT&T
Nicole Alarcon
Natalie Leon
Robert Sage
657 INSIGHT AGENCY TEAM MEMBER
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