The document summarizes a student-run marketing campaign for AT&T at San Jose State University. The campaign's objectives were to increase AT&T's net promoter score among students, increase purchase consideration of AT&T services, and increase interest in working for AT&T. Through research, advertising, events, and social media, the campaign drove over 400 students to an on-campus event, increased the net promoter score by 45 points, and increased interest in working for AT&T among STEM majors by 51%. The campaign was considered very successful and provided valuable experience for the student team.

1. Dwight Bentel & Hall Communications
Connect What Counts
AT&T Campus Brand Challenge
December 12, 2013

2. The SJSU Community
SJSU is a large commuter college
Major construction on campus
Local AT&T store on Story Road

3. Target Audience
Student ages 18 – 24
Heavily dependent on mobile devices
Use a lot of social media hourly
Most are on a family plan
Don’t watch a lot of TV
Constantly on Internet
High interest in internships and meeting
post-graduation economic needs

4. Target Audience

5. AT&T Campaign Objectives
Increase Net Promoter Score
within Target Audience
Increase purchase consideration
Increase desire to work at AT&T,
especially within STEM majors
Increase awareness of AT&T student offers

6. Meeting the Objectives
Our Strategy
Research key issues on SJSU campus
Utilize campus publications, fliers,
social media and an on-campus event

8. “AT&T is too expensive. I might not be
paying the bill, but I constantly hear my
parents complain about it!”

9. “I’m with Verizon. My friends say Verizon is
the most reliable network so I think
I made a good choice.”

10. “I haven’t really considered working
for AT&T in the future”

11. Are we the only ones thinking about this?

12. Research Methods
Electronic surveys
Tabling for 3 days in
high-traffic areas on campus
Gave incentive for completing survey

13. Pre-Campaign Research
Verizon
NPS= -28
AT&T
NPS= -47
T-Mobile
NPS= -81
Sprint
NPS= -83
Baseline Net Promoter Score

14. Pre-Campaign Student Discount Awareness
Pre-Campaign Research

15. Pre-Campaign Research
Desire to work at AT&T

16. Realization: There is a huge disconnect
between our target audience and the great
services and employment opportunities
AT&T has to offer!

18. Key Messaging
AT&T provides an improved network
that will benefit student lives
AT&T provides student discount offers
AT&T has a range of internship and employment
opportunities for graduating students

19. Positioning
Theme
AT&T connects you
to what matters in your life
Tone
Personable, Relatable, and Direct

21. Campaign
Advertising Tactics
PR and Social Media Tactics
The Event

22. Campaign Objectives
Drive 400+ attendees to event and familiarize
them with AT&T employment opportunities
Increase NPS by at least 10 points
Increase awareness of student offers by 60%
Increase desire of students to work at AT&T by 30%

24. Campus Media Ad

25. Flyers

26. Chalking

27. T-Shirt Design

29. Public Relations Tactics
Email Blasts
Press Release
Feature Stories
Top 10 Characteristics SJSU Students Look for in Their First Job
Survive on a Student Budget
Social Media

30. Spartans, Let’s Connect!
Subject: Free Event for all SJSU Students
Job opportunities | Student discounts | Grand prizes | Giveaways
What: “Connect What Counts,” AT&T sponsored event
When: November 19th from 11:00 a.m. to 3:00 p.m.
Where: Student Union Art Quad
San Jose State University's Dwight Bentel & Hall Communications, a full-service
agency run by students, knows: it's all about your network - who you know and
your mobile service provider.
Join us on Tuesday, November 19th from 11:00 a.m. to 3:00 p.m. at the Student
Union Art Quad for the AT&T sponsored "Connect What Counts" event to learn more
about AT&T employment opportunities, discounted services and their improved
network.
There will be fun activities, games and giveaways for all SJSU students! There will
also be a chance to enter to win the grand prize- a HMDX Jam Portable Bluetooth
Speakers, the best-sounding portable Bluetooth speakers.
Come out for your chance to win prizes and build your network!
www.facebook.com/ConnectWhatCounts
www.twitter.com/ConnectWCounts
www.instagram.com/ConnectWhatCounts

31. Featured Stories
Surviving on a Student Budget
AT&T Helps Students to
Connect What Counts

32. SJSU Career Center

33. Computer Science Club

36. Facebook Feed

37. Twitter Feed
@SJSU tweeted about event

39. 1-Day Connect What Counts Event
Larger audience
over
One Day
Tuesday has largest
attendance on campus

40. Event Table #1
AT&T Facts Vs. Misconceptions

41. Event Table #2
Consider AT&T as an Employer

43. Event Table #3
Hope this event got you to think
of all the ways AT&T gets people linked.

44. Event Survey Collection
Win great prizes! Over 1,000 giveaways!

45. Talent Catch Software

47. Advertising Results
Tactic Impressions
Spartan Daily ad 60,000
Flyers 2,100
T-Shirt 20,600
Chalking 8,000
Giveaways 1,858
Total 92,558

48. Social Media Results
Facebook
94 page likes
15,932 total impressions
136 people engaged
432 post clicks
52 likes of posts
27 shares of posts
Twitter
9,367 total impressions
Video
182 total views

49. Public Relations Results
Tactic Impressions
Email blasts 3,839
Facebook 20,329
Twitter 9,367
Video 182
Total 33,717

50. Campaign Analysis
Event satisfaction

51. Campaign Analysis
How did attendees hear about the event?

52. Pre- Campaign NPS
Campaign Analysis

53. Campaign Analysis
Post- Campaign NPS

54. Campaign Analysis
Pre-Campaign and Post-campaign NPS Comparison

55. Pre-Campaign Student Discount Awareness
Campaign Analysis

56. Campaign Analysis
Post-Campaign Awareness of Student Discounts

57. Campaign Analysis
Awareness of Student Discounts
Pre-Campaign Post-Campaign

58. Campaign Analysis
Pre-Campaign Desire to work at AT&T

59. Campaign Analysis
Post-Campaign Desire to work at AT&T

60. Campaign Analysis
Desire to work at AT&T
Pre-Campaign Post-Campaign

61. Budget
Projected Expenditures
Actual Expenditures

62. Budget
Major Value Contributors
Spartan Daily
Imprinted Materials
4th St. Bowl
Adidas
Event Space
Social Media

63. 104%
Return on Investment

64. Campaign Achievements
Drove 400+ attendees to event
Increased NPS by 45 points
Increased willingness of STEM major
students to work at AT&T by 51%
Increase awareness of student offers by 153%
Received 47 applicants through Talent Catch software
Team gained invaluable experience

65. Recommendations
Increase AT&T presence on college campus
Attend job fairs
Host fun, interactive events
Communicate with specific
campus organizations
Purchase ad space in school media
Bigger presence in social media, and
online music / radio stations
Continue branding AT&T as a global technology company

67. Thanks for the amazing experience and allowing us to
Connect What Counts

68. Q&A