This document outlines AT&T's digital marketing strategy to target 18-25 year olds. It recommends using social media like LinkedIn, search engine optimization by targeting common searches of this age group, and placing ads on relevant websites. Key performance indicators like return on investment will be used to monitor progress over time periods when this age group is active like graduation seasons. 35% of AT&T's $2.4 billion annual advertising budget will fund this targeted digital approach.

1. Digital Strategy for
AT&T
By Kevin Lange

2. Identifying a Target Market
 Markets that are focused towards phone
service providers include people who are
looking to start their own phone line, such as
new college graduates and anyone around the
age of 18 to 25.
 This age group, more than any other, is the
most highly sought after for the digital
market; this is the age frame that seems to be
the most common because people are getting
their lives and personal finances underway.

3. Reaching the Target Market
 One of the most important ways to reach a target market
in this field is through the use of social media. Some
social media outlets are specified to young professionals,
such as LinkedIn.
 LinkedIn is most commonly used by college students and
recent college graduates, so this is a perfect platform to
be efficient with placing advertisements because it weeds
out any unnecessary people who may not be in search of a
new phone service provider, such as kids and older, more
established adults.

4. Reaching Out via SEO
 SEO (Search Engine Optimization) is another important tool for
this market in particular, as opposed to a market specified for
older people who may not be in tune with today’s technology.
 Young adults utilize the Internet daily, so reaching out via
search engines, such as Google, is a great way to target this
market.
 Many AdWords are tailored to the young adult market, so
looking into specific needs of these adults is key; in this
instance, research through surveys may not even be necessary
because many common searches for this market include college
and new career related searches can do the trick perfectly.

5. AdWords Tailored to Our Market
 Many of these AdWords can be a highly effective way to reach out to
the specific market of 18-25 year olds. These KeyWords may include,
but are not limited to:
a. “How to do taxes”
b. “How to set up a student loan payment plan after college”
c. “How to make phone payment plans”
d. “How to begin a retirement plan at an early age”
 Although obvious searches related to starting a new phone service
provider plan can be effective, this creative technique can refine
searches to the market in an indirect way.

6. Implementing the Online
Advertisements
 By using these specific KeyWords, tailored to our young
adult market, we can place advertisements about AT&T’s
promotions, specials and prices on websites that have
content for young adults and professionals in the
workforce, such as articles and blogs that were linked to
these specific search engine searches.
 Another effective way, aside from these searches, would
be to place our online advertisements on websites used
mostly by young professionals, such as LinkedIn, Forbes
and other work and personal finance related sites.

7. A Prime Example of Utilizing Specific
Online Content to Place Ads
 E-Trade and AmeriTrade, two
corporations that specialize in online
stock trading, long-term investing and
retirement planning, have placed their
online advertisements next to content
that is relevant to their market, such as
articles pertaining to young
professionals.
 In Yahoo Finance, for example, both of
these companies placed ads on the
article “10 Things Every College Grad
Needs to Know About Money.” This
specifically targets the market they are
looking to reach. SOURCE: http://finance.yahoo.com/news/10-
things-every-college-grad-095400436.html

8. KPI Metrics Used to Monitor Our
Progress
 Our timeline and expected goals will be used to measure and
monitor our reach so we can analyze if our campaign was a
success.
 Placing these online advertisements during the months of May,
December and August, which are the time frames that college
students graduate, given that is at the end of Fall, Spring and
Summer semesters; December is also a key time because of
Christmas.
 ROI (Return on Investment) will be monitored precariously
throughout our campaign. We will base our expenditures upon
AT&T’s overall advertising budget, which has been roughly $2.4
billion per year.

9. Using ROI to Track Our Progress
 Given that AT&T’s advertising budget has been
roughly $2.4 billion per year, we would be willing to
spend around $840 million, or approximately 35% of
our total advertising expenditures on this campaign.
The rest would be devoted towards television and
radio advertisements.
 It is important to use a large chunk of our budget
towards this campaign because the utilization of
SEO will reach only the market we are targeting, as
opposed to broadcast, which is much more broad.

10. Wrapping Up Our Digital Marketing
Strategy
 All in all, this digital marketing strategy will be an extremely effective
way to reach our market because of how specific our placements are.
 Finding the most common searches among 18-25 year olds through
Search Engine Optimization will be the key to our uniqueness in this
campaign.
 35% of our entire advertising budget may seem like a lot, but this can
prove to be effective because it tuning out all of the unnecessary
reach. The other 65% may simply seem like a way to build brand
reputation for those who are not in this age frame yet, but if we are
reaching the target that needs to see these advertisements now, this
very well may be the most effective way to do so.