AT&T Book

Campaign Presentation

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A D V E R T I S I N G

Operations FinancialsPublic RelationThe Big Idea CreativeThe ResearchThe Brand

Strengthen Brand Value Proposition

Leverage NPS

Increase Market Penetration

Your Goals & Ours

Preliminary Market Research

Operations FinancialsPublic RelationsThe Big Idea CreativeThe ResearchThe Brand


Surveys• 411 pre-event survey

• 516 post-event surveys

• Ranged from Freshmen to Senior

Very UnlikelyVery Unlikely

UnlikelyUnlikely

NeutralNeutral

LikelyLikely

Very LikelyVery Likely

Likelihood to Recommend AT&TLikelihood to Recommend Verizon


ResultsSurvey results show that University of Arizona students:

• are highly price sensitive

• primarily use phone for texting

• have been with their provider for two or more years



Focus Groups

• One designed to find perceptual differences between AT&T and Verizon

• Other deisgned to evaluate our promotional materials

• All subjects were in target audience


Conducted two focus groups:Results

• Most students did not make initial purchase decision

• People liked lifestyle brands because they made their lives easier

• Favorable response to our advertising

• Made tweaks to some fliers

Focus group results show that students:


SWOTT Analysis

Strengths Weaknesses

Opportunities Threats

• Recognizable brands

• Competitive offerings

• Relatable marketing

communications

• Poor service perception

• Lack of presence on campus

• Inconsistent network

in Tucson

• New graduates =

new customers

• Lot’s of turnover in

our segment

• Target Audiences

• Brand loyalty

• Reluctance to switch

• Price sensitivity

• Reliance on data

over calls

• Sharing via

social media

• Push for nostalgia

Trends

The Big Idea


Strategy

Nostalgia & Humor

Modern Lifestyle

Integrated Social Media

Target Audience

• Social online and off

• Responds to more grassroots style marketing

• Technically savvy

The coveted 18-24 year old college student...


It’s about reconnecting people with their family and friends, their childhood, and

their peers through AT&T.


• Successfully hosted large interactive promtional event on the UA Mall

• Successfully ran a second event with quick turnaround at the Spring Fling

What we accomplished...

• Integrated marketing of traditional and non traditional media

• Successfully promoted AT&T Brand and Events

Creative Advertising

2 Events in 2 weeks

Achieved over 100,000 impressions!Huge Potential Return On Investment!

Increased NPV substantially!

Creative Advertising

Creative Campaign Goals

• Brand Consistency

• Maintain AT&T Identity

• Promote AT&T Brand Values, Incorporate Values to Target Market

Message Resonation Through Visual & Interactive Content

Use of Traditional & Non-Traditional Forms of Advertising

Brand Image Maintenance & Improvement

• Attractive, Message Retention, Call To Action

• Integration of mutliple forms of media and advertising

• Exciting Promotional Content

• Target market is not effected by traditional forms alone

• Integration of both reinvigorates brand image


Advertising Content

• Integrated Social Media

• Guerilla Marketing

Traditional Media Forms• Logo

• Print Ads for AT&T and Event promotionals

• Collateral materials

Non-Traditional media forms


Campaign Logo

• Inline with current AT&T style

• Focuses on the message

• Basic but intriguing, differentiating

• Easy to add to any promo material

• Adaptable

Considerations


Campaign Logo

Secondaries


Your Way. Your Way.

Print Advertising

• Integrated “Cup” iconography

• Consistent with campaign image

• Die-cut iPhone fliers left in classrooms

• Showed juxtaposition of old vs. new


• Showed juxtaposition of old vs. new • Note vs. Text message • Maintained AT&T branding guidelines

Print Advertising


Social Media Advertising• Most important channel for campaign

• Ease of sharing

• Most seen channel

• Included questions and discussion topics to increase interaction

• Important in cultivating “lifestyle” image

• Become a part of peoples’ lives

• Used popular 90’s iconography to promote the campaign

NO INTERNET?

STILL WASTED TIME.

YourWayUA


Guerrilla Marketing

Cutouts

Elevator stickers• Start conversations in elevator

• AT&T could be responsible for the start of a personal relationship

• Placed around campus with info poster

• Encouraged pictures and FB sharing

Go ahead. Talk with the person

next to you.


Events


Reconnect UA on the Mall


Who: All students and visitors on campusWhat: Take part in the flashback on the mallWhere: UA Mall and surrounding campus

Reconnect UA on the MallWhen: April 2, 2013 10AM-3PMWhy: To measure impressions of AT&T on event participants


In Anticipation

• Characters around campus few days before event

• Smaller orange cups around

• Clues along the way

• Flashback Family Photo competition

• Started on Facebook and finalists shown at event

Create Buzz on campus in weeks before event


Event Recap

• Cups were functional centerpiece

• Guests loved playing games and chatting

• Bounce House at one end attracted attention

• Offered guests refreshments and collateral

• Included fliers promoting student discount

• Raffle for Aaron Carter tickets & Casino del Sol stay

• Promoted AT&T “It Can Wait” campaign

• Gave away stickers and attached to all promo material

Attractions

Promotional Contests

Contests


Event Recap

http://www.youtube.com/watch?v=-9UvS9_LgG0

Video

http://http://www.youtube.com/watch?v=-9UvS9_LgG0


Spring Fling


Reconnect at Spring Fling

• Made to look like Polaroid Frames

• Included cut-outs of Hey Arnold and The Fresh Prince

• Located next to AT&T booth

• Drove guests to sales reps

• Encouraged business

• Photos taken with Samsung Galaxy Camera

• Connected to AT&T 4G

• Used to start conversation about AT&T

• Ground team with 4G flyers

• “Street Team” walking around the

Photo Booth


Reconnect at Spring Fling

• Shared images to Tumblr site

• Reconnectua.tumblr.com

• Shared photos to Facebook

• Cross-linked tumblr page with Facebook

• Frames were used for two more days

Tumblr SiteIntegration with social media

Over 100 photos taken by our camera!

• Countless others taken by personal smartphones, with guests continued to take photos after our event was over.

Public Relations


Public Relations

Objectives

• Facebook/Facebook Event

• Social Media #ReconnectUA

• Instagram Throwback Competition

• Press Releases

• Daily Wildcat Article

• UA TV

• Eller Screens

• Flyers

• Spring Fling Tumblr

Use press and social media to promote event and AT&T brand on campus.


PR Results

• 23419 People Reached on Facebook

• 15 Instagram Photo Entries

• 56 Instagram Followers

• 1000 Guests at Event

• 141 Facebook Likes


Total Impressions

• Facebook: 23,419• Media: 40,000

• Instagram: 2,000• Spring Fling Event: 33,000• Mall Event: 30,000• Collateral: 1,500• Daily Wildcat: 30,000

Post Campaign Research


• increased nps

• increased brand awareness

• overall campaign success

Post Campaign Research

Results

Finance


FinanceROI

7,287% ROI With a potential added value of $218,633 over two years.

Thank You.

A D V E R T I S I N G

AT&T Book

Business

Transcript of AT&T Book