Campaign Presentation

Presented by

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

Preliminary Market Research

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

Operations FinancialsPublic RelationsThe Big Idea CreativeThe ResearchThe Brand

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

Preliminary Market Research

Operations FinancialsPublic RelationsThe Big Idea CreativeThe ResearchThe Brand

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

Preliminary Market Research

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:

Operations FinancialsPublic RelationsThe Big Idea CreativeThe ResearchThe Brand

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

Operations FinancialsPublic RelationsThe Big Idea CreativeThe ResearchThe Brand

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...

Operations FinancialsPublic RelationsThe Big Idea CreativeThe ResearchThe Brand

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

their peers through AT&T.

Operations FinancialsPublic RelationsThe Big Idea CreativeThe ResearchThe Brand

• 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

Operations FinancialsPublic RelationsThe Big Idea CreativeThe ResearchThe Brand

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

Operations FinancialsPublic RelationsThe Big Idea CreativeThe ResearchThe Brand

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

Operations FinancialsPublic RelationsThe Big Idea CreativeThe ResearchThe Brand

Campaign Logo

Secondaries

Operations FinancialsPublic RelationsThe Big Idea CreativeThe ResearchThe Brand

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

Operations FinancialsPublic RelationsThe Big Idea CreativeThe ResearchThe Brand

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

Print Advertising

Operations FinancialsPublic RelationsThe Big Idea CreativeThe ResearchThe Brand

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

Operations FinancialsPublic RelationsThe Big Idea CreativeThe ResearchThe Brand

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.

Operations FinancialsPublic RelationsThe Big Idea CreativeThe ResearchThe Brand

Events

Operations FinancialsPublic RelationsThe Big Idea CreativeThe ResearchThe Brand

Reconnect UA on the Mall

Operations FinancialsPublic RelationsThe Big Idea CreativeThe ResearchThe Brand

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

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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

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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

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Event Recap

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

Video

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Spring Fling

Operations FinancialsPublic RelationsThe Big Idea CreativeThe ResearchThe Brand

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

Operations FinancialsPublic RelationsThe Big Idea CreativeThe ResearchThe Brand

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

Operations FinancialsPublic RelationsThe Big Idea CreativeThe ResearchThe Brand

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.

Operations FinancialsPublic RelationsThe Big Idea CreativeThe ResearchThe Brand

PR Results

• 23419 People Reached on Facebook

• 15 Instagram Photo Entries

• 56 Instagram Followers

• 1000 Guests at Event

• 141 Facebook Likes

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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

Operations FinancialsPublic RelationsThe Big Idea CreativeThe ResearchThe Brand

• increased nps

• increased brand awareness

• overall campaign success

Post Campaign Research

Results

Finance

Operations FinancialsPublic RelationsThe Big Idea CreativeThe ResearchThe Brand

Finance

Operations FinancialsPublic RelationsThe Big Idea CreativeThe ResearchThe Brand

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