AT&T Book
-
Upload
isaac-gealer -
Category
Business
-
view
604 -
download
1
Transcript of AT&T Book
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
Operations FinancialsPublic RelationsThe Big Idea CreativeThe ResearchThe Brand
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
Operations FinancialsPublic RelationsThe Big Idea CreativeThe ResearchThe Brand
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
Operations FinancialsPublic RelationsThe Big Idea CreativeThe ResearchThe Brand
Event Recap
http://www.youtube.com/watch?v=-9UvS9_LgG0
Video
Operations FinancialsPublic RelationsThe Big Idea CreativeThe ResearchThe Brand
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
Operations FinancialsPublic RelationsThe Big Idea CreativeThe ResearchThe Brand
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