at&t coverage issues

3g

public affairs & government relationsmmpr-795-0

jenna millscat gonzalezkevin kaveski

introduction

jenna cat kevin

issue audience

legislation

metrics

key messages

strategytactics

research

at&t 3g coverage issue

agenda

introduction

objectives

research findings

targeted  audiences

key messages

legislative plan

media plan

evaluation and measurement tool

public affairs & government relations mmpr-795-0

objectives

SMARTobjectives

enhancecoverage inmessaging

enhancepublic

perception

engage publicin new outreach

strategies

increase users

sustain users

combatnegative

ads

enhancecapabilities in

messaging

research

*map*

*ad*

*ad*

*ad*

coverage

capabilities

commercial : verizon

commercial : at&t

issu

e s

um

mar

y

audience

competitors

competitor customers

potential customers

future customer

current customers

government

investors

messaging

key messages

impact purpose

capabilities coverage

capabilities coverage

capabilities coverage

legislative plan

congress

state legislature and governor

direct work with the fcc

1

2

3

media plan

enhance dialogue/engagement with public via social media

ads focusing on key messages, leverage calendar events

coupons, prizes, live events

street marketing, live events/demos

strategic ad placement, random give-aways on the web

social media

tv/radio/print

wom

live media

web

timeline

phase 2phase 1 phase 3

• november &

december

• response tactics

• focus on television

• jump start legislative

action; all levels

• january & february

• leveraging the new

year, super bowl, etc

• institute on-the-

ground troops

• gathering feedback

from response ads

• monitor & maintain

legislative actions &

relationships

• march & april

• launch spring

products

• implement new ads

• enhance live

marketing tactics

• continue to maintain

& monitor legislative

actions &

relationships

budget

enhancecoverage inmessaging

enhancepublic perception

engage publicin new outreachstrategies

increase users

sustain users

combatnegative ads

enhancecapabilities inmessaging

evaluation

communication strategy

increased activity

increased awareness

phase 3future state

phase 1current

state

via media strategies; ads that clarify and focus on overall coverage

implementing live-marketing tactics, social media dialogue, gathering feedback to revamp efforts

via media strategies; ads that clarify and focus on overall capabilities

1

2

5

6

4

3

7

create messaging that addresses misperceptions and enhances capabilities and coverage

ensure coverage and capabilities as well as offer discounts on upgrades

institute more aggressive social media engagement, web engagement, and street teams

refined ads, drive to web & store to obtain services and products using coupons and other incentives

questions?