at&t book
TRANSCRIPT
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Campaign Presentation
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Presented by
A D V E R T I S I N G
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Operations FinancialsPublic RelationThe Big Idea CreativeThe ResearchThe Brand
Strengthen Brand Value Proposition
Leverage NPS
Increase Market Penetration
Your Goals & Ours
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Preliminary Market Research
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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
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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
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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:
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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
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The Big Idea
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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...
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It’s about reconnecting people with their family and friends, their childhood, and
their peers through AT&T.
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• 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!
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Creative Advertising
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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
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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
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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
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Campaign Logo
Secondaries
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Your Way. Your Way.
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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
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• 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
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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
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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
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Events
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Reconnect UA on the Mall
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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
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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
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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.
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Public Relations
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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.
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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
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Post Campaign Research
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• increased nps
• increased brand awareness
• overall campaign success
Post Campaign Research
Results
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Finance
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Finance
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FinanceROI
7,287% ROI With a potential added value of $218,633 over two years.
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Thank You.
A D V E R T I S I N G