Dwight Bentel & Hall Communications

Connect What CountsAT&T Campus Brand

ChallengeDecember 12, 2013

The SJSU Community

SJSU is a large commuter college

Major construction on campus

Local AT&T store on Story Road

Target AudienceStudent ages 18 – 24

Heavily dependent on mobile devices

Use a lot of social media hourly

Most are on a family plan

Don’t watch a lot of TV

Constantly on Internet

High interest in internships and meeting post-graduation economic needs

Target Audience

AT&T Campaign Objectives

Increase Net Promoter Score within Target Audience

Increase purchase consideration

Increase desire to work at AT&T, especially within STEM majors

Increase awareness of AT&T student offers

Meeting the ObjectivesOur Strategy

Research key issues on SJSU campus

Utilize campus publications, fliers, social media and an on-campus event

“AT&T is too expensive. I might not be paying the bill, but I constantly hear

my parents complain about it!”

“I’m with Verizon. My friends say Verizon is the most reliable network so

I think I made a good choice.”

“I haven’t really considered working for AT&T in the future”

Are we the only ones thinking about this?

Research Methods

Electronic surveys

Tabling for 3 days in high-traffic areas on campus

Gave incentive for completing survey

Pre-Campaign Research

VerizonNPS= -28

AT&TNPS= -47

T-MobileNPS= -81

SprintNPS= -83

Baseline Net Promoter Score

Pre-Campaign Student Discount Awareness

Pre-Campaign Research

Pre-Campaign Research

Desire to work at AT&T

Realization: There is a huge disconnect between our target

audience and the great services and employment opportunities AT&T has

to offer!

Key Messaging

AT&T provides an improved network that will benefit student lives

AT&T provides student discount offers

AT&T has a range of internship and employment opportunities for graduating students

Positioning

ThemeAT&T connects you

to what matters in your life

TonePersonable, Relatable, and Direct

Campaign

Advertising Tactics

PR and Social Media Tactics

The Event

Campaign Objectives

Drive 400+ attendees to event and familiarize them with AT&T employment opportunities

Increase NPS by at least 10 points

Increase awareness of student offers by 60%

Increase desire of students to work at AT&T by 30%

Campus Media Ad

Flyers

Chalking

T-Shirt Design

Public Relations Tactics

Email Blasts

Press Release

Feature StoriesTop 10 Characteristics SJSU Students Look for in Their First

JobSurvive on a Student Budget

Social Media

Featured Stories

Surviving on a Student Budget

AT&T Helps Students to Connect What Counts

SJSU Career Center

Computer Science Club

Facebook Feed

Twitter Feed

@SJSU tweeted about event

1-Day Connect What Counts Event

Larger audience over

One Day

Tuesday has largest attendance on campus

Event Table #1AT&T Facts Vs. Misconceptions

Event Table #2 Consider AT&T as an Employer

Event Table #3 Hope this event got you to think

of all the ways AT&T gets people linked.

Event Survey CollectionWin great prizes! Over 1,000 giveaways!

Talent Catch Software

Advertising Results Tactic Impressions

Spartan Daily ad 60,000

Flyers 2,100

T-Shirt 20,600

Chalking 8,000

Giveaways 1,858

Total 92,558

Social Media Results

Facebook94 page likes15,932 total impressions136 people engaged432 post clicks52 likes of posts27 shares of posts

Twitter9,367 total impressions

Video182 total views

Public Relations Results

Tactic Impressions

Email blasts 3,839

Facebook 20,329

Twitter 9,367

Video 182

Total 33,717

Campaign AnalysisEvent satisfaction

Campaign AnalysisHow did attendees hear about the event?

Pre- Campaign NPS

Campaign Analysis

Campaign AnalysisPost- Campaign NPS

Campaign AnalysisPre-Campaign and Post-campaign NPS Comparison

Pre-Campaign Student Discount Awareness

Campaign Analysis

Campaign Analysis

Post-Campaign Awareness of Student Discounts

Campaign AnalysisAwareness of Student Discounts

Pre-Campaign Post-Campaign

Campaign AnalysisPre-Campaign Desire to work at AT&T

Campaign AnalysisPost-Campaign Desire to work at AT&T

Campaign AnalysisDesire to work at AT&T

Pre-Campaign Post-Campaign

BudgetProjected Expenditures

Actual Expenditures

Budget

Major Value ContributorsSpartan Daily Imprinted Materials4th St. BowlAdidas Event Space Social Media

104%Return on Investment

Campaign Achievements Drove 400+ attendees to event

Increased NPS by 45 points

Increased willingness of STEM major students to work at AT&T by 51%

Increase awareness of student offers by 153%

Received 47 applicants through Talent Catch software

Team gained invaluable experience

RecommendationsIncrease AT&T presence on college campus

Attend job fairsHost fun, interactive events

Communicate with specific campus organizations

Purchase ad space in school media

Bigger presence in social media, and online music / radio stations

Continue branding AT&T as a global technology company

Thanks for the amazing experience and allowing us to

Connect What Counts

Q&A