Download - 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?