Campaign Briefing AT&T Brand Campus Challenge

University of Texas at Dallas

October 9th, 2014Ganapath Velu

Joshua McKinley Evan

Allen Ponkumarn Premvetty

Cody Mains

Amy Dollin

University Profile

• # of Students – 23,084 (as of 9-18-2014)• # of Faculty – 1,124 (as of Fall 2013)• # of Schools – 7

• School of Arts and Humanities• School of Behavioral and Brain Sciences • School of Economic, Political and Policy Sciences• Erik Jonsson School of Engineering and Computer Science• School of Interdisciplinary Studies• Naveen Jindal School of Management• School of Natural Science & Mathematics

UT Dallas Demographics

33%

24%

20%

13%

5%

2% 3%0% 0%

AngloInternationalAsian-AmericanHispanicAfrican AmericanUnknown/OtherTwo or More RacesNative AmericanNative Hawaiian

Male: 57%Female: 43%

Full Time: 77%Part Time: 23%

Undergraduate: 62%Graduate: 38%

AT&T Survey

•Method: Qualtrics•Total Responses: 729•51% Male / 49% Female•62.6% Domestic / 37.4% International

Research Findings

AT&TSp

rint

Metro

PCS

T-Mobile

Verizon

Other0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

40.0%

45.0%

50.0%

Current Wireless Providers

13%

34%53%

Provider Stu-dent Discount

Yes No Unsure

15%

85%

AT&T Discount Awareness

Yes No

Price/Rate Network Quality

Equipment Customer Service

Other0%

10%

20%

30%

40%

50%

60%

70%

Key Driver to Switch

AT&T Verizon T-Mobile Sprint Other Metro PCS0%

10%

20%

30%

40%

50%

60%

Best Brand Perception

80%

20%

Do you think

AT&T is a good

place to work?

Yes No

Email

Social Media

On Campus

Other

0% 10% 20% 30% 40% 50% 60%

How do you prefer to learn about AT&T

career opportuni-ties?

Facebook Twitter Instagram Pinterest Other0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

90.00% Social Media Usage by Platform

1st 2nd 3rd 4th 5th

NPS

1%1%3% 4% 6% 13% 8% 19% 21% 11% 14%

Industry Net Promoter Score0 1 2 3 4 5 6 7 8 9 10

6% 2% 4% 6% 6% 19% 10% 17% 14% 8% 9%

AT&T Net Promoter Score0 1 2 3 4 5 6 7 8 9 10

NPS = 25% -36% = -11%

NPS = 17% - 55% = -38%

Focus Group ObservationsAT&T Products

• Products are pricey compared to competitors.

• No problem with service.

• Little awareness about discount.

AT&T Brand

• Great brand value.

• Students associate it with quality.

• Blue and orange are appealing.

AT&T Careers

• Good awareness about leadership programs among MBAs.

• Students aware about sales jobs.

• Not much management job awareness among other students.

• Perceived as great place to work by majority.

AT&T Product & Careers Research

Products• Wireless• Internet• U-Verse• Bundles• Digital TV• Home phone

Careers• Leadership programs across

various departments.• Various internship and full-time

opportunities for students of the School of Management.

• Career opportunities for both undergraduates and postgraduates.

Mutual Mind Social Media Research

Mutual Mind Social Media Measurements

Social Media Research

Posi-tive26%

Nega-tive25%

Neutral49%

Mentions

Top 5 most AT&T mentions in the cities here

Negative Mentions

• Negative connotation to cellular “service”

• Technology-based comments

• Wi-Fi ability of phones

Positive Mentions• Lots of mention

of products

• Customers enjoy sharing phone upgrades or purchases online

• Customers are happy with deals they find for AT&T

Listening for a Student Discount• Very few mentions of student discount on Twitter

• Those who did mention were unsure

Need to create buzz among students!

Proposed Campaign

Mission & Strategy• Mission Statement: Promote AT&T to the UT Dallas

population as both an excellent provider of products/services and a great place to work.

Position the brand as a leading innovator in electronic entertainment through advertising, mobile applications, interactive activities, and social media.

• Customer Segment: 18-34 year old UTD students

• Campaign Strategy : Leverage mainly mobile technology to promote AT&T as fun, engaging and entertaining.

• Slogan : Connect the COMETS!

Timeline

Week 1

Week 15

Sept 23-Oct 3 Surveys & Focus groups

Oct 9 Campaign Briefing

Oct 19-26 Promotion for Scavenger Hunt

Oct 27-29 Scavenger Hunt

Dec 16 Final Presentation

Dec 3-9 Post-campaignResearch

Nov 4-17 Beacon & DisplayAdvertising

Nov 26-Dec 2 User-generatedContest

Promotions to create awareness of events

• Highlighters with AT&T logo before midterms - 500• Promotions on TV displays in the campus• Door hangers - 5 dorms - 6,000 students• Email blasts - 800• Ad banners - 100• Tear cards - 250• Yard signs - 50• Flyers - 500

Music Event – DJ WHIZ TOfficial DJ of Dallas Cowboys

(former Official DJ of Dallas Mavericks)

Have DJ Whiz T play popular music in the middle of campus where we have a table promoting our events, AT&T, and getting people’s information in exchange for giveaways so we can market to them later.

Promotions to create awareness & build up for upcoming events

Sticky-Note Infographic Video

• Get stats favorable for AT&T meeting their needs

• Write ‘sound bites’ packed with appealing information to the target audience but short enough to write on the sticky notes

• Show sticky notes and post it on the wall, at the end it will form the AT&T Logo

• It is a video Infographic / time lapse hybrid in a sense

• It is an award winning idea / video – Won DFW AMA Collegiate Marketer of the Year

• Award Winning Sample Video:• http://youtu.be/hfh5Y9vPP2I

Awareness & build up for upcoming events continued…

Social-Mobile Scavenger Hunt

Settings for Game• Video• AR• Photo• QR

scanning• Text

Augmented Reality/QR CodesConnect The

Comets

iBeacon & AltBeacon• Proximity system designed to target mobile

devices within a localized radius using Bluetooth low-energy (BLE) technology to send messages to devices within that radius

• Devices must have an existing app with location permissions enabled to be targeted

• Uses transmitters from Radius Networks to send the beacons

• USB Transmitters• Standalone Transmitters• Certain iOS devices

How will we use Beacons?

• Use a mobile app such as BeaconStream

• Provide incentives to download the app at our events; e.g. slice of pizza

• Target high-traffic areas of campus with our beacons

iBeacon at work

Website-Bridge page to Vanity url

Google AdWords Campaign

Careers @ AT&T

Career Advancement

New Job Seekers

AT&T Products and Services

Mobile Phones

Uverse

iPhone 6 & 6 Plus

Campaign Settings : Careers

Campaign Settings : Products & Services

Campaign Settings

CPC is originally set at a max of $0.80. The value will be adjusted as we see which ads perform the best and which ads need to be allocated more funds.

Sample Ads: Careers @ AT&T: Job Seekers

Sample Ads: Careers @ AT&T: Career Advancement

Sample Ads: Products and Services: Mobile Phones

Sample Ads: Products and Services: iPhone 6 and 6 Plus

Careers at AT&T: Display Ads

Products & Services: Display Ads

@ConnectComets on Twitter

Facebook Ads and Settings

Facebook Ads

Spirit Rocks @ UTD

Metrics-Engagement

Net promoter score Before and AfterScavenger Hunt # of app downloads

Average # of points per playerCompletion rate

Display advertising # of ImpressionsCTR

Landing page Time on site# of unique visitsCTR Obtain Vanity url unique visitors

User generated competition-Picture competition

# apps downloaded # of posts# Like’s# Shares# retweets

iBeacon # of beacons sent # apps downloaded# beacons viewed

BudgetS.No Item Cost

1 Scavenger Hunt platform $700.00

2 Music Event $450.00

3 Promotions $450.00

Doorhangers $100.00

Flyers $100.00

Posters $150.00

Other Promotions $100.00

4 Beacon $250.00

5 Giveaways $600.00

6 Display ads $400.00

Total Cost $2850.00

Budget Available for any cost overun $150

Thank you for the opportunity!

• Questions?