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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
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