John Haley, Kally Lavoie, Katie Ginsberg, Kendall Quinn and Lindsay Lodge

Get AMP’d

Flare 3-4

About Verizon Wireless5-6

Research 7-13

Situational Analysis

14 Target Audience 15-18Creative Strategies

18-19Brand Manifesto

18 Brand Positioning

19Get AMP’d

20Objectives/Tactics

21-22 Creative Strategy

23RevAMP the Service

24RevAMP the Store

25RevAMP the Relationship

26 The Zone

26-33#MyRecharge

34-37 #DailyGrindStruggle

38-40 My Verizon Professional Network

41-43 #WhyVerizon

44-45Media Calendar/Media Planning

46-48 Budget/Budget Breakdown 49-50

Evaluation/ROI 51-53

Table of Contents

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Lindsay Lodge Katie Ginsberg Kally Lavoie John Haley Kendall Quinn

ABOUT FLARE Founded in 2014, Flare fosters creative minds, strategic thinkers, risk takers and collaborators. Flare’s team of five has a broad skillset. Whether it be digital, TV or print advertisements, or taking care of your media planning needs, Flare has you covered. Experienced employees are involved in every step of your brand’s campaign process, allowing them to fully capture and execute your communication needs. At Flare, everyone is a part of the team. Come join the gang.

Content/Production Director

Account DirectorCreative/Content Creation Director

Media/Engagement Director

Research/Planning Director

Kally served as the liaison between team members and client. She worked as

the Team Quarterback, guiding the

team by creating and shaping one team voice and vision.

Lindsay ensured the high quality and promptness of

all deliverables and assisted Creative with

execution of ideas, including printing

and editing.

Katie was responsible for generating the “Big Idea” and the tactical execution of all creative work. She

served as the copywriter, art director and

production specialist.

Kendall was the architect behind all primary and

secondary research. She helped construct the

overall communicationstrategy and objectives.

John conducted media research and worked

closely with research and management to develop

profiles of the target audience. He was the

principal architect of the media objectives and

strategies.

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Everyone has a story to tell.But how you say it is how you become remembered.

We believe it’s all about inciting a reaction.And we are your catalyst.

We are light-years ahead.Constantly innovating, creating and advancing.

We are proud of our clients and know they deserve to be heard.We prove that they do make a difference in the lives of the consumers.

Our energy and passion are our driving forces,Harnessed through our ideas and teamwork.

Together, let’s light a spark and make your mark.

FLARE

Everyone has a story to tell.But how you say it is how you become remembered.

We believe it’s all about inciting a reaction.And we are your catalyst.

We are light-years ahead.Constantly innovating, creating and advancing.

We are proud of our clients and know they deserve to be heard.We prove that they do make a difference in the lives of the consumers.

Our energy and passion are our driving forces,Harnessed through our ideas and teamwork.

Together, let’s light a spark and make your mark.

4

Verizon WirelessVerizon is currently the largest wireless company in the United States. In the first half of 2014, it was voted overall best network performance, reliability and speed. Verizon’s tone is technologically advanced made simple—speaking “human” to consumers, while taking on the role as their supporters and empowerers.

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ProblemVerizon is currently viewed as a utility and a service provider rather than a

retailer. With this campaign, Flare will transform the Verizon in-store experience and communicate it to millennials through various media platforms.

ResultsWith the “Get Amp’d” campaign, Verizon will strengthen its relationships and reputation with millennials, ideally becoming perceived as an innovative and engaging destination.

Executive Summary

Research● Hosted a

focus group with 10 college students

● Observes at Verizon and competitors’ stores

● Conducted secondary millennial and marketplace research

Media● Cross-platform

campaigns utilizing social media, PR tactics, posters, OOH and print ads.

● User-generated media posted on social media platforms

SolutionFlare will revamp Verizon retail stores and better advertise new technologies and products. Millennials will view Verizon as a reliable and relatable brand by revamping the services, store layout and relationships.

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Primary Research

Positive in-store experiences:● Store was logically organized and easy to

navigate● Knowledgeable employees● The staff was very helpful● The store was up-to-date and modern

Negative in-store experiences:● Sales representatives seemed very

inexperienced and unknowledgeable● Employees seemed rushed● Long wait time for available sales representative● Staff did not give proper attention or make eye

contact● They were unable to solve smartphone

problems● Staff was not friendly

What would make someone want to stay longer:

● More seating available to try out products● Appealing layout/ color scheme of store;

updated but also not overly fancy (can be intimidating)

● If there were more devices to explore while waiting to see a sales representative

Suggestions for Verizon:

● Setup appointment schedules online, which would give consumers an exact time to meet with an employee and cut down on the amount of waiting customers

● More variety of products on display, such as smart watches, wireless charging stations, headphones, and bluetooth speakers

● Let people take the devices for a certain amount of time for a “test drive” to allow them to figure out if they will enjoy the product

Focus Group

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Primary ResearchIn-Store Observations● Customers were passive,

bored, and unamused by retail store

● Not engaging with display products

● Store was extremely busy○ 15+ people waiting○ Not enough seating○ Customers were not

entertained by display products; simply stood around instead of engaging with products

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Black Friday at Verizon WirelessLittleton, New Hampshire

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Primary ResearchCompetitor In-Store Observations

● Customers highly engaged with products

● Approachable and knowledgeable staff

● Not a chore, but an experience

● Customers learning new ways to use and experience products

● Exciting, innovative, technological advanced atmosphere

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Situational Analysis

Strengths

● Market leader ● Great brand

awareness ● Accessible...more

retail locations than Apple

● Great coverage

Weaknesses● Outdated stores● Unfriendly, slow

service● Visit website instead

of stores● Associate store with

negative experiences

Opportunities● Create a more exciting in-

store experience● Redefine Verizon as a place

that empowers your life● Millennials feel for their

phones...view devices as an extension of ability to succeed

Threats● The Apple Store● The Internet

(purchasing products online)

● AT&T● Best Buy● Radio Shack

Verizon needs to know how to effectively

attract consumers into their retail stores, and create a more positive

and engaging experience.

Verizon is a leader in wireless service, but

their stores often have long lines and lack entertainment for customers while

waiting.

Negative associations with in-store

experiences cause Millennials to purchase

products online

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WHO THEY ARE● The tech-savvy, mobile device using

post-grad millennials (22-30 years old) ● Work hard and play hard mentality● Dependent on Android devices● Live all over the country

WHAT THEY DO● Recently graduated, young professionals● Habitually check social media/online news

sources● Early adopters/majority that keep up with

trends● Steady income provides them the purchasing

power to buy smartphones and accessories● Use apps for increased productivity

WHAT THEY WANT● To stay organized and use technology to

enhance lifestyle● To stay connected with family, friends and

colleagues● Value devices that are both fun and

functional● To develop brand trust and loyalties

WHAT THEY THINK● They want product issues to be solved in a

timely manner● They value products that simplify their

lifestyles● They feel strongly about specific causes and

support brands that have relationships with relevant charities.

WHY : Smartphones are an extension of Millennials’ lives-In a Bank of America Trends in Consumer Mobility Study, they found that 87% of Millennials said deodorant was essential to them, while 93% said their smartphones were essential to them.-Millennials said they would “feel anxious, like a part of me is missing” if they couldn’t use their smartphone

“Millennials have truly dominated the creation, early adoption, and proliferation

of the majority of the most important digital technologies of the last decade” - David Burstein in Fast Future: How the

Millennial Generation Is Shaping Our World

Target Audience13

TARGET #1: Tech-Savvy TomPersonal Media Network:

● Reads Wired and Smart Computing magazines

● Subscribes to multiple technology blogs

● Receives industry news updates through newsletters, social media and news apps

● Uses social media, especially Twitter

● Watches YouTube videos● Streams television shows

through the internet● Listens to Pandora and Spotify

on the way to work and at the gym

● Values word of mouth from friends and experts

Demographics and Psychographics

● 28-year-old recent college graduate

● Owns and uses two phones

● Android user● Uses his phone

constantly● Keeps up to date with

technology news● Likes to hang out with

friends● Plays games on this

phone daily● Uses apps for increased

productivity

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Demographics and Psychographics

● 24-year-old● Has creative profession● Active lifestyle and

nightlife● Tech-savvy● Little to no free time in

the workday● Makes $40-45,000 a year● Owns iPhone and iPad for

work● Likes receiving quick

information● Takes public

transportation to work

TARGET #2: Stylish SarahPersonal Media Network:

● Low social media consumption

● Sees advertisements on public transportation

● Values and receives word-of-mouth from friends and experts

● Receives industry news updates through websites, industry newsletters and the news

● Streams television online● Listens to music on Pandora

or Spotify on the way to work and at the gym

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TARGET #3: Football FrankDemographics and

Psychographics

● 30-year-old

● Uses Apple products,

such as iPhone and

MacBook Pro for work

and personal use

● Friendly; likes meeting

other people

● Enjoys playing and

watching sports,

especially football

● Participates in Fantasy

Football

● Follows college football

Personal Media Network

● Twitter, Instagram,

Vine

● Values word of

mouth

● Reads news and

technology

magazines

● Visits football related

websites

● Watches sports,

especially football,

on live television and

online

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You’re ambitious.

A go-getter who wants to explore, learn and grow.An innovator who wants to create, be heard and make your mark.A social-butterfly who wants to connect, share and flourish. You need a destination that believes all of your goals should, and will, be reached.You need supporters, teachers, #1 fans that you can trust. You depend on the tools that keep you connected.You’re seeking support to build your future.You value the freedom to explore. You need the Verizon store toguide your discovery,power your progress,inspire your dreams andamplify your life. You need tomorrow’s tools today.

BRAND MANIFESTO17

Message HierarchyVisiting Verizon retail stores amplifies your life by providing you the tools to succeed.

Brand Positioning StatementVerizon Wireless retail locations are the one and only destination to provide Millennials an interactive hub for entertainment and innovative technology making them feel empowered to succeed.

The Message HierarchyThe amp’d Verizon Wireless retail stores

will give you...a memorable and unique experience that allows you to engage, connect, learn and express yourself

that will…leave you feeling inspired and empowered to continue advancing

so that…you can be amp’d to take on challenges, interact with others and recharge your life.

What led us here:● Focus group participants were unenthused about in-store experienced and thought of visits as a

chore

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Get AMP’d

with FLARE

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Objectives

Raise awareness of various devices

and technology offered in-store

at Verizon

Create an engaging in-store experience that millennials will share with friends

Strengthen relationship

between Verizon and Millennials

Prove that Verizon is a trusted brand that

adds value to Millennials’ lives

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#DailyGrindStruggle

#WhyVerizon

#DreamScreen

Tactics

The Zone

#MyRecharge

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Creative StrategyRevAMP the Verizon Wireless StoreTo create a desirable retail store experience, Flare will focus on improving the Verizon Wireless retail store through a revAMP, in keeping with our Amp’d campaign.

What is the RevAMP?Three Areas of Change: Service, Layout and Customer Relationships

ServiceEmployee Training

Help DeskWorkshops

LayoutThe Zone

Green Screen

Relationship#MyRecharge

#DailyGrindStruggleMy Verizon

Professional Network#WhyVerizon

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RevAMP the Service:SERVICE

● Improve Employee Training - Greeting customers, product knowledge

● Help Desk - Employees will give consumers insight about the multiple uses of their devices

Organizational tips, Netflix streaming● RevAMP the Workshops: Offer classes catered toward

millennials’ interests, such as “How to Survive College” and “Life after College” in order to show how certain products can enhance different stages of their lives

MEDIA:● Promote Verizon’s workshops on social media in order to attract

millennials to these in-store classes

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RevAMP the Store:STORE LAYOUT

Green Screen - An added entertainment element

● While in the Verizon store, visitors can film content or take pictures using a background of their choice. Customers can upload video and photo posts onto the Verizon stores’ Facebook pages. Users are encouraged to comment, share and like the video posts

● Guests are encouraged to bring in friends and share their creations on their own personal networks, generating publicity and excitement

The Zone - An amped entertainment center

● Comfortable couches for guests to lounge on while waiting or exploring products

● Free device charging areas available for customer use

● Engaging media area featuring commercials, television programming, music and movies

● Host monthly media events to engage consumers

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RevAMP the Relationships:RELATIONSHIPS

● Present the value Verizon has in the lives of consumers● Give the postgrad life a positive boost by promoting insights and tools

that can help make millennials’ lives easier● Establish a trustworthy and reliable relationship with consumers,

taking on the role as an approachable partner and friend, rather than a sales figure

● Create a social and inviting atmosphere for friends to come explore and hang out together

● Help grow consumers’ social and professional networks

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“The

Zone”

In-store lounge area used to hold themed events

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The Zone GOALS:

● Create an engaging and comfortable in-store environment to entice Millennials to visit

● Raise awareness of Verizon products and technology through an interactive media watching area in Verizon retail stores

● Utilize high-quality technology to encourage repeat in-store visits

● Host various in-store events that coordinate with Millennials’ interests

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The Theater

A Verizon Sneak Peek

MOVIE PREMIEREShow a film two days before it is featured in theaters. Pizza will be

served by a local restaurant.

MEDIAUse Facebook, Twitter, and Instagram to promote the

event and encourage social sharing throughout

the event

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Red Carpet Awards Night

Win a Ticket to the Red Carpet!Consumers can

enter the contest using a Verizon tablet in stores.

Three names will be drawn at random. MEDIA

- Promote awards night and exclusive ticket giveaway on social media

-Encourage entrants to promote the contest on their own personal networks

Amp up Awards Night!Watch behind-the-scenes

footage and live red carpet coverage in The

Zone.

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Examples of content from theAmerican Music Awards

sponsored by Samsung Galaxy, Macy’s Day Parade and Black

Friday.

Content includes behind-the-scenes shots, additional celebrity footage, different performance angles, live red carpet coverage and user-generated photos.

Verizon should feature in-store footage as teasers or sneak peaks of the events.

Snapchat

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Open Mic NightAmp up the Artists!Feature local artists in

The Zone. Amplify their performances with Verizon speakers.

MEDIA- Promote performers and guests to share their experiences on social media

- Footage of the performances will be featured on Verizon stores’ Facebook pages

Refreshments will be provided by local coffee shops. Encourage sponsors to promote the event on their social platforms and on posters in their stores.

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Football SaturdayAmp up Game Day!

One Saturday a month from 12-7PM, The Zone will feature football sponsored by ESPNU. Verizon will show behind-the-scenes footage (locker room, interviews, etc.) to make consumers feel like they are actually at the game as part of the camera crew.

Serve wings provided by a local chain, for example, Wing Zone. Encourage the restaurant to promote the event.

MEDIA- Promote on the stores’ Facebook and Twitter pages and encourage viewers to share their experiences at the events.- Feature commercials on Sports Radio three weeks before the event.

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● PAID PROMOTIONS:○ Encourage brand ambassadors to share their experiences on social

media to start buzz and raise awareness about The Zone○ Encourage the local food sponsors to promote The Zone on their social

media pages and on flyers, posters and menus in their restaurants ○ Include #RevampStore on Verizon’s national TV and print ads○ Pandora and Spotify commercials

■ Pandora: Today’s Pop Hits, Summer Hits of the 90’s, Today’s Country■ Spotify: Top 100 Pop songs, Viral 50, Top 100 Country Tracks, Top

Tracks in the United States

● TEXT ALERTS: Offer customers to sign up for event alerts. Send 24-hour and 2-hour reminders before the events

● SNAPCHAT: Show footage before, during and after The Zone events ● USER-GENERATED:

○ Encourage users to share experiences using #TheZone on Facebook, Twitter and Instagram

○ Repost the content on the stores’ pages

Media33

#MyRechar

geProviding Verizon-

sponsored charging stations across the city supplemented

by a print ad

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#MyRechargeGoal: Give the postgrad life a boost while establishing a trustworthy and reliable relationship with consumers.

Mobile phone charging station in

bus stops, train station benches,

airport seats, sidewalk kiosks and in

the Verizon stores.

“Verizon helps me to recharge

my work life, my fitness and my social life.” -

Future Verizon visitor

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Media

● OOH ADVERTISEMENTS○ Advertisements will feature outlets to charge devices at

transportation sites. Content will be relevant, useful and capture passengers’ attention while they are waiting.

○ Billboard advertisements will promote getting “recharged” at local Verizon retail locations

○ Posters promoting the in-store charging station will be posted in the break room of every business within a 5 mile radius

● PR ACTIVITIES○ Reach out to local newspapers, emphasizing how the stations

are helpful, benefitting the public good and giving people a positive boost during their days

● SPONSORSHIP○ Partner with Red Bull energy drink. Provide consumers a sample

while they are getting “recharged” in the store● SOCIAL MEDIA

○ Promote #MyRecharge on Twitter, Facebook and Snapchat

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Recharge at WorkThe in-store charging station gives local employees the opportunity to charge their phones while they are

working.

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#DailyGrindStrug

glePromote the tools that the stores offer to help make the daily grind a little easier and more

enjoyable

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#DailyGrindStruggleGOALS:

● Create a relationship with postgrad millennials who have recently entered the working world and are beginning to experience the “daily grind” and the struggles that come with as a working adult

● Present Verizon stores as an escape and a provider of the tools needed to make their lives seem easier and more organized

Twitter Campaign Customers use #DailyGrindStruggle to share stories and pictures of their daily struggles. Consumers are encouraged to engage and reply to other users’ posts. If the tweet is relevant, Verizon will recommend a device or insight that could help them out.

YouTube Promotional Videos Promote the campaign by featuring the daily struggles of postgrad life that millennials can relate to, such as spilling coffee, paying rent, the daily commute and reminiscing about college days. Share on the Verizon stores’ Facebook pages.

Verizon can pair with local universities and colleges to sponsor a panel or workshop about preparing for “the next steps” after graduation, including tips to beat the daily grind.

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#DailyGrindStruggle40

My Verizon

Professional

NetworkStores will host

meet and greets for millennials to

expand their social networks

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Host a meet and greet for young professionals at local Verizon Wireless stores in order to enforce the idea that Verizon is a trusted partner that provides tools for success

Grow your professional network

Verizon doesn’t only provide your Wireless Network . . .

My Verizon Professional Network

Meet other Millennials in your area

Learn about recommended Verizon

tools

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MediaPaid Media

● Every week for three months, print ads will be featured in newspaper publications of the Piedmont Triad

○ The Greensboro News & Record, the High Point Enterprise, and the Winston-Salem Journal

○ The ad will feature the date and times of the in-store networking events and target young professionals and college seniors searching for jobsLinkedIn

● Promote the event on Verizon stores’ LinkedIn accounts

● Starting three weeks before the event, post ads two times per week

● Connect and interact with the local millennials that engage with the posts

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A YouTube video will feature consumers sharing why they love the Verizon store

#WhyVerizon

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Why Verizon?YouTube video

Millennials will share their love for Verizon,

emphasizing that they gained this affinity only

through their experiences at the stores.

The commercial will feature people explaining how Verizon amplifies their lives: getting

them to wake up, run, learn, draw, entertain, create, socialize, organize and explore.

#WhyVerizon

Increase social sharing and trust while

personalizing the Verizon experience.

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MEDIA PLANNING/BUDGET

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Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec.

Print x x x

Radio x x x

Billboards x x x

Bus Stops x x x

Airport Terminals x x x

Buses x x x x

Social Media x x x x x x x x x x x x

Media Flowchart47

Execution

The StoreRevamp Verizon

Premium stores in Greensboro,

Winston-Salem and High Point.

Print & Public Relations

Ads will be placed and promoted in the Greensboro News & Record, the High Point

Enterprise, and the Winston-Salem

Journal

Run a trial campaign in the North Carolina Piedmont Triad

Online Radio Services

Local radio ads on Pandora and Spotify will

specifically reach and target these

regions.

The Triad is perfect for a trial campaign because it embodies a suburb, a city, and a college area.

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Total Budget: $100,000

Print Advertisements: $6,000Advertisement in newspapers for 3 months straight(Greensboro News & Record, Winston-Salem Journal, High Point Enterprise). Target the technology section during the late summer/early fall season. The advertisements could also appear in tablet versions of that newspaper. Print promotional posters for the local business’ break rooms and restaurant sponsors.

OOH: $60,000Billboards, buses, bus stops, airplane terminals and sidewalk kiosks in the Triad area. We want to target people who are “on-the-run” throughout the day.

Radio Commercials: $20,000Ten radio ads on Pandora and Spotify targeting locals throughout the Triad.

● Pandora: Today’s Pop Hits, Summer Hits of the 90’s, Today’s Country

● Spotify: Top 100 Pop songs, Viral 50, Top 100 Country Tracks, Top Tracks in the United States

Green Screen Props: $4,000Purchase green screen materials and cameras to engage customers. The green screen will be in about five stores in the Triad area, which would span throughout 50 miles.

Food/Decorations for the Zone: $10,000Snacks and decor for The Zone. Need new furniture, projectors, screens, sound systems and charging stations to enhance the consumers’ experiences.

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Budget Breakdown50

MEASURING AND TRACKING

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Tracking/Measurement Plan: How to Tweak or Adjust “In-Campaign” to Maximize Effective Communications

● Continually monitor social media throughout the campaign to analyze customer engagement and satisfaction with the brand

○ Look for posts about Verizon Wireless, and more specifically, posts that include the campaign’s hashtags and keywords

● Conduct interviews and mini-focus groups throughout the campaign to monitor customers’ in-store experiences ● Offer incentivized opportunities for consumers to provide their feedback throughout the campaign● Send surveys and interview current store employees to investigate any changes in the foot traffic and consumer

behaviorPost-Performance Plan● Study the keywords used on social media that relate to Verizon retail stores, and analyze if Millennials were

sharing positive reviews and experiences ● Investigate Verizon stores’ social media posts that promoted a positive in-store experience

○ Analyze consumers’ feedback and if they shared the posts○ After the campaign is complete, continue monitoring consumers’ communication on social media

regarding the in-store experience● Analyze millennial foot traffic in Verizon retail stores at the conclusion of the campaign● Evaluating information:

○ Attitude measurement of the Verizon retail stores○ Consumer brand awareness measurement ○ Consumer trust measurement for Verizon○ Purchase motivation assessment

Use Google analytics, Facebook analytics, and other media monitoring services to conduct progress research and to eventually measure final results

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Important Key Performance Indicators

Measures to Prove Success How we will Track to Gauge Success

Increased Likeability/Pride in the Brand

Willingness to recommend Survey customers, social media check-in, online reviews

Customer Engagement Amount of time spent in the store Track the amount of time customers spend in the store

Customer Attrition Number of customers that switched from Verizon to competitors

Tracking customers that are no longer with Verizon at the end of each year

New Customer Acquisition Number of customers that switched to Verizon from other wireless carriers

Each year, track number of new customers that join Verizon

ROI Table53

Communications Plan Presented By

December 2, 2014

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