AT&T

Campus Brand

Challenge University of Illinois at Urbana-

Champaign

December 2, 2014

Client Objectives

Promote the benefits of choosing

AT&T as their provider of choice1

2 Raise awareness of AT&T as an

industry leader and the career

opportunities that exist within the

company

3 Promote the student discount

Pre- Campaign Research

Survey:

• 440 students surveyed

• 70% female; 30% male

• University of Illinois Students

• Ages 17-22

In-depth Interviews:

• 37 participants

• Used questions to understand current AT&T brand perception and discussed preferred workplace environment

What we learned

• Students do not consider AT&T when

searching for career opportunities

• Students value an innovative and

enjoyable workplace

• Students are not likely to recommend

AT&T to friends

Campaign Strategy

Target Market Perception: AT&T has strong customer service and reliable network

Our Position: AT&T is a strong network of both providing a good service, but also providing career opportunities and networking for jobs

Why?: Our research showed that AT&T is not seen as a career option, and furthermore

cannot compare to the new innovative workplaces of today’s society

The Message

AT&T gives the word network a

whole new meaning. Providing

strong coverage and even stronger

possibilities for the future

The Tone: optimistic, youthful and

innovative

Advertising Overview

• Two main executions:

– “Charge Your Network” event

– “Fuel Your Network” event

• Radio Advertisements

– WPGU Champaign- Urbana

“Charge Your Network”

Event• Impressions: 500

“Fuel Your Network” Event

• Impressions: 420

Radio Advertisements

• On campus radio station targeting young adults, professionals and college students– WPGU

– 8 day air

– :30 second spots

– 64 commercials total

• 3,532 impressions

Total Advertising

Impressions

4,452

Public Relations Strategy

Use social media to maximize press

coverage of our events to increase

awareness and attitude towards AT&T

career opportunities.

Public Relations

• Implement social media to increase

awareness about the events using the

expand UIUC hashtag

– Facebook

– Instagram

Social Media: Facebook

Facebook:

364 likes

Facebook

advertising

targeted towards

Champaign, IL

residents in the

UIUC network

between the ages

of 18-35

Social Media: Facebook

Social Media: Instagram

#expandUIUC

Total PR Impressions

32,736

Post- Campaign Survey

Results

• An increase of awareness of the student

discount

– Pre-survey results: 12%

– Post-survey results: 29%

• Students 10% more likely to associate

AT&T with engineering/ technology

In-Depth Interviews

In-Depth Interviews

In-Depth Interviews

Financial Analysis

Total Investment

Item Total

Investment

Total

Reach

Charge Your

Network Event

$544.90 500

WPGU

Advertisements

$392.00 3,532

Fuel Your

Network

$332.06 420

Social Media $365.00 32,696

Total $1633.96 37,148

Thank you!