2. 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
3Promote the student discount
3. 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
4. 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
5. 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
6. 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
7.
8. Advertising Overview
• Two main executions:
– “Charge Your Network” event
– “Fuel Your Network” event
• Radio Advertisements
– WPGU Champaign- Urbana
11. 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
13. Public Relations Strategy
Use social media to maximize press
coverage of our events to increase
awareness and attitude towards AT&T
career opportunities.
14. Public Relations
• Implement social media to increase
awareness about the events using the
expand UIUC hashtag
– Facebook
– Instagram
15. Social Media: Facebook
Facebook:
364 likes
Facebook
advertising
targeted towards
Champaign, IL
residents in the
UIUC network
between the ages
of 18-35
19. 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
