Title Page

WHO IS 657 INSIGHT?We are a group of highly-motivated, enthusiastic advertising students from California State University, Fullerton. We live, eat, and breathe Gen Y - because we are Gen Y. We worked, we played, and we had fun. But, most importantly, we delivered results that had a substantial impact.

RESEARCH:657 Insight’s Research Department gathered a total of 2386 surveys throughout the campaign. 677 pre-campaign and, 483 post-campaign surveys were administered. The Research team collected a total of 786 response cards during our on-campus promotions week. Five focus groups were conducted as an additional source of research-based data collec-tion. Alongside the focus groups, Research also collected 348 supplemental research surveys and 92 Lead cards from our AT&T Career Day. These methods of research, and their findings, were the backbone to our strategy and executions.

The surveys collected were key in the development of our campaign’s insights. These insights were then utilized to form our strategy and our plan of attack for the campaign. The key takeaways from our research found that: roughly 80 per-cent of the students we surveyed were on family plans, Verizon was the number one (and most preferred) network on campus and finally, that family and friends were the number one reason for “trusting” when choosing products/services. The strategy from this point forward was to change perceptions and increase awareness - which would result in a sub-stantial increase in purchase consideration as well as boosting net promoter score (NPS) for AT&T.

Our post-campaign results concluded that: the campaign was successful in raising AT&T from a second place brand to its new standing as #1 (tied with Verizon), network and price were still among a top priority when choosing a carrier. And, family plans were still measuring around the 80% mark. NPS increased by a massive 368% (A net increase of 56 percent-age points). And, finally, there was a positive (+57.1%) change in attitude about working for AT&T.

EXECUTIVE SUMMARY3

CREATIVE:The Creative Department was responsible for developing an integrated marketing campaign that could be launched, strategically, on all available media platforms including: print, online, mobile, social media and promotion. 657 Insight’s “Because Family Matters” campaign was based on the key insights that students were, for a majority, on fam-ily plans and that family and friends were a major impact on “trust” – in regards to selecting a mobile network. Copy strategy always incorporated the fact that, “Family Mat-ters.”

DIGITAL:The Digital Department’s main objective was to develop and execute a social media strategy that would drive traffic to our website and generate buzz by creating a viral pass-along that educates Gen Y on the features and benefits of AT&T. A considerable amount of awareness was achieved among our social media platforms, including: www.657in-sight.com, Facebook, Twitter and Instagram. In total, our Digital Department was able to generate over 5,000 inter-actions on our digital platforms.

PUBLIC RELATIONS:The Public Relations Department generated four press releases that were designed to increase awareness of the campaign and the on-campus efforts during our Promo-tions Week and Career Day. These press releases were distributed to local media outlets. The press releases were picked up by one local radio station as well as the Daily Ti-tan. Two event websites for the Orange County area picked up the press releases as well.

PROMOTIONS:The Promotions Department developed and executed a promotional plan in two stages. The first stage consisted of generating on-campus awareness. 657 Insight distributed 3,000 flyers around campus and posted promotional ma-terial at high-traffic locations to help stimulate curiosity, and awareness, of our promotions week. The second phase of promotional activities included the actual “promotions week.” This three day event enabled 657 Insight the op-portunity to educate students on campus via direct face-to-face interaction. Each of the three days had a different theme that revolved around our campaign (Customer Ser-vice, Affordability and Connectivity). Students were given the chance to interact with devices that are able to connect directly to AT&T’s Network. Students also received free food for using the texting-and-driving simulator. In total, the two stages of promotional activities generated 15,615 impres-sions, increased awareness of AT&T’s benefits (including student discounts) and dramatically changed the percep-tion of the brand’s image amongst Gen Y.

MEDIA:The Media Department utilized both traditional and nontra-ditional forms of outreach to generate maximum exposure of our campaign. In total, this department generated over 3-million impressions.

FINANCE:The Finance Department was able to take its $3,000.00 bud-get and turn it into $25,183.73 in added value, with an ROI of 739%

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TARGET MARKET RESEARCHThe target market is defined as Generation Y who attends California State University, Fullerton. More specifically, adults be-tween the ages of 18-24. These individuals are interested in being “up-to-date” and consider their mobile network to be one of their most important “connections.”

GENERATION Y AT CAL STATE FULLERTON•Are unaware of student discounts for AT&T.•Trust their family and friends for advice.•Are commuters.•Primarily use family and peers when choosing products and services.•The majority are on family plans.

RESEARCH5

Gen Y consumers at Cal State Fullerton live extremely busy lives and are always on the go. Between part time jobs, attending school, and making time for friends and family, our target market not only has to make extremely efficient use of their time, but also their money. Our Gen Y demographic, at Cal State Fullerton, rely heavily on advice from others (friends and family) to help aid them in their purchase considerations. With this in mind, our campaign strategy was centered on family and friends. 657 Insight could not pass up the idea that, “AT&T is family” (via connectivity, customer service and competitive rates).

SUPPORT FOR CAMPAIGN STRATEGY

QUESTION: Who is your current wireless carrier?BRAND SHARE

PRE-COMPARISON

Verizon: (35.9%) 53%AT&T: (31.8%) 47%

BRAND SHAREPOST COMPARISON

Verizon: (32.3%) 50%AT&T: (32.1%) 50%

Conclusion: Among the top two carriers, the “Because Family Matters” campaign was successful in raising AT&T from a second place brand to its new standing #1, tied with Verizon.

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44%45%46%47%48%49%50%51%

52%53%54%

Pre-Campaign Post-Campaign

AT&T Verizon

QUESTION: Would you be interested in receiving more information about the new AT&T Mobile Share Plan?YESAll respondents: 25.4%Among AT&T respondents: 24.7%Among Verizon respondents: 20.1%

Conclusion: Develop a marketing/advertising solution that exploits this need for information by tagging all advertising with a simple and memorable

URL.

QUESTION: Would you be interested in receiving more information about your Cal State Fullerton Student AT&T Discount?

YESAll respondents: 51.8%Among AT&T respondents: 63.1%Among Verizon respondents: 46.1%

Conclusion: Develop a universal discount for all colleges and universities and develop a marketing/advertising solution that can be executed as a

broad on-campus promotion.

QUESTION: How likely are you to recommend AT&T to a friend or family member?NPS SCORE (Lead Cards)All respondents: (-38.4)Among AT&T respondents: +9.0Among Verizon respondents: (-68.1)

Conclusion: Given the lead cards were completed during our three day promotional event, one could expect a significant improvement in NPS score

versus our pre-campaign survey (NPS: -71.1).

AT&T NPS Score: Pre-campaign: (-71.1)

Lead Card: (+9.0)

SUPPORT FOR CAMPAIGN STRATEGY7

An increase of 81.1 percentage points.

QUESTION: Are you on a Family Plan?

YES: 75.5% NO: 21.4%

QUESTION: Did you help recommend your carrier to your family?

YES: 40% NO: 60%

QUESTION: Do you pay part of the family plan?

YES: 40.2% NO: 59.2%

QUESTION: When you eventually go off your family plan, which mobile carrier will you select?

AT&T: 22.5% VERIZON: 43.8% SPRINT: 12.5% T-MOBILE: 13.8% OTHER: 7.4%

Conclusion: The great majority of the target market participates in a mobile Family Plan. Which Family Plan was largely a decision made by their parents without much input from the target market. Some millennials help pay for their part of the phone bill, but most do not, and in fact, most millennials hope to stay in their family’s Family Plan “forever.” Finally, if pushed off their Family Plan, most millennials will choose Verizon over AT&T by almost a 2 to 1 margin.

SUPPORT FOR CAMPAIGN STRATEGY8

QUESTION: (All competitors) Are you on a Family Plan?

YES: 78.6% NO: 21.4%

QUESTION: AT&T is considering a new Family Plan for college students. The new plan would include: FREE phone for student, $50 off for each family member’s first month’s bill and AT&T will pay any cancellation fee charged by your current carrier. Would you recom-mend to your family that they change to the new AT&T plan?

YES: 53.0% NO: 47.0%

QUESTION: If no, why not?

I have a coverage issue with AT&T: 15.2%AT&T is too expensive: 21.2%AT&T has an old fashion image: 4.5%I just love my current carrier too much to leave it: 21.2%Other: 24.2%

Conclusion: Among most millennials, mobile carriers are for all intents and purposes are viewed as commodities, where price is critically the most important variable. It’s clear the competition can be “bought” with an array of offers that may result in an extraordinary conversion rate of over 50%. Without a doubt, a program like this could be executed one campus at a time, possibly resulting in the strongest growth in NPS ever seen among Gen Y.

SUPPORT FOR CAMPAIGN STRATEGY9

QUESTION: Which group do you trust the MOST when evaluating/choose a mobile carrier?

Family: 38.0% Friends: 57.6% Colleagues: 4.4%

Conclusion: This confims a recent Nielsen study that found 84% of internet users around the world trust recommendations from people they know. “After seeing a friend ‘like’ a product on social media, 29% of U.S. Internet users check out the product, 14% visit the product’s website, 11% visit the product’s social medai page, and 5% ‘like’ the product.”

As a result of this survey, our Campaign tagline “Because Family Matters” was expanded to include friends (“Family and Friends”). Based on the statistics captioned above, it is very clear family and friends account for 95.6% of the NPS score and therefore, deserve campaign focus.

QUESTION: After watching the AT&T and Verizon commercials, which carrier would you choose?

AT&T: 37.0% VERIZON: 63.0%

Why: “The AT&T commercial may be cute beause of the children, but Verizon gives you more solutions to everyday problems...”

Conclusion: Gen Y wants the facts.

SUPPORT FOR CAMPAIGN STRATEGY10

In order to gauge the acceptance level of AT&T’s Network, and to measure how NPS had changed, our research team conducted pre and post-campaign surveys. To aid this research, 657 Insight’s Research Department also conducted focus groups and collected response cards from participants of our three-day promotional event. A total of 2386 responses were collected throughout the campaign. The pre-campaign surveys helped to guide us in preparing our on-campus campaign efforts. These pre-campaign sur-veys also helped to assess where AT&T’s Net Promoter Score stood in comparison to their main competitors.

Pre-campaign results showed that AT&T’s NPS was not competative. However, post-campaign research has provided extraordinary results. NPS has increased 56 points from our original research (a 386% increase). Overall, the “Because Family Matters” campaign was a huge success, and influenced Gen Y’s preferences and perceptions in favor of AT&T. Below are some of the questions our re-search department asked Gen Y throughout the campaign.

PRE & POST CAMPAIGN COMPARISON

QUESTION: Do you plan to take advantage of student offers on mobile service plans after you graduate?

Strongly Agree/Agree:Pre-campaign: 44.1% Post campaign: 47.8%

Conclusion: The “Because Family Matters” campaign was successful in increasing (+8.4%) awareness of the AT&T Student Discount Plan.

QUESTION: How likely are you to recommend AT&T to a friend or family member? Point gain (loss)

AT&T: Pre-campaign: (-71.1) Post campaign: (-15.2) +55.9VERIZON: Pre-campaign: (-39.4) Post campaign: (-48.3) (-8.9)SPRINT: Pre-campaign: (-83.0) Post campaign: (-85.4) (-2.4)T-MOBILE: Pre-campaign: (-79.8) Post campaign: (-86.0) (-6.2)

Conclusion: The “Because Family Matters” campaign resulted in the largest positive change in NPS score ever re-corded among all colleges and universities participating in the AT&T/Edventure Marketing challenge. A net increase of 56 points (+368%). The “Because Family Matters” campaign catapulted AT&T into the number one brand among the 37,000 students attending Cal State Fullerton.

QUESTION: I would consider working for AT&T.Strongly Agree/Agree:

Pre-campaign: 24.2% Post campaign: 38.1%

Conclusion: The “Because Family Matters” campaign was instrumental in positively (+57%) changing attitudes about working for AT&T.

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TARGET AUDIENCE:• Adults 18-24, attending Cal State Fullerton.• STEM majors who are unaware of AT&T’s career opportunities.

CREATIVE STRATEGY:• To CONVINCE: Gen Y at Cal State Fullerton• To Consider: Purchasing the AT&T mobile share plan• Instead of: Verizon, Sprint and T-Mobile• Because: AT&T provides the greatest costumer service, connectiv-

ity, and outstanding reliability, at an affordable cost because above all, “family matters”

• Tone: Warm, casual & emotional

Our Position: Attributes and benefits while associating a product/service with a specific group or type of user

CREATIVE OBJECTIVES:• To establish AT&T as the number one brand as defined by their

Net Promoter Score as well as raising target market perception of AT&T as the mobile provider who “cares for you like family.”

BRANDING GUIDELINES:The guidelines provided by AT&T’s creative brief laid out the framework for our creative team to follow. Creative was to utilize the AT&T logo/brand to help increase awareness among Gen Y.

CAMPAIGN STRATEGY/EXECUTIONS12

FAMILYBased from our research, we learned that Gen Y is looking to their social networks (family and friends) in order to find prod-ucts and services that best fit their needs. So, what we decided to do, was to express the idea that AT&T is like family. We want-ed our target market to understand that AT&T has been a superior mobile network provider, giving them excellent customer service and, ultimately, a superior network.

THE FORMULA: AT&T Brand/headline benefit = personal reward/

benefit.

TAGLINE:“Keeping you connected.” - (Practical Benefit)

“Because Family Matters.” - (Emotional Benefit)

OUR TACTICS:We used the following media to engage our target market and interact with them: • Print Ads • Online/mobile (Daily Titan Web Page/ App) • Banners• T-Shirts• Water Bottle Labels • Outdoor Advertising (57 Freeway Sign)• Flyers • Social Media (Facebook, Instagram, Twitter)• Radio Spots (Titan Radio)• Chalk Murals• TSU Digital Marquee

CAMPAIGN THEME & MESSAGE:

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Medium: PrintTarget Market: Gen Y Headline: Looking Out For YouTagline: Because Family MattersDescription: Full Color Magazine Ad that emphasizes ATT’s high ranking customer service.

Medium: PrintTarget Market: Gen Y Headline: Keeping You Connected...Tagline: Because Family MattersDescription: Full Color Magazine Ad that illuminates ATT’s superior Network.

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Medium: PrintTarget Market: Gen Y Headline: Choose Your Own FamilyTagline: Because Family MattersDescription: Full Color Magazine Ad that speaks to students who are interested in Mobile Share plans.

Medium: FlyerTarget Market: Gen Y Headline: CSU Fullerton Career DayTagline: Because Family MattersDescription: Full Color Ad that speaks to students who are in-terested in gathering more information related to their field of study.

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We are a social generation, so digital media is essential when communicating to the target market in a timely manner. We uti-lized various digital and social media sites to connect with our target - Gen Y.

AGENCY WEBSITE:www.657insight.com

657 Insight launched our website on September 19th, 2013 - driving traffic to our promotions. Once on the website, visitors were exposed to 657 Insight’s banners and event information as well as a direct-contact link to 657 Insight’s Media Department. We provided visitors the opportunity to contact us directly with a “Contact” tab – we even added a blog to the site to help gen-erate buzz about our promotions week and campaign. This point of contact was a fundamental aspect to our success.

DIGITAL MEDIA

Website Analytics

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Left: 657 Insight event page giving visitors information on our promotional events taking place.

Top Right: 657 Insight Website Home Page with our banner, tagline, logo, and information about AT&T. There are also links directing visitors to our social media profiles.

Bottom Right: 657 Contact Page that lets visitors communicate with us.

17657 Insight Home Page:

FACEBOOKfacebook.com/insight657Our Facebook page was extremely helpful in generating awareness of our 3-day promotional event, as well as our Career Day. Pictures of students and 657 Insight staff have been posted to our time line in order to add overall awareness of our on-campus events. Some of the photos include the AT&T texting-and-driving simulator, which was present all 3 days of our promotions week. The page has currently generated a total of 259 “Likes.”

TWITTERtwitter.com/657InsightThe Twitter page feeds the web updates of our event(s) and other helpful information to our potential consumers, such as: student discounts, job offers, friendly reminders and information about AT&T’s Network. Like other social media, Twitter gives us a voice that separates us from the Internet’s clutter.

INSTAGRAMinstagram.com/657insightThe 657 Instagram page was a way for our agency to display what our promotional days were all about! Family and Friends from campus united at our 3-day event and the pictures prove it. 657 uti-lized Instagram in a way that generated awareness of our cause, in a fun and creative way. Our page contains pictures and videos of some of the extravaganza, as well as some of the winners of our give-aways. While all of these pictures illustrate the fun our team had interacting with Gen Y, these pictures also served a purpose towards exposing Instagram users to our campaign efforts.

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The primary objective for the Public Relations Department was to build awareness of the AT&T Marketing Challenge and increase the target market’s perception of AT&T. The Public Relations team focused on building awareness of the “Because Family Matters” campaign and establishing a relationship with our target market’s preferred media channels. 657 Insight’s Public Relations Department was responsible for gaining media coverage via several different mediums, such as online, radio and print.

The first press release was created with two goals in mind. The primary goal, of our original press release, was to inform media that our agency had been established. The secondary goal was to generate awareness of our client’s mission(s) on the Cal State Fullerton Campus.

The second press release was solely focused on our 3-day promotional event. This press release generated awareness of the giveaways, dis-counts, the simulator and all other aspects of our promotional activities. This press release generated significant results for the department and the campaign as a whole. The Daily Titan and Titan Radio absorbed the information we provided them – earning 657 coverage on both platforms. The Daily Titan wrote a story about our event, and Titan Radio provided us with over 50 radio spots.

The third press release discussed aspects of our Career Day. This release highlighted key details about the potential job opportunities at AT&T and the steps students could take in order to gain more information about these positions.

The fourth, and final, press release contained a summary of all the excit-ing events that took place over the last several months. This information was important for the public to see because it illustrated how our cam-paign substantially increased AT&T’s NPS score.

PUBLIC RELATIONS

PRESS RELEASES

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Exposure in the Daily Titan. The Public Relations Department stimulated awareness throughout the campus thanks to their efforts.

Left: Daily Titan Half-Page Print Advertisement. (Full Page Ads were run as well).

Top Right: Article written by Daily Titan, about 657’s Campaign efforts on campus.

21Daily Titan Article Posted Under “Campus News” - Ran 10/29/13

EVENT WEBSITES:To gain additional coverage, 657 Insight’s Public Relations Department posted their press release information on two local Orange County event websites.

The Websites:•Eventful •OC Register Events

For over a week and a half, 657 Insight ran radio spots on Titan Radio. During this eleven day span, the commercial was aired 93 times.

RADIO MEDIA COVERAGE:22

OC REGISTER EVENT INFORMATION:

3-DAY EVENTWHEN & WHERE:On October 22nd – 24th, from 10 a.m. to 3 p.m. on the Titan Walk, 657 Insight hosted a 3-day promotional event. Each day of the event had a different theme. These themes were used in order to produce interest around campus about our promotional efforts as well as maintaining a goal-ori-ented campaign. Titan Walk is a high traffic area on campus. Not only is Titan Walk close to one of the most frequently used parking structures on campus, it is also used by students going to: class, the recreation center, the student union and the bookstore. Every morning, our agency members trans-formed our spot, on the Titan Walk, from a void space, to one filled with eye-catching tents, banners, decorations, posters and most importantly – the AT&T Network.

PROMOTIONS23

THEMESDay 1: Customer Service – This day was centered around the fact that AT&T has been a leader in customer service, and will continue to remain one of the best when it comes to providing customers with solutions to their problems.

Day 2: Affordability – On day 2 of our promotions event, 657 Insight urged students to learn more about discounts they could receive simply for being a student at Cal State Fullerton.

Day 3: Connectivity – For the final day of our 3-day promotions event, we decided to reinforce AT&T’s outstanding Net-work capabilities. 657 Insight informed visitors about AT&T’s constant dedication to providing consumers one of the fastest and most reliable Networks on the market. As instructed, if participants had specific questions (for any of our themes), we redirected them to AT&T’s official website.

THE EXTRASFood:College students are always looking for food, so we decided to give away tons of free food to help attract attention to our pro-motional event. Of course, these food items were free, but the participants at our event had to “earn” their slice of pizza. Our Promotions Department devised a strategy that made students get involved. In order to get a pizza, drink or any other free item, visitors had to earn a ticket stub – These stubs could only be collected by engaging in one of the various activities at our event (For example, trying the AT&T texting-and-driving simulator).

Music:While there were attention grabbing activities at our event, we decided to keep students engaged by playing live music. Cal State Fullerton’s on-campus radio station, Titan Radio, came out to our event and provided our campaign with live DJ’s. This connection with Titan Radio was established thanks for our Public Relations Department. With a source of live music, 657 Insight was able to devise another tactic that possessed stopping power… the flashmob.

Flashmob:During the second day of our event, 657 Insight staff performed a flashmob that was choreographed by a professional dance instructor. Around mid-day, when student traffic was heaviest on the Titan Walk, 657 Insight showed our fellow Titans what promotional week was all about! Our flashmob generated awareness for our event and campaign. Many stopped to watch what was going on as it was truly an unexpected thrill for everyone.

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Giveaways: During our event(s), students were given multiple opportunities to earn a raffle ticket. With each raffle ticket earned, students were given two options of how to use their stub. They could either eat for free or enter an hourly raffle. Hundreds of raffle tickets were given away each day and our hourly raffle system kept a steady flow of traffic to our event. Prizes such as: gift cards, flash drives, glasses, AT&T branded merchandise and other fun things were given out at our raffle drawing. While these smaller prizes kept attendance high, we also had a grand prize drawing as well, this drawing consisted of Disneyland tickets and an IPad Mini.

Philanthropy:We also wanted to represent the AT&T brand as one with compassion and social aware-ness. With this in mind, 657 Insight produced a bake sale for the Leukemia Lymphoma Society – an anti-cancer foundation. This philanthropic event raised approx. $200 over the span of our 3-day event. The bake sale was manned by 657 Insight team members who encouraged a donation to help save lives. Each cookie cost $1 – this indi-cates that approximately 200 individuals donated to our philanthropic cause.

Response Cards:We had participants from the event fill out response cards which asked event-specif-ic questions. They were asked for the purpose of demonstrating that our event and pre-campaign effort leading up to it had made a positive impression on Gen Y.

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The four major objectives of our advertising/media campaign were:1. Generate maximum awareness and purchase consideration of AT&T among the target audiences.2. Generate 1 million total impressions.3. Establish a strong overall campaign, encompassing both traditional and non-traditional forms of advertising.4. Ensure all advertising produced is consistent with the overall campaign strategy.

MEDIA TACTICSMedia tactics, which our team utilized, ranged from social media and online/mo-bile banner ads, to fliers, traditional print, hand-made posters, and digital billboards. Overall, the “Who’s Your Family” campaign generated a total of 3,670,683 impressions. The broad reach and high frequency of this campaign was instrumental in improving not only brand awareness, but also pur-chase intent as well as the perception of AT&T as a favorable place to work.

MEDIA26

Media Schedule27

OBJECTIVES:The three primary objectives guiding the Finance Department were to efficiently and effectively allocate all resources. Sec-ond, maintain accurate records of all campaign expenditures. And lastly, determine “value versus cost” in order to report an accurate return on investment (ROI) for our campaign.

MEDIA SERVICES & DONATIONS:Our team was able to greatly increase the “value” of the “Who’s Your Family” campaign by successfully soliciting donations from corporate sponsors, as well as securing substantial free media. By using these tactics, we were able to turn a $3,000 campaign into one worth $25,183.73 with an ROI of 739%. .

FINANCE28

Account Coordinators:Jake Puleo

Alexi Parker

Department Coordinators:Samir Nasr - Creative Director

Phil Kim - FinanceChelsea Ruiz - Media

Ana Godinez – ResearchSylvania Phann - Digital

Miriam Torres – Promotions Brad Freeman – Public Relations

Creative:Creative:

Saish KotechaJacqueline Dennis

Karina Bonnin

Research:Lidia NamkoongTomasz Zbiegiel

Louis Gorisse

Public Relations:Pegah Boroushan

Jesse Novy

Media:Meghan StanageBethany Weigele

Promotions:Julia Jeck

Michael CharlesJeff Brown

Megan CavanaughChristine Nguyen

Rachel Grabau

Special Thanks:Ed Venture Partners/AT&T

Nicole Alarcon Natalie LeonRobert Sage

657 INSIGHT AGENCY TEAM MEMBER29