AT&T

"Always on" - CAMPAIGN

Strategy: Present AT&T Internet as the leader in online technology by showcasing these great internet offers in an informative, interactive, and technology-forward format.

Phase 1
Title: "Introduction"
Synopsis: Introduce customers to the new selling proposition, "Always On." AT&T will always be there for you and you can always count on AT&T Internet.

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Phase 2
Title: "Re-Education"
Synopsis: Reeducate customers on the benefits and features of AT&T Internet and highlight the value it will add to daily home interneting.

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Phase 3
Title: "Urgency"
Synopsis: Reinforce our new selling proposition by communicating the great offers once again, but in a much more urgent, in-your-face method.

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EMAIL

"Care Package"
Strategy: Incentivize veteran/military families to obtain AT&T wireless by presenting multiple discount offers in the form of a military care package. This will help to illustrate to customers AT&T appreciates our soldiers.

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"Running Empty"
Strategy: Encourage customers to reactivate their in-car Wi-Fi by presenting their discounted offer in a fun, lighthearted way that also creates a sense of urgency.

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DIRECT MAIL

"Big Scratch"
Strategy: Present a triple play bundle offer in a nontraditional/interactive DM form, which will make customers feel a sense of victory when they scratch off the hidden reward card inside the scratch off television.

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SMS Marketing

"Deadpool"
Strategy: Harness the awesome staying power of "Deadpool" to encourage customers to sign up for text alerts from AT&T and receive a personalized video.