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L!"r! L#$%v&' COMMUNICATIONS STRATEGIST
RELATER.DIVERGENT THINKER.
SAVVY BRAND PLANNER.
T!b(& %f C%')&')*ABOUT MECASE STUDIES:• AT&T• NEW BALANCE• TEXAS ADGRAD SOCIAL MEDIA
RÉSUMÉCONTACT
+b%") M&Before my first day of undergrad, every student was assigned to take the Gallup StrengthsFinder test. We were to discover our strengths and hopefully avoid all that “I changed my major...again” mess.
My top strength, as I discovered, is Empathy.
I didn’t really know what this would be good for...it’s not exactly a hard, easily-‐transferrable skill.
And then I discovered Account Planning: a discipline in which a key characteris\c is the ability to put yourself in consumers’ shoes and tease out insights. Understand their pain points. Understand what they like to do, what is important to them and why. Once you know these things, you can more fully ar\culate a brand’s message, crea\ng a relevant connec\on for the customer.
I’m resourceful in research, have been described as “sunny,” and have many more strengths up my sleeve.
I received an M.A. in Adver\sing: Account Planning & Strategy from The University of Texas at Aus\n and a B.A. in Professional Wri\ng from Baylor University. HI, I’M LAURA.
Created for and guided by:
,& Br-&f
Develop a go-‐to-‐market campaign targeAng the youth market.Get them excited about AT&T’s $50 unlimited talk/text/web plan.
Drive traffic online and in-‐store for enrollment.
THE PRE-‐PAID WIRELESS LANDSCAPE
R#&!r./
PRICE
COVERAGE
FLOODED MARKETThe market is flooded with compe\tors, both regional and na\onal. Several smaller brands are subsidiaries of large, na\onal wireless conglomerates, u\lizing well-‐known networks for their coverage.
LIMITED NETWORK COVERAGEEven brands that operate on na\onal networks offer limited coverage to pre-‐paid customers. O`en, service is only found in major metro areas and near transporta\on routes. Networks tend to charge roaming fees when a customer is outside of the typically-‐supported area.
PRICINGRegional brands are priced below the na\onal leaders, but customers experience dras\cally reduced service. Other na\onal brands are priced similarly to AT&T, but do not provide the same quality of coverage. This means that AT&T’s superior coverage is the key factor that differen\ates consumer experiences.
BEST COVERAGE at the
BEST PRICE
R#&!r./VALUE-‐SEEKING YOUTH, 18-‐24
Personal Interviews
Price-‐Conscious
Tech-‐Savvy Display a Growing Independence
Have a Fear of Missing Out
UTILIZED:
BECOMING MORE INDEPENDENTMany are or have recently been on a family wireless plan held by their parents. However, they are preparing to start the next chapter in life, whether that is moving out of the house or star\ng a new job, and are seeking to be more financially independent.
UNWILLING TO SACRIFICE QUALITYBecause they are just entering the workforce, they do not have much disposable income, which has led to a conserva\ve financial approach. They spend less and save more. When choosing products, however, including wireless plans, they are unwilling to sacrifice quality for price. They are just beginning to develop mature rela\onships with brands, and have a somewhat agnos\c approach to products; they move on if a brand does not quickly prove its worth.
SOCIALLY ACTIVEMany are single, and all lead an ac\ve social life. Between friends, dates, concerts and movies, “play-‐\me” is very important and occupies a key por\on of their budget sheet.
S)r!)&01
NEVER MISS AN OPPORTUNITY.
WHY:The AT&T GoPhone unlimited plan allows millennial consumers to take advantage of all the blossoming opportuni\es in their lives: social, professional and financial.
The plan’s affordable price, superior coverage and flexible, contract-‐free structure are all key selling points. Whether they are saving up for a weekend getaway, awai\ng a call for a second interview, or want to put their plan on hold to study abroad, AT&T’s GoPhone can help them take advantage of every opportunity.
This strategy also stems from the consumer behavior principle of Prospect Theory, beger known as the “Fear of Missing Out,” which states that people regret losses more strongly than they appreciate gains.
T!.)-.*GUERRILLA TELEPHONE BOOTHS
Unbranded London-‐style telephone booths will invade high-‐traffic urban areas in ci\es and encourage passers-‐by to text “VIP” to a specific number. A`er tex\ng, they will receive a reply text saying that because they took advantage of an opportunity, they are now on the list for a concert sponsored by AT&T GoPhone. A`er the concert, each agendee will receive a final text invi\ng them to not miss another opportunity, but to instead take their text in-‐store to receive a free month of GoPhone service or other discount, driving in-‐store traffic and brand interac\on.
T!.)-.*AIRPORT LOUNGE & WI-‐FI HOTSPOT
Airline lounges are typically for preferred customers, those who have likely spent a small fortune on travel. AT&T GoPhone should create a complimentary airport lounge that demonstrates this high quality, but for those on a budget. The lounge will have ample electrical outlets for device-‐charging, comfortable chairs, GoPhone vending machines and a free Wi-‐Fi internet hotspot. AT&T GoPhone will be promoted through prominent signage and a branded internet connec\on page.
T!.)-.*DIGITAL BANNER ADS
T!.)-.*PUBLIC TRANSIT ADS
Bus shelters, subway sta\ons and in-‐bus & in-‐train ads will meet the target as they are a cap\ve audience, commu\ng or just traveling around town. These ads will also show the nearest AT&T stores along that par\cular route, educa\ng them on the nearest place they can purchase the GoPhone in-‐store.
T!.)-.*“BUCKET LIST” CONTEST
Most people, whether formally or informally, have a “bucket list.” AT&T should incorporate this meme by implemen\ng a month-‐long contest designed to help people check an item off their list. When someone signs up for a GoPhone or pays for their next month of ac\va\on in-‐store, they will be automa\cally entered for the chance to check a dream opportunity off their list, taking their closest friends with them.
Created for and guided by:
,& Br-&f
Pinpoint a New England-‐based company who is facing a challenge or an opportunity. Discover a way that
Jack Morton Worldwide could capitalize on the situaAon through its experienAal core competencies.
R#&!r./CURRENT SITUATION
THE BRANDNew Balance is known by many as a shoe company, famous for fit, running and community involvement. Based just outside of Boston, Massachusegs, the company has a strong domes\c presence, but pales in comparison to industry giants Nike, Adidas and Reebok.
NEW BALANCE WELLNESSThe New Balance website has a “Wellness” sec\on that targets women. It aggregates content, blog posts and recommenda\ons for fitness and a healthy diet. It is not relevant to younger women, as it is focused on women in their late 20s and up.
HEIDI KLUM FOR NEW BALANCENew Balance has formed a partnership with Heidi Klum, resul\ng in a lifestyle apparel and footwear collec\on for the “modern woman on the go.” It is offered exclusively online through Amazon.com, and predominantly appeals to the 30-‐40 year old demographic.
For New Balance YOUNG WOMEN
are an UNDERSERVED SEGMENT
Gray suede shoes
Sturdy & heavy
Clean, basic, simple styles
Running
The 1990s
A large “N”
a perfect !t.
R#&!r./YOUNG WOMEN, 18-‐25
Personal Interviews
UTILIZED:
“NEW BALANCE IS NOT FOR ME.”Through a survey of 119 women age 18-‐25, it was discovered that this demographic heavily associates the New Balance brand with the classic 991 shoe that came out in the mid-‐1990s—gray, suede, with large N logo. There is low associa\on with athle\c clothing. They also associate New Balance with an older demographic—their fathers and older men, and specifically with running.
STRAPPED FOR TIME & MOTIVATIONYoung women find it difficult to get mo\vated to exercise when they have to carve a chunk out of their busy day for it. Because they are constantly connected and mul\tasking, they are strapped for \me. Most o`en, working out and crea\ng healthy meals tend to fall by the wayside.
S)r!)&01
WHY:Even though college or newfound independence is a balancing act, New Balance can provide the on-‐the-‐go young woman ways to stay fit that fit into her busy lifestyle. It is possible to make \me for a healthy lifestyle, and New Balance is how she can make it work.
a perfect !t.
T!.)-.*BRAND AMBASSADORS & PROMOTIONAL ITEMS
EM(HER)GENCY WORKOUT RECOVERY KIT
Brand ambassadors should be established on college campuses, where they will serve as liaisons between New Balance and the University. They will coordinate on-‐campus events to coincide with major campus happenings, distribute promo\onal items and promote a healthy lifestyle both on-‐campus and via social media.
T!.)-.*ON-‐CAMPUS EVENTS
“FIND YOUR FIT” CLASSESNew Balance brand ambassadors will host clinics, covering basic nutri\on and how to iden\fy and navigate through food danger zones.Trainers will also lead prac\cal demonstra\ons of basic exercises and provide \ps for fipng exercise into a busy schedule.
SNEAKER SPEED DATINGBrand ambassadors will host sneaker “speed da\ng” events, where New Balance sneaker experts suggest which New Balance model is the perfect fit for each girl, based on the kind of athle\c ac\vity she engages in most o`en.
FASHION SHOWSOn-‐campus fashion shows will feature the latest New Balance styles on makeshi` runways, such as the track or tennis courts. Pop-‐up shops will be present a`erward so students can purchase the looks they saw “on the runway.”
T!.)-.*FOURSQUARE BRAND PAGE & BADGE
In March, 2011 alone, 16.7 million US mobile phone users checked-‐in using geo-‐loca\on services, falling primarily into the 18-‐25 age range. New Balance should interact with these users by crea\ng a Foursquare brand page. By leaving \ps at "Fit Fron\ers,” New Balance would be educa\ng users on fun places to easily stay fit within their lifestyle, such as a dona\on-‐based yoga studio. Also, a “A Perfect Fit” badge could be rewarded to those users who check into 25 Fit Fron\ers, whether or not they are following the brand page.
a perfect !t.
a perfect !t.
T!.)-.*GYM PARTNERSHIP
Because it’s all too easy to fall off the fitness bandwagon during the holidays or while on summer vaca\on, the A Perfect Fit badge will also provide extra incen\ves. When each new level of badge is unlocked with Fit Fron\er check-‐ins, users will be eligible for discounts on New Balance merchandise, as well as benefits at health clubs, such as Bally Total Fitness.
ADGRAD SOCIAL MEDIA
Created for and guided by:
,& Br-&f
Develop and execute a social media strategy for the Department of AdverAsing & Public RelaAons at The University of Texas at AusAn to conAnue the
growth of the Texas AdGrad brand.
B!.$0r%"'2TEXAS ADGRAD SOCIAL MEDIAThe Texas AdGrad social media team represents The University of Texas at Aus\n’s College of Communica\ons Department of Adver\sing and Public Rela\ons. It represents the academic goals and pres\ge of the program, relevant industry news, and a way for students to keep in touch with the program, the industry, alumni and each other. The Department’s website content is updated weekly by the team with stories about alumni, students, faculty and happenings in the department, such as agency visits and class projects.
The AdGrad social media team began to focus on social networking in Spring 2010 with a group of a few students and a faculty advisor. At the \me, only Facebook, Twiger and LinkedIn were u\lized. Now, Texas AdGrad uses Facebook, Twiger, Flickr, LinkedIn, the program’s website, surveys, a job-‐networking site specific to students and graduates of the program, YouTube, Google Analy\cs and Spredfast (a social CRM so`ware) to best u\lize their social reach and influence.
adverAsing.utexas.edu
NETWORKS:
MEASURED WITH:
R#&!r./WHERE WE STARTEDIn August, 2011, the team developed a survey to gain insight into how our community views the term “AdGrad,” the quality of the AdGrad brand, and the quality of AdGrad social media proper\es. The survey received 210 responses, and helped formulate campaign goals for the upcoming year.
KEY FINDINGS
KEY MEDIUMSThe survey iden\fied Twiger and Facebook to be among the department’s top three networking proper\es, with equal levels of awareness and engagement. The College of Communica\ons Careers Services was the top choice, but is not controlled by the Texas AdGrad Social Media Team.
TERM “ADGRAD” CAUSES CONFUSIONThe term “AdGrad” is not well understood. The majority of respondents believed AdGrad to mean only graduate students and alumni of the Department of Adver\sing and PR. Undergraduates were incorrectly excluded from this defini\on.
1. 2.
210 RESPONSES
G%!( #1
Address confusion by defining the AdGrad brand.
WHAT WE DID• Defined the AdGrad brand to the above. • Highlighted various students & tracks (crea\ve, media, account planning, PR) which fall under the brand. • Focused specifically on undergraduates, since they felt most disconnected from the brand.
• Developed an editorial calendar to ensure all AdGrad segments and tracks were exposed to relevant content.• Tracked output, reach & community engagement for each AdGrad segment through using content labels on all posts.
SO, WHAT IS AN ADGRAD?An AdGrad is an undergraduate student, graduate student or alumni of the Department of Adver\sing and Public Rela\ons at The University of Texas at Aus\n.
RESULTSA second survey distributed in the spring, 2011, produced largely insignificant results, due to a low response rate. The term “AdGrad” is s\ll an item of confusion for the audience. However, con\nuing to create original content highligh\ng various students & tracks, focusing on undergraduates, as well as gaining endorsement from all department student organiza\ons will help accomplish this goal.
Increase brand awareness & community engagement.
G%!( #2
WHAT WE DID• Watched analy@cs to direct our content development, ensuring that content was relevant to the AdGrad community.• Adapted the content strategy to reflect the community’s interest on various topics.• Par@cipated in the Facebook Small Business Boost adver@sing contest in January, 2011. Facebook gave each group $100 in adver\sing with the challenge of gaining 100 new “likes” on the group’s page. We successfully met the challenge, earning an addi\onal $100 in adver\sing. • U@lized Google AdWords to encourage new visitors to the Texas AdGrad Facebook page and department website (adver\sing.utexas.edu).
RESULTS
141 addiAonal “likes” on the AdGrad Facebook page.
Increased average number of engagements by 83.33%.
UTILIZED:
R3"45EXPERIENCESocial Media Community ManagerThe University of Texas at Aus\nAus\n, TXAugust 2011 -‐ Present
MarkeAng Strategy InternJack Morton WorldwideBoston, MAJune 2011 -‐ August 2011
Brand StrategistInnova\on: The Marke\ng TeamWaco, TXJune 2008 -‐ August 2010
EDUCATIONM.A. Adver\sing: Account Planning & Strategy, The University of Texas at Aus\nB.A. Professional Wri\ng; Minor in Business Administra\on, Baylor University
,!'$ 1%"!
[email protected]@LLeskovenLauraLeskoven.comlinkedin.com/in/LauraLeskoven
PHONE:EMAIL:TWITTER:PORTFOLIO:LINKEDIN:
C%')!.)
