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Derrick Faust, Corrin Harker, Joy Singelton, Daniel Demetrio

AT&T a Company Committed to Offering the Best Technology and Customer Service of the 21 st Century. Derrick Faust, Corrin Harker, Joy Singelton, Daniel Demetrio. AT&T The Company. Telecommunications Company Prides themselves on offering the best service and products in the industry

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Derrick Faust, Corrin Harker, Joy Singelton, Daniel Demetrio

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  1. AT&T a Company Committed to Offering the Best Technology and Customer Service of the 21st Century Derrick Faust, Corrin Harker, Joy Singelton, Daniel Demetrio

  2. AT&T The Company • Telecommunications Company • Prides themselves on offering the best service and products in the industry • Incurred steady financial profits throughout the years • A leader in the telecommunications industry

  3. Executive Summary • The AT&T company is large and offers many products/services and is rated one of the best Fortune 500 companies to work for with good reasoning. The presentation will include the following topics: A brief summary of organizational and communication audits, Campaign Goals, Objectives ,Messages and Themes, Strategies and Tactics, Timeline of Events, Evaluation Plan. The plans in place will be used to determine the strengths and weaknesses of the campaign and proposed ideas. This will also enable us to determine and see what is being effective and what is not

  4. Organizational Audit-Industry, Organization, Mission, and Purpose • AT&T is an organization that promotes a stable work environment and offers a technology-driven culture that thrives on setting the pace for the rest of the industry (AT&T Interactive, 2012). • AT&T also prides themselves on getting employees involved in suggesting ideas that would make the company better and the best ideas are chosen and implemented. • AT&T’s mission and purpose is to connect people with their world, everywhere they live and work, and to do it better than anyone else (AT&T Corporate profile, 2012).

  5. Organizational Audit- History and Current Perception of AT&T • AT&T began in 1875 and was formerly known as the American Telephone and Telegraph Corporation (A Brief History, 2012). • In 1996 AT&T became an integrated Company and today AT&T is known as the world’s leading provider of IP-based communications services to businesses (AT&T Corporate Profile, 2012). • AT&T is also known as one of the world’s largest wireless communications providers and is perceived to be a leader in providing innovative, reliable, high quality products and excellent customer care (AT&T Corporate Profile, 2012). • AT&T’s long history includes eight Noble Prizes and thousands of patents issued or pending worldwide which makes AT&T a leader in innovation (AT&T Corporate Profile, 2012).

  6. Organizational Audit- Past and Present Finances • In 2011the revenue generated from mobile figures and advanced business services both grew at a double digit pace, and their total yielded a record $126.7 billion. • Cash from operating activities was a strong $34.6 billion. • AT&T invested more than $20 billion of capital in within their networks. • Shareowners were also paid more than $10 billion in dividends and announced their end of year consecutive annual dividend increase

  7. Organizational Audit- Finances continued • In December 2011 AT&T increased its dividend for the 28th straight year. • Total cash generated from operating activities was $34.6 billion. With annual wireless data revenues of $22 billion, up 21.0 percent year after. • AT&T continued to lead the industry in delivering the benefits of mobile broadband to their customers. Since 2008, wireless data revenues have more than doubled(Att.com, 2012).

  8. Communication Audit • For this portion we will be going over the company’s Corporate Identity, Community Relations, Physical Appearance, and will touch bases briefly on the Social Media outlet that is currently being used. • The main social media outlets that is currently being used and they are Facebook, YouTube and Twitter

  9. Communication Audit Continued • The company goes to many public events around the surrounding communities and donates items for fundraising. • The physical appearance of the company is intact and portrayed perfectly .The signage that is used is very adequate and clear. • The vehicles that are in use all have the company logo as well as the same color of trucks being used. The uniforms are all coordinated to represent the colors that are used in the company’s logo and the logo is on the uniforms as well

  10. Communication Audit Continued • The media this organization uses to communicate with its audiences is limitless. It uses the internet and television to reach out to its biggest audiences. • The company also uses traditional media to communicate with its customers such as papers, pamphlets, radio, and others.

  11. AT&T Campaign Goals Main Goal: • Educate the public of AT&T’s stellar customer service, and technologies Secondary Goals: • To make the public aware that AT&T recognizes past mistakes, concerning services, products, and customer service, but inform them they will not be repeated. • Raise sales based on the information delivered to the public

  12. Objectives • To gain new clients. • Strengthen Brand Loyalty • Strengthen customer relations • Offer customers fast and easy research about all the company has to offer. • Make sure potential customers feel free to call or email with questions/concerns. • Make sure customers know that there questions based on the information provided in the campaign will be welcomed and there will not be a repeat of the negative customer service

  13. Strategies and Tactics • Clear concise website that will be updated monthly to illustrate new services, products, and information about the company • Press releases addressing the past mistakes, and the improvements made to previous problems; new products/technologies; new services; and the company as a whole • In person communication through In-store promotional tables • Interactive media sites like Face book allowing an open conversation between AT&T and the public to ensure the public has a voice and will be heard

  14. Themes and Messages Theme: • The theme will correlate with the slogan already has; RE-Think the impossible. Through PR strategies the theme will embody this but add to it stating with AT&T technology and services anything is possible. Messages: • AT&T is committed to innovative technologies • Committed to providing the best customer service available • Customers come first and can be confident to place their trust and business in AT&T

  15. Timeline

  16. Timeline • 12 Months Prior • Initial Meeting with client • Conduct organizational audit • Conduct communications audit • Collect report from company with current number of customers • Staff meeting to discuss goals, objectives, message, theme, channels, and strategies • Discuss implementation of campaign-when will information be released and in what time frame • 11 Months Prior • Create television, radio, social media information release for March release

  17. Timeline • 10 Months Prior • Run television, radio, social media information release • Run first quarter report to compare growth rate • Prepare print media information release • Set press Release in April • 8-9 Months Prior • Run print media information • Have press release to discuss campaign • Plan customer appreciation months

  18. Timeline • 5-7 Months Prior • Meet with client to discuss any campaign issues and to update • Set date for press release in July • Run 2nd quarter report to compare growth rate • Create press release to discuss campaign and growth rate • Hold customer appreciation months • 2-4 Months Prior • Run 3rd quarter report to compare growth rate • Set date for press release in late September • Begin work on evaluation

  19. Timeline • 1 Month Prior • Set date for press release in late December • Run 4th quarter report to compare growth rate • Have press release to discuss campaign and growth rate • Meet with client to discuss success of campaign

  20. Logistics • The logistics section consists of staffing and the budget. The budget is broken down into subcategories (Personnel costs, Program and production costs and administrative costs). • Staffing: • External PR strategies are carried out via PR Agencies. • Internal PR strategies via AT&T’s PR Dept. • Distribution of additional assignment will go to the Marketing and Human Resources Depts.

  21. Logistics Contd’ • Additionally: • Implementation of outsourcing for freelancers and/or contractors for duties such as, video production, graphic design, photography and writing. • Hired personnel will be responsible for additional writing, research, news releases, publicity materials, planning of events, producing and designing publications, planning news conferences, etc.

  22. Budget • Volunteering: • SCORE (Service Corps of Retired Executives) • They are retired and have more time to put in work hours • Categorized Budget items: • Personal Costs -Freelancers paid hourly $250 -$300. • Program and Production - Costs of $175,000.00 and SCORE volunteers • Administrative Costs -$2,000,000.00.

  23. Evaluation Process • Conduct ongoing evaluations of the effectiveness of the campaign through: • Surveys • Interviews • Focus Groups • Monitoring social networks • Media coverage • Website hits • New Client progress reports

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