AT&T is implementing a customer service promise to improve customer experience as service levels have gone down. Reviews of the promise so far have not been good. AT&T stocks are highest in October but drop in November and December during the holiday season. Research found Hurricane Sandy survivors still need help with housing and heat. The Orange Friday campaign targets media-savvy young adults and aims to raise funds for Red Cross hurricane relief through social media promotion and customer discounts when texting "SANDY VICTIMS".

2. RESEARCH
 AT&T service levels are down and customers
are complaining about it.
 AT&T has decided to implement what they call
the customer service promise to better the
customer’s experience.
 However, thus far the reviews for that have not
been very good at all.

3. RESEARCH
 According to businessweek.com, AT&T stocks and
revenues are at their highest during the month of
October but actually drop during November and
December.
 This is the Holiday season, which includes Black
Friday.
 We found in our research that the Hurricane Sandy
survivors still need help and reached out to the Red
Cross to see what we could do.
 According to commondreams.org there is still
survivors who need homes and also heat.

4. ORANGE FRIDAY TARGET AUDIENCE
 Mass U.S. Consumers with a particular
emphasis on media-savvy young adults aged
18-24.
- A study by the National Retail Federation shows that
71% of Black Friday shoppers are aged 18-24 and 7 in 10
shoppers aged 18-24 will spend $159.62 on themselves
on Black Friday.

5. ORANGE FRIDAY OBJECTIVES
 Create social media traffic on “Orange Friday”
Facebook and Twitter pages.
 Secure 10 million media impressions with at
least 20,000 likes on Facebook and 10,000 new
Twitter followers.
 Increase AT&T Wireless brand awareness via
cause-related campaign.
 Raise funds for the American Red Cross and
create awareness for Americans affected by
Superstorm Sandy.

6.  Text message
marketing
 Social media
marketing via
Facebook &
Twitter
 Mass email
promotion
 AT&T will
receive good
publicity for
sharing
proceeds to
Red Cross and
providing
incentives
through
customer
discounts, thus
putting
emphasis of the
value and
importance of
the customer
EXECUTION

7. EXECUTION
Text SANDY
VICTIMS to 44264 &
receive 10% off your
next
phone, internet, or
TV bill!
SANDY VICTIMS

8. EXECUTION
Dear Valued AT&T Customer,
As part of our ongoing endeavor to assist in Hurricane Sandy
relief efforts, we are offering special discounts to our valued
customers like you!
As part of our recovery plan, we plan to:
1. Give customers 10 % off entire bill for the month of
November
2. Donate a portion of proceeds to the American Red Cross
organization
Just text SANDY VICTIMS to 44264 to receive 10 %discount!
ORANGE
FRIDAY!

9. EVALUATION
O B J E C T I V E 1
1. Create social
media traffic on
Orange Friday
Facebook and
Twitter
R E S U LT 1
1. Most owners of
new technologies are
also Facebook
users, we
implemented a series
of Podcasts to deliver
vital information
regarding AT&T’s goal
of generating aide to
those who were most
affected by Hurricane
Sandy.

10. EVALUATION
O B J E C T I V E 2
1. Secure 10 million
media
impressions with
at least 20,000
likes on Facebook
and 10,000 new
Twitter followers.
R E S U LT 2
1. We used radio
spots, television, prin
t ads and word of
mouth
2. It produced 20,000
Facebook followers
(approx 78,000), and
about 48,000 on
Twitter
3. Over all, there were
more than 10 million
impressions.

11. EVALUATION
O B J E C T I V E 3
1. Increase AT&T
Wireless brand
awareness via
cause-related
campaign.
R E S U LT 3
1. Attracted well known stars,
including Bruce Willis,
Curtis (50 Cent) Jackson,
SNL alumnus Tina Fey and
correspondent/ talk show
personality Anderson
Cooper to provide
commentary on the
devastation caused by
hurricane Sandy and then
instructing viewers to
please place a phone call to
make a pledge, no matter
how large or small.
2. Raise funds for the American
Red Cross and create
awareness for Americans
affected by Super storm
Sandy.