www.att.com Integrated campaign approach for OLA, Email, Social and eCommerce Merchandising & Promotions

1. Merchandising Roadmap
Integrating OLA,Email, Social & att.com
1.3.11

2. Playbook Approach — Integrating OLA, Email, Social & att.com Phase: Discovery Created: December 21 / 2011
Version: 1.0 Revised: December 21 / 2011
The BIG picture
1 Brand 2 Offer 3 Effort
Human Progress: Free Phones Product Launch
Manufactured Phones
We Unlock Messaging P hones Tier 1
Refurb Phones
Possibilities Family Messaging Tier 2
Add a Line
We Make Life Free Packages
Seasonal
Intuitive Android Devices Core Brand
Smart Phones
We Unleash Switch
Productivity Coupon
Go Phone
Tablet Offer
1 Cent
U-verse
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3. Playbook Approach — Integrating OLA, Email, Social & att.com Phase: Discovery Created: December 21 / 2011
Version: 1.0 Revised: December 21 / 2011
How it works Trimester 1 Trimester 2 Trimester 3
(Holiday Season)
Offer Effort February March April May
Free Phones Product Launch
Manufactured
Phones
Messaging Tier 1 NCAA Mothers Day
P hones
Refurb Phones
Family
Messaging
Tier 2 Super Bowl Masters
Add a Line Event
Sponsorship Valentines Day Easter
Free Packages
Single Holiday
Android Devices
Smart Phones
Switch Seasonal
Coupon
Go Phone Standard
Tablet Offer Promotions
1 Cent
U-verse Core Brand
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4. Playbook Approach — Integrating OLA, Email, Social & att.com Phase: Discovery Created: December 21 / 2011
Version: 1.0 Revised: December 21 / 2011
Prioritize through tiers
Summary Exposure Breadth
Tier 1 efforts include a broad 4 - 8 week exposure All of the following:
Tier 1 theme experienced through • Landing Page
all media and contains unique • Marquees and Tiles
messaging and visual assets • Email
specific to the effort. • Online Advertising
• Social and Contest
Tier 2 efforts include a specific 2 - 4 week exposure 1 - 3 of the following:
Tier 2 theme experienced through • Landing Page
limited media and contains • Marquees and Tiles
unique messaging and visual • Email
assets specific to the effort. • Online Advertising
• Social and Contest
Core Brand Core Brand efforts include
the standard brand theme and
Varied exposure Any of the following:
• Landing Page
consist of any endeavour that isn’t • Marquees and Tiles
a Tier 1 or Tier 2 effort. • Email
• Online Advertising
• Social and Contest
Seasonal Seasonal Brand efforts include
a seasonal brand theme and
Varied exposure Any of the following:
• Landing Page
consist of endeavours that • Marquees and Tiles
aren’t a Tier 1 or Tier 2 effort. • Email
• Online Advertising
• Social and Contest
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5. Playbook Approach — Integrating OLA, Email, Social & att.com Phase: Discovery Created: December 21 / 2011
Version: 1.0 Revised: December 21 / 2011
Integrate messaging matrix
What persuades consumers to engage with the product?
Inspiration Value Convenience
Demand more from your Save a bundle with U-verse™ Customize your TV,
We Unlock phone with 4G LTE. Internet & phone with
Possibilities Stay connected AT&T U-verse™.
Capture perfect moments with a free phone.
with HTC Inspire™ 4G. Preview the latest devices.
Stay up-to-date to the
We Make Life Take your gaming to a new
level with LG Thrill™ 4G.
Make the switch over to AT&T
and receive a free phone. connections you make on
Intuitive Multitask between work Add unlimited messaging to
HTC Status™.
Gain access to the widest
Brand Messaging
and play with the Samsung your Family Plan for
selection of apps when you
Galaxy Tab. only $9.99/mo. buy a smartphone –for free.
We Unleash Get the power of a PC in
your pocket with
Get a Samsung Focus™
for $49.99.
Microsoft Office goes where
you go on Windows Phone™.
Productivity MOTOROLA ATRIX™ 4G.
Free, unlimited calling Join AT&T’s fastest mobile
Surf, whenever, wherever on to anyone in the AT&T broadband network.
AT&T Wi-Fi hotspots. community.
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6. Playbook Approach — Integrating OLA, Email, Social & att.com Phase: Discovery Created: December 21 / 2011
Version: 1.0 Revised: December 21 / 2011
Consider our challenges
85%
— of shoppers research online first, then purchase in retail
75% of buyers spend less than 1 week researching
23% of online buyers view a video of a product demo
(25% for Smartphone shoppers)
79%
— of shoppers are uncertain of which phone to purchase
50% of Americans will own a Smartphone in 2012
66% of recent wireless buyers purchased a Smartphone
43%
— of shoppers are uncertain of which carrier to go with
Top factors: Price, Coverage, Billing Issues, Better Product Selection
and Specific Device
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7. Our solution
Create one design system with a sharable set of assets for
all teams to execute from, initially created by one design team.
FOCUS: Consistent design from first touch point
through to the start of buy flow
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8. Examples
FREE Phone Offer
2 Windows Phone Sale
3 What’s New
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9. Playbook Approach — Integrating OLA, Email, Social & att.com Phase: Discovery Created: December 21 / 2011
Version: 1.0 Revised: December 21 / 2011
1 FREE Phone Offer – Single device
ONLINE ADVERTISING
PRODUCT LANDING - Overview Tab (HR 2.0) PRODUCT LANDING - Details Tab (HR 2.0)
EMAIL Start of the wireless buy flow
OFFER DETAILS PAGE (HR 2.0) 9

10. Playbook Approach — Integrating OLA, Email, Social & att.com Phase: Discovery Created: December 21 / 2011
Version: 1.0 Revised: December 21 / 2011
Unify work through consistent Visual Wayfinding
ONLINE ADVERTISING
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11. Playbook Approach — Integrating OLA, Email, Social & att.com Phase: Discovery Created: December 21 / 2011
Version: 1.0 Revised: December 21 / 2011
Simplify using a Plug & Play templated Offer Details Page
OFFER DETAILS PAGE (HR 2.0) OFFER DETAILS PAGE (HR 2.0) OFFER DETAILS PAGE (HR 2.0)
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12. Playbook Approach — Integrating OLA, Email, Social & att.com Phase: Discovery Created: December 21 / 2011
Version: 1.0 Revised: December 21 / 2011
It is Purposeful: the offer is clear and easy to understand; nothing is hidden
A
B
D
C
A Clearly state the offer
B Show the savings and be authentic about legal details
C There is a starting cost, tell the user about it
D Consistent use of phone home screen as a guide
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13. Playbook Approach — Integrating OLA, Email, Social & att.com Phase: Discovery Created: December 21 / 2011
Version: 1.0 Revised: December 21 / 2011
It is Intuitive and Engaging: the expected details for the user to learn more are here
A
B
C
A Use National Positioning line if available
B Consistent use of phone home screen
from image library
C Reuse (target) the same content from the
Product Details Page [Overview] Tab
D Reuse (target) the same content from the
Product Details Page [Details] Tab
D
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14. Playbook Approach — Integrating OLA, Email, Social & att.com Phase: Discovery Created: December 21 / 2011
Version: 1.0 Revised: December 21 / 2011
It is Contextual: users who want more similar content can find what they want
A B
A Email capture and social feeds
B More shopping deals options
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15. Playbook Approach — Integrating OLA, Email, Social & att.com Phase: Discovery Created: December 21 / 2011
Version: 1.0 Revised: December 21 / 2011
It is Responsive: the user should have all the information to make decision
All the reasons a customer might
choose AT&T over a competitor
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16. Playbook Approach — Integrating OLA, Email, Social & att.com Phase: Discovery Created: December 21 / 2011
Version: 1.0 Revised: December 21 / 2011
How it addresses their needs
43% of shoppers are uncertain of which Give them deals and
carrier to go with. A top factor: price. make it easy to find.
79% of shoppers are uncertain of Give the details and be
which phone to purchase. consistent in presentation.
85% of shoppers research online first, Give them options and
then purchase in retail. opportunities to interact.
43% of shoppers are uncertain of Show them why
which carrier to go with. we are different.
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17. Playbook Approach — Integrating OLA, Email, Social & att.com Phase: Discovery Created: December 21 / 2011
Version: 1.0 Revised: December 21 / 2011
2 Windows Phone Sale – Multiple Device Hub
ONLINE ADVERTISING
PRODUCT HUB - Key Features Tab PRODUCT LANDING - Overview Tab (HR 2.0)
Start of the wireless buy flow
FACEBOOK TAB PRODUCT HUB - Overview Tab
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18. Playbook Approach — Integrating OLA, Email, Social & att.com Phase: Discovery Created: December 21 / 2011
Version: 1.0 Revised: December 21 / 2011
3 What’s New – Multiple Device Comparison, Common Feature (4G LTE)
TWITTER
MARQUEE
NETWORK CENTER
PRODUCT COMPARE PAGE PRODUCT LANDING - Overview Tab (HR 2.0)
Start of the wireless buy flow
FACEBOOK
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19. Creative Examples
Winter Promotions
2 Super Bowl Promotions
3 Valentines Day Promotions
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20. Playbook Approach — Integrating OLA, Email, Social & att.com Phase: Discovery Created: December 21 / 2011
Version: 1.0 Revised: December 21 / 2011
1 Winter Promotions Core Brand / Seasonal
ONLINE ADVERTISING MARQUEE
SEASONAL BRAND ASSETS
CORE SHAPE USAGE
BACKGROUNDS
FOCUS COLOR PALETTE
LIFESTYLE IMAGERY
AT&T Dark Blue AT&T Blue Highlight AT&T Purple Grey AT&T Blue &
RGB 12R 37G 119B RGB 124R 198G 255B RGB 129R 1G 126B RGB 241R 242G 242B Blue Highlight
HEX 0c2577 HEX 7cc6ff HEX 81017E HEX F2F2F2
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21. Playbook Approach — Integrating OLA, Email, Social & att.com Phase: Discovery Created: December 21 / 2011
Version: 1.0 Revised: December 21 / 2011
2 Super Bowl Promotions Sponsorship / Tier 2
TWITTER
FACEBOOK
PRODUCT BUZZ
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22. Playbook Approach — Integrating OLA, Email, Social & att.com Phase: Discovery Created: December 21 / 2011
Version: 1.0 Revised: December 21 / 2011
3 Valentines Day Promotions Holiday / Tier 2
MARQUEE
IMAGERY
ONLINE ADVERTISING ASSETS
PRODUCT LANDING ASSETS
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23. Playbook Approach — Integrating OLA, Email, Social & att.com Phase: Discovery Created: December 21 / 2011
Version: 1.0 Revised: December 21 / 2011
Moving forward
Grow Refine Capitalize
Trimester 1 Trimester 2 Trimester 3
(Holiday Season)
First efforts at new With the first Trimester With two Trimesters
systems and new ways under our belt, we refine completed and a focused
of working always have our approach in Trimester effort (Holiday Season) in
some speed bumps. 2, fixing glitches in our front of us, we capitalize
approach and making on what we’ve learned
This first Trimester, we improvements based on and apply it in Trimester 3.
craft the new plan and what we learned in the
execute as best we can first 4 months.
with known resources.
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24. Playbook Approach — Integrating OLA, Email, Social & att.com Phase: Discovery Created: December 21 / 2011
Version: 1.0 Revised: December 21 / 2011
Next steps
Is this the right approach?
What are we missing?
What resources are required to make this happen?
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