myAT&T

Rethink Possible

at&t

Providing the Lesbian and Gay community with emotional support and a variety of smartphones, applications and service plans built to

meet their needs.

with Pixel Perfect Communications

Table of Contents

at&tAbout Us ____________________Executive Summary____________Situation Analysis Product/Brand Pro!le______ Competitive Analysis ______ Target Pro!le_____________ Geographic Pro!le ________ SWOT Analysis___________Creative Brief_________________"e Big Idea and Media Vision ___Objectives ___________________Media Strategies Events __________________ Scholarships _____________ Community Outreach______ Support Squad Speci!cations Magazines_______________ Online and Billboards______ Bus Wraps_______________Executions Scholarship Poster_________ Magazines_______________ Online Banners___________ Billboards _______________GRP’s and Media Mix __________Budget ______________________Flow Chart___________________Press Releases_________________Recommendations_____________References____________________

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About Us

Dawson is a senior advertising major graduating in December. He is an intern at nFusion Group in Austin. Dawson has experience working on all types of media for various clients both at his intern-ship and through the TexasMedia sequence. If he could be any animated character he would be Gru from Despicable Me.

Jillian is a senior public relations major graduating this December. She currently interns at Laura Raun Public Relations and Giant Media, and hopes to return to her roots in Chicago a#er gradua-tion to !nd a big city job. If she could be any animated character she would be Jessie from Toy Story.

Laura is a senior public relations major graduating in May. She currently interns at Pierpont Communications and works as a content editor for Study Breaks Magazine. If she could be any ani-mated character she would be Princess Jasmine from Aladdin.

Shanna is a senior pursuing dual degrees in English and public relations. She is currently the media relations intern at EnviroMe-dia Social Marketing. Her primary interest within the public rela-tions !eld involves helping local nonpro!ts gain awareness for their cause. If she could be any animated character she would be the !ercely independent Belle from Beauty and the Beast.

Ashley is a senior advertising major and will graduate in Decem-ber. She is currently interning at Texas Monthly and hopes to work for Disney one day. If she could be any animated character she would be Dot from A Bug’s Life.

Valerie is a senior advertising major graduating in December. She hopes to work for a magazine or ad agency based in Austin when she graduates. Her focus is in design and photography. If she could be any animated character she would be Princess Aurora from Sleeping Beauty.

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at&t

Executive Summary

AT&T has established itself as a leading telecommunications company that cares about its customers. Acknowledged for its diversity initiative, AT&T has a reputation for o$ering reliable customer support and a welcoming work force. "is campaign strives to target adults ages 18 to 24 within the lesbian and gay community, in order to make AT&T this target’s wireless/wireline service provider of choice. "e objectives of this campaign provide the basis upon which the success of the various executions will be measured. "e big idea of the campaign, and the recurring theme among the campaign’s visuals, is providing “Support When You Need It Most.” Several LGBT-friendly cities were selected in which to advertise, based on the presence of the target market. "e sponsorship of 6 Pride festivals will help AT&T reach the target market. To successfully market to this segment, AT&T will execute several unique approaches. "roughout the 2012 !scal year, the company will sponsor Pride events to have hands-on, personal interaction with the target demographic. To promote AT&T’s presence, billboards and bus wraps will be placed in the selected cities during the weeks prior to, during, and a#er the Pride festivals. Pixel Perfect Com-munications is also recommending the placement of banner ads on several lesbian and gay web sites with the assistance of the Gay Ad Network. Advertisements will also be placed in speci!ed magazines that tailor to the lesbian and gay community. On a more nontraditional scale, a scholarship opportunity will be o$ered to the target in order to express AT&T’s support of the lesbian and gay community apart from its products and services. Also in the nontraditional e$orts will be an “It Gets Better” video in which volunteer AT&T employees will share a personal message encouraging the lesbian and gay community to remain true to themselves and honor their individuality among a diverse nation.

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Product/Brand Pro!leFounded in 1885 as a subsidiary of Bell Telephone, AT&T is the largest communications holding com-pany in the world by revenue, and the leading U.S. provider of local and long distance services. AT&T aims to accomplish a connection between people and their world, everywhere they live and work, better than any other company. On top of the voice, data and text plans that AT&T provides, they also o$er the nation’s fastest mobile broadband network and the largest international coverage of any U.S. wireless carrier. "ese wireless services include voice coverage in more than 220 countries, data roaming in more than 200 countries and mobile broadband in more than 130 countries. "ey also have the largest Wi-Fi network in the U.S. based on branded and operated hotspots, with nearly 27,000 AT&T Wi-Fi Hot Spots. "is includes loca-tions in all 50 states, and access to more than 215,000 hot spots around the globe, as well as the largest number of total broadband connections in the U.S. Recently, as part of their “three-screen” integration strategy, they have expanded their video o$erings to include AT&T U-verse TV and AT&T-DIRECTV television services. "is strategy helps AT&T deliver service to consumers on the screens that they most rely on—mobile devices, PCs and televisions. AT&T makes sure that all of these products and services are backed by innovative security and superior customer support. AT&T has prided themselves on their award winning diversity initiative and social responsibility dur-ing their 134-year history. AT&T believes that creating an inclusive culture that welcomes all points of view bene!ts employees, customers and shareholders. "ey continually engage in initiatives that enrich and strengthen the communities in which they operate, and contributed $155 million through AT&T Foundation-giving programs in 2009, leading them to earn the ranking as one of the most generous corporate foundations in the U.S. AT&T strives to create a “welcoming culture” for their employees and customers. AT&T has worked to include the LGBT community with the “Rethink Possible” campaign and the recent Ricky Martin advertisement. “Rethink Possible” works to show people that society must work to “expand boundaries,” and encourages people to “explore, try, do,” and push past the limits of these “amazing times.” "is message of limitless possibilities and changing with the times represents hope that society is ready to accept new and exciting things, a message that the LGBT community relates to. AT&T has had success featuring Ricky Martin, a recently open gay man, in a recent smart phone ad. "is !ts with the company’s diversity initiative and shows the LGBT community that they are serious about including them in their mission and sensitive to their struggle for acceptance. AT&T wants to portray a network of intelligence, ideas and connections. "ey aim to be on the cut-ting edge of technology and changes in the community, and trying to make the world seem like a more intimate and manageable place without limiting creativity.

Situation Analysis

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Competitive Analysis at&t

Situation Analysis

Competitive Landscape A Mintel consumer survey states that 24% of respondents who own a mobile phone say they replace their phone at least every other year. "e question is what is driving consumers to upgrade their de-vice? Mintel states there are four key bene!ts. 4G: 16% of cellphone owners have decided the next phone they purchase will be 4G. "is number will only grow as 4G becomes more widespread and the bene!ts become increasingly public. Video Calling: 15% of Mintel respondents said that they were interested in making video calls but only 10% said the feature was worth switching phones to get. Front-facing cameras have become wide-spread and, and face to face services are increasing in popularity. Large Screens: "is trend de!es what many people would have believed a few years ago, but as web, video, and games become increasingly accessible on smartphones the screens are getting larger. 27% of Mintel respondents wished their phone screens were larger. GPS: 52% of smartphone users used their phone’s GPS feature to get directions in the last 30 days. "is grouped with the increase of location based social applications becoming available leads consumers to want this feature on their smartphones. A growing number of people are purchasing smartphones online but the majority of people still buy smartphones at the stores or at kiosks. People are turning to buying phones online because in general, the best deals can be found online. Google and Apple are currently the most notable names in the smartphone space. Currently consumers aged 18 to 24 are more likely to own an android phone and consumers age 25 to 34 are more likely to own an iphone. Both age groups are most likely to desire an iphone.

Competitve Analysis

When it comes to the latest and greatest smartphone and the network coverage needed to use it, it is no surprise that the three most widely known companies are the main competitors. Verizon, AT&T, and Sprint. "is makes Verizon and Sprint competitors to AT&T not only for the general population, but also for the designated LGBT target audience.

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Situation Analysis

Competitive Analysis

Verizon:Description: Verizon describes itself as “a global leader in delivering innovative communications, in-formation and entertainment. "e company o$ers voice, data and video products using their wireless, broadband and global IP networks. Verizon prides itself as committed corporate citizen and states it uses its communication technology to address important issues confronting our society. Verizon cur-rently has a group named GLOBE that represents the LGBT employees or loved ones of the employees. An excerpt of their mission statement follows. “"e purpose of this organization shall be to address the needs and concerns of employees of Verizon who are Gay, Lesbian, Bisexual or Transgender or who have family, friends or colleagues who are Gay, Lesbian, Bisexual or Transgender, thereby creating a working environment in which each individual is treated with respect and dignity. Our success will be achieved by providing a support network for Gay, Lesbian, Bisexual and Transgender employees at Verizon; by promoting awareness, education, support and understanding of Gay, Lesbian, Bisexual and Transgender issues facing Verizon employees…”

Services: Similar to AT&T, Verizon o$ers TV, internet and landlines as well as wireless service devices and accessories.

Targeting the LGBT community:From a public relations standpoint, Verizon has a few concerns regarding the LGBT community. - Recently, the Verizon “test man” came out, only a#er his contract with Verizon having ended. "e “test man,” or Paul Marcarelli, is gay but had felt in order to keep his job secure he had to keep this to himself. It is unclear whether this silence was stipulated in his contract or if it was an unsaid pressure. In any case this may raise negative feelings toward Verizon from the LGBT group. - Another cause for concern is Verizon’s score of 70 in the 2011 Corporate Equality Index. "is index grades companies on various factors that e$ect the LGBT employees. Verizon lost points for opposing shareholder resolutions to amend non-discrimination policies to include gender identity. "ese setbacks have not discouraged Verizon from targeting the LGBT community, one example was seen on logotv.com (a website that represents the LGBT targeted TV station) in the form of a banner advertisement. Verizon has also recently sponsored “Pride Idol,” a city wide singing contest in Seattle geared toward the LGBT community.

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Competitive Analysis at&t

Situation Analysis

Sprint:Description: Sprint Nextel is a wireless and wireline company. Sprint describes itself as being “widely recognized for developing, engineering and deploying innovative technologies, including the !rst wireless 4G service from a national carrier in the United States.” Sprint also has an employee resource group named “Sprint Pride” which serves the LGBT employees of Sprint.

Services: Sprint o$ers wireless phones, coverage and accessories as well as wireline service. In Sprint’s words they o$er “industry-leading mobile data services, leading prepaid brands including Virgin Mobile USA, Boost Mobile and Assurance Wireless; instant national and international push-to-talk capabilities; and a global Tier 1 Internet backbone.” Targeting the LGBT communityA recent ad depicting a man in a woman’s dress caused the transgender group to condemn Sprint, which promptly took down the ad. Sprint’s bene!ts and employee-focused programs have helped Sprint receive accolades from many external sources including Conceive Magazine, G.I. Jobs Maga-zine, the Human Rights Campaign, and the National Business Group on Health. Sprint actively adver-tises to the LGBT community and represents a competitor for both products and share of voice. In contrast to Verizon, Sprint is seen as a gay friendly company, and therefore represents a stronger competitor in the LGBT space.

Share of Voice CompetitionWho is advertising to the LGBT community and how are they doing it?

By examining the advertisements of competitors on various LGBT targeted websites, insight into how other companies are speaking to this community can be gained. Below are example of the companies whose ads were most encountered ranging from no explicit gay message to a message clearly targeted to the LGBT community.

American Airlines: Based on a survey of current American Airlines banner advertisements, this com-pany sticks to basic product messages but shows its intent to speak to the LGBT community, not only through media placement, but also through a speci!c LGBT landing page with the unique URL shown on the ads. (Aa.com/rainbow)

Rembrandt D: In banner advertisements this brand chose to use media placement and subtle ad copy to target the LGBT community. "e banner copy states “always wear white, even a#er labor day” which plays on the stereotype of the LGBT community being fashion forward as well as touts their teeth whitening product.

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Situation Analysis

Competitive Analysis

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Target Pro!leat&t

Situation Analysis

"e lesbian and gay niche market consists of younger adults ages 18 to 24 with an average income of about $30,000. "ey come from di$erent backgrounds, cities across the United States and occupa-tions, but are brought together by their sexuality preference. "ese young adults are technology savvy and up to date on the newest trends. Social networking is highly important, as 3 in 5 LGBT couples meet online. Adversity has caused them to create their own society, which research has shown to be highly loyal to brands that openly display their gay friendliness. "e same study also states the best ways to reach this market and in%uence their purchases are through the LGBT media, and through involvement in the national and local LGBT chambers of commerce.

Olivia, age 22, and her girlfriend Elise, age 24, recently moved to down-town San Fransisco. Both hold full-time jobs but love to get out and about in the city. "ey enjoy the opportunities San Francisco provides them to easily !nd LGBT friends in their area. Not only do they use a computer and social media to meet people, but they also use networking apps spe-ci!cally designed for the LGBT segment. "e couple frequents restaurants and bars to let o$ the stress from the day. Olivia and Elise enjoy living in the city but also love the opportunity to travel to all the nearby towns and vineyards for weekend get-aways.

James, age 24, is a single guy living on the outskirts of New York. As a marketer, his salary is a steady $38,000 per year. He enjoys having the op-portunity to travel into the city to meet with LGBT friends or a date, but also loves the small town feel outside of the hustle and bustle of the big city. Living in a smaller area, he comes in contact with the larger LGBT magazines but also likes to read his town’s newspaper. James appreci-ates the policies his company has created for the LGBT workers and feels more loyal to the other companies that have done the same for its em-ployees.

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Geographic Pro!le

Eastern United StatesOf the target demographic, 22% live in the Eastern United States. Of this region, the following states have the highest concentration of the gays and lesbians ages 18 to 24. Spring!eld, Massachusetts"e city of Spring!eld is a growing, bustling city in Massachusetts. With 25 universities and colleges within 15 miles of the city, including several of America’s most prestigious universities and liberal arts colleges, the Spring!eld metropolitan area has been identi!ed the Knowledge Corridor. In 2010, Spring!eld ranked within the top 20 gay-friendly cities by !e Advocate, a monthly magazine that chronicles gay culture. Spring!eld, the Bay State’s third largest city, has always had a vibrant gay scene, partly due to its lower housing prices and proximity to Boston, Hartford and New York.

New York City, New York New York City is the most populous city in the United States and the center of the New York Metropoli-tan Area, one of the most populous metropolitan areas in the world. New York is an important center for international a$airs and is widely deemed the cultural capital of the world. !e Gay and Lesbian At-las identi!es New York as having the sixth largest concentration of same-sex couple households by large metro area. Recently, New York passed the same sex marriage bill, causing the city to become a prime destination for the LGBT community.

Situation Analysis

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Geographic Pro!leat&t

Situation Analysis

New Hope, PennsylvaniaNew Hope is a borough within Bucks County, Pennsylvania. "ough the area has a lively gay nightclub and several trendy restaurants, the quaint and artsy town of New Hope %oats along at an unhurried pace. In the 1950s, New Hope was established a popular gay resort and today the area has an active and large gay community. "e New Hope Gay Pride festival takes place in the New Hope each year in mid-May. Southern United StatesOf the target demographic, 20% live in the Eastern United States. Of this region, the following states have the highest concentration of the target age group. Fort Lauderdale, FloridaFort Lauderdale is the principal city of the South Florida metropolitan area. A popular tourist desti-nation, Fort Lauderdale is sometimes known as the “Venice of America” because of its expansive and intricate canal system. !e Gay and Lesbian Atlas identi!es Fort Lauderdale as having the fourth larg-est concentration of same-sex couple households by large metro area. Known for its large LGBT com-munity, Fort Lauderdale is also a popular vacation spot for gays and lesbians. Atlanta, GeorgiaAtlanta is the capital and most populous city in Georgia. Considered to be a top business city, Atlanta is a primary transportation hub of the Southeastern United States. !e Gay and Lesbian Atlas identi!es Atlanta as having the ninth largest concentration of same-sex couple households by large metro area. In October, Midtown Atlanta hosts their annual Out on Film gay !lm festival, attracting !lm makers and fans from around the world. Central United StatesOf the target demographic, 11% live in the Central United States. Of this region, the following state has the highest concentration of the target age group. Saugatuck-Douglas, Michigan"e Saugatuck-Douglas area is located between Michigan’s sand dune forest and Lake Michigan. From world-renowned beaches, such as Oval Beach, to world-class art galleries, Saugatuck-Douglas is a major destination for the LGBT community. Since the 1970s, the Saugatuck-Douglass area has been a popular tourist destination for gay and lesbian tourists. "is area is also known for their large and ac-tive gay community.

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Geographic Pro!leSituation Analysis

Western United StatesOf the target demographic, 18% live in the Western United States. Of this region, the following state has the highest concentration of the target age group.

Minneapolis, MinnesotaNicknamed “City of Lakes” and the “Mill City”, Minneapolis is the largest city in Minnesota. Minneap-olis has the third-largest theater market in the U.S. and has one of the best-maintained, best-designed and best-!nanced park system. Recently, Minneapolis was identi!ed the gayest city in America by !e Advocate, a monthly magazine that chronicles gay culture. Local Loring Park is the annual location for the Twin Cities LGBT Pride Celebration weekend. Austin, TexasAustin is the booming capital city of Texas also known as the “Live Music Capital of the World.” "e local motto of “Keep Austin Weird” promotes the diversity and eccentricity of the city. !e Gay and Lesbian Atlas identi!es Austin as having the !#h largest concentration of same-sex couple households by large metro area. Each year, Austin is home to an annual Pride Parade and the Austin Gay and Les-bian Pride Foundation. Paci!c United StatesOf the target demographic, 29% live in the Paci!c United States. Of this region, the following states have the highest concentration of the target age group. San Francisco, CaliforniaSan Francisco is the !nancial, cultural and transportation center of the Bay Area. Known for its chilly summer fog, steep rolling hills and its eclectic mix of architecture, San Francisco is also home to many famous landmarks, including the Golden Gate Bridge. !e Gay and Lesbian Atlas identi"es San Francisco as having the largest concentration of same-sex couple households by large metro area. "e center of the gay rights movement since 1970, the city’s large gay population has created and sustained a politically and culturally active community over many decades, developing a powerful presence in San Francisco’s civic life. Denver, ColoradoDenver is the capital and the most populous city of Colorado located just east of the Rocky Mountains. With !ne museums and stunning parks, the city’s diversity makes the city a premier destination for various cultures and lifestyles. For many decades, Denver has been one of the country’s centers of les-bian and gay culture, activism and nightlife. Each year, Denver is home to the nation’s largest PrideFest and the Rocky Mountain Gay Rodeo. 12

SWOT Analysisat&t

Situation Analysis

Strengths:- AT&T is recognized by the lesbian and gay community for fair employment practices

- Has the nation’s fastest mobile broadband network of any U.S. wireless carrier

- AT&T has already achieved substantial smartphone usage among its lesbian and gay consum-ers

- AT&T o$ers a wide variety of smartphones that cater to the lesbian and gay community’s wants and needs in a cell phone

- "e LGBT community identi!es with the “Rethink Possible” slogan

Weaknesses:- AT&T’s prices and terms of contracts are the same, or longer, than those of competitors

- Many individuals who identify as lesbian and gay do not recognize that AT&T has incorpo-rated LGBT appeal in its ads

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Situation Analysis

SWOT Analysis

Opportunities:- "e 18 to 24 year old lesbian and gay segment is most likely to buy products from a company that supports fair employment practices

- Consumers aged 18 to 24 are still a large, untapped age segment for AT&T

- Other competitors, such as Sprint and Verizon, are not as strongly and publicly supported by LGBT groups

"reats:- Competitors o$er the same, or very similar mobile products

- "e 18 to 24 year old lesbian and gay segment identi!es that price is an important factor in a service provider, and competitors o$er cheaper, or comparable, mobile plan pricing

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at&t

Creative Brief

Client: AT&TCampaign: Support When You Need It MostAgency: Pixel Perfect Communications

What is important to know before we begin?AT&T is one of the leaders in telecommunications products and services, standing by its mission to connect people to their world, everywhere they live and work, and doing it better than any other company.

Why are we advertising?AT&T wants to increase e$orts aimed at the LGBT community, in order to achieve the goal of becoming the provider of choice for this segment.

Who are we talking to?"e target chosen by Pixel Perfect Communications is consumers ages 18 to 24 within the lesbian and gay community in various cities around the United States, chosen based on the target population. "e total num-ber of people in this target is 1.6 million.

What do they currently think about the client? What do we want them to think?"e target positively views AT&T in terms of the products and services it o$ers, and in comparison to its competitors. However, the target doesn’t think of AT&T as a company that stands out by its LGBT advertising/marketing e$orts. "e latter view is one that must be addressed in order for AT&T to become more present in the mind of this target audience.

Who is our competition?AT&T faces two main competitors who, along with AT&T, are among the most widely known wireless net-work providers: Verizon and Sprint. On a more general scale, AT&T faces competition from other companies that o$er similar products and services and that aim to provide consumers with the best !t for their needs in this product category. For this target, AT&T faces the possibility of competing with companies in this product category that cater to the LGBT community.

What is the single most important thing to say about this client?AT&T is a diverse company that aims to provide consumers with the best telecommunications products and services to !t consumer needs.

What three characteristics describe this client?1. Committed to serving their target.2. Welcoming to those searching for a dedicated and reliable service provider.3. Passionate about learning and growing as a team to o$er their target the best !t for their15

The Big Idea and Media Vision

AT&T is a leading telecommunications company that aims to provide “Support When You Need It Most.” It is a brand that continues to expand its product and service base, and it strives to back this with reliable customer support. AT&T has also been recognized for its diverse work environment and welcoming employees of all walks of life. In keeping with these brand qualities, AT&T is seeking to focus e$orts on the LGBT community, in order to become their wireless/wireline service provider of choice. In order to create respect and loyalty in the mind of the consumer, AT&T will strive to show the target not only product and service support but also emotional support for the struggles their community is facing in the world today.

"e BIG Idea:

Media Vision:When product attributes of various companies begin to blur together, emotion can play a large role in purchase decisions. Our media mix has been carefully selected for AT&T to promote the concept of support . AT&T will do this by displaying the creative ideas in this book using billboards, bus wraps, online ads and magazine ads. AT&T will back up our claim of support by sponsoring events and giving scholarships. Interaction could be said to be the theme of most of our media expenditure. "e localized events and scholarships will allow AT&T to con-nect to the target on a emotional basis, showing its support by interacting with the community. "e mass media such as billboards, and bus wraps will further AT&T’s awareness throughout the area in which the target lives. "e timing of various media puts AT&T in the area of gay pride celebrations but also allows for a continued presence. Not exclusively talking to this com-munity during pride festivals will foster a continued relationship.

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at&t

Objectives

- Acquire an additional 5% of the potential lesbian and gay segment (aged 18 to 24), increasing AT&T’s lesbian and gay customers from 528,000 to 581,600 (53,600 people), by the end of the marketing campaign in Decem-ber, 2012.

- Increase revenue from lesbian and gay AT&T customers from $601,920,000 to $663,024,000 (increase by $61,104,000) by the end of December, 2013. - Increase the amount of smartphones and service plans sold to lesbian and gay consumers ages 18 to 24 from 54,440,100 to 54,886,509 (an increase from 0.51% annually to 0.82% at the end of 2012).

Marketing Objectives:

Advertising- Communicate the brand message to an additional 500,000 lesbian and gay community members to raise the level of consumers that prefer AT&T from 528,000 to 778,000.

- Increase the awareness of LGBT presence in AT&T ads from 0% to 15% (240,000 people) in the 18 to 24 age group.

Public Relations- Promote AT&T’s highly recognized, fair employment policies on diversity through a website to create 50,000 additional knowledgable lesbian and gay consumers.

- Emphasize AT&T’s drive to supply consumers with the most innovative technology and products by using advertising online to gain an additional 60,000 lesbian and gay members of our target that prefer AT&T prod-ucts per city.

- Sponsor events that increases awareness of the support AT&T provides the lesbian and gay community (both emotionally and through communication technology) by reaching 90,000 members in the target age, through sharing innovative technology, free tutorials of new products and phone-charging stations.

Communication Objectives:

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Media StrategiesEvents

AT&T is a support system to the LGBT community, both emotionally and through the wireless services and products o$ered. Pixel Perfect Communications has determined that showing this support through sponsoring local 2012 Pride events in targeted cities will positively impact the lesbian and gay community and their relation-ship with AT&T. Sponsoring pride events will allow AT&T a special opportunity to show their emotional sup-port to the local LGBT community, while also maximizing the moment to personally o$er a sampling of services and products. By interacting with the lesbian and gay community through these large, high-attendance events, AT&T will build new relationships among the target audience while strengthening existing ones. AT&T will register to become a sponsor of each designated event that Pixel Perfect Communications has identi-!ed and will set up and maintain a sponsor tent at each event. "ese tent set-ups will include interactive oppor-tunities and special promotions to those who stop by the tent. Attendees will have the option to try out the latest smart phones through product tutorials, buy wireless products and/or sign up for service with AT&T, receive special discounts through promotions and have the chance to enter a ra&e to win a free AT&T smartphone. Event goers will also be encouraged to charge their cell phone by using complimentary charging stations set up inside the sponsor tent. "is tactic will draw event goers to interact with AT&T while they wait for their cell phones to charge up. Addtionally, the smartphone ra&e will be an opportunity for AT&T to gain insight on who is interacting with them at the pride festivals. To enter the ra&e, participants will be required to !ll out a short questionnaire by providing their name, phone number, email, age and current service provider. Speci!ed below, a speci!c number of winners will be chosen to receive a free smartphone as a gi# from AT&T based upon average attendance. "e AT&T members that will run these events will come from the Support Squad which is comprised of 15 individuals. For more information on the Support Squad see the Support Squad Speci!cations page. Prior to the events, all team members will be sensitivity trained and have a great knowledge of the services and products that AT&T o$ers. Each member of the Support Squad will be prepared to %y out to each city on designated event days, to set up and run the sponsor tent while serving as a liaison for AT&T. All team members participating in the pride events will be responsible for performing necessary precautions to ensure that event operations run smoothly and e$ectively, as well as providing each individual at the festivities with personal and unique attention. Pixel Perfect Communications has identi!ed the following cities as the most crucial in the pride event sponsor-ships based on geographic information and attendance estimates: San Francisco, Austin, Denver, New York City, Minneapolis, Fort Lauderdale and Atlanta. With a total estimate of over 2.6 million attendees at these seven pride events, AT&T will have the opportunity to reach out to a large number to the local lesbian and gay community within a short span of time. Pixel Perfect Communications estimates that about 260,000 of attendees will be in the target age of 18 to 24 years old, creating a large opportunity to connect with the segment.

San Francisco Pride Celebration: June 24 and 25, Attendees: 1.2 million, 15 winnersAustin Pride Festival: Estimated for September 8, Attendees: 35,000, 2 winnersDenver PrideFest: Estimated for June 16 and 17, Attendees: 325,000, 5 winnersNew York City PrideFest: June 24, Attendees: 400,000, 5 winnersMinneapolis Pride Festival: June 23 and 24, Attendees: 350,000, 5 winnersFort Lauderdale PrideFest: March 10 and 11, Attendees: 50,000, 2 winnersAtlanta Pride Festival: Estimated for October 6 and 7, Attendees: 350,000, 5 winners 18

In order to build a positive relationship with the target audience, Pixel Perfect Communications believes that o$ering a scholarship that rewards them for !nding positive ways to overcome diversity will create brand loy-alty that could last a lifetime. "ese scholarships will make a great impact in the life of the recipient and prove that AT&T not only supports the lesbian and gay community with great products and services, but also with the support to help them in their everyday lives. Creating this opportunity for the lesbian and gay community lets them know that AT&T cares about enriching and strengthening their community. Providing members of the target audience with such a generous award will keep AT&T in their minds for many years and allow them to become part of the AT&T family.

Scholarship Award: Ten $10,000 Scholarships will be given to college upperclassmen of the lesbian and gay community.

- To enter, submit a short video or written essay on the topic, “how I have overcome diversity.” Winners will be announced on or before May 18, 2012. Advertising will begin in late January, 2012.

AT&T has a strong history of bringing together people from all walks of life and unique backgrounds to improve the human condition. It is our diversity, coupled with an inclusive culture, which de!nes AT&T. We want to hear who you are and how you have positively overcome diversity in your life. Put together a short video or written essay for the AT&T Support Squad, telling us how you have overcome diversity in your life. Our team will choose the most inspiring stories and reward winners with a $10,000 scholarship and a free HTC Status phone, the !rst smartphone with a Facebook button. "e winning essays will also be featured on the AT&T website.

Video Submissions:- Maximum length is 5 minutes.- Complete the contest entry form at www.att.com.- Upload video to AT&T website when submitting entry form.

Written Submissions:- Essays must be between 300-500 words, and submitted with the entry form at www.at&t.com

General Rules:- Submissions will be accepted between January 31, 2012 and April 30, 2012.- Essays must be submitted through the AT&T.com online form.- Open to college or university upperclassmen 18 and older who are legal residents of the United States.- AT&T employees and their relatives are not eligible to win.- Students may enter only once per scholarship period.- All submitted essays become the property of AT&T.- Winning essays will appear on the AT&T website, along with the author’s name.- Contestants must agree to have their name and likeness used forpromotional purposes.- No purchase required. Contestants do not have to be AT&T customers to enter. - Contest is open to anyone who will be an upperclassman in a college inside the United States.

at&t

Media Strategies

Scholarships

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“It Gets Better” AT&T Employee video:Members of the AT&T Support Squad, with the help of LEAGUE, will be in charge of recruiting willing AT&T employees who openly identify as gay or lesbian, as well as allies to the lesbian and gay community, to partici-pate in the making of an company video for the “It Gets Better Campaign.”

Creating this video of AT&T employees sharing their personal message will encourage the lesbian and gay community to stay strong in their !ght for equality and shows AT&T’s commitment to stand with this demo-graphic.

"is will also demonstrate to the lesbian and gay community that AT&T is not only supporting them, they are also members. AT&T worked years before other companies to make sure that they provided an inclusive environment and welcomed all points of view in their business. "is is a way to share it with the lesbian and gay community. AT&T is a safe, compassionate lesbian and gay friendly company and it is committed to the members of the communities they serve. "is welcoming culture is something that they live and breathe every day, and it is important to share it with the members of the lesbian and gay community so that they know that it does indeed get better.

Media Strategies

Community Outreach

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at&t

Media Strategies

Support Squad Speci!cationsIn recent years, AT&T has made many e$orts to engage with the gay and lesbian community through advertisements, both online and print. While these e$orts have created speci!c touch points to connect with this segment, they have not been consistent enough to be e$ective in fully engaging and communicating with the gay and lesbian community. "erefore, AT&T is now looking to create a comprehensive and continual way to engage with this demographic through hands on and personal-ized approach.

To accomplish this, Pixel Perfect Communications would like to introduce a new consumer engagement initiative that would be based out of AT&T’s headquarters in Dallas. "is initiative would speci!cally address the gay and lesbian community to communicate AT&T’s support through products and services, creating a liaison between the company and this demographic and in return, generating sales. "e new Support Squad will directly bridge the gap between AT&T and the gay and lesbian community to ensure the segment is fully aware of the companies unwavering support. "e following proposal outlines the Support Squad.

Program ObjectivesTo ensure successful long-term gay and lesbian engagement, it is important to outline the goals of the program. Simply put, these goals are to promote sales through: - Actively engaging the gay and lesbian community at the various Pride events at which AT&T participates; - Create relevant and enchanting videos for the “It Gets Better Project” on AT&T’s behalf; and - Promoting the AT&T scholarship within the gay and lesbian community.

Support Squad Overview Squad Organization

"e Support Squad will need a chair and vice chair to oversee events, videos and all other promotional activities. "ese elected chairs will also serve as the main liaison between the Squad and AT&T. Additionally, the Squad will determine which members will be responsible for the accomplishment of each objective, a#er formation. Overlap may occur as some members may be responsible for multiple goals’ achievement.

Consumer SensitivityEach team member will need to attend mandatory sensitivity training. "is will in turn allow each member to communicate to the target demographic in an appropriate and professional manner.

Educated on Products and ServicesSince the ultimate goal of the team is to generate sales, each member must be knowledgeable on all products and services AT&T has to o$er. If each member is highly familiar with each phone and knows how to highlight its features to consumers, there is a greater likelihood of a sale. Accordingly, members must also be well informed of the services AT&T o$ers as they are directly correlated with AT&T’s products.

Hands-on EngagementAs stated above, each team member must be highly familiar with each smartphone AT&T o$ers. "is is essential as each mem-ber will be accountable for demonstrating products to customers at Pride events. Team members must be able to highlight the features of each phone in order to promote sales.

VideosAs stated in the objectives, one of the Squad’s responsibilities will be to submit appropriate and professional videos to the “It Gets Better Project.” Being highly involved with this project will help ensure that the gay and lesbian community knows that AT&T supports them, not only through products and services but also emotionally. "e team will then be responsible for pre-senting the videos to the proper authority for approval before o'cially posting on them on the “It Gets Better Project” web-site. Once posted, the team will be responsible for promoting the video through various public relations e$orts, such as news releases. 21

Media Strategies

Support Squad Speci!cationsScholarship

"e Squad will also be responsible for promoting AT&T’s Diversity Scholarship. Since this team will be highly active within the gay and lesbian community, it will be its responsibility to actively promote this initiative. "is includes notifying all colleges in the seven target cities of this campaign of the scholarship. From there, the team will be responsible for print-ing the appropriate amount of promotional posters for each university.

A#er the deadline, the team will be responsible for collectively choosing 10 scholarship winners. Once selected, the team will be in charge of notifying the winners, providing them with their scholarship and new HTC Status phone and publi-cally announcing the wins through various public relation e$orts.

Consumer FeedbackA#er the accomplishment of any objective, the Support Squad will be responsible for reporting any customer feedback to the team’s authority. "e team will evaluate issues that may require action on behalf of AT&T and make recommendations to the company for consideration. Feedback may result in the need for new initiatives or communications to e$ectively reach the gay and lesbian community.

Recruitment and Selection of Support Squad MembersMembers of the Squad will be comprised of 15 representatives. "is number of representatives will allow enough %exibility and objectivity for the program’s success. Pixel Perfect Communications encourages a diverse team including members of LEAGUE.

"e opportunity to serve on the committee will be open to all current AT&T employees. By opening the pool of applicants to all members, AT&T will avoid burnout of current leaders and create an opportunity to develop new leaders within the company.

Pixel Perfect Communications recommend the following quali!cations for participation in the Ambassador program: - Nominee must be active and involved within the industry; - Nominee must be a good communicator with strong personal skills; - Nominee must be accessible to consumers; and - Nominee must have the time necessary to commit to the program.

Application ProcessTo form the Support Squad, AT&T will encourage existing employees and past leaders to personally apply or nominate their fellow members. In addition to personal outreach, introduction of the new team will be announced through existing company communications to encourage application.

"e application process will be fairly brief so it does not deter applicants. Ideally, the application should take around 15 minutes to complete and should include a short essay to identify if the applicant is an e$ective and sensitive communica-tor. Asking a question along the lines of why the applicant wishes to join the Squad. "e applicant should also be required submit information on the application alluding to his or her availability for the time commitment necessary as a member.

Final Selection of Members"e head of the gay and lesbian initiative will evaluate and select members of the team.

AT&T will cover all costs of the Support Squad. "ese details are outlined in the budget.22

Magazinesat&t

Media Strategies

"e Advocate – !e Advocate is an LGBT-interest magazine, printed monthly and available by subscription. Both the magazine and the web site have an editorial focus on news, politics, opinion and arts, and entertain-ments of interest to LGBT. "e Advocate is associated with other various lesbian and gay publications includ-ing www.gay.com, www.out.com and www.outtraveler.com. Established in 1967, !e Advocate is the oldest LGBT publication in circulation. "ere is an approximate readership of 187,791.

OUT Magazine – Out Magazine is a popular gay and lesbian fashion, entertainment and lifestyle magazine with the highest circulation of any gay monthly publication in the U.S. "ere is an approximate readership of 190,000.

Pixel Perfect Communications recommends that AT&T uses Magazine ads to reach out to lesbian and gay community members. Magazines are known to have a long life and pass along readership, ensuring that the circulation is o#en more than the company quotes.

AT&T will run ads every month of the year. "e ad will include a QR code that forwards readers to the www.att.com/lgbt website that will be discussed later in the online advertising section. It will also show new prod-ucts demonstrating features that would be bene!cial, speci!cally to the lesbian and gay target market, such as Face-time or other applications. "e ad will also boast a special o$er for the target market when they go to the website. Around the holiday season, the magazine ads will take on a holiday look and contain an o$er en-couraging the target market to switch to AT&T. "is will drive smartphone and service plan sales through the gi#ing season.

"e magazines below were chosen because of their speci!c connection to the gay and lesbian community, as well as their high readership and circulation. "ey also include online versions of the magazine, in addition to

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Billboards will be placed in the cities chosen for heavy media concentration two weeks a#er gay pride events for a month. "is will further the link in the target’s mind of AT&T and its support for the gay community. It will also extend the time AT&T is visible to the community rather than only targeting during gay pride month. Billboards will also be used during November and December for the holiday season. Lamar and CBS Outdoor pricing was used to price out the billboards for each city.

"ese billboards will contain a subtle message to the lesbian and gay community, such as a gay target-ed smartphone application, or a face-time between two men or women. It will also contain the tagline “Support when you need it most” aimed at showing AT&T’s emotional and product support for the gay and lesbian community.

During the holiday season, these ads will contain a special o$er along with another subtle message, such as the names of two men on a Christmas present.

Online and BillboardsMedia Strategies

Pixel Perfect Communications is recommending the utilization of the Gay Ad Network for placement of banner ads on a variety of gay and lesbian targeted sites. AT&T has used this network in the past and we are recommending its continued use. With over 300 publishers, a respected standard of quality and editorial controls, and the control of placement and appearance of ads, this network represents a unique opportunity to show AT&T’s acknowledgment and support for the target. "e network boasts 7.2 million unique users per month, making it number 1 in reaching the gay and lesbian target. A conservative cost per thousand (CPM) of $3.50 will be used to price out the banner ads.

We are also recommending the direct buy of banner ads on www.theadvocate.com and www.out.com. "e CPM of $4.50 was used for direct buys. Out.com is a site companion to the Out Magazine. Both target the gay community with content related to gay fashion and lifestyle. "e Advocate.com is also a companion site for !e Advocate magazine. It focuses on gay-related news, politics, art, entertainment and other topics.

In addition to online banner ads, AT&T needs a website speci!cally devoted to the gay and lesbian market and their needs. "e website should contain specials, an event calendar sharing the Pride events that will be sponsored, scholarship information, “It Get’s Better” employee videos and AT&T’s equality policies, in addition to links to the products/services o$ered by AT&T. "is website will allow AT&T to measure tra'c coming from its other magazine and online advertisements because the web-site will exclusively be advertised through those target speci!c medias.

Online:

Billboards:

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Bus Wrapsat&t

Media Strategies

Pixel Perfect Communications is allocating a portion of the budget to advertising within public transportation bus systems in seven cities; San Francisco, Austin, Denver, New York City, Min-neapolis, Fort Lauderdale and Atlanta. "ese cities correlate with the Pride events that AT&T is supporting through sponsorships. "e advertisements placed on these buses will correlate not only with the cities included in the AT&T Pride event sponsorships, but also with the event dates. During the month of each city’s Pride event, advertisements will be placed along the side of public buses to create awareness of AT&T’s presence amongst public transportation users and the community. In turn, this will get them thinking about AT&T and their presence and in%uence within the local LGBT com-munity. Bus advertisements will be e$ective in reaching the 18- to 24-year-old lesbian and gay com-munity because many young adults are known to ride buses as a general mean of transporta-tion, whether it is to and from school, work or for leisurely activities. "e ads may also be seen by bus riders in the target segment while they are traveling to and from the Pride events in each city. Riding a public bus is a convenient way to avoid tra'c and have a safe ride to and from events. Accordingly, bus advertisements are a great way to grab the attention of the seg-ment both before and a#er Pride events. "is tactic will reinforce the presence of AT&T at the event, in which they will have served as a major sponsor.

Bus Wraps will also be used from the middle of November to the middle of December to pro-mote the purchase of smartphones and plans for the holiday season. Many individuals in large cities use public transportation to do their Christmas shopping allowing AT&T to support their many other advertising ventures with public transportation advertising. "ese ads will have the same subtle message that is visible on the billboards.

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Scholarship PosterExecutions

26

Magazinesat&t

Executions

27

MagazinesExecutions

28

Onlineat&t

Executions

29

Executions

Billboards

30

at&t

GRP’s and Media Mix

Media Mix

GRP’s:

Billboards: Reach 6%, GRP 120, Frequency 20 views per month

Bus wraps: Reach 7%, GRP 112, Frequency 16 views per month

Magazines: Reach 28%, GRP 56, Frequency 2 views per month

Events: Reach 10%, GRP 10, Frequency 1 visit per month

Online: Reach 53% GRP 212, Frequency 4 views per month

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GRP’s and Media Mix Budget

32

at&t

Flow Chart

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at&t

Press Release

AT&T208 South Akard Street

Dallas, TX 75202www.att.com

News ReleaseFOR IMMEDIATE RELEASE FOR MORE INFORMATION, CONTACT:February 10, 2012 PR Representative AT&T 800.225.5288 prrepresentative@att.com

AT&T to Sponsor Local Austin PRIDE Festival

AUSTIN, Texas – AT&T is extending their generosity to this year’s 2012 Pride festival in Austin by giving a $50,000 sponsorship, which will go towards supporting the local LGBT community in Austin. "is year’s PRIDE Festival is being held on Saturday, September 8th from noon to 7 p.m. at Fiesta Gardens.

Attendees at the Austin Pride festival will be able to stop by AT&T’s sponsor tent for a chance to win a free smartphone, try out AT&T’s latest devices, buy smartphone products and/or sign up for mobile services, receive special discounts and charge their cell phone at complimentary “charging stations.”

"e Austin Pride festival is just one stop on AT&T’s agenda this year. In addition to Austin, AT&T is sponsoring other major Pride festivals in cities such as San Francisco, New York City and Fort Lauderdale. For more information, please contact the AT&T Public Relations Representative at prrepresentative@att.com or visit AT&T’s informational website at www.att.com/lgbt.

###

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Press Release

AT&T208 South Akard Street

Dallas, TX 75202www.att.com

News Release

FOR IMMEDIATE RELEASE FOR MORE INFORMATION, CONTACT:February 10, 2012 PR Representative AT&T 800.225.5288 prrepresentative@att.com

AT&T Supports It Gets Better Project

DALLAS, TX – AT&T has joined the “It Gets Better” project to show support for gay and lesbian teens and youth who may be in need of encouragement.

"e It Gets Better project is a worldwide movement to show young LGBT people the levels of happi-ness, potential and positivity their lives will reach – if they can just get through their teen years. With more than 25,000 user-created videos viewed more than 40 million times, the project includes submissions from celebrities, organizations, activists, politicians and media personalities.

Participating in this project is just one of the many e$orts AT&T is making to show support for the Gay and Lesbian community. Others include sponsorship of various pride events across the U.S. as well as a diversity scholarship of $10,000. For more information regarding AT&T’s support of the LGBT community, visit www.att.com/lgbt.

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at&t

Press Release

AT&T208 South Akard Street

Dallas, TX 75202www.att.com

News ReleaseFOR IMMEDIATE RELEASE FOR MORE INFORMATION, CONTACT:February 10, 2012 PR Representative AT&T 800.225.5288 prrepresentative@att.com

AT&T o#ers diversity scholarships to college students

AUSTIN, Texas – AT&T is showing their support for the LGBT community this fall by o$ering 10 scholar-ships for $10,000 each to upper division collegiate students who have positively overcome diversity in their lives.

AT&T is asking any member of the LGBT community that has found a constructive way of dealing with discrimination to tell their story. AT&T recognizes the prejudices that face this community and wants to re-ward those members by helping them continue on the path to success.

Applications must be submitted on the AT&T website by August 1, 2012, along with a written essay or video explaining how you have overcome diversity in the LGBT community. Along with the $10,000 reward, students will receive a free HTC Status, the !rst smartphone to feature a Facebook button.

"e AT&T Support Squad, a new customer engagement initiative created to speci!cally support the LGBT community, will chose the most inspirational stories and feature the winning essays on the AT&T website. Winners will be announced by August 15, 2012.

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Recommendations

Festivals:

- AT&T should consider including Massachusetts, New Hope and Saugatuck-Douglas to their PRIDE route. We omitted them here because they are the smallest festivals and have a limited reach. However, we feel that these festivals will grow in popularity and it is important for AT&T to become a part of these communities while they are still growing. "is will show that AT&T supports the gay and lesbian community at every level.

- Pixel Perfect Communications suggests that the Support Squad hand out free koozies to people who stop by the booth so that they have something with the AT&T logo to bring home with them and remind them of the brand when the festival is over.

- AT&T should consider ra&ing free phones at the festival to build popularity at the tent and obtain more service plan contracts.

- Members of the Support Squad should circulate the festival individually throughout the day with backpack billboards and %iers. "ese backpacks will attract attention to people roaming around thefestival and encourage them to visit the AT&T tent.

Advertisements:

- AT&T should create Spanish versions of the ads to reach a broader audience. "is will con!rm that AT&T provides support for all members of the lesbian and gay community.

- Hu'ngton Post has recently opened their LGBT website entitled “Hu$Post Gay Voices.” "is website would be a great way to reach the target through advertising. Being that the website is brand new, the amount of unique users will be very high and the beginning uers will be innovators or the people most up to date on gay or lesbian reaching media.

Scholarships:

- AT&T should continue to o$er scholarships to the gay and lesbian community every year. "is program will guarantee attention and help solidify all of AT&T’s e$orts throughout the year. Winners will always remem-ber AT&T for helping them in a time of need and rewarding them for their positive behavior. 38

“!e third of our new sites is Hu#Post Gay Voices, a section o#ering the latest news and un"ltered opinion on any and all matters of interest to the LGBT community. !e issues addressed will be as varied as the community itself. Everything is fair game, including -- but not limited to -- race, class, ethnicity, faith, family, sex, work, culture, marriage, civil rights, and politics, as well as everyday topics such as travel, food, style, health, and celebrity gossip.”

at&t

References

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http://www.sprint.com/responsibility/ourpeople/bene!ts.html 40