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2017 Strategy & Marketing Plan

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2017 Strategy & Marketing Plan Demonstrating Boldness in LGBT Marketing 2017 Out & Equal Conference Robert Hebert © 2016 AT&T Intellectual Property. All rights reserved. AT&T, Globe logo, Mobilizing Your World and DIRECTV are registered trademarks and service marks of AT&T Intellectual Property and/or AT&T affiliated companies. All other marks are the property of their respective owners. AT&T Proprietary (Internal Use Only). Not for use or disclosure outside the AT&T companies except under written agreement. PLANNING Situation Assessment Opportunity Identification Positioning Statement • Size of Opportunity • Consumer Insights • Business Performance • Brand Health • Competitor Analysis AT&T Proprietary. Use for disclosure is prohibited except under written agreement. PLANNING Situation Assessment Opportunity Identification Positioning Statement • Target • Product • Promotion • Place • Partnership Identification AT&T Proprietary. Use for disclosure is prohibited except under written agreement. PLANNING Situation Assessment Opportunity Identification Positioning Statement For (your target) who wants / needs (reasons to buy your product/service), the (your product or service) is a (category) that provides (your key benefit). Unlike (your main competitor), the (your product/service) (your key differentiator). AT&T Proprietary. Use for disclosure is prohibited except under written agreement. CAMPAIGN DEVELOPMENT Work the Plan Campaign Examples 2017 Plan Highlights • Promote our uniqueness • Retain & attract customers • Go beyond Pride • Support more partners Segment Key Insights • LGBT consumers are more likely to stay with or switch to companies that proactively support the LGBT community. • Top 3 LGBT Issues – Youth Issue (safety, well-being), violence against the LGBT community, protecting marriage equality. AT&T LGBT Attributes AT&T Proprietary. Use for disclosure is prohibited except under written agreement. © 2016 AT&T Intellectual Property. All rights reserved. AT&T, Globe logo, Mobilizing Your World and DIRECTV are registered trademarks and service marks of AT&T Intellectual Property and/or AT&T affiliated companies. All other marks are the property of their respective owners. AT&T Proprietary (Internal Use Only). Not for use or disclosure outside the AT&T companies except under written agreement. CAMPAIGN DEVELOPMENT Work the Plan Campaign Examples AT&T Live Proud – We Are Bold AT&T Proprietary. Use for disclosure is prohibited except under written agreement. © 2016 AT&T Intellectual Property. All rights reserved. AT&T, Globe logo, Mobilizing Your World and DIRECTV are registered trademarks and service marks of AT&T Intellectual Property and/or AT&T affiliated companies. All other marks are the property of their respective owners. AT&T Proprietary (Internal Use Only). Not for use or disclosure outside the AT&T companies except under written agreement. CAMPAIGN DEVELOPMENT Work the Plan Campaign Examples AT&T Live Proud on Campus Scholarship Contest AT&T Proprietary. Use for disclosure is prohibited except under written agreement. CAMPAIGN DEVELOPMENT Work the Plan Campaign Examples AT&T Live Proud Holidays AT&T Proprietary. Use for disclosure is prohibited except under written agreement. MECHANICS Goals Tactics KPIs Measurement AT&T Proprietary. Use for disclosure is prohibited except under written agreement. DEVELOPMENT Virtues of the creative brief To content creator To client Concisely delivers campaign details (what) Clarifies goals & expectations Characterizes target (who) Articulate facts and assumptions Provides background (why) Is an opportunity for all stakeholders to Offers key consumer insights provide input Identifies brand values to represent (how) Builds consensus Provides criteria for creative evaluation Provides evaluation criteria Delivers the key message Identifies metrics for success Identifies all other musts 14 15 PARTNERSHIPS Since the start of marketing directly to LGBTs, AT&T’s Diversity Marketing Group has looked to LEAGUE @ AT&T for support, inspiration, and direction. - Mark Barfield AT&T Proprietary. Use for disclosure is prohibited except under written agreement. COLLABORATORS AT&T Proprietary. Use for disclosure is prohibited except under written agreement..
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