Case Study: Issue and Community Advertising for AT&T

Case Study: Issue and Community Advertising for AT&T

One of the most important aspects of AT&T’s Public Affairs and External Affairs initiatives are the teams on the ground locally in communities across the U.S. These PA and EA teams have relationships with numerous media entities including community newspapers, magazines, diversity publications and even city and government publications like Chamber of Commerce newsletters. To foster relationships with these outlets, AT&T local teams purchase advertising space and engage in sponsorships that include ad placements. Establishing a dialogue and positive engagement with these publications is key when AT&T needs to lean on them for positive editorial coverage regarding community and legislative issues.

Challenged by a lack of local, community print ads available for use and the budget to create and produce these ads, AT&T was in need of a turn-key solution for their Public Affairs and External Affairs teams. Due to an already solid and long-standing relationship with the Public Strategies Digital team, AT&T reached out for a solution.

In response, PSI Digital developed over 50+ unique ads and created an online Community Ad Center to house the ads and serve as an online hub where AT&T teams could request these ads at no charge. The ads span 14 categories including brand, mobility, diversity, policy, sustainability, education and small business, as well as other important AT&T offerings. Numerous copy blocks and ad templates are available within each category as well as 77 images to choose from. These ads are created by the PSI Digital team with variable data fields so that each ad is unique and can specifically reference an event, community name or honoree. And, the turn-around time is key — ads are delivered in a 48-hour window.

Since the Community Ad Center launched in May 2009, Public Strategies has developed and delivered 930 ads to PA and EA teams across the U.S. The ads have been well received and we plan on expanding the capabilities and suite of offerings of the Community Ad Center in 2011.