Facing Competition in New Technology
 The
Challenge: AT&T Broadband, which offers cable, high-speed Internet
and digital local telephone service, has increasingly faced competition
from other telecommunications providers. At the same time, these
other telecom companies have been laying their own infrastructure
from scratch, forcing AT&T to upgrade its own systems faster in
order to compete.
The Solution:
In 1999, we began working with AT&T Broadband on a full-scale marketing
campaign throughout the San Francisco Bay Area that included a public
relations program and print, television and billboard advertising.
The message was that AT&T Broadband is building its advanced digital
network, which will enable its customers to buy the new services.
Results: The campaign
yielded results in that perception of AT&T as a full telecommunications
provider was increased, and there is now a better awareness of the
new media services that the company provides.
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