My Role: Creative Director, Art Director
Budget: +/- $6.5 Million
Flight Schedule: Ongoing
Tools: Photoshop, Dreamweaver, PowerPoint
A highly targeted email campaign was the perfect analog and successor to traditional print mail campaigns that the agency had been supplying to AT&T
Design and deliver innovative interactive products and branded email campaigns for 3 of AT&T's primary product marketing groups: U-Verse, Drive2Retail and WinBack.
Draft FCB - HackerGoup is one of the largest, most profitable Direct Response agencies on the west coast. As Associate Creative Director for Interactive I built the team and spearheaded opportunities to deliver new interactive capabilities & products. Email marketing was one of the first online products that aligned strategically with client needs and the agency's expertise in traditional print media.
We worked closely with AT&T's different product marketing groups to create innovative solutions that aligned with individual messaging and provided brand distinction, but still adhered to overall AT&T brand guidelines. We designed and delivered regular ongoing email campaigns as well as Landing Pages and Micro-sites where appropriate.
AT&T was a wonderful, but challenging client to work with, if only by virtue of its sheer size and scale. Email marketing was a close analog to the agency's work in traditional print media so I worked closely with the copywriters, art directors and accounts teams to move effectively into this area as a first step. As part of this initiative I drafted style and technical guidelines as well as conducted workshops to assist in this area. We had a very talented and dedicated team that more than rose to the challenge and consistently delivered creative solutions that the client love and that got results.
As a mechanism for Awareness, Lead Generation, Acquisition, Conversion or Retention, our email campaigns were strong performers and AT&T was thrilled with the results.
We typically enjoyed open rates far above the industry standard 19.5% as well as click throughs (CTR's) and conversion rates well in excess of 6.64% and 1.73% respectively. We were able to understand and synthesize the different needs of AT&T's sub-categories into marketing vehicles that customers and prospective customers liked and that consistently performed at very high levels.