Project Refresh - MyWireless Features
- 1. © 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other AT&T marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T affiliated companies. All other marks contained herein are the property of their respective owners. 1 Dan Donohoe
- 2. © 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other AT&T marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T affiliated companies. All other marks contained herein are the property of their respective owners. MyWireless Features Creative Refresh 2 Project Overview: 30 Complete Feature Promotions Refreshed (15 English, 15 Spanish) A Jump page, and a PassThru banner each 3 Tiles Each (Dashboard Slot, Page Slot, Right Hand Callout)
- 3. © 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other AT&T marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T affiliated companies. All other marks contained herein are the property of their respective owners. 3 The Problem. Our Solution. Jump Page Example: Family Messaging Unlimited. BEFORE AFTER
- 4. © 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other AT&T marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T affiliated companies. All other marks contained herein are the property of their respective owners. 4 Increasing Revenue through Better Creative What is Better Creative? Clearer Messaging, Less Wordiness Stronger Call to Actions More Engaging Visuals Shorter Page-Length What this means for Feature Revenue: Promotionally driven features contribute an average of 28,439 units/$415,832 revenue per month (approx. 9% of total MyWireless Paid Feature Add/Revenue mix). With refreshed and new promotional development, we’re projecting a 1.25% incremental lift in contribution mix or 4,000 units/$60,000 per month. We will provide actual results once the project is fully implemented. 1.25%
Editor's Notes
- #3: The purpose of this project is to increase sales of Features to existing customers by revising, clarifying, and bringing continuity to the various creative messaging. Additionally, bringing the visual design in-line with Brand 3.0 guidelines. This is an example of a set of creatives for a single promotion. In this case, the promotion is Messaging 1500. We created and implemented 3 tiles, a PassThru page (the banner is shown) and a Jump Page for each of the 30 promotions. English has now been implemented on the site; Spanish is still in the process of being implemented.
- #4: These are examples of Before / After Images for Family Messaging Unlimited. BEFORE: Stale Creatives (Over 2 years old), Too much copy, Too long (pushes the purchase button too far down). AFTER: We cut down on the copy Made the visuals more engaging Stronger call to action Not necessary to scroll to the “Submit” purchase button.