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fidlarcommunications
LOCALLY ROOTED SUCCESS
Nov. 25, 2014
elevating the in-store experience for millennials
Nevin Lally
Madison Margeson
Caitlin O’Shea
Kathryn Jeffords
Alison Ryncarz
account director
creative director
media & engagement
research & planning
content & production

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table of contents
3
4
5
6-8
9-16
17
18
19
20
21
22
23
24-28
29-32
33
34
About the Agency
Meet the Team
Goals
Secondary Research
Primary Research
Our Target Consumer
Personal Media Network
Mobile Media Network
Most Important Idea
Creative Brief
Brand Manifesto
Creative Idea
Strategies, Objectives & Tactics
Media Delivery Plan
Tracking & ROI
Budget

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fidlarcommunications
about the agency
fidlarcommunications
Uncommonly clever, passionate and forward.
We seek to empower others just as we empower ourselves to think
forwardly, in ways that have not yet been explored.
We are five young professionals with ideas in our noggins, passion in
our veins and sparks under our feet.
We believe in the power of one. One idea strategically communicated,
bringing our client one step closer to their ultimate vision.

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fidlarcommunications
meet the team
account director
Nevin Lally
media & engagement
Caitlin O’Shea
research & planning
Kathryn Jeffords
content & production
Alison Ryncarz
creative director
Madison Margeson

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our goals
Drive new visits (footfall) to Verizon retail stores
Encourage repeat visits
Influence positive social sharing
Elevate brand perception and affinity
with millennials always in mind

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secondary research
Verizon’s history, mission, values, services and products speak to its
dedication to innovation. Verizon is currently well known for its superiority in
customer support, network performance and network coverage. According
to Yahoo Finance, as of May 15, 2014, Verizon’s wireless network segment has
served 103.3 million retail customers. Verizon aims to connect consumers,
support small businesses, grow enterprise and power social change, all of
which are import to millennials. But to date, Verizon has marketed itself
as a service provider only, with little focus on anything but that. Verizon
CEO Lowell McAdam acknowledges this shift in focus, “as we serve our
customers we can provide powerful answers to some of society’s greatest
challenges, while continuing our record of delivering significant value to our
shareholders,” but so far there has been little to no implementation. Verizon
can greatly benefit from expanding their marketing efforts to incorporate
millennial values.
The mobile culture is rapidly changing. Purchases are being made online
a mile a minute. BUT 75% of consumers still prefer shopping in a brick and
mortar store (A.T. Kearney Omnichannel Shopping Preferences Study).
The digital market is there, and marketers need to utilize it the best way they
can. Ideally, they can incorporate online & in-store shopping experiences
together for the perfect balance. As technology in mobile technology evolves,
so do the Millennials. Marketers need to be adaptive to these changes.
Verizon is losing the retail war. Its chief competitors have established them-
selves and what they offer. They are the cutting edge, the ones who are cool,
modern, and global. Verizon needs to be different; it needs something that
can make it stand out. Verizon needs to appeal to what millennials want if
it wants to become their preferred store. It needs to become THEIR STORE.
Offer experiences that they want, that appeal to their interests and values in
a way no other store can. Verizon has to be the local store that caters to what
millennials want through interactive experiences, community outreach, and
becoming an integral part of its city.
company
culture
competition

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Verizon provides its customers with their products through direct and
indirect distribution channels. Its direct channels are the retail stores and
kiosks, while its indirect channels are agents who sell Verizon products
in other retail stores (such as Wal-Mart and Target). Verizon currently has
approximately 2,300 retail stores and kiosks. It has found that customers
who purchase their service or products in store are less likely to cancel their
service than those who purchase without face-to-face communication.
There are about 80 million of them. And they’re taking the world by storm.
The 18-34 year old Millennials are interactive, experience driven, visual
learners.
• The most important things to them in making a purchase are a positive
purchasing experience and getting value for their money
• Subsequently, about 70% of them will base their purchasing decisions
on what their friends share on social media
• They view smart phones not as ‘modern conveniences,’ but as func-
tional necessities
• When marketing to them, we must understand that they like to STAND
OUT and be unique
• 1 in 4 Millennials make an effort to buy from companies that take an
active role in their community or support issues that they believe in
channel
consumer
secondary research continued

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Verizon has been able to build a reliable service and highlight its brand
differentiation and, as a result, currently has the largest market share
with 34%. Trends have shown that consumers are buying more mobile
devices besides just a smartphone; tablets and laptops are other devices.
Consumers are expected to add subscriptions for these other devices,
which increases this potential revenue within the phone service industry.
The area where subscription is growing is in data plans. Because consumers
no longer only use their device or devices for calling and texting purposes,
there is potential for growth in data plan sales.
category
Media convergence is defined simply as how media shapes a product’s
identity and consumer engagement with that product. For Verizon, a
millennial target audience can be reached primarily through a single,
core idea spread across all platforms. Owned content, curated content,
interactive content and new media can serve as the hub for this
convergence.
In an age where media convergence spurs from tools and services that
Verizon offers its customers, Verizon should be expected to be a leader
in converged engagement and customer service. Fortunately, Verizon’s
customers are already among the top of happy wireless users, at 58%
contentment with their carrier (Billy Hulkower, Mintel). As expected, Verizon
dominates many platforms on the web for owned content, promotions,
entertainment and customer engagement. Verizon has the advantage of
a massive infrastructure. The next steps will look to capitalize on Verizon’s
already massive audience to drive Millennials to the store.
convergence
secondary research continued

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As Verizon Wireless seeks to compete with tech leaders like Apple
and Microsoft in the eyes of Millennial users, primary and secondary
research led our team to determine key findings and insights that will
lead to an actionable communications plan to drive more Millennials
into the Verizon store.
Our hypothesis before beginning this research was that Millennial
customers were grandfathered into their plans from their parents. We
determined that their in-store experiences were limited to the habitual
phone upgrade visit every other year, or the dreaded visit to fix a
cracked or water-damaged phone.
While our initial hypothesis proved relatively true, our primary and
secondary research led us to realize that there is an opportunity to
engage with more Millennials considering Verizon’s existing market
dominance and friendly, community atmosphere.
Our research led us to conclude the following:
• Verizon customers are already happy with their service. If we
create an even more amiable employee that is less focused on
upselling, customers will be more attracted to having an in-store,
face-to-face experience.
• One-quarter of Millennials surveyed reported making 100% of
their online purchases on their smartphones, while 16% made
all of their digital purchases on a tablet (Mintel Oxygen). If we
converge online and in-store experience, Millennial traffic will
increase on both platforms.
• If we make the in-store layout and experience more engaging
and interactive, customers are more likely to spend time in the
store and subsequently purchase more products.
• If we focus on presenting Verizon as an innovative company
whose business model and environment fosters creative thinking
and values social causes, the company can appeal to Millennial
consumers who value uniqueness and innovation as well.
primary research
what we
learned

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We had a 12-day window to complete our primary and secondary research, from Sept. 16 through Sept. 27th.
Our data was collected through the following methods:
• Focus group
• Online survey
• In-store observation
• Secondary research
Focus group
The purpose of the focus group was to
allow our team to probe Millennials on
the deeper meanings or implicit reactions
towards their use of mobile technology
and their thoughts and feelings towards
Verizon vs. its competitors. This face-to-
face interaction with the target audience
revealed more spontaneity than a
questionnaire and began to lead our
group to the most creative solutions.
Our focus group was held on Wednesday,
Sept. 24th from 8-8:45 p.m. There were 8
participants, all college students: 7 female
Primary and secondary research is the stepping stone to understand the motivations of our Millennial audience
and is useful to guide Verizon’s communications efforts moving forward. The first step in our research was to
answer the following questions.
information needs
methods
BASIC:
• How many Millennials subscribe to
Verizon?
• When was the last time they visited a
Verizon store?
• How many Millennials manage
and/or pay for their own Verizon
account?
• What’s happening in Verizon
premium stores today?
• What are the pros and cons of a
Verizon store from the eyes of a
Millennial?
• What retail stores are doing it right?
• Where do Millennials enjoy learning
about technology?
SPECIFIC:
• Why don’t Verizon customers come
to enjoy the in-store experience?
• What would make a Verizon
experience more enjoyable?
Engaging? Inspiring?
• Does our target prefer more or
less interaction with staff while
shopping? With other customers?
With digital engagement
experiences?
• Does our target know that Verizon
offers in-store experiences besides
just cell phone services?
• Are your past experiences in a
Verizon store positive or negative?
Simple or complicated?
‘vision’ questions:
• What is Verizon to you?
• What is a smartphone to you?
• What more does a phone provide
your life?
• How is your life better with your
phone?
primary research continued

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and 1 male between the ages of 19-21. The group was prompted with a variety of questions and visual
stimuli. These including a Verizon commercial, photos of Apple retail locations and Verizon stores.
Questions & group discussion
We began the group with introductions: name,
year, major, wireless carrier and phone model.
Next, we asked students to take out their
phones and asked, “what does your phone
mean to you?” After a brief word association
at the idea of their phones, we put a photo
up of a Verizon Store and a photo of a Verizon
store and had the group compare and
contrast the two. Finally, we showed a recent
Verizon commercial involving a promotion
and asked them their thoughts. From
there, the group began more of an organic
discussion surrounding phone use and in-store
experiences.
In-store observation
One member of our team was able
to observe consumer interaction at
a Verizon store in Boston, Mass. on
Sept. 21, 2014. The observation was
a general survey of the store layout,
customer & associate interactions,
general atmosphere and customer
experience. Other team members
reflected upon personal in-store
experiences with Verizon in the past.
online Survey
Asking Millennials closed and open-ended questions via an online survey allowed our team to gain a small
sample of feedback based on behavior during in-store visits. Our team asked 40 participants 10 questions on a
Survey Monkey questionnaire and distributed the survey during a period of 24 hours.
primary research continued

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findings & insights
Consumers’ current perception of Verizon’s employees is that their only concern is selling or upselling, not
with creating a mutually beneficial face-to-face experience.
When asked to describe the characteristics of a Verizon employee they have encountered, participants in
the focus group used descriptions such as “not very helpful” and “sometimes inefficient”. One participant
described an experience in which she went to one Verizon store and asked to have her phone fixed in
which they said she would have to buy a new phone, only to go to another Verizon store and have them tell
her they could fix the problem without her having to buy a new phone. She described this experience as
“not helpful” and showed “inconsistency between stores.” Other group members said Verizon employees
“seemed like car salesmen” and did not feel that Verizon employees were as educated in the products they
were selling as Apple employees did, in comparison.
What does this mean for Verizon? Verizon should capitalize on having a mutually beneficial face-to-face
experience between employees and consumers. They should acknowledge what is turning consumers off
right now (lack of expertise, lack of transparency) and work on improving these qualities. They should be
more transparent with their consumers so that there is no confusion on how product problems are being
handled and should engage in a more meaningful and helpful dialogue when a consumer has an inquiry.
Verizon is perceived as a service provider and nothing more, people are only visiting the store to complain
about service issues or upgrade their phones.
Participants in the focus group were broadly asked
about their opinions of Verizon stores and their
experiences in them. The discussion eventually
revealed that our participants see Verizon has a
service provider only and nothing beyond that.
Most of the participants, who were all iPhone
users, shared that if they had a technical issue they
would go to Apple. They don’t believe that Verizon
employees have the same technical expertise as
Apple employees. Most of our participants said
they would only utilize Verizon for carrier problems
such as service issues or data coverage. They
also emphasized that they don’t view Verizon as
being technologically innovative. As far as they are
concerned, Verizon is “primarily phones.” Discussion
in the focus group revealed that most people are
only going to Verizon when they have an upgrade, or
when they have an issue that they can’t solve over
the phone. Our participants said they would be more likely to visit the store if it were more of a shopping
experience instead of a service oriented experience. For example, they mentioned that a wider array of
phone cases and accessories would be an incentive to go to the physical store. Based on our secondary
primary research continued

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research , data plans are a strong and stable source of revenue for Verizon; thus more attention should be
given to improving other areas of Verizon’s business model.
Based on our secondary research, our team learned that Verizon has a broad range of social responsibility
efforts, including education, healthcare and sustainability initiatives. 97.5% of our survey respondents
stated that they were unaware of any of these initiatives, highlighting the fact that Millennials currently
have a very narrow perception of what Verizon offers.
What does this mean for
Verizon? Verizon should
position themselves
as innovators in the
telecommunications industry.
The store environment should
be centered on showcasing
the innovative products and
initiatives Verizon has, rather
than only having phones and
data plans on display. Verizon
should change their brand
perception from one which is
currently service based to one
that is focused on being cutting
edge, new and different. Doing
so will draw consumers into the
store for reasons other than an
upgrade or a cracked screen.
People like the sleekness of stores like AT&T, but they prefer the local and community atmosphere of Verizon.
AT&T is currently besting Verizon in retail experience.
AT&T began rolling out a new interactive store
design in 2013, and they have plans to update all
stores to this format by the end of 2015. The new
store is focused on customer experience and split
into three zones. Each zone has a specific purpose:
the “connected experience zone” shows how AT&T
products and services work in conjunction with
one another to accomplish tasks that they couldn’t
on their own, the “community zone” features open
workspaces where customers can experiment with
new apps or devices, and “the explore zone” which
displays all of AT&T’s devices and accessories on an
aesthetically pleasing wall mounting.
How would you rate the importance of each option
in relation to your in-store experiences with your
wireless provider?
primary research continued

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What does this mean for Verizon? The overall effect is to give AT&T’s stores a complete overhaul. Some
of the clutter of obtrusive displays is gone and the lighting and décor give a better home atmosphere.
Verizon’s retail atmosphere is becoming increasingly dated. The cheap plastic and rows of phones give the
impression of impersonality and makes the store feed dated. Recent Verizon stores have begun to cater
to a more interactive store design. The design follows the popular minimalist trend in which stark bland
colors dominate the palette and increased use of negative space. As issue is that they have cut out some
of their aesthetics and failed to replace them with a unified theme. Indiscriminate removal of key aspects
of design does not constitute a new sleeker design, it only increases the impression of slap-dash branding.
More opportunities for customers to discover and test new devices, pertaining to certain events they may
encounter in their daily life.
Our focus group presented a different view of Verizon stores. One of their favorite aspects of the brand was
the local personality of the stores. When compared to Apple stores several members of the group felt more
comfortable and conversational with Verizon employees. As Verizon updates and modernizes the brand, it
has to continue to emphasize the local charm. Stores should somehow feature an aspect of local flavor that
people can feel a personal connection with.
Verizon is approachable.
Apple is Verizon’s biggest competitor in terms of in-store experience, so participants in the focus group
were shown one image of a Verizon
store and one of an Apple store
and asked to participate in a word
association activity. When asked to
provide words in response to a picture
of an Apple employee, participants
in the focus group used words such
as “condescending” and “snooty” in
reference to experiences they had
in an Apple store. Though Apple
employees are acknowledged to
be very insightful and intelligent in
their products and services, some
focus group participants found their dialogue to come off as offensive in that they felt like they were being
talked down to. In comparison, no one in the focus group felt that Verizon employees possessed this
condescending nature.
What does this mean for Verizon? Verizon should interact with their consumers on a helpful and casual
level. Employees should be very well-versed and informed of their products and services, but should not
convey a condescending or “snooty” tone when helping a consumer understand a product, service or
problem. Verizon employees should be perceived as a tech-savvy and passionately “geeky” friend who is
always willing to help build a richer experience with a mobile device.
primary research continued

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Millennials are interactive, visual learners and driven by experiences.
The Millennials are tech-savvy, multitasking, confident and socially engaged. Really, Verizon could not
ask for a better group of people to market to. In both primary and secondary research, we found that
Millennials engage with content that is emotional, visual and tied to some higher value. For participants
in our focus group, that value was staying tied with family and friends at all times. One of our focus group
participants referred to their phone as their “lifeline.” For other Millennials, that value is linked to a social
issue, a nonprofit organization or a cause. One in four Millennials agree they would make an effort to buy
from companies that either support issues they believe in, take an active role in their community, or donate
to charities and nonprofit organizations.
Think about how much content they are exposed to every day. They
have adapted a data filter, scrolling through feeds only stopping
on something remarkable that grabs their attention. This could be
something emotionally charged, or even extend to something hilariously
funny. They need to be engaged with high quality, engaging content.
Millennials are driven by experience, and a major part of this is the
shopping experience. Because of the fast paced world they live in, the
need convenience and flexibility in their lives and in their shopping.
According to research, Millennial women are leveraging technology to
make their lives easier and more convenient.
What does this mean for Verizon? Verizon should connect with a cause that they care about. Through
secondary research, we became aware of many charitable initiatives Verizon participates in. However,
these are not easily visible to the customers and are not being incorporated into the shopping experience.
In our online survey, only one person indicated they were aware of Verizon’s philanthrophic efforts. This
also makes it clear that for many Millennials, coming into the store may not be the most convenient option.
Therefore, creating an experience with intangible value that can only be found at a Verizon store is the best
approach.
Millennials’ behaviors are motivated by their desire to define themselves.
Purchasing decisions: In addition to getting
good value for their money, a positive
shopping experience (both online and in-
store) is essential in deciding a purchase.
Millennials are in a crucial stage of life and
what they choose to purchase really says
something about them. More so than other
groups, Millennials place a high value on their
purchases. In the rapid paced digital world,
Millennials feel pressure to stand out. They
want to be unique and innovative. Millennials
“When my
phone is dead,
I’m dead.”
PETER WALPOLE
FOCUS GROUP PARTICIPANT
primary research continued

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“love being obscure” and “pride themselves on being outliers” (AdWeek). This is precisely why many
Millennials fall into the “early adopters” group of people who are the first to purchase and explore new
technologies as they are released. Millennials are more likely than any other group to complete purchases
on their smartphones and tablets.
The power of social media: Millennials are influenced
by their friends purchasing decisions, especially by what
they see on social media. According to research, Nearly
70% of Millennial social media users are at least somewhat
influenced to make purchases based on their friends’ posts.
Most Millennials are using multiple social media platforms
at once, so any social media campaign must be transparent,
multi-channel and seamlessly integrated. It must be easy for
them to interact and share online. Millennials are activated
by social media posts that are easy to digest, like BuzzFeed
lists and interactive Tumblr GIFs.
What does this mean for Verizon? Verizon should place equal value in their products and shopping
experience that Millennials give to their purchasing decisions. This group may be born in the same
generation, but that does not make them homogenous. Verizon should target the specific niche audiences
within the Millennial age. For example, the tech and social media nerds or the “early adopters.” These
people are most likely to be tuned into what Verizon is saying and most likely to tell their friends. Verizon
also has to maximize the opportunity for Millennial customers to purchase something or do something
unexpected and unique in their store (not just buying a phone, but interacting with other technologies).
They need to embrace the “hipster” mindset, tap into something unexplored and make it cool.
primary research continued

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Meet
Dave.
meet our target consumer
High importance on:
- Value for money
- Positive shopping
experience
Visual Learner:
Responds best
to emotional
content rather than
informational content.
Age 18-34
Has his phone on him 24/7 to
stay connected with friends
and family. Loves to share
online content on his social
media
Very BUSY.
He uses apps to help
make his life quicker
and more convenient.
Very active in his
community. Supports
local farms, artists and
businesses. He
volunteers often and
advocates social
equality.
Young entrepreneur,
opening up an
interactive art gallery in
town

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Day in the life
of Dave
personal media network
His personal Media Network
7AM: Wakes up
Checks weather with weather channel app
Checks personal fitness tracker for his exercise goals today
Goes for a run, streams Spotify Premium for his jams
Swings by farmer’s market for some produce
9am: On the way to work
Picks up his coffee from local coffee shop
Turns on Spotify and checks Twitter for the daily news
10am-5pm: At work
Skypes with his client in NC
Brings his iPad to the staff meeting to record & take notes
5pm: Happy hour
Group text with friends to meet for drinks at charity gala
Instagrams photo of their experience
Calls an uber and heads home for some netflix
best places to reach hIM:
*Social media: mobile
marketing
*En route to work: he’s got some
time to kill
*11PM: late night online
shopping after a couple drinks

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personal MeDia network
Millennials are a mobile-first target. Dave & his friends are on social all the time. They hear
the news on Twitter, follow the moments of friends’ lives on Snapchat, stay in touch with
their large network of friends on Facebook, follow their favorite celebrities on Instagram and
entertain themselves on BuzzFeed.
mobile media network
Millennials are a mobile-first target. Mia & her friends are on social all the time. They hear
the news on Twitter, follow the moments of friends’ lives on Snapchat, stay in touch with
their large network of friends on Facebook, follow their favorite celebrities on Instagram and
entertain themselves on BuzzFeed.

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most important idea
Verizon is the local spot for millennials to engage with
technology and with each other.
Verizon is local and is on your side. It’s your next-door
neighbor, your local business, your home team. Verizon
cares about the community and connects with them through
merging personal conversations with an engaging tech
experience.
Verizon stores are a part of your
community. They’re really local.
brand
positioning
statement
message
hierarchy
single most
important
idea

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creative brief
Target Audience Real Millennials in real communities with purchasing power
and peer influence. Focusing specifically on (but not limited
to) young entrepreneurs, local business owners, local sports
teams, and local creatives.
Objective To create an in-store experience that excites and inspires
the Millennial audience, entices them to return to the Veri-
zon store and creates a trusted relationship with
Millenial customers.
Our Strategy
1. Emphasize the local, community vibe of the retail
stores that customers enjoy already
3. Emphasize the cutting-edge technology of Verizon
4. Link the in-store experience with something valuable to
themselves & their community
5. Give them something UNIQUE and UNEXPECTED
What we know
*Verizon is not yet associated with technological innovation
*Millennials like to be engaged face-to-face and online
*They care deeply about social causes & local issues
*They are interactive, visual learners, and are driven by
experience
*They are highly tech-savvy
*AND they love to stand out amongst their peers
We must consider...
* This goal should be achieved without use of promotions,
sales discounts or massive advertising
*The in-store experience can be integrated with the online
experience
*They should leave wanting to share Verizon with friends
Tone
Approachable and engaging. A staff member is like the
person they can go to for REAL answers and feel comfort-
able asking for help.

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brand manifesto
Local,shmocal.
It seems that everything these days tries to grab your attention with
the “local”angle.
From dog food to delicatessens,brands are trying to differen-
tiate themselves as “local”...
but what does that even mean?
Being local has become overrated.
So what’s better than being local? Actually cultivating the crop.
Verizon escapes the façade of “local”to deliver a true,authentic farm-to-
tablet experience.
We are your homegrown,
grassroots,
never-caged-always-free
100% organic farmers of technology.
We value your businesses,your schools,and your sports teams. We
are invested in your community.To be local is to care about the suc-
cess of your neighbors and to provide the tools to grow.
Verizon is more than local.Verizon is your catalyst for growth.

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creative idea
We picture your average hipster millennials.
They they thrive on the idea of living locally, but have no idea what that really
means.
They want to be local, but they just don’t get it, or how it fits into their lives.
They’re doing things like eating homegrown kale and fueling their bikes with
vegetable oil. But how can they make a real impact?
Verizon knows that local goes beyond your food and your fuel, it’s your
community and the people within it.

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tactics
Objective: Engage with customers in a memorable and interactive experience
that displays Verizon’s technological innovations.
Strategy: Bring the in-store experience to you; create a mobile store
experience that creates a convenient, exciting and memorable experience
with Verizon’s technology.
Tactic:
Verizon’s Tech Truck is an interactive, travelling truck that stops in major
cities across the United States allowing customers to engage in Verizon’s
technology on a creative, personal and collaborative level. Our research
shows that it’s unlikely for millennials to come into the store for reasons other
than maintenance. For that reason, we’re taking the store to them.
tech it to
the streets

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• Portland
• San Fran
• LA
• Austin
• Nashville
• Atlanta
• Charlotte
• DC
• Boston
• New York
The truck will stop in parking lots, parks or shopping centers for one day at a
time in each city and let customers line up to enter the truck one by one. The
“experiences” differ in each location; the three main activities include Artistic
Experience, Sports Experience and Simulation Experience.
Artistic Experience:
This experience is a creative outlet for the amateur to professional artist. It
allows customers to step inside the truck and create a 360 artistic creation
through the use of touch technology and tablets. Each customer’s creation
will be added to a final product that incorporates every participant’s artwork,
to emphasize a feeling of community and collaboration through Verizon’s
technology.
Sports Experience:
This experience is a whole new way to watch sports. This will be experienced
in cities following a big game, where users can enter the truck and interact
with the statistics, recap and highlight reels like never before. They become
the commentators and analysts, and are able to use touch technology to
create their own analysis of the game.
Simulation Experience:
This final experience is for any adventure seekers or fans of a short thrill. The
Simulation Tech Truck is stepping into an entirely new reality, if only for a
moment. All ages and sizes are welcome to have their reality be transformed
and to enter an exciting roller-coaster-like ride for one minute. Users can
choose which experience they want; outer space, in the jungle, etc. to have,
and are taken to another world through the use of Verizon technology.
The trucks will begin in Portland, Oregon, as that is a city that prides itself in
beginning trends, and will end in New York City. We will target events in each
city that draw big crowds, like music festivals, sporting events and beer fests.
During its trail, the truck will pass through the following cities:

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Objective: Turn Verizon stores into destinations that excite and inspire.
Strategy: Connect with local sports teams by offering them personalized
sports stats sessions, playbacks and reviews in-store. Teams can watch
playbacks from any angle they want and find ways to improve through the
high-speed technologies Verizon offers.
Tactic:
Verizon can show you how technology can make a difference in your life. By
bringing the technology you see on television right to your doorstep. Verizon
will give customers the opportunity to experiment with professional level
sports analysis technology like they see on ESPN or when watching their
teams play.
The technology will allow customers to study their favorite players in a way
they never have before. Instead of watching Sports Center to see just how
Justin Pedroia swings the bat they can watch it immediately, and have
access to relevant data about how that effects his game. Sports analysis
technology utilizes touch screens and interactive media that would allow the
customer to explore at their own pace.
Verizon is bringing the technology not only so customers can check out their
favorite professional players, but their local ones as well. We will provide the
necessary equipment for local sub-major league teams to experience the
same level of sports analysis that the professionals enjoy. Customers can
then come into the store to study their local teams more in depth than ever
before.
This is not about a major league team that people from anywhere in the
country could support. This is taking the tools and advantages the major
league has and bringing them to the team in your backyard. These are the
real teams that people care about, because they are teams that are unique
to their home.
sports
analysis
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Objective: Drive traffic to stores by positioning Verizon as an integrated pillar
in the community.
Strategy: Offer innovative, educational programs targeted at local
businesses and entrepreneurs.
Tactic: Tech loan program with local businesses
Verizon will partner with local businesses and entrepreneurs in an effort to
integrate the power of Verizon technology into the community. Verizon will
do so by way of a technology loan program. Local businesses will attend
educational workshops at Verizon stores to learn all about emerging Verizon
technologies like the tablet for example. In exchange for participation in the
workshops, Verizon will loan tablets, smartphones and other technology to
participating local businesses. The business will have a trial period with the
technology using the skills they learned in the Verizon workshops. We believe
this program will generate future business because after the trial period is
over, local businesses will recognize the role that Verizon technology played
in their success.
tech loan
program
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fidlarcommunications tactics continued
Objective: Create a liaison between the community and Verizon stores by
connecting local employees to the Verizon brand.
Strategy: Create a brand ambassador program to motivate employees and
overall brand perception.
Tactics:
• A brand ambassador will be a higher, more desirable position for
employees to have the opportunity to showcase themselves as
advocates for Verizon. Other employees will nominate peers for the brand
ambassador program and there will be between 2-3 at each store.
• Brand ambassadors will host the in-store workshops
• Brand ambassadors will work the Verizon Tech Truck
• Brand ambassadors will approach local businesses in surrounding areas
to join the tech-loan program
• Host booths at local university events, community events and at farmer’s
markets
brand
ambassadors

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fidlarcommunications
media delivery plan
paid:
Bus stops/subway ads
Advertisements will be purchased for in big city
areas of intersection, such as bus stops and
subway ads. These are areas where many of the
people we want to target, younger millennials,
who will see the ads and their interest will be
piqued.
Pandora/Spotify ads
Just as millennials are found at bus stop corners
and on the subway, on the internet they are found
on music-sharing websites. Verizon will pay for
ad space during after-work hours to broadcast
when the Tech Truck comes to the city and which
experience they will be offering. Millennials will
hear about the trucks while they are relaxing or
working on something as they listen to music.
Facebook ads
Verizon will utilize Facebook newsfeed ads that
show up on Facebook user’s profiles where
the Tech Truck is headed. So, for example, a
Millennial Facebook user from Nashville will see
ads notifying her that the Tech Truck is coming to
Nashville in two weeks and will have the Sports
Tech Truck after the Predators play in the stadium
parking lot.
Snapchat Story ads
Verizon will set aside a large side of its budget to
produce Snapchat Story ads on the few biggest
cities during its campaign. It will pay for one
during the day on the first day it begins, one
or two during the campaign depending how
successful they are, and finally one at the grand
finale.
owned:
#followthetruck
The #followthetruck hashtag will be one way to
gather all forms of Verizon’s social media during
the truck’s journey across the United States.
Verizon will consistently update and be sure to
reach out on all platforms in order to contact
a wide group of already existing millennial
followers on these social media sites.
Verizon Snapchat Stories
Verizon will publish a Snapchat Story
of the Tech Truck from its own account,
@VerizonWireless. Only followers of Verizon
on Snapchat will be able to see these, but
they will provide similar content to the Verizon
sponsored Snapchat Story.
Tech Truck

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fidlarcommunications
created:
#followthetruck mobile app
Lastly, our in-house app team will create a
comprehensive #followthetruck mobile app,
which includes everything needed to get a full
experience of the trucks. It provides a map of
where the truck is, has a constantly-updating
feed of other users’ social media posts, and has
interactive games and tests having to do with the
different experiences that gives the users a tease
of what they can experience in full within the
truck.
earned:
User-generated content:
#followthetruck on Twitter/Facebook/
Instagram
Verizon will also rely heavily on its followers
to post their own statuses and updates about
their experiences in the trucks. When visitors
participate in the Tech Truck, they can share
it with their peers on social media through
Verizon’s technology or their own. In addition,
when waiting in line visitors can post using
the hashtag to enter for a chance to win small
prizes. This will keep the user-generated content
flowing in each city as the Tech Trucks travel
through.
Traditional PR in local media markets
Local media outlets are expected to report on
the trucks when they arrive at a city, especially
the smaller-scale cities on the itinerary.
Representatives will be available as the trucks
are being set up and hosted by ambassadors
who will speak on behalf of the campaign. They
will be the go-to source of information on how
this plays into Verizon’s strategy of being your
real local service provider.
Tech Truck
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fidlarcommunications
paid:
To attract fans of local teams the best place to
communicate about our technology would be
at the games. Sponsored announcements over
the loudspeaker will inform fans that they can
analyze their teams on their own terms at the
local Verizon store. These announcements will
happen 3-5 times per game.
Behind the plate ads will also be purchased,
so when local television stations broadcast
the game fans at home can also know about
Verizon’s new sports analysis experience. The
ads will be purchased at the beginning of the
season and should carry on throughout its
entirety.
earned:
Partnering up with local teams can also provide
an incentive for customers to check out our
store. Verizon will bring in players to the store
and allow them to use our technology to see
how they can improve their game. While they
are doing this, fans can come in as well and
interact with the players. The teams will in turn
communicate via their social media about
people being able to come out and meet the
players.
Verizon will pitch our new initiative to local news
stations and sports bloggers. They will want to
run the story showing their viewers or readers
a cool and unique new experience that can
participate in. The articles and stories would be
released shortly after we implement the new
features, to boost interest in the new technology.
Bleacher Report is an online sports blog that
could feature our story.
owned:
Social media- Verizon will sponsor ads on
Facebook featuring the “Pick of the Week”, which
will be a video selected from the previous week
showing an awesome or interesting sports event
from the local level. This will encourage people
to go to the Verizon stores to see how they
could watch their team make similar plays. The
primary target will be “sport fans” users and the
ads would run concurrently with the local minor
league sports seasons.
Snapchat- Snapchat offers a new feature that
allows users to post from a certain event and
have all other users be able to see it. These are
sponsored stories that anyone at those locations
can post to, and the best ones are shared with
all users across the globe. Verizon can sponsor
a story about their Tech Trucks, and while in the
trucks customers can post stories about what
they are doing. These posts may include videos
of pictures of our sports analysis technology, and
people using it.
created:
Verizon’s website will have a blog on the home
page updating fans about sports events and
news, and showcasing videos of people using the
analysis technology to supplement the stories.
sports analysis
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32. page 32
fidlarcommunications media delivery continued
paid:
Ads on local newsletters, blogs
Advertisements in local newsletters will be used
to publicize the tech loan program. The full page
advertisements will run in monthly business
newsletters. We believe that local newsletters
will be the most effective medium to reach our
target audience for this tactic which is business
owners, not millennials.
We will also utilize the reach that local bloggers
have in their community. We believe that people
are the heart of their community and they make
local what it is. So there’s no better to reach the
people than through the people. Blogs are useful
for Verizon. Forbes reports that 63% of adults
visit blogs daily or at least frequently and of that,
40% comment or share the content. Verizon will
partner with bloggers who show an interest in
and frequently blog about technology.
earned:
Ambassador outreach, internal handouts
Verizon will implement an ambassador
outreach program. Each Verizon location will
have one community ambassador. The Verizon
ambassador will be the liaison between the
community and the local Verizon location.
They will be visible in the community and have
the power to get the word out about the tech
loan program among other tactics. Verizon
stores nationwide will become aware of the
ambassador program via internal memos. To
be chosen as a Verizon ambassador will be a
huge honor and recognition of hard-work and
commitment to the company.
tech loan program
TECH LOAN

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fidlarcommunications
We want what Verizon wants. According to Verizon, success is defined by the goals below. This is how we will
measure our success using M.O.S.T.
1. Drive new visits (footfall) to Verizon Wireless retail stores.
• We will measure this quantitatively using a survey
2. Drive repeat visits
• We will simply measure this quantitatively using a survey
3. Influence positive social sharing
• We will measure likeability and willingness to recommend
• We will also measure engagement and media delivery: i.e. shares on Facebook, tweets with
hashtag on Twitter & Instagram, etc.
4. Enhance brand perception and affinity.
5. We will measure brand affinity, un-aided
6. We can also test the brand messaging understanding
WAYS WE WILL MEASURE
Pre and post wave test
Test markets, representative
To ensure success, we will constantly be evaluating and analyzing our strategies and tactics during the
campaign process. We plan to test our tactics on test audience before solidifying them.
WHAT’S THE IDEAL FINAL OUTCOME?
Millennials will view Verizon as the local spot for themselves and friends to discover
smartphones and technology. Thus, inspiring them to share their experiences on social
media and with friends.
tracking results

34. page 34
fidlarcommunications
JanFebMarAprilMayJuneJulyAugSeptOctNovDec
CreativeTotal
PRINT$0
Busstopads10001000100010001000100010001000100010001000$11,000
Localbizjournalads150150150150150150$900
In-storecollateral40005050505050505050505050$4,550
ONLINE$0
Socialads450450450450450450450450450450450450$5,400
Snapchat$0
Instagram$0
Facebook$0
Twitter
Blogs
Onlineradio450450450450450450450450450450450450$5,400
Spotify/Pandora$0
CREATED$0
TechTruck10000500500500500500500500500500500500$15,500
Mobileapp350005050505050$35,250
SportsAnalysis10000150150150150150150$10,900
AgencyFees$11,100
TOTA$100,000