at800

at800 was the consumer brand of Digital Mobile Spectrum Limited (DMSL), the organisation responsible for ensuring people continue to receive clear Freeview TV signals when 4G mobile services operating at 800 MHz were launched.

The organization was formed on an initial basis in October 2012 by EE, Telefónica O2, Three and Vodafone and this was confirmed with the same operators winning licences to offer 4G services at 800MHz.

at800 was tasked with providing proactive communication and corrective support to households whose Freeview services could be affected by the deployment of 4G base stations, and that use Freeview as their primary TV service.

Provide consistent and clear communication strategy across its web, mobile, social media and email communications. Ensuring at800.tv & at800.mobi are up to date and reflects the company’s latest communications requirements for the diverse audience it serves; managing at800’s social media channels with support from its contact center and PR agency partners; driving engagement to ensure that all at800’s digital channels are effectively supporting the organisations overall goals. Work with people within AT800, and its contact center partner. Manage web developer and design team, technical upgrades and agency support, to ensure the organisation’s digital communications remain integrated, consistent and clear.

Managing multiple digital communications channels, particularly integrated web and social media responsibility, to a mass UK audience. The ability to think like a Head of PR about at800’s communications challenges and combine these with SEO, web and social media expertise. An ability to deal with uncertainty and still deliver high quality work ahead of schedule.

Provided a Managed Service providing the below:

• at800 is the organisation responsible for ensuring people continue to receive clear Freeview TV signals when 4G mobile services operating at 800 MHz are launched.

The organization was formed on an initial basis in October 2012 by EE, Telefónica O2, Three and Vodafone.

• Project managed web developer and design team, technical product upgrades.

• Provided consistent and clear communication and content strategy across web, mobile, social media and email;

• Managing at800’s social media channels with support from its contact centre and PR agency partners; driving engagement to ensure that all at800’s digital channels are effectively supporting the organisations overall goals.

Major Achievements:

• Product: Responsive Website Design, Build, Content Creation & Run – Project Managed design and build of responsive website [desktop, mobile, tablet] and subsequent launch. Project managed content, information architecture, design, testing, launch. Definition of ongoing editorial plan and calendar;

• Content: Project Managed Content Marketing Strategy Design, Build & Run Website “Timeline” Homepage with Social Media Integration – With the view to offering more dynamic and real time content and to address the content requirements of site visitors a “Timeline” homepage was developed. This integrated content from various own media channels of the website, Facebook page, Twitter profile and Youtube channel into one scrollable slider / carousel;

• Command Centre / Dashboards Design, Build & Run – Using technologies like Ducksboard, Geckoboard, Sum All, we set up real time “command centre” dashboards integrating real time feeds from web analytics software, social media, call centre, email software, website performance monitoring software and other data sources;

• Social Media Communications & Customer Service, Strategy, Design, Build & Run – Defining and setting up of operating model, scenario planning [across comms & customer service], need analysis and subsequent response grid for canned response / snippets definition and then activation, process modelling [business as usual and crisis planning], social channel selection, tone of voice, volume and resource planning, social media management tools / software selection and setup / implementation, call centre integration, rules of engagement and workflow between marketing / customer service, monitoring and evaluation of brand related conversations on social media, KPI definition and measurement. Ongoing community management. Blogger outreach;

• Twitter Second Screen Campaign – Using Social TV analytics data setup and executed a “second screen” campaign that targeted “Twitter interests” and TV programs e.g. “Apprentice” hashtags