Planning and Measuring Performance

Planning and Measuring Performance

For the last few years, AT&T has been working on launching their no texting while driving campaign “It Can Wait.” This campaign came about because of the high number of teen deaths over the last five years. According to the website Dosomething.org, 35,000 American teenagers have been killed in automobile crashes, which calculate to 6,000 deaths per year, or 18 per day (dosomething.org, 2013). AT&T’s goal to change this conduct among teenage drivers in hopes of saving lives with one clear-cut message: Do not text while you drive.

To ensure that this campaign catches the eye of our teenage target, we have decided to employ teenage celebrities who will help encourage our young group of drivers to think before they answer a text while driving. The company plans to launch a web based pledging account that will allow anyone to pledge that will not text and drive. Not only will AT&T encourage young drivers to take this pledge, but they will also encourage them to take the online driving simulation that will show a driver how quickly answering a text or glancing at their phone can cause an accident. This simulator will interact with the user’s phone so that it is using live texts to distract the user from the road.

AT&T is not the only phone company that is on board with stopping teenagers from texting while driving. Sprint and T-Mobile are two more companies that are working towards this goal as well. Since they do have competitors in this area, it will be important for AT&T to stay ahead of their game. To ensure that they do, the leaders of AT&T have been tasked with ensuring all of their staff members are well educated in the no text while driving process. They are being tasked with understanding the concepts behind the campaign and also how to educate customers. Leaders will monitor phone calls answered by their staff to ensure that the employee answers all the questions a customer may have. Leaders will also monitor the pledging...