Case Study

Rules of Thumb

General

• All AT&T papers are based off pre-approved templates. The templates can be found here: data/CREATIVE/AT&T/TEMPLATES/3.2 TEMPLATES.
  • Do Not mess with Style sheets. All copy must use the appropriate predetermined style sheets for both Paragraph and Character Styles found in the template.
  • Do Not move layout around. All text boxes, headers, logos etc should remain stationary.
• Remember to put in the date on all iterations of the file. AT&T likes to see the date
• Please include file information on all files. This helps keep papers straight if the client changes the name in the future. This can be done by going to File > File Information.

Document Title: Name of featured company

Author: Should be Medge - CS- Job Number

• AT&T treats dashes as such, space ndash space ( – )
• Do not leave orphans if possible

Case Study Specific

• Case Studies feature a company logo near the headline of the paper
• Case Studies can never have a hyphen or ndash starting or ending a line of copy
• The top of every CS will have a page header featuring the name of the company and page number
• Case studies usually have at least one pull quote. Pull quotes can appear anywhere within the copy area
• Remember to remove the copy "– Box Subs 10/12pt Omnes bold" from the "Business Needs" header in the Customer Facts box
• The full name of the company replaced the [Customer] in the header of the Customer Fact box

Headers

• Headline/Subhead of paper are to be sentence case
• Orange headers and Black Subheads are to be Title case

AB#

• New papers: Supplied from the Account team
• Rebranded pickup paper: If a paper is a pickup the same AB# will be used but a -0X (next number in sequence) will be added to the end, (i.e., Old paper AB# is 3334, the rebranded paper will become 3334-01. If the Old paper is AB# is 3334-01, the rebranded paper will become 3334-02

Images

• All images should have rounded corners
• All images need to appear at the top or bottom of a column

Pickup Elements

• Each CS has two master pages with pickup elements such as styling for charts, tables captions and chart headers. All elements that are applicable in a particular paper should be styled as close to possible as these (unless otherwise requested or told)

Sharing

• If a paper is going to have sharing, the information to create the sharing links from will be provide by the AE.
• To set up sharing links use the template found here: data/CREATIVE/AT&T/TEMPLATES/3.2 TEMPLATES/ShareThis Instructions FINAL.docx

QR Code

• If a paper is going to include a QR code, the art will be provide by the AE
• Keep QR Code orange

Lead Form

• If a paper is going to have sharing, the information to create the sharing links from will be provide by the AE.
• Remember to shorten the box on the right side to be uniform with the spacing on the left side.