2010 fbi campaign brief

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High Rise Consulting

CoordinatorsRebecca Maday, Weronika Aniol

ResearchBenjamin Soper, Allan Sibal, Cody Neumann

AdvertisingBrittany Pacha, Marvin Anaya, Hamza Bhatti, David Garcia

Campaign StrategyMiguel Guzman, Borzou Simorgh

Public RelationsSonia Galvez, Alfonzo Howard, Jeff La Valle

Finance Nicolas Falbo, Daniel Serrano

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Table of Contents

Executive Summary…....................................................................................5Research …......................................................................................................6Advertising …................................................................................................17Campaign Strategy …...................................................................................30Public Relations….........................................................................................35Finance…........................................................................................................43Published Reports…………………………………………………………..47Conclusion………………………………………………………………..…48

AppendixA. Post-Research Survey……………………………………………..….…49B. Research Results………………………...………....….………..…….....55C. Campaign Advertisements………………………………..….….….......58D. Main Event Advertisements…………………………………...….….....60E. Campaign Timeline …………………………………………………......61F. Main Event Timeline……………………………………………….…....62G. Internet Site Examples……………………………………………….....63H. Main Event Layout……………………………………………...……....64I. High Rise Consulting Backgrounder…………………………………...65J. FBI Backgrounder…………………………………………………....….66K. EdVenture Partners Backgrounder……………………………..……..67L. Donations…………………...........…....….....…………….......................68M. Department Allocation…………………………………………………69N. Donations Amounts………………………………………………...…...70O. Our Contributors…………………………………………...…………..71P. Photo Gallery…………………………………...……………………….72

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Executive Summary

High Rise Consulting, a marketing agency consisting of 18 students, worked in coordination with EdVenture Partners to create and implement an integrative marketing campaign for the Federal Bureau of Investigation (FBI). The objectives of this campaign were to increase awareness of the FBI’s career opportunities as well as positively market the FBI as an employer to the diverse student body of the University of Illinois at Chicago (UIC).

The approach to this campaign was to stimulate interest about the FBI through the use of creative and innovative advertisements, generate exposure through multiple media outlets, and implement promotional events designed to attract the desired target market. The main theme that was chosen for this campaign was “Uncover Your Potential.” This theme was designed to encourage students to take an interest in the various opportunities offered by the FBI, and to consider the FBI as a potential path to success. The advertising campaign began with print advertisements strategically posted in various high traffic areas throughout campus. Flyers, banners, internet postings, social media and radio spots were used to disseminate information about the FBI and generate buzz about the campaign’s main event, “Magnify Your Potential.” This event was the culmination of the entire campaign, attracting over 500 people.

In order to ensure the success of this campaign, the members of High Rise Consulting were divided into six departments, each assigned individual tasks. The Research Department conducted pre-campaign surveys in order to better understand the target market and post surveys to evaluate the overall success of the campaign. The Advertising Department designed all creative marketing materials used throughout the campaign. Campaign Strategy was responsible for the logistics of the entire campaign including the main event. Published Reports created templates for all booklets and slideshows. The Public Relations Department focus was on creating and distributing media kits and coordinating with representatives of local media outlets to generate exposure and subsequently attendance at our event. The Finance Department handled all budgeting for the campaign, ensuring a maximum ROI of 1,716%.

Overall, this campaign was an astounding success with 350 CRF’s submitted. Key benchmarks were established at the beginning and reinforced throughout the campaign. The numbers of impressions generated throughout the campaign were nearly 416,000. The Advertising Department created 15 print advertisements, which were approved by the client. Our post campaign research demonstrated an over 50% increase in career consideration of the FBI. Multiple media vehicles were utilized to generate buzz and create awareness of the agency and the opportunities within the FBI. Our agency is confident that the material contained within the booklet will be helpful to the FBI for years to come.

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Research

Objectives

The objectives for the Research Department were to determine the target market’s knowledge and perceptions of FBI career opportunities through conducting, recording, and analyzing the pre-campaign surveys, report the key findings to the other departments, and to evaluate the success of the campaign by using post-campaign research. The research section also identified: key features and benefits sought by the target market, demographic profiles, and overall perceptions of the FBI.

The research results were analyzed and interpreted to assist in the design of a marketing campaign that satisfied the objectives set forth by the FBI. The High Rise Consulting Research Department utilized the student populations at the University of Illinois at Chicago (UIC) in order to create a campaign which best exemplified our research data.

Target Market

The target market is composed of:

Primary focus on diverse target market among the UIC Campus including: African-American, Asian, Hispanic/Latino, American Indian, Pacific Islander, Middle Eastern, and/or students with critical language skills.

Family members and/or friends of UIC students who are fluent in another language and have also had cultural experience among the country.

The positions that the FBI are now recruiting for are the Contract Linguist, Contract Language Monitor, and the Investigative Specialist.

Critical languages needed for the Contract Linguist and Contract Language Monitor positions are: Arabic, Chinese, Farsi, Hebrew, Hindi, Japanese, Korean, Pashtu, Punjabi, Russian, Spanish, Urdu, and Vietnamese. A list of languages for Professional Staff positions can be found at www.fbijobs.gov.

The FBI is also reaching out to students who might be interested in working in the Investigative Specialist position.

Both positions are hiring immediately if the applicants have no felonies on their record, have not defaulted on student loans, are able to pass a drug test, and can register with the Selective Service System (for males only).

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Research

Strategy

The majority of all participants were Junior/Senior undergraduates and graduate students between the ages of 21-24. In order to assure that the data was consistent and precise, the pre and post-surveys were distributed to the same classes. The classes that were selected included:

• Business• Political Science• Foreign Language • Criminal Justice

Pre-selected classrooms and lecture centers were chosen in the University of Illinois at Chicago for the survey sample. By utilizing these areas for the research, our team was able to gather a large amount of surveys that helped us effectively and efficiently gather relevant market data. After the survey results were analyzed, all the information was distributed to the different departments of High Rise Consulting in order to use these findings as the basis to a successful campaign.

Pre-Campaign Findings

After distributing, tabulating and analyzing over 400 surveys, the FBI Research Team was able to discuss valuable information derived from the vast amount of responses. As discussed in our objectives, our purpose was to focus on respondents of diverse backgrounds. The surveys were distributed only in preselected classrooms, which represented the target market. This enabled us to verify that 51% of our respondents were of an ethic background being sought from the FBI. Of these respondents, 23% were Hispanic, 17% were Asian, 10% were Middle Eastern, 7% were African-American, and 1% were Pacific Islander. The respondents were mainly between the ages 17-24 (91.3%).

The survey consisted of twenty-two questions, eight of which are FBI-related or FBI-awareness questions, five are demographic questions, three of which are related to education, two of which are related to lifestyles, and four questions focused on employment status. In order to ensure reliability and validity within our research, the same targeted samples were utilized for both the pre and post surveys.

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Research

Pre-Campaign FindingsField of Study

The top three Fields of Study that were the most predominant in terms of their presence in this sample are International Studies at 32%, Sciences (which includes Biology, Chemistry, Math, and Nursing) at 22% and Law at 14%.

Education Level

In terms of age level of education, the most frequent response was the undergraduate level. Due to issues with reaching the graduate level classes (limited selection of classes, professor refusal, & scheduling conflicts) only 3% of the respondents have an education level above undergraduate.

Foreign Languages

Over 53% of the respondents indicated that they are fluent in a language other than English. Of these respondents, the top three languages spoken fluently other than English include: Spanish (37%), Arabic (13%), and Polish (10%).

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Research

Ethnic Background

The largest ethnic group at UIC is Caucasian, however the combination of all the other ethnic backgrounds at UIC is greater than the total Caucasian population (58%). Of those ethnicities, the most prevalent are Hispanic (23%), Asian (17%), and Middle Eastern (10%).

Mode of Transportation

Of the six modes of transportation measured in our surveys, the top three most commonly taken are: CTA (60%), Motor Vehicles (27%), and Walk (8%).Seeing how students arrived to campus gave us valuable input on where we should place our advertisements in the UIC area.

Important Factors When Choosing a Job

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Research

The top three most important factors for our respondents in the survey on the prior page when choosing a job were: Salary (29%), Opportunities (16%), and Job Security (16%).

By realizing these factors were most important to the UIC students, the team was able to focus on them by placing emphasis on these aspects of the FBI positions while creating the theme and tone for the campaign.

Have you ever heard of www.fbijobs.gov?

The site, www.fbijobs.gov is for those who are interested in being a part of the FBI and provides information on how to apply. However, 72% of students have never heard of the FBI website. For those who have heard of www.fbijobs.gov only 43% of the students have actually visited the website.

Have you ever spoken with an FBI Recruiter?

There are times when an opportunity to speak with a FBI recruiter is available. However, 86% of students have never spoken with an FBI recruiter. For those who have spoken to one, 75% thought the FBI recruiter was informative and professional. With continued recruitment efforts on college campuses across the nation, this number should increase in the near future.

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Research

Have you ever considered a career with the FBI?

Over 57% of the UIC students have considered a job with the FBI. How does the FBI attract those who are interested and retained the interests as those who age? They should be aware of this factor to increase the interests of those who considered a career with the FBI.

Age Group (When Considering a Job with the FBI)

When first considering a career with the FBI, 17% of the students were between the ages of 13-16 years old, 57% were between the ages of 17-20, 18% were between the ages of 21-24, and 8% were older than 24 years old. As the data suggests, the majority of students first considered a career with the FBI when they were in high school and college.

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Therefore, the FBI should continue focusing their advertising and recruitment efforts on high school and college campuses.

Research

The FBI Offers a Variety of Career Opportunities That Interest Me The majority of the surveyed student body indicates that they are unaware of job opportunities provided by the FBI as 43% felt they “didn’t know or had poor knowledge” of job opportunities with the FBI. One of the objectives of our marketing campaign is to create and increase awareness through efforts displayed by our consulting group, High Rise Consulting.

Knowledge of Career Opportunities within the FBI

The majority of the surveyed student body indicates that the amount of knowledge in regards to FBI career opportunities is low. From our research we found that 92% rated themselves from “don’t know to neutral”, concerning their knowledge of FBI career opportunities. One of the objectives or our marketing campaign is to increase this knowledge through efforts displayed by our consulting group, High Rise Consulting.

Research

Post-Campaign Findings

Over 400 post-surveys were distributed in the same target market established in the pre-survey. In the post campaign survey results, approximately 43% of the respondents were male and 57% female. 95% were U.S. citizens. The following statistics illustrate how High Rise Consulting was successful in increasing awareness and consideration within the target market of college students at the University of Illinois at Chicago.

Pre-Campaign Pre-Campaign Have you ever heard of Have you ever spoken with a

www.fbijobs.gov? FBI Recruiter?

Post-Campaign Post-Campaign Have you ever heard of Have you ever spoken with a

www.fbijobs.gov? FBI Recruiter?

Of the students surveyed 36% are now aware of the FBI career website, compared to 28% prior to the advertising campaign. A 24% increase in awareness of the career website was gained during the semester.

According to our pre-survey results, only 14% of the participants claimed to have ever spoken to an FBI recruiter; after the FBI advertising campaign, over 18% of the respondents had spoken to a recruiter, a 38% increase.

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Research

One of the main objectives of the campaign is to generate interest amongst the diverse UIC student body in considering the FBI as a career through a variety of advertisements. Comparing the following questions is a great representation of the success in meeting the FBI’s stated goals for the campaign.

Pre-Campaign Pre-Campaign Have you ever considered Have you been exposed to a career with the FBI? to FBI advertisements?

Post-Campaign Post-Campaign Have you ever considered Have you been exposed to a career with the FBI? to FBI advertisements?

About 42% of the students surveyed considered a career with the FBI before the advertising campaign. After the campaign, 44% of the students surveyed considered a career with the FBI and over 50% of the respondents claimed that the FBI marketing campaign had increased their interest in obtaining more information about the FBI. High Rise Consulting achieved an 86% increase in exposure to advertisements concerning the FBI and their career opportunities.

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Research

Summary

Upon meticulous analysis of the post-campaign surveys, the research results demonstrated that our agency’s FBI marketing campaign has been successful. Our agency did not only create an appealing and informative advertising campaign, but also a remarkable amount of students from our target market attended the main event, over 450.

More importantly, our team was triumphant in raising awareness about career opportunities and the considering the FBI as a career to the target market. According to the final results, over 43% of the students that attended our main event claimed to have a greater interest in the FBI career opportunities, over 47% had better awareness of the FBI’s employment opportunities and would like to obtain more information, and 50% would now consider a career with the FBI. Likewise, the 31% of students who attended the event and were able to speak to an FBI recruiter portrays the victory in raising FBI awareness within the UIC campus.

In addition, our overall results portray that UIC students are now more informed and interested in FBI careers. The research has shown that the FBI has many attributes that are desirable amongst the collegiate market such as salary, job opportunities, and job security, while adhering to our goal to have a campaign that made the FBI displayed as a great career opportunity within the diverse target market.

In conclusion, the results from the research reflect upon the effort from a group of students who took control of the campaign set priorities, structured tasks, encouraged teamwork, and in the end exceeded the desired objectives. The pre-surveys were the main objective for the advertisement and the post-survey results displayed the effectiveness of the campaign.

The research team was proud to be part of a successful campaign and believe that the data provided demonstrates the efforts of the entire team. Without a doubt, the post-survey results indicate the success of our campaign and we could not be any more proud to be part of such a team.

Having attended the event, would you now consider a career with the FBI?

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Advertising Objectives

High Rise Consulting’s goal was to implement an aggressive advertising campaign to recruit qualified students by identifying their strengths, potential, and building upon their weaknesses. Using primary research, advertisements were made to enhance the target market’s awareness and acceptance for FBI career opportunities. The unique advertisements created for the campaign were aimed to attract a diverse pool of applicants.

Multiple media mediums such as the main event, informational booths, poster ads, images on student center plasmas, word of mouth, social networking sites and press releases were used to support the campaign. The success of the campaign was determined by the post campaign survey results, which indicated an increase of awareness for FBI career opportunities.

Campaign Slogan:“Uncover Your Potential”Encourage viewers to look beyond the average career and see they have opportunities to broaden their horizons with the FBI.

Main Event Slogan:“Magnify Your Possibilities”Promote the idea that an FBI career is out there if they choose to seek it.

Additional taglines:“Don’t regret your future…Discover a career you’ll enjoy. FBI seeking investigative specialists”“Free yourself from the office. FBI seeking investigative specialists”“Picture your future with the FBI as an investigative specialists”“We need you to complete the puzzle. FBI seeking linguistic specialists”“It’s no secret…Discover careers with the FBI”“Unlock your future with the FBI”“Put you cultural Diversity to Work, Discover the FBI”“Make your Mark now…And uncover FBI careers…”“Utilize your skills to secure your future. Discover FBI opportunities”“Curious about your future? Open the Door to the FBI”“Curious about your future? Seek career paths with the FBI”“Don’t regret your future. Wake up and discover Opportunities with the FBI”“Its not what you do Its not what you say Its what you leave behind”“If you can read any of the following: You can have a future with the FBI as a linguist”“Curious about your future? Open the door to the FBI”

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Advertising

Two Phase Advertising Campaign

Phase 1:Preliminary advertisements were developed through a brainstorming session amongst the advertising team. Ads for both the Language Analyst and Investigative Specialist position were initially based on what we believed would be effective advertising on campus. Our team reflected the positive aspects of each position and tried to overcome any negative assumptions about the FBI, such as the thought that each job is dangerous.

Phase 2:Upon analyzing our student survey results, our advertising team designed advertisements that would best relate to UIC’s demographics. These ads also included key phrases which were eye-catching and focused on the opportunities and activities that would be held during our main event entitled “Magnify Your Possibilities”, to generate a high level of interest. Our banner, posters, and flyers were displayed throughout UIC in areas where students said they spent most of their time outside of class, according to our surveys.

Print Advertisement Details

The Advertising Department initially submitted 16 advertisements to be approved through EdVenture Partners. Of the 16 submitted advertisements, 15 were approved by the clients. Four of the15 advertisements were chosen to be printed and posted throughout the UIC campus. Attractive print advertisements conveyed the benefits and opportunities within the FBI. Diverse images relative to both positions were incorporated with our two slogans, “Uncover Your Potential” and “Magnify Your Possibilities”. All advertisements contained the same basic template for consistency. The FBI logo and job specific email addresses were included in every printed advertisement along with the agency name and logo.

Other Forms of Advertisements

Main Event UIC Campus TV Ads: Directly aimed towards promoting the main event“Magnify Your Possibilities”.Banners: Displayed in the quad to create awareness of the event in a high-traffic area.T-Shirts: Worn at the booth as well as the entire day of the event by High Rise Consulting members to serve as walking advertisements for event awareness.Postcards: The postcards were distributed around campus days before the main event to promote our event at the Montgomery Ward Lounge and Quad.Social Networking Sites: Facebook and Twitter were used to extend event invitations to a large audience and promote the event date, time, and location. A direct link to the fbijobs.gov website was also posted on these networking sites to provide instant access to application information.

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Advertising

“Uncover Your Potential”

Many different opportunities with the FBI

Salary, Opportunities, Job Security

Main factors when seeking career opportunities

Top three factors when choosing a job are:

The FBI offers excellent benefits Variety of opportunities with the FBI

Potential to work in a diverse environment

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Advertising

“Magnify Your Possibilities”

76 % of students surveyed speak Spanish, 28% Arabic, and 21% Polish 42% of students surveyed are Caucasian, 23% Hispanic, and 17% Asian Unique advertisements were aimed to catch a diverse pool of applicants The ads focused on eliminating the wide variety of negative assumptions

regarding FBI careers

Foreign Language Ethnic Background

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Advertising

Focused on International Studies, Sciences, and Law, and Accounting/Finance classes which comprise 81% of students surveyed

38% of students surveyed indicated that E-mail is the best way to reach out to them, while Facebook and posters followed with 19% and 12% respectively

Field of Study Most Effective way to Reach Students

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Advertising

Have you heard of the FBI career website www.fbijobs.gov?

28% of students have heard of the FBI website

Post- Campaign survey research indicated

36% are aware of the website

This is a 29% increase of exposure to the website

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http://www.fbijobs.gov/

Advertising

Have you ever considered a career with the FBI?

Only 42% of students had considered a job with the FBI as indicated from Pre-campaign research

Post- campaign research indicated 44% of students considered a FBI career; 5% increase

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Advertising

Media Mix

High Rise Consulting utilized a variety of media outlets to create awareness, exposure, and hype regarding the FBI advertising campaign. To achieve maximum exposure, the media outlets utilized included posters, flyers, postcards, banner, social networking sites, student center television advertisements, and mass e-mail messages.

Banner: 1 Postcards: 500

Posters: 64 T-shirts: 18

Posters

Out of the 15 approved advertisements, four were selected to be printed and displayed throughout the UIC campus. A total of 64 posters were printed, ten 11x17 posters and one 24x36 poster of the chosen four. These sizes were large enough to increase awareness regarding the FBI campaign. High-quality, clean, and professional images stood out amongst the other advertisements on campus. The posters generated over 280,000 impressions during the weeklong campaign.

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Advertising

Location The four advertisements were tactically placed in high traffic locations to generate maximum exposure regarding the main event, “Magnify Your Potential”. These locations were places that many of the targeted students spend majority of their time.

Flyers

Distributed at the FBI info booth were 500 3x4 flyers. The flyers were dispersed to increase awareness and hype regarding the main event. The flyers contained the location, date, time, giveaways, and activities at the event. Postcards were also distributed throughout the event. The flyers contained the same information as the flyers and included additional information regarding how to submit resumes to the job specific email addresses.

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Advertising

Banner

A double-sided 13 x 3 banner was hung on campus in the Quad, which is a high traffic area. It appeared eight days prior to November 9th and was created to create awareness of the event. It was designed to be large enough to catch the eye and with a professional layout to create legitimacy to the campaign to reach our target market of students. The banner was able to obtain over 112,000 impressions.

T-Shirts

To create additional awareness regarding the main event, agency members wore t-shirts throughout the week leading up to the main event. The front of the shirts read ‘FBI’ and contained the FBI logo whereas; the back specified the details of the event including the name, day and time of the event. These walking advertisements were worn to create curiosity and awareness of the Main Event: “Magnify Your Possibilities”.

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Advertising

Advertisement Placement Details

The four selected advertisements were tactically placed throughout the UIC campus. High traffic locations were the main focal points and these areas included:

Classroom Halls: Diverse students Target language & criminal law

classes hallway Research/ surveyed locations

Student Centers: High traffic area Social environment Location of FBI info booth Student Center televisions

Lecture Centers Large classrooms Center of campus Large windows for poster exposure Large advertisement boards

Total impressions of on-campus advertising campaign: 410,000

Media # of impressions

Postcards 8,000

T-shirts 10,000

SCE Plasma T.V. 6,000

Banner 112,000

Print Advertisements 280,000

Advertising Total 410,000

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Advertising

Summary

High Rise Consultants were able to over 410,000 impressions using effective marketing tactics and strategies with excellent execution. Each ad placement was carefully planned, implemented, and removed at the end of each day, circumvent UIC staff from removing our ads during building maintenance. This advertising campaign required considerable planning, determination, and utilization of free and/or cost-effective resources to maximize ROI.

The post-survey results serve as a contrast to the pre-campaign surveys, and validate the success of our team’s efforts. Aside from percentage increases in exposure to FBI on campus, student interest rose by a large margin as well. Our message was effectively delivered to UIC’s diverse student body, and we considerably changed the way people perceive the FBI.

Have you ever been exposed to FBI advertisement(s)?

High Rise Consulting successfully increased campus awareness of the FBI career opportunities and considerably raised interest regarding them. The results indicated that over 60% of those surveyed took interest in the variety of opportunities offered.

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The FBI offers a variety of careeropportunities that interest me

Campaign Strategy

Objectives

High Rise Consulting’s aim in the Campaign Strategy Department was to plan and execute an innovative campaign that stirred interest and awareness among the diverse target-base. Our first focus was to expose the UIC campus to a consistent message using a variety of media tools, the result, attracting students to our main event “Magnify Your Possibilities.” (See Appendix for Campaign Timeline) The following step after awareness was to arrange the resources of the agency and its members to generate a motivating, yet successful main event. As a result, the event produced positive post-survey research results and achieved the objectives of the FBI. The campaign notified insight, increased opportunity knowledge and increased website usage. Our ROI was 1716% and our number of impressions exceeded 416,000.

Campaign Support: The following are the descriptions of how our team created awareness of our campaign.

Informational Booth: An informational cubicle was set up near the heavy traffic area of student center east three days prior and including the day of the main event. Using the booth, flyers, brochures and positive attitude from team members, distribution of information and promotion for the main event was successful.

Inner Circle Projectors: One projector was set up in the inner circle’s Montgomery Ward Lounge to broadcast a slideshow of all advertisements and the campaign brief of High Rise Consulting.

Internet Advertising: The following includes two forms of e-advertising.

Mass Email: Proven by survey results to be the best and most effective way to reach students, Mass emails were dispatched with information regarding the FBI’s career opportunities and the main event. In order to increase attendees’ participation, the focus was on prizes that were only available to active participants. Emails were sent out to faculty and students via UIC listserv, which was executed by our Public Relations Department.

Facebook/Twitter: A group and event were created on today’s leading social networking site for online users. “Facebook.com” allowed outreach to a wide range of students. The event invitation also complimented our advertising by providing further information about the FBI, event and the opportunity at hand. With the help of this effective tool, we were able to create additional awareness. (See Appendix for Examples)

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Campaign Strategy

Other Locations: Miscellaneous places where info was brought to our students about our main event.

Banner: A colorful and eye catching banner was hung in Student Circle East from Nov. 1st

to Nov. 10th promoting the main event and its benefits.

Poster Ads in Lecture Centers: Innovative posters were hung in SCE, SES, BSB buildings to raise awareness of the main event amongst students.

Poster Ads in SCE: Posters were displayed in the most visited building allowing for exposure to a big group for our event.

Posters at the Main Event: Additional posters were displayed at our main event emphasizing giveaways, games, food and the overall goal of our campaign.

Flyers: Along with flyers made by High Rise Consulting, FBI coordinators provided additional flyers to help with spreading the message and its importance. These flyers were placed on tables and handed out to students informing them on the main event and exciting job opportunities with the FBI.

T-Shirts: All members our team were given a custom FBI T-shirt that included the FBI logo, and information about our main event and campaign. This tool attracted more attention on the day of our main event when worn; people were asking and interested to know more about the subject.

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Campaign Strategy

Main Event

“Magnify Your Possibilities”November 9th, 2010

Quad, Student Center East Montgomery Ward Lounge11:00am – 3:00pm

Event Activities: The event had different games set up throughout the Montgomery Ward Lounge and the quad. There were pushup contests, a scavenger hunt, geography game, language game, sit up contest, jump rope contest, and a grand prize raffle which were all aimed towards promoting the FBI. Food and drinks were provided after students filled in our CRF forms and then those who filled in our form where automatically entered in the giveaway.

FBI Careers: Informational tables where set up during the main event. FBI recruiters came and spoke with students about careers. Power point presentations ran throughout the event giving students more information about the FBI.

Geography Game: Students had the chance to match up a country with its leader or capital, and won prizes for most correct answers.

Foreign Language game: Students matched up phrases with the language they were written in, those who answered the most correctly received a prize.

Pushup/Sit-up Contest: Students participated in physical fitness test for prizes.

Bags Contest: A bags contest was held where the winners received prizes.

Scavenger Hunt: Prizes were given out to those able to complete the majority of the scavenger hunt. The hunt was throughout the campus and had many participants, the winner received two concert tickets to see DJ Tiesto.

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Campaign Strategy

Main Event

Giveaways: Prizes were given out for participating in the games we had at our event. A grand prize was given away to a random person who filled out our Campaign Response Form.

Music: A DJ played popular music outside in the quad to attract students to our event.

Free Food and Drinks: For the students that attended our event, free food and drinks where given out. Pizza, hot chocolate, lemonade and different types of soda were provided at our event.

Summary:

With weeks of preparation High Rise Consulting was able to implement a marketing campaign which had great success promoting the career opportunities with the FBI. Leading up to the event, we promoted the event throughout campus, making sure every student was aware what the event was. We distributed flyers, poster, posted messages on online social networks, ran on campus TV advertisements and went to classes to spread the word of the FBI. The team participated greatly during the main event, making sure everything ran smoothly. The event was tremendously successful and we received over 400 completed CRF forms. We also increased knowledge of FBI careers with student. High Rise Consulting had a great main event that was made possible by the teams ability to work together to achieve the common cause of increasing student’s perception of the FBI.

Media Number of Impressions

Postcards 8,000

T-shirts 10,000

SCE Plasma T.V. 6,000

Banner 112,000Print Advertisements 280,000

Advertising Total 410,000

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Public Relations

ObjectivesThe Public Relations Department objectives were to increase awareness about the FBI career opportunities and maximize marketing campaign exposure through a variety of media outlets. By utilizing local media outlets, High Rise Consulting sought to generate awareness about our main event and our campaign as a whole. Our agency gained media exposure through several press releases and detailed media kits designed to inform the media of the outstanding career opportunities available at the Federal Bureau of Investigation.

Press ReleasesPress releases are the first point of contact between any marketing company and the outside press. The Public Relations team wrote three press releases that were sent to 143 media contacts, including newspapers and radio stations.

• Press Release I“FBI AND UIC INVESTIGATE CAREER OPPORTUNTIES!”The first press release introduced the media to High Rise Consulting and their partnership with the Federal Bureau of Investigation. This included information about the FBI Collegiate Marketing and Recruitment Program and about our unique course, including its benefits. Press Release I was distributed to several media outlets such as UIC Radio, Argus, and the UIC News.

• Press Release II“FBI AND HIGH RISE CONSULTING “MAGNIFY YOUR POSSIBILITIES””The second release focused on gaining media attention for our main event, “Magnify Your Possibilities.” It informed the media of the date, time, planned activities, and location of our event. This was distributed to many media outlets including the ABC 7, FOX Chicago News and La Raza. (See Appendix L for Media Contact List)

• Press Release III“HIGH RISE CONSULTING GOES SKY-HIGH!”The final press release covered the entire FBI campaign and detailed the success of High Rise Consulting was able to obtain through media publication, advertisements, and on campus marketing events. The results reflected over 410,000 impressions and over 500 attendees at our main event.

All three press releases were also posted on two social networking sites (Facebook and Twitter), and sent to many student organizations. Not only was the student population exposed to the press releases, but anyone

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who watched the news on TV, listened to the radio, or used common social-networking sites was urged to visit the FBI website and “Magnify Your Possibilities.”

Public Relations-For Immediate Release-

CONTACT: ALTERNATIVE CONTACT Sonia Galvez Lexie FatianowHigh Rise Consulting Account CoordinatorPublic Relations Department Head EdVenture PartnersUniversity of Illinois at Chicago Consulting Agency(708) 257-9914 (630) [email protected] [email protected]

FBI AND UIC INVESTIGATE CAREER OPPORTUNTIES!

Internship with EdVenture Partners develops students’ hands-on marketing experience

Chicago, IL- September 18, 2010- This Fall 2010 semester, the Federal Bureau of Investigation (FBI) has teamed up with students at the University of Illinois at Chicago campus. Professor David Koehler’s Advertising and Sales Promotion class formed High Rise Consulting, a student run marketing agency, to participate in a semester-long internship program with the FBI. As part of the FBI Collegiate Marketing and Recruitment Program, students will develop and implement their own marketing campaign to promote FBI career opportunities to qualified candidates.

The University of Illinois at Chicago is one of only seven schools nationally participating in the program. This Fall 2010 semester, students have created a working marketing agency to research, develop, execute, and evaluate a campaign. Students have received a $3,000 budget to bring their campaign plans to life. The goal of the campaign is to increase awareness and consideration of FBI career opportunities as an Investigative Specialist or Language Analyst. The campaign is targeted toward students possessing critical thinking skills in: accounting/finance, engineering, computer science/information technology, physical sciences and math, intelligence experience, law experience, law enforcement, or investigative experience, military experience, and fluency in a foreign language. Critical languages for the Language Analyst position includes: Arabic, Chinese-Mandarin, Farsi, Hebrew, Hindi, Korean, Spanish, and Urdu. A complete list of more languages can be found at: www.fbijobs.gov. By partnering with universities, the FBI is able to collaborate with students who develop creative strategies to efficiently reach their peers.

The FBI Collegiate Marketing and Recruitment Program is designed to bridge the gap between industry and education, providing students with valuable hands-on experiences. The program is coordinated by EdVenture Partners, an education-marketing agency that designs unique industry-education partnership at campuses around the United States. EdVenture Partners, in conjunction with the FBI, provides each student agency with the resources and guidance necessary to design and implement their marketing campaign.

Watch for more information about the Collegiate Marketing and Recruitment Program at UIC throughout the Fall 2010 semester. For more information, please contact Sonia Galvez at (708) 257-9914 or [email protected]

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mailto:[email protected]




FBI and High Rise Consulting “Magnify Your Possibilities” UIC Chicago Students Are Bringing a FBI Career Fair to Campus

Chicago IL - September 23, 2010 - High Rise Consulting, a group of UIC students, are welcoming the FBI to campus on Tuesday, November 9, 2010 to increase awareness and consideration of extraordinary career opportunities by hosting an event that features a live DJ, fun games, and discounts to local businesses. The event will be held in the Montgomery Ward Lounge and Quad from 11:00 AM to 3:00 PM located at 750 S. Halsted.

“Magnify Your Possibilities” is the climax of a semester-long program with High Rise Consulting students who were challenged to create a marketing campaign increasing awareness and consideration of FBI career opportunities, specifically with the Investigative Specialist and Language Analyst positions. Desired skills for Investigative Specialists include: computer science/information technology, law enforcement/investigative experience, military experience, and foreign language abilities. Language Analysts are required to have: US citizenship, native or near native fluency in a foreign language, and a level of cultural awareness of the country the language is spoken. However, the event is not the end for the University of Illinois at Chicago students.

A post-campaign evaluation will be implemented to assess the campaign’s success and determine the effect the event had on campus. At the end of the semester, students will present their post-campaign research results to FBI representatives.

The FBI Collegiate Marketing and Recruitment Program is designed to bridge the gap between industry and education, providing students with valuable, hands-on experience. The program is coordinated by EdVenture Partners, an education-marketing agency that designs industry-education partnership at campuses in the U.S.

For more information, regarding the FBI Collegiate Marketing and Recruitment Program please contact Sonia Galvez at (708) 257-9914 or [email protected].

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mailto:[email protected]



HIGH RISE CONSULTING GOES SKY-HIGH!

FBI Congratulates UIC Students Amazing Marketing Campaign

Chicago, IL - November 11, 2010 - High Rise Consulting, a University of Illinois at Chicago student-run marketing agency, received praise from the Federal Bureau of Investigation (FBI) after successfully executing a marketing campaign to increase applicants for Investigative Specialist or Language Analyst careers. Nearly 416,000 advertising impressions were generated through a campaign consisting of word of mouth, social networking, print and online advertising, which was designed to show the appealing attributes of FBI careers to qualified candidates. The semester-long campaign program provided students the opportunity to form an operating marketing agency and work for a real-world client, the FBI.

High Rise Consulting, formed by sixteen students, was one of only seven other universities nationwide chosen to participate in the FBI Collegiate Marketing and Recruitment Program. Students began the campaign with extensive research of their target market to develop a marketing campaign promoting awareness of FBI career opportunities. The team hosted an on-campus main event “Magnify Your Possibilities” on November 9, 2010. The event featured activities such as a live DJ, giveaways and free food for all attendees. During the event, FBI recruiters were present to answer questions and provide information regarding the benefits and opportunities the FBI offers. “The team did an outstanding job!” stated Professor David Koehler.

After the event, students conducted post-campaign research to assess the success of their campaign and its impact. The main event was a success with over 500 attendees. Insight based on the collected data revealed knowledge about the FBI opportunities increased by over 50%. The entire campaign created a ROI of 1716%. To conclude the semester-long program, the team will present their campaign’s results to FBI representatives.

The FBI Collegiate Marketing and Recruitment Program is designed to bridge the gap between industry and education, providing students with valuable hands-on experience. The program coordinated by

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EdVenturePartners, an education-marketing agency, designs unique industry-education partnerships at campuses across the nation/country.

Public Relations

Media KitsAlong with each press release that was sent out, the Public Relations team sent a media kit. These media kits included all of the marketing literature created for the campaign. These were sent out to select media contacts as well as our guests from the FBI and EdVenture Partners.

These kits provide more detailed information about the program and included:

• Letter of Introduction• High Rise Consulting Background• FBI Background• EdVenture Partners Background• Press Releases I, II, & III• Sample Advertisements

Our media kits were the first point of contact between our agency and the outside media, and it was very important to portray the sense of creativity and professionalism High Rise Consulting wished to convey. The media kit also reflects our dedication to the campaign and highlights the goals we wanted to accomplish.

Sponsors and DonationsIn order to make the main event a success and attract the target market, High Rise Consulting solicited several companies and businesses for contributions. (See Appendix O for Donation Letter). The second team wanted to foster a community atmosphere of support so local businesses surrounding UIC, including those businesses in Greek Town, Little Italy, and Maxwell Street, were contacted first. An even greater area outside of the immediate campus community also supported the campaign. All of the sponsors were recognized at the main event. (See Appendix N for Donations)

Invitations and LettersThe Public Relations Department sent out professionally written letters to students, faculty, local businesses, and all contacts helping with the campaign, inviting them to our main

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event. In order to maximize attendance, the invitations were sent through several mediums including e-mail, mass mail, and networking websites. This department also sent out thank-you letters in a timely manner to all sponsors and everyone involved in helping the campaign become a success. (See Appendix P for Thank You Letter)

Public Relations

Publications and Additional ExposureIn order to increase the awareness of the opportunities provided by the FBI and our main event, our agency needed to maximize publicity through every possible means. The team accomplished this through a variety of ways. (See Appendix M for Media Contact List). To promote awareness for the FBI’s career opportunities, High Rise Consulting needed to maximize exposure for our campaign and main event amongst the students at UIC. In order to gain exposure, the team tapped into a variety of media outlets such as:

Online Venues: Facebook and TwitterFacebook and Twitter are the largest online networking sites open to everyone. Our agency created a page for each networking site. It included all the main event information, FBI logo, the team logo, and some additional background information on the FBI. All the students and many more were invited to view the two pages. This allowed the students to learn more about the FBI and their career opportunities.

College of Business Administration ListservThe College of Business Administration listserv is a mailing list specific to the student’senrollment in the CBA. High Rise Consulting utilized the listserv to deliver its announcements to the students of the CBA. All students were given the option to turn in their resume for the FBI’s perusal. The CBA listserv accounted for over 40,000 impressions.

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UIC MassmailThis is a media outlet that can be utilized to reach member of the UIC community. High Rise Consulting decided to use this as a way of reaching students to inform them of our main event and increase awareness of the FBI’s opportunities. The e-mail was sent out to all UIC students the morning of the event.

Public Relations

ContributionsTo attract more students to the main event, High Rise Consulting promoted numerous giveaways. The team secured many generous donations from Barnes and Nobel, Starbucks, Kozy Bicycles, Junior’s, Ra Sushi, Subway, Freeze Computer Repair, along with FBI related gifts.

We also developed relationships with local businesses to procure various donations, including Clear Wire, LA Fitness, Massa, Quizno’s, Ellehome Massage coupons and ABT Electronics gifts.

High Rise Consulting was able to secure approximately $2,000 in contributions. In return for their generosity, each business received free publicity on campus during the main event. Along with being verbally recognized at the event, each contributor received a tax exemption and thank you letter to show our appreciation. (See appendix O for list of contributions)

SummaryThe department focused on creating and maximizing exposure to help the campaign become successful in an influential, yet cost-effective manner. Press releases and media kits enabled our team to form strong relationships with local media. The department’s goals were to support the other elements of the campaign, create awareness of the event, generate excitement amongst the local media, and secure some campaign coverage and donations.

The exposure generated for the FBI campaign through banners and advertisements was substantial. Capitalizing on contacts with a Massmail to students, faculty and staff along with sending out a ListServ to all students in the College of Business, High Rise Consulting was able to increase awareness of the campaign. Interest about the opportunities within the FBI increased by 56% based upon the post-survey research. These numbers reflect on an integrated multi-faceted campaign, which proved to be highly successful. The total number of impressions generated from the Public Relations Department is estimated in the following chart.

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Media # of ImpressionsMassMail 40,000ListServ 2,100Facebook and Twitter (linked together) 312Total 42, 412

Finance

Objectives

The focus of High Rise Consulting was to provide the financing necessary in an affective and efficient manner that would allow our team to create an engaging and informative campaign. The goal was to create an advertising campaign for the Federal Bureau of Investigation. The main goal of the Finance Department was to allocate the $3,000 budget amongst the six departments; Advertising, Campaign Strategy, Public Relations, Finance, Research, and Published Reports. In order to be successful, the team had to maximize the return on investment (ROI) of $3,000. To accomplish this task, we secured sponsorship from businesses within our community, generated significant media exposure, created awareness for the FBI, and maintained an accurate and complete financial record.

After initially calculating expected expenses for each department, our finance department prepared a preliminary budget for each department to assist us in this task. The bulk of our budget was to be utilized by the Advertising and Campaign Strategy Departments. Our strategic focus was to be aggressive in obtaining maximum exposure with minimum capital; this strategy required a concerted effort by each team member to work with local establishments in soliciting support.

Estimated Cost PercentageResearch $25 1%Campaign Strategy $1,300 43%Public Relations $200 7%Advertising $875 29%Finance $0 0%Published Reports $600 20%Total 3,000

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Finance

High Rise Consulting was provided with a budget of $3,000 for this campaign. Donations from each member of our agency as well as solicitations from local businesses greatly helped us to increase the value of our initial budget. In order for our event to be successful, the agency realized that the attendance at our event and participation in our scheduled activities would require a substantial amount of giveaways. Over 100 gift items were contributed to our campaign resulting in nearly $2,000 in donated gifts. These gifts provided the incentive for out target market to attend our event and engage FBI representatives in career opportunities.

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Finance

As reported at the Marketing Strategy Meeting, the primary goal of High Rise Consulting was to maximize the Return on Investment, which is value minus the initial investment divided by the initial investment (54,500-3,000/3,000). Our aggressive networking skills contributed greatly to the Return on Investment. At the conclusion of our campaign, Our agency was able to increase our ROI to an astounding 1,716%.

Estimated Cost Estimated Value

Actual Cost Actual Value

Research $25 $350 $22.13 $400

Donating Company Donations Received Quantity $/Item Total Value

Barnes & Noble Gift Card Barnes & Noble gift card 1 $25.00 $25.00

Starbucks Starbucks gift card 1 $25.00 $25.00

Kozy Bicycles Kozy bicycles gift cards 2 $75.00 $150.00

Junior’s Junior’s gift card 1 $25.00 $25.00

RA Sushi RA Sushi gift card 1 $25.00 $25.00

Subway Subway gift cards 2 $10.00 $20.00

Freeze Repair Freeze Repair gift card for computer repair 1 $200.00 $200.00

FBI FBI notebooks 15 $4.50 $19.50

FBI FBI mugs 5 $6.00 $30.00

FBI FBI Eagle Pens 10 $2.00 $20.00

FBI FBI bags 8 $5.00 $40.00

FBI Book lights 6 $3.00 $18.00

HOme Furniture Mart Home Furniture Mart Mugs 4 $4.00 $16.00

Neilsen Neilsen Mugs 2 $4.00 $8.00

Pair of Earrings 1 $30.00 $30.00

Rings 1 $20.00 $20.00

Chicago Bag 1 $15.00 $15.00

Honda Honda Hat 1 $10.00 $10.00

Notepads 4 $7.00 $28.00

Clear Wire Clear Wire coupons

LA Fitness LA Fitness coupons

Massa Massa Coupons

Ellehomme Ellehomme Massage coupons

ABT ABT Hats 4 $12.00 $48.00

ABT ABT stress Balls 10 $4.00 $40.00

ABT ABT pens 20 $2.00 $40.00

TOTALS 101 $852.50

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Campaign Strategy $1,300 $3,500 $1,043.38 $2,100

Public Relations $200 $2,000 $125 $2,700

Advertising $875 $1,200 $857.63 $47,300

Finance $0 $50 $0 $50

Published Reports $600 $2,000 $951.86 $2,000

Total 3,000 $9,100 $3,000 $54,550

SummaryThrough a cost efficient and effective manner, the Finance Department was able to manage and allocate the $3,000 provided for this campaign amongst the various departments of the agency. In order to provide additional assistance to the initial budget each member of our team was given the responsibility of securing donations. The team secured many donations adding up to a monetary value over an estimated $800. A substantial portion of the high ROI was contributed due to media exposure.

As an indication of our success, High Rise Consulting maximized the return on investment with a return in excess of 17 times the investment cost. The responsibility of the Finance Department was clear-to maximize return on investment through securing sponsorship funds, frugal expense allocation, and optimizing the initial financial resources provided by the client. By utilizing our networking contacts, the department was able to secure free t-shirts, banners, main event access in the UIC Inner Circle at no charge. Our event provided FBI memorabilia, and giveaways to generate interest and attract over 500 students and generate 416,000 impressions. Our campaign goal was to create awareness and interest in the FBI as a career and we achieve this goal by increasing awareness and interest in the FBI by over 50%.

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Conclusion

High Rise Consulting had a massive undertaking in creating an integrative marketing campaign that would increase awareness of the FBI while dispelling any negativity and myths about the bureau. Throughout the semester the team was presented with the opportunity to develop and implement an exceptional marketing campaign and target the diverse market of UIC students. Research was conducted to assess the target market and then 17 advertisements were created focusing on the themes “Uncover Your Potential” and “It’s no secret…Discover careers with the FBI,” approved for the campaign. An advertising campaign was planned and executed on the UIC campus culminating in a main event which allowed the diverse student body to become further acquainted with the FBI.

Our agency was able to successfully inform University of Illinois at Chicago students about the FBI’s career opportunities and dispel any negativity towards the FBI. Students were exposed to the campaign via press releases, event invitations, info booths, media coverage, and advertisements displayed across campus. The main event “Magnify Your Possibilities” proved to be an enormous success as over 500 students attended. After the culmination of the campaign, post-campaign research revealed a very successful campaign, resulting in a grand total of nearly 416,000 impressions and a 1,716% ROI. Our team achieved the declared objectives within the client brief that was provided to our team at the on-set of the semester.

The objectives were as follows:Increase the number of competitive candidates for Language Analyst and Investigative Specialist. •Over 500 people attended the event with 350 CRF cards obtained Increase awareness and consideration within your target market of FBI Language Analyst and Investigative Specialist Staff career opportunities. • 34% increase in the number of people who have heard of www.fbijobs.govIncrease awareness and participation in the FBI's Internship programs. • 50% increase in number of people who have spoken to an FBI recruiterGenerate creative marketing strategies for future FBI recruiting campaigns.

• Campaign generated nearly 416,000 impressions with multiple media vehicles utilized

This opportunity provided our team, High Rise Consulting, the chance to step out of the classroom and utilize individual talents and efforts to produce a “real world” marketing campaign. Through this, the team displayed determination and commitment to successfully implement a campaign that reached a level of unparalleled success.

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Appendix A: Pre-Survey

Please answer the following questions in chronological order - do not go back to change any of your prior responses. Your participation is anonymous and no results will be attributed to any particular person.

1. What is the first word that comes to mind when you hear the term “FBI”? ____________________

2. Have you heard of the FBI career Web site www.fbijobs.gov? __Yes__No2b. If yes, have you visited the Web site www.fbijobs.gov? __Yes__No

3. Have you ever spoken with an FBI recruiter? __Yes__No3b. If yes, was the recruiter professional? __Yes__No3c. If yes, was the recruiter informative? __Yes__No

4. Have you ever been exposed to FBI advertisement(s)? __Yes__No4b. If yes, please check all that apply:__Billboards __Magazines __Newspaper__Radio __Television __Other (please

specify)____________

5. Rate your knowledge of career opportunities within the FBI:

Don’t Know Very Poor Poor Fair Good Very Good0 1 2 3 4 5

6. Have you ever considered a career with the FBI? __Yes__No

6b. If yes, at what age did you first consider a career with the FBI? __12 and under __13-14 __15-16 __17-18 __19-20__21-22 __23-24 __25-26 __27-28 __29 and older

6c. What led you to consider a career with the FBI? (check all that apply)__Family member is in the FBI __Presentation at school by an FBI

employee__Parents encouraged me __Movies and Television

__Other (please specify)_________________

7. Rate your agreement with the following statement: The FBI offers a variety of career opportunities that interest me:

Don’t Know Strongly disagree

Disagree Neither Disagree nor

Agree

Agree Strongly agree

0 1 2 3 4 5

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8. If you saw a position that you were interested in and qualified for, how likely is it you would apply for a position with the FBI:

Don’t Know Very Unlikely Unlikely Neither Unlikely nor Likely

Likely Very Likely

0 1 2 3 4 5

9. What is your current employment status?___Currently employed ___Enrolled as student___Unemployed ___Seeking employment

10. Select the top three following factors you consider when choosing a career/job? (Check your top 3):___Salary ___Job Security___Health/Life Insurance Benefits ___Training Opportunities___Advancement Opportunities ___Paid Leave (Vacation, Holiday, Sick)___Maternity/Paternity Leave ___Retirement Benefits___Work/Life Balance ___Other (please specify):_______________________

11. Which of the following social media sites do you use most often? (choose only one)__Facebook __MySpace __Twitter__LinkedIn __YouTube__Other (please specify):________________

12. Do you commute to campus? __Yes __No12b. If yes, which means of transportation do you most often use?

___CTA/Metra ___Walk ___Bicycle___Motor Vehicle ___UIC Shuttle Bus___Other (please specify)________________13. What is the best means to reach you with information regarding campus activities/events? (Check all that apply):___E-mail ___School Newspaper ___Posters/Flyers___School Web site ___Word of Mouth ___Banners___Facebook ___YouTube ___Twitter___Chalking ___Blog (please specify):______________________________Other (please specify):___________________________14. Where do you spend the majority of your time on campus outside of class?___Quad ___Student Center ___Library___Cafeteria ___Montgomery Ward Lounge ___BSB___Other (please specify) ____________________________15. Indicate age:__17-20 __21-24 __25-28 __29-32__33-36 __37-40 __41-44 __Over 44

16. Indicate your ethnic background: (Response optional)__African-American __American Indian __Asian__Hispanic/Latino __Caucasian __Pacific Islander__Other :__________

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17. Have you ever lived in a country outside of the United States? __Yes__No17b. If so, where? ______________________17c. For how many years? _______________

18. Are you fluent in another language(s) other than English? __Yes __No

18b. If yes, please mark all that apply:___Arabic ___Cantonese ___Farsi___Hebrew ___Hindi ___Japanese___Korean ___Pashtu ___Punjabi___Russian ___Spanish ___Urdu___Uzbek ___Vietnamese ____ Mandarin___Other (list all):_______________________

19. Field of Study and/or Degree in:___Accounting/Finance ___Law ___Law Enforcement ___Engineering (or Architecture) ___Intelligence ___ Foreign Language___ International Studies ___Sciences (Physics, Chemistry, Math, Biology, Forensics) ___Other (please specify):_________________________

19b. Are you aware of FBI positions that relate to your major? __Yes __No

20. Please indicate your education level:

____Undergraduate Student ____College Graduate ____Graduate Student

____Post Graduate Degree ____Professional Degree

____Other, please specify: ___________________________

21. Indicate gender: __Male __Female

22. Are you a U.S. citizen? __Yes __No22b. Do you have a dual citizenship? __Yes __No22c. If yes, would you be willing to denounce it if necessary? __Yes __No

Thank you for your time!

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Appendix A: Post-Survey

Please answer the following questions in chronological order - do not go back to change any of your prior responses. Your participation is anonymous and no results will be attributed to any particular person.

1. Did you attend the FBI event ‘Magnify Your Possibilities’ held on campus?__Yes __No1b. If yes, has it made you consider career opportunities within the FBI?__Yes __No

2. What is the first word that comes to mind when you hear the term “FBI”?____________________

3. Have you heard of the FBI career Web site www.fbijobs.gov? __Yes__No3b. If yes, have you visited the Web site www.fbijobs.gov? __Yes__No3b. If yes, was it at the event held on campus? __Yes__No

4. Have you ever spoken with an FBI recruiter? __Yes__No4b. If yes, was the recruiter professional? __Yes__No4c. If yes, was the recruiter informative? __Yes__No

5. Have you ever been exposed to FBI advertisement(s)? __Yes__No5b. If yes, please check all that apply:__Billboards __Magazines __Newspaper__Radio __Television __Other (please

specify)____________

6. Rate your knowledge of career opportunities within the FBI:

Don’t Know Very Poor Poor Fair Good Very Good0 1 2 3 4 5

6b. Did you learn of new opportunities during the FBI event/advertisements on campus?__Yes __No

7. Have you ever considered a career with the FBI? __Yes__No

7b. If yes, at what age did you first consider a career with the FBI? __12 and under __13-14 __15-16 __17-18 __19-20__21-22 __23-24 __25-26 __27-28 __29 and older

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7c. What led you to consider a career with the FBI? (check all that apply)__Family member is in the FBI __Presentation at school by an FBI

employee__Parents encouraged me __Movies and Television

__Other (please specify)_________________

8. Rate your agreement with the following statement: The FBI offers a variety of career opportunities that interest me:

Don’t Know Strongly disagree

Disagree Neither Disagree nor

Agree

Agree Strongly agree

0 1 2 3 4 5

8b. Were new opportunities within the FBI revealed to you during the event held on campus?__Yes __No

9. If you saw a position that you were interested in and qualified for, how likely is it you would apply for a position with the FBI:

Don’t Know Very Unlikely Unlikely Neither Unlikely nor Likely

Likely Very Likely

0 1 2 3 4 5

9b. Did you apply for a position with the FBI during the event held on campus?__Yes __No

10. Select the top three following factors you consider when choosing a career/job? (Check your top 3):___Salary ___Job Security___Health/Life Insurance Benefits ___Training Opportunities___Advancement Opportunities ___Paid Leave (Vacation, Holiday, Sick)___Maternity/Paternity Leave ___Retirement Benefits___Work/Life Balance ___Other (please specify):_______________________

11. Which of the following social media sites do you use most often? (choose only one)__Facebook __MySpace __Twitter__LinkedIn __YouTube__Other (please specify):________________

12. What is the best means to reach you with information regarding campus activities/events? (Check all that apply):___E-mail ___School Newspaper ___Posters/Flyers___School Web site ___Word of Mouth ___Banners___Facebook ___YouTube ___Twitter___Chalking ___Blog (please specify):______________________________Other (please specify):___________________________

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13. Indicate age:__17-20 __21-24 __25-28 __29-32__33-36 __37-40 __41-44 __Over 44

14. Indicate your ethnic background: (Response optional)__African-American __American Indian __Asian__Hispanic/Latino __Caucasian __Pacific Islander__Other :__________

15. Are you fluent in another language(s) other than English? __Yes __No15b. If yes, please mark all that apply:___Arabic ___Cantonese ___Farsi___Hebrew ___Hindi ___Japanese___Korean ___Pashtu ___Punjabi___Russian ___Spanish ___Urdu___Uzbek ___Vietnamese___Other (list all):_______________________

16. Field of Study and/or Degree in:___Accounting/Finance ___Law ___Law Enforcement ___Engineering (or Architecture) ___Intelligence ___ Foreign Language___ International Studies ___Sciences (Physics, Chemistry, Math, Biology, Forensics) ___Other (please specify):_________________________

17. Please indicate your education level:

____Undergraduate Student ____College Graduate ____Graduate Student

____Post Graduate Degree ____Professional Degree

____Other, please specify: ___________________________

18. Indicate gender: __Male __Female

19. Are you a U.S. citizen? __Yes __No

Thank you for your time!

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Appendix B: Research Results

Education Level Field of Study

Foreign Languages Ethnic Background

Mode of Transportation Important Factors When Choosing a Job

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Have you ever heard of Have you ever spoken Fbijobs.gov to an FBI recruiter?

Have you ever considered a Age Group (When Considering a Career with the FBI? A Job With the FBI)

Knowledge of Career Opportunities within the FBI

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Post-Campaign Graphs

Have you ever heard of Have you ever spoken Fbijobs.gov to an FBI recruiter?

Have you ever considered a Age Group (When Considering a Career with the FBI? A Job With the FBI)

Having attended the event, would you now consider a career with the FBI?

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Appendix C: Advertisements

Appendix C: Advertisements

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Appendix D: Main Event Flyers

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Appendix E: Campaign Timeline

Week Of Research Public Relations Advertising Finance Campaign Strategy

September 20

• Perform secondary research on criminal justice/foreign language classes and clubs • Spanish translation of survey? Other translations?

•Decide on dates and times for distributing surveys

•Press release draft

•Donation letter draft

• Review all online documentso Online Program Guideo Advertising Resourceso Client Branding Guidelines

•10 ads, 2 slogans

•Research SCE TVs

•Allocate budget

•Submit slides

•Decide on fundraiser location/date

• Secure Quad, SCE booth, M Lounge o Submit proposals

• Secure banner for week of November 2-9

September 27

• Possible focus group Survey?

• Develop email to professors for survey to be distributedo Confirm permission to distribute survey

•Submit drafts for approval from Koehler

•Execute social networking

• Create Media/Campus contact list• Research media pricing/rates list• Create a preliminary budget• Brainstorm with agency members on taglines/slogans for advertisements• Work with Campaign Strategy to determine positioning, messaging, and tactics

• Continue budget o Put in to slides

•Develop budget

•Brainstorm slogans

•Plan Event

October 4

(Research Report Due)

• Distribute survey

•Analyze results

•Campaign Brief

• Submit press release 1 to Share Space

•Plan additional survey distribution (At other colleges?)

• Submit preliminary budget to Finance • Continue brainstorming ideas for slogan/taglines within group• Begin working on advertisements

• Receive budget for group

• Kept track of all donations and expenses submitted

•Continue planning event

•Campaign Brief

October 11(Campaign Brief Due)

• Analyzed data and information to all other departments

•Begin MSM slides

• Press Release 2 Draft• Solicitation Letter Draft• Media Kit Draft• Survey distribution

• Submit campaign brief to Campaign Strategy• Submit MSM slide to Publish Report• Continue working on advertisements• Finalize Advertisements Template

• Work on MSM slides • Make sure expense log is up-to-date

•Edit the brief

•Pass brief on to publish reports for final editing and visual effects

•Develop MSM slides

October 18

• Continue to discuss and interpret more findings derived from data

• Edit and finalizeMSM slides

• Produce thorough campaign brief of pre-research findings

• E-mail Media Contacts

• Brainstorm donations

• Review Advertisements with agency members

• Submit Final Advertisements to Coordinators

• Ensure everyone is ready to present the material

• Help with other team MSM slides

•Detailed event description and timeline

•Developed a floor plan and information booth timeline

•Brainstorm donations •Created accurate estimate for the event

November 29(All Reports

Due)

•Post Campaign Research Report Due

• Finalize Presentation Slides

• Post Campaign Report Due


•Post Campaign Report Due


•Post Campaign Report Due• Finalize Presentation Slides

•Finalize Presentation Slides

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Main Event

11:00---Event Begins! Free Food and Drinks

1:15---Push-up Contest

11:15---Music Plays 1:30---Language Game

11:30---Jump Rope Contest winner get raffle ticket

1:45—Sit-up contest

11:45---Geography Game 2:00---Bags Tournament 2

12:00—Bags Tournament 1 2:15---Jumping Jack Contest

12:15---Scavenger Hunt Begins2:30---Final Grand Prize Raffle Giveaways

12:30---Jump Rope Contest 2:45---Giveaway last Food and Drinks

1:00--Beginning Raffle Giveaway 3:00---Event Ends

Appendix F: Main Event Timeline

Appendix G: Internet Site Examples

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Appendix H: Main Event Locations Layout

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Appendix I: High Rise Consulting Backgrounder

High Rise Consulting is a student-created marketing agency at the University of Illinois at Chicago (UIC) designing an innovative and comprehensive marketing campaign for the Federal Bureau of Investigation (FBI). With the help of EdVenture Partners, Professor Koehler’s Advertising and Promotion students’ will gain hands-on experience designing, developing and implementing a marketing campaign to increase awareness of FBI career opportunities.

Overall campaign objectives for High Rise Consulting are as follows: Conduct pre and post campaign research Analyze research information to develop an effective marketing campaign Recruit for the Investigative Specialist and Language Analyst positions within the FBI Actively seek donations from local businesses to support the campaign Sponsor an on-campus event to create awareness of the career opportunities within the FBI Obtain 100 resumes per position

ResearchResearch will distribute surveys to over 400 students before and after the campaign. Pre-campaign survey responses will determine the strategy, message, and creative direction of our advertisements. Post-campaign survey responses will reveal the overall implementation results of our marketing campaign.

AdvertisingAdvertising is responsible for creating advertisements, posters, banners, and flyers promoting our main event. The team will use research results to deliver the most effective message to their target market. Multiple media forms such as social media advertising, viral marketing, and traditional print media will also be utilized.

Campaign StrategyCampaign Strategy plans, organizes, and implements the overall marketing campaign and is responsible for obtaining the necessary equipment and resources to create an event generating awareness of the career opportunities offered by the FBI.

Public RelationsPublic Relations will distribute three press releases to media contacts, as well as deliver a Media Kit composed of fact sheets, press releases, sample advertisements and television broadcasts. This department will also solicit donations from local businesses with the purpose of drawing attendees’ to the main event.

Published ReportsPublished Reports will prepare the High Rise Consulting Marketing Strategy Meeting and final report booklets. This department is responsible for composing written and oral presentation materials for the group to deliver to our client as part of the educational program.

FinanceFinance will manage a budget of $3,000, and is responsible for distributing funds amongst the aforementioned departments. This department is actively working to increase our budget and add value to the campaign with the help of donations to ensure successful completion to each departments stated objectives.

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Appendix J: Federal Bureau of Investigation Backgrounder

HistoryThe FBI originated from a force of Special Agents created in 1908 under the presidency of Theodore Roosevelt. Since then, it has evolved into one of the most respected and sophisticated agencies in the world. As the primary investigative arm of the federal government, the FBI is responsible for enforcing hundreds of federal statutes and for conducting sensitive national security investigations.

FBI prioritiesThe following represent the FBI’s focus on producing and using intelligence to protect the nation from threats and to bring those who violate the law to justice:

Protect the United States from terrorist attack Protect the United States against foreign intelligence operations and espionage Protect the United States against cyber-based attacks and high technology crimes Combat public corruption at all levels Protect civil rights Combat transnational and national criminal organizations and enterprises Combat major white-collar crime Combat significant violent crime Support federal, state, local and international partners Upgrade technology to successfully perform the FBI’s mission

FBI Careers:The FBI provides equal opportunity employment and offers a wide variety of valuable and rewarding benefits for a broad array of available positions within the Bureau. The FBI has specific criteria for each available position that candidates must meet for employment, and a rigorous application process including a background investigation and polygraph examination to ensure only the best candidates are selected for induction into the reputable agency.

There are two types of career opportunities with the FBI:

Language Analyst Requirements: US Citizen Native or near native fluency in the foreign language Professional level of English proficiency Ability to comply with our current drug policy Willingness to renounce dual citizenship

Languages: Arabic, Urdu, Farsi, Chinese, Pashto, Punjabi, Uzbek, and Spanish

Investigative Specialist Requirements: No specific degree is required Law enforcement/military backgrounds are a benefit Foreign language abilities and computer skills are also highly valued

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Appendix K: EdVenture Partners Backgrounder

EdVenture Partners is an agency founded in 1990, Orinda, California. Their agency connects students in over 600 campuses in the United States, Canada, Puerto Rico and Morocco.

Lists of their clients include but are not limited to Honda, L.L. Bean, FBI, General Mootors, and Coca-Cola. Students assist these clients in meeting their objectives by creating and implementing a marketing campaign. EdVenture Partners functions as a liaison between the student agency and the client. They also ensure that the client’s needs are met and information and ideas for the campaign.

They are dedicated to developing innovative industry-education partnership programs that grand college students a one-of-a-kind opportunity offering the experience today’s employers demand. EdVenture Partners is the only marketing education consultancy in the United States that brings together educators, students, clients and their channel partners for mutual collaboration and benefit.

The program provides students with a rigorous training ground in the fundamentals of marketing including Marketing Research, Marketing Strategy, Campaign Design, Advertising, Public Relations, and Campaign Assessment. All of their designed programs provide the opportunity for students to apply academic theory to real-world situations, thereby leveraging student minds in addressing client goals and objectives. Students who enthusiastically embrace the program will have ample opportunity to improve skills that can translate into many different career paths including organizational leadership, public speaking, client relations, business writing, management, and more.

The overall objective of the program is to provide a hands-on, real world experience to students and educators in tandem with providing marketing solutions to clients as well as recruiting access to universities across the country.

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Appendix L: Donation Letter

High Rise ConsultingUniversity of Illinois at Chicago601 S. MorganSuite 1111 University HallChicago, IL 60607

Business Address

Dear (name of company) Management,

On behalf of High Rise Consulting I would like to thank you for the opportunity to present to you who we are and how we can be beneficial to each other. We understand your time is valuable and want to partner with you to create more awareness about your company, as well as the project that we are working on.

High Rise Consulting is an organization formed by students currently enrolled in Professor David Koehler’s Advertising and Sales Promotion internship/class at the University of Illinois at Chicago. Our mission is to raise awareness for our project so we can execute our marketing plan effectively.

This year our client, the Federal Bureau of Investigation (FBI), is hosting a national recruitment campaign for career opportunities as an Investigative Specialist or Language Analyst. The event will take place at Montgomery Ward Lounge and targets the UIC student population, the neighborhoods surrounding UIC, and local colleges. Our expected attendance for this event is between 5,000 and 7,500 people. All of our promotional efforts will culminate into a final promotional event that will be held at the university.

High Rise Consulting is seeking any contribution you would be willing to donate. These donations will help attract students to planned events, while building brand awareness for your company. Contributions, such as food specials, discounts, free gifts, services, or direct funding would help us to attract additional attendees making the event more successful. In turn, the attendees will have a more powerful and longer lasting impression of your company’s involvement with such a memorable event.

As UIC students, we are fortunate to be a part of this internship program. In addition to advancing our individual and team skills, we will also be gaining real-world experience. Your help is greatly appreciated and will be a benefit to us both. Your assistance will be recognized throughout the campaign, within the final brief, as well as our formal presentation to which you will be invited.

Our goal is to maximize the value of our campaign and your contribution would definitely be greatly appreciated. Thank you for considering our request. If you have any questions or need further information, please feel free to contact me.

Sincerely,

Sonia GalvezPublic Relations Department HeadHigh Rise Consulting (708) 257- [email protected]

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Appendix M: Department Allocation

Department Estimated Cost ($) Estimated Value ($)

Advertising 875 1,200

Campaign Strategy 1,300 3,500

Public Relations 200 2,000

Finance 0 50

Published Reports 600 2,000

Research 25 350

Total 3,000 9,100

Department Actual Cost ($) Actual Value ($)

Public Relations 125.00 2,700

Advertising 857.63 47,300

Finance 0 50

Campaign Strategy 1,043.38 2,100

Research 22.13 400

Published Reports 951.86 2,000

TOTAL 3,000 54,550

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Appendix N: Donation Amounts

Donating CompanyDonating Company DonatedDonated

Barnes & NobleBarnes & Noble 25.0025.00

StarbucksStarbucks 25.0025.00

Kozy BicyclesKozy Bicycles 150.00150.00

RA SushiRA Sushi $25.00$25.00

SubwaySubway $20.00$20.00

Freeze RepairFreeze Repair $200.00$200.00

NeilsenNeilsen $8.00$8.00

ABTABT $128.00$128.00

EllehommeEllehomme $50.00$50.00

HondaHonda $10.00$10.00

Clear WireClear Wire $100.00$100.00

LA FitnessLA Fitness $75.00$75.00

Juniors Sports BarJuniors Sports Bar $25$25

ChicagoChicago $25$25

MandeesMandees $20$20

FBIFBI $109.50$109.50

TotalTotal $995.50$995.50

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Appendix O: Our Contributors

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Appendix P: Picture Gallery

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2010 fbi campaign brief

Documents

campaign advertisements

advertising campaign

entire campaign

campaign timeline

postcampaign research

post campaign research

precampaign surveys

integrative marketing