fbi presentation

STRATEGY UPDATE

OCTOBER 22, 2008

FROM

AGENDA Objectives

Department Updates» Budget» Research» Creative» Media» PR

Wrap-Up

AGENDA OBJECTIVES BUDGET RESEARCH CREATIVE MEDIA PR WRAP-UP

AGENDA

OBJECTIVES Pre-tested chosen segment» Majority of segment not aware of FBI

opportunities

Conducted focus groups» Tested two different ads

Wanted Ads» Extra bullet

AGENDA OBJECTIVES BUDGET RESEARCH CREATIVE MEDIA PR WRAP-UP

OBJECTIVES

BUDGET

ALLOCATIONSDepartment Budge

t

AGENDA OBJECTIVES BUDGET RESEARCH CREATIVE MEDIA PR WRAP-UP

BUDGET

RESEARCH

TARGET MARKET

For Internships

» 18 to 22 year old males and females

» Undergraduate college students interested in languages, criminal justice or intelligence

AGENDA OBJECTIVES BUDGET RESEARCH CREATIVE MEDIA PR WRAP-UP

RESEARCH

For Special Agents

» 22 to 36 year old males and females» Graduate students studying

languages, criminal justice or law» Young professionals looking for a

change of scenery or new opportunity

AGENDA OBJECTIVES BUDGET RESEARCH CREATIVE MEDIA PR WRAP-UP

RESEARCH

TARGET MARKET

SURVEY RESULTS

Exposure

» 15% of respondents had heard of www.fbijobs.gov

* 50% of those had actually visited the website

» 16.5% of respondents had been exposed to FBI advertising

AGENDA OBJECTIVES BUDGET RESEARCH CREATIVE MEDIA PR WRAP-UP

RESEARCH

Knowledge of FBI Career Opportunites

25%

30%

27%

12%5%

1%

Don’t KnowVery PoorPoorFairGoodVery Good

Knowledge

» 82% had poor knowledge

* 25% of those knew nothing at all

» 36.5% didn’t know if FBI opportunities would be of interest

AGENDA OBJECTIVES BUDGET RESEARCH CREATIVE MEDIA PR WRAP-UP

RESEARCH

SURVEY RESULTS

AGENDA OBJECTIVES BUDGET RESEARCH CREATIVE MEDIA PR WRAP-UP

RESEARCH

SURVEY RESULTS

IMPLICATIONWhat did this research lead us to believe?

MORE KNOWLEDGE=

MORE APPLICATIONS

AGENDA OBJECTIVES BUDGET RESEARCH CREATIVE MEDIA PR WRAP-UP

RESEARCH

STRATEGY

How to reach the target market:» Advertise in school buildings and classrooms

» Use professors as vehicles of information

» Means of communication:

* Email: 93%

* Word of Mouth: 46%

* Posters/flyers: 38%

AGENDA OBJECTIVES BUDGET RESEARCH CREATIVE MEDIA PR WRAP-UP

RESEARCH

MEDIA

OBJECTIVES

Purchasing Media Space:» Create awareness and produce viable

applications

* 'planting the seed’

– target: students

* enticing immediate action

– target: job seekers

AGENDA OBJECTIVES BUDGET RESEARCH CREATIVE MEDIA PR WRAP-UP

MEDIA

MEDIA SPACETo target students and job seekers:

» Brick and Mortar* common academic space

* specialized schools

* university affiliated career centers* gyms and health clubs

» World Wide Web* social networking websites (e.g., www.facebook.com)

* university affiliated career websites

* independent career websites (e.g., www.monster.com)

AGENDA OBJECTIVES BUDGET RESEARCH CREATIVE MEDIA PR WRAP-UP

MEDIA

PUBLICRELATIONS

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DISTRIBUTION Sources:» NYU Law Newsletters» Informational Sessions at CUNY John Jay» Foreign Language Online Publications» Stern Undergraduate and Graduate

Publications» Extracurricular Club List-serves» CurrentTV» Public News Channels

PR

Means» E-mail information: press releases,

links to FBI career website» Media Kits: to be distributed to

external sources» In-person meetings» Informational in-person sessions

AGENDA OBJECTIVES BUDGET RESEARCH CREATIVE MEDIA PR WRAP-UP

PR

DISTRIBUTION

TIMELINEWeek of Oct 20

» Marketing meeting

» 1st published press release

Week of Oct 27

» Article in WSN

» Thank you letter to marketing attendees

Week of Nov 3

» Distribute to internet media sources

» Send media kits

Week of Nov 10

» 2nd Press ReleaseWeek of Nov 17

» Newsletter publishing

Week of Nov 24

» ThanksgivingWeek of Dec 1

» Final Press Release

» Thank you notes

AGENDA OBJECTIVES BUDGET RESEARCH CREATIVE MEDIA PR WRAP-UP

PR