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C O N T E N T S OBJECTIVES 2

RESEARCH ANALYSIS 3

TARGET DEFINITION 11

CREATIVE PLAN 14

CREATIVE VISUALS 23

MEDIA PLAN 33

SOURCES 36

- Phil Harlow, Xerox’s Chief Diversity Officer (Whitelaw, 2011)

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OBJECTIVES

MA R K E T I N GTo bring in a more diverse group of talent into entry level positions in

order to raise BBDO New York’s minority statistics by 10% by the end of this upcoming year. • After the year closes, a projection can be made for what BBDO NY would

like to continue retain in the following years.

DIVERSIT8 BBDO NY, diversitate [dy·vers·i·tate]verb.1. to renew an establishment by introducing fresh-minded, unique talent

who are fearless, focused, and capable of inspiring the world.

M E D I ATo raise the awareness of BBDO NY’s Diversity efforts and their

committment to current and potential employess by 15%. • BBDO NY has a negative reputation in the advertising community.

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RESEARCH ANALYSIS

Founded in 1891, BBDO NY is one of the most successful companies under the Omnicom Network. The current CEO of the New York headquarters, John Osborn, continues to lead the industry by producing award winning creative and helping clients to improve their profitability. Some of their trends include notorious television commercials for clients like Pepsi-Cola and Frito Lay. Over a decade ago, the company also entered the interactive industry with @tmosphere, a shop focused merging traditional efforts with internet advertising. BBDO NY stays up-to-date with the latest trends to produce work for their clients (Lauro, 1999).

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WE A K N E S S E SAlthough BBDO NY triumphs through

external recognition and enormity, this also works as a disadvantage to their company. An agency with 289 offices in 80 countries is too large to keep intimate. The New York office alone has 10,001+ employees. With such large numbers, employees are bound to get lost in the shuffle of the fast-paced agency life. Lacking opportunity to interact with other departments or other employee grounds their ability to personalize their experience beyond their individual sector. A BBDO NY Junior Project Manager was quoted saying the agency is “Great for getting

experience, but far too draining on the long term”. In addition, surveyed employees claimed that expectations require them to work substantial overtime hours while being treated with lesser levels of respect. This also resulted in employees claiming to have limited room for career growth. Overall, the biggest weakness of BBDO NY is the internal dissatisfaction of the employees. Their discomfort with the agency further affects the success of the agency.

BBDO NY is a strong agency with a competitive advantage over many of the advertising agencies worldwide. They have a distinct and valued brand name as the agency was ranked the top agency in 2011 and have received many awards in their rich 121-year-old history as a company. In terms of location, New York City is an attractive, prosperous, and highly sought after destination for many businesses and potential recruits. The agency sits under the umbrella of their powerhouse parent company OMNICOM, creating even more brand value

and distinction in the advertising and communications field. Their reputation is backed up by their strong customer base and clients that include renowned market leaders such as Fedex, GE, M&Ms, and Snickers to name a few. To cap off an already strong resume as an agency, BBDO NY garnished this Glassdoor BBDO NY Intern Review, “Great people, they’re friendly and nice. As an intern, they gave me some good advice and I got some good connections out of the time I spent there.”

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Since we’re asking so much about you, we want you to know a little bit about us!

Now that we have all been formally introduced, let’s get started! We do not want to take up much more of your time.

Follow the link below to begin the survey. We ask that you be as thorough and descriptive as possible! 2M3D, our Creative Solutions group, will analyze and compile all the data we have gathered so we can work to create the best campaign possible, for you! We already have some bright ideas to help BBDO achieve a more established diverse company culture, but with your insight we hope to go above and beyond expectations.

Click here: http://www.surveymonkey.com/s/C9N9GVZ

Senior, 21 years oldNationality: Polish

I have a social media addiction, but that doesn’t interrupt my passion for traveling. I have been on an airplane over fifty-two times. I used to wear headgear in the 5th grade.

Senior, 21 years old Nationality: Haitian

I can make a three-leaf clover with my tongue. I set the Bradley Volleyball Career Dig record during my final season this fall. I am also a clone, or to be politcally correct, an “identical twin.”

Senior, 22 years old Nationality: Sicilian

I have a teddy bear named Ludacris. I am the Imelda Marcos of gym shoes (I own about 22 pairs of gym shoes currently). My Jeep’s name is Jerome. I eat one food at a time from my plate and I never mix them.

Senior, 23 years oldNationality: Navajo

As a perfectionist, I am involved in a love/hate relationship with golf. I’ve watched Good Will Hunting at least 100 times. If I weren’t pursuing a career in advertising I would be a ski bum.

Senior, 21 years old Nationality: German, Polish

I can touch my nose with my tongue. I hold the 3-point record at my high school. I have gotten a gutter ball in bowling with bumpers. Yes, it’s possible.

BBDO DIVERSITY COUNCIL MEMBER:

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In order to ensure that our campaign will be as effective as possible in promoting diversity, we conducted primary research. We sent this document to the Diversity Council. As a group we felt that we could not truly understand the improvements needed to bring in more diverse talent and retain employees unless we gathered research first hand. This meant reaching out to BBDO NY employeess directly. BBDO NY has won numerous awards in the past for their diversity achievements, so we found ourselves questioning why the headquarters wanted to reach out to Bradley University students for an entirely new diversity campaign. A Survey Monkey (the link can be found at the bottom of document pictured to the right) was sent out to the Diversity Council members who represent all departments in the company so 2M3D could aquire research.

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2M3D, our Creative Solutions group, compiled and analyzed all the data we gathered in order to create the best campaign possible. Bringing bright ideas to the table, 2M3D wants to work with BBDO NY to establish a new diversity initiative campaign.

Survey Link:

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Since we’re asking so much about you, we want you to know a little bit about us!

Now that we have all been formally introduced, let’s get started! We do not want to take up much more of your time.

Follow the link below to begin the survey. We ask that you be as thorough and descriptive as possible! 2M3D, our Creative Solutions group, will analyze and compile all the data we have gathered so we can work to create the best campaign possible, for you! We already have some bright ideas to help BBDO achieve a more established diverse company culture, but with your insight we hope to go above and beyond expectations.

Click here: http://www.surveymonkey.com/s/C9N9GVZ

Senior, 21 years oldNationality: Polish

I have a social media addiction, but that doesn’t interrupt my passion for traveling. I have been on an airplane over fifty-two times. I used to wear headgear in the 5th grade.

Senior, 21 years old Nationality: Haitian

I can make a three-leaf clover with my tongue. I set the Bradley Volleyball Career Dig record during my final season this fall. I am also a clone, or to be politcally correct, an “identical twin.”

Senior, 22 years old Nationality: Sicilian

I have a teddy bear named Ludacris. I am the Imelda Marcos of gym shoes (I own about 22 pairs of gym shoes currently). My Jeep’s name is Jerome. I eat one food at a time from my plate and I never mix them.

Senior, 23 years oldNationality: Navajo

As a perfectionist, I am involved in a love/hate relationship with golf. I’ve watched Good Will Hunting at least 100 times. If I weren’t pursuing a career in advertising I would be a ski bum.

Senior, 21 years old Nationality: German, Polish

I can touch my nose with my tongue. I hold the 3-point record at my high school. I have gotten a gutter ball in bowling with bumpers. Yes, it’s possible.

BBDO DIVERSITY COUNCIL MEMBER:

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Our first question related to the breakdown of management percentages for BBDO NY in 2006: Minorities in management including the following groups: Hispanic, Non-Hispanic, African American, Asian) of management positions are held by women

WHY 2006? NYC Commission on Human Rights found “fault with the diversity-hiring practices at many of the big ad agencies in New York” in 2006. BBDO NY was one of them (Bush, 2011).

What this means: There needs to be more diversity in BBDO NY management. Women are well represented while other minorities are not. This could be contributing to the overall sense that an employee can work up the ranks with the organization and could potentially explain why employee retention has been an issue.

Our secondary research of BBDO NY has found that the company was, “unable to retain diverse talent from the time they are hired at the junior level into their full careers.” What programs have you implemented to overcome this?

• Numerous events of diverse interests that include everyone• Events result in minority retention exceeding that for non-minority employees.

What this means: BBDO NY is willing to adapt to the needs of their employees. They received feedback that the workplace wasn’t diverse enough and they took steps to change it and responded accordingly. This also shows that their efforts are having a significant mpact since their minority retention is exceeding that for non-minority employees.

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BBDO NY has “strong outreach programs designed to educate and encourage young people in high schools and college to join the communications industry,” Can you describe these more?

• Student visits to the agency involving panel discussions, agency tours and shadowing.• Roughly thirty-eight events each year• BBDO NY also responds positively to unsolicited requests from schools and volunteer administrators• The HR and the Diversity Council take the lead during these programs, but they also involve other agency employees

What this means: This shows how BBDO NY is investing their time in potential advertising professionals. They are exposing younger generations to the advertising industry in an educational way. It helps to show students that anything is possible and that your race or ethnicity has no bearing in how successful you can become. This is a great way for BBDO NY to show potential future employees that the company is inclusive and promotes diversity.

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With this table we were looking to compare BBDO NY’s statistics with total employement. Advertising industries are not the only ones looking to increase minorities in higher level positions (Whitelaw, 2011).

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O P P O R T U N I T I E SFor the recruitment process,

there are many new opportunities that BBDO NY could utilize in order to create a better line of communication to its recruits. Social media is a crucial tool in a world that is beginning to rely more and more on the connections it can form. The agency only has 9,000 fans on Facebook and 24,000 followers on Twitter. This leaves room for improvement to the number of overall fans that would create buzz and recognition.

Another opportunity would be to host events for lesser known schools about the possibilities of being an employee of BBDO NY. This includes hosting workshops so they can gain exposure to a

different crop of people that may not have heard of them that are from smaller schools versus large regional universities.

Lastly, more opportunities lie ahead for BBDO NY to make the company seem more personal even though it is large in size. This could entail having current employees highlighted on the website with mini profiles about themselves and the advertising campaigns they have worked on. This will promote to any recruits the excitement for future success working with the company.

T H R E A T SA large threat to BBDO NY is

competition. Countless agencies are competing for the same big name clients. This includes similar large, international agencies like Ogilvy and Mather and Grey Group, which are also headquartered in New York City. The rise and popularity of social media has left a great deal of room for advertising growth. However, if digital isn’t used correctly, it can threaten the advertising industry. This is because it is an easy way for companies to promote themselves and gain exposure without having to advertise with an agency.

Another possible threat to BBDO NY’s is working with controversial clients. They openly display their work with PETA, which may be a turnoff to potential employees or clients that share opposing views.

Another general threat would be the economy as it is currently. Companies aren’t focusing as much of their energy and resources on advertising. As a result, this can possibly lead to a drop in business and less opportunities for long term employment.

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“Insight rather than in sight”

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Among the countless awards received, BBDO NY appears in Ad Age Advertising Century “Top 100 Advertising campaigns” five times (Garfield). An established company brand such as this has so much to offer an individual that wants to be a part of a booming, innovative industry. And there are 288 other offices that are a part of the Omnicom group to further connect you to the Advertising world.

BBDO’s company philosophy boasts “the work the work the work,” and it certainly never goes unnoticed. In addition to the “work,” BBDO NY employees and teams have won many awards for successfully achieving diversity tactics (“AAF: Diversity achievement,” 2012). So, whether it is an entry level position or a senior-level position, there is significant worth in being a part of The Gunn Report’s “Most Awarded Agency Network in the World” from the years 2005 to 2010.

As BBDO NY is under the umbrella of Omnicom, it would be invaluable to be a part of any of these offices. But specific to BBDO NY, it is one of the three global advertising brands in Omnicom out of the top ten.

On another note, the success of a company should not only be measured by the power of its results. It can also be evaluated by its corporate culture and willingness to improve. From online reviews we learned that “you will learn something new every day” in the offices working with “quality clients and exciting projects.” However, we also gathered that interaction between different departments is lacking (“BBDO NY reviews,” 2012). With this Diversity Campaign project, it is evident that BBDO NY executives are looking for change—to solve the diversity problems they have faced in the past—in a way they have never seen before. This is what consumers need from a company. One that is constantly searching for the next best thing to unite the ingenious minds behind their ingenious work. And that is exactly what a recent college grad or returning employee can expect from BBDO NY.

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Doug Alligood, Senior VP at BBDO NY, defines diversity as “all-inclusive.” This broad term left us with a wide target when looking to analyze the consumer. In our quest for diversity, we do not want to limit the demographics of our market. However, we would like to to target minorities while focusing on college seniors. They attend schools that embrace diversity and have creative majors in Communications, Art, and Marketing. They are not afraid to work hard, and value any work experience they have acquired, whether it was a minimum-wage retail job, a career-related internship or a combination of the two.

The psychographics of our target set them apart from the rest. To use the VALS Framework in this case, we want the innovators, the people that influence others to try new products and are great marketing targets with high influence

in word of mouth marketing. Along with being innovators, they are creative, open-minded, driven, and enthusiastic. BBDO NY needs employees who are excited and will go the extra mile. They are enthusiastic about the opportunity to meet and collaborate with people from different backgrounds. Potential employees are interested in any opportunities that allow them to stand out in the application process even though their resume is one of thousands. They are drawn to unique application opportunities, such as a social media outlet or a networking event. They feel confident about their experience, but want to find ways to increase their chances. The students we are targeting will grasp at the opportunity that this campaign will provide them.

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C O M P E T I T I V E A N A L Y S I SBoastering their best year so

far, Mcgarry Bowen posted a 60% revenue growth. They also have a large staff on hand and the numbers are rising, the staff is up 45% (now employing roughly 800 people). Headquartered in New York, they have key accounts such as United Continental, Burger King, Reebok, Sears, and Bud Light to name some of the most notable.

This is much smaller firm that still packs quite the punch. They employ roughly 120 people and are headquartered in New York. Some new and notable clients are Amstel Light, Prudential, Kraft, and Puma. They are always being noticed by the industry with the avant-garde type thinking and being creative.

BBDO NY brings something that few of these agencies have and that is tradition. Founded in 1891 and employing over 15,000 people, they continue to prove themselves each year. Noteworthy accounts they currently have are ExxonMobil, Foot Locker, Mars, and Arby’s. Their revenue continues to increase showing a 15% in 2011 alone. One thing BBDO NY has proven to the industry is their ability to generate a dramatic increase in sales from ads and that is something that makes them well-known.

Headquartered in New York and employing more than 2,300 people worldwide, the company has already made its mark with some impressive clients such as Kellogg, Delta, and Disney. Their financials for the year also show their success boasting double-digit revenue growth and a 21% jump in headcount. They are known for being digital specialists in the advertising field and it is showing to become more important as each year passes.

Employing 111 people and headquartered in Miami, FL, Alma has shown to be another strong competitor within its field. Some key new business clients are PepsiCo, PNC, and Tropicana. This company brings a cultural flair that few other companies have since it is considered to be a mainly Hispanic agency within the US. This has allowed its clientel to reach a specific demographic and the results of a few campaigns prove that this company can have a cultural impact. With a strong financial showing in 2011, Alma’s digital revenue soared up 300% and overall revenue grew by 10%.

1Most companies have strict budget guidelines

when it comes to advertising. This makes the industry extremely competitive because it leaves the top companies in the industry to fight for each and every dollar that they earn. The most recent results are in with the ‘The Agency A-List’ in the January 23rd, 2012 issue of the esteemed industry leading magazine Advertising Age, showing who leads the industry and what they offer their clients. Some competitors are known for their digital abilities, while others know how to draw in certain cultures. BBDO NY will have to differentiate themselves in several ways in order to maintain on top.

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A72andSunny is known throughout the advertising industry as being risk takers. Headquarted in Los Angeles, California the company employs only 150 people. That doesn’t stop them from having an impact all around the world though. They believe that the most valuable thing you can do in marketing is get your clients into a cultural conversation. They do this, and they do it very well.

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M A R K E T A N A L Y S I SDespite the economic downturn in the

U.S., advertising is still the primary source of revenue for most media, and therefore less affected by the recession as other businesses. Nevertheless, advertising revenues are sensitive to economic downturns, which cause the industries and companies that advertise to reduce both the frequency of campaigns and the overall level of spending on advertising. With an expected increase in the number of television and radio stations, and a sharp increase in the amount of digital advertising, such as the Internet and wireless devices, there will be a need for more personnel to create, and oversee new and innovative advertising programs.

According to the U.S. Bureau of Labor Statistics, advertising positions will see little or no change in employment through 2018, producing a competitive market for jobs. Advertising as an industry is expected to grow over the 2008 through 2018 period (“Occupational outlook handbook,” 1999).

As more advertising agencies seek to expand their hiring methods, diversity in the workplace is becoming a public concern faced by all. Overcoming bias regarding other cultural groups is something that many individuals and entities struggle with, both on a conscious and unconscious level. Not traditionally known for diverse hiring practices, advertising as a whole has recently come under fire, as guidelines including equal opportunity employment have become a foundation for businesses and human resources.

Public opinion has caused many agencies to diversify their hiring practices in order to attract a more racially diverse pool of potential employees. The cause for concern has been how companies can generate hiring strategies that show a commitment to diversity, but also retain the right employees with the talent to keep their businesses competitive year in and year out. Several agencies have implemented workshops to improve and promote racial

diversity, with the hopes that this training will develop new ways of communicating and interacting with others in a positive way. Others have created specific committees to promote diversity in the workplace.

Changes in technology will create new and more efficient ways for advertisers to reach customers, which will increase the need for advertising personnel on all levels. Growth should be particularly high in online advertising sales, in cable television, and for consolidated media firms. Yet, at the same time, industries employing large shares of advertising in newspaper, periodical, and directory publishing industries, have suffered significant declines in recent years. As a result there will be a decline in print, compared to the sharp rise in digital. However, because of the constant transfers or retirements, there will continue to be openings each year.

Industry Notes

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&C O M P A N Y A N A L Y S I S

BBDO NY prides itself on being a top competitor in the industry. They have proven themselves time and time again since their inception in 1891. The company has made changes to adapt to the shifts in online communications. “BBDO NY recognizes that the fast-changing shifts in the media landscape…BBDO has invested in staying at the forefront of innovation through the establishment of a proprietary in-house digital education and strategic intelligence practice called The Digital Lab. We don’t just think and breathe digital; we dream in digital.”

Mission: “To create and deliver the world’s most compelling commercial content.” Their central theme lies in their corporate philosophy, “the work, the work, the work.” The emphasis placed on effort delivers a quality of work that is innovative, creative, and unachievable by many. “The work is what we do every day to reinforce or change behavior–and lead to financial reward for

our clients. The only work that matters to us is work that changes behavior,” (“BBDO Agency Profile”).

Corporate Culture: BBDO’s corporate culture has transformed over the years. It carries the traditional aspect since they have been around as an established advertising industry leader. In recent years, however, BBDO NY has tried to shed that traditional sterile image and become a younger more diverse agency. There has been a recent push to become an all- inclusive company where everyone feels welcome. But there is one aspect of their corporate culture that hasn’t changed and that is the emphasis on effort. Each and every day they stress to their employees how important ‘The work’ is to the financial success of their clients and, in turn, BBDO NY.

When discussing the economy in recent years, it is impossible to avoid talking about the recession. This economic recession has hit every facet of the business world, including the marketing and advertising industries. “When times are lean businesses often cut their marketing budgets. Marketers in order to combat this are moving from traditional advertising to online marketing,” (Meiners, 2008). This trend of cutting advertising and marketing budgets has had a definite impact on BBDO NY and how their clients are willing to invest their money.

Companies are now being more stringent than ever and requiring the most out of each and every advertising dollar. BBDO NY noticed this and has adapted to the online marketing and advertising trend. “Successful companies do not abandon their marketing strategies in a recession; they adapt them,” (Meiners, 2008).

Social, cultural, or political conditions detrimental to the future of the company:

A major issue that may become detrimental to BBDO NY if it isn’t addressed and fixed could be their lack of diversity. We aren’t just talking about specifics such as race, gender, or ethnicity. It refers more too all the employees feeling welcome and included. Exclusivity and a lack of diversity has been an issue in the past for BBDO NY and they are desperately trying to shed that negative image. This image has in turn led to current employees not necessarily feeling that BBDO NY is an organization they can grow with. This has ultimately resulted in a costly retention issue for BBDO NY because employees aren’t staying around. One way that BBDO NY is addressing this is problem is the creation of the BBDO NY Diversity Council.

&Minority college students, ages 20 to 27 years oldEducation: College seniors, recent graduates from schools from with strong

communication programs, and graduate students

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TARGET DEFINITION

Although we are spelling out a specific target, we want to still maintain an all-inclusive environment. Collegeboard.com provided us with lists of schools with highly diverse populations and fall within our target. By reaching out to these schools specifically, we will be targeting a racially and ethnically diverse group of people without singling out any specific race or ethnicity. As part of our communication task, we plan to contact University Department chairs from these schools so they can relay the message of our campaign to potential participants.

D E M O G R A P H I C S

P S Y C H O G R A P H I C SYoung, creative minds that are eager to work and eager to learn.These students

value the celebration of diversity and have been raised to embrace it. The members of this quirky group also represent a broad spectrum of cultures and live life headstrong.

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Art Center College of Design – CACalifornia State University: East Bay – CACalifornia State University: Fresno – CACalifornia State University: Fullerton – CABaruch College – NYCity University of New York – NYLa Sierra University – CASan Jose State University – CASt. John’s University – NYSt. Joseph’s College – NYSyracuse – NYUniversity of Bridgeport – CTUniversity of Houston – TXUniversity of Texas at Austin – TXUniversity of Texas at Arlington – TXUniversity of Texas at El Paso – TXUniversity of the District of Columbia – DC

TARGET UNIVERSITIES CRITERIA*4 Year Institutions*Have Advertising Major*Contain Over 50% Minorities

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YOUChinese-Filipino American, 22 years oldBirthplace: San Francisco, CaliforniaNationality: Chinese-Filipino father, Caucasian mother Loves karaoke, art, and bowtie noodles

Taylor’s family is in the lower-middle class, but has lived comfortably with stable income from both parents. When she was ten years old, her father found stable employment in Rochester, New York and this became her new home. Growing up, Taylor explored several opportunities academically, athletically, and culturally. From a young age she was very interested and talented with art—a few finger paintings turned into detailed sketches and those sketches became radiant paintings. Her father put her in as many activities as she could handle from dancing to sports, wherein she shined as a point guard in high school. Her skills in basketball drew scouts eyes from around the region, but she ultimately decided to focus on academics at St. John’s University in New York City. Here she majored in journalism and had ambitions to work as a host at a major network television station.

After her freshman year she realized she wanted to incorporate more of her artistic sense into her career, and thus she decided to change her major to advertising with a minor in graphic design. Taylor’s daily activities mirror the typical college student’s with weekly classes, a focus on studies, and time spent with friends enjoying several hobbies. These hobbies include: listening to music and attending concerts of her favorite artists, watching movies, practicing photography whenever she gets the chance, eating out at new urban restaurants and cafes, as well as trying to perfect and experiment with some of her family’s Filipino recipes. She is a very independent and self-motivated individual, as well as enthusiastic and driven to perform at her very best in whatever she does. She is a perfectionist, but also humble, open-minded, and friendly to all walks of life.

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The members of 2M3D are all job-seeking, senior advertising majors with diverse backgrounds and nationalities, so we consider ourselves a sample of our target market. In today’s competitive job market, upon graduation, students are eager to do anything allowing them to stand out. We believe our creative plan will cater to our target perfectly. Get excited.

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CREATIVE PLAN

The communication tasks we would like to implement on our campaign in order to achieve our marketing objective (raising diversity in entry level positions by 10%). We also can help retain diverse talent in BBDO NY’s current employee base with the first part of our campaign, which begins with a company launch party. So, our campaign is titled “Diversit8 BBDO NY.”

This event will be a unique experience for job-seeking college graduates who want to show that they are more than just resume in a stack. With the “2 weeks, 8 tweets” campaign, we can seek out highly diverse participants to attend the event in hopes to Diversit8 BBDO NY. After participating in a Twitter-based contest asking the students to answer a series of questions about themselves and diversity, BBDO NY will select 50 winners to be invited to New York to participate in ‘The Advertising Experience.’ A weekend of events diversity with creative challenges, interviews, and networking.

This event will give the students a chance to showcase their creative talents and their ability to work with a team. BBDO NY will have the opportunity to see this diverse pool of talent in action, allowing them to see first-hand the skills many people write about in their cover letters and resumes. The participants will also be able to meet and network with BBDO NY employees at this event. They will be competing for various prizes such as a new Olympus Camera, a $500 gift card to Orbitz, 2 Broadway tickets to their show of choice, and the most talented and outstanding participants could even win the ultimate prize of an internship or even an entry level job at BBDO NY.

NY presents ‘The Advertising Experience’

“Your chance to be heard and compete for 1 of 50 spots at BBDO NY Advertising Experience.” BBDO’s website will link to the landing page (See p. 26). Starting January 8th, participants have fourteen days to submit responses to eight diversity-oriented questions, in no special order. All eight questions will be tweeted by @Diversit8BBDONY at the start of the first day, then it is up to the participants to create eight insightful, 140-character blurbs to showcase their talent and make an impression. After two weeks, BBDO NY employees will select a group of fifty finalists to invite to NYC for the 2013 BBDO NY Advertising Experience: a chance to network, impress executives, and maybe join the BBDO NY family one day!

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THE LAUNCH PARTY

DIVERSIT8 BBDO NY

The Launch party will be an employee appreciation event hosted by the Diversity Council. It will give the BBDO NY office employees a chance to get to know one another while celebrating diversity. This event will also be the kick-off to the Diversity Campaign organized by 2M3D. After Doug Alligood, the keynote speaker gives a speech about the Diverisity Council’s goals; 2M3D will give an overview of the Diversit8 Twitter challenge and The Advertising Experience. 2M3D will also encourage employees to spread the word and volunteer to participate in the challenge. Overall, this event will be a way for employees to enjoy the end of the summer, socialize, and grow closer to the agency, ultimately leading to increased retention.

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AUGUST 2012

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NOTIFY EMPLOYEES

August 1st: BBDO NY will send out a company-wide email to notify employees of The Launch Party and the other steps Diversity Campaign. Employees will also be required to claim their unique fact for their t-shirt which they will wear at the Final event.

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BBDO DAY

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JANUARY 2013

FEBRUARY 2013

25TWITTER ENTRIES FROM

APPLICANTS ARE REVIEWED

THE ADVERTISINGE X P E R I E N C E

NOTIFYWINNERS

January 8th: Twitter competition begins.

January 10th: BBDO NY is recognized for its contributions to New York City and its strength in the advertising industry.

January 23rd: Twitter contest is closed. Only applications that followed all the Twitter rules will be considered and evaluted to be one of the fifty participants in February.

February 22rd: The day we have all been waiting for is finally here; the climax of BBDO NY’s newest diversity campaign.

APPRECATION GRAMS

S M T W TH F S

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10 11 12 13 14 15 16

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C A M P A I G N I N T R O D U C T I O NT H E L A U N C H P A R T Y

Employees will be sent an e-mail invitation to the launch party (See p. 24). This e-mail also leads them to a survey of their favorite ethnic New York restaurants to cater the event. They can also order their personalized diversity t-shirt by submitting something unique about themselves for the shirt (see page 24 for example).

This will be an informal dinner. There will be an international cuisine buffet and an open bar, as well as a DJ and a dance floor. The BBDO NY diversity t-shirt will be hung on the back of every chair so each employee will find their place by their personalized shirt sentence. Each seat will have a goody bag that will include: funny props such as mustaches, glasses, tattoos; Starbucks gift card; Mars Candies (M&Ms, Snickers, Kudos, Milky Way, Mars Bars, Dove, Twix); BBDO Trinket (pen, magnet, keychain).

A cool activity to spark interaction between different departments is BBDO Bingo. This will be a fun and interactive icebreaker for the BBDO NY employees to play. The goal is to fill all 24 squares with various personalized shirt sentences from other employees, as well as, their signature. Whoever fills the entire card will be able to submit it for a drawing to win vacation days and other various prizes.

The Diversity Launch Party at BBDO NY

Friday, August 24, 2012

Grand Hyatt Ballroom, 109 E 42nd St #3rd New York, New York

DateLocation

What

6:00 p.m.: Welcome• Keynote Speaker: Doug Alligood• Introduction of Diversity Council• 2M3D’s Presentation of Diversity Campaign -DIVERSIT8 Twitter Challenge -The Advertising Experience

7:15 p.m.: Dinner and Drinks• Dinner buffet catered by top “international” restaurants picked by employees in the e-mail survey• Examples: Indian, Mediterranean, or Asian Cuisine

8:00 p.m.: Meet and Mingle• Employees are encouraged to socialize with different department and meet fellow co-workers -Ice-Breaker Game: BBDO NY Bingo• Filming of YouTube Viral Video -Throughout the entire evening, BBDO NY employees will be filmed in front of the BBDO NY backdrop. The goal to is showcase the employees having fun and build awareness for their Diversit8 campaign while displaying their unique fact on their t-shirt. Please refer to the 2M3D launch party video we created on page 30.• As a follow-up and incentive for the employees who decide to work the ‘Advertising Experience’ event, we want to send ‘appreciation grams’ (p.32) They will be sent at the start of the week prior to the event.

Friday, August 24, 2012@

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REGISTRATION FORM AS IT WOULD APPEAR ON WWW.diversit8BBDONY.COM

E-mailFirst name, Last nameGenderAgeEthnicityArea of Interest (career focus: Copywriting, Art Design, Web Design, Technology, AccountManagement, Media Planning)HometownSchool NameMajorGraduation Date (past or upcoming)

DIVERSIT8, diversitate [dy·vers·i·tate]verb.1. to renew an establishment by introducing

fresh-minded, unique talent who are fearless, focused, and capable of inspiring the world.

“2 weeks, 8 tweets:Your chance to be heard and compete for one of 50 diverse spots in BBDO NY’s Advertising Experience.”

www.diversit8BBDONY.com (p. 26) * This will be an extension of BBDO.COM

STEP 1: APPLYRegistration Begins December 8 (through January 22)

To apply, click on the ‘Sign in with Twitter’ button at the bottom of the screen. User will be prompted to connect through Twitter account and fill in a registration form to begin the process.

• Note: Applicant MUST be a student in college, recent graduate or enrolled in graduate/portfolio school with a graduation date between fall 2012 and spring 2013 to be eligible.

• Twitter Application Form (see registration form above)• Twitter-linked application form is on the website. This creates a Twitter app that will generate a simple application intended to register a participant’s Twitter username and have them generate the following information listed in the table.

2 W E E K S , 8 T W E E T S

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STEP 2: SUBMIT 8 RESPONSESStarting January 8th, students have fourteen days to submit

responses to 8 diverse-oriented questions in any order. Every question will be tweeted by @diversit8BBDONY at the start of the first day as well as uploaded to the website. It is then up to the participant to create eight insightful, 140-character pieces to showcase their talent. There are no guidelines for the format of tweets. Some questions may require to create a video, and include the link. BBDO NY reviewers will look for quality content, not just pizzazz. The students will be prompted to make an impression and go outside the lines. When the deadline arrives (January 22), an invitation to New York City will be extended to 50 finalists for the 2013 BBDO NY Advertising Experience: an opportunity to compete with the best and brightest, impress executives, and maybe join the BBDO NY family!

The rules are as follows:

• Include the main hash tag in all tweets: #BBD8• Also include secondary hash tag to identify which question is being answered: #Q1, #Q2, #Q3, etc.• Pay attention to time. Tweeting is open between the dates of January 8-22, 2013—fourteen-days to answer eight questions. Every twitter user MUST have exactly eight tweets to be considered for a finalist spot.• Candidates that tweet all responses on the first day will not be favored; applicants can tweet each response in a perfect proportion to the fourteen days, or get them in by the skin of their teeth. But we will see if an idea doesn’t seem original.• “Be thoughtful, creative, and confident, but most importantly be you. When it comes time to respond to our set of questions, we want to get to know who you are, what you think, and how you can make an impact at BBDO NY. Good luck!”

Note: By having the questions released the first day of the contest, as opposed to beforehand, we are creating a deadline with the intention to discover those who can thrive under a time constraint and still generate quality work.

Twitter Questions:

1. Here at BBDO NY we believe in, “The work, the work, the work.” If you created a slogan that best represents a commitment to diversity, what would you say? #BBD8 #Q1

2. Tell us about some of your career goals. #BBD8 #Q2

3. Why do you think diversity in the workplace is important? #BBD8 #Q3

4. Everybody is unique in some way or another. What are the attributes or abilities that most separate you from the pack? #BBD8 #Q4

5. How would your background and experience make you a valuable asset to the BBDO NY team? #BBD8 #Q5

6. Give us an example of your creative flair. How? Well that’s for you to decide. #BBD8 #Q6

7. Make a 30-second video advertisement. The product? YOU. #BBD8 #Q7

8. It’s the final countdown! (Link to YouTube’s Final Countdown Music Video) Tell us anything you may have left out, or just want to get out there in the open. #BBD8 #Q8

Note: This is an interactive process. The @diversit8BBDONY twitter account is aimed to provide feedback, comments, and encouragement to all of those who are participating. A team of employees will be responsible for monitoring the applicants’ responses and reply accordingly to create conversation and provide a personal touch this process.

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‘The Advertising Experience’

Friday, February 22, 2013Saturday, February 23, 2013

Hyatt Hotel – A Client of BBDO NY *Note: Since Hyatt is a client of BBDO NY, we would like to work out a deal. The t-shirts supplied for the event will promote Hyatt on the back in exchange for 25 double occupancy rooms and the use of their convention facilities for the weekend of our event.

We will use up to $50,000 of our budget to pay for the plane tickets for the fifty contestants. Contestants will be in charge of their own transportation to and from the airport. *We would like to involve our Orbitz Client into this event by utilizing them as the travel agent. As an exchange, Orbitz will be promoted in various outlets advertising our event.

This event will require the assistance of 20-30 BBDO NY employees to help facilitate the activities. After the launch party, apprecation grams will be sent out to the working employees to give them an incentive to sacrifice their weekend time to achieve higher diversity in BBDO NY.

F I N A L E V E N T D E T A I L SDate

Location

Transportation

Staff

What

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Once winners have been selected, they must confirm their attendance by February 6, 2012 via email. They will also submit their name, hometown and a unique fact or brief sentence about themselves that they would like to wear on the t-shirt they will receive at the event.

After the event, BBDO NY will have access to all the contact information they need along with valuable insight on these potential candidates. They will have a diverse pool of talent to choose from and contact for further interviews or employment offers.

5:30 p.m.: Check–In Begins

6:00 p.m.: Welcome• Welcome Speech• Keynote Speaker, Doug Alligood• Itinerary and information distributed to participants

6:30 p.m.: Introductions• Students broken alphabetically into groups of five, two BBDO NY employee representatives for each group (These groups will remain the same throughout the weekend events)• Unique T-shirts distributed for the following day

7:00 – 8:00 p.m.: Networking Opportunity• Snacks will be served and participants have the opportunity to walk around, get to know their groupmates as well as BBDO NY employees.

I T I N E R A R Y

Friday, February 22, 2013

Saturday, February 23, 20138:45 a.m. • Participants report in their t-shirts • Employees will also be wearing their t-shirts

9:00 a.m: Challenges Begin• There will be five different stations. See the following page for challenge ideas. Each station will have instructions for what the contestants will do.• The contestants will be broken down into the 10 groups of 5 they were in the night before• Two groups will go to each station at a time and will have 30 minutes to complete the challenge• All ten groups will visit each station.

11:30 – 1:30 p.m.: Lunch• Participants will be in charge of their own lunch and while they are out, BBDO NY employees can get together and compare notes • The goal is to decide on five award winners: 1. Creative Culprit: Two (2) people who exemplified creativity with unique ideas. Prize: Olympus Cameras2. Teamwork Award: Two (2) people who exemplified teamwork through positive and encouraging support Prize: Orbitz Gift Cards3. Leadership Award: One (1) Person who exemplifies great leadership. Prize: Broadway Show Tickets

1:30-2:00 p.m.: Award Ceremony

2:00-3:00 p.m.: Closing Networking Opportunity• This is the participants’ last chance to hand out their resumes and get to know the BBDO NY personnel.• This time is also a chance for BBDO NY to seek out likely employment candidates and ask any questions.

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SITUATIONAL CHALLENGE

• Starbucks has decided they want to have a contest to boost interaction on their social media outlets – What kind of a contest would you suggest and why? Discuss and write up a pitch.

Contestants will be judged on their creative ideas, ability to complete tasks in a timely manner, and ability to work with a team and exhibit leadership.

T H E C H A L L E N G E SCOMMERCIAL CHALLENGE

Supplied with a brief informational summary of BBDO NY Client, FedEx, each team must come up with a 1 minute commercial that pertains to the company’s goals. They will have 25 minutes to prepare their commercial, and will then act it out for the employee judges at that station and each group member must be involved somehow.

SLOGAN CHALLENGE

A slue of BBDO NY clients have decided they want new slogans. Come up with as many new slogan ideas as you can for the following companies:• Nickelodeon• Monster.com• Gilette• Starbucks• Arby’s

DISCUSS AND ANSWER TOPICS

• What ten things would you bring as a group for a 1 month trip to Europe? Why?• What would be a good idea for a new board game? Briefly Explain concept and rules• If you were hosting a fundraising event for a Children’s Hospital, who would you choose to be the guest speaker? Why?

TEAMWORK CHALLENGE

• Each team must figure out a way to get all members from a start line to a designated finish line. The catch is to follow these rules: • There must be three and only three feet on the ground on each trip to and from the finish line. • No one is allowed to walk.• The participants traveling to the other side must all be connected in some way. The challenge will showcase the contestant’s ability to work together and find a with a solution.

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This section houses the visuals of our creative strategy. These tactics will provide insight on how 2M3D will execute the aforementioned strategies. CREATIVE

VISUALS

This is an example of the t-shirts we have referring to throughout the plans book. All BBDO NY employees will get a black t-shirt with a unique fact about themselves (that they will have submitted prior to the Launch party) on the front. The participants of the “Advertising Experience” will each get a red t-shirt with the same design. The event is sponsored by Hyatt Hotels, so their logo will be on the back in exchange for hotel rooms and our event location.

WHAT MAKES YOU UNIQUE?

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L A U N C H P A R T Y I T E M SThe Diversity Launch party will be an

employee appreciation event hosted by the Diversity Committee. It will also be the start of 2M3D’s diversity campaign. Here are the aforementioned creative samples of the Launch Party; the e-mail invitation, BBDO NY bingo prize card, and the backdrop used to film the YouTube viral video.

You’re Invited TO ‘S

August 24th, 2012 Date:

6:00 Pm Time:

Grand HYATT Location:

109 E. 42nd St. #3rd

New York, NY 10017

I once thought of something really cool to write on a

T-Shirt Click here to design your

Diversi-Tee!

RSVP By:

August 10th, 2012 We will be celebrating… You. BBDO is continuously devoted to

maintaining the diverse talent pool of our agency. That is

why we want to know- what makes you different? What

makes you stand out? At BBDO we believe diversity is all-

inclusive, not exclusive.

Launch Party

Time to unwind It’s been The Work, The Work, The

Work all summer. It’s time to for some fun with

your co-workers. Great food, open bar, and

vacation day giveaways... need we say more?

Vote For your favorite ethnic

restaurant. The Top 5 will be

chosen to cater the event!

Diversity Launch party Hosted by the Diversity Committee,

BBDO will be launching a new diversity initiative we want

YOU to be a part of! Personalize your Diversi-Tee

with a special fact about yourself. We want to brag

about our employees, and attract dynamic new

ones as well. Join keynote speaker Doug

Alligood and 2M3D in launching an

innovative campaign about spreading

diversity within BBDO New York.

To learn more, click below!

Diversity

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D I V E R S I T 8 L A N D I N G P A G EThe “Diversit8” Homepage will use the same

domain as BBDO’s homepage for the duration of the campaign. It will have the same layout as the current BBDO homepage (pictured to the right is a screen shot). The landing page is a single web page, maintained on the bbdo server, that appears in response to clicking on an advertisement. Here, students will be able to stay connected with contest registration, terms and conditions, and deadlines. 2M3D has designed a creative solution that includes a RSS Twitter feed so participants can see active tweets from @diversit8BBDONY or from their competitors. The QR code is pictured because the poster in the Advertising Age magazine will automatically drive traffic to the site, too.

*Please note that this is not a working QR code. If the website www.diversit8bbdony.com did exist, however, it would have the capability of being scanned and directing you to the site.

Terms and conditions to be included at the bottom of the registration form.

*Terms and Conditions: Welcome to the BBDO NY Advertising Experience! When you complete and submit your registration, you are agreeing to comply with and be bound by the following terms and conditions: The following contest is open to anyone 20 years of age or older, but the limitations are that you must currently be a college senior, a recent graduate or enrolled in graduate school. Any information submitted during registration that is proven to be false will result in automatic disqualification from this challenge and all thereafter. This contest is governed by and is subject to all applicable federal, state, and local laws. If you agree to these terms and conditions please check the appropriate box and submit your registration.

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Thank you for your help. We look forward to seeing the talent your

students have to offer!

Sincerely,BBDO NY Executive

BBDO NY is launching our new diversity campaign. It will begin with

a competitive twitter contest: Diversit8 BDDO. Through a series of 8

Tweets, students will answer questions about themselves and their views

of diversity. We will select 50 winners to be invited to our event “The

Advertising Experience” to take place February 22-23, 2013. Here they

will get a chance to showcase their personalities and talents to BBDO

NY employees, while competing for prizes.

We are targeting creative and enthusiastic students approaching

graduation who wish to share their unique and diverse talents

with us. We would appreciate you forwarding this message on to

students with Advertising-related majors who may be interested in

this opportunity. Upon your approval, we will also send promotional

posters to your school to further advertise.

Interested students should go to our website to learn more

information and sign up: www.diversit8BBDONY.com

U N I V E R S I T Y E - M A I L2M3D will contact University Deans of

various diverse schools within our target list before the promotional posters are sent out. Here is suggested copy of text to e-mail:

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P R OM O T I O NAfter the emails are sent out to the Head of

Departments for the list of schools in our target definition (p. 11), posters will be sent out to these schools to further build awareness for the “2 weeks, 8 tweets” Twitter contest.

Each school will get posters to distribute throughout campus. This way, we are including majors besides advertising and communications; creativity can be found anywhere and we do not want to miss the opportunity to discover diverse talent.

Poster Size: 18” x 24”

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P R I N TAs stated in the media plan, Advertising Age

magazine is a very important medium to reach our target as well as promote the campaign in the Advertising industry. There is consistency in the body copy of the two print items, but we wanted to make them strikingly different because this is, after all, a diversity campaign.

The advertisement will be featured in both print and digital outlets of AdAge.

Full page advertisement: 10.5” x 14.5”

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V I R A L M A R K E T I N GWhile the launch party is underway, footage

can be taken to get BBDO NY employees involved in the diversity campaign. This will be shared on BBDO’s website as well as all socia media outlets to create a buzz about the remaining parts of the DIVERSIT8 campaign. It serves as a promotional tool, can potentially result in benefits to the current employee base, and will enhance the image of BBDO NY to our target market.

To accompany our creative plan, 2M3D made a video that embodies the spirit of our campaign. For a viral video to be successful, it has to be memorable, so we chose the song “What I Like About You.” In the video, we are representing the image of what will actually be BBDO NY employees. Everyone will have their own unique t-shirt and get the chance to relax and have fun while learning about each other. The underlying message is that BBDO NY really cares about what makes their employees unique, allowing the current employees to feel valued. Furthermore, it will give prospective employees the feeling that BBDO NY is a fun-loving company that cares about their family. We feel confident that potential candidates of the contest will see it and think, “Wow, I want to be a part of that.”

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BBDO New York 1285 6 Avenue -- New York, NY

NEWS RELEASE

February 15, 2013 Contact Information: FOR IMMEDIATE RELEASE Doug Alligood BBDO Diversity Council Phone: (212) 459-5000 Fax: (212) 459- 6645

BBDO NEW YORK TO HOST “THE ADVERTISING EXPERIENCE” WITH NEW TWITTER-BASED

CONTEST

BBDO Diversity Council Offers College Graduates a Chance Showcase Their Talents

NEW YORK, NY – BBDO New Yorkʼs very own Diversity Council will be hosting a contest on February

22nd- 23rd as part of a new effort to allow college graduates to show the prestigious company what skills

they can offer. The event titled, “The Advertising Experience,” will consist of several challenges that will

allow BBDO to see what the kind of skills the contestants have. Teamwork and creativity are two of the

main themes for several of the events.

This one of a kind event will allow graduates to showcase their talents to advertising industry

leaders. It will also offer essential networking opportunities to the contestants. A meet and greet with

current staff will allow participants to get an inside look into BBDO and what the company is all about.

Donʼt forget about the various prizes for the winners, including the ultimate prize which is an internship/job

with BBDO New York. In order to join this exclusive contest, visit the BBDO New York website and follow

the link to the contest landing page.

BBDO is part of Omnicom Group Inc., a leader in marketing and corporate communications.

Please visit www.omnicomgroup.com or www.bbdo.com for more information.

Here is an example of a press release that can be used as a means of free publicity for the DIVERSIT8 campaign and the “2 weeks, 8 tweets” contest. Possible news outlets could be in New York, and any other major media outlet throughout the country.

• The New York Times• The Chicago Tribune• USA Today• Wall Street Journal• Washington Post

P R E S S

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E M P L O Y E E A P P R E C I A T I O NOn Monday, February 12, 2013, BBDO

NY employees that are going to work at the Advertising Experience should be commended for their committment to diversity and given a further incentive to spend the weekend of February 22 by sending them an appreciation gram. Who doesn’t love free gifts? Something small like M&Ms, a client of BBDO NY, could be included inside the mug.

‘Appreciation Gram’ would read:

NAME:

Thank you for helping the family here at BBDO NY continue to pursue our diversity goals, and for your participation February 22 and 23 at

Sincerely, John Osborn, CEO of BBDO NY

‘The 2013 Advertising Experience’

Our overall media strategy is to target college students from all over the United States. We can use the list of schools that fall within our target definition (p. 11) as a reference. In order to reach this broad target we have decided to utilize a mix of digital and print media.

2M3D’s overall media strategy is to target college students in the United States. In order to reach this broad target we have decided to utilize the Internet in order to strategically track a precise demographic.

Collaboratively, 2M3D believes the media mix will reach our target frequently enough to generate and maintain awareness of The Advertising Experience. Advertising will launch beginning September, after the company launch party, and end in February after The Advertising Experience event, peaking in December and January right before registration opens for the Twitter campaign.

MEDIA PLAN STRATEGY BUDGET&

Vehicle   Budget   Budget  %  Ad  Age  Digital   $88,174     39%  

HTML  E-­‐mail  Newsletter   $29,574    Premium  Run  of  Site   $16,200    

Sponsorship   $29,400    “Creativity  Top  5”  Video   $13,000    

Facebook   $79,000   35%  Ad  Age  Print   $29,750   13%  

Promotional  Material   $26,970   12%    

Vehicle

PLAN PAREMETERS

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Facebook will be the primary focus of our digital campaign because of its thorough demographic segmentation. The Facebook ads will directly lead the students onto the landing page of the campaign. The targeted demographic would be categorized as follows:

This specific Facebook budget would be based off CPC because we are more interested in driving conversions to our landing page rather than raising general awareness. Bidding CPC costs will begin in early September, after the BBDO official launch party, and steadily increase into the peak of the campaign. The more we increase our daily spend, the more our ads show up to the target. Estimated bids are available on the chart below.

While Facebook is a major focus, we want to support it with twelve ads dispersed intermittently through the popular industry magazine, Advertising Age. The magazine is frequented most often by industry professionals and eager students, so this would be a good method to reach the students that are serious about starting their advertising careers. Although our target is more specific than the reach of the magazine, it will increase word of mouth to others beyond our target. Building awareness of BBDO NY’s newest Diversity campaign with positive buzz marketing can help us achieve our communications objective.

Demographic  #1   Demographic  #2  College/University  Students   ‘Premium’  Universities  (chosen    

according  to  diversity  percentage)  20-­‐27   20-­‐27  USA   USA  Female/Male   Female/Male  Non-­‐White   Communication/Business  Majors    

Daily  Spend  Bid   Days  of  the  Month   TOTAL  SPEND  $170   September  (30)   $5,100  $200   October  (31)   $6,200  $500   November  (30)   $15,000  $1,000   December  (31)   $31,000  $700   January  (31)   $21,700     OVERALL  SPEND   $79,000  

 

Both digital and print rates were considered so we can efficiently spread the word about this event. Looking at the rate card that Ad Age provides, it is evident that the costs will add up quickly; however, this is a great outlet to reach our targets. The advertisement included in the magazine will be used to spark interest about the event and will start up the Monday after the launch party (August 24, 2012) which is spelled out in the Creative Plan section.

To complement the ads in Advertising Age, we also plan on creating posters that can be sent to campuses and posted on campus bulletin boards to get the word out even more. We intend to send out these posters (See p. 28) to seventeen of the schools that fall into the List of Top Campus Ethnic Diversity schools with advertising majors in our target. The body copy in the advertisements and posters will be synonymous to ensure that viewers can make a connection between all of ads we are utilizing in our campaign.

First and foremost, we will reach out to Department Chairs at each school with an email message introducing the Diversity Campaign (See p. 27) and have them send information onto their students. By notifying department chairs at our highly diverse target colleges, we are hopeful that they will pass on the message to students at their school. We believe this e-mail/word of mouth strategy will be very effective because it is free and is directly targeting the group we want.

In addition to the print and promotional items, we are rounding out our media strategy by creating free publicity with press releases that will be sent to leading media outlets (See p. 31). The first press release will be about our launch party in August, followed by a second at the end of December. This will note the start of the Twitter campaign, and the final press release will be released mid-February detailing our event.

Another important aspect in our media strategy is to raise awareness and gain positive public publicity about the campaign through media outlets and others like the AAF organization. A viral video would be a great tool to achieve this. The intent is for it to promote our event, celebrate diversity, and lead viewers to the campaign (See p. 30).

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B R E A K D OW NB U D G E T

$ $

$$$

$

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*2M3D has allocated media spend for Q1-Q3 (July 2012-March 2013) only. The 4th Quarter of the year does not have any media spend and therefore will not be part of the media budget.

SOURCES AAF: Diversity achievement and mosaic awards & forum. (2012). Retrieved from http://

www.aaf.org/default.asp?id=202

BBDO reviews (2012). [Online forum comment]. Retrieved from http://www.glassdoor.com/Reviews/BBDO-Reviews-E14065.htm

Bush, R. (2011, January 31). Sorry state of diversity in advertising is also a culture problem. Advertising Age, Retrieved from http://adage.com/article/news/lack-diversity-advertising-hiring/148565/

Campus ethnic diversity. (2012). Retrieved from http://colleges.usnews.rankingsandreviews.com/best-colleges/rankings/national-universities/campus-ethnic-diversity

Garfield, B. (n.d.). The advertising century: Top 100 advertising campaigns. Retrieved from http://adage.com/century/campaigns.html

Lauro, P. W. (1999, August 31). The media business: Advertising; BBDO new york enters cyberspace in a big way with an agency focused on interactive marketing. New York Times. Retrieved from http://www.nytimes.com/1999/08/31/business/media-business-advertising-bbdo-new-york-enters-cyberspace-big-way-with-agency.html?pagewanted=all&src=pm

‘Mad men’ haven’t changed music since the 1960’s. (2010, January 14). WNYC. Retrieved from http://www.npr.org/templates/story/story.php?storyId=122545036

Morrison, M. (2012, January 23). The agency a-list. Advertising Age, 6-14. Retrieved from http://adage.coverleaf.com/advertisingage/20120123?pg=2&pm=2&fs=1

Parente, D. (2006). Advertising campaign strategy: A guide to marketing communications plan. (Fourth ed., p. 15). Mason, OH: South-Western.

Racial diversity in the workplace. (2012). Retrieved from http://www.insightintodiversity.com/diversity-issues/other-diversity-articles/58-workplace-diversity/603-racial-diversity-in-the-workplace-.html

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