fbi presentation
TRANSCRIPT
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
AGENDA OBJECTIVES BUDGET RESEARCH CREATIVE MEDIA PR WRAP-UP
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