AGENCY 007

2presents

EVALUATION OFOLD

CAMPAIGNSBOOK

Introduction

Team Inspiration Good use of theme continuity (Muses) Attractive presentation

Executive Summary Easy-to-follow organization Be conscious of spacing vs.

indentation

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Industry History Trends in Job

Market Growth Aggressive

Recruiting Experience

Favored Women Wanted Outsourcing Engineering

Organizations

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07Company

Background History Operations Future Key Facts Products Products & Services Sales Employment

Competitive Direct

Competitors Web Site Advertising Career Fair

Prospect Evaluation Geography/

Regionality

Situation Analysis cont’d

Situation Analysis cont’d

The Good “Evolution of

Engineering” timeline Great coverage of

many topics Images/descriptions of

Web sites “Key Facts” section Appealing internship

benefits Short paragraphs with

pictures mixed in Broke down strengths

and weaknesses

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07The Bad

Confusing setup Pixilated graphs

(difficult to read) Language switched

between professional and casual

The summary of findings didn’t flow very well

ResearchObjectives

1) What attracts target market2) Target market’s awareness of company and

competitors3) Target market’s media habits

Strategies Online survey Quotes

Report Tables & Graphs Included quotes from surveys

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Research cont’d

The Good Objectives very useful

and relevant Objectives gave report

a good direction Online survey is very

convenient

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The Bad Yellow boxes for SWOT

are hard to read and not pleasing to the eye

Misspellings Centered quotes

MarketingObjectives

“To increase the number of quality applicants by 20% between September 2007 and May 2008.”

Strategies Creates Group A (for recruiting out of state)

and Group B (maintaining in-state applicants)

4Ps presented effectively

Positioning Create a nurturing corporate culture

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Marketing cont’d

The Good Pointed out what

needed to be emphasized

Rationale is a good idea

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The Bad Rationale chart is too

wordy Use of “quality” unclear;

objective needs to be more specific

Inconsistent bullets

AdvertisingObjectives

Increase awareness of Harris among students by 15% between the months of January and December 2007. Well-correlated to marketing objective

Increase the number of applicants by 20% between the months of September and December 2007. Same as marketing objective

Strategies Internet (banner ads) & Print Ads

Not very creative, but clearly written

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Sales Promotion / PRObjectives

They are appropriate because they are measurable and specific

Strategies Creative, clear and achievable Well-tailored to the market they are going

after

Tactics USB Drives good idea Sports fans bad idea

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Sales Promotion / PR cont’d

The Good Giveaways are practical

and useful Footprint idea – “Go

Further” – fits the journey theme

Boarding pass idea is creative and consistent with theme

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The Bad Inconsistent spelling of

“Giveaways” Give-a-ways Give-aways Giveaways

Pixilated images of products

CreativeObjectives

Followed guidelines given in packet Identical to advertising objectives

Strategies Very descriptive Follows guidelines

Examples Internet banner ads creative Online games creative idea, poor

execution (copy falls flat) Print ads good presentation, superfluous

copy, poor readability

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Creative cont’d

The Good Consistent style, color

and design Online games are

creative

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The Bad Copy of online games

falls flat Print ads are cluttered

MediaObjectives

Goals are in numbers Not consistent with Marketing/Advertising

strategies

Strategies Feasible with cost-efficient methods (Internet and

newspaper)

Tactics Newspaper insertions Information well-presented, but hard to read

Flow Chart/Tables Flow Chart includes months not used Tables are readable, though unattractively

pixilated

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Media cont’d

The Good Included circulation,

rates and CPM for all publications

Included deadlines and contact information for the publications

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The Bad Grammatical errors Poorly constructed media

objectives Flow chart includes

months not used Pixilated charts with too

much information

Overall CommentsDesign Creative design

elements• Section titles along

side of pages• Subsection titles

along bottom of pages

• Quotes/proverbs on section cover pages

• Consistent use of theme

Pixilated images throughout

• Unprofessional• Confusing

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07Layout inconsistencies

Centered bulleted lists Differing table

appearances Used noticeable

different writing styles in different sections

• Lack of flow Wild rag, broken words

Errors Misspelled words Grammatical mistakes

Thank You!This presentation will now self-

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