University of illinois at ChiCago

• Eric Strathmann, Tom Godawski, and Brenden DoughertyCoordinators

• Chris Schremser, Jialiang Wei, and Perry LiResearch

• Jose Valles, Eric Strathmann, and Tom GodawskiAdvertising

• Aishah Chaudhry, Beena Patel, Maja Markovic, and Patricia RuhnkeCampaign Strategy

• Laura Baller, Chris Wiszowaty, Salvador Lomeli, and Ronen PolinovskyPublic Relations

• Stanislav Rodionov, Ola Khomyk, and Dave McAndrewFinance

• Will Cain, Erika Wysaski, and Alice GorodetskyPublished Reports

Increase the number of competitive candidates for Special Agent and Professional Staff positions

Increase awareness and consideration within your target market of FBI Special Agent and Professional Staff career

opportunities

Increase awareness and participation in the FBI’s Internship programs

Generate creative marketing strategies for future FBI recruiting campaigns

Research Advertising Campaign Strategy

Public Relations Finance Published

Reports

Secure Your Future

Conduct, analyze, and scrutinize pre and post-campaign surveys

Report key findings that are of benefit for other departmental decisions

Determine target market’s familiarity and perceptions of the FBI as an employer

Evaluate the success of the campaign using post-campaign primary research

Sample of 330 students surveyed

48% Male, 52% Female

55% Fluently speak another language

Pre-Survey

Sample of 340 students surveyed

52% Male, 48% Female

56% Fluently speak another language

Post-Survey

14%

10%

4%

3%

14%5%3%

13%4%

30%

Field of Study

Accounting/Fin Internationa Stu

Mgmt Mkt

Sciences Econ

Foreign Language Engineering

Military Exp Other

84% of those surveyed are undergrads

Other (LAS, Sociology, Psychology, etc.) – 30%

Sciences – 14%

Accounting/Finance – 14%

Engineering – 13%

International Studies – 10%

84%

13%

Education LevelUndergrad

Post Graduate Degree

Professional Degree

Graduate Student

Top Foreign Languages:

Spanish (31%)

Chinese (17%)

Polish (11%)

Top Three Ethnicities:

Caucasian (32%)

Asian (23%)

Hispanic (21%)

14%

21%

32%

23%

3%6%

Ethnic Background

African American

Hispanic

Caucasian

Asian

Pacific Islander

Other

0%5%

10%15%20%25%30%35% 31%

17%11% 9% 9%

5% 5% 4% 3% 1% 1% 1% 1% 1%

Most Frequent Languages Spoken at UIC other than English

The areas where students spend most of their time:

Quad (32%)

Library (31 %)

Inner Circle (25%)

The three best ways to reach students regarding Campus Activities are:

Email (90%)

Word of Mouth (39%)

Posters/Flyers (38%)

0%20%40%60%80%

100%90%

39% 38%23% 12% 12% 6% 3%

What is the best means to reach you with info regarding campus

activities/events?

32%

31%

25%

24%

17%

16% 9%

Where do you spend the majority of your time on campus?

Quad

Library

Inner Circle

BSB

Rec Center

Other

Montgomery

35%

11%20%

16%

9%

4% 5%

Mode Of Transportation

Cta

Metra

Personal

Live Near Campus

Other

Bicycle

UIC Shuttle Bus

Top three modes of transportation used by UIC students:

CTA (35%)

Personal (20%)

Live Near Campus (16%)

330

239 234191

64 61 6125 20 5 13 5

050

100150200250300350

IMPORTANT FACTORS WHEN CHOOSING A JOBThe top three most important factors when choosing a job include:

Salary (100%)

Health Care (72.5%)

Job Security (71%)

38%

62%

Have You Ever Heard of www.fbijobs.gov?

Yes

No

51%

49%

Have You Ever Heard of www.fbijobs.gov?

Yes

No

Pre-Campaign Post-Campaign

•Of the students surveyed51% are now aware of the FBI career website, compared to 38% prior to the advertising campaign, a 34% increase in awareness of the career website.

Pre-Campaign Post-Campaign

•According to our pre-survey results, only 7% of the participants claimed to have ever spoken to an FBI recruiter; after the FBI’s advertising campaign, over 14% of the respondents had spoken to a recruiter, a 100% increase.

7%

93%

Have You Ever Spoken With an FBI Recruiter?

Yes

No

14%

86%

Have you ever spoken with an FBI recruiter?

Yes

No

Pre-Campaign Post-Campaign

• 40% of the students surveyed Pre-Survey considered a career with the FBI vs. 51% of the students surveyed Post-Survey

• 28% increase in the amount of the respondents considering a career with the FBI after our advertising campaign

•73% of students who considered a career with the FBI between the ages of 18-24

40%

60%

Have you ever considered acareer with the FBI?

Yes

No51%49%

Have you ever considered a career with the FBI?

Yes

No

Pre-Campaign Post-Campaign

•Griffin Consulting achieved a 16% increase in exposure to advertisements concerning the FBI and their career opportunities

45%55%

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

Yes

No52%48%

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

Yes

No

Secure Your Future

• 330 pre-campaign surveys collected and analyzed• 340 post-campaign surveys collected and analyzed

Conduct, analyze, and scrutinize pre and post-

campaign surveys

• Provided PR and Advertising department the best way to reach target market

• Gave Advertising department several key findings to implement in ads

Report key findings that are of benefit for other

departmental decisions

• 40% more students now have a better knowledge of the FBI as an employer due to the campaign

Determine target market’s familiarity and perceptions of the FBI as an employer

• 28% of the respondents feel better informed about the FBI• 100% more people have spoken to an FBI recruiter• 23% more students visited the FBI website

Evaluate the success of the campaign using post-

campaign primary research

Increase target market’s familiarity with FBI Internship and career opportunities

Utilize a variety of promotional methods to implement a successful and creative campaign

Display benefits of the FBI to enhance the target market’s perception and consideration of joining the FBI

Enhance the number of competitive, diverse candidates from the target market and positively show the FBI as an employer of choice

“Follow Your Intuition”

Main Event

Word of Mouth

Info Booths

Online Communities

Press Releases

Create Print Ads

Develop Ad Theme

Analyze and Interpret Research

Increase awareness of career opportunities using these mediums:

Poster Ads Throughout

CampusInfo Booths Press

ReleasesViral

MarketingWord of Mouth

Social Networking

Sites

• Positions FBI careers as an employer who has job security

even in uncertain times

“Secure Your Future”

• Positions FBI careers as adventurous, different, and

exciting

“The FBI - It’s Not Your

Average 9-5”

Advertisement Approval• 20 Advertisements submitted for approval• 12 were chosen as the main focus

Advertisement Details• Consistent templates were used on all advertisements to create coherence• Main Event information on bottom border of all advertisements to create awareness• Eye-catching advertisements conveyed the benefits and opportunities the FBI offers.• Images chosen were diverse in content that tie to our two main slogans

Poster Ad Selection• Four advertisements were chosen to be printed and posted throughout campus• A total of 40 printed ads, 10 from each chosen advertisement, were strategically posted

around campus

Over 50% of students are now

aware of www.fbijobs.gov

51%49%

Have you heard of the FBI career webisite

www.fbijobs.gov?

Yes

No

Engineering and Liberal Arts and Sciences account for 57% of those surveyed

14% 10%

4%

3%14%

5%3%

13%

4%

30%

Field of Study

Accounting/Fin Internationa StuMgmt MktSciences EconForeign Language EngineeringMilitary Exp Other

•44.5% speak Spanish•17.5% speak Chinese

0

10

20

30

40

50

60

70

80

90

Foreign Languages

96.5% of students consider email effective

46.8% of students consider posters/flyers effective

050

100150200250300350

Best Way to Reach Students Regarding Campus Activities

56%44%

Have You Been Exposed to the FBI Advertisign

Campaing "Secure Your Future" on Campus?

Yes

No

56% of students said that they were

exposed to the FBI advertising campaign

on campus

52%48%

Did the Advertisements Increase Your Interest in

the FBI?

Yes

No

52% of students said that the

advertisements they were exposed to

increased their interest in the FBI

Created Main Event awareness

Informed students to visit the FBI Career website

Informed students of Main Event info , location, and time

Used FBI T-Shirts as walking advertisements

Created buzz and awareness of our

“Follow Your Intuition” event

BannerHigh traffic area at the

entrance of the Student Center East building

Focal point of pedestrian traffic March 31st – April 2nd

Phase 2

Built interest Gave out information Mass e-mail Final event

flyer Banner

Phase 1Analyzed research

results to better target students

“The FBI - It’s Not Your Average 9-5” posters

“Secure Your Future” posters

Location# of Posters

Per 30 min Per day

BSB Entrance 2 210 3360

BSB Cafeteria 2 110 1760Burnham Hall Entrance 1 65 1040

CCC Bulletin 1 1 190 3040

CCC Entrance 3 400 6400

Inner Circle 2 350 5600Lecture Center A North 1 85 1360Lecture Center A South 1 100 1600Lecture Center A East 1 75 1200Lecture Center A West 1 83 1328Lecture Center B1 1 103 1648

Location# of

PostersPer 30

minPer day

Lecture Center B2 1 115 1840Lecture Center C North 1 195 3120Lecture Center C South 1 180 2880Lecture Center C East 1 215 3440Lecture Center C West 1 200 3200Lecture Center D North 1 150 2400Lecture Center D South 1 110 1760Lecture Center D East 1 115 1840Lecture Center D West 1 135 2160Lecture Center E1 1 96 1536

Location# of

PostersPer 30

min Per day

Lecture Center E2 1 65 1040

Lecture Center F North 1 78 1248

Lecture Center F East 1 92 1472

Lecture Center F West 1 93 1488

Stevenson Hall 1 83 1328

East Campus Dorms 1 250 4000

University Hall 2 300 4800

UIC Library Front Desk 1 115 1840

Quad 2 786 12580

Montgomery Ward Lounge 2 31 500

Totals: 40 posters, 5,258 impressions per 30 minutes, and 584,052 impressions per day

•Analyzed research results and addressed key findings•Maximized the number of impressions•584,052 impressions per day

Increase target market’s familiarity with FBI internship and career

opportunities

•Developed attractive promotional material

•12 ads approved, 20 submitted

Utilize a variety of promotional methods to implement a successful

and creative campaign

• Increased awareness of FBI careers amongst the UIC student population

•52% of students surveyed now feel more interested in the FBI

Display benefits of the FBI to enhance the target market’s perception and

consideration of joining the FBI

• Increased awareness and participation for the Main Event

•Over 500 students attended on April 2nd, 2009

Enhance the number of competitive, diverse candidates from the target market and positively show

the FBI as an employer of choice

Plan and implement an integrated marketing communications strategy that focuses on increasing awareness of opportunities with the FBI

Position the Main Event to the target market through marketing mediums to gain maximum exposure and increase attendance

Encourage participation of target market to seek more information about applying at the FBI

Generate a positive response regarding career and internship opportunities available within the FBI

•Understood client’s current positioning, messaging, and tactics of their product or service•Decided on positioning while considering the research findings and knowledge of target market•Developed a message that grabbed target market’s attention with an effective tagline and

campaign theme: “Secure Your Future”

Weeks 1-2

•Created tactics that were a part of an Integrated Marketing Communications campaign: Broadcast Media, Print Media, Internet and Interactive Media, Event Marketing

Weeks 3-7

•Adapted campaign strategy to the feedback received in the Marketing Strategy Meeting•Ensured all agency departments’ implementation phase reflected overall

messaging, positioning, and tactics, based on client approval•Launched main event centered on exciting career opportunities offered by the FBI, themed:

“Follow Your Intuition”

Weeks 8-11

Word of Mouth Advertising

Cafeteria projector to showcase

advertisements

Banner displayed in Student Center East

Informational booths set up before and the day of main

event

Posters displayed around campus

Flyers as reminders for main event

Personalized T-shirts Mass email to UIC students

Social networking event invitations

• Campus TVs• Projector System• Information Booths• Flyers/ Posters

• Mass Emails• Online Social Networks• Banner in Student Center East• Inner Circle Exposure

13%

20%

10%13%

23%

21%

Leisure Time On Campus

Montgomery

Rec Center

Quad

BSB

Inner Circle

Library

050

100150200250300350

Best Way to Reach Students Regarding Campus Activities

• Email is the primary way to relay information to UIC students

• 23% of students spend their time in the Inner Circle between classes

• Booths set up to create awareness about the upcoming event and about FBI careers

• Flyers and FBI promotional items were distributed to all students

Information Booths

• Located in high traffic area in Student Center East

•Displayed during week of main event

•Advertised FBI and main event

Banner

• Advertisements and details for events on large flat panel TVs in heavy traffic areas

Campus TVs

• Massmail• Facebook• MySpace

Internet Advertising

Banners

Flyers

Posters Info Booths

Plasma TVs

T-Shirts

Pre-Campaign

Post-Campaign

• Almost 30% increase in considering a career with the FBI

40%

60%

Have you ever considered a career with the FBI?

Yes

No

51%49%

Have you ever considered a career with the FBI?

Yes

No

Main Event

“Follow Your Intuition”

Word of Mouth

Info Booths

Online Communities

Press Releases

Create Print Ads

Develop Ad Themes

Analyze and Interpret Research

Friday3/27

Monday3/30

Tuesday3/31

Wednesday4/1

Thursday4/2

BannerSCE Booth

1st Set of Posters

2nd Set of Posters

Event Posters and Flyers

Launch All Ads

Student Center East Promotions (Display TVs, Bulletin Boards, and More)

Main Event

FBI representatives were present for student questions and special

recruiting presentation

Variety of games and activities

Giveaways every half hour

Complimentary food and drinks

Event Activities

-Foreign Language Game

-Geography Game

-Most Wanted Activity

-Who Wants to be an FBI Agent? Game

-Sumo Wrestling

• FBI Representatives• The main attraction at the event was the

presence of two FBI Representatives• Students were able to meet the recruiters

and ask questions

• Giveaways• With the help of many local businesses

and organizations the agency secured $2,000 in giveaways for students

• DJ• Helped attract more students

and keep a fun atmosphere

• Free Food and Drinks• Students who filled out a CRF

form received free pizza & pop

Main EventMain Event Agenda11:00---Event Begins! Free Food and Drinks 1:15---Sumo Wrestling

11:15---Foreign Language Game 1:30---Most Wanted Activity #2

11:30---Physical Fitness Test #1 1:45---Physical Fitness Test #2

11:45---Who Wants To Be An FBI Agent ? Game #1 2:00---Raffle

12:00—Raffle 2:15---Who Want To Be An FBI Agent? Game #3

12:15---Identify countries, leaders, and capitals on a map (Geography Game) 2:30---Sumo Wrestling

12:30---Most Wanted Activity #1 2:45---Raffle

12:45---Recruiter Presentation 3:00---Closing

1:00---Who Wants To Be An FBI Agent? Game #2

Inner Circle

• Over 500 students attended “Follow Your Intuition”

Planned and implemented a creative campaign that evoked interest and

awareness among the diverse student-base

• 7 different media vehicles utilized• Banner in Quad and NBC Morning News and

WGN Radio

Exposed the campus to a variety of media tools with a consistent message aimed at attracting students to main

event, “Follow Your Intuition”

• Presentation by FBI Representative• $2,000 in giveaways at event

Organized the resources of the agency and its members which allowed us to

generate an exciting, yet effective main event

• Over 350 completed CRF forms• Increased interest of students in every FBI

opportunity offered by our campaign

Produced positive post-campaign research results and accomplished the

objectives of the FBI

Establish and sustain meaningful relationships with various media outlets to maximize exposure

Develop and distribute media press kits to create awareness and buzz for the campaign and main event

Decide upon the media outlets to receive optimal coverage

Attain sponsorships and donations from local businesses

Press Releases

Contact Local Media Distribute

Media Kits

Solicit Sponsors and Donations

Secure Morning

News Exposure

Maximize exposure with

local mediaCost effective

Mass e-mails to students

Utilize UIC Alumni

network

Solicit local business support

Media Kits

Press Releases

Solicit sponsorships

and donations

Contact media outlets

Social Networking

Sites

“FBI and UIC Reveal Career Potential!”

Introduce Griffin Consulting

Unveil FBI and EdVenture Partnership

Describe the purpose and the goals of the campaign

“Follow Your Intuition” at UIC

Increased awareness and generate buzz of the April 2nd

FBI Event

Includes the Final Event Agenda

“Griffin Consulting Soars!”

Details the successes of the campaign

Gives Vital Post Research Findings

• 14% Increase in fbi.gov viewers

• 40% felt more positive about the FBI

• 72% gained interest in FBI through Griffin Consulting’s advertisements

Over 170 million combined users on Facebookand MySpace

Griffin Consulting Media Kit

Griffin Consulting Backgrounder

FBI Backgrounder

Press Releases

Sample Advertisements

Griffin Consulting with NBC 5 Morning News

Received 1 minute of airtime on the 5 am Morning News

Generated market exposure of over 170,000 people

Promoted a career in the FBI in a positive way and directed people to

the FBI website

Contacted newspapers, and radio stations with Media Kits

Contacted 62 student organizations with Media Kits

Sent out 2 Massmails creating 50,000 impressions

Posted FBI information on CBA Listserv and UIC Announce

• Contacted 50 different media outlets with media kits and all 3 press releases

Developed and maintained

relationships with different media outlets

• Marketed through UIC Media Outlets as well as NBC 5 Morning News and Social Websites

Obtained the proper media coverage for the

campaign

• Utilized Media Kits by sending them to media outlets as well as 62 student organizations

Generated “Buzz” with press kits

Secured sponsorship and donations to maximize return on investment

Maintained and tracked the $2,500 budget efficiently and maximized our return on investment

Collected all receipts and accurately recorded the expenses and value

Interpreted numerical and financial data

Department Estimated Cost

Estimated Value

Advertising $ 1,200

$ 3,200

Campaign Strategy $ 775

$ 2,510

Public Relations $ 175

$ 175

Finance $ -

$ 50

Published Reports $ 350

$ 1,500

Research $ -

$ 275

Total $ 2,500

$ 7,710

Department Final Cost

Final Value

Public Relations $ 125

$ 60,175

Advertising $ 1,170 $ 2,294

Campaign Strategy $ 575 $ 1,475

Research $ - $ 290

Published Reports $ 630 $ 1,000

TOTAL $ 2,500

$ 68,085

Department Estimated Cost Estimated ValueAdvertising $ 1,200 $ 3,200 Campaign Strategy $ 775 $ 2,510 Public Relations $ 175 $ 175 Finance $ - $ 50 Published Reports $ 350 $ 1,500 Research $ - $ 275 Total $ 2,500 $ 7,710

Department Estimated Cost Estimated ValueAdvertising $ 1100 $ 1,500

Campaign Strategy $ 700 $ 4,000

Public Relations $ 50 $ 2,000

Finance $ - $ 50

Published Reports $ 650 $ 2,000

Research $ - $ 500

Total $ 2,500 $ 10,050

44%

28%

2%

26%

Estimated CostAdvertising

Campaign StrategyPublic Relations

Finance

Published Reports

15%

40%20%

20%5%

Estimated Value

Department Actual Cost Actual ValuePublic Relations $ 133.13 $ 2,107 Advertising $ 322.00 $ 52,106 Finance $ 20.00 $ 50 Campaign Strategy $ 1,336.17 $ 2,134 Research $ - $ 420 Published Reports $ 688.70 $ 2,000 TOTAL $ 2,500.00 $ 58,817

13% 53%

5%

1%

28%

Actual Cost Advertising

Campaign StrategyPublic RelationsFinance

Published ReportsResearch

89%

4%

4%

3%1%

Actual Value

Initial ROI: (10,050-2,500)/2,500 = 3.02

Actual ROI: (58,817-2,500)/2,500 =

22.53$0.00

$20,000.00

$40,000.00

$60,000.00

Actual Cost Actual Value

$2,500

58,817

Actual Cost vs. Actual Value

Value increased over 23 times the initial $2,500 investment

Over $50,000 value in NBC Morning News Appearance

Donating CompanySeven Eleven

National City BankBrix, Inc.

Chicago BearsHome Depot

Peace of Art TattooQuizno'sRosebud

Paramount PicturesBest Buy

The Drum and MonkeyBoston Market

Bar LouieLalo's Mexican Restaurant

Starbucks CoffeeSoupbox

Total

Donated$435$383$300$150$134$100$100$75$70$50$30$25$25$25$20$15

$1,937

Nearly $2,000 in Donations

• ROI was 2253% resulting from aggressive networking

Maximize return on the $2,500 budget provided

• Efficiently allocated $2,500 budget within 6 departments

Implement financial sound decision-making abilities

• Collected all the receipts from each department

Maintain accurate financial data

• Determined Cost and Value of all donations and publicity

Interpret numerical and financial data

• Nearly $2,000 in donationsSecure sponsorship from

community based businesses

The Objectives were as follows:

• Over 500 people attended the event with 350 CRF cards obtained

Increase the number of competitive candidates for Special Agent and

Professional Staff positions.

• 34% increase in the number of people who have heard of www.fbijobs.gov

Increase awareness and consideration within your target market of FBI Special

Agent and Professional Staff career opportunities.

• 50% increase in number of people who have spoken to an FBI recruiter

Increase awareness and participation in the FBI's Internship programs.

• Campaign generated nearly 1,000,000 with multiple media vehicles utilized

Generate creative marketing strategies for future FBI recruiting campaigns.

Federal Bureau of Investigation

EdVenture Partners

Special Agent Higgins

Program Coordinator Lawrence Swayne

Professor David Koehler

Project Consultant Vishal Patel