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    FBI Campaign booklet FBI Campaign booklet Document Transcript

    • FBI CAMPAIGN BRIEF SECURE YOUR FUTURE 1
    • FBI CAMPAIGN BRIEF Griffin Consulting Coordinators Tom Gadowski, Eric Strathmann, Brenden Dougherty Project Consultant Vishal Patel Research Chris Schremser, Jialiang Wei, Perry Li Advertising Jose Valles, Eric Strathmann, Tom Godawski Campaign Strategy Aishah Chaudhry, Beena Patel, Maja Markovic, Patricia Ruhnke Public Relations Laura Baller, Salvador Lomeli, Ronen Polinovsky, Chris Wiszowaty Finance Stanislav Rodionov, Ola Khomyk, Dave McAndrew Published Reports Will Cain, Erika Wysaski, Alice Gorodetsky SECURE YOUR FUTURE 2
    • FBI CAMPAIGN BRIEF Coordinators Eric Strathmann Tom Godawski Brenden Dougherty SECURE YOUR FUTURE 3
    • FBI CAMPAIGN BRIEF Table Of ContentsExecutive Summary…....................................................................................5Research …......................................................................................................6Advertising …................................................................................................18Campaign Strategy …...................................................................................31Public Relations….........................................................................................36Finance…........................................................................................................45Conclusion……………………………………………………………..…....50Thank You………………………………………………………………..…51 AppendixA. Post-Research Survey……………………………………………..….…52B. Research Results………………………...………....….………..…….....55C. Campaign Advertisements………………………………..….….….......61D. Main Event Advertisements…………………………………...….….....62E. Campaign Timeline …………………………………………………......63F. Main Event Timeline……………………………………………….…....64G. Internet Site Examples……………………………………………….....65H. Main Event Layout……………………………………………...……....66I. Griffin Consulting Backgrounder…………………………………........67J. FBI Backgrounder…………………………………………………....….68K. EdVenture Partners Backgrounder……………………………..……..69L. Media Contact List…………………...........…....….....…………….......70M. Donations…………………………………………………………......…73N. Donations Letter………………………………………………...…...….74O. Thank You Letter…………………………………………...…………..75P. Department Allocation…………………………………...……………..76R. Photo Gallery………………………………………….….….………….77S. Contributors.………………...…….…………....…………..…….……...79 SECURE YOUR FUTURE 4
    • FBI CAMPAIGN BRIEFExecutive SummaryGriffin Consulting, a marketing agency consisting of 21students, worked in coordination withEdVenture Partners to create and implement an integrative marketing campaign for the FederalBureau of Investigation (FBI). The objectives of this campaign were to increase awareness of theFBI’s career opportunities as well as positively market the FBI as an employer to the diversestudent body of the University of Illinois at Chicago (UIC).The approach to this campaign was to stimulate interest about the FBI through the use of creativeand innovative advertisements, generate exposure through multiple media outlets, and implementpromotional events designed to attract the desired target market. The main theme that waschosen for this campaign was “Secure Your Future.” This theme was designed to encouragestudents to take an interest in the various opportunities offered by the FBI, and to consider theFBI as a potential path to success.The advertising campaign began with print advertisements strategically posted in various high-traffic areas throughout campus. Flyers, banners, internet postings, television and radio spotswere used to disseminate information about the FBI and generate buzz about the campaign’smain event, “Follow Your Intuition.” This event was the culmination of the entire campaign,attracting over 500 people.In order to ensure the success of this campaign, the 21 members of Griffin Consulting weredivided into six departments, each assigned individual tasks. The Research Departmentconducted pre-campaign surveys in order to better understand the target market and post surveysto evaluate the overall success of the campaign. The Advertising Department designed allcreative marketing materials used throughout the campaign. Campaign Strategy was responsiblefor the logistics of the entire campaign including the main event. Published Reports createdtemplates for all booklets and slideshows. The Public Relations Department focus was oncreating and distributing media kits and coordinating with representatives of local media outletsto generate exposure and subsequently attendance at our event. The Finance Department handledall budgeting for the campaign, ensuring a maximum return on investment (ROI) of 2,236%.Overall, this campaign was an astounding success with 350 CRF submitted. Key benchmarkswere established at the beginning and reinforced throughout the campaign. The numbers ofimpressions generated throughout the campaign were nearly 1,000,000 which included anappearance on NBC Morning News Show, WGN Radio, and The Loop 97.9. TheAdvertising Department created 20 print advertisements, which were approved by the client.Our post campaign research demonstrated an over 50% increase in career consideration of theFBI. Multiple media vehicles were utilized to generate buzz and create awareness of the agencyand the opportunities within the FBI. Griffin Consulting is confident that the material containedwithin the booklet will be helpful to the FBI for years to come. SECURE YOUR FUTURE 5
    • FBI CAMPAIGN BRIEF Research Perry Li Chris Schremser Jialiang Wei SECURE YOUR FUTURE 6
    • FBI CAMPAIGN BRIEFResearchObjectivesThe objectives for the Research Department were to analyze the target market, and determinetheir awareness of the opportunities that the FBI offers by conducting primary research throughthe utilization of pre and post surveys. The research section also identified: key features andbenefits sought by the target market, demographic profiles, and overall perceptions of the FBI.The research results were analyzed and interpreted to assist in the design of a marketingcampaign that satisfied the objectives set forth by the FBI. The Griffin Consulting ResearchDepartment utilized the student populations at the University of Illinois at Chicago (UIC) inorder to create a campaign which best exemplified our research data.Target MarketThe target market is composed of two integral sections: 1. Primary focus on diverse target market among the UIC Campus including: African- American, Asian, Hispanic/Latino, American Indian, Pacific Islander, and women and/or on students with critical language skills. 2. Secondary focus on UIC alumni and working professionals.Agents must be between the ages of 23 and 36 upon appointment.In addition to the preceding criteria, Special Agent critical skill areas include: experience or adegree in Accounting/Finance, Computer Science/Information Technology,Engineering/Architecture, Foreign Language Proficiency, Intelligence Experience (InternationalStudies, International Finance, and Area Studies), Law Experience, Law Enforcement orInvestigative Experience, Military Experience, and Physical Sciences (Biology, Chemistry,Math, Nursing).The FBI is also reaching out to students who might be interested in working in Professional Staffpositions or being an FBI Honors Intern.Critical languages needed for the Special Agent position are: Arabic, Chinese, Farsi, Hebrew,Hindi, Japanese, Korean, Pashtu, Punjabi, Russian, Spanish, Urdu, and Vietnamese. A list oflanguages for Professional Staff positions can be found at www.fbijobs.gov. SECURE YOUR FUTURE 7
    • FBI CAMPAIGN BRIEFResearchStrategyThe majority of all participants were Junior/Senior undergraduates and graduate studentsbetween the ages of 21-24. In order to assure that the data was consistent and precise, the preand post-surveys were distributed to the same classes. The classes that were selected included: • Business • Political Science • Foreign Language • Information Technology • Criminal Justice • Liberal Arts & SciencesPre-selected classrooms and lecture centers were chosen in the University of Illinois at Chicagofor the survey sample. By utilizing these areas for the research, we were able to gather a largeamount of surveys that helped us effectively and efficiently gather relevant market data. Afterthe survey results were analyzed, all the information was distributed to all the differentdepartments of Griffin Consulting in order to use these findings as the basis to a successfulcampaign.Pre-Campaign FindingsAfter distributing, tabulating and analyzing over 400 surveys of which 330 were useful, the FBIResearch Team was able to discuss valuable information derived from the vast amount ofresponses. As discussed in our objectives, our purpose was to focus on respondents of diversebackgrounds aged 23-36 at the UIC East Campus. The surveys were distributed only in pre-selected classrooms, which represented the target market. We were able to verify that 55% ofour respondents were of an ethic background being sought from the FBI. Of these 182respondents, 17% were Hispanic, 22% were Asian, 8% were African-American, 6% wereclassified as other, and 2% were Pacific Islander. The respondents were mainly between theages 17-24 or 86.6% of the survey participants, which represents the younger portion of thetarget market’s age (23 to 24). Of the 13.4%, which were 25 and older, they account for such asmall percentage of the sample size since the number of graduate level classes and alumnipresence on campus is small. In regards to gender, and 56% of the respondents were female.The survey consisted of twenty-two questions, nine of which are FBI-related or FBI-awarenessquestions, five are demographic questions, four of which are related to education, three of whichare related to lifestyles, and one question focused on employment status. In order to ensurereliability and validity within our research, the same targeted samples were utilized for both thepre and post surveys. SECURE YOUR FUTURE 8
    • FBI C CAMPAI IGN BRIE EFRese earchPre-C Campaig Findin gn ngs Field of Stu udy 14% 10% % 30% 4% 4% 3% 13% % 3% 5% 14% Accounting/F Fin Internationa Stu Mgmt Mkt Sciences Econ Foreign Language Engineering Military Exp Other • Of the resppondents sur rveyed, 70% of them fi the criteri that the FBI is inter % it ia F rested in for its new applicants. Of that 70% the top th Fields o Study tha were the m w %, hree of at most predomina in terms o their pres ant of sence in this sample are Sciences (w which includ de Biology, CChemistry, MMath, and Nuursing) at 14 Accoun 4%, nting and Fin nance at 14% and %, Engineerin at 13%. ng Edu ucation Level 13% 1 Un ndergrad Po ost Graduate e  84% De egree Pr rofessional  De egree • In terms of age level o education, the most fr f of , requent response was the undergrad duate level. Due to issues w reaching the graduat level clas (limited selection of classes, e with g te sses d f professor r refusal, & sc cheduling co onflicts) only 16% of the responden have an e y e nts education level above undergrad e duate. SECURE YOUR FUTUR E R RE 9
    • FBI C CAMPAI IGN BRIE EFRese earch Foreign Lang guages 100 80 60 40 20 0 • 182 (555%) of the r respondent indicated that they speak multip languag other ts ple ges than Ennglish. Of th group of respondent the top th languag spoken f hat f ts, hree ges fluently other th English include: Sp han panish (44.5% Chinese (17.5%), an Polish (11.5%). %), e nd In addiition to this i information we also dis n scovered tha currently only 24% of the at o f respond dents are ennrolled in a f foreign languuage class th semester his r. Ethnic Backg ground 6% 2% 8% Caucasian n Hispanic 45% Asian 22% African Am merican 17% Other Pacific Isla ander • The larrgest ethnic group at UIC is Caucassian, howeve the combi er ination of all the other e ethnic backgrounds at U is greater than the to Caucasia populatio Of UIC r otal an on. those e ethnicities, th most pre he evalent are A Asian (22% Hispanic (17%), an %), c nd African American (8%). n SECURE YOUR FUTUR E R RE 10
    • FBI C CAMPAI IGN BRIE EFRese earch Mode o of Transp portatio on 4% % 5% 9% Cta a 35% Meetra 16% Perrsonal Live e Near Campus 20% 2 11% Othher Bic cycle UICC Shuttle Bus • Of the seven mode of transpo es ortation mea asured in our surveys, th top three m r he most commo only taken a are: CTA (35%), Person Car (20% Lived Ne Campus/ nal %), ear /Walk (16%). • There a different modes of tr are t ransportatio on how t students go to school. ons the Majority of 35% st tudent take t Chicago Transit Aut the o thority (CTA and 20% of the A) student drive them ts mselves, 16% of the stud % dents live ne campus, where one c just ear can walk to class. o IMP PORTANT FACTO ORS WHEN CHO OOSING A A JOB 400 330 300 23 39 234 191 200 64 4 61 61 100 25 20 5 13 5 0 • The top th hree most im mportant fa actors for ou respondents when choosing a j ur c job were: Sala (100%), Health Ca Benefits (72.5%), & Job Secur (71%). ary , are s rity • When stud are seek dent king for a ca areer, there a some imp are portant facto to be aware of. ors Some facto listed: sa ors alary, healthcare, job sec curity, advanncement in position, tra p aining, retirement plan, etc, 10 00% of the students ag greed that ttheir salary is the mostt important factor. Mo consider the benefi that will be provide with a 72 t ost r its ed 2.5% for the health care and 7 h 71% for the job securit ty. SECURE YOUR FUTUR E R RE 11
    • FBI C CAMPAI IGN BRIE EFRese earch Have You H u Ever Heard of www.fb bijobs.go ov? 38% Yes 62% No • www.fbijoobs.gov is a w website for t those who a interested in being a part of the F and are d FBI information on how to apply. How n o wever, 62% of students have neve heard of FBI % er website. F those wh have hear of www.f For ho rd fbijobs.gov, only 29.6% of the stud % dents have actua visited the website ally e. Have Y You Ever r Spokenn With a an FBI  Re ecruiter? ? 7% Yes No 93% • There are ttimes where an opportun to speak with a FBI recruiter is available. Thus, e nity k I s 93% of stu udents have never spok with a F recruit e ken FBI ter. For tho who have spoken ose e to one, they thought th FBI recru y he uiter was info ormative and profession The FB should d nal. BI consider haaving more recruiters av vailable for the students to be more educated on what s n the FBI has in store for them. SECURE YOUR FUTUR E R RE 12
    • FBI C CAMPAI IGN BRIE EFRese earch Have You Eve er Consid dered a Career  with the F FBI? 40% Ye es 60% No N • The FBI is a career tha most students would n consider only 40% of the UIC s at not r; % C students hhave conside ered a job w the FB The FBI should be more advanta with BI. m ageous on those w might co who onsider being a part of th force. How does the FBI attract those he e t who are interested and retained the interests a those who age? They should be a d as o y aware of this factor to increase t interests of those wh considere a career with the FBI the s ho ed w I. Age G Group (W When Coonsiderin ng a job b  at the FB a BI) 13‐ ‐17 7% 2% 2 18‐ ‐20 22% 41% % 21‐ ‐24 25‐ ‐28 28% % 29‐ ‐32 33‐ ‐36 • There are d different age groups of t e those who h have conside ered FBI as a career with 41% of h the student considered at the age of 13-17 ye old, 28% of ages 18 ts d ears % 8-20 years ol and ld, 22% of age 21-24. Therefore, ma es ajority of th students contemplated about joini he d ing during thei time in hig school an ir gh nd/or college Since the target ma e. e arket group is between th ages of 2 he 23-36 years old, it woul be advan ld ntageous for the FBI to retain r o those who were interested at a y younger age e. SECURE YOUR FUTUR E R RE 13
    • FBI C CAMPAI IGN BRIE EFRese earch The FBI of ffers a varietty of career opportunit ties  that in nterest me: Strongly ag gree Ag gree Neuutral Disag gree Strongly disag gree Don’t Know 0 50 100 15 50 • The major of the s rity surveyed stuudent body indicates th they are unaware o the hat e of variety of job opportunities prov vided by the FBI. The objective of our mark e o keting campaign is to create and increa awarene through efforts thr e ase ess h roughout ouur consulting group, Gri g iffin Consul lting. Know wledge of career oppor rtunities within the  FBI Strongly a agree A Agree Neeutral Disa agree Strongly disa agree Don’t K Know 0 20 40 0 60 80 10 00 • The major of the s rity surveyed stu udent body indicates th the amo hat ount of knoowledge in regards to FBI car s reer opportu unities is lo From our research we found that ow. h 93% rated themselve from Don Know to Neutral, co d es n’t o oncerning their knowl t ledge of FBI career opportunities. An obbjective of o market our ting campai is to increase ign this knowl ledge throu the effor through ugh rts hout our con nsulting gro oup, Griffin n Consulting g. SECURE YOUR FUTUR E R RE 14
    • FBI C CAMPAI IGN BRIE EFRese earchPost- -Campai Findi ign ingsOver 4 surveys were distrib 400 buted in the same target market esta ablished in th pre-surve In the he ey.post caampaign sur rvey results, approximat 52% of the respond tely dents were male and 48% female m %and 87 were U.S citizens. T followin statistics illustrate ho Griffin Consulting w 7% S. The ng ow C wassuccesssful in incre easing awareeness and coonsideration within the t target marke of college students et eat the U University o Illinois at Chicago. of Pre-Cam mpaign Pre-Ca ampaign n Have You Eveer  Have  yo ou ever  Spoken With an S n FBI  heard … d of  Rec cruiter? 7% 38% Yes Yes 62% No 93% % No Post-Campaign Post-C Campaig gn Have you eve er  Havee you eveer  heaard of  spoken with ann FBI  www.fb bijobs.goov? rec cruiter? 14% 1 49% % Yes Yes 51% No 86 6% No • Of the students surve eyed 49% a now awa of the F career website, com are are FBI w mpared to 38% pr to the a rior advertising c campaign, a 34% incr rease in awa areness of th he career webbsite. • According to our pre g e-survey res sults, only 7 of the pa 7% articipants claimed to have ever spoke to an FB recruiter; after the F en BI FBI’s adver rtising camppaign, over 14% of the respon ndents had spoken to a recruiter, a 50% incr rease. SECURE YOUR FUTUR E R RE 15
    • FBI C CAMPAI IGN BRIE EFRese earchOne of the main ob f bjectives of the campaig is to gene f gn erate interes amongst th diverse U st he UICstuden body in co nt onsidering th FBI as a c he career through a variety of advertise y ements. So lookingat the q question, “H Have you ev consider a career with the F ver red r FBI?” is a great represen ntationof the success in m meeting the FFBI’s stated goals for th campaign d his n. Pre-Cam mpaign Pre-Ca ampaign Have y you ever  Have you ever b H been  co onsidere ed a car reer  expossed to FB BI  with t the FBI? ? advertis sement((s)? 40% 4 45% 4 Yes Yes 60% 55% No No Post-Ca ampaign Post-C Campaign n Have y you everr  Have yo ou ever bbeen  co onsidere ed a car reer  expossed to F FBI  with t the FBI? ? adverti isementt(s)? 49% 51% Yes Yes 48% 52% No No • About 40% of the stud % dents survey considere a career w the FBI before the yed ed with I advertising campaign. After the c g campaign 51% of the stuudents surve eyed conside ered a career with the FBI an over 50% of the resp h nd % pondents cla aimed that the FBI ma arketing campaign had increa ased their in nterest in ob btaining mor informatio on the FB re on BI. • Griffin Co onsulting achieved a 16 increase in exposur to advert 6% e re tisements concerning the FBI a their ca and areer opport tunities.  SECURE YOUR FUTUR E R RE 16
    • FBI C CAMPAI IGN BRIE EFRese earchSummaryUpon mmeticulous aanalysis of t post-cam the mpaign surve the rese eys, earch results demonstart that tedGriffin Consulting FBI mar n g’s rketing camp paign has be successf een ful. Our ageency did not onlycreate an appealing and informmative adver rtising camp paign, but al a remark lso kable amoun of ntstuden from our target mark attended t main eve over 50 nts ket the ent, 00.More i importantly, Griffin Consulting wa triumphan in raising awareness about career , as nt a ropporttunities and the consider ring the FBI as a career to the target market. According to the final I Aresults over 69% of the stude that atte s, ents ended our m event cl main laimed to ha a greater interest ave rin the F career o FBI opportunities and over 5 52% had be etter awareness of the FBI’s emplo F oymentopporttunities and would like t obtain mo informat to ore tion. Likewi the 50% increase in the ise, %amoun of students that had sp nt poken to an FBI recruite well portr er rays the victory in raisin FBI ngawaren within t UIC cam ness the mpus.In addiition, our ov verall results portray tha UIC stude are now more inform about a s at ents w med andinteres in FBI c sted careers. Grif Consul iffin lting realizes that the FB has many attributes th are BI y hatdesirab amongst the collegia market su as salary job securi and heal care bene ble t ate uch y, ity, lth efits butthe goa was to have a campai that mad the FBI a great oppor al ign de rtunity caree within the diverse er etarget m market.In concclusion, the results from the researc reflect up effort fro a group of students w took m ch pon om o whocontrol of the cammpaign set pr riorities, stru uctured tasks encourage teamwork and in the end s, ed kexceed the desir objective The pre- ded red es. -surveys we the main objective fo the advert ere or tisementsand the post-surve results dis e ey splayed the e effectivenes of the cam ss mpaign. The Griffin Co e onsultingresearc team was proud to be part of a su ch s e uccessful caampaign and believe that the data pr d t rovideddemon nstrates the e efforts of the entire Griff Consult e ffin ting team. W Without a do oubt, the posst-surveyresults indicate the success of our campaign and we c s e f could not be any more proud to be a part of psuch a delightful team. Having a attended this  he advertise Did th ements that t  event, would you noow  you weere exposed d to increasee  consider a career with h the  yourr interest in obtaining  FBI? mor re info abouut the FBI? 31% 48% Yes 52 2% Yes No No 69% SECURE YOUR FUTUR E R RE 17
    • FBI CAMPAIGN BRIEF AdvertisingEric Strathmann Tom Godawski Jose Valles SECURE YOUR FUTURE 18
    • FBI CAMPAIGN BRIEFAdvertisingObjectivesGriffin Consulting was determined to organize and implement an effective advertisingcampaign by utilizing a multitude of media vehicles as well as memorable and effectiveadvertisements. Through primary research, the advertisements targeted specific target markets topromote qualified applicants to apply to the different career opportunities within the FBI.Multiple media vehicles such as print ads, social networking sites, press releases, banners, t-shirts, and informational booths were utilized to launch the campaign. The success of thecampaign was judged by the post campaign survey results, which indicated an increasedlikelihood of joining the FBI for its various career and internship opportunities.Main Slogans:“Secure Your Future”Promote job security and career growth through advertisements that convey strong messagesabout the different FBI careers and internships opportunities.“The FBI - It’s Not Your Average 9-5”Promote the unique career opportunities within the FBI by conveying messages that resonatewith the target market.Other Slogans:Each advertisement included one of our two main slogans as the heading and an additionalslogan within the image. These slogans include: “Inquire… Aspire… FBI” “Don’t Rely on Chance for a Promising Future … Opportunity Awaits at FBIjobs.gov” “What’s Your Next Move? FBI. Check and Mate.” “Leading You in the Right Direction” “Trapped? We Know the Way Out! Career and Internships Await.” “Where Diversity Meets Opportunity.” “The Time is Now… For the FBI.” “Discover the Job and Internship Opportunities Within the FBI.” “Any Path You Take, We Have the Key” “Open the Door to Career Opportunities. FBI is the Key.” “Reach New Heights With the FBI.” “Don’t Get Boxed in Your Career… Escape With the FBI” “Whatever Your Background, The FBI Needs You.” SECURE YOUR FUTURE 19
    • FBI CAMPAIGN BRIEFAdvertisingTwo Phase Advertising CampaignPhase 1:Initial advertisements were created that were informative and eye-catching and containedsimple messages that were catchy and easy to recall. The general advertisements were designedto promote the different career opportunities including Professional Staff positions and SpecialAgent positions.Phase 2:In order to generate buzz and create interest in our main event our second phase focused onadvertisements that help build excitement for the main event. The poster advertisements andbanners were displayed throughout the main traffic areas with the slogan “Follow YourIntuition” to increase the awareness of the main event and the fun filled activities.Print Advertisement DetailsThe Advertising Department initially submitted over 20 advertisements to be approved throughthe client approval process. Of the 20 submitted advertisements, all were approved by the FBI.Four of these 12 advertisements were chosen to be printed and posted throughout the UICcampus.Eye-catching print advertisements conveyed the benefits and opportunities the FBI offers.Images chosen were diverse in content that tie to our two main slogans, “Secure Your Future”,and “The FBI- It’s Not Your Average 9-5”. General templates were used so that everyadvertisement created coherence which included event date, time, and location. The FBI logoand fbijobs.gov website were included in every printed advertisement along with our agencyname and logo.Other Forms of AdvertisementsMain Event Promotional Advertisements: Directly aimed towards promoting the main event“Follow Your Intuition.”Banners: Create awareness of the event and the FBI by hanging them where there will be themost amount of traffic.T-Shirts: Worn throughout the entire day of the event by Griffin Consulting members to serveas walking advertisements and create awareness of the event.Postcards: The postcards will be used as a reminder a few days before the main event to join theFBI and the Griffin Consulting for an informative and fun-filled event at the Inner Circle.Social Networking Sites: Use of Facebook website to reach a large audience and promote theevent date, time, and location.Mass Text Messaging: Use a text messaging service to promote the main event and encouragethe target market to participate in the main event’s activities. SECURE YOUR FUTURE 20
    • FBI C CAMPAI IGN BRIE EFAdv vertising gSecu Your Future ure • Salar Health, Job Securit importan ry, ty nt • Top three main factors wh choosin a job n hen ng • The F has a st FBI trong found dation for jo security ob IM MPORTA ANT FAC CTORS W WHEN  CHO OOSINGG A JOB 330 350 300 239 2 234 250 191 200 150 64 61 61 100 25 20 0 5 13 5 50 0 • Many possibilities in the FBI • FBI is not a typical office job • Opportun to trave and see th world nity el he • Advertisem ments focus on job sec s curity • Majority o target ma of arket surve eyed had undergrad education level d n SECURE YOUR FUTUR E R RE 21
    • FBI C CAMPAI IGN BRIE EF Adv vertising g The FBI- It’s Not Your Avera 9-5 s age • 45% of studen surveyed were Cau % nts d ucasian, 17% Hispanic, 22% Asian 8% % n, Afrrican-Amer rican • 44.5% of stud dents survey speak Spanish yed • Divversity driv advertis ven sements cat the targ markets’ attention faster tch get • Utiilizing adve ertisements targeting d different eth hnicities hel target m lps market find the FBI a more incl d as lusive Ethn nic Back kground Fo oreign La anguage es Caucasian n100 6% 2% % 8% Hispanic 80 60 45% Asian 40 22% African A American 20 0 17% Other Pacific Islander SECURE YOUR FUTUR E R RE 22
    • FBI C CAMPAI IGN BRIE EFAdv vertising gThe FBI- It’s Not Your Avera 9-5 s age • Focus on E Engineering ,Sciences, Accounting/Finance, and Foreign Language which g , e account fo 45% of th or hose survey yed • 96.5% of s students sur rveyed indi icated that e email is the most effective way of being e f informed Field of S F Study 14% % 30% % 10% 4% 13% 14% 3% 4% 3% 5% Accountingg/Fin Internationa a Stu Mgmt M Mkt Sciences S Ec con Foreign Lan nguage Engineering E Military Exp M SECURE YOUR FUTUR E R RE 23
    • FBI C CAMPAI IGN BRIE EF Adv vertising g The FBI- It’s Not Your Avera 9-5 s ageHave Yo ou Ever Heard  • Only 38% had heard of www.fb % fbijobs.govof wwww.fbijobs.gov? • Only 29.6 of them actually vi 6% m isited the si ite 49% • Post-surv research indicated an increase to 51% vey h d 51% Yes Y No N • This is a 34% incre ease of webs awareness site • Visitation increased to 37%, a 23% increase n d SECURE YOUR FUTUR E R RE 24
    • FBI C CAMPAI IGN BRIE EFAdv vertising gSecu Your Future ureHave e You Ev ver Cons sidered  a C Career w with the e FBI? • Only 40 conside 0% ered a FBI c career Yes Y • Pre- su urvey resear indicate rch ed 49% 51% % No N • 51% ha consider a FBI ca ad red areer • Post-su urvey resea arch indicat ted SECURE YOUR FUTUR E R RE 25
    • FBI C CAMPAI IGN BRIE EFAdv vertising gMedia MixGriffin Consulting used sever different media outle to gain exposure and create awa n g ral t ets d areness ofthe FB advertising campaign in the UIC campus. Mu BI ultiple prom motional tech hniques were eimplemmented in or rder to receiv maximum exposure. The differe types of media includ ve m ent m dedposters banners, t-shirts, flyer social net s, rs, tworking sit mass e-m messag and loca TV and tes, mail ges, alradio s stations. Posters: 40 P Flyers: 5 F 500 Banners: 1 B T-Shirts: 27 TPoste ersOut of the 12 appr f roved adverttisements, fo were cho our osen to be printed and posted throug p ghout theUIC ca ampus. A to of forty p otal posters, 10 f from the cho osen four, w printed and displaye The were ed.sizes o the posters were 11 x 17 inches, m of making them large enou for easy view. They were m ugh ystrateg gically positi ioned to rece maximu exposure. The high- eive um -quality ima ages and professionaldesign allowed the to stand out from typ n em pical campu posters. T posters generated e us The g extensiveaware eness with oover 580, 000 impressio during o 7 day campaign pe ons our eriod. SECURE YOUR FUTUR E R RE 26
    • FBI C CAMPAI IGN BRIE EFAdv vertising gLocat tionThe chhosen advert tisements to be posted aaround camp were stra pus ategically pl laced in high traffic hareas. They were p posted in the high traffic areas to ge e c enerate awar reness and excitement o our e ofmain eevent “Follo Your Int ow tuition”.Flyer rs buted across campus we 500 flyer 8 ½ x 11 inches. These flyers we intended to createDistrib ere rs, ereawaren of our m event. The flyers included main event info ness main ormation suc as time, l ch location,activiti prizes, a guests a the event. ies, and at SECURE YOUR FUTUR E R RE 27
    • FBI C CAMPAI IGN BRIE EFAdv vertising gBann nerA sing sided; 3 x 13 foot ban gle nner was hu on camp in the Qu which is a high-traf area. ung pus uad s fficThe baanner was in ntended to in ncrease the n number of im mpressions a about our main event as well to m spromo FBI caree opportuni ote er ities. Due to its large siz and sophi ze isticated design and layo we out,were a to reach our target m able h market and i increase awa areness of ou main eve The bann was ur ent. nerable to obtain ove 2000 imp o er pressions.T-Shi irtsIn orde to achieve more awar er e reness of our main even specially d r nt, designed T- -Shirts were worn byall team members throughout the week an on the day of the mai event. The front of th shirt m nd y in hehad the FBI logo a e along with th word FBI on top and the back side listed the information about he I d e nour ma event. As walking bi ain illboards we were able t generate i e to interest and create buzz aboutthe ma event. Ou agency’s 21 team me ain ur embers were “ walking billboards” e ”. SECURE YOUR FUTUR E R RE 28
    • FBI CAMPAIGN BRIEFAdvertisement Placement DetailsThe chosen advertisements that were printed were strategically placed in high traffic areasthroughout campus. Incollaboration with the #of Posters Impressions ImpressionsResearch Department, we Location per 30min per dayposted our advertisements in BSB Entrance 2 210 3360the lecture halls where BSB Cafeteria 2 110 1760research was conducted. Burnham Hall Entrance 1 65 1040These locations include: CCC Bulletin1 1 190 3040 CCC Entrance 3 400 6400Classroom Halls Inner Circle 2 350 5600• Ensure at least 1 exposure Lecture Center A North 1 85 1360 to every UIC student Lecture Center A South 1 100 1600• Maintain momentum on Lecture Center A East 1 75 1200 small scale Lecture Center A West 1 83 1328• Target halls which are Lecture Center B1 1 103 1648 occupied by language Lecture Center B2 1 115 1840 based, diverse candidates Lecture Center C North 1 195 3120 Lecture Center C South 1 180 2880Cafeteria/Meeting Rooms Lecture Center C East 1 215 3440 Lecture Center C West 1 200 3200• High traffic area Lecture Center D North 1 150 2400• Social environments Lecture Center D South 1 110 1760• Repeated exposure Lecture Center D East 1 115 1840• Evokes word of mouth Lecture Center D West 1 135 2160Lecture Centers Lecture Center E1 1 96 1536 Lecture Center E2 1 65 1040• Large glass windows for Lecture Center F North 1 78 1248 high visibility Lecture Center F South 1 83 1328• Center of campus Lecture Center F East 1 92 1472• Large classrooms have Lecture Center F West 1 93 1488 higher exposure Stevenson Hall 1 83 1328 percentages East Campus Dorms 1 250 4000 University Hall 2 300 4800Quad UIC Library Front Desk 1 115 1840 Quad 2 786 12580• Highest traffic are at UIC• Social environment Montgomery Ward 2 31 500 Lounge• Leads to information Total 40 5,258 584,052 boothTotal impressions of on-campus campaign: 584,052 SECURE YOUR FUTURE 29
    • FBI C CAMPAI IGN BRIE EFAdv vertising gSummaryGriffin Consultan were able to create o n nts e over 584,052 impression through a tactical and 2 ns dinnovaative campai and effec ign ctive executtion. A detai schedule of placing select iled gadvertiisements in specific locations assist in succes ted ting consciousness and ssfully creatawaren for the main event. The adverti ness ising campa aign required the determ d mination of th entire heagency as well as t staff and faculty thr y the d roughout the university. Fiscal respo e onsibility wa asmaintaained by util lizing contac and netw cts working skill and to maximize expo ls osure.The results of the p post-survey validate the success wi not only a shift in perception but in y e ith tconsidderation and image of the organizati as well. T diverse demograph grasped the ion The hicsadvertiising campaaign, absorbe the messa ed ages and the esponded in an impressiv emes, and re vefashion Griffin C n. Consultants’ campaign a appealed to t diverse s the student body and the un y nique andcreativ advertisem ve ments solidified the cam mpaign in the minds of th target audience. e heHave e You Beeen Exposeed to  Did d the Addvertisements  the FBI Ad t dvertisign  Inc crease Yo our Inte erest in  Cam mpaing "Secure Y Your  the FBI? Fu uture" onn Campus? 44% Yes 48% 52% Yes Y 56% No No NThe obbjectives of t campaig were to in the gn ncrease awar reness of the FBI career opportuniti and to e r iescreate a positive im mage of the FBI on the diverse cam mpus of UIC. This was accomplished with . a dnearly a 100% inc crease in th hose exposed to the FBI campaign on-campus and a 100% d I sincrea in the nu ase umber of students who have spok to a recr o ken ruiter. The results indic r cated thatover 550% of those surveyed h been exp e had posed to the FBI Adver e rtising Camp paign and ov 50% verof thos increased their interes in the FBI se d st I. SECURE YOUR FUTUR E R RE 30
    • FBI CAMPAIGN BRIEF Campaign StrategyMaja Markovic Aishah Chaudhry Patricia Ruhnke Beena Patel SECURE YOUR FUTURE 31
    • FBI CAMPAIGN BRIEFCampaign StrategyObjectivesGriffin Consulting of the Campaign Strategy Department were to plan and implement a creativecampaign that evoked interest and awareness among the diverse student-base. Our initial focuswas to expose the campus to a variety of media tools with a consistent message aimed atattracting students to our main event, “Follow Your Intuition.” (See Appendix for CampaignTimeline) The next phase, after creating awareness of the event, was to organize the resources ofthe agency and it members to generate an exciting, yet effective main event. As a result, theevent produced positive post-survey research results and accomplished the objectives of the FBI.The campaign altered perceptions, increased awareness of opportunities, increased websiteusage, and generated over 1,000,000 impressions with an ROI of 2,236%.Campaign Support: The following are the descriptions of how our team created awareness ofour campaign.Informational Booths: Booths were set up near the bookstore three days leading up to andincluding the day of the event. Using the information booths, flyers, brochures, and otherpromotional items were handed out that contained information about the FBI and promoted themain event.Inner Circle Projectors: Two projectors were set up in the Inner Circle. One projector had aslideshow of all advertisements created by Griffin Consulting. The other projector had aslideshow of our Campaign Brief.Internet Advertising: This includes three forms of e-advertising. • Mass email: Emails were distributed with information regarding the FBI’s career and internship opportunities and the main event. In order to increase student participation, the focus was on free food, games, and prizes that were to be given away at the event. Emails were sent out via CBA listserv as well as mass emails, which were sent to classmates through the Blackboard system, which gave 50,000 impressions. • Facebook: An event and group were created on one of the most popular networking websites for college students, “Facebook.com,” to reach a wide range of students. The event invitation provided information about the FBI, promoted the event, and created awareness using this effective tool. (See Appendix for the Internet Site Examples) • MySpace: An FBI profile was created on “MySpace.com” which had the ability to reach and inform millions of people. (See Appendix for the Internet Site Examples) SECURE YOUR FUTURE 32
    • FBI CAMPAIGN BRIEFCampaign StrategyMedia Advertising: Three forms of media advertising were utilized during the promotion of thecampaign. • NBC Channel 5 News: Informative posters were created to promote the FBI and our main event and were exposed to thousands of people on April 2, 2009 on NBC Morning News, which generated 250,000 impressions. • WGN Radio: Announcements were made on the radio about free food, games, and career information with the FBI. This generated 20,000 impressions. • Loop 97.9 Radio: Announcements were made throughout the day at one of the most popular radio stations in Chicago allowing continuous exposure of our campaign to the Chicago land area, resulting in over 50,000 impressions.Other Locations: Miscellaneous places where info was brought to our students about our mainevent.Banner: A banner was hung in Student Circle East (SCE) from March 30th to April 2ndpromoting the main event and its prizes.Poster Ads in Lecture Centers: In the SCE, SES, BSB buildings, poster ads were hung on thebulletin boards raising awareness of the main event taking place in the Inner Circle.Poster Ads in SCE: Posters were hung in the most visited building that exposed a big group ofpeople to our event.Posters at the Main Event: Additional posters were hung at our main event emphasizinggiveaways, games, food, and music to our students.Flyers: These were placed on tables and handed out to students informing them of the mainevent and the FBI.Top Secret Envelopes: These envelopes contained information about the internship and jobopportunities within the FBI. They were sealed and stamped with “DO NOT OPEN”instructing students not to open the envelope until they were in front of a Griffin Consultingrepresentative at our main event. When opened, it provided information about FBI internshipand career opportunities along with the appropriate website address.T-Shirts: All members of our team were given FBI t-shirts that included the FBI symbol, andinformation about the main event to wear around campus three days prior to the event as well asthe day of the event to generate 1,000 impressions. SECURE YOUR FUTURE 33
    • FBI CAMPAIGN BRIEFCampaign StrategyMain Event “Follow Your Intuition” April 2, 2009 Student Center East Inner Circle 11:00 am to 3:00 pmEvent Activities: The Inner Circle was divided into different activity sections aimed atpromoting career opportunities within the FBI. The separate areas were set up to test strength,physical abilities, and knowledge. There were also free food, drinks, and giveaways. Informationbooths aimed towards promoting career opportunities within the FBI were present as well.• FBI Career Information: An information table was set up at the main event with information regarding internships and career opportunities. FBI agents with first hand experience were the main focus at this table and were able to answer any questions or concerns one may have had about the FBI.• Who Wants to Be an FBI Agent?: This game was the main attraction at the event. A contestant was given the opportunity to play this spin-off of “Who Wants to Be a Millionaire?” The contestants would receive a prize depending on how many questions they answered correctly. The contestant that answered all ten questions correctly received a Nintendo Wii game.• Most Wanted Game: This game allowed participants to test their investigation skills by locating the ten team members whose sketched faces were posted at the game location. Participants that acquired all ten signatures were awarded a prize.• Foreign Language Game: Participants attempted to match the phrase with the correct language it was written in. Those who are successful won a prize.• Geography Game: A matching game where participants matched the country with its capital or leader. Winners received a prize.• Physical Fitness Test: Strength tests were held consisting of sit-ups, push-ups, and arm wrestling. The strongest competitor received a prize.• Sumo-Wrestling: Participants wrestled their components to claim championship and compete for a prize. SECURE YOUR FUTURE 34
    • FBI CAMPAIGN BRIEFCampaign StrategyMain Event• Giveaways: A prize was raffled off every 30 minutes for students participating in the event. Raffle tickets were obtained when participants filled out Campaign Response Forms in order to receive free pizza.• DJ: More entertainment was provided by a DJ playing popular music to attract a bigger crowd to the event.• Free Food and Beverages: To effectively draw students in, free pizza and drinks were provided for those who attended the event to attract more students within the Inner Circle.SummaryAfter weeks of preparation and idea generating, Griffin Consulting implemented a creativecampaign which successfully promoted the FBI. Prior to the main event, students were exposedthrough posters, flyers, and other print based advertisements. Our campaign was also presentedon local television and radio outlets. To further expose the campaign, online resources wereutilized. Griffin Consulting actively promoted the FBI and our event, “Follow Your Intuition”around campus on the days leading up to the main event.All the team members took an active role during the much-anticipated event, making sureeverything went accordingly. The team was satisfied with the outcome and success of thecampaign. The objectives were exceeded resulting in over 350 completed CRF forms. Themarketing campaign created an excellent perception on increased awareness of the FBI. GriffinConsulting’s efforts paid off with a total audience exceeding 500 attendees.Number of Impressions     Massmail  50000Facebook/MySpace  2860NBC Morning News  250000WGN 720 Radio Station  2000097.9 The Loop  50000T‐Shirts  1000Advertising  584052Info Booths  2500Banner  2000     Total Impressions  962412 SECURE YOUR FUTURE 35
    • FBI CAMPAIGN BRIEF Public RelationsRonen Polinovsky Laura Baller Salvador Lomeli Chris Wiszowaty SECURE YOUR FUTURE 36
    • FBI CAMPAIGN BRIEFPublic RelationsObjectivesThe objectives of the Public Relations Department were to generate interest and increaseawareness about the FBI Internship Program and career opportunities and maximize exposure forour marketing campaign through a variety of media outlets. By utilizing local media outlets,Griffin Consulting sought to generate awareness about our main event and our campaign as awhole. Our agency gained media exposure through several press releases and detailed media kitsdesigned to inform the media of the exceptional Internship Program and career opportunitiesavailable at the Federal Bureau of Investigation.Press ReleasesPress releases are the first point of contact between any marketing company and the outsidepress. The Public Relations team wrote total of three press releases and they were sent to 130media contacts, including newspapers and T.V. news stations. • Press Release I “FBI AND UIC REVEAL CAREER POTENTIAL!” The first press release introduced the media to Griffin Consulting and their partnership with the Federal Bureau of Investigation. This included information about the FBI Collegiate Marketing and Recruitment Program and also about our unique course and its opportunities. Press Release I was distributed to several media outlets such as UIC Radio, Chicago Flame Newspaper, and the UIC News. • Press Release II “FBI AND GRIFFIN CONSULTING JOIN EFFORTS FOR ‘FOLLOW YOUR INTUITION’” The second release focused on gaining media attention for our main event, “Follow Your Intuition.” It informed the media of the date, time, and location of our event and also included information about the activities planned. This was distributed to many media outlets including the ABC 7, WGN TV, CLTV and the NBC Morning News show. (See Appendix L for Media Contact List) • Press Release III “GRIFFIN CONSULTING SOARS!” The final press release covered the entire FBI campaign and detailed the success of Griffin Consulting was able to obtain through media publication, advertisements, and on campus marketing events. The results reflected over 1,000,000 impressions and over 500 attendees at our main event.All three press releases were also posted on two social networking sites (MySpace andFacebook), and many student organizations. Not only was the student population exposed to thepress releases, but anyone who watched the news on TV, listened to the radio, or used commonsocial-networking sites was urged to visit the FBI website and “Follow Your Intuition.” SECURE YOUR FUTURE 37
    • FBI CAMPAIGN BRIEFPublic Relations -FOR IMMEDIATE RELEASE-CONTACT: ALTERNATIVE CONTACTLaura Baller Lawrence SwaynePublic Relations Coordinator Program FacilitatorGriffin Consulting EdVenture PartnersUniversity of Illinois at Chicago Consulting Agency(630) 945-5587 (704) 688-7099Lballe4@uic.edu Swayne@edventurepartners.com FBI AND UIC REVEAL CAREER POTENTIAL! Internship with EdVenture Partners develops students’ hands-on marketing experienceChicago, IL – February 19, 2009 - This spring 2009 semester, the Federal Bureau of Investigation (FBI) isseeking to team up with students at the University of Illinois at Chicago campus. Students in Professor DavidKoehlers Advertising and Sales Promotion class formed Griffin Consulting, a marketing agency, to participatein a semester-long internship program with the FBI. As part of the FBI Collegiate Marketing and RecruitmentProgram, students will have the chance to develop and execute their own marketing campaign to promoteinternship and career opportunities with the FBI to qualified candidates.The University of Illinois at Chicago is one of only six schools nationally participating in the program. Duringthe semester, students will create a working marketing agency to research, develop, implement, and evaluate acampaign. Students will receive a $2,500 budget to bring their campaign plans to life.The goal of the campaign is to increase awareness and consideration of FBI career opportunities, both theSpecial Agent and Professional Staff positions. The campaign is specifically targeted towards studentspossessing critical skills including: accounting/finance, engineering, computer science/information technology,physical sciences and math, intelligence experience, law experience, law enforcement or investigativeexperience, military experience, and fluency in a foreign language. Critical languages for the Special Agentposition include Arabic, Chinese, Farsi, Hebrew, Hindi, Japanese, Korean, Pashtu, Punjabi, Russian, Spanish,Urdu, and Vietnamese. A more complete list of languages needed for Linguist positions can be found atwww.fbijobs.gov. By partnering with universities, the FBI is able to collaborate with students who developcreative strategies to effectively reach their peers.The FBI Collegiate Marketing and Recruitment Program is designed to bridge the gap between industry andeducation, providing students with valuable, hands-on experience. The program is coordinated by EdVenturePartners, an education-marketing agency that designs unique industry-education partnerships at campusesaround the United States. EdVenture Partners, in conjunction with the FBI, provides each student agency withthe resources and guidance necessary to design and implement their marketing campaign.Watch for more information about the FBI Collegiate Marketing and Recruitment Program at UIC throughoutthe spring 2009 semester. For more information, please contact Laura Baller at (630) 945-5587 orlballe4@uic.edu. SECURE YOUR FUTURE 38
    • FBI CAMPAIGN BRIEFPublic Relations -FOR IMMEDIATE RELEASE-CONTACT: ALTERNATIVE CONTACTLaura Baller Lawrence SwaynePublic Relations Coordinator Program FacilitatorGriffin Consulting EdVenture PartnersUniversity of Illinois at Chicago Consulting Agency(630) 945-5587 (704) 688-7099Lballe4@uic.edu Swayne@edventurepartners.com FBI AND GRIFFIN CONSULTING “FOLLOW YOUR INTUITION” UIC Chicago Students Bring Your Future with FBI Straight into Your Neighborhood.Chicago, IL – March 5, 2009 - Students at University of Illinois at Chicago have launched a marketingcampaign to let their peers know they are wanted by the FBI.On Thursday, April 2, 2009, Griffin Consultants students will host a campus event to increase awarenessand consideration of FBI career opportunities. “Follow Your Intuition” will feature a live DJ, gift cards tolocal businesses, and amazing raffle prizes. The event will be held at the University of Illinois at ChicagoInner Circle located in Student Center East during the hours of 11:00 am to 3:00 pm. Students who attendthe event will learn about the amazing job opportunities available within the Federal Bureau ofInvestigation.The Follow Your Intuition event is the culmination of a semester-long program Griffin Consultantsstudents have been participating in. The project, known as the FBI Collegiate Marketing and RecruitmentProgram, is designed to give students a unique, real-world business experience creating a marketingcampaign for a national client.At the beginning of the semester, students were challenged to create a marketing campaign that wouldincrease awareness and consideration of FBI career opportunities among their target market. These careeropportunities include both the Special Agent and Professional Staff positions within the organization.Critical skills the FBI needs include: accounting/finance, engineering, computer science/informationtechnology, physical sciences and math, intelligence experience, law experience, law enforcement orinvestigative experience, military experience, and fluency in a foreign language.However, the event is not the end of the road for the students at University of Illinois at Chicago. A post-campaign evaluation is necessary to evaluate the success of the campaign and determine the effect theirevent had on campus. Students will present their post-campaign research results to representatives fromthe FBI at the end of the semester.The FBI Collegiate Marketing and Recruitment Program is designed to bridge the gap between industryand education, providing students with valuable, hands-on experience. The program is coordinated byEdVenture Partners, an education-marketing agency that designs industry-education partnerships atcampuses in the U.S.For more information regarding the FBI Collegiate Marketing and Recruitment Program, please contactLaura Baller at 630-945-5587 or by e-mail at lballe4@uic.edu. SECURE YOUR FUTURE 39
    • FBI CAMPAIGN BRIEFPublic Relations -FOR IMMEDIATE RELEASE-CONTACT: ALTERNATIVE CONTACTLaura Baller Lawrence SwaynePublic Relations Coordinator Program FacilitatorGriffin Consulting EdVenture PartnersUniversity of Illinois at Chicago Consulting Agency(630) 945-5587 (704) 688-7099Lballe4@uic.edu Swayne@edventurepartners.com GRIFFIN CONSULTING SOARS! FBI Congratulates UIC students on successful Marketing Campaign.Chicago, IL –– April 22, 2008 – Griffin Consulting, a University of Illinois at Chicago student-runadvertising agency, launched a successful campaign targeted to the diverse UIC campus which generatednearly 1,000,000 advertising impressions. The campaign was part of a semester-long program givingstudents the opportunity to form an operating marketing agency and work for a real world client, the FBI.Griffin Consulting, formed by 22 students at the University of Illinois at Chicago, was one of only sixother colleges nationwide chosen to participate in this FBI Collegiate Marketing and RecruitmentProgram. The FBI was looking to the agency to increase awareness and consideration of FBI careeropportunities, including both the Special Agent and Professional Staff positions, and the FBI HonorsInternship Program.Students began the semester and the campaign with extensive research of their target market. Studentsthen used that information to develop a marketing campaign to promote awareness of the FBI career andinternship opportunities. The team hosted their main event “Follow Your Intuition” on April 2, 2009.The event featured many fun activities including a “Who Wants to be a Special Agent?” game, pie eatingcontest, beanbag toss, James Bond video game challenge, raffle giveaways, as well as free food for allparticipants. During the event, FBI recruiters were present to answer any questions that the studentsmight have as well as to give information regarding the opportunities that the FBI offers. “This campaignwas not only invaluable to us as students in giving us real-world hands-on experience, but because of ourdiverse campus we was able to better reach the goals the FBI were aiming for. We are looking forward topresenting our final results to the FBI on April 30, 2008," said, Eric Strathmann, Agency Coordinator.After the event, students conducted post-campaign research to assess the success of their campaign and itsimpact on the target market. The main event was a huge success with over 500 attendees. Insight basedon the collected data, revealed knowledge about FBI opportunities increased by over 50%. The entirecampaign created an ROI of 2,236%. To wrap-up the program, the team will present the results of theirsemester long campaign to FBI representatives.The FBI Collegiate Marketing and Recruitment Program are designed to bridge the gap between industryand education, providing students with valuable, hands-on experience. The program is coordinated byEdVenture Partners, an education-marketing agency that designs unique industry-education partnershipsat campuses across the country. SECURE YOUR FUTURE 40
    • FBI CAMPAIGN BRIEFPublic RelationsMedia KitsAlong with each press release that was sent out, the Public Relations team sent a media kit.These media kits included all of the marketing literature created for the campaign. These weresent out to select media contacts as well as our guests from the FBI and EdVenture Partners.These kits provide more detailed information about the program and included: • Letter of Introduction • Griffin Consulting Background • FBI Background • EdVenture Partners Background • Press Releases I, II, & III • Sample AdvertisementsOur media kits were the first point of contact between us and the outside media, and it was veryimportant to portray the sense of creativity and professionalism that Griffin Consulting wishedto convey. The media kit also reflects our dedication to the campaign and highlights the goals wewanted to accomplish.Sponsors and DonationsIn order to make the main event a success and attract the target market, Griffin Consultingsolicited several companies and businesses for contributions. (See Appendix O for DonationLetter) Griffin Consulting wanted to foster a community atmosphere of support so localbusinesses surrounding UIC, including those businesses in Greek Town, Little Italy, andMaxwell Street, were contacted first. An even greater area outside of the immediate campuscommunity also supported the campaign. All of the sponsors were recognized at the main event.(See Appendix N for Donations)Invitations and LettersThe Public Relations Department sent out professionally written letters to students, faculty, localbusinesses, and all contacts helping with the campaign, inviting them to our main event. In orderto maximize attendance, the invitations were sent through several mediums including e-mail,mass mail, and networking websites. This department also sent out thank-you letters in a timelymanner to all sponsors and everyone involved in helping the campaign become a success.(See Appendix P for Thank You Letter) SECURE YOUR FUTURE 41
    • FBI CAMPAIGN BRIEFPublic RelationsPublications and Additional ExposureIn order to increase the awareness of the opportunities provided by the FBI and our main event,Griffin Consulting needed to maximize publicity through every means possible. The teamaccomplished this through a variety of ways. (See Appendix M for Media Contact List) Topromote awareness for the FBI’s career opportunities, Griffin Consulting needed to maximizeexposure for our campaign and main event amongst the students at UIC. In order to gainexposure, the team tapped into a variety of media outlets such as:Online Venues: Facebook and MySpaceFacebook and MySspace are the largest online networking sites open to everyone. GriffinConsulting created a “Follow Your Intuition” homepage for each networking site. It included allthe main event information, FBI logo, the team logo, and some additional backgroundinformation on the FBI. All the students and many more were invited to view the twohomepages. This allowed the students to learn more about the FBI and their career opportunities.Facebook and MySpace accounted for an estimated 2,860 impressions.College of Business Administration ListservThe College of Business Administration listserv is a mailing list specific to the student’senrollment in the CBA. Griffin Consulting utilized the listserv to deliver its announcements tothe students of the CBA. All students were given the option to turn in their resume for the FBI’sperusal. The CBA listserv accounted for about 50,000 impressions.UIC MassmailUIC Massmail is an inexpensive media outlet that can be sent to any member of the UICcommunity. Griffin Consulting decided to use this as a way of reaching students to inform themof our main event and increase awareness of the FBI’s opportunities. The e-mail was sent out toall UIC students the morning of the event. SECURE YOUR FUTURE 42
    • FBI C CAMPAI IGN BRIE EFPublic Rela ationsNBC Morning NewsGriffin Consulting was able t receive sig n g to gnificant me exposur on Thursd April 2 2009 edia re day, 2,when ffeatured on t NBC mo the orning news Team mem s. mbers appeaared on the li broadcas at 5:00 ive stam weearing FBI t- -shirts and h holding poste After a c ers. commercial break NBC came back to Cregular programm r ming with a shot of the st tudents from Griffin Co m onsulting an then anno nd ouncedthe ma event on national television. The exposure f ain e from the app pearance on NBC 5 Mor rningNews w signific to the ca was cant ampaign wit the FBI. T televisio broadcast contributed to an th The on t destima 250,000 impression with a va ated 0 ns alue of $31,0 in air ti 000 ime.97.9 T Loop: Jonathon Brandm The meier Show wGriffin Consulting was also a to receiv air time t talk about the campai success o the n g able ve to t ign onradio s station The J Jonathon BBrandmeier Show. The listeners of this station are within the target e f nmarket therefore m t making this b beneficial to our campa o aign. During airtime, me g embers of G GriffinConsuulting were a to reach the entire C able h Chicago com mmunity, inc cluding mul lti-culturalcommu unities withi the age gr in roups specif by the F fied FBI. SECURE YOUR FUTUR E R RE 43
    • FBI CAMPAIGN BRIEFPublic RelationsWGN 720 Radio StationThe host of WGN Radio provided Griffin Consulting with the opportunity to receive airtime ontheir radio station. WGN Radio delivers daily news to listeners about current events in thecommunity and around the U.S. This appearance informed listeners of the different careeropportunities within the FBI. The estimated value of this exposure was $20,000.ContributionsIn order to attract students to the main event, Griffin Consulting promoted numerous giveaways.The team secured many generous donations including Bears donations, Rosebud, and Soupboxgift cards. For other giveaways we developed relationships with local businesses to procurevarious donations, including several gift cards. Griffin Consulting was able to secureapproximately $2,000 in contributions. In return for their generosity, each business received freepublicity on campus during the main event. Along with being verbally recognized at the event,each contributor received a tax exemption and thank you letter to show our appreciation. (Seeappendix O for list of contributions.)SummaryThe Public Relations Department focused on creating and maximizing exposure to help thecampaign become successful in an influential yet cost-effective manner. Through press releasesand media kits, the Public Relations Department was the first point of contact with the media,enabling the department to form relationships with local media.The department’s goals were to support the other elements of the campaign, create awareness ofthe event, generate excitement amongst the local media, and secure some coverage for ourcampaign. The exposure generated for the FBI campaign through banners and advertisementswas substantial. Capitalizing on contacts with the local news media like the NBC MorningNews and local radio stations Griffin Consulting was able to increase awareness of thecampaign.Interest about the opportunities within the FBI increased by 69% based upon the post-surveyresearch. These numbers reflect on an integrated multi-faceted campaign, which proved to behighly successful. The total number of impressions generated from the Public RelationsDepartment is estimated in the following chart. Media # of Impressions Mass Mail 50,000 NBC Morning News 250,000 Facebook and MySpace 2,860 WGN Radio 20,000 97.9 The Loop 50,000 Total 372,860 SECURE YOUR FUTURE 44
    • FBI CAMPAIGN BRIEF Finance Dave McAndrew Ola Khomyk Stanislav Rodionov SECURE YOUR FUTURE 45
    • FBI C CAMPAI IGN BRIE EFFina anceObje ectivesThe foocus of Griff Consulti was to p fin ing provide the f financing nec cessary in an affective a n andefficien manner th would al nt hat llow our tea to create an engaging and inform am g mative campa aign.The go of Griffin Consultin was to cre an adve oal n ng eate ertising camp paign for the Federal Buureau ofInvestiigation. The main goal o the Finan Departm was to a e of nce ment allocate the $2500 budge $ etamong the six de gst epartments; Advertising Campaign Strategy, P g, n Public Relations, Finance,Resear and Pub rch, blished Repo In order to be succe orts. r essful, the te had to maximize th return eam m heon inveestment (RO of $2500 To accom OI) 0. mplish this task, we secur sponsors red ship from buusinesseswithin our commu unity, genera signific media ex ated cant xposure, cre eated awaren for the FBI, and nessmaintaained an accuurate and co omplete fina ancial record d.After i initially calc culating expeected expenses for each department our financ departmen h t, ce ntprepared a prelimi inary budget for each de t epartment to assist us in this task. The bulk of o o n T ourbudget was to be u t utilized by th Advertisi and Cam he ing mpaign Strat tegy departm ments. Our sstrategicfocus w to be ag was ggressive in obtaining m maximum exposure with minimum capital; this strategy h crequire a concerted effort by each team m ed member to wwork with lo establish ocal hments in so olicitingsupporrt. Prel liminary B Budget Estimated Cost d Percentage e A Advertising $1,100 44% 4 C Campaign St trategy $700 28% P Public Relatio ons $50 2% F Finance $0 0% P Published Reeports $650 26% R Research $0 0% T Total $2,500 100% Estim mated Co ost Advertising g Campaign S Strategy Public Relat tions Finance Published R Reports Research SECURE YOUR FUTUR E R RE 46
    • FBI CAMPAIGN BRIEFFinanceGriffin Consulting was provided with a budget of $2,500 for this campaign. Donations fromeach member of our agency as well as solicitations from local businesses greatly helped us toincrease the value of our initial budget. In order for our event to be successful, the agencyrealized that the attendance at our event and participation in our scheduled activities wouldrequire a substantial amount of giveaways. Over 200 gift items were contributed to ourcampaign resulting in nearly $2000 in donated gifts. These gifts provided the incentive for ourtarget market to attend our event and engage FBI representatives in career opportunities. Donations Received Quantity $/Item Total Donating Company ValueBrix, Inc. Cash 1 $300.00 $300.00Seven Eleven XBOX360 Two Worlds Game 1 $60.00 $60.00Seven Eleven XBOX360 Frontlines -Fuel of War- Game 1 $20.00 $20.00Seven Eleven PS2 Smack Down Vs. Raw 09 Game 1 $40.00 $40.00Seven Eleven PC Fallout 3 Game 1 $60.00 $60.00Seven Eleven Bart Simpson Comic books 51 $5.00 $255.00Home Depot Coupons: George Foreman grill 2 $25.00 $50.00Home Depot Coupons: Blender 2 $35.00 $70.00Home Depot Coupons: Tide stick 3 $3.00 $9.00Home Depot Coupons: Mini Sharpie 5 $1.00 $5.00Boston Market Gift Card 1 $25.00 $25.00Bar Louie Gift Card 1 $25.00 $25.00The Drum and Monkey Gift Card 1 $30.00 $30.00Lalos Mexican Gift Card 1 $25.00Restaurant $25.00National City Bank Pens/pencils etc. 12 $2.00 $24.00National City Bank Cooler bags 4 $15.00 $60.00National City Bank T-shirts 3 $15.00 $45.00National City Bank Fridge Magnets 1 $20.00 $20.00National City Bank Stress balls 12 $5.00 $60.00National City Bank Fridge Magnets 37 $2.00 $74.00National City Bank Virgin Megamusic[Blues] CDs 4 $10.00 $40.00National City Bank Camping Chair 3 $20.00 $60.00Paramount Pictures DVD 3 $15.00 $45.00Paramount Pictures Making of Indiana Jones book 1 $25.00 $25.00Starbucks Coffee Starbucks coffee (Italian Roast) +1 cup 1 $20.00 $20.00Peace of Art Tattoo Gift Card 1 $100.00 $100.00Best Buy Gift Card 1 $50.00 $50.00 Customer appreciation card (one free 12oz $5.00Soupbox soup) 3 $15.00Chicago Bears Laser Signed Football 1 $150.00 $150.00Quiznos $5 Gift Cards 20 $5.00 $100.00Rosebud Gift Certificate 1 $75.00 $75.00 Total $1,937.00 SECURE YOUR FUTURE 47
    • FBI CAMPAIGN BRIEFFinanceAs reported at the Marketing Strategy Meeting, the primary goal of Griffin Consulting was tomaximize the Return on Investment, which is value minus the initial investment divided by theinitial investment (58,400-2500/2500). Our aggressive networking skills contributed greatly tothe Return on Investment. At the conclusion of our campaign, Griffin Consulting was able toincrease our ROI to an astounding 2,236%. Final Budget Estimated Estimated Department Cost Value Actual Cost Actual Value Advertising $1,100 $1,500 $311 $52,000 Campaign Strategy $700 $4,000 $1,312 $1,930 Public Relations $50 $2,000 $19 $2,000 Finance $0 $50 $20 $50 Published Reports $650 $2,000 $838 $2,000 Research $0 $500 $0 $420 Total $2,500 $10,050 $2,500 $58,400SummaryThrough a cost efficient and effective manner, Griffin Consulting Finance Department was ableto manage and allocate the $2,500 provided for this campaign amongst the various departmentsof the agency. In order to provide additional assistance to the initial budget each member of ourteam was given the responsibility of securing donations. The team secured many donationsadding up to a monetary value of about $1,937. A substantial portion of the high ROI wascontributed due to the media exposure the campaign had secured through a NBC Morning NewsShow appearance and extensive air time on WGN and 97.9 The Loop radio stations whichresulted in a total value of $51,000 for the Advertising Department alone.As an indication of our success, Griffin Consulting maximized the return on investment with areturn in excess of 23 times the investment cost. The responsibility of the Finance Departmentwas clear– to maximize return on investment through securing sponsorship funds, frugal expenseallocation, and optimizing the initial financial resources provided by the client. By utilizing ournetworking contacts, the Finance Department was able to secure free t-shirts, banners, main evenaccess in the UIC Inner Circle no charge for hosting our main event in the UIC Inner Circle,music equipment, candy, FBI memorabilia, and giveaways to generate interest in our events thatattracted an estimated 500 students and over nearly 1,000,000 impressions throughout theentire campaign at a cost of $.003/impression. Our campaign goal was to create awareness andinterest in the FBI as a career, our campaign was able to increase awareness and interest in theFBI by over 50%. SECURE YOUR FUTURE 48
    • FBI CAMPAIGN BRIEF Published ReportsErika Wysaski Will Cain Alice Gorodetsky SECURE YOUR FUTURE 49
    • FBI CAMPAIGN BRIEFConclusionGriffin Consulting had a massive undertaking in creating an integrative marketing campaign thatwould increase awareness of the FBI while dispelling any negativity and myths about the bureau.Throughout the semester the team was presented with the opportunity to develop and implementan exceptional marketing campaign and target the diverse market of UIC students. Research wasconducted to assess the target market and then 20 advertisements were created focusing on thethemes “Secure Your Future” and “The FBI – It’s Not Your Average 9 – 5,” approved for thecampaign. An advertising campaign was planned and executed on the UIC campus culminatingin a main event which allowed the diverse student body to become further acquainted with theFBI.Griffin Consulting was able to successfully inform University of Illinois at Chicago studentsabout the FBI’s career opportunities and dispel any negativity towards the FBI. Students wereexposed to the campaign via press releases, event invitations, info booths, media coverage, andadvertisements displayed across campus. The main event “Follow Your Intuition” proved to bean enormous success as over 500 students attended on April 2nd. After the culmination of thecampaign, post-campaign research revealed a very successful campaign, resulting in a grandtotal of nearly 1,000,000 impressions and a 2,236% Return on Investment. GriffinConsulting achieved the declared objectives within the client brief that was provided to our teamat the on-set of the semester.The Objectives were as follows:Increase the number of competitive candidates for Special Agent and Professional Staffpositions. • Over 500 people attended the event with 350 CRF cards obtainedIncrease awareness and consideration within your target market of FBI Special Agent andProfessional Staff career opportunities. • 34% increase in the number of people who have heard of www.fbijobs.govIncrease awareness and participation in the FBIs Internship programs. • 50% increase in number of people who have spoken to an FBI recruiterGenerate creative marketing strategies for future FBI recruiting campaigns. • Campaign generated nearly 1,000,000 with multiple media vehicles utilizedThis opportunity provided our team, Griffin Consulting the chance to step out of the classroomand utilize individual talents and efforts to produce a “real world” marketing campaign. Throughthis, the team displayed determination and commitment to successfully implement a campaignthat reached a level of unparalleled success. SECURE YOUR FUTURE 50
    • FBI CAMPAIGN BRIEFThank YouGriffin Consulting would like to express gratitude to our Professor, David Koehler, for his timeand dedication to making our campaign a success. His passion and guidance motivated us to stayfocus and strive for our highest potential. This class allowed us to gain hands- on marketingexperience through various forms of promotion and advertising. With Professor Koehler actingas our mentor, we were able to utilize every possible resource, which resulted in achieving themost of such an exceptional opportunity. We could not have had the success without his passionand leadership. He is a great teacher who is extremely passionate.Griffin Consulting would also like to thank our Program Facilitator, Lawrence Swayne, for hisguidance and valuable input. We utilized his suggestions and advice throughout the duration ofthe semester to enhance the success of our campaign. We are thankful to EdVenture Partners andthe FBI for the opportunity of experiential learning and leaving each of us proud to be part of theprogram and even more, to be part of a great team, Griffin Consulting.Our agency would also like to thank Special Agent Jane Higgins for explaining to our teamabout FBI careers. She also helped us implement the main event by providing us many free giftsto help entice students to attend it. We are very grateful to her for answering students’ questionsat the event and also for making this a very fun experience for everyone involved.Griffin Consulting is very grateful to the Coordinators, Eric Strathmann, Tom Godawski,and Brenden Dougherty, for their leadership and management of the campaign. They wereextremely reliable, and always available to meet. Finally we thank, Published Reports, WillCain, Erika Wysaski, and Alice Gorodetsky, for putting their time and effort into making thebooklet and PowerPoint presentations a success. SECURE YOUR FUTURE 51
    • FBI CAMPAIGN BRIEFAppendix A: Post-Campaign SurveyPlease answer the following questions in chronological order - do not go back to change any ofyour prior responses. Your participation is anonymous and no results will be attributed to anyparticular person.1. What is the first word that comes to your mind when you hear the term “FBI”?____________2. Have you heard of the FBI career Web site www.fbijobs.gov? __Yes __No 2b. If yes, have you visited the Web site www.fbijobs.gov? __Yes __No3. Have you ever spoken with an FBI recruiter? __Yes __No 3b. If yes, was the recruiter professional and informative? __Yes __No4. Have you ever been exposed to FBI advertisement(s)? __Yes __No 4b. If yes, please check all that apply: __Billboards __Magazines __Newspaper __Radio __Television __Other (please specify)_______5. Have you been exposed to the FBI Advertising Campaign “Secure Your Future” on campus? __Yes __No 5b. If your answer is yes, in what way? (check all that apply) __Fliers/Postcards __Word of Mouth __Plasma Screens __Banners __T-Shirts __Facebook __My Space __Press Releases __Inner Circle __Text Messages __Informational booths __Ads posted __Mass Email __Television __Other (please specify)_____ 5c. Did the advertisements that you were exposed to increase your interest in obtaining more information about the FBI? __Yes __No6. Have your perceptions of the FBI changed after the on-campus advertising campaign? __Yes __No 6b. If yes, in what way? (please explain) __________________________________________________________________ 6c. If no, why? (please explain) __________________________________________________________________ SECURE YOUR FUTURE 52
    • FBI CAMPAIGN BRIEF7. Did you attend the FBI “Follow Your Intuition” Event Day in the Montgomery Ward Loungeon April 2nd? __Yes __No 7b. If yes, what caught your attention the most? __Food/Drink __DJ __Bags Tournament __Informational Booths __Projection Screens __Physical Fitness Test __FBI Themed Games __Sumo Wrestlers __FBI representative8. Rate your knowledge of career opportunities within the FBI:Don’t Know Very Poor Poor Fair Good Very Good0 1 2 3 4 59. Have you ever considered a career with the FBI? __Yes __No 9b. If yes, at what age did you first consider a career with the FBI? __13-17 __18-20 __21-24 __25-28 __29-32 __33-36 9c. What led you to consider a career with the FBI? (check all that apply)__Family member is in the FBI __Presentation at school by an FBI employee__Parents encouraged me __Other (please specify)_________________10. Rate your agreement with the following statement: The FBI offers a variety of career opportunities that interest me:Don’t Know Strongly Strongly agree disagree0 1 2 3 4 511. If you saw a position that you were interested in and qualified for, how likely is it you wouldapply for a position with the FBI:Don’t Know Not Likely Very Likely0 1 2 3 4 512. Which of the following are the 3 most important to you when choosing a career/job? (Checkyour top 3):___Salary ___Job Security___Health/Life Insurance Benefits ___Training Opportunities___Advancement Opportunities ___Paid Leave (Vacation, Holiday, Sick)___Maternity/Paternity Leave ___Retirement Benefits___Employee Assistance Programs (EAPs)___Other (please specify):_________________ SECURE YOUR FUTURE 53
    • FBI CAMPAIGN BRIEF13. Are you aware of FBI’s internship programs? __Yes __No14. Where do you spend the majority of your time on campus?___Quad ___Montgomery Lounge ___BSB ___Inner Circle___Library ___ Recreational Center ___Other(please specify)_______________15. What is the best means to reach you with information regarding campus activities/events?(Check all that apply):___E-mail ___School Newspaper ___Posters/Flyers___School Web site ___Word of Mouth ___Banners___Chalking ___Other (please specify):_______________________16. Indicate age:__17-20 __21-24 __25-28 __29-32 ___33-36 __37-40 __41-44 __Over 4417. Indicate your ethnic background: (Response optional)__African-American __American Indian __Asian__Hispanic/Latino __Caucasian __Pacific Islander__Other :__________18. Are you fluent in another language(s) other than English? __Yes __No 21b. If yes, please mark all that apply: ___Arabic ___Chinese (all dialects) ___Farsi ___Hebrew ___Hindi ___Japanese ___Korean ___Pashtu ___Punjabi ___Russian ___Spanish ___Urdu ___Vietnamese ___Other (list all):_______________________19. Field of Study and/or Degree in:___Accounting/Finance ___Law ___Law Enforcement___Engineering(or Architecture) ___Intelligence ___ International Studies___Foreign Language ___Computer Science/Information Technology___Military Experience ___Sciences (Physics, Chemistry, Math, Biology, Nursing,Forensics) ___Other (please specify):______________20. Indicate gender: __Male __Female21. Are you a U.S. citizen? __Yes __NoThank you for your time! Visit www.fbijobs.gov SECURE YOUR FUTURE 54
    • FBI C CAMPAI IGN BRIE EFApp pendix B Resea B: arch Results Fi ield of S Study 14 4% 30% 10% 4% 13% 14% 3% 5% 4% 3% Accounting g/Fin Internation na Stu Mgmt Mkt Sciences Econ Foreign La anguage Engineerin ng Military Exp p Other Forei ign Lang guages 100 80 60 40 20 0 Edu ucation   Level 13% Unde ergrad Post Graduate D Degree Profe essional Degree 84% Grad duate Studen nt SECURE YOUR FUTUR E R RE 55
    • FBI C CAMPAI IGN BRIE EF Ethnic Backg ground 6% % 2% 8% Caucasian Hispanic 45% % Asian 22% African Am merican 17% Other Pacific Isla ander Best Way B y to Rea ach Stu udents R  Regardi ing  Camppus Act tivities 400 300 200 100 0 Mode O Of Transportatio on Cta 4% % Metr ra 5% 9% 35% % Perso onal 16 6% Live N Near  Camp pus 20% 2 11% Otheer Bicyc cle SECURE YOUR FUTUR E R RE 56
    • FBI C CAMPAI IGN BRIE EF Have You Eve er Spoke en With an FBI R Recruite er? 7% 7 Yes 93% No Leis sure Tim me On   Campu us 13% 21% Montgomery Rec c Center 20% Qua ad 23% % BSB B 10% % Inn ner Circle 13% Library IMPORTANT FACT TORS WHEN CH HOOSIN NG  A JOB A 400 330 23 39 234 191 300 200 64 61 61 25 20 100 5 13 5 0 SECURE YOUR FUTUR E R RE 57
    • FBI C CAMPAI IGN BRIE EF Ha ave You u Ever C Considered a Career w  with  the FBI I? 40% 4 Yes 60% No Have You H u Ever He eard of www.fb bijobs.go ov? 38% Yes 62% No Age Group A 7% 2% 13‐17 18‐20 22% 41% 21‐24 25‐28 29‐32 28% 2 33‐36 SECURE YOUR FUTUR E R RE 58
    • FBI C CAMPAI IGN BRIE EF Pre- -Campa aign Post-C Campai ign Have yo ou ever h  heard of  www w.fbijobs.gov? 49% % 51% Yes NoHave Yo ou Ever Spo oken With   an  Have you  H  ever spoken with h  FBI Recruiter? an FB BI recruit ter? 7% 14% Yes Yes 93 3% No 86% No SECURE YOUR FUTUR E R RE 59
    • FBI C CAMPAI IGN BRIE EF Pre- -Campa aign Post-C Campai ignHave Y  You Ever C  Consider red  Have yo ou ever c  considereed  a Carreer with h the FBI? ? a car reer with  the FBI? 40 0% 51% Yes Yes 60% No 49% No Havee you eve er been  Hav ve you eveer been  ex xposed too FBI  ex xposed to FBI    advvertisemeent(s)? advvertisemeent(s)? 48% Yes Yes55% 45% % No No 52% SECURE YOUR FUTUR E R RE 60
    • FBI CAMPAIGN BRIEFAppendix C: Campaign Advertisements SECURE YOUR FUTURE 61
    • FBI CAMPAIGN BRIEFAppendix D: Main Event Flyers SECURE YOUR FUTURE 62
    • FBI CAMPAIGN BRIEFAppendix E: Campaign Timeline (03/18 to Main Event) Wednesday MySpace and Facebook promotional web pages created 3/18 Spring Break Week 03/23-03/27 Begin slide show in Inner Circle (1st set of Ads) Friday Post first set of ads around the UIC campus 3/27 Hang banner in Inner Circle until April 2nd Continue set 1 of slide show in Inner Circle Monday Continue posting first set of ads around the UIC campus 3/30 Begin set 2 of slide show in Inner Circle (2nd set of Ads) Continue set 2 of slide show in Inner Circle Tuesday Continue posting second set of ads around the UIC campus 3/31 Information Booth from 10am-2pm in SCE Griffin Consulting members wear promotional FBI t-shirts around campus Slide show in Inner Circle promoting final event Wednesday Information Booth from 10am-2pm in SCE 4/01 Griffin Consulting members wear promotional FBI t-shirts around campus Main event “Follow Your Intuition” in Inner Circle from 11am- 3pm Griffin Consulting members promote on NBC News Thursday Griffin Consulting members promote on WGN Radio News 4/02 Final event slide show in Inner Circle Final event ads around campus Information Booth from 10am-2pm in SCE Griffin Consulting members wear promotional FBI t-shirts around campus SECURE YOUR FUTURE 63
    • FBI CAMPAIGN BRIEFAppendix F: Main Event Timeline11:00 “Follow Your Intuition” Begins: Free Food and Drinks11:15 Foreign Language Game11:30 Physical Fitness Test - Raffle Giveaway11:45 Who Wants to Be an FBI Agent Game12:00 Raffle Giveaway12:15 Geography Matching Game12:30 Most Wanted Activity - Raffle Giveaway12:45 Foreign Language Game1:00 Who Wants to Be an FBI Agent Game - Raffle Giveaways1:15 Sumo-Wrestling1:30 Most Wanted Activity - Raffle Giveaways1:45 Physical Fitness Test2:00 Raffle Giveaway2:15 Who Wants to Be an FBI Agent Game2:30 Sumo Wrestling - Raffle Giveaway2:45 Raffle Giveaway3:00 Event “Follow Your Intuition” Ends SECURE YOUR FUTURE 64
    • FBI CAMPAIGN BRIEFAppendix G: Internet Site Examples • Facebook ad reached out to over 1200 students • MySpace is currently the world’s sixth most popular English-language website and the sixth most popular website in any language, and the third most popular website in the United States SECURE YOUR FUTURE 65
    • FBI C CAMPAI IGN BRIE EFApp pendix H Main Event Locatio Layout H: n on SECURE YOUR FUTUR E R RE 66
    • FBI CAMPAIGN BRIEFAppendix I: Griffin Consulting BackgrounderGriffin Consulting is a student-created marketing agency at the University of Illinois at Chicago (UIC)that is designing an innovative and comprehensive marketing campaign for the FBI Campaign Brief. Withthe help of EdVenture Partners, the students will gain hands-on experience designing, developing, andimplementing a marketing campaign to increase awareness of career opportunities within the FBI.Overall campaign objectives for Griffin Consulting are as follows: • Conduct pre and post campaign research • Analyze research information to develop an effective marketing campaign • Actively seek donations from local businesses to support the campaign • Sponsor an event to create awareness of the career opportunities within the FBIResearchResearch will distribute surveys to over 400 students before and after the campaign. Pre-campaign surveyresponses will determine our strategy, message, and creative direction of our advertisements. Post-campaign survey responses will reveal the overall implementation results of our marketing campaign.AdvertisingThe Advertising Department is responsible for creating advertisements, posters, banners, and flyerspromoting our main event. The team will use our research results to deliver the most effective message totheir target market. Multiple media forms will be utilized, such as internet advertising, press releases,viral marketing, and traditional print media.Public RelationsThe Public Relations Department will distribute three press releases to media contacts, as well as deliver amedia kit composed of fact sheets, press releases, sample advertisements, and television broadcasts.Public Relations will also solicit donations from local businesses with the purpose of drawing attendees tothe final event.Published ReportsPublished Reports will prepare the Griffin Consulting meeting and final report booklets. Thisdepartment is responsible for composing both written and oral presentation materials for the group todeliver to our clients as part of this educational program.FinanceThe Finance Department will manage a budget of $2,500 and is responsible for distributing the fundsamong the six agency departments. The Finance Department is actively working to increase our budgetand add value to the campaign with the help of donations and contributions in order to provide financialassistance to each department to ensure successful completion of their stated objectives.Campaign Strategy The Campaign Strategy Department plans, implements, and organizes the overallmarketing campaign. The department is responsible for obtaining the necessary equipment and resourcesto create an event that generates awareness for the career and educational opportunities offered by theFBI. SECURE YOUR FUTURE 67
    • FBI CAMPAIGN BRIEFAppendix J: FBI BackgrounderFederal Bureau of InvestigationThe FBI is a law enforcement and domestic intelligence agency charged with protecting anddefending the United States against terrorist and foreign intelligence threats; upholding andenforcing the criminal laws of the U.S.; and providing leadership and criminal justice services tofederal, state, municipal, and international agencies and partners.HistoryThe FBI originated from a force of Special Agents created in 1908 under the presidency ofTheodore Roosevelt. Since then, it has evolved into one of the most respected and sophisticatedagencies in the world. As the primary investigative arm of the federal government, the FBI isresponsible for enforcing hundreds of federal statutes and for conducting sensitive nationalsecurity investigations.FBI prioritiesThe following represent the FBI’s focus on producing and using intelligence to protect the nationfrom threats and to bring those who violate the law to justice: 1. Protect the United States from terrorist attack 2. Protect the United States against foreign intelligence operations and espionage 3. Protect the United States against cyber-based attacks and high technology crimes 4. Combat public corruption at all levels 5. Protect civil rights 6. Combat transnational and national criminal organizations and enterprises 7. Combat major white-collar crime 8. Combat significant violent crime 9. Support federal, state, local and international partners 10. Upgrade technology to successfully perform the FBI’s missionPeopleAs of December 6, 2007 the FBI had a total of 30,331 employees. This includes 12,443 SpecialAgents and 17,888 Professional Staff, such as intelligence analysts, language specialists,scientists, information technology specialists, and other professionals.FBI careersThere are three types of career opportunities with the Bureau:1. Special Agent2. Professional Staff3. Internships SECURE YOUR FUTURE 68
    • FBI C CAMPAI IGN BRIE EFApp pendix K EdVe K: enture P Partners Backg s grounde erEdVennture Partne is an age ers ency founde in 1990, Orinda, Ca ed alifornia. Th agency connects heirstuden in over 60 campuses in the Unit States, C nts 00 s ted Canada, Puer Rico and Morocco. rto dLists o their clien include b are not l of nts but Honda, L.L. Bean, FBI, General Mo limited to H otors, andCoca-C Cola. Stu udents assis these clients in m st meeting thei objective by crea ir es ating andimplemmenting a m marketing campaign. E EdVenture P Partners functions as a liaison bet tween thestuden agency an the clien They als ensure th the clien needs are met and provide nt nd nt. so hat nt’s a dinform mation and iddeas for the campaign.They a dedicated to develop are ping innovaative industr ry-education partnership programs t n p that grantcollege business students a on e ne-of-a-kind opportunity offering th experienc today’s e d y he ce employersdeman EdVentu Partners is the only marketing education c nd. ure s y consultancy in the Unit States tedthat bbrings togetther educattors, studen nts, clients and their channel partners for mutual p rcollabo oration and b benefit.The prrogram provvides student with a rig ts gorous traini ground i the fundam ing in mentals of m marketingincludiing Marketting Researc Marketi ch, ing Strategy Campaig Design, Advertising Public y, gn g,Relatio and Cam ons, mpaign Asse essment. Al of their designed prog ll grams provid the oppor de rtunity forstuden to apply academic th nts heory to reaal-world situ uations, ther reby leverag ging student minds inaddres ssing client goals and oobjectives Sttudents who enthusiasti o ically embra the prog ace gram willhave aample oppor rtunity to im mprove skil that can translate in many different car lls nto d reer pathsincludi organiza ing ational lead dership, public speaking client relations, business writing project g, g,managgement, and more.The ov verall objecttive of the p program is to provide a hands-on, r world ex o real xperience to students oand ed ducators in tandem wit providing marketing solutions to clients as well as r th g g a recruitingaccess to universit across th country. ties he SECURE YOUR FUTUR E R RE 69
    • FBI CAMPAIGN BRIEFAppendix L: Media Contact ListOrganization Name of Phone/ Email ContactRed Eye Chris ccmalcolm@tribune.com Malcolm 312.222.5744The Chicago Sun Times theopincus@hotmail.comChicago Sun-Times Richard rchapman@suntimes.com Chapman 312.321.2555Fox/Upn Patrick pelwo624@foxtv.com Elwood 312.565.5488Chicago Flame Dana dwilli3@uic.ed WilliamsChicago Flame Darryl Brehm darryl@chicagoflame.com 312.421.0480Chicago Tribune mlev@tribune.com 312.222.4762UIC Radio uicradio@uic.edu 312.413.5085UIC News sabrynac@uic.edu 312.996.0662B96 Richwyatt@B96.comSun-Times News Group Pam Stern Pstern@mwsp1.com 773.633.6892Hoy Newspaper 773.527.8400Extra Newspaper 773.252.3534United Center 312.455.4502UIC News loerzel@uic.eduChicago Journal Timothy 312.243.2696 ext. 3312 InklebargerCrains Chicago Joe Cahill 312.649.5450Ap News 312.781.0500Beacon News Business Desk 630.844.5889The Business Ledger Don Kopriva dkopriva@thebusinessledger.comBusiness Week 312.233.7946 SECURE YOUR FUTURE 70
    • FBI CAMPAIGN BRIEFThe Herald News Larry Randa 815.729.6069The Herald News Bob Okon 815.729.6046ABC 7 News Darah darah.languido@abc.com LanguidoThe Daily Southtown Bob Bong brwbbm@aol.com 708.633.5930NBC Television Network 312.836.5564WBBM-AM 312.202.3815Telemundo sylviabarragan@nbcune.comUnivision mtrevino@univision.netWGN-TV iglink@tribune.com 733.883.3431La Raza gorozco@laraza.comChicago Circle sbycha1@uic.edu 630.631.9370American Marketing Association uicama@gmail.comUS News 202.955.2000Latino Association of Business jatris1@uic.eduStudents 847.372.4561Corporate Writer & Editor mark@ragan.com 312.960.4321US Business Review aschofield@usbusiness- review.com 312.236.4090Chinese Culture Club Lisa Zhao chzh@uic.eduChinese Dancing Group Lin Xiao lxiao5@uic.eduChinese Students and Scholars Shuo Yang syang11@uic.eduFriendship AssocDestino Raquel M. rcasti5@uic.edu CastilloFilipinos in Alliance Gregory Calip gcalip1@uic.edu SECURE YOUR FUTURE 71
    • FBI CAMPAIGN BRIEFGerman Club Kristin khunto1@uic.edu HuntoonHellenic Students Association Christos clampr1@uic.edu LampropoulosHip Hop Congress Farah Jafri fjafri2@uic.eduIndian Graduate Students Vijay vsubra1@uic.eduAssociation SubramanyanIndian Students Association Vinay vpuppa1@uic.edu PuppalaInstitute of Industrial Engineers Blaise Steele bsteel2@uic.edu IIIInternational Student Organization Erik Ketelaor eketel1@uic.eduKorean Graduate Student Kwangchee kcho2@uic.eduAssociation ChoLe Club Francophone Piemengie pnkeng1@uic.edu NkenglaPakistani Graduate Students Hafiz Malik hmalik1@uic.eduAssociationPakistani Student Association Mohammed mhussa6@uic.edu HussainPersian Hopes, The Majid Zamani thisismajid@yahoo.comPersian Student Association Safa Rahmani srahma8@uic.eduPolish American Students Mateusz zmateu1@uic.eduAssociation ZagataRussian Club Kimberley kolson6@uic.edu Olson- WheelerSoutheast Asian Student Coalition Dandcee dsaeng1@uic.edu SaengchanhTaiwanese Student Association Taiwanese tsauic@yahoo.co.tw Student AssociationThai Student Association, The Threetep tsa@uic.edu NopkhunUkranian-American Student Yavorski myavor1@uic.eduOrganization MikhailoWorld Collegiate Association for the Kenji chicago@worldcarp.orgResearch of the Principle ToyomuraLatino Association of Business 847.372.4561Students jatris1@uic.edu SECURE YOUR FUTURE 72
    • FBI CAMPAIGN BRIEF Appendix M: Donation Amounts Donations Received Quantity $/Item Total Value Donating CompanyBrix Financial Cash 1 $300.00 $300.00 XBOX360 Two Worlds Game 1 $60.00Seven Eleven $60.00 XBOX360 Frontlines -Fuel of War- Game 1 $20.00Seven Eleven $20.00 PS2 Smack Down Vs. Raw 09 Game 1 $40.00Seven Eleven $40.00 PC Fallout 3 Game 1 $60.00Seven Eleven $60.00 Bart Simpson Comic books 51 $5.00Seven Eleven $255.00 Coupons: George Foreman grill 2 $25.00Home Depot $50.00 Coupons: Blender 2 $35.00Home Depot $70.00 Coupons: Tide stick 3 $3.00Home Depot $9.00 Coupons: Mini Sharpie 5 $1.00Home Depot $5.00Boston Market Gift Card 1 $25.00 $25.00Bar Louie Gift Card 1 $25.00 $25.00The Drum and Monkey Gift Card 1 $30.00 $30.00Lalos Mexican Gift Card 1 $25.00Restaurant $25.00 Pens/pencils etc. 12 $2.00National City Bank $24.00National City Bank Cooler bags 4 $15.00 $60.00National City Bank T-shirts 3 $15.00 $45.00 Fridge Magnets 1 $20.00National City Bank $20.00 Stress balls 12 $5.00National City Bank $60.00 Fridge Magnets 37 $2.00National City Bank $74.00 Virgin Megamusic[Blues] CDs 4 $10.00National City Bank $40.00 Camping Chair 3 $20.00National City Bank $60.00Paramount Pictures DVD 3 $15.00 $45.00 Making of Indiana Jones book $25.00Paramount Pictures 1 $25.00 Starbucks coffee (Italian Roast) +1 cup $20.00Starbucks Coffee 1 $20.00Peace of Art Tattoo Gift Card 1 $100.00 $100.00Best Buy Gift Card 1 $50.00 $50.00 Customer appreciation card (one free 12oz soup) $5.00Soupbox 3 $15.00 Laser Signed Football $150.00Chicago Bears 1 $150.00 $5 Gift Cards $5.00Quiznos 20 $100.00 Gift Certificate $75.00Rosebud 1 $75.00 Total $1,937.00 SECURE YOUR FUTURE 73
    • FBI C CAMPAI IGN BRIE EFApp pendix N Dona N: ations Le etterMarch 3 2009 3,To whom it may conc cern-The Uni iversity of Illin at Chicag Advertisin and Sales P nois go’s ng Promotion class which is dir s, rected by Profeessor DavidKoehler is involved in a marketing internship p r, program this spring semeste Our student er. t-run advertisi agency, ingGriffin Consulting, w put into ac will ction a marketing strategy th will focus o promoting career and int hat on ternship jobopportu unities for a nat tional client to the diverse U student bod o UIC dy.Griffin Consulting is seeking to atta any contrib ain bution that you are willing to donate for ou main event, being held u o ur ,in the In nner Circle of the UIC camp on April 2 2009. With your donation we hope to attract studen to attend f pus, 2, ns, ntsour plannned event as well as build brand awaren d ness for the bbusinesses with our city. Students will compete in hin Sphysical and mental aactivities durin the event in an effort to le ng earn more abou our client, and win the ite that are ut a emsdonated Donations s d. such as gift ca ards, merchand dise, event tick kets, food, or a anything you are able to giv is greatly a veapprecia and will c ated contribute signnificantly to the success of ou campaign. e urAs stud dents at UIC, w are very for we rtunate to be p of this inte part ernship progra am. We are no only gaining individual ot gand team skills, but a m also significan real world e nt experience. Y Your contributi ions will be ac cknowledged i our final incampaig brief and yo will also rec gn ou ceive an invita ation to both ou main event and final prese ur entation.If you h have any questtions, commen or wish to make a contr nts, ribution, please contact Agen Coordinat Brenden e ncy torDoughe erty at (815)861-3073 or eemail bdough33@uic.edu or our Public R Relations Coor rdinator Laura Baller at a(630)9445-5587 or ball le4@uic.edu. W greatly app We preciate both y your time and cconsideration.Sincerel ly,Eric J. S StrathmannAgency Coordinator yGriffin Consulting SECURE YOUR FUTUR E R RE 74
    • FBI CAMPAIGN BRIEFAppendix O: Thank You LetterGriffin ConsultingUniversity of Illinois at Chicago601 South Morgan Street 2215 UHChicago, IL 60607To Whom It May Concern:Griffin Consulting would like to extend our gratitude for the donations received from yourcompany. The support received from your company contributed to the overall success of ourcampaign.The focus of our marketing campaign was to create awareness of the careers, internships, and jobopportunities that the FBI has to offer to the UIC student body. With your help we were able toattract a greater student audience and at the same time create awareness about yourcompany/product within our student body.Griffin Consulting would also like for you to join us for our final presentation onApril 30, 2008, to see the success of our marketing campaign that was accomplished with yoursupport. If you have any questions please do not hesitate to reach our Public RelationsCoordinator, Laura Baller, at (630) 945-5587 or email at lballe4@uic.com. Once again we wantto thank you for your donations and helping support this successful campaign.Sincerely,Laura BallerPublic Relations CoordinatorGriffin Consulting SECURE YOUR FUTURE 75
    • FBI CAMPAIGN BRIEFAppendix P: Department Allocation Preliminary Budget Department Estimated Cost Estimated ValueAdvertising $1,100 $1,500Campaign Strategy $700 $4,000Public Relations $50 $2,000Finance $0 $50Published Reports $650 $2,000Research $0 $500Total $2,500 $10,050 Final Budget Department Actual Cost Actual ValueAdvertising $311 $52,000Campaign Strategy $1,312 $1,930Public Relations $19 $2,000Finance $20 $50Published Reports $838 $2,000Research $0 $420Total $2,500 $58,400 SECURE YOUR FUTURE 76
    • FBI CAMPAIGN BRIEFAppendix Q: Photo Gallery SECURE YOUR FUTURE 77
    • FBI CAMPAIGN BRIEF SECURE YOUR FUTURE 78
    • FBI C CAMPAI IGN BRIE EFApp pendix S Our C S: Contribu utors SECURE YOUR FUTURE E R R 79
    • FBI CAMPAIGN BRIEF SECURE YOUR FUTURE 80
    • FBI CAMPAIGN BRIEF SECURE YOUR FUTURE 81