While running a Superbowl ad will be costly, that will be most of the budget. Our YouTube series will be very inexpensive to shoot compared to a television commercial, and posting them on YouTube will be free.
A pretty expensive budget will be put into place using PR and all other forms of media to promote our social media. All year of 2012 will be dedicated to gaining a YouTube following, increasing Twitter followers and Facebook likes.
The inexpensive costs of a social media strategy will make the advertising of Careerbuilder.com cheaper in the long run.