FBI Presentation

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FBI Presentation

  1. 1. STRATEGY UPDATE OCTOBER 22, 2008 FROM
  2. 2. AGENDA <ul><li>Objectives </li></ul><ul><li>Department Updates </li></ul><ul><ul><li>Budget </li></ul></ul><ul><ul><li>Research </li></ul></ul><ul><ul><li>Creative </li></ul></ul><ul><ul><li>Media </li></ul></ul><ul><ul><li>PR </li></ul></ul><ul><li>Wrap-Up </li></ul>AGENDA OBJECTIVES BUDGET RESEARCH CREATIVE MEDIA PR WRAP-UP AGENDA
  3. 3. OBJECTIVES <ul><li>Pre-tested chosen segment </li></ul><ul><ul><li>Majority of segment not aware of FBI opportunities </li></ul></ul><ul><li>Conducted focus groups </li></ul><ul><ul><li>Tested two different ads </li></ul></ul><ul><li>Wanted Ads </li></ul><ul><ul><li>Extra bullet </li></ul></ul>AGENDA OBJECTIVES BUDGET RESEARCH CREATIVE MEDIA PR WRAP-UP OBJECTIVES
  4. 4. BUDGET
  5. 5. ALLOCATIONS Department Budget AGENDA OBJECTIVES BUDGET RESEARCH CREATIVE MEDIA PR WRAP-UP BUDGET
  6. 6. RESEARCH
  7. 7. TARGET MARKET <ul><li>For Internships </li></ul><ul><ul><li>18 to 22 year old males and females </li></ul></ul><ul><ul><li>Undergraduate college students interested in languages, criminal justice or intelligence </li></ul></ul>AGENDA OBJECTIVES BUDGET RESEARCH CREATIVE MEDIA PR WRAP-UP RESEARCH
  8. 8. <ul><li>For Special Agents </li></ul><ul><ul><li>22 to 36 year old males and females </li></ul></ul><ul><ul><li>Graduate students studying languages, criminal justice or law </li></ul></ul><ul><ul><li>Young professionals looking for a change of scenery or new opportunity </li></ul></ul>AGENDA OBJECTIVES BUDGET RESEARCH CREATIVE MEDIA PR WRAP-UP RESEARCH TARGET MARKET
  9. 9. SURVEY RESULTS <ul><li>Exposure </li></ul><ul><ul><li>15% of respondents had heard of www.fbijobs.gov </li></ul></ul><ul><ul><ul><li>50% of those had actually visited the website </li></ul></ul></ul><ul><ul><li>16.5% of respondents had been exposed to FBI advertising </li></ul></ul>AGENDA OBJECTIVES BUDGET RESEARCH CREATIVE MEDIA PR WRAP-UP RESEARCH
  10. 10. <ul><li>Knowledge </li></ul><ul><ul><li>82% had poor knowledge </li></ul></ul><ul><ul><ul><li>25% of those knew nothing at all </li></ul></ul></ul><ul><ul><li>36.5% didn’t know if FBI opportunities would be of interest </li></ul></ul>AGENDA OBJECTIVES BUDGET RESEARCH CREATIVE MEDIA PR WRAP-UP RESEARCH SURVEY RESULTS
  11. 11. AGENDA OBJECTIVES BUDGET RESEARCH CREATIVE MEDIA PR WRAP-UP RESEARCH SURVEY RESULTS
  12. 12. IMPLICATION <ul><li>What did this research lead us to believe? </li></ul><ul><li>MORE KNOWLEDGE </li></ul><ul><li>= </li></ul><ul><li>MORE APPLICATIONS </li></ul>AGENDA OBJECTIVES BUDGET RESEARCH CREATIVE MEDIA PR WRAP-UP RESEARCH
  13. 13. STRATEGY <ul><li>How to reach the target market: </li></ul><ul><ul><li>Advertise in school buildings and classrooms </li></ul></ul><ul><ul><li>Use professors as vehicles of information </li></ul></ul><ul><ul><li>Means of communication: </li></ul></ul><ul><ul><li> * Email: 93% </li></ul></ul><ul><ul><li> * Word of Mouth: 46% </li></ul></ul><ul><ul><li> * Posters/flyers: 38% </li></ul></ul>AGENDA OBJECTIVES BUDGET RESEARCH CREATIVE MEDIA PR WRAP-UP RESEARCH
  14. 14. MEDIA
  15. 15. OBJECTIVES <ul><li>Purchasing Media Space: </li></ul><ul><ul><li>Create awareness and produce viable applications </li></ul></ul><ul><ul><ul><li>'planting the seed’ </li></ul></ul></ul><ul><ul><ul><ul><li>target: students </li></ul></ul></ul></ul><ul><ul><ul><li>enticing immediate action </li></ul></ul></ul><ul><ul><ul><ul><li>target: job seekers </li></ul></ul></ul></ul>AGENDA OBJECTIVES BUDGET RESEARCH CREATIVE MEDIA PR WRAP-UP MEDIA
  16. 16. MEDIA SPACE <ul><li>To target students and job seekers: </li></ul><ul><ul><li>Brick and Mortar </li></ul></ul><ul><ul><ul><li>common academic space </li></ul></ul></ul><ul><ul><ul><li>specialized schools </li></ul></ul></ul><ul><ul><ul><li>university affiliated career centers </li></ul></ul></ul><ul><ul><ul><li>gyms and health clubs </li></ul></ul></ul><ul><ul><li>World Wide Web </li></ul></ul><ul><ul><ul><li>social networking websites (e.g., www. facebook .com ) </li></ul></ul></ul><ul><ul><ul><li>university affiliated career websites </li></ul></ul></ul><ul><ul><ul><li>independent career websites (e.g., www.monster.com ) </li></ul></ul></ul>AGENDA OBJECTIVES BUDGET RESEARCH CREATIVE MEDIA PR WRAP-UP MEDIA
  17. 17. PUBLIC RELATIONS
  18. 18. DISTRIBUTION <ul><li>Sources: </li></ul><ul><ul><li>NYU Law Newsletters </li></ul></ul><ul><ul><li>Informational Sessions at CUNY John Jay </li></ul></ul><ul><ul><li>Foreign Language Online Publications </li></ul></ul><ul><ul><li>Stern Undergraduate and Graduate Publications </li></ul></ul><ul><ul><li>Extracurricular Club List-serves </li></ul></ul><ul><ul><li>CurrentTV </li></ul></ul><ul><ul><li>Public News Channels </li></ul></ul>AGENDA OBJECTIVES BUDGET RESEARCH CREATIVE MEDIA PR WRAP-UP PR
  19. 19. <ul><li>Means </li></ul><ul><ul><li>E-mail information: press releases, links to FBI career website </li></ul></ul><ul><ul><li>Media Kits: to be distributed to external sources </li></ul></ul><ul><ul><li>In-person meetings </li></ul></ul><ul><ul><li>Informational in-person sessions </li></ul></ul>AGENDA OBJECTIVES BUDGET RESEARCH CREATIVE MEDIA PR WRAP-UP PR DISTRIBUTION
  20. 20. TIMELINE <ul><li>Week of Oct 20 </li></ul><ul><ul><li>Marketing meeting </li></ul></ul><ul><ul><li>1 st published press release </li></ul></ul><ul><li>Week of Oct 27 </li></ul><ul><ul><li>Article in WSN </li></ul></ul><ul><ul><li>Thank you letter to marketing attendees </li></ul></ul><ul><li>Week of Nov 3 </li></ul><ul><ul><li>Distribute to internet media sources </li></ul></ul><ul><ul><li>Send media kits </li></ul></ul><ul><li>Week of Nov 10 </li></ul><ul><ul><li>2 nd Press Release </li></ul></ul><ul><li>Week of Nov 17 </li></ul><ul><ul><li>Newsletter publishing </li></ul></ul><ul><li>Week of Nov 24 </li></ul><ul><ul><li>Thanksgiving </li></ul></ul><ul><li>Week of Dec 1 </li></ul><ul><ul><li>Final Press Release </li></ul></ul><ul><ul><li>Thank you notes </li></ul></ul>AGENDA OBJECTIVES BUDGET RESEARCH CREATIVE MEDIA PR WRAP-UP PR

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