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2nd Place - University of New Mexico_AFPM_FinalPresentation
- 1. THE UNIVERSITY OF NEW MEXICO AFPM RECRUITMENT CHALLENGE Mario Armijo | Kyle Biederwolf | Cody Calhoun | Chelsea Chavez | RyAnne Wallencheck
- 2. Pre-Campaign Research | Methodology • Qualtrics online survey consisting of 12 questions Research Method • Convenience sample of Millennials using social media (Facebook, Twitter) and campus intercept • Prequalified by one eligibility question Sample Method • n = 219 completed surveys • Completion Rate: 71% (309 eligible started and 219 completed) Sample Size • 39% male and 61% female • 88% of respondents were currently a student at a college, university, or vocational school Demographics
- 3. Pre-Campaign Research | Findings Q: How familiar are you with careers in the fuel and petrochemical manufacturing industries? Q: How familiar are you with the fuel and petrochemical manufacturing industries in general? 1 Chavez, C., Crenshaw, C., Garcia, E., Gray, S., Gutierrez, J., Jankowski, K. (2016). [Understanding Millennials’ Views About Careers in Fuel and Petrochemicals]. Unpublished Raw Data. 47% 30% 13% 6% 4% 0% 10% 20% 30% 40% 50% Not at all familiar Slightly familiar Somewhat familiar Moderately familiar Very familiar 52% 20% 15% 10% 3% 0% 10% 20% 30% 40% 50% 60% Not at all familiar Slightly familiar Somewhat familiar Moderately familiar Very familiar Awareness of Fuel and Petrochemical Manufacturing Careers Awareness of the Fuel and Petrochemical Manufacturing Industries in General
- 4. 19% 28% 22% 16% 12% 2% 0% 5% 10% 15% 20% 25% 30% Strongly disagree Disagree Neither agree nor disagree Agree Strongly agree Don't know/not sure Pre-Campaign Research | Findings I am interested in learning more about careers in the fuel and petrochemical manufacturing industries. I am interested in learning more about the fuel and petrochemical manufacturing industries in general. 1 Chavez, C., Crenshaw, C., Garcia, E., Gray, S., Gutierrez, J., Jankowski, K. (2016). [Understanding Millennials’ Views About Careers in Fuel and Petrochemicals]. Unpublished Raw Data. 14% 21% 17% 34% 13% 1% 0% 10% 20% 30% 40% Strongly disagree Disagree Neither agree nor disagree Agree Strongly agree Don't know/not sure Interest in Fuel and Petrochemical Manufacturing Careers Interest in Fuel and Petrochemical Manufacturing Industries in General
- 5. Pre-Campaign Research | Findings 11% 15% 46% 11% 3% 14% 0% 10% 20% 30% 40% 50% Very Positive Somewhat positive Neutral Somewhat negative Very negative Don't know/ not sure Q: How would you rate your feelings toward careers in the fuel and petrochemical manufacturing industries? 8% 11% 41% 21% 4% 16% 0% 10% 20% 30% 40% 50% Very Positive Somewhat positive Neutral Somewhat negative Very negative Don't know/ not sure Q: How would you rate your feelings toward the fuel and petrochemical manufacturing industries in general? 1 Chavez, C., Crenshaw, C., Garcia, E., Gray, S., Gutierrez, J., Jankowski, K. (2016). [Understanding Millennials’ Views About Careers in Fuel and Petrochemicals]. Unpublished Raw Data. Perceptions of Fuel and Petrochemical Manufacturing Careers Perceptions of the Fuel and Petrochemical Manufacturing Industries in General
- 6. Target Market Profile 1 Cohen, H. (2014, February 21) 30 Millennial Demographics You Need [Charts]. Retrieved from http://heidicohen.com/30-millennial-demographics-chart/ 2 PricewaterhouseCoopers (2011) Millennials at work Reshaping the workplace. Retrieved from http://www.pwc.com/gx/en/managing-tomorrows-people/future-of-work/assets/reshaping-the- workplace.pdf 3 Taylor, K. (2014, March 10) Millennials Spend 18 Hours a Day Consuming Media – And It’s Mostly Content Created By Peers. Retrieved from http://www.entrepreneur.com/article/232062 4 Chavez, C., Crenshaw, C., Garcia, E., Gray, S., Gutierrez, J., Jankowski, K. (2016). [Understanding Millennials’ Views About Careers in Fuel and Petrochemicals]. Unpublished Raw Data. Demographics Pyschographics Careers
- 9. Communication Tactics | Collateral
- 10. Communication Tactics | Digital Signage
- 11. Communication Tactics | Campus Outreach Principles of Financial Accounting (2) Operations Management (2) Managerial Accounting (2) Financial Management (2) Introduction to Marketing (2) Naval Science NROTC (1) Introduction to Economics (2) General Chemistry 180 (1) Mechanical Engineering (2) Mechanical Engineering Introduction to Vibrations (2) Presidents Meeting for Greek Life, 23 Chapters (1) Physical Chemistry (2) Organizational Behavior and Diversity (2) Computer Based Info systems (1) Chemistry Major Orientation (1) Class Presentations 25 1,605 class presentations students educated about fuel and petrochemical manufacturing careers
- 12. Communication Tactics | On-Campus Event 1 80 career event students educated about fuel and petrochemical manufacturing careers
- 13. Communication Tactics | Video
- 14. Communication Tactics | Video 266 Views on Facebook Views on YouTube533 1:37 Average view duration on YouTube 799 Total views
- 15. Communication Tactics | Social Media
- 16. Communication Tactics | Social Media 524 Page Likes 37 Posts 925 Post Likes 1,396 Engagement 104 Post Shares 36,440 Reach 116,548 Impressions 109 Followers 49 Tweets 732 Likes 425 Retweets 5 Mentions 29 Link Clicks 11,000 Impressions 1 Video 533 Views 17 Likes 825 Minutes Watched 50 Followers 31 Posts 887 Likes 17 Comments
- 17. Communication Tactics | Public Relations PRINT Albuquerque Business First Albuquerque Journal Albuquerque The Magazine Daily Lobo New Mexico Magazine New Mexico Marketplace New Mexico Women Local IQ Rio Rancho Observer Weekly Alibi TELEVISION Comcast Xfinity 27 (Morning Brew) KASA 2 (FOX) KAZQ 32 (Alpha Omega) KCHH 11 (Son Broadcasting) KOAT 7 (ABC) KOB 4 (NBC) KNME 5 (PBS) KRQE 13 (CBS) KWBQ 19 (CW) ONLINE Duke City Fix UNM Newsroom UNM Anderson School PR NEWSWIRE 76 80 76 National websites Local/campus press hits4 80 Total media hits
- 18. Communication Tactics | Public Relations
- 19. Communication Tactics | Public Relations
- 20. Evaluation Metrics | Methodology • Qualtrics online survey consisting of 8 questions Research Method • Convenience sample of Millennials using social media (Facebook, Twitter) and campus intercept at campaign event • Prequalified by two eligibility questions Sample Method • n = 52 completed surveys • Completion Rate: 91% (57 eligible started and 52 completed) Sample Size • 48% male and 52% female • 90% of respondents were currently a student at a college, university, or vocational school Demographics
- 21. Evaluation Metrics | Findings 1 Chavez, C., Crenshaw, C., Garcia, E., Gray, S., Gutierrez, J., Jankowski, K. (2016). [Understanding Millennials’ Views About Careers in Fuel and Petrochemicals]. Unpublished Raw Data. 93% of respondents “agree” or “strongly agree” that they are more aware of careers in the fuel and petrochemical manufacturing industries as a result of being exposed to the FPM Careers campaign.1 63% of respondents “agree” or “strongly agree” that they have more interest in careers in the fuel and petrochemical manufacturing industries as a result of being exposed to the FPM Careers campaign.1 75% of respondents “agree” or “strongly agree” that they feel more positively about careers in the fuel and petrochemical manufacturing industries after being exposed to the FPM Careers campaign.1 93% 63% 75% CHANGE IN AWARENESS,INTEREST, AND PERCEPTION IN CAREERS
- 22. Evaluation Metrics | Findings 87% of respondents “agree” or “strongly agree” that they are more aware of the fuel and petrochemical manufacturing industries in general as a result of being exposed to the FPM Careers campaign.1 67% of respondents “agree” or “strongly agree” that they have more interest in the fuel and petrochemical manufacturing industries in general as a result of being exposed to the FPM Careers campaign.1 77% of respondents “agree” or “strongly agree” that they feel more positively about the fuel and petrochemical manufacturing industries in general as a result of being exposed to the FPM Careers campaign.1 87% 67% 77% . 1 Chavez, C., Crenshaw, C., Garcia, E., Gray, S., Gutierrez, J., Jankowski, K. (2016). [Understanding Millennials’ Views About Careers in Fuel and Petrochemicals]. Unpublished Raw Data. CHANGE IN AWARENESS,INTEREST, AND PERCEPTION IN THE INDUSTRIES
- 23. Engagement | Number of Contacts 190new contacts captured electronically as potential recruits for companies via school specific URL.
- 24. 56.3% 5.0% 38.7% Advertising Research Events Cost Analysis In-Kind Donations $694.55 Earned Media $2377.88 Added Value $3072.43 Return on Investment 207% 154,238generated through advertising, events, public relations, and social media Total Gross Impressions Budget Cost Efficiency Added Value $1,000
- 25. Recommendations | Brand Ambassador Program 1 Singer, N. (2011, September 10). On Campus, It's One Big Commercial. The New York Times. Retrieved November 12, 2014, from http://www.nytimes.com/2011/09/11/business/at-colleges-the-marketers-are-everywhere.html?pagewanted=all&_r=0 2 College Students and Credit Cards – Some Statistics. (n.d.). Retrieved November 13, 2014, from http://www.collegeparents.org/members/resources/articles/college-students-and-credit-cards-–-some-statistics 3 Ayoub, M., Berryman, R., Brickner, K., Macias, R., Mazzei, K., Nicolaysen, S., Romero, M. (2014). [Understanding of Credit and Credit Monitoring Among Financially Active Consumers], Unpublished Raw Data. Services Partnership with career services Campus specific social media Booth at campus events