Media Plan presentation for the Career Center under Event Management and Marketing course at the University of the Fraser Valley

1. MEDIA PLAN
CAREER FAIR 2012
CAREER CENTRE
THE UNIVERSITY OF THE FRASER VALLEY
Presented by Creative Karma – Creative Marketing Solutions

2. Agenda
2
 Media Plan Objectives
 Target Markets
 Segment Specific Interest in Services
 Core Message Strategy – In & Out of UFV
 Media Channel Strategy – In & Out of UFV
 Key Performance Indicators
 Budget Estimates

3. Media Plan Objectives
3
 Maximize Audience Reach.
 Spreading Awareness and Understanding about Career
Fair, Career Services & UFV.
 Result oriented „call-to-action’ evaluated by Traceable
KPI‟s.
Generating positive WOM through a ‘Synergistic
Approach‟

4. Target Markets – Classification
4
In UFV Non -UFV
SoB
Employers
Arts
Science Parents
Criminology High School
Faculty Graduates
Members
Year 1 to 2.5
General
International
Students
Audience
Year 2.5 to 4

5. UFV Students
5
19 to 45+ Years Year I to IV
VIBRANT!
98% Own a Computer
84% use Internet
High Learning Involvement
FUN Socially ‘Canadian Dreams’ of International Students
Conscious Bachelors: Majority
Loving F amily Oriented Young Married: Substantial
TRENDY Full-Nesters: Visible
Source: Microsoft Advertising, Reach Your Target Audience – Young Adults. Retrieved from http://advertising.microsoft.com/ad-
network/audience/young-adults on January 22, 2012

6. Interest in Services
6
 UFV specific Common Services of Interest
• Resume Building/Interview Skills.
• Job Search/Guidance.
• Networking Opportunities.
• Peer-Study.
• Volunteer/Work-Study Opportunities.
 International Students
• Work Permit.
• Job Opportunities in Canada.
• International Opportunities.

7. UFV Faculty
7
 Age between 35 to 50+ both Males & Females.
 Student Oriented
 Focus on Practical Knowledge and Personal Development in
Students.
 Interactions, out & in-class, related positively with active &
Collaborative Learning activities.
 Year I students more inclined to interact with faculty on-
campus.
Source: Umbach P.D. The Role of College Faculty in Student Learning and Engagement. Retrieved from
http://nsse.iub.edu/pdf/research_papers/faculty_do_matter.pdf on January 22, 2012.

8. Non UFV Markets
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 Parents
• Family Oriented, Socially Conscious, Full Nesters, Vibrant
Ethnicities.
 To- be High School Graduates
• Fun Loving | Trend Followers | Age; 17 to 20 years.
 Employers
• Seeking New Blood | Promote their Organization | Networking.
 General Audience:
• Audiences across a wide range of demographics and
differentiated needs.

9. Interest in Services
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 Non – UFV, specific Services of Interest
• Employment at UFV – General Audience.
• Info. Regarding UFV programs – All except Employers.
• Volunteer Opportunities - All except Employers.
• Fresh Talent, knowing the Millennial breed, Networking with
other professionals – Employers

10. Core Message Strategy In UFV- Students
10
 Highlighting Importance of following in Getting a Job.
• Networking.
• Personal Brand Management.
• The Art of Crafting Better Resumes.
AND
 How UFV’s Career Centre can help them in becoming better in the
above – a.k.a Promoting Career Services.
 How Co-op can give them the edge over other students.

11. Core Message Strategy – Off UFV
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 Educating High School Students about:
• Why UFV is a better choice | Volunteer Opportunities
 Persuading & Convincing Employers
• Potential of UFV Grads and why they are a good fit for their
company.
 Informing Parents about:
• Advantages for their child in choosing UFV |Better Citizenship
 Informing General Audience about:
• Why UFV is a better choice for Work and Study.

12. Media Channels- In UFV
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 Primary Channels
48% 18 to 34 – Log in Guerilla
right after waking Info. Booths
Campaign
up!
College Demo.
-74% increase Email
Last Year Campaign
 Supporting Channels
Student Faculty Student
Class Visits
Associations Interactions Associations
Civil Radio Affiliates Cascades IMS

13. Media Channel Strategy- In UFV
13
Info. E-Mail
Print Campaign
Booths Supporting
Channels
Guerilla
Campaign
Facebook
Career Fair
2000 +
Potential UFV 2012
Students

14. Media Channels- Off UFV
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 Primary Channels
Nine Decades of Presence 4800+ Facebook followers
2500+ Facebook followers
 Supporting Channels
35+
Demographic
Makes 30% of Info. Booths
Facebook Users
Source: DigitalBuzzBlod, Facebook Statistics, Facts for 2011. Retrieved from http://www.digitalbuzzblog.com/facebook-statistics-stats-facts-
2011/ on January 22, 2012

15. Media Channel Strategy- Off UFV
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Other
Sonic Media
Nation
Career Fair
2012
Abby
News
Facebook

16. Success Metrics
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 Comparing footfalls from Career Fair 2010-2011.
 Facebook: New Likes, Monthly Likes, Lifetime Average
Users, Interactions, Content Shared & Posted.
 Post-Event Feedback on Media Channel Influence.
 CTR for Career Fair UFV webpage
 Increase in RSVPs’ during Guerilla Campaign.
 Feedback RSVP form on Media Channel Influence.

17. Budget Estimates
17
 On UFV:
• Facebook - $200-$250 Pay-Per-Click Ads, $0.05 per click.
• Print - $ 250
• Guerilla Campaign Props - $ 250 - $350
• Information Booth Props - $300 - $350
 Off UFV:
• Sponsored Ads from Abby News and Sonic Nation .
• Employer Invitation Package: $10 per package, based on
price of swag.

18. Tentative Schedule
18
Timeline Actions
T Minus 4 Social media Teaser profiles + YouTube: Networking,
resume building tips, etc. |Primary info. emails @ My
UFV. Print Teaser Campaign
T Minus 3 Print Adverts Live, Unveil Social Media Profile,
YouTube podcast. Detailed, incentive based info.
Emails @ My UFV + Student groups & associations.
T Minus 2 In-class surprise Career Trivia; Gift cards, freebies. |
Social media posts. Print Adverts, Video feeds on TV’s
T Minus 1 Reminder emails, In-class flyers, whiteboard posts.
Guerilla Campaign
Lift Off! Volunteer team to set-up canopy + hand out flyers.
Post Event Personally procuring feedback from students &
company reps | Lottery Draw

19. Words of Wisdom from The Man
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“Good copy can‟t be written with tongue in cheek,
written just for a living. You‟ve got to
believe in the product”
David Ogilvy (1911-1999), Father of Advertising