The document outlines a project to increase awareness of career services among first-year students. It found that unique student appointments for first-years decreased 63% in 2015. Goals include boosting awareness, participation in events and services, and rebranding print/digital materials. Tactics proposed include flyers, social media, signage targeting lost, confused first-years and offering incentives. Research found students don't participate due to lack of time, motivation or feeling services aren't needed. The project aims to position career services as a competitive advantage over other schools.

2. PROJECT SUMMARY
• INCREASE AWARENESS OF THE CAREER SERVICES OFFICE TO FIRST YEAR STUDENTS BY HIGHLIGHTING
OPPORTUNITIES AND SKILLS TO BECOMING A PROFESSIONAL. THE GOAL IS TO GAIN MORE FIRST- TIME
VISITS TO THE OFFICE AND ULTIMATELY INCREASE PARTICIPATION OF EVENTS AND SERVICES.

3. BACKGROUND
• SUCCESSES FOR 2015: INCREASED EMPLOYERS FOR JOB & INTERNSHIP FAIR, CAREER DEVELOPMENT
COURSE APPROVED, AND STRONG STAFF
• CHALLENGES FOR 2015: CAREER SERVICES OFFICE LOCATION, LACK OF CAMPUS-WIDE COMMUNICATION
AND LACK OF TECHNOLOGY ADVANCEMENTS
• DATA 2015: COLLECTED BY CAREER SERVICES OFFICE FOR 2015, THERE WAS A 63% DECREASE IN UNIQUE
STUDENT APPOINTMENTS BY FIRST YEAR STUDENTS. THERE IS A NEED TO CAPTURE THIS AUDIENCE TO
ENSURE SUCCESS OF THE TRANSFORMATION FROM STUDENT TO PROFESSIONAL.

4. OVERVIEW
• TARGET AUDIENCE: FRESHMAN/ FIRST YEAR STUDENTS
• SHORT-TERM GOALS: INCREASE LEVEL OF AWARENESS & PARTICIPATION RATE OF SERVICES
• LONG-TERM GOALS: REVAMP BRANDING OF PRINT & DIGITAL, OWN SIGNAGE, INCLUDED ADMISSIONS
TOURS & GAIN A MANDATORY ACCREDITED CAREER SKILLS COURSE
• MEDIA: FLYERS, SOCIAL MEDIA, SIGNAGE
• TARGET MESSAGE: IDENTIFY WITH LOST, CONFUSED, UNAWARE FIRST YEAR STUDENT TO CONNECT &
COMMUNICATE CAREER SERVICES ADVISORS CAN HELP

5. S.W.O.T. ANALYSIS OF MARKETING & ADVERTISING OF CAREER SERVICES OFFICE

6. SECONDARY RESEARCH
72% FEEL VERY IMPORTANT FOR FACULTY TO
TEACH CAREER SPECIFIC SKILLS
67% FEEL VERY IMPORTANT FOR FACULTY TO
DEMONSTRATE FUTURE JOBS

7. SECONDARY RESEARCH
ONLY 25% PARTICIPATED IN AN INTERNSHIP ONLY 5% PARTICIPATED IN AN EMPLOYEE PANEL

8. • NO TIME
• DO NOT FEEL IT IS NEEDED
• OUTSIDE JOB
• PLANNING TO TAKE PART, JUST HAVEN'T STARTED
• NEW STUDENTS
• NO MOTIVATION
• BUSY WITH SCHOOL STUDIES, SPORTS, CONFLICTS OF SCHEDULE
• ANTI-SOCIAL
Reasons why students have not participated

9. OBJECTIVES

10. TARGET AUDIENCE & TARGET MESSAGE
• TARGET AUDIENCE PROFILE: PROFILE TARGET CLASS AGE 19-21, FULL-TIME RESIDENT, LITTLE WORK
EXPERIENCE
• TARGET AUDIENCE BELIEF: TOO EARLY TO START CAREER PLANNING, NO TIME, LACKS MOTIVATION
• TARGET MEDIA REACH: SOCIAL MEDIA, PRINT & SIGNAGE
• TARGET MESSAGE: FEELING LOST ABOUT CAREER PATH? LET US HELP YOU FIND YOUR WAY WITH FREE
GIFT AS INCENTIVE TO VISIT OFFICE

11. COMPETITIVE POSITIONING
• UMASS BOSTON: BASED ON ENROLLMENT SIZE, COST OF TUITION/FEES, GEOGRAPHICAL FACTORS
• BENEFITS BSU OVER UMASS BOSTON: SMALLER CLASSES, LOWER COSTS, LARGER CAMPUS
• TAKE-AWAY: IMPORTANT TO INCLUDE CAREER SERVICES INTO ADMISSIONS TOURS AS COMPETITIVE
ADVANTAGE FOR PARENTS TO CONSIDER IN ADDITION TO SMALLER CLASSES LEADING TO BETTER
INVOLVEMENT.

12. MEDIA BUY
PRINT
• FLYERS DISPLAYED IN HEAVY
TRAFFIC AREAS OF TARGET
AUDIENCE
• COLOR
• COST: $70.00
• FREQUENCY: PULSING
FACEBOOK
• PROMOTE PAGE/ SYNCHRONIZE
MESSAGE WITH FLYERS
• COST: $1.50/1,000
IMPRESSIONS
• FREQUENCY: FLIGHTING
SIGNAGE
• MOUNTED WAYFARER SIGN WITH
CAREER SERVICES AND BSU LOGO
• COST: 6’ $688.00
• COST: 3’ $498.00
• COST INSTALLATION: $250.00
• FREQUENCY: INITIAL INSTALLMENT