Here is our team\'s final presentation for the FBI. We are very proud at what we have accomplished.

1. University of illinois
at ChiCago

2. Coordinators • Eric Strathmann, Tom Godawski, and Brenden Dougherty
Research • Chris Schremser, Jialiang Wei, and Perry Li
Advertising • Jose Valles, Eric Strathmann, and Tom Godawski
Campaign Strategy • Aishah Chaudhry, Beena Patel, Maja Markovic, and Patricia Ruhnke
Public Relations • Laura Baller, Chris Wiszowaty, Salvador Lomeli, and Ronen Polinovsky
Finance • Stanislav Rodionov, Ola Khomyk, and Dave McAndrew
Published Reports • Will Cain, Erika Wysaski, and Alice Gorodetsky

3. Increase the number of competitive candidates for
Special Agent and Professional Staff positions
Increase awareness and consideration within your target
market of FBI Special Agent and Professional Staff career
opportunities
Increase awareness and participation in the FBI’s
Internship programs
Generate creative marketing strategies for future FBI
recruiting campaigns

4. Campaign Public Published
Research Advertising Finance
Strategy Relations Reports

5. Secure Your Future

6. Conduct, analyze, and scrutinize pre and
post-campaign surveys
Report key findings that are of benefit for
other departmental decisions
Determine target market’s familiarity and
perceptions of the FBI as an employer
Evaluate the success of the campaign using
post-campaign primary research

7. Pre-Survey
Sample of 330 students surveyed
48% Male, 52% Female
55% Fluently speak another language
Post-Survey
Sample of 340 students surveyed
52% Male, 48% Female
56% Fluently speak another language

8. Field of Study
Other (LAS, Sociology, Psychology, etc.) – 30%
14%
Sciences – 14% 30% 10%
4%
Accounting/Finance – 14% 4%
3%
13% 14%
3% 5%
Engineering – 13% Accounting/Fin Internationa Stu
Mgmt Mkt
International Studies – 10%
Sciences Econ
Foreign Language Engineering
Education Level Military Exp Other
Undergrad
13%
Post Graduate
Degree
84% of those surveyed are
Professional Degree
84% undergrads
Graduate Student

9. Most Frequent Languages Spoken at
Top Foreign Languages:
UIC other than English
Spanish (31%) 35% 31%
30%
Chinese (17%) 25%
20%
17%
15% 11% 9% 9%
5% 5% 4% 3%
Polish (11%) 10%
5% 1% 1% 1% 1% 1%
0%
Ethnic Background
Top Three Ethnicities:
3%
6% 14% African American
Caucasian (32%)
23% Hispanic
21%
Caucasian
Asian (23%)
Asian
32%
Pacific Islander
Hispanic (21%)
Other

10. What is the best means to reach you
The three best ways to reach students
with info regarding campus regarding Campus Activities are:
activities/events?
Email (90%)
90%
100%
80% 39% 38%
60% 23% Word of Mouth (39%)
40% 12% 12% 6% 3%
20%
0%
Posters/Flyers (38%)
The areas where students spend most of
their time:
Where do you spend the majority of
your time on campus?
Quad (32%)
9% Quad
16% 32%
Library (31 %) Library
17%
Inner Circle
Inner Circle (25%) 31% BSB
24%
Rec Center
25%
Other
Montgomery

11. Top three modes of transportation used by
Mode Of Transportation UIC students:
4% 5% Cta
Metra CTA (35%)
9% 35%
Personal
16% Live Near Campus
Personal (20%)
Other
20% 11%
Bicycle
UIC Shuttle Bus Live Near Campus (16%)
IMPORTANT FACTORS WHEN CHOOSING A JOB
The top three most important factors when 330
choosing a job include: 350
300 239 234
250 191
200
Salary (100%) 150
100 64 61 61
50 25 20 5 13 5
0
Health Care (72.5%)
Job Security (71%)

12. Pre-Campaign Post-Campaign
Have You Ever Heard of Have You Ever Heard of
www.fbijobs.gov? www.fbijobs.gov?
38% 51%
Yes Yes
62% 49%
No No
•Of the students surveyed51% are now aware of the FBI career
website, compared to 38% prior to the advertising campaign, a 34%
increase in awareness of the career website.

13. Pre-Campaign Post-Campaign
Have You Ever Spoken With Have you ever spoken with an
an FBI Recruiter? FBI recruiter?
7% 14%
Yes Yes
No No
93% 86%
•According to our pre-survey results, only 7% of the participants
claimed to have ever spoken to an FBI recruiter; after the FBI’s
advertising campaign, over 14% of the respondents had spoken to a
recruiter, a 100% increase.

14. Pre-Campaign Post-Campaign
Have you ever considered a Have you ever considered a
career with the FBI? career with the FBI?
40% Yes
49% 51% Yes
60% No No
• 40% of the students surveyed Pre-Survey considered a career with the FBI vs. 51%
of the students surveyed Post-Survey
• 28% increase in the amount of the respondents considering a career with the FBI
after our advertising campaign
•73% of students who considered a career with the FBI between the ages of 18-24

15. Pre-Campaign Post-Campaign
Have you ever been exposed Have you ever been exposed
to FBI advertisement(s)? to FBI advertisement(s)?
Yes 48% 52% Yes
55% 45%
No No
•Griffin Consulting achieved a 16% increase in exposure to advertisements
concerning the FBI and their career opportunities

16. Conduct, analyze, and
• 330 pre-campaign surveys collected and analyzed
scrutinize pre and post- • 340 post-campaign surveys collected and analyzed
campaign surveys
Report key findings that are • Provided PR and Advertising department the best way to
reach target market
of benefit for other • Gave Advertising department several key findings to
departmental decisions implement in ads
Determine target market’s
• 40% more students now have a better knowledge of the FBI
familiarity and perceptions as an employer due to the campaign
of the FBI as an employer
Evaluate the success of the • 28% of the respondents feel better informed about the FBI
campaign using post- • 100% more people have spoken to an FBI recruiter
• 23% more students visited the FBI website
campaign primary research
Secure Your Future

18. Increase target market’s familiarity with FBI
Internship and career opportunities
Utilize a variety of promotional methods to
implement a successful and creative campaign
Display benefits of the FBI to enhance the target
market’s perception and consideration of joining
the FBI
Enhance the number of competitive, diverse
candidates from the target market and positively
show the FBI as an employer of choice

19. “Follow Your Intuition”
Main
Event
Word of
Mouth
Info Booths
Online Communities
Press Releases
Create Print Ads
Develop Ad Theme
Analyze and Interpret Research

20. Increase awareness of career opportunities
using these mediums:
Poster Ads Social
Press Viral Word of
Throughout Info Booths Networking
Releases Marketing Mouth
Campus Sites

21. “Secure Your • Positions FBI careers as an
employer who has job security
Future” even in uncertain times
“The FBI - It’s • Positions FBI careers as
Not Your adventurous, different, and
exciting
Average 9-5”

22. Advertisement Approval
• 20 Advertisements submitted for approval
• 12 were chosen as the main focus
Advertisement Details
• Consistent templates were used on all advertisements to create coherence
• Main Event information on bottom border of all advertisements to create awareness
• Eye-catching advertisements conveyed the benefits and opportunities the FBI offers.
• Images chosen were diverse in content that tie to our two main slogans
Poster Ad Selection
• Four advertisements were chosen to be printed and posted throughout campus
• A total of 40 printed ads, 10 from each chosen advertisement, were strategically posted
around campus

23. Over 50% of
students are now
aware of
www.fbijobs.gov
Have you heard of the FBI
career webisite
www.fbijobs.gov?
Yes
49% 51% No

24. Engineering and Liberal Arts and Sciences account for 57% of those surveyed
Field of Study
14% 10%
30%
4%
13% 14%
3%
4%
3% 5%
Accounting/Fin Internationa Stu
Mgmt Mkt
Sciences Econ
Foreign Language Engineering
Military Exp Other

25. Foreign Languages
90
80
70
60
50
40
30
20
10
0
•44.5% speak Spanish
•17.5% speak Chinese

26. Best Way to Reach
Students Regarding
Campus Activities
350
300
250
200
150
100
50
0
96.5% of students consider
email effective
46.8% of students consider
posters/flyers effective

27. 56% of students said
that they were
exposed to the FBI
advertising campaign
on campus
Have You Been Exposed to
the FBI Advertisign
Campaing "Secure Your
Future" on Campus?
Yes
44%
56%
No

28. Did the Advertisements
Increase Your Interest in
the FBI?
48% 52% Yes
No
52% of students said
that the
advertisements they
were exposed to
increased their interest
in the FBI

29. Created Main Event awareness
Informed students to visit the FBI
Career website
Informed students of Main
Event info , location, and time

30. Used FBI T-Shirts as walking advertisements
Created buzz and awareness of our
“Follow Your Intuition” event

31. Banner
High traffic area at the
Focal point of pedestrian
entrance of the Student March 31st – April 2nd
traffic
Center East building

32. Phase 1
Analyzed research
“The FBI - It’s Not Your “Secure Your Future”
results to better target
Average 9-5” posters posters
students
Phase 2
Gave out Final event
Built interest Mass e-mail Banner
information flyer

33. # of Per 30 # of Per 30 Per # of Per 30
Location Posters min Per day Location Posters min day Location Posters min Per day
Lecture Center
BSB Entrance 2 210 3360 Lecture Center
B2 1 115 1840
E2 1 65 1040
Lecture Center
BSB Cafeteria 2 110 1760 Lecture Center
C North 1 195 3120
Burnham Hall F North 1 78 1248
Lecture Center
Entrance 1 65 1040
C South 1 180 2880 Lecture Center
CCC Bulletin 1 1 190 3040 Lecture Center F East 1 92 1472
C East 1 215 3440 Lecture Center
CCC Entrance 3 400 6400 Lecture Center F West 1 93 1488
C West 1 200 3200
Inner Circle 2 350 5600 Stevenson Hall 1 83 1328
Lecture Center
Lecture Center A
D North 1 150 2400 East Campus
North 1 85 1360
Lecture Center Dorms 1 250 4000
Lecture Center A
South 1 100 1600 D South 1 110 1760 University Hall 2 300 4800
Lecture Center A Lecture Center
UIC Library
East 1 75 1200 D East 1 115 1840
Front Desk 1 115 1840
Lecture Center A Lecture Center
West 1 83 1328 D West 1 135 2160 Quad 2 786 12580
Lecture Center Lecture Center Montgomery
B1 1 103 1648 E1 1 96 1536 Ward Lounge 2 31 500
Totals: 40 posters, 5,258 impressions per 30 minutes, and 584,052 impressions per day

34. Increase target market’s familiarity • Analyzed research results and addressed key findings
with FBI internship and career • Maximized the number of impressions
opportunities • 584,052 impressions per day
Utilize a variety of promotional
• Developed attractive promotional material
methods to implement a successful
and creative campaign • 12 ads approved, 20 submitted
Display benefits of the FBI to enhance • Increased awareness of FBI careers amongst the UIC student
the target market’s perception and population
consideration of joining the FBI • 52% of students surveyed now feel more interested in the FBI
Enhance the number of
competitive, diverse candidates from • Increased awareness and participation for the Main Event
the target market and positively show • Over 500 students attended on April 2nd, 2009
the FBI as an employer of choice

36. Plan and implement an integrated marketing communications
strategy that focuses on increasing awareness of opportunities with
the FBI
Position the Main Event to the target market through marketing
mediums to gain maximum exposure and increase attendance
Encourage participation of target market to seek more information
about applying at the FBI
Generate a positive response regarding career and internship
opportunities available within the FBI

37. Weeks 1-2
• Understood client’s current positioning, messaging, and tactics of their product or service
• Decided on positioning while considering the research findings and knowledge of target market
• Developed a message that grabbed target market’s attention with an effective tagline and
campaign theme: “Secure Your Future”
Weeks 3-7
• Created tactics that were a part of an Integrated Marketing Communications campaign: Broadcast
Media, Print Media, Internet and Interactive Media, Event Marketing
Weeks 8-11
• Adapted campaign strategy to the feedback received in the Marketing Strategy Meeting
• Ensured all agency departments’ implementation phase reflected overall
messaging, positioning, and tactics, based on client approval
• Launched main event centered on exciting career opportunities offered by the FBI, themed:
“Follow Your Intuition”

38. Cafeteria projector to
Word of Mouth Banner displayed in
showcase
Advertising Student Center East
advertisements
Informational booths
set up before and Posters displayed Flyers as reminders
the day of main around campus for main event
event
Mass email to UIC Social networking
Personalized T-shirts
students event invitations

39. • Campus TVs • Mass Emails
• Projector System • Online Social Networks
• Information Booths • Banner in Student Center East
• Flyers/ Posters • Inner Circle Exposure
Best Way to Reach Students Leisure Time On Campus
Regarding Campus Activities
350
300 13% Montgomery
250 21%
200 Rec Center
150
100 20%
50 Quad
0
23% BSB
10%
13% Inner Circle
Library
• Email is the primary way to relay • 23% of students spend their time in the
information to UIC students Inner Circle between classes

40. • Booths set up to create awareness
Information about the upcoming event and
about FBI careers
Booths • Flyers and FBI promotional items
were distributed to all students
• Located in high traffic area in
Student Center East
Banner • Displayed during week of main
event
• Advertised FBI and main event

41. • Advertisements and
Campus details for events on
TVs large flat panel TVs in
heavy traffic areas
• Massmail
Internet
• Facebook
Advertising
• MySpace

42. Pre-Campaign
Have you ever considered
a career with the FBI?
Banners T-Shirts 40% Yes
60% No
Plasma • Almost 30% increase in
Flyers
TVs considering a career
with the FBI
Post-Campaign
Info
Posters Have you ever considered
Booths a career with the FBI?
49% 51% Yes
No

43. “Follow Your Intuition”
Main
Event
Word of Mouth
Info Booths
Online Communities
Press Releases
Create Print Ads
Develop Ad Themes
Analyze and Interpret Research

44. Friday Monday Tuesday Wednesday Thursday
3/27 3/30 3/31 4/1 4/2
Banner
SCE Booth
1st Set of Posters
2nd Set of Posters
Event Posters and Flyers
Launch All Ads
Student Center East Promotions
(Display TVs, Bulletin Boards, and More)
Main
Event

45. FBI representatives were present
for student questions and special
recruiting presentation
Variety of games and activities
Giveaways every half hour
Complimentary food and drinks

46. Event
Activities
-Foreign Language
Game
-Geography Game
-Most Wanted
Activity
-Who Wants to be
an FBI Agent?
Game
-Sumo Wrestling

47. • FBI Representatives
• The main attraction at the event was the
presence of two FBI Representatives
• Students were able to meet the recruiters
and ask questions
• Giveaways
• With the help of many local businesses
and organizations the agency secured
$2,000 in giveaways for students

48. • DJ
• Helped attract more students
and keep a fun atmosphere
• Free Food and Drinks
• Students who filled out a CRF
form received free pizza & pop

49. Main Event
Main Event Agenda
11:00---Event Begins! Free Food and Drinks 1:15---Sumo Wrestling
11:15---Foreign Language Game 1:30---Most Wanted Activity #2
11:30---Physical Fitness Test #1 1:45---Physical Fitness Test #2
11:45---Who Wants To Be An FBI Agent ? Game #1 2:00---Raffle
12:00—Raffle 2:15---Who Want To Be An FBI Agent? Game #3
12:15---Identify countries, leaders, and capitals on a
2:30---Sumo Wrestling
map (Geography Game)
12:30---Most Wanted Activity #1 2:45---Raffle
12:45---Recruiter Presentation 3:00---Closing
1:00---Who Wants To Be An FBI Agent? Game #2

50. Inner Circle

51. Planned and implemented a creative
campaign that evoked interest and • Over 500 students attended “Follow Your
awareness among the diverse student- Intuition”
base
Exposed the campus to a variety of • 7 different media vehicles utilized
media tools with a consistent message
aimed at attracting students to main • Banner in Quad and NBC Morning News and
event, “Follow Your Intuition” WGN Radio
Organized the resources of the agency
and its members which allowed us to • Presentation by FBI Representative
generate an exciting, yet effective main • $2,000 in giveaways at event
event
Produced positive post-campaign • Over 350 completed CRF forms
research results and accomplished the • Increased interest of students in every FBI
objectives of the FBI opportunity offered by our campaign

53. Establish and sustain meaningful relationships with
various media outlets to maximize exposure
Develop and distribute media press kits to create
awareness and buzz for the campaign and main event
Decide upon the media outlets to receive optimal
coverage
Attain sponsorships and donations from local
businesses

54. Maximize
exposure with Cost effective
local media
Solicit Sponsors
and Donations
Mass e-mails
to students
Secure
Morning
Contact Local
News
Media
Distribute Exposure
Media Kits
Utilize UIC Solicit local
Alumni business
Press Releases network support

55. Social
Networking Media Kits
Sites
Contact
Press
media
Releases
outlets
Solicit
sponsorships
and
donations

56. “FBI and UIC Reveal Career
Potential!”
Introduce Griffin Consulting
Unveil FBI and EdVenture
Partnership
Describe the purpose and the
goals of the campaign

57. “Follow Your Intuition” at UIC
Increased awareness and
generate buzz of the April 2nd
FBI Event
Includes the Final Event
Agenda

58. “Griffin Consulting Soars!”
Details the successes of the
campaign
Gives Vital Post Research
Findings
• 14% Increase in fbi.gov viewers
• 40% felt more positive about the
FBI
• 72% gained interest in FBI through
Griffin Consulting’s advertisements

59. Over 170 million combined users on Facebook
and MySpace

60. Griffin Consulting Media Kit
Griffin Consulting Backgrounder
FBI Backgrounder
Press Releases
Sample Advertisements

61. Griffin Consulting with NBC 5
Morning News
Received 1 minute of airtime on the
5 am Morning News
Generated market exposure of over
170,000 people
Promoted a career in the FBI in a
positive way and directed people to
the FBI website

62. Contacted newspapers, and radio stations with Media
Kits
Contacted 62 student organizations with Media Kits
Sent out 2 Massmails creating 50,000 impressions
Posted FBI information on CBA Listserv and UIC
Announce

63. Developed and
maintained • Contacted 50 different media outlets
relationships with with media kits and all 3 press releases
different media outlets
Obtained the proper • Marketed through UIC Media Outlets as
media coverage for the well as NBC 5 Morning News and Social
campaign Websites
• Utilized Media Kits by sending them to
Generated “Buzz” with
media outlets as well as 62 student
press kits
organizations

65. Secured sponsorship and donations to
maximize return on investment
Maintained and tracked the $2,500 budget
efficiently and maximized our return on
investment
Collected all receipts and accurately recorded
the expenses and value
Interpreted numerical and financial data

66. Department Estimated Cost Estimated Value
Advertising $ 1,200 $ 3,200
DepartmentCampaign Strategy Estimated Cost $ 775 $
Estimated Value 2,510
Advertising Public Relations$ 1100 $$ 175 $
1,500 175
Estimated Estimated Final Final
Department Finance Department $ - $ 50
Cost
Campaign Strategy Value
$ 700 $ Cost4,000 Value
Published Reports
$ $ $ 350
$ $ $ 1,500
AdvertisingPublic Relations $ Public Relations
50 $ 2,000
1,200
Research 3,200 $ 125 $
- 60,175
275
Finance $ $ $ - $ $ 50
Campaign Strategy Total Advertising $ 2,500 $ $ 7,710
2,294
775 2,510 1,170
Published Reports $ 650 $ 2,000
$ $ $
Public Relations Campaign Strategy $ 1,475
Research 175 175$ - $ 575 500
$ $ $
Finance Total $ Research $
2,500 10,050 $ 290
- 50 -
Published ReportsEstimated Cost $
$ Estimated Value
Published Reports
$
$ 1,000
350 1,500 Advertising 630
$ $ $
5% 15%
$
Research Campaign
TOTAL
26% - 275 20% 2,500 68,085
44% Strategy
$ $ Public Relations
Total 2%
2,500 7,710
Finance 20% 40%
28%
Published
Reports

67. Department Actual Cost Actual Value
Public Relations $ 133.13 $ 2,107
Advertising $ 322.00 $ 52,106
Finance $ 20.00 $ 50
Campaign Strategy $ 1,336.17 $ 2,134
Research $ - $ 420
Published Reports $ 688.70 $ 2,000
TOTAL $ 2,500.00 $ 58,817
Actual Cost Advertising Actual Value
Campaign 89%
13% Strategy
53%
Public
Relations
28% Finance
5% 4%
Published
Reports
Research 1% 3% 4%
1%

68. Actual Cost vs. Actual Value
Initial ROI: (10,050-
58,817 2,500)/2,500 = 3.02
$60,000.00
$40,000.00
$20,000.00 $2,500 Actual ROI: (58,817-
2,500)/2,500 =
$0.00
22.53
Actual Cost Actual Value
Over $50,000 value in NBC Morning News Appearance
Value increased over 23 times the initial $2,500 investment

69. Donating Company Donated
Seven Eleven $435
National City Bank $383
Brix, Inc. $300
Chicago Bears $150
Home Depot $134
Peace of Art Tattoo $100
Quizno's $100
Rosebud $75
Paramount Pictures $70
Best Buy $50
The Drum and Monkey $30
Boston Market $25
Bar Louie $25
Lalo's Mexican Restaurant $25
Starbucks Coffee $20
Soupbox $15
Total $1,937
Nearly $2,000 in Donations

71. Maximize return on the • ROI was 2253% resulting from aggressive
$2,500 budget provided networking
Implement financial sound • Efficiently allocated $2,500 budget within
decision-making abilities 6 departments
Maintain accurate • Collected all the receipts from each
financial data department
Interpret numerical and • Determined Cost and Value of all donations
financial data and publicity
Secure sponsorship from
community based • Nearly $2,000 in donations
businesses

72. The Objectives were as follows:
Increase the number of competitive
candidates for Special Agent and
• Over 500 people attended the event with
Professional Staff positions. 350 CRF cards obtained
Increase awareness and consideration
within your target market of FBI Special • 34% increase in the number of people
Agent and Professional Staff career
opportunities.
who have heard of www.fbijobs.gov
Increase awareness and participation in • 50% increase in number of people who
the FBI's Internship programs.
have spoken to an FBI recruiter
Generate creative marketing strategies • Campaign generated nearly 1,000,000
for future FBI recruiting campaigns.
with multiple media vehicles utilized

74. Federal Bureau of Investigation
EdVenture Partners
Special Agent Higgins
Program Coordinator Lawrence Swayne
Professor David Koehler
Project Consultant Vishal Patel