The document outlines an FBI marketing strategy update. It discusses objectives to increase awareness of career opportunities through targeted advertising. Research found most young people are unaware of FBI jobs. The strategy will advertise on campuses and online to reach students and recent graduates. It allocates budgets and outlines plans for creative content, media placement, and public relations activities like press releases, informational sessions, and distribution to publications over several weeks to promote FBI careers.

1. STRATEGY UPDATE OCTOBER 22, 2008 FROM

2. AGENDA Objectives Department Updates Budget Research Creative Media PR Wrap-Up AGENDA OBJECTIVES BUDGET RESEARCH CREATIVE MEDIA PR WRAP-UP AGENDA

3. OBJECTIVES Pre-tested chosen segment Majority of segment not aware of FBI opportunities Conducted focus groups Tested two different ads Wanted Ads Extra bullet AGENDA OBJECTIVES BUDGET RESEARCH CREATIVE MEDIA PR WRAP-UP OBJECTIVES

4. BUDGET

5. ALLOCATIONS Department Budget AGENDA OBJECTIVES BUDGET RESEARCH CREATIVE MEDIA PR WRAP-UP BUDGET

6. RESEARCH

7. TARGET MARKET For Internships 18 to 22 year old males and females Undergraduate college students interested in languages, criminal justice or intelligence AGENDA OBJECTIVES BUDGET RESEARCH CREATIVE MEDIA PR WRAP-UP RESEARCH

8. For Special Agents 22 to 36 year old males and females Graduate students studying languages, criminal justice or law Young professionals looking for a change of scenery or new opportunity AGENDA OBJECTIVES BUDGET RESEARCH CREATIVE MEDIA PR WRAP-UP RESEARCH TARGET MARKET

9. SURVEY RESULTS Exposure 15% of respondents had heard of www.fbijobs.gov 50% of those had actually visited the website 16.5% of respondents had been exposed to FBI advertising AGENDA OBJECTIVES BUDGET RESEARCH CREATIVE MEDIA PR WRAP-UP RESEARCH

10. Knowledge 82% had poor knowledge 25% of those knew nothing at all 36.5% didn’t know if FBI opportunities would be of interest AGENDA OBJECTIVES BUDGET RESEARCH CREATIVE MEDIA PR WRAP-UP RESEARCH SURVEY RESULTS

11. AGENDA OBJECTIVES BUDGET RESEARCH CREATIVE MEDIA PR WRAP-UP RESEARCH SURVEY RESULTS

12. IMPLICATION What did this research lead us to believe? MORE KNOWLEDGE = MORE APPLICATIONS AGENDA OBJECTIVES BUDGET RESEARCH CREATIVE MEDIA PR WRAP-UP RESEARCH

13. STRATEGY How to reach the target market: Advertise in school buildings and classrooms Use professors as vehicles of information Means of communication: * Email: 93% * Word of Mouth: 46% * Posters/flyers: 38% AGENDA OBJECTIVES BUDGET RESEARCH CREATIVE MEDIA PR WRAP-UP RESEARCH

14. MEDIA

15. OBJECTIVES Purchasing Media Space: Create awareness and produce viable applications 'planting the seed’ target: students enticing immediate action target: job seekers AGENDA OBJECTIVES BUDGET RESEARCH CREATIVE MEDIA PR WRAP-UP MEDIA

16. MEDIA SPACE To target students and job seekers: Brick and Mortar common academic space specialized schools university affiliated career centers gyms and health clubs World Wide Web social networking websites (e.g., www. facebook .com ) university affiliated career websites independent career websites (e.g., www.monster.com ) AGENDA OBJECTIVES BUDGET RESEARCH CREATIVE MEDIA PR WRAP-UP MEDIA

17. PUBLIC RELATIONS

18. DISTRIBUTION Sources: NYU Law Newsletters Informational Sessions at CUNY John Jay Foreign Language Online Publications Stern Undergraduate and Graduate Publications Extracurricular Club List-serves CurrentTV Public News Channels AGENDA OBJECTIVES BUDGET RESEARCH CREATIVE MEDIA PR WRAP-UP PR

19. Means E-mail information: press releases, links to FBI career website Media Kits: to be distributed to external sources In-person meetings Informational in-person sessions AGENDA OBJECTIVES BUDGET RESEARCH CREATIVE MEDIA PR WRAP-UP PR DISTRIBUTION

20. TIMELINE Week of Oct 20 Marketing meeting 1 st published press release Week of Oct 27 Article in WSN Thank you letter to marketing attendees Week of Nov 3 Distribute to internet media sources Send media kits Week of Nov 10 2 nd Press Release Week of Nov 17 Newsletter publishing Week of Nov 24 Thanksgiving Week of Dec 1 Final Press Release Thank you notes AGENDA OBJECTIVES BUDGET RESEARCH CREATIVE MEDIA PR WRAP-UP PR