1. SUMMARY: Last year's student recruitment efforts resulted in a record 900+ student applications, a national and site record. Key marketing successes
included consistent, concise messaging ("more than a job"), having a mobile-friendly and efficient way to capture interested students' information,
and creating a comprehensive plan that guided students from inquiry to day 1 of training. This year's recruitment marketing campaign will build on
the plan and success of last year in order to reach 950 student apps and have 350 students start training.
OVERVIEW:
Background: on free/reduced lunch, underrepresented in tech careers, first generation college students, on track to graduate
Traits: Driven to be successful despite facing challenges, interested in tech, coachable, willing to prioritize Genesys Works
(interested in program)

Students and cell phones: 80% of students who came to interview had/used internet on their cell phones. We'll continue to
drive inquiries through our online form.
□
Mix of text and email: 83% of applicants use a personal email regularly and 76% use a cell to send/receive texts. 60% of
students would like to receive updates via email, 40% would like to receive updates via text.
□
Facebook is still king: 74% of students use Facebook , 57% use Snapchat, 43% use Instagram, 32% use Twitter. With limited
resources, we will focus on Facebook as a way to reach students.
□
Personal connections are important: 29% of students first heard about GW through a current student, 23% heard through a
teacher/counselor/staff member, 12% heard through a sibling or family member, 9% heard through a poster, 7% from a staff
member at a partner org, 3% at a career fair/tabling, 1% social media. Students ambassadors and school champions are a key
driver to the interest link and to applications.
□
Leveraging families: Current student and a family member had the same weight in the importance in getting students to
apply (2.33 out of 3). This year, we'll pilot sending an email/letter earlier in the recruitment period.
□
Social Patterns:
Key audience: High school juniors at partner schools.
Elevator pitch: Genesys Works is more than a job. It's an opportunity for a successful future. We provide training in professional
skills and IT, a paid, corporate internship, and college help. You'll earn $10,000 your senior year - and we guarantee you'll be
accepted to college. Sign up for more information now at bit.ly/gwtcrecruit. You'll be entered to win a computer when you sign
up!

 In surveys, recruits consistently mentioned these key words as to why they interviewed: "opportunity", "successful future",
Key message: Genesys Works is more than a job.
"I'm so glad you're interested in Genesys Works! What questions do you have for me?"-
"I think you could be a great fit for our program."-
"Great question. Check out our FAQs page to learn more."-
Key tone: Email/text communications come from Krystal, the lead's main point of contact (and supporter/champion). The tone of messages are
upbeat, friendly, helpful, and informative. We want students to feel like they're special and that we want them to join our program. This is also the
tone PCs and ambassadors should implement. For example:
Key message: Partner with us to develop college AND career ready students.□
Key tactics: 1 pager w/ student story and program info, website.□
Champions: Krystal to take the lead on engaging school champions through 1:1 meetings, communicating goal progress, and
recognition at Breaking Through.

Key message: Genesys Works is a nonprofit program that provides your student a paid internship opportunity and college
help during their senior year.
□
Key tactic: Email or letter sent to parents.□
Family members: The only time we engage families are when students are invited to interview. This year, we will send 1-2 messages
during the applicant phase to inform families about our program.

Secondary audience: School champions and family members
Marketing Plan
Recruitment 2016: Marketing Planning
Thursday, November 05, 2015 10:05 AM
Recruitment Page 1

2. Marketing Plan
Phase One: Leads (Inquiry = IQ)
In order to get 950 applications, we need a deep pool of potential leads. We'll continue to use our interest link (http://www.bit.ly/gwtcrecruit) to
identify and communicate with interested students. Student ambassadors and staff members will be trained in how to deliver an elevator pitch,
presentations, etc., with a special emphasis on encouraging juniors to sign up for more information.
Once an interested student completes the interest form, they're sent an auto-response with a link to the application and the website. Leads will
also be sent weekly communications via text or email encouraging them to apply until they complete an application or opt out.
Phase Two: Started Applications (SA) -> NEW FOCUS!
Because of limited staff resources and time, our efforts last year focused on students who have inquired and students who have applied. We had
around 200 unfinished applications last year. We only reached out to this group 4 times (3 emails, 1 text). We can receive more applications by
sending weekly texts or emails reminding students to complete their application, and answering their questions along the way.
Phase Three: Completed Application (CA)
This year, we will send targeted communications to students who have applied every two weeks leading up to the application deadline and more
frequent messages before interview day. The messages will be informative and interesting. For example, have messages about why Genesys Works is
more than a job (from a student’s perspective), a message from alumni, the importance of college help, pre-interview prep, and more. By engaging
students, they may be more likely to come to interview.
We will also send a communication (email or letter) to family members in family members from Karen describing what the program is and its
benefits.
Phase Four: Pre Interview & Interview (PIP) or (I)
After the application closes, we need to encourage students to make it to their interview. Historically, around 60% of students who apply attend an
interview. To increase that number, we will send communications about Pre-Interview Prep earlier than before and send text message reminders to
the top 5-10 target schools. All emails will include a link to the "Interview Prep" page on our website.
Krystal and the Recruitment Team will also communicate with student ambassadors and Champions about Pre-Interview Prep to increase attendance.
Recruitment Page 2

3. We also need to remove barriers to interview if we want to increase interview attendance from the historical 60%. This could include having students
at low-turnout schools interview at their school, and having clear communications with the champions at those schools.
Phase Five: Accepted (A) (Communications until end of April)
All students who attend an interview receive a postcard and an auto-response email with "next steps". The week after interviews, we'll send a text to
students saying decisions will be made next week, and encouraging students to ask questions.
To generate excitement, we'll send accepted students an email, text, and Facebook post encouraging them read their email and share their Genesys
Works pride. We'll also hold a text session the week after where we can answer student questions and concerns.
Communications Schedule:
JANUARY FEBRUARY MARCH APRIL
Week of 1/4: APP
OPENS (1/6)
IQ email (PP)-
FB post (KF)-
IQ email (PP)-
SA email (PP)-
CA email (PP)-
FB post (KF)-
Week of 2/1:
IQ text (PP)-
SA email (PP)-
3/1: Week of 4/4:
INTERVIEWS
I email reminder (KS)-
I text reminders (TEAM)-
Post-interview autoresponse
follow up
-
FB post (KF)-
SA email (PP)-
FB post (KF)-
Week of 1/11:
JC to support○
IQ text (PP)-
SA text (PP)-
FB post (KF)-
Week of 2/8:
IQ text (PP)-
SA text (PP)-
3/3:
FB post (KF)-
Week of 4/11:
IQ text (PP)-
SA email (PP)-
CA email (PP)-
FB post (KF)-
Week of 1/18:
IQ email (PP)-
SA email (PP)-
KS/JJ to support○
CA text (PP)-
Right Track email-
Email to Freshman/Sophomores-
FB post (KF)-
Week of 2/15:
IQ text (PP)-
SA text (PP)-
FB post (KF)-
3/4: APP CLOSES BREAKING THROUGH
WEEK & ACCEPTED
WEEK
A email (JC/PP)○
KS/JJ to
support

A text (PP)○
FB post (KF)○
(4/22 ACCEPTED DAY):-
Week of 4/18:
IQ email (PP)-
SA email (PP)-
FB post (KF)-
Week of 1/25:
IQ email (PP)-
SA email (PP)-
FB post (KF)-
Family email (?)-
FINISH PRE-INTERVIEW PREP
MATERIALS
-
Week of 2/22:
I email (JC)-
I email to families-
I text (PP, KS, JJ)-
PIP emails from PCs-
PIP text reminders from
Krystal/Pie
-
FB post (KF)-
FINISH INTERVIEW
PAPERWORK UPDATES
-
SEND INVITES TO
INTERVIEW (8th)
KS/JJ to support
A text (PP)○
Week of 4/25:
IQ email (PP)-
SA email (PP)-
CA email (PP)-
FB post (KF)-
2/29: Week of 3/14: PRE-
INTERVIEW PREP
FB post (KF)-
PIP emails from PCs-
PIP text reminders-
Week of 3/21: PRE-
INTERVIEW PREP
KS/JJ to support○
I text (PP)-
PIP emails from PCs-
FB post (KF)-
Recruitment Page 3

4. Week of 3/28:
INTERVIEWS
I Email reminder (KS)-
I Email to families-
I text reminders (KS, BM, PL)-
Post-interview autoresponse
follow up
-
FB post (KF)-
Roles & Responsibilities:
JC: Creates plan, teach systems, oversees communications plan implementation, writes emails, designer, second line of defense for Facebook
KS: Approve comms plan, oversees schedule for materials, oversees # of inquiries/applicants and communicates w/ Joe, backup texter, second tier
support for emails
JJ: Backup texter
KF: Backup texter, first line of defense for Faceboook
PP: De-duper, Lead emailer, Lead texter, First line of defense for student questions
Recruitment Page 4