UTA_AFPM_Submission
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The University of Texas at Arlington conducted a campaign called "Fueling Futures" to increase interest and recruit students for careers in the fuel and petrochemical industries. The campaign goals were to increase interest, recruit target audiences, and target millennials seeking jobs. Objectives included gaining social media followers and online interest forms. Pre-survey results found 53% had favorable views of the industries and 75% would consider related jobs. Post-survey and focus groups also had positive feedback. The campaign exceeded social media goals and online forms recruitment. Events were held at multiple colleges to promote careers and increase awareness of the industries.
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UTA_AFPM_Submission
- 1. The University of Texas at Arlington
- 2. We Are Metro 20
- 3. Executive Summary Campaign Goals ● Increase interest in careers in the fuel and petrochemical industries. ● Recruit desired target audience interested in the fields. ● Strategically targeted millennials who are actively seeking jobs. Team Objectives ● Social Media ○ Facebook: 120 likes ○ Twitter: 50 followers ○ Instagram: 100 followers ○ Linkedin: 35 connections ● Online Interest Forms ○ Exceed 350
- 4. Research
- 5. Pre Survey Results ● 611 total surveys ● 53% of people had favorable views of the fuel and petrochemical industries ● 75% are likely to consider a job in the fuel and petrochemical industries
- 7. Focus Group Our research team conducted a focus group with engineering students. The participants we spoke with were knowledgeable of the industries and understand that they are essential to the economy. They all had positive views about petrochemicals. “There is no perfect substitute [for petrochemicals].” - Focus Group Attendee
- 8. Social Media
- 9. Facebook Our Petro Party Rap was posted to our Facebook page and received a substantial amount of impressions & more than 300 views on YouTube Petro Party Rap Fueling Futures ● 435 likes ● Total reach: 20,000+ ● Engagement: 7500+
- 10. Twitter @FuelingFutures ● 133 following ● 76 followers ● Over 20,000 impressions
- 11. Instagram @FuelingFutures ● 51 posts ● 308 followers ● 1036 following
- 12. LinkedIn Fueling Futures ● 90+ Connections
- 14. Events Presented to the Comin’ Up Gang Intervention Program. This program serves youth ages 18-24 and encourages them to explore careers, complete high school and move on to postsecondary education.
- 15. UTA Career Fair Recruited young individuals looking for job opportunities within various fields. We also informed them of the fuel and petrochemical industries. Conducted research as well as gained further interest within the petrochemical industry.
- 16. Petro Party Our campaign team set up a table on the UTA campus and had a “Petro Party.” We invited students to come out and enjoy pizza while we informed them on the benefits and career opportunities in the fuel and petrochemical industries.
- 17. Tarrant County College Our team held an outreach event at Tarrant County College to both increase awareness and recruit individuals interested in the fuel and petrochemical industries.
- 18. Brookhaven College Our team held a very successful outreach event at Brookhaven College. We were allowed to set up a table during their job fair and reach out to those interested in the fuel and petrochemical industries.
- 19. Lincoln Technical Institute We engaged with skilled craft professionals who were interested in the petrochemical industry.
- 21. Budget ● Outreach 42% ● Social Media 48% ● Research 10%
- 22. Evaluation ● Exceeded 100% social media goals on all platforms ● Surpassed online interest forms recruitment goal by 414 ● Succeeded in organic social media reach ● Produced 50 informative and engaging post for Instagram ● Created 4 quality recruitment videos ● Produced creative & original content for each social platform ● Increased awareness throughout multiple campuses in the DFW area
- 23. Thank You From Metro 20