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2008
FBI Campaign Report
“Think Beyond the Special Agent” Campaign
Tiffany
ADCATS AGENCY
[Type the company name]
NEW YORK UNIVERSITY
1/1/2008
1
Contents
Overview
Introduction to the AdCats Agency……………………………………………...3
Executive Summary……………………………………………………………....4
Our Approach…………………………………………………………………….. 5
Research
Methodology and Sample…………………………………………………….…6
Target Market Insights……………………………………………………….......7
Building Blocks: Support for Campaign Strategy……………………………10
Objectives………………………………………………………………………..11
Target Audience…………………………………………………………………11
Campaign Position………………………………………………………………12
Slogan, Message, Tagline and Tactics………………..………………………13
Campaign Event…………………………………………………………………14
Public Relations
Objectives……………………………………………………………………….. 15
PR Strategy ………………………………………...……………………………15
On-Campus Tactics…………………………………………………………….. 16
Online Tactics…………………………………………………………………… 17
Advertising
Objectives………………………………………………………………………..21
Ad Strategy………………………………………………………………………21
Creative…………………………………………………………………………..22
Advertising Tactics……………………………………………………………...23
Budget………………………………………………………………24
Results ……………………………………………………………...25
Photos……………………………………………………………....26
Appendix…………………………………………………………...27
2
The AdCats Agency
T he AdCats Agency is a small, student-based organization, formed to serve the FBI
Collegiate Marketing & Recruitment Program. Based in New York City, the team is
comprised of New York University students performing under the direction of
Professor Jacob Jacoby and his Advertising Management course. Together with
Edventure Partners, the AdCats Agency offers full service support for the FBI’s local
marketing of their professional staff opportunities.
Sabina Tracey
Sobinina Svenningsen
Caroline Tseng
Randy Reiser
Robert Wright
3
Executive Summary
Our Challenge
Our challenge was to increase the number of competitive candidates for professional
staff positions, and increase awareness and consideration within our target market of
these opportunities. By focusing on these specific marketing objectives, we designed
and implemented our own unique marketing campaign for the FBI over the course of
four months.
4
Our Approach
2-Pronged Approach to Fulfilling our Objectives
We’ve taken a two-pronged approach in developing our campaign. Consumer attitudes
are changing every day and simply releasing advertising is no longer enough. We
wanted to build a message, but more importantly, build a brand and an experience that
our target market will remember and act on.
OBJECTIVE: Increase awareness and the OBJECTIVE: Get students and target market to
number of applicants start thinking of the FBI in the foreground,
rather than the background…and
ultimately become a top career choice
IN PUBLIC IN LIVES
Catch attention, saturate the environment with Create valuable content that will show that the FBI
our ads, make people think, “I want to apply!” is relevant to their lives; they’ll become brand fans
5
Research
Methodology
Pre-campaign and target market research was conducted using surveys as a research
tool. There were 17 questions on the questionnaire, and is a combination of all of the
questions found on the original research template provided by the client and Edventure
Partners, as well as original agency-generated questions.
Over the course of a week, our research team conducted interviews with a random
sample of 167 people within our target market, using this survey. Answers generated
were analyzed for their quantitative and qualitative insights into the current market
environment. Key findings were also used to determine our strengths and weaknesses
and our brand opportunity.
See Appendix 1 for target market research data charts (pg. 27)
The Sample
6
Target Market Insight #1: Demographic & Psychographic Implications
Based on our “Fields of Study” statistics, the most popular majors that would be of
interest to our campaign are:
Accounting/Finance
Sciences (Physics, chemistry, math, biology, nursing, forensics)
International Studies
Foreign Language
The best means to reach our audience is by email, word of mouth, posters/flyers.
Target Market Insight #2: Perception of Jobs & the Job Market
7
Target Market Insight #3: Knowledge & Awareness of FBI Jobs
Most people said they received ad exposure via television. Because the FBI does not
advertise on television, the target market is highly exposed to the FBI image portrayed
on television shows and movies, rather than through other mediums. This causes
misconceptions. Eighty-seven percent did indeed believe that the mass media causes
misconceptions about the FBI. People typically think of the FBI as field agents who
work undercover in dangerous situations.
While 25 viewers claimed to have been exposed to actual FBI advertisements, only nine
have ever visited the website. Email is the best way to reach this target market about job
opportunities; email advertising seems to have the most potential. Only one person has
been exposed to FBI advertising online.
People were overall uninformed. When asked if they know how to look for a job in the
FBI, 86% said no. Entering “FBI job” as a search term on Google returns an immediate
link to the www.fbijobs.gov web page. While it is this easy to find information about
FBI jobs online, people are not motivated to do so. FBI is not turning up in their evoked
set of career options.
Research Recommendations
8
Target Market Insight #4: Perception of FBI Jobs & Government Jobs
Thirty one percent of those surveyed said that the FBI limits an individual’s
career. Fifty percent of those surveyed did not want to work for the government
because of low salaries, lack of advancement opportunities, lack of creativity, bad
associations with the government, lack of privacy, and lack of excitement. Most of these
perceptions do not necessarily pertain to FBI professional staff job characteristics.
Therefore, we tried to change these perceptions by communicating that there is a decent
salary, room for advancement, travel opportunities, creativity, and excitement.
Most people have never considered a career with the FBI, so we needed to
communicate all of the different positions that are available and why they may be more
beneficial than private sector occupations. The people who have considered FBI as an
employer did so between the ages of 13-17 years old, after seeing images of special
agents on television or in the movies. Some people consider the FBI to be exciting,
which is a great attribute, but tied in with many misconceptions and pigeonholed to a
narrow image of the special agent.
Forty-eight percent of those surveyed believed that there are negative qualities
associated with the FBI. Such qualities include danger, risk of death, low salary and
confidentiality; these factors discourage applicants from applying. A lot of people are
hesitant about applying for FBI positions, even if they know they are qualified for the
job. Thirty-four percent claimed that even if they saw a position that they were
interested in and were qualified for, they would not likely apply for the job. This may
be due to the risk factors associated with this line of work, and so we needed to
communicate the broad spectrum of job opportunities in the agency that are not
dangerous.
Most people did not find that government jobs would limit their career any more
than a non-government job, but they still would not choose to apply for FBI positions.
The number of people who did not find that a job in the FBI would be more limited
than another career thought so because of low salaries, lack of promotions, and the
confidentiality factor.
9
Building Blocks
Key Consumer Insight
People are blinded by pop culture’s interpretation and
representation of the FBI. Instead of professional staff job
opportunities and a stable career path, some think only of special
agents. Others associate the job with high levels of danger and the
promotion of unpopular government policies. However, in a time
of great change and uncertainty in which previously trusted
companies have fallen, consumers may place a greater value on
the relative safety and comfort of a career with the FBI, sacrificing
a more prestigious or financially rewarding position.
Education
Since the consumer insights yielded significant misconceptions
about the FBI, the market must be educated about the very
existence of staff positions, along with the number of benefits that
they entail. Students must be made aware of the broader context
of the FBI and start to consider it as a launch pad for careers. This
includes changing preconceived notions about the government,
the FBI, and particularly, special agents.
Benefit
The FBI offers a number of benefits: job security, career
advancement, health care and retirement benefits, relocation
opportunities, and much more.
Reason to Believe/Support
The benefits that the FBI offers are among the top priorities of job
seekers. Students are challenged by the current economic climate,
and are looking for a position and company that they can believe in.
10
Campaign Strategy & Implementation
Objectives
Our objectives were to influence people between the ages of 18 to 24 years old with a
coveted skill set to visit the FBI employment website (www.fbijobs.gov) and to apply
for jobs. We wanted to increase the market awareness of the variety of professional staff
opportunities, and to shed the “special agent” image.
Target Audience
11
Positioning
At the launch of our campaign, we hoped for an ideal response in which a student who
was previously unaware of professional staff career options would be made aware
through our advertising and public relations. After learning about professional staff
positions, the student would ideally take into consideration the job security and various
benefits available, and submit an application through the FBI jobs website.
12
Message
Slogan
The slogan of the campaign is “Think Beyond the Special Agent.” It implies that there
are alternative professions to the special agent position within the FBI, all offering the
same key benefits that job seekers look for.
Tagline
The tagline is “I can’t [insert agent-related skill], but I can [insert staff-related skill].” The
tagline is tailored to each advertisement’s featured profession and skill, followed by a
body copy of “[blank] is one profession career offering: competitive salary, advancement
opportunities, job security, health and retirement benefits.”
The campaign tactics that were implemented highlighted key attributes such as job
security, career advancement, health care and retirement benefits, relocation
opportunities, and competitive salary. Our campaign reiterated that FBI offers benefits
that are among the top priorities of job seekers.
Our media mix included print ads, posters, flyers, online social network sites, campus
newspapers, campus events, blogs, email, and word of mouth. We advertised in the
campus newspaper, the online university news site, through list-serves, and in prime
locations such as the student center and career center. We saturated the market with
advertising through all the channels that our target audience utilizes or is exposed to
everyday. By partnering with select vehicles that have already secured credibility and
trust with the audience, our campaign effectively obtained positive reactions.
Campaign/Media schedule
13
Campaign Event
Working in conjunction with New York University’s Wasserman Center for Career
Development and the Women in Communications Club, we held an informational
panel event. Featuring five professional staff members from different departments and
a special agent, this event brought education and awareness to the target market
directly.
The panel was moderated by AdCats Agency account manager, Tiffany Chang, and
included welcoming remarks by special agent Kescha Wilson of the New York office.
Over twenty students attended. Photos were taken by visiting Edventure Partners
representative, Shannon Conlon, and AdCats Agency account manager, Erica Swallow.
14
Public Relations
Objectives
Our objectives for our public relations strategy was to increase NYU undergraduate
student awareness of the FBI professional staff job opportunities, and to present a
relatable image that departs from the special agent stereotype.
Strategy
Based on recommendations that the research team drew from preliminary research, we
incorporated viral and electronic marketing into our media mix. We tapped into social
network sites, academic departments’, club and career center email list-serves, and a
club blog. In addition to these publicity endeavors, story coverage was pitched to both
online and offline news vehicles, and advertising ran in both print and electronic
versions of the campus newspaper. All of these outlets work closely with our target
market, and have already secured a sense of credibility and trust with the consumer.
Tactics
Press Releases
Press releases were submitted to both traditional and non-traditional news vehicles,
such as the campus newspaper, www.collegenews.com, and NYU’s Women in
Communications Club’s online blog, Lit Up!
15
NYU On-Campus Initiatives
16
Support Media & Posters
Three hundred flyers were put up in five of the largest upperclassmen dormitories:
Broome Street, Lafayette, Carlyle Court, Palladium, and Water Street.
With an approximate total of 6,000 upperclassmen students residing in these dorms, the
number of impressions generated over a 10-day period claims a successful value of
18,000,000.
Online Initiatives
Social network site www.facebook.com was a valuable media outlet for our campaign.
The majority of the target market accesses Facebook on a daily basis, and Facebook
specification allowed for a specified penetration in the NYU community.
We built a group page for FBI Professional Support Opportunities on Facebook, open
only to the NYU network. As an open group on the NYU network, anyone from NYU
can join and invite others from NYU to join. Currently, 92 NYU students are members.
17
18
Lit Up! Blog
Lit Up! is the official blog of the Women in Communications club (WIC) at NYU. Lit
Up! covers events and stories of local interest, media commentary and editorials, and is
overall a prime source informing NYU students of current events.
Lit Up! has two posts on the FBI campaign and the on-campus event. While there is no
counter to keep track of page hits, the blog is made public and can be found through
search engines, thus inducing high potential impressions. The blog can be accessed at
www.wiclitup.wordpress.com.
19
CollegeNews.com
Collegenews.com is a
publication of Boston Hannah
International and is written by
college students and recent
graduates. The site gathers
daily news and relevant
information concerning college
students and young people,
and promotes its content as a
premier source for college
students.
Not only did we reach out to our target audience through the Wasserman Center
emails, we were able to specifically target students through academic department list-
serves and club emails. Campaign advertisements and event flyers were promoted
through this channel. Academic department list-serves were targeted for their language
studies, as the FBI seeks linguistic skills in candidates.
List-Serve Impressions
20
Advertising
Objective
Our creative objective was to evoke a positive reaction from the target market through
the use of effective copy and visual advertisements.
Strategy
The FBI ads needed to have a combination of rational and emotional appeals, strong
execution and quality production.
Appeals
Execution
Tonality
Informative
Self-actualizing
Eye-opening
Promising
21
Creative
Five advertisements and one event flyer were created (see page 14 for event flyer). Each
one entails the message line “Discover the Possibilities at www.fbijobs.gov.” Four ads
feature different staff opportunities with tailored statements saying “I can’t do [insert
agent-related skill], but I can do [insert staff-related skill].” Each one also consists of body
copy that outlines the benefits that accompany such a profession.
22
Traditional Advertising Initiatives
Washington Square News is NYU’s daily news publication, which reaches all types of
NYU students throughout the various disciplines and departments at the university.
Students are able to obtain a copy of the Washington Square News at various locations
around campus, as well as in all dorms, at no cost. An estimated 250,000 readership is
considered per issue, making this medium an incredibly viable venue for our campaign.
Two press releases, pre and post launch, were submitted for story coverage. While WSN
did not pick up the feature, they did run our advertisements for five issues.
Advertisements were three inches by eight inches in size, and contracted for publication
at a price of $1,000. This negotiation also included a discounted online banner at the
price of $500, placed on their online news site, www.nyunews.com.
With a circulation of 25,000, the total reach was 75,000. Calculating in the frequency of
five issues, our total gross impressions for print advertising was 375,000. The online
advertising package allowed us to purchase a time period in which to advertise, and the
banner stayed online until the guaranteed number of 140,000 impressions had been met.
On-Campus
As previously stated, advertisements in the form of support media (flyers and posters)
were distributed and posted in buildings on campus and in dormitories.
23
Budget
Objectives
The budget department sought to efficiently and effectively allocate resources for the
duration of the campaign, maintain accurate records of all campaign values and
expenditures, and to report accurate cost versus value figures at the culmination of the
campaign.
Our net value was $1230.00. We spent $2482.66 out of the total budget of $2500.00.
24
Results
POST CAMPAIGN RESEARCH Pre-Campaign Data Post-Campaign Data
- 59% Female, 41% Male Spoke with FBI Recruiter? Yes: 4% Yes: 4%
- 85% U.S. citizen No: 96% No: 96%
- 44% were between the Exposed to FBI Ad? Yes: 15% Yes: 40%
ages of 17-20
No: 85% No: 60%
- 56% were between the
ages of 21-24 years old Knowledge of Career Don’t Know: 29% Don’t Know: 27%
Opportunities in FBI Poor: 52% Poor: 43%
32 people saw an FBI ad on Fair: 16% Fair: 21%
campus (41% through Good: 3% Good: 9%
Washington Square News,
50% through posters and First word when you 1. Agent 6. Secret
flyers, 9% through email) hear, “FBI” 2. Secret 7. Government
50% were exposed to an ad 3. Federal 8. Agent
two to three times, 41% were 4. Police 9. Federal
exposed just once. (6% were 5. Crime 10. Police
exposed four to ten times, and
3% were exposed more than If qualified, would you Likely: 27% Likely: 28%
ten times) apply? Not Likely: 36% Not Likely: 51%
25
Campaign Event Photos
FBI Information Panel Event
November 19, 2008
Kimmel Center for Student Life
A table was set up in the lobby of the Kimmel Center, where the event was taking place.
AdCats Agency account manager Tiffany Chang moderated the panel discussion.
The event featured five professional staff members and Special Agent Kescha Wilson.
26
Appendix 1: Target Market Research Data Charts
To what resources would you refer if/when seeking a job? Majority of Time Spent on Campus
3 Most Important Aspects When Choosing a Job How important is it that your job has meaning and makes a difference in the world?
27
25 People Have Been Exposed to FBI Ads Knowledge of Career Opportunities with FBI
28
Appendix 2: Campaign/Media Schedule
29
Appendix 3: Pre-Launch Press Release
NYU Students Break the Pop Culture FBI Image with their
“Think Beyond the Special Agent” Campaign
In Professor Jacob Jacoby’s Advertising Management class, textbooks are hard to find.
Hired by the FBI through Edventure Partners, an organization that assigns students to a company or
organization in order to create a ―real world‖ marketing experience, Jacoby’s class is diving
headfirst into the world of advertising. Divided into various departments, including Account
Management, Marketing Research, Media & PR, Creative, Production and Budget, the class has
three months to create and execute a multifaceted campaign targeted at NYU undergraduates.
The FBI, popularly misrepresented with the solo ―special agent jacket‖ image, hopes to
educate NYU students about the OTHER professional staff opportunities within the FBI. They
figured there was no better way than recruiting NYU students to create the messages behind their
advertising campaign. Jacoby’s class has created a series of original advertisements in order to
reposition the FBI in the minds of students as a feasible career choice and to build awareness about
the FBI’s professional staff positions, which include options such as intelligence analysts, linguists,
lab technicians and surveillance analysts.
Over the next two months, posters, flyers, online placements and one major on-campus
event will help educate NYU students about the ―other side‖ of the FBI. Held in late November, the
on-campus event will feature FBI professional staff employees who will speak about their
experiences and the benefits of working with the FBI. Recruiters are looking for applicants from a
long list of disciplines—some include engineering, foreign languages, linguistics, computer science,
and finance.
Look out for original FBI Professional Staff ads created by Professor Jacoby’s class in
the Washington Square News, as well as in Bobst Library and the Kimmel Center, and stay tuned
for more information about the November FBI information session. For more information about
FBI job opportunities please visit: www.fbijobs.gov.
###
30
Appendix 4: Post-Launch Press Release
NYU Students Break the Pop Culture FBI Image with their
“Think Beyond the Special Agent” Campaign
In Professor Jacob Jacoby’s Advertising Management class, textbooks are hard to find.
Hired by the FBI through Edventure Partners, an organization that assigns students to a company or
organization in order to create a ―real world‖ marketing experience, Jacoby’s class dove headfirst
into the world of advertising. Divided into various departments, including Account Management,
Marketing Research, Media & PR, Creative, Production and Budget, over the past three months the
class successfully executed a multifaceted campaign targeted at NYU undergraduates.
The FBI, popularly misrepresented with the solo ―special agent jacket‖ image, hopes to
educate NYU students about the OTHER professional staff opportunities within the FBI. They
figured there was no better way than recruiting NYU students to create the messages behind their
advertising campaign. Jacoby’s class has created a series of original advertisements in order to
reposition the FBI in the minds of students as a feasible career choice and to build awareness about
the FBI’s professional staff positions, which include options such as intelligence analysts, linguists,
lab technicians and surveillance analysts.
Over the past two months, posters, flyers, online placements and one major on-campus
event will helped to educate NYU students about the ―other side‖ of the FBI. On November 19, the
class hosted an on-campus event where FBI professional staff employees spoke about their
experiences and the benefits of working with the FBI. Many interested students with a wide range
of majors attended the event. After the event, on student said, ―I had no idea there was this other
side of the FBI, and since I am a biology major, I am thrilled to know that working with the FBI is
an option!‖
Continue to look out for original FBI Professional Staff ads created by Professor
Jacoby’s class in the Washington Square News and at nyu.news.com, as well as in the
upperclassmen dorms. For more information about FBI job opportunities please visit:
www.fbijobs.gov.
###
31
Appendix 5: Lit Up! Blog Articles
32
Appendix 6: CollegeNews.com Article
33
Appendix 7: Creative
34
35
36
37
38
Appendix 8: Washington Square News Online
39
Appendix 8: Washington Square News - Print
40
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43
44
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