2008

Tiffany

[Type the company name]

1/1/2008

FBI Campaign Report “Think Beyond the Special Agent” Campaign

2008

ADCATS AGENCY

NEW YORK UNIVERSITY

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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

Campaign Strategy & Implementation

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

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The AdCats Agency 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.

The AdCats Team

Account Management

Tiffany Chang

Account Manager

Erica Swallow

Account Manager

Creative

Allison Wile Creative Director

Deanna Ferrante-Gomez

Daniel McCoy

Jiana Paladino

Rogelio Plasencia

Sabina Sobinina

Caroline Tseng

Randy Reiser

Robert Wright

Public Relations

Meika Hollander

PR Director

Fernando Balino

Brent Davis

Sam Howard

Tracey Svenningsen

Research

Jin Yun

Research Director

Kristina Carberry

Erik Westphal

Gelyn Teofilo

Production

Justin Bonilla

Production Director

James Gaskill

Soo Eun Park

Finance

Kun Zhang

Finance Director

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Executive Summary

s the primary investigative arm of the

federal government, the Federal Bureau of

Investigation is one of the most well-respected

and sophisticated intelligence agencies.

Comprised of a diverse range of professions, the

FBI offers special agent career opportunities as

well as professional staff positions.

The FBI is focusing recruitment efforts on

individuals with critical skills and experience in

various areas including intelligence, foreign

language, computer science and engineering.

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.

Functioning as a full-service advertising agency, we researched, strategized and

repositioned the professional staff brand image. By fielding studies before, during and

after the campaign launch, we gained vital target market insights that informed our

campaign strategy and development. Both public relations and advertising divisions

engaged traditional as well as non traditional marketing mediums into our mix, to

deliver material and awareness through print and online. Total impressions were

generated through newspaper advertising, posters and flyers around campus and in

academic departments, promotions by clubs and academic departments, social network

sites, co-sponsorships, and an event.

A

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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.

CREATE ADVERTISEMENTS AND PR EVENTS

CREATE FBI FANS/ADMIRERS

IN PUBLIC IN LIVES

TARGET FOCUS

Key Location: NYU campus

TARGET FOCUS

Key People: Target Market

OBJECTIVE: Increase awareness and the

number of applicants

OBJECTIVE: Get students and target market to start thinking of the FBI in the foreground, rather than the background…and ultimately become a top career choice

Catch attention, saturate the environment with

our ads, make people think, “I want to apply!”

Create valuable content that will show that the FBI is relevant to their lives; they’ll become brand fans

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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

167 people were surveyed randomly

46% Male, 54% Female

87% US citizen (22% non-US citizen)

Age:

- 17-20 years old: 40%

- 21-24 years old: 56%

- 25-28 years old: 4%

Ethnic Background

- Caucasians: 88%

- Asians: 46%

- Hispanic/Latino: 11%

- African-American: 7%

- Other: 13%

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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

Roughly less than half of respondents

were fluent in another language (mainly

Spanish, Chinese, and Hindi); 80% of

these languages are those highly coveted

by the FBI.

The most frequented campus locations

are:

Dorms

Bobst Library

Washington Square Park

Kimmel Center for Student Life

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

Overall, job seekers think it is difficult to

find a job in the current market. The best

places to reach these people are either

online, on university or job websites, or at

on-campus career fairs. They seem to be

most interested in salary, job security, and

advancement opportunities over other

benefits. Finally, job seekers find it

important to feel that the work they do

makes a difference in the world.

Research Recommendations

Emphasize leveraging foreign language skills for a meaningful job with the government.

Use emails, buzz marketing, print advertisements and Facebook to reach the audience.

Research Recommendations

Emphasize the ease of using the FBI’s website.

Emphasize salary, job security and advancement opportunities.

Emphasize that working for the FBI will make a difference in the world.

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Target Market Insight #3: Knowledge & Awareness of FBI Jobs

Generally, people were highly underexposed to information about job opportunities in

the FBI.

91% of those surveyed never heard of the website, www.fbijobs.gov

96% of those surveyed have never spoken with an FBI recruiter

25 people have been exposed to FBI advertising

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

Advertising’s ultimate goal should be to direct the viewer to the website, where there is a wealth of information

Email advertising seems to have the most potential.

Present relate-able human models in advertising

Follow up campaigns with on-site recruiters, to drive ubiquitous presence of marketing

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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.

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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.

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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

The target market was comprised of

college students between the ages of 18-

24 years old with a wide range of

majors, including: engineering,

accounting/finance, language, Islamic

studies, physical sciences, computer

engineering, computer science, and

information technology. They must also

be United States citizens, be able to pass

a background check, be amenable to a

one-year commitment, and cannot ever

have been convicted of felony.

In order to appeal to candidates with

the above qualifications, we focused our

campaign efforts toward students at

New York University.

Applicants who are interested in

professional staff positions will likely be

willing to look past any perceived shortcomings of working in the public sector, and to

sacrifice the most competitive salary level in exchange for the FBI’s many benefits. Such

benefits include job security, flexible work hours, health care and retirement benefits,

and advancement opportunities.

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Positioning

We’ve enabled a position of educating applicants. There is a severe lack of knowledge

within our target market not only about the FBI in general, but also about the

availability and range of their professional staff job opportunities. Qualified applicants

who are aware of job openings are not interested because they harbor misconceptions

most likely developed from the media.

We wanted to reposition FBI professional staff careers as exciting experiences and

advantageous opportunities. We wanted to increase its value in the consumer’s mind,

make it a primary option in the target’s evoked set when considering career choices,

and ultimately, bring the image of the professional staff to the foreground while

distinguishing it from the special agent representation.

By focusing on the specific characteristics and benefits offered through a professional

staff career path, our campaign has sought to own and emphasize a position of

attributes and benefits. The various professional staff characteristics that we highlight in

our advertisements challenge the popularized special agent image, and pave the way to

changing preconceived notions about the FBI. Our campaign additionally positions an

educative call to action, by directing job seekers to the website, www.fbijobs.gov, for

more information on the range of occupations as well as on how to apply.

Ideal Consumer Response

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.

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Message

“Discover the possibilities at www.fbijobs.gov” is the message, and is found on all of

our advertisements. It also serves as a call to action and directs traffic and attention to

the application/information page.

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.”

Campaign Tactics & Media Mix

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

See Appendix 2 for full image of media schedule (pg. 29)

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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.

See page 26 for photos from the event.

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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

Considering our target audience is NYU students, we strategically implemented our

public relations and advertising activities to mediums and areas that would reach our

target audience on campus or in their dorms, and would ensure definite exposure.

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

Tactics include press releases, an event, and viral marketing.

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!

See Appendix 3 and 4 for press releases (pg. 30-31).

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NYU On-Campus Initiatives NYU Wasserman Center for Career Development

New York University’s Wasserman Center

is open to all undergraduate students and

provides students with career guidance

and job opportunities. The Wasserman

Center assists an average of 2,000 students

each month.

The Wasserman Center sent out an email

blast with our flyer attached, on the

Monday (November 17) before our event

to all students registered with them. Flyers

and advertisements were also put up in

the center.

On-Campus Panel Event with FBI Professional Staff

See page 14.

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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

Facebook

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.

The events communication tool allowed us to create an invitation to the on-campus

event and publicize it to the group members. All advertisements were uploaded in the

“photos” section, and we provided a link to the FBI jobs website under the “posted”

items section.

The page can be accessed at:

http://www.facebook.com/inbox/?ref=mb#/group.php?gid=33452937900

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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.

See Appendix 5 for full articles (pg. 32)

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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.

This online news site covered our campaign efforts.

See Appendix 6 for full article (pg. 33)

Email List-Serves & Word of Mouth

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

NYU Clubs

1,775

German Studies Department

19

East Asian Studies Department

48

French Department

400

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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

Informational/rational appeal when discussing job benefits

Transformational advertising to associate a positive feeling of success or

self-actualization with working for the FBI

Emotional integration—we wanted the subjects of the ads to demonstrate

some sort of emotional benefit or outcome

Execution

Our approach is a straight sell/factual message and one-lined testimonial

Headlines are indirect, so as to provoke a challenge for the audience and

to get people to read the body copy

Body copy is straight-sell of information

Tonality

Informative

Self-actualizing

Eye-opening

Promising

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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.

One overarching ad incorporates models from the other four

individual ads, and directly states the slogan, “Think Beyond

the Special Agent.” This advertisement too has the message line

included at the bottom.

An online banner ad was also created, providing straight sell of

information, the message and the slogan.

See Appendix 7 for full size images of advertisements (pg. 34)

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Traditional Advertising Initiatives Washington Square News

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.

See Appendix 8 for advertisements in WSN and online (pg. 39)

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.

Online Advertising Initiatives

In conjunction with public relations efforts, advertisements were circulated online

through Washington Square News, Facebook, email list-serves, and the blog, Lit Up!

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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.

Cost vs. Value Added

Proposed Budget Allocation Estimated Cost

Estimated Value

Actual Cost

Actual Value

Thank You Letters (CPO, MSM, Event,

Final)

$4.61 $4.61 $4.61 $4.61

Public Relations Expense $4.61 $4.61 $4.61 $4.61

Posters $218.86 $218.86 $218.86 $218.86

Flyers $123.75 $123.75 $123.75 $123.75

Newspaper Advertisements $1000 $1680 $1500 $1680

Web-site Advertisements $500 $1050 $500 $1050

Photo Shoot $63.59 $63.59 $63.59 $63.59

Advertising Expense $1906.20 $3136.20 $1906.20 $3136.20

Catering/Food $332.25 $332.25 $332.25 $332.25

Campaign Implementation Expense

$332.25 $332.25 $332.25 $332.25

Total Campaign Cost $2482.66 $2482.66

Total Campaign Value $3712.66 $3712.66

NET VALUE $1230 $1230 $1230 $1230

Our net value was $1230.00. We spent $2482.66 out of the total budget of $2500.00.

Final Report $221.95 $221.95 $221.95 $221.95

Folders for Client $8.12 $8.12 $8.12 $8.12

Campaign Reporting Expense $239.60 $239.60 $239.60 $239.60

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Results

Pre-Campaign Data Post-Campaign Data

Heard of Website? www.fbijobs.gov

Yes: 9% No: 91%

Yes: 19% No: 81%

Spoke with FBI Recruiter? Yes: 4% No: 96%

Yes: 4% No: 96%

Exposed to FBI Ad? Yes: 15% No: 85%

Yes: 40% No: 60%

Knowledge of Career Opportunities in FBI

Don’t Know: 29% Poor: 52% Fair: 16% Good: 3%

Don’t Know: 27% Poor: 43% Fair: 21% Good: 9%

First word when you hear, “FBI”

1. Agent 2. Secret 3. Federal 4. Police 5. Crime

6. Secret 7. Government 8. Agent 9. Federal 10. Police

If qualified, would you apply?

Likely: 27% Not Likely: 36%

Likely: 28% Not Likely: 51%

Fourty-four (44%) percent of

those surveyed claimed they

learned something new. The

most common answers were:

1. FBI has job opportunities;

2. FBI is recruiting college

graduates; 3. Professional staff

opportunities exist.

After the campaign, the

percentage of those who heard of

the website www.fbijobs.gov

more than doubled, and “good”

and “fair” knowledge of FBI career opportunities increased by 5-6%. Whereas the pre-campaign

data found that people primarily associated the word “agent” with the FBI, post-campaign data

shows that “agent” is no longer the primary conjured image. Furthermore, after our campaign,

more people have claimed to be likely to apply if they qualified for the FBI.

Those NOT Reached through

AdCats’ Ads

Those Reached through AdCats’ Ads

First word when you hear, “FBI”

1. Secret 2. Government 3. Agent 4. Federal 5. Police

6. Government 7. Police 8. Law 9. Secret 10. Investigations

Knowledge of FBI

Don’t Know: 15% Poor: 62%

Don’t Know: 9% Poor: 47%

If qualified, would you apply?

Likely: 25% Not Likely: 57%

Likely: 32% Not Likely: 34%

POST CAMPAIGN RESEARCH

97 people surveyed in post campaign research

- 59% Female, 41% Male

- 85% U.S. citizen

- 44% were between the ages of 17-20

- 56% were between the ages of 21-24 years old

32 people saw an FBI ad on campus (41% through Washington Square News, 50% through posters and flyers, 9% through email)

50% were exposed to an ad two to three times, 41% were exposed just once. (6% were exposed four to ten times, and 3% were exposed more than ten times)

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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.

Campaign Event Photos FBI Information Panel Event

November 19, 2008 Kimmel Center for Student Life

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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?

Appendix 1: Target Market Research Data Charts

Fields of Study/Degree What medium is best to reach you?

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First Thing that Comes to Mind when You Hear “FBI”

25 People Have Been Exposed to FBI Ads Knowledge of Career Opportunities with FBI

If you saw a position that you were interested in and qualified for, how likely would you be to apply for a position within the FBI?

29

Appendix 2: Campaign/Media Schedule

30

Appendix 3: Pre-Launch Press Release

For Immediate Release CONTACT:

October 27, 2008 Meika Hollender

Public Relations Director

Mjh359@nyu.edu – 802.999.8734

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.

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Appendix 4: Post-Launch Press Release

For Immediate Release CONTACT:

December 1, 2008 Meika Hollender

Public Relations Director

Mjh359@nyu.edu – 802.999.8734

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.

###

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Appendix 5: Lit Up! Blog Articles

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Appendix 6: CollegeNews.com Article

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Appendix 7: Creative

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Appendix 8: Washington Square News Online

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Appendix 8: Washington Square News - Print

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