US & HZ Hiring Campaign Proposal

7/24/2019 US & HZ Hiring Campaign Proposal

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US & HZPROPOSAL // UPSTAIRS SOLUTIONS // JULY 30, 2015


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Dear HZDG,

You have simultaneously been our mentors, our inspiration, and our client,so it is an understatement to say were thrilled to work with you. We cannotwait to help HZ realize its endless potential and hire the very best creatives.The following pages include our proposal for HZs recruitment plan. Weve

loved being on your team, and we hope this plan helps you expand analready amazing company.

Thank you for a great summer.


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US.

You.campaign objectives / 5campaign overview / 6scoping / 7planning & implementation / 12project costs / 13

company background / 3team / 4

2 /US & HZ /PROPOSAL

Table of Contents


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Upstairs Solutions.History

Upstairs Solutions was born from a group of

content-hungry millennials. Living and learning

among experienced creatives, we were driven

to branch out, dream big, and stake out our ownland. From the suburbs of DC, ten like-minded

individuals came together to form a team that

combines purpose, motivation, creativity, and

success.

Philosophy

Upstairs, we believe great work comes from higher

thinking. We brand experiences and let consumers

experience brands. Above all, we believe that creative

thought bonds all kinds of people in an intimate way.



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Whos Upstairs?

Kyle HalsteadDirector of Project Management

Megan LandauDirector of Media Planning

Julie DietzDirector of Design

Elana WolpertDirector of Copywriting

Hillary AsherDirector of SEO

Amanda Brody

Director of Account Services

Alex ODaniel

Director of Social Media

Samantha Weinberg

Director of PR and Recruitment

Servane Bastien-Thiry

Director of Design

Allison Heimberg

Director of New Business


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Campaign Objectives

The objective of this recruitment plan is to help HZ hire creatives. Through

a variety of non-traditional networking events, video blogs, landing pages,

email marketing and digital advertising, we will show HZs creative capacity

and desirable job atmosphere.

Campaign Objectives


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Campaign Overview

HZ Talks

Alternatively, the HZ Talks campaign will function as a

soft sell targeted to millennial job-seekers. The Talks are

3-part video series on personal branding advice from HZ

employees. This series will create an organic relationshipbetween HZ and job seekers.


Is HZ Your Perfect Match?

Our proposed Perfect Match campaign will be the

hard sell to both millennial job-seekers and experienced

creatives. The campaign will feature speed dating

networking events, a video series that showcases HZspersonality, and a branded Careers landing page on HZs

website.


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PERFECT MATCH:TACTIC ONE

Speed Dating Networking

Old school networking events? Boring. Well help HZ to network with a twist-- a

speed dating twist. HZ will host Perfect Match networking events at DC Canvas

in November and May, with the potential to expand to NYC in June. At these

events, networkers will be invited to speed date HZ employees. As networkers

rotate to a new employee each round, the MC will present creative challenges

that the pair must discuss a solution for. Speed dating will be followed by ahappy hour, which will allow compatible pairs to exchange contact information.

We will market these events starting one month prior using segmented email

marketing, in-mail advertisements on LinkedIn, flyers and content on HZs social

media networks.

In addition to hosting Perfect Match events, we recommend HZ broadens their

reach in general city-wide networking events. HZ employees will be encouraged

to attend at least one general networking event in their respective city in

September and October.

AT A GLANCE


$

Timeline:

Sept - Oct / Employees attend 1

networking event per month in their city

Oct / Marketing for Perfect Match event 1

Nov / Perfect Match event at Canvas

April / Marketing for Perfect Match event 2

May / Perfect Match event 2 at Canvas

Key Activities:

LinkedIn advertisements

HZ social media content

2 Perfect Match events

Increased presence of HZ employees at

networking events

Budget:

$12,000


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PERFECT MATCH:TACTIC TWO

HZ Personality Video Series

Upstairs Solutions will assist HZ in creating a video series that will showcase the

agencys fun and creative atmosphere. We will create 5 short videos featuring a

flash-mob in the HZ office, interviews with employees, and more. Each video will

relate to the Perfect Match theme.

Throughout December and January, we will air 15 second spots of each video in3 movie theaters in DC, NYC and Santa Cruz. Longer versions of each video will

also be promoted on HZs social media accounts.

AT A GLANCE

$

Timeline:

Sept / Begin filming and producing series

Dec-Jan / Run video spots in movie

theaters throughout entire month

Feb - April / Share video spots on HZs

social media networks

Key Activities:

Film and produce video series

Air 15 second video spots in 3 movie

theaters (DC, NYC, Santa Cruz)

Share video spots on social media

Budget:

$10,600


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PERFECT MATCH:TACTIC THREE

Careers Landing Page

We will create a Careers landing page branded according to the Perfect Match

campaign. This page will make it easier for job-seekers to find opportunities at

HZ, and the branded content will help HZ to stand out from other agencies.

A link to the landing page will be included on all marketing materials related to

the Perfect Match campaign. In addition, we will run branded digital advertisingcampaigns through display advertisements, Facebook advertisements and SEM

marketing throughout the campaign. These advertisements will target millenial

job-seekers as well as experienced creatives, and will send them to the landing

page.

AT A GLANCE

$

Timeline:

Sept / Create Careers landing page

Jan - March / Digital advertising for

Careers landing page

Key Activities:

Create Careers landing page

Run digital adveritisng campaign directing

targets to landing page

Budget:

$25,350


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HZ TALKS:TACTIC ONE

Personal Branding Series

Upstairs Solutions will guide HZ in creating three video segments related to

personal branding. These videos will be targeted at millenial job-seekers. A

group of 4-5 engaging HZ employees will create the videos, which will be

focused on creative personal branding in terms of resumes, cover letters,

interview tips, and more. One video will be posted per month in February, March

and Apirl.

The objective of this series is to create an organic relationship between HZ

and job-seekers. Millennials will seek out the web series for their own personal

benefit, but then will further research and expand their relationship with HZ.

AT A GLANCE

$

Timeline:

Feb / Post video segment 1

April / Post video segment 2

March / Post video segment 3

Key Activities:

Create personal branding series

Establish organic relationships with

millennial job-seerkers

Budget:

$0


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11/US & HZ /PROPOSAL

HZ TALKS:TACTIC TWO

Video Series Landing Page

We will create a HZ Talks landing page that will host all of the personal branding

video segments. To access the videos, users must enter personal information

such as their name, email address and occupation or school. After entering this

information, users will be able to access the videos anytime. HZ will be able to

use this information for future digital and email marketing.

Digital advertisements for HZ Talks will run from February-March. A combination

of Facebook advertisements, SEM marketing and email marketing will direct

creative millennials to the HZ Talks landing page.

AT A GLANCE

$

Timeline:

Jan / Creation of HZ Talks landing page

Jan - March / Digital advertising campaign

Key Activities:

Create HZ Talks landing page

Market HZ Talks to creative millennials

Budget:

$10,550


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Planning & Implementation


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Project Costs



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10101 Molecular DriveSuite 300, Upstairs, in the FactoryRockville, MD 20850

Hours:10 AM to 3 PMMonday through Thursday

upstairssolutions.com

Documents

US & HZ Hiring Campaign Proposal