Final Report for The Central Intelligence Agency

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Final Report for The Central Intelligence
Agency

• Presented by

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AGENDA

• Opening- Lauren Corsi, CEO
• Research -Brian Jensen
• Marketing Campaign
• Advertising - Norm Thom
• Public Relations Randy Holyfield
• Conclusion - Michelle OCallaghan, CCO

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Advertising Campaign
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Objectives of Advertising and Promotion

• Increase awareness of the CIA as an employer
• Dispel CIA myths
• Increase the number of qualified CIA applicants
• Increase understanding of the CIA
• All objectives were aimed at our target market
  engineering, international business, law, and
  foreign language students

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Strategy

• Get target market thinking about CIA
• Create interest in a career with CIA
• Use CIA myths to break through clutter, and later
  dispel those myths
• Hold an informational event on campus with a CIA
  representative

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Implementation

• Follow Gen Y Through Our Four Week Campaign

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Week One October 18th-24th

• Chalking
• www.cia.gov
• High traffic areas
• UMC
• Norlin library
• Target buildings
• Flyers handed out
• around campus, which
• featured the CIAs URL

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Week Two October 25th-31st

• Continued Chalking
• Apply for a job
• While distributing flyers Gen Y associates
  dressed in
• Black suits and sunglasses
• Espionage-themed attire
• 2nd week flyer
• Were watching you. Come look at us.

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Week Three November 1st-7th

• Continued campaign events from weeks 1 2
• In addition
• Informational Booths
• Leeds Business School
• Engineering Center
• Law School
• November 3rd November 10th
• Ran informational crossword puzzle ad in the
  Colorado Daily

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Booth Details

• Operated by two students
• Interested students were able to get information
• Pamphlets, QA, informational DVDs
• Distributed promotional items
• Target candidates received a flyer about the
  final event

www.cia.gov
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Week Four November 8th -14th

• The Campaign Finale

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November 10th, 2004 from 4-6pm

• 
  CLUB 156
• Located in the UMC
• A hip, trendy, student run facility that usually
  holds concerts, as well as large student
  organization gatherings

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CLUB 156

• CIA keynote speaker
• Many students came with their resumes
• Reached capacity!
• Door-prize raffle
• CIA representative answered questions throughout
  the evening

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Attendance

• Raffle tickets given to those in attendance
• 103 stubs counted
• This did not include those who came in late or
  failed to receive a ticket
• Estimated attendance was around 200

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Event QuestionnaireGiven out during the event

• Main topics covered
• How did you learn about our event?
• Was this event informative?
• Did our event increase your interest in the CIA?

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Event Questionnaire Results

• 56 RESPONSES
• Prior to this semester 55 of respondents had
  considered a career with the CIA
• 91 would consider a career with the CIA after
  our campaign
• Most effective methods
• Chalking 52
• Word of Mouth 41
• Was it informative?
• 96 said yes

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Additional Comments from Event Questionnaire

• Many people would have liked more
  representatives
• Everyone enjoyed the food
• Very informative
• I enjoyed the speaker

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Advertising Budget
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Advertising Budget Cont.
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Advertising Budget Cont.
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Research
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Additional questions added to the final survey

• - Have you noticed advertisements or promotions
  for the CIA around campus in the last few weeks?
• If yes
• have these advertisements increased your
  interest in the CIA at all?
• have these advertisements changed your
  impressions of the CIA?
• what types of advertisements or promotions did
  you notice?

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Results gathered from surveys

• 219 final surveys collected
• 85 of respondents who are strongly interested in
  a career with the CIA have been exposed to an
  advertisement
• Increased from 25 in our preliminary findings

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Results Continued

• Pre-campaign implementation 15 of respondents
  had been exposed to any form of CIA advertising
• Post-campaign implementation 70 of respondents
  had been exposed to CIA advertising

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Results Continued

• Percentage of respondents who have spoken with a
  CIA recruiter increased from
• 2 pre-campaign to 5 post-campaign

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What type of advertising did you notice?
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Results Continued

• 70 noticed our CIA advertisements
• 69 of respondents interested in the CIA as an
  employer had an increase in interest as a result
  of our advertising
• 48 of ALL respondents have increased interest in
  the CIA as an employer as a result of our
  advertising

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Research Budget
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PR and Publicity
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Objectives of Public Relations

• Raise awareness of the CIA as an employer
• Create buzz surrounding the CIA
• Inform students about the Club 156 event
• Acquire donations from local businesses for the
  Club 156 event
• Document the campaign through photographs

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Strategy

• Contacted relevant publications and get them to
  mention our campaign through press releases
• Media Kits
• Contacted local businesses
• Via telephone and in-person
• Solicitation letter

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Public Relations

• Terminated
• Use of PR would allow for greater reach on campus
• Use of PR would have decreased advertising
  expenses
• Lost creditability
• Break through the clutter
• PR would have provided better understanding of
  our project

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Public Relations Budget

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Publications Budget
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Budget Analysis

• Total Budget
• 3,500 allocated
• 3,338.67 used
• Remaining funds allocated for clean-up
• With the additional 1000 we were able to
  purchase
• Lawn signs
• Additional food for the event
• Additional decorations for the event
• Door prizes
• Increase flyers and invitations
• Spray chalk
• Increase newspaper advertising

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Suggestions for the Future

• If the CIA would like to continue involvement on
  college campuses
• Increase number of available recruiters
• Follow-up with interested students
• Clearly define parameters of PR
• Ensure mutual understanding of project
• Multiple events to increase reach of target
  audience

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Conclusion

• Gen Y completed a successful 4 week campaign
• We successfully
• Raised awareness
• Dispelled myths
• Encouraged students to consider the CIA as a job
  opportunity