FBI Collegiate Marketing and Recruiting Program

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FBI Collegiate Marketing and Recruiting Program

• Arkansas State University

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Goals for the Session

• Clarity
• Stakeholders (3)
• Client Objectives
• Whats in it for you?
• The Marketing Internship Model
• Where do we start?

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Introduction

• EdVenture Partners (EVP)
• Founded in 1991
• Partnership of real-world business with
  education
• Programs nationwide on 380 campuses in 48 states
• GM, Coca-cola, Citibank, Honda, FBI and more...
• Seeking innovation and fresh ideas
• Julie Berger, Program Facilitator (PF)

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The Client FBI

• Protect the U.S. from terrorist attack foreign
  intelligence operations and espionage and
  cyber-based attacks and high-technology based
  crimes
• Combat public corruption at all levels
• Protect civil rights
• Combat transnational and national criminal
  organizations and enterprises
• Combat major white-collar crime
• Combat significant violent crime
• Support federal, state, local international
  partners

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Client Objectives

• 1. Increase the number of competitive candidates
  to fill Special Agent and Professional Support
  positions.
• 2. Increase awareness within your target market
  of FBI Special Agent and Professional Support
  career opportunities.
• 3. Increase consideration of FBI Special Agent
  and Professional Support positions within your
  target market.
• 4. Increase awareness and participation in the
  FBIs internship programs
• 5. Generate creative marketing strategies for
  future FBI recruiting campaigns.

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Target Market (on campus)

• Diverse target market (African-American, Asian,
  Hispanic, American Indian, Pacific Islander, and
  women)
• 23-36 years of age for Special Agent positions
• Individuals with experience/degree in
  engineering, accounting/finance, computer
  science/information technology, intelligence
  and/or military experience, law/law enforcement,
  fluency in a second language, physical sciences
• Specific languages can be found on the product
  brief

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What you get!

• Your materials might be used by the FBI in future
  recruiting efforts
• Key discussion piece during interviews
• Add a prestigious name to your resume
• Hands-on Learning
• Perfect your communication skills

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Program Strategy

• Peer marketing
• Identify campus culture
• The marketing agency concept

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The Agency Concept

• The Real World marketing agency
• Manage a 2500 budget
• Follow Business Protocol and communication
  approval process (CAD)
• Implement your approved plan
• Measure the effectiveness of your campaign
• Integrated marketing communications strategy (IMC)

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Agency Departments

• Coordinator(s)
• The coordinator(s') role is to keep an eye
  on and facilitate progress within the various
  agency departments (i.e. look at the big
  picture). The coordinator(s') areas of
  responsibilities can be summarized in two words
  communication and organization
• Research
• This department is responsible for
  processing and extrapolating the market research
  before and after the campaign. The group develops
  surveys, delivers them to the agency for
  distribution to your target market, collects
  completed surveys from agency members, tabulates
  the data and analyzes the results.
• Advertising
• This department develops a relationship with
  advertising media contacts and is responsible for
  planning the advertising campaign component. This
  may include placing advance media purchases,
  reserving time or space, developing the timeline
  in conjunction with the selected media vehicles,
  and producing the creative that the agency and
  Strategy team develop.

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• Public Relations
• This department develops relationships for
  publicity and with news media contacts and is
  responsible for obtaining the proper media
  coverage for your program. It is important to
  understand and maintain separation between Public
  Relations and Advertising Departments. This
  department will also write any business letters
  your agency needs. In many cases, this group will
  develop correspondence kits that will help
  generate local business interest and support of
  your marketing campaign.
• Campaign Strategy Implementation
• This team is responsible for organizing the
  overall marketing strategy and managing the
  logistics of the campaign. While the entire
  agency may help develop and design the creative
  component of the marketing strategy, the Strategy
  and Implementation Department manages the
  assignment and delegation of tasks. This could
  include coordinating resources, securing proper
  permits or authorizations, insurance, and so
  forth. It is recommended that the Agency
  Coordinator(s) and all Department Coordinators
  participate in this team, to build communication,
  and equally share the responsibility in managing
  the campaign strategy and implementation.

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• Published Reports/Presentation
• This department is responsible for editing
  and producing your teams marketing proposal and
  final report. Each department will contribute its
  respective sections for the reports. Published
  Reports and Presentation Department will develop
  the format and compose the agency voice in both
  written and oral presentation materials. Members
  must be highly organized, experienced with
  computers and strong writers.
• Budget
• The Budget Coordinator will manage the
  agencys 2,500 budget. This person will be
  responsible for opening a temporary bank account,
  developing a budget, writing checks and
  collecting all receipts. Additionally, the
  Budget Coordinator will reconcile all expenses as
  well as continually update the financial log.

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Program Process Snapshot
Client/Product Orientation (CPO) (2)
Program Launch (today)
Flow-Chart
Marketing Strategy Meeting (MSM) (8)
Student Strategy Development
Campaign Implementation (9)
Student Execution
Wrap-up/ Final Presentation (15)
Measure Success Recap
Numbers indicate approx. week of semester
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Measures of Success

• 20 applicants generated with the assigned
  marketing code
• Increased awareness of special agent and
  professional support positions
• Advertising 250,000 impressions and 2 ads
• PR 100,000 impressions and 2 articles
• 500 Flyers
• Focus group data regarding negative perceptions

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Guidelines

• www.fbijobs.com must be on all materials
• Assigned marketing code must be on all materials
• Logo cannot be altered
• Tone of message must be professional, positive,
  and conveyed in a non-threatening manner
• Advertising should focus on the benefits of
  careers with the FBI, not event/campaign
  implementation
• Everything must be approved (allow 5-7 days with
  client)
• Do not use the word minority--use diversity
• Establish a relationship with the career services
  office

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Past Slogans

• Freedom Matters - Be the Difference, Join the
  FBI - Northeastern State University
• The FBI is...Keepin it Fresh, Keepin it Bold,
  Keepin it Innovative - Morgan State University
• Take Your Career A Step Further with the FBI
• - Clark Atlanta University

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Avoid common pitfalls

• Procrastination
• Timelines and CADs
• Making changes to campaign plans after approval
• Inadequate/ineffective use of 2,500
• Lack of professionalism amongst peers
• Communication gaps

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Meet your client--FBI

• Client Product Orientation
• -September 3, 2004
• -Margaret Harris, Applicant Coordinator
• Agency Preparation
• Review the product brief/handbook
• Surf the website www.fbijobs.com
• Research the client and assemble a list of
  critical questions
• Dress professionally and be on time!

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Start NOW!

• Form your Agency
• Determine your departments--contact info
• Designate the leadership
• Name and logo
• Brainstorm strategies
• Start organizing your research

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• Review your program timeline
• Incorporate a 5-7 day approval process in your
  timeline
• Log-on and register at www.edventurepartners.com
• Program Code 646
• Collect on-line resources and documents
• Review required reports

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Communicate Frequently

• My Contact Information
• Voice Mail 800.739.7476 ext. 1319
• Phone [phone]
• Fax [phone]
• E-mail jberger_at_evpmail.com
• Please specify your school and role

FOR MORE INFO...
Edventure Partners web site www.edventurepartners
.com The FBI websites www.fbi.gov and
www.fbijobs.com