Strategic Plan for The Central Intelligence Agency Presented by: Gen Y

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Strategic PlanforThe Central Intelligence
AgencyPresented byGen Y
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Welcome to Gen Y

• Vision to the Future

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CLIENT

• CIA Headquarters - Langley, VA.

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MISSION

• Create Awareness
• Inform target market of job opportunities in the
  CIA so that they will consider the CIA as a
  viable career option
• Dispel Myths
• Help people to have a better understanding of
  the CIA

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TARGET
College Students

• - Diversity and Language Specialists
• Foreign Languages
• Ethnic Studies
• International Business
• - Military Experience

• Law
• Computer Technology
• Engineering

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AGENDA

• Introduction Michelle OCallaghan, CEO of
  Creative
• Research Brian Jensen, Co-Head
• Public Relations Keri Grogan, Co-Head
• Randy
  Holyfield, Co-Head
• Publications Amelia Barr, Co-Head
• Advertising Drew Barber, Associate
• Cydney Springer, Associate
• Conclusion Lauren Corsi, CEO

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Overview of Research

• Created Survey
• Administered Survey to target market
• Collected surveys and quantified results
• Take results and coordinate with advertising
  group to create a successful marketing campaign

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Questions added to the survey

• What form of media do you feel you pay the most
  attention to?
• Where do spend the most time on campus?
• What do you think of when you hear CIA?
• Do you attend multi-cultural events?

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Administration of Survey

• Identified classes taken by the target market
• Foreign language classes
• International studies classes
• Law classes
• ROTC

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Results

• 50 had considered a job with the CIA
• 29 are knowledgeable of CIA as an employer
• 76 that had been exposed to CIA advertisements
  felt that they were not informative

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Continuation of Survey Results

• 83 have never been exposed to a CIA
  advertisement
• 81 have never visited the CIA website
• ONLY 2 of total respondents have spoken with a
  CIA recruiter
• After television, newspapers attract the most
  attention from students at CU

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Of the respondents who had a strong interest in
working for the CIA

• 85 have never been exposed to an advertisement
  from the CIA
• 54 are very willing to live overseas
• 39 attend multi-cultural events on campus

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Overview

• There is an awareness of the CIA as an employer
• However
• There is a lack of knowledge about how to pursue
  a career with the CIA
• Therefore
• Our objective is to bridge the gap between
  interest and knowledge

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Next steps

• Collaborate with other departments using research
  data to develop and implement an efficient and
  effective advertising strategy
• Develop post-campaign survey
• determine effectiveness of strategy
• report findings to client

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Budget for Research
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PR and Publicity
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PR Campaign Tactics

• 3 press releases
• Campus Press
• Daily Camera
• Colorado Daily
• Local newspapers reach the widest audience on
  campus
• 1190 AM Radio
• Campus PIOs

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PR Campaign Tactics

• Media Kits
• Press Release
• CIA Fact Sheet
• Upcoming Events
• Biographies
• Collateral Material
• Photographs
• Contact Information

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PR Campaign Tactics

• Creating a campus Buzz
• Seek out student groups that encompass our target
  market
• International
• Business
• Law
• ROTC
• Assist Advertising Department with campaign

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PR Campaign Tactics

• Seek out Sponsors
• Local Business that can add value to both our
  campaign and their campus awareness
• UMC businesses
• Businesses located on the Hill and Pearl Street
  

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Phase 1 October 4th 17th

• 1st Press Release already submitted
• Identify and contact local sponsors
• UMC businesses
• Locations on the Hill
• Contact campus radio

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Phase 2 October 18th 24th

• Submit 2nd Press Release to media outlets
• Assist advertising with build-up marketing
  campaign
• Develop media kits for newspaper contacts

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Phase 3 Oct. 25th Nov. 7th

• 3rd Press Release submitted to all outlets
• Completed media kits submitted to all campus
  newspapers and radio
• Acquire all sponsorships and discounts from local
  businesses

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Phase 4 November 8th 14th

• Completion of build-up campaign
• Final Press Kits distributed among remaining
  outlets
• Food for Club 156 provided by sponsors
• Have a raffle for remaining local business
  discounts

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Budget for Public Relations
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Publications

• Responsibilities include compiling and producing
• Marketing Proposal
• MSM presentation
• Final Report
• Final Presentation
• Additional documents
• Thank-you letters Invitations

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Budget for Publications
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Advertising Strategy
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Campaign Objectives

• Encourage target market to visit CIA website
• Create and build interest for CIA career
  opportunities
• Dispel common CIA myths
• Initiate action among target market

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C I A Campaign THEME
Mystery, Intrigue, the Unknown
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Dispel myths

• You will never see your family and friends
  again
• Everyone drives sports cars equipped with
  machine guns
• You have to be superhuman in every way
• A glamorous lifestyle awaits you
• Few applicants make it through the background
  check

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Four Week Campaign

• We will utilize a building technique for our
  campaign
• Each event will serve to provoke and pique the
  interest of our target market in the CIA
• The campaign will culminate with a large event
  that will be both informational and fun

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Preparation Week October 11th -17th
Where will we go from here?

• This week will be utilized to insure that the
  campaign runs as smoothly as possible
• All orders will be completed
• Roles of the campaign implementation will be
  assigned
• All plans will be finalized

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Week One October 18th-24th

• Chalking
• www.cia.gov
• High traffic areas
• UMC
• Norlin library
• Target buildings
• Flyers will be handed out
• around campus

www.cia.gov
www.cia.gov
www.cia.gov
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Week Two October 25th-31st

• Continue Chalking
• Intelligence Saves Lives
• Work of a Nation. The Center of Intelligence.
• Flyers
• Were watching you

www.cia.gov
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Week Three November 1st-7th

• Continue campaigning events from
• weeks 1 2
• In addition
• Informational Booths
• Leeds Business School
• Engineering Center
• Law School
• November 3rd November 10th

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Booth Details

• Operated by two students
• Interested students will be able to get
  information
• Pamphlets, QA, Video
• Distribute promotional items
• Target candidates will receive an invitation to
  the final event

www.cia.gov
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Week 4 November 8th -14th

• The Finale of the Campaign

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November 10th, 2004 from 5-7pm

• 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

• D.J.s for entertainment
• Decorations
• Video clips
• Appetizers and beverages
• CIA representatives to answer questions
• CIA Keynote speaker

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Advertising Budget
TOTAL 1880
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Concluding Statements
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Question Answer
Thank you