Beruflich Dokumente
Kultur Dokumente
TABLE OF CONTENTS
PART
Introduction
1 2
PART
PART
3 4 5
PART PART Temple Universitys Study Away Program
p. 45 Purpose p. 48 Research Findings
Alzheimers Association
PART
6 7
PART
Conclusion/Appendix
p. 72 Conclusion p. 73 Guidance Counselor Results p. 75 DEC Alumni Results p. 80 Study Away Survey Flyer
INTRODUCTION
TEMPLE AD DEPARTMENT
The Temple University Advertising Department is the most comprehensive program on the East Coast. With 500 students and growing our program consists of four main tracks. These tracks provide students with expertise in the areas of copy, art, research and management. At the senior course level, students can either find an outside internship or work at Diamond Edge Communications.
INTRODUCTION
It is our pledge to produce quality work for each and every client, while always remaining professional and reliable. Our agency follows a process of tailoring teams for each client based on their specific needs. In order to ensure the best, our Executive Board personally signs off on each piece of copy, creative and research content.
Communications uses research on each of our campaigns from beginning to end. SWOT analyses, target audience assessments, and campaign metrics are always provided to our clients.
INTRODUCTION
INTRODUCTION
TEAM
At Diamond Edge Communications we, as Temple Students, aim to better ourselves so that we can succeed in the world of advertising. Working with the U.S. Department of State, Alzheimers Association, Human Resources Department, Study Away Department and DEC Account has provided us with an invaluable research opportunity. By using our knowledge and skills we can provide insightful research instrumental to the accounts campaign strategy.
BRIEF
THE ACCOUNT
U.S. DEPARTMENT OF STATE
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BRIEF
BRIEF
THE PURPOSE
The purpose of this survey was to better understand High School students as they relate to digital media and their future careers. This information shows the enormous lack of awareness High School students have in regards to the US Department of State and the Foreign Service Career opportunities. However small students awareness of DOS careers are, the Department of State can capitalize on their interest in potential careers. The data shows High School students tendencies towards online media and email which will help market the campaign in the correct outlets. Furthermore, this information shows how students view their future careers and what they value most in a job.
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TARGET AUDIENCE
14-18 year old US Citizens who currently attend High School are from diverse backgrounds. These students are hardworking individuals, curious, adventurous and goal-oriented. These students are active in extracurricular activities or have specified hobbies and interests which keep them learning outside of the classroom. They are forward thinking and often consider what their life path may be, where they will attend college and what they will study.
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TARGET AUDIENCE
TARGET AUDIENCE
PERSONAS
The Foreign Service Enthusiasts Foreign Service Enthusiasts know about the Department
of State Foreign Career opportunities and are excited for a potential future career with the State Department. These students are heavily involved in their High School and portray strong leadership qualities. Traveling and making a difference in the world are their top priorities when planning their career path.
Dylan Pennington-White, male
Dylan is currently in his senior year of High School. He is involved in several extracurricular activities at his school including Rowing, Ice Hockey, Cross Country, Mock Trial and Model UN. Dylan enjoys being constantly connected to his friends through social networks and staying up to date on the latest news. Dylan considers traveling to be the most important factor when considering his future career. His dream job is to work for the Department of State overseas or own his own company. Nicole is a junior in High School. She has many hobbies including horseback riding, photography and theater. Nicole is an active member of Key Club, Model UN and her schools Peer Tutoring Program. Nicole views traveling as the most important factor when finding a future career. Nicoles dream job is to be a photojournalist and positively impact the people she meets along her journeys. Nicole has been considering a job with the State Department because she believes the U.S. Department of State offers fun and rewarding careers.
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TARGET AUDIENCE
Foreign Service Enquirers do not know about the U.S. Department of State Foreign Career opportunities but are intrigued by the possibilities. These students portray the same leadership qualities as the Foreign Service Enthusiasts but need more information about the Foreign Services before they decide whether or not to pursue a career with the U.S. Department of State. Ariana is a sophomore in High School. She is a member of her schools Crochet Club, Fish Club, Writing Club, Film Club and Debate Club. She also enjoys volunteering on the weekend. Ariana regularly watches educational videos on YouTube and is constantly checking her email. Ariana frequently ponders her career path options and considers financial security as the most important factor when considering her career path. Courtney is currently a junior in High School. She plays an active role in her schools drama club, Spanish Club and is a Key Club Officer. Courtney is also a member of the Varsity Cross Country, Varsity Swimming and Varsity Track and Field teams. Above all else Courtney wants to be successful and obtain a job that gives her financial security. Courtney wants to be a lawyer in either the medical field or for a professional sports team. She has also considered a job in international relations. Foreign Service Indefinites do not know about the U.S. Department of State Foreign Service Career opportunities and are currently not interested in a career in the Foreign Service. These students Pearl Choe-Asian, female are hardworking and goal-oriented but do not know what careers the U.S. Department of State offers. Their attitude could be persuaded if they were educated about the Foreign Service careers.
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TARGET AUDIENCE
Pearl is a current senior in High School and an active member in Key Club and National Honor Society. She is also on her schools Tennis and Cross Country teams. Pearl listens to music and watches educational videos on YouTube. She has not chosen a career path but would like a job that she enjoys and pays well. Pearl does not stress too much about her future but does wish there were steps to help guide her to a prosperous career. Loving what she does is the most important factor for Pearl when planning her future career. Mock Trail, his schools Golf team and is an enthusiastic volunteer in his community. Having a Cardiologist as a father, Adam is interested in following in his fathers footsteps, however he still stresses about the future and landing a career in Cardiology. Adam does not single out one factor to be the most important when thinking about his future career but instead believes it is the sum of all factors that matter.
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BRIEF
METHODOLOGY
The online survey was created in Google Forms and distributed through e-mail blasts and social networks. Approximately 110 responses were recorded. Two screener questions were asked to ensure the information collected was from our target market. All survey participants answered yes to both being an American citizen and being a current High School student.
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STRATEGY
RESEARCH
FINDINGS
4%
Yes
No
*Are you aware of the U.S. Department of States Foreign Service Career Opportunities?
96%
17%
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STRATEGY
41%
18
STRATEGY
A word cloud gives prominence to words that appear more frequently in the text *Briefly describe your dream job
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BRIEF
BRIEF
THE PURPOSE
The purpose of the survey was to better understand High School students views on traveling and if a career where they travel the world intrigues them. Due to the continuous changing of locations as a U.S. Department of State employee, the survey gave a better understanding of whether or not to emphasize the large amount of traveling a Foreign Service career offers. The data shows that High School students are eager to see the world, however students are skeptical whether or not they want to move every three years. The survey generated enthusiastic quotes from students who seek adventure, different views and new relationships through traveling. The student quotes provided insight on what should be highlighted in the video when presenting the opportunity to travel.
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TARGET AUDIENCE
14-18 year old US Citizens who currently attend High School are from diverse backgrounds. These students are hardworking individuals, curious, adventurous and goal-oriented. These students are active in extracurricular activities or have specified hobbies and interests which keep them learning outside of the classroom. They are forward thinking and often consider what their life path may be, where they will attend college and what they will study.
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TARGET AUDIENCE
BRIEF
METHODOLOGY
A survey was created in Google Forms and distributed through email blasts and social media platforms including Facebook and Reddit. Approximately 115 responses were recorded. Two screener questions were asked to ensure the information collected was from our target market. All participants had to answer yes to both being an American citizen and being a current High School student in order to continue the survey.
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STRATEGY
RESEARCH
FINDINGS
4%
Yes
Somewhat
No
16%
80%
*Are you interested in a career where you change locations around the world every 3 years?
32%
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STRATEGY
Getting to meet new people and experience new culture. I'd also like to help people in foreign countries (medical field related help) .
Seeing new thing, meeting new people, learning about cultures (cuisine, traditions, etc.), exploring, for the thrill of adventure, doing great things.
I love visiting new places and learning about the different cultures of these places . There is so much to see in the world.
Experiencing other cultures and seeing things I'm unfamiliar with is something I'd like to . do
We're generally stuck in a very limited view of what we see from day to day, the best way to expand that would be to explore.
My father is a diplomat and I've always been interested in living and traveling to new and foreign lands.
There is so much history and culture to learn and change your way of thinking .
25
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BRIEF
BRIEF
THE PURPOSE
The purpose of the one-on-one School Counselor interviews was to better understand whether or not the Star Student Program and flyer email blast was an effectual recommendation. The positive responses were overwhelming. The vast majority of Counselors explained their eagerness to be part of the program and email blast. The data proves that High School Counselors are a prime target to help spread the word about the opportunities Foreign Service Careers offers.
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TARGET AUDIENCE
School Counselors in the top ranked Philadelphia and Delaware Valley area public High Schools.
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TARGET AUDIENCE
BRIEF
METHODOLOGY
School Counselors were contacted from the top 100 schools in the Philadelphia and Delaware Valley area via phone and email. Approximately 35 responses were recorded. All counselors being interviewed were given a brief explanation of a student award program and the idea to email them a Foreign Service Career flyer that they could post around their school. The Counselors were then asked if they would post the flyers in their school, if they would participate in the award program, do they think the flyer and award program would be effective and if they personally would participate.
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STRATEGY
RESEARCH
FINDINGS
4%
Yes
No
96%
Yes No
85%
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STRATEGY
Yes No
88%
Yes No
81%
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STRATEGY
I think the poster would be OK if counselors place them in visible areas and yes, I do think they would participate. It might be a good idea to look at programs like Career Cruising, Naviance, and Kuder which many high schools use during the college and career planning process. They may be able to add a section about these types of careers. -Melissa Pilitowski, Delsea High School mpilitowski@delsearegional.us This sounds beneficial. I'd be happy to promote your campaign. -Heather Steinmetz, Spring-Ford High School hstei@spring-ford.net The Flyers and award program sound like great ways to reach out to students. I think School Counselors and Teachers would be interested in participating in a program like this. -Hebat El-Turky North Hills High School HElTurky@nhsd.org I think this is a great idea. - Lynda Odessey, Haddonfield High school lodessey@Haddenfield.K12.NJ.US If you sent me a flyer I would certainly post it around school. -Leslie Gamma, Great Valley High School lgamma@gvsd.org I'd have to look at it further, but it is definitely something I would be interested in being a part of. -Ms. Miller-Boyer, Carver (Engineering and Science) amillerboyer@philasd.org I am open to the idea and would to see more information. -Kimberly Gibbons, Neshaminy High School I could post the flyer in my office. The certification award sounds like an interesting possibility. -Kerry Monk, Central Bucks South High School kmonk@cbsd.org My answers to questions #1 and 2 are yes! I think the flyer would be effective and I would participate. -Marilyn Russo, Central Bucks High School MRUSSO@cbsd.org
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BRIEF
THE ACCOUNT
DIAMOND EDGE COMMUNICATIONS
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BRIEF
34
BRIEF
THE PURPOSE
The purpose of the online survey was to accumulate feedback from DEC alumni regarding their time spent in Diamond Edge Communications. Alumni were asked if they showed their employers their DEC work, if their participation in DEC helped land them a job, if they recommend students participate in DEC and to state their most valuable takeaways from their DEC experience. The testimonials will be placed on the Diamond Edge Communications website to portray the value of DEC and to attract assiduous students to the agency.
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TARGET AUDIENCE
Diamond Edge Communications Alumni of all ages. They must have participated in DEC for a minimum of one semester and have graduated Temple University.
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TARGET AUDIENCE
BRIEF
METHODOLOGY
An online survey was created using Google Forms. 20 testimonials were recorded. DEC Alumni were contacted via social networks, email and phone. Alumni were asked to respond to the online survey honestly and had to give the research team permission to use their testimonial on the DEC website.
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STRATEGY
RESEARCH
FINDINGS
Yes
52%
No
48%
Yes No
81%
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STRATEGY
*Do you recommend that advertising students participate in Diamond Edge Communications?
Yes No
100%
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40
BRIEF
BRIEF
THE PURPOSE
Diamond Edge Communications is increasing its presence and awareness in Philadelphia. The DEC account decided to create personalized fortune cookies that will be sent out to local advertising agencies. The cookies will hold a message pertaining to Diamond Edge Communications. Current DEC copywriters were asked to create clever fortunes pertaining to DEC. 51 fortunes were submitted and voted on by all current DEC members. The top 10 most voted fortunes will be placed in the cookies.
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TARGET AUDIENCE
All current members of Diamond Edge Communications.
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TARGET AUDIENCE
BRIEF
METHODOLOGY
DEC copywriters submitted fortunes via email. Once all were submitted, a Google Form was created that listed all 51 fortunes. The online survey was emailed to DEC members where they were asked to check all fortunes that they thought best represented Diamond Edge Communications. The votes were tallied and the top 10 were chosen as the winning fortunes.
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BRIEF
THE ACCOUNT
STUDY AWAY
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BRIEF
THE PURPOSE
The purpose of the survey is to determine Temple Universitys freshman and transfer students awareness of the Study Away Program. The survey was designed to understand if and how students have heard of Study Away opportunities, if they are interested in studying away and the programs overall effectiveness of communicating foreign study opportunities to these students. Raising awareness in Temple students enables them to plan for their foreign studies in advance. Through this research we hope to find insights that lead to better ways to spread awareness of the program to new Temple students.
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TARGET AUDIENCE
Freshman and transfer students that currently attend Temple University.
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TARGET AUDIENCE
BRIEF
METHODOLOGY
A 5 minute multiple choice survey was created and dispersed in two ways. A booth was set up in the Johnson and Hardwick freshman dormitory on two separate days between the hours of 6PM 8PM. The survey was handed out to students passing by who filled the surveys out at the booth. In addition to setting up a survey booth, a flyer was created containing a QR code for an online version of the survey. The flyers were hung around high traffic campus locations where students could easily scan the QR code and take the survey via their mobile device. A total 0f 73 responses were collected. As an incentive to complete the survey, all students were placed in a raffle to win one of two $25 Diamond Dollar gift cards.
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STRATEGY
RESEARCH
FINDINGS
41%
No
Yes
59%
*If you answered yes to the previous question, how did you hear about Study Away?
25
20
Number of Students
15
10
Teacher
Fellow Student
Adviser
Other
Awareness Provider
48
STRATEGY
13%
1%
Yes No Unsure
86%
*If you answered yes or unsure to the previous question, where are you interested in studying away?
Other
Puerto
Rico
Korea
Tiawan
China
Asia
England
United
Kingdom
Spain
Jamaica
India
Germany
France
Brazil
Japan
Rome
0
5
10
15
20
25
30
35
40
45
Number
of
Students
Country
49
STRATEGY
*In your opinion, do you believe Temple does a good job communication their study abroad opportunities to Temple students?
27%
Yes No
73%
50
BRIEF
THE ACCOUNT
Alzheimers Association
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BRIEF
THE PURPOSE
The Longest Day is an annual event the Alzheimers Association holds to honor those living with the disease. Teams raise money for the event and spend the day taking part in activities with loved ones. Since Alzheimers is commonly associated with elders, Alzheimers is looking to get younger people involved in The Longest Day. The purpose of the research was to pinpoint what social media sites are most frequently used by young people in order to spread the word about the event and generate awareness about the disease to a younger audience.
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TARGET AUDIENCE
Citizens in the Delaware Chapter between the ages of 1835. This group is tech-savvy, digital natives and social media curators. They enthusiastically share information via online social networks where they receive social support and feel a sense of community.
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TARGET AUDIENCE
BRIEF
METHODOLOGY
Secondary research was conducted through online academic databases.
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STRATEGY
RESEARCH
FINDINGS
*Generation X and Y
Gen Y 18-28 own a computer 90% own a mobile phone 82% use and send SMS messages 72% Spend more time online than watching TV Fun, freedom, fulfillment, attracted to cutting edge industries, media & technology 95% of Gen Y have an account on atleast one social network Gen X 29-47 shop online 69% read blogs 21% mobile subscribers 61% Gen Y/X consumers between 18-42 are driving digital technology revolution today
26%
25%
19% 16%
5%
6%
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STRATEGY
25%
24%
18%
10% 8%
10% 5%
0-17
18-24
25-34
35-44
45-54
55-64
65+
30% 25%
15% 10% 10% 5% 0-17 18-24 25-34 35-44 45-54 55-64 5% 65+
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STRATEGY
All internet users (n=1,802) a Men (n=418) b Women (n=442) Age a 18-29 (n=164) b 30-49 (n=254) c 50-65 (n=221) d 65+ (n=183) Education Attainment a Less than high school (n=261) b Some college (n=250) c College + (n=345) Household Income a Less than $30,000/yr (n=223) b $30,000-$49,999 (n=152) c $50,000-$74,999 (n=127) d $75,000+ (n=248) Urbanity a Urban (n=261) b Suburban (n=442) c Rural (n=157)
All internet users a Men (n=846) b Women (n=956) Age a 18-29 (n=318) b 30-49 (n=532) c 50-64 (n=551) d 65+ (n=368) EducationAattainment a Less than high school (n=549) b Some college (n=519) c College + (n=504) Household Income a Less than $30,000/yr (n=409) b $30,000-$49,999 (n=330) c $50,000-$74,999 (n=283) d $75,000+ (n=504) Urbanity a Urban (n=561) b Suburban (n=905) c Rural (n=336)
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58
BRIEF
BRIEF
59
BRIEF
THE PURPOSE
Human Resources is conducting a summer career fair boasting 50-80 companies where local citizens have the chance to network and discover potential jobs. The purpose of the research is to recognize the demographics and psychographics of Temple Universitys surrounding zip codes in order to better understand how to best target and cater to this group of individuals and make them aware of the exciting opportunities the job fair offers.
60
TARGET AUDIENCE
Philadelphia citizens over the age of 18, of all educational backgrounds looking for new career opportunities. The audience lives in the 8 zip code area surrounding Temples campus: 19140, 19133, 19132, 19130, 19125, 19123, 19122 and 19121.
61
TARGET AUDIENCE
BRIEF
METHODOLOGY
The research we obtained information from the Census Bureaus website regarding the demographic information. We also obtained information from Prizm.com for each zip codes psychographics.
62
STRATEGY
RESEARCH
FINDINGS
*Overview of all 8 zip codes
19140
63
19133
19132
64
19130
19125
65
19123
19122
66
19121
67
BRIEF
68
BRIEF
THE PURPOSE
The purpose of the direct response survey is to receive participant feedback from the HR career fair. The survey will be sent through an email blast and ask participants about their experience, if it was helpful and any recommendations they may have. The survey responses will allow Human Resources to gauge the career fairs success and receive information of what they did well and what they can improve upon next year.
69
TARGET AUDIENCE
All career fair participants. This group of Philadelphia citizens are over the age of 18, of all educational backgrounds and looking for new career opportunities. The audience lives in the 8 zip code area surrounding Temples campus: 19140, 19133, 19132, 19130, 19125, 19123, 19122 and 19121.
70
TARGET AUDIENCE
BRIEF
METHODOLOGY
The direct response survey was created online through Google Forms. The online URL will be sent via email to all career fair applicants.
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CONCLUSION
CONCLUSION
It has been a unique and pleasurable opportunity to conduct strategic research for five DEC accounts. Time and effort was put in to find exceptional insights that allowed for each account to create distinctive campaigns. We believe our research was effective and integral in reaching each accounts goals. The research team would like to thank all of the wonderful account managers and creatives we were lucky enough to work with, the exceptional executive board for their guidance and support and Dr. Marra for always keeping a smile on our face.
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