Career Center Internship Experience

Presented by:Travis King

&John Diener

Welcome!

Introduction: Goals

•Create and implement a marketing plan for Career Center utilizing the following:▫Benchmark/Research other Career Centers▫Increase social media presence ▫Assist in marketing specific events▫Create campus/employer resume books to

market MC students to employers

Timeline for Marketing Plan

Evaluate and Control the Marketing Plan

Implement our Marketing Plan

Construct a Marketing Strategy that incorporates a Target Market Strategy & Uses the marketing mix

Set Marketing Plan Objectives that are Realistic, Measurable, Timely, & Specific

Create a SWOT analysis relative to Career Center incorporating ideas of students

Create a Business Mission Statement & Career Center Vision

Mission & Vision Statements

•Mission: ▫ The Moravian College Career Center is committed to assisting

students explore, discover, experience, and succeed in their chosen career path. By providing appropriate resources and programs, we will guide and assist students with hands-on learning opportunities as they strive to enter graduate school and the world of work.

•Vision: ▫ A community consisting of students that are able to explore

their passions and discover their own success.

SWOT Analysis

Strengths • Books available in the Career Center• Bridges between employers, alumni, and students • Knowledgeable and enthusiastic staff• Online Resources

▫ Interview stream▫ Career Hound

• Unique service on campus • Personable staff and service (individual attention)• Offer an abundance of events

▫ Resume Marathons▫ Mock Interviews▫ Backpack to Briefcase▫ Etiquette Dinner▫ Networking Events

Weaknesess• Size of staff• Location• No sense of branding • Promotion• Market Research• Lack of social media presence • $$$ Funding $$$• Diversity (mostly business oriented events)• Technology

▫ Difficult website • No marketing plan

▫ Need restructuring of mission/vision▫ No SWOT analysis▫ Lack a well defined target market▫ No well defined objectives

Opportunities •Direct/personal marketing (HUB time)•Resume books •Social media marketing•Focus group(s) for qualitative analysis•Statistical survey(s) for quantitative

analysis•Knowledge of potential jobs, internships,

and graduate school experience

Threats•The mentality of Moravian students•Volume of students•“You can lead a horse to water but you

cannot make it drink”•Students home locations •Tough job market•Sports, clubs, school, jobs, internships,

etc.

Marketing Mix

Career Center Marketing Strategy• Undifferentiated target strategy

▫One market with no individual segments Students

• Distribution ▫Students , alumni, and employers

• Price ▫Tuition and deposit

• Product ▫Events, Career Hound, counseling sessions, and

literature • Promotion

▫Relationship oriented marketing of events and services

Marketing Specific Events

Lehigh Valley Collegiate Career Expo (LVCCE)• Distribution

▫Students (juniors and seniors) in search of careers • Price

▫Free to the LVAIC (more specifically Moravian Students)

• Product ▫ Job Fair (jobs, internships, networking

opportunities) • Promotion

▫PR Marketing (HUB Time)▫Social Media Marketing▫Advertising Marketing

LVCCE Reflection

•Personal Relation Marketing ▫Felt that it was the best effort

•Had one of the largest turnouts of Moravian Students in history of attendance

•Continue to market on the personal level to gain interest of students

Networking Your Character • Distribution

▫Students and alumni• Price

▫$10 refundable deposit• Product

▫Networking reception • Promotion

▫PR Marketing (Sign-Ups)▫Social Media Marketing▫Direct Mail Marketing ▫Outbound Marketing

Networking Your Character Reflection

•1st time event•Amazing turnout

▫Spots filled up in the first day▫Good amount of alumni in attendance▫Alumni impressed with students presentation

and dress •Students received a great experience

▫Traveling to NYC▫Talking with alumni and establishing

connections▫Tips, hints, and advice for networking

Benchmarking

•De Sales University•Kutztown University•Muhlenberg College

•Overall Analysis: Moravian College Career Center offers many of the same resources other schools do.

Social Media Efforts

Social Media • Facebook

▫ High population of students▫ More recognizable ▫ Gained likes ▫ Posted pictures from events

• Twitter▫ Gained Followers▫ Updated Twitcon and background images▫ Followed like-minded organizations

PPL Addicted2Success InternQueen

▫ Hashtag to generate more of a buzz #YourFutureStartsNow

Resume Books

• Created as another effort in student’s job search▫Has been in existence, but experienced a

transformation this semester• Personal Relation Marketing

▫PowerPoint Presentation to 4 Business Clubs▫Reasoning: By beginning on a small level, we hoped

for a multiplier effect▫Business students seem to be “job searching

oriented • Future

▫Continue to present other clubs▫Add PowerPoint Presentation to CC website

Focus Group

Purpose

•To gather information about the satisfaction of the students with the events the Career Center provides.

•To understand how the students see the Career Center and why they may or may not have utilized the resources the Career Center provides

Participants

•Freshman Nursing major and non-athlete•Sophomore Business Management and

varsity athlete•Junior Photography major and varsity

athlete•Senior Psychology major, involved in

clubs, and non-athlete

Questions

•Services•Website•Career Center•Information

Future for the Career Center

Future

•Advisor relations•Expanding needs for various majors•Expanding networks outside the Lehigh

Valley•Social media/ promotion

Job Description

•Generated a formal description of duties and responsibilities for Career Center Marketing Intern

•In hope of continuing the internship and following through on the opportunities of past interns

Job Description• Position Title: Marketing Intern• Organization: Moravian College Career Center • Mission: The Moravian College Career Center is committed to assisting students explore, discover, experience, and succeed in their

chose career path. By providing appropriate resources and programs as well as assisting with hands-on learning opportunities, we will guide and support students as they strive to enter graduate school and the world of work.

• Location: 1305 Main Street, Bethlehem PA, 18018• Job Description: The Moravian College Career Center is a service provided to help the students find their passions and guide them to

discover their own success. As the Career Center intern, you will help continue forming the foundation that the previous interns started. You will create interest among the Moravian College community for attendance at sponsored events, guidance with resumes and alumni connections, and create plans that will help with the success for the Career Center for years to come. This will allow our campus community to expand and provide the necessary hands-on-learning for all young professionals to succeed.

• Responsibilities: • Create and implement ideas that would be beneficial for the Career Center through the minds of the students as well as a Marketing

Plan.• Oversee and assist in the marketing efforts of all sponsored events that the Career Center provides.• Create strategies to encourage students to attend sponsored events, visit the Career Center, and connect with their chosen career paths.• Maintain the social media marketing initiative the Career Center has created through Facebook and Twitter. • Conduct a SWOT analysis, determining the Strengths, Weaknesses, Opportunities, and Threats the Career Center faces. • Benchmark the Career Center in relation to other colleges of similarity. (Population, conference, etc.)• Assist in the creation of Career Center Branding (Logo)• Preferred Qualifications:• Must be a Management-Marketing major or minor. • Must be taking the internship for academic credit.• Must have a 2.7 GPA overall.• Must be available 10-12 hours per week during the semester. •  • Approximate Duration: August 27, 2012 – December 7, 2012• Number of Hours Per Week: 10-12 hours per week • Special Opportunities: First hand access to all of the Career Center Services as well as career development information. • Application Deadline: April, 28, 2012 (2 possible positions)• Apply: Link to application