CAREER SERVICES CREATIVE BRIEF

PREPARED BY: LEAH FAMULARO

PROJECT SUMMARY• INCREASE AWARENESS OF THE CAREER SERVICES OFFICE TO FIRST YEAR

STUDENTS BY HIGHLIGHTING OPPORTUNITIES AND SKILLS TO BECOMING A PROFESSIONAL. THE GOAL IS TO GAIN MORE FIRST- TIME VISITS TO THE OFFICE AND ULTIMATELY INCREASE PARTICIPATION OF EVENTS AND SERVICES.

BACKGROUND• SUCCESSES FOR 2015: INCREASED EMPLOYERS FOR JOB & INTERNSHIP FAIR,

CAREER DEVELOPMENT COURSE APPROVED, AND STRONG STAFF• CHALLENGES FOR 2015: CAREER SERVICES OFFICE LOCATION, LACK OF

CAMPUS-WIDE COMMUNICATION AND LACK OF TECHNOLOGY ADVANCEMENTS• DATA 2015: COLLECTED BY CAREER SERVICES OFFICE FOR 2015, THERE WAS

A 63% DECREASE IN UNIQUE STUDENT APPOINTMENTS BY FIRST YEAR STUDENTS. THERE IS A NEED TO CAPTURE THIS AUDIENCE TO ENSURE SUCCESS OF THE TRANSFORMATION FROM STUDENT TO PROFESSIONAL.

OVERVIEW• TARGET AUDIENCE: FRESHMAN/ FIRST YEAR STUDENTS• SHORT-TERM GOALS: INCREASE LEVEL OF AWARENESS & PARTICIPATION RATE

OF SERVICES• LONG-TERM GOALS: REVAMP BRANDING OF PRINT & DIGITAL, OWN SIGNAGE,

INCLUDED ADMISSIONS TOURS & GAIN A MANDATORY ACCREDITED CAREER SKILLS COURSE • MEDIA: FLYERS, SOCIAL MEDIA, SIGNAGE• TARGET MESSAGE: IDENTIFY WITH LOST, CONFUSED, UNAWARE FIRST YEAR

STUDENT TO CONNECT & COMMUNICATE CAREER SERVICES ADVISORS CAN HELP

S.W.O.T. ANALYSIS OF MARKETING & ADVERTISING OF CAREER SERVICES OFFICE

SECONDARY RESEARCH

72% FEEL VERY IMPORTANT FOR FACULTY TO TEACH CAREER SPECIFIC

SKILLS

67% FEEL VERY IMPORTANT FOR FACULTY TO DEMONSTRATE FUTURE

JOBS

SECONDARY RESEARCH

ONLY 25% PARTICIPATED IN AN INTERNSHIP

ONLY 5% PARTICIPATED IN AN EMPLOYEE PANEL

• NO TIME

• DO NOT FEEL IT IS NEEDED

• OUTSIDE JOB

• PLANNING TO TAKE PART, JUST HAVEN'T STARTED

• NEW STUDENTS

• NO MOTIVATION

• BUSY WITH SCHOOL STUDIES, SPORTS, CONFLICTS OF SCHEDULE

• ANTI-SOCIAL

Reasons why students have not participated

OBJECTIVES

TARGET AUDIENCE & TARGET MESSAGE• TARGET AUDIENCE PROFILE: PROFILE TARGET CLASS AGE 19-21, FULL-TIME

RESIDENT, LITTLE WORK EXPERIENCE• TARGET AUDIENCE BELIEF: TOO EARLY TO START CAREER PLANNING, NO

TIME, LACKS MOTIVATION• TARGET MEDIA REACH: SOCIAL MEDIA, PRINT & SIGNAGE• TARGET MESSAGE: FEELING LOST ABOUT CAREER PATH? LET US HELP YOU

FIND YOUR WAY WITH FREE GIFT AS INCENTIVE TO VISIT OFFICE

COMPETITIVE POSITIONING• UMASS BOSTON: BASED ON ENROLLMENT SIZE, COST OF TUITION/FEES,

GEOGRAPHICAL FACTORS• BENEFITS BSU OVER UMASS BOSTON: SMALLER CLASSES, LOWER COSTS,

LARGER CAMPUS• TAKE-AWAY: IMPORTANT TO INCLUDE CAREER SERVICES INTO ADMISSIONS

TOURS AS COMPETITIVE ADVANTAGE FOR PARENTS TO CONSIDER IN ADDITION TO SMALLER CLASSES LEADING TO BETTER INVOLVEMENT.

MEDIA BUYPRINT

• FLYERS DISPLAYED IN HEAVY TRAFFIC AREAS OF TARGET AUDIENCE• COLOR

• COST: $70.00• FREQUENCY: PULSING

FACEBOOK• PROMOTE PAGE/

SYNCHRONIZE MESSAGE WITH FLYERS

• COST: $1.50/1,000 IMPRESSIONS

• FREQUENCY: FLIGHTING

SIGNAGE• MOUNTED WAYFARER SIGN WITH

CAREER SERVICES AND BSU LOGO

• COST: 6’ $688.00

• COST: 3’ $498.00

• COST INSTALLATION: $250.00

• FREQUENCY: INITIAL INSTALLMENT