fbi campaign booklet

FBI CAMPAIGN BRIEF

SECURE YOUR FUTURE 1

FBI CAMPAIGN BRIEF


Griffin Consulting

Coordinators Tom Gadowski, Eric Strathmann, Brenden Dougherty

Project Consultant

Vishal Patel

Research Chris Schremser, Jialiang Wei, Perry Li

Advertising

Jose Valles, Eric Strathmann, Tom Godawski

Campaign Strategy Aishah Chaudhry, Beena Patel, Maja Markovic, Patricia Ruhnke

Public Relations

Laura Baller, Salvador Lomeli, Ronen Polinovsky, Chris Wiszowaty

Finance

Stanislav Rodionov, Ola Khomyk, Dave McAndrew

Published Reports Will Cain, Erika Wysaski, Alice Gorodetsky

FBI CAMPAIGN BRIEF


Coordinators

Eric Strathmann Tom Godawski Brenden Dougherty

FBI CAMPAIGN BRIEF


Table Of Contents

Executive Summary…....................................................................................5

Research …......................................................................................................6

Advertising …................................................................................................18

Campaign Strategy …...................................................................................31

Public Relations….........................................................................................36

Finance…........................................................................................................45

Conclusion……………………………………………………………..…....50

Thank You………………………………………………………………..…51

Appendix

A. Post-Research Survey……………………………………………..….…52

B. Research Results………………………...………....….………..…….....55

C. Campaign Advertisements………………………………..….….….......61

D. Main Event Advertisements…………………………………...….….....62

E. Campaign Timeline …………………………………………………......63

F. Main Event Timeline……………………………………………….…....64

G. Internet Site Examples……………………………………………….....65

H. Main Event Layout……………………………………………...……....66

I. Griffin Consulting Backgrounder…………………………………........67

J. FBI Backgrounder…………………………………………………....….68

K. EdVenture Partners Backgrounder……………………………..……..69

L. Media Contact List…………………...........…....….....…………….......70

M. Donations…………………………………………………………......…73

N. Donations Letter………………………………………………...…...….74

O. Thank You Letter…………………………………………...…………..75

P. Department Allocation…………………………………...……………..76

R. Photo Gallery………………………………………….….….………….77

S. Contributors.………………...…….…………....…………..…….……...79

FBI CAMPAIGN BRIEF


Executive Summary Griffin Consulting, a marketing agency consisting of 21students, worked in coordination with EdVenture Partners to create and implement an integrative marketing campaign for the Federal Bureau of Investigation (FBI). The objectives of this campaign were to increase awareness of the FBI’s career opportunities as well as positively market the FBI as an employer to the diverse student body of the University of Illinois at Chicago (UIC). The approach to this campaign was to stimulate interest about the FBI through the use of creative and innovative advertisements, generate exposure through multiple media outlets, and implement promotional events designed to attract the desired target market. The main theme that was chosen for this campaign was “Secure Your Future.” This theme was designed to encourage students to take an interest in the various opportunities offered by the FBI, and to consider the FBI as a potential path to success. The advertising campaign began with print advertisements strategically posted in various high-traffic areas throughout campus. Flyers, banners, internet postings, television and radio spots were used to disseminate information about the FBI and generate buzz about the campaign’s main event, “Follow Your Intuition.” This event was the culmination of the entire campaign, attracting over 500 people. In order to ensure the success of this campaign, the 21 members of Griffin Consulting were divided into six departments, each assigned individual tasks. The Research Department conducted pre-campaign surveys in order to better understand the target market and post surveys to evaluate the overall success of the campaign. The Advertising Department designed all creative marketing materials used throughout the campaign. Campaign Strategy was responsible for the logistics of the entire campaign including the main event. Published Reports created templates for all booklets and slideshows. The Public Relations Department focus was on creating and distributing media kits and coordinating with representatives of local media outlets to generate exposure and subsequently attendance at our event. The Finance Department handled all budgeting for the campaign, ensuring a maximum return on investment (ROI) of 2,236%. Overall, this campaign was an astounding success with 350 CRF submitted. Key benchmarks were established at the beginning and reinforced throughout the campaign. The numbers of impressions generated throughout the campaign were nearly 1,000,000 which included an appearance on NBC Morning News Show, WGN Radio, and The Loop 97.9. The Advertising Department created 20 print advertisements, which were approved by the client. Our post campaign research demonstrated an over 50% increase in career consideration of the FBI. Multiple media vehicles were utilized to generate buzz and create awareness of the agency and the opportunities within the FBI. Griffin Consulting is confident that the material contained within the booklet will be helpful to the FBI for years to come.

FBI CAMPAIGN BRIEF


Research

Perry Li Chris Schremser Jialiang Wei

FBI CAMPAIGN BRIEF


Research Objectives The objectives for the Research Department were to analyze the target market, and determine their awareness of the opportunities that the FBI offers by conducting primary research through the utilization of pre and post surveys. The research section also identified: key features and benefits sought by the target market, demographic profiles, and overall perceptions of the FBI. The research results were analyzed and interpreted to assist in the design of a marketing campaign that satisfied the objectives set forth by the FBI. The Griffin Consulting Research Department utilized the student populations at the University of Illinois at Chicago (UIC) in order to create a campaign which best exemplified our research data. Target Market The target market is composed of two integral sections:

1. Primary focus on diverse target market among the UIC Campus including: African-American, Asian, Hispanic/Latino, American Indian, Pacific Islander, and women and/or on students with critical language skills.

2. Secondary focus on UIC alumni and working professionals.

Agents must be between the ages of 23 and 36 upon appointment. In addition to the preceding criteria, Special Agent critical skill areas include: experience or a degree in Accounting/Finance, Computer Science/Information Technology, Engineering/Architecture, Foreign Language Proficiency, Intelligence Experience (International Studies, International Finance, and Area Studies), Law Experience, Law Enforcement or Investigative Experience, Military Experience, and Physical Sciences (Biology, Chemistry, Math, Nursing). The FBI is also reaching out to students who might be interested in working in Professional Staff positions or being an FBI Honors Intern. Critical languages needed for the Special Agent position are: Arabic, Chinese, Farsi, Hebrew, Hindi, Japanese, Korean, Pashtu, Punjabi, Russian, Spanish, Urdu, and Vietnamese. A list of languages for Professional Staff positions can be found at www.fbijobs.gov.

FBI CAMPAIGN BRIEF


Research Strategy The majority of all participants were Junior/Senior undergraduates and graduate students between the ages of 21-24. In order to assure that the data was consistent and precise, the pre and post-surveys were distributed to the same classes. The classes that were selected included:

• Business • Political Science • Foreign Language • Information Technology • Criminal Justice • Liberal Arts & Sciences

Pre-selected classrooms and lecture centers were chosen in the University of Illinois at Chicago for the survey sample. By utilizing these areas for the research, we were able to gather a large amount of surveys that helped us effectively and efficiently gather relevant market data. After the survey results were analyzed, all the information was distributed to all the different departments of Griffin Consulting in order to use these findings as the basis to a successful campaign. Pre-Campaign Findings After distributing, tabulating and analyzing over 400 surveys of which 330 were useful, the FBI Research Team was able to discuss valuable information derived from the vast amount of responses. As discussed in our objectives, our purpose was to focus on respondents of diverse backgrounds aged 23-36 at the UIC East Campus. The surveys were distributed only in pre-selected classrooms, which represented the target market. We were able to verify that 55% of our respondents were of an ethic background being sought from the FBI. Of these 182 respondents, 17% were Hispanic, 22% were Asian, 8% were African-American, 6% were classified as other, and 2% were Pacific Islander. The respondents were mainly between the ages 17-24 or 86.6% of the survey participants, which represents the younger portion of the target market’s age (23 to 24). Of the 13.4%, which were 25 and older, they account for such a small percentage of the sample size since the number of graduate level classes and alumni presence on campus is small. In regards to gender, and 56% of the respondents were female. The survey consisted of twenty-two questions, nine of which are FBI-related or FBI-awareness questions, five are demographic questions, four of which are related to education, three of which are related to lifestyles, and one question focused on employment status. In order to ensure reliability and validity within our research, the same targeted samples were utilized for both the pre and post surveys.

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FBI CAMPAIGN BRIEF


Advertising

Eric Strathmann Tom Godawski Jose Valles

FBI CAMPAIGN BRIEF


Advertising Objectives Griffin Consulting was determined to organize and implement an effective advertising campaign by utilizing a multitude of media vehicles as well as memorable and effective advertisements. Through primary research, the advertisements targeted specific target markets to promote qualified applicants to apply to the different career opportunities within the FBI. Multiple media vehicles such as print ads, social networking sites, press releases, banners, t-shirts, and informational booths were utilized to launch the campaign. The success of the campaign was judged by the post campaign survey results, which indicated an increased likelihood of joining the FBI for its various career and internship opportunities. Main Slogans: “Secure Your Future” Promote job security and career growth through advertisements that convey strong messages about the different FBI careers and internships opportunities. “The FBI - It’s Not Your Average 9-5” Promote the unique career opportunities within the FBI by conveying messages that resonate with the target market. Other Slogans: Each advertisement included one of our two main slogans as the heading and an additional slogan within the image. These slogans include:

“Inquire… Aspire… FBI” “Don’t Rely on Chance for a Promising Future … Opportunity Awaits at

FBIjobs.gov” “What’s Your Next Move? FBI. Check and Mate.” “Leading You in the Right Direction” “Trapped? We Know the Way Out! Career and Internships Await.” “Where Diversity Meets Opportunity.” “The Time is Now… For the FBI.” “Discover the Job and Internship Opportunities Within the FBI.” “Any Path You Take, We Have the Key” “Open the Door to Career Opportunities. FBI is the Key.” “Reach New Heights With the FBI.” “Don’t Get Boxed in Your Career… Escape With the FBI” “Whatever Your Background, The FBI Needs You.”

FBI CAMPAIGN BRIEF


Advertising Two Phase Advertising Campaign Phase 1: Initial advertisements were created that were informative and eye-catching and contained simple messages that were catchy and easy to recall. The general advertisements were designed to promote the different career opportunities including Professional Staff positions and Special Agent positions. Phase 2: In order to generate buzz and create interest in our main event our second phase focused on advertisements that help build excitement for the main event. The poster advertisements and banners were displayed throughout the main traffic areas with the slogan “Follow Your Intuition” to increase the awareness of the main event and the fun filled activities. Print Advertisement Details The Advertising Department initially submitted over 20 advertisements to be approved through the client approval process. Of the 20 submitted advertisements, all were approved by the FBI. Four of these 12 advertisements were chosen to be printed and posted throughout the UIC campus. Eye-catching print advertisements conveyed the benefits and opportunities the FBI offers. Images chosen were diverse in content that tie to our two main slogans, “Secure Your Future”, and “The FBI- It’s Not Your Average 9-5”. General templates were used so that every advertisement created coherence which included event date, time, and location. The FBI logo and fbijobs.gov website were included in every printed advertisement along with our agency name and logo. Other Forms of Advertisements Main Event Promotional Advertisements: Directly aimed towards promoting the main event “Follow Your Intuition.” Banners: Create awareness of the event and the FBI by hanging them where there will be the most amount of traffic. T-Shirts: Worn throughout the entire day of the event by Griffin Consulting members to serve as walking advertisements and create awareness of the event. Postcards: The postcards will be used as a reminder a few days before the main event to join the FBI and the Griffin Consulting for an informative and fun-filled event at the Inner Circle. Social Networking Sites: Use of Facebook website to reach a large audience and promote the event date, time, and location. Mass Text Messaging: Use a text messaging service to promote the main event and encourage the target market to participate in the main event’s activities.

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FBI CAMPAIGN BRIEF


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Advertisement Placement Details The chosen advertisements that were printed were strategically placed in high traffic areas throughout campus. In collaboration with the Research Department, we posted our advertisements in the lecture halls where research was conducted. These locations include: Classroom Halls • Ensure at least 1 exposure

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FBI CAMPAIGN BRIEF


Campaign Strategy

Maja Markovic Aishah Chaudhry Patricia Ruhnke Beena Patel

FBI CAMPAIGN BRIEF


Campaign Strategy Objectives Griffin Consulting of the Campaign Strategy Department were to plan and implement a creative campaign that evoked interest and awareness among the diverse student-base. Our initial focus was to expose the campus to a variety of media tools with a consistent message aimed at attracting students to our main event, “Follow Your Intuition.” (See Appendix for Campaign Timeline) The next phase, after creating awareness of the event, was to organize the resources of the agency and it members to generate an exciting, yet effective main event. As a result, the event produced positive post-survey research results and accomplished the objectives of the FBI. The campaign altered perceptions, increased awareness of opportunities, increased website usage, and generated over 1,000,000 impressions with an ROI of 2,236%. Campaign Support: The following are the descriptions of how our team created awareness of our campaign. Informational Booths: Booths were set up near the bookstore three days leading up to and including the day of the event. Using the information booths, flyers, brochures, and other promotional items were handed out that contained information about the FBI and promoted the main event.

Inner Circle Projectors: Two projectors were set up in the Inner Circle. One projector had a slideshow of all advertisements created by Griffin Consulting. The other projector had a slideshow of our Campaign Brief. Internet Advertising: This includes three forms of e-advertising.

• Mass email: Emails were distributed with information regarding the FBI’s career and

internship opportunities and the main event. In order to increase student participation, the focus was on free food, games, and prizes that were to be given away at the event. Emails were sent out via CBA listserv as well as mass emails, which were sent to classmates through the Blackboard system, which gave 50,000 impressions.

• Facebook: An event and group were created on one of the most popular networking websites for college students, “Facebook.com,” to reach a wide range of students. The event invitation provided information about the FBI, promoted the event, and created awareness using this effective tool. (See Appendix for the Internet Site Examples)

• MySpace: An FBI profile was created on “MySpace.com” which had the ability to reach

and inform millions of people. (See Appendix for the Internet Site Examples)

FBI CAMPAIGN BRIEF


Campaign Strategy Media Advertising: Three forms of media advertising were utilized during the promotion of the campaign.

• NBC Channel 5 News: Informative posters were created to promote the FBI and our main event and were exposed to thousands of people on April 2, 2009 on NBC Morning News, which generated 250,000 impressions.

• WGN Radio: Announcements were made on the radio about free food, games, and

career information with the FBI. This generated 20,000 impressions. • Loop 97.9 Radio: Announcements were made throughout the day at one of the most

popular radio stations in Chicago allowing continuous exposure of our campaign to the Chicago land area, resulting in over 50,000 impressions.

Other Locations: Miscellaneous places where info was brought to our students about our main event.

Banner: A banner was hung in Student Circle East (SCE) from March 30th to April 2nd promoting the main event and its prizes. Poster Ads in Lecture Centers: In the SCE, SES, BSB buildings, poster ads were hung on the bulletin boards raising awareness of the main event taking place in the Inner Circle. Poster Ads in SCE: Posters were hung in the most visited building that exposed a big group of people to our event. Posters at the Main Event: Additional posters were hung at our main event emphasizing giveaways, games, food, and music to our students. Flyers: These were placed on tables and handed out to students informing them of the main event and the FBI.

Top Secret Envelopes: These envelopes contained information about the internship and job opportunities within the FBI. They were sealed and stamped with “DO NOT OPEN” instructing students not to open the envelope until they were in front of a Griffin Consulting representative at our main event. When opened, it provided information about FBI internship and career opportunities along with the appropriate website address.

T-Shirts: All members of our team were given FBI t-shirts that included the FBI symbol, and information about the main event to wear around campus three days prior to the event as well as the day of the event to generate 1,000 impressions.

FBI CAMPAIGN BRIEF


Campaign Strategy Main Event

“Follow Your Intuition” April 2, 2009

Student Center East Inner Circle 11:00 am to 3:00 pm

Event Activities: The Inner Circle was divided into different activity sections aimed at promoting career opportunities within the FBI. The separate areas were set up to test strength, physical abilities, and knowledge. There were also free food, drinks, and giveaways. Information booths aimed towards promoting career opportunities within the FBI were present as well. • FBI Career Information: An information table was set up at the main event with information

regarding internships and career opportunities. FBI agents with first hand experience were the main focus at this table and were able to answer any questions or concerns one may have had about the FBI.

• Who Wants to Be an FBI Agent?: This game was the main attraction at the event. A

contestant was given the opportunity to play this spin-off of “Who Wants to Be a Millionaire?” The contestants would receive a prize depending on how many questions they answered correctly. The contestant that answered all ten questions correctly received a Nintendo Wii game.

• Most Wanted Game: This game allowed participants to test their investigation skills by

locating the ten team members whose sketched faces were posted at the game location. Participants that acquired all ten signatures were awarded a prize.

• Foreign Language Game: Participants attempted to match the phrase with the correct

language it was written in. Those who are successful won a prize. • Geography Game: A matching game where participants matched the country with its capital

or leader. Winners received a prize. • Physical Fitness Test: Strength tests were held consisting of sit-ups, push-ups, and arm

wrestling. The strongest competitor received a prize. • Sumo-Wrestling: Participants wrestled their components to claim championship and compete

for a prize.

FBI CAMPAIGN BRIEF


Campaign Strategy Main Event • Giveaways: A prize was raffled off every 30 minutes for students participating in the event.

Raffle tickets were obtained when participants filled out Campaign Response Forms in order to receive free pizza.

• DJ: More entertainment was provided by a DJ playing popular music to attract a bigger crowd to the event.

• Free Food and Beverages: To effectively draw students in, free pizza and drinks were

provided for those who attended the event to attract more students within the Inner Circle. Summary After weeks of preparation and idea generating, Griffin Consulting implemented a creative campaign which successfully promoted the FBI. Prior to the main event, students were exposed through posters, flyers, and other print based advertisements. Our campaign was also presented on local television and radio outlets. To further expose the campaign, online resources were utilized. Griffin Consulting actively promoted the FBI and our event, “Follow Your Intuition” around campus on the days leading up to the main event. All the team members took an active role during the much-anticipated event, making sure everything went accordingly. The team was satisfied with the outcome and success of the campaign. The objectives were exceeded resulting in over 350 completed CRF forms. The marketing campaign created an excellent perception on increased awareness of the FBI. Griffin Consulting’s efforts paid off with a total audience exceeding 500 attendees.

Number of Impressions Massmail 50000Facebook/MySpace 2860NBC Morning News 250000WGN 720 Radio Station 2000097.9 The Loop 50000T‐Shirts 1000Advertising 584052Info Booths 2500Banner 2000

Total Impressions 962412

FBI CAMPAIGN BRIEF


Public Relations

Ronen Polinovsky Laura Baller Salvador Lomeli Chris Wiszowaty

FBI CAMPAIGN BRIEF


Public Relations Objectives The objectives of the Public Relations Department were to generate interest and increase awareness about the FBI Internship Program and career opportunities and maximize exposure for our marketing campaign through a variety of media outlets. By utilizing local media outlets, Griffin Consulting sought to generate awareness about our main event and our campaign as a whole. Our agency gained media exposure through several press releases and detailed media kits designed to inform the media of the exceptional Internship Program and career opportunities available at the Federal Bureau of Investigation. Press Releases Press releases are the first point of contact between any marketing company and the outside press. The Public Relations team wrote total of three press releases and they were sent to 130 media contacts, including newspapers and T.V. news stations.

• Press Release I “FBI AND UIC REVEAL CAREER POTENTIAL!” The first press release introduced the media to Griffin Consulting and their partnership with the Federal Bureau of Investigation. This included information about the FBI Collegiate Marketing and Recruitment Program and also about our unique course and its opportunities. Press Release I was distributed to several media outlets such as UIC Radio, Chicago Flame Newspaper, and the UIC News.

• Press Release II “FBI AND GRIFFIN CONSULTING JOIN EFFORTS FOR ‘FOLLOW YOUR INTUITION’” The second release focused on gaining media attention for our main event, “Follow Your Intuition.” It informed the media of the date, time, and location of our event and also included information about the activities planned. This was distributed to many media outlets including the ABC 7, WGN TV, CLTV and the NBC Morning News show. (See Appendix L for Media Contact List)

• Press Release III “GRIFFIN CONSULTING SOARS!” The final press release covered the entire FBI campaign and detailed the success of Griffin Consulting was able to obtain through media publication, advertisements, and on campus marketing events. The results reflected over 1,000,000 impressions and over 500 attendees at our main event.

All three press releases were also posted on two social networking sites (MySpace and Facebook), and many student organizations. Not only was the student population exposed to the press releases, but anyone who watched the news on TV, listened to the radio, or used common social-networking sites was urged to visit the FBI website and “Follow Your Intuition.”

FBI CAMPAIGN BRIEF


Public Relations

-FOR IMMEDIATE RELEASE- CONTACT: ALTERNATIVE CONTACT Laura Baller Lawrence Swayne Public Relations Coordinator Program Facilitator Griffin Consulting EdVenture Partners University of Illinois at Chicago Consulting Agency (630) 945-5587 (704) 688-7099 [email protected] [email protected]

FBI AND UIC REVEAL CAREER POTENTIAL!

Internship with EdVenture Partners develops students’ hands-on marketing experience Chicago, IL – February 19, 2009 - This spring 2009 semester, the Federal Bureau of Investigation (FBI) is seeking to team up with students at the University of Illinois at Chicago campus. Students in Professor David Koehler's Advertising and Sales Promotion class formed Griffin Consulting, a marketing agency, to participate in a semester-long internship program with the FBI. As part of the FBI Collegiate Marketing and Recruitment Program, students will have the chance to develop and execute their own marketing campaign to promote internship and career opportunities with the FBI to qualified candidates. The University of Illinois at Chicago is one of only six schools nationally participating in the program. During the semester, students will create a working marketing agency to research, develop, implement, and evaluate a campaign. Students will receive a $2,500 budget to bring their campaign plans to life. The goal of the campaign is to increase awareness and consideration of FBI career opportunities, both the Special Agent and Professional Staff positions. The campaign is specifically targeted towards students possessing critical skills including: accounting/finance, engineering, computer science/information technology, physical sciences and math, intelligence experience, law experience, law enforcement or investigative experience, military experience, and fluency in a foreign language. Critical languages for the Special Agent position include Arabic, Chinese, Farsi, Hebrew, Hindi, Japanese, Korean, Pashtu, Punjabi, Russian, Spanish, Urdu, and Vietnamese. A more complete list of languages needed for Linguist positions can be found at www.fbijobs.gov. By partnering with universities, the FBI is able to collaborate with students who develop creative strategies to effectively reach their peers. The FBI Collegiate Marketing and Recruitment Program is designed to bridge the gap between industry and education, providing students with valuable, hands-on experience. The program is coordinated by EdVenture Partners, an education-marketing agency that designs unique industry-education partnerships at campuses around the United States. EdVenture Partners, in conjunction with the FBI, provides each student agency with the resources and guidance necessary to design and implement their marketing campaign. Watch for more information about the FBI Collegiate Marketing and Recruitment Program at UIC throughout the spring 2009 semester. For more information, please contact Laura Baller at (630) 945-5587 or [email protected].

FBI CAMPAIGN BRIEF


Public Relations


FBI AND GRIFFIN CONSULTING “FOLLOW YOUR INTUITION” UIC Chicago Students Bring Your Future with FBI Straight into Your Neighborhood.

Chicago, IL – March 5, 2009 - Students at University of Illinois at Chicago have launched a marketing campaign to let their peers know they are wanted by the FBI. On Thursday, April 2, 2009, Griffin Consultants students will host a campus event to increase awareness and consideration of FBI career opportunities. “Follow Your Intuition” will feature a live DJ, gift cards to local businesses, and amazing raffle prizes. The event will be held at the University of Illinois at Chicago Inner Circle located in Student Center East during the hours of 11:00 am to 3:00 pm. Students who attend the event will learn about the amazing job opportunities available within the Federal Bureau of Investigation. The Follow Your Intuition event is the culmination of a semester-long program Griffin Consultants students have been participating in. The project, known as the FBI Collegiate Marketing and Recruitment Program, is designed to give students a unique, real-world business experience creating a marketing campaign for a national client. At the beginning of the semester, students were challenged to create a marketing campaign that would increase awareness and consideration of FBI career opportunities among their target market. These career opportunities include both the Special Agent and Professional Staff positions within the organization. Critical skills the FBI needs include: accounting/finance, engineering, computer science/information technology, physical sciences and math, intelligence experience, law experience, law enforcement or investigative experience, military experience, and fluency in a foreign language. However, the event is not the end of the road for the students at University of Illinois at Chicago. A post-campaign evaluation is necessary to evaluate the success of the campaign and determine the effect their event had on campus. Students will present their post-campaign research results to representatives from the FBI at the end of the semester. The FBI Collegiate Marketing and Recruitment Program is designed to bridge the gap between industry and education, providing students with valuable, hands-on experience. The program is coordinated by EdVenture Partners, an education-marketing agency that designs industry-education partnerships at campuses in the U.S. For more information regarding the FBI Collegiate Marketing and Recruitment Program, please contact Laura Baller at 630-945-5587 or by e-mail at [email protected].

FBI CAMPAIGN BRIEF


Public Relations


GRIFFIN CONSULTING SOARS!

FBI Congratulates UIC students on successful Marketing Campaign.

Chicago, IL –– April 22, 2008 – Griffin Consulting, a University of Illinois at Chicago student-run advertising agency, launched a successful campaign targeted to the diverse UIC campus which generated nearly 1,000,000 advertising impressions. The campaign was part of a semester-long program giving students the opportunity to form an operating marketing agency and work for a real world client, the FBI. Griffin Consulting, formed by 22 students at the University of Illinois at Chicago, was one of only six other colleges nationwide chosen to participate in this FBI Collegiate Marketing and Recruitment Program. The FBI was looking to the agency to increase awareness and consideration of FBI career opportunities, including both the Special Agent and Professional Staff positions, and the FBI Honors Internship Program. Students began the semester and the campaign with extensive research of their target market. Students then used that information to develop a marketing campaign to promote awareness of the FBI career and internship opportunities. The team hosted their main event “Follow Your Intuition” on April 2, 2009. The event featured many fun activities including a “Who Wants to be a Special Agent?” game, pie eating contest, beanbag toss, James Bond video game challenge, raffle giveaways, as well as free food for all participants. During the event, FBI recruiters were present to answer any questions that the students might have as well as to give information regarding the opportunities that the FBI offers. “This campaign was not only invaluable to us as students in giving us real-world hands-on experience, but because of our diverse campus we was able to better reach the goals the FBI were aiming for. We are looking forward to presenting our final results to the FBI on April 30, 2008," said, Eric Strathmann, Agency Coordinator. After the event, students conducted post-campaign research to assess the success of their campaign and its impact on the target market. The main event was a huge success with over 500 attendees. Insight based on the collected data, revealed knowledge about FBI opportunities increased by over 50%. The entire campaign created an ROI of 2,236%. To wrap-up the program, the team will present the results of their semester long campaign to FBI representatives. The FBI Collegiate Marketing and Recruitment Program are designed to bridge the gap between industry and education, providing students with valuable, hands-on experience. The program is coordinated by EdVenture Partners, an education-marketing agency that designs unique industry-education partnerships at campuses across the country.

FBI CAMPAIGN BRIEF


Public Relations Media Kits Along with each press release that was sent out, the Public Relations team sent a media kit. These media kits included all of the marketing literature created for the campaign. These were sent out to select media contacts as well as our guests from the FBI and EdVenture Partners. These kits provide more detailed information about the program and included:

• Letter of Introduction • Griffin Consulting Background • FBI Background • EdVenture Partners Background • Press Releases I, II, & III • Sample Advertisements

Our media kits were the first point of contact between us and the outside media, and it was very important to portray the sense of creativity and professionalism that Griffin Consulting wished to convey. The media kit also reflects our dedication to the campaign and highlights the goals we wanted to accomplish. Sponsors and Donations In order to make the main event a success and attract the target market, Griffin Consulting solicited several companies and businesses for contributions. (See Appendix O for Donation Letter) Griffin Consulting wanted to foster a community atmosphere of support so local businesses surrounding UIC, including those businesses in Greek Town, Little Italy, and Maxwell Street, were contacted first. An even greater area outside of the immediate campus community also supported the campaign. All of the sponsors were recognized at the main event. (See Appendix N for Donations) Invitations and Letters The Public Relations Department sent out professionally written letters to students, faculty, local businesses, and all contacts helping with the campaign, inviting them to our main event. In order to maximize attendance, the invitations were sent through several mediums including e-mail, mass mail, and networking websites. This department also sent out thank-you letters in a timely manner to all sponsors and everyone involved in helping the campaign become a success. (See Appendix P for Thank You Letter)

FBI CAMPAIGN BRIEF


Public Relations Publications and Additional Exposure In order to increase the awareness of the opportunities provided by the FBI and our main event, Griffin Consulting needed to maximize publicity through every means possible. The team accomplished this through a variety of ways. (See Appendix M for Media Contact List) To promote awareness for the FBI’s career opportunities, Griffin Consulting needed to maximize exposure for our campaign and main event amongst the students at UIC. In order to gain exposure, the team tapped into a variety of media outlets such as: Online Venues: Facebook and MySpace Facebook and MySspace are the largest online networking sites open to everyone. Griffin Consulting created a “Follow Your Intuition” homepage for each networking site. It included all the main event information, FBI logo, the team logo, and some additional background information on the FBI. All the students and many more were invited to view the two homepages. This allowed the students to learn more about the FBI and their career opportunities. Facebook and MySpace accounted for an estimated 2,860 impressions.

College of Business Administration Listserv The College of Business Administration listserv is a mailing list specific to the student’s enrollment in the CBA. Griffin Consulting utilized the listserv to deliver its announcements to the students of the CBA. All students were given the option to turn in their resume for the FBI’s perusal. The CBA listserv accounted for about 50,000 impressions.

UIC Massmail UIC Massmail is an inexpensive media outlet that can be sent to any member of the UIC community. Griffin Consulting decided to use this as a way of reaching students to inform them of our main event and increase awareness of the FBI’s opportunities. The e-mail was sent out to all UIC students the morning of the event.

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FBI CAMPAIGN BRIEF


Public Relations WGN 720 Radio Station The host of WGN Radio provided Griffin Consulting with the opportunity to receive airtime on their radio station. WGN Radio delivers daily news to listeners about current events in the community and around the U.S. This appearance informed listeners of the different career opportunities within the FBI. The estimated value of this exposure was $20,000. Contributions In order to attract students to the main event, Griffin Consulting promoted numerous giveaways. The team secured many generous donations including Bears donations, Rosebud, and Soupbox gift cards. For other giveaways we developed relationships with local businesses to procure various donations, including several gift cards. Griffin Consulting was able to secure approximately $2,000 in contributions. In return for their generosity, each business received free publicity on campus during the main event. Along with being verbally recognized at the event, each contributor received a tax exemption and thank you letter to show our appreciation. (See appendix O for list of contributions.) Summary The Public Relations Department focused on creating and maximizing exposure to help the campaign become successful in an influential yet cost-effective manner. Through press releases and media kits, the Public Relations Department was the first point of contact with the media, enabling the department to form relationships with local media. The department’s goals were to support the other elements of the campaign, create awareness of the event, generate excitement amongst the local media, and secure some coverage for our campaign. The exposure generated for the FBI campaign through banners and advertisements was substantial. Capitalizing on contacts with the local news media like the NBC Morning News and local radio stations Griffin Consulting was able to increase awareness of the campaign. Interest about the opportunities within the FBI increased by 69% based upon the post-survey research. These numbers reflect on an integrated multi-faceted campaign, which proved to be highly successful. The total number of impressions generated from the Public Relations Department is estimated in the following chart.

Media

# of Impressions

Mass Mail 50,000NBC Morning News 250,000Facebook and MySpace 2,860WGN Radio 20,00097.9 The Loop 50,000Total 372,860

FBI CAMPAIGN BRIEF


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FBI CAMPAIGN BRIEF


Finance Griffin Consulting was provided with a budget of $2,500 for this campaign. Donations from each member of our agency as well as solicitations from local businesses greatly helped us to increase the value of our initial budget. In order for our event to be successful, the agency realized that the attendance at our event and participation in our scheduled activities would require a substantial amount of giveaways. Over 200 gift items were contributed to our campaign resulting in nearly $2000 in donated gifts. These gifts provided the incentive for our target market to attend our event and engage FBI representatives in career opportunities.

Donating Company Donations Received Quantity $/Item Total

Value Brix, Inc. Cash 1 $300.00 $300.00 Seven Eleven XBOX360 Two Worlds Game 1 $60.00 $60.00 Seven Eleven XBOX360 Frontlines -Fuel of War- Game 1 $20.00 $20.00 Seven Eleven PS2 Smack Down Vs. Raw '09 Game 1 $40.00 $40.00 Seven Eleven PC Fallout 3 Game 1 $60.00 $60.00 Seven Eleven Bart Simpson Comic books 51 $5.00 $255.00 Home Depot Coupons: George Foreman grill 2 $25.00 $50.00 Home Depot Coupons: Blender 2 $35.00 $70.00 Home Depot Coupons: Tide stick 3 $3.00 $9.00 Home Depot Coupons: Mini Sharpie 5 $1.00 $5.00 Boston Market Gift Card 1 $25.00 $25.00 Bar Louie Gift Card 1 $25.00 $25.00 The Drum and Monkey Gift Card 1 $30.00 $30.00 Lalo's Mexican Restaurant

Gift Card 1 $25.00 $25.00

National City Bank Pens/pencils etc. 12 $2.00 $24.00 National City Bank Cooler bags 4 $15.00 $60.00 National City Bank T-shirts 3 $15.00 $45.00 National City Bank Fridge Magnets 1 $20.00 $20.00 National City Bank Stress balls 12 $5.00 $60.00 National City Bank Fridge Magnets 37 $2.00 $74.00 National City Bank Virgin Megamusic[Blues] CD's 4 $10.00 $40.00 National City Bank Camping Chair 3 $20.00 $60.00 Paramount Pictures DVD 3 $15.00 $45.00 Paramount Pictures Making of Indiana Jones book 1 $25.00 $25.00 Starbuck's Coffee Starbucks coffee (Italian Roast) +1 cup 1 $20.00 $20.00 Peace of Art Tattoo Gift Card 1 $100.00 $100.00 Best Buy Gift Card 1 $50.00 $50.00

Soupbox Customer appreciation card (one free 12oz soup) 3

$5.00 $15.00

Chicago Bears Laser Signed Football 1 $150.00 $150.00 Quizno's $5 Gift Cards 20 $5.00 $100.00 Rosebud Gift Certificate 1 $75.00 $75.00

Total $1,937.00

FBI CAMPAIGN BRIEF


Finance As reported at the Marketing Strategy Meeting, the primary goal of Griffin Consulting was to maximize the Return on Investment, which is value minus the initial investment divided by the initial investment (58,400-2500/2500). Our aggressive networking skills contributed greatly to the Return on Investment. At the conclusion of our campaign, Griffin Consulting was able to increase our ROI to an astounding 2,236%.

Final Budget

Department Estimated

Cost Estimated

Value Actual Cost Actual Value Advertising $1,100 $1,500 $311 $52,000Campaign Strategy $700 $4,000 $1,312 $1,930Public Relations $50 $2,000 $19 $2,000Finance $0 $50 $20 $50Published Reports $650 $2,000 $838 $2,000Research $0 $500 $0 $420Total $2,500 $10,050 $2,500 $58,400

Summary Through a cost efficient and effective manner, Griffin Consulting Finance Department was able to manage and allocate the $2,500 provided for this campaign amongst the various departments of the agency. In order to provide additional assistance to the initial budget each member of our team was given the responsibility of securing donations. The team secured many donations adding up to a monetary value of about $1,937. A substantial portion of the high ROI was contributed due to the media exposure the campaign had secured through a NBC Morning News Show appearance and extensive air time on WGN and 97.9 The Loop radio stations which resulted in a total value of $51,000 for the Advertising Department alone. As an indication of our success, Griffin Consulting maximized the return on investment with a return in excess of 23 times the investment cost. The responsibility of the Finance Department was clear– to maximize return on investment through securing sponsorship funds, frugal expense allocation, and optimizing the initial financial resources provided by the client. By utilizing our networking contacts, the Finance Department was able to secure free t-shirts, banners, main even access in the UIC Inner Circle no charge for hosting our main event in the UIC Inner Circle, music equipment, candy, FBI memorabilia, and giveaways to generate interest in our events that attracted an estimated 500 students and over nearly 1,000,000 impressions throughout the entire campaign at a cost of $.003/impression. Our campaign goal was to create awareness and interest in the FBI as a career, our campaign was able to increase awareness and interest in the FBI by over 50%.

FBI CAMPAIGN BRIEF


Published Reports

Erika Wysaski Will Cain Alice Gorodetsky

FBI CAMPAIGN BRIEF


Conclusion Griffin Consulting had a massive undertaking in creating an integrative marketing campaign that would increase awareness of the FBI while dispelling any negativity and myths about the bureau. Throughout the semester the team was presented with the opportunity to develop and implement an exceptional marketing campaign and target the diverse market of UIC students. Research was conducted to assess the target market and then 20 advertisements were created focusing on the themes “Secure Your Future” and “The FBI – It’s Not Your Average 9 – 5,” approved for the campaign. An advertising campaign was planned and executed on the UIC campus culminating in a main event which allowed the diverse student body to become further acquainted with the FBI. Griffin Consulting was able to successfully inform University of Illinois at Chicago students about the FBI’s career opportunities and dispel any negativity towards the FBI. Students were exposed to the campaign via press releases, event invitations, info booths, media coverage, and advertisements displayed across campus. The main event “Follow Your Intuition” proved to be an enormous success as over 500 students attended on April 2nd. After the culmination of the campaign, post-campaign research revealed a very successful campaign, resulting in a grand total of nearly 1,000,000 impressions and a 2,236% Return on Investment. Griffin Consulting achieved the declared objectives within the client brief that was provided to our team at the on-set of the semester. The Objectives were as follows: Increase the number of competitive candidates for Special Agent and Professional Staff positions.

• Over 500 people attended the event with 350 CRF cards obtained Increase awareness and consideration within your target market of FBI Special Agent and Professional Staff career opportunities.

• 34% increase in the number of people who have heard of www.fbijobs.gov Increase awareness and participation in the FBI's Internship programs.

• 50% increase in number of people who have spoken to an FBI recruiter Generate creative marketing strategies for future FBI recruiting campaigns.

• Campaign generated nearly 1,000,000 with multiple media vehicles utilized This opportunity provided our team, Griffin Consulting the chance to step out of the classroom and utilize individual talents and efforts to produce a “real world” marketing campaign. Through this, the team displayed determination and commitment to successfully implement a campaign that reached a level of unparalleled success.

FBI CAMPAIGN BRIEF


Thank You Griffin Consulting would like to express gratitude to our Professor, David Koehler, for his time and dedication to making our campaign a success. His passion and guidance motivated us to stay focus and strive for our highest potential. This class allowed us to gain hands- on marketing experience through various forms of promotion and advertising. With Professor Koehler acting as our mentor, we were able to utilize every possible resource, which resulted in achieving the most of such an exceptional opportunity. We could not have had the success without his passion and leadership. He is a great teacher who is extremely passionate. Griffin Consulting would also like to thank our Program Facilitator, Lawrence Swayne, for his guidance and valuable input. We utilized his suggestions and advice throughout the duration of the semester to enhance the success of our campaign. We are thankful to EdVenture Partners and the FBI for the opportunity of experiential learning and leaving each of us proud to be part of the program and even more, to be part of a great team, Griffin Consulting. Our agency would also like to thank Special Agent Jane Higgins for explaining to our team about FBI careers. She also helped us implement the main event by providing us many free gifts to help entice students to attend it. We are very grateful to her for answering students’ questions at the event and also for making this a very fun experience for everyone involved. Griffin Consulting is very grateful to the Coordinators, Eric Strathmann, Tom Godawski, and Brenden Dougherty, for their leadership and management of the campaign. They were extremely reliable, and always available to meet. Finally we thank, Published Reports, Will Cain, Erika Wysaski, and Alice Gorodetsky, for putting their time and effort into making the booklet and PowerPoint presentations a success.

FBI CAMPAIGN BRIEF


Appendix A: Post-Campaign Survey Please answer the following questions in chronological order - do not go back to change any of your prior responses. Your participation is anonymous and no results will be attributed to any particular person. 1. What is the first word that comes to your mind when you hear the term “FBI”?____________ 2. Have you heard of the FBI career Web site www.fbijobs.gov? __Yes __No 2b. If yes, have you visited the Web site www.fbijobs.gov? __Yes __No 3. Have you ever spoken with an FBI recruiter? __Yes __No

3b. If yes, was the recruiter professional and informative? __Yes __No 4. Have you ever been exposed to FBI advertisement(s)? __Yes __No

4b. If yes, please check all that apply: __Billboards __Magazines __Newspaper __Radio __Television __Other (please specify)_______

5. Have you been exposed to the FBI Advertising Campaign “Secure Your Future” on campus?

__Yes __No 5b. If your answer is yes, in what way? (check all that apply)

__Fliers/Postcards __Word of Mouth __Plasma Screens __Banners __T-Shirts __Facebook __My Space __Press Releases __Inner Circle __Text Messages __Informational booths __Ads posted __Mass Email __Television __Other (please specify)_____ 5c. Did the advertisements that you were exposed to increase your interest in obtaining more information about the FBI?

__Yes __No 6. Have your perceptions of the FBI changed after the on-campus advertising campaign?

__Yes __No 6b. If yes, in what way? (please explain) __________________________________________________________________ 6c. If no, why? (please explain) __________________________________________________________________

FBI CAMPAIGN BRIEF


7. Did you attend the FBI “Follow Your Intuition” Event Day in the Montgomery Ward Lounge on April 2nd?

__Yes __No 7b. If yes, what caught your attention the most?

__Food/Drink __DJ __Bags Tournament __Informational Booths __Projection Screens __Physical Fitness Test

__FBI Themed Games __Sumo Wrestlers __FBI representative 8. Rate your knowledge of career opportunities within the FBI: Don’t Know Very Poor Poor Fair Good Very Good 0 1 2 3 4 5 9. Have you ever considered a career with the FBI? __Yes __No

9b. If yes, at what age did you first consider a career with the FBI? __13-17 __18-20 __21-24 __25-28 __29-32 __33-36 9c. What led you to consider a career with the FBI? (check all that apply)

__Family member is in the FBI __Presentation at school by an FBI employee __Parents encouraged me __Other (please specify)_________________ 10. Rate your agreement with the following statement: The FBI offers a variety of career opportunities that interest me: Don’t Know Strongly

disagree

Strongly agree

0 1 2 3 4 5 11. If you saw a position that you were interested in and qualified for, how likely is it you would apply for a position with the FBI: Don’t Know Not Likely Very Likely 0 1 2 3 4 5 12. Which of the following are the 3 most important to you when choosing a career/job? (Check your top 3): ___Salary ___Job Security ___Health/Life Insurance Benefits ___Training Opportunities ___Advancement Opportunities ___Paid Leave (Vacation, Holiday, Sick) ___Maternity/Paternity Leave ___Retirement Benefits ___Employee Assistance Programs (EAPs) ___Other (please specify):_________________

FBI CAMPAIGN BRIEF


13. Are you aware of FBI’s internship programs? __Yes __No 14. Where do you spend the majority of your time on campus? ___Quad ___Montgomery Lounge ___BSB ___Inner Circle ___Library ___ Recreational Center ___Other(please specify)_______________ 15. What is the best means to reach you with information regarding campus activities/events? (Check all that apply): ___E-mail ___School Newspaper ___Posters/Flyers ___School Web site ___Word of Mouth ___Banners ___Chalking ___Other (please specify):_______________________ 16. Indicate age: __17-20 __21-24 __25-28 __29-32 ___33-36 __37-40 __41-44 __Over 44 17. Indicate your ethnic background: (Response optional) __African-American __American Indian __Asian __Hispanic/Latino __Caucasian __Pacific Islander __Other :__________ 18. Are you fluent in another language(s) other than English? __Yes __No

21b. If yes, please mark all that apply: ___Arabic ___Chinese (all dialects) ___Farsi ___Hebrew ___Hindi ___Japanese ___Korean ___Pashtu ___Punjabi ___Russian ___Spanish ___Urdu ___Vietnamese ___Other (list all):_______________________

19. Field of Study and/or Degree in: ___Accounting/Finance ___Law ___Law Enforcement ___Engineering(or Architecture) ___Intelligence ___ International Studies ___Foreign Language ___Computer Science/Information Technology ___Military Experience ___Sciences (Physics, Chemistry, Math, Biology, Nursing, Forensics) ___Other (please specify):______________ 20. Indicate gender: __Male __Female 21. Are you a U.S. citizen? __Yes __No Thank you for your time! Visit www.fbijobs.gov

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FBI CAMPAIGN BRIEF


Appendix C: Campaign Advertisements

FBI CAMPAIGN BRIEF


Appendix D: Main Event Flyers

FBI CAMPAIGN BRIEF


Appendix E: Campaign Timeline (03/18 to Main Event)

Wednesday 3/18

MySpace and Facebook promotional web pages created

Spring Break Week 03/23-03/27

Friday 3/27

Begin slide show in Inner Circle (1st set of Ads) Post first set of ads around the UIC campus Hang banner in Inner Circle until April 2nd

Monday 3/30

Continue set 1 of slide show in Inner Circle Continue posting first set of ads around the UIC campus Begin set 2 of slide show in Inner Circle (2nd set of Ads)

Tuesday 3/31

Continue set 2 of slide show in Inner Circle Continue posting second set of ads around the UIC campus Information Booth from 10am-2pm in SCE Griffin Consulting members wear promotional FBI t-shirts around

campus

Wednesday 4/01

Slide show in Inner Circle promoting final event Information Booth from 10am-2pm in SCE Griffin Consulting members wear promotional FBI t-shirts around

campus

Thursday 4/02

Main event “Follow Your Intuition” in Inner Circle from 11am-

3pm Griffin Consulting members promote on NBC News Griffin Consulting members promote on WGN Radio News Final event slide show in Inner Circle Final event ads around campus Information Booth from 10am-2pm in SCE Griffin Consulting members wear promotional FBI t-shirts around

campus

FBI CAMPAIGN BRIEF


Appendix F: Main Event Timeline 11:00 “Follow Your Intuition” Begins: Free Food and Drinks 11:15 Foreign Language Game 11:30 Physical Fitness Test - Raffle Giveaway 11:45 Who Wants to Be an FBI Agent Game 12:00 Raffle Giveaway 12:15 Geography Matching Game 12:30 Most Wanted Activity - Raffle Giveaway 12:45 Foreign Language Game 1:00 Who Wants to Be an FBI Agent Game - Raffle Giveaways 1:15 Sumo-Wrestling 1:30 Most Wanted Activity - Raffle Giveaways 1:45 Physical Fitness Test 2:00 Raffle Giveaway 2:15 Who Wants to Be an FBI Agent Game 2:30 Sumo Wrestling - Raffle Giveaway 2:45 Raffle Giveaway 3:00 Event “Follow Your Intuition” Ends

FBI CAMPAIGN BRIEF


Appendix G: Internet Site Examples

• Facebook ad reached out to over 1200 students • MySpace is currently the world’s sixth most popular English-language website and

the sixth most popular website in any language, and the third most popular website in the United States

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FBI CAMPAIGN BRIEF


Appendix I: Griffin Consulting Backgrounder

Griffin Consulting is a student-created marketing agency at the University of Illinois at Chicago (UIC) that is designing an innovative and comprehensive marketing campaign for the FBI Campaign Brief. With the help of EdVenture Partners, the students will gain hands-on experience designing, developing, and implementing a marketing campaign to increase awareness of career opportunities within the FBI. Overall campaign objectives for Griffin Consulting are as follows:

• Conduct pre and post campaign research • Analyze research information to develop an effective marketing campaign • Actively seek donations from local businesses to support the campaign • Sponsor an event to create awareness of the career opportunities within the FBI

Research Research will distribute surveys to over 400 students before and after the campaign. Pre-campaign survey responses will determine our strategy, message, and creative direction of our advertisements. Post-campaign survey responses will reveal the overall implementation results of our marketing campaign. Advertising The Advertising Department is responsible for creating advertisements, posters, banners, and flyers promoting our main event. The team will use our research results to deliver the most effective message to their target market. Multiple media forms will be utilized, such as internet advertising, press releases, viral marketing, and traditional print media. Public Relations The Public Relations Department will distribute three press releases to media contacts, as well as deliver a media kit composed of fact sheets, press releases, sample advertisements, and television broadcasts. Public Relations will also solicit donations from local businesses with the purpose of drawing attendees to the final event. Published Reports Published Reports will prepare the Griffin Consulting meeting and final report booklets. This department is responsible for composing both written and oral presentation materials for the group to deliver to our clients as part of this educational program.

Finance The Finance Department will manage a budget of $2,500 and is responsible for distributing the funds among the six agency departments. The Finance Department is actively working to increase our budget and add value to the campaign with the help of donations and contributions in order to provide financial assistance to each department to ensure successful completion of their stated objectives. Campaign Strategy The Campaign Strategy Department plans, implements, and organizes the overall marketing campaign. The department is responsible for obtaining the necessary equipment and resources to create an event that generates awareness for the career and educational opportunities offered by the FBI.

FBI CAMPAIGN BRIEF


Appendix J: FBI Backgrounder Federal Bureau of Investigation The FBI is a law enforcement and domestic intelligence agency charged with protecting and defending the United States against terrorist and foreign intelligence threats; upholding and enforcing the criminal laws of the U.S.; and providing leadership and criminal justice services to federal, state, municipal, and international agencies and partners. History The FBI originated from a force of Special Agents created in 1908 under the presidency of Theodore Roosevelt. Since then, it has evolved into one of the most respected and sophisticated agencies in the world. As the primary investigative arm of the federal government, the FBI is responsible for enforcing hundreds of federal statutes and for conducting sensitive national security investigations. FBI priorities The following represent the FBI’s focus on producing and using intelligence to protect the nation from threats and to bring those who violate the law to justice:

1. Protect the United States from terrorist attack 2. Protect the United States against foreign intelligence operations and espionage 3. Protect the United States against cyber-based attacks and high technology crimes 4. Combat public corruption at all levels 5. Protect civil rights 6. Combat transnational and national criminal organizations and enterprises 7. Combat major white-collar crime 8. Combat significant violent crime 9. Support federal, state, local and international partners 10. Upgrade technology to successfully perform the FBI’s mission

People As of December 6, 2007 the FBI had a total of 30,331 employees. This includes 12,443 Special Agents and 17,888 Professional Staff, such as intelligence analysts, language specialists, scientists, information technology specialists, and other professionals. FBI careers There are three types of career opportunities with the Bureau: 1. Special Agent 2. Professional Staff 3. Internships

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FBI CAMPAIGN BRIEF


Appendix L: Media Contact List Organization Name of

Contact Phone/ Email

Red Eye Chris Malcolm

[email protected] 312.222.5744

The Chicago Sun Times [email protected]

Chicago Sun-Times Richard Chapman


Fox/Upn Patrick Elwood


Chicago Flame Dana Williams

[email protected]

Chicago Flame Darryl Brehm [email protected] 312.421.0480

Chicago Tribune [email protected] 312.222.4762

UIC Radio [email protected] 312.413.5085

UIC News [email protected] 312.996.0662

B96 [email protected]

Sun-Times News Group Pam Stern [email protected] 773.633.6892

Hoy Newspaper 773.527.8400

Extra Newspaper 773.252.3534

United Center 312.455.4502

UIC News [email protected]

Chicago Journal Timothy Inklebarger

312.243.2696 ext. 3312

Crains Chicago Joe Cahill 312.649.5450

Ap News 312.781.0500

Beacon News Business Desk 630.844.5889

The Business Ledger Don Kopriva [email protected]

Business Week 312.233.7946

FBI CAMPAIGN BRIEF


The Herald News Larry Randa 815.729.6069

The Herald News Bob Okon 815.729.6046

ABC 7 News Darah Languido

[email protected]

The Daily Southtown Bob Bong [email protected] 708.633.5930

NBC Television Network 312.836.5564

WBBM-AM 312.202.3815

Telemundo [email protected]

Univision [email protected]

WGN-TV [email protected] 733.883.3431

La Raza [email protected]

Chicago Circle [email protected] 630.631.9370

American Marketing Association [email protected]

US News 202.955.2000

Latino Association of Business Students


Corporate Writer & Editor [email protected] 312.960.4321

US Business Review [email protected] 312.236.4090

Chinese Culture Club Lisa Zhao [email protected]

Chinese Dancing Group Lin Xiao [email protected]

Chinese Students and Scholars Friendship Assoc

Shuo Yang [email protected]

Destino Raquel M. Castillo

[email protected]

Filipinos in Alliance Gregory Calip [email protected]

FBI CAMPAIGN BRIEF


German Club Kristin Huntoon

[email protected]

Hellenic Students Association Christos Lampropoulos

[email protected]

Hip Hop Congress Farah Jafri [email protected]

Indian Graduate Students Association

Vijay Subramanyan

[email protected]

Indian Students Association Vinay Puppala

[email protected]

Institute of Industrial Engineers Blaise Steele III

[email protected]

International Student Organization Erik Ketelaor [email protected]

Korean Graduate Student Association

Kwangchee Cho

[email protected]

Le Club Francophone Piemengie Nkengla

[email protected]

Pakistani Graduate Students Association

Hafiz Malik [email protected]

Pakistani Student Association Mohammed Hussain

[email protected]

Persian Hopes, The Majid Zamani [email protected]

Persian Student Association Safa Rahmani [email protected]

Polish American Students Association

Mateusz Zagata

[email protected]

Russian Club Kimberley Olson-Wheeler

[email protected]

Southeast Asian Student Coalition Dandcee Saengchanh

[email protected]

Taiwanese Student Association Taiwanese Student Association

[email protected]

Thai Student Association, The Threetep Nopkhun

[email protected]

Ukranian-American Student Organization

Yavorski Mikhailo

[email protected]

World Collegiate Association for the Research of the Principle

Kenji Toyomura

[email protected]

Latino Association of Business Students

847.372.4561 [email protected]

FBI CAMPAIGN BRIEF


Appendix M: Donation Amounts

Donating Company Donations Received Quantity $/Item Total Value

Brix Financial Cash 1 $300.00 $300.00

Seven Eleven XBOX360 Two Worlds Game 1 $60.00 $60.00

Seven Eleven XBOX360 Frontlines -Fuel of War- Game 1 $20.00 $20.00

Seven Eleven PS2 Smack Down Vs. Raw '09 Game 1 $40.00 $40.00

Seven Eleven PC Fallout 3 Game 1 $60.00 $60.00

Seven Eleven Bart Simpson Comic books 51 $5.00 $255.00

Home Depot Coupons: George Foreman grill 2 $25.00 $50.00

Home Depot Coupons: Blender 2 $35.00 $70.00

Home Depot Coupons: Tide stick 3 $3.00 $9.00

Home Depot Coupons: Mini Sharpie 5 $1.00 $5.00 Boston Market Gift Card 1 $25.00 $25.00 Bar Louie Gift Card 1 $25.00 $25.00 The Drum and Monkey Gift Card 1 $30.00 $30.00 Lalo's Mexican Restaurant

Gift Card 1 $25.00 $25.00

National City Bank Pens/pencils etc. 12 $2.00 $24.00 National City Bank Cooler bags 4 $15.00 $60.00 National City Bank T-shirts 3 $15.00 $45.00

National City Bank Fridge Magnets 1 $20.00 $20.00

National City Bank Stress balls 12 $5.00 $60.00

National City Bank Fridge Magnets 37 $2.00 $74.00

National City Bank Virgin Megamusic[Blues] CD's 4 $10.00 $40.00

National City Bank Camping Chair 3 $20.00 $60.00 Paramount Pictures DVD 3 $15.00 $45.00

Paramount Pictures Making of Indiana Jones book 1 $25.00 $25.00

Starbuck's Coffee Starbucks coffee (Italian Roast) +1 cup 1 $20.00 $20.00 Peace of Art Tattoo Gift Card 1 $100.00 $100.00 Best Buy Gift Card 1 $50.00 $50.00

Soupbox Customer appreciation card (one free 12oz soup) 3 $5.00 $15.00

Chicago Bears Laser Signed Football 1 $150.00 $150.00

Quizno's $5 Gift Cards 20 $5.00 $100.00

Rosebud Gift Certificate 1 $75.00 $75.00 Total $1,937.00

FBI C

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FBI CAMPAIGN BRIEF


Appendix O: Thank You Letter Griffin Consulting University of Illinois at Chicago 601 South Morgan Street 2215 UH Chicago, IL 60607 To Whom It May Concern: Griffin Consulting would like to extend our gratitude for the donations received from your company. The support received from your company contributed to the overall success of our campaign. The focus of our marketing campaign was to create awareness of the careers, internships, and job opportunities that the FBI has to offer to the UIC student body. With your help we were able to attract a greater student audience and at the same time create awareness about your company/product within our student body. Griffin Consulting would also like for you to join us for our final presentation on April 30, 2008, to see the success of our marketing campaign that was accomplished with your support. If you have any questions please do not hesitate to reach our Public Relations Coordinator, Laura Baller, at (630) 945-5587 or email at [email protected]. Once again we want to thank you for your donations and helping support this successful campaign. Sincerely, Laura Baller Public Relations Coordinator Griffin Consulting

FBI CAMPAIGN BRIEF


Appendix P: Department Allocation

Preliminary Budget

Department Estimated Cost Estimated Value Advertising $1,100 $1,500

Campaign Strategy $700 $4,000

Public Relations $50 $2,000

Finance $0 $50

Published Reports $650 $2,000

Research $0 $500

Total $2,500 $10,050

Final Budget

Department Actual Cost Actual Value Advertising

$311 $52,000Campaign Strategy

$1,312 $1,930Public Relations

$19 $2,000Finance

$20 $50Published Reports

$838 $2,000Research

$0 $420

Total $2,500 $58,400

FBI CAMPAIGN BRIEF


Appendix Q: Photo Gallery

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FBI C

App

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pendix S

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FBI CAMPAIGN BRIEF


fbi campaign booklet

Documents