RESEARCH TEAM

DIAMOND EDGE COMMUNICATIONS

DIAMOND EDGE COMMUNICATIONS SPRING SEMESTER 2013

TABLE OF CONTENTS

PART

Introduction

1 2
PART

p. 5 Temple Ad Department p. 7 Meet the Team p. 8 Message from the Team

U.S. Department of State

p. 10 High School Survey p. 17 Reseach Findings p. 20 H.S. Travel Survey p. 24 Research Findings p. 26 H.S. Counselor Survey p. 30 Research Findings

PART

Diamond Edge Communications

3 4 5
PART PART Temple Universitys Study Away Program
p. 45 Purpose p. 48 Research Findings

p. 34 DEC Alumni Survey p. 38 Research Findings p. 40 DEC Fortune Cookie Survey

Alzheimers Association

p. 52 Purpose p. 55 Research Findings

PART

Temple Universitys Human Resources

p. 59 8 Zip Code Research p. 63 Research Findings p. 68 Direct Response Survey

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

DIAMOND EDGE COMMUNICATIONS

Real Clients, Real Work, Real Experience

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.

RESEARCH: Diamond Edge

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

MEET THE TEAM

EXECUTIVE ACCOUNT DIRECTOR: HOLLY FURMAN EXECUTIVE CREATIVE DIRECTOR: NICHOLAS JOHNSON EXECUTIVE COPY WRITER: AMARIS TALBERT DIRECTOR OF RESEARCH: MARY PELTZ RESEARCHER: CHRIS HOOPES RESEARCHER: CHRIS MIN RESEARCHER: SCOTT THOMAS

INTRODUCTION

MESSAGE FROM THE

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

HIGH SCHOOL CAREER SURVEY

10

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.

11

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.

12

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.

Nicole Abel-White, female

13

TARGET AUDIENCE

The Foreign Service Enquirers

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.

Ariana Jones- Black, female

Courtney McClintock-White, female

The Foreign Service Indefinites

14

TARGET AUDIENCE

Pearl Choe-Asian, female

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.

Adam Arredondo-Hispanic, male Adam is a junior in High School. He is a member of

15

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.

16

STRATEGY

RESEARCH

FINDINGS
4% Yes No

*Are you aware of the U.S. Department of States Foreign Service Career Opportunities?

96%

*Would you consider a career in the Foreign Services?

17%

Yes No 57% 26% Unsure

17

STRATEGY

Social Media Findings

*Check all social networks that you currently use

*Do you watch educational videos on social networks?

18% 20%

Yes Some.mes 21% Rarely No

41%

18

STRATEGY

Future Career Findings

A word cloud gives prominence to words that appear more frequently in the text *Briefly describe your dream job

19

HIGH SCHOOL TRAVEL SURVEY

20

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.

21

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.

22

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.

23

STRATEGY

RESEARCH

FINDINGS
4% Yes Somewhat No

*Does traveling around the world intrigue you?

16%

80%

*Are you interested in a career where you change locations around the world every 3 years?

30% 38% Yes Unsure No

32%

24

STRATEGY

Quotes from the Students

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.

Places you've never been are bound to be an experience, good or bad.

New sites= new experiences= new friends= happiness

There is so much history and culture to learn and change your way of thinking .

25

SCHOOL COUNSELOR SURVEY

26

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.

27

TARGET AUDIENCE
School Counselors in the top ranked Philadelphia and Delaware Valley area public High Schools.

28

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.

29

STRATEGY

RESEARCH

FINDINGS
4% Yes No

*Would you post the flyer in your school?

96%

*Would you participate in the award program?

15%

Yes No

85%

30

STRATEGY

*Do you think the flyer and award would be effective?

12%

Yes No

88%

*Would guidance counselors be likely to participate in this program?

19%

Yes No

81%

31

STRATEGY

(See Appendix for full list of quotes)

Flyer will be effective. We will participate. Will the State Department conduct any promo program at Temple? -William Michuda, Souderton High school bmichuda@soudertonsd.org

Quotes from the Counselor

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

32

BRIEF

THE ACCOUNT
DIAMOND EDGE COMMUNICATIONS

33

BRIEF

DEC ALUMNI SURVEY

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.

35

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.

36

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.

37

STRATEGY

RESEARCH

FINDINGS
Yes 52% No

*Did you show your work from DEC in career interviews?

48%

*Did your participation in DEC help land you a job?

19%

Yes No

81%

38

STRATEGY

*Do you recommend that advertising students participate in Diamond Edge Communications?

Yes No

100%

Quotes from Former DEC Alumni

(See Appendix for Full List of Quotes)
There was an infinite amount of valuable takeaways I gained from DEC. As for the most valuable, mine would be a lesson that Dr. Marra preached regularly. With regards to DEC (or anything in life), you get out what you put in. The more positive effort you put into something, the greater the return. - Christopher Miller, 2012 Executive Creative Director & CEO The biggest thing that I took away from DEC was the ability to work with others and meet deadlines. The connections with my fellow classmates also didnt hurt. - Dan Dudley, 2012 Director of Research As a writer, I learned to write more creatively, question structure and gain a sense of attitude I didnt possess before. I learned how to work with great, and not so great, team members that prepared me for working in a corporate setting. -Daniel Geremia, Executive Director of Copy My experience in DEC helped me stand out among the other recent grads I was interviewing against because it showed that I had real experience in agency dynamics, working on real work for real clients. -Mike Bray, 2004 Account Manager I definitely think DEC was instrumental in landing a spot in Ogilvys Associates Program. DEC was a great way to differentiate my resume from the stacks of other students who only had traditional internship experience at agencies. -Jess Phelan, 2010 Executive Creative Director & CEO Working in DEC gave me the real world experience of working with clients. Clients are a variable, they challenge you, they frustrate you, they add a grey area to an otherwise clear idea, which greatly helped me to grow as a designer - you have real world challenges that you will learn from and reflect upon. -Mike Hagel, 2010 Executive Creative Director

39

DEC FORTUNE COOKIE SURVEY

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.

41

TARGET AUDIENCE
All current members of Diamond Edge Communications.

42

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.

43

BRIEF

THE ACCOUNT
STUDY AWAY

44

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.

45

TARGET AUDIENCE
Freshman and transfer students that currently attend Temple University.

46

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.

47

STRATEGY

RESEARCH

FINDINGS
41% No Yes

*Are you familiar with Temples Study Away Program?

59%

*If you answered yes to the previous question, how did you hear about Study Away?
25

20

Number of Students

15

10

Study Away Website

Teacher

Fellow Student

Adviser

Flyers/Poster School Event

Other

Awareness Provider

48

STRATEGY

*Would you be interested in studying away?

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

51

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.

52

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.

53

TARGET AUDIENCE

BRIEF

METHODOLOGY
Secondary research was conducted through online academic databases.

54

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

U.S Age Distribuation on Social Networks

26%

25%

19% 16%

5%

6%

2% 0-17 18-24 25-34 35-44 45-54 55-64 65+

55

STRATEGY

Age Distribution of Facebook Users in the US

25%

24%

18%

10% 8%

10% 5%

0-17

18-24

25-34

35-44

45-54

55-64

65+

Age Distribution of Twitter Users in the US

30% 25%

15% 10% 10% 5% 0-17 18-24 25-34 35-44 45-54 55-64 5% 65+

56

STRATEGY

*The Landscape of Social Media Users in the US

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)

Use Facebook 67% 62 72 86 73 57 35 60 73 68 68 62 69 73 72 65 63

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)

Use Twitter 16% 17 15 27 16 10 2 15 17 15 16 16 14 17 20 14 12

57

THE ACCOUNT Human Resources

58

BRIEF

BRIEF

8 ZIP CODE RESEARCH

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

DIRECT RESPONSE SURVEY

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.

71

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.

72

GUIDANCE COUNSELOR SURVEY RESULTS

APPENDIX

73

GUIDANCE COUNSELOR SURVEY RESULTS

APPENDIX

74

DEC ALUMNI SURVEY RESULTS

APPENDIX

75

DEC ALUMNI SURVEY RESULTS

APPENDIX

76

DEC ALUMNI SURVEY RESULTS

APPENDIX

77

DEC ALUMNI SURVEY RESULTS

APPENDIX

78

DEC ALUMNI SURVEY RESULTS

APPENDIX

79

STUDY AWAY SURVEY FLYER

APPENDIX

80