2008

2008
FBI Campaign Report
“Think Beyond the Special Agent” Campaign

Tiffany
ADCATS AGENCY
[Type the company name]
NEW YORK UNIVERSITY
1/1/2008
1
 Contents
Overview
Introduction to the AdCats Agency……………………………………………...3
Executive Summary……………………………………………………………....4
Our Approach…………………………………………………………………….. 5

Research
Methodology and Sample…………………………………………………….…6
Target Market Insights……………………………………………………….......7
Building Blocks: Support for Campaign Strategy……………………………10

Campaign Strategy & Implementation

Objectives………………………………………………………………………..11
Target Audience…………………………………………………………………11
Campaign Position………………………………………………………………12
Slogan, Message, Tagline and Tactics………………..………………………13
Campaign Event…………………………………………………………………14

Public Relations

Objectives……………………………………………………………………….. 15
PR Strategy ………………………………………...……………………………15
On-Campus Tactics…………………………………………………………….. 16
Online Tactics…………………………………………………………………… 17

Advertising

Objectives………………………………………………………………………..21
Ad Strategy………………………………………………………………………21
Creative…………………………………………………………………………..22
Advertising Tactics……………………………………………………………...23

Budget………………………………………………………………24

Results ……………………………………………………………...25

Photos……………………………………………………………....26

Appendix…………………………………………………………...27

2
 The AdCats Agency
T he AdCats Agency is a small, student-based organization, formed to serve the FBI
Collegiate Marketing & Recruitment Program. Based in New York City, the team is
comprised of New York University students performing under the direction of
Professor Jacob Jacoby and his Advertising Management course. Together with
Edventure Partners, the AdCats Agency offers full service support for the FBI’s local
marketing of their professional staff opportunities.

The AdCats Team

Account Creative Public Production Finance

Research
Management Relations

Allison Wile Meika Justin

Jin Yun Bonilla Kun
Creative Hollander Zhang
Tiffany Chang Research
Director PR Production
Account Director Finance
Manager Director Director
Deanna Director
Ferrante-
Gomez
Fernando
Balino James Gaskill
Daniel McCoy Kristina
Erica Swallow
Carberry
Account
Manager Brent Davis Soo Eun Park
Jiana Paladino
Erik Westphal

Rogelio Sam Howard

Plasencia
Gelyn Teofilo

Sabina Tracey
Sobinina Svenningsen

Caroline Tseng

Randy Reiser

Robert Wright

3
 Executive Summary

A s the primary investigative arm of the

federal government, the Federal Bureau of
Investigation is one of the most well-respected
and sophisticated intelligence agencies.
Comprised of a diverse range of professions, the
FBI offers special agent career opportunities as
well as professional staff positions.

The FBI is focusing recruitment efforts on

individuals with critical skills and experience in
various areas including intelligence, foreign
language, computer science and engineering.

Our Challenge

Our challenge was to increase the number of competitive candidates for professional
staff positions, and increase awareness and consideration within our target market of
these opportunities. By focusing on these specific marketing objectives, we designed
and implemented our own unique marketing campaign for the FBI over the course of
four months.

Functioning as a full-service advertising agency, we researched, strategized and

repositioned the professional staff brand image. By fielding studies before, during and
after the campaign launch, we gained vital target market insights that informed our
campaign strategy and development. Both public relations and advertising divisions
engaged traditional as well as non traditional marketing mediums into our mix, to
deliver material and awareness through print and online. Total impressions were
generated through newspaper advertising, posters and flyers around campus and in
academic departments, promotions by clubs and academic departments, social network
sites, co-sponsorships, and an event.

4
 Our Approach
2-Pronged Approach to Fulfilling our Objectives
We’ve taken a two-pronged approach in developing our campaign. Consumer attitudes
are changing every day and simply releasing advertising is no longer enough. We
wanted to build a message, but more importantly, build a brand and an experience that
our target market will remember and act on.

CREATE ADVERTISEMENTS CREATE FBI

AND PR EVENTS FANS/ADMIRERS

OBJECTIVE: Increase awareness and the OBJECTIVE: Get students and target market to
number of applicants start thinking of the FBI in the foreground,
rather than the background…and
ultimately become a top career choice

IN PUBLIC IN LIVES
Catch attention, saturate the environment with Create valuable content that will show that the FBI
our ads, make people think, “I want to apply!” is relevant to their lives; they’ll become brand fans

TARGET FOCUS TARGET FOCUS

Key Location: NYU campus Key People: Target Market

5
 Research
Methodology

Pre-campaign and target market research was conducted using surveys as a research
tool. There were 17 questions on the questionnaire, and is a combination of all of the
questions found on the original research template provided by the client and Edventure
Partners, as well as original agency-generated questions.

Over the course of a week, our research team conducted interviews with a random
sample of 167 people within our target market, using this survey. Answers generated
were analyzed for their quantitative and qualitative insights into the current market
environment. Key findings were also used to determine our strengths and weaknesses
and our brand opportunity.

See Appendix 1 for target market research data charts (pg. 27)

The Sample

 167 people were surveyed randomly

 46% Male, 54% Female
 87% US citizen (22% non-US citizen)
 Age:
- 17-20 years old: 40%
- 21-24 years old: 56%
- 25-28 years old: 4%
 Ethnic Background
- Caucasians: 88%
- Asians: 46%
- Hispanic/Latino: 11%
- African-American: 7%
- Other: 13%

6
Target Market Insight #1: Demographic & Psychographic Implications

Based on our “Fields of Study” statistics, the most popular majors that would be of
interest to our campaign are:

 Accounting/Finance
 Sciences (Physics, chemistry, math, biology, nursing, forensics)
 International Studies
 Foreign Language

Roughly less than half of respondents

were fluent in another language (mainly
Research Recommendations
Spanish, Chinese, and Hindi); 80% of
 Emphasize leveraging foreign
these languages are those highly coveted
language skills for a meaningful job
by the FBI. with the government.
The most frequented campus locations
 Use emails, buzz marketing, print
are:
advertisements and Facebook to
 Dorms reach the audience.
 Bobst Library
 Washington Square Park
 Kimmel Center for Student Life

The best means to reach our audience is by email, word of mouth, posters/flyers.

Target Market Insight #2: Perception of Jobs & the Job Market

Overall, job seekers think it is difficult to

find a job in the current market. The best
places to reach these people are either Research Recommendations
online, on university or job websites, or at
on-campus career fairs. They seem to be  Emphasize the ease of using the
most interested in salary, job security, and FBI’s website.
advancement opportunities over other
benefits. Finally, job seekers find it  Emphasize salary, job security and
advancement opportunities.
important to feel that the work they do
makes a difference in the world.
 Emphasize that working for the FBI
will make a difference in the world.

7
Target Market Insight #3: Knowledge & Awareness of FBI Jobs

Generally, people were highly underexposed to information about job opportunities in

the FBI.

 91% of those surveyed never heard of the website, www.fbijobs.gov

 96% of those surveyed have never spoken with an FBI recruiter
 25 people have been exposed to FBI advertising

Most people said they received ad exposure via television. Because the FBI does not
advertise on television, the target market is highly exposed to the FBI image portrayed
on television shows and movies, rather than through other mediums. This causes
misconceptions. Eighty-seven percent did indeed believe that the mass media causes
misconceptions about the FBI. People typically think of the FBI as field agents who
work undercover in dangerous situations.

While 25 viewers claimed to have been exposed to actual FBI advertisements, only nine
have ever visited the website. Email is the best way to reach this target market about job
opportunities; email advertising seems to have the most potential. Only one person has
been exposed to FBI advertising online.

People were overall uninformed. When asked if they know how to look for a job in the
FBI, 86% said no. Entering “FBI job” as a search term on Google returns an immediate
link to the www.fbijobs.gov web page. While it is this easy to find information about
FBI jobs online, people are not motivated to do so. FBI is not turning up in their evoked
set of career options.

Research Recommendations

 Advertising’s ultimate goal should be to direct the viewer to the

website, where there is a wealth of information

 Email advertising seems to have the most potential.

 Present relate-able human models in advertising

 Follow up campaigns with on-site recruiters, to drive ubiquitous

presence of marketing

8
Target Market Insight #4: Perception of FBI Jobs & Government Jobs

Thirty one percent of those surveyed said that the FBI limits an individual’s
career. Fifty percent of those surveyed did not want to work for the government
because of low salaries, lack of advancement opportunities, lack of creativity, bad
associations with the government, lack of privacy, and lack of excitement. Most of these
perceptions do not necessarily pertain to FBI professional staff job characteristics.
Therefore, we tried to change these perceptions by communicating that there is a decent
salary, room for advancement, travel opportunities, creativity, and excitement.

Most people have never considered a career with the FBI, so we needed to
communicate all of the different positions that are available and why they may be more
beneficial than private sector occupations. The people who have considered FBI as an
employer did so between the ages of 13-17 years old, after seeing images of special
agents on television or in the movies. Some people consider the FBI to be exciting,
which is a great attribute, but tied in with many misconceptions and pigeonholed to a
narrow image of the special agent.

Forty-eight percent of those surveyed believed that there are negative qualities
associated with the FBI. Such qualities include danger, risk of death, low salary and
confidentiality; these factors discourage applicants from applying. A lot of people are
hesitant about applying for FBI positions, even if they know they are qualified for the
job. Thirty-four percent claimed that even if they saw a position that they were
interested in and were qualified for, they would not likely apply for the job. This may
be due to the risk factors associated with this line of work, and so we needed to
communicate the broad spectrum of job opportunities in the agency that are not
dangerous.

Most people did not find that government jobs would limit their career any more
than a non-government job, but they still would not choose to apply for FBI positions.
The number of people who did not find that a job in the FBI would be more limited
than another career thought so because of low salaries, lack of promotions, and the
confidentiality factor.

9
Building Blocks
Key Consumer Insight
People are blinded by pop culture’s interpretation and
representation of the FBI. Instead of professional staff job
opportunities and a stable career path, some think only of special
agents. Others associate the job with high levels of danger and the
promotion of unpopular government policies. However, in a time
of great change and uncertainty in which previously trusted
companies have fallen, consumers may place a greater value on
the relative safety and comfort of a career with the FBI, sacrificing
a more prestigious or financially rewarding position.

Education
Since the consumer insights yielded significant misconceptions
about the FBI, the market must be educated about the very
existence of staff positions, along with the number of benefits that
they entail. Students must be made aware of the broader context
of the FBI and start to consider it as a launch pad for careers. This
includes changing preconceived notions about the government,
the FBI, and particularly, special agents.

Benefit
The FBI offers a number of benefits: job security, career
advancement, health care and retirement benefits, relocation
opportunities, and much more.

Reason to Believe/Support
The benefits that the FBI offers are among the top priorities of job
seekers. Students are challenged by the current economic climate,
and are looking for a position and company that they can believe in.

10
 Campaign Strategy & Implementation
Objectives

Our objectives were to influence people between the ages of 18 to 24 years old with a
coveted skill set to visit the FBI employment website (www.fbijobs.gov) and to apply
for jobs. We wanted to increase the market awareness of the variety of professional staff
opportunities, and to shed the “special agent” image.

Target Audience

The target market was comprised of

college students between the ages of 18-
24 years old with a wide range of
majors, including: engineering,
accounting/finance, language, Islamic
studies, physical sciences, computer
engineering, computer science, and
information technology. They must also
be United States citizens, be able to pass
a background check, be amenable to a
one-year commitment, and cannot ever
have been convicted of felony.

In order to appeal to candidates with

the above qualifications, we focused our
campaign efforts toward students at
New York University.

Applicants who are interested in

professional staff positions will likely be
willing to look past any perceived shortcomings of working in the public sector, and to
sacrifice the most competitive salary level in exchange for the FBI’s many benefits. Such
benefits include job security, flexible work hours, health care and retirement benefits,
and advancement opportunities.

11
Positioning

We’ve enabled a position of educating applicants. There is a severe lack of knowledge

within our target market not only about the FBI in general, but also about the
availability and range of their professional staff job opportunities. Qualified applicants
who are aware of job openings are not interested because they harbor misconceptions
most likely developed from the media.

We wanted to reposition FBI professional staff careers as exciting experiences and

advantageous opportunities. We wanted to increase its value in the consumer’s mind,
make it a primary option in the target’s evoked set when considering career choices,
and ultimately, bring the image of the professional staff to the foreground while
distinguishing it from the special agent representation.

By focusing on the specific characteristics and benefits offered through a professional

staff career path, our campaign has sought to own and emphasize a position of
attributes and benefits. The various professional staff characteristics that we highlight in
our advertisements challenge the popularized special agent image, and pave the way to
changing preconceived notions about the FBI. Our campaign additionally positions an
educative call to action, by directing job seekers to the website, www.fbijobs.gov, for
more information on the range of occupations as well as on how to apply.

Ideal Consumer Response

At the launch of our campaign, we hoped for an ideal response in which a student who
was previously unaware of professional staff career options would be made aware
through our advertising and public relations. After learning about professional staff
positions, the student would ideally take into consideration the job security and various
benefits available, and submit an application through the FBI jobs website.

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Message

“Discover the possibilities at www.fbijobs.gov” is the message, and is found on all of

our advertisements. It also serves as a call to action and directs traffic and attention to
the application/information page.

Slogan

The slogan of the campaign is “Think Beyond the Special Agent.” It implies that there
are alternative professions to the special agent position within the FBI, all offering the
same key benefits that job seekers look for.

Tagline

The tagline is “I can’t [insert agent-related skill], but I can [insert staff-related skill].” The
tagline is tailored to each advertisement’s featured profession and skill, followed by a
body copy of “[blank] is one profession career offering: competitive salary, advancement
opportunities, job security, health and retirement benefits.”

Campaign Tactics & Media Mix

The campaign tactics that were implemented highlighted key attributes such as job
security, career advancement, health care and retirement benefits, relocation
opportunities, and competitive salary. Our campaign reiterated that FBI offers benefits
that are among the top priorities of job seekers.

Our media mix included print ads, posters, flyers, online social network sites, campus
newspapers, campus events, blogs, email, and word of mouth. We advertised in the
campus newspaper, the online university news site, through list-serves, and in prime
locations such as the student center and career center. We saturated the market with
advertising through all the channels that our target audience utilizes or is exposed to
everyday. By partnering with select vehicles that have already secured credibility and
trust with the audience, our campaign effectively obtained positive reactions.

Campaign/Media schedule

See Appendix 2 for full image of media schedule (pg. 29)

13
Campaign Event

Working in conjunction with New York University’s Wasserman Center for Career
Development and the Women in Communications Club, we held an informational
panel event. Featuring five professional staff members from different departments and
a special agent, this event brought education and awareness to the target market
directly.

The panel was moderated by AdCats Agency account manager, Tiffany Chang, and
included welcoming remarks by special agent Kescha Wilson of the New York office.
Over twenty students attended. Photos were taken by visiting Edventure Partners
representative, Shannon Conlon, and AdCats Agency account manager, Erica Swallow.

See page 26 for photos from the event.

14
Public Relations
Objectives

Our objectives for our public relations strategy was to increase NYU undergraduate
student awareness of the FBI professional staff job opportunities, and to present a
relatable image that departs from the special agent stereotype.

Strategy

Considering our target audience is NYU students, we strategically implemented our

public relations and advertising activities to mediums and areas that would reach our
target audience on campus or in their dorms, and would ensure definite exposure.

Based on recommendations that the research team drew from preliminary research, we
incorporated viral and electronic marketing into our media mix. We tapped into social
network sites, academic departments’, club and career center email list-serves, and a
club blog. In addition to these publicity endeavors, story coverage was pitched to both
online and offline news vehicles, and advertising ran in both print and electronic
versions of the campus newspaper. All of these outlets work closely with our target
market, and have already secured a sense of credibility and trust with the consumer.

Tactics

Tactics include press releases, an event, and viral marketing.

Press Releases

Press releases were submitted to both traditional and non-traditional news vehicles,
such as the campus newspaper, www.collegenews.com, and NYU’s Women in
Communications Club’s online blog, Lit Up!

See Appendix 3 and 4 for press releases (pg. 30-31).

15
 NYU On-Campus Initiatives

NYU Wasserman Center for Career Development

New York University’s Wasserman Center

is open to all undergraduate students and
provides students with career guidance
and job opportunities. The Wasserman
Center assists an average of 2,000 students
each month.

The Wasserman Center sent out an email

blast with our flyer attached, on the
Monday (November 17) before our event
to all students registered with them. Flyers
and advertisements were also put up in
the center.

On-Campus Panel Event with FBI Professional Staff

See page 14.

16
Support Media & Posters

Three hundred flyers were put up in five of the largest upperclassmen dormitories:
Broome Street, Lafayette, Carlyle Court, Palladium, and Water Street.

With an approximate total of 6,000 upperclassmen students residing in these dorms, the
number of impressions generated over a 10-day period claims a successful value of
18,000,000.

Online Initiatives

Facebook

Social network site www.facebook.com was a valuable media outlet for our campaign.
The majority of the target market accesses Facebook on a daily basis, and Facebook
specification allowed for a specified penetration in the NYU community.

We built a group page for FBI Professional Support Opportunities on Facebook, open
only to the NYU network. As an open group on the NYU network, anyone from NYU
can join and invite others from NYU to join. Currently, 92 NYU students are members.

The events communication tool allowed us to create an invitation to the on-campus

event and publicize it to the group members. All advertisements were uploaded in the
“photos” section, and we provided a link to the FBI jobs website under the “posted”
items section.

The page can be accessed at:

http://www.facebook.com/inbox/?ref=mb#/group.php?gid=33452937900

17
18
Lit Up! Blog

Lit Up! is the official blog of the Women in Communications club (WIC) at NYU. Lit
Up! covers events and stories of local interest, media commentary and editorials, and is
overall a prime source informing NYU students of current events.

Lit Up! has two posts on the FBI campaign and the on-campus event. While there is no
counter to keep track of page hits, the blog is made public and can be found through
search engines, thus inducing high potential impressions. The blog can be accessed at
www.wiclitup.wordpress.com.

See Appendix 5 for full articles (pg. 32)

19
CollegeNews.com

Collegenews.com is a
publication of Boston Hannah
International and is written by
college students and recent
graduates. The site gathers
daily news and relevant
information concerning college
students and young people,
and promotes its content as a
premier source for college
students.

This online news site covered our campaign efforts.

See Appendix 6 for full article (pg. 33)

Email List-Serves & Word of Mouth

Not only did we reach out to our target audience through the Wasserman Center
emails, we were able to specifically target students through academic department list-
serves and club emails. Campaign advertisements and event flyers were promoted
through this channel. Academic department list-serves were targeted for their language
studies, as the FBI seeks linguistic skills in candidates.

List-Serve Impressions

NYU Clubs 1,775

German Studies Department 19

East Asian Studies Department 48

French Department 400

20
 Advertising
Objective

Our creative objective was to evoke a positive reaction from the target market through
the use of effective copy and visual advertisements.

Strategy

The FBI ads needed to have a combination of rational and emotional appeals, strong
execution and quality production.

Appeals

 Informational/rational appeal when discussing job benefits

 Transformational advertising to associate a positive feeling of success or
self-actualization with working for the FBI
 Emotional integration—we wanted the subjects of the ads to demonstrate
some sort of emotional benefit or outcome

Execution

 Our approach is a straight sell/factual message and one-lined testimonial

 Headlines are indirect, so as to provoke a challenge for the audience and
to get people to read the body copy
 Body copy is straight-sell of information

Tonality

 Informative
 Self-actualizing
 Eye-opening
 Promising

21
Creative

Five advertisements and one event flyer were created (see page 14 for event flyer). Each
one entails the message line “Discover the Possibilities at www.fbijobs.gov.” Four ads
feature different staff opportunities with tailored statements saying “I can’t do [insert
agent-related skill], but I can do [insert staff-related skill].” Each one also consists of body
copy that outlines the benefits that accompany such a profession.

One overarching ad incorporates models from the other four

individual ads, and directly states the slogan, “Think Beyond
the Special Agent.” This advertisement too has the message line
included at the bottom.

An online banner ad was also created, providing straight sell of

information, the message and the slogan.

See Appendix 7 for full size images of advertisements (pg. 34)

22
 Traditional Advertising Initiatives

Washington Square News

Washington Square News is NYU’s daily news publication, which reaches all types of
NYU students throughout the various disciplines and departments at the university.
Students are able to obtain a copy of the Washington Square News at various locations
around campus, as well as in all dorms, at no cost. An estimated 250,000 readership is
considered per issue, making this medium an incredibly viable venue for our campaign.

Two press releases, pre and post launch, were submitted for story coverage. While WSN
did not pick up the feature, they did run our advertisements for five issues.
Advertisements were three inches by eight inches in size, and contracted for publication
at a price of $1,000. This negotiation also included a discounted online banner at the
price of $500, placed on their online news site, www.nyunews.com.

With a circulation of 25,000, the total reach was 75,000. Calculating in the frequency of
five issues, our total gross impressions for print advertising was 375,000. The online
advertising package allowed us to purchase a time period in which to advertise, and the
banner stayed online until the guaranteed number of 140,000 impressions had been met.

See Appendix 8 for advertisements in WSN and online (pg. 39)

On-Campus

As previously stated, advertisements in the form of support media (flyers and posters)
were distributed and posted in buildings on campus and in dormitories.

Online Advertising Initiatives

In conjunction with public relations efforts, advertisements were circulated online
through Washington Square News, Facebook, email list-serves, and the blog, Lit Up!

23
 Budget
Objectives

The budget department sought to efficiently and effectively allocate resources for the
duration of the campaign, maintain accurate records of all campaign values and
expenditures, and to report accurate cost versus value figures at the culmination of the
campaign.

Cost vs. Value Added

Proposed Budget Allocation Estimated Estimated Actual Actual

Cost Value Cost Value
Thank You Letters (CPO, MSM, Event, $4.61 $4.61 $4.61 $4.61
Final)
Public Relations Expense $4.61 $4.61 $4.61 $4.61
Posters $218.86 $218.86 $218.86 $218.86
Flyers $123.75 $123.75 $123.75 $123.75
Newspaper Advertisements $1000 $1680 $1500 $1680
Web-site Advertisements $500 $1050 $500 $1050
Photo Shoot $63.59 $63.59 $63.59 $63.59
Advertising Expense $1906.20 $3136.20 $1906.20 $3136.20
Catering/Food $332.25 $332.25 $332.25 $332.25
Campaign Implementation $332.25 $332.25 $332.25 $332.25
Expense
Final Report $221.95 $221.95 $221.95 $221.95
Folders for Client $8.12 $8.12 $8.12 $8.12
Campaign Reporting Expense $239.60 $239.60 $239.60 $239.60

Total Campaign Cost $2482.66 $2482.66

Total Campaign Value $3712.66 $3712.66
NET VALUE $1230 $1230 $1230 $1230

Our net value was $1230.00. We spent $2482.66 out of the total budget of $2500.00.

24
 Results
POST CAMPAIGN RESEARCH Pre-Campaign Data Post-Campaign Data

 97 people surveyed in post Heard of Website? Yes: 9% Yes: 19%

campaign research www.fbijobs.gov No: 91% No: 81%

- 59% Female, 41% Male Spoke with FBI Recruiter? Yes: 4% Yes: 4%
- 85% U.S. citizen No: 96% No: 96%
- 44% were between the Exposed to FBI Ad? Yes: 15% Yes: 40%
ages of 17-20
No: 85% No: 60%
- 56% were between the
ages of 21-24 years old Knowledge of Career Don’t Know: 29% Don’t Know: 27%
Opportunities in FBI Poor: 52% Poor: 43%
 32 people saw an FBI ad on Fair: 16% Fair: 21%
campus (41% through Good: 3% Good: 9%
Washington Square News,
50% through posters and First word when you 1. Agent 6. Secret
flyers, 9% through email) hear, “FBI” 2. Secret 7. Government
 50% were exposed to an ad 3. Federal 8. Agent
two to three times, 41% were 4. Police 9. Federal
exposed just once. (6% were 5. Crime 10. Police
exposed four to ten times, and
3% were exposed more than If qualified, would you Likely: 27% Likely: 28%
ten times) apply? Not Likely: 36% Not Likely: 51%

Those NOT Reached Those Reached through Fourty-four (44%) percent of

through AdCats’ Ads those surveyed claimed they
AdCats’ Ads learned something new. The
First word when 1. Secret 6. Government most common answers were:
you hear, “FBI” 2. Government 7. Police 1. FBI has job opportunities;
3. Agent 8. Law
4. Federal 9. Secret 2. FBI is recruiting college
5. Police 10. Investigations graduates; 3. Professional staff
Knowledge of Don’t Know: 15% Don’t Know: 9% opportunities exist.
FBI Poor: 62% Poor: 47%
After the campaign, the
If qualified, Likely: 25% Likely: 32% percentage of those who heard of
would you Not Likely: 57% Not Likely: 34%
apply? the website www.fbijobs.gov
more than doubled, and “good”
and “fair” knowledge of FBI career opportunities increased by 5-6%. Whereas the pre-campaign
data found that people primarily associated the word “agent” with the FBI, post-campaign data
shows that “agent” is no longer the primary conjured image. Furthermore, after our campaign,
more people have claimed to be likely to apply if they qualified for the FBI.

25
 Campaign Event Photos
FBI Information Panel Event
November 19, 2008
Kimmel Center for Student Life

A table was set up in the lobby of the Kimmel Center, where the event was taking place.

AdCats Agency account manager Tiffany Chang moderated the panel discussion.

The event featured five professional staff members and Special Agent Kescha Wilson.

26
 Appendix 1: Target Market Research Data Charts

Fields of Study/Degree What medium is best to reach you?

To what resources would you refer if/when seeking a job? Majority of Time Spent on Campus

3 Most Important Aspects When Choosing a Job How important is it that your job has meaning and makes a difference in the world?

27
25 People Have Been Exposed to FBI Ads Knowledge of Career Opportunities with FBI

First Thing that Comes to Mind when You Hear “FBI”

If you saw a position that

you were interested in and
qualified for, how likely
would you be to apply for a
position within the FBI?

28
Appendix 2: Campaign/Media Schedule

29
 Appendix 3: Pre-Launch Press Release

For Immediate Release CONTACT:

October 27, 2008 Meika Hollender
Public Relations Director
Mjh359@nyu.edu – 802.999.8734

NYU Students Break the Pop Culture FBI Image with their
“Think Beyond the Special Agent” Campaign

In Professor Jacob Jacoby’s Advertising Management class, textbooks are hard to find.
Hired by the FBI through Edventure Partners, an organization that assigns students to a company or
organization in order to create a ―real world‖ marketing experience, Jacoby’s class is diving
headfirst into the world of advertising. Divided into various departments, including Account
Management, Marketing Research, Media & PR, Creative, Production and Budget, the class has
three months to create and execute a multifaceted campaign targeted at NYU undergraduates.
The FBI, popularly misrepresented with the solo ―special agent jacket‖ image, hopes to
educate NYU students about the OTHER professional staff opportunities within the FBI. They
figured there was no better way than recruiting NYU students to create the messages behind their
advertising campaign. Jacoby’s class has created a series of original advertisements in order to
reposition the FBI in the minds of students as a feasible career choice and to build awareness about
the FBI’s professional staff positions, which include options such as intelligence analysts, linguists,
lab technicians and surveillance analysts.
Over the next two months, posters, flyers, online placements and one major on-campus
event will help educate NYU students about the ―other side‖ of the FBI. Held in late November, the
on-campus event will feature FBI professional staff employees who will speak about their
experiences and the benefits of working with the FBI. Recruiters are looking for applicants from a
long list of disciplines—some include engineering, foreign languages, linguistics, computer science,
and finance.
Look out for original FBI Professional Staff ads created by Professor Jacoby’s class in
the Washington Square News, as well as in Bobst Library and the Kimmel Center, and stay tuned
for more information about the November FBI information session. For more information about
FBI job opportunities please visit: www.fbijobs.gov.

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 Appendix 4: Post-Launch Press Release

For Immediate Release CONTACT:

December 1, 2008 Meika Hollender
Public Relations Director
Mjh359@nyu.edu – 802.999.8734

NYU Students Break the Pop Culture FBI Image with their
“Think Beyond the Special Agent” Campaign

In Professor Jacob Jacoby’s Advertising Management class, textbooks are hard to find.
Hired by the FBI through Edventure Partners, an organization that assigns students to a company or
organization in order to create a ―real world‖ marketing experience, Jacoby’s class dove headfirst
into the world of advertising. Divided into various departments, including Account Management,
Marketing Research, Media & PR, Creative, Production and Budget, over the past three months the
class successfully executed a multifaceted campaign targeted at NYU undergraduates.
The FBI, popularly misrepresented with the solo ―special agent jacket‖ image, hopes to
educate NYU students about the OTHER professional staff opportunities within the FBI. They
figured there was no better way than recruiting NYU students to create the messages behind their
advertising campaign. Jacoby’s class has created a series of original advertisements in order to
reposition the FBI in the minds of students as a feasible career choice and to build awareness about
the FBI’s professional staff positions, which include options such as intelligence analysts, linguists,
lab technicians and surveillance analysts.
Over the past two months, posters, flyers, online placements and one major on-campus
event will helped to educate NYU students about the ―other side‖ of the FBI. On November 19, the
class hosted an on-campus event where FBI professional staff employees spoke about their
experiences and the benefits of working with the FBI. Many interested students with a wide range
of majors attended the event. After the event, on student said, ―I had no idea there was this other
side of the FBI, and since I am a biology major, I am thrilled to know that working with the FBI is
an option!‖
Continue to look out for original FBI Professional Staff ads created by Professor
Jacoby’s class in the Washington Square News and at nyu.news.com, as well as in the
upperclassmen dorms. For more information about FBI job opportunities please visit:
www.fbijobs.gov.

###

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Appendix 5: Lit Up! Blog Articles

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Appendix 6: CollegeNews.com Article

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Appendix 7: Creative

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Appendix 8: Washington Square News Online

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Appendix 8: Washington Square News - Print

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