GEN Y
University of Colorado at Boulder ▪ Leeds School of Business ▪ UCB 419 ▪ Boulder, Co 80309
MARKETING STRATEGY
October 7, 2004
CIA PROPOSAL
OBJECTIVE
Increase awareness of job opportunities with the CIA.
OVERVIEW / STRATEGY
Gen Y has created five groups to work with EdVenture Partners and the CIA. The five
groups are: research, public relations, advertising and promotion, publishing, and strategy.
The strategy group is composed of the heads of each of the four operating groups. The
director of the strategy group is Lauren Corsi, Chief Executive Officer of Gen Y.
Through the use of timelines, operational objectives, and guidelines, Gen Y will create a
marketing campaign for the CIA, promoting them as a competitive employment agency.
Our EdVenture Partners facilitator and CIA contact will help direct Gen Y’s efforts on
the project. Detailed group objectives and plans are as follows:
RESEARCH
Conduct research and gather relevant information.
Collaborate with the other departments to determine advertising/marketing
objectives and procedures. Valid issues are: Where we need to advertise? How
we need to advertise? How can we make our advertising efficient and effective?
What We Have Done So Far:
We handed out a total of 650 surveys to students in our target market. Our
student selection came from the ROTC, foreign language classes, law classes, and
international business classes. Of the 650 surveys distributed, 248 were
completed and returned. Early analysis of the data has provided the research
department with information on CIA awareness and advertising/marketing media.
After completion of our four-week advertising campaign, a post-campaign survey
will again measure CIA awareness. Early survey results show:
50% of respondents have considered the CIA for a career
Among these, 85% have never seen an advertisement for the CIA
76% of respondents who have been exposed to CIA advertisements label
them uninformative
WHY: We selected these 650 students based on the educational requirements given by
the CIA. We aimed to target these specific segments of student so they would fit the
initial application requirements. In order to generate a positive response to advertising
efforts we were very precise in our market segmentation.
The goal of the post-campaign survey is to measure the amount of knowledge
about careers in the CIA that the targeted students gained due to our campaign.
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PUBLIC RELATIONS
The Public Relations Department of Gen Y will promote a better understanding of
the CIA and the various positions available for graduates with degrees in language,
international business, law, communication, and technology.
We will accomplish our objective by targeting specific media outlets on the CU
Boulder campus. These media outlets include: Campus Press, Daily Camera,
Colorado Daily, 1190 AM Radio (CU station).
We will issue three public announcements.
1. Announcement #1 - distributed to campus PIOs. Focus of announcement
will address our CIA project this fall.
2. Announcement #2 - distributed to above papers and radio station.
Contents of announcement #2 will discuss our CIA project in detail.
3. Announcement #3 will summarize the results and findings of our project.
We will locate sponsors to support our campaign. Business on campus and on
“the hill” will serve as our main targets for sponsorship.
WHY: As the Public Relations group it is our goal to communicate with students, and
generate awareness among this target audience about possible careers in the CIA. We
chose many different methods of communication because they will all help in reaching
each target market. We will use communication through campus publication so we can
initially reach a vast range of students. The follow-up announcements will be more
specific to the target markets to ensure we are not misusing resources on unqualified
applicants. By obtaining sponsorship, we will be able to reach beyond campus and
involve the community.
ADVERTISING / PROMOTION
WHY: To capture the attention of our target audience, we will use the myths associated
with the CIA to our advantage in order to dispel them. By using the myths as a means to
intrigue our target audience, we will create an undercover theme. This covert operation
will reveal the true aspects of the CIA in bits and pieces gradually leading up to a social
gathering at an on-campus location, CLUB 156. Students that fit the CIA’s target market
will be invited to the gathering where CIA representatives will meet with the interested
students.
We will begin with a teaser to create buzz. A man dressed in CIA gear (black suit
with a white shirt, black tie and black sunglasses) will go to the classes of our
target market and pass out flyers. The flyers will have the CIA symbol and
www.CIA.gov printed on bright yellow paper in black ink. (Oct 18-Oct 24)
Additional flyers
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Next we will begin an extensive chalking scheme on campus. We will write
www.CIA.gov on every square of side walk in areas of campus that are near the
buildings that correspond with majors that fit the CIA’s target market. (Oct 18-
Oct 24)
Chalking efforts will become more extensive. Message will now say:
“www.CIA.gov The Work of a Nation, The Center of Intelligence- Intelligence
Saves Lives. We will also print a new set of flyers with the CIA symbol, the CIA
website and our advertising slogan: “We’re watching you”. Flyers will be posted
in target buildings including the Law School, Business School, and Engineering
Center. Additionally, we will hand out “Men in Black” sunglasses and Frisbees
promoting the CIA logo and website. (Oct 25- Oct 31)
Set up on-campus CIA booths at the Law School, Business School, and
Engineering Center. The display will inform interested students of the CIA’s
presence on campus as well promote CIA job opportunities. (Nov 1 – Nov 5)
Additions to chalking will be made reading:
www.CIA.gov Club 156 in the UMC, November 10th 5:00-7:00pm
We will print invitations that will be passed out to the students in specific
classes. This will come at the end of the week so that students do not forget
the day and time. The invitation may say:
“We’re on campus!!! Come learn more about the career
opportunities that the CIA has to offer, and meet actual CIA
representatives to answer all your questions. Location: UMC, Club
156, Date: November 10th 5:00-7:00pm.”
PUBLICATIONS
As the organizational backbone of Gen Y, the publications department is responsible for
compiling and producing the MSM presentation, Final Report, Final Presentation, and
this Marketing Proposal, as well as any additional documents (i.e. thank-you letters,
invitations, etc.). Publication’s overall objective is to create effective and easy-to-read
documents and presentations that successfully communicate Gen Y’s goals and progress
throughout the rest of the semester. Deadlines will continue to be assigned to each of the
four groups to allow publications to prepare all documents and presentations on time.
WHY: Our objectives as a group are based on the need for professional finalized
documents to convey our entire marketing strategy. These documents need to be clearly
and effectively delivered to our client. They must contain the information gained and the
strategies used by each department. We must effectively implement a time line that will
facilitate each group to stay on track and meet all the project deadlines. This time line
will encourage organization from each department.
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STRATEGY
The strategy group, consisting of the heads of departments and agency leadership, exists
to ensure the facilitation and enforcement of campaign strategy and timelines. This group
will meet weekly to update the agency and EdVenture Partners contact of progress to date
as well as to assess accomplishments and goals, making adjustments where necessary.
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Timeline
September 6th – 12th
• Research
• Create survey
September 13th – 19th
• Research
• Administer survey to target market
• Collect surveys and quantify results
• Public Relations
• Draft first press release
• Submit thank-you letters to CIA representatives
• Publications
• Develop logo and campaign slogan
September 20th – 26th
• Research
• Analyze results from research survey to create marketing campaign for
CIA
• Collaborate with other departments using research data and
develop/implement an efficient and effective advertising strategy
• Advertising
• Campaign strategy
• Public Relations
• Initiate contact with campus PIOs
September 27th – October 3rd
MSM preparation
October 4th -10th
• Public Relations
• Identify businesses for funding
• Contact campus radio
• Publications
• Print and distribute marketing proposal
• Present agency’s plan during the Marketing Strategy Meeting
• MSM presentation
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October 11th – 17th
• Advertising
• Ensure that:
• All orders are completed
• Roles of the campaign implementation are assigned
• All plans are finalized
• Public Relations
• Seek out Sponsors
• Local Business that can add value to both our campaign and their
campus awareness such as
– UMC businesses
– Businesses located on “the hill” and Pearl Street
• Publications
• Develop agenda for Final Presentation
• Document advertising campaign
October 18th -24th
• Advertising
• Chalking
– www.cia.gov
• High traffic areas around campus
– UMC, Norlin library, etc.
• Flyers will be handed out at various locations throughout campus
• Public Relations
• Final two press releases to various campus media outlets such as: Campus
Press, Daily Camera, Colorado Daily, 1190 am Radio
• Assist Advertising Department with mystery advertising: chalking/campus
graffiti, flyers, info booth, banners
• Publications
• Develop agenda for Final Presentation
• Document advertising campaign
October 25th - October 31st
• Advertising
• Continue Chalking
– www.cia.gov
– Intelligence Saves Lives
– Work of a Nation. The Center of Intelligence.
• Flyers
– “We’re watching you”
– Handed out at the buildings shown on the slide
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• Public Relations
• Assist Advertising Department with mystery advertising: chalking/campus
graffiti, flyers, info booths, banners
• Media Kits to be distributed to all major campus newspapers
• Press Release
• CIA Fact Sheet
• Schedule of upcoming events
• Biographies of Key people involved
• Collateral Material
• Photographs
• Contact Information
• Publications
• Set deadline for collection of Final Presentation material from all
departments
• Set deadline for rough drafts of Final Reports from each department
November 1st – 7th
• Advertising
• Continue campaigning events from weeks 1 & 2
• Information booths will be under operation
• November 3rd-10th
• Public Relations
• Assist Advertising Department with mystery advertising: chalking/campus
graffiti, flyers, info booth, banners
• Media Kits to be distributed to all major campus newspapers
• Publications
• Set deadline for collection of Final Presentation material from all
departments
• Set deadline for rough drafts of Final Reports from each department
November 8th – 14th
• Advertising
• The Campaign Finale: November 10, 2004 from 5-7 pm
• CLUB 156
• A D.J. will provide atmosphere, as well as entertainment
for students
• Decorations will adorn Club 156
• Video clips will also be shown
• Appetizers and beverages will be served to allow students
to mingle
• 3-4 CIA representatives will be present to answer questions
from students and also put a face on the CIA
• one keynote speaker from the CIA will also attend
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• Public Relations
• Acquire funding/discounts from local businesses
• Assist Advertising Department with mystery advertising :
chalking/campus graffiti, flyers, info booths, banners
• Final Media Kits to be distributed to all major campus newspapers
• Research
• Develop post-campaign survey
• determine effectiveness of strategy
• Publications
• Assemble rough draft of Final Presentation and Final Report
November 15th - 21st
• Final Presentation preparation
• Publications
• Complete Final Report and Final Presentation
• Rehearse for Final Presentation
December 2nd
Final Presentation
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Appendices
Page
Appendix A: MSM Presentation 11
Appendix B: Estimated Budget 19
Appendix C: Cultural Student Organizations 21
Appendix D: International Clubs and Contact Information 22
Appendix E: Marketing Research Survey 25
Appendix F: SPSS Survey Results 27
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APPENDIX A
11
12
13
14
15
16
17
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APPENDIX B
Estimated Budget
Advertising
Flyers 1000 copies $200
Newspaper Ads 3 advertisements $330
Promotional items 500 each $750
Invitations 500 $150
Club 156 1 night at Club 156 $150
Decorations Assorted $100
Catering for Club
Appetizers $200
156
Total $1880.00
Publications
Printing Costs $265.00
Unexpected Costs $35.00
Total $300.00
Research
Printing Costs
$130
(Pre/post surveys)
Unexpected Costs None
Total $130.00
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Public Relations
Printing Costs (media kits) $50.00
Postage (media kits) $75.00
Unexpected Costs $25.00
Total $150.00
Grand Total $2,460.00
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APPENDIX C
Cultural Student Organizations
Name of Student Group Meeting Room in UMC Contact Info
African Student Association 440
Association of Latin American Students (ALAS)
356 303.492.8567
Asian Unity 132
Cultural Events Board 319 303.492.3227
Indian Student Association 346 303.492.6430
Hmong Student Association 340
Japanese Student Association 136 303.492.1095
Korean Student Association of Boulder (KSAB)
136 303.492.1063
Muslim Students Association (MSA)
330 303.492.4144
Persian Student Organization 336
South Asian Student Association
332 303.492.1540
Vietnamese Student Association of Boulder
132 303.492.5354
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APPENDIX D
International Clubs and Contact Information
African Student Association
Contact: Gina Kemi Ogundipe, Oluwashina Tomori, Joseph Negue
Email: Kemi or Oluwashina or Joseph
Alliance of Latin American Students (ALAS)
Contact: Gina Salomon
Phone: 303-583-4654 (ALAS office)
Address: UMC 356
Email:Gina Salomon Cavero
Chinese Student and Scholar Association (China)
Contact: Shengwang Du
Phone: 303-492-1518
Address:
Email: CSSA or Shengwang Du
Cosmo Club
Contact: Biss Gurung
Phone: 303-641-2360
Address: UMC 174
Email: Cosmo Club
French Club
Contact: French/Italian Department
Phone: (303) 492-7226
Email: French/Italian Dept.
German Club
Contact: Charles Cox (President), Patty Schindler (Adviser)
Phone: (303) 492-6356
Email: Patricia Schindler
Hong Kong Student Association
Contact: (Gordon) Yiu Chi Wong
Phone: (720) 350-8211
Email: Hong Kong Student Association
Indian Student Association
Address: UMC 453
Phone: 303-492-6430
Email: ISA
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Indonesian Club
Contact: Muchamad Arifiandi (President)
Phone/fax : 303-786-0296
Email: Indonesian Club or Muchamad Arifiandi
Japanese Student Association
Contact: Marie Sambe(President)
Phone: 303-492-1095
Address: UMC 136
Email: JSA
Kuwaiti Student Association
Contact: Ali Al-Sayegh or Huda Al Mousa
Phone: 303-875-5566 for Ali or Huda
Address:
Email: Kuwaiti Student Association
Middle East and Arab Student Association (MEASA)
Contact:
Phone: (303) 492-1540
Address: UMC 186
Muslim Student Association (MSA)
Contact: Samina Hamidi
Phone: (303) 492-4144
Address: UMC 340
Email: Muslim Student Association
Persian Student Organization
Contact: Fatemah Khamseh
Email: Fatemah Khamseh
Russian Club
Contact: Germanic and Slavic Languages and Literature
Phone: (303) 492-7404
Address: McKenna 129
Email: Germanic and Slavic Languages and Literature
Scandinavian Club
Contact: Becca Palmer
Phone: 303-554-0403
Email: Rebecca Palmer
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South Asian Student Association (SASA)
Contact: Basim Mahmood
Phone: (303) 591-1540 or (720) 273-7484
Address: 332 UMC
Email: SASA
Thai Student Association
Contact: Nancy Kungsakawin (President)
Phone: Cell: (720) 839-7660
Address: 1931 Grandview Ave. Apt. A3-C
Boulder, CO 80302
Email: Nancy.Kungsakawin@lasp.colorado.edu
Turkish Student Association
Contact: Murat Akbacak
Email: TSA
Asian-Pacific American Law Students Association
Organization Phone: 303-492-3137
Doman International Law Society
Organization Room: Fleming, #43
Organization Phone: 303-492-8047
Organization Address: Campus Box 401 UCB
Latino Law Students Association
Organization Phone: 303-492-3137
http://umc.colorado.edu/food/ FOOD Sponsors for Banquet
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APPENDIX E
Marketing Research 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. Have you ever considered a career with the CIA? __Yes __No
1b. If no, why not? _________________________________________
1c. If yes, at what age did you first consider a career with the CIA? _______
2. What form of media do you find yourself paying the most attention to? (Check all that apply)
__Billboards __Magazines __Newspaper
__Radio __Television __Other____________________
3. Have you ever been exposed to any CIA advertisement(s) through the following media?
(Check all that apply)
__Billboards __Magazines __Newspaper
__Radio __Television __Other____________________
__Never been exposed (If you have never been exposed, please proceed to question 3.)
3b. Were the advertisement(s) informative: __Yes __No
3c. Were the advertisement(s) appealing: __Yes __No
4. Rate your knowledge of the CIA as an employer:
Very Poor Poor Fair Good Very Good Don't Know
5 4 3 2 1 0
5. Have you ever spoken with a CIA recruiter? __Yes __ No
6. What do you think of when you hear about the CIA?
______________________________________________________________________________________
______________________________________________________________________________________
______________________________________________________________________________________
__________________________________________________
7. The CIA offers a variety of career opportunities that interest me.
Strongly disagree Strongly agree Don't know
5 4 3 2 1 0
8. Please rate your level of interest in the following careers within the CIA:
Definitely not Somewhat Definitely Don't Know
interested interested interested
Directorate of Operations 5 4 3 2 1 0
(DO): Clandestine Service
Directorate of Intelligence 5 4 3 2 1 0
(DI): Analyst
Internship Programs 5 4 3 2 1 0
9. Have you visited www.cia.gov? ____ Yes ____ No
10. Do you speak another language(s) fluently other than English? __Yes __No
10b. If yes, please specify_________________________________
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11. Have you lived abroad? ___Yes ____No
11b. If so, where have you lived abroad?
______________________________________________________________________________________
______________________________________________________________________________________
__________________________
12. How willing are you to work overseas for an extended period of time?
Very Unwilling Very Willing Don't know
5 4 3 2 1 0
13. Indicate age:
__17-20 __21-24 __25-28 __29-32
33-36 __37-40 __41-44 __Over 44
14. Indicate gender: __Male __Female
15. Indicate your ethnic background: (Response optional)
__African-America __American Indian __Asian
__Hispanic/Latino __Caucasian __Pacific Islander
Other, please specify:____________________________________
16. Do you attend multi-cultural events on campus? ___Yes ____No
17: Indicate education level: __College Student __College Graduate __Graduate Student
___Post Graduate Degree ____ Professional
___Other, please specify: ______________________
18. What is your major? _________________________________________________________
19. Where do you spend the most time on campus?
_____________________________________________________________________________
Thank you for participating.
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APPENDIX F
SPSS Survey Results
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35
36
37
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39
40
41
42
43
44
45
46
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49
50
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