Advertising Plan Background/Overview Client: Temple University Office of Human Resources, Community Outreach & Hiring Project: Advertising Campaign for Temple University Neighbors Job Fair 2011 Prepared by: Amanda Czajkowski Lin Jason Fu Katie Schmitt Lauren Zintz Background / Overview: Temple University is sponsoring and hosting the Annual Neighbors Job Fair event. The clients are requesting a flyer, a PSA (public service announcement), and also an E-mail Blast including layout and design. Important points that the client has mentioned during the interview are:
Avoid giving attendees the idea that anyone who attends to the event will obtain a job.
Target the permanent residents living near Temple Universitys Main Campus and
Health Sciences Center.
Flyers will be printed in black and white. The flyers will also be used as the main communication for the events advertisement.
Two e-mails will be sent by Temple University. The first e-mail will be sent two
weeks before the event while the second e-mail will be sent the week before the event.
Budget is limited.
The advertisement for this event is targeted towards the unemployed permanent residents that are living near the Temple Universitys main campus and Health Sciences Center.
Research for Current Campaign Information gathered from interview:
Avoid giving attendees the idea that anyone who attends to the event will be given a job.
Mainly target the permanent residents living near Temple Universitys main campus and Health Sciences Center
Flyers will be printed in Black and White. The Flyers will also be used as the main tool for the events advertisement
Two e-mails will be sent by the University. The first e-mail will be sent two weeks before the event while the second e-mail will be sent the week before the event.
Budget is limited.
Research on target audience:
The most common PRIZM Segments that lives within zip codes given by client:
City Roots - City Roots is a segment of downscale retirees, typically living in older homes and duplexes they've owned for years. In these ethnically diverse neighborhoods--more than 60 percent are African-American or Hispanic--residents are often widows or widowers living on fixed incomes and maintaining low-key lifestyles. Close-In Couples - Close-In Couples is a group of predominantly older, ethnically diverse couples living in older homes in the urban neighborhoods of mid-sized metros. High school educated and empty nesting, these mostly older residents typically live in older city neighborhoods, enjoying their retirements. Low-Rise living - Low-Rise Living is known as a transient world for middle age, ethnically diverse singles and single parents. Home values are low and even then less than a quarter of residents can afford to own real estate. Typically, the commercial base of Mom-and-Pop stores is struggling and in need of a renaissance. Urban Elders - a segment located in the downtown neighborhoods. Life is often an economic struggle. These communities have high concentrations of Hispanics and African-Americans and tend to be downscale, with singles living in older apartment rentals.
Unemployment Rate: As of December 2010, the unemployment rate for Philadelphia is 10.7% of the labor force. Similar events that has been or will be hosted around the city of Philadelphia from January 2011 to June 2011: PATH TO PROGRESS CAREER FAIR Wednesday, January 12 Hilton, Philadelphia HEALTHCARE CAREER FAIR Wednesday, February 16 Sheraton Suites, Philadelphia Airport SOUTH JERSEY CAREER FAIR Tuesday, March 8 Auletto Caterers, Almonesson, NJ MEGA CAREER FAIR Thursday, April 14, 2011 Lincoln Financial Field NEW JOB HOB NOB Wednesday, June 22 - Jack's Firehouse, Philadelphia
Creative Work Plan Date: April 7th, 2011 Service: The Annual Neighbors Job Fair, sponsored by Temple University
Key Facts Over 50 local employers participate The event is targeted specifically towards North Philadelphia locals who reside in
the areas surrounding Temple University.
Problem Residents of Temple Universitys surrounding areas do not have jobs and are
unable to find employment.
Objective To increase the awareness of the job fair among the North Philadelphia
community and to lend a helping hand in obtaining employment.
Target Market North Philadelphia residents who are unemployed or are seeking better
Competition Local job fairs in North Philadelphia that are held in adjacent months.
Promise North Philadelphia residents will obtain jobs and/or will be guided in the right
direction in their job seeking.
Support The job fair has had North Philadelphia residents attend in the past years. Employers have returned for multiple years, showing interest and satisfaction
with the turn out of the job fair. Gather information about open positions in local businesses. Free of charge.
Tone Friendly, encouraging, helpful, sincere, professional.
Mandatory Annual Neighbors Job Fair logo, Helping Hands. Temple University logo Date, time and place of the job fair
The Annual Neighbors Job Fair that is sponsored by Temple Universitys Human
Resources Department is a great event. Last year a few of my neighbors attended and told
the rest of the community about how helpful it was! They told me that they met a handful
of employers and got information on open positions in local businesses and companies
around the Philadelphia area. The majority of those who attended even got hired for
positions that they applied for while at the Annual Neighbors Job Fair. I was really
motivated by my neighbors who had previously attended so when the day of the event
came this year I just had to go! When I was there I met with a bunch of employers. Top
companies too! Some of the employers who had booths set up were Lowes, PGW, Aflac,
Macys, Rite Aid, Aramark, and Septa, just to name a few. While I was at the job fair
they offered a small seminar about how to enhance your resume and dress for success,
two very important aspects of landing a job. Im delighted that my neighbors informed
me of the Annual Neighbors Job Fair that is sponsored by Temple University. This
service is helpful and the employers are sincere and dedicated to helping employ the
residents of North Philadelphia. Ive even got four job interviews lined up for next week!
Good thing I paid attention during those seminars!
When asked to create a flyer for the Annual Neighbors Job Fair sponsored by Temple
Universitys Human Resources Department, the first subject that comes to mind is none other
than the target markets neighborhood. The design needed to be bold and eye catching so that our
target demographic will be influenced by the visuals. The visuals are the first thing that the
viewer sees before actually reading the copy. The stark black on white silhouette of a
Philadelphia street is just what the campaign needs to leave the viewer feeling like they are
familiar with the subject of the flyer.
We also decided to give the Annual Neighbors Job Fair a logo and tagline so that our
neighbors become familiar with the annual aspect of the event. It is important to brand this
event in a way that our target will spread the word on the job fair to friends, neighbors, family, etc
on the success of the event in their lives. Our tagline Lending A Helping Hand along with the
visual a handshake gives the viewer a feeling of helpfulness of the community and
accomplishments that come out of attending the event.
Lastly, we wanted a place that our potential employees could go to find out more
information on the event. A website is an excellent way to get more information out into the
community since the internet is one of the number one ways to advertise these days. Our website
is designed based off the flyer that will be distributed to the target neighborhoods. The website
will be in a link on the email blast so that they consumer will have a place to go to find updates
on employers, dates, times, workshops, and much more!
North Philadelphia residents,
The Office of Human Recourses, Community Outreach and Employment, of Temple University would like to invite you to The Annual Neighbors Job Fair! The purpose of this event is to connect you to local businesses and companies and lend a helping hand in furthering your employment search. During this event you will be able to meet with representatives from local businesses and companies and find out more information about open positions and set up interviews.
Here is a list of a few employers that will be present, plus many more:
Septa Fed Ex Metro PCS Mary Kay The US Census Sugar House Casino Nationwide Insurance Macys AFLAC
The Annual Neighbors Job Fair, sponsored by Temple University, will take place on May 3rd, 2011 from 10:00 am 1:30 pm in Mitten Hall, which is located on Broad and Berks Street, Philadelphia, PA. 19122. If there are any further questions about this event please feel free to visit our website at www.temple.edu/hr/jobfair.
We are looking forward to lending you a helping hand!
The Annual Neighbors Job Fair sponsored by Temple University