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Advertising Plan Background/Overview Client: Temple University Office of Human Resources, Community Outreach & Hiring Project: Advertising Campaign for Temple University Neighbor’s 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 University’s 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 event’s 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 University’s main campus and Health Sciences Center.

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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 University’s 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 event’s 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.

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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

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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 University’s 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

employment opportunities.

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

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Q-Statement

Corey Careerfinder

The Annual Neighbors Job Fair that is sponsored by Temple University’s 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,

Macy’s, 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. I’m 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. I’ve even got four job interviews lined up for next week!

Good thing I paid attention during those seminars!

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Creative Rationale

When asked to create a flyer for the Annual Neighbor’s Job Fair sponsored by Temple

University’s 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!

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Flyer

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Email Blast

North Philadelphia residents,

The Office of Human Recourses, Community Outreach and Employment, of Temple University would like to invite you to The Annual Neighbor’s 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 • Macy’s • AFLAC

The Annual Neighbor’s 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!

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Media Alert

The Annual Neighbor’s Job Fair sponsored by Temple University

At The Annual Neighbor’s Job Fair sponsored by Temple University on May 3rd, North Philadelphia residents will receive a helping hand in their employment search by being

connected with local employers.

What: The Annual Neighbor’s Job Fair sponsored by Temple University’s Human Resources, Community Outreach and Employment Department.

When: May 3rd, 2011 from 10:00 am – 1:30 pm

Where: Mitten Hall, located at 1801 North Broad Street, Philadelphia PA. 19122

Who: Over 50 businesses, agencies and organizations will meet with North Philadelphia residents who are seeking employment.

Contact: Bill Hart, whart@temple.edu, 215-204-0677

Details:

The Human Resources Department at Temple University understands that the faltering economy can make it difficult for residents of North Philadelphia to find employment.

The Annual Neighbor’s Job Fair sponsored by Temple University is here to lend a helping hand to North Philadelphia residents in their employment search.

Over 50 businesses and companies will be in attendance to help guide each job seeker into a position that is right for them. Employers range from Nationwide Insurance to Sugar House Casino. A few returning employers include Lowes, PGW, Aflac, Macy’s, Rite Aid, Aramark, and Septa. There are many more employers who are ready to lend a helping hand to Temple’s neighbors.

The goal of The Annual Neighbor’s Job Fair is to lend a hand and guide local job seekers to understand more about the current job market and get in touch with local businesses.

“We have developed a community outreach and training program that will assist job seekers in looking for jobs online. We want to be there to lend a helping hand to our community. This job fair is part of our outreach effort,” said Harry Young, associate vice president of human outreach.

Temple University strives to be one of Philadelphia’s community resources. The Annual Neighbor’s Job Fair is just another helping hand in the progression towards a better city.

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Press Release William E. Hart Office of Human Resources, Community Outreach & Hiring 215-204-0677 whart@temple.edu

FOR IMMEDIATE RELEASE: April 7, 2011 Philadelphia, PA – (April 7, 2011) – On Tuesday, May 3, 2011, Temple University‘s Office of Human Resources, Community Outreach & Hiring will be sponsoring/hosting the Annual Neighbor’s Job Fair. The event will take place from 10am – 1:30pm at Temple University’s Mitten Hall at Broad and Berks Street, Philadelphia, PA 19122. There is no cost for admission. Businesses, agencies and organizations that will be participating in this event include: Lowes, PGW, Aflac, Macy’s Rite Aid, Aramark, Septa and much more.

The objective of the Annual Neighbors Job Fair event is to lend a helping hand in providing permanent residents near Temple University’s main campus and Health Sciences Center a chance to network with various employers. During this event a workshop will be held to help educate job seekers about using the Internet to improve their job searching skills.

Temple University’s Office of Human Resources, Community Outreach & Hiring’s initiative is designed to ensure a mutually beneficial future for both Temple and our neighbors by increasing employment for residents of North Philadelphia.

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Public Service Announcement

FOR IMMEDIATE RELEASE: April 7, 2011 Contact: William E. Hart, Director, Community Outreach, (215)-204-0677, whart@temple.edu

Annual Neighbors Job Fair

Tuesday, May 3rd, 2011 10:00 a.m. to 1:30 p.m.

Temple University Mitten Hall 1913 North Broad Street, Philadelphia, PA

PHILADELPHIA, PA- Temple University will be hosting the Annual Neighbor’s Job Fair on Tuesday, May 3rd 2011. Job seekers living near the Temple University area are invited to attend from 10am – 1:30pm at Mitten Hall at Broad and Berks Street, Philadelphia, PA 19122. There is no cost for admission. Employers that will be participating in this event include: Lowes, PGW, Aflac, Macy’s, Rite Aid, Aramark, Septa and much more.

Attendees looking to submit applications should bring an updated copy of their resume.

A workshop about using the internet to search for jobs will be held during the event. For more information, Contact Temple University’s Office of Human Resources at 215-926-2244.

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Suggestions

Webpage – In today’s society people are used to getting information on the internet,

therefore one suggestion that we would like to make would be to have a webpage for the

Annual Neighbor’s Job Fair. The webpage would be a place where all information for the

Annual Neighbor’s Job Fair can be placed. On the webpage there would be tips for job

interviews, advice on how to dress for an interview, and also it would be nice to feature

stories of people who attended the event last year that has gotten a job and how the job

fair has impact their lives.

Social Media – An event page would be made on Facebook and Twitter. It would be a

great way to advertise to specific audience. Due to the fact that there are limited amount

of budget, this would be a tactic that can be taken into used in the campaign. This tactic

does not cost anything, it does not take a lot of time to create, and also at the same time

by checking to see how many people had RSVP for the event would be a great way to

track how successful the event will be.

Cooperate with Art Department – Due to budget restraints, most of the advertising

done for this event are black and white. By cooperating with the art department, we can

ask students in that department to create a large painting that is creative, colorful, and still

sticking to the campaign’s “lending a helping hand” idea. This large scaled poster could

be posted on the side of a Temple University building on Broad Street. This way there

would be a strong advertisement for the event that would works as a billboard. The most

important fact about this idea is that this advertisement is almost entirely free.

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Summary

In conclusion, the client requested a revitalized campaign for the Neighbor’s Job

Fair, which is sponsored annually by the Temple University Human Resources

Department. The event aims to lend a helping hand to the communities surrounding

Temple University by getting locals in touch with local employers and give them the

tools to further search for jobs on their own. It is important to be a good neighbor and

lend a helping hand to those who live near Temple and continue the goal of bettering

lives beyond those of Temple’s Students.

We have proposed a theme of “Lending a Helping Hand” because we feel that it

accurately communicates Temple’s dedication to helping their neighboring community.

Following this theme, we created a Logo, Flyer, PSA, Media Alert, Press Release and

Website to help brand the Neighbor’s Job Fair while keeping in mind the client’s

stipulations and requests.

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Appreciations and Thanks

We would like to thank William Hart, Harry Young, and Karen Ward as well as

the entire Human Resources Department for their time and cooperation. They have

provided essential input for putting together a successful campaign for The Annual

Neighbor’s Job Fair. We would also like to thank Professor Marra for providing the tools

and guidance necessary for completing the project.