AGENCY 0072 presents EVALUATION OF OLD CAMPAIGNS BOOK

Introduction Team Inspiration  Good use of theme continuity (Muses)  Attractive presentation Executive Summary  Easy-to-follow organization  Be conscious of spacing vs. indentation AGENCY 007

Industry  History  Trends in Job Market  Growth  Aggressive Recruiting  Experience Favored  Women Wanted  Outsourcing  Engineering Organizations AGENCY 007 Company  Background  History  Operations  Future  Key Facts  Products  Products & Services  Sales  Employment Competitive  Direct Competitors  Web Site  Advertising  Career Fair Prospect Evaluation  Geography/ Regionality Situation Analysis cont’d

The Good “Evolution of Engineering” timeline Great coverage of many topics Images/descriptions of Web sites “Key Facts” section Appealing internship benefits Short paragraphs with pictures mixed in Broke down strengths and weaknesses AGENCY 007 The Bad  Confusing setup  Pixilated graphs (difficult to read)  Language switched between professional and casual  The summary of findings didn’t flow very well

Research Objectives 1)What attracts target market 2)Target market’s awareness of company and competitors 3)Target market’s media habits Strategies  Online survey  Quotes Report Tables & Graphs  Included quotes from surveys AGENCY 007

Research cont’d The Good Objectives very useful and relevant Objectives gave report a good direction Online survey is very convenient AGENCY 007 The Bad  Yellow boxes for SWOT are hard to read and not pleasing to the eye  Misspellings  Centered quotes

Marketing Objectives  “To increase the number of quality applicants by 20% between September 2007 and May 2008.” Strategies  Creates Group A (for recruiting out of state) and Group B (maintaining in-state applicants)  4Ps presented effectively Positioning  Create a nurturing corporate culture AGENCY 007

Marketing cont’d The Good Pointed out what needed to be emphasized Rationale is a good idea AGENCY 007 The Bad  Rationale chart is too wordy  Use of “quality” unclear; objective needs to be more specific  Inconsistent bullets

Advertising Objectives  Increase awareness of Harris among students by 15% between the months of January and December  Well-correlated to marketing objective  Increase the number of applicants by 20% between the months of September and December  Same as marketing objective Strategies  Internet (banner ads) & Print Ads  Not very creative, but clearly written AGENCY 007

Sales Promotion / PR Objectives  They are appropriate because they are measurable and specific Strategies  Creative, clear and achievable  Well-tailored to the market they are going after Tactics  USB Drives  good idea  Sports fans  bad idea AGENCY 007

Sales Promotion / PR cont’d The Good Giveaways are practical and useful Footprint idea – “Go Further” – fits the journey theme Boarding pass idea is creative and consistent with theme AGENCY 007 The Bad  Inconsistent spelling of “Giveaways”  Give-a-ways  Give-aways  Giveaways  Pixilated images of products

Creative Objectives  Followed guidelines given in packet  Identical to advertising objectives Strategies  Very descriptive  Follows guidelines Examples  Internet banner ads  creative  Online games  creative idea, poor execution (copy falls flat)  Print ads  good presentation, superfluous copy, poor readability AGENCY 007

Creative cont’d The Good Consistent style, color and design Online games are creative AGENCY 007 The Bad  Copy of online games falls flat  Print ads are cluttered

Media Objectives  Goals are in numbers  Not consistent with Marketing/Advertising strategies Strategies  Feasible with cost-efficient methods (Internet and newspaper) Tactics  Newspaper insertions  Information well-presented, but hard to read Flow Chart/Tables  Flow Chart includes months not used  Tables are readable, though unattractively pixilated AGENCY 007

Media cont’d The Good Included circulation, rates and CPM for all publications Included deadlines and contact information for the publications AGENCY 007 The Bad  Grammatical errors  Poorly constructed media objectives  Flow chart includes months not used  Pixilated charts with too much information

Overall Comments Design  Creative design elements Section titles along side of pages Subsection titles along bottom of pages Quotes/proverbs on section cover pages Consistent use of theme  Pixilated images throughout Unprofessional Confusing AGENCY 007 Layout inconsistencies  Centered bulleted lists  Differing table appearances  Used noticeable different writing styles in different sections Lack of flow  Wild rag, broken words Errors  Misspelled words  Grammatical mistakes

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