- Assess current situation and materials; identify target audiences, including:
- Set up interviews and meetings
- The marketing agency will meet and interview designated board members and partners to obtain the long-range vision and goals of interested partners.
- What is the Career Center’s future vision?
- What partnerships and programs in the business community have already been established?
- What more can be done?
- What are the goals and how will the economic climate impact those goals?
- What are the biggest opportunities?
- What are the biggest competitive factors?
- Determine a brand strategy for new marketing and promotional material to reach the multiple target audiences—business owners, executives and job- seekers.
- Present 2 options for look and feel with tagline options, top level messaging (headline styles, call to action) and voice sample for copywriting. The selected marketing agency will create a custom look, feel and voice designed specifically for the career centers throughout all touchpoints.
- Show the approved look and voice on sample deliverables; TV spot, radio spot, online ad, pamphlet, poster, postcards, e-blast, banner ads, website page.
- Find effective storytellers who can convey the power of Career Center’s services.
- Develop talking points and FAQs; Train key spokesperson(s).
- Reach out to editors and write articles.
- Communicate the campaign message through earned media (print, online, radio, broadcast).
- Advocate and educate online through social marketing networks
- Create pages for Career Center on Facebook, Linked-In, Twitter and other digital social media.
- Develop an outreach plan to the business community.
- Allotment of In-kind Media to be determined.
