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AGENCY 007

EVALUATION OF. OLD CAMPAIGNS. BOOK. AGENCY 007. 2. presents. Introduction. AGENCY 007. Team Inspiration Good use of theme continuity (Muses) Attractive presentation Executive Summary Easy-to-follow organization Be conscious of spacing vs. indentation. Situation Analysis cont’d.

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AGENCY 007

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  1. EVALUATION OF OLD CAMPAIGNS BOOK AGENCY 007 2 presents

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

  3. Situation Analysis cont’d 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 • Industry • History • Trends in Job Market • Growth • Aggressive Recruiting • Experience Favored • Women Wanted • Outsourcing • Engineering Organizations

  4. Situation Analysis cont’d 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 • 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

  5. Research AGENCY 007 • Objectives • What attracts target market • Target market’s awareness of company and competitors • Target market’s media habits • Strategies • Online survey • Quotes • Report Tables & Graphs • Included quotes from surveys

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

  7. Marketing AGENCY 007 • 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

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

  9. Advertising AGENCY 007 • Objectives • Increase awareness of Harris among students by 15% between the months of January and December 2007. • Well-correlated to marketing objective • Increase the number of applicants by 20% between the months of September and December 2007. • Same as marketing objective • Strategies • Internet (banner ads) & Print Ads • Not very creative, but clearly written

  10. Sales Promotion / PR AGENCY 007 • 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

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

  12. Creative AGENCY 007 • 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

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

  14. Media AGENCY 007 • 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

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

  16. Overall Comments AGENCY 007 • Layoutinconsistencies • 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 • 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

  17. Thank You! This presentation will now self-destruct…

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