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7/24/2019 US & HZ Hiring Campaign Proposal
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US & HZPROPOSAL // UPSTAIRS SOLUTIONS // JULY 30, 2015
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Dear HZDG,
You have simultaneously been our mentors, our inspiration, and our client,so it is an understatement to say were thrilled to work with you. We cannotwait to help HZ realize its endless potential and hire the very best creatives.The following pages include our proposal for HZs recruitment plan. Weve
loved being on your team, and we hope this plan helps you expand analready amazing company.
Thank you for a great summer.
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US.
You.campaign objectives / 5campaign overview / 6scoping / 7planning & implementation / 12project costs / 13
company background / 3team / 4
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Table of Contents
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Upstairs Solutions.History
Upstairs Solutions was born from a group of
content-hungry millennials. Living and learning
among experienced creatives, we were driven
to branch out, dream big, and stake out our ownland. From the suburbs of DC, ten like-minded
individuals came together to form a team that
combines purpose, motivation, creativity, and
success.
Philosophy
Upstairs, we believe great work comes from higher
thinking. We brand experiences and let consumers
experience brands. Above all, we believe that creative
thought bonds all kinds of people in an intimate way.
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Whos Upstairs?
Kyle HalsteadDirector of Project Management
Megan LandauDirector of Media Planning
Julie DietzDirector of Design
Elana WolpertDirector of Copywriting
Hillary AsherDirector of SEO
Amanda Brody
Director of Account Services
Alex ODaniel
Director of Social Media
Samantha Weinberg
Director of PR and Recruitment
Servane Bastien-Thiry
Director of Design
Allison Heimberg
Director of New Business
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Campaign Objectives
The objective of this recruitment plan is to help HZ hire creatives. Through
a variety of non-traditional networking events, video blogs, landing pages,
email marketing and digital advertising, we will show HZs creative capacity
and desirable job atmosphere.
Campaign Objectives
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Campaign Overview
HZ Talks
Alternatively, the HZ Talks campaign will function as a
soft sell targeted to millennial job-seekers. The Talks are
3-part video series on personal branding advice from HZ
employees. This series will create an organic relationshipbetween HZ and job seekers.
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Is HZ Your Perfect Match?
Our proposed Perfect Match campaign will be the
hard sell to both millennial job-seekers and experienced
creatives. The campaign will feature speed dating
networking events, a video series that showcases HZspersonality, and a branded Careers landing page on HZs
website.
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PERFECT MATCH:TACTIC ONE
Speed Dating Networking
Old school networking events? Boring. Well help HZ to network with a twist-- a
speed dating twist. HZ will host Perfect Match networking events at DC Canvas
in November and May, with the potential to expand to NYC in June. At these
events, networkers will be invited to speed date HZ employees. As networkers
rotate to a new employee each round, the MC will present creative challenges
that the pair must discuss a solution for. Speed dating will be followed by ahappy hour, which will allow compatible pairs to exchange contact information.
We will market these events starting one month prior using segmented email
marketing, in-mail advertisements on LinkedIn, flyers and content on HZs social
media networks.
In addition to hosting Perfect Match events, we recommend HZ broadens their
reach in general city-wide networking events. HZ employees will be encouraged
to attend at least one general networking event in their respective city in
September and October.
AT A GLANCE
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$
Timeline:
Sept - Oct / Employees attend 1
networking event per month in their city
Oct / Marketing for Perfect Match event 1
Nov / Perfect Match event at Canvas
April / Marketing for Perfect Match event 2
May / Perfect Match event 2 at Canvas
Key Activities:
LinkedIn advertisements
HZ social media content
2 Perfect Match events
Increased presence of HZ employees at
networking events
Budget:
$12,000
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PERFECT MATCH:TACTIC TWO
HZ Personality Video Series
Upstairs Solutions will assist HZ in creating a video series that will showcase the
agencys fun and creative atmosphere. We will create 5 short videos featuring a
flash-mob in the HZ office, interviews with employees, and more. Each video will
relate to the Perfect Match theme.
Throughout December and January, we will air 15 second spots of each video in3 movie theaters in DC, NYC and Santa Cruz. Longer versions of each video will
also be promoted on HZs social media accounts.
AT A GLANCE
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Timeline:
Sept / Begin filming and producing series
Dec-Jan / Run video spots in movie
theaters throughout entire month
Feb - April / Share video spots on HZs
social media networks
Key Activities:
Film and produce video series
Air 15 second video spots in 3 movie
theaters (DC, NYC, Santa Cruz)
Share video spots on social media
Budget:
$10,600
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PERFECT MATCH:TACTIC THREE
Careers Landing Page
We will create a Careers landing page branded according to the Perfect Match
campaign. This page will make it easier for job-seekers to find opportunities at
HZ, and the branded content will help HZ to stand out from other agencies.
A link to the landing page will be included on all marketing materials related to
the Perfect Match campaign. In addition, we will run branded digital advertisingcampaigns through display advertisements, Facebook advertisements and SEM
marketing throughout the campaign. These advertisements will target millenial
job-seekers as well as experienced creatives, and will send them to the landing
page.
AT A GLANCE
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Timeline:
Sept / Create Careers landing page
Jan - March / Digital advertising for
Careers landing page
Key Activities:
Create Careers landing page
Run digital adveritisng campaign directing
targets to landing page
Budget:
$25,350
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HZ TALKS:TACTIC ONE
Personal Branding Series
Upstairs Solutions will guide HZ in creating three video segments related to
personal branding. These videos will be targeted at millenial job-seekers. A
group of 4-5 engaging HZ employees will create the videos, which will be
focused on creative personal branding in terms of resumes, cover letters,
interview tips, and more. One video will be posted per month in February, March
and Apirl.
The objective of this series is to create an organic relationship between HZ
and job-seekers. Millennials will seek out the web series for their own personal
benefit, but then will further research and expand their relationship with HZ.
AT A GLANCE
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Timeline:
Feb / Post video segment 1
April / Post video segment 2
March / Post video segment 3
Key Activities:
Create personal branding series
Establish organic relationships with
millennial job-seerkers
Budget:
$0
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HZ TALKS:TACTIC TWO
Video Series Landing Page
We will create a HZ Talks landing page that will host all of the personal branding
video segments. To access the videos, users must enter personal information
such as their name, email address and occupation or school. After entering this
information, users will be able to access the videos anytime. HZ will be able to
use this information for future digital and email marketing.
Digital advertisements for HZ Talks will run from February-March. A combination
of Facebook advertisements, SEM marketing and email marketing will direct
creative millennials to the HZ Talks landing page.
AT A GLANCE
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Timeline:
Jan / Creation of HZ Talks landing page
Jan - March / Digital advertising campaign
Key Activities:
Create HZ Talks landing page
Market HZ Talks to creative millennials
Budget:
$10,550
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Planning & Implementation
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Project Costs
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10101 Molecular DriveSuite 300, Upstairs, in the FactoryRockville, MD 20850
Hours:10 AM to 3 PMMonday through Thursday
upstairssolutions.com