The University of Texas at Arlington

Executive Summary

• Recruitment Challenge • Increase awareness

• Modern Recruiting Tactics• Raw data

• Campaign Success• Increase awareness• Educate target audience

Objectives• Millennials

• Driven by technology• 80 million plus total in population• Most educated generation

• 63% have bachelor's degree

• Challenge• Craft Professionals• Degreed Students

Market

Research

Pre-Campaign Survey

Awareness44% of Millennials were not aware of career opportunities in the fuel & petrochemical industry while 3% were very familiar.

Future Opportunities34% thought there were widely available and growing opportunities in the fuel and petrochemical industry.

Survey Response

24%

15%

23%

5%

13%16%

4%

UTA Students

What is most important to you when looking for a job?

Survey Response

What are your salary expectations upon graduating?

UTA Students

$0 -$29,000$30,000- $39,000$40,000- $49,000$50,000- $59,000$60,000- $69,000$70,000- $79,000Other

23%

22%

3%

6%11%

20%

15%

Focus Group

GoalTo gain insight on the attitudes and perceptions of our target audience about the fuel and petrochemical industry.

Results• 50% of participants felt the future of the

industry was favorable.• “Opportunity for advancement” was stated

as the number one career goal.• When participants were asked how they

search for potential employment, the majority using LinkedIn.

Communication Strategy & Marketing Tactics

Strategy & Tactics

Strategy

Fueled Innovations devised an effective strategy utilizing social media such as Facebook and Twitter to disperse literature about occupational prospects in the fuel and petrochemical industry.

Tactics

The main objective was to increase awareness and employee recruitment. Participants had access to food, raffles for gift card, trivia games about the Fuel and Petrochemical Industry.

The name Petrol Party was significant because products produced with petrochemicals were displayed throughout event.

Strategy and TacticsPamphlet: Front

Pamphlet: Back

FlyerPoster

Petrol Party

Table Sign #1 Banner

Table Sign #2

Strategy & Tactics

Petrol Party included an Interactive photo booth with live tweeting & Facebook announcements including #comefuelyourself,

#acrudeaffair and #petrolparty.

Petrol Party Video

Social Media

Social Media

www.fueledinnovations.com

Social media sought to garner following and reach by

encouraging individuals to engage with us to effectively disperse news and career opportunities

within the industry.#comefuelyourself

Facebook

@FueledInnovations• 79 Likes • 717 post clicks, likes,

comments & shares• 8809 Facebook reach

Twitter

@FueledCareers• 39 Followers• 604 profile visits• 3,948 tweet impressions

Budget

Budget

Advertising ResearchPublic Rela-tions

24.71%

61.9%

5.1%

$247.11

$51.25

$618.77

Grand Total: $917.13

Campaign Evaluation

Post Event EvaluationYes No

More familiar with products

32 8

More familiar with careers

26 14

Learned Current Major is associated

32 8

Consider a career

30 10

The results were astounding, with 320 interest cards being filled out, garnering an even larger crowd as the mass propagated.

Evaluation

• Effective advertising produced high event participation• 4,000 Twitter impressions • Facebook reach of more than 8,000 people

• 65% of our target audience became more aware of the fuel and petrochemical industry than at the start of the campaign.

• 75% said they would consider a career in the field.

The University of Texas at Arlington