Advertising Campaign Proposal - Newhouse SchoolAdvertising Campaign Proposal for the GET Immersion Experience Program ADV 625: Advertising Campaigns June 9, 2011. 2 We’re not political

Advertising Campaign Proposal for the GET Immersion Experience Program

ADV 625: Advertising CampaignsJune 9, 2011

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We’re not political but we do have an agenda.

Our agenda is to create factions around brands. We measure success by positioning your brand at the top of consumers’ minds. We will build a faction around your brand.

Our advertising doesn’t just catch the eye of the consumer. The advertising we create inspires consumers to become advocates for your brand.

ManifestoFACTI No

Jill Biedenharn Account Director

Emily NealBrand Strategist

Joanna MoCreative Director

Rachel SpoontAccount Planner

FACTI No

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Table of ContentsSummary

Situation Analysis

Consumer Insights

Creative Brief

Media Planning

Campaign Evaluation

Appendix

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Hi Mom!

It’s been two weeks since school started and I’m already busy! I thought taking 15 credits would be too much as a sophomore but I can definitely handle it. So far, my favorite class is Imagination where we get to think of creative solutions for business ventures. I will be spending so many hours studying at Whitman this semester. Don’t worry, I’ll take breaks so I don’t go blind from staring at a computer for 10 hours a day!

There are a lot of events coming up for my sorority. I’m in charge of organizing the AIDS Walk fundraiser which is coming up in October. I’ve also been talking to my advisor about studying abroad in London next semester. There is a course offered there that would count for my Entrepreneurship & Emerging Enterprises major and you know I have always wanted to explore Europe!

The other day I was in the computer lab at the iSchool and saw a screensaver for a program that seemed interesting. It is an 8 month internship with a technology company and I could even live in New York City. I’ve also heard it has great job placement but I want to find out more information before I make a decision to apply.

I miss everybody at home! Tell Dad and David I say hi!

Love, Hannah

Situation Analysis

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GET is a comprehensive program with a Minor, Immersion Experience and a Graduate level study.

The 18 credit minor offered through Syracuse University for SU students only provides coursework that expands and offers skills that prepare students for the workplace. Presentation skills, business planning, basic technology skills and a well-rounded skill set that will help them advance once in the workplace.

Working with other highly regarded Universities like the Ohio State University, Rutgers, Drew and the University of Delaware to recruit elite students for the IE program, GET has been able to distinguish itself as a premiere academic opportunity. Participating companies JPMorgan Chase, Bloomberg, Cisco Systems, IBM and more also benefit from a flow of highly capable and ambitious workers who will more than likely also become their full time employees in the future.

There is also a graduate level option through GET that is being cultivated and added to this integrated and comprehensive program. Just in it’s formative stages, this is yet another option for students to advance their coursework and gain in both information and as well as advance their curricular potential.

Brand Analysis

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Immersion Experience

The Immersion Experience, or IE is open to any student who applies through Syracuse University. More than a basic internship experience this is an intensive and integrated opportunity that places students within the workplace for eight months as contributing members of a company. Different than co-op programs through other Universities the IE opportunity melds the “real world” experience within the workplace and coursework with a basic requirement of 9 credits earned simultaneously. This allows for students to stay on track to graduate, while integrating their collegiate studies and building a foundation of work experience offering a deeper understanding of both worlds.

Brand AnalysisThe Problem

Perhaps the IE program’s greatest challenge is finding enough students willing and capable of participating and maneuvering through the challenges of the program. With more placements open than they have students to fill, the IE program is working to recruit and place more qualified applicants every year to fill the growing demand.As this is an extremely challenging as it is rewarding experience the students who participate need to be of the highest caliber in both academics and maturity to take on the eight-month intensive program. Qualified applicants are a necessity and recruiting a more substantial amount each year is currently the most pressing issue facing the IE program.

The GET IE is an ever-evolving and rapidly growing program that is improved with every semester and has the potential to become an elite, comprehensive opportunity for students to excel during their collegiate careers.

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BuzzWord Map

GET IEINTENSE SALARY

EXPERIENCE

Google has couchesINFORMATION SYSTEM

LINKEDIN

LOCATION

MONEYJOB MARKET

NETWORKING TECHNOLOGY

NO INTERNSHIP=DEATH

FACEBOOK

SCREENSAVERS

ENVIRONMENT

TWITTER

DATA

of GET IE/Internship in General

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The most direct competition are other co-op groups offered through Universities across the nation, study abroad opportunities, specifically the Syracuse University programs, and the desire to live the college experience to the fullest.

Competition

Co-op ProgramCo-op programs across the nation have been popular in providing the opportunity for students to gain not only training in their field of study but also experience in the workplace as well. Very similar to the IE option through GET, co-op positions provide students the chance to experience the workplace during their college career, applying skills that they’ve learned in practice. These learning experiences range in length of time and variety and offer a multitude of knowledge surrounding the given field of study as well as valuable life lessons.

Study Abroad ProgramStudy Abroad opportunities are also an extremely popular and attractive option for students at distinguished Universities like Syracuse and actually draw students from other schools to participate in the study abroad program. With a required high GPA and an independent and adventurous spirit necessary to explore study abroad options, students who show interest in this unique learning experience share a number of qualities and values as those who look into the IE program.

College ExperienceThe actual college experience itself, the campus life, friends, extra-curricular activities might prove to be the largest competition to the IE program. These aspects of being in college are a large part of the equation in wanting to seek higher education in a University setting. Leaving not only their campus, but their college life for eight months to join the workforce while still carrying enough credit hours to stay on track for graduation can be a tough option to explore for most undergraduates.

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Primary Target

College students, either age 18-22 or freshman through junior status.

Individuals who are:

• Highly motivated

• Interested within the fields of technology, business administration and systems management

• Independent and ambitious within their extra-curricular activities and future goals

• Specifically those who are involved in a number of student organizations and who show interest or apply to study abroad programs

• Students enrolled in the GET minor as well as the iSchool, Whitman, and Smith School of Engineering at Syracuse University

• Students that show interest in working in technology and are open to working for non-tech companies like JPMC

TargetSecondary Target

• Colleges and Universities that show interest in joining or affiliating with the Syracuse University GET program

• Companies that are not specifically “tech companies” but are still highly involved with and have a great need for technology innovation and advancement.

envisions more for the GET IE target. Find it in our Consumer Insights section. FACTI No

SWOT

Strengths• Collaboration with Fortune 500 companies• Opportunity for students to work in the real

world and still graduate on time• Uniquely designed curriculum for students

to apply coursework to challenges in the internship

• Opportunity for students to work on site at a sponsoring company’s location for the entire spring and summer semesters

• Networking opportunity with high level management

• Students are well compensated• Growth in technology industry• Every business needs a technology dept.

Weaknesses

• Low awareness outside of iSchool• The program requires students to

leave campus for a long period of time

• Uneven attractiveness between technology and non-technology companies within the program

• Lack of detailed description of benefits from each of the participating companies

Opportunities

• Students’ increasing awareness of the importance knowlogy of information technology in their future career

• More companies are willing to participate in the program

• Impressive number of available internship positions

Threats• Severe competition from regular 10

week summer internship programs, co-ops, study abroad programs, and similar immersion programs from other universities

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Consumer Insights

Sarah Porter Junior at Syracuse University

“I’m willing to stay in on a Friday night to do homework. I know the

hard work I put in during college will pay off once I graduate.”

• Female, 20

• Whitman/iSchool Dual Major

• Management/IT

• 3.52 GPA

• iSchool Peer Advisor

• Student Body President

GOALS• Short Term: Take advantage of professional, academic & extra

curricular activities offered on campus• Long Term: Become CIO of a global technology company

PAIN POINTS• The application process requires a lot of time• I’m worried I won’t graduate on time if I participate in the GET IE

program

ATTITUDES &

PERCEPTIONS

• I’m not sure the GET IE program is any different than other co-ops• I know experience like the GET program is necessary to get ahead

NEED/ WANTS• I need real experience, I don’t want to just get someone’s coffee• I want to stand out among my peers. I want people to know I’m

going to do big things with my life

MOTIVATIONS & BARRIERS

• I came to college to get a job so I want to make sure I’m doing everything I can to get the best possible job once I graduate

• Leaving campus will take me away from all the organizations I’m involved in

KEY QUESTIONS

• How will I have enough time to work full-time and go to school? • Where will I live once I’m hired?

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Overachiever

• Male, 19

• L.C. Smith School of Engineering

• Computer Science Major

• 3.4 GPA

• Athletic Department Volunteer

• Peer Tutor

GOALS

• Get a great internship/co-op to build my resume• I don’t go to an Ivy League school so I need to find a way to

differentiate myself if I’m going to be competitive in today’s job market

PAIN POINTS

• Info sessions helped generate interest. However, companies often have boring speakers. People need personalities in order to generate interest. These sessions are often more harmful than beneficial because they make a bad impression

ATTITUDES &

PERCEPTIONS

• I really like the student videos on the GET website, they’re really helpful

• I was sold on the GET program after hearing an alum talk about the program in one of my classes

NEED/ WANTS

• I need a job to be challenging for it to be worth leaving campus for an entire semester

• I want real world experience to gain valuable skills that will help me in my career after graduation


• It would be awesome to fill up my bank account before graduating • I’m really not sure I want to leave campus for an entire semester, I’ll

miss out on so much if I do

KEY QUESTIONS

• What will a typical day on the job be like?• I know I need an internship but I can just do that during the summer

right?

“No internship = death!”

Phil Smith Sophomore at Syracuse University

Go Getter

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“I saw the GET IE program on a screen saver in the iSchool. I went on

Orange Link and applied right away.”

• Female, 21

• Whitman School of Management

• Entrepreneurship & Emerging Enterprises Major

• 3.3 GPA

• Member of Gamma Phi Beta

• Resident Assistant in Student Dorm

GOALS

• My goal was to get as much feedback from my manager as possible. Luckily, he was awesome and we had regular meetings to log goals, objectives and deliverables. In subsequent meetings I would be ranked in these areas

PAIN POINTS

• The hardest part of the job was learning Excel• The professional environment is very different from the collegiate.

Networks aren’t just laid out for you, you’re more of a number. I wish SU had told us to change our expectations

ATTITUDES &

PERCEPTIONS

• I was in a project management role on the accounting equities team• After coming back from the program I was a different person, I didn’t

have the “young college kid” frame of mind anymore

NEED/ WANTS• I wanted real world experience – and boy did I get it. The GET IE

program taught me things I could have never learned in school• I needed a resume builder – I got so much more than that


• I was all set to study abroad, then I realized London will always be there, this opportunity won’t be

• After discussing it with my parents, I realized this was the best way to have job security after graduating

KEY QUESTIONS

• I was in a project management role on the accounting equities team• I managed data bases – not incredibly technical

Hannah Dudley - IE Class of 2011 Senior at Syracuse University

Social Butterfly

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• Male, 20• Computer & IT Science Major• Honors Program• 3.5 GPA• Advanced Excel Skills • Desktop Support Technician• Athletic Department Volunteer• Peer Tutor

GOALS• I’ve thought about grad school on and off. I don’t know what I would

go for and I’m not sure the price outweighs the benefits in terms of advancing. If I get bored I’ll figure it out

PAIN POINTS• Conflicting advice from professors and managers made it difficult

to make decisions. Professors gave me grades but managers could give me a job – it was about risk/reward

ATTITUDES &

PERCEPTIONS

• I really like the student videos on the GET website, they’re really helpful

• I was sold on the GET program after hearing an alum talk about the program in one of my classes

NEED/ WANTS

• I wanted to make sure I was going to be a part of excellent corporate culture – I got it at JPMC

• I was hoping to get recognition from my manager. When I got it from the CIO I was floored


• One of the most valuable lessons I learned is that experience like the GET program will help get you in the door. After that, its about constantly developing new things, solving problems and increasing flexibility

KEY QUESTIONS

• I was a programmer and created reporting efficiencies for JPMC to use when communicating with its shareholders

“I was able to sit down with the CIO of JPMC – that’s insane exposure.

GET showed me I am capable of doing anything I want – including really big things.”

Dave Allen - IE Class of 2011 Senior at Syracuse University

Future CIO

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Consumer InsightsThe four people profiled are direct representations of the qualified students the GET IE program targets. Their characteristics, demographics and psychographics embody the type of student who will not only seek out opportunities like the GET IE program but will go on to have successful careers in technology. Overall these students:

• Are overachievers

• Actively involved in extra curricular activities

• Interested in studying abroad and as a result not afraid to leave campus for a semester

• Realize they came to college to get jobs and are willing to do what it takes to secure employment after graduation

• Understand a degree from Syracuse University is good, but in today’s competitive job market, it isn’t enough to stand out

• Want hands-on corporate experience before graduating

These are the people the GET IE program needs to reach. They know what they want so getting their attention won’t be easy. However, Faction’s deep understanding of who these people are provides a solid foundation to structure messaging around. We used this foundation to develop creative messages and actively engage future GET students.

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Hi Mom,

I just pressed submit on my application for the GET Immersion Experience. I’m really excited about this program. Ideally, I would get to work for JPMC or IBM but I know that either way the technology departments are going to be great. I’m a little worried about my technical background because I don’t know much about computer programming but my advisor told me there are roles like project management and business analyst that don’t require that much of a technical background.

Also, you are right. London will always be there for me to visit but this immersion experience is a once in a lifetime opportunity that is going to probably lead to a great career. It would be amazing to have a job already secured during my entire senior year while almost everyone else is scrambling around at the last minute to find something. Also, the money I will be making during those 8 months is a huuuge bonus. I can probably treat myself to a fancy London trip afterwards! Just kidding, I’ll save it for tuition next year.

I’ll let you know as soon as I hear back about my GET IE application.

Love, Hannah

Just sent in my application!

Hi Mom,




Love, Hannah

Creative Brief

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Why are we communicating?Somewhere, among the 13,000 undergraduates attending Syracuse University and other participating schools are highly motivated students willing to sacrifice the “typical college life” to get a head start on their careers in technology. Early communication is necessary in order to reach qualified candidates, as this when students have enough time to plan their academic road map and ensure on-time graduation. Attracting new students and corporations and expanding the program will produce a pipeline of top technology talent.

What do we want the communication to do?• Effectively reach qualified candidates to participate in the GET IE program.• Position the GET IE program as a crucial stepping-stone to a successful career in technology.• Make the GET IE program as a top choice among students considering the study abroad program.

Who is our target?• Primary: College students in their sophomore or junior year who are highly motivated, independent, innovative and

interested in a career in technology• Secondary: Companies and other Universities interested in creating a partnership that produces a pipeline of top

technology talent.

What do they currently think?“I had no idea what the GET IE program was until I saw it on a screen saver in the iSchool. I spoke with my professors who were also a little fuzzy on the difference between the GET IE program and the GET minor. It took a while, but I was excited when I eventually figured out that JPMC wasn’t the only company participating.”

Creative Brief

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What do we want them to think?“I was able to sit down with the CIO of JPMC – that’s insane exposure. GET showed me I am capable of doing anything I want – including really big things.”

What is the single most compelling promise we can make? The GET IE program provides networking and career opportunities unrivaled by any other internship experience because students gain valuable skills that will help ensure a successful career. Getting a decent paycheck and staying on track for graduation are added bonuses.

How do we make it believable?GET IE alumni have experienced both the program and the profound effects the program has had on their career. Alumni can relate to current students interested in GET and share their personal experiences, enticing qualified candidates to pursue the GET experience.

What tone should be used?Upbeat. Energetic. Professional.

Cognitive Map

“Their info sessions helped generate interest. However, other companies often have boring speakers. People need personalities in order to generate interest. These sessions are often more harmful than beneficial because they make a bad impression.”

“Internships teach you about the environment that school isn’t able to teach.”

“I care the most about the pay as well as the percentage of internships they give jobs to. That is one of the main reasons why I picked JPMC. I saw there was a high percentage of people who got hired from the job and that was a huge factor for me. “

Keeps students in touch with students to promote GET, especially IE program

GET WIRED IN with GET IE

Internships are crucial for future success

“Overall, the IE program provided valuable work experience in a large organization that helped me to determine the type of career I wanted to pursue, and develop the skills necessary to do so. I continue to reflect upon the experience as a positive one, and would highly recommend any student to pursue an extended internship experience while preparing for a future career.”

“I trust what people who have had experience say over pamphlets and promotional stuff like that. If I knew what their experience was like I would be more inclined to check it out.”

Same Old Information

Sessions are boring

Emphasis on Technology

“It’s a huge firm so they’re able to do big things, and almost anything you can think of in technology you can find someone to talk to about. Although the firm is so huge it feels small at times.”

“Although JPMorgan Chase is a financial institution, I found that there were endless opportunities to engage in technology since it enables the business functions and operations across the entire organization.”

Networking opportunities are important bonus

“I was invited recurrently to my manager’s weekly tennis match, where I got to network informally with a rising business leader - absolutely one of the highlights of my experience. I also was able to connect, and establish lasting friendships, with members of GE’s Information Management Leadership Program - a rotational program for students just out of college that exposes them to various aspects of the business.”

“Companies should link their social media to their websites”

“I would reply to a company’s twitter, but not Facebook”

Social Media is a way of life

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PositioningFor ambitious, independent students, the GET IE program is a one of a kind academic opportunity that is the best way to build “career equity” because while networking with upper-management and earning money, students still graduate on time and heighten their chances of post-graduate employment in the technology industry.

GET IE

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This campaign utilizes social media platforms to tell a story and communicate with students on a personal and relatable level because they are very familiar with these forms of communication. It is a modern form of testimonial advertising. Students will see posters of Foursquare check-ins at JPMC in Manhattan and tweets from GET IE students about preparing for their presentation to the CIO at IBM and want to learn more about the GET IE program.

Research showed that social media can be an effective way to recruit students, however, everything needs to be linked back to the official GET IE site to further legitimize the proposition. Our campaign will include the official website and QR codes students can scan with their phones to be immediately taken to the GET IE site so they can learn more information from a trusted source.

This program is focused around technology and we want students to understand that the GET IE program will put them on the fast track to a great career. The slogan “Get wired in with GET IE” communicates that students will be completely integrated into an intense program that leads to a great future and tying it together by using technological terms and imagery.

with GET IEGET WIRED INBig Idea

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Media Planning

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Why are we communicating?• Reach 80% of students in schools targeted as skilled candidates for the GET IE program which are the information

technology, business and engineering schools at participating colleges & universities using traditional and social mediums

• Reach 50% of students outside of the targeted schools

Media Objectives

• Pulsing schedule with the greatest emphasis during the Fall semester to get as many qualified students as possible to apply. Smaller presence via social media continued throughout the entire year.

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Traditonal Media

Print ads in school newspapers, posters

Objective: Reach a wide range of qualified students outside of the schools that are considered good candidate pools.

These publications reach a broad audience of students. Students who are involved and interested in campus activities read this publication and are the type of person that will be well-qualified to participate in the GET IE program. Other school newspapers to advertise in are:

• The Review (University of Delaware)• The Lantern (Ohio State University)• Daily Targum (Rutgers)• The Acorn (Drew University)

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Traditonal MediaScreensavers and computer tags

Objective: Reach qualified students while they are engaged in an academic setting and provide them with a chance to conveniently get more information.

Screensavers in the iSchool, Whitman and the L.C. Smith School of Engineering with general information about the program have proven to be effective. In a one-on-one interview with a GET IE alumni placed at JPMC and is now employed at JPMC, this is the method that she found out about the GET IE program. The screensavers can be improved by adding physical computer tags that supplement the information on the screensavers on how to get more information after students have logged in to a computer. This way, the information is still readily available once the screensaver is gone.

Computer Tags

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EVENTS

Panel discussions

Objective: Provide a forum in which students can learn detailed information directly from students who have participated in the program.

These discussions help give students a personal experience with students who have participated in the GET IE program. By hearing stories about the networking opportunities, great pay and other benefits of the program straight from the students who participated, qualified students will be more comfortable with making the decision to participate in the program.

Guerilla Marketing

Floor Decals

Objective: Catch the attention of qualified students in a place they don’t expect. Many people stare at the ground when walking around campus.

Place floor decals inside of Whitman, the iSchool, and the Engineering school with random facts and quotes about the GET IE program. The design of the decals will be consistent with our campaign and be an interesting way to capture the attention of students walking through the halls. These decals will be placed when the Fall semester starts and removed after the deadline for the GET IE application.

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The Mainframe Blog

Objective: Engage students who are interested in and currently participating in the program to create a forum of communication between all participants in the program.

Students who are currently in the GET IE program will participate in a tech blog called The Mainframe. In this blog, students can contribute personal stories and talk about their experiences at the company they are placed with. Managers and mentors of these students should also contribute to the blog so students can see the kind of networking that is possible with this program. Also, including blog posts with videos of candid moments around the office that capture what the company culture is like for each of the offices that students work at. A fun environment is one of the most important factors in an ideal job according to our research.

LinkedIn

Objective: Create a formal and professional community for IE alums.

This account should provide a forum and a network for IE alums and people looking for more information to connect in a professional online setting. LinkedIn is the most reputable social networking site to recruit students. Individuals who are well qualified for this program will most likely already have LinkedIn accounts because they are focused on their professional career earlier than most of their peers in their undergraduate lives.

DIGITAL

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Twitter

Objective: To create an informal forum to update students about program deadlines, new blog posts, panel discussions etc., that are all tied back to the official GET IE site.

This Twitter account should be specific to the GET IE program, unique from any other account the GET program might have. This account will update students about deadlines, panel discussions and other events as well as involve past and currently enrolled GET IE participants to add their thoughts about the program. Our research showed that Twitter and LinkedIn were the most appropriate ways to recruit students online.

DIGITAL

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Budget

Campaign Evaluation

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Campaign Evaluation

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Time Spent On Website

The amount of time users spend on a web site varies depending on website content, user interest, site download speed, etc. Identifying the average time spent on globaltech.syr.edu will indicate areas for improvement.

Bounce Back Rate

The bounce back rate identifies the number of users who visit the site and leave immediately. This measure will help to identify how many people are unsatisfied to the point of not wanting any GET IE information.

Conversion

Effectiveness of the GET IE website is measured by the number of website visitors compared (as a ratio) to the number of students who apply for the GET IE program.

QR Code Requests

By tracking the number of people who request information using the QR code printed on marketing materials, advertising effectiveness can be measured for specific materials as the QR code is not printed on all pieces.

Upstream Sites

Indicates the websites users visited immediately before visiting the globaltech.syr.edu websites. Once identified, these websites can be used as advertising platforms.

Downstream Sites

Sites users visited immediately after visiting the GET IE website. Once identified these sites can be used as an advertising platform and help encourage users to return to the globaltech.syr.edu website.

Campaign Evaluation

Appendix

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Industry Interview Scedule• How/why did you get into this major/industry?

• Perception of Microsoft?

• Perception of JPMC?

• What do you wish you knew before you went into this major/industry?

• Are you willing to work at a non tech company?

• What do you look for in a job? Salary? Training? Culture? Benefits?

• What do you like the most about this industry?

• What do you like the least about this industry?

• Have you ever heard of the GET program?

• Whats your initial reaction to GET program?

• Eventual career aspiration? How do you plan to get there?

• (If person is already in industry) If presented with an application from one of the GET graduates what would your impression be?

• (if person is already in industry) What do you look for when hiring?

• What has surprised you the most over the course of your IE career?

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Interview Schedule for GET IE Student Panel• How did you hear about the program?

• What are the best things about the program?

• What are the worst things about the program?

• Students who didn’t participate in the GET program - what is their view on the program?

• What do your parents do for a living? Technical field?

• How involved were your parents in your decision to be a part of the GET program?

• Where did you grow up?

• What was your high school career like? Public? Private? Sports? Extra curricular activites? AP classes?

• What was your major and why did you choose it?

• What did you do during free time during undergrad? (post GET)

• How many nights a week did you go out during undergrad? (pre and post GET)

• What do your professors say about GET program?

• What do your professors say about getting a job in general?

• How important was salary in your decision to join the GET program?

• What type of feedback did you get from managers during GET?

• Do you plan to go onto Grad School? If yes - what major? Where?

• Would you ever work at a smaller tech company?

• What does your company say about GET program?

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Interview TranscriptPersonal Interview Transcript: E and JInterviewer: Emily NealLocation: Kitty Hoynes Syracuse NY Time: May 26, 2011 9.30pm

Q: Why did you get into this industry?

J: Went to school for Political Science but got a job in IT because it paid better and had more job opportunities.

E: All high school friends were into computers, always been an interest. Mother also into Account Automation, put together a computer in his 6th grade class as a presentation.

Tech was always appealing, when first entered IT world he was excited because it was a “massive frontier to discover”. E also likes tech because he enjoys fixing things and processes that are broken. Went to RIT for tech since it was the first real program in the nation, it was a hot major since it was so new no one truly understood it. Losing interest in IT because it’s now commonplace.

Q: What is your perception of Google in three words?

J: Evil, omnipotent, advertising

E: Frontier, conglomerate, research

E brought up Apple, led to conversation surrounding the company. J described Apple as “Perfectionist, universal,

innovative”. E described them as “Failure through power”. This led to a conversation comparing and contrasting Google and Apple with an emphasis on why tech people want to work at Google:

J: Google deprives privacy for profit, Google is “big brother” and has no right since they can’t delete information off the internet ever and they store all information gathered on every single user.

E: Google has seamless connectivity which makes it more appealing, or better. People want to work at Google because of their campus and employee benefits/culture and atmosphere. They have keg Fridays and everyone gains the “Google 15” because the food on campus is so good. Google emphasizes ROWE: Results Oriented Work Environment with flexible hours and the 80/20 ratio to work on experimental projects. Success through failure, keeps employees fresh and motivates workers to create and innovate.

J: Google gave everyone a 10% raise to stem the flow of employers to Facebook

Q: What do you do in this industry?

Both work in business enablement and risk management by streamlining processes and eliminating redundancies. Fixing the process by improving the technology to solve problems and free up employee time to focus on work rather than needing to go through an obfuscated process. Also backing

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Q: What do you think of Microsoft?

E: Stagnate, after they released XP they stopped innovating, now they’re just replicating other innovations/products. They reversed engineered how Google runs search, going into “evil mode” figuring out how other companies did things and just replicating or working from other innovations to create their products. Microsoft is a good business model and good at making money.

J: Accessible and affordable, stagnate, losing market share.

E: Apple means usability and design, its functional and works with customers to improve and create new products. Microsoft is all about function and interoperability

J: Apple makes products for the masses, Apple caters to everyone and Microsoft caters to the business world. Microsoft makes money by being the product for the everyman, the Toyota Corolla of technology.

E: Microsoft innovated by offering the first suite of software with Office, and integrated systems/programs through one source. Microsoft was seen as evil when in high school, people did not want to work there because of their reputation but it would not have stopped from taking job opportunity there.

Conversation about open sourced software, programs “written by computer geeks for computer geeks” doesn’t look pretty but does what it’s supposed to. This leads to sharing them and programs start to off shoot from each other without a central driving force.

Q: What do you think of JMPC?

J: Solidly run company, good ethically. Managed the government bailout

E: Works with them frequently since they are the bank used by his company

Q: What do you wish you knew before going into this industry?

J: Was trained fully on the job since he didn’t go to school for IT. Didn’t realize IT only exists to help profit and raise margins.

E: Wished he knew that IT were treated like second class citizens. “Not glorious”, basically have to baby everyone all the time. “Business wants to be coddled” and IT is there to pamper everyone’s needs. There is also little to no vertical movement, only lateral movement. Unless become the CIO, very little room to move up.

J: Highest place is CIO in corporation, not CCO/CEO/COO. More movement through ranks of companies on business side as opposed to support/IT

E: Was able to get out of systems analysis and support role by going to boss and asking for more responsibilities. Have to take on own roles to advance within IT roles.

E&J agree: Only time promotions happen in this field is when people leave positions and/or move responsibilities.

J: As with every job constantly develop new things, solving problems and increasing flexibility and complexity in your work to move up.

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Q: Like/Dislike the most about the industry?

E: Doesn’t like how they aren’t respected, “bitches” of the office

J: Part of IT is there to support legacy mainframes and just babysitting ancient technology because can’t get rid of it, but can’t really use or update. Safer to just keep around than rebuild, there’s little to no innovation within this sector. “Just because you’re necessary doesn’t mean you’re important.” But it’s also their fault for not branching and being complacent.

E: Not respected within the office and business culture, but IT is highly valued by the corporations because it’s seen as a money maker/saver. Like that aspect the most is IT’s value is appreciated and supported by the corporations if not the offices.

J: Like the pay and direct involvement with every level of the company

Q: Like/Dislike intertwined:

They like/want to be involved in the many aspects of business, not just a cog.

Q: Reaction to GET program

E: Knew about the GET program thanks to networking event, told his company to join it but they didn’t because they thought they were too big a company to participate.

Thinks it’s a great idea, mostly from the HR perspective. No high turnover once in the office, participants get actual work experience, most employees need to get trained anyway so

this speeds the process and students are cheaper and better so it stems the flow of outsourcing.

J: Not a good idea, too many trade-offs. Not long enough so didn’t understand the ways in which it would be valuable

Q: What would your impression be of an IE graduate?

E: Joking “immediately make them CIO”

J: They would need to prove they did something real during their IE, not impressive enough to immediately interview but would set apart from other resumes. Would want/need to see quantifiable data on resumes before thinking the program is actually good.

E: This program means nothing, the work place is more rigorous and an IE doesn’t amount to much, same as other work experiences. He did co-op while at RIT, feels like he knows that IE doesn’t mean much other than adding to their resume.

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Interview TranscriptPersonal Interview Transcript: Yuming HuangInterviewer: Joanna MoLocation: Starbucks, Syracuse University, NYTime: May 31, 2011

Yuming Huang is a sophomore in Syracuse University. He is from Brooklyn, New York City. He went to New Utrecht High School. He has triple majors in Economics, Public Affairs & Public Relation, and a minor in Finance. He is considering to take GET minor next semester. J: It’s quite impressive that you have a triple major and a minor at the same time. Could you please tell me why you decided to take a triple major? Y: Sure. I’m interested in a lot of things, such as economics, public relation, politics, finance, and technology. I check news relevant to these issues on New York Times almost everyday. I chose economics because I don’t wanna major in a too specific area in undergrad. Economics teaches me how to see things through a macro view. The reason why I chose public relation is I want to learn stuff about management and to gain communication skills. I wanna get a GET minor next semester because I think it is absolutely necessary to have some knowledge of information technology in any business setting these days. J: So you are aware of the GET Program. Could you please

tell me when and where did you hear about it?Y: I heard about GET probably from my own research on school publication last year. My freshman year, second semester. Because I want to minor in something, but I didn’t know what to minor at that time. So I did some research on that and decided to minor in GET later on. I don’t quite remember where exactly I got the information about GET. I do check Syracuse University Bulletin and Undergrad Course Catalog once it is updated. I probably saw GET on these publications. Also, I’ve been to GET minor’s website. J: Oh, you did. What do you think about the website?Y: I think it’s good overall. I like the videos on their homepage. You know the ones where students talk about their experience. I find that helpful. But the section below that could provide more information. J: What is your first impression of the program?Y: My first impression is great. Because I always think of doing something related to information technology. I think GET minor can get you real hands-on experiences in business environment, in term of IT management. J: Have you heard of the Immersion Experience program?Y: I’m not quite sure. I think it’s not on the course list. J: Well, the Immersion Experience Program is a sub program of the GET program. It is a unique extended work experience in

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top companies for the entire spring semester and the summer semester. You can earn course credits while you do the internship, which means, you’ll still be able to graduate in four years. Would you consider participating in the IE program?Y: I don’t know about it at this point. I probably will choose the regular summer intern with JPMC. Because spending a whole summer to intern, it is kind of a waste of time. I already have tripe majors which I cannot devote that much time for an internship. I appreciate it as a great opportunity. But I need to take another road to finish my college degree first. J: The IM program now has several companies participated in, such as, Ernest & Young, Bloomberg, GE, Cisco, IBM, Nationwide, and JPMC. If you got the opportunity to intern for one of the companies in the program, which one would you choose?Y: JPMC. Because it more relates to my major, but other choices are great as well since each company has different functional department. J: Ok. There are three directions with the JPMC Immersion Experience program. They are business analyst, quality insurance, project management. Which one would you choose?Y: I’ll choose business analyst, because it is what I what to do in the future. But project management sounds good too. J: What about GET attracts you most?Y: The most attract feature of GET is that it can teach me something about technology which is necessary in every industry these days.

J: What do you look for in your internship?Y: I look for training, networking opportunities, company culture. J: What about compensation?Y: I don’t see it as the most important aspect when choosing an internship. I probably will consider it when I look for jobs after graduation. I think the most important thing is to get experiences and be adaptable of the working environment from an internship. The salary and benefits, in theory, should not be that important in an internship. But in this economics down term, a relevant salary will be considered as an important aspect by most of the people, I guess. No matter what majors I am, getting experiences is always the most important thing for my consideration. J: When was the first time you realized that internships were important?Y: I realized the importance of internship probably from this year. Because turning to be a sophomore, you need to face the reality of the society, which you need to get job after graduation. And to get a job, you need to have some basic experiences. The best to have it is from internship.

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Conference Report TranscriptConference Call Transcript with Laura from GET IE Student PanelTime: June 2, 2011

Background• Participated in GET IE 2009 Spring of Junior year• Duel major in Information Technologies & Marketing

Management• Was accepted to study abroad through SU in London• Was with three other IE participants in New York City.

Three others were in Delaware, and more participants were in Columbus, Ohio.

• IE participants she was working with were all Sophomores at Syracuse University

• Work experience was her team was presented with a problem and they were to find a solution. This correlated with the information she learned in her IT management classes.

• Her position at JPMC was in Asset management – project management role

• Also worked in database management, managing defects in code

• Every IE participant also needs to be working on their side project for their final project which is identifying a problem and presenting a solution they’ve found during their time

• Difficult leaving friends at school and moving to New York City, better now that GET has taken steps to

create their own social networking group that allows for alums and participants to touch base before starting the program and mentor before their initial start

• GET started a LinkedIn group for collaboration before, but it was forgotten and ineffectual since no one took responsibility to manage/update the account.

• She came to college to work, with the expectation as a Freshman she needed to graduate with job• Decided not to go to London since her priority was to build her resume to facilitate getting a job after graduation

• Excited by the idea that she would be part of the pilot first group of participants, it was an elite program that would definitely excel her chances of post-graduation employment

Q: How did you hear about the GET IE program?• Screen saver of it in the iSchool computer lab, was at

the time looking for internships. Screen saver provided information about entire GET program, internships and IE and minor.• Was interested because it was an eight-month job outside Syracuse while still graduating. ON time and also wanted to be part of this new experience

• Q: What are the best aspects of this program?• Opportunity to shape experience and given lots of freedom

and ability to make it what you’d like it to provide. • Wide look at the career and soak up everything in and

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about the job and experience. • Completely new program and a new challenge to take on. • Feedback given was valued, listen to what participants

say, asked for their opinion. See experience shaping and changing because you’re there making suggestions and driving experience

• Q: What are the worst aspects of the program?• Working in teams of three, they weren’t friends, all doing

what they wanted. Didn’t mesh well, had to work things out due to the group dynamics

• Conflicting advice from job and professors because they didn’t know who to listen to/follow. Lose grade or job.

• Taking into account other people’s feelings, stepping on toes of actual employees and navigating office politics

Q: What was the reaction of the students who applied or expressed interest, but did not participate in the IE?• The program is better known today due to the advertising• Don’t realize the amount of experience and opportunity IE

will provide• Exposure at young age, networking with upper level management. Able to check out and test where and how you want to have your career upon graduating

Q: What could Syracuse University have done to better prepare you for the experience?• The college atmosphere doesn’t prepare, all in same life

stage. Once in workplace no one cares, just seen as a kid there to do a job

• Set expectations and prepare for the experience, let them

know they will be on their own, and it will be a challenge• Start alumni group connections; meeting them for drinks/

lunch/coffee, then participants will have connections with people around your age that understand and that they can relate to

Q: What do Professors not involved with the IE program think about it?• Whitman professors don’t know about, iSchool faculty very

involved and promotional about the program, also do a lot in engineering school

• Schools push for recruiting and career fairs, own initiative, peer advising class helps. Schools brought in speakers and panels but students are encouraged to seek out and explore the options themselves

Q: How important was the salary in your decision to participate in IE?• Compensation big part of decision to do program, it meant

eight months getting credit while getting paid for work that you do.

Q: What type of feedback did you receive from your supervisors?• Supervisors very helpful, constructive feedback “PNC

performance management central”, ranked at work through that evaluation

• Supervisors and faculty work together to make the best possible experience. Not formal, but very helpful

Q: Would you work for a smaller technology company?

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• Would work for smaller tech company, attended big High School, college and now company, after working at the Lyman JPMC center started to like working in smaller environment, appreciated the homey feel

Q: What do you think JPMC’s impression of the IE is?• They liked it, growing exponentially, use the Lyman facilities

to promote and foster growth, positive collaboration for both SU and JPMC

General Background Information:• Class of 2010• Father is stockbroker, stay at home mom, neither worked in

large corporation• Parents very involved in decision to do/not do IE. Father felt

the tightening of the economy and saw importance of job security/real experience while stable in school, chance to avoid struggling

• Grew up in Fairfield, Connecticut. Public schooled, took multiple AP classes, on the Track team, volunteered through school organizations

• Chose major in college by accident, wanted to do Whitman Entrepreneurship and Emerging Enterprises program but was not accepted

• Went to iSchool since their programs and Whitman programs paralleled each other. iSchool was a useful and practical choice.

• Extra-curricular collegiate activities: Member of sorority, American Marketing Association on campus, floor president freshman year.

• Not as involved in college since very involved in high

school, busy with two majors and did not have as much free time

Free time activities before GET IE:• Attended SU sporting events, homework, hung out with

friends, basically just finding her place at Syracuse.• Free time activities after GET IR:• Worked at JPMC Lyman facilities, felt a lot older/mature

while all her friends still stuck in college mindset.• Didn’t feel like young undergrad, had different mindset

during Senior year• Participated in the standard social scene, not hardcore

partier, didn’t feel the need to go out. Already had a job and felt more mature and over the college scene

Q: Do you plan on going back to Graduate school?• Thought about grad school however unsure what would

study if returned to school. Decision is probably 2-4 years away

• The cost/value of grad decision needs to be explored, and then if degree would advance position or career at all.

• Conclusions:• Expectations of college experience have fun but get grades

and get job upon graduation Career needs to follow college• Need to appreciate the experience for what it is, need to

distinguish yourself from rest of the class, need to find what makes you special when time to apply for jobs. Get ahead of the game while still in college

• Screen savers, speakers, posters, panel discussions were the most effective and helpful messages about the program, have people with interest speaking, people with

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interest will seek out experience/program, great opportunity for serious students.

• Social media needs to be amped up, look at utilizing professional networks, alumni base like SU has cultivated but GET alumni focused

• Keep students in touch with students

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Hi Mom,




Love, Hannah

Back to college life?

It’s already been 2 weeks since I got back from NYC. Sorry I couldn’t spend that much time with you an Dad when you were visiting the city. I was so busy preparing for my presentation to the CIO I barely had time to eat! But all that work paid off because the CIO seemed really impressed with the recommendations I presented.

It feels different to be back in Syracuse after being gone for so long, especially because all my friends are still in that “young college kid” mindset. After working 40 hours a week plus taking classes online and basically dedicating my life to the GET IE program for 8 months, taking 12 credits at a time is a breeze.

I sign my contract with JPMC this week to become a business analyst in the accounting equities team. Since that is the team I worked with during the Immersion Experience, I will already know most of my co-workers and know how everything works in that office. My friends are pretty impressed that I already have a job and I’m only a junior! Looking back, participating in this program was probably the most important decision I have ever made.

Tell David congratulations on the soccer team win!

Love,

Hannah

FACTI No

Advertising Campaign Proposal - Newhouse SchoolAdvertising Campaign Proposal for the GET Immersion Experience Program ADV 625: Advertising Campaigns June 9, 2011. 2 We’re not political

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