American Petroleum Institute

Illinois State University

Dr. Bakir
Team 6:
Paul Brewer
Lauren Dearman
Samantha Heath
Michael Korkowski
Nick Ludwig
Caitlin OConnor

TableofContents
TeamBiographies..........................................................................................................................3
ExecutiveSummary.......................................................................................................................4
SectionI:SituationAnalysis.........................................................................................................6
IndustryBackground............................................................................................................................7
CompanySnapshot................................................................................................................................8
CompetitiveReview...............................................................................................................................8
BuyerAnalysis.......................................................................................................................................9
MarketingGoals..................................................................................................................................10
Legal/RegulatoryEnvironment..........................................................................................................10
SummaryofthekeyfindingsandimplicationsforIMC..................................................................10

SectionII:Segmentation,TargetMarketSelections,andPositioning...................................12
Segmentation........................................................................................................................................13
TargetMarket......................................................................................................................................13
Positioning............................................................................................................................................13

SectionIII:CreativeStrategy.....................................................................................................14
CampaignObjectives..........................................................................................................................15
MessageStrategy.................................................................................................................................15
MessageAppeals..................................................................................................................................16
Execution..............................................................................................................................................16

SectionIV:MediaRecommendationsandPlan.......................................................................19
MediaRecommendations....................................................................................................................20
MediaBreakdown................................................................................................................................21
CampaignFlowchart...........................................................................................................................24

SectionV:Budgeting...................................................................................................................25
BudgetSummary.................................................................................................................................26

SectionVI:MeasurementandEvaluation................................................................................27
MeasurementandEvaluation.............................................................................................................28
Conclusion............................................................................................................................................28
Appendices...........................................................................................................................................29
AppendixA:CreativeStrategyExecutions.......................................................................................29
AppendixB:FinalSurveyData.........................................................................................................35
References............................................................................................................................................62

TeamBiographies
Paul Brewer: Is a senior Integrated Marketing Communications major at Illinois State
University. An internship at an IT firm allowed him to gain great insight into the world of small
business and client acquisitions and management. His time there allowed him to learn
networking, professional, and time management skills. Team cooperation and leadership skills
were paramount to success and were greatly developed during that time. (Section II, Marketing
Recommendations, Executive Summary, Executions, Summary of key findings,)
Lauren Dearman is currently a senior Marketing major at Illinois State University, specializing
in Integrated Marketing Communications. She is from Bartlett, Illinois. Lauren is excited to
graduate and start her internship for the summer of 2015 at Prime Time Marketing in Chicago.
(Executive Summary, Industry Background, Execution, Flowchart)
Samantha Heath is a senior at Illinois State University with a major in General Marketing. She
is a member of the communications team for Illinois States American Marketing Association
and helps create content for their social media accounts. Samantha has also worked as a part-time
sales associate at Macys throughout college which has allowed her to effectively listen and
communicate with customers. She will be beginning her career as an Account Manager for
financial services at CDW in Chicago this August. (Executive Summary, Buyer Analysis,
Marketing Goals, Executions, Message Strategy, Media Breakdown)
Michael Korkowski is an Illinois State University senior majoring in Integrated Marketing
Communications. Mike is currently looking for an opportunity to express his creativity within
the business world. He has always had an interest in the fields of Marketing and Advertising, and
enjoys brainstorming new ideas and coming up with new solutions in order to help a brand
thrive. (Legal/Regulatory Environment, Executions, Flyer, Executive Summary, Measurement
and Evaluation)
Nick Ludwig is a senior at Illinois State University majoring in Integrated Marketing
Communications. Through past experience with Course Hero Inc. Nick was able to improve
upon his leadership, communication, and networking skills. As a graduate of the Professional
Development Program within Course Hero Inc, Nick is now able to work well within a team and
communicate effectively. Past sales experience as a sales associate for a car detailing company
has also improved Nicks ability to work one on one with others. (Company Snapshot,
Executions, Budget summary, Brochure, Executive Summary)
Caitlin OConnor Caitlin is a senior at Illinois State University. She will be graduating in May
2015 with a bachelors degree in Integrated Marketing Communications. Caitlin was a sales
intern at Sherwin Williams Paints in the summer of 2014. Her internship with Sherwin Williams
taught her the importance of creating rapport with clients in order to stabilize and increase sales.
Caitlin assisted the stores team by meeting sales goals for the quarter. Starting at the end of
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May she will begin a new sales position with at R3, a redistribution company. (Executive
Summary, Competitive Review, Campaign Objectives, Executions, Conclusion)

ExecutiveSummary
Target Audience
The major target audience for this marketing campaign are Illinois State University
students who are Millennials aged 18-25 years old. The target market makes up 20,615 current
students and their average annual income level is below $25,000. Both males and females as well
as all ethnicities and religions are targeted. We are specifically trying to target to those students
who are majoring with a Science, Technology, Engineering or Math degree because of the initial
interest they may have for a career in the oil and natural gas industry. The campaign will be
targeting all students on Illinois State Universitys campus to create more awareness of the oil
and natural gas industry, and the opportunities that it currently has to offer for students who will
be soon beginning their career search after college.
Objectives
The primary objective for the campaign is to increase awareness of career opportunities
within the oil and gas natural gas industry. Other important objectives include the increase of
energy education and to drive traffic to the Oil and Gas Workforce website,
www.oilandgasworkforce.com/illinois-state-university. The awareness objectives include the
increase of awareness of career opportunities within the industry by 15% and the positive
perceptions of the industry by 10% within a four month time frame. The energy education
objective is to improve energy education among our target audience by 15% in a four month time
frame. In regards to the website, the objective is to increase unique visits to the website by 20%
in a four month time frame. These objectives are realistic, attainable, and measurable and our
implementation strategy will provide the results.
Theme/Slogan
The slogan for the campaign is Energize Your Future which incorporates creativity as
well as consistency within the message and campaign objectives. Energize Your Future
delivers a message that allows for our target audience to become aware of the main purpose of
this campaign and discover career opportunities within the oil and natural gas industry. The
word energize also provides a message in a creative manner that relates to another important
campaign objective: energy education for our target audience. By being only three words long,
Energize Your Future creates a powerful message in a simple way. By integrating simplicity,
the slogan is easy to understand while also grabbing the target audiences attention through
creativity.
The allotted budget for the campaign is $1500. This budget is distributed in three major
ways including print, events, and advertising. Print costs accounted for $225.56 or 15% of the
total budget and includes brochures, flyers, and other handouts. Although the print costs are a
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small portion of the budget, the print is an important piece of our campaign and our efforts to
increase awareness of career opportunities and awareness of our events that were held. The costs
regarding our events accounted for $533.29 or 36% of the total budget. This primarily included
costs for the event tables, posters, and giveaways. The giveaways are an important piece of our
campaign and provided incentive for our target audience to become engaged with our events and
create an entertaining experience. The majority of our budget goes to advertising, with $739.42
or 49% of the budget going towards Facebook advertising, email lists, and social metric tracking.
The advertising efforts require a large portion of the budget in order to increase awareness of
career opportunities within the industry while also driving traffic to the website. The email lists
allow for improved reach and tracking provided measurable results.
The use of media was primarily focused on various social media platforms. This
included Facebook, Twitter, and LinkedIn with the main objective being to drive traffic to the
www.oilandgasworkforce.com/illinois-state-university website while also improving upon
awareness of career opportunities within the industry. The content within our media platforms is
creative, insightful, and attention grabbing. The implementation strategys success behind this
form of media can be measured by the way our target audience is informed about career
opportunities and ultimately affecting behavior by driving them to the website. The
professionalism of LinkedIn, content and ad capabilities within Facebook, and reach potential
with Twitter will allow for our media strategy to play an important role in the implementation
process throughout our campaign.
Measurement and evaluation of the overall campaign will be done by comparing the
results of the surveys taken both before and after the campaign, with a hope of increased
awareness about the American Petroleum Institute and the Oil and Gas Workforce website and a
more positive perception about working within the Oil and Gas industry. Evaluation of the
campaign will also be made by tracking the amount of unique visitors who clicked through to the
specific Illinois State Oil and Gas Workforce URL. More specific measurements of the success
of the events and digital/social media marketing promotions will be conducted and analyzed to
find out their success via analytical tracking software and click-throughs to the unique URL that
take place during the promotions and events.

SectionI:Situation
Analysis

IndustryBackground
Oil remains the worlds leading fuel, with 32.9% of global energy consumption according
to BPs 2014 review of world energy report. Around the world there is an ever increasing need
for fuel. The petroleum industry involves the refining of crude petroleum and the processing of
natural gas into a multitude of products. The primary market for oil is transportation energy
which includes fuel for things like cars, planes, ships, etc. World natural gas consumption grew
by 1.4% in the US- the largest growth increments in the world, accounting for 81% of global
growth. Natural gas is primarily used for things such as heating, cooking, and for generating
electricity (BP, 2014).
The industry has profited in the last 5 years from the increase in oil and natural gas price
(Lukoil, 2013). The increase in prices has made for an increase in demand for the industrys
services. As urbanization continues to increase and the economy continues to recover, the
demand for oil and natural gas will continue in the approaching years (Lukoil, 2013).
According to IBIS World, the revenue generated from the petroleum and natural gas industry was
$114 billion and annual growth of the industry between 2009 and 2014 was 11.5% (IBIS).
Growth factors of the industry include population growth, urbanization of emerging countries,
the depreciation of the dollar, OPEC policies, etc. Emerging economies are responsible for about
80% of global increase in energy consumption (BP, 2014).
With the increase of development of hydraulic fracturing and horizontal drilling
technologies being used, the US has created a significant amount of alternative hydrocarbon
reserves. The U.S. recorded the largest growth in the world and has the largest annual increment
in growth. The U.S. accounted for 97% of non-OPEC output with an increase of 1.1 million b/d
(BP, 2014). What started this was the dynamic production of shale gas which in turn led to the
collapse of gas prices. In 2011 and 2012 many companies started drilling in reserves containing
oil because of the high prices of oil at the time. In 2011 the number of oil rigs that contained
drilling actually exceeded the number of gas rigs that were available in the US.
There are many factors in the petroleum and natural gas industry that come into play
when looking at the macro environment. Technology is a huge part of the industry for many
reasons. It has been made possible to increase volumes and improve the recovery of oil and gas
due to the advances and developments of different technologies. For future development of the
industry and also for the industrys long-term success, technology will continue to become a key
factor.
The industry also faces many sociocultural concerns. Society has become increasingly
concerned with environmental issues which can highly affect oil companies and their returns. We
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can see that people are now starting to put a much greater value to living healthy, which includes
their surroundings. Therefore people are becoming more concerned about the environment they
live in.
It is no secret that there are many downsides to the industry as well. The oil industry in
general is seen as very dirty and most responsible for the pollution that occurs to the
environment. Many catastrophes happen in the industry that are very harmful to the environment
such as oil spills and water contamination. This leads to many strict legal factors and regulations
in the industry. Consumers want to see that companies in the industry are involved with and
show social responsibility which includes supporting sustainable human development through
investments in education, training, social, and environmental activities.
The oil and gas industry is very successful and profitable. The key factors to the long
term success of the industry include continuous innovations in technology, human and
environmental safety, global partnerships, and an urbanized world.
CompanySnapshot
American Petroleum Institute holds a strong presence within the oil and natural gas
industry. API is able to contribute to 7.7% of the United States economy and support 8.6 million
jobs by being the only national trade association that represents the oil and natural gas industry.
When it comes to sales, API contributes $86 million in revenues to our government every single
day and from 2008 to 2013, crude oil has increased by 46%. This drastic increase represents a
rapidly growing industry that has been in a decline in past decades (Understanding Crude, 2014).
The distribution of crude oil is heavily dependent on supply and demand as well as
production rates. As oil is one of the commoditized products on the market, consumer
satisfaction with the product primarily relies on a place and time utility. This leads to consumers
going to the nearest gas station with no preference regarding to the brand or gas station that they
are purchasing the oil from. However, some consumer beliefs and societal trends lead to
environmentalists being entirely against the burning of oil and alternatives such as gas powered
vehicles are used. Although these market constraints have a negative impact on the market, there
are many strengths and opportunities within the oil and natural gas industry.
One of the largest strengths of the oil and natural gas industry is the number of retail
outlets that are available within the industry. This is particularly important when it comes to the
channels of distribution as the supply is able meet the demand at the source and at the
consumers convenience. The usage situation begins as soon as the oil burns and is used as fuel.
This burning of fuel leads to environmental hazards and human rights issues that can be seen as
weaknesses in this industry. However, opportunities have been discovered, as there is an
expanding natural gas market. One important threat to notice is the fluctuating prices in crude
oil, with the primary threat within the industry being government regulations (Understanding
Crude, 2014).
CompetitiveReview

The oil and gas industry is predominantly filled with direct competitors such as American
Petroleum Institute and the Organization of Petroleum Exporting (OPEC) (Fares, 2014).
However, these direct competitors are maintained by the Federal Trade Commissions in order to
protect consumers from unfair trade (FTC.gov, 2014). In the case of The Energy and Jobs
Tomorrow campaign, the indirect competitors are the bigger competitors. The indirect
competitors consist of every other industry that seeks STEM degrees employees. Given that the
target market for the oil and gas industry are 18-35 year olds with a STEM focused degree, it is
important for this industry to be positively positioned in the target markets mind.
Survey research results express that the oil and gas industry is not positioned well in a
majority of the target audience minds. According to the survey results, 29% said they believe the
industry does not have a prosperous future. This can be drawn from the fact that 35% said they
are unaware of the career opportunities in this industry. The current media strategies and
marketing efforts by the American Petroleum Institute is their resourceful website
www.oilandgasworkforce.com that provides individuals with information on the education and
training needed to work within the industry. It also allows viewers to explore the job
opportunities within the industry.
A main concern regarding the oil and gas industry is their contribution to global warming.
The American Petroleum Institute has sought out advertising efforts that relate to energy and
environmental issues (Polluterwatch.com, 2012). Environmental health is a growing concern
among Millennials. APIs public relations are taking the needed measures to ensure skeptics that
they are not apart of global warming.
BuyerAnalysis
Demographics
The American Petroleum Institutes primary target market is Millennials aged 18-35. The
secondary target market is the students at Illinois State University. There are currently 20,615
students, which are made up of 18,155 undergraduates and 2,460 graduates. The annual income
level of the students is below $25,000. There is no specific gender or ethnicity that should be
targeted. The campaign will be focusing on the students who will be seeking jobs and careers to
pursue after completing a college level of education. By targeting the Millennials at Illinois State
University, there will be an advantage to The American Petroleum Institute because the students
will be researching and looking for job opportunities in different fields.
Geographic
The campaigns geographic target market for American Petroleum Institute is in Normal,
Illinois on Illinois State Universitys campus. Reaching out to all students on campus will allow
for better awareness of the oil and natural gas industry and the opportunities that it currently has
to offer.
Psychographics

The primary target market of the American Petroleum Institute involves people with a
major or degree in Science, Technology, Engineering and Math. The interests that these people
have by studying in such fields should benefit the opportunities that the oil and natural gas
industry offers. The secondary target market is the students at Illinois State University. As
millennials, the target market has been raised in an age of technological advancements in
communication such as social media websites (Marketing Psychographics, 2010). They tend to
care about what others think about them, which leads to following the latest trends.
Behavioristic
The buying criteria of many millennials involve the packaging of products. They like to
choose products based on innovative or limited edition packaging. Following the latest trends
this involves staying up to date with the newest promotional or seasonal products and events.
They also enjoy companies that produce products with sustainability and for a cause (Handley,
2013).
MarketingGoals
There are three marketing goals that should be accomplished by the end of the campaign:
increase awareness about the oil and natural gas industry and the employment opportunities it
has to offer, increase energy education, and drive visitors to the oil and gas workforce website.
The survey research results showed that 35% are unaware of the career opportunities in the oil
and natural gas industry and 95% have never heard of of the Oil and Gas workforce website. By
implementing a variety of tactics, the campaign will be targeting the millennials and STEM
major students at Illinois State University.
Legal/RegulatoryEnvironment
There are only a few guidelines on the promotion and advertising of this industry. The
main guideline that affects advertising in the oil and gas industry is applied to all other industries
as well; you cannot create any misleading or deceptive advertisement. An example of this seen
quite frequently within the oil and gas industry is known as Greenwashing. This is when a
company uses green marketing in an untruthful or deceptive way in order to try and convey that
the company performs activities in an environmentally-friendly way, when in fact it doesnt
(Greenwash, 2015). Greenwashing can be seen in a lot of advertising that is done by energy
companies that tend to carry with them a consumer perception that their business operations
greatly harm the environment. This popularly held consumer belief that energy companies are
more concerned with profit maximization than partaking in environmentally-friendly practices
can sometimes cause a company to resort to Greenwashing in order to try and change that
consumer belief.
The branding guidelines set by the American Petroleum Institute include: The Oil and
Gas Workforce logo must appear on all student developed creative pieces and promotional
items and [you] must purchase or have obtained express permission from the owner of an
image to use it in marketing materials. Do not use any images found on the Internet on any
published website or materials (EdVenture Partners, 2013).
10

SummaryofthekeyfindingsandimplicationsforIMC
American Petroleum Institute has grown to become a large part of the oil and natural gas
industry with its large market share and contributions to the United States economy. As API is
within an industry that offers some of the most commoditized products in existing markets, it is
difficult for API to differentiate themselves within these competitive markets. This is what brings
about the emphasis of career opportunities that are available for our target market. Job
contribution in the United States is one aspect that makes API stand out from its domestic
competitors. This implies that the IMC plan will allow for the audience to be aware of the career
opportunities and the benefits, have positive perceptions, and ultimately take action on such a
unique lifelong opportunity.
By understanding our target audiences demographics, geographics, psychographics, and
behavioristic qualities, we will better understand what our audience needs and is most interested
in. This is where driving traffic to the website becomes a vital tool for the success of our
campaign. By driving traffic to APIs oilandgasworkforce.com website, more potential
employees are able to recognize how they can be apart of and contribute to APIs success. These
benefits that they can discover include job information, education, training, and certification.
While we implement our plan to drive traffic to the website, we will essentially be able to not
only fulfill our objective of website views, but also be successful with educating our target
audience of potential career opportunities relevant to them.
In order for the marketing goals to be met it is important to consider where API is
positioned among indirect competitors. Many of their indirect competitors are in industries that
Millennials are interested in working for. These competitors offer more education about their
positions and have a higher status in terms of ease of employment and industry attractiveness. An
example of an indirect competitor would be green or renewable energy. Millennials currently see
this technology as the wave of the future with oil and natural gas harming the environment and
not a sustainable source of energy. According to the survey 34.4% of participants disagreed or
strongly disagreed that the oil and natural gas industry has a strong future. More than a third of
participants thinking this industry wont have a future is a shocking statistic that needs to be
addressed by API.

11

SectionII:
Segmentation,Target
MarketSelections,
andPositioning
12

Segmentation
Segmentation for API is critical. The jobs they have available require a particular skill set
that is acquired from STEM major programs. Men and women both fall under the 18-35
millennial target market API has provided with us therefore in order to be most effective,
marketing campaigns will require broad stroke messages that have mass appeal towards both
genders and span the seventeen year age gap. Based on the survey results the participants were
most concerned with job fulfillment, then benefits and salary, and finally career advancement
potential. API can easily fulfill all of these necessities with its employment opportunities. The
problem comes from a complete lack of knowledge from its target market about API itself. The
survey showed that 81.5% of participants had never heard of API before; the good news is that
most participants (33.9%) said they would be very likely to go to a seminar on energy education.
Although the knowledge of the oil and natural gas industry is not there, there is a willingness to
learn which is paramount. In order to fully reach its audience a great deal of educating is going to
be necessary for API to market itself successfully.
TargetMarket
The American Petroleum Institute is a trade organization within the oil and natural gas
industry. The target market for this awareness and education campaign is 18-35 year old
millennials with a STEM major background. They are looking for both male and female
applicants of any race and ethnicity. Within the Illinois State University market there is a total of
20615 reachable students; according to http://www.marketingcharts.com there is a total of 99.3
million 18-35 year olds within the United States as of July 1st 2013. Knowing this, there is
definitely enough of a market of potential employees for API to invest their time and resources
into.
Positioning
While people might be interested in learning about the oil and natural gas industry they
certainly dont see themselves ever being involved with the industry (or API for that matter)
according to the survey. 54% of participants said they thought it was very unlikely they would
ever pursue a career in the oil and natural gas industry while 37.2% thought it was very unlikely
they would ever be able to find a job in the oil and natural gas industry. This desperately needs to
change. API needs to reposition themselves as a much more approachable firm with a good brand
image in order to attract a new wave of employees entering the workforce. This assumption once
again most likely comes from a lack of education or awareness about API and the industry in
general. Fixing these preconceived notions about the difficulty of entering the industry can be
13

addressed quite easily with a conscious effort from API to educate millennials on the basic dayto-day operations of the firm and showing that this industry may not be as difficult to enter as the
general public currently thinks it is.

SectionIII:Creative
Strategy

14

CampaignObjectives
The primary objective for the Energy and Jobs Tomorrow campaign are to increase the
awareness and perception of career opportunities in the oil and natural gas industry, to increase
energy education, and to drive traffic to the Oil and Gas Workforce website,
www.oilandgasworkforce.com/illinois-state-university. All three objectives are aimed towards
the target audience, Millennials with a focus in STEM degrees. These objectives can be broken
down so they are measurable.
According to our research survey, 34.9% of respondents said they are very unaware of the
career opportunities in the industry. 54.4% of respondents said they are very unlikely to pursue a
career in the industry, this can be related to the 34.1% who said their current perception of
having a career in the industry is very unfavorable. The awareness objectives are as follows:
increase the awareness of career opportunities among the target audience by 15% in a four month
time frame.
increase the perception on careers in the oil and gas industry by 10% in a four month time frame.
According to the research survey the majority of respondents, 33.9% said they are very
unlikely to attend a seminar/workshop on energy education on campus. Our objective involving
energy education is as follows:
increase energy education among the target audience by 15% over a four-month time frame.
94.6% of survey respondents said they have not heard of
www.oilandgasworkforce.com/illinois-state-university. The objective involving website traffic is
as follows:
increase visits by the target audience to the website by 20% over a five-month time frame.
This would essentially increase all other objectives as well such as, increasing awareness
of career opportunities and increasing energy education since this can be found on the website.
All three campaign objectives will be done by connecting and advertising to the target audience
in their preferred ways of communication.
MessageStrategy
The strategy behind the marketing campaign for American Petroleum Institute (API) is to change
the attitudes and perceptions that our target market have about the oil and gas industry, as well as
increase the awareness of career opportunities in the industry. The purpose of communicating our
message is to promote the job opportunities available that offer an interesting and different
15

working area with exciting tasks, competitive compensation, and benefits. In addition to
informing and teaching our target audience about the industry and the benefits its careers can
offer, we will also be promoting our target audience to visit
www.oilandgasworkforce.com/illinois-state-university to positively impact their attitudes and
perceptions towards a career in the industry. The message strategy will also be consistent across
all mediums by incorporating the campaigns tagline: Energize Your Future
MessageAppeals
Our main goal is to appeal to the curiosity of STEM majors here at ISU. In accordance with the
goals of increasing awareness and educating our market, we will focus on appealing through
education of the career opportunities available at API. We will attempt to raise awareness
through our social media, radio, and merchandise campaigns, and provide solid educational
information with our brochure and posters. We feel providing a mix of interesting, and
informative facts about the oil and natural gas industry will be essential to peak the interest of
STEM majors.
Once we have their interest and curiosity our next goal, once again to coincide with the project
goal will be to drive traffic to the www.oilandgasworkforce.com/illinois-state-university. Once
learning about the vast career opportunities within the industry the hope is that these majors will
begin to pursue a career in this field. In summation our goal is to peak the curiosity of our target
market and then hopefully the excitement from the opportunities we educate them on will be
enough to get them to pursue a career in the oil and natural gas industry.
Execution
Radio advertisement: The radio advertisement will be purchased on 100.7 FM. The target
audience for this execution includes listeners that are 18-44 years of age and will primarily be
used to drive traffic to the oilandgasworkforce.com for listeners to discover benefits within the
industry. The script will be as follows: Graduation is right around the corner, explore your
career options today. Visit oilandgasworkforce.com and take advantage of the opportunities and
benefits available. Tomorrows energy starts with you today.
Print Ad Layout (Flyer): A flyer will be created and distributed to our target audience at the
proper locations. These locations include the buildings on campus where science, technology,
education, and mathematics students are most prominent. The design layout for the flyer will
include the API logo at the top, multiple text boxes for informational purposes, an additional
relevant photograph for appeal, and the link for oilandgasworkforce.com at the bottom. The
flyer will take into consideration design tactics in order to isolate certain aspects while also
grabbing attention. The main purpose is to drive traffic to the website while also informing the
viewer about career opportunities within the industry by providing statistics and incentive.
T-shirt: This form of promotion merchandise will be distributed to students to students that have
provided proof that they have followed our Facebook page. This incentive to follow our
Facebook page not only gets the students involved with our campaign, but will primarily inform
them of the career opportunities available to them. With the shirt containing not only the API
16

logo, but the oilandgasworkforce.com website as well, awareness of these opportunities will not
only be increased by the wearer of the shirt, but those who view the shirt on campus as well.
Sunglasses: Sunglasses are an addition form of promotion merchandise very similar to the shirt.
Those who have followed our Facebook page can also be given a pair of sunglasses that contain
the API logo and oilandgasworkforce.com website as well. Although the shirt will contain a
more visible image of the logo, the sunglasses are still an inexpensive and useful execution to
use and will provide a substantial return on investment when it comes to raising awareness of
career opportunities and driving traffic to the website.
Windshield fliers: This will be much like our print ad layout but a little smaller. Theses fliers
will be distributed on the windshield of cars in the parking lots around campus. The fliers
purpose is to give the audience information about the opportunities in the oil and gas industry
and direct them to the website by giving the link to the oil and gas workforce website.
Learn more pull tabs: We will create a poster that will give some brief information about the oil
and gas industry and opportunities. At the bottom of the post there will be pull off tabs that
students can take with them that have the oil and gas workforce website on them to learn more
and go to later.
Facebook page: We will create a facebook page that student will be able to like or follow. On
the facebook page we will have information that talks about the career opportunities in the oil
and natural gas industry, information that will help enhance followers energy education, and a
link to the website so that there will be traffic to the Oil and Gas Workforce website.
Newspaper advertisement: We are going to purchase a 24 color newspaper ad slot in the
Vidette. The Vidette has an estimated 64,800 readers per week, most of which who are Illinois
State students (Vidette Online, 2015). Our color ad will have the Oil and Gas Workforce logo on
it, with the following message: Average Illinois Salary: $52,625. Average Illinois Oil and Gas
Workers Salary: $81,633. The Oil and Natural Gas industry supports over 9 million jobs within
the US economy. Job opportunities for science, technology, engineering, and math majors are
available at every level- from entry level to management to research. Looking for future
employment? Explore your career options today. Visit www.oilgasworkforce.com/illinois-stateuniversity and take advantage of the opportunities and benefits available to you. Energize Your
Future! The Oil and Gas Workforce logo will also be displayed on the page, along with a
smaller API logo.
Brochure: Brochures will be made available at events such as the career fair, providing insight
into the Oil and Natural Gas industry. These brochures include information about API, the
industry itself, and will include the oilandgasworkforce.com link to encourage those interested to
search this website for job opportunities available to them.
Email to STEM students: A mass email will be sent out to STEM major students discussing job
opportunities available to them through the Oil and Gas Workforce website and will then drive
them to the website. The subject header will be titled: Looking for future employment? Job
Opportunities available! The body message will read The American Petroleum Institute allows
you to be involved with an industry that is stable with high growth opportunities. The Oil and
17

Natural Gas industry supports over 9 million jobs within the US. These jobs offer flexible
timings, travel opportunities, various geographical work, and the ability to design your own
career path. Explore your career options today. Visit www.oilandgasworkforce.com/illinois-stateuniversity and take advantage of the opportunities and benefits available to you. Energize Your
Future!

18

SectionIV:Media
Recommendations
andPlan

19

MediaRecommendations
The main goal of this campaign was to drive traffic to our unique website link
www.oilandgasworkforce.com/illinois-state-university from millennial STEM majors. In addition
to the physical executions our team recommends the development of a Twitter, LinkedIn, and
Facebook page in order to further our awareness efforts and drive as many people possible to the
website. These pages will contain a variety of helpful information that was meant to engage the
curiosity of viewers as much as possible. Millennials are constantly using their phones and
computers very often with social media sites open for browsing in the background. The effective
utilization of these sites are paramount to the success of the campaign. This means creating
engaging pages that include API basic facts and potential pictures from upcoming events to
further emphasize the success we are trying to achieve for our client.
Twitter
All of our social media content will have roughly the same information but with slight
variances. For Twitter we want to try to provide quick facts that browsers can read as they are
scrolling down their feeds. Peaking the interest of the STEM majors with specific jobs, tagline,
and Illinois State hash tags to tie everything back together. We will specifically push the career
opportunities that are present at API and make sure readers know about upcoming events we will
be holding. We will include where and when these events will be located and what kind of
information visitors can expect to learn about API.
Facebook
Since Facebook is great for sharing pictures and more personal information, we will be
using this as the platform to show pictures from the events we will be holding. These pictures
will help show the success of these events to the client as well as help promote the future events
to people who visit the page. We will also use facebook as the platform to show off the flyers and
other informational pictures we have created to further educate viewers on API. Since Facebook
is the largest social media site most of our awareness efforts will be focused around the use of
this page.
LinkedIn
LinkedIn being a professional social media site we wanted to make sure we utilized all
the job generating capabilities of the site completely. We will be sure to include an extensive
summary of API as a company and national entity, and try to connect with as many Illinois State
students as possible. Once again in attempt to reach the STEM majors and professional
millennials that are present on LinkedIn. We will also be sure to include the link to
www.oilgasworkforce.com/illinois-state-university to drive vistors to the site.

20

MediaBreakdown
Market Research
Scheduling Pattern: Creation of survey will begin in January, then sent out and receive results in
February.
Rationale: The market research will gather information about the target markets awareness and
knowledge of the oil and gas industry and the career opportunities it has to offer prior to the
creation of medias.
Reach: 277
Frequency: 1
Logo and Tagline Creation
Scheduling Pattern: Creation of logo and tagline will occur in pre-launch during the
months of January and February.
Rationale: A creative logo and tagline will grab the attention of viewers/readers and will create
recognition to the campaign.
Reach: N/A
Frequency: N/A

Website
Scheduling Pattern: The website will be launched in February and will be gathering unique visits
until April.
Rationale: The API website will have a unique website url which will gather the traffic and
unique visits from Illinois State University students. The url will be posted on all medias.
Reach: 600
Frequency: 1-2

Quad Event
Scheduling Pattern: Preparation for the quad event will begin with creation of other medias such
as flyers and handouts in March and early April. The quad event will be a one-time event held in
April.
Rationale: The quad event will engage the target market of Illinois State University students by
creating a fun and informational event to teach the students about the oil and natural gas industry
and the career opportunities it has to offer.
Reach: Potentially all of Illinois State Universitys student population: 20,615
Frequency: 1
Promo Merchandise
Scheduling Pattern: Promotional merchandise will be created during pre-launch and then used
during the launch in April.
Rationale: The promotional merchandise involves bottle openers and magnetic calendars which
include the clients name as well as the unique URL for Illinois State University. Promotional
merchandise will be used at events to create excitement for the visitor and will also create
recognition for the campaign beyond each event.
Reach: N/A
Frequency: N/A
21

Information Tables
Scheduling Pattern: Information tables will be during the launch of the campaign in April.
Rationale: Information tables will provide students with information regarding the oil and natural
gas industry and the career opportunities it has to offer. The tables will be placed around campus
to reach a variety of students with different majors. Students running the information table will
pass along other medias such as brochures and will be able to answer basic questions.
Reach: Potentially all of Illinois State Universitys student population: 20,615
Frequency: 1
Social Media Promos (Twitter, Facebook, LinkedIn)
Scheduling Pattern: Posts are sent out daily starting in March through April.
Rationale: Promoting through social media is both inexpensive and has a high potential reach.
Engagement through these websites increases both awareness and brand recognition. Posts can
be created more frequently and at a faster rate than other media.
Reach of Facebook:476,974
Frequency of Facebook posts: 49
Cost-Per-Thousand of Facebook: $.32
Frequency of Twitter posts: 48
Reach of Twitter posts: 1,179

Flyer
Scheduling Pattern: Flyers will be created during pre-launch and will also be displayed during
both pre-launch and launch from March until April.
Rationale: The flyers will provide basic information and statistics about the client and industry in
order to grab the attention of the target audience across campus.
Reach: N/A
Frequency: N/A

Handout
Scheduling Pattern: Handouts will be created during the pre-launch and will also be given out
during both pre-launch and launch from March until April.
Rationale: The handouts will be used to promote the campaigns event such as the event on the
quad. This will inform students when and where the event will be held, that there will be
giveaways and free food for their participation, and that they can learn about future opportunities
within the oil and natural gas industry.
Reach: N/A
Frequency: N/A
Career Center Event
Scheduling Pattern: The career center event will be held during the launch of the campaign in
April.
Rationale: To provide information to students through a presentation and our campaigns
brochure. Information included career opportunities in the oil and gas industry.
Reach: N/A
Frequency: N/A
Brochure
22

 Scheduling Pattern: The brochure will be handed out in April during launch of the campaign at
events such as the quad events, information tables, and career center event.
Rationale: The brochure provides information and statistics about the client, the industry and the
career opportunities available. It also provides the unique URL that can be visited to learn even
more about the client.
Reach: N/A
Frequency: N/A
Post-Market Research
Scheduling Pattern: Post-market research will be conducted during post-launch of the campaign
beginning on April 11th.
Rationale: The post-market research will include a second survey given out to all students of
Illinois State University through their school e-mails. This will allow us to measure the success
of the campaign and measure the differences in awareness and knowledge of the client, industry,
and career opportunities before and after the campaign.
Reach: 238
Frequency: 1

CampaignFlowchart

23

24

SectionV:Budgeting

25

BudgetSummary
The budget for the campaign was $1500. This budget was allocated in various ways
including print such as brochures and flyers, sales promotions such as multiple giveaways that
included magnets, bottle openers, candy, event tables, email lists, Facebook advertising, and
metric tracking. 15% of the budget went to print costs, 36% went to event costs, and 49% to
advertising efforts. The primary significance of these percentages includes the 49% of the
budget going towards advertising, with a large portion of that being spent on Facebook
advertising. Facebook advertising was important due to the main objectives of increasing
awareness and driving traffic to the website. The costs regarding the social media advertising
would prove return on investment by completing these objectives. The email list and social
metric tracking were significant investments that were used to reach our target audience, make an
impression, and receive measurable and tangible results that were tracked. This allowed for
analytics that gave a better understanding of the success of our campaign.
Another important investment within the campaign involved event costs. The tables
allowed for personal interactions with our target audience and improved awareness about job
opportunities within the industry. The giveaways also allowed for engagement with our target
audience while providing incentive to become involved and enjoy their experience. The print
costs were a small portion of our budget. However, the flyers, handouts, and brochures were an
important aspect of our campaign that not only increased awareness about the career
opportunities, but awareness about our events where our target audience could become involved.

26

SectionVI:
Measurementand
Evaluation

27

MeasurementandEvaluation
Events/Giveaways
Accurately measuring the success of an event can be tricky because it involves face-toface communication which can make it difficult to track the consumers actions after the event
takes place. It is hard to tell whether the event participants actually clicked on the unique link or
actually read through the brochures, flyers, and other handouts that were presented to them
during the event. Giveaways such as the calendar magnets, the bottle openers, and the candy
were handed out to anyone that participated. However, there was no count of how many were
combined to be given to one person, if the giveaways lead to actual consumer action, or if they
were just discarded and ignored after the event took place. The best method to use to measure
and evaluate the results would be to see the amount of click-throughs to the specific Illinois State
Oil and Gas Workforce URL during the days the events take place. This is because many who
receive the handouts and giveaways might not be able to go to the unique link until later in their
day, due to school and work. By tracking the number of unique visitors to the website the days
during which the events take place, the success of the events will become evident. Another way
to measure results would be to track how many of the giveaways were sent out to participants
during each event. If more than 30 giveaways were handed out within an hour, it would be
considered successful in terms of the reach of the promotions.
Digital Advertising and Social Media Management
Measurement of the digital advertising and social media accounts will be done through a
social media tracking analytics program. This program will offer statistics ranging from reach to
bounce rates to CPM. The evaluation of the social media campaign will be done by comparing
these results and finding out if the impressions led to consumer actions through the links
provided on the social media accounts.
Overall Campaign Measurement and Evaluation
The best two ways of measuring the overall effectiveness of the campaign is through
comparing the Qualtrics surveys taken before and after the campaign, as well as counting the
overall number of unique visitors that clicked through to the Illinois State Oil and Gas Workforce
link provided. Overall awareness from the second survey taken must increase compared to the
first, and perception and image of API and the Oil and Gas Workforce must be more positive.
The new tagline should evoke brand recall and in a positive light. More respondents should have
a want to work within the Oil and Gas industry after the campaign ends.
Conclusion
The objectives of this campaign were to increase awareness of the oil and natural gas
industry and the career opportunities it offers, increase energy education, and drive visitors to the
oil and gas workforce website. The actions taken to obtain these objectives through events
hosted. 33.6% of survey respondents said they attended these events. The number of people
who were somewhat unfamiliar of the awareness of career opportunities in the oil and natural gas
28

industry decreased from 14.6% to 9.3%. The awareness of API also increased from 18.5% to
24.9%. 631 people visited the oil and gas workforce website. The action taken was persistent
and controlled by a variety of volunteers on different days and time throughout the month of
April. This industry is very prosperous and provides opportunity for growth however, it does not
appeal to many millennials. We suggest that in order to change that a LinkedIn page with a brief
company overview should be provided that expresses the career opportunities in a positive and
appealing manner. To show the success of the events held we suggest to post and share pictures
on Facebook as well as share information about API. This will increase awareness to the target
audience on a platform they are interested in. For Twitter we suggest making posts with quick
facts on API, this is to create awareness as well but quickly and in a way that is not
overwhelming. To appeal to the Millennial audience it is important to be current and engaging,
reaching out on social media will express your interest in them. Overall, sticking to these
recommendations will obtain the campaign objectives while also generating a positive perception
of the industry as a whole.
Appendices
AppendixA:CreativeStrategyExecutions

Shirt

29

Sunglasses

30

Flyer

Average Illinois Workers Salary:

$52,625
Average Illinois Oil and Gas Workers Salary:

$81,633
31

The Oil and Natural Gas industry supports over 9 million jobs within the
US economy. The American Petroleum Institute offers job opportunities for
science, technology, engineering, and math majors that are available at
every level- from entry level to management to research.
Looking for future employment? Explore your career options today.
Visit www.oilgasworkforce.com/illinois-state-university and take
advantage of the opportunities and benefits available to you.

Handout

32

Brochure Front

Brochure Back

33

Flyer

34

AppendixB:FinalSurveyData
Q2 Are you currently
searching for jobs

35

Yes
No

49.1%
(136)
50.9%
(141)

47.5%
(113)
52.5%
(125)

Q3 Please rank in order what is important to you in a career, 1

being most important and 5 being least important (Mean Values)
Benefits and Salary

2.85

Career Advancement Potential

2.99

Flexible Hours

3.24

Job Fulfillment

2.82

Location

3.08

Q4 Where do you search for information about

jobs? Check all that apply
33.6%
38.7%
Hire-A-Redbird
(93)
(92)
31.8%
33.2%
Linkedin
(88)
(79)
Job Search
60.3%
57.1%
Engines
(167)
(136)
Directly on
52.5%
57.4%
Company
(125)
(159)
Websites
19.9%
18.5%
Newspaper
(55)
(44)
Industry Specific
20.9%
17.6%
Websites
(58)
(42)
44%
42%
Job Fairs
(156)
(100)
56.3%
55.5%
Networking
(156)
(132)
8.3%
2.9%
Other
(23)
(7)

Q5 Did you have any exposure to

energy related topics in your course
work?

36

2.84
2.84
3.11
3.14
3.06

20.9%
(58)
78.7%
(218)

Yes
No

24.3%
(57)
75.7%
(178)

Q6 Please mark which of the following best describes how you feel about the following

How
knowledgeable
are you about
the energy
production in the
US?
How
knowledgeable
are you about
the energy
production in the
world?
How
knowledgeable
are you about
the energy
consumption in
the US?
How
knowledgeable
are you about
the energy
consumption in
the world?
How
knowledgeable
are you about
the alternative
energy sources?

Not at all
Knowledgeabl
e

Somewhat
unKnowledgeabl
e

Neutral

Somewhat
Knowledgeabl
e

Very
Knowledgeable

21.7%
(58)

30.3%
(81)

10.1%
(27)

31.8%
(85)

6%
(16)

21.5%
(47)

23.7%
(52)

14.2%
(31)

31.1%
(68)

6.8%
(15)

26.6%
(71)

31.8%
(85)

12.7%
(34)

25.5%
(68)

3.4%
(9)

27.9%
(61)

26.5%
(58)

16%
(35)

24.2%
(53)

3.2%
(7)

2.3%
(5)

17.2%
(46)

22.1%
(59)

17.6%
(47)

34.5%
(92)

7.9%
(21)

.7%
(2)

16.4%
(36)

23.7%
(52)

16%
(35)

32.4%
(71)

9.6%
(21)

1.8%
(4)

23.6%
(63)

25.1%
(67)

18%
(48)

27.3%
(73)

6%
(16)

22.8%
(50)

27.9%
(61)

16.4%
(36)

26.5%
(58)

3.7%
(8)

2.7%
(6)

15.4%
(41)

17.2%
(46)

18%
(48)

33%
(88)

14.2%
(38)

2.2%
(6)

12.8%
(28)

21.5%
(47)

14.2%
(31)

32.9%
(72)

15.5%
(34)

3.2%
(7)

Q7 The oil and natural gas industry has a prosperous future

37

Dont Know/
Not Sure

2.7%
(6)

Strongly
Disagre
e

Disagree

Neutral

Agree

Strongly
Agree

Dont
Know/Not
Sure

4.9%
(13)
7.4%
(16)

29.5%
(78)
24.4%
(53)

23.1%
(61)
28.6%
(62)

26.9%
(71)
24%
(52)

10.2%
(27)
7.8%
(17)

5.3%
(14)
7.8%
(17)

Q8 What is your current perception of having a career in the oil and

gas industry?
Very
unFavorabl
e

Somewhat
unFavorabl
e

Neutral

Somewha
t
Favorable

Very
Favorable

Dont
Know/Not
Sure

34.1%
(90)
33.2%
(72)

27.3%
(72)
20.7%
(45)

15.9%
(42)
18.9%
(41)

15.9%
(42)
14.7%
(32)

4.5%
(12)
7.8%
(17)

2.3%
(6)
4.6%
(10)

Q9 How aware are you about the available career opportunities within the oil and
natural gas industry?
Not at
All
Familiar

Unfamiliar

Somewha
t
Unfamiliar

Neither

Somewha
t Familiar

Familiar

Very
Familiar

Dont
Know/Not
Sure

34.9%
(91)
34.1%
(73)

24.5%
(64)
24.3%
(52)

14.6%
(38)
9.3%
(20)

8.4%
(22)
10.3%
(22)

10%
(26)
15%
(32)

5%
(13)
4.2%
(9)

1.5%
(4)
.5%
(1)

1.1%
(3)
2.3%
(5)

Q10 Based on your current major, how likely do you think you would be able to
find a job in the oil and natural gas industry?
Very
Unlikely

37.2%
(97)
40.2%
(86)

38

Unlikely

Somewha
t Unlikely

Undecide
d

Somewh
at Likely

16.1%
(42)
15.4%
(33)

13%
(34)
9.8%
(21)

5.7%
(15)
6.1%
(13)

16.5%
(43)
11.2%
(24)

Likely

Very
Likely

Dont
Know/Not
Sure

7.3%
(19)
8.9%
(19)

3.1%
(8)
4.2%
(9)

1.1%
(3)
4.2%
(9)

Q11 How likely are you to pursue a career within the oil and natural gas industry?
Very
Unlikely

54.4%
(141)
56.9%
(120)

Unlikely

Somewha
t Unlikely

Undecide
d

Somewh
at Likely

20.1%
(52)
14.2%
(30)

8.9%
(23)
13.3%
(28)

6.6%
(17)
7.1%
(15)

7.3%
(19)
4.7%
(10)

Q13 Have you heard of American Petroleum

Institute (API) before?
Yes

18.5%
(48)

24.9%
(52)

No

81.5%
(211)

75.1%
(157)

Q14 Have you heard of oilandgasworkforce.com

before?

39

Yes

5.4%
(14)

5.7%
(12)

No

94.6%
(245)

94.3%
(197)

Likely

Very
Likely

Dont
Know/Not
Sure

1.2%
(3)
.9%
(2)

.4%
(1)
.9%
(2)

1.2%
(3)
1.9%
(4)

How would you rate the http://www.oilgasworkforce.com/illinois-state-university website?-

Disagree
Resourceful
User Friendly
Confusing
Appealing

Neither Agree nor

Disagree
1.7% ( 33.3%)
(4)
1.7% (33.3%)
(4)
2.5% (50%)
(6)
2.9% (58.3%)
(7)

.4% (8.3%)
(1)
.4% (8.3%)
(1)
.8% (16.7%)
(2)
.4% (8.3%)
(1)

Agree

Strongly Agree

2.5% (50%)
(6)
2.5% (50%)
(6)
1.3% (25%)
(3)
1.3% (25%)
(3)

.4% (8.3%)
(1)
.4% (8.3%)
(1)
.4% (8.3%)
(1)
.4% (8.3%)
(1)

What type of companies on the http://www.oilgasworkforce.com/illinois-stateuniversity website ap...Associations

Drilling
Oil
Service and
Other
Supply
2.1%
1.3%
2.1%
2.1%
0%
(5)
(3)
(5)
(5)

Did you hear or see "Energize Your

Future!" tagline on campus in the last
month?
Yes
15.5%
(32)
No
84.5%
(175)

How did the tagline "Energize Your Future!" make you feel?
Strongly
Disagree
Motivated
Indifferent
Excited
Hopeful

40

2.9%
(6)
5.3%
(11)
5.3%
(11)
5.3%
(11)

Disagree
5.3%
(11)
8.2%
(17)
8.7%
(18)
6.8%
(14)

Neither nor
63.3%
(131)
62.3%
(129)
64.7%
(134)
65.7%
(136)

Agree
24.2%
(50)
12.1%
(25)
18.8%
(39)
17.9%
(37)

Strongly
Agree
4.3%
(9)
12.1%
(25)
2.4%
(5)
4.3%
(9)

Did you attend any of the following activities/events? Check all that apply.Quad Event COB Table
Milner Plaza Science Lab Felmley Hall I did not
attend
4.6%
3.8%
6.3%
7.6%
11.3%
67.2%
(11)
(9)
(15)
(18)
(27)
(160)

Have you received any information about American Petroleum Institute (API) ISU
"Energize Your Fut...Campus
Social
Handouts Fliers
Email
COB
Did not
Events
Media
Monitors
receive
any info
2.9%
5%
4.2%
4.2%
5.9%
2.1%
73.9%
(7)
(12)
(10)
(10)
(14)
(5)
(176)

How did your perception of working in the oil and natural gas industry change
after being exposed...
More Favorable
Less Favorable
The Same
31%
3.4%
65.5%
(9)
(1)
(19)

Q15 How likely are you to attend a seminar/workshop on

energy education on campus?
Very Likely

Somewhat
Likely

Neither

Somewhat
Likely

Very Likely

33.9%
(87)

20.6%
(53)

19.1%
(49)

23.3%
(60)

3.1%
(8)

Q16 How would you rate your usage for the following media
on a daily basis?
Heavy
Moderate
Low
Dont use
usage
usage
usage
at all
14%
34.5%
36.8%
14.7%
TV
(36)
(89)
(95)
(38)

41

Radio
Newspaper
Facebook
Twitter

5.4%
(14)
4.7%
(12)
36.4%
(94)
15.5%
(40)

22.1%
(57)
12.8%
(33)
35.7%
(92)
20.5%
(53)

38%
(98)
62%
(160)

33.7%
(69)
66.3%
(136)

Q17 Gender
Male
Female

Q18 What is your status?

Freshman
Junior
Sophomore
Senior
Graduate
Student
Other

19.8%
(51)
24.8%
(64)
8.5%
(22)
29.1%
(75)
16.3%
(42)
1.6%
(4)

24.4%
(50)
23.4%
(48)
11.7%
(24)
20.5%
(42)
17.6%
(36)
2.4%
(5)

Q19 Age
18-20

42

36.4%
(94)

43.4%
(89)

43.8%
(113)
43.4%
(112)
17.1%
(44)
18.6%
(48)

28.7%
(74)
39.1%
(101)
10.9%
(28)
45.3%
(117)

21-23
24-26
27-29
30-39
40-49
50-59
60 or over

42.2%
(109)
9.7%
(25)
3.1%
(8)
4.3%
(11)
3.1%
(8)
.8%
(2)
.4%
(1)

38.5%
(79)
9.3%
(19)
3.9%
(8)
1.5%
(3)
1.5%
(3)
1%
(2)
1%
(2)

Q20 My major is under College of.

Applied Science and
Technology

Mennonite College
of Nursing

18.2%
(47)
36.4%
(94)
24%
(62)
15.5%
(40)
3.9%
(10)
1.9%
(5)

Milner Library

0%

Arts and Sciences

Business
Education
Fine Arts

17.6%
(36)
34.1%
(70)
22.4%
(46)
17.1%
(35)
5.9%
(12)
2.9%
(6)

Q21 Does your major fall under STEM (Science,

Technology, Engineering, Math) discipline?
Yes

32.6%
(84)

26.8%
(55)

No

67.4%
(174)

73.2%
(150)

Cross Tabulations

Q3&Q21 Does your major fall under STEM, rank 1-5 BENEFITS AND SALARY

43

Yes
No

7.4%
(19)
14.7%
(38)

7.4%
(19)
12.8%
(33)

7.4%
(19)
16.7%
(43)

3.5%
(9)
13.2%
(34)

7%
(18)
10.1%
(26)

Q3&Q21 Does your major fall under STEM, rank 1-5 CAREER ADVANCEMENT
Yes
No

5.8%
(15)
9.7%
(25)

7%
(18)
19%
(49)

6.2%
(16)
12.8%
(33)

5.4%
(14)
14.7%
(38)

8.1%
(21)
11.2%
(29)

Q3&Q21 Does your major fall under STEM, rank 1-5 FLEXIBLE HOURS
Yes
No

4.3%
(11)
12.4%
(32)

3.5%
(9)
10.5%
(27)

7.4%
(19)
14.7%
(38)

11.2%
(29)
15.1%
(39)

6.2%
(16)
14.7%
(38)

Q3&Q21 Does your major fall under STEM, rank 1-5 JOB FULFILLEMENT
Yes
No

9.7%
(25)
16.7%
(43)

5.4%
(14)
12.8%
(33)

5%
(13)
12.4%
(32)

8.1%
(21)
12%
(31)

4.3%
(11)
13.6%
(35)

Q3&Q21 Does your major fall under STEM, rank 1-5 LOCATION
Yes
No

5.4%
(14)
14%
(36)

9.3%
(24)
12.4%
(32)

6.6%
(17)
10.9%
(28)

4.3%
(11)
12.4%
(32)

7%
(18)
17.8%
(46)

Q11 &Q21 STEM major and how likely to pursue career in oil and gas industry

Yes

44

Very
unlikely

Unlikely

Somewha
t unlikely

Undecide
d

Somewha
t likely

Likely

Very
likely

17.8%

4.3%

3.9%

2.7%

3.1%

0%

.4%

Dont
know/not
sure
.4%

No

(46)

(11)

(10)

(7)

(8)

36.8%
(95)

15.9%
(41)

5%
(13)

3.9%
(10)

3.9%
(10)

1.2%
(3)

(1)

(1)

0%

.8%
(2)

Q10 &Q21 STEM major and how likely do you think you would be able to find a job in oil
and gas industry

Yes
No

Very
unlikely

Unlikely

Somewha
t unlikely

Undecide
d

Somewha
t likely

Likely

Very
likely

10.1%
(26)
27.1%
(70)

3.9%
(10)
12.4%
(32)

5.4%
(14)
7.4%
(19)

1.9%
(5)
3.9%
(10)

6.2%
(16)
10.1%
(26)

3.1%
(8)
4.3%
(11)

1.6%
(4)
1.6%
(4)

Dont
know/not
sure
.4%
(1)
.8%
(2)

What are the reasons you may not want to pursue a career in the oil and natural gas industry?
No jobs near by
Industry does not interest me
Boring
Controversial, hard to get a job in that industry, doesn't really relate to my major
Current low oil profits are leading to consolidation and layoffs. I want no part of that, or polluting the earth.
Disgusting industry, future is electric cars etc., careers full of ignorant people who dont care about the
environment and our planet- disgusts me and would never support it.
Does not match my interest set. I am not opposed to the industry, but not drawn to it either.
Doesnt fit my major
Environmental and ethical concerns with oil/natural gas industry companies.
Fear
Fracking
I believe the United States and the world needs to focus on Green Technology not energy sources that
pollute the earth and are behind climate change
I do not believe that oil is a responsible form of energy.
I do not believe that these fields are looking for many health care workers
Dont know anything about it
I dont believe they practice good business ethics
I dont think its sustainable
I have thought about pursuing a career in the oil and natural gas industry before but I am not sure about
job availability

45

I think we should focus less on energy sources that harm our land and air. I would not want to be involved
with fracking or oil spills.
In my opinion- alternative sources are the way of the future and I would never ever compromise my morals
for a job in big oil. Natural gas industry will soon be a dying industry.
Industry in transition right now. Can be dangerous. Alternative energy poses a threat to oil industry.
Lack of job fulfillment
Limited resource
Limited supply of fossil fuels = limited long term career, Concerns about the use of fossil fuels and
environment, limited number of jobs in my field available in oil and natural gas industry.
Oil and natural gas are non-renewable resources and the use of these resources is harmful to the
environment.
Oil and natural gas industry are unfavorable among the population.
The oil and natural gas industry may fluctuate based on the ability to find and harvast it. Natural resources
takes a very long time to replenish which could affect the oil and natural gas industry very negatively.
The progress within the industry is risky.
There is a very limited supply of these nonrenewable resources and harvesting them is bad for our planet.
If I wanted to work in fuel or energy, I would choose a worthwhile field, such as green energy.

Survey Questions
Q2 Are you currently searching for jobs?

Yes
No
Q3 Please rank in order what is important to you in a career, 1 being most important and 5
being least important.

______BenefitsandSalary
______CareerAdvancementPotential
______FlexibleHours
______JobFulfillement
______Location

46

Q4 Where do you search for information about jobs? Check all that apply.

HireARedbird
Linkedin
JobSearchEngines
DirectlyonCompanyWebsites
Newspaper
IndustrySpecificWebsites
JobFairs
Networking
Other(specifybelow)____________________
Q5 Did you have any exposure to energy related topics in your course work?

Yes
No

Q6 Please mark which of the following best describes how you feel about the following
statements.

47

How
knowledgea
ble are you
about the
energy
production in
the United
States?
How
knowledgea
ble are you
about the
energy
production in
the world?
How
knowledgea
ble are you
about the
energy
consumption
in the United
States?
How
knowledgea
ble are you
about the
energy
consumption
in the world?
How
knowledgea
ble are you
about the
alternative
energy
sources?

48

Not at all
Knowledge
able

Somewhat
Unknowledg
eable

Neutr
al

Somewhat
Knowledge
able

Very
Knowledge
able

Don't
Know/N
ot Sure

Q7 Please mark which of the following best describes your opinion about the following
statement.
Strongly
Disagree
Neutral
Agree
Strongly
Don't
Disagree
Agree
Know/Not
Sure
The oil and

natural gas
industry
has a
prosperous
future.

Q8 Please mark which of the following best describes your response.

Very
Somewha
Neutral
Somewha
Very
Unfavorab
t
t
Favorable
le
Unfavorab
Favorable
le
What is

your
current
perception
of having a
career in
the oil and
natural gas
industry?

Q9 Please mark which of the following best describes your response.

49

Don't
Know/ Not
Sure

How aware
are you
about the
available
career
opportunitie
s within the
oil and
natural gas
industry?

Not at
all
Famili
ar

Unfamili
ar

Somew
hat
Unfamili
ar

Neither
Familiar
Nor
Unfamili
ar

Somew
hat
Familiar

Famili
ar

Very
Famili
ar

Don'
t
Kno
w/
Not
Sure

Q10 Please mark which of the following best describes your response.
Very
Unlikel Somewh Undecid Somewh Likel
Unlikel
y
at
ed
at Likely
y
y
Unlikely
Based

on your
current
major,
how
likely do
you think
you
would be
able to
find a
job in
the oil
and
natural
gas
industry
?

Q11 Please mark which of the following best describes your response.

50

Very
Likel
y

Don't
Know/No
t Sure

How
likely are
you to
pursue a
career
within
the oil
and
natural
gas
industry
?

Very
Unlikel
y

Unlikel
y

Somewh
at
Unlikely

Undecid
ed

Somewh
at Likely

Likel
y

Very
Likel
y

Don't
Know/No
t Sure

Q12 What are the reasons you may not want to pursue a career in the oil and natural gas
industry? Please type your response.

Q13 Have you heard of American Petroleum Institute (API) before?

Yes
No
Q14 Have you heard of "oilandgasworkforce.com" before?

Yes
No

Q15 Please mark which of the following best describes your interest.
Very
Somewhat
Neither
Somewhat
Unlikely
Unlikely
Unlikely
Likely
Nor Likely
How likely are you

to attend a
seminar/workshop
on energy
education on
campus?

51

Very Likely

Q16 How would you rate your usage for the following media on a daily basis? Please check the
appropriate box for your level of usage for each media.
Heavy usage
Moderate
Low usage
Don't use at all
usage
TV

Radio

Newspaper

Facebook

Twitter

Q17 What is your gender?

Male
Female
Q18 What is your Status?

Freshman
Junior
Sophomore
Senior
GraduateStudent
Other
Q19 My age is:

52

1820yearsold
2123yearsold
2426yearsold
2729yearsold
3039yearsold
4049yearsold
5059yearsold
60orover

Q20 My major is under College of ....

AppliedScienceandTechnology
ArtsandSciences
Business
Education
FineArts
MennoniteCollegeofNursing
MilnerLibrary
Q21 Does your major fall under STEM (Science, Technology, Engineering, Math) discipline?

Yes
No

Responses Provided by the Participants to Question 12 Pre

A conflict with the organizational culture. One that does not fit the scope of my own. This does
not mean all oil companies have the same Organizational culture.
Actuarial Science major
alternative energies are on the rise and I'd rather work in a career that helps the environment.
Alternative energy sources are more sustainable, and healthier for the environment and the
people living in it.
Alternative sources of energy are being used
As of now, oil/gas is experiencing a boom that will turn to a bust sooner or later. Not to mention
the ethical problems of it all.
Bad for the environment and the economic/social well being of any area where the oil industry
moves to
Bad in long run.
Because fossil fuels are not the weay to go. We need to curb our dependency on oil and natural
gas instead of looking to where we can get our next fix. The environment is simply too important.
Because I am a teacher and do not want to work in that area.
Because I getting a radio degree. Also I believe in alternative energy sources
Because I have no real knowledge but slight interest. It's one of those things where you need
everybody to participate for a change which of course is difficult.
Because I love working with children so Education is a better fit for me
Because if i'm not going to be a teacher than I am going to be a stay at home mom and that stuff
is dirty and low pay and labor intensive, and too smelly
Because it's not what I want to go into
Better opportunities in other fields.
Boring and not interested in it
Care about environment

53

Career aspirations don't fit into the industry

Cars are being made now that do not need oil and natural gas. The market may not be in high
demand in the future.
CM major
criminal justice major
Do not currently know a lot about it
Does not appeal to me.
Does not interest me
Does not interest me in anyway
Doesn't interest me.
Doesn't seem related to my major
don't know anything about it
Don't understand
Dying industry over the next few decades, on will work in management level position, layoffs are
currently climbing in the industry
Environmental threats, not interested, don't believe it has a prosperous future
Even though the oil and natural gas industry do have a prosperous future, that does not mean I
think it is an ethical one. I think this industry does in-measurable damage to the environment and
I would not work in it.
Fluctuation of global market and demand
going into clinical mental health counseling
Has no relation to my current degree.
Higher paying job in another field
I already have family who are involved with the exploration and discovery of oil and natural gas
and their experiences are not even remotely interesting. The compensation is very exciting and it
would be impossible to say no.
I am a conservationist at heart and I do have some internal moral conflicts with the actions of
some oil companies.
I am a mass media major.
I am a nursing major
I am a physics education major. I want to teach.
I am a psychology major and don't have an interest in the oil/natural gas industry
I am a special educaiton major
i am a Special Education major - no way to reconcile the two areas
I am a supporter of alternatives to oil and natural gas such as solar power. I think that the oil
industry is corrupt and harms our planet.
I am a teacher
I am an actor! Not related.
I am an Ag-Animal Science major and I know that I want to work with only animals.

54

I am an Apparel Merchandising major and pursuing a career in the oil and natural gas industy is
not my dream.
I am an education major. I would be happy to teach those that would go into the field, but I myself
wouldn't want to.
I am an elementary education major
I am an English education major, that is my passion, and I do not plan on changing it. However, I
do find natural resources a good thing.
I am for the advancement of clean and renewable energy sources.
I am going for my masters in social work and that field does not apply to me.
I am looking to pursure a career in Representative sales
I am more interested in other environmental problems
I am more interested in pursuing career opportunities in my field of study.
I am more interested in working for a financial institution.
I am not interested in it
I am not interested in it.
I am pursuing a job in social work.
I am simply not interested in the field
I am unaware of what current opportunities are available
I am very for a greener environment and for not polluting. I would not be comfortable promoting
the use of natural gasses and oils on a daily basis. I believe there are alternative sources
available now so we should be focusing on developing those newer,more environmentallyfriendly technologies, rather than the older technologies that emit more pollution
I believe that we are living in a society that is finding more energy-efficient ways to live. Not to
mention I believe oil and gas will eventually run out.
i believe we should search for alternative energy sources, and thus i wouldnt want to work if the
oil and natural gas company
I do not have the proper training in either business, economics, or marketing. I would not know
how to get started and it seems like the industry already has its "powerful" people. Unlikely that I
would become very successful.
I do not know about it, not interested
I do not know much about the industry
I do not know much information about oil and natural gas and I frankly do not think about it that
often to lead to a desire to find a career in the industry.
I do not think I would feel particularly fulfilled with my job in the industry
I do not think it would be an interesting career.
I don't feel its related to my studies and career path
I don't know anything about it
I don't know much about it.
I don't view the industry in a positive light
I don't want to work for a company where I don't believe in the mission

55

I feel that the oil and natural gas industry will not be as promenant in the future.
I have a moral compass.
I have absolutely no interest in it.
I have no connections to the field.
i have no knowlegde of it
I have witnessed anti-oil people express hatred and close to violence against those that disagree
with them.
I honestly havnt thought about getting a job in the oil and gas industry, and i dont think that i want
to.
I just have not had any exposure to the industry.
I majored in a healthcare related field
I plan to be as green as possible and would prefer to find a more sustainable energy source to
support.
I plan to go to medical school
I really don't have much knowledge about the oil and natural gas industry, so I don't think I'd be
very successful. Also, I'm a music major.
I want to be a history teacher
I want to be a pediatric surgeon
I want to be a teacher.
I want to be an art teacher. My major is not conducive to the oil and natural gas industry.
I want to become a teacher and I don't like the idea of harming the earth for our convenience
I want to do something in the criminal justice field.
I want to help renewable energy grow instead of oil and gas
I want to pursue
I want to pursue a career in dance
I want to pursue a career in social work, and would be more for promoting alternative forms of
energy, like solar/wind power.
I want to work in recreation so I'm not sure how I could tie that in.
I want to work in sports law.
I want to work with children.
I want to work with others and with medical care
i work in health care
I would imagine that they're looking for people in the engineering field rather than the marketing
field.
I would much rather have a job that is more fulfilling
I would not be able to face the facts about the oil industry such as fracking.
I would prefer other opportunities
I would probably have to move
I would work in this industry
I'd prefer to concentrate my efforts on not raping and pilliaging the planet.

56

I'd rather deal in ethonol

I'm a Chemistry major, working in this industry would most likely mean that I would be doing
tedious lab work, rather than exploring innovation (like alternative fuel sources). I would not
outwardly pursue this, but I would use it for experience if I chooe to work in the chemical industry.
I'm a renewable energy major, so I would rather put my energy focused degree towards
something positive for the planet
I'm an artist, but if I wasn't an artist, I still wouldn't want a job with them. I think the oil industry will
be obsolete soon.
I'm an education major and not interested in making a career out of the oil industry
I'm an English major.
i'm getting a master's in clinical-counseling psychology
I'm going to school for special education..
I'm interested in the medical field
I'm just not interested
I'm more interested in other career options especially linguistics and data curation which is not at
all similar to the gas/oil industry.
I'm premed. Pretty sure there aren't a lot of jobs in an oilfield for a future doctor.
I'm studying for a Ph.D. in English Literature; my degree does not equip me to pursue most
careers in that industry
I'm wanting to get into Sports Marketing, so the oil and natural gas industry doesn't really fit in to
that field
If I do work in the natural gas industry, it would most likely be in the distribution side of things as a
regulator, and that is very different from how oil is distributed. The reason I would not want to
work in the natural gas industry is just that I hav a better opportunity elsewhere.
If it's out of my age range
Im a historian
Im an Ed major
im not familiar, it doesn't sound interesting
Increased threats to business from alternatives.
Insurance major
interest
is not related to what i am studying.
It could always have a downturn
It does not interest me
It does not interest me and it is in the opposite direction of what I want to do with my life.
It does not interest me, and the jobs seem physically dangerous.
It does not sound appealing to me and my marketing career
It doesn't apply to what I want to teach.
It doesn't relate to my major.
It has nothing to do with the field I want to go into, which is publishing.

57

It is likely to decline as supplies of oil decrease and thus prices increase.

It is not a career I have any interest in pursuing.
it is not in my interests
It is not interesting to me.
It is not my area of interest
It is not my major or interest
It is not something I am interested in
It is not something I am interested in.
It promotes the destruction of our environment and disregards renewable energy resources that
are available.
it really isn't the direction i want to go in. the field seems money hungry
it seems like a growing industry and one where jobs could become more and more open.
It sounds dull and has nothing to do with my personal interest
It sounds like a dirty job that I would not have much interest in
it's not my field
It's not my kind of work, and I don't have an interest in the risks.
its not my major
Lack of fulfillment
Lack of interest
location
Location
looking for a position either in academia or in community service media.
Lots of politics.
Mainly the fact that it has a bad reputation for hurting the environment.
MONEY
Morals-- I don't think most of the companies are ethical and I don't think our continued reliance
on oil and natural gas is ethical either. Also, they're not usually looking for clinical psychologists.
My bachelors is in Exercise Science and I am currently obtaining my masters in Exercise
Physiology. The oil and natural gas industry is not of interest to me. There may be a slight chance
I could be a corporate health and wellness professional for those wo work in the industry.
My current Major is leading me in an agricultural direction rather than towards oil and natural gas.
My major can be applied to many industries and I just have to see my options
My major doesn't give me much accredition
My major is athletic training and has nothing to do with the industry
My major is elementary education
My major is not similiar to the majors required for a career in the oil and natural gas industruy
My major is not very applicable to this industry
My major is slightly related to the oil and natural gas industry but I would rather find a career that
is directly related to my major
My major, English: publishing studies, has little application in the energy field

58

My passions are in other areas, and spending my time in the oil and natural gas industry would
take away from what I would rather be doing.
My ultimate goal is to start a business of my very own.
No experience, very little education on the topic, uninterested.
no interest
No interest
No Interest
No interest or potential for fulfillment.
No interest.
No knowledge of this career
No reason
none
None
not at all related to my major
Not attractive
Not enough information about the field.
Not in my field
Not in my interests and I support green energy like wind, solar and hydro
not interested
Not interested
Not Interested
Not interested and doesn't relate to my major.
not interested in this industry
Not intrested
Not my cup of tea
Not my field of study.
Not of interest
Not related to what I would like to do.
Not relevant to my field - sociology. Buy know there is lots of jobs and money in the Dakota's and
other places that offer good money (hard work, long hours, but opportunity for tons of money for
any skill levels).
Not something I'm passionate about
Not sure what jobs are associated with the industry. I'm an accounting major, maybe I could do
financials for a big wig in the industry.
not thought about it
Not trained in anything related to it.
Not very interested in advertising for a business that seems like it will be on the outs in 25 years
Not very math-related
not very recreation oriented...
Not what I imagine myself being involved in.

59

Not what I went to college for or near my career field at all

Not what I'm interested in
Oil and natural gas does not interest me.
Oil Spils
One of my degrees is highly focused on working with college students on a college campus.
Opportunities with different careers that don't deal with the oil and natural gas industry
other better growing fields
Posible harm to natural habitat
Possibility of working outside in the cold. I do not possess knowledge of the industry.
PSYCHOLOGY MAJOR
running out of resources
Since it is a narrow aspect to the business field, I feel it would be difficult to get different business
related jobs.
Social stigma of harmful effects caused by oil and natural gas industry
Something that i understand is very important, but I am interested in sales jobs so I don't see
those two working.
The field can sometimes be too demanding
The industries are very dependent on natural resources.
The industry will naturally decline in size as renewables are used more and more in power
production.
The oil and gas market has ups and downs
The preconceived notions about the industry are all horrible
the requirement for constant travel. As a non traditional student I have a family to think about
and do not want to be aout of town for the time needed to satisfy such a position
there are better energy resourses out there
There are multiple energy alternatives that are more efficient and more eco-friendly for the
environment. Natural resources such as oil are depleting
There is potential, but not likely being that I am studying insurance
these resources may eventually become depleted
This career may not exist in the distant future
This industry is causing a negative impact on the environment, it would be hard to be passionate
in this industry
Too dependent on the price of the commodity
Too many politics involved
Uncertain future, long hours likely
Unfavorable work conditions. Possibly more severe health risks.
Unpredictable
Unsure future of business
we're slowy moving to more beneficial resoursces for the enviornment

60

Well, i would need to do more research of the jobs available. Honestly, I have no clue what those
jobs may be.

61

References
American Petroleum Institute. (2012). Retrieved February 16, 2015, from
http://www.polluterwatch.com/american-petroleum-institute
BP Statistical Review of World Energy 2014 Full Report. (2014, June 1). Retrieved February 17,
2015, from http://www.bp.com/content/dam/bp/pdf/Energy-economics/statistical-review2014/BP-statistical-review-of-world-energy-2014-full-report.pdf
Competition between OPEC, U.S. Drives Oil Prices to Four-Year Low. (2014, December 2).
Retrieved February 16, 2015, from
http://blogs.scientificamerican.com/plugged-in/2014/12/02/competition-between-opec-us-drives-oil-prices-to-four-year-low/
Edventure Partners (2013), Energy and Jobs Tomorrow Project Brief Spring 2015, (accessed
February 12, 2015), [available at
https://basecamp.com/2015193/projects/7975971/messages/35716399?
enlarge=127577726#attachment_127577726]
Global Trends in Oil and Gas Markets to 2025. (2013, January 1). Retrieved February 17, 2015,
from http://www.lukoil.com/materials/doc/documents/Global_trends_to_2025.pdf
Greenwash. (2015). Retrieved March 14, 2015, from
http://www.oxforddictionaries.com/us/definition/american_english/greenwash
Marketing Psychographics - Talkin Bout My Generation. (2010, August 10). Retrieved
February 17, 2015, from
http://greenbuzzagency.com/marketing-demographics-talkin-bout-my-generation/
Marketing to Millennials: Four Distinct Segments. (2013, June 13). Retrieved February 17, 2015,
from http://www.cmo.com/articles/2013/6/6/marketing_to_millenn.html
Oil & Gas Field Services in the US: Market Research Report. (n.d.). Retrieved February 17,
2015, from http://www.ibisworld.com/industry/default.aspx?indid=141
Oil and Gas Industry Initiatives. (2014, March). Retrieved February 16, 2015, from
http://www.ftc.gov/tips-advice/competition-guidance/industry-guidance/oil-and-gas
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