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Running head: BUSINESS RESEARCH CAMPAIGN

Business Research Campaign

Transition from School to Work

Hannah Bowden

Jake Carter

Autumn Bate

4/25/19

BUS 2200 - Business Communications

Salt Lake Community College

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BUSINESS RESEARCH CAMPAIGN

Business Research Campaign

Transition from School to Work

We plan to advise SLCC students on the best ways to move on from college to the

business-place. We will tell them how to succeed at skills such as writing resumes and speaking

in interviews.

Overview of Project

We aim to guide SLCC students by giving them tips and tricks for navigating the

business world when searching for and maintaining a job after graduating. Our research will

include personal interviews of people who have successfully transitioned from school to work.

Purpose

It can be difficult to transition from a predictable environment where school is a defined

pathway to one less controlled and less certain (like studying business classes versus entering the

business world with a degree). Uncertainty growing between the connection in educational

systems and the social skills and knowledge required to enter a certain career.

Our purpose is to inform students about best job/career strategies, help them feel

confident about job searching, and compel them to implement the advice we give.

Audience Analysis

The target audience for our project is Salt Lake Community College students who are

close to graduating and looking for a job in their chosen career field. Below is profile of this

audience.
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Demographics: ​The demographics of students at Salt Lake Community College are defined by

three main facts: age, ethnicity and gender. The previous year of 2017-2018 displayed students’

median age as 23 years old, the non-white population as 26.3%, and the ratio of males to females

took a turn; with more females attending than males since 2007.

SLCC also has the highest population of non-white students enrolled than any other

educational institution in the state. In other words, the main audience at SLCC to focus on is

young adults around the age of 23, who are female and white. However, it is necessary to

consider a high concentration of males and ethnicities other than white, knowing that SLCC

fosters the largest amount of diversity.

Psychographics: ​Because the median age of students is 23, that means they fall into the

millennial generation. Millennials value a work/life/social balance. These young people believe

in being social and embracing diversity and globalism. Millennials see authority as a source of

guidance. In the workplace, they strive to be entrepreneurial, and are skilled at multi-tasking.

Audience Considerations

SLCC students have grown up with busy schedules, smart phones, the internet, and social media

like Facebook and YouTube. Millennials are completely integrated with technology. The average

college student attending SLCC has grown up in a time where technology dominates most forms

of discussion. People shy away from more face-to-face interaction because technology has

replaced it.

Messaging Goals

Feel: ​We want our audience to feel confident and optimistic in their quest for a successful job or

career.
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● Confident about interacting with potential employers and colleagues.

● Optimistic about searching for and obtaining a job in their chosen field of study.

Think: ​Our audience should think about the best ways to write resumes and act in interviews.

● Ponder their personal preferences and abilities to know what kinds of companies to apply

at.

● The best way to present themselves and their skills on a resume and in an interview.

Do: ​We want our audience to go apply and interview for jobs in their chosen field of study.

● Plan early before graduation for job applications.

● Build a network among people in their same field of study and work by using something

like LinkedIn.

● Practice interviewing

Key Messages

Tips and tricks for applying for and obtaining a job in their chosen field. Our key messages will

focus on tips for resume writing and interviewing.

● Have a well written resume.

● Act eager, confident, and attentive in job interviews.

● Maintain a good online presence.

● Stick to a budget and realistic daily schedule.

Channels of Communication

Facebook page:​ SLCC students are young people who constantly use social media like

Facebook. The Facebook page can be used to link the YouTube video, and will also post an
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infographic that we made. We will also add additional videos and articles made by other people

to build up the page and make it appear more eye catching.

YouTube video:​ Millennials are constantly using YouTube to research “how to" videos and hear

about other people’s experiences. A video will be a great way to show them our key messages.

Flyer:​ Flyers can be posted on SLCC campuses where students can read them. The flyer will be

simple and fast to read. The flyer ​can also be posted as a photo​ will include a link to the

Facebook page.

Available Resources

Printers at SLCC campus, home computers

Budget

Item Cost Funding Source

Flyers $5.00 per person SLCC print center

Tactical Plan (Action Items)

Task Who When

Facebook page and YouTube Autumn April 22

Video

Project Research and editing Jake April 15, April 22

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Video script, infographic for Hannah Aril 18

FB post and flyer

Debrief

By learning and practicing resume and interview skills before graduation, SLCC students

will be prepared and feel confident to step into the business world.

The project went very well. Jake conducted and compiled research. Hannah created the 7

Transition Tips script for the video and used Jake’s research to design a very appealing and easy

to read flyer with some great tips on transitioning into the workplace. Lastly, Autumn used the

script to create a video and posted the video and infographic along with some other helpful

videos and articles to a Facebook page.

The design and creation of each component went smoothly. However, our

communication and organization of the entire project did not go as well. More online

conferences, organization of our google docs, and delegation when it came to the initial

campaign submission was needed.

We learned a lot about transitioning from college to career. We will be able to use much

of the information we gathered in our own lives as we complete our education. We also learned a

lot about collaboration and the effort and organization it takes to effectively coordinate to

complete a well designed and research business campaign.

Additional Tactical Items ​(chronological order)

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● Text group members to facilitate research and creation of deliverables: Hannah

● Find people to interview and record interviews on research google doc: Jake

● Share research google doc with the rest of the group: Jake

● Find a free website to create the flyer and infographic: Hannah

● Find a free website to create the YouTube video: Autumn

● Research similar facebook pages: Autumn

● Find additional videos and articles to add to the Facebook page: Autumn

● Add the infographic to the Facebook page: Autumn

● Text group members to receive and give feedback on completed deliverables:

Hannah

● Compile all the group members’ writings for the Strategic Communications Plan

into one document for submission: Hannah

● Make all references and campaign doc APA compliant: Hannah

Additional Audience Members

After browsing Facebook and exploring informational pages similar to ours, we learned

that the more popular pages had eye catching, short posts. We learned that the audience we were

trying to reach did not wish to read through long articles or videos to find a few effective points

to help them with their transition to the working world. Instead, we added short articles and

videos that simply outlined key information that was easily tangible and useful. It is possible that

other young college students besides those who attend SLCC will see and use our Facebook

page. These other people are most likely similar to SLCC students in age, thus they may share

the same generational values that we have considered in our audience analysis.
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References

A. Evans, Personal communication, April 10, 2019

Connie, N., & Debbie, S., (2018). Fact book 2017-2018 student demographics. Retrieved from

http://performance.slcc.edu/Factbook/2017-18/B_student_demographics/index.html

Corcione, D. (2017 October 5). Transitioning from college to the working world: 7 survival tips.

​ etrieved from https://businessnewsdaily.com

Business News Daily. R

D. Evans, personal communication, April 10, 2019

Paljug, K. (2018, February 9). The personality traits that will get you hired. ​Business News

Daily.​ Retrieved from ​https://businessnewsdaily.com

Schiffbauer, L. [Lon Schiffbauer]. (2017, February 7). ​Cross generational communication

[YouTube video file]. Retrieved from ​https://www.youtube.com/watch?v=d_2oXnTskVo