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2008
Tiffany[Type the company name]1/1/2008
 
FBI Campaign Report 
“Think Beyond the Special 
 
 Agent” Campaign
 
2008
ADCATS AGENCYNEW YORK UNIVERSITY
 
 
1
 
 
2
Contents
Overview
Introduction to the AdC
ats Agency……………………………………………...3
 Executive
Summary……………………………………………………………
....4
Our Approach……………………………………………………………………
.. 5
Research
Methodology a
nd Sample……………………………………………………
.
…6
 Target Market Insights
……………………………………………………….....
..7Building Blocks: Support for
Campaign Strategy……………………………10
 
Campaign Strategy & Implementation
Objectives………………………………………………………………………..11
 
Target Audience…………………………………………………………………11
 
Campaign Position………………………………………………………………12
 Slogan, Message, Tagline
and Tactics………………
..
………………………13
 
Campaign Event…………………………………………………………………14
 
Public Relations
Objectives……………………………………………………………………….. 15
 PR Strateg
y ………………………………………...……………………………
15On-
Campus Tactics…………………………………………………………….. 16
 Online Ta
ctics…………………………………………………………………… 17
 
Advertising
Objectives………………………………………………………………………..21
 Ad Strategy
………………………………………………………………………
21
Creative…………………………………………………………………………..22
 
Advertising Tactics…………………………………………………………….
..23
Budget
………………………………………………………………
24
Results
……………………………………………………………
...
25
Photos
……………………………………………………………
....
26
Appendix
…………………………………………………………
...
27
 
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