cADence

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Written Report
Michelle Corker
Colleen Herz
Hannah Imgraben
Jamie Parfitt
Greg Wall
 cADence

INDEX
EXECUTIVE
SUMMARY ......................................................................................................................... 3

A
COMPREHENSIVE
ANALYSIS
OF
THE
CAREER
DEVELOPMENT
CENTRE ......................... 4

COMPANY/ORGANISATION BACKGROUND ......................................................................... 4

PREVIOUS MARKETING METHODS: .................................................................................. 4

CURRENT (AND PAST) MARKETING MATERIALS: ................................................................ 4

COMPLETE PRODUCT/SERVICE MIX................................................................................. 5

BACKGROUND
RESEARCH .................................................................................................................. 7

COMPETITION
ANALYSIS .................................................................................................................... 9

UNIVERSITY & BEYOND 2008 .......................................................................................... 9

BOND UNIVERSITY CAREERS SERVICES SNAPSHOT REPORT ........................................... 9

SOUTHERN CROSS UNIVERSITY .................................................................................... 10

STRENGTHS/WEAKNESSES ........................................................................................... 11

CRITICAL
ISSUES
FACING
THE
CLIENT .........................................................................................12

BOND
CAREER
DEVELOPMENT
CENTRE
SWOT
ANALYSIS.....................................................13

BOND
UNIVERSITY
CAREER
DEVELOPMENT
CENTRE
PEST
ANALYSIS .............................14

INTEGRATED
MARKETING
PLAN ...................................................................................................15

SUPPORTING
EVIDENCE
FOR
IMC ..................................................................................................17

DISTRIBUTION STRATEGY .............................................................................................. 17

SPONSORSHIP .............................................................................................................. 17

INVOLVING LECTURERS ................................................................................................. 17

THE POSTER CHANNEL ................................................................................................. 18

CAMPAIGN SLOGAN ...................................................................................................... 19

SWOT
ANALYSIS
FOR
CADENCE
CAMPAIGN ...............................................................................20

PEST
ANALYSIS
FOR
CADENCE
CAMPAIGN .................................................................................21

MEDIA
SCHEDULE................................................................................................................................22

EVALUATION
PLANS
FOR
CAMPAIGN ...........................................................................................23

BUDGET
REPORT .................................................................................................................................27

FUTURE
SUGGESTIONS ......................................................................................................................28

REFERENCES: ........................................................................................................................................29

APPENDICES ..........................................................................................................................................30

APPENDIX A – BOND COLLEGE ORIENTATION SCHEDULE ............................................... 30

APPENDIX B – SURVEY ................................................................................................. 32

APPENDIX C – POSTERS ............................................................................................... 39

APPENDIX D – STICKERS .............................................................................................. 46

APPENDIX E – DIGITAL SIGNAGE ................................................................................... 48

APPENDIX F – DESKTOP BACKGROUND ......................................................................... 52

APPENDIX G – DOOR SIGNAGE ..................................................................................... 54

APPENDIX H – FUTURE IDEAS ....................................................................................... 56

APPENDIX I – PLANNING AND UNUSED CONCEPTS ......................................................... 59


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 cADence

EXECUTIVE SUMMARY
Client: BOND UNIVERSTY

Campaign: CAREER DEVELOPMENT CENTRE (CDC)

Brief prepared by: CADENCE Pty. Ltd.

The general purpose of this report, combined with the development and creation
of an integrated marketing campaign (IMC) for the Bond Career Development
Centre, was to examine and research the current state of the centre in regard to
its status among Bond students, as well as to identify trends and advertising
techniques currently being utilized, to interest and persuade students to visit.

“We need to inform students that don’t know they needed to know”. There are a
large proportion of students that are unaware of the CDC services and resources
and the exact purpose of the centre. Students are also not familiar with the
whereabouts of the centre and what CareerHub entails. To help identify these
issues and to promote the CDC we did the following research:

• Conducting a survey to establish the students’ knowledge of and

perception of the Career Development Centre.
• A review of current trends and advertising techniques via an organised
meeting with Kirsty Mitchell, Employment Services Manager.
• Conducting a SWOT and PEST analysis for our campaign and the CDC.
• An analysis of the CDC as well as its competition.
• Development of an Integrated Marketing Plan (IMC).

cADence decided to focus its marketing campaign on students attending

Orientation Week events. Getting students to sign up for CareerHub and holding
an information session aimed at Bond College to help involve parents. Using
simple signage supporting the new slogan “Get Direction! Visit the CDC” and
placing them in the vicinity of Building 6 (home of the CDC), and Bond University
students as a whole. Orientation Week is a critical week to target!

After conducting our research we have put together an Integrated Marketing Plan
that we believe will aid in increasing the amount of students that take advantage
of services offered, which include registering for Career Hub and visiting the
Career Development Centre.

While it is clear that students’ ideas and needs will vary, cADence Pty Ltd feel
strongly that the following integrated marketing and advertising plan will not only
persuade more students to visit the centre, but will also prove beneficial
throughout their degree and in the transition into their future endeavours.

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 cADence

A COMPREHENSIVE ANALYSIS OF THE CAREER

DEVELOPMENT CENTRE
Company/Organisation
background

The TEAM:

The Career development centre has been operating since Bond University
began. Kirsty Mitchell, Employment Services Manager, began working at the
centre in April 2006. The current staffing level consists of two Employment
Service Specialists, and one Employment Services Officer. An extra staff
member has been employed each year since 2006. In 2008 the CDC moved
from being located next to the print shop to its current location in Building 6.
Since the move, the centre has been more successful. The aim of the Career
Development Centre is to support students and assist in making the transition
between University and the workforce smoother.

Previous
Marketing
Methods:

Since it started the Bond CDC has been constantly involved with numerous self-
marketing strategies and advertising. They are in constant contact with many of
the student associations and are constantly builing relationships with them. Some
of the students associations the CDC deal with are:

• HSA – Humanities Students’ Association

• JSA – Journalism Students’ Association
• BUSA – Bond University Student Association
• BSA – Business Students’ Association
• LSA – Law Students’ Association
• SDSA – Sustainable Development Students’ Association
• BIG – Bond Investment Group

Previous marketing efforts exist in the form of ‘student career information packs’,
provided during a ‘stand and deliver stall’ at the start of a new year of study,
along with a guide who points out the CDC to new students. Printed material
such as brochures, flyers and the use of a regularly updated events calendar
have been another channel for engaging and informing students of their services.
Also ‘digital signage’ has played a significant role in the marketing and
advertising of the CDC, via the Bond and CDC website.

Current
(and
past)
marketing
materials:

As we are now dealing with a new generation comprising of digital and electronic
communication, students have been constantly sent e-mails and there is now a
new ‘opt-out’ feature where students can choose to not receive these e-mails.

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 cADence
The CDC has also now included itself on facebook.com, where they post
upcoming events, news, and dates for important things like employer visits. Also
the introduction of new leather bound folders given to student before graduating
and consisting of important career information in the form of booklets, flyers
brochures etc, is an innovative way of providing students a ‘stylish’ and
sophisticated way of presenting their work at university to potential employers.

The CareerHub is the CDC’s major strength and source of information and the
need for more student awareness and interaction with the CareerHub is evident.
Here students can book into employer events, enter competitions, and check
their options for their degree of choice. Other important awareness needs to be
targeted to other on-line resources like “Going Global” which provides students
with information in 24 different countries as to job listings, career information,
visa information etc. There is also “Vault”, an on-line subscription based resource
used worldwide by over 900 universities. It is an on-line library containing
company profiles, career guidebooks, articles, sample resumes, interview tips,
application letters etc.

Currently the CDC is using new and effective channels of marketing some of
which have been used previously. The delivery of information booklets, flyers,
and brochures is still used as an effective channel, however there are some new
channels emerging. Weekly placement of ads in the popular student magazine
‘SCOPE’ helps to generate student awareness of the CDC and insight into
upcoming events and recent news. Speaking of insight, there is a new newsletter
that has started courtesy of the HSA (Humanities Students’ Association) titled
“Insight”, in which the CDC now also advertises.

The most recent attempt to advertise the CDC exists with the development of the
National Interview Challenge and National Career Development Week activities
set to run until the end of the semester. This is a competition for students to enter
to compete and improve their interview skills plus go into a draw to win some
great prizes. The winner will be announced in week 14 with the title – National
Interview Challenge Winner. Promotion for this can be found on the CDC section
of the website, as well as directly from the CDC. Posters are being distributed as
another channel of advertisement.

Complete
Product/Service
Mix

The Career Development Centre (CDC) provides a full range of student services
which when utilised will assist in all aspects of employment and career
development.
Services include:

On-line Careers and Employment Portal – Otherwise known as the ‘Career

Hub’, providing a diverse range of careers and employment resources and
information, includes job advertisements, company profiles, events, news

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 cADence
Going Global – An on-line student resource that provides information for 24
countries including employment and career information, visa info, job listings etc.
Vault – An on-line subscription based resource used by over 900 universities
worldwide. A library containing 95 Career Guidebooks, 3000 + Company Profiles,
articles, sample resumes, interview tips, application letters etc.
Careers Advice and Guidance – Personal one – on – one appointment with
employment Service Specialists.
Career Path Planning – Matching individual students’ skills with relevant career
pathways.
Graduate Recruitment Resources and Assistance - Puts students in touch
with graduate recruitment representatives from leading corporations and
agencies.
Application Assistance – making sure all aspects of an application are
addressed.
Careers workshops and Seminars – Used to inspire and motivate students
with exciting career suggestions and information coaching: one–on–one
assistance.
Resume Review – Advice for improving resumes.
Company and Industry Profiles – To help inspire ideas or prepare students for
an interview.
Employer visits to campus – Chance to meet with prospective employers and
learn what influences the selection process.
Job Search Guide – Step-by-step through the career planning and job
application process.
Web Resources – Careers directory, company profiles and links, association
links, job listings, available through the CDC section of Bond’s website.
Bond Portfolio – The CDC provides all students in their 2nd semester of a full-
degree program leather bound Bond Portfolio. Purpose to showcase your
evidence to potential employers in the interview process.
Beyond Bond – Program designed to prepare students for the transition from
academic study to employment, covering areas such as Work/Life Balance,
Stress Management, Career Planning, Financial Management and others.
The National interview Challenge and National Career Development Week
Activities – A range of activities including hosting the National Interview
Challenge, a National Job Interviewing Competition.
Migration Expos – The CDC coordinates a range of external Migration Agents
and Lawyers on campus to provide students with relevant information on
migration advice.

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 cADence

BACKGROUND RESEARCH
The Career development centre offers a large number and variety of services to
both students and staff at Bond University. There are some great opportunities
available that the CDC offer assistance with through CareerHub and the various
workshops they provide. The service is non-profit and completely free of charge
to both students and employees. Other universities have been known to charge.
The workshops are career focused and provide essential guidelines for finding
that perfect job and venturing into the workforce. All CDC staff are friendly,
helpful and student focused. Students that have used the services have given
good and positive feedback. They are focused on giving students the best
possible support and enabling them to get the most out of Bond University.

Unfortunately, so far, not enough students are involved with the services the
CDC provides. Students find themselves learning about the centre too late.
Opportunities become limited if students do not take advantage of their services
as early as possible. There is not enough awareness of their services or effective
advertising. The centre itself appears unwelcoming and a large amount of
students are unaware of its location. The CDC staff has found that students have
different expectations of the service, often expecting it to be a recruitment
agency. Currently, staff are still working out the best methods to reach students
and make the workshops more enticing and beneficial for them.

The target market for the Career development centre within Bond is Bond
University students. Currently, almost 1400 students are enrolled with CareerHub
and a number of students attend the workshops provided during the semester.
Ideally, the CDC would like all Bond University students to be involved in some
way.

Current external threats that are affecting and potentially could affect the CDC
include advertisements for other events within Bond University, external
employment agencies and the current economic status. CDC frequently
advertises its upcoming events through the student email system. This has
shown to be ineffective. E-mails become cluttered with so much information that
students pay less attention to emails from the CDC. There is also the problem of
other employment agencies in Australia. Students could seek employment and
support through external sources.

With more advertising and awareness, more students will become involved with
the workshops and sign up to Career Hub. More students will have the
opportunity to get assistance in getting their dream job. Because of the current
economic problem, students will be in need of more help than before in attaining
employment. This could potentially mean that more students choose to become
more involved with the centre

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 cADence

The goal of the Career Development Centre is to develop a marketing plan to:

- increase CareerHub registrations

- increase student awareness of the centre and the services it
provides
- communicate effectively, accurate information on the services and
resources provided

The earlier students become aware of, and attend, CDC functions the greater
their opportunities will be in the future. For example, they will have the ability to
research and participate in internships as well as part-time work in their field of
choice.

The latest time to visit the CDC would be the students 3rd semester (this depends
on when the students start attending Bond) because graduation season always
occurs in the 1st semester of every year. This is important because graduations
season is when organisations come and speak to students personally, which
allows students to apply for jobs to commence in February of the following year.

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 cADence

COMPETITION ANALYSIS
University
&
Beyond
2008


The University and Beyond 2008, one of the largest surveys in Australia, was
conducted by Graduate Careers Australia in conjunction with a number of
Universities across Australia to obtain the views and expectations of higher
education students. Following the success of the survey, more than 27,500
students from across Australia responded between May and August 2008. The
following summary briefly examines the results of the survey for Bond University
in relation to their careers services area. Just over 300 responses to the survey
were received from Bond University students in 2008.

Bond
University
Careers
Services
Snapshot
Report


Students from Bond University who attended their university’s career fair, have
visited their university Career Services Centre and/or Website. When compared,
the results indicate that Bond University students are slightly more likely to have
attended their university career fair than students across Australia (28.6% vs.
24.1%). Furthermore, Bond University students are much more likely than the
national average to have visited the Career Services Centre (43.5% vs. 15.4%)
and Career Services Website (56.8% vs. 39.6%). As a result, Bond University
students are considerably less likely than the National average to have visited
neither (30.5% vs. 55.7%).

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 cADence
Our research reveals Bond students’ main use of the CDC revolves around
résumé writing and interview skills for developing their job search strategy for
connecting directly with employers. When using the CDC website, students are
more likely than the national average to access the website to assist developing
a job search strategy and seek a chance to connect directly with employers.

The results of researching the competition prove Bond to be unsurpassed by any

other University, with Griffith coming in as its closest rival.

Bond University
We have found Bond University CDC to be the strongest offering the most
comprehensive range of services and facilities for their students.

Griffith University
Griffith University services are very similar to those offered by Bond CDC,
offering an extensive range of facilities for their students. Griffith University has
one strong feature which neither Bond nor Southern Cross offers that is:

In-lecture services:
Career Focus Module - A career development module offered for assessment as
part of an existing course.

Making Employment Happen Seminar - A 50-minute, practical and interactive

seminar providing first year students with strategies they can use, whilst
undertaking their university studies, to enhance their graduate employment
outcomes.

Southern Cross University

We have found Southern Cross University a lot weaker than the competition, and
do not offer the full range of facilities that Bond and Griffith offer.

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 cADence

Strengths/Weaknesses

Strengths Weaknesses
BOND • Less students to work • Limited staff
with, so more time • Low budget
can be spent one-on-
one
• One-on-one
assistance with
resume writing and
personal feedback
• Beyond Bond
Program
• All services are free
for students, alumni
and employers
GRIFFITH • Career focus module • Not as much
• Seminar offered for individual time with
1st year students students
• Not one-on-one for
resume writing
SOUTHERN CROSS • Not as much
individual time with
students
• Some services
students are charged
a fee for
• Not one-on-one for
resume writing

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 cADence

CRITICAL ISSUES FACING THE CLIENT

There are many issues Bond CDC is forced to cope with. For one, they must
ensure and maintain a strong position and status as a fundamental and
interactive part of the Bond campus. In relation to this Bond CDC must exercise
an on-going, effective marketing and advertising strategy in order to achieve
desired turn-out rates for the many interactive social events. Incorporating and
providing students with a sense of need and awareness along with the underlying
benefits for using this free service is vital to the CDC’s existence and stature
within Bond. The CDC is also faced with the challenging issue of firstly
convincing students to sign up for Career Hub and secondly providing incentives
for its use. This could be quite a difficult achievement if word of mouth advertising
has informed students of alternative websites offering similar services. Also
providing and incorporating relevant time-frames and schedules is a must for the
CDC, to ensure that students are not inconvenienced in their hectic study
schedules.

Despite being a free service, the CDC must differentiate so as not to lose
students who may want to form a closer relationship with their career coach. The
need may exist for outside employment of professionals specific to resume and
application writing or interview techniques. Finally in relation to the current
economic crisis it is important for the CDC to assure students its strength as a
fundamental career tool and maintain the integral status and standard that they
have previously held.

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 cADence

BOND CAREER DEVELOPMENT CENTRE SWOT

ANALYSIS

STRENGTHS WEAKNESSES

• Support & backing from both • CDC size

University management & faculty
management
• Comfortable and relaxed
atmosphere
• Passionate and helpful staff.
• Constant development of new
events & career groups, e.g.
focus group
• Connected nationally with
NAGCAS (National Association
of Graduate Careers Advisory
Services
• Focus is on a pro-active
relationship approach.
• Free services offered to all
students
• CDC location
• Lack of professional signage
• Lack of awareness on the
university website
• Multi-cultural targeting and
compatibility
• Lack of direct marketing and
advertising approaches
• Minimal targeting of Bond
College Students
• Lack of acknowledgement on
Bond maps.
• Lack of ‘direct-mail’ advertising

THREATS

OPPORTUNITES • Students preferring a “do it

yourself” approach
• Including Bond College students • The ‘easy access’ internet and
as a significant target market world wide web
• Professional signage on the
centre, and advertising
throughout specific areas of
Bond
• Exciting media and Internet
advertising using flash elements
on the Bond website
• Social networking via a direct
student to CDC virtual chat
website.

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 cADence
BOND UNIVERSITY CAREER DEVELOPMENT CENTRE
PEST ANALYSIS
POLITICAL
• Low employment rate.
• Strong management support
• Good working relations with
faculties
• Good relations with outside
organisations
• Non-profit
SOCIAL
• Students in their early
semesters feel they do not need
to worry about career at such
an early stage
• Students nearing the end of
their studies feel it may be
useful to start looking at their
career options
• Can seem overwhelming,
particularly for younger students
• Too difficult to find the time to
visit
• Teaching students
communication skills
• Student population increase
• Regularly updated events
calendar
• Student focused
• Hosting social events
• Employment task force
• Skills building workshops
ECONOMICAL
• Recession
• The more people sign up for
career hub the greater funds they
earn and they can add an extra
person to staff
• Low budget
• Suffering economy leads to
people obtaining higher levels of
education.
• Fee free service for students and
employees (most other
universities charge)
• Decent budget – i.e. Funds what
needs to be funded
TECHNICAL
• Career hub is hidden away on
Bond’s website
• Career Development Centre is
small text on the bond website.
• Website is impersonal and difficult
to navigate
• Emails sent out too often
• You can access career hub from
the privacy of your own home
• Great reliance on IT staff (not
technically savvy)
• Adverts must go through
marketing department
• Engage others through career hub
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 cADence

INTEGRATED MARKETING PLAN

cADence decided to focus its marketing campaign on students attending
Orientation Week events both in Bond College and the University. Also students
who are regularly in the vicinity of Building 6 (home of the CDC).

Bond University students are the target market for the Career Development
Centre and also our IMC. The aim of the campaign is to engage and entice more
people to get involved in the centre and its free services to students. This IMC
proposes a simple signage strategy involving the placement of various signs
supporting the new slogan, ‘Get Direction! Visit the CDC.’ By using this strategy
the new signage will spark curiosity and then action.

Further integration and adding of Bond College as an added market segment,

was selected on the basis that, as of yet, there was minimal information about
the Career Development Centre included in the Orientation Week schedule.
There is no scheduled information session in the Orientation Week timetable
(Appendix A), and the actual centre location is not shown or pointed out during
the campus tour of transitional students. It is considered very important that
these students gain direction, or ‘Get Direction!’, as we say, at an early stage of
their studies, benefiting not only the students, but also the CDC. Orientation
Week is a critical week to target. Parents usually get involved at this stage and
will be able to assist in encouraging their children to seek guidance through the
Career Development Centre. If Bond College students are aware of the free
services offered by the CDC in the early stages of commencing their studies,
they will not need to be included in future campaigns as most of the students will
already have prior knowledge and would have taken advantage of the services
on offer.

A large number of students use Building 6. The larger lecture theatres are
located on level 3. All CORE subject lectures are held in this building and
therefore, when advertisements are placed in this area, newer students will
become aware of the centres existence from day one. It is important that
students are reminded with multiple signs or posters in different locations, as
repetition is a key principle of effective advertising. By placing various signs
around the inside of the building, the students will soon become aware, not only
of the name, but the services it provides and its location.

Don’s Tavern advertisements are just a light-hearted way of reminding students

of the centre and that they need to take advantage of the service. A wide variety
of students go to Don’s Tavern mainly on a Thursday night. It is a where a
number of popular University events are held and is a place where students can
relax. Placing the advertisements in a number of locations within the facility, such
as the men’s urinals, is a way of reminding them about the centre.

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 cADence
A variety of advertising media would be used to ensure our message has a broad
and successful coverage. The primary medium for the campaign is posters;
varying in size and positioned in prominent locations in the target areas (Building
6, Bond College, Don’s Tavern) and other areas around campus. Posters are a
simple and cheap, yet effective, means of advertising the CDC. Inclusive in the
poster category, we are including “digital” posters that will be present on the
information screens located around campus and the desktop backgrounds of all
networked computers.

The information screens are present, normally with multiple instances, in every
building on campus and play a PowerPoint presentation of Bond event adverts
and departmental information. These screens are seen by most students on
campus on a daily basis and tie the campaign in with other Bond marketing
campaigns, giving a more “official” style. The use of the desktop backgrounds of
the networked computers around campus (excluding Film and TV), that are used
by nearly all students, aids in the overall communication and helps raise curiosity
about the CDC.

The secondary medium for the campaign is stickers. Stickers are a great handout
that people tend to stick on books, folders etc. Students then inadvertently
promote our message for us.

In addition to these media we would also ensure that the Career Development
Centre is featured on the large campus maps seen throughout campus. Also, we
suggest that a board outside the office or at the bottom of the staircase leading to
the office with “What’s on this week” displayed would be an effective supplement
to the CDCs emails at informing students of the career-related events each
week.

In targeting these particular market segments with the appropriate

advertisements, cADence believes that awareness of the centre will increase,
students will become more familiar of what services and resources are provided
and more students will take advantage of the centre.

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 cADence

SUPPORTING EVIDENCE FOR IMC

Distribution
Strategy

Our distribution strategy starts when students are first accepted to Bond College
and Bond University to allow for people to become aware of Bond Career
Development Centre from the very beginning. Another addition to this consists of
having a table readily available with information and brochures about the Career
Development Centre both during orientation week and continually throughout
each semester outside the CDC. This is due to the fact that the Career
Development Centre does not offer tangible products, and so by offering
brochures people will be able to gain something tangible from the Career
Development Centre. Finally, we would like the tour of Bond College and Bond
University to not only point out where the Career Development Centre but to
actually venture inside the centre to allow students to become familiar with it and
also remind students that it is pertinent to visit the Centre early in their degree.

Sponsorship

Sponsorship (in regards to a cause of event) can be defined as “… an
arrangement in which a company contributes to the expenses of a cause or
event to increase the perceived value of the sponsor’s brand in the mind of the
consumer” (Wells, 2008). Supplies or services are usually provided free of cost to
support the event or cause, such as a sport, topic or cause. This can be rather
costly at times as events can be quite large and consist of or require expensive
equipment. The effectiveness of sponsorship relies on the synergy of promotions,
advertising and public relations (Wells, 2008). cADence believes sponsorship
unnecessary, as the Career Development Centre supports and holds multiple
workshops and are the organizers of Graduate Season. The Career
Development Centre also supports students to compete in events such as the
National Interview Challenge. They are already a part of a number of events and
therefore, to spend such money supporting another event would be impractical.
Taking into consideration the good relationship the Career Development Centre
has maintained with the staff and faculty of Bond University, in addition to having
a good relationship with faculty the Career Development also works alongside
many student associations. They also have good relations with outside
organizations in particular the National Association of Graduates Career Advisory
Services.

Involving
Lecturers

A recent survey stated that up to 48% of students regard lecturers as the main
source of careers information on campus and up to 21% reported that Lecturers
are a valuable source of career planning assistance. This helps to support our
suggestion that the Career Development Centre needs to work closely with the
Lecturers, and to become more involved in classes. Our suggestion is that Bond
University has the 4 core subjects which every student needs to complete, so if

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 cADence
the Career Development Centre went to one lecture each semester for each core
subject this would definitely make all students aware of the services that the
Centre has for students and just how important the CDC is throughout their
degree. We recommend for direct marketing that Kirsty, or an employee of the
Career Development Centre attempt to become more involved in classes to help
convey information to the students. Another suggestion we have in terms of
direct marketing is having one Multimedia class a semester design and create an
advertisement such as an Avant card as part of their assessments. If the Career
Development Centre approached the lecturers or Tutors from this subject, and
see if their classes could design an Avant card (or whatever the students are
doing that particular semester) for the Centre. This would not only help the
students to gain a greater understanding about the services provided but the
Avant card would be getting designed by students, making the design be
attractive to other students. The design could then be used for one of their
advertisements throughout the year.

The
Poster
Channel

The print message format is less fleeting than that of broadcast or media
channels and is therefore more concrete, meaning people will tend to spend
more time with print and absorb its message more thoroughly. Print provides
more detailed information, rich imagery and has a longer message life. Posters
and outdoor boards are primarily visual, although the use of creative copywriting
will generally attempt to catch consumers’ attention and lock-in an idea,
registering a message. An effective poster is one which unifies the words with the
visual. The key to an effective poster is a dominant visual with minimal copy. The
Outdoor Media Association at www.outdoormedia.asn.au recommends tips for
designers. We use a great deal of white in our advertisements in order to indicate
simplicity. We also use the blue and gold colours as those are the colours that
Bond University uses in their advertising. This helps to create recognition through
repetition. We utilize the slogan “Get Direction! Visit the CDC” in order to indicate
how the Career Development Centre will aid in students choosing their career
path. Specific to our ad campaign are the following tips which we have
successfully covered:
Colours: Use bold, bright colour. Complementary colours such as red and green
are not readily legible. The greatest impact is created by maximum contrast
between two colours such as dark colours against white.
Typography: Use of simple, clean, uncluttered type that is easy to read at a
distance by an audience in motion.
Graphic size: Make any illustrations eye-stopping

To justify our use and decision to use printed material as a core channel, our
research has revealed that there are generally four types of advertising in which
use of phrasing and words is crucial.
1. A complicated message where words are more specific than visuals and
can be read over and over until the meaning is clear.

18
 cADence
2. An ad which is for a high-involvement product where the consumer can
spend a lot of time considering his or hers various options before making
an informed decision. The more information the better, and this means
using words.
3. An ad for a product that needs to establish its credibility or authority in a
category (Bond and the CDC)
4. A message that is trying to achieve abstract qualities, such as justice,
quality or integrity, words will communicate these concepts more clearly
than pictures.

We understand that many students will not want to be overloaded with a lot of
reading so we have designed our posters with this in mind, keeping the
information at minimum with attractive pictures and designs.

Campaign
Slogan

Words and pictures work together to produce a creative concept, and the idea
behind creative work in advertising is sometimes expressed in the form of
attention-getting and memorable phrases such as our campaign phrase, ‘Get
Direction! Visit the CDC.’ cADence Pty Ltd is 100% satisfied that this creative
phrase will grab all Bond students’ attention due to its simplicity and easy and
memorable recall.

Versatility is a common trait of copywriters, moving from toilet urinals to Mack

trucks their writing style shifts to match the product and language of their target
audience. As it was seen with our team, the copywriters spend hours, even days,
crafting a paragraph. Then after many revisions other team members read and
critique the word arrangements. Finally the words become fine-tuned and are
ready for print and advertisement. Some experts suggest that copywriters should
use no more than six or seven words.(Wells, 2008)

19
 cADence
SWOT ANALYSIS FOR CADENCE CAMPAIGN
STRENGTHS
• By advertising through the
college, students will already be
aware of CDC when they come
to Bond University
• Parents are likely to be informed
through Bond College
• Knowledge of location of CDC
through placement on campus
map
• Students know about CDC from
their first day at Bond
• People become more aware due
to the repetition of being
told/seeing information on CDC –
effective use of repetition = good
• Students are more inclined to
follow the correct career path,
and they start thinking about
career, ergo making them more
likely to visit CDC
• Kept informed about sessions
held by CDC
• Higher amount of people signing
up for career hub
WEAKNESSES
• Low budget – can’t offer many
incentives
• We don’t necessarily have any
enticement that makes people
want to go to CDC
OPPORTUNITES
• Offering food when events occur
at meal times.
• People signing up for career hub
orientation week will allow a
greater budget for CDC
• By having people more informed
they’re more likely to tell others
THREATS
• Other posters and events may
clash with times – other events
seem more exciting
• Other posters around distract
people from noticing CDC
posters
20
 cADence
PEST ANALYSIS FOR CADENCE CAMPAIGN
POLITICAL
• Our posters do not fit the
standard Bond theme
SOCIAL
• Our campaign makes the CDC
seem more inviting than it was
previously
• Interactive approach that is
more involved with parents
and students
• Additional promotion though
the poster channel raises
awareness of the CDC
ECONOMICAL
• Our campaign runs under the
CDC’s budget of $500
• Ideally a larger budget could
make a more effective
advertising campaign
• After implementation of signing
up for Career Hub during
Orientation week CDC will have
a larger budget
TECHNICAL
• Our campaign development is
comprised of the use of
multimedia design software
• Some administrations may
disagree with CDC’s use of
Bond’s technology as an
advertising medium
21
 cADence

MEDIA SCHEDULE
The first implementation of the marketing plan consists of the tours during
Orientation week. Having people walk in and actually seeing the Career
Development Centre as an open and friendly place is a way for students to
become more familiar with the Career Development Centre. In addition to this
signing up for Career Hub will be mentioned in the Orientation Week pamphlets
that are given out by both Bond College and University.

The poster aspect of the marketing campaign, being the posters placed around
the Bond University campus will be put around campus during week 2. By
placing these posters around campus during week 2 it will allow students to
notice the posters more by noticing the change around campus. The media
schedule also involves new students that have applied to Bond each semester.
With their acceptance letter information on the Career Development Centre will
be included so as to inform the future students of Bond University along with their
parents.

22
 cADence

EVALUATION PLANS FOR CAMPAIGN

Prior to the start of the research for the campaign for the Career Development
Centre, cADence created a survey to gain a better understanding of what Bond
students already know about the Career Development Centre, and how they
came about this information cADence conducted a survey. The survey consisted
of only ten questions, seven multiple choice, and three open-ended questions.
The questions were aimed at finding what the strengths of the CDC are and what
aspects can be improved. We were able to obtain 43 responses for this online
survey.

We found that the CDC has very high potential on Bond campus, with 48.9% of
respondents claiming that they have not chosen their career path after Bond.
This clearly shows that the CDC has an audience that would be very apt to
utilising their services.

Have you chosen your career path after

Bond?

Yes
No

23
 cADence
We found that 79.1% of the respondents were aware of the Career Development
Centre, although some were unsure of exactly what it was that the CDC was
used for.

Even though many students were aware of the Career Development Centre, 60%
of the students were unaware of where the CDC was located.

24
 cADence
Using this information it became clear to cADence that it is important to advertise
not only the Career Development Centre, but also where it is located and what its
purposes are. Although many students were aware of the Career Development
Centre due to the emails they regarded these emails as annoying and obtrusive
when mentioning this. Many students seem to filter out the CDC emails with
41.9% of students claiming they did not receive any emails.

This made it clear that the student emails need to be much more effective.

25
 cADence
One of the most pertinent pieces of information gained from this survey was how
Career Hub factored into people’s knowledge of the CDC. Results show that
76.7% of students were not aware of Career Hub.

With this information it became very clear to cADence that it was very important
to increase knowledge of Career Hub.

All in all the survey ended up being a very useful tool in understanding what
direction our campaign for the Career Development Centre should take. It offered
invaluable research and a very good starting point.

In addition to this we recommend that sign up statistics for Career Hub, along
side the amount of people making appointments at the Career Development
Centre, and then finally the amount of people attending the events that the
Career Development Centre offers be collected. We would take these statistics
from the year prior to the implementation of our marketing plan and compare it to
the results of up to a year after the marketing plan has been put in place.

26
 cADence

BUDGET REPORT
After hours of creative planning, we developed several designs that were to be
intended for use in this campaign. We have 8 poster designs, 6 sticker designs
and a presentation folder. In addition to these there are the designs for the digital
signage found around campus, plus a desktop background for all networked
computers on campus.

Bond University sends the majority of their publications to a local print/design

shop, Varsity Graphics, for printing. We visited this store and discussed the
prices for the printed material we required, and after some thought towards
quantities we devised this:

Media Qty. Price Each Total Price

Poster – A4 25 $1.00 $25.00
Poster – A3 10 $19.00 $190.00
Poster – A2 2 $29.00 $58.00
Sticker 500 $0.32 $160.00
Presentation Folder 500 $3.20 $1600.00
Window Lettering 1 $200 $200
Campus Digital Signage - - -
Desktop Backgrounds - - -
Grand Total: $2233.00

Clearly the quantities and prices of certain media elevate the overall costs to an
enormous figure. The Career Development Centre has a small budget for
advertising of only $500. The presentation folders are evidently far too expensive
for this budget, and so unfortunately these have to be compromised to allow for a
reasonable budget. In addition, certain quantities had to be lowered to bring the
budget down to a practical level. The final budget is listed below:

Media Qty. Price Each Total Price

Poster – A4 15 $1.00 $15.00
Poster – A3 10 $19.00 $190.00
Poster – A2 2 $29.00 $58.00
Stickers 115 $0.32 $36.80
Window Lettering 1 $200.00 $200.00
Campus Digital Signage - - -
Desktop Backgrounds - - -
Grand Total: $499.80

27
 cADence

FUTURE SUGGESTIONS
Our campaign could only cover some of our ideas, and because there is only a
small budget of $500 we could not include some valuable ideas. So below we
have included some suggestions we feel the CDC may find useful in their future
endeavours to promote themselves to future students:

• The packaging is based on the pamphlets that Career Development

Centre has already produced in order to produce consistency using the
Bond fonts and colours, and also by using a single package this allows
students to become more organized by having all of their information in
one place. By creating the package based on the previous themes we
save money by not having to redevelop a completely new theme.

• To make the Career Development Centre more welcoming and inviting

there are also plans to place directional signage on the tiled area in front
of the Career Development Centre.

• Promote internships

• Advertise for study abroad students

• They should keep a list of all students that visit and their email address
and email them directly with things that may interest them

• When holding courses i.e. Resume writing maybe just focus on one
course a week, so that every student knows that course is available for a
whole week, that way there should be a time slot when all students could
attend if they wanted to.

• Providing food as incentives for attending seminars and events during

meal times

28
 cADence

REFERENCES:

Wells, Spence-Stone, Moriarty & Burnett (2008) Advertising: Principles and practice: 1st edition.
Sydney Australia: Pearson Education.

Retrieved February 15, 2009 from http://www.universityandbeyond.com.au/

Retrieved February 15, 2009 from http://www.yourfeedback.qut.edu.au/graduate/universityan/

Retrieved February 15, 2009 from http://www.graduatecareers.com.au/content/view/full/3088

Retrieved February 15, 2009 from https://intranet.secure.griffith.edu.au/community-welfare-

recreation/careers-employment

Retrieved February 15, 2009 from http://www.scu.edu.au/services/oasis/index.php/17/

Bond University Careers Services snap shot report provided by Kirsty Mitchell

University and Beyond 2007 – University Careers Service Report produced by Graduate Careers
Australia

Zeithaml, V.A., Parasuraman, A., Berry, LL (1985) Problems and strategies in services marketing,
Journal of Marketing, Volume 49, (Pages 33-46)

29
 cADence

APPENDICES

Appendix
A
–
Bond
College
Orientation
Schedule


Appendix A:
Bond College
Orientation Schedule

30
 Bond College Orientation Activities 091
TIME MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY MONDAY FRIDAY MONDAY FRIDAY
12-Jan-09 13-Jan-09 14-Jan-09 15-Jan-09 16-Jan-09 19-Jan-09 23-Jan-09 26-Jan-09 30-Jan-09

University :

Vice Chancellor's Official Welcome

9am - 10 am
Bond College: Official
Welcome
Meet the Dean, DVC Director,
Husam and Elias
10am - 11am
Bond College, Legal Skills
Building, Level 1
Bond College: Enrolment and Cerum Theatre, Level 3, University
Admin Centre
Bond College,Legal Skills Building, Lvl Bond College:
1
University Skills Session
& Enrolment Hub- Main Library University :
Bond College, Legal Skills Building Sports Boot Camp
BRING Student # and Photo ID

Tea & Coffee Break Lvl 1 Under the Arch

(10:45 am)
Bond College: Enrolment and Bond College: University Skills
University : Bond College: Bond College : Bond College :
Admin Session
Bond College,Legal Skills International Students' Information International Students International Students
Bond College, Enrolment & Admin
11am - 12pm Building, Lvl 1 Session Session Session

Legal Skills Building, Lvl 1 Legal Skills Building, Husam Aldamen & Elias Husam Aldamen & Elias
& Enrolment Hub- Main Library
BRING Student # and Cerum Theatre, Level 3, University Legal Skills Bldg, Lv Legal Skills Bldg, Lv
Room 1_25 Lvl 1 & Student Admin
Photo ID Centre 1 1

Bond College: Campus Tour Bond College: Pizza Lunch Bond College: BBQ

BBQ Area,
12pm - 1pm
Bond College, BBQ Area, Opposite Opposite Bond College

Legal Skills Building, Lvl 1 Bond College Reception Reception

Bond College: International Police and Surf Safety session University :

Students Information Session

1pm - 2pm University Library Tour
Including Australian Culture
Cherry & Mohammad Almelahi Main Library
Legal Skills Bldg, Lv 1
Legal Skills Building, Lvl 1
University :
Study Preparation Program
2pm - 3pm
Bond College: Room 6_3_27
Enrolment & Admin (Lecture Theatre 2)
Legal Skills Building, University Centre
Lvl 1 & Student Admin
3pm - 4pm
Bond College : Bond College :
Official Welcome Official Welcome

Meet the Director & Staff Meet the Director & Staff

Legal Skills Bldg, Lv Legal Skills Bldg, Lv

4pm - 5pm
1 1

Evening There will be nightly activities, starting from Monday run by the Student Council. Some of these events are 18+. Please consult your Orientation Week Guide for more information.

For more information on O http://www.bond.edu.au/students/services/bondweek/bwindex.htm International sessions mention

week activities refer to these http://www.bond.edu.au/about/life/support-services/orientation.html Australian Culture and alcohol
 cADence

Appendix
B
–
Survey


Appendix B:

Survey



32
 cADence

1. What is your current degree at Bond?

Undergraduate Post Graduate Study Abroad

2. Have you chosen your career path for after Bond?

Yes No

3. Are you aware of the Career Development Centre?

Yes No

4. If so do you know where it is located?

Yes No

5. How did you hear about the Career Development Centre?

6. Do you know what Career Hub is?

Yes No

7. Do you receive emails from the Career Development Centre?

Yes No

8. What makes you interested/not interested in visiting the Career Development

Centre?

9. Which of these services would you most likely utilize if you were to use their
services?

Resume Writing Interview Skills Career Planning

Graduate Recruitment Employment Opportunities

10 Any other comments?

33
cADence

34
cADence

35
cADence

36
cADence

37
cADence

38
 cADence

Appendix
C
–
Posters


Appendix C:

Posters

39
 Get Direction!
Visit the Career Development Centre
 Get Direction!
Visit the Career Development Centre
Ge
tDi
rect
ion!
Vi
si
ttheCar
eerDev
elopmentCent
re
1
770:Capt
ainJamesCookdi
scover
s
Aust
ral
iawi
ththeai
dofacompas
s

2009:Bondstudent
sgr
aduat
ewi
thj
ob
pl
acementswi
tht
heai
doft
heCDC

Ge
tDi
rect
ion!
Vi
si
ttheCar
eerDev
elopmentCent
re
Get Direction!
Visit the Career Development Centre
 LOOK

Get Direction!
Visit the Career Development Centre
 cADence

Appendix
D
–
Stickers


Appendix D:

Stickers

46
 Career Development Career Development
Centre Centre

I visted
the Career I
Development Centre
and all I got was
this LOUSY
sticker... oh and Career Development
DIRECTION! Centre

CDC We’ve got ya

back!
 cADence

Appendix
E
–
Digital
Signage


Appendix E:

Digital Signage

48
Career Development Centre

Get Direction!!
•  Application Advice
•  Career Path Planning
•  Careers Advice and Guidance
•  Company and Industry Profiles
•  Employment Opportunities
•  Job Search Guide
•  Resume Reviews

Visit the Career Development Centre

Career Development Centre

Get Direction!!
Visit the Career Development Centre
Career Development Centre

1770: Captain James Cook discovers Australia

with the aid of a compass
2009: Bond students graduate with job
placements with the aid of the CDC

Get Direction!!
Visit the Career Development Centre
 cADence

Appendix
F
–
Desktop
Background


Appendix F:

Desktop
Background

52
 cADence

Appendix
G
–
Door
Signage


Appendix G:

Door Signage

54
 c
e i
ton!
t Dr
i
Ge
 cADence

Appendix
H
–
Future
Ideas


Appendix H:

Future Ideas

56
 cADence

Appendix
I
–
Planning
and
Unused
Concepts


Appendix I:
Planning and
Unused Concepts

59
Get Direction!
Visit the Carrer Development Centre
Ge
Vi
si
tt
t D
heCar
ir e
eerDev
el
c t io n
opmentCent
r
!
e
Fa
cina
ting Fa
cina
ting

Te
dious Tedi
ous
GetDi
rect
ion!
Vi
si
ttheCar
eerDev
elopmentCent
re