A FRIEND,

Team 128
EXECUTIVE SUMMARY
Indeed is where talent meets opportunity. Since 2016,
they have contributed to 72% of all online job interviews
CONTENTS
worldwide.1 A company like that has the potential to change
a life. So who’s to say it can’t change yours? EXECUTIVE SUMMARY 1

RESEARCH 2
Indeed presented the challenge of being the first job
site that our target audience thinks of when beginning
TARGET AUDIENCE 3
their next job search, increasing the overall unaided
consideration among this group by the end of 2023.2 INSIGHTS & STRATEGY 4

This intimidating task calls for a seemingly simple solution – MANIFESTO 5

highlighting Indeed’s qualities that would capture a
younger audience within the job search engine industry. CREATIVE CONCEPT 6

Sounds easy right? We thought so too… at first. However, FORE A FRIEND 7

we wanted to take it a step further.
A TRIP DOWN MEMORY LANE 8
This campaign challenged us to not only reposition the job
search, but to give Indeed a whole new perspective. While INDEED’S THE GAME OF LIFE 9
overcoming the obstacles that are tied to the job search,
our campaign addresses core values that are held by both #STICKTOGETHER 10
Indeed and the target audience.
BUDGET 11
It turns out that these two are more compatible than you’d
think. EVALUATION 12

1
RESEARCH
Within the next 8 years, Gen Z is expected to make up approximately 30% of the entire U.S. labor force.2 With that
being said, capturing this target audience is essential. They are rapidly entering the workforce and changing it
along the way. Aligning with their core values is without a doubt the #1 priority when it comes to choosing the
brands with which they identify.2

For 18-24 year olds, honesty lies deep. We’ve heard it since we were little – honesty is the best policy, and our
target audience agrees. We conducted a survey to uncover the honest feelings of these job searchers. According
to our primary research, our target audience is not actually intimidated about taking the first step in the
application process. We found that 99% of our surveyors reported that submitting an application was the least
intimidating factor of the job search.3 The fear lies within the uncertain outcomes of the steps that follow.

Uncertainty is the name of the game. It is one of the leading factors that contributes to stress for 18-24
year olds. Where will they live? Will they be able to support themselves? Will they enjoy what they do? As these
questions spiral throughout the heads of young adults, our research found that 76% of them go to friends in
times of need... or uncertainty.3 What better way to support them through the application process than providing
a shoulder to lean on? We can’t find one.

As the lives of young adults continue to grow and change, who says they have to do it alone?

99% reported that submitting

76% of the target
an application was the least
intimidating factor. The fear lies
audience go to friends
within the steps that come after. in times of need.

2
TARGET AUDIENCE
The Ready

We have all been there. The job search can be frustrating,

nerve-wracking, and simply not fun.

But with a friend, it doesn’t have to be.

Say hello to The Ready… kind of.

This relatable, yet unique group of 18-24 year olds are preparing to dive head first into
the job search. The problem is, diving head first is scary. Whether they’re finishing up a
bachelor’s degree or choosing to wrap up their education after high school, the distant,
daunting thought of the job search is becoming reality, and nobody likes to face reality
alone.

So… who is The Ready? From Instagram feeds to in-class doodling, this diverse group
seeks freedom to express themselves in any way they can. They want their authentic
identities to be recognized and welcomed in their future work endeavors. They seek
community, trust, relevance, and self-care… all things that Indeed values as a brand.2

The Ready are a determined group, but even the determined can be unsure of what
their path looks like.

3
INSIGHTS & STRATEGY
You know what we’re trying to say, right? We can’t promise the job
search isn’t scary, but our campaign shows that you don’t need to go
through it alone. Consider Indeed your mentor, emotional support
water bottle, and best friend all in one.

So, how do we turn a search engine into a

friend? Great question, thanks for asking.

With Indeed, it’s all about you. No matter where you’re at in

life, Indeed is there to offer a helping hand. Need feedback
on your resume? Indeed can do that. Stressed about your
upcoming interview? Indeed has the right advice, guiding
you through every step of your journey in a simple and
honest way.

You’ve met The Ready, but let’s not forget about the Almost Ready.
They were intimidated, nervous, and lost within the job search.
They were missing the friend they didn’t know they needed.

Enter Indeed.
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 MANIFESTO
Life is built on the memories we make with others. Whether it’s
grabbing lunch, hitting the gym, or cutting bangs together at 2:00
AM… everything is better with a friend. Friends are the ones who
support your opportunities; the ones who are along for the ride.

We are your virtual sidekick. Your main squeeze. Here during the
calm and the storm. Let’s raise our voices with excitement towards
the unknown. Through every step of the journey we are always
learning… growing… helping The Ready unlock a potential that
deserves to be celebrated.

We are Indeed. A FRIEND, .
5
CREATIVE CONCEPT
Typography When it comes to the creative
concept behind our ads and
Noto Sans Regular activations, we aimed to keep
everything uplifting through bright
Noto Sans SemiBold and colorful aesthetics. The
supporting visuals for this campaign
Noto Sans ExtraBold are quite literally bubbly! The job
hunt can be intimidating to today’s
Noto Sans ExtraBold Italic
youth, so it is important to evoke
inclusivity through modern creative
Color pieces that are familiar to the
#001C40 #4A1D36 #D7AD6C target audience. The optimistic and
#003A9B #92326A #E5A37E colorful imagery creates an inviting
environment ready to be explored.
#6792F0 #B84A88 #2F6781
Additionally, the bold and
#000000 #D57D45 #62A48F eye-catching typography allows for
#FFFFFF #F6DFD5 #8BC0AE
a polished look and smooth read.

6
FORE A FRIEND
Topgolf X Indeed Pop-Up Networking Event
We’re kicking off this campaign in full swing… literally! We
couldn’t think of a better way to generate Gen Z buzz than a
pop-up networking event at one of our target audience’s favorite
places – Topgolf. Throughout the month of June, Topgolf locations
across the nation will host Indeed’s first annual Fore a Friend
Networking Event. This event aims to remove the scary stigmas
surrounding the job search by reintroducing it in a lighthearted,
fun-filled environment.

Indeed experts will host this event, providing key information

about using the Indeed website. Indeed will invite talent scouts
from nearby cities of the chosen Topgolf locations. These
recruiters are ready to network and answer questions about their
companies. Young adults from the area are invited to attend this
event free of charge to enjoy some great golf and delicious
refreshments… all while networking and gaining exclusive insight
from their potential future employers!

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A TRIP DOWN MEMORY LANE
OOH Nostalgic Ads
Low-rise jeans, #y2k, drive-in movies, ‘80s and ‘90s music…

Nostalgia is an obsession with millennial youth and

longing for simpler times.4 It’s a passion for music, trends,
and attitudes present before our time.5 Nostalgia is big
these days, with 50% of Gen Z feeling nostalgic for types of
media. Why not tap into that?

A Trip Down Memory Lane is a group

of out of home ads designed to evoke
feelings of reminiscence. Out of home
ads are hard to ignore, allowing
Indeed to launch highly visual,
impactful campaigns that attract the
attention of consumers and get their
message heard.6 Our ads are meant
to target 18-24 year olds who enjoy
taking trips down memory lane while
showcasing Indeed’s ability to offer
help, resources, and a shoulder to
lean on.
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INDEED’S THE GAME OF LIFE
Hasbro X Indeed Social Activation Collab
Known as Gen Z’s favorite platform, Instagram is a
popular social internet community that focuses on
photo and video sharing.7 Advertising through the
app is a no-brainer, with 73% of American
teenagers saying that it’s the best way for brands to
reach them.8 Instagram is also the #1 social
media platform for users to connect with brands,
with 61% of their advertising audience being 18-34
years old, which falls right in our target
audience age range.7,9

Introducing Indeed’s The Game of Life,

a social media collaboration between Indeed and
Hasbro, a popular corporation in the toys and
entertainment industry. This social activation brings
users a modern twist on a classic game,
incorporating essential elements of the job search
experience. Taken from the Hasbro and Indeed
brand color palettes, the bright colors grab the
attention of users scrolling on Instagram. Users
can navigate through the paths of life, with Indeed
there to offer resources and opportunities to help
achieve their goals. The posts include tips and
insights taken directly from Indeed’s Career Guide,
encouraging users to turn to Indeed for all things
career-related.

9
#STICKTOGETHER
Post-it® Brand Partnership
From reminding yourself to buy that loaf of bread to writing
inspiring sayings and affirmations to doodling in class to
brainstorming ideas, Post-its provide a simple and colorful
way to keep track of the little and big details of everyday
life.10 They act as a friend, always there to remind, encourage,
and listen. Nothing has seemed to beat the simplicity of
these sticky notes, despite the rise of digital notes and
reminders. People love ‘em.

So, what do Post-its and Indeed have in common? They are

both there to help keep your brain organized while being
easy to use.

Post-it notes and Indeed go hand-in-hand.

Think interview reminders, bulleted list of jobs
to apply to, or jotting down information about
a company (only to name a few) – all while
promoting Indeed as a one-stop shop for all
your job-search needs. The bright blue Indeed
color makes them hard to miss, ensuring that
your notes don’t go unnoticed.

The opportunities are endless, and all you

have to do is scribble, peel, and stick.

10
BUDGET
The A Friend, Indeed campaign budget utilizes
$3 million by reaching The Ready where they
regularly consume media. Budget allocations
align closely with our campaign goals: become
the first job website that our target audience
thinks of when beginning their next job search
and increase the overall unaided consideration
among this group by the end of 2023.2 Over
two-thirds of the budget goes towards the 30
second video spot as well as OOH activations,
aiming to establish a strong targeted brand
presence within the target audience.

The A Friend, Indeed campaign runs from June

1st to September 30th, 2023, and will be
closely monitored during this four month period.
Adjustments will be made accordingly using the
contingency budget of $145,000 should an
opportunity arise for funds to be directed
towards channels that exhibit the most potential.

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EVALUATION
Let’s recap. Indeed has the power to change lives, and this campaign aims to shed light on
this power for a younger audience (who we named The Ready). This group aligns closely to
Indeed’s core values. Community, trust, honesty… the list goes on and on when it comes to
this brand and audience’s compatibility.2 But how did we bridge the gap and bring these two
together? By reintroducing Indeed as someone that The Ready can trust through the
A Friend, Indeed campaign.3

From Topgolf’s Fore a Friend pop-up networking events to Indeed’s The Game of Life
collaboration with Hasbro, our strategy is intended to lighten the stress of the job search
and position Indeed as The Ready’s supportive BFF. Our approach combines Indeed’s
friendly brand personality with our chosen popular media channels to bring Indeed to the
front of our target audience’s mind. Sound good? Indeed it does.

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