3rd place mccombs case competition - altria
TRANSCRIPT
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Fratton Oakmont Investments
Daniel Morgan, Lucas Stephens, Santiago Rosales
Problem
Brand Awareness
Quality Applicants
Recruitment Solutions
Overview Strengthen Innovate Forward Conclusion
Overview Strengthen Innovate Forward Conclusion
Recommendation:
Strengthen on-campus recruiting and implement a
pathway targeting high quality applicants.
Overview Strengthen Innovate Forward Conclusion
Three Prongs of Success
Strengthen Existing Core Recruiting Platforms
Innovate New Pathways
Position Altria for Future Success
Overview Strengthen Innovate Forward ConclusionOverview Strengthen Innovate Forward Conclusion
Three Prongs of Success
Strengthen Existing Core Recruiting Platforms
Innovate New Pathways
Position Altria for Future Success
Overview Strengthen Innovate Forward ConclusionOverview Strengthen Innovate Forward Conclusion
What Do Students Want?
Overview Strengthen Innovate Forward Conclusion
Internship Selection Factors
Skill Development
Pay
Prestige
Location
Student Engagement = Applications
Engagement
Social Media
On-CampusSMS/Email
Overview Strengthen Innovate Forward Conclusion
Social Media Opportunities
Overview Strengthen Innovate Forward Conclusion
Engagement
Social Media
On-CampusSMS/Email
Social networking profiles of graduating seniorsSource: NACE Report 2014
2014 2013 2012 2011
Facebook 87.3% 89.6% 90.7% 91.0%
LinkedIn 63.8% 61.6% 47.9% 32.2%
Twitter 41.6% 43.7% 34.1% 22.8%
• 89% of students used Facebook or LinkedIn for job research
• “Can’t Beat The Experience” on social media
• Frequency and consistency
Social Media Solutions
Overview Strengthen Innovate Forward Conclusion
Engagement
Social Media
On-CampusSMS/Email
Use new tools to find target audience
Maintain and grow pages and
profiles
Social Media Solutions
Overview Strengthen Innovate Forward Conclusion
Engagement
Social Media
On-CampusSMS/Email
23%
5%
0%
5%
10%
15%
20%
25%
Targeted Untargeted
Conversions: Targeted vs Untargeted*
*Facebook Advertising Data, 2015
On-Campus Organizations
• Conduct more informational recruiting sessions
• Emphasis recruiting over information
• Interested students hooked on skills aspect
• Put recruits face-to-face with recruiters
Overview Strengthen Innovate Forward Conclusion
Engagement
Social Media
On-CampusSMS/Email
On-Campus Workshops
• Altria branded workshops to build student skills
• Low-cost, paired with student organization
• Emphasis on skills coincides with student desires
Overview Strengthen Innovate Forward Conclusion
Engagement
Social Media
On-CampusSMS/Email
SMS/Email
Applicant finds Altria
Drive traffic through
SMS/Email
Applicants linked to website
Talent Applies
Overview Strengthen Innovate Forward Conclusion
Engagement
Social Media
On-CampusSMS/Email
• Employ mass texting and email service to dispense information
• Backbone of new platform
• All paths lead to connections
The Future?
High response
rate
Simple data analysis
Adds value to site
Three Prongs of Success
Strengthen Existing Core Recruiting Platforms
Innovate New Pathways
Position Altria for Future Success
Overview Strengthen Innovate Forward ConclusionOverview Strengthen Innovate Forward Conclusion
Altria Charity Sales Challenge
Overview Strengthen Innovate Forward Conclusion
• Altria will host an annual sales challenge with all revenue going to charity
• Students will compete to sell Altria branded products:
Altria Charity Sales Challenge
Overview Strengthen Innovate Forward Conclusion
• Prizes:
• 1st Place: $1500 + Lunch with an Altria Executive
• 2nd Place: $500
• 3rd & 4th Place: $200
• Participation:
Very Interested ,
45%Somewhat Interested,
35%
Not at all Interested,
20%
Interest in Competing
Very Willing ,
43%
Somewhat Willing, 51%
Not at all Willing, 6%
Interest in Buying
Creating a Pathway
Overview Strengthen Innovate Forward Conclusion
Attract
•Altria Charity Sales Challenge
Connect
•SMS Texting
•Website
•Social Media
Commit
Creating a Pathway
Recruiters
Students
Altria Charity
Sales Challenge
Research
Overview Strengthen Innovate Forward Conclusion
Logistics
Overview Strengthen Innovate Forward Conclusion
Promote
• Social Media
• Info Sessions
• Lead Generation
Kick-Off
• Sales & Customer Service Techniques
Competition
• One-Week Period
Results
• Winner awarded $1500 + Lunch with Altria executive
Strength Analysis
Overview Strengthen Innovate Forward Conclusion
Strengths
Brand Association
Self-Sufficiency
Explicit Demonstration of Altria Core
Values
Opportunities
Adoption of the Altria Brand
Increases in Prestige and Reputation
Increases in quantity and
quality of applicants
Three Prongs of Success
Strengthen Existing Core Recruiting Platforms
Innovate New Pathways
Position Altria for Future Success
Overview Strengthen Innovate Forward ConclusionOverview Strengthen Innovate Forward Conclusion
Future Considerations
Strategy Review
Impact Analysis
Risk ManagementOverview Strengthen Innovate Forward Conclusion
Strategy Review
Data Analysis
Resume Analysis
Overview Strengthen Innovate Forward Conclusion
Data Analysis from Sales Competition
Reward student organizations that bring successful students
Pinpoint students with sales talent
Analyze applicants from sales competition
Overview Strengthen Innovate Forward Conclusion
Resume Analysis of Intern Applications
Overview Strengthen Innovate Forward Conclusion
Assess applicant characteristics
GPA
College
Major
Identify effectiveness of spending
Applications
Sales competition
Resumes/GPA
Target for growth
Interests
Effectiveness
Impact Analysis
Projected Budget
Strategy Objectives
Success Metrics
Overview Strengthen Innovate Forward Conclusion
Projected Budget
Overview Strengthen Innovate Forward Conclusion
Department Organization Target Audience Event Title Financial Support
McCombs Undergraduate Programs Office
Undergraduate Business Council 101 Members McCombs Case
$19,500.00
Hispanic Business Student Association 150 Members Annual Support
Asian Business Student Association 300+ Members Annual Support
ALPFA 150 Members Annual Support
Honors Business Association 100 Members Annual Support
Freshman Business Association 60+ Members Annual Support
Black Business Student Association 70+ Members Annual Support
Management Information Systems Association 40 Members Annual Support
American Marketing Association 40 Members Annual Support
Undergraduate Programs Office N/A Annual Support
McCombs BBA Career Services
McCombs Diversity Council 200-250 BBA students Annual Support
$17,500.00
BBA Etiquette Dinner 70 Students Dinner Events
BBA Women's Council 65-100 BBA women Annual Support
Target Your Future Annual Support
McCombs Career Week Activities Entire McCombs population
Career Fair, Etiquette Dinner, Mock Interviews, Employer Panels
Undergraduate Career Services N/A Annual Support
Altria Sponsored EventsCharity Fundraising Program 100 Altria Charity Sales Challenge $4,500.00
Community Involvement Program 15-20 Student recruits Community Day of Sharing Event $500.00
Total $41,000.00
90%
10%
Budget Objectives
Overview Strengthen Innovate Forward Conclusion
•Leverage lead generation
•Scalability
Strategic Partnerships
•Generate campus-wide brand awareness
High-Quality Interns
Success Metrics
Sales Competition
•Increased brand awareness
Interns
•More join text/email recruiting
•Average GPA boost
Workers
•Job performance boost
•Sales numbers increase
Overview Strengthen Innovate Forward Conclusion
Risk Management
Overview Strengthen Innovate Forward Conclusion
RisksMitigating
Factors
Three Prongs of Success
Strengthen Existing Core Recruiting Platforms
Innovate New Pathways
Position Altria for Future Success
Overview Strengthen Innovate Forward ConclusionOverview Strengthen Innovate Forward Conclusion
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Questions?