Marketing + Advertising + Public Relations
Duration:
Three months, 2019
My Skills:
Adobe Creative Suite
Database Search
Public Speaking
Overview:
With a team of five students, develop a strategy and supporting campaign focused on getting your peer students, soon to be graduates or recent graduates to consider staying in Rochester, NY. Present in front of a panel of the client.
The Client:
VisitROC, ROC 2025 and Rochester Advertising Federation
My Roles:
Lead designer and assistant researcher.
Problem Statement:
How can we persuade graduating student's to stay in Rochester after graduation to retain talent in the community?
Goal One:
Make staying in ROC a sign of success.
Goal One:
Make staying in ROC a sign of success.
Goal Two:
Make current students aware of the great option to stay in ROC.
Make current students aware of the great option to stay in ROC.
Goal Three:
Make Rochester appear as a premiere place to live.
Make Rochester appear as a premiere place to live.
SWOT Analysis
Strengths:
•Colleges/Education
•Food
•Commute Time (~18 min)
•Festivals and Entertainment event
•Unique Venues
•Housing
•Cost of living
•Food
•Commute Time (~18 min)
•Festivals and Entertainment event
•Unique Venues
•Housing
•Cost of living
Opportunities:
•STEM major popularity
•Job Market
•Seasonal weather activities
•Job Market
•Seasonal weather activities
Weaknesses:
•Weather
•Stigma
•Crime
•Stigma
•Crime
Threats:
•Other Cities
•Students wanting to go home
•Students wanting to go home
Our Concept:
Sources:
“Living Here.” Greater Rochester, 2019, www.rochesterbiz.com/live/education.
“Rent Trend Data in Rochester, New York.” Rent Jungle: Apartment Search, Oct. 2019, www.rentjungle.com/average-rent-in-rochester-ny-rent-trends/.
U.S. Bureau of Labor Statistics, Unemployment Rate in Rochester, NY (MSA) [ROCH336URN], retrieved from FRED, Federal Reserve Bank of St. Louis; https://fred.stlouisfed.org/series/ROCH336URN, November 19, 2019.