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Objective–Establish Career Vision as a leader in a “new” field–career literacy. High-school- and college-aged students have long sought a direction as to how to shape their futures. Career Vision is among a select cadre of organizations that goes beyond traditional skills and aptitudes to find majors and career paths which truly fit one’s interests. Career Vision posed a challenge for SMPR to differentiate their services between other career planning and high school guidance counselor offices. Among our objectives:
Strategy—Define the Career Vision difference by changing the context of conversations. SMPR’s strategy was to shape the discussions and decisions parents and their children have about college majors and careers as a business model—it’s not enough to change tactics (i.e., changing college majors, moving from job to job) when the proper strategy has yet to be put in place (understanding one’s career literacy and interests before making the choice of majors and careers). This discussion would catapult how career literacy would be integrated into a child’s planning process. Tactical Approach SMPR conducted a thorough media audit to test the validity of messages the client believed were relevant and topical. This “message testing” helped foster media relationships in and of itself, and helped establish Peg Hendershot as a college and career planning expert media could rely upon. SMPR created and used publicity materials to educate key media influencers about what made their company different than other career planning and high school guidance counselor offices. Materials included pitch letters, corporate backgrounders, client (both student and parents) testimonials and trade/industry/media analysts. SMPR produced consistent stream of seasonal media pitch angles that generated press coverage throughout the year in online, broadcast and print media outlets. We connected our outreach initiatives to key internal initiatives the organization used in its operations. SMPR assisted with overall corporate and media planning for Career Vision to help streamline messaging in their e-newsletter, advertising and other communications tools. Results—Operations SMPR helped define career literacy within Career Vision’s desired marketplace. SMPR developed an arsenal of communications tools that has successfully raised awareness of numerous career and college planning issues, making Career Vision’s initiatives top-of-mind with local and national media, as well as parents and adults. Results—Media Placements
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