API ENERGY AND JOBS
TOMORROW
PRESENTED BY: 805 INNOVATIONS
EXECUTIVE SUMMARY
• Goals and objectives
•
•
Increase awareness of job opportunities within the Oil and Gas Industry
as well as opportunities within American Petroleum Institute for
Millennials
Change negative perceptions of Oil and Gas Industry
• Integrative Marketing Strategy
•
•
•
Interactive booths
Advertising on and off campus
Social media and communications
• Results
•
•
Overall increase of awareness of job opportunities and positive
perception of Oil and Gas Industry
Recognized the importance that Millennials place on environmental
sustainability in their career
•
•
•
Participate in a large amount of recruiting at the university level and
educate prospective employees about benefits and positive aspects of
Oil and Gas Industry
Engage in social media and social networking
Update user interface on American Petroleum Institute website
2
• Recommendations
INTEGRATED MARKETING
COMMUNICATION PLAN
MESSAGE
•Cohesive
•Consistent
•Clear
ELEMENTS
•805oilgasjobs
• Represents our town of San Luis
Obispo
•“Earn By Doing”
• Similar to the Cal Poly motto of “Learn
By Doing”
3
•Make 6 figures in the Oil & Gas
Industry
TARGET MARKET
PROFILING
• Demographics
• Millennials: largest, most diverse
generation in the US
• Cal Poly students
• Age 18-30
60% are willing to
learn about oil and
gas job
opportunities*
• Psychographics
• Believe technology and the
internet are the natural order of
things
• Value family, creativity, and
family in their work
• Are the first truly mobile citizens
4
• Interested in environmental
sustainability
• Value being socially connected
• Desire a job where they can make a
difference
• Entrepreneurial: motivated by money
SECONDARY RESEARCH
• Current distorted and negative perceptions of
Oil and Gas Industry
• 66% of Americans report a negative view1
• 22% of Americans report a positive view1
• Image challenges:
5
• Safety and environmental records2
• Perceptions that the industry is male-dominated2
• Unaware of the diversity of the industry’s occupational
opportunities2
SECONDARY RESEARCH
• Millennials are more willing to
enter environmentally friendly
industries and jobs2
• Companies can enhance image
by being highly ranked on “Best
Places to Work” lists3
• Educating prospective
employees instead of keeping a
low profile is the key to
recruitment challenges2
• Effectively harness the power of
social media and social
networking4
• Heavy participation in recruiting
at the university level5
6
• Industry must highlight the
following due to
misconceptions…
PRIMARY RESEARCH:
FOCUS GROUP RESULTS
•Jobs that come to mind when mentioning oil and gas industry:
• Engineers, oil rig workers, gas station attendants, truck drivers
•Qualities millennials are looking for in a career:
• Most important: flexibility, reasonable hours, balance outside of work,
wanting to make a positive impact on people
• Other: opportunity for advancement and mobility, engaging/challenging work,
stability, positive work environment, travel, hands-on work
•Perceptions of the oil and gas industry:
• Majority had negative view of the industry: thought of as “controversial” and
“environmentally hazardous”
• Some had heard the workers “are some of the nastiest people”
•Interest in working for the oil and gas industry:
• Majority not interested due to:
7
• Lack of knowledge
• Association with an industry that has negative perceptions/public image
PRIMARY RESEARCH:
PRE-SURVEY
Perception Levels
• Current knowledge level of career
•
opportunities in the oil and natural gas
industry:
•
•
•
•
•
Very unknowledgeable: 38%
Somewhat unknowledgeable: 30%
Neutral:
Somewhat knowledgeable:
Very knowledgeable:
Perception of the oil and natural
gas industry (1=extremely
negative; 10=extremely positive):
•
•
•
•
•
Extremely negative: 10%
Slightly negative: 35%
Neutral: 23%
Slightly positive: 23%
Extremely positive: 9%
8
Awareness
PRIMARY RESEARCH:
PRE-SURVEY
• Interest of target market in working
for the oil and natural gas industry:
•
•
•
•
•
Very uninterested: 31%
Somewhat uninterested: 20%
Neutral: 22%
Somewhat interested: 20%
Very interested: 7%
Companies Appealing
to Target Market
•
Types of companies:
•
•
•
•
•
Associations: 27%
Service and Supply: 25%
Oil: 19%
Drilling: 8%
Other: 21%
9
Interest of Target Market
PRIMARY RESEARCH:
RANDY WESTHAUS
INTERVIEW
Oil and Gas supervisor at Tetra Tech
Fracking = large concern within oil and gas
industry:
•
“I have been with Tetra Tech for 20 years and I
have never heard of anything harmful come from
fracking”
Clear up negative misconception by…
•
Showing the requirements and regulations that
must be passed to ensure that what oil and gas
companies are doing is not destructive or harmful
to the environment or people.
Millennials can become more educated
about the job opportunities:
API has a website that states the available jobs
with brief descriptions of the job opportunities
10
•
PRIMARY RESEARCH:
ON-CAMPUS INTERVIEWS
Informed of the
benefits and
positive aspects of
the industry
Approximately
45% became
more likely to
enter the industry
https://www.youtube.com/watch?v=SHXIa5lZ2dE&feature=yo
utu.be
11
90% of
interviewees
uneducated on the
topic or had a
negative
perception
towards the oil
and gas industry
COMMUNICATIONS
STRATEGY AND
MARKETING OVERVIEW
• University Union Interactive
Booth
• 2 Interactive Booths at the
Library
• Classroom and Club Visitations
• Farmer’s Market
Communications
• Public Relations
• Social Media
• Advertising
12
Events
UNIVERSITY UNION
INTERACTIVE BOOTH
MARCH 5, 2015
•
GOAL: to promote job
opportunities in the oil and gas
industry for all majors and
backgrounds through advertising
cards and traffic towards our
social media outlets
•
WHY? University Union Hour
occurs every Thursday from 1112 am with a large amount of
student traffic
•
INCENTIVES: t-shirts, gas
cards, muffins, cinnamon rolls,
Izze sodas, cookies, chips,
donuts
INTERACTIVE ACTIVITIES:
spinning wheel with gifts and corn
hole
13
•
LIBRARY INTERACTIVE
BOOTHS
MARCH 11-12, 2015
• GOAL: to drive traffic to our
social media outlets and the API
website through card handouts
and incentives
• WHY? The week before finals
week there is a large amount of
student traffic in front of the
library; better opportunity to
increase awareness
• INCENTIVES: t-shirts,
Starbucks coffee, Jamba Juice
smoothies, donuts, cookies, gas
cards
with gifts and corn hole
14
• INTERACTIVE
ACTIVITIES: spinning wheel
CLASSROOM AND CLUB
VISITATIONS
•
Spoke to Cal Poly graduate students
about:
•
•
Provided great feedback about the
website
•
“That website really isn’t great though.
All it does is list companies that hire,
so you click the company and it takes
you to their homepage and then you
have to navigate through their site
looking for open careers and all that
stuff. You know I would never spend
the time to actually go through all that.”
- Matthew Thomson, Economics
15
•
American Petroleum Institute and
their employment opportunities
• Our social media outlets
Very receptive to information
Farmer’s Market
•
Located in Downtown San Luis
Obispo along Higuera Street
•
•
•
Over 120 vendors every
week
• World Famous6
Handed out informational cards
two different weeks
Popular event for Cal Poly
Students
•
16
•
Opportunity to increase
awareness in target market
Driving traffic towards our
Facebook page
PUBLIC RELATIONS
• Announcements for clubs and Greek
Life
•
“Earn By Doing: Become Part of a $93
Billion Industry”
• Announcement for the San Luis
Obispo Tribune
•
Did not want to publish article due to no
data analytics from website
• Announcement for Mustang
News/Cal Poly Portal
•
Did not want to publish articles due to no
data analytics from website
• T-shirts worn by our group members
as well as those given out at
interactive booths
17
• Partnership with the Society of
Petroleum Engineers
Overview of Message Content:
Summary of Tactics:
•
•
Used social media management tool,
HootSuite, to schedule all posts
•
Post content consisted of positive
highlights of API companies in the Oil
and Natural Gas Industry
•
Highlighted jobs API has to offer
young professionals with varying
educational and experience
backgrounds
•
Promoted free gas cards to those
who liked our pages and followed our
social media
•
Promoted our campaign booths on
campus with information on who,
what, when, where, and why
students should come visit us
•
Directed towards Millennials searching
for internships or careers offering growth
opportunities, longevity, and competitive
compensation
Educational
•
•
•
Educating about the positive practices oil
and gas companies are employing today
Change negative perception of the Oil
and Natural Gas industry
Informative
•
•
Informing target market about the jobs
and internships available in varying
departments
Informed target market that Oil and
Natural Gas industry professionals are
often earning six figures and have
competitive compensation
18
SOCIAL MEDIA TACTICS
SOCIAL MEDIA:
FACEBOOK
Number of Likes: 360
•
Number of Posts:
•
•
•
47 posts total
7-12 posts per week
Engagement: 299
• Reach:
•
•
Average Status: 178
Total Reach: 1,532
• Hashtags
•
•
•
•
•
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#EnergyMakesTheWorldGoRound
#EarnByDoing
#CalPoly
#GotGas
#OGWorkforce
#OGMakesSixFigures
• Most Successful Post
•
948 people reached
19
•
20
SOCIAL MEDIA: SPIKES IN ACTIVITY
FROM BOOTHS
SOCIAL MEDIA:
INSTAGRAM
•
Number of Total Likes:
251
Hashtags
•
Number of Posts:
•
•
•
•
Total: 14
2-4 posts per week
•
Number of Followers:
40
•
Primary: #jobs, #gas, #oil,
#calpolyslo, #earnbydoing, #gotgas,
#ogworkforce, #california,
#university, #sixfigures, #money,
#free, #mustangs, #calpoly
Secondary: #space, #moon, #pipes,
#library, #deadweek, #finals,
#exams, #life, #slofarmers, #market,
#farmersmarket, #uu
Most popular post: 26 likes
•
Comments:
•
•
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“I love your pics keep it up!”
“Thanks for the info! And the
cookie!
“YES! :)”
21
•
SOCIAL MEDIA: TWITTER
Following: 171 people
•
Followers: 8 people
•
Tweets: 24
•
Least effective outlet for
social media
•
•
Promoted 805
Innovations events:
•
•
Not many Cal Poly
students on Twitter
•
On-campus booths
On-campus
advertising
•
Free gas gift card
giveaways
•
Farmer’s Market
appearances
Promoted careers in the
oil and gas industry and
the industry in general
22
•
EVALUATION METRICS:
AWARENESS OF CAREER
OPPORTUNITIES
•
•
•
55.4% of respondents were
Somewhat Aware to Very
Aware of the Oil and Natural
Gas job opportunities
Only 19.3% of Pre-Survey
respondents were Somewhat
Aware to Very Aware
36.1% difference
Interest in Working for
Oil and Natural Gas
Industry
•
•
•
45.6% of respondents were
Somewhat Interested to Very
Interested in Post-Survey
26.2% of respondents were
Somewhat Interested to Very
Interested in Pre-Survey
19.4% difference
23
Post-Survey Awareness
EVALUATION METRICS: COMPANY
APPEAL
•
•
•
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Associations: 27.7%
Service and Supply: 26.9%
Other: 22.3%
Oil: 15.2%
Drilling: 8.0%
Agreement with
Environmental
Sustainability
•
90.1% of respondents
Somewhat Agree to Strongly
Agree with environmental
sustainability
24
Companies Appealing to
Target Market: Post
Survey
EVALUATION METRICS:
EDUCATION AND PERCEPTION
INCREASE
•
•
37.5% of respondents
ranked their perception
as a 7 or higher
Only 22% ranked
perception as 7 or higher
in pre-survey
Exposure to 805
Innovations
Advertising
•
•
63.4% of respondents
said they were exposed
to advertising
The leading source of
advertisements came
from our social media
25
Post-Survey
Perception Levels
PERCEPTIONS VIDEO
Advertising team
created video to
educate target market
•
•
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Illustrate the job
opportunities within oil
and gas industry
•
https://www.youtube.com
/watch?v=dG1Oq23NMJc
•
Positive aspects of oil
and gas industry
Many uses of oil in our
world today
Opportunities within
many different
disciplines
Illustrate the job
opportunities from
American Petroleum
Institute
26
•
DATA ANALYTICS: UNIQUE API
WEBSITE
• Never received access to data
analytics for our unique URL
website
• http://www.oilgasworkforce.co
m/cal-poly-university-san-luisobispo
• Estimating the same amount of
hits as our Facebook page
27
• ~400 hits
• Did not adjust our tactics during
the quarter because we were
unable to view the number of
visitors to our unique URL
COST ANALYSIS
How our funds were utilized according to tactics:
Dollar
Amount
Advertisin
g Supplies
Gas
Cards
Incentive
s:
Food &
Drinks
Focus
Group
T-shirts
Total
$512.98
$300.00
$251.96
$40.38
$348.00
$1,453.3
2
35.30%
20.64%
17.34%
2.77%
23.95%
100%
28
% of
Budget
RECOMMENDATIONS FOR FUTURE API
ENGAGEMENT
From Focus Group:
• Suggestions to make millennials more aware of the
opportunities offered by oil and gas companies:
• Word of mouth (educate others), be interactive through
spokespersons talking at clubs or classes, put flyers in the dorms
for internships
Accommodate schools on the Quarter System for the contest
Make user interface of website more user friendly
29
• As of now, website organized by company
• Recommendation: make it possible to search by field or job title
30
THANK YOU!