FBA Altria Case Competition Spring 2015 - Daniel Morgan

Premier Consulting

Daniel Morgan, Lucas Stephens, Santiago Rosales

Problem

Brand Awareness

Quality Applicants

Recruitment Solutions

Overview Strengthen Innovate Forward Conclusion


Recommendation:

Strengthen on-campus recruiting and implement a

pathway targeting high quality 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






What Do Students Want?


Internship Selection Factors

Skill Development

Pay

Prestige

Location

Student Engagement = Applications

Engagement

Social Media

On-CampusSMS/Email


Social Media Opportunities


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


Engagement

Social Media

On-CampusSMS/Email

Use new tools to find target audience

Maintain and grow pages and

profiles

Social Media Solutions


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


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


Engagement

Social Media

On-CampusSMS/Email

SMS/Email

Applicant finds Altria

Drive traffic through

SMS/Email

Applicants linked to website

Talent Applies


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






Altria Charity Sales Challenge


• 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


• 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


Attract

•Altria Charity Sales Challenge

Connect

•SMS Texting

•Website

•Social Media

Commit

Creating a Pathway

Recruiters

Students

Altria Charity

Sales Challenge

Research


Logistics


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


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






Future Considerations

Strategy Review

Impact Analysis

Risk ManagementOverview Strengthen Innovate Forward Conclusion

Strategy Review

Data Analysis

Resume Analysis


Data Analysis from Sales Competition

Reward student organizations that bring successful students

Pinpoint students with sales talent

Analyze applicants from sales competition


Resume Analysis of Intern Applications


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


Projected Budget


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


•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


Risk Management


RisksMitigating

Factors






Questions?