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Columbia College Chicago – Portfolio Center Talent Pool Project: Public Relations Campaign


TALENT POOL

Connect. Collaborate. Create.

Overview: This is a media relations/publicity program designed to raise awareness of the

TALENT POOL

functions and benefits of Talent Pool, a new online networking and collaborative initiative open to the Columbia community. Situational Analysis: The Career Initiative department of Columbia College Chicago is launching a new college-wide website that allows students to showcase themselves and their work. The idea of Talent Pool is to allow employers looking for student workers to browse through the immense talent Columbia College Chicago has to offer and locate students for jobs. The site also allows students to network and collaborate with other students in both similar and different fields of study. Students design their own Talent Pool profiles by creating a professional biography, specifying the type of work they are interested in, indicating specific words to define their professional and career interests, and uploading up to five professional creative works that visually defines who they are to the public. A Launch Party will be held to promote and explain Talent Pool to the public, as well as to allow users to receive one-on-one assistance with developing their personal pages. Goals / Objectives: -

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To increase awareness of Talent Pool to Columbia students. To optimize channels of communication between students of all different majors at Columbia College Chicago. To promote the usefulness of Talent Pool to past, present, and future students of Columbia College Chicago. To promote the Talent Pool event launch party; Wednesday March 30, 2011 at 618 S. Michigan Ave – Stage Two from 12:00 P.M. to 5:00 P.M. To encourage students, staff, and faculty to create their own profiles.


Publics: ¶

The targeted audience for this plan includes members of the Columbia College Chicago community, specifically those who could contribute to and would benefit from having Talent Pool’s profiles. This would include: o Students  

Year (Freshman, Sophomore, Juniors, Seniors, At-Large, Graduate) Major/concentration

TALENT POOL

o Faculty – Utilize Talent Pool for more networking aspects.  

Full-time Adjunct

o Potential Employers – Utilize Talent Pool to find volunteers, interns and potential employees. Messages: Talent Pool is an initiative of Columbia College Chicago’s Career Initiatives and Portfolio Center. We want the public to learn and understand a few important details about Talent Pool. -

Talent Pool is a free new service aimed at assisting students, emerging and more established professionals find work. An online database designed to showcase student skills and works to potential employers. Talent Pool allows you to promote your work through social media outlets. Open to all students of all majors: past, present, and future. Creating a Talent Pool profile makes you and your work more visible to the work.

Strategies /Tactics: Explaining Talent Pool and promoting its launch using: -

Portfolio Center Blog, Career Initiative and Portfolio Center webpages o Official Columbia College Chicago webpages:  

www.colum.edu/Students/Career/ www.colum.edu/Students/Career/portfolio_center/

o Social Media outlets   

https://www.facebook.com/columbiacollegechicago https://www.facebook.com/pcenter http://twitter.com/#!/columcareer


We can use these websites to reach out to students. Using the blog and the Columbia websites, we can post information about what Talent Pool is weeks before the launch party. It would have general questions and answers about what Talent Pool does and how it works, along with how to create effective biographies and portfolios. The blog could update weekly or biweekly with posts about important tips to creating a portfolio and networking. The Facebook sites would update catchy statuses reminding students to come to the event. They could be things like, “Jump in the Pool, the water is warm”, “Don’t get lost as sea, Talent Pool’s here to the rescue”, and “Drowning in the sea of job searching? Talent Pool will help you stay afloat!”.

TALENT POOL

Once the launch party happens, we can continue using the websites as online sources for students who didn’t attend the event to learn how to create their own profiles. There would be an instructions video and how-to screen shots with step-by-step information. -

Columbia Student News site: o http://students.colum.edu/ews/category/career-initiatives/

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Columbia Radio Station: WCRX 88.1

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Columbia Television Programming: o Frequency TV o Metro Minutes

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Columbia Chronicle

To effectively reach students on Columbia’s campus, it’s very important to have media coverage. Before the launch party, we could pitch stories to campus print, radio, and television news outlets. For radio, we could contact a student DJ at WCRX 88.1 to do an on air interview about what Talent Pool is and the actual launch party. It could be as long as a full interview or as short as a quick 30 second reminder for students to come. For television, we could contact Frequency TV Metro Minutes to pitch a feature story for one of their segments. Similar to radio, it could be a full interview on camera or just having the anchor remind students about the event. For the Chronicle, we would pitch a press release and pitch letter to get full featured story. We would contact a campus reporter/editor and see if they would want to do an interview to get more Pool and the launch party.

into or if they would just want a written document entailing everything about Talent


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PORTFOLIO CENTER

Overview: This is a public relations program designed to raise awareness of the different functions and benefits of the programs, events, and features that encompasses the Portfolio Center. Situational Analysis: Columbia College Chicago Career Initiatives is a student-oriented program that assists with the student short and long-term employment, job searching and connecting, career exploring, and portfolio development. Career Initiatives embodies three separate independent programs that have their own specific functions in helping students prepare for their future: Student Employment, Career Development, and the Portfolio Center. The Portfolio Center does several key things to help shape the work students have done in their classes into a highly effective portfolios. First, the Portfolio Center has a lot of information about portfolio strategies; such as what employers need to see from jobseekers and a plethora of portfolio samples to look at. Second, they can help with documenting, recording or packaging the work that will go into a final portfolio to make a presentation looks very professional. Third, they can help get individuals in touch with professionals in their field of study to gain insights, practice presenting works, and begin networking. Goals / Objectives: The main focus of this plan is to raise awareness to the publics of the different services, events, and programs the Portfolio Center offers. Overall, we want key publics to learn and understand that the Portfolio Center helps to professionally organize your body of work, as well as know about and use the different facility services.


Publics: The targeted audience for this strategical include members of the Columbia College Chicago community, specifically those who need assistance with creating and developing their portfolios. This would include: 

Year (Freshman, Sophomore, Juniors, Seniors, At-Large, Graduate) 

PORTFOLIO CENTER

o Students Although students from all years will be included in our planning, we want to make note to really promote and explain to freshman, sophomores, and juniors that it is equally important for them to start working on their portfolio’s early.

Major/concentration – All Majors and All Concentrations 

Due to many misconceptions a large number of students have regarding the necessity and importance of having a portfolio, we want to especially target students in majors that wouldn’t typically find it important to have a portfolio – Marketing Communications, Radio Broadcasting, Dance, Education, and AEMM.

o Faculty  

Full-time Adjunct

o Potential employers

Messages: -

It is very important for all students to have a portfolio.

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Talent Pool is new service to showcase student skills/works

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Start early, build body of work

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Networking is a very important aspect of making connections, gaining information and contacts, and finding work. The Portfolio Center will make sure you that when you network, you have the portfolio and materials to make a great impression and network effectively. The Portfolio Center is well-versed in the mechanicals of making an effective portfolio.

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Strategies: ¶

Explaining and promoting the Portfolio Center, its services and events. Media Relations Connecting with and pitching to Columbia College and local South Loop Chicago

PORTFOLIO CENTER

news outlets about what the Portfolio Center is, some highlights of their past success and information about upcoming plans and events. Outlets include: -

Loop

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Columbia Chronicle

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Red Eye

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Columbia College Chicago Television Programming: o Frequency TV o Metro Minutes

Special Events Representatives of the Portfolio Center would attend Career Initiative, Portfolio Center, and other career oriented events to promote Portfolio Center. While at these events, the representatives could provide information about what the portfolio center does and upcoming planned event. Attending these events will provide tangible examples of how the Portfolio Center and having a portfolio will help with students futures’. -

Talent Pool Launch – Wed., March 30th- 618 S. Michigan-Stage Two: 12pm.

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CNN Event – Tues., April 12th - 623 S. Wabash Suite307: 5pm.

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Networking and educational events o The C Marketing Event - Fri., April 1st - 1104 S. Wabash - Conway Center

Social Media Utilizing the internet and Social Media to reach students about Portfolio Center events. -

Using Career Initiative and Portfolio Center webpages o Official Columbia College Chicago webpages:  

www.colum.edu/Students/Career/ www.colum.edu/Students/Career/portfolio_center/

o Social Media outlets  

https://www.facebook.com/pcenter http://twitter.com/#!/columcareer


For Immediate Release February 21, 2011

RELEASE: TALENT POOL

TALENT POOL

Connect. Collaborate. Create.

Collier Rowe Phone: 301/905-8101 Collier.Rowe@loop.colum.edu

Columbia College Chicago Career Initiatives Launches Innovative Website to Link Students and Employment CHICAGO -- Columbia College Chicago’s Career Initiative department is launching a brand new online initiative webpage program, Talent Pool, aimed at allowing students to share their creative and find work. Talent Pool is an online directory where both emerging and established Columbia College Chicago professionals can feature their information, skills, and creative works. The first of its kind for any college or university in the United States, Talent Pool allows potential employers to browse through the immense talent Columbia College Chicago has to offer and locate students for work. Different from Web Agent and other sites for mostly visual creative based works, Talent Pool is open to students of all class standings and all concentrations, both alumni and current. The program allows Columbia Professionals to differentiate their works and skills from generality by specifying and structuring themselves under ‘tags’ and ‘filters’ in which their work and skill set specialize. Talent Pool also allows students to connect with students in other concentrations that they normally wouldn’t be able to. “Talent Pool is a great networking and collaborating tool for Columbia students,” saed Columbia College Portfolio Center Assistant Director and Talent Pool co-creator Caroline Juhlin. “We created this site with the mindset and understanding that when it comes to employers looking for potential employees, talent finds talent. The site should prove to be an effective tool for our schools rising professionals to jumpstart their careers - a benefit to students and employers.” The kick-off event for Talent Pool will be held Wednesday, March 30, 2011 at 618 S. Michigan Ave in Stage Two from 12:00 p.m. to 5:00 p.m. To create an account or register for the kick-off event, please visit www.talent.colum.edu. For more information on Talent Pool or the kick-off event, please visit www.talent.colum.edu or contact Collier Rowe at (301) 905-8101.

Founded in 1890, Columbia College Chicago is the largest and most diverse private arts and media college in the nation with more than 120 academic programs and nearly 12,500 students. It offers an unparalleled array of courses with exceptional technological resources in the heart of one of America's greatest cities. ###


Talent Pool Public Relations Campaign