Showpiece for the work done for the U.S. Dept. of State account from August-December 2008. This includes research, advertisements, promotional events and giveaways, and new ideas for the next group to take over for the next semester.

1. US Department of State
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l
or
W
he
t
o
t
rt
o
sp
s
Pa
ur
Theresa Baltimore
o Dexter Raeburn
Y Amanda Valentino
David Humes
Ryan Siu

2. Table of Contents
About Us
Client
Campaign Goals
Creative Brief
Creative Concept
Internship Poster
Online Media
Facebook Flyer
Events
Promotional Items
Foreign Service 2009
Campaign Summary

3. About us
Diamond Edge Communications (DEC) Temple University’s student run Advertising Agency
Account Manager: Theresa Baltimore
As the Account Manager, it was my responsibility to develop an advertising strategy, maintain communications with my team and our client, coordinate all
projects and ensure that they were completed on schedule. I had to manage our budget of $1,000 and present our work to the client at the end of the
campaign.
Executive Creative Director: Dexter Raeburn
As the Executive Creative Directors it was my responsibility to oversee all the creative work. This includes brainstorming processes, the development, and
the delivery to the Account Manager.
Executive Copywriter: Amanda Valentino
As the Executive Copywriter, it was my responsibility to edit all copy written for
this account communicated effectively with the target audience, was error free,
and contained the content necessary to achieve our goal.
Art Director: Ryan Siu
As the Art Director, it was my responsibility to work hand-in-hand with
the Copywriter to create and design advertisements that would effectively
reach the target audience.
Copywriter: David Humes
As the copywriter, it was my responsibility to work
hand-in-hand with the Art Director to create catchy
headlines and copy for ads and protional tasks.

4. Client
U.S. Department of State
Profile:
Issues passports and visas
Leads the foreign affairs agency
Ensures American safety overseas
Manages over 256 missions, consulates and embassies
Civil Service:
Domestic employment
Foreign Service: US Diplomats
Eight Student Programs: high school to
graduate level

5. Campaign Goals
Primary Campaign Goals:
• Educate students about who the State Dept. is and what they do/offer
• Promote Summer 2009 internships with the State Dept
• Get people to register online for FSO Test
Secondary Campaign Goals/TARGET
AUDIENCE:
• Communicate to diverse ethnicities
• Communicate to non-traditional
majors
• Communicate to critical language
majors

6. Creative Brief
Target Audience: What does the target audience think about careers
at the U.S. Department of State now?
All college students in the Philadelphia and surrounding
areas. “My major has nothing to do with politics or interna-
Diverse ethnicities – especially African-Americans and tional relations”
Hispanics “Majority white and male”
Non-traditional majors “It’s not for me”
What do we want them to think?
The State Department has a wide variety of exciting career opportunities that will allow them to travel and see
the world and make a difference!
The State Department is actively seeking young people to start
their careers by making a positive impact on the world. Business
Week just ranked DOS as 12th Best Place to Launch a Career.
The State Department is not about politics; its about
communicating foreign policy overseas; it needs people
with a broad range of skills and academic backgrounds to
accomplish their goals.
The U.S. Department of State is an equal opportunity
employer and needs people of all ethnicities, skills sets,
language skills, women, etc.
There is a career in the U.S. Department of State that is
perfect for YOU.
What is the single most compelling
message we must communicate?
“The U.S. Department of State IS for YOU”

7. Internship Poster
We were trying to portray diversity at its greatest by combining all the
poster concepts and merging it into one. This way, we would deliver
the diversity message into one poster (rather then spreading it out
across 3 different posters).
There were several takes to why we chose to create the poster like this.
We figured that we were going for a passport idea. We decided on using
a font and outline that resembled a “stamp” look. For visual strength, we
merged together all the images we were going to use on the different
posters into one by fading them together – essentially blending
diversity. We decided to
place the American Flag
at the top to further
strengthen the fact
that it was the US
Dept of State.

8. Online Media
E-mail blasts:
Our team sent out E-mail blasts to students, faculty, and internship coordinators in attempt to increase
awareness about the available internship opportunities and the Foreign Service Officer Test within the U.S.
Department of State. This approach was the best way to instantly reach a mass audience. The Student
E-mails were written in a persuasive manner to capitalize on the opportunity by visiting the wesite. The
Faculty and Internship E-mails were informative; it emphasized on the pivotal role that they play in the lives
of students and the importance of informing their students about career and internship opportunities
available with the U.S. Department of State.
Internship Coordinators E-mail Blast
Faculty E-mail Blast Student Listserv E-mail Blast
Please inform the student’s in your department about the following op-
Members of the Faculty: Seeking a rewarding internship experience that will be an impressive addi-
portunity. tion to your resume? If so, the U.S. Department of State wants to meet you.
Temple University’s Career Expo is Thursday October 2nd 2008 at the
The U.S. Department of State is seeking students from all majors to apply
Liacouras Center from 11a.m. - 4p.m. The U.S. Department of State will be The U.S. Department of State offers students the opportunity to get a
for its wide range of student programs/internships. Recognized by Business
hosting a table offering student’s information about internship and career op- firsthand look at the different positions available in foreign affairs. It doesn’t
Week as “The 6th Best Place to Launch Your Career,” The U.S. Department of
portunities. We ask you to please encourage your students to attend this career matter what you are majoring in, because you’ll be able to find a program at
State is a great resource for your students. It will give students the chance to
fair and to stop by the table of the U.S. Department of State. the U.S. Department of State that calls for your talents and expertise.
gain valuable work experience while representing America.
According to Business Week, The U.S. Department of State is ranked, “The As an intern, you’ll either work in Washington D.C. or an embassy over-
Students will have the opportunity to work in Washington D.C. or overseas.
6th Best Place to Launch Your Career.” Students that engage in the program seas. The U.S. Department of State will give you the chance to gain valuable
Whether they travel abroad or work in our nation’s Capital, they’ll experience
will have the opportunity to work in Washington D.C. or even overseas. work experience while doing something great for the nation.
an internship unlike any other. With 63 different career options to choose
from, they’ll be sure to find something that peaks their interest.
There are 63 different career options for student’s to choose from, so all From the classroom to the real world, get the professional experience that
majors are applicable for an internship. This is a great opportunity for your will take you far. Find out more about the U.S. Department of State and its
Please advise your students to learn more about this internship opportunity. student programs at Temple’s Career Expo Thursday, October 2nd, 2008
student’s to gain valuable work experience, to represent America, and to do
Have them visit the table of the U.S. Department of State at Temple Univer- from 11a.m.-4p.m. at the Liacouras Center. To learn more about the U.S.
something great for the nation.
sity’s Career Expo on Thursday October 2nd, 2008 from 11a.m. – 4p.m. in the Department of State please visit www.careers.state.gov/dec08. Don’t miss
Liacouras Center. Representatives will be available to discuss the opportuni-
Please urge your students to seek opportunities that will ultimately better out. Success is in your future.
ties in more detail and to answer any questions that student’s may present.
their future. Keep them informed about the Career Expo, tell them about the
Success is in their future if you show them the way.
U.S. Department of State, and guide them to www.careers.state.gov/dec08 for
more detailed information. Success is in their future if you show them the
For more information for both you and the students, please visit www.ca-
way.
reers.state.gov/dec08. If you have any questions please feel free to contact us.
Sincerely,
Sincerely,
Diamond Edge Communications
Diamond Edge Communications
Temple’s Student-Run Advertising Agency
Temple’s Student-Run Advertising Agency

9. Online Media
Craigslist/Barefoot Student ads:
An advertisement was placed on Craigslist and Barefoot Students, which is an employment site
geared specifically toward college aged students and graduate students. The purpose of the
advertisements were:
• To build awareness among college students of the many opportunities available within the U.S.
Department of State
• To inform students about the deadline to apply
• To encourage students to visit careers.state.gov/dec08
Facebook Flyer for Internship:
This thumbnail advertisement was designed to Need an Internship?
communicate with a specific target audience on
Facebook. It was designed to fit the specifications
required. The image contained the headline that
was consistent throughout our campaign and the Travel, Learn, and
copy delivered the message with a call-to-action. Represent. Apply by
November 3rd for a Summer
‘09 Internship unlike any
other. Visit the website and
apply today.

10. Events
Career Expo:
Flyers from the 2007 Career Expo were updated to reflect the current year and distributed on Temple, Drexel and University
of Pennsylvania campuses to generate awareness of the U.S. Department of State’s presence at the 2008 Career Expo.
Information Sessions:
Information sessions were conducted in order to directly communicate with the student body. These sessions were held
in the Student Activities Center at Temple University, which is an ideal location for providing students with information
since it receives heavy foot traffic. The first session’s focus was to enlighten students about the internship opportunities
available while the second session’s focus was on piquing the interest of older students and graduates about obtaining a
career as a Foreign Service Officer.
Our main objective was to have students sign up for the FSO Test. For
both information sessions, we set up a table that displayed pamphlets,
booklets, and pens, as well as our designed giveaways, which included
coffee sleeves and water bottles. These items grabbed the attention
of the students and from that point, we were able to provide them
with general information, direct them to the website, obtain their
e-mail addresses, and answer any further questions they may
have had.
Your Internship
Promotional Items: Your Passion
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l
Wor
We distributed the following items to students during the the
to
ort
events and around campus to establish long-term reminders p
ass
rP
You
of The U.S. Department of State as an option for
internship and career opportunities.
U.S. Department of State
Careers
Equal Opportunity Employer
Representing
U.S. citizenship required
America Visit careers.state.gov/dec08

11. Foreign Service
Foreign Service Officer Pamphlet:
In order to increase the number of FSO test applicants, our team thought it would be a good idea to develop a
pamphlet that was designed to communicate specifically to the target audience, college students and graduates.
The idea was to present general information about a career as an FSO, as well as to include its benefits that
would be most important to this demographic. The copy utilized common language so that the information
could be easily understood, and the layout was very simplistic so that the reader would want to review the entire
pamphlet. Given the current economic situation, the pamphlet focused on job security along with the additional
benefits that a career as an FSO has to offer.
The following pieces were not part of the main campaign and were still in the working stages at the end of the
project.
As A Forei
ure gn
ut
Bene ts of becoming an FSO Things you should know
• Starting salary of over $40,000 with • Ranked in Business Week’s Top Five
F
Se
as most desirable employers among
a Bachelor’s degree
r
rvi
You
undergraduates. (2008)
Caree • Student Loan Repayment Program
ur Secure Your • Ten paid holidays Foreign Service Recognized by Business Week as
Future as a • Officer
r
ce O
o
Y T “The 12th Best Place to Launch Your
Secure
What is an FSO and what do they do? a bene ts package
You will receive Career”
d
od
Fin
including:
ff
• Ranked as Universum’s #3 “Ideal
ay
Foreign Service Officers • are advocates perceptiveness, dedication, and creativity,
Health Plan Employer” among undergraduates.
icer
(2006)
of American foreign policy. Retirement Plan
• They protect FSOs will overcome tasks that may be
• Ranked as #6 Best Place to Work in
• Sick Leave
American citizens and promote American difficult, dangerous, or even create
the Federal Government (2007)
O cers assigned overseas will also
business interests around the world. There hardships. This is why we areRatedlooking by current employees
• only highly
ica
receive:
Ca
are over 265 embassies, consulates, and for those who will be dedicated and Worklife Satisfaction
in the Quality
• Government-provided housing
er
re
Survey
missions entirely devoted to promoting prepared to step up for their nation.
rs • Furniture
m
e
A
Re
presenting peace, stability, and prosperity. Through This why we want you! FSO Eligibility Requirements
• Utilities at post
• Home leave (including travel
• All applicants must be U.S.
Travel the World,
expenses) citizens on the date they submit
Learn New Languages, their registration package.
• Shipment of automobiles to
overseas posts • On the day you submit your
Explore Different Cultures.
registration, you must be at least 20
Don’t miss this amazing opportunity to travel • Hospitalization bene ts
years old and no older than 59 years
the world, touch the lives of others, and secure a
Additional Bene ts
of age.
stable career after college.
• Education allowances & travel for
• On the day you are appointed as a
dependent children Foreign Service O cer, you must be
U.S. Department of State • Cost-of-living allowances at least 21 years old, and not yet 60.
Equal Opportunity Employer • Language incentive pay • You must also be available for
d
U.S. Worl
Citizenship Required worldwide assignments, including
• Special compensation for danger/ Careers Representing America
ecareers.state.gov/dec08
Visit
th Washington, D.C.
hardship posts when applicable
to to learn more.
rt
po
U.S. Department of State
ass
rP
You
Equal Opportunity Employer
U.S. Citizenship Required
Visit careers.state.gov/dec08

12. Campaign Summary
In September 2008, the U.S. Department of State challenged our team to increase student applications for the
2009 Summer internship program and the Foreign Service Officer’s Test and by their respective late October and
early November deadlines. We were asked to emphasize minority, critical language and non-traditional major
students.
To meet this challenge, our team developed a campaign that focused on reaching students where they spend
the majority of their time - online. We focused on student oriented sites such as Craigslist, Barefoot Students,
Facebook and their E-mail. All copy was designed to communicate in common language, while maintaining
professionalism and the integrity of the information. The headline, “Your Passport to the World” was created
to inform students that The internship poster and postcards visually addressed not only ethnic diversity, but
diversity in general. Its design was also meant to show students
that the U.S. Department of State was not looking for certain
“types” of people, but all types of people.
Information sessions were held during the weeks before
each application deadline to inform encourage students to
apply by answering questions and directing them to the
website. Promotional items were created and distributed
to increase long-term awareness of the U.S. Department
of State’s career opportunities. A facebook ad was
created the weekend before the internship deadline
as a final measure to encourage applications by the
deadline. Finally, an FSO pamphlet and poster were
created in anticipation for the next FSOT
deadline and to encourage them to visit
the website for more information.

13. Campaign Results
The following are the results of the facebook ad by The following are the results of the overall campaign:
impressions and clicks
DATE HITS VISITS
10/5-10/11 8 4
10/12-10/18 2 1
10/19-10/25 42 21
10/26-11/1 63 34
1/2-11/8 116 56
11/9-11/15 4 2
11/16-11/22 6 3
We can deduce that the increased number in
results during the campaign from the dates
of 10/19 - 11/8 were from the information
sessions, the Online Media blasts
and the facebook impressions
results.

14. Special Recognition
Faculty Advisor:
Dr. James Marra
Public Relations:
Mary Kirk
Office Manager:
Tamar Shammassian