PR Plan for EAWE

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TABLE OF CONTENTS:
BIOGRAPHIESS & CODE OF ETHICS......................................................................................... 4
TEAM BIOGRAPHIES........................................................................................................................................................5
CODE OF ETHICS.............................................................................................................................................................9
DEFINITION OF PUBLICRELATIONS..............................................................................................................................10
PUBLICRELATIONS NEED.............................................................................................................................................11
EXECUTIVE SUMMARY...................................................................................................................................................12
FORMATIVE RESEARCH ........................................................................................................ 14
SITUATION....................................................................................................................................................................15
INTERNAL ENVIRONMENT.............................................................................................................................................17
PUBLICPERCEPTION.....................................................................................................................................................18
EXTERNAL ENVIRONMENT............................................................................................................................................19
PUBLICS.........................................................................................................................................................................21
RESEARCH PLAN ................................................................................................................. 23
OVERVIEW.....................................................................................................................................................................24
CURRENT EAWEMPLOYEES........................................................................................................................................25
CURRENT UC STUDENTS..............................................................................................................................................29
PARENTSWITH COLLEGE STUDENTS............................................................................................................................34
PREVIOUS EMPLOYEES.................................................................................................................................................37
GOALS AND OBJECTIVES ..................................................................................................... 39
FLOW CHART................................................................................................................................................................40
OVERVIEW.....................................................................................................................................................................42
GOAL 1 OBJECTIVE 1 TACTIC1......................................................................................................................................43
GOAL 2 OBJECTIVE 2 TACTIC2.....................................................................................................................................59
LOGISTICS........................................................................................................................... 68
BUDGET.........................................................................................................................................................................69
CAMPAIGN CALENDAR..................................................................................................................................................71
CALENDAR BRIEF..........................................................................................................................................................73
APPENDIX A ........................................................................................................................ 74

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PART ONE:
BIOGRAPHIES & CODE OF ETHICS
TEAM BIOGRAPHIES............................................................................................................... 5
CODE OF ETHICS ................................................................................................................... 9
DEFINITON OF PUBLIC RELATIONS ...................................................................................... 10
PUBLIC RELATIONS NEED .................................................................................................... 11
EXECTUIVE SUMMARY ......................................................................................................... 12
TEAM BIOGRAPHIES

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Maria Clark is a fourth year Communication major
with a Public Relations certificate at the University of
Cincinnati.Throughout her three internships, she has
learned to multitask, think creatively, and work
closely with Fortune 500 companies in strategic
planning. She has been exposed to corporate
communication at Great American Insurance for a
four month long internship. She worked with the
marketing team at Cincinnati Children’s Hospital
Medical Center. Later she went back to Great
American Insurance, working in Corporate Human
Resources. If Maria is not working or in class, you will
find her in the gym, hiking through the woods of
Cincinnati, or cooking a gluten free dinner.
Bernadette DiStasi is asenior at the University of Cincinnati
studying Communication as a major, Public Relations as a
certificate,and Marketing as aminor. She has already gained
three years of event planning and public relations
experience. She first started out on the marketing and
events team at aninternship with Cincinnati CityBeat.There,
she helped plan and promote different events for that
summer/fall of 2014 including Margarita Madness, Sugar
Rush, and Iron Fork. This past spring, Bernadette interned
with the Walt Disney World Company in Orlando, Florida
where she worked in attractions at the Magic Kingdom. She
gained a lot of experience by interacting with guests and
solving guest problems. Bernadette has also worked at The
Gymnastics Center in Cincinnati for seven years and has
recently started event planning for them as well. She is one
of three employees that came up with the Creative
Committee which was put in place to help plan events. As
the holidays are quickly approaching, Bernadette is currently
planning and organizing many exciting upcoming events for
The Gymnastics Center.

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Dominique Dunn is a student at the University of
Cincinnati pursuing a Bachelor's of Arts in
Communication as well as a minor in Creative Writing
and a Public Relations certificate. Dominique has strong
interpersonal, writing, and social media skills. She has
worked as a social media manager for Annette’s Angels
Childcare Center, and a student aid at the Career
Development Center atthe University of Cincinnati.Both
positions allowed her to develop her organizational and
problem solving skills. She will be graduating in May of
2017, and would like to pursue a career in the field of
event planning and public relations.
Kyley Fredrick is a senior at the University of Cincinnati
obtaining a Bachelor’s of Arts in Journalism and Communication
and certificate in Public Relations. She is expected to graduate
in December of 2015. During her time at the University of
Cincinnati, she wrote as a staff reporter for the The News
Record, the campus newspaper, in the entertainment section.
This included writing feature articles and TV, movie, concert and
local event reviews. Kyley has spent time outside of the
classroom completing two internships. She worked for
Cincinnati Magazine in the Custom Publishing and Creative
Services department. Her role involved conducting research and
fact-checking to enhance overall content. Additionally, Kyley
interned with the Mill Creek Watershed Council of Communities
as a communication intern. Her duties at the Council required
writing press releases, blogs, and social media posts.

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Mitch Klein is a senior at the University of Cincinnati
earning a Bachelor's of Arts in Communication with a
minor in Electronic Media. Mitch is expecting to
graduate in the spring of 2016. He has been heavily
involved in Bearcast Media since his freshman year and
has served as the promotions director for the past two
years. Through Bearcast Media, Mitch has set up dozens
of events including concerts, open mic nights, club
socials, and biweekly campus remotes to promote the
organization across the university. He has also written
articles for the website as well as produced a radio show
since his freshman year. He interned at The Owens
Group, a public relations firm specializing in film
promotions, during his sophomore and junior years. As
the Warner Brothers intern for The Owens Group, Mitch
utilized his diverse skills in event planning, graphic
design, and promotion to ensure each film had the best
local campaign possible.
Erin Morris is a fourth year student obtaining a
Communication degree and a Public Relations certificate at
the University of Cincinnati.Erin is avery strategic learner and
an independent, creative thinker. Throughout her college
career, Erin has taken multiple Public Relations classes that
have heightened her skills in this area. From courses taken,
Erin has learned interpersonal skills,communication methods,
and how to understand body language. Erin also works at the
University of Cincinnati in the Romantic Languages
department where she works with technology, and helps
students learn how to adapt technology to their language
needs. Lastly, Erin had a public relations internship at the
American Red Cross. During this internship, Erin practiced and
improved her ability to write press releases, news features,
and run social media accounts. Erin has a great understanding
of researching audiences, determining a proposal,
implementing the strategic public relation plans, and
analyzing the results to see how to change and improve that
plan.

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CODE OF ETHICS
Danielle Porter is a senior at the University of Cincinnati, and
will be graduating in December of 2015 with a Bachelor's of Arts
in Communication with a certificate in Public Relations. While
going to school full-time, Daniellehas an internship with Funky’s
Catering where she conducts the background work for the
events. This includes working with diagrams, floor plans, and
price quotes. Also, on event days, she works with other
employees to help accommodate any last minute issues before
the event. Danielle is a loyal and driven employee. She has
experience in handling large responsibilities.
Tayler Tarvin is currently a senior at the University of
Cincinnati that will be graduating in December of 2015. She is
working towards earning a major in Communication, a
certificate in Public Relations, and a minor in Business
Management. She has experience in the professional world.
She has had two internships, one at a technology company,
Dotloop, and one at Skinny Mom, an online magazine. Tayler
is a self-motivated, confident, and target driven student that
is dedicated to providing the best possible experience for
anyone for whom she works.
Emily Pond is a senior at the University of Cincinnati
pursuing a Bachelor’s of Arts in Communication with a
certificate in Public Relations. She is expected to
graduate in the spring of 2016. She is a task oriented
worker and has used the skill set she has learned from
her course work in her two internships. She has worked
with PromoWest Live Productions for two years as their
corporate sponsor intern. She assisted in contract
negotiations and private event planning. This past
summer she was promoted to their music festival
corporate sponsor intern. She was responsible for
managing the accounts for over fifty sponsors for various
music festivals in the Midwest.

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As a group we have chosen to adopt the Public Relations Society of America’s code of
ethics. The ethics statement consists of six pillars: Advocacy, Honesty, Expertise,
Independence, Loyalty, and Fairness.
A public relations practitioner is responsible for advocating on behalf of their client while
maintaining explicit honesty. Public relations practitioners are faithful to their clients and
provide objective counsel while dealing fairly with clients, peers, and the general public. See the
Public Relations Society of America’s website for further information on this specific code of
ethics at www.PRSA.org/ethics.
DEFINITON OF PUBLIC RELATIONS

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Public relations is a combination of both promotions to and feedback from consumers. A public
relations practitioner must respond in kind to their target audiences. While this is a crucial
aspect of preliminary research, it is paramount that the practitioner seek feedback from
consumers throughout their strategic process. Press agentry can easily be abused because it
can, unknowingly, be particularly one-sided. When Press Agentry is used in conjunction with
Two-way Symmetrical communication, the risk of neglectful abuse is drastically decreased.
For Education at Work, it will be best to use the first of Grunig and Hunt’s four models of public
relations, Press Agentry. This model is shaped around promotions and company image. We will
focus on reshaping perceptions students have of Education at Work in hopes to hire more
students from the University of Cincinnati. Our plans will also include parts from the last of the
four models, the Two-way Symmetrical Model. We will use this model to gain insight and
feedback from current employees to determine how to create the best possible work
environment. This will also aid in the interest and initial experience of new employees.
PUBLIC RELATIONS NEED

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Education at Work is a nonprofit organization that offers college students the opportunity to
earn tuition assistance while gaining valuable real world experience. Students earn $9.00/ hour
working part time, and have the opportunity to earn up to $6,000 per year in tuition assistance.
Through Education at Work, students work in customer service positions for companies such as
Cincinnati Bell, Macy’s and Vanity. If hired, students go through 60 hours of paid training to
prepare them for the position.
Education at Work suffers from a negative reputation due to a number of reasons. In the past,
there has been very little information available to college students about the company. Many
students, when hearing about a company such as Education at Work, believe it to be a scam
and too good to be true. The lack of readily available background information leaves students
doubtful of the company’s authenticity. There are also cases in which students have never
heard of Education at Work.
Education at Work is present on many social media sites, Facebook and Twitter being their
most successful, both with over a thousand likes. The team in charge of social media does a
good job of responding to negative comments left on their page. Sites like their YouTube
channel and Instagram are not being used to their full potential. Education at Work needs to
make sure that all of their social media outlets are on one accord and updated regularly.
There are many complaints about Education at Work on career search sites. Common
complaints are about the management team, training techniques, and overall organization of
the company. Multiple people have complained about the amount of time it takes for earned
tuition to be transferred correctly. Comments such as these are easy to find for anyone looking
up the company. These types of reviews further harm the company’s already lacking
reputation.
EXECUTIVE SUMMARY

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Education at Work is a fantastic non-profit that needs to be recognized for the great
opportunities they provide to those pursuing higher education. There are so many financial
concerns that college students face today, which makes student debt a very prevalent topic in
today’s society. EAW is a valuable asset to the University of Cincinnati community for allowing
students the chance to lift a heavy financial burden. However, we feel the current
communication strategy at EAW has not maximized the various strengths this organization has
to offer. Sometimes, people have a hard time believing in an organization that seems “too good
to be true.”
The group working on this campaign is comprised of nine upper-level students at UC with a
strong passion for public relations and communication. Our background in the field of
communication and experience on UC’s campus makes us qualified to develop a campaign
targeted towards our fellow peers. It is important to know that we drafted this public relations
campaign with six pillars of ethics in mind: fairness, advocacy, honesty, loyalty, independence
and expertise. Additionally, we are paying close attention to the Grunig and Hunt’s first model
of public relations, Press Agentry. This model has a strong focus on promotion and company
image. This will help us to reshape student perceptions about EAW. Another model, which has
helped us, is the Two-way Symmetrical Model from Grunig and Hunt. This has assisted us when
exploring the internal environment at EAQ and how we can help facilitate a positive work
culture.
During our background research we found that EAW unfortunately suffers from a negative
reputation. One reasoning for this is the lack of information that was previously available about
EAW. We understand the organization is fairly young so this was to be expected. However,
through word-of-mouth some students have vocalized concerns about the authenticity of the
company. Furthermore, online complaints that exist on career search sites and some social
media platforms have hindered EAW from reaching its full potential.
The group started the process of changing public perception for EAW by completing some
background research. One item that seemed of great importance is the company’s website.
Although it was very straightforward, it appeared the website lacked a human element. There
were too many graphics and not enough anecdotal information from student employees. We
also suggest implementing this strategy to social media platforms to engage future employees
and to make it look consistent.
Public perception is at the heart of this campaign. Despite an effective internal environment at
EAW, we found the external public does not have a positive attitude towards the organization.
Word-of-mouth communication and allegations being similar to a pyramid scheme has greatly
hindered EAW’s public perception. Our overarching goal is to raise awareness about EAW to
students at UC and persuade them to apply for a job. We think it once the company appears to
be more transparent and reputable, that UC students and their parents will be drawn towards
EAW.

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At this point in the campaign, we felt it was highly necessary to conduct research to back our
claims about what our target audience is feeling. It is not enough to make assumptions when a
company’s reputation is on the line. The first method of research we conducted was by
surveying current EAW employees. We chose to keep the survey confidential so that we could
elicit accurate responses. The goal was to find out how current employees found out about
EAW and what helped retain them as employees. We found tuition assistance was most
attractive aspect of EAW and that the work culture was important. However, the survey
exposed some qualms with scheduling. Also, we decided to survey current UC students to see
their level of awareness toward EAW. We found that UC is an untapped market for EAW
because students are not taking advantage of reducing their student debt, but it is still a
concern for them. This survey also acknowledged that EAW should make better attempt at
influencing the parents of potential hires. This led us to survey parents of college students, so
we could better access how to target them. Finally, an important audience we wanted to gain a
better understanding of was former employees. Through a content analysis it was determined
that despite former employees enjoying the work environment at EAW, they felt that
management was lacking valuable experience.
After analyzing our research findings, we were able to establish several objectives for EAW and
then created tactics to reach our goals. Our goals included: enhancing EAW’s prominence on
UC’s campus and strengthening the connection between EAW and potential/current employees
that are UC students. With these in mind, we carefully drafted several tactics that with easy-to-
follow directions. Some examples include, but are not limited to: creating informational flyers
about EAW to hand out at specific locations and holding an event with the UC Development
Center to talk about student debt. Each tactic has an example included that any employee or
intern could use to facilitate the process. We firmly believe that if EAW takes into consideration
some these tactics that their overall public perception will improve and thus a higher rate of job
applicants from the UC.

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PART TWO:
FORMATIVE RESEARCH
FORMATIVE RESEARCH ........................................................................................................ 14
SITUATION....................................................................................................................................................................15
INTERNAL ENVIRONMENT.............................................................................................................................................17
PUBLICPERCEPTION.....................................................................................................................................................18
EXTERNAL ENVIRONMENT............................................................................................................................................19
PUBLICS.........................................................................................................................................................................21
SITUATION
Former Convergys Corporation CEO, Dave Dougherty founded Education at Work (EAW) just a
few short years ago in 2012. His goal was to create a work environment for college students
that would not only offer them $9 an hour, but tuition assistance on top of that. In order to

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make this goal a reality, Education at Work collaborated with different clients, including Macy’s,
HigherNext, and Vanity. They want to make this company a success, and they have different
goals to prove that. By 2020, they hope to have 100,000 college students employed with them.
Dave Dougherty was cited saying “the training and experience on the job helps students
develop their proficiency in problem solving and communication, two skills that get major
emphasis when employers are asked what they want in employees.”
Education at Work has a number of different outlets that summarize their organization. While
researching Education at Work, we came across their personal website that was straight-
forward, to the point, and easy for potential employees to navigate. However, the graphics that
were included on the website didn’t seem to fit with the college student demographics they are
looking to employ. The caricatures all throughout their website downplays the professionalism
that Education at Work is working to advertise. The website contains a lot of important
information through a good layout, but the caricatures have the potential of turning future
college student employees away. Their Facebook, Twitter, and Instagram include many diverse
pictures of their current employees and what they do on a regular basis that they could use on
their website instead of the caricatures to seemmore legitimate to future employees.
In this day and age, social media plays a huge role in the success of an organization. Education
at Work has a social media presence on different mediums such as Facebook, Twitter,
Instagram, and YouTube. Their biggest social media following is on Facebook and Twitter. When
you first look at their Facebook page, you see that they post frequently which is extremely
important, and they have an overview of their reviews on the side of their page stating that
they rank 4.2 out of 5 stars which is a positive statistic for their audience to see when they first
get to their page. However, while looking through the reviews, they have a wide range of
feedback. There are a number of people who mentioned that they loved working for their
company, but a lot of others say that the job they initially signed up for turned out to not be
what they expected. Although there are some negative reviews, Education at Work seems to
make it a priority to respond to all of the negative comments. This makes it seemmore
personal and that they really care about their employees, and the betterment of their
workplace. Their Twitter is also extremely similar to their Facebook. Education at Work has a
pretty big following of 1,117 followers, and 1,686 favorites. Although they post frequently on
their Twitter, a lot of what they post are links to something else. If they made their Twitter
more personal and more specific to what they do, they could potentially gain an even bigger
following.
On the other hand, Education at Work’s Instagramand YouTube do not have as many followers
and need more work in order to get a bigger presence on those mediums. As for their
Instagram, they only have 124 followers and don’t post that often. Their most recent picture
was posted five weeks ago, which is extremely surprising because a large handful of college
students use Instagram as their most preferred choice of social media for pictures. According to
eBiz, a professional business guide website, claims that Instagram has over 100,000,000 visitors
monthly, therefore the presence must be there. Their profile picture on Instagram also doesn’t
match the other profile pictures that they use for all other forms of social media which can be
confusing to their potential employees looking them up. Education at Work posts a lot of

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personal pictures of their employees and what they do around Cincinnati which is a great way
for future employees to get to know them better. If they posted more often, they could have a
lot of success. Similar to their situation with Instagram, Education at Work has a smaller
following on YouTube as well, but their YouTube channel is a lot of fun and could be helpful in
gaining new employees. They only post a video every couple of months, but it is a great way to
learn about what they do at Education at Work.
After doing preliminary research and speaking with Whitney from Education at Work, we found
that we have a significant obstacle on our hands. The situation facing the organization is under
exposure at the University are unaware of the opportunities that Education at Work provides.
Only three people in our group of nine knew that Education at Work even existed. However, if
people have heard of the organization, they think that it’s “too good to be true” or a pyramid
scheme. This brings a lot of controversy amongst the student population. Not only have only a
few selective people heard of this company, but if they have, they have only heard the bad
stories. EAW can fix this, with hard work and a little rewording and better exposure, we can
bring light to the opportunity, not the obstacle.
Education at work has many unique opportunities for college students. Not only earning $9 an
hour, but also receiving up to $6,000 in tuition assistance is something unique to this company.
The importance of the situation is to showcase the opportunity presented within Education at
Work to students to let them know that this is real and can give you real world experience.
According to Whitney, this job is a bridge building job which is crucial for students to have
before graduation. Working with EAW will offer you real world experience, resume building
skills, and tuition assistance.
INTERNAL ENVIRONMENT
Education at Work prides itself on the fact that they are able to provide a great experience to
their corporate clients, employees/ students, and to their customers. According to Education at
Work’s online page their internal environment is aimed at being a place where college students
can come to earn an hourly wage, student tuition assistance, and transferable jobs skills while

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providing a stimulating work environment. During our initial interview with Scott Blevins, who is
the Director of Educational Outreach at Education at Work, he expressed that Education at
Work has reached a goal of giving a million dollars in tuition assistance to their student
employees. This is something that Education at Work is extremely proud of considering that
they promote on their website that they are, “Dedicated to helping college students graduate
with as little to no debt as possible”. The quality of this organization's performance is directly
related to the success of their students!
Student success is the core of Education at Work’s mission, and the clients they have support,
share, and encourage this mission. Education at Work states on their website that, “Our
business value is in helping companies reduce expense, increase revenue and differentiate their
brands through great customer experiences - all by leveraging the talents of a U.S. college
student workforce.” The way that they are able to achieve this value is by employing their Buy
On Math Program, where student workers are only working and taking calls during high volume
call times. By utilizing their Buy On Math Program, Education at Work is able to maintain a high
quality of performance by keeping both their clients and students happy.
Education at Work knows that their key to success is to get students actively involved in the
organization. They are extremely open to public relations to help them achieve this goal.
Education at Work utilizes a number of social media websites in order to promote student
involvement and success in their organization. Education at Work also has received media
attention from Fox19 and WCPO about the success of their students and organization. During
our discussion we had with Scott, he stated that Education at Work has a budget of $6,000 that
it used to promote and recruit students at the University of Cincinnati. Most of the budget is
used for events held at the University of Cincinnati like the multiple career fairs that they
attend that are hosted by the university. The rest of the budget is spent on promotional
material such as flyers, brochures, stickers, pins, etc. Education at Work wants to continue
using public relations in order to promote and recruit students to work for their organization.
PUBLIC PERCEPTION
Education at Work is not well known around the tri-state. Even though their organization
connects with many of the surrounding colleges, most students believe the company is “too
good to be true.” Since word of mouth seemed to disengage those around campus, Education
at Work’s success on awareness comes from many social media accounts that connect with
their audience. Through the organizational side of their success, which has been very effective,

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Education at Work would like to reach out to other clientele in hopes to connect with their
business to raise awareness, and also an allowance for these students working through college.
Currently, Macy’s is Education at Work’s largest partner in the company. Education at Work
currently provides Macy’s their employees to contribute to their call center with customer
service. Macy’s and Education at Work both contribute their resources to the employees of
Education at Work in hopes to provide financial support to those students in need. Along with
Macy’s, Education at Work has other clients who contribute to their success. Since Education at
Work provides their clients with their hard working employees, a company can benefit
tremendously by these services. Even though Education at Work is not completely well known
to the general public, we plan to provide a proposal to connect Education at Work and their
clients to raise awareness about their business to the targeted audience.
Since Education at Work provides education assistance to students and hourly pay to those who
a work minimum 16-30 hours a week, and maintain a 2.5 GPA, their overall public perception is
becoming more well known. Our overall goal for Education at Work is to raise awareness about
this outstanding company, and use their clients to help this be successful. Although their
overall reputation is successful, there are going to be past employees who have not understood
the responsibilities on having a job. Most of their previous employee reviews are based on
their management skills. Several reviews have stated how Education at Work could potentially
work on training their managers and supervisors with more skills to address any issue that
could possibly happen. These reviews can be found on Facebook, and also on Glassdoor, and
they provide feedback on Education at Work that could overall try and affect Education at
Work’s reputation. From using this information, us as a group can work with our client and
provide a tactic to take charge in changing this reputation of the management at Education at
Work. Our goal is to come up with a solution to help fix this issue with former employees, and
take on the negative words as a learning experience. We would like to as a team target certain
audiences to improve even more on Education at Work’s public perception. We have learned
the tools this organization takes to attract college students, but we would also like to target
parents of the students to raise more awareness about the company. Since Education at Work
does give tuition assistance, this is often passed by the student as a scam. Some individuals in
our group had this impression on Education at Work when we were presented with information
about the company. We would like to alter this impression as a scamto those students, and
reach out to other audiences who could be more interested with more information. If our
tactics are successful, the overall public perception of Education at Work will increase
positively, and improve the growth of the overall company.
EXTERNAL ENVIRONMENT
Education at Work’s external environment has a large impact on the organization’s success and
image. This organization has large external factors that guide it including the organization’s
supporters, opponents, and major competition. The organization’s largest competition can be
broken up into four main based on an interview with the CEO Scott. These categories are as

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follows: student loans, student tuition assistant jobs located on campus, restaurant/retail jobs,
and other large call centers. Each category has unique reasons why Education at Work can say
these are large competitors when trying to acquire student workers. During the initial interview
we had with Scott he revealed to us that student loans are currently Education at Work’s
largest competitor. According to WhiteHouse.gov todays college students are now relying more
on student loans then ever to pay for their college, this is why they are Education at Works
competition, because it is a simple way for students to pay for school. Student tuition jobs that
are located on campus are also a large competition for Education at Work. Scott expressed that
students are deterred from working at Education at Work because they have to commute to
Education at work’s Norwood office location. Scott vocalized that students would rather work
on campus that offer tuition assistance simply because students want to work close to home.
Restaurant/retail jobs are also seen as a large competitor when trying to attract students to
Education at Work. Scott communicated that students are attracted to restaurant/retail jobs
because students view these jobs as a way to earn easy and quick money that they can put right
into their pocket. The last competitor is other call centers, Scott conveyed that this was not one
of their larger competitors. The reason for this is because most of the major call centers are not
located in proximity to a college campus.
The next external factor that has a large impact on Education at Work’s success is their
opponents. The main opponents that Education at Work has are past employees. When visiting
the organization’s Facebook page, one can see reviews posted by past employees about the
organization. On a major chunk of the reviews you see past employees giving bad reviews after
working there, which other students can see, and might be a deciding factor of their decision to
work at Education at Work or not. Some of the main complaints that are posted on the reviews
are problems with scheduling, slow receiving of the promised tuition and rude, unfriendly
managers. These reviews can be detrimental to the organization when other students see these
reviews. Also word of mouth from these past employees can be faulty to the success of
Education at Work.
Lastly, Education at Work’s supporters have a large impact on the success of the organization.
Their supporters can help bring in positive messages that encourage others to work their, and
create a successful rise from the organization. Some of the main supporters of Education at
Work can be seen as their clients, Santa Ono, parents of students and students. The clients of
education at work are supporters because they want the organization to do well since the
organization is working with their personal customers. If the company is doing well that means
that the customers are being treated well which gives positive credit to the clients. Santa Ono
openly supported Education at Work through Twitter posts and openly supports Education at
Works active involvement in campus recruiting opportunities. The next supporters are the
parent of students. According to InsideHigherEd, an online resource for news and information
about various companies, parents want their children to be successful in college. They also did a
study that showed college students who work twenty hours per week or less do better
academically than students who do not work. This would be a reason that parents would want
their children to work at Education at Work during their college years. Lastly, students are seen
as supporters of Education at Work. Education at Work allows students to stay successful in

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school, while also being paid and receiving tuition assistance. This support is shown through the
positive Facebook and Indeed reviews students gave Education at Work. Daniel White, a
student employed by Education At Work, stated, “This is an awesome place to work! What
really sets these guys apart is the simple fact that they realize that college students need time
to study and due to that they make themselves very flexible when it comes to scheduling” This
is an ideal situation for students. In summary, the external environment for Education at Work
has a large impact on their success as a business.
PUBLICS
There are three key publics that need to be addressed to have the most impact. The largest key
public is first and second year UC students. These students will receive the most benefit if they
work for Education at Work, because they will have the most amount of time to accumulate
tuition assistance. According to the Institute of College Access and Success the average debt of
students in 2013 at UC was $28,333. The proportion of graduates with debt was 68%. According
to UC admissions, enrollment at UC in 2014 was 43,691.

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The second largest group to target are parents that have a child currently enrolled at UC. 853
had been enrolled in college or graduate school. Obtaining a bachelor's degree was most
the popular educational asset as 35,319 adults earned their bachelors within a total population
190,767.
Lastly it is vital to reach out to Opinion leaders who are willing to support the EAW initiative to
the student body. Santa Ono: President of UC who posts frequently to social media reaching
out to students and faculty of the University. The Wellness Center at UC offers peer financial
coaching for students in need of financial advice. Media personnel whose beat pertains to
education or the surrounding Clifton area. Both FOX19 and WCPO have written articles for
EAW. These articles focused on the positive impact EAW has on college students. The articles
also highlighted EAW as a positive alternative to outsourcing.
Education at work has mentioned several times that they would like to attract more students at
the University of Cincinnati to work for them. First, or second year UC students are facing a lot
of future debt. According to the Pew Research Center, about four-in-ten U.S. households
headed by an adult younger than 40 currently have some student debt, this is the highest share
in record. This demonstrates that more than ever, larger groups of young people are
accumulating student debt. This can be reflected in the student population at UC because it is
obvious that now, more than ever students need tuition assistance to lessen the blow after
graduation.
PEW Research Center also found that millennials with just a high school diploma are far worse
than their counterparts in earlier generations by most measurable economic situations. This
demonstrates how a student will feel pressured to attend college so they can have a financially
stable future; but ironically students will accumulate a debt during college, which will take years
to pay off. Additionally, a Survey of Consumer Finances found that households headed by
young, college-educated adults without any student debt obligations have about seven times
the typical net worth of households headed by young, college-educated adult with student
debt. Education at work can offer students at UC an opportunity to graduate with little to no
debt.
When talking to representatives from Education at Work, it was determined that parents are a
very important external public to contend with because of their influence over their own
children. Parents who have potential or current students at UC with financial restrictions has
become a larger demographic. The Pew Research Center found the tendency to borrow
financial aid has increased for graduates of all income backgrounds--particularly for graduates
from middle and high-income families. So, even if a student is considered to come from an
affluent family, they are still seeking a way to cope with college tuition. Therefore, this key
public needs an option to eliminate some of their child’s debt.
Also, now more than ever millennials are living at home with their parents, according to Pew
Research Center. This definitely influences the way a parent is involved with a student’s
financial affairs. Education at Work can offer parents a way to help their child eradicate most of

21
their student debt and not resort to taking out a Parent PLUS Loan--a federal loan awarded to
parents of college students to help pay education expenses.
In regard to targeting the UC students as future employees, Education at Work mentioned
previously working with UC’s President Santa Ono to gain trust in that particular community.
Santa Ono is a public opinion leader who could really help to further Education at Work’s vision.
On Twitter alone, Ono has 58 thousand followers. His social media presence combined with his
active student engagement makes him a prime public to target. In response to Governor
Kasich’s Budget Proposal, Ono has vowed to cap tuition at a 2 percent increase in 2016 and at 0
percent in 2017, according to the University of Cincinnati’s website. This clearly illustrates Ono’s
interest in student’s financial concerns.
Furthermore, for three years in a row Ono has donated his $200,000 bonus to scholarships and
other student and faculty programs. Not to mention, he has declined a raise simultaneously.
This shows Ono is concerned with doing what he can to help students at UC, even if it requires
money coming out of his own pocket. He has an expectation to give back to students and this
also helps generate positive public opinion for his title. Education at Work can offer Santa Ono
another outlet to help support UC students in a way that will generate positive publicity for
him.
The Student Wellness Center on UC’s campus offers free and private financial counseling for
students. For this reason, it would be beneficial for Education at Work to target a relationship
with this on-campus organization. The SWC is interested in helping students specifically with
topics such as: budget, saving, debt management, credit and investing. They have a mission to
reduce stress from student financial debt. Education at Work can offer the Student Wellness
Center another resource to help students reduce debt at UC.
Another public we would like to target is the local media whose beat pertains to education or
the surrounding Clifton area. This is essential because Education at Work has discussed working
towards better public perception. Specifically, Gordon Graham is a reporter for FOX19 and has
previously written about Education at Work. To write about this non-profit in the first place
shows his personal interest in the organization, so it is likely he would be willing to do a follow
up story to provide more information about his previous article. Education at Work could offer
a local media correspondent access and insight about its business to cover the story--it serves
mutual interests. (See Appendix A for References)

22
PART THREE:
RESEARCH PLAN
RESEARCH PLAN ................................................................................................................. 23
OVERVIEW.....................................................................................................................................................................24
CURRENT EAWEMPLOYEES........................................................................................................................................25
CURRENT UC STUDENTS..............................................................................................................................................29
PARENTSWITH COLLEGE STUDENTS............................................................................................................................34
PREVIOUS EMPLOYEES.................................................................................................................................................37
OVERVIEW
In order to best formulate a Public Relations plan to encourage students to work for Education
at Work, we must first look at what is currently working and what is currently not in terms of
promotions. To do this, we must conduct research on various groups of the target
market. First, we must survey current Education at Work Employees to find out why they
decided to apply. Next, we must survey current underclassmen at the University of
Cincinnati. This is important because it will allow us to see what they already know about
Education at Work and to see what various types of promotions entice them. Another large

23
group we need to focus on is parents that have or have had children or dependents attending
college. Families often work together to pay for college and to decide how much debt they can
take on. Parents also typically have a large influence over where their dependents work. Lastly,
we need to look into why previous employees chose to leave the company and how their
experience could have been improved. This is also a good opportunity to see what promotions
tactics worked when they first chose to apply. Because this is a potentially sensitive issue, this
will be done via one-on-one interviews.
CURRENT EAW EMPLOYEES
Survey:
THIS SURVEY IS OPTIONAL AND ALL RESPONSES ARE CONFIDENTIAL
Survey Questions:
1. Are you a current University of Cincinnati Student?
a. Yes

24
b. No
2. How did you find out about EAW?
a. Facebook
b. UC Career Fair
c. Pandora
d. Other __________________________________
3. What attracted you to EAW?
a. Tuition assistance
b. Location
c. Culture/ Environment
d. All of the Above
e. Other __________________________________
4. Is EAW meeting your expectations you originally had for the company? (Rate each
option 1-5)
a. Financial
1 2 3 4 5
b. Flexibility
1 2 3 4 5
c. Creating Relationships
1 2 3 4 5
d. Environment
1 2 3 4 5
5. What benefits has Education At Work give you?
a. Financial support
b. Relationships from the workplace
c. Future career opportunities
d. None of the above
e. All of the above
6. Please describe the atmosphere at EAW in 1-2 sentences.
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
Reasoning:
We are creating a hard-copy survey to target current employees of Education at Work. We will
be handing out the survey in the office on multiple shifts to receive a variety of responses from

25
employees that have different duties. We are doing this to survey a large number of
participants at a time. The use of a survey, we believe, will be most successful in receiving
responses, because it allows for fast responses and confidentiality.
This survey will allow us to gather information to create a successful promotional strategy for
Education at Work.
The information we are hoping to gain from this survey will include how the employees found
out about Education at Work— which will allow us to see the most successful current marketing
strategies. We also want to know what attracted the workers to the company, which will help
us decide what to highlight on when trying to attract potential employees. This is also why we
are asking about the benefits and atmosphere at Education at Work because we want to know
what current employees like, so we can highlight these aspects to attract and gain potential
employees. All of this information that we gain will be important in the future steps of
marketing to and obtaining new employees for Education at Work.
Findings:
How did you find out about Education at Work?
Facebook 1 5.26%
UC Career Fair 2 10.53%
Pandora 3 15.79%
Other 13 68.42%
What attracted you to Education at Work?
Tuition Assistance 13 68.42%
Location 0 0%
Culture/Environment 0 0%
All of the above 4 21.05%
Other 2 10.53%
Is Education at Work meeting yourexpectations you originally had for the company?
1 2 3 4 5
Financial 5.26% 5.26% 31.05% 36.84% 31.58%
Flexibility 21.05% 5.26% 15.79% 36.84% 21.05%
Relationships 0% 5.26% 26.32% 36.84% 31.58%
Environment 0% 15.79% 26.32% 31.58% 26.32%
What benefits does Education at Work give you in your lifestyle?
Financial Support 6 31.58%
Relationships 2 10.53%

26
Future career opportunities 2 10.53%
All of the above 9 47.37%
None of the above 0 0%
Describe the atmosphere at Education at Work in 1-2 sentences.
 From the 19 responses we received on this survey, the short responses varied. Every
response included the fun work environment Education at Work, and how they have
enjoyed the relationships they have made so far. Some responses stated the scheduling
can be very hectic and non complying, along with the upper management.
Summary of Findings
Over a span of three weeks, 19 University of Cincinnati students currently employed by
Education at Work completed this survey. A 68 percent majority of the survey takers said they
were attracted to Education at Work because of the tuition assistance program offered. The
survey also highlighted that Education at Work was meeting the expectations their workers had
for them in the three categories of finance, creating relationships, and decent work
environment. The survey exposed the common belief that the scheduling created by
management was not as flexible as they would like it to be. There was a collective consensus
that the survey takers felt Education at Work had a relaxing environment and created good
relationships between co-workers. Using this information, Education at Work should highlight
to potential workers these specific benefits they will gain while working for their company.

28
CURRENT UC STUDENTS
Survey:
THIS SURVEY IS OPTIONAL AND ALL RESPONSES ARE CONFIDENTIAL
1. Have you heard of Education at Work?
a. Yes
b. No
2. If yes, how did you hear of it?
a. Facebook/Twitter
b. Word of mouth
c. On-Campus Recruiting
d. Other__________________
3. What is your current image of the company?
a. I would consider working for Education At Work.
b. Indifferent.
c. I would not consider working for Education At Work.
d. I need more information on the company
4. Are you currently employed?
a. Yes
b. No
5. How are you currently paying for your education? (check all that apply)
a. Scholarships
b. Federal Loans
c. Grants
d. Parents
6. Is paying for your education a topic you discuss with your family?
a. Yes
b. No
7. Are you actively pursuing opportunities that grant tuition assistance?
a. Yes
b. No
8. Are you currently paying off debt in some capacity?
a. Yes
b. No

29
9. Do you live on or off campus?
a. On
b. Off
10. What year are you?
a. 1st Year
b. 2nd Year
c. 3rd Year
d. 4th Year
e. 5+ Years
Reasoning:
We created a survey for current students at UC to get an idea of their opinions on Education at
Work and examine what exactly they know about the company. This survey was important
because we were able to see the current awareness Education at Work has with students on
campus. We chose to do a survey for this market because it’s brief, easy for students to answer
and we were able to access the results quickly.
Findings:

32
Summary of Findings:
Based on the research we gathered from 85 students at the University of Cincinnati, we were
able to come up with a clear consensus about attitudes towards Education at Work. Most of the
students we sampled were not aware of EAW, but those who had heard of the company were
mostly informed through word-of-mouth information. This shows us that EAW has not been
able to directly influence public perception about the organization to the UC student body.
Therefore, EAW needs to make a larger attempt at marketing themselves and getting more
information about what the company actually does, to the public. Furthermore, we found
through our research that many students at UC are not taking advantage of reducing their
student debt, which shows that UC is definitely an untapped market for EAW. Many students
are not taking advantage of reducing their student debt and only about half are employed,
which gives EAW a large group of students they could appeal towards. The only thing that
stands in the way of these findings is that most students are having their parents help them pay
for school and most students claimed they talk about paying for college with their family. So, it
would be for EAW’s benefit to target the parents of potential employees. Overall our research
proved that EAW has a potential market for employees at the University of Cincinnati, but it is
important to focus on the parents of these individuals at the same time.

33
PARENTS WITH COLLEGE STUDENTS
Survey:
1. Do you have a dependent that is currently or previously enrolled in college?
a. Yes.
b. No.
2. What percentage of financial responsibility are you taking on for your dependent's
tuition?
__________%
3. What percentage of financial responsibility is your dependent taking on for their
education?
__________%
4. Have you and your dependent discussed the responsibility of taking on student debt?
a. Yes, thoroughly.
b. Yes, but not in depth.
c. Only at the start of their college career.
d. No, but my child will graduate with debt.
e. No, my dependent will not graduate with debt.
5. Is your dependent currently holding a job?
a. Yes, my child is currently employed
b. No, my child is not employed
6. If so, how do you feel about your dependent holding a job while enrolled in school?
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
7. Would you encourage your child to be employed by an organization that offers tuition
assistance?
a. Yes, tuition assistance would help our family.
b. Yes, tuition assistance will reduce my dependent’s debt.
c. No, I would rather my dependent earn money to put towards rent and other
living costs.
d. No, I prefer my dependent not to work while in school.
8. How much sway do you have over your dependents job choice or your dependent
holding a job while they’re enrolled in college?

34
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
Reasoning:
This brief, online survey will be distributed to parents of college students. This survey will allow
our team to gain insight as to how much influence parents have over their student’s
employment and finances. This survey will be distributed via email to encourage people to take
a moment to fill it out. We would not expect parents to have heard of Education at Work,
therefore we are more curious about their feelings around the tuition assistance aspect of the
company. Our survey consists of both multiple choice and short answer questions. This will
allow us to read and analyze their written responses as well as translating the multiple choice
questions into hard data.
Findings:
73%
27%
Percent of Financial
Responsibility
Parents
Students

35
We received 82 responses. Of those 82, 71 answered yes, indicating they have or have had a
dependent enrolled in a four-year college program. For the analysis of our findings, we only
used the 71 participants that initially answered “yes”. We found that most parents encourage
their students to be smart with how they use their money, especially if they are responsible for
a portion of the tuition costs. In the free response sections, we found that parents have a
significant amount of sway over if and where their child is employed. This amount of influence
seems to directly correlate with the percent of tuition costs parents are responsible for. From
this data we can extrapolate that targeting parents is key to increasing the number of
applicants for Education at Work
33%
15%
3%
28%
21%
Have you and your dependent
discussed the responsibilityof
taking on student debt?
Yes, thoroughly.
Yes< but not in depth
Only at the start
No, but my child has
debt
61%
39%
Is your dependent currently
holding a job?
Yes
No

36
PREVIOUS EMPLOYEES
Content Analysis
Reasoning:
A content analysis will be used to analyze data found on Facebook and Indeed from current and
past employees. This data has been analyzed for themes and trends yielding insights into
personal experiences at Education at Work. We believe that this information can help us use
first hand experiences to market to new employees, and gain a better understanding of the
culture of the company.
Findings:

37
After researching Facebook and Indeed online, we found a pattern in positive and negative
comments. Overall, Education at Work had an overwhelmingly positive response about the fun
environment that is offered. In addition, four people commented on the mission at Education
at Work and four people commented on the tuition assistance program. Interestingly enough,
people commented positively and negatively about being flexible with their school schedule
and a low number commented on the take away experience Education at Work offered.
We also found a slope of negative comments on these sites. Many people were unhappy about
management being young and inexperienced. Problems arose about the time management
skills of the managers, and the overall a lack of communication between manager and
employee. Many of the student workers believed they would receive tuition assistance at a
certain time and ended up not getting it. Also, employees think that 15 minutes of a break is
too short, after sitting all day behind a computer, and believe that their break should be a bit
longer and more frequent.

38
PART FOUR:
GOALS AND OBJECTIVES
GOALS AND OBJECTIVES ..................................................................................................... 39
FLOW CHART................................................................................................................................................................40
OVERVIEW.....................................................................................................................................................................42
GOAL 1 OBJECTIVE 1 TACTIC1.......................................................................................................................................43
GOAL 2 OBJECTIVE 2 TACTIC2.....................................................................................................................................59

41
OVERVIEW
Education at Work has the ability to be one of the best companies for student work. Not only
does Education at Work benefit the student, it can also be a relief for parents as well. From
learning this information, we wanted to provide ideas to reach more than just the student
body. After researching the company, and learning more about what they offer to both parents
and students, we all as a group wanted to provide strategic ideas for Education at Work to grow
even more. Education at Work has full potential to be a top rated company, and we as students
also wanted to provide ways from an outsider's point of view.
After discussing the situations that Education at Work is currently facing, we strategically
provided tactics that will eventually benefit the business. We want to give Education at Work
all the tools possible, and these tactics are created to build success. For each tactic, we list the
goal, objective, and the overall tactic that should take place. We also provide examples of each
tactic, along with supporting materials that will help you achieve the tactic successfully. Also,
for a certain number of tactics, we provide an evaluation tool that will help you as a company
conclude your results. This will allow you to see the success in the tactic that we provided, as
well as the outcome in an event. These tactics are there for Education at Work to use as an
advantage, and the tactics are provided with instructions on how to conquer the tactic
successfully. Along with well written instructions and examples, we provided illustrations to
help those see the tactic visually, and the attraction on the idea at hand
GOAL 1
OBJECTIVE 1
TACTIC 1
Our recommendation is for Education at Work to hold an event with the UC’s Student Wellness

42
Center to talk about student debt. This would be an opportunity to partner with an organization
on campus that has experience with counseling students on financial issues. EAW can contact
the Student Wellness Center by phone: 513-556-6124, or visit them at 675 Steger Student Life
Center. We believe it would be beneficial to hold this joint event in front of the McMicken
building where there would be high visibility and exposure. Setting up various booths with
information on reducing student debt would allow EAW an opportunity to inform the UC
community about their mission. Additionally, setting up games with trivia questions about
national student debt and best practices for management would engage people passing by.
BUDGET:$200
EVENT DATE(S): March 18, 2016.

43
Educ ation at Work
[Marc h 18, 2016
Worried about your student debt?
Wish you c ould be reducing it NOW?
McMic ken
Join us in front of…
Cincinnati, OH 45221-0366 Phone: 513-556-6124 9 a.m.-5 p.m.

44
Evaluation Checklist:
Did you contact Dr. Metzler about attending the Communication Spring Internship
Fair?
Do you have promotional items and team members available to attend the fair?
Did you attend the Communication Spring Internship Fair?
GOAL 1
OBJECTIVE 1
TACTIC 2
The flyer I created for Education at Work is meant for distribution around UC’s campus and and
through the career center and job fairs. They flyer is extremely simple, easy to read and

45
streamlined for anyone to comprehend its message. The flyer is of high quality and should be
printed professionally to create the most beneficial effect. This fliers colors and images will
stand out from any others that may surround it. By strategically placing these fliers around
campus, EAW will become a more recognizable, and therefore reputable name, thusly
increasing the number of applicants.
BUDGET:$30
GOAL 1
OBJECTIVE 2
TACTIC 1

46
The independent, student ran newspaper at UC is named “The News Record.” It is distributed
twice a week on all three of UC’s locations. Therefore, TNR would be a great outlet to persuade
UC students that EAW is a trustworthy company to work for. We suggest pitching a feature
story about a student at UC that currently works at EAW. We feel this type of story would
appeal to UC students because of its human element. To start this process, simply email the
editor-in-chief of TNR and explain how this story could be well received by their audience.
BUDGET: $0
GOAL 2
OBJECTIVE 1
TACTIC 1

47
Create a monthly meeting where employees can share suggestions for improvement and create
an open dialogue with management. Because Education at Work is “Powered by the Students”
this type of meeting will give the employees an opportunity to share any concerns and
suggestions to help the overall communication with the management team.
BUDGET:$0
EVENT DATE(S): First Monday and Tuesday of everymonth. Starting
January 4th and 5th 2016.
Quarterly Meeting Agenda
5 minutes- Ice Breaker Game (funny story, two truths and a lie game, etc.)
10 minutes- recognize one student by telling a success story that happened
while working. Acknowledge and appreciate the students hard work.

48
10 minutes- Action plans told by students... what are some suggestions,
concerns, ideas?
5 minutes- closing remarks from management
EVALUATION TOOL: Conclude with survey about meeting
1. How many students showed up?
_____________________________________________
2. Was the feedback valuable?
_________________________________________________
3. What was the repeated pattern of issues employees are having?
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
________
4. Should we do this again in the future?
_________________________________________
GOAL 2
OBJECTIVE 1
TACTIC 2
While researching, we discovered business sites such as Inc.com and Business Planning that
implied one of the best ways to redeem a positive work culture among employees is for the

49
company to partake in open communication between employees and higher-level
management. We believe that if Education at Work implements a monthly newsletter,
employees will feel that there is more open communication between them and higher-level
management. This newsletter should be sent out monthly, via email, to the employees of
Education at Work from higher-level management. The most successful way to use this
newsletter is to send it out at the beginning of each month. The newsletter should cover the
past month’s progress, highlight the next month's strategies for improvement and describe any
important activities on the calendar for that upcoming month. This information will help
employees feel more apart of what is happening with the company. It will also enable them to
appreciate that higher-level management is communicating with them more, which will assist
in employees developing feelings of trust and respect. These positive images for management
by employees will aid in the process of redeeming a positive work culture for current
employees at Education at Work.
BUDGET:$0 This can be created by an intern that is hired.
EVENT DATE(S): This can be sent out the on the 3rd of everymonth.

50
Monthly Survey
4&5: Employee Quarterly Survey
18: Martin Luther King, Jr. Day
23: Mixer @ EAW
Thissection can include tipsfor
college students. Thiscan include
tipsfor saving money, placesto
visit, or fun activitiesto do on the
weekend. Thissection connectsto
the individual asa college student
rather than asan employee and lets
the individual see the company as
helpful.
Employee Spotlight:
John Doe
Dates to Remember
January 2016
Newsletter Issue 1: Jan. 3 2016Newsletter Issue 1: Jan. 3 2016
On the Education at Work Facebook
an employee can post work oriented
or random survey questionsthat
incorporate other employees. The
feedback and resultscan be placed in
thissection. Thiskeepsthe employees
connected to the social media and
enablesthem to see waysthey
connect with their employees.
Insert a monthly jokehere.
Writeanswer underneath
upsidedown
Thissection can highlight an employee monthly. Thingsthat can be
included in an employee spotlight are:
Positive attributes.
Their successhabits.
How they benefit the company.
How they support employees.
Favorite movie.
Favorite food.
Favorite class.
Future goals.
End it with a quote about why he/ she enjoysworking for
Education at Work.
Tips for college
students

52
GOAL 2
OBJECTIVE 1
TACTIC 3
Send out a quarterly anonymous survey to employees to receive feedback about daily
operations via email. Conducting a survey will give management an idea of how the employees
are doing day by day in a new work atmosphere and position. Management must understand
how daily operations are flowing in order to conduct new metrics and ideas for the employees
to obtain.
BUDGET: $0
EVENT DATE(S): Every monday of each quarter- Starting January 4th, 2016.
I am satisfied with my opportunities for professional growth.
Strongly agree, agree, neutral, disagree, strongly disagree
I am satisfied with the job training Education at Work offers.
I am inspired to meet my goals at work.
I feel completely involved at work.
I am excited about going to work.
At Education at Work, employees adapt quickly to difficult situations.
Employees in my organization take the time to help when difficulties arise.
I am satisfied with working at Education at Work.
My manager and I have a good relationship.

53
I am satisfied with the total package of working at Education at work, including
tuition reimbursement, break times, and perks.
I am happy with the flexibility Education at Work has to offer.
You may create the quarterly survey via surveymonkey.com. Free survey trails are available at
your convenience and will result in data analysis on this survey.
www.surveymonkey.com

54
GOAL 2
OBJECTIVE 1
TACTIC 4
To successfully build relationships for employees in Education at Work, we suggest an offsite
team building activity to help the culture environment. This will not only help build stronger
relationships with Education at Work employees, it will also give the employees more drive
within the workplace. We suggest this teambuilding activity to be somewhere relatively close
to UC campus and Education at Work. Some places we suggest are Sky Zone, Madison
Bowl, or any recreational place remotely close to the targeted area. Also, this is recommended
to be a bi-monthly event. Since there is not much down time in the work environment at
Education at Work, we believe this will benefit the employees, and also give them a chance to
build relationships within Education at Work.
BUDGET: 450.00 for 100 employees to bowl (including shoes)
ATTENTION
Educationat
Work
Employees!
FRIDAY
April 8, 2016
at 9:00 pm
BOWLINGPARTY!
WHODOESN’TLOVEFREEBOWLING?
Comeout toMadisonBowl 5 minutesfromEducationat Work, and
enjoyanight of freebowlingwithyour co-workers! Pizzaanddrinks
will beprovided. Let your supervisor knowif youwill beattending

55
300.00 for drinks and food
Total: 800.00 including tax for one event
***This number can be changed due to the amount of employees attending
Did you send an email reminding the supervisors to make an announcement?
Is the flyer updated with the correct date(s)?
Have you confirmed with Madison Bowl about the date?
Do you have a confirmed number of employees attending the event?
Did you remind the supervisors to announce the event a week prior to the date?
EVENT DATE(S): April 8, 2016 & October 7 2016 at 9pm
GOAL 2

56
OBJECTIVE 2
TACTIC 1
This tactic hopes to bring new direction to Education at Work’s website. They currently have a
lot of animation figures on their website that do not describe or exemplify who they are as an
organization. This tactic is to be used in order to create a new look for Education at Work’s
current website, and to bring a more professional aspect to it. Education at Work should
highlight more of the employee in order to be looked at as a more credible workplace. If
potential employees are looking at the website, and can relate to pictures of workers and
valuable information displayed there, they will then be more likely to be interested and apply
for a job. By implementing these different aspects to the future website of Education at Work,
there could be a better emotional response from those looking at the website.
NowThen
Facebook Cover Photo

57
Did you change the profile pictures on each social media platform from an animation
to a current employee working for Education at Work?
Facebook Twitter
Instagram YouTube
Did you feature the Employee of the Month article on each social media platform?
Facebook Twitter
Instagram YouTube
Did you evaluate how many people viewed, liked, commented, etc. on your posts on
each social media platform?
Facebook Twitter
Instagram YouTube
BUDGET:$0
GOAL 2
OBJECTIVE 2
TACTIC 2

58
This tactic hopes to make use of social media to demonstrate the positive culture at Education
at Work between their employees. Education at Work has a presence on a number of different
social media sites including Facebook, Twitter, Instagram, and YouTube. However, they don’t
have a huge following on a couple of their different mediums, but if they could focus on
highlighting more of the current and potential employees, that could definitely make a positive
impact. Education at Work can create a unique hashtag on Twitter for current and potential
employees, post pictures of employees at work and at different events on Instagram, and
create more videos on YouTube to showcase the positive culture, what employees do at work,
and different events/holidays. BUDGET:$0
Facebook: Instagram:
GOAL 2
OBJECTIVE 2
TACTIC 3

59
Public Relations students at the University of Cincinnati strive to bring positive change to
organizations. We suggest that EAW goes to the Communication Internship Fair on the
University of Cincinnati campus in order to recruit a Public Relations intern that can carry out
the PR plans in this portfolio. Public Relations students will understand what, how, and when to
carry out the plans that we have suggestions and will be a valuable asset to EAW. EAW should
contact Dr. Metzler for more information about Public Relations internships and the
communication internship fair. Dr. Metzler’s office phone number is 513-556-4473 and her
email is M aribeth.Metzler@uc.edu
Job Description for 2016 Spring Internship Fair:
Education at Work is looking for a Public Relations Intern that can implement a finished
campaign. We are looking for a hardworking, outgoing, and independent intern that can assist
with event planning, communicating with UC departments, and assist with enhancing internal
communication between departments. The best part about this internship is that you can work
towards tuition assistance! To learn more about Education at Work and our tuition assistance
program, please visit our website! http://educationatwork.org/
BUDGET:$0 the fair is free to attend
EVENT DATE(S): Date is not nailed down but, it will be in March 2016.
Did you contact Dr. Metzler about attending the Communication Spring Internship
Fair?
Do you have promotional items and team members available to attend the fair?
Did you attend the Communication Spring Internship Fair?
GOAL 2
OBJECTIVE 3
TACTIC 1
To promote and exhibit the unique culture of Education at Work, we propose an open house

60
networking event. This event will invite UC students and their friends and family to come see
the center and give them an opportunity to ask any questions they may have about the
organization. This event will also help enhance report among current employees. We urge you
to invite current employees to attend this event to speak to their experiences at EAW and
showcase the goodwill of the company.
BUDGET:$400
EVENT DATE(S): Saturday January 23, 2016
FOR IMMEDIATE RELEASE: (January 20, 2016)
Contact Name
Education At Work

61
Phone Number
Email
Education At Work Hosting a Networking Mixer
Come Join Education at Work to Tour our offices and Speak with Students
Cincinnati, Ohio: Education at Work is a non profit organization devoted to making college
affordable for all students. Since its opening, Education at Work has given out over 690,000
dollars in tuition assistance. Our goal by 2025 is to have given over one million dollars to help
fund college tuition. On Saturday January 23, 2015 we will be hosting a networking mixer.
This mixer is open to the public. We encourage students and parents to come take a look at
our facilities and enjoy good company and refreshments with us. Student employees will be in
attendance to answer any questions you may have. We hope that by experiencing our culture,
you will choose to come work with us.
Who: Education at Work
What: Networking Event
Where: Education at Work headquarters
When: January 23, 2016 at 5 pm
Why: So that you can get to know us!
Applicationswill be providedtotake home andfill out. There isno obligationafterattendingthis
networkingsession.We hope youconsiderattendingandlearningwhatmakesussounique.Forany
questionsplease contactouroffice at ENTER EMAIL HERE
Education at Work offers students up to 6,000 dollars in tuition assistance annually while
paying them a competitive hourly wage. Founded in 2012, Education at Work is dedicated to
giving students a competitive edge in the ever-changing job market.
###
EVALUATION TOOL: On site survey
Education at Work Interview Survey
1. How did you hear about Education at work?
o Flyer
o Social Media
o On campus recruiter
o UC job Center
o Word of mouth

62
o Other, please specify:
2. What encouraged you to apply for EAW?
o Tuition assistance
o Fun work environment
o Part time job
3. What school do you go to?
o UC
o NKU
o Mount St. Joe
o UC Branch
4. What year are you?
o 1st year
o 2nd year
o 3rd year
o 4th year
o 5th + year
GOAL 2
OBJECTIVE 3
TACTIC 2
Education at Work will partner with HireUC in order to more aggressively target UC students. By
posting on the HireUC website, students are more likely to come into contact with open

63
positions within the company. Having these openings posted directly onto a UC website will
eliminate suspicion about the legitimacy of Education at Work. Posting open positions on Hire
UC will also allow EAW to reach a higher number of students. Partnering with HireUC will
enable EAW to do things such as on campus interviews and information sessions.
BUDGET:$0
Step One, go to hireuc.com and click on New Employer Registration.

64
Step Two, Under Find Your Organization type in Education at Work, check the box next to it,
and click continue.
Step Three, Confirm that the Employer Information listed is correct, then proceed to fill out the
appropriate contact information.

66
Step Four, Once youhave filledoutall the informationandclickedRegister,follow anypromptsthat
may appearafterwards aboutfurthersettingupthe account.JobpostingsonHireUC will be accessible
to students whoare registeredonthe site andmeetthe qualificationssetwhenthe jobisoriginally
posted.
Was an account on HireUC successfully created?
Were open positions successfully posted to HireUC?
Is there sufficient information available to interested students on available positions?

67
PART FIVE:
LOGISTICS
LOGISTICS........................................................................................................................... 68
BUDGET.........................................................................................................................................................................69
CAMPAIGN CALENDAR..................................................................................................................................................71
CALENDAR BRIEF..........................................................................................................................................................73
BUDGET

68
Funded:
If Not Funded:
Amount Allotted Object Notes
$200.00 Goal 1 Objective 1 Tactic 1: Event
@ UC Development Center
Includes food/drinks &
prizes
$30.00 Goal 1 Objective 1 Tactic 2: Info
flyers for UC campus centers
Per 50 flyers, priced @
Fed Ex
$0.00 Goal 1 Objective 2 Tactic 1:
Contact News Record Staff for
feature article
Intern can manage
$30.00 Goal 1 Objective 2 Tactic 2: Info
flyers in dorms & dining hall
Per 50 flyers, priced @
Fed Ex
Monthly meeting w/ employees
Hold during work hours
so employees are already
present
Monthly newsletter
Intern can manage
Quarterly survey to employees
Offsite team building @ Madison
Bowl
Received Prices from
Madison Bowl
$0.00 Goal 2 Objective 2 Tactic 1: Veer
away animation on social media
Intern can manage
$0.00 Goal 2 Objective 2 Tactic 2: Social
media to highlight community
Intern can manage
Attend UC Comm Intern Fair
Free to attend fair
$400.00 Goal 2 Objective 3 Tactic 1: open
house at EAW
Includes food/drinks, &
fliers
Partner with Hire.uc
$1460.00 Total Amount

69
Amount Allotted Object Notes
Contact News Record Staff for
feature article
Intern can manage
Monthly meeting w/ employees
Hold during work
hours so employees are
already present
Monthly newsletter
Intern can manage
Quarterly
survey to employees
Veer away animation on social
media
Intern can manage
$0.00 Goal 2 Objective 2 Tactic 2: Use
social media to highlight
community
Intern can manage
Attend UC Comm Internship
Fair
Free to attend fair
Partner with Hire.UC
$0.00 Total Amount
CAMPAIGN CALENDAR

72
CALENDAR BRIEF
Tips for successful professional social media post
Throughout the calendar you will notice social media icons for either Twitter, Facebook, and
Instagram. These are the days where you should post on its appropriate media outlet.
Facebook should be used professionally to keep employees up to date while informing
potential employees as well. For example, post about events being hosted at Education at
Work, ways encouraging students to apply, and post that value the fun, yet hardworking culture
EAW has. This outlet gives you the opportunity to inform all of your viewers who you are and
what you do. We don’t recommend posting irrelevant articles, instead enhance culture, facts
about debt, what EAW is doing to help students, success stories, and some funny post here and
there.
Twitter is a perfect way to remind employees about events while being short, sweet, and
simple. Twitter can be used more frequently because there isn’t as much detail. We advise you
to post Monday, Thursday and Friday, or whenever you feel it’s necessary! This platform is
more un-unified so it can be more spur of the moment.
Pictures are worth a thousand works, Instagram is a perfect opportunity to highlight the events
that Education at Work offers, along with highlighting the culture and the environment. Use
Instagram strategically to remind people that EAW is alive, fun, and a unique company to work
for. We also want you to capture that Education at Work is not just a call center, it’s a diverse
environment with a plethora of opportunity. We advise you to post every Tuesday and
Saturday, something professional one day and fun another.
Calendar Summary
Throughout the calendar you will notice dates of events that we suggest Education at Work to
do. For example, January 4th is to send out the quarterly survey to employees, this is the first of
the Monday of the month, strategically made to make it easier on employees.

73
APPENDIX A
References:
Author and former college president offers advice to parents on the first year of college | InsideHigherEd. (n.d.).
Retrieved September 30, 2015,from https://www.insidehighered.com/news/2015/08/18/author-and-
former-college-president-offers-advice-parents-first-year-college
Education at Work: Building Brighter Futures | Contact Center Services. (n.d.). Retrieved September 30,2015, from
http://www.education-at-work.org/
Education at Work signing clients, adding jobs. (2013, March 18). Retrieved September 30,2015, from
http://www.wcpo.com/money/local-business-news/education-at-work-signing-clients-adding-jobs
Ghram, G. (2013, April 17). Non-profit bringing overseas jobs to local college students. Retrieved September 30,
2015,from http://www.fox19.com/story/22007907/education-at-work-brings-overseas-jobs-to-area-
college-students
It's the third year in a row the university chief has turned down his six-figure bonus, & Raise., D. A. (n.d.). University
of Cincinnati president gives away $200,000 bonus. Retrieved September 30, 2015, from
http://money.cnn.com/2015/06/24/news/companies/university-cincinnati-president-bonus/
More Millennials Living With Family Despite Improved Job Market. (2015, July 29). Retrieved September 30, 2015,
from http://www.pewsocialtrends.org/2015/07/29/more-millennials-living-with-family-despite-improved-
job-market/
Peer Financial Coaching. (n.d.). Retrieved September 30, 2015, from
https://www.uc.edu/wellness/services/peerfinancialcoaching.html
President Santa Ono'sStatement on Governor Kasich's Budget Proposal. (n.d.). Retrieved from
http://www.uc.edu/news/NR.aspx?id=21163
SNA Boundary Changes Citywide. (n.d.). Retrieved September 30, 2015,from http://www.cincinnati-
oh.gov/planning/linkservid/B4323A96-0FDE-C8F2-D90A5A899AD316BF/showMeta/0/
Statistical Neighborhood Approximation. (n.d.). Retrieved September 30, 2015,from http://www.cincinnati-
oh.gov/planning/linkservid/B497DDAD-E93B-5987-72072BC1CD84942B/showMeta/0/

74
The White House. (n.d.). Retrieved September 30, 2015,from http://www.whitehouse.gov/
Working at Education at Work. (n.d.). Retrieved from http://www.glassdoor.com/Overview/Working-at-Education-
at-Work-EI_IE955643.11,28.htm
Young Adults, Student Debt and Economic Well-Being. (2014,May 14). Retrieved September 30, 2015, from
http://www.pewsocialtrends.org/2014/05/14/young-adults-student-debt-and-economic-well-being
(n.d.). Retrieved September 30, 2015,from https://www.facebook.com/EducationatWork

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