Felber & Felber Marketing - Case Study: Fast Focus Careers

Client: Advanced Performance, Inc./Fast Focus Careers

Challenge: Dr. Sunny Lurie approached Felber & Felber Marketing in early 2006 with a mission to introduce a completely new and unique career exploration program aptly named Fast Focus Careers (www.fastfocuscareers.com) to Northeast Ohio. A pilot program was scheduled with the goal of 12-15 participants.

Target: Two targets identified:

18-30 year olds with the desire to pursue their dreams and answer that burning question of "what am I going to do with the rest of my life?"

Parents who are anxious for their sons and/or daughters to find a career.

Solution: With only a couple months to introduce Fast Focus Careers to the pubic, several different avenues designed to reach the public were set in motion. Felber & Felber Marketing surveyed (click here to take the survey) the public in order to demonstrate the need for a career development course and sure enough, there was quite a need not only in the surrounding states, but in our own city of Cleveland. We knew that the media we would be contacting would also be interested in the survey statistics.
The concept and plan for a website was hatched and implemented prior to contacting the first prospects.

Dr. Lurie and account executive Michelle Hirsh networked at a popular summer event, speaking with young professionals to increase the awareness of Fast Focus Careers and encourage their participation in the survey. Print ads were placed in the business section of the local daily paper thus attracting the attention of our secondary target, the parents. Felber & Felber Marketing also used their own network of colleagues from around Cleveland to send emails to their personal networks; this tactic also worked very well.

Working with the local media, Dr. Lurie presented her program during the Noon broadcast of a local TV news program. Additionally, she was interviewed by a major weekly business newspaper for a subsequent feature article.

The final push came a week prior to the pilot. An event listing was posted on a local popular news website as well as a hip-scene e-newsletter with a circulation over 25,000.
(Click photo for larger image.)

Sunny Lurie talks
with participants.

Results: Through a combination of all the efforts, 12 people signed up and paid for the pilot program. The students came motivated, enthusiastic and ready to begin the next step in their lives.
Since the pilot was so successful, Fast Focus Careers has planned additional courses as well as an open house to answer any questions on how the course works. To keep the fires burning, Felber & Felber Marketing was further engaged to help introduce Dr. Lurie to potential business partners who may share the same goals and clientele.

Upcoming Events: Open House at The Velvet Dog (W. 6th St, Downtown Cleveland): Thursday 9/14, 5:30-7:30pm
Please join us for fun, information, drinks and appetizers. Meet the trainers, career coaches, creative staff and previous participants.

Fast Focus Careers Introductory Program

Thursdays 5:30-9:30pm
Session 1: 10/12
Session 2: 10/19
Session 3: 10/26

Saturdays 9:00am-1:00pm
Session 1: 10/14
Session 2: 10/21
Session 3: 10/28

"Although I was clear on my mission, I had no idea how to take my dream public. Felber & Felber Marketing worked with me from concept through completion. Their public relations insight and network were a true advantage." - Sunny K. Lurie, Ph.D.

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Felber & Felber Marketing 1869 E. Aurora Road, STE 400 Twinsburg, Ohio 44087-1972
phone: 330.963.3664 fax: 330.963.8547 toll-free: 888.963.3664 e-mail: info@felberandfelber.com

Client:	Advanced Performance, Inc./Fast Focus Careers
Challenge:	Dr. Sunny Lurie approached Felber & Felber Marketing in early 2006 with a mission to introduce a completely new and unique career exploration program aptly named Fast Focus Careers (www.fastfocuscareers.com) to Northeast Ohio. A pilot program was scheduled with the goal of 12-15 participants.
Target:	Two targets identified: 18-30 year olds with the desire to pursue their dreams and answer that burning question of "what am I going to do with the rest of my life?" Parents who are anxious for their sons and/or daughters to find a career.
Solution:	With only a couple months to introduce Fast Focus Careers to the pubic, several different avenues designed to reach the public were set in motion. Felber & Felber Marketing surveyed (click here to take the survey) the public in order to demonstrate the need for a career development course and sure enough, there was quite a need not only in the surrounding states, but in our own city of Cleveland. We knew that the media we would be contacting would also be interested in the survey statistics. The concept and plan for a website was hatched and implemented prior to contacting the first prospects. Dr. Lurie and account executive Michelle Hirsh networked at a popular summer event, speaking with young professionals to increase the awareness of Fast Focus Careers and encourage their participation in the survey. Print ads were placed in the business section of the local daily paper thus attracting the attention of our secondary target, the parents. Felber & Felber Marketing also used their own network of colleagues from around Cleveland to send emails to their personal networks; this tactic also worked very well. Working with the local media, Dr. Lurie presented her program during the Noon broadcast of a local TV news program. Additionally, she was interviewed by a major weekly business newspaper for a subsequent feature article. The final push came a week prior to the pilot. An event listing was posted on a local popular news website as well as a hip-scene e-newsletter with a circulation over 25,000.	(Click photo for larger image.) Sunny Lurie talks with participants.
Results:	Through a combination of all the efforts, 12 people signed up and paid for the pilot program. The students came motivated, enthusiastic and ready to begin the next step in their lives. Since the pilot was so successful, Fast Focus Careers has planned additional courses as well as an open house to answer any questions on how the course works. To keep the fires burning, Felber & Felber Marketing was further engaged to help introduce Dr. Lurie to potential business partners who may share the same goals and clientele.
Upcoming Events:	Open House at The Velvet Dog (W. 6th St, Downtown Cleveland): Thursday 9/14, 5:30-7:30pm Please join us for fun, information, drinks and appetizers. Meet the trainers, career coaches, creative staff and previous participants. Fast Focus Careers Introductory Program Thursdays 5:30-9:30pm Session 1: 10/12 Session 2: 10/19 Session 3: 10/26 Saturdays 9:00am-1:00pm Session 1: 10/14 Session 2: 10/21 Session 3: 10/28
	"Although I was clear on my mission, I had no idea how to take my dream public. Felber & Felber Marketing worked with me from concept through completion. Their public relations insight and network were a true advantage." - Sunny K. Lurie, Ph.D.