The Concept

"Not Your Parents' Career Fair"

After much consideration following the event design workshop and initial pitch to the client, the theme of "Not Your Parents' Career Fair" was adopted to inform the overall event design and marketing choices. The theme can be summarized as having elements of a casual experience, ironic play between vintage and modernity, and the consensus that the fair would adopt unique elements to set it apart from other career fairs as outlined in the comparative analysis. The goal overall was to create an exciting experience and to present to attendees a representative mix of employers.

Event Research

PESTLE Analysis

Political: President Joe Biden issued a targeted debt relief program to provide up to $20,000 in debt cancellation for Pell Grant recipients and up to $10,000 in debt cancellation for non-Pell Grant recipients. This released future financial stress for attendees of the fair, both students and employers, and allowed for a positive outlook on the future and value of education.

Economic: The Consumer Price Index increased 8.5% for the year ended March 2022 following a rise of 7.9% from February 2021 to February 2022. This had the potential to negatively impact the event and attendees due to attendees having less spending money, working more hours, and having less free time for extracurricular activities.

Social: The hospitality industry was hit especially hard during the pandemic. The industry bounced back, however, and saw over 1 million new job postings during the first quarter of 2022. This has a positive impact on the event due to employers having more opportunities to present and students having the ability to explore these opportunities.

Technological: With new emerging technologies, all aspects of hospitality are changing. According to the Qubit Lab Team, a "135% increase in revenue is expected after implementing new tech." Especially following the pandemic, more consumers prefer a contactless, efficient experience, which these new technologies would be able to provide.

Law: During COVID-19, all in-person events were put on hold, negatively impacting the hospitality industry. In an update to COVID guidelines in Indiana, an article stated "as of April 6, 2021, all decisions about venue capacity and social gathering restrictions are in the hands of local officials. Also on this date, the state's face covering mandate became a mask advisory. Governor Holcomb has banned vaccine passports in the state of Indiana." These provisions are positive for the tourism and hospitality industries as they allow in-person events and further travel to resume and give all attendees the best event experience possible.

Environmental: The environmental impact of in-person events remains prevalent. A study from Beacon Live states "there is over $1 trillion and 1.3 billion tonnes of food wasted globally per year. When it comes to catering, 45% of food waste comes in the form of preparation and another 21% from spoilage." Additionally, conventions emit on average 400 pounds of carbon emissions. While the event is not the same scale as a convention and catering is a minor element for the event, the environmental impact of decisions made for the fair are still a consideration to be made in planning for sustainability.

SWOT Analysis

Strengths

Finding your team
Catering the event to the needs of the students AND employers
Showcasing what the SHHS has to offer
Encouraging employer and student connections

Opportunities

Promote TESM program campus wide
Students on the search for jobs in the hospitality industry
Sustainability of event
Build lasting connections in Indianapolis

Weaknesses

Not a typical career fair approach/set up
Smaller use of traditional 6 foot tables
Planning staff does not have much experience
Full day commitment for employers

Threats

Staffing shortage in the hospitality industry
Hybrid events on the rise
Local events in Indianapolis on November 15th
Attendees being hesitant about in-person events returning

Internal Analysis: Internally, the TESM Career Fair benefited from many strengths from the start of the planning process. Taking the approach for a welcoming, relaxed, and casual atmosphere would allow students to feel comfortable talking to employers, and employers would be encouraged to use their empathy to connect with students. Several of the employers reached out to had previous connection to IUPUI. Alumni, professors, prospective, and current students all were encouraged to connect and build meaningful relationships. On the other hand, the planning staff for this event, the Event Production 404 Capstone class, are not professionals in the industry and are inexperienced.

External Analysis: Externally, there is still a staffing shortage in the industry that has continued since the COVID-19 pandemic, which would bring eager employers to the event and push them to recruit new students for a variety of roles. The economy is currently struggling, which directly impacts salaries and wages that employers will be able to offer to their new leads. In comparison to previous generations, Generation Z expects to be able to work remotely from home at least part of the week. The expectations of this current generation are different than seen in the past, as they have a positive outlook on the industry and are excited to enter the workforce.

Competitive Analysis

Traditional

State Farm Champions Classic at Gainbridge Fieldhouse
- DATE: November 15, 2022
Indianapolis Job Fair November 9, 2022 - Indianapolis Career Fairs
- DATE: Wed, Nov 9, 11:00 AM
IUPUI Fall Career Week (September 19-23)
- Sessions to learn more about majors, career paths, job searching, and more. Free admission. Includes: Elevator Pitch Practice, Resume Creation/Coaching, Mock Interviews
IUPUI Fall Intern Fair
- Tuesday, September 20, 2022. Free admission.

Non-Traditional

Student classes
Work obligations
Volunteering opportunities
Personal emergencies
Leisure time

Our largest competitive advantage would be the spin we are putting on your traditional career fair. With the theme of this event being “Not Your Parents Career Fair,” the environment will be modern and open-ended for students and employers. We want this career fair to not only benefit students but also the employers attending. We will be holding an informational brunch and networking session for all employers at no cost to them which makes our event extra appealing and accessible to the employers that want to participate. Additionally, this event is free to all attendees. We are proud of this aspect and believe it will attract more students.

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