Campaign for government
description
Transcript of Campaign for government
finding solutions that benefit society
PROBLEM AND SOLUTION> PROBLEM:> High unemployment rate in Zlin region.> Very few possibilities of retraining courses (mostly manually oriented)
> SOLUTION:> Free courses for unemployed people led by students fromThomas Bata University > Courses on various topics ( financial literacy, languages, presentation skills)
RESEARCH
HOW? Statistics from the Labour Office in ZlinUnemployment people
WHAT?> 8 897 jobseekers registred in the Labour Office in Zlin (till 31.3.2012)> 8 of them retraining course> Few possibilities of retraining courses, mostly manually oriented
TARGET GROUP
CAMPAIGN OBJECTIVES
> 20 people will apply for a course in January 2012> By December, 5 contracts signed by students.> To raise awareness of the courses from 0 to 30 % among jobseekers.
COMMUNICATION STRATEGY
> Campaign communicate two key benefits:> THE AVALIABILITY> WIDE SCALE OF TOPICS
SINGLE MINDED PROPOSITION
Campaign communicates that Labour Office in Zlin wants to reduce unemployment in Zlín through free retraining courses for jobseekers leading by students.
INSIGHT
„I WANT TO WORK. But do not have the kind of knowledge or skills which employers require. I want to gain them but there are little possibilities how to attend such a course.“
THE BIG IDEA
THE TREND IS TO KNOW MORE.Claim: I won’t wait to know more.
MEDIA OBJECTIVES
> Local print media: 25 individual articles> Website: 60 unique users per day
COMMUNICATION PROCESS
Zlín region ↓
local institution as a channel ↓
target group
PROMOTIONAL MIX
> Splits in two different type of campaign > The fake campaign (Buzz marketing) > The real campaign (Online, offline promotional mix)
PROMOTIONAL MIX
ONLINE
MicrositePPC campaignSEOBloggingDisplay advertisingSpecial activities
OFFLINEPOS materialsPR campaignAmbient mediaOOH
Online PRDirect emailSocial mediaBanner advertising
TOTAL EXPENDITURES
ONLINE 350 000,-OFFLINE 150 000,-
_______________________________________________
TOTAL 500 000,-
MEASUREMENT
ONLINE: Google Analytics, Google Alerts, Facebook InsightsOFFLINE: Anopress> Media objectives
INDIRECT RESULTS: A poll among people from primary TG.> Campaign objectives
SUMMARY
8 897 jobseekers → reduce of unemployment needed
→ solution: free retraining courses leading by students→ attraction: trend is to know more