Download - Campaign for government
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finding solutions that benefit society
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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)
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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
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TARGET GROUP
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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.
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COMMUNICATION STRATEGY
> Campaign communicate two key benefits:> THE AVALIABILITY> WIDE SCALE OF TOPICS
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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.
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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.“
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THE BIG IDEA
THE TREND IS TO KNOW MORE.Claim: I won’t wait to know more.
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MEDIA OBJECTIVES
> Local print media: 25 individual articles> Website: 60 unique users per day
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COMMUNICATION PROCESS
Zlín region ↓
local institution as a channel ↓
target group
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PROMOTIONAL MIX
> Splits in two different type of campaign > The fake campaign (Buzz marketing) > The real campaign (Online, offline promotional mix)
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PROMOTIONAL MIX
ONLINE
MicrositePPC campaignSEOBloggingDisplay advertisingSpecial activities
OFFLINEPOS materialsPR campaignAmbient mediaOOH
Online PRDirect emailSocial mediaBanner advertising
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TOTAL EXPENDITURES
ONLINE 350 000,-OFFLINE 150 000,-
_______________________________________________
TOTAL 500 000,-
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MEASUREMENT
ONLINE: Google Analytics, Google Alerts, Facebook InsightsOFFLINE: Anopress> Media objectives
INDIRECT RESULTS: A poll among people from primary TG.> Campaign objectives
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SUMMARY
8 897 jobseekers → reduce of unemployment needed
→ solution: free retraining courses leading by students→ attraction: trend is to know more