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