The National Careers Service provides advice for people at every stage of their working life. With the service still in its infancy, the Summer Campaign was required to place it front of mind (specifically increasing media coverage, circulation and OTS), drive recommendation and referral (through measured social media, stakeholder engagement and amplified events) and acquire customers (all adults in need of jobs/careers advice, particularly jobless young people, unemployed adults, those facing redundancy and low skilled adults).
The experiential strategy focused on helping a small proportion to have an impact on the many: ten per cent was personal engagement by going directly to our tentative audience in their local areas to actively engage them and demonstrate the services. Ninety per cent was amplification of the events to motivate the broader audience by showcasing progress and local/likeminded success stories and encouraging trial (attendance or go online).
With a unique Trinity Mirror/Fish4jobs partnership at its heart, a number of creative tactics and assets were developed and launched, to inspire people desperately in need of careers advice to take action and improve their lives.
The Campaign smashed all targets:
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