The National Careers Service specialises in careers and jobs.
They tasked us to raise awareness of the Service during National Careers Week (NCW) – a pivotal academic moment to inspire young people on their career choices. Coinciding with National Apprenticeship Week and competing with Brexit and knife crime for space, we had a few weeks to ensure we stood out in the crowded landscape.
With limited news and time, we devised a smart strategy focusing on features, social media and partnerships, which included:
- targeting young people and their influencers with in-demand careers and jobs of tomorrow listicle content – reflecting the fourth industrial revolution and backed by the World Economic Forum;
- engaging audiences with a social campaign and #10YearCareerChallenge;
- partnering with The Student Room, the UK’s largest online student community via a real-time ‘Ask Me Anything’ thread – accompanied by display advertising and targeted emails.
Targeted media and content placements earnt a 55 million circulation in publications such as The Sun, Cosmo on Campus and Parentkind – delivering a significant return on investment of 18p cost per ‘000.
The Student Room partnership reached over 200k students with activity seeing a 506% increase in post views, with digital display and emails outperforming all benchmarks. Social activity generated in excess of .5 million impressions and audiences ranging from young people to education professionals shared their #10YearCareerChallenge.
Finally, a key target was increasing visits to the site during National Careers Week – which saw 115,000 visits on the site around the week.
Here are some highlights:
Quality, well-targeted content is king; reaching and engaging our audiences – especially when news options are limited.
Having the professional and knowledgeable National Careers Service’s advisers on hand meant that the best quality advice could be provided to young people on how to fulfil their career dreams.