COMMUNICATION PLAN Objec0ves, strategy, ac0vi0es, tools and results.

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1 Establishing a Partnership to Set up a Youth Guarantee Scheme in Veneto VP/2012/012/0175 COMMUNICATION PLAN Objec0ves, strategy, ac0vi0es, tools and results. Final version With financial support from the European Union. This publica0on [communica0on] reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the informa0on contained therein. INIZIATIVA GIOVANI VENETO

2 Case study introduction! IUSVE Dipartimento di comunicazione Introduction!! The YGV pilot project is addressed to the young NEETs Not in Employment, Education or Training of the Veneto Region.! The intended target group is progressively increasing in Europe and also in Veneto and represents a more and more problematic reality.! In particular the project will target the NEETs in the age group !! The aim is to develop a social and non-formal communication process in discontinuity with the common institution language, which is sometimes perceived as poorly integrated with young people. For this reason it is necessary to find new channels of communication to intercept young people.!!

3 Case study partnerships! IUSVE Dipartimento di comunicazione Partnerships!! Veneto Region The promoter is the Region of Veneto, Directorate of Labour;! IUSVE Istituto Universitario Salesiano di Venezia Educational Sciences Faculty and further education organisation, member of the international network of Salesian University Institutions;! Scuola Centrale di Formazione (SCF) National association of vocational training centres recognized by the Ministry of Labour;! Province of Treviso local public administration in charge with local policies, including those connected with the labour services;! Ufficio Scolastico Regionale (USR Veneto) Regional School Office depending on the Italian Ministry of Education though an autonomous body performing administrative tasks.!!

4 Case study il team di lavoro! IUSVE Dipartimento di comunicazione The IUSVE communication team!! Three students attending the brand new postgraduate course in Web Marketing and Digital Communication, and two postgraduate students in Integrated Communication and Design (IUSVE Communication Department);! Coordination and direction: Maria Pia Favaretto, professor of Communication strategy and media planning at IUSVE postgraduate courses and IUSVE LAB director.!!

5 Case study communication objectives! IUSVE Dipartimento di comunicazione Communication Objectives!! To intercept the young NEETS of the Veneto Region with a special focus on the youth target aged who reside in the Province of Treviso;! To use communication contents to appeal to young generations and create a better relationship between the target and the institutions;! To build a community and stimulate the WOM (Word Of Mouth communication) among young people;! To reach a number of web-applications that sums up to at least three times the number of available places;! To reach 400 likes on the Facebook page.!!

6 Case study communication objectives!! IUSVE Dipartimento di comunicazione Communication strategy!! Involve young people who are easier to reach and invite them to bring in friends who are not working or studying (message: Do you have a friend under 25 who does not study, work, nor follow any training?");! Activate social media: launch of the page/community Iniziativa Giovani Veneto on Facebook in combination with the creation of a Twitter account and a YouTube channel;! Create events in the seat of Treviso Province to let young NEETs meet people who operate in labour services and institutions;! Storytelling: video interviews with young people reporting their work experiences;! Non-conventional marketing: tree of the dream job to be installed in the Treviso city centre where young people can post their aspirations and desires for their future.!

7 Case study communication activity and tools!!! Communication activity and tools! IUSVE Dipartimento di comunicazione Definition of YGV logo, claim e guidelines;! Definition and implementation of the YGV website (domain name registration: iniziativagiovaniveneto.it);! Infographic animated video to be uploaded on YouTube. The video is meant to create a call-to-action and it invites to take part in the project and participate to the event that took place on the 13 th of March. A second version of the video has been produced after the event;! Video interviews with young people who present their own work experiences and highlight their advantages.! Printed material: cards to be distributed in the Treviso area, posters and flyers;! Editorial plan and content calendar for Facebook including promotional posts, video and photo, events (countdown and best of report. Launch of the hashtags: #iniziativagiovaniveneto, #illavorochevorrei, promotion of the work experiences, selfentrepreneurship laboratory, and company tours.!

8 Case study logo & claim! IUSVE Dipartimento di comunicazione

9 Case study website home! IUSVE Dipartimento di comunicazione

10 Case study website blog! IUSVE Dipartimento di comunicazione

11 Case study animated infographic video! IUSVE Dipartimento di comunicazione

12 Case study card front! IUSVE Dipartimento di comunicazione

13 Case study card back! IUSVE Dipartimento di comunicazione

14 Case study flyer! IUSVE Dipartimento di comunicazione

15 Case study posters! IUSVE Dipartimento di comunicazione

16 Case study corner posters! IUSVE Dipartimento di comunicazione

17 Case study Facebook page! IUSVE Dipartimento di comunicazione

18 Case study posts! IUSVE Dipartimento di comunicazione

19 Case study posts! IUSVE Dipartimento di comunicazione

20 Case study posts! IUSVE Dipartimento di comunicazione

21 Case study posts! IUSVE Dipartimento di comunicazione

22 Case study posts! IUSVE Dipartimento di comunicazione

23 Case study promo on tuttoeventi.it! IUSVE Dipartimento di comunicazione

24 Case study posts! IUSVE Dipartimento di comunicazione

25

26

27

28 Case study post! IUSVE Dipartimento di comunicazione

29

30 Case study Facebook insights! IUSVE Dipartimento di comunicazione

31 Case study YouTube! IUSVE Dipartimento di comunicazione

32 Case study results! IUSVE Dipartimento di comunicazione Results! 18/3/2014!!! 200 applications! 530 likes! 135 partecipants to the Aperitivo Evento at Provincia di Treviso - SantʼArtemio!!!

33 Case study posts! IUSVE Dipartimento di comunicazione

34 Case study posts! IUSVE Dipartimento di comunicazione

35 Case study posts! IUSVE Dipartimento di comunicazione

36 Case study posts! IUSVE Dipartimento di comunicazione

37 Case study posts! IUSVE Dipartimento di comunicazione

38 Case study posts! IUSVE Dipartimento di comunicazione

39 Case study posts! IUSVE Dipartimento di comunicazione

40 Case study posts! IUSVE Dipartimento di comunicazione

41 Case study posts! IUSVE Dipartimento di comunicazione

42 Case study web page! IUSVE Dipartimento di comunicazione

43 Case study posts! IUSVE Dipartimento di comunicazione

44 Case study posts! IUSVE Dipartimento di comunicazione

45 Case study posts! IUSVE Dipartimento di comunicazione

46 Case study Facebook insights! IUSVE Dipartimento di comunicazione Pagina Facebook

47 Case study YouTube! IUSVE Dipartimento di comunicazione

48 Case study final event! IUSVE Dipartimento di comunicazione

49 Case study final event! IUSVE Dipartimento di comunicazione

50 Case study final event! IUSVE Dipartimento di comunicazione

51 Case study results! IUSVE Dipartimento di comunicazione Final Results! 05/12/2014!! 563 Applications to the project!!!!! 834 Facebook community!! 8 video interviews and 2 infographic video! on Iniziativa Giovani Veneto YouTube channel!!

52 THANK YOU FOR YOUR ATTENTION With financial support from the European Union. This publica0on [communica0on] reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the informa0on contained therein. INIZIATIVA GIOVANI VENETO

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