Kathrin Buchinger, Sandra Vossberg Creative Brief karriere.at
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1 Young Lions 2014 Young Marketers Competition Abstract Kathrin Buchinger, Sandra Vossberg Creative Brief karriere.at Project Summary Promote karriere.at CV function for applicants (already online: Different ways to import CV data: o social networks XING and LinkedIn very easy access and clear interface o.doc file,.pdf file or manual input Applicants can export their CV as PDF format is recommended by professional recruiter easy for applicants to make their own CV (no graphic skills are necessary) Applicants can choose active/inactive mode and anonymous mode (no personal information like name or picture are visible for the employer) Over employers can search in CV network Target group: Age: higher education level searching actively/latently for new job Business Objective: Quadruple CV applicants remind active users to update their CV regularly Marketing Objective: Create awareness for CV function Campaign Objective: Present key benefits like: Don t search. Get found. long-term usability (career planning: stay up to date about current career options) PDF format export (recommended by professionals) anonymous mode Advantages compared to competitors: Cross-linking to XING & LinkedIn: easy to make own CV Easy registration process and clear user interface Export of CV in a way which is recommended by professionals (no graphic skills necessary) Marketing Communication Strategy Communication direction: Strategy promoting Don t search. Get found. How can we promote our key benefits and get more active users: turn the tables from desperately searching into getting easily found which makes the applicants glow Campaign phases: First wave: CW 21 ( ) CW 24 ( ) First wave creates awareness for the CV function and raises additional registrations Exclusive sweepstake: within all new CV registrations Price: two application packages: business tablet (e.g. Samsung Galaxy Note Pro) + styling consultant (incl. 2 business outfits) + professional coaching for job interview Owned Media Channels: Website karriere.at o Main Slider (Homepage) o ContentAd 300x250px (Search Site) Newsletter: o Promotion NL to subscribers Social Media: o Facebook Postings Blog: o Blog entry: sweepstake and tips & tricks for perfect CV (promoting CV function) Paid Media Channels: Online campaign: o Online Banners with retargeting: news platforms like orf.at, Styria network etc. see mediaplan o Facebook Posting ads: news feed desktop, news feed mobile, right-hand side Radio: o 15 spot All owned and paid media channels promote sweepstake Budget: Sweepstake & owned media channels: 5K Paid Media Channels: o Online campaign: 20K o Radio: 20K Total budget first wave: 45K Second Wave: CW 41 ( ) - CW47 ( ) Second wave consolidates communication for CV function in direct interaction with target group Promote CV function, remind users to update their CV Owned Media Channels: Website: o Main Slider (Homepage) o ContentAd 300x250px (Search Site) Newsletter: o Reminder NL: call to update CV; for users that already use CV function Social Media: o Facebook postings promoting CV function Paid Media Channels: OOH (Poster & Screens): o Respectable Fitness Center, e.g. John Harris o Several Universities and colleges (FH), e.g. FH Wien, FH Linz, IMC Krems, WU, University Innsbruck target group: extraoccupational studies Merchandising: o Branded GiveAways: Universities and colleges (FH): e.g. pistachios, green sweets (jelly bears, jelly beans etc.), Timing: Thursday evening, Friday evening, Saturday Events: o Career Calling 2014: target group: graduates and employed professionals CV terminal: possibility to make your own professional application photo and directly upload it to o Marketing Natives & Manageers: October 2014 target group: graduates and employed professionals CV terminal: possibility to make your own professional application photo an directly upload it to Budget: Owned Media Channels: 3K Paid Media Channels: o OOH: 10K o Merchandising: 2K o Events: 10K Total budget second wave: 25K
2 Kathrin Buchinger Sandra Vossberg
3 Objectives Target Group 25-39, higher education level searching actively/latently for new job Marketing Objective create awareness Business Objective quadruple CV applicants remind active users Campaign Objective Don t search. Get found. longterm usability PDF format export anonymous mode
4 Strategy Communication direction Strategy promoting Don t search. Get found. How can we promote our key benefits and get more active users? Turn the tables from desperately searching into getting easily found which makes the applicants glow
5 Communication & Execution First wave: CW 21 CW 24 create awareness for the CV function raise additional registrations Exclusive sweepstake within all new CV registrations Big price: two application packages Owned Media Channels Website karriere.at Promotion Newsletter Social Media Blog Paid Media Channels Online campaign Radio o Online banners & Facebook ads o 15 spot All owned and paid media channels promote sweepstake
6 Communication & Execution Second Wave: CW 41 - CW46 consolidate communication direct interaction with target group Owned Media Channels Website Reminder Newsletter Social Media Paid Media Channels OOH o Fitness Centers o Universities and colleges Merchandising Events o Branded GiveAways o Career Calling 2014 CV terminal o Marketing Natives & Manageers CV terminal
7 Budget & Timeline Budget first wave Sweepstake & owned media channels: 5K Paid Media Channels: o Online campaign: 20K o Radio: 20K Total budget first wave: 45K Budget second wave Owned Media Channels: 3K Paid Media Channels: o OOH: 10K o Merchandising: 2K o Events: 10K Total budget second wave: 25K First Wave CW21 CW22 CW23 CW24 Communication Sweepstake Second Wave CW41 CW42 CW43 CW44 CW45 CW46 CW47 OOH Communication Merchandising Marketing Natives Manageers Career Calling
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