hottest MARKETING SUMMARY 6 & 7 November 2015 NEC, Birmingham Reaching the graduates 9 & 10 October 2015 London Olympia

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1 Reaching the hottest graduates 9 & 10 October 2015 London Olympia NEC, Birmingham MARKETING SUMMARY Headline sponsor: Sponsor: In association with the careers In association services with: of:

2 Introduction This document outlines the marketing campaign for the National Graduate Recruitment Exhibition, taking place on at the National Exhibition Centre (NEC) in Birmingham. The National Graduate Recruitment Exhibitions have been highly successful recruitment events for over 25 years. Throughout this time we have carefully measured the response to all of our marketing activities in order to identify the most effective opportunities to attract the UK s brightest new talent. The graduate market is highly dynamic, so it is essential that we respond by continually improving our offering and methods of targeting our audience. As such, we closely monitor key trends and behaviours to ensure we strategically plan our campaigns. As a team, we have targeted our graduate audience across all relevant platforms and built a strong multi-media presence based on our findings. Our nationwide multi-media campaign comprises print, radio, digital, , social media, on campus advertising and face-to-face recruitment. If you have any feedback or suggestions relating to this campaign, I would be very happy to discuss them with you. My contact details can be found at the bottom of this page. I hope you will find this summary interesting and informative, and look forward to meeting you at the exhibition. Your marketing contact: Katie Hale Marketing Executive If you have any questions about the marketing campaign, please contact me at: Venture Marketing Group 2-4 St Georges Road London SW19 4DP Tel: Katie.Hale@vmgl.com 1

3 Headline media sponsor The Guardian Careers The Guardian Careers is the exclusive media supporter of the National Graduate Recruitment Exhibitions. The Guardian runs a series of adverts, in print and online, to attract visitors to the event in the weeks preceding the exhibition. The Guardian website reaches 245,000 monthly unique users who are recent graduates. 1 Guardian Jobs reaches over a million monthly unique users, of these: 694,000 are degree qualified or above 59% would be interested in pursuing further education 19% would consider taking a postgraduate course to improve their career prospects We targeted regular users of Guardian Jobs through an extensive online campaign including: Solus to the Careers and Students database Banner in Guardian Careers newsletters Web banners across relevant web pages Adverts in The Guardian newspaper Social media promotion 1 Recent graduates are degree qualified users with up to two years work experience. 2

4 Print advertising Our research shows that there are a still a number of relevant print media opportunities. The publications we advertise in include: The Guardian 3

5 New Scientist 4

6 Physics World September issue (page 49) and October issue (page 65) 5

7 Cambridge University s student newspaper - Varsity September

8 GradJobs Magazine Autumn/Winter 2015 issue Show guide section starts from page 27 7

9 GradJobs Directory 2015/2016 8

10 GradMail Promotion GradMail is an opt-in only e-newsletter, to which users can sign up via Over 100,000 subscribers have requested information on upcoming graduate recruitment events as well as details of graduate vacancies. In ensuring regular contact with our subscribers, GradMail has become an extremely effective element of the exhibition marketing campaign. 9

11 External Promotion More than 2,000,000 targeted s were sent to students and graduates during the National Graduate Recruitment Exhibition marketing campaign via the following databases: Milkround Prospects EmployAbility GradMail Guardian Jobs EngineerMail TotalJobs Multiple university careers services and departments Milkround 10

12 TotalJobs Prospects EmployAbility 11

13 Guardian 12

14 Conversion s The call to action across the marketing campaign is that graduates and final years students should register via the website. This enables us to then retarget them via . The s are tailored to the responses given on the registration form. Conversion examples 13

15 Google Adwords Google Adwords runs throughout the year on and allows for sitetargeted advertising. The adverts were shown as sponsored links above the main search results or on the right hand side of the screen. Websites A listing and/or banner appeared on the following websites advertising the National Graduate Recruitment Exhibition in the weeks running up to the event: Employ-Ability.org.uk Engineerjobs.co.uk Facebook.com Guardian.co.uk Jobs.Guardian.co.uk GradJobs.co.uk Milkround.com TotalJobs.com NewScientistJobs.com Prospects.ac.uk PhysicsWorld.com Banner or events listings were also featured at various university Students Unions and Careers Services including Birmingham, Aston, Loughborough and many others around the UK. TotalJobs 14

16 Milkround 15

17 Loughborough Employability Careers Website Aston University Birmingham University 16

18 Dynamic Remarketing Remarketing allows us to show our adverts to people who have visited our website but did not register via Display Network websites and apps. It also serves ads on websites that are relevant to the target audience. Graduates who have not yet registered, but whose web browsing patterns suggested that they were likely to, were also targeted. Examples of the banners 17

19 Example of the banners in situ 18

20 Social Media In the months leading up to the exhibition, a social media campaign was conducted across Facebook, Twitter and LinkedIn, using and expanding a respectable online following. The National Graduate Recruitment Exhibition has its own dedicated Facebook page, LinkedIn group and Twitter feed. The latest information about the event was drip fed via status updates to keep interest fresh. Regular topical messages were sent to followers on both Facebook and LinkedIn. Social media icons have also been placed on the website allowing site visitors to share and like content within their networks. The National Graduate Recruitment Facebook page 19

21 In addition we boosted Facebook posts to encourage more likes from our followers 20

22 Twitter GradJobs runs a year-round campaign on Twitter, connecting to other users through short news alerts and comments, all of which links to our other social media platforms on LinkedIn and Facebook. Currently GradJobs has over 4,900 followers. A twitter feed with the latest updates is streamed live on GradJobs.co.uk. 21

23 LinkedIn The exhibition s dedicated LinkedIn group gives updates about what s going on at the event, news, press releases and discussions. It also allows members to add relevant articles, comments and links and invite other members to join the group. Currently the group has over 2,200 members. 22

24 Conve Radio and SMS Radio Kisstory and Kiss National - A 30 second advert ran on Kisstory and Kiss National for 7 days from 26 October to 1 November to promote the exhibition. Kiss was identified as a highly popular radio channel with under 25 year olds. Text messages A text message was sent to all those who registered for the event (and were happy to receive messages by SMS) reminding them about the show. 23

25 On Campus Campaign Telemarketing A three-week campaign in the run up to the exhibition targeting universities across the whole of the UK ensured: Posters and leaflets were sent to over 1,400 university contacts across the UK s were forwarded to the students via university facilities In the week preceding the event, a telemarketing campaign was also undertaken to convert pre-registration for the event into attendance. Those who had pre-registered on the GradJobs website received a phone call reminding them of the dates of the exhibition and encouraging them to attend. On campus promotion In addition to the posters and leaflets distributed during the telemarketing campaign, an extensive on campus promotional campaign was conducted at key universities in a catchment area for NEC Birmingham, before and during the exhibition. The campaign involved raising the students awareness of the exhibition by displaying posters and large hanging banners in addition to distributing flyers around all relevant university buildings. The poster and flyering campaign focused on the following universities: Aston Birmingham Birmingham City University Coventry Derby Keele Lancaster Leicester Lincoln Nottingham Nottingham Trent Staffordshire Warwick Wolverhampton 24

26 Example poster The obs for graduates FREE ENTRY National Graduate Recruitment Exhibition 6 & 7 November NEC, Birmingham Get your ticket at SCAN THE QR CODE TO REGISTER NOW! Hot companies recruiting include*: Headline sponsor: Sponsor: Birmingham event in association with: * See website for details. Terms & conditions apply. All information correct at time of press. NGR_Birmingham_A4_Poster.indd 1 04/09/ :35 Example flyer The National Graduate Recruitment Exhibition 6 & 7 November NEC, Birmingham Friday 11am - 4pm Saturday 11am - 4pm obs for graduates 1000s of vacancies with companies including: Take your first step on the Companies are looking to hire them and find out: 25 Directions The exhibition takes place in Hall 10, NEC, In association with the careers In association with: servces of: CV Clinic Train: The nearest Advice Clinic Sponsor: station is Birmingham Mock Assessment Centre International, which is Presentations & workshops Find out who else is recruiting at GradJobs.co.uk The Headshot Guy Road: The NEC is situated Golden Ticket Competition in close proximity to the Subsidised transport M40, M42, M5, M6 and FREE entry have access to extensive Fri 11am - 4pm Sat 11am - 4pm complete applications NGR15_Birmingham_Flyer_Front.indd 1 04/09/ :30 SCAN THE QR CODE to get your free ticket! FREE ENTRY & subsidised transport* Get your free ticket at More than just Features at the Headline sponsor: exhibition include: Hall 10 Register FREE now at Birmingham International *See website for details. Terms & conditions apply. All information correct at time of press. NGR15_Birmingham_Flyer_Back.indd 1 04/09/ :27

27 University Campaign continued Examples of hanging banners promoting the event, displayed at BCU, Nottingham and Warwick and other universities: 26

28 University Campaign continued CAMPUS STALLS Campus stalls were also used for face-to-face promotion of the exhibition to students. This involved attracting students through giving out bags of sweets along with flyers and posters. This face-to-face interaction and promotion always proves to be hugely successful and makes the National Graduate Recruitment Exhibition marketing campaign highly unique. This included the following universities: Warwick Aston Derby Birmingham Keele Lincoln Nottingham Coventry 27

29 GradJobs High Flyers Campaign Launched in 2011 the GradJobs High Flyers Club has been set up for the brightest minds from the UK s top 25 universities. The GradJobs High Flyers Lounge at the exhibition will host private networking sessions where selected companies will have fast-track access to the UK s top students and recent graduates. GradJobs High Flyers have been attracted to the event through a separate, targeted marketing campaign via and online promotion and an on-campus poster and promo-stall campaign at the qualifying universities. GradJobs High Flyers Club Poster 28

30 GradJobs High Flyers Club Campaign continued Gradjobs High Flyers Club online and promotion 29

31 is the official website supporting the National Graduate Recruitment Exhibitions. The website has over 75,000 unique visits a month with all registrations for the National Graduate Recruitment Exhibitions going via the website. Promotion GradJobs.co.uk is the only graduate website promoted through a comprehensive national media campaign: Extensive advertising in the national press Promotion at all the National Graduate Recruitment Exhibitions E-shots to a database of 100,000 active job seekers Intensive marketing to over 1,400 departments throughout all UK universities Ongoing SEO and Google Adword campaign all year round Recruitment needs GradJobs.co.uk is suited to all your recruitment needs. You can: Send out targeted s to over 100,000 graduates through GradMail Post immediate vacancies on the jobs board Create a profile in the Employers A-Z section, which includes case studies, videos and a detailed company profile Raise your company profile through banners, microbars and articles To advertise on GradJobs, call Clement Johnson on or Clement.Johnson@vmgl.com 30

32 GradJobs Magazine GradJobs Magazine & Directory GradJobs Magazine is an essential resource for all graduate job-seekers and final year students. Each edition contains information on the issues currently facing graduates including: News on the graduate recruitment market Interviews with star graduates who have found their ideal job Articles on specific industry sectors and careers Expert careers advice Show Guide for the National Graduate Recruitment Exhibitions Distribution GradJobs magazine s distribution is unique - no other recruitment magazine can match our channels. How do we know this? Stocked by the top 50 universities careers services It is the official magazine for the National Graduate Recruitment Exhibitions portfolio, and is distributed to every graduate on the door at each event It is also distributed at other important recruitment events including The National Engineering & Construction Recruitment Exhibition A digital copy is distributed to the GradMail database (circa 100,000 subscribers) It is available all year round on (75,000 unique monthly visits) Gradjobs Directory of Recruiters The directory is compact, comprehensive and includes information on graduate vacancies from a wide range of organisations. Published in September, it has a shelf life of a year and a readership in excess of 175,000. The Directory is easy to use and gives graduates all the information they need to find their first job in their chosen industry. Each profile contains invaluable information on a graduate recruiter and its vacancies including company details and description, careers offered, benefits, degree required, location and salary. Distribution The directory is distributed via the top 50 UK university careers services and at each of the National Graduate Recruitment Exhibitions throughout the year in London and Birmingham. It is also distributed free at the National Engineering & Construction Recruitment Exhibitions and online at wwww.gradjobs.co.uk. To advertise in the GradJobs Magazine or Directory, please call Clement Johnson on or Clement.Johnson@vmgl.com 31