Develop a campaign with integrated multichannel communication to ensure that the number of applications and contracts for training courses via the Sector Institute continues to meet market demand, taking into the account the falling number of vocational education pupils in the Netherlands.
The communication is targeted at the four distinct stages in the decision-making process, fitting the period in which young people and their parents find themselves at a given time.
When it comes to their future, you reach young people through their parents.
Research shows that they have huge influence when their children are choosing follow-up training
Trainees were recruited via online advertising and a school event (SkillBreak). Parents were targeted using online media and print ads in house-to-house magazines.
The Sector Institute Transport and Logistics supports employers and employees in terms of work, training and health in transport and logistics. We developed a campaign to promote the transport and logistics sector and encourage young people to sign up for training via the Sector Institute Transport and Logistics.
It involved on-the-job training where young people spend four days at work and one day at college.
The communication strategy used a target-group-focused approach based on a customer journey consisting of four stages: inspire (touch), inform (tell), apply and confirm (sell), persevere, maintain and recommend (delight). Based on these stages and young people’s drivers derived from market research, realistic and specific messages were developed that were communicated via media targeted at potential trainees and their parents.
The campaign achieved a wide reach within the target group. The target number of applications was almost reached before the end of the school year. The campaign ran until August 2017.
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