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EFFECTIVE STRATEGIES FOR YOUTH
ENGAGEMENTwith
JOBS AUSTRALIA TtW FORUM
EMPOWERING YOUNG PEOPLETO CREATE THEIR OWN FUTURES.
WHO IS THE FIRST YEAR OF THE REST OF YOUR LIFE.
SUPPORTTRAVELEDUCATIONEMPLOYMENT
SPEAKING FOR OUR GENERATIONAPPROACHABLE PERSONA, TRUSTWORTHINESS
PARTNERS
WHO IS THIS FOR?
1. COMMUNICATION
2. MARKETING
3. SOCIAL MEDIA
THE THREE MAJORPROBLEMS IN YOUTH ENGAGEMENT
BREAKTHROUGH #1COMMUNICATION
STYLE OF LANGUAGE
RELEVANT CONENT
VISUAL COMMUNICATION
APPROACHABLE PERSONA
TONE OF VOICE
TRUSTWORTHINESS
SOLUTIONS
CONTENT
YOUNG CONTENT CREATORS
KNOW CURRENT CONTENT TRENDS(I.E. VIDEO CONTENT)
KNOW WHAT INTERESTS YOUR AUDIENCE
RELATABLEPERSONA
PERSONAL STORY SHARING
RELATABLE FACES
FIRST/SECOND PERSON (I, ME, MY, YOU, YOUR, ETC.
YOUNG VOICE
USE OF CURRENT SLANG AND ABBREVIATIONS
TONGUE-IN-CHEEK STYLE
MENTION CURRENT POP CULTURE AND TRENDING MEMES
SOLUTIONSAPPROACHABLE PERSONA, TRUSTWORTHINESS
CASE STUDY #1AUSTRALIAN DEFENCE FORCE (ADF)
CAMPAIGN OBJECTIVE: To change the persona and voice of the Defence Force to be more appealing to youth, aligning the concept of adventure with the opportunities the ADF offer. CAMPAIGN INVOLVED: 8 content pieces, 12 Facebook posts.
RESULTS:
JAN - JUN 2016
14.2KUNIQUE
BROWSERS
267KPOST
REACH
313ENQUIRIES
GENERATED
2.2%CONVERSION
RATE
BREAKTHROUGH #2MARKETING
KNOWING YOUR AUDIENCE
UNDERSTANDING
THEIR WANTS
DELIVERING WHATTHEY NEED
DEMOGRAPHICS PSYCHOGRAPHICS
TOP CITIES % OF USERS
Melbourne, VIC 10.3%
Perth, WA 8.7%
Sydney, NSW 8.4%
Gold Coast, QLD 7.3%
Brisbane, QLD 6.9%
40%ARE EMPLOYED
PART-TIME
81%BROWSE ON MOBILE
OVER DESKTOP 2.5X MORE LIKELY TO ENJOY
CHATTING ONLINE
3X MORE LIKELY TO BE LOOKING FOR PART-TIME WORK
54%MORE LIKELY
TO LOOK FOR NEW EXPERIENCES
EVERY DAY
29%ARE UNEMPLOYED DUE TO STUDYING
IDENTIFY THEMSELVESAS LGBTQI
59%OF USERS ARE
FEMALE
9%
TOP BRANDS
CASE STUDY #2UTS:INSEARCH
CAMPAIGN OBJECTIVE: Raise awareness of the UTS:INSEARCH program and drive traffic to the information page to reach the total domestic admissions target for semester one. CAMPAIGN INVOLVED: 6 content pieces, 2 videos, 8 Facebook posts.
RESULTS: 1.2MIMPRESSIONS
ON POSTS
519KVIDEO VIEWS
17%CLICK
THROUGH
24%ENGAGEMENT
RATE
NOV 2015 - FEB 2016
BREAKTHROUGH #3SOCIAL MEDIA
BEING IN THE RIGHT PLACE AT THE RIGHT TIME
BUDGET: $30CPC: $0.03CTR: 5.3% UBs: 1,964
SOLUTIONS VISIBILITY
SOLUTIONSENGAGING WITH USERS
CASE STUDY #3YEAR13
CASE STUDY #3YEAR13
UNIQUE BROWSERS (MAR ’15 - APR ’16)
0
30,000
60,000
90,000
120,000
Mar 15 Apr 15 May 15 Jun 15 Jul 15 Aug 15 Sep 15 Oct 15 Nov 15 Dec 15 Jan 16 Feb 16 Mar 16 Apr 16
78,73879,866
92,324
110,645
98,768
87,153
69,320
48,12146,765
63,54353,002
47,85443,88337,321
50k 20-25K350+SOCIAL
FOLLOWINGAVERAGE
POST REACHNEW FOLLOWERS
PER WEEK
4.24%AVERAGE
CTR
Saxon Phipps Founder/Managing Director [email protected] 0401 755 544 (02) 8084 6422
CONTACT
THANK YOU FOR YOUR TIME!PLEASE GET IN TOUCH WITH US IF YOU HAVE ANY QUESTIONS
Jordan Phipps Co-Founder/Director [email protected] 0423 681 218 (02) 8084 6422
