Upload
romeo-hollen
View
217
Download
0
Tags:
Embed Size (px)
Citation preview
External Agency Brief Marketing Communications
CampaignERDF and young people
Our visionEvery young person should have the chance to succeed.
Our missionTo help disadvantaged young people in the UK to change their lives and get into work, education or training.
Our successThree in four young people supported by The Prince’s Trust move into work, education or training. The Prince of Wales’s charity has helped more than 700,000 young people since 1976 and supports 100 more each day.
About The Prince’s Trust
What we doHelp disadvantaged young people aged 13 to 30 who are unemployed, struggling at school or at risk of exclusion, including:
• in or leaving care• facing homelessness• mental health problems• have been in trouble with law• from workless households• carer • disabled
About The Prince’s Trust
We run eight programmes, all over the country, that all address specific needs of the young people who come to us. For this brief, we are focusing on just on our Enterprise programme, which helps unemployed young people start-up in business
We have received public sector funding from the European Regional Development Fund to deliver an Enterprise project during 2013/14 and 2014/15 ‘Sustainable Enterprise with The Prince’s Trust’ will raise awareness and secure participation of 2600 NEET young people onto our Enterprise Programme in 12 targeted Local Authority Districts
The money has allowed us to add more elements to our national offer, tailored specifically to this audience
Our reputation is at stake so we need to deliver against targets
This is a very hard-to-reach audience and we have been given very specific geographical areas to focus on
Why we are briefing you
This document provides you with detailed information to support our brief to you which is to:
Deliver an integrated marketing strategy, creative concept and marketing executions, that generates:
5200 enquiries from NEET young people in defined areas within the East Midlands each year.
This is so we can meet our contract requirements of securing 1300 young people a year on the Explore Enterprise programme
as there is a 50% drop out rate at each stage.
Achieving these KPIs will enable us to meet the targets set out by the European Regional Development Fund contract
Our challenge to you – in a nutshell
Nationally, since 1983 we have helped to set up over 80,000businesses
Last year, 6,038 young people joined the Enterprise programme nationally and 850 joined in the East Midlands
About the Enterprise programmeYoung people
Last year 850 young people went on Explore Enterprise 4 day workshop – we need a 35% uplift this year (1300) and in 2014/15
The campaign needs to generate 5200 programme enquiries each year in order to secure 1300 young people on Explore Enterprise in 2013/14 and 1300 in 2014/15. This is due to a 50% drop out rate.
If we miss our target this year, it rolls to next year’s target
So far, since April 2013, we have recruited 188 young people (165 from ERDF areas). This has been done mainly through direct outreach.
Programme participation Young people
5200 enquiries – the maths
EnquiryBy
telephone or through the
website
We need to attract 5200
enquiries each year as there is 50% drop out rate
Information/
inspiration
SessionOne hour session
to discuss the process
We need to attract 2600
young people as there is a 50% drop out rate
Explore Enterprise
Four day
in-depth course to understand
what is involved in a business
start-up
We need 1300 in 2013/14 to go on this course
165 so far from ERDF areas
EnterpriseStart your own
business
We need 325 young people to remain on the
programme and set up a
business
Young people
These 5200 enquiries need to come from young people resident within the boundary of one of the following 12 Local Authority Districts:
• Ashfield • Boston • Derby City• Lincoln City• Bassetlaw • Chesterfield • East Lindsey • Mansfield • Bolsover• Corby • Leicester City • Nottingham City
5200 young people must come from these areasYoung people
What we are offering these young people (Specific to ERDF contract – not national)
Grants of up to £1500 per to help with business
start up costs (namely marketing, equipment,
insurances and raw materials).
Range of discounted and free support
offers for three years
Test Trade Marketing Grant of up to £250
to test their business idea
Specialist mentor (if needed)
One-to-one business planning support with
a Trust start-up expert to develop a
business plan
Four Day ‘How to start your own
business’ Training Course (even if you don’t go any further)
BIS loan averaging £2500 to spend on non-ERDF eligible items e.g. vehicles,
training, stock
1-2-1 coaching support to help
business whilst in early stages of
trading
Growth Grant funding – up to
£3000 to purchase items that will help
grow or expand business
Access to free seminars and
networking events run monthly
If you decide Enterprise is not for you, we offer Springboard sessions that aim to keep young people engaged and
help them find what they do want to do
Young people
As programmes run locally, NEETs are recruited locally using a number of tried and tested methods:
1. Push – includes putting up posters in local community areas, placing programme specific information on The Prince’s Trust website, Referral Executives and Job Ambassadors undertaking community outreach work, telling local referral partners about our programme and providing printed materials for POS
2. Pull – fielding general enquiries to our national helpline and allocating by geography to nearest programme (enquiries generated by word of mouth, local press editorial, job centre or referral agencies)
Generally, there is not the national resource to support local recruitment so niche marketing communications
activity from our head office is limited
How we usually recruitYoung people
We are looking for you to deliver:
A well-considered, targeted marcomms strategy that enables us to deliver on contract objective. This strategy will be executed by a dedicated account team.
An overarching visual identity that is attractive to the audience (must reference ERDF in design)
Central key messages to make the offer marketable
A well-researched media/execution plan with timings (if media buying is required, we can manage this through our pro-bono agency, Msix if you prefer). We also have strong links with certain media owners. Creative execution for different formats suggested in the media plan (must include at least one printed piece of marketing literature for youth outreach team to use)
Your brief – the detail
All liaison with editorial media will be delivered by The Prince’s Trust Press Team, working on the plan provided by the agency and with guidance from the agency. Press releases may be drafted by agency however.
All social media activity needs to be delivered/signed off by The Prince’s Trust digital marketing team
This is due to reputational risk of third party agencies communicating directly with the public on our behalf.
Please note
Appendix 1.Resource we have available to support this project
Regional Programme Resource
EnquiryInformation
SessionExplore
EnterpriseEnterprise
Five referral executives Drive up numbers for programme and
deal with enquiries and info sessions Taking IS in community centres and places where young people congregate Outreach in hard to reach areas to
drive up numbers
Enterprise Executives 121 business planning support to clients from EE to start up.
Business Coaches121 coaching support in early stages of
trading
items e.g. vehicles, training, stock
Two Enterprise Programme ManagersOversee all programme activity in the region
Volunteers teamProvide ‘springboard’ workshops to those clients who do not wish to pursue Enterprise.
Volunteer mentors then support clients on a one to one basis to achieve their action plan and help young people get into a positive outcome.
Volunteer Executives oversee the reporting system that mentors send in to monitor clients’ progress.
National Marcomms Resource
Head Office
Head of Marketing Partnerships –
works with media owners and
agencies
Regional press officer –generates editorial publicity
Head of Marketing – responsible for
brand, design and production
Digital marketing officer – responsible
for social media, website
Appendix 2.
Background information about NEETS
About NEETS
In May 2013, 1.09 million 16 to 24 year olds were NEET —that’s 15% of all young people in the UK.
ONS figures show that there has been a rise in the number of female NEETs, who now outnumber males by more than 100,000.
Young people
The characteristics of young people who are categorised as NEET are diverse although we know that they are more likely to:
• Come from a workless household• Be disabled• Come from an immigration background• Live in a remote area or urban area with high
deprivation• Have parents who are divorced• Be a carer for someone else• Be nocturnal• Suffer homelessness or be at risk of it• Suffer from mental health or drug issues• Have peer and family pressures • Have a low household income
There are multiple reasons why a young person might be NEET
Young people
Our target market - NEETs
26
On our programmes, these were the key categoriesYoung people
2011 programme data
Challenges faced by young people on Prince’s Trust programmes are dominated by education, relationships, history of offending and household unemployment (figures 2011)
22
Our target market - NEETs
What we know about our NEETS on the programmeThey mainly hear about us through personal references, through search engines or referral agencies (anecdotal evidence) They don’t buy newspapers but do read free ones (focus group) They use social media regularly – particularly Facebook and Twitter (anecdotal evidence) They like to be contacted by direct mail, posters in local areas, social media and social media advertising (focus group) They think we could reach them through: o Shopping centreso On the Streeto Job Centreo Flyerso Sure Starto Colleges
(Focus group)
Young people
What media do NEETS specifically consume?
Indexed data from TGI
Cinema
Television
Internet
Radio
Outdoor M
edia
Mag
azines
Newspap
ers
0
50
100
150
200
250
15-24NEET 15-24
GB TGI 2012 Q2 (January 2011 - December 2011)(Pop) – Copyright Kantar Media UK Ltd 2012 20,000 surveyed -results indexed
NEET young people are more likely to consume the following media than the rest of the population
Smash
Hits Kiss
The BoxM
agic
4 Music
Disney X
D
Cartoon Netw
orkQuest E4
More 4
Kerrang
Eurosp
ortBBC3
Sky 2
Animal
Planet
Foreign
Langu
age
ITV2 5*
Disney C
hannel
Dmax0
100
200
300
400
500
600
700
800
900
1000
NEET young people are more likely to watch these television stations than the rest of the general population
1. Top of the Pops Magazine 8782. Company 5793. NME 5464. Reveal 5315. Soaplife 5136. New! 4847. More! 4828. Closer 4819. Zoo 45910. Love it! 44111. F1 Racing 42513. Vogue 37914. EVO 367
NEET young people are more likely to read the following titles than the rest of the population
15. Empire 36016. OK! 35417. FHM 35418. Kerrang 38119. Star 33620. Now! 31321. Nuts 30222. Top Gear 27323. Asos.com magazine 26624. Look 26625. Cosmopolitan 22926. All about soap 21727. Pick me up 21028. Heat 18329. Real People 17730. The Independent 14431. Daily Star 139
NEET young people are more likely to listen to the following stations than the rest of the general public
1. Magic Liverpool 5852. Capital Scotland 5043. Capital Birmingham 4544. Kiss 101 3275. BRMB (Birmingham) – 3246. Signal One 2917. Kiss 100 2748. Capital North East 2669. Bauer Passion Network 26410. Capital Yorkshire 26011. Real Radio Wales 24712. Capital Network 23813. Lincs FM 23214. TFM – 23115. Kerrang 21916. Capital East Midlands 20317. Heart West Midlands 18918. Capital Manchester 18420. Clyde 1 FM 183
21.Kiss 105-108 18022. Capital London 17423. Heart Home Counties 16124. Heart Kent 15825. Beacon FM 15826. Heart North West and Wales 15427. Real Radio North West 13028. Choice FM 14929. Wave 105.2 14130. Capital South Coast 14131. Heart London 13432. Heart East Anglia 12733. Jazz FM 127