Kathrin Buchinger Sandra Vossberg. Objectives Strategy Communication & Execution Budget & Timeline Target Group 25-39, higher education level searching.

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Presentation transcript:

Kathrin Buchinger Sandra Vossberg

Objectives Strategy Communication & Execution Budget & Timeline Target Group 25-39, higher education level searching actively/latently for new job Business Objective quadruple CV applicants remind active users Marketing Objective create awareness Campaign Objective “Don’t search. Get found.” longterm usability PDF format export anonymous mode Objectives

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“ Objectives Strategy Communication & Execution Budget & Timeline

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 o Online banners & Facebook ads Radio o 15’’ spot Communication & Execution All owned and paid media channels promote sweepstake Objectives Strategy Communication & Execution Budget & Timeline

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 o Branded GiveAways Events o Career Calling 2014 CV terminal o Marketing Natives & Manageers CV terminal Communication & Execution Objectives Strategy Communication & Execution 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 Budget & Timeline First WaveCW21CW22 CW23 CW24 Communication Second WaveCW41CW42 CW43 CW44CW45CW46CW47 Communication Sweepstake OOH Merchandising Career Calling Marketing Natives Manageers Objectives Strategy Communication & Execution Budget & Timeline