CareerPlayer & Roast Productions Media Pack 2013/14

<< Content Marketing and Student Recruitment from the UK’s #1 Careers Advice platform >>

Who we areCareerPlayer is a multi-award winning social enterprise designed to help

school and university students make better career decisions. Unlike most

recruitment media our focus is not on jobs but helping young people

explore and research their options.

We host the biggest career video library online along with career and

employer matching tools.

What we doWe help employers recruit the best school leavers and undergraduates

into their industry or organisation. What makes us different is the stage

at which employers can influence the career decisions of students.

Being a research platform, we offer employers the opportunity to shape

student perceptions long before they start to consider job applications.

This gives our clients an unfair advantage over their competition.

UK’s #1 Careers Advice website

<< The team have been really easy to do business with, are great at generating ideas and I would thoroughly recommend working with them. >> Helen Alkin, M&S

Some Happy Clients

Voted the UK’s #1 Careers Advice website every year from the day we launched

#1

Why use CareerPlayerEmployers that use CareerPlayer do

so to ensure a pipeline of top quality

students into their organisation. Whilst

many of our clients have different

challenges, they are all united in

wanting to engage students as early as

possible.

We’re very focussed on the early stages

of the career decision journey (a critical

‘assist’ media on google’s marketing

model to the right). And that’s why

Employers use us. So they can influence

student behaviour from the very outset

of their career journey - ensuring greater

success at ‘decision’ time.

Or as Audi puts it “We were successful because people wanted to join the club before they were ready to join the club.” Sir John Hegarty

Top 3 Reasons Clients Love CareerPlayer

1 2 3Early Engagement Strategies

Attraction of Top Quality Students

Brand Building

Awareness Consideration Intent Decision

ASSISTING channels builds awareness, consideration, and intent earlier in the customer journey or ‘purchase funnel’.

LAST INTERACTION channels act as the last point of contact prior to a purchase.

ASSIST LAST INTERACTION

Job boards and most online student recruitment media

Engagement Mapping

Our School and Undergraduate NetworkWe’ve developed the largest content network in

the market. Brilliant for brand recognition and traffic

to CareerPlayer.com. Even better as a product we

leverage for client campaigns.

The majority of UK Universities use our content as do

many of the UK Sector Skills Councils, Industry Bodies

and a vast selection of schools and career related

organisations.

Students want relevant information to find them.

And with our content and network, we’re uniquely

placed to make this happen in the careers market.

No matter how or when a student plans their career,

it’s likely they will consume CareerPlayer content

along the way.

Here’s a flavour of our network, which could be used

to promote your employer brand or opportunities.

<< A fantastic way to showcase the opportunities available within your business and to be able to see what is available from a student perspective. >> Ema Saunders, Savills

Inventory and Services

Advertising Editorial

All your relevant information can be hosted here. You can simply use copy and a logo or include video, brochures and feeds if available.

Become part of CareerPlayer’s core video library. Relied upon by hundreds of thousands of students every month, this offers employers the opportunity to shape career decisions.

Similar to the profile, this can be straight text or include multimedia assets. The vacancy postings also feature on our job board.

Targeted e-shots to our database or inclusion in our newsletter. Uniquely we can segment our audience by psychometric factors as well as demographics.

One of our most popular products. Sponsor relevant videos in our content library and link back to your profile. This offers huge brand exposure and can be extended to our network.

Be part of our content with a 5 – 15 second intro on relevant videos. Pre-roll is one of the most effective forms of online advertising and we’re the only student media offering it.

Feed your employer profile and vacancies into the results of students who match your requirements.

Link editorial quotes from our homepage to your profile or video content.

The original display advertising product - great for brand awareness.

Employer Profiles Video Library

Vacancy Posting

E-shots

Sector Sponsorship

Pre-Roll

Psychometric Matching

Homepage Quotes

Display – Banners/Sky Scrapers

Sector Sponsorship is one of our most popular

products. Sponsor relevant videos in our

content library and link back to your profile.

Case Studies

Application numbers are not a problem for M&S. As a result there is a strong focus on ensuring the best possible pipeline of school and university leavers. An editorial campaign with CareerPlayer has helped deliver this since 2011.

• 4 video profiles and inclusion in overview video

• Distribution on CareerPlayer’s university, undergraduate and retail specific networks

• 19,000 video views - 1,736 viewing hours. Very high audience retention

Savills recruit students from all degree disciplines. They are particularly keen to maintain interest amongst students not studying a property related degree (non-cognates). CareerPlayer has helped Savills reach these students since 2010, inspiring them about careers in property and promoting the Savills employer brand.

• Over 1,800 video views pcm. Average viewing time in excess of 6’44”

• Distribution on CareerPlayer’s university network and RICS (Royal Institution of Chartered Surveyors)

• Since working with CareerPlayer, Savills became the first property company to ever make the Times Top 100 Graduate Employers list

• More than 2,500 unique profile views pcm

• Average time on profile 3:16

• Over 4,000 hours of brand exposure duration (BXD)

• Lowest CPC of all media used – 39p

• Lowest CPV to homepage and all vacancy listings

• Lower CPA than Google Editorial Advertising

Advertising

BRAND FOCUSSED

ATTRACTION FOCUSSED

Special Opps...In partnership with our production company ‘Roast’ we produce

content marketing solutions with extraordinary distribution.

The majority of the solutions we provide revolve around sector

or shared employer recruitment challenges. In the last year,

we’ve helped:

BP, ARUP, Baker Hughes and TRW encourage more Women into Engineering

The FSP, HSBC, ACCA and The CII drive social mobility in the financial services industry

Microsoft, Deloitte and Lloyds Banking Group become part of the GCSE national curriculum for IT and Computing

For each project, we manage the full production, partnership

and distribution process along with a launch campaign.

Projects currently in production include: Women in Finance,

Diversity in Law and Women in Technology. If you have any

recruitment challenges, which you’d like to solve collaboratively

with other employers, skills councils or institutes, just let us know.

Case Study:

Just 7% of engineers in the UK are female. Not surprisingly, engineering employers desperately want to tackle the misconceptions about their industry and, in particular, increase the number of women considering engineering as a career.

We collaborated with companies, individuals, institutes and skills councils to help fund, produce and distribute two short documentaries. Both films were designed to communicate that science and engineering subjects can lead to vibrant, flexible and creative career paths that allow talented people, regardless of gender, to stand out from the crowd.

The documentaries were released in Feb 2012, supported by a wide-ranging campaign via social media, online video platforms, school ambassadors, targeted emails, the media, sector skills organisations, institutes and careers services.

Results • Over 20,000 views and 1,000 hours

watched during the launch period. Above average audience retention as measured by YouTube

• Every major STEM institute embedded the films and in most instances included them in newsletters and presentations. These include the ImechE, the IET, STEMNET and SEMTA

• Every school in the country was notified of the films via an email newsletter, and The Times Educational Supplement made them available to the largest network of teachers in the world

• Over 65 UK universities embedded the video into their websites and/or regularly use it with female students

• Worldwide coverage across Twitter, Facebook and Linkedin

• An invitation to the House of Lords for International Women’s Day

Women in Engineering

Attracting School LeaversIn order to better understand the schools market, we undertook the largest review of IAG literature in the last 5 years. This helps shape our employer solutions.

The schools market is very different to the graduate one. Structurally there is

little consistency in how schools manage careers advice and from an audience

perspective the kind of advice and guidance that they require is also very

different.

We develop content marketing solutions that inspire young people and are

embedded within the schools environment. Rather than expecting students to

find us, we leverage our unique agreements with sector skills councils, institutes

and schools to ensure our content is available at every touchpoint they use.

Client Campaigns: We offer a variety of packages to reach school leavers. Typically they

would involve feeding video content into our relevant schools network. In

addition to viewing metrics all content can be tagged with actions, from

end of video downloads or data capture, to in-video clicks.

Case Study: Professional Services firm wanted to promote their technology division to

young people at school.

What we did: We produced a series of role profile videos and helped seed them into

the most high profile networks matching their audience. Success could be

tracked not just by video views and audience retention but through in-

video interactions such as registering details or downloading brochures.

Metrics:• Video views /

Viewing time / Audience retention

• In video interaction

• Registration capture at end of video

• Download of materials e.g. brochures

• Related content

Results:• Distributed

and used by every major IT organisation with a schools focus

• Viewed over 12,000 times with market leading audience retention

• 700 video interactions

Roast ProductionsAbout Us

Roast is an award winning video production company that launched

in 2007 and specialises in brand and corporate content.

Our Services

We offer a full production service from scripting and ideas to delivery.

The majority of our work revolves around online content, and having

run our own video channel for 5 years we’re masters of format

optimisation and content distribution. In fact, we’ve helped almost

every client we’ve worked with rank number 1 in YouTube for their

keywords, in addition to creating the content itself.

<< Roast pulled out all the stops to produce an in-house video for us at extremely short notice. They were a pleasure to work with: smart, efficient, creative and reliable. The end result was a great video which has been widely praised throughout our firm. Will no doubt be returning to Roast in the future for new projects. >> Alex Bellinger, Head of Communications at Nabarro

<< Roast Productions have produced both product promotional animation and corporate video. On both these assignments they were easy to work with, flexible, inventive and constantly strived to produce the best deliverable possible. >> Julian Fowler, Head of Marketing at Tessella

Corporate and Consumer Content

Documentaries

What We do

Event and Product Launch Videos

Music videos and Music composition

Motion Graphics and Augmented

Reality

Product Marketing Films

Training videos

Animations

Live Streaming

Our WorkSome Happy Clients

<< Roast’s video production for our Lloyds Pharmacy iPhone App project was fantastic. Despite having to work to a very tight deadline the team managed our project perfectly and delivered a very professional, interesting and exciting product. I would not hesitate to recommend them. >> Bethany Evans, Lloyds Pharmacy

Best Employment Advice Website - NORAS 2009 - 2012

Best Educational Website - W3 Awards Gold

Best Career Website - Webby Awards

Best Online Video Editing - Webby Awards

T +44 (0) 845 474 6154

E info@careerplayer.com

W www.careerplayer.com

@CareerPlayer

<< High quality and insightful - we were delighted with the result and would highly recommend them! >> Emma Mirrington, Head of Talent at Mars