campaign report

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Agency introductionThe ProblemResearch FindingsObjectivesTarget AudienceTARGET AUDIENCE PROFILE

THINK, FEEL, DO

Single Minded PropositionBig IdeaVisual Image and Copy LineImplementationEvaluationMedia TimelineFurther IdeasSalutations

At CONNECT advertising agency, put simply, we connect your problems with our solutions. We are your reliable connection and we

promise never to disconnect. “ ”

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SEEK has revolutionised the way people search for jobs and found candidates. Currently, they are the leading employment site in Australia with over 2.5 million active SEEK Profiles. As compared to their online competitors, SEEK accounts for 8 times the number of placement. They have more than 30 million monthly visits and displays approximately 70% of all online jobs.

Presently, people are reactive: they only consider creating a SEEK Pro-file when they are searching for new career opportunities. We want to reposition the creation of a SEEK Profile as a proactive career step – something that opens them up to better career opportunities. Thus, SEEK aims to raise awareness of their SEEK Profile function and drive profile acquisition.

THE PROBLEM

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Research Findings

A SEEK Profile offers candidates and hirers another way of finding each other. Candidates simply summarise their work history and attach a resume. Hirers can then view and purchase SEEK Profiles when they place a relevant job ad on seek.com.au or seek.co.nz. This means that people who create a SEEK profile can continue to be considered for jobs and get that much sort after ‘tap on the shoulder’ even when they’re not actively looking for a new position.

When people creates a SEEK Profile, they enjoy the following benefits:1. Being considered for a role they may have missed in their job search.2. SEEK Profiles is working 24/7 so they won’t miss out on opportunities.3. Their CV gets in front of em ployers looking for their skills and experience.4. A weekly round-up email that tells them about jobs that is suited to their experience.

Insights: In a study done by LinkedIn Talent solutions, out of 757 Australian respondents, they were divided into active (actively looking for a job) and passive (not actively looking for a job, but are open to considering opportunities if approached) professionals. 73% of the group was reported that they are satisfied with their current jobs. Additionally, more than one out of five professionals are actively looking for their next role. Alongside that, 44% of the professionals who claimed to be satisfied in their current roles are actively looking for a job.

For active professionals, their top 3 motivations for changing jobs are more challenging work (33%), opportunities for advancement (27%) and a role that is a better fit for skills (27%). For those who are passive, their top 3 motivations are better compensation and benefits (40%), better work/life balance (39%) and increased learning opportunities (20%).

Consumer insight: Australians wait until they’re ready to change jobs before they properly explore new career opportunities.

The study also looked at the top things professionals do to stay on top of their career, and found that ongoing career management is the norm. Whether passive or active, almost all professionals engage in some sort of career-advancement activity on a monthly basis. In fact, professionals in Australia are very active when it comes to keeping their resumes and professional profiles up to date, with 45% reporting having done so in the last month. 55% also engage in professional networking which is above the global average. Interestingly, it also appeared that head-hunters here are well aware that many professionals are open to career opportunities – 34% of respondents in Australia reported having been approached by a recruiter in the last month.

Brand insight: A SEEK Profile is constantly searching for career opportunity that suit you, even when you’re not.

Clearly, high levels of job satisfaction are no guarantee of loyalty. No matter how satisfied an employee is, prospective employers can easily get their attention by offering a career upgrade.

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objectives

1. To generate awareness of SEEK amongst 45% of our target market by the end of our campaign

2. To motivate 30% of our target audience to create a SEEK Profile.

3. To change 10% of our target market’s perception by the end of our campaign that creating a SEEK Profile is a proactive career step.

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Both male and female, aged 25-45 years old. They hold full-time jobs, but are active jobseekers or those simply ‘monitoring’ their opportunities.

Demographics

They believe in constantly expanding their skills and knowledge, and upgrading themselves. They only consider switching jobs if the prospects are better than what they currently have.

Pyschographics

Target Audience

”“

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Target audience profile: steve

Hi, I’m Steve and I’m currently 32 years old. I work full-time as a stock analyst for a big firm. My job is pretty challenging everyday and this means I don’t get the work-life balance I’ve always dreamed of having. Besides that, I’ve nothing to really complain about. I have a decent salary that allows me to make ends meet, and I even get bonuses. As they say,

... the grass is always greener on the other side, however I am not actively

looking for another job but I am always open to considering

opportunities and possible career advancement if approached.

Even though my job does not necessarily require me to expand my skills, I’m a firm believer in constantly upgrading myself in order to stay relevant. In my free time, I like to enrol myself in courses that may or may not be applicable to my job scope, such as designing or even cooking! You’re never too old to learn new skills, and you never know when these skills might just come in handy someday!

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NOW FUTURE

THINKI think that there is no need to create a SEEK

Profile unless I am searching for new career

opportunities.

I feel that creating a SEEK Profile will not benefit me

when I’ve a job.

I do not create a SEEK Profile.

I think that creating a SEEK Profile is a proactive

career step.

I feel that creating a SEEK Profile opens me to better

career opportunities.

I create a SEEK Profile

what does our target audience think?

Feel

Do

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Create a SEEK Profile ans the opportunities will come to you.

Single Minded Proposition

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Big Idea

employees’ market ”“As SEEK works in a way where employers (advertisers) look for the perfect candidate to fill in the roles they need at their businesses, we have came up with the big idea – “EMPLOYEES’ MARKET”.

It represents the simple notion that is the opposite of an employers’ market – where the tables are turned from people looking for jobs from prospective employers to employers looking for the perfect candidates through SEEK. Thus, SEEK works in a way that is somewhat in favour of the employees’ where they are empowered to put themselves out there and get considered for job opportunities even when they are not actively look-ing for one.

A core part of this strategy was to allow our target audience to better understand how SEEK works and the benefits that comes with creating a SEEK Profile. To do this, we are stretching the campaign into 3 different media platforms – digital, social and ambient.

SocialA video will be be uploaded onto SEEK’s YouTube account, and shared on their social networking sites such as Facebook and Twitter. This will allow our target audience to share the video on their personal social accounts and spread the word about SEEK.

Digital A series of advertisements will employ the use of digital billboards and metrolites situated around high-density CBD areas, such as Melbourne Central and Federation Square, where our target audience will frequent. It will also direct them towards the SEEK website.

Ambient For this aspect of the campaign, we will be utilising escalators in high-density CBD areas to promote SEEK. It would be eye-catching and clever, such that it’s impossible to miss or forget. The ads will also direct our target audience to the SEEK website.

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visual image and copy line

Through our YouTube video, we translated the meaning of an Employees’ Market into a story – where the person is constantly being bombarded with job offers from prospective employers through SEEK. On a whole, the video will carry an optimistic vibe with the person happily smiling throughout. The colour palette used will also be warm, so to be more friendly and approachable. At the end of the video, the copy will also be shown and our target audience will be directed to the SEEK website.

With our digital out-of-home advertisements, it will take on a series of ads that is adapted from the YouTube video. This is to keep the campaign in line, and also for our target audience to associate the two executions together. It will take on a clever approach to reflect SEEK’s personality. This translates to the visuals looking like a normal interview session in the eyes of the prospective employer, with a queue of candidates waiting to be interviewed. However, on second look, our target audience will realise that it is actually in the eyes of an employee and that prospective employers are waiting to have an interview with him to offer him a job. The computer screen will also display the SEEK website, which will imply that signing up for a SEEK profile will get them better job opportunities. The copy will be kept simple and succinct so as to not take away the attention away from the visuals. Additionally, this copy will run through the digital, social and ambient ads, so as to be consistent and to tie the whole campaign together.

As for the ambient ads, we took the term “proactive career step” literally and utilised escalators to emphasize the concept of an Employees’ Market. To do this, we took advantage of the movements in the escalator to signify the benefits of creating a SEEK Profile – getting updates via emails. There are two images on the escalator steps that will communicate two messages, such that when looked at at different angles, different messages will be revealed. It’s a fun, quirky and clever approach that leaves a lastly memory for our target audience.

We want our executions to be professional, but not boring or plain. They had to be

visually stimulating and captivating, but also sparks curiosity amongst our target

audience. The overall tone of the campaign will be optimistic as this is what SEEK stands for. Additionally, the concept

of an Employees’ Market is unusual, thus we decided to add a little humour into it

to engage with our target audience. With humour included, it makes the concept of an Employees’ Market more exciting and

memorable.

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Implementation

social

The video will be uploaded onto SEEK’s YouTube channel and will last for one minute. It will also be shared on SEEK’s Facebook and Twitter to increase exposure amongst the target audience. By uploading it onto various social networking sites, it allows the target audience to share, orrepost the video and this inturn will garner more views. Additionally, the video will direct the audience to the SEEK’s website and encourage them to create a SEEK Profile.

digital

The series of ads will be advertised on digital billboards as well and metrolites. They will be situated in high-density CBD areas, such as Melbourne Central, Flinders Station and Federation Square, where our target audience will frequent. The series of ads will change monthly so as to stay relevant and continue to capture the attention of our target audience.

ambient

The escalator advertisements will be positioned at high-density CBD areas, such as Melbourne Central, Flinders Station and Federation Square, to catch them off-guard and also to “force” them to look at the ads as escalators are frequently used. The escalators will also communicate two messages to our target audience. On the side on it, it tells our target audience about the benefits of creating a SEEK profile whereas the top of it will have different job offers that ultimate ends up in an “inbox” that is pasted at the end of the escalators. Additionally, it will direct the audience to the SEEK’s website and encourage them to create a SEEK Profile.

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evaluation

The success of this campaign will be measured through various methods:

Prior to the start of the campaign, a survey may be conducted within the target market to see what percentage of them is aware of SEEK profile or have them. Once the campaign has run, a second post campaign measure is undertaken to see if there is an increase in awareness.

The effectiveness for our YouTube video can be

measured by tracking the number of views, comments,

post likes, shares and engagement on SEEK’s

YouTube, Facebook and Twitter.

The success of the overall campaign can be measured by comparing the number of site visits to SEEK’s website and number of SEEK Profiles created before, during and after the campaign.

With the budget given of $80,000 each for digital and social aspects and $150,000 for the ambient ad, these expenses are justifiable by the high exposure to our target audience.

The campaign is relatively small-scaled, and concentrated to reap maximum impact.

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media timeline

further

Given a bigger budget, the campaign can be extended to more extensive platforms such as TVC and print to target the masses, and can be run across the different states in Australia. The video can even be extended into a series, which could then be broadcasted on TVCs and uploaded onto YouTube to prolong the campaign.

ideas

Pre  campaign  evaluation  survey  Campaign  commences  

Video  uploaded  onto  SEEK's  YouTube  Series  ads  advertised  on  various  billboards  and  

metrolites  at  different  locationsEscalators  ads  installed  at  various  locations  

Post  campaign  evaluation  surveysTracking  of  YouTube  video's  engagement

Tracking  of  site  visits  and  new  SEEK  Profiles  created  Nov Dec Jan Feb Mar   Apr May   June   July   Aug   Sep

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salutations

At CONNECT, we aim for this campaign to directly raise awareness of SEEK to our target market.

‘The Employees’ Market’ is designed in a way that turns the table in favour of the employees, something that is done differently, out of the norm.

links

Reporthttp://www.slideshare.net/Calistag/con-nect-seek-report

Presentation:http://www.slideshare.net/Calistag/seek-40160677

Case study Video:http://youtu.be/0f3EpkZpz94