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Stuttgart. what when why is developing a strategically orchestrated communication campaign with an online portal for the integrated youth marketing initiative of the Kreissparkasse Waiblingen (KSKWN).
"Do your own thing!"
Personality coach Christian Bischoff served as the driving force behind the campaign. The powerful campaign kicked off with the KSKWN’s call to all school pupils in the region to take their future into their own hands. Around 5,000 pupils accepted the invitation to Stuttgart’s Hanns-Martin-Schleyer-Halle and experienced the personality coach’s rousing and interactive talk live.
The event culminated in a staged countdown to the launch of the career guidance and video job portal "ICH-MACH-MEIN-DING.de".
When the nearly 5,000 guests pulled out their mobile phones to go online, watch and share, the first important step had been taken!
In phase two, the interactive website www.ich-mach-mein-ding.de was launched. Launched to coincide with the event, the portal provides a platform that supports young people in choosing a career and offers them inspiration and information through videos.
Working closely with the KSKWN project lead, the online and content team at www succeeded in positioning the strategically important topic of ‘youth marketing’ in an exceptionally appealing way, with scope for long-term development.
On www.ich-mach-mein-ding.de – apprentices, students and young professionals share their experiences in short video clips, offer tips and insights, and help with career guidance for the period after leaving school. Whether it’s an apprenticeship, a gap year, a voluntary social year, an internship, work and travel, choosing a degree course or a stay abroad – every user can upload their own “My Thing” story as a video and thus share their experiences, important contacts, or decisions and mistakes. Other users can comment, share on social media and like the posts. The online offering is complemented by an online personality test and comprehensive information on life, housing and finances. The Rems-Murr economic region is now even included via a trainee job portal.
“We know what makes this young target group tick and have developed a strategy to ensure we are effectively noticed by young people. In times of information overload, this is, in a sense, a jackpot,” says www Managing Director Carsten Knieriem on the project’s future prospects.
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