Objectives

• Realistic approach to motivating, encouraging and maintaining participation in the young marketers category

• Increase awareness and involvement in the Young Marketers category for both companies, people between 18 and 30 and students

• The campaigns should be cost effective and relatively easy to implement

• Increase brand value through the creation of a new trademark

• Strengthen the position and importance of the young marketers category alongside the more established categories

• Gradual, steady and organic growth

Company campaign: The Lion‘s Seal • Creatíon of a „Lion‘s Seal“ taskforce for face to face communication with HR

managers

• Campaign: „The Lion‘s Seal“ – Companies who encourage employees to participate receive “The Lion‘s Seal”. Represents excellent work in the development of young talents

• Presentation to companies focussing on references from top bosses in the media and print categories emphasising the importance of the event

“The experience gained from this event is invaluable for the development of our young employees and for the company as a whole.”Joachim Feher – CEO Mediacom

“The challenges participants face in this event mirror the real world perfectly and we see participation in this effect as essential for our young employees and future candidates. Friederike Mueller-Wernhart- CEO mindshare

“Our young employees were able to represent our company at the highest level in Cannes and their contribution is invaluable. The opportunity to make new contacts and strengthen existing networks, to increase the knowledge of our brand worldwide and to show the talent which exists in this country is simply priceless.” Marius Demner - CEO DMB

How will your company help to

create the world of tomorrow, today?

Fictional examples of possible future references

Student Campaign – Reveal the lion in you • Start early to create awareness in the minds of students that 6 different categories

exist.

• Campaign – „Reveal the lion in you“ – There is a lion in everyone, but which one are you? 6 lions – 6 categories – which one are you? Helps move away from the event as a whole to concentrate on the existence and importance of all categories

• „The early bird catches the worm“. Spark the interest early in the students to make them aspire to participate

• Face to face communication and presentations to the students through cooperations with relevant unis and FHs – A coop with ORF Enterprise is attractive for them

Social Media Communication• Fast, cost-effective, relevant and interesting campaigns

• Young Marketers Cannes Blog

• YouTube promotional video for Young Marketers – Young Lions „into the wild“ adventure/experience clip

• Young Lions.at Twitter account to further increase online presence

• Improved social media integration on the Younglions.at website (like buttons, twitterwall, share fuctions)

• Facebook competition/campaign (chance to win Medientage tickets) to encourage further sharing and liking of the page and the individual events

Timeline

Stage Task Date

1 Agency Briefing April 2013

2 Preparing Word Press website for live blog May 2013

3 Blog live from Cannes, Video June 2013

4 Contact companies & universities July - December 2013

5 Stronger Social Media integration on website January 2014

6 Mailings to remind companies and young employees February 2014

7 Same procedure as every year March - May 2014

8 Blog live from Cannes June 2014

9

Contact companies & universities + use the money left over 2013 budget in addition to the 2014 budget to start major

campaign including radio (FM4, Superfly) and print (the gap, Datum, Falter, Biber)

July - December 2014