tcb1 gestion des ressources humaines, gouvernance et commande publique / tcb1 human resource...

TCB1 Gestion des ressources humaines, Gouvernance et Commande publique / TCB1 Human Resource Management, Governance and Public Procurement

8-10 decembré/December – Bamako, Mali

Design Concept

• EKH (now Yello/EIG) won the creative bid with an “Everyday Heroes” campaign

• Old-style cartoon strip superhero alias (think Clark Kent and Superman) as today’s modern day hero

• Today’s engineers have ‘powers’ that they can use to be that hero and do good



Target Audience and Value-for-$ marketing

School studentsFinal year

• 16 – 17 year olds• Male and female• Taking appropriate subjects

• Choose to study engineering at University

Uni students

1st and 2nd year

• 17 – 22 year olds• Male and female• In engineering faculties

• Choose to specialise in road-related engineering subjects



‘Playing to our strengths’

Engineers can use their powers for good to:• Benefit society• Alleviate congestion• Provide new routes for everyday people• Design the future of the road network

Engineers can also do good for themselves:• Earn good money• Work/life balance• Have great career development potential



Marketing Media

PRINT

• Industry specific publications

• Newspapers

• Street press

• Posters

• Road authority communications

• Mainstream youth magazines

POSTCARDS

• Avant cards, promo pack, ads, showbags

• for use at events like University orientation events and on campus.

ONLINE

• Agency engineer micro-site

• Web banners

• Job site sponsorship

• Website pdf publications

• Google, Facebook, Myspace, Bored of Studies

• ‘Powers for Good’ website

INCENTIVES

• Scholarships, award scheme, prizes, placements

• Work exchanges



Tactical Approach

• To connect with students, key messages and media needed to align with each of the stages associated with selecting a career. All communication tried to channel the target audience towards a decision point.

1. Awareness

2. Discovery

3. Decision

All marketing

mediums

‘Powers for Good’ website

Website and direct links to road agency employment

programs



A4 Press Ads



A6 Press Ads



A3 Posters



Avant Cards



Online Advertising



Website: www.powersforgood.com.au

• Centrepiece of the campaign

• Key medium in the ‘discovery’ phase

• A ‘stepping stone’ to contacting Austroads or a member agency



Website: Project Details



Website: Profiles



Phase 3: Media Schedule

• The campaign was launched in August/September 2008 by Customedia, in time for students going back to University

• Media strategy aligned to the Australia/NZ school year

• Individual schedules for each State and medium



Press Schedule by State



Online Advertising Schedule



Print/Outdoor Mediums Schedule 1



Print/Online/Outdoor Mediums Schedule 2



NSMP Interim Results

• Search: Google sponsored links• Display: Online advertising• Web Traffic: Powers for Good• Graduate applications



Online Advertising

• Interim results from the online advertising component:Myspace, Facebook and MSN Messenger delivered a click-through rate of 0.04%

• Industry average is 0.07% - considering the small target audience and very specific advertising message this is quite a good result

• Boredofstudies.org and gooduniguide.com.au has so far delivered 3, 898 hits on NSMP advertising banners

• Total hits for online advertising to date is 5, 983 (at 30 October 2009)



Google Sponsored Links: Adwords

• Clicks: 2,046• Impressions: 2,125,397• CTR: 0.10%• Avg Cost: $1.43 per click• Cost: $2,925.47



Results: Powersforgood.com.au web traffic



Tangible Improvements?

• Difficult to measure at this early stage• Lack of baseline data• Graduate applications? • Although there are many factors influencing this

measure (GFC, individual agency recruitment drives etc), an estimated total does suggest a general increase in interest toward road agency employment programs



Graduate Applications

Graduate Applications in Australian Road Organisations 2005-2009

0

1000

2000

3000

4000

5000

6000

7000

8000

9000

2005 2006 2007 2008 2009

Years

Gra

du

ate

Ap

plic

atio

ns

NSW RTA

VIC Roads

QLD DTMR

Main Roads WA

SA DTEI

NZTA

Total

Total graduates Recruited



Questions?

tcb1 gestion des ressources humaines, gouvernance et commande publique / tcb1 human resource...

Documents

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public procurement

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good website website

mali target audience

mali a4 press ads