Connexions Lincolnshire and Rutland needed to raise awareness of their new profiling service to employers. Having worked with Spinnaker Marketing previously on several youth and employer focused activities they came to us for help.
The profiling service is the result of a joint initiative between Connexions and Aimhigher Lincolnshire and Rutland. Its objective is to bring employers and young people together and to match jobs and training opportunities with the labour market skills available. After some initial discussion and giving consideration to the budget available we recommended that the profiling service should be promoted to employers via a quarterly newsletter. This would offer the best value-for-money for Connexions and complement the other promotional activities being undertaken to raise awareness of the service.
It was agreed that the first issue of ‘Profiler’ would have a specific geographical focus on Spalding due to the number of profiled young people available in that area. In order for the newsletter to be of relevance to the target readers we conducted some research of the area before writing the recruitment and training features. The content was then written specifically with small businesses in mind supporting them to recruit candidates, informing them of different training programmes and progression routes, identifying them of recruitment trends and providing the profiles of young people looking for work or training opportunities.
Once the content was approved we worked with our designers to come up with a style that would attract and hold the attention of employers. A strong design style complemented the content of the newsletter and the use of relevant images supported its key messages. The newsletter was sent to print and then delivered to Connexions under our management. To support Connexions further we also created a distribution database of the largest employers in the Spalding area, as well as the key public places where the newsletter could be well seen.
Issue one of Profiler was well received by employers in the Spalding area. With further advice and guidance given to Connexions we are currently working on the second issue, providing additional features, more employer involvement and greater calls to action.
Click here to view Issue One of Profiler. |
