_ ready for higher potential
AD VENTURE contest 2010 | Communications concept Team MADE, Mannheim Design Markus Kรถninger, Daniel Clarens, Peter von Freyhold University of Applied Sciences Mannheim Faculty of Design
_ contents
01 _ campaign background and summary
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02 _ prioritized objectives
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03 _ proposed strategy and tactics
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04 _ creative brief
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05 _ creative execution
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06 _ media recommendations, choice of channels
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07 _ suitable measures for assessing the proposed campaign’s success
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01 _ campaign background and summary
First of all, let us tell you some facts about the City of Mannheim. More informations about Mannheim_ http://en.wikipedia.org/wiki/Mannheim http://www.mannheim.de/
Mannheim is a so-called second city with about 315.000 inhabitants. It is located in the south-west of Germany, in the center of the “RheinNeckar Metropolitan Region”. As it is the biggest city in the Rhein-Neckar metropolitan region it is considered an important commercial town and a basic traffic junction in the area. One of the most apparent features of the city of Mannheim is the quadratically organised street grid, which reflects a broad variety of culture, arts and tradition. In the past Mannheim has been a typical working-class town with a predominant industry and a lack of service and creative business. Over the last years the city evolved by renewing its image through changes in sectors such as the music and creative business, as well as in medical technologies. The countrywide acknowledged german Pop Academy Mannheim is the sole university providing pop-music and music-management courses. Mannheim offers also for every kind of creative business a matching environment to start a career. On the technology sector the city marketing wants to support medical technology. It has become one of the new features because Mannheim has yet a lot of big companies like “Roche” for example. Education is also a major sector in Mannheim, and with three universities the city is able to qualify a huge amount of students with high potential.
Creative Class and Richard Florida_ http://en.wikipedia.org/wiki/Creative_class http://www.creativeclass.com/richard_florida/
These so-called High Potentials (young professionals and talents) are necessary for the evolution of Mannheim into a modern city of service and creative business. An actual discussion in the US, headed by the economist Richard Florida, about the importance of the creative class as the motor of the economical growth of a city, underlines this statement. For this reason, one of the main objectives of the city marketing is the recruitment of High Potentials for the above-mentioned business sectors. We decided to direct our campaign towards this objective defined by the Mannheim City Marketing.
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02 _ prioritized objectives
For an apparent success of our campaign the following objectives need to be achieved. _ Get the attention of High Potentials in our target group _ Appeal to young professionals to work and to start their career in Mannheim _ Persuade young talents to start their studies in Mannheim _ Appeal to students who are already studying in Mannheim and convince them to stay in Mannheim for starting their career after studies _ Inform the High Potentials about the possibilities in Mannheim _ Emphasize the advantages of studying and working in Mannheim _ Get awareness in comparable and competitive cities in the defined target area
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03 _ proposed strategy and tactics
Characterization of the target group _ Aged 18 to 30 years _ Before, during or after their studies _ Higher school education, university-entrance diploma _ Highly motivated and talented _ Young professionals _ Basically little work experience after studies _ Open to start their career away from home _ Use of modern media channels, web 2.0 is standard To backup and visualize this characteristics we use the actual “Sinus milieus” from Sinus Sociovision. Our target group assembles the “Modern Performers”, the “Postmaterialists” and the “Experimentalists” as shown in the following charts. We chose those population groups, because they fit very well in relation to age, education, motivation and flexibility.
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03 _ proposed strategy and tactics | target groups
The �Modern Performer“ Environment _ Modern Performers are the young, unconventional academically superior. They have an intensive life style. Plurality of choices, flexibility, and ambition are the features that define their occupational and privat performance limit. Demographic characteristics _ The Modern Performers are the youngest milieu in Germany. The age lies below 30, many of them are still students. The level of education is high. Among the professionals there is a high percentage of self-employed persons and other qualified and leading workers with high income.
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03 _ proposed strategy and tactics | target groups
The ”Postmaterialists“ Environment _ Postmaterialists distinguish themselves by their liberal attitude, cosmopolitanism, tolerance and multiculturalism. They think in a global context and responsibilities. Demographic characteristics _ The age spectrum is wide and reaches from the beginning 20s until the generation of the ”best ager“. After A-levels and studies they work as qualified and leading employees or even as freelancers with high income and capital. They often live in bigger households with children. Postmaterialists are also often students.
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03 _ proposed strategy and tactics | target groups
The �Experimentalists“ Environment _ Experimentalists are casual, tolerant, and open-minded towards other forms of life and cultures. Individualists, keen to unresisted spontaneity and experiments and eager to try out their individual limits. They are building up a framework to incorporate their emotions and aspirations. Demographic characteristics _ The Experimentalists are a young milieu, the age lies below 30 years. After higher educational diplomas they work as average employees, self-employed or freelancers. The percentage of trainees and students without own income is high. The household income lies anyway above the average – thanks to rich parents. Many Experimentalists are single.
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03 _ proposed strategy and tactics
Strategy Our strategy to attract and recruit future and actual High Potentials is quite simple but effective. We show them that they are really wanted and that Mannheim welcomes them as stars. – They are stars, the stars of Mannheim´s future. Therefore we use the red carpet as a symbol for fame and success in life, particularly in the creative sector. Everybody knows the meaning of a red carpet. It is a perfect key visual with an intense signal which attracts the attention of the target group. It emphasizes their high potential and also the potential of Mannheim, where the carpets lead to. Another important point is the logo of Mannheim. We decided to use the original logo for this campaign. The potentialisation incorporated in the logo (i.e. 2) fits perfectly to our High Potential target group. In addition the elevated square and the red carpet have the same colour. This campaign should convince the High Potentials and show them the advantages of Mannheim. The benefits are superb working and studying conditions with the possibilty to launch a better career than in any other city in the region.
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04 _ creative brief
Our communication intention is to engage and recruit High Potentials and young talents. The direct competitors of Mannheim are other second cities in the area like Heidelberg, Heilbronn, Karlsruhe, Kaiserslautern, Darmstadt, Mainz, etc. as well as large cities like Frankfurt and Stuttgart. Therefore we need to place our campaign in these competing cities. As mentioned before, our target group should be convinced that Mannheim appreciates und supports them. We want to show them that Mannheim has changed its image and that it is ready for the future. This future of service and creative business will be built by these High Potentials. To clarify these aims the campaign´s statement should be reinforced by a distinct claim. The key message that we want to communicate is: “Mannheim welcomes you. Start your career in a modern, uprising and creative city.� The tonality should be honest and clear, to get a reliable image, but also surprising about the benefits Mannheim has to offer. The decision of starting a career is an important step in life, so the target group should know that Mannheim cares about their future.
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05 _ creative execution
The key message of the campaign is clearly stated in a higly competitive claim : “ready for higher potential”. It communicates the intention of Mannheim and it will also work as the URL for the web platform. www.higher-potential.de The key visual is the red carpet, which will attract the attention and it will appear in every chosen media. It displays the message that Mannheim welcomes and appreciates its High Potentials. For the execution we use outdoor and print ads in connection with unusual “guerilla-like” actions, a movie- and internet-spot, giveaways and contemporary online media like a web platform, twitter accounts and an iphone application.
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05 _ creative execution
Print Citylight-Format and smaller indoor posters.
Workspace at a creative business company in Mannheim http://www.eacaeducation.eu/student_competition/library/184/130/made_poster__1.jpg
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05 _ creative execution
Rehearsal room of a band in Mannheim http://www.eacaeducation.eu/student_competition/library/184/130/made_poster_2.jpg
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05 _ creative execution
Medical technology laboratory in Mannheim http://www.eacaeducation.eu/student_competition/library/184/130/made_poster_3.jpg
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05 _ creative execution
Citylight Samples Regular Citylights and Citylights with additional real red carpet, as special promotion action. The red carpet in the second picture leads into the frame.
http://www.eacaeducation.eu/student_competition/library/184/130/made_citylight_1.jpg
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05 _ creative execution
http://www.eacaeducation.eu/student_competition/library/184/130/made_citylight_2.jpg
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05 _ creative execution
Movie-Spot
http://www.eacaeducation.eu/student_competition/library/184/130/made_animatic.mov
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05 _ creative execution
Website It includes information about the project, media, a job portal and sponsors (companies supporting the job portal). The job portal is a platform for companies and High Potentials to offer and search jobs in the target business sectors in Mannheim.
Optimized for web http://www.eacaeducation.eu/student_competition/library/184/130/made_website_1.jpg
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05 _ creative execution
http://www.eacaeducation.eu/student_competition/library/184/130/made_website_2.png
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05 _ creative execution
Twitter A connection to the job portal on the website with the latest job offers and news.
http://www.eacaeducation.eu/student_competition/library/184/130/made_twitter.jpg
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05 _ creative execution
iPhone Application Also a connection to the job portal with the latest job offers, news and an “route finder“ as an additional gimmick for the iPhone
http://www.eacaeducation.eu/student_competition/library/184/130/made_iphone_app.jpg
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05 _ creative execution
Online banner ad ”Red carpet style” banner with mouseover effect.
http://www.eacaeducation.eu/student_competition/library/184/130/made_internet_1.png
http://www.eacaeducation.eu/student_competition/library/184/130/made_internet_2.png
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05 _ creative execution
Giveaways Flyercard with flock-coated red carpet at the front.
http://www.eacaeducation.eu/student_competition/library/184/130/made_flyer_front.jpg
http://www.eacaeducation.eu/student_competition/library/184/130/made_flyer_back.jpg
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05 _ creative execution
Ball-pen with a pull-out flyer
http://www.eacaeducation.eu/student_competition/library/184/130/made_gadget_front.jpg
http://www.eacaeducation.eu/student_competition/library/184/130/made_gadget_back.jpg
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06 _ media recommendations, choise of channels
The outdoor print ads will be placed on advertising panels (citylight panels, billboards, etc) in the cities defined as competitor cities in the target-area to get the attention of the inhabitants. The spot will run in movie theaters and on the internet. A TV campaign would be too expensive and ineffective. Flyer cards and smaller indoor posters will be positioned in areas where the target group lives and works. For example universities, schools, high-tech-parks, inner cities, bars, clubs, stores, etc. Editorial print ads will be placed in student-magazines and subject-related journals of the creative and medical sector, fitting our target group. In all media we refer to the website which explains and informs about the project. In addition to the website, the target group could use web 2.0 applications like twitter or myspace and an iphone app which are connected to the career platform on the website.
Budget arrangement
Outdoor print ads _ Online and multimedia _ Indoor print and give-aways _ Movie-spots _ Print ads in magazines _
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07 _ suitable measures for assessing the proposed campaign’s success
To measure the success of the campaign we use the following tools. _ Count the click-rates on the website and career platform _ Check the registrations on the career platform _ Count the followers on twitter and the downloads of the iphone application _ Registrate how often the movie-spots have been played in the movie theatres and on internet video platforms _ Number the amount of distributed flyers and giveaways _ Carry out surveys in the target group before and after the campaign
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_best wishes from the team!