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Kathrin Buchinger Sandra Vossberg

Kathrin Buchinger Sandra Vossberg. Objectives. Target Group 25-39, higher education level searching actively/latently for new job Business Objective quadruple CV applicants remind active users. Marketing Objective create awareness Campaign Objective “Don’t search. Get found.”

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Kathrin Buchinger Sandra Vossberg

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  1. Kathrin Buchinger Sandra Vossberg

  2. Objectives Target Group • 25-39, higher education level • searching actively/latently for new job Business Objective • quadruple CV applicants • remind active users Marketing Objective • create awareness Campaign Objective • “Don’t search. Get found.” • longterm usability • PDF format export • anonymous mode ObjectivesStrategy Communication & Execution Budget & Timeline

  3. Strategy Communication direction • Strategy promoting „Don’t search. Get found.” • How can we promote our key benefits and get more active users? Turn the tables from desperately searching into getting easily found which makes the applicants „glow“ ObjectivesStrategy Communication & Execution Budget & Timeline

  4. Communication & Execution First wave: CW 21 – CW 24 • create awareness for the CV function • raise additional registrations Exclusive sweepstake • within all new CV registrations • Big price: two application packages  Owned Media Channels • Website karriere.at • Promotion Newsletter • Social Media • Blog Paid Media Channels • Online campaign • Online banners & Facebook ads • Radio • 15’’ spot All owned and paid media channels promote sweepstake ObjectivesStrategyCommunication & Execution Budget & Timeline

  5. Communication & Execution Second Wave: CW 41 - CW46 • consolidate communication • direct interaction with target group Owned Media Channels • Website • Reminder Newsletter • Social Media Paid Media Channels • OOH • Fitness Centers • Universities and colleges • Merchandising • Branded GiveAways • Events • Career Calling 2014 • CV terminal • Marketing Natives & Manageers • CV terminal ObjectivesStrategyCommunication & Execution Budget & Timeline

  6. Budget & Timeline Budget first wave • Sweepstake & owned media channels: 5K • Paid Media Channels: • Online campaign: 20K • Radio: 20K Total budget first wave: 45K Budget second wave • Owned Media Channels: 3K • Paid Media Channels: • OOH: 10K • Merchandising: 2K • Events: 10K Total budget second wave: 25K Sweepstake OOH Merchandising Marketing Natives Manageers Career Calling ObjectivesStrategy Communication & ExecutionBudget & Timeline

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