Transcript Slide 1

External Agency Brief
Marketing Communications
Campaign
ERDF and young people
About The Prince’s Trust
Our vision
Every young person should have the chance to succeed.
Our mission
To help disadvantaged young people in the UK to change their
lives and get into work, education or training.
Our success
Three in four young people supported by The Prince’s Trust
move into work, education or training.
 The Prince of Wales’s charity has helped more than 700,000
young people since 1976 and supports 100 more each day.
About The Prince’s Trust
What we do
Help disadvantaged young people aged 13 to 30 who are
unemployed, struggling at school or at risk of exclusion, including:
• in or leaving care
• facing homelessness
• mental health problems
• have been in trouble with law
• from workless households
• carer
• disabled
We run eight programmes, all over the country, that all
address specific needs of the young people who come to us.
For this brief, we are focusing on just on our Enterprise
programme, which helps unemployed young people start-up
in business
Why we are briefing you
 We have received public sector funding from the
European Regional Development Fund to deliver an
Enterprise project during 2013/14 and 2014/15
‘Sustainable Enterprise with The Prince’s Trust’ will
raise awareness and secure participation of 2600
NEET young people onto our Enterprise Programme
in 12 targeted Local Authority Districts
 The money has allowed us to add more elements to our
national offer, tailored specifically to this audience
 Our reputation is at stake so we need to deliver against
targets
 This is a very hard-to-reach audience and we have been
given very specific geographical areas to focus on
Our challenge to you – in a nutshell
This document provides you with detailed information to support our
brief to you which is to:
Deliver an integrated marketing strategy, creative concept and
marketing executions, that generates:
5200 enquiries from NEET young people in defined areas
within the East Midlands each year.
This is so we can meet our contract requirements of securing
1300 young people a year on the Explore Enterprise programme
as there is a 50% drop out rate at each stage.
Achieving these KPIs will enable us to meet the targets set out by the
European Regional Development Fund contract
Young
people
About the Enterprise programme
 Nationally, since 1983 we have helped to set up over 80,000
businesses
 Last year, 6,038 young people joined the Enterprise programme
nationally and 850 joined in the East Midlands
Young
people
Programme participation
 Last year 850 young people went on Explore Enterprise 4
day workshop – we need a 35% uplift this year (1300) and
in 2014/15
 The campaign needs to generate 5200 programme
enquiries each year in order to secure 1300 young people
on Explore Enterprise in 2013/14 and 1300 in 2014/15.
This is due to a 50% drop out rate.
 If we miss our target this year, it rolls to next year’s target
 So far, since April 2013, we have recruited 188 young
people (165 from ERDF areas). This has been done mainly
through direct outreach.
Young
people
5200 enquiries – the maths
Explore
Enterprise
Enquiry
By
telephone
or through
the website
We need to
attract 5200
enquiries
each year
as there is
50% drop
out rate
Information/
inspiration
Session
One hour
session to
discuss the
process
We need to
attract 2600
young people as
there is a 50%
drop out rate
Four day
in-depth course
to understand
what is
involved in a
business startup
We need 1300
in 2013/14 to
go on this
course
165 so far from
ERDF areas
Enterprise
Start your own
business
We need 325
young people to
remain on the
programme and
set up a
business
Young
people
5200 young people must come from these areas
 These 5200 enquiries need to come from young people
resident within the boundary of one of the following 12 Local
Authority Districts:
•
•
•
•
•
•
•
•
•
•
•
•
Ashfield
Boston
Derby City
Lincoln City
Bassetlaw
Chesterfield
East Lindsey
Mansfield
Bolsover
Corby
Leicester City
Nottingham City
Young
people
What we are offering these young people
(Specific to ERDF contract – not national)
Grants of up to £1500
per to help with business
start up costs (namely
marketing, equipment,
insurances and raw
materials).
Range of discounted
and free support
offers for three years
Test Trade Marketing
Grant of up to £250
to test their business
idea
Specialist mentor (if
needed)
One-to-one business
planning support with
a Trust start-up
expert to develop a
business plan
Four Day ‘How to
start your own
business’ Training
Course (even if you
don’t go any further)
BIS loan averaging
£2500 to spend on
non-ERDF eligible
items e.g. vehicles,
training, stock
1-2-1 coaching
support to help
business whilst in
early stages of
trading
Access to free
seminars and
networking events
run monthly
If you decide Enterprise
is not for you, we offer
Springboard sessions
that aim to keep young
people engaged and help
them find what they do
want to do
Growth Grant funding
– up to £3000 to
purchase items that
will help grow or
expand business
Young
people
How we usually recruit
As programmes run locally, NEETs are recruited locally using
a number of tried and tested methods:
1. Push – includes putting up posters in local community
areas, placing programme specific information on The
Prince’s Trust website, Referral Executives and Job
Ambassadors undertaking community outreach work,
telling local referral partners about our programme and
providing printed materials for POS
2. Pull – fielding general enquiries to our national helpline
and allocating by geography to nearest programme
(enquiries generated by word of mouth, local press
editorial, job centre or referral agencies)
Generally, there is not the national resource to support
local recruitment so niche marketing communications
activity from our head office is limited
Your brief – the detail
We are looking for you to deliver:
 A well-considered, targeted marcomms strategy that enables us to
deliver on contract objective. This strategy will be executed by
a dedicated account team.
 An overarching visual identity that is attractive to the audience
(must reference ERDF in design)
 Central key messages to make the offer marketable
A well-researched media/execution plan with timings (if media
buying is required, we can manage this through our pro-bono
agency, Msix if you prefer). We also have strong links with certain
media owners.
 Creative execution for different formats suggested in the
media plan (must include at least one printed piece of marketing
literature for youth outreach team to use)
Please note
All liaison with editorial media will be delivered by The Prince’s
Trust Press Team, working on the plan provided by the agency and
with guidance from the agency. Press releases may be drafted by
agency however.
 All social media activity needs to be delivered/signed off by The
Prince’s Trust digital marketing team
This is due to reputational risk of third party agencies communicating
directly with the public on our behalf.
Appendix 1.
Resource we have available to support
this project
Regional Programme Resource
Enquiry
Information
Session
Explore
Enterprise
Enterprise
Two Enterprise Programme Managers
Oversee all programme activity in the region
Five referral executives
Drive up numbers for programme and
deal with enquiries and info sessions
Taking IS in community centres and
places where young people congregate
Outreach in hard to reach areas to drive
up numbers
Enterprise Executives
121 business planning support to
clients from EE to start up.
Business Coaches
121 coaching support in early stages of
trading
items e.g. vehicles, training, stock
Volunteers team
Provide ‘springboard’ workshops to those clients who do not wish to pursue Enterprise.
Volunteer mentors then support clients on a one to one basis to achieve their action plan and help young
people get into a positive outcome.
Volunteer Executives oversee the reporting system that mentors send in to monitor clients’ progress.
National Marcomms Resource
Head of
Marketing
Partnerships –
works with
media owners
and agencies
Digital
marketing
officer –
responsible for
social media,
website
Head
Office
Head of
Marketing –
responsible for
brand, design
and
production
Regional
press officer –
generates
editorial
publicity
Appendix 2.
Background information about NEETS
Young
people
About NEETS
 In May 2013, 1.09 million 16 to 24 year olds were NEET
—that’s 15% of all young people in the UK.
 ONS figures show that there has been a rise in the number
of female NEETs, who now outnumber males by more than
100,000.
Young
people
Our target market - NEETs
 The characteristics of young people who are categorised as
NEET are diverse although we know that they are more
likely to:
• Come from a workless household
• Be disabled
• Come from an immigration background
• Live in a remote area or urban area with high
deprivation
• Have parents who are divorced
• Be a carer for someone else
• Be nocturnal
• Suffer homelessness or be at risk of it
• Suffer from mental health or drug issues
• Have peer and family pressures
• Have a low household income
There are multiple reasons why a young
person might be NEET
Young
people
On our programmes, these were the key categories
2011 programme
data
26
Our target market - NEETs
 Challenges faced by young people on Prince’s Trust
programmes are dominated by education, relationships, history
of offending and household unemployment (figures 2011)
22
Young
people
What we know about our NEETS on the
programme
They mainly hear about us through personal references,
through search engines or referral agencies (anecdotal
evidence)
 They don’t buy newspapers but do read free ones (focus group)
 They use social media regularly – particularly Facebook and
Twitter (anecdotal evidence)
 They like to be contacted by direct mail, posters in local areas,
social media and social media advertising (focus group)
 They think we could reach them through:
o Shopping centres
o On the Street
o Job Centre
o Flyers
o Sure Start
o Colleges
(Focus group)
What media do NEETS
specifically consume?
Indexed data from TGI
NEET young people are more likely to consume the following media
than the rest of the population
250
200
150
100
50
15-24
NEET 15-24
0
GB TGI 2012 Q2 (January 2011 - December 2011)(Pop) –
Copyright Kantar Media UK Ltd 2012 20,000 surveyed -results indexed
1000
900
800
700
600
500
400
300
200
100
0
NEET young people are more likely to watch these television stations than
the rest of the general population
NEET young people are more likely to read the following titles than the
rest of the population
1. Top of the Pops Magazine 878
2. Company 579
3. NME 546
4. Reveal 531
5. Soaplife 513
6. New! 484
7. More! 482
8. Closer 481
9. Zoo 459
10. Love it! 441
11. F1 Racing 425
13. Vogue 379
14. EVO 367
15. Empire 360
16. OK! 354
17. FHM 354
18. Kerrang 381
19. Star 336
20. Now! 313
21. Nuts 302
22. Top Gear 273
23. Asos.com magazine 266
24. Look 266
25. Cosmopolitan 229
26. All about soap 217
27. Pick me up 210
28. Heat 183
29. Real People 177
30. The Independent 144
31. Daily Star 139
NEET young people are more likely to listen to the following stations than
the rest of the general public
1. Magic Liverpool 585
2. Capital Scotland 504
3. Capital Birmingham 454
4. Kiss 101 327
5. BRMB (Birmingham) – 324
6. Signal One 291
7. Kiss 100 274
8. Capital North East 266
9. Bauer Passion Network 264
10. Capital Yorkshire 260
11. Real Radio Wales 247
12. Capital Network 238
13. Lincs FM 232
14. TFM – 231
15. Kerrang 219
16. Capital East Midlands 203
17. Heart West Midlands 189
18. Capital Manchester 184
20. Clyde 1 FM 183
21.Kiss 105-108 180
22. Capital London 174
23. Heart Home Counties 161
24. Heart Kent 158
25. Beacon FM 158
26. Heart North West and Wales
154
27. Real Radio North West 130
28. Choice FM 149
29. Wave 105.2 141
30. Capital South Coast 141
31. Heart London 134
32. Heart East Anglia 127
33. Jazz FM 127