Training to the rise.
Apprenticeship marketing for the city of Herne
City of Herne
Concept & strategy, website,
performance, content & stories
An apprenticeship at the city is attractive, a safe place to work and offers a wide range of opportunities - but those advantages have to be endorsed in the minds of the target group and the multipliers. This is a challenge, because a city administration often has to deal with many stereotypes and clichés, which must be refuted. This is where our work started. We developed a basic concept, as well as carried out a detailed competition- and SWOT-analysis. The concept included a workshop, which was performed together with the customer in order to be able to compare the self-perception and the perception by others, with the aim to draw further conclusions.
On the basis of the concept, promising measures could be selected and carried out in the course of the collaboration - for example, a modern website in a contemporary, clean design with the goal to offer all information in a compromised form.
Further measures ranged from performance marketing on the channels Google and Facebook to an interactive design for the participation on a trade fair to the storytelling, which put the apprentice in the focus in order to be able to advertise themselves and their programm authentically. For this purpose a professional photoshooting of the individual professional fiels was carried out as well.