Anglo American needed a raft of high-quality applications for the posts to help launch the initiative, part of a wider commitment by the company to foster a successful cyber security cluster in North Yorkshire. However, the area is not well known for creating hi-tech jobs and the target market for applications (largely 18-25 year olds) is spread over quite a wide geographic area.
Cool Blue was asked to create a campaign to raise awareness of the programme and to drive applications.
Cool Blue put together an integrated campaign encompassing traditional media, social media, digital and display advertising. The purpose of our campaign was to launch the programme and keep it front of mind during a two-month applications period and to address both potential apprenticeship applicants and their parents/families.
The programme launch at Scarborough Science and Engineering Festival secured prominent coverage in outlets including the Yorkshire Post, Yorkshire Insider, BBC Radio York, This Is The Coast Radio and local media including the Whitby Gazette and Scarborough News. We provided advice and recommendations on a targeted social media campaign, focussed on the interests, locations and motivations of the ideal candidates.
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