This document outlines a plan to address high unemployment in the Zlin region of the Czech Republic by offering free retraining courses led by university students. It notes that over 8,000 people are registered as unemployed with few retraining options available. The proposed solution is a campaign communicating the availability of these free courses covering various topics to help unemployed people gain new skills and knowledge sought by employers. Objectives include enrolling 20 people in January courses and signing 5 contracts with students by December, while raising awareness of the courses among jobseekers from 0% to 30%.

1. finding solutions that benefit society

2. PROBLEM AND SOLUTION
> PROBLEM:
> High unemployment rate in Zlin region.
> Very few possibilities of retraining courses (mostly manually oriented)
> SOLUTION:
> Free courses for unemployed people led by students fromThomas
Bata University
> Courses on various topics ( financial literacy, languages, presentation
skills)

3. RESEARCH
HOW?
Statistics from the Labour Office in Zlin
Unemployment people
WHAT?
> 8 897 jobseekers registred in the Labour Office in Zlin (till 31.3.2012)
> 8 of them retraining course
> Few possibilities of retraining courses, mostly manually oriented

4. TARGET GROUP

5. CAMPAIGN OBJECTIVES
> 20 people will apply for a course in January 2012
> By December, 5 contracts signed by students.
> To raise awareness of the courses from 0 to 30 % among
jobseekers.

6. COMMUNICATION STRATEGY
> Campaign communicate two key benefits:
> THE AVALIABILITY
> WIDE SCALE OF TOPICS

7. SINGLE MINDED PROPOSITION
Campaign communicates that Labour Office in Zlin wants to
reduce unemployment in Zlín through free retraining courses for
jobseekers leading by students.

8. INSIGHT
„I WANT TO WORK. But do not have the kind of knowledge or
skills which employers require. I want to gain them but there are
little possibilities how to attend such a course.“

9. THE BIG IDEA
THE TREND IS TO KNOW MORE.
Claim: I won’t wait to know more.

11. MEDIA OBJECTIVES
> Local print media: 25 individual articles
> Website: 60 unique users per day

12. COMMUNICATION PROCESS
Zlín region
↓
local institution as a channel
↓
target group

13. PROMOTIONAL MIX
> Splits in two different type of campaign
> The fake campaign (Buzz marketing)
> The real campaign (Online, offline promotional mix)

14. PROMOTIONAL MIX
ONLINE OFFLINE
Microsite Online PR POS materials
PPC campaign Direct email PR campaign
SEO Social media Ambient media
Blogging Banner advertising OOH
Display advertising
Special activities

15. TOTAL EXPENDITURES
ONLINE 350 000,-
OFFLINE 150 000,-
_______________________________________________
TOTAL 500 000,-

16. MEASUREMENT
ONLINE: Google Analytics, Google Alerts, Facebook Insights
OFFLINE: Anopress
> Media objectives
INDIRECT RESULTS: A poll among people from primary TG.
> Campaign objectives

17. SUMMARY
8 897 jobseekers
→ reduce of unemployment needed
→ solution: free retraining courses leading by students
→ attraction: trend is to know more