NEC, Birmingham Reaching the hottest graduate talent Marketing Summary Sponsor: GradJobs MAGAZINE GradJobs.co.uk
Introduction This document outlines the marketing campaign for the National Graduate Recruitment Exhibition on at NEC, Birmingham. The exhibitions have been running for over 30 years. Throughout this time we have measured the response of all our marketing to discover the most effective ways to attract the UK s top graduates and final year students to the exhibitions. The youth market is constantly evolving and it is essential we keep up with the trends to ensure we use the right platforms to target this specific audience. We use a combination of media including print, radio, online, email, social media and on campus. This ensures a well-rounded campaign, reaching our target audience at a variety of relevant touch points. I hope you find this summary of interest and I would be happy to discuss any aspect of the campaign with you. I would also greatly appreciate any feedback or suggestions you may have regarding the marketing campaign for the National Graduate Recruitment Exhibition. Please do not hesitate to contact me on the details below. Your marketing contact: Laura Gallagher Senior Marketing Executive If you have any questions about the marketing campaign, please contact me at: Venture Marketing Group 2-4 St Georges Road London SW19 4DP Tel: 020 8394 5280 Email: Laura.Gallagher@vmgl.com
Print advertising Our research shows that there are a still a number of relevant print media where we advertise the National Graduate Recruitment Exhibitions including: Physics World October Issue 2017 The University Paper October Issues Birmingham and Leicester Front Page Strip!"##$ #%&"'( 3 & 4 November NEC, Birmingham The hottest jobs for graduates Book FREE tickets at )*+,-./012.134 Top companies recruiting include*: In association with: Plus many more! * All information correct at time of press.
Cambridge University s student newspaper - Varsity October 2017 FREE tickets at!"#$%&'()*&)+, 3 & 4 November NEC, Birmingham The hottest jobs for graduates More than just a jobs fair... 1000s of vacancies Mock Assessment Centre CV & Careers Advice Clinics Careers Presentations Keynote by Bianca Miller-Cole,.uk brand ambassador Subsidised transport * Postgraduate opportunities 1000s of vacancies with companies including: Birmingham event in association with: *Terms and conditions apply. Please see website for details. All information correct at time of press.
GradMail Email Promotion GradMail is an opt-in only e-newsletter, to which users can sign up via GradJobs.co.uk. Over 95,000 subscribers have requested information on upcoming graduate recruitment events as well as details of graduate vacancies. In ensuring regular contact with our subscribers, GradMail has become an extremely effective element of the exhibition marketing campaign.
External Email Promotion More than 1,500,000 targeted emails were sent to students and graduates during the National Graduate Recruitment Exhibition marketing campaign via the following email databases: Milkround Milkround TARGETjobs EmployAbility GradMail EngineerMail NEC TARGETjobs Prospects CV Library The Big Choice Multiple university careers services and departments The Big Choice
EmployAbility NEC Olympia
Conversion Emails The call to action across the marketing campaign is that graduates and final years students should register via the website. This enables us to then retarget them via email and tailor messages accordingly. Examples Google Adwords Google Adwords runs throughout the year on GradJobs.co.uk and allows for sitetargeted advertising. The adverts were shown as sponsored links above the main search results or on the right hand side of the screen.
Websites A listing and/or banner and/or news article appeared on the following websites advertising the National Graduate Recruitment Exhibition in the weeks running up to the event: BrightRecruits.com Employ-Ability.org.uk TheBigChoice.com EngineerJobs.co.uk Facebook.com Varsity.co.uk GradJobs.co.uk TheUniPaper.co.uk Prospects.ac.uk PhysicsWorld.com TheStudentBlogger.co.uk TheNationalStudent.com TheNEC.co.uk Banner or events listings were also featured at various university Students Unions and Careers Services from around the UK. The Student Bloggger The University Paper
Prospects Physics World EmployAbility Varsity
Dynamic Remarketing Remarketing allows us to show our adverts to people who have visited our website but did not register via display network websites and apps. It also serves ads on websites that are relevant to the target audience. Graduates who had not yet registered, but whose web browsing patterns suggested that they were likely to, were also targeted. Examples
Example of the banners in situ
Social Media In the months leading up to the exhibition, a social media campaign was conducted across Facebook, Twitter and LinkedIn, using and expanding a respectable online following. The National Graduate Recruitment Exhibition has its own dedicated Facebook page, LinkedIn group and Twitter feed. The latest information about the event was drip fed via status updates to keep interest fresh. Regular topical messages were sent to followers on both Facebook and LinkedIn. Social media icons have also been placed on the website allowing site visitors to share and like content within their networks. National Graduate Recruitment Exhibition Facebook page In addition we boosted Facebook posts to encourage greater engagement from our target audience:
Twitter GradJobs runs a year-round campaign on Twitter, connecting to other users through short news alerts and comments, all of which links to our other social media platforms on LinkedIn and Facebook. Currently GradJobs has over 5,600 followers. A twitter feed with the latest updates is streamed live on GradJobs.co.uk. LinkedIn GradJobs dedicated LinkedIn group gives updates about what s going on at the event, news, press releases and discussions. It also allows members to add relevant articles, comments and links and invite other members to join the group. Currently the group has over 2,200 members.
Spotify Radio and SMS A 30 second advertisement, with on-screen cover art, ran on Spotify for two weeks from 16 October to 29 October to promote the event. Spotify is an innovative and trendy online radio allowing listeners to create their own playlists. Music is intercepted by adverts which are targeted towards specific demographics. Spot times were targeted towards 21-26 year olds in the Midlands. Gradaute Job Podcast Podcasts have drastically increased in popularity over the last year, espaically within the under 30 age bracket. A dedicated episode devoted to the National Gradaute Recrutiment Exhibition, gave listeners more in-depth advice about what to expect from the exhibition and how to make the most of their visit.
Text messages A text message was sent to all those who registered for the event (and were happy to receive messages by SMS) reminding them about the show. On Campus Campaign Telemarketing A six-week campaign in the run up to the exhibition targeting universities across the whole of the UK ensured: Posters and leaflets were sent to over 1,400 university contacts across the UK Emails were forwarded to the students via university facilities In the week preceding the event, a telemarketing campaign was also undertaken to convert pre-registration for the event into attendance. Those who had pre-registered on the GradJobs website received a phone call reminding them of the dates of the exhibition and encouraging them to attend. On campus promotion In addition to the posters and leaflets distributed during the telemarketing campaign, an extensive on campus promotional campaign was conducted at specific Birmingham universities and those in the surrounding counties before and during the exhibition. The campaign involved raising the students awareness of the exhibition by displaying posters and large hanging banners in addition to distributing flyers around all relevant university buildings. The poster and flyering campaign focused on the following universities: Aston BCU Birmingham Coventry De Montfort Derby Keele Leicester Loughborough Manchester Nottingham Nottingham Trent Warwick Wolverhampton
Poster example FREE tickets at!"#$%&'()*&)+, 3 & 4 November NEC, Birmingham The hottest jobs for graduates More than just a jobs fair... 1000s of vacancies Mock Assessment Centre CV & Careers Advice Clinics Careers Presentations Keynote by Bianca Miller-Cole,.uk brand ambassador Subsidised transport * Postgraduate opportunities 1000s of vacancies with companies including: Birmingham event in association with: *Terms and conditions apply. Please see website for details. All information correct at time of press. Flyer example (front and back)
University Campaign continued Campus stalls were also used for face-to-face promotion of the exhibition to students. This involved attracting students through giving out bags of sweets along with flyers and posters. This face-to-face interaction and promotion proves to hugely successful and makes the National Graduate Recruitment Exhibition marketing campaign highly unique. This included the following universities: University of Birmingham Coventry University Staffordshire University University of Wolverhampton Aston University Unviersity of Derby Keele University We also had a number of banners and plasma screens across various universities:
GradJobs High Flyers Campaign Launched in 2011 the GradJobs High Flyers Club has been set up for the brightest minds from the UK s top 25 universities. The GradJobs High Flyers Lounge at the exhibition will host private networking sessions where selected companies will have fast-track access to the UK s top students. GradJobs High Flyers have been attracted to the event through a separate, targeted marketing campaign via email and online promotion and an on-campus poster and promo-stall campaign at the qualifying universities. GradJobs High Flyers Club poster 13 & 14 October 2017 Olympia, London NEC, Birmingham adjobs High Flyers Club Campaign continued Gradjobs High Flyers Club online and email promotion Are you a high flyer? Join the UK s most talented graduates at the GradJobs High Flyers Club* and: Recruiters include*: Network with leading employers Fast-track your job applicationsplications Access exclusive career er opportunities Get VIP benefits at the events Apply now at GradJobs.co.uk Birmingham event in association with: *Terms and conditions apply. Please see website for details. All information correct at time of press.
GradJobs.co.uk GradJobs.co.uk is the official website for the National Graduate Recruitment Exhibitions. The website has over 70,000 unique visits a month, with all registrations for the National Graduate Recruitment Exhibitions being completed on the website. Promotion GradJobs.co.uk is the only graduate website promoted through a comprehensive national media campaign: Promotion at all the National Graduate Recruitment Exhibitions E-shots to a database of 96,000 active job seekers Intensive marketing to over 1,400 departments throughout all UK universities Ongoing SEO and Google Adword campaign all year round Recruitment needs GradJobs.co.uk is suited to all your recruitment needs. You can: Send out targeted emails to over 95,000 graduates through GradMail Post immediate vacancies on the jobs board Create a profile in the Employers A-Z section, which includes case studies, videos and a detailed company profile Raise your company profile through banners, microbars and articles To advertise on GradJobs, call Sam Search on 020 8394 5273 or email Sam.Search@vmgl.com
GradJobs Magazine Distribution GradJobs Magazine & Directory GradJobs Magazine is an essential resource for all graduate job-seekers and final year students. Each edition contains information on the issues currently facing graduates including: News on the graduate recruitment market Interviews with star graduates who have found their ideal job Articles on specific industry sectors and careers Expert careers advice Show Guide for the National Graduate Recruitment Exhibitions GradJobs magazine s distribution is unique - no other recruitment magazine can match our channels. How do we know this? Students can pick up a copy from the careers services of the top 50 universities As the official magazine for the National Graduate Recruitment Exhibitions, it is distributed to every visitor on the door at each event. It is also distributed at other recruitment events, including The National Engineering and Construction Recruitment Exhibition A digital copy is distributed to the GradMail database It is available all year round on GradJobs.co.uk GradJobs Directory The directory is compact, comprehensive and includes information on graduate vacancies from a wide range of organisations. Published in October, it has a year s shelf life with a readership of 175,000. The Directory is easy to use and gives graduates all the information they need to find their first job in their chosen industry. Each profile contains invaluable information on a graduate recruiter and its vacancies, including company details and description, careers offered, benefits, degree required, location and salary. Distribution The directory is distributed via the top 50 UK university careers services and at each of the National Graduate Recruitment Exhibitions throughout the year in London and Birmingham. It is also distributed free at the National Engineering and Construction Recruitment Exhibitions and online at GradJobs.co.uk. To advertise in the GradJobs Magazine or GradJobs Directory, please call Sam Search on 020 8394 5273 or email Sam.Search@vmgl.com