Like an Engineer
|Funding from Vinnova||SEK 1 430 000|
|Project duration||December 2017 - June 2019|
|Venture||Strategiska innovationsprogrammet för Metalliska material|
Purpose and goal
The idea is to create a concept for a common and impartial sender for positive messages relating to the attractiveness of the metal industry as an employer. Today, different stakeholders use different brands and different forms of address, giving an unclear image and decreasing the efficiency in the communication. By collecting them under a common message and brand they reinforce each other and the impact increases. The success of the above will be evaluated to increase the knowledge of this type of initiatives ability to influence the target groups choice of education and employment.
Expected results and effects
The concept of a common and impartial sender shall be usable by different actors for different sub-messages and target groups. The following effects are expected: - Stakeholders in, and with relevance to, the metal industry use the concept in their communication. - Youths recognize and like the messages conveyed by the concept. - Knowledge among stakeholders about how different channels influence youth´s choice of study paths and employment have increased.
Planned approach and implementation
The project is divided in two stages. In the first the concept is developed and implemented with: 1. A basis for concept development and strategies 2. Proposal for brand strategy 3. Workshops 4. Concept proposals and prototypes for communication material 5. Communication strategies and plans 6. Implementation of the developed material 7. Appropriate methodology for evaluating the concept In the second stage the concept is tested and evaluated by 8. Minimum of six month of concept tests 9. Studies of the project actors and their methods