Design initial web and print identity concepts for Federal Government Internships’

The goal was to create a ‘program brand identity’ whereby the messaging and design aspects (look & feel) of both print and web materials across the country met project objectives – Dan Trepanier.

The target audience was High School and Non-Graduate Interns. The first multi-year campaign was initially developed in May 2008 for Mentors.

In my opinion, Service Canada (the program funder) was not adequately positioned to effectively promote the program and profile local YMCA/Participant outcomes (success stories).

For this reason, I decided to take bold, innovative steps to promote the program to generate appropriate applicant traffic to 22 YMCA centres across Canada while profiling success stories and program outcomes to various communities and critical stakeholders.

Campaign Considerations

Have a Clear Call To Action With Digital Engagement

Points we considered as we focused on a move forward strategy to develop an effective Intern/Mentor Recruitment Campaign.

  • Properly profile the intended target group for the campaign, being as specific as possible in our profile. For example, although we know the target group’s age range is 15 to 30, we have a better sense of their ‘general’ overall make-up.
  • Determine what we want to convey ‘overall’ in what we create.
  • Determine the real focus of the message in the advertisements. While this task is relatively simple, it is properly executed. We answer the question – If we had our choice of one or maybe two ‘main’ messages to come across in everything we are doing in our intern recruitment efforts, what would they be?
  • Determine whether we need an overall ‘copy theme’ or tag line for the recruitment campaign.
  • Determine what the overall ‘tone’ of the campaign is. For example, we want to be ‘very’ conservative, ‘somewhat’ conservative, funky, etc.?

Bold, innovative steps to promote the program to generate appropriate applicant traffic to the program

Campaign Development Questions

Surveys help provide us with valuable insight into developing an Intern Recruitment Campaign—questions we considered.

  • What would you say were your biggest roadblocks/issues/problems – if any – that you have come up against creating recruitment ads in the past?
  • Have you been able to measure the effectiveness of your ads to date? If so, what were the results? Were you satisfied with the response, etc.?
  • Do you feel a particular format (i.e. style, colour, etc.) for recruitment ads has worked better than other past designs?
  • Any thoughts on the overall effectiveness of ‘type/text only’ ads versus ads that contained both image/graphics text?
  • The various associations have used what (local or national) media vehicles in their intern recruitment efforts?
  • Any specific reason(s) for choosing/selecting any of these media vehicles used in past recruitment campaigns?
  • Aside from recruitment ads per se – if applicable – what other communications vehicles has your association used in the past to recruit interns into the program? Have these other vehicles been successful?
  • From an advertising or communications perspective, were there any recruitment efforts that did not work well in the past?

Campaign Properties

We developed seven essential resources to promote Internships; 

  1. Overall Program – Design Development: Create a comprehensive program design direction, and apply to strategies such as Social Media Marketing (SMM), Web, Print, Newspaper, Subway
  2. Brochure (print, .pdf format): Design and deliver a national brochure (High School, Non-Graduate) with some custom content for each local YMCA
  3. Web Brochure (HTML format): Replicate the print brochure on a web site with links to local YMCA: contact information, news & updates, success stories, including developing a web template for the News & Updates, Success Stories section.
  4. Elements Library (graphic and copy in web and print formats): Offer graphic and document (wording) elements to all YMCAs for use in program reports, training materials, binder covers, local YMCA Web sites, PowerPoint presentations, Social Media Marketing (SMM) initiatives such as Facebook. Create a series of banner/button* ads designed for click-through** traffic on various web sites
  5. PowerPoint Template: Create a PowerPoint template for Local YMCAs to use during intern training (orientation) sessions
  6. Smart Roller Banners (optional Local YMCA purchase):  These ‘tower’ banners (spring-loaded rail clamp system) are ideal for exhibition environments such as mentor/volunteer recognition events, trade shows, community event

Subway Ads (optional Local YMCA purchase): A few local YMCAs is urban centres have an opportunity to launch subway ads. The National Office is available to assist these locations in creating ‘panels’ (extra charge).

Your Progress Discussion NOTES

TOPIC: We Created – Launched a National Program Brand Identity Campaign With IMPACT! – CASE STUDY [CA-NA]



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