Brisbane City Council With Brisbane City Council The
Brisbane City Council With
Brisbane City Council The Challenge for Brisbane City Council Overview BCC are looking to increase the number of female bus drivers within their industry. With a majority of employees coming from males aged 40 or above with previous transport industry experience, an emphasis on diversifying its bus drivers through female recruitment has been requested in the form of offering flexible working conditions in casual positions. Objective Targeting local areas on the Southside of Brisbane in order to increase female applications for casual employment opportunities as local bus drivers.
Brisbane City Council Brisbane Mothers – The growing workforce The trend for mothers returning to work is on the rise, as they look to strike a balance between financial independence and caring for their young families. 65% Of mothers were returning to the workforce * Compared to 55% in 1991 Work/life balance There has been an increase in casual and part time employment for mothers, who look to strike a balance between making an income and taking care of their families. Source: http: //www. smh. com. au/national/more-mothers-returning-to-work-preferably-parttime-20130518 -2 jtlh. html 50% Of those numbers were returning before their child’s first birthday * 39% in 1991
Brisbane City Council Brisbane Mothers – Why they return to the workforce 75% of women look for flexible working hours within their job search in order to spend more time looking after their family 30% Returned to the workforce either because of financial considerations or to maintain their independence and self esteem. Over 1/3 Made use of flexible work hours, ranking highest of considerations when looking for work Sourcehttp: //www. abs. gov. au/ausstats/abs@. nsf/Lookup/4102. 0 Main+Features 10 Nov+2013
Brisbane City Council “Flexible work arrangements are not only beneficial for individual mothers and their families. Research has found that women employed in highly flexible roles are more productive than the rest of the working population. Organisations that fail to provide flexible arrangements may be missing out on the opportunity to harness the skills, experience, and productivity of women who need to balance work and family responsibilities”Australian Bureau of Statistics Sourcehttp: //www. abs. gov. au/ausstats/abs@. nsf/Lookup/4102. 0 Main+Features 10 Nov+2013
Brisbane City Council An emphasis on great working conditions and flexibility of working hours can potentially capture the market of women with families, who are looking for financial incentive without having the constraints of full-time employment and losing the time needed to care for their family.
Brisbane City Council Utilise community news to target this growing market
Brisbane City Council The Power of QUEST Local News Each Quest community newspaper is distributed within a carefully defined geographic area. Each distribution area is big enough to give the advertiser the benefit of some critical consumer mass, some essential economy of scale, but at the same time, small enough to retain its local character and identity. 54% With some of our Quest titles Of QUEST first published fifty or even a readership hundred years ago, there’s a numbers are proud heritage of community female service and advocacy that is 64% demonstrated through high Are aged levels of reader loyalty, and between 3037% an enthusiasm for debating Have children 64 *a key demographic local issues via street polls living at home factor for our target under the age market and letters to the editor. of 18 Source: *Circulation Publisher’s Claim. ^Readership emma™ conducted by Ipsos Media. CT, 12 months ending March 2016, All people 14+. Online Nielsen Digital Ratings (Monthly) March 2016. Be a Local Voice study, Julie Dang & Associates, 2015. *emma™ conducted by Ipsos Media. CT, 12 months ending March 2016, All people 14+.
Brisbane City Council The trusted source – Community News When compared to other sources, such as local TV, Radio, Social Work! media and even advice from friends and family, Community papers offer an outlet for valued and trusted information, also proving to be heavily influential in the market place. 71% Agree that it provides information that is relevant to them Families with children, their thoughts on community papers - 57% Believe it to be a trusted source of information – more than any other age segment 83% Believe it is a vital source for information about local facilities/businesses/servi ces on offer Source: Quantitative research findings June 2012, conducted by Brand. Navigator The majority of readers are more positive towards Community paper advertisers, resulting in a higher likely to act.
Quest newspapers recommendation - WHY! – because 72, 000 females 25 to 54 read the targeted depots , local community Quest newspapers very 4 weeks An integrated digital & print schedule will maximise your reach to this target group right where they live and where you want them to work ! Willawong + Sherwood - South West News Carina – South East Advertiser Mt Gravatt – Southern Star Suggested 50/50 business profile page – ½ page editorial / ½ page ad in each x 2 insertions in each Editorial written by us can focus on what it takes to be a driver – flexibility of the role – work your life around your job – work close to home - customer service focus
Your voice on line - Your investment over 2 weeks Run of network on PC devices – roadblock Mrec ads) (Top strip – side 60, 000 impressions with a frequency of 3 times viewed Equates to a 23% share of voice over the campaign period Campaign timing Monday Oct 17 to Sunday Oct 30 2016 EXTEND YOUR VOICE ONLINE Digital campaign cost $3, 840 excl GST
PROPOSED CAMPAIGN SCHEDULE Southern Star Oct 19 Week ONE Digital target: older families & females run of network the duration of the campaign Desktop Print South West News Oct 19 South East Advertiser Oct 19 Week TWO Southern Star Oct 26 Southern West News Oct 26 South East Advertiser Oct 26 ROADBLOCK – TOP ad strip & MREC rectangle side ad 60, 000 impressions available – 3 to 5% industry results benchmark Audience targeting; females 25 to 54 years old who could be interested in a job a little different / close to home / flexible COST- $3, 840 excl GST 6 x business profile pages geo depot targeted QUEST newspapers half page ad – half page editorial Southern Star / South East Advertiser / South West News Investment: $120, 000
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