The future for electronics engineers
Klientas:
Situation
In Kaunas city, electronics component companies were facing a drastic shortage of qualified electronics specialists – electronics engineers. To change the situation, the largest electronics component manufacturing companies in the Kaunas region – “Continental Automotive Lithuania”, “HELLA Lithuania”, “Kitron”, “Littelfuse LT”, and “Teltonika Networks” – decided to join forces and launch a campaign to attract students to universities in Kaunas that train electronics engineers. Together with the Kaunas city tourism, business and investment development, and international city marketing agency “Kaunas IN”, Kaunas University of Technology (KTU), and Kaunas University of Applied Sciences (KTK) introduced the initiative “Future – for electronics engineers”.
Challenge/Obstacles
The number of new students in the science institutions in Kaunas, who are studying to become electronics engineers, has been stagnant for several years in a row. The campaign took place during the Covid-19 pandemic under strict regulatory conditions.
Task
Increase the attractiveness and popularity of the electronic engineering specialty.
Double the number of new students choosing the electronic engineering specialty at KTU and KTK in two years.
I nominate CLEVER FOX in the PR FOX 2021 competition for the best communication projects.
Decisions
- Creation of campaign slogan and visual elements (“Future for Electronics”)
- Selection of target media channels for advertising, media plan
- Real, engaging video stories of electronics engineers – showing what current and future electronics engineers do all day long
- Creation of a YouTube channel for organic distribution and redirection of advertising content
- Adaptation of landing page content to promote campaign content, redirecting internet ad banners
- Adaptation of campaign Facebook landing page (KTU and KTK) to promote campaign content (posts, event announcements, etc.)
- Remote event for the media, communication in the media and social networks
- Remote competition for students
Results
- In the first year of organizing the campaign, almost 40% more students enrolled in the electronics engineering programs at KTU and KTK compared to the previous year.
- There were 16 organically initiated unique topics in the media, 6 reports on Lithuanian television news programs, 1 special radio broadcast, and 22 publications in online media.
- The initiative has become ongoing and is carried out annually.
