Career Connections
Marketing Plan
Summary: Career Connections is a nonprofit organization that provides education, job training, and career readiness programs for eligible young adults ages 17-24 in the Metro South/West region. Career Connections is the youth services arm of Metro South West Employment and Training Administration.
Challenge: Career Connections serves at-risk youth seeking assistance with job-training or continuing their education. Career Connections did not have any of its own marketing materials. Additionally, they were placed in community colleges where their visibility was weak, at best. We were asked to create and execute a marketing plan to help expose the program and increase interest among their target.
Solution: Through a series of facilitated meetings with key staff from Career Connections, we analyzed their organization and how they assisted at-risk youth in furthering their education or obtaining job training. Their two target audiences were in-school youth and out-of-school youth.
The case managers desperately needed materials to raise awareness for the programs available, help identify who was eligible for this particular government program, and distribute it to the youth readily. We developed a Career Connections Tool Kit which included customized materials with each case manager’s name and contact info. The kit included a welcome letter, a series of posters promoting various programs offered, two different brochures, a lucite holder, note pads, business cards, and more ‘— allowing the case managers to respond to the youth more quickly and clearly.
