Submitted by: Submitted by ashwin
Views: 253
Words: 539
Pages: 3
Category: Business and Industry
Date Submitted: 03/14/2011 01:43 AM
Using promotional strategies to connect with stakeholders
Introduction The Connexions Card is designed to help motivate young people aged 16-19 in school, college and work based training. Cardholders are rewarded for achievement and participation in learning with exciting rewards. The Connexions Card is run by the Department for Education and Skills (DfES) and Capita. Capita is a private company. Both try to make sure that all stakeholders gain value from the Card. The Connexions Card will only work well if young people can see its benefits. Therefore the market sector of 'young people' has to be the target. Stakeholders Stakeholders are those people or groups with an interest in the Card. There are three main groups. * Young people - These need to know the benefits that they can gain from the Card. The benefits of the Card are discounts, rewards and proof of age. * Learning centres - These are the schools, colleges and work based trainers that young people attend. Learning centre staff must know how the Card works. * Business partners - These provide the rewards and discounts. Young people earn points for attendance and achievement in learning. Points can be used to claim rewards on www.connexionscard.com. Business partners must be prepared to offer attractive rewards and discounts. Promotion Each group needs to know about the Connexions Card. This is done through promotion. This can be either 'above' or 'below' the line. * Above-the-line - Advertising through media that is paid for. * Below-the-line - Using methods other than the media. Connexions Card tends to favour below-the-line methods. Below-the-line The main methods used are: * Telephone - Business Development Managers use the phone to set up meetings with learning centres to explain the Card to them. It is quick and low cost. * Meetings - Face-to-face meetings can help to explain certain points more clearly. * Written material - This is aimed at a number of targets. It includes a welcome pack for young...