TCB1 Gestion des ressources humaines, Gouvernance et Commande publique / TCB1 Human Resource Management, Governance and Public Procurement 8-10 decembré/December – Bamako, Mali Design Concept EKH (now Yello/EIG) won the creative bid with an “Everyday Heroes” campaign Old-style cartoon strip superhero alias (think Clark Kent and Superman) as today’s modern day hero Today’s engineers have ‘powers’ that they can use to be that hero and do good

TCB1 Gestion des ressources humaines, Gouvernance et Commande publique / TCB1 Human Resource Management, Governance and Public Procurement 8-10 decembré/December – Bamako, Mali Target Audience and Value-for-$ marketing School students Final year 16 – 17 year olds Male and female Taking appropriate subjects Choose to study engineering at University Uni students 1st and 2nd year 17 – 22 year olds Male and female In engineering faculties Choose to specialise in road- related engineering subjects

TCB1 Gestion des ressources humaines, Gouvernance et Commande publique / TCB1 Human Resource Management, Governance and Public Procurement 8-10 decembré/December – Bamako, Mali ‘Playing to our strengths’ Engineers can use their powers for good to: Benefit society Alleviate congestion Provide new routes for everyday people Design the future of the road network Engineers can also do good for themselves: Earn good money Work/life balance Have great career development potential

TCB1 Gestion des ressources humaines, Gouvernance et Commande publique / TCB1 Human Resource Management, Governance and Public Procurement 8-10 decembré/December – Bamako, Mali Marketing Media PRINT Industry specific publications Newspapers Street press Posters Road authority communications Mainstream youth magazines POSTCARDS Avant cards, promo pack, ads, showbags for use at events like University orientation events and on campus. ONLINE Agency engineer micro-site Web banners Job site sponsorship Website pdf publications Google, Facebook, Myspace, Bored of Studies ‘Powers for Good’ website INCENTIVES Scholarships, award scheme, prizes, placements Work exchanges

TCB1 Gestion des ressources humaines, Gouvernance et Commande publique / TCB1 Human Resource Management, Governance and Public Procurement 8-10 decembré/December – Bamako, Mali Tactical Approach To connect with students, key messages and media needed to align with each of the stages associated with selecting a career. All communication tried to channel the target audience towards a decision point. 1. Awareness 2. Discovery 3. Decision All marketing mediums ‘Powers for Good’ website Website and direct links to road agency employment programs

TCB1 Gestion des ressources humaines, Gouvernance et Commande publique / TCB1 Human Resource Management, Governance and Public Procurement 8-10 decembré/December – Bamako, Mali A4 Press Ads

TCB1 Gestion des ressources humaines, Gouvernance et Commande publique / TCB1 Human Resource Management, Governance and Public Procurement 8-10 decembré/December – Bamako, Mali A6 Press Ads

TCB1 Gestion des ressources humaines, Gouvernance et Commande publique / TCB1 Human Resource Management, Governance and Public Procurement 8-10 decembré/December – Bamako, Mali A3 Posters

TCB1 Gestion des ressources humaines, Gouvernance et Commande publique / TCB1 Human Resource Management, Governance and Public Procurement 8-10 decembré/December – Bamako, Mali Avant Cards

TCB1 Gestion des ressources humaines, Gouvernance et Commande publique / TCB1 Human Resource Management, Governance and Public Procurement 8-10 decembré/December – Bamako, Mali Online Advertising

TCB1 Gestion des ressources humaines, Gouvernance et Commande publique / TCB1 Human Resource Management, Governance and Public Procurement 8-10 decembré/December – Bamako, Mali Website: Centrepiece of the campaign Key medium in the ‘discovery’ phase A ‘stepping stone’ to contacting Austroads or a member agency

TCB1 Gestion des ressources humaines, Gouvernance et Commande publique / TCB1 Human Resource Management, Governance and Public Procurement 8-10 decembré/December – Bamako, Mali Website: Project Details

TCB1 Gestion des ressources humaines, Gouvernance et Commande publique / TCB1 Human Resource Management, Governance and Public Procurement 8-10 decembré/December – Bamako, Mali Website: Profiles

TCB1 Gestion des ressources humaines, Gouvernance et Commande publique / TCB1 Human Resource Management, Governance and Public Procurement 8-10 decembré/December – Bamako, Mali Phase 3: Media Schedule The campaign was launched in August/September 2008 by Customedia, in time for students going back to University Media strategy aligned to the Australia/NZ school year Individual schedules for each State and medium

TCB1 Gestion des ressources humaines, Gouvernance et Commande publique / TCB1 Human Resource Management, Governance and Public Procurement 8-10 decembré/December – Bamako, Mali Press Schedule by State

TCB1 Gestion des ressources humaines, Gouvernance et Commande publique / TCB1 Human Resource Management, Governance and Public Procurement 8-10 decembré/December – Bamako, Mali Press Schedule by State

TCB1 Gestion des ressources humaines, Gouvernance et Commande publique / TCB1 Human Resource Management, Governance and Public Procurement 8-10 decembré/December – Bamako, Mali Online Advertising Schedule

TCB1 Gestion des ressources humaines, Gouvernance et Commande publique / TCB1 Human Resource Management, Governance and Public Procurement 8-10 decembré/December – Bamako, Mali Print/Outdoor Mediums Schedule 1

TCB1 Gestion des ressources humaines, Gouvernance et Commande publique / TCB1 Human Resource Management, Governance and Public Procurement 8-10 decembré/December – Bamako, Mali Print/Online/Outdoor Mediums Schedule 2

TCB1 Gestion des ressources humaines, Gouvernance et Commande publique / TCB1 Human Resource Management, Governance and Public Procurement 8-10 decembré/December – Bamako, Mali NSMP Interim Results Search: Google sponsored links Display: Online advertising Web Traffic: Powers for Good Graduate applications

TCB1 Gestion des ressources humaines, Gouvernance et Commande publique / TCB1 Human Resource Management, Governance and Public Procurement 8-10 decembré/December – Bamako, Mali Online Advertising Interim results from the online advertising component: Myspace, Facebook and MSN Messenger delivered a click-through rate of 0.04% Industry average is 0.07% - considering the small target audience and very specific advertising message this is quite a good result Boredofstudies.org and gooduniguide.com.au has so far delivered 3, 898 hits on NSMP advertising banners Total hits for online advertising to date is 5, 983 (at 30 October 2009)

TCB1 Gestion des ressources humaines, Gouvernance et Commande publique / TCB1 Human Resource Management, Governance and Public Procurement 8-10 decembré/December – Bamako, Mali Google Sponsored Links: Adwords Clicks: 2,046 Impressions: 2,125,397 CTR: 0.10% Avg Cost: $1.43 per click Cost: $2,925.47

TCB1 Gestion des ressources humaines, Gouvernance et Commande publique / TCB1 Human Resource Management, Governance and Public Procurement 8-10 decembré/December – Bamako, Mali Results: Powersforgood.com.au web traffic

TCB1 Gestion des ressources humaines, Gouvernance et Commande publique / TCB1 Human Resource Management, Governance and Public Procurement 8-10 decembré/December – Bamako, Mali Tangible Improvements? Difficult to measure at this early stage Lack of baseline data Graduate applications? Although there are many factors influencing this measure (GFC, individual agency recruitment drives etc), an estimated total does suggest a general increase in interest toward road agency employment programs

TCB1 Gestion des ressources humaines, Gouvernance et Commande publique / TCB1 Human Resource Management, Governance and Public Procurement 8-10 decembré/December – Bamako, Mali Graduate Applications

TCB1 Gestion des ressources humaines, Gouvernance et Commande publique / TCB1 Human Resource Management, Governance and Public Procurement 8-10 decembré/December – Bamako, Mali Questions?