1. Young Lions 2012 MEDIA Competition Team Barbar Young Lions 2012 Media-Competition Bardia Razzaghi Barbara Zwirchmaier

2. Young Lions 2012 MEDIA Competition Data: Vizeum Austria Team BarBar Consumers Motivation Motivation to Self-fullfillment and Security Enjoyment Vitality Belonging Power Sociality Herbert Berater Jan Hilfsarbeiter Helga Nebenberuf Heinrich Arbeitslos Alfred Handwerk Isabell Superfrau Recognition Control Security

3. Young Lions 2012 MEDIA Competition Team BarBar Path to Success: Consumers Mood-Scale Mood Time Unhappy with situation Need (more) recognition Want self-fulfillment Solution The Big Idea Courage to change Yes I want to be independent! Financial resources? Tax and insuracne system? Employees wages? Existential fear Self-doubt Employment promotion It´s hard but I will succeed! OR Freelancer is nothing for me and I´m glad that I know that now! It´s hard but I will succeed! OR Freelancer is nothing for me and I´m glad that I know that now!

4. Young Lions 2012 MEDIA Competition Team BarBar Media Strategy: based on two ideas Reach the target group at the maximum turning point! Core Message is that the Gründungs-Guide supports the target group at the beginning and during their path to success in good and bad times Reach the target group at the maximum turning point! Core Message is that the Gründungs-Guide supports the target group at the beginning and during their path to success in good and bad times Dein business, unser gemeinsamer Weg! Dein business, unser gemeinsamer Weg!

5. OoH/Ambient: 40% of budget Construct the path with 3 to 6 posters in a row with a final success. The same method with stepped roads, where target group recognizes that Gründungs-Guide start supporting them at the beginning of their path. Online: 20% of budget Various kinds of display advertising in an according row on a website. 1.) Fullbanner: Willst du dich selbstständig machen? 2.)Content Ad: Steuerliche Fragen zur Unternehmensgründung? 3.) Sitebar: Dein business, unser gemeinsamer Weg. Gründungs-Guide berät dich persönlich und kostenfrei! Search: 5% of budget Make it easy to gratify their interests and needs Young Lions 2012 MEDIA Competition Team BarBar Media Mix Willst dich selbststä ndig machen? Dein business- unser gemeinsa mer Weg! Fragen zum bürokratis chen Ablauf? Dein business- unser gemeinsa mer Weg! Steue rn? … Förde rung? …

6. Young Lions 2012 MEDIA Competition Team BarBar Media Mix Radio: 15% of budget Tandem spots ask the audience if they are interested in becoming a freelancer and ask them questions. Radio functions as a reminder and communicate that Gründungs-Guide supports them in the whole process. Event Business-Run 2013 : 20% of budget Runner have to pass several stations.Gründungs-Guide employees support them on each station, give them drinking water and goodies. Every station is branded with campaigns buzzwords. Cooperation with TV stations or radio stations. Inviting celebrities to join.