Page 1: Introduction
Young people leaving compulsory schooling must be motivated to continue learning and gain useful work skills. It is a big problem in all areas if many 16 to 19 year olds are neither in education nor in employment. This is wasting talent and storing up social problems.
The Connexions Card helps to address this. The project is being delivered through a Public Private Partnership (PPP) between the Department for Education & Skills (DfES) and Capita. The Connexions Card is specifically targeted at 16 to 19 year olds. Cardholders are rewarded for their achievement and participation in learning through exciting and innovative rewards.
To target a specific youth market involves marketing communications. All businesses must consider the needs of their target markets. The Connexions Card needs to communicate clear benefits to a variety of stakeholders. How will young people benefit from the Card? How will teachers, parents or trainers benefit?
Marketing communications must be built upon key messages about the Connexions Card. Communications to the various stakeholders must be consistent and work in an integrated manner and so support the overall aims of the Card.
This study illustrates the application of some key marketing tools. It focuses especially on product development and promotional tactics.