Using promotional strategies to connect with stakeholders
A Connexions Card case study

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...
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Page 2: Stakeholders

Every business organisation has people or groups who have an interest in what it does. These are 'stakeholders'. It matters to these groups what happens with a business and how it happens. Like all businesses, the Connexions Card has a number of different stakeholders, each with differing needs. Promotional messages about Connexions Card must register with each one. Whilst the benefit of...
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Page 3: Below-the-line

Telephone The Connexions Card team employs Business Development Managers to set up appointments with learning centres interested in offering the Card. The telephone is the preferred means of doing this. Using the telephone, people get to know each other, and can instantly set up meetings. Once the Card scheme is set up, an Account Manager manages the relationship. Learning centres receive...
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Page 4: Above-the-line

Advertising Wide scale advertising can be very effective. Yet, the Connexions Card is not promoted extensively this way. It would have to mount a huge advertising campaign with an external advertising agency. This is an expensive investment. How would Connexions Card be able to measure its effect? This is a question of strategic judgement. The target group is 16 to 19 year olds. This is a very...
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Page 5: Conclusion

The Connexions Card team must promote the Card to all stakeholders. Each promotional effort must add to the team strategy. This is to sell the benefits of the Connexions Card: raise the value of young peoples' achievement motivate the cardholders and engage learning providers.
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