Increase the awareness of a 55 years old institution by refreshing its image and making it more appealing and connected to its young audience.
Strategy , Social Media , PR
The context
Vocatio is a foundation supporting young people between 18 and 30 years old and lacking the financial resources to develop their talents. Each year, the foundation awards a number of grants worth 10.000 euros for research projects, further training, purchase of material or any other action necessary for the development of the vocation or life project of candidates active in various domains: Health, Science and Technology, Social and Human Sciences, Arts, Plastic Arts, and Art & Crafts.
Vocatio wanted to increase its awareness to recruit more candidates and donors as well as refreshing its image.
The challenge
Increase the awareness of a 55 years old institution by refreshing its image and making it more appealing and connected to its young target through the use of social media communication.
The solution
We developed a 2 phase social media communication plan. First an awareness phase meant to highlight the history and qualitative approach of the Vocatio staff and jury members.
This was done by means of Facebook (and Instagram) posts featuring video interviews and gifs delivering key figures. The second phase aimed at promoting calls for application through video capsules of candidates targeting people active in the same sector and pictures carrousels to highlight the diversity of the candidates.
As a complement to that came a PR campaign articulated in web, print and radio and designed to increase the awareness of Vocatio and to inform about the call for applications so that a maximum of candidates would try their luck.
The result
Close to 7.000 clicks to the website
The number of candidates has doubled
Increase of awareness in Flanders where Vocatio is less known
