International German PR Award for the “Night of Training”
Fink & Fuchs successful for Heraeus, Evonik, Goodyear Dunlop und Umicore
How does modern trainee marketing actually work? Four companies gave the answer to this question by holding a joint event and were able to celebrate the fact that they received a trophy from the German Public Relations Association (DPRG) in Frankfurt. Heraeus, Evonik, Goodyear Dunlop and Umicore were jointly honored for the campaign “First night of training in Hanau” together with the experts on employer communication at Fink & Fuchs in the category Employer Branding and Personnel Communications.
The special thing about the campaign was that it was basically designed and executed by the companies’ current trainees. From the campaign motif and claim “Stop wandering around in the dark” to school visits in the entire region, a radio spot and a trainee press conference, the young brand ambassadors put the full range of integrated communication to use. Over a period of just three months, the organizers managed to motivate around 2,500 students, parents and teachers to participate in a special event on Friday night. Where the participating trainees said they would normally elect to “chill,” they learned about the diverse training opportunities at the four participating companies in laboratories, workshops, offices and training rooms.
The activity paid off too and triggered a significant increase in the number of applications by up to 25 percent for the respective companies. The effect in gaining attention and on their images was just as impressive: Around 26,000 hits on the accompanying blog and 1,150 new Facebook fans in just 12 weeks. Andreas Scheuermann, Director of Employer Communication at Fink & Fuchs in Wiesbaden, sees a simple reason for the success of the project: “The trainees showed what they can achieve for their companies. The authenticity and performance were impressive, and the Award is a great compliment to all those who participated.”
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