Background
The Charles B. Rangel Infrastructure Workforce Initiative (RIWI) at the City College of New York offers free education and training to individuals from underrepresented communities, equipping them with key skills correlated to transportation, energy, buildings, water, food, and waste for successful careers in the infrastructure industry.
Industry: Non-profit & education
Team credits: Kamillah, Akshay, Suchi, Cecilia, Jade, Stephana, Ikenna
Our research shows that job market instability breeds skepticism in our target audience
Primary Target:
Older (18-26) Gen Zer’s that are not set in their career path, open to various industries that’s guaranteed to make them money.
Halo Target:
Older (27-40) Millennial lifelong learners who are open to actively gaining new skills or education later in life to open up new career options.
Internal Survey of 60 plus individuals
Quantitative & qualitative research showed us that our target audience values fulfillment & want the freedom to define their success.
C
larify objectives & Audience
The goal with the media plan is to:
bring awareness to the program and
help define the RIWI as a key milestone in the professional journey of infrastructure.
How do we increase awareness among Gen Z and Millennials (A 18 - 40) who are considering a career in infrastructure?
Target Audience Media Habits
Gen Z & Millennials gravitate towards Connected TV.
More than half of Gen Z’ers spend four or more hours per day on Social Media. Gen Z’ers are digital natives.
The top magazines Gen Z and Millennials are subscribing to are People, Cosmopolitan and New York Times.
YouTube, Instagram, TikTok and Snapchat are the most used platforms for Gen-Z’s.
Survey conducted Nov. 2-8, 2022, among a representative sample of 1,000 U.S. Gen Zers between the ages of 13 and 25, with an unweighted margin of error of +/-3 percentage points.
Both Gen Z & Millennials stream and listen to traditional radio.
O
utline media channels and strategies
MEDIA STRATEGY
Use a variety of media channels that both Gen Z and older Millennials live in to increase awareness and brand visibility as well as encourage those still undecided in a career path to consider RIWI as an option.
COMMS STRATEGY
Promote RIWI career training programs as providing skills to shape your professional path.
Role of Channel & Strategies
INSIGHT
People chase money and status to shield themselves from feeling like failures, but their true desire is the freedom that comes with defining your own future.
L
everage data and outlay the budget
Designated Market Area:
NYC
Budget:
$300K
O
rchestrate the consumer journey &
Media Goal:
Measurement
Business Goal:
Bring awareness to the RIWI Brand among Gen Z and Millennials and increase program sign up by 3%.
Bring awareness to the RIWI program and consideration for those looking to make a career change.
