themes

It's Your Time. Kildare County Council « Back

Finalist in Ireland's Marketing E-Government Awards 2009
Finalist in Digital Media Awards 2009
Finalist for a Golden Spider Award in 2008
Irish Design Effectiveness Awards 2008: Finalist in Website Design category

'We have been thrilled with the response to the campaign. The amount of people who registered on the website totally exceeded our expectations - as did the level of word-of-mouth feedback, and public recognition of the initiative. This project was sponsored by the IDA and NUI Maynooth, who both believe that it is crucial to the economic development of our county. In addition, the Enterprise Board and a number of local employers have commented on the usefulness of the data collected.'

Sinead Murphy, It's Your Time, Project Manager 

www.itsyourtime.ie

Background

'It's your Time' is an initiative by Kildare County Council and Osberstown Developments. The idea behind the initiative is to ultimately bring more jobs to Kildare and provide employment opportunities within the county. Kildare County Council wanted to set up a database of all Kildare commuters who would prefer to work closer to home.

The Challenge

Kildare County Council wanted an integrated promotional campaign to get the message out to commuters to sign up to the website. The campaign was for a four week period, between April and May 2008.

Our Approach

Our first task was to create a tag-line, a message upon which to base the entire campaign. Upon examining the objective further, we realised that it came down to time - the time that commuters would save by working closer to home. Working in Kildare promised quality time, family time and fun time. Thereafter, we created the tag-line, 'It's your time'.

We created a consistent image that would carry across a variety of media - advertisements on commuter trains, bus shelter posters, billboard ads, press ads. The style and design carried onto the website which included an easy to use registration form.

We also created a back end system so that the registration details were down-loaded onto a database for the campaign team to use.

Results

This campaign proved to be a big success with well in excess of 2,500 people registering their details to work in Kildare. Sinéad Murphy, Project Manager summarised the result " The amount of people who registered on the website totally exceeded our expectations - as did the level of word-of-mouth feedback and public recognition of the initiative."

download case study