It's Your Time. Kildare County Council
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."
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