Go-Jonny-Go’s Target Market
Go-Jonny-Go has been designed especially for the
16-25 age group. Its content is relevant at many stages of an early
career when, for example:
• Starting out on working life, finding
and landing the first ‘proper’ job.
• Looking for work experience (compulsory
for GCSE candidates).
• Interviewing for college or university.
• Looking for placement experience
(sandwich year in industry).
• Still in education but thinking
ahead to career planning (this kind of early start is very much
championed by the careers fairs organisations for example)
• Already in work but looking to
improve career prospects.
The wide ranging appeal and application of Go-Jonny-Go
means that there are many PR and promotional opportunities throughout
the calendar year.
Go-Jonny-Go helps young people meet the demands
of the world of work
As we all know the market for work is changing
or has changed to put it more accurately. There are no longer jobs
for life thus increasing the need for frequent career/job change.
This demands that individuals are very effective at keeping up to
date with what’s going on in the world of work, matching their
skills and experience to that market and making the best impact
possible – and sustaining that impact.
Finding the right role is becoming more challenging
and achieving the right fit with a company becoming more important
for sustaining a career.
The present Government’s target of getting
50% of young people to university by 2010 does mean that there is
already and certainly will be a high need for differentiation in
the competitive market for work.
Go-Jonny-Go’s Target Market Statistics
There are currently nearly 700,000 students annually:
29% school leavers, 25% A level, 31% first degree, and 15% post
graduate. From a retail point of view the market for Go-Jonny-Go
is therefore a constantly refreshing one and in fact a growing one.
And these figures do not include the young people
who are already working.
PR Opportunities
Go-Jonny-Go will have an extended shelf life.
It’s right up to date and contemporary in its style –
both the film and the guidebook. Brand 4 Work is committed to ensuring
that Go-Jonny-Go is updated as and when the market demands.
There is always a high degree of media focus on
young people and their readiness for the workplace.
Go-Jonny-Go is a title that has many different
potential media angles and in these early pre-release days reaction
from the news and broadcast media has been very positive.
Brand 4 Work will be engaged in raising brand
awareness of the Go-Jonny-Go title throughout the target market
and the likely buyers – i.e. parents, aunts, uncles, family
members, friends. This will be achieved by editorial and promotional
events in-store and at careers fairs and educational establishments.
The wide ranging appeal and application of Go-Jonny-Go
means that there are many PR and promotional opportunities throughout
the calendar year – at the beginning and end of the academic
year, at graduation time, at careers fair time to name but three.
Go-Jonny-Go’s launch on 20th November at
John Lewis Oxford Street marks the start of these promotional events
when two of the actors from the film – Ryan Philpott and Simon
Eels - will be performing sketches throughout the afternoon in-store.
Go-Jonny-Go will be available at John Lewis Oxford Street through
to Christmas.
Click
here to visit the Go-Jonny-Go website >>
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