Brain Drain - Hochschule der Bundesagentur für Arbeit

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Table 2: Marketing portfolio for information services
24
low medium high
Attractiveness 1.1 1.2 1.3 high
for target groups 2.1 2.2 2.3 medium
3.1 3.2 3.3 low
Effectiveness for the target groups
The first step is to assign the existing and planned counselling services to one of
the 9 boxes; we recommend doing this for each target group separately.
Counselling marketing is most interesting for the boxes that show the widest gap
between "effectiveness" and "attractiveness", i.e. boxes 1.1 and 3.3.
2. Communication policy
In counselling marketing communication policy is about how the target groups`
attention can be drown to the information services and how can be made to accept
them.
To that aim one should first of all decide at which level of requirements the
campaign should be conducted:
� Cognitive campaigns are oriented to changes at knowledge level, and
especially to raise awareness of the guidance advantages, to inform the groups
of clients of the market, to inform about financial support in case of
unemployment, about the media that serve to collect information by oneself, etc.
� Action campaigns are oriented to specific activities of addressees/clients, and
especially to active participation in individual counselling, to active searching for
jobs, to participation in the acquisition of vocational qualifications, to visiting
centres of vocational information.
� Behavioural change campaigns are oriented to long-term improvement of the
behaviour of possible clients, and especially to constant vocational training, to
improve the attitude to work, to the avoidance of alcohol and drugs abuse, to
improve awareness of the value of health.
� Value system change campaigns are characterized by a highest difficulty
degree, as they are targeted against superstitions. Examples: campaigns to
reduce the prejudice against foreigners, to raise the level of environmental
preservation awareness, to eliminate prejudices, which are given voice at the
time of applying for job, against persons unemployed for a long time.