Beschrijving van de aanbesteding
The purpose of this project is to implement a pan-European digital campaign to address workforce shortages in the solar energy sector. The campaign aims to engage Generation Z, encouraging them to consider careers in solar energy by highlighting its essential role in combating climate change and achieving a net-zero economy. The initiative will direct the target audience to a free, flexible, and fully online course provided by the InnoEnergy Skills Institute, designed to equip participants with industry-relevant skills and career pathways.
Campaign brief:
Objective:
Inspire Generation Z to pursue careers in solar energy by showcasing its pivotal role in achieving a net-zero economy. The campaign will direct the target audience to a free, fully online course by the InnoEnergy Skills Institute, offering industry-specific skills and pathways.
Scope:
A 10-month EU-wide campaign targeting Generation Z (ages 18-25) through selected digital platforms.
Target Audience
Demographics: Psychographics: Personas:
Age: 18-25
Location: EEA countries
Education: High school graduates, university students, and recent graduates Values: Passionate about sustainability, seeking purposeful careers
Behaviour: Digitally savvy, active on social media
Pain Points: Lack of awareness about solar career opportunities and how to align their passion for sustainability with professional paths Eco-conscious Elena (20, environmental science student): Driven by climate impact, unsure of solar career pathways.
Innovator Ivan (22, engineering graduate): Technology enthusiast seeking dynamic, sustainable industries.
Core Message & USP
Tone: Inspirational, relatable, and empowering, resonating with Gen Z’s aspirations for impactful, innovative careers.
Value Proposition:
• Purpose: Contribute to combating climate change through meaningful careers in solar energy.
• Skill Development: Comprehensive, industry-specific training.
• Accessibility: Free, online, and flexible courses with no financial barriers.
Channels & Tactics
Digital Channels:
Social Media (Instagram, TikTok, YouTube):
• Stories, solar industry insights, success narratives, and interactive content (polls, Q&A).
• Campaign-specific hashtags and challenges to boost engagement.
Influencer Partnerships:
• Collaborate with eco-influencers and sustainability advocates popular among Gen Z.
• Highlight the benefits of solar careers and the course through co-created content.
Paid Advertising:
• Targeted video, carousel, and interactive ads on social platforms and search engines.
Campaign Duration: April 1st, 2025 – January 31st, 2026
Proposal Requirements
Pitch Document: Include a proposed campaign strategy, creative concepts, and an execution plan aligned with the stated objectives. Including:
• Creative Examples: Provide sample creative assets, including videos, graphics, animations, and long-form content.
• Channel Strategy: Detail the approach to leveraging platforms like Instagram, TikTok, and YouTube, as well as influencer marketing.
• Execution Roadmap: Submit a timeline and phased plan for executing the campaign from inception to conclusion.
• Cost Breakdown: Provide a budget, including allocation by channel and itemized agency fees covering creative development, management, and additional services.
All responses must comprehensively address the outlined project scope and align with the objectives to demonstrate capacity for delivering a high-impact, results-oriented campaign.