Engagement strategies aimed at students and young professionals designed to raise awareness of the attractions industry and drive participation in various initiatives.
Background
How to catch attention and convert students and young professionals who might be interested in the attractions industry?
International Association of Amusement Parks and Attractions (IAAPA) is a trade association representing over 9,000 amusement-industry members in more than 100 countries worldwide.
One of IAAPA’s key target audiences is future talent, students and young professionals, who may not yet be familiar with the attractions industry or the wide range of opportunities it offers. Key messages to highlight include volunteer programmes, free expo entry days, mentoring opportunities, and more.
Approach
To catch attention and interest of new generation of talent, while working as EMEA Marketing Co-Lead, I planned and implemented various content strategies including video, social media and web content.
- The strategy combined user-generated content with the latest viral video formats to create engaging and relatable communications.
- The message was delivered both directly to young audiences and indirectly through university lecturers and employers.
- The approach was grounded in authenticity and relevance, while remaining aligned with the association’s tone of voice and brand guidelines.
- Channels used included: social media, email, web and physical posters.
Year on year results were met: with volunteer programmes filled with applications, free student day spots taken, and a high engagement of the social media content.
View video content.
