In 2018, West Creative won a partnership bid funded by the European Union's Erasmus+ programme.
Working with 200 women across four European cities, the project aimed to address a gap in enterprise advice for women aged over 50 years old.
Focusing in on resilience, enterprise knowledge and social media skills - the project needed an authentic and relevant voice with this specific cohort.
Keen to avoid the trap of blending into the mass of typical enterprise branding, we used generational marketing insights to form our positioning strategy - dialling in on the Baby Boomer generation for marketing insight.
Age is not just a number, it's actually a real advantage when it comes to business.
The project marketing created focuses on the how age adds value for enterprises, rather than simply treating it as eligibility criteria. Equally the reference to women is simply made by using positive photography of women.
Avoiding a cliche 'scheme for women over 50' - an approach the research indicated was disliked by this generation - the outcome was not only highly effective at recruiting people in the UK, it also gave European partners a template to use across their engagement and outreach.
CAPACITY BUILDING
A key reasons for including West Creative as a technical partner was the skill sharing we were able to provide. James West, Director of West Creative, gave technical presentations on planning for social media, capturing short stories on film and creating visual content.
"I would never have approached the marketing in the same way you did. Looking at it from a generational perspective was amazing."
Sonsoles Gonzalez
L'alquería Association
Valencia, Spain
COMMISSION DELIVERABLES INCLUDED:
RESEARCH & STRATEGY
Identifying generational marketing insights for engaging a 50+ female audience. Recommending a strategy for all European partners to use.
PROJECT BRAND IDENTITY
Creation of a brand identity used across print and digital media. Much more than a logo, West Creatvie created a voice and a series of messages that used 'age as an advantage' when engaging this specific cohort of women.
TEMPLATES & TOOLS
Converting the project identity into a series of tools to be used across the partnership. Covering social media visuals, print templates, PowerPoint templates and advice on writen and recorded case studies.
TRAING & EXPERTISE
Working with each partner, West Creative have increased skills and knowledge in digital marketing. Introducing partners to different engagement strategies and passing skills onto the women directly benefiting from the programme.
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