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Background
The Charles B. Rangel Infrastructure Workforce Initiative (RIWI) at The CCNY offers free education and training to individuals from underrepresented communities, equipping them with key skills correlated to transportation, energy, buildings, water, food, and waste for successful careers in the infrastructure industry.
The goal with the media plan is to bring awareness to the program and help define the RIWI as a key milestone in the professional journey of infrastructure.
āHow do we increase awareness among Gen Z and millennials (MF 18 - 40) who are considering a career in infrastructure?
Our research shows that job market instability breeds skepticism in our target audience.
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Our research shows that job market instability breeds skepticism in our target audience. ć°ļø
Quantitative & qualitative research conducted through surveys and in-depth interviews showed us that our target audience value fulfillment and want the freedom to define their success.
To Gen Zers not set in their career fields, RIWI is the Workforce Development Program that unlocks personal and financial freedom without accumulating debt because RIWI is the only free workforce development program affiliated with CCNYās community oriented four-year college environment.
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INSIGHT: People chase money and status to shield themselves from feeling like failures, but their true desire is the freedom that comes with defining your own future.
COMMS STRATEGY: Promote RIWI career training programs as providing skills to shape your professional path.
MEDIA STRATEGY: Use a variety of media channels that both Gen Z and older millennials live in to increase awareness and brand visibility as well as encourage those still undecided in a career path to consider RIWI as an option.
Target Audience Media Habits
YouTube, Instagram, TikTok and Snapchat are the most used platforms for Gen-Zās. Including those in the media plan is crucial for brand awareness.
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