Campaign: Launch of GoSavant.com
PR Team: Ruder Finn
Launch: July 28
Given the current unemployment rate, GoSavant, which officially launched July 28, wants to market itself as a destination for those looking for career help. The team wants to promote GoSavant as a career-training marketplace that offers video-based learning, live career coaching, and other job resources. But its branding challenge is to communicate its offerings and explain that it is not a job board, said Nitin Vernekar, the Chicago-based site's founder and president.
The GoSavant team, along with its newly hired AOR Ruder Finn, is emphasizing that job seekers should visit the Web site before they post their resume on Monster, CareerBuilder, or Craigslist, Vernekar said. The team also wants to reach employed audiences who are interested in career training or tips on staying employed.
Although GoSavant expects many of its users to be those new to workforce, the team also wants to reach midlevel professionals who are facing their first job hunt in years.
“But we're not targeting executives,” Vernekar said. “We're looking at the 40-to-50-year-old market that really needs help understanding Web 2.0 for their job search.”
It will also pitch the site to HR departments and recruiters.
“We also need the media to understand that we are not competing with Monster.com and CareerBuilder, because we're not a job board,” Vernekar added.
“We're taking a two-pronged media relations approach,” said Michael Beno, VP at Ruder Finn. “We're trying to reach a b-to-b audience, as well as consumers.”
The team is targeting HR publications because many of its tools could be used for training, recruitment, and creating severance packages, he said. The consumer outreach will target print journalists and bloggers covering career issues in the top 50 markets. The site is using Facebook, Twitter, LinkedIn, and Hi5 as channels to push information about the site.
The team is also soliciting submissions for community managers to handle the site's social media outreach. “We're asking applicants to build [a GoSavant] community as part of their submission process,” Beno said. The next phase of the PR campaign will target broadcast outlets, as well the second-phase of the competition for the community manager position.
The launch will be measured by enrollment in its offerings, including real-time coaching and video training courses. The team will also monitor submissions for its community manager position and the site's message resonance.