How to get mothers and mature aged people to
return to the workforce was considered
a bit of a mystery.
It just required speaking in terms relevant to them, via channels they used and trusted.
All of which was discovered through advanced perception modeling research.
BRIEF
We were engaged by the Commonwealth’s Department of Employment and Workplace Relations to provide a master strategy for a program to encourage mothers and mature aged people to re-enter the workforce.
SOLUTION
We provided the department with advanced perceptual profiles of target segments, including the key factors influencing their thinking about work. Combined with detailed geo-demographic analysis and communication preference research we provided a blueprint for a communication program.
The roll-out of the program was remarkably successful. With highly targeted and efficient promotion, the up-take of positions in the program exceeded the Department’s upper forecasts – it was over-subscribed, whereas in previous years it had struggled to attract participants.
