Dual training takes off on all channels

Because training has a future

More and more companies are finding it difficult to get skilled workers interested in training. This is where the IHK image campaign durchstarter.de comes in. Because it makes it clear that young people don't have to study in order to realize their personal and professional potential. Another aim of the campaign is to show that there are many more apprenticeships than you might expect. There are over 300!

durchstarter.de arouses curiosity about many professions and provides insights into everyday working life. It does this on a website - or rather on a blog. Trainees from all over Rhineland-Palatinate and the central Ruhr region are active here. They are our high-flyers and they talk about their everyday lives. We experience their highs and lows. We get information, we find out how to continue our training and we always remain regionally anchored. We also announce events, trainee fairs and more.

Key facts

• Development and implementation of a communication concept and a umbrella and CD
• Region: Rhineland-Palatinate and the central Ruhr area
• Development and design of a website
• Addressing the target group via relevant social media channels
• Content strategy, creation, seeding and distribution within the social media channels

Because the content counts

The campaign inspires enthusiasm for dual training. At the same time, it provides in-depth information about the professions. It was important to us that we communicate with our target groups at eye level - but without pandering. So at durchstarter.de, real trainees become credible bloggers. You can tell that they enjoy this type of communication. You can feel that they enjoy talking about their everyday lives. And we take our target group on a journey into the world of dual training. 
Young people simply like to find information on the durchstarter.de platform. Many companies have also recognized this today. So they also use durchstarter.de as a tool for their own training marketing. This means that they voluntarily become multipliers for our campaign. That's a real win-win situation. 
durchstarter.de is not just about a website, but about all dimensions of communication. This is reflected in the corporate design, which works just as well on social media as it does on the durchstarter blog or in print.

Strategy that works

How do you get young people to listen to you as an IHK? And what is the best way to reach them? That was one of the key questions we asked ourselves conceptually. And the communicative leverage we apply here is effective. Because we address multipliers in a targeted manner. We do this in the right tone of voice and through the right channel. The campaign is therefore represented in many target group-specific media. Content takes place on the web, Facebook, Instagram, YouTube and WhatsApp. There we inspire readers, fans and followers. 
Words, images and videos intertwine. They create the necessary variety on the platform so that our content is and remains relevant. We pick up on new trends quickly and implement them. This is how we regularly attract the attention of trainees.

From the billboard to social media

Today, the durchstarter.de brand has a lot of attention. But to guarantee this right from the start, the brand started with billboards on the billboard. From there, it moved on to where the durchstarter target group is most likely to be: online and, above all, on social media. 
The brand now has 9,000 organic followers on Facebook. Three times a week, a WhatsApp broadcast channel brings news from the trainees blogging on durchstarter.de. In 2017, the brand was launched on Instagram - developed and editorially managed by the trio-group. 
The blogging trainees were joined by the durchstarter crew in 2017. These are two self-developed "influencers". They entertain once a week on YouTube with vlogs on the topic of training. They present life hacks and visit companies and trainee fairs. And we always speak the language of the target group.