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Every year Randstad run a sales activation/brand awareness/loyalty campaign for our clients (employers of all sizes in Australia) around the Melbourne Cup Race. The Melbourne Cup takes place on 5th November and is the highest profile horse race in Australia that literally stops the nation with many businesses closing for the day to celebrate.
Randstad is the second largest recruitment and HR solutions company globally (www.randstad.com.au) and during Melbourne Cup week we use the opportunity to increase our top of mind brand awareness by coming up with a fun campaign (normally a prize is up for grabs based on a quiz or game) and to promote our temporary recruitment service offering (a lot of clients need temporary staff to cover them during that week so we normally have an additional incentive/offer to encourage temp sales conversion/activation).
In the past we have used email to go out to our database (we use Marketo) and a landing page on our website with a conversion form and printed flyers that our sales team distribute to our clients in the three weeks leading up to the Cup - again direct to a URL with a conversion form. We are open to reviewing a range of approaches as we have access to a large database of working and prospect clients with email, postal addresses and telephone numbers. We will also promote this campaign through all our social media channels (Facebook, Twitter, Linkedin and Google+)
At this stage we are looking for a proposed concept for a campaign that could be applied across any range of channels. The campaign would need to be ready by the middle of October (in 3-4 weeks time).
I have attached an example of last year's scratch card campaign that went out (printed) with a call to action on our website.