Account

Andalucía Emprende
Currently “Foundation”, in a near future “agency”

Case

Promoting entrepreneurial culture
Make Andalucia Emprende known to the public

Area

Andalusia

Background or context of the action

Andalusia is going to be the first region in Spain to have specific legislation to make entrepreneurship a right and to ensure equal opportunities in entrepreneurship.

Objectives

Main objectives
Motivating entrepreneurship
Promoting entrepreneurial culture
Making the best possible use of and disseminating Andalucia Emprende’s services and products

Secondary objectives
Recognize entrepreneurs
Show success cases
Consolidating already existing entrepreneurial initiatives
Positioning Andalusia among the sector operators

Target audience

Direct
Andalusians over 16

Indirect
Opinion leaders, professionals and experts in the sector, social and institutional stakeholders
Media
Andalusian society in general

“Competitors” / operators in the sector

– Andalusian institutions: Chambers of Commerce, local governments, provincial governments.
– Institutions from other Spanish regions
– Consultancies and specialized professionals

What do we need?

– Creativity
– Communication plan (including media strategy and tactics)
– Development of creative adaptations for all the media proposed

ATL Media
30” radio ad
30” TV spot
Graphic for press, rollup, etc. + adaptation to the Internet

BTL Media
SOCIAL MEDIA AND INTERNET
Segmented campaign in social media
Specific service and programme banners for the website

Testimonial videos
2’ testimonial videos
Casos prácticos de la labor que realiza Andalucía Emprende para fomentar la cultura emprendedora y que recoja experiencias reales de usuarios de sus servicios.

Imagen CADES
Specific cases of the work carried out by Andalucia Emprende to promote entrepreneurial culture showing real experiences of users of their services. CADES image to help identifying each centre as an office of the Regional Government of Andalusia belonging to Andalucia Emprende where services are provided and entrepreneurship programmes are delivered.
Self-standing banners

Budget (fictitious)

€46,000 VAT included
Includes:
Campaign creativity
Production
Agency services

Media budget (fictitious)

€200,000 VAT included

Schedule

Three weeks. Some actions may extend to longer periods (for example CADES image)

Conditions

– Gender sensitivity
– Equality
– Brand use: According to the corporate identity manual of the Regional Government of Andalusia
– Colour: Pantone 356
– Typography: Eras