The key goals of these period are to raise young people's interest towards starting their own business and to make them apply for the "We stand by youTH" project.

This is how we will do it:

• Attention – exposure to the message:  Teasing on the idea of start-up dreams.

• Make them listen to our message: With a fresh and positive approach we will tell young people that their dream can be achieved with SG's help.

• Arise their interest: In this phase we present them the advantages of starting their own business; everything in the communication campaign will be very visual.

• Make them understand the message: Young entrepreneurs that already have their own businesses will act as secondary message senders , showing them through their personal example what they achieved by working on their own.

• Show them how to get involved: In this step we explain them the criteria for selection and the steps of the project.

• Change their attitude towards entrepreneurship: This thing will be made through a series of “SG We stand by youth” conferences, where successful entrepreneurs will make case studies on the development of their business. We will send invitations mostly to entrepreneurs that are also SG’s clients ( as to raise the impact of the communication campaign towards all the stakeholders), but also to entrepreneurs that young people admire (this can also be revealed by the research, if we introduce the question: “Give us some examples of business people you admire”.)

 

• Make them keep in mind our message: Because we are talking to young people, we will spread the message there were youth are mostly these days: on the internet. We will use social media tools in order to reinforce our message: “Starting your own business allows you to fulfill your dream. SG gives you the proper tools to do this.”

• They will start gathering information about the tools offered by SG: These information will be provided on the website of the project.

• They will make the decision to take part in the project

• They will change their behaviour: They will start reading more on entrepreneurship; we will provide them with information on the website.

• Reinforcement: Confirmation that they’ve taken the best decision through direct mailing, social media messages.