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Ernst & Young
Ernst & Young asked A Looking Glass to come up with
a proposal to meet 3 of their BVI objectives:
•
To attract a better standard of employee through strategic
placement of factual advertising and emphasizing
the career
prospects rather than the individual job.
• To establish Ernst & Young, BVI in the local
market as
a source of professional, inviolable information
on the
general changes on BVI; and to raise Ernst
and Young brand
awareness on Tortola.
• To publish the Ernst & Young Directory at
feasible cost
with improved quality.
A Looking Glass proposed the marketing objectives could
be achieved in the short to medium terms through a combination
of:
• Linked newspaper and radio PR: A
Looking Glass have
arranged for Ernst & Young to be the
leading resource
on printed third-party comment on the Financial
Services
market in the BVI and set up sponsored
radio Q & A slots.
• Collaboration on, and sponsorship of, Government
youth
initiatives: A Looking Glass approached
the BVI Government
regarding forthcoming youth enterprise
schemes and has
drawn up a series of sponsoring partnerships
for these
schemes in accordance with Ernst &
Young’s own
enterprise initiatives.
• Road shows to BVI High Schools: Ernst &
Young need to
draw attention to career, rather than job,
opportunities.
The Road Shows have been specifically designed
to attract
students at the decision-making stage of
their lives.
• Local Media Advertising: A Looking Glass has
booked
substantial, stand-alone advertising space
in local press for
forthcoming career opportunities at Ernst
& Young, backed
up with strong factual statements about
the company’s
operations.
• Community event sponsorship: This is a proposed
brand
awareness campaign to ensure that Island
communities
accept Ernst & Young as a community
player.
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