SwissTecLadies - Campaign for MINT jobs

Swiss TecLadies, a support program of the Swiss Academy of Engineering Sciences SATW, allows young people to discover their technical side and introduces girls in particular to scientific professions in a nationwide campaign.

Every two years or so, Swiss TecLadies holds an online challenge in which young participants can put their technical talent to the test, as well as a 9-month mentoring program for girls aged 12 to 18 who are interested in STEM professions. This is the third time the program has taken place - and the second time Rocket has been able to provide comprehensive support for the challenge.

Goals

• 10,000 participants Tec-Challenge (6,650 D-CH, 3,350 F-CH)
• 6,000 online challenge participants
• 300 applications for the mentoring program (200 D-CH + 100 F-CH)
• 120 admitted mentees (6,650 D-CH, 3,350 F-CH)
• National awareness: Making Swiss TecLadies known as THE national support program in the technical field

The customer

The SATW (Swiss Academy of Engineering Sciences) also coordinates science within the Swiss university landscape or works together with research funding institutions. SATW is a member of the Swiss Academies of Arts and Sciences and the umbrella organization for over 50 associations and institutions of all technical disciplines.

Concept/Procedure

We are starting with the lessons learned from the second edition of the TechChallenge, which has already been successfully advertised but had potential for optimization. For example, the tracking system should be optimized, the influencers should be even closer to the target group (in the second campaign, we worked with Fanny Chollet, Switzerland's first female fighter pilot) and the community, which has grown in the meantime, should be integrated even more. In this way, engagement (WOM or organic reach) can be increased.

The campaign mix will also be slightly revised and TikTok will now play an important role alongside the YouTube, Instagram and geotargeting channels. The campaign messages and call-to-actions have been simplified and sharpened. This has resulted in a successful digital multichannel campaign.

Here you can find the media report on persoenlich.com.

Performance measurement

The campaign reached over one million views and achieved all of the defined goals, which could be easily verified at any time thanks to the precise measurability. Ester Elices, Program Manager Young Talent Promotion & Communications Manager, commented: "The comprehensive advice and support from Rocket contributed significantly to the success of the campaign."

Key Learnings

1. Measurability of target achievement: Online marketing measures are measurable, which means that it can be clearly analyzed whether the set targets have been achieved.
2. Optimal financial use: Online marketing measures allow for flexible budgets. This also means that paid measures can be stopped once the target has been reached and unnecessary expenditure can be avoided.
3. Build on experience: For recurring or ongoing campaigns, it is important to build on experience. With this approach, marketing investments can be optimized on an ongoing basis.