ITS Maker on tour

How can we engage one of the most challenging target groups – Generation Z – with the world of post-secondary education? How can we encourage 19- and 20-year-olds who, as late as September, haven’t yet decided what to do with their future to find out about your institution, when Open Days are in freefall? Through a roadshow in the squares where people gather for an aperitif!

This was VENTISETTE Digital’s winning idea to bring one of Italy’s largest technical colleges into contact with its prospective students! On Saturday 23 September, ITS MAKER ON TOUR came to a close in Parma. This four-stop roadshow, taking place in the cities of Forlì, Rimini, Sassuolo-Modena and Parma, was designed and organised by our agency in collaboration with Mai Tai, a leading Milan-based agency specialising in unconventional marketing. The tour succeeded in the challenging task of bringing a ‘high-end’ brand – ITS Maker, which is still relatively unknown in Italy – closer to its target audience, in order to communicate the training opportunities offered by the campuses in the four cities where the tour took place.

Through the engagement activity “Hit the mark for your future”, young people aged 18 to 24 took part in a simple game where, by hitting three targets with three small balls, players were encouraged to think about making the right choices for their future. The roadshow generated over 600 interactions and increased enrolment at the institutions, confirming the success of the format.