Development of a promotional campaign promoting students who graduated from school obtained qualifications in training as a shoemaker, i.e. a person who sews orthopedic shoes.

Desired outcome

When taking the initiative to teach a very disappearing profession, which is a shoemaker, we need support with an information campaign that will convince primary school graduates to learn the increasingly rare profession of a shoemaker, i.e. a craftsman sewing orthopedic shoes. The problem of genetic defects, diseases and accidents means that the number of people who need tailor-made footwear is not decreasing. Industrial production of footwear does not solve the problems of people who have, for example, damaged, deformed feet or one leg shorter than the other. A campaign is needed that will generate interest and willingness to pursue professional education in the footwear profession.

Attached documents

• - Fwd_ Zdjęcia.zip

Initial Problem Description

I would like to receive a hint on how to use social media or another communication channel to generate interest in and take up a profession as a shoemaker. General subjects will be taught at the cooperating Crafts School, and the profession itself will be taught at the Zakład Sprzętu Ortopedyczny i Rehabilitacyjny Sp. z o. o.

Context

After many years, due to the decreasing social needs, we want to return to learning the profession of a shoemaker - craftsmanship of orthopedic footwear. There is one question. In our promotional activities, how can we effectively appeal to primary school graduates to interest them in the profession of a shoemaker and encourage them to take up this profession?

Connection to cross-cutting areas

In Poland, it is estimated that there are over 5 million disabled people, and a significant number of these people cannot function without appropriate orthopedic footwear, let alone take up a job. Our company serves as a stable, sustainable operation for communities with orthopedic problems. The activities of a shoemaker cannot and will not be replaced by a factory and a qualified craftsman is needed.

Input

Unfortunately, we currently do not have any scenarios on which we could base our effective action in this area.
For over 20 years, no such activities related to the recruitment of this profession have been carried out in our country. Previously, the choice of profession was made with greater and earlier interest from parents or the entire family. Currently, there are no general instructions on how to conduct the recruitment in question. Standard activities are based on attempts to meet young people finishing primary schools, but in a rather limited way. There is no presence of interested parents and 14-15-year-olds are highly undecided and their choice is often determined by chance or the choice of a friendly peer.

Expectations

Tips in implementing the social communication process itself or another marketing technique that will appeal to teenagers in the process of choosing their profession. A variant approach to activities that would allow recruiting students to become shoemakers would also be interesting. Perhaps other parallel methods are needed in this activity so that the process of promoting the professional footwear specialty in our case turns out to be effective.

Desired Team Profile

Undoubtedly, experience in the field of marketing and social communication as well as knowledge of educational processes and psychology of young adepts choosing their professional preferences would be desirable. The creative perspective of young team members who would be able to specify these elements of the shoemaker's job offer in such a way that they would be convincing to teenagers would be greatly needed.

Additional Information

In the sector of medical supply services, especially in the footwear profession, nothing has happened for 20 years because in 2005, systemic, full and multi-directional professional education was abandoned. Since then, there has been virtually no inflow of staff and the current active professional group is slowly approaching the end of its career.

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