Niche category awareness campaigns require
demand forecasting based on behavioral data and meticulous execution.
Data × Creative: Contributing to strategic planning and promotional operations based on user demand forecasting.
- Jinji Co., Ltd.
- Marketing Department Manager
- Nakajima 様
Providing specialized job and career support services for high school students. We primarily operate Japan’s No. 1 job site for high school graduates, “Job Draft,” and manage one of the nation’s largest job fairs. We support students’ job hunting efforts from multiple angles, including in-person and LINE-based individual career counseling, and workshop events.
What is Job Draft?
Job Draft is a specialized job and career support service for high school students. Based on the concept ‘Dreams begin at 18,’ it offers consulting and seminars to prevent mismatches between high school students and companies.
01.
Please tell us how you use our services.
Design, operation, and PDCA for brand marketing targeting high school students.
Massive Act provides brand marketing support focused on high school students, the primary users of our "Job Draft" service. Their main role involves accompanying us to achieve challenging performance goals, including hypothesis development and verification to boost "Job Draft" awareness among high school students, designing digital KPIs, monitoring effectiveness, and creative development.
We'll tackle awareness-building for hard-to-reach targets from every possible angle.
Our company operates Job Draft, a job site specializing in high school graduates. However, gaining recognition among high school students—the core of Generation Z—is no easy feat.Their free time is consumed by emerging social media and platforms, making it a challenge to deliver our message effectively. The reality is that many are unaware that high school graduate employment methods and support services even exist. Even in this exploratory phase, it's been incredibly helpful that you've analyzed and developed everything from KPI definitions to difficult-to-define ROI metrics and digital advertising performance indicators, all based on comprehensive data.
02.
How was your experience using our service?
Predicting user demand through 'Data × Creative' also provides valuable insights for strategic planning.
The overall project delivery was flawless. (lol) While we had previously drafted promotional plans aligned with year-round events for high school students, it was difficult to grasp, based on data, exactly when demand would shift. Since we also entrusted Massive Act with creative development, they designed the creative assets to visualize customer journeys and user attitudes in response to demand. This provided crucial insights that will directly inform next period's planning.
Digital-centric promotional strategies will remain essential in media mix initiatives.
While we value offline and on-site user touchpoints, we believe the ultimate hub will be online, particularly digital customer touchpoints. We are planning with a media mix in mind, and based on the data gained from this marketing campaign, we intend to steadily pursue "Job Draft" awareness share with Massive Act.
03.
Please share your outlook for the future and what you expect from our company.
In the challenging field of cognitive promotion where metric design is difficult, we aim to design metrics unique to our company through trial and error.
We are advancing discussions within the team regarding the overall perspective—specifically, the timing and research basis for conducting awareness measurements and overall evaluations—as well as the assessment of return on investment for promotional expenditures. Precisely because this is an area where clear definitions are difficult, we aim to collaborate with Massive Act to drive marketing activities that ultimately lead to achieving our key performance goals (KPIs) and further support high school students' job placement through our "Job Draft" service.
