Gothenburg City – Nxtgengbg | Start Communication

Market Analysis
Workshop Facilitation
Strategic Communication
Communication Concept
Implementation

The Department of Labor Market and Adult Education (Arbetsmarknad och vuxenutbildning) in Gothenburg focuses on increasing access to education and employment opportunities. During the pandemic, young people in Gothenburg faced significant challenges due to a struggling job market and strict restrictions in industries where they typically begin their careers.

The department was tasked by the city's leadership with developing initiatives to support young people during this time. The goal was to motivate them to pursue education and equip themselves for opportunities after the pandemic.

Our role was to support the department in developing strategic and communication methods to form partnerships and inspire young people. We aimed to encourage them to pursue education or internships, while also collaborating with the city and other organizations to create job and internship opportunities.

Initial Mapping

Grundläggande kartläggning

We began by analyzing the market, external factors, and the needs and challenges of the target group. This analysis laid the foundation for a workshop with the client’s team, where we defined key conditions, addressed internal challenges, and established the groundwork for the communication strategy.

A New Concept for the City’s Youths

The work resulted in NxtGenGbg, a new concept uniting all initiatives by the Department of Labor Market and Adult Education to train and prepare the future workforce. Our contribution helped shape new offerings and methods for the staff, with our external perspective being pivotal to the process.

Internal Implementation and External Launch

Along with the new name and visual identity, we presented a messaging strategy with tailored examples for engaging different industries and audiences. We developed a digital strategy centered on social media to complement business-focused materials and expand the network of potential partners. With the concept and strategy in place, we developed and communicated youth initiatives to target groups both internally and externally.

Results

Resultat

Over 900 training spots were created across 14 different initiatives. One example is the sustainability project "The Green Transition", developed in collaboration with Stadsmissionen and other organizations. The success of the project led to a nomination for the Eurocities Award, which honors outstanding labor market initiatives in Europe.

Totalt har drygt 900 utbildningsplatser tillsats under 14 olika insatser. Ett exempel är hållbarhetsprojektet ”Grön omställning” som skedde i samarbete med bland andra Stadsmissionen. Insatsen blev så framgångsrik att den blev nominerad till den europeiska utmärkelsen Eurocities, som premierar goda initiativ på arbetsmarknaden. Se film om projektet nedan.