1. The MAA
Worldwide 2010
Global Academic
Challenge
“Giving Young People a
Helping Hand”
2010
Jaddan Bruhn, Cedric Chai, Vivian Kong

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ABOUT US
ACCESSGRANTED is a Sydney based foundation, established with initial support from the local offices of Microsoft,
Commonwealth Bank of Australia, Sigma Pharmaceuticals, Holden, Fosters and Nestle, to identify teenage parents
who are seeking to overcome the situational constraints implicit in their early family creation and incomplete
secondary education, improve social attitudes towards teenage parents and lift their work place participation,
impacting the cycle of welfare dependence.
CONCEPT
The foundation endeavours to recognize and channel the underlying optimism, aptitude, and motivation of teenage
parents, who would otherwise be denied the opportunity to manifest and demonstrate their natural abilities in a desired
career and have thus far been unable to complete their high school education, through a structured work placement
and accreditation program.
The target candidate for the program are individuals whose education has been interrupted by a teenage pregnancy,
yet whose underlying belief in the brevity of their unmet potential warrants the opportunity for a career of substance
greater than they would otherwise be able to achieve.
Statistically, the greatest concentration of our target candidate resides in areas of lower socio-economic status,
reduced advantage, and barriers to workplace participation.
MARKETING OBJECTIVES
During the initial twelve months of the foundation’s operations, the key objectives driving our focus are an increase in
workplace participation by teenage parents by 35%; successfully placing 91% of accredited target candidates in paid
employment; capturing 3% of the Sydney recruitment market through our referral service.
THE PROGRAM
The foundation intends to fulfil its objectives through its work placement program. The purpose of the work placement
is to allow the target candidate to demonstrate their capabilities and the fundamental skills that are needed for the
workplace. To validate their skill set and achieve the accreditation of an ACCESSGRANTED PASS, an agreed upon
criteria formulated by the foundation and its corporate partners would be based on the target candidates achieving an
overall competency score exceeding 85% during their 3 month work placement in:
• Computer literacy
• Cohesive assimilation to the corporate culture
• Communication competency in written, numeral and interpersonal skills
• Office, clerical, and administration skills
• Time management and multi-tasking capabilities
• Problem solving
• Initiative, motivation and responsibility
• Professionalism and innovation
• Eye for detail
• Ability to articulate workplace issues or concerns
Achieving successful outcomes through this process would identify the desired characteristics in the target candidate.
Identifying and validating candidates in this manner is core to the strength of the foundation’s credibility and expected
longevity necessary to build the breadth of corporate partners.

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CORPORATE PARTICIPATION
The foundation is tasked with focusing its resources on improving the long term career prospects for a social sector
currently overlooked by mainstream recruiters, which is concurrently outside the scope of corporate programs tasked
with nurturing talent based primarily on academic merit.
The structure of the foundation’s program encourages corporate engagement, facilitating the execution of individual
corporate social responsibility agendas; participating in a socially positive scheme, allowing them to gain visible
community recognition and inclusion in all associated media events.
DATABASE CREATION AND MANAGMENT
Upon acceptance into this program, the participants will be asked to complete a detailed questionnaire covering
demographics, psychographics, and career aspirations. The foundation’s work placement matching process is based
on the information gathered, ensuring the participant is placed in the most conducive working environment and
position to allow them to demonstrate and develop the skills and experience required to complete the program and
further pursue their career.
In order to support the ongoing activities of the foundation and to ensure its ongoing viability, an additional
requirement for participants is their partaking in periodic market research activities with the foundation’s sponsors and
corporate partners.
ACCESSGRANTED concurrently operates as a recruitment agency for those who have completed the work
placement program and have received an ACCESSGRANTED accreditation. A recruitment fee (equivalent to 15% of
the role’s annual salary) will be charged, with the revenue generated supporting the foundation’s activities. This fee is
highly competitive relative to the industry standard.
SOCIAL CREDIBILITY
The foundation’s credibility is based on its capacity to select and place quality candidates in work experience
placements in market leading companies, helping them achieve their career goals, in roles they would otherwise be
precluded from competing for.
High calibre candidates demonstrating hitherto untapped aptitude will generate constructive word of mouth for the
foundation, positively demonstrating the beneficial outcomes generated by the program.
Candidates accredited with an ACCESSGRANTED PASS will have demonstrated their motivation, ability, skills and
attitude required to function in a working environment with hands-on aptitude not commonly possessed by tertiary
qualified job seekers.
ANTICIPATED OUTCOMES
Teenagers equipped with the benefits of participating in our program will be able to overcome the career blocks faced
by individuals lacking a secondary education through this opportunity to demonstrate and measure their current
abilities. Attaining the foundation’s accreditation will entitle the individual to seek employment through our specialist
employment referral service, ideally resulting in an entry level, career focused role in the area of the candidate’s
demonstrated aptitude. The accreditation amplifies the potential to improve living standards and economic status for
the candidates and their offspring which could result in beneficial long-term social welfare outcomes as well as the
revision of downcast public opinions on the capabilities of teenage parents.
The success of ACCESSGRANTED’s program may also result in the foundation facing competition from professional
recruitment firms as they become aware of our strong outcomes.

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COOPERATION WITH GOVERNMENT
Working actively with Centrelink to address the issues our candidates face, the foundation has agreed to accept their
candidate referrals for initial assessment and compatibility testing. The foundation has the long-term potential to
greatly aid Centrelink in improving the future prospects of potential candidates. In recognition and support of this, the
foundation will have all candidates’ indemnity and liability insurance required for work placements underwritten by
Centrelink.
Centrelink has also agreed to provide the foundation with all required legal advice, documentation and pro forma
contractual templates necessary for ACCESSGRANTED’s legal functioning.
PROMOTIONAL ACTIVITY
PRINT
Print ads for the foundation will be placed throughout Sydney but will be focused mainly on low socio-economic status
areas with higher rates of teen pregnancy. Informational brochures and A3 posters will be placed in Centrelink offices,
obstetrician offices, Lamaze classes and Curves women’s gym. This is to achieve maximum reach and frequency and
to ensure a minimum of three touch points.
Full page, colour, glossy magazine ads will be placed in Cleo and Cosmopolitan magazines, monthly, for the first 6
months. These two magazines were selected because of their statistically higher popularity among the target
candidates; Cleo had a readership of 383,000 in March 2010 and a circulation of 128,183 from July to December
2009, and Cosmopolitan maintains its position as the number one young women’s lifestyle title, selling 166,208 copies
each issue with a readership of 617,000 readers.
The role of these ads is primarily to create awareness, build brand equity, and to inform the public of the foundation’s
existence and operations.
DIGITAL
Facebook and Twitter groups are to be created to generate awareness and encourage interaction among existing
candidates and target audience. To generate additional awareness in the target audience, banner ads will be placed
on Facebook to capture the attention of individuals who have an online presence and whose previous search history
has highlighted the appropriateness of our foundation to them.
Banner ads will also be placed on career sites such as Seek.com and Hippo.com and the Centrelink website.
YouTube videos of both informational material and of testimonials of successful candidates will be uploaded to
complement the media habits of the target audience.
A free iPhone application will be developed to be a casual personality quiz to unearth underlying career aspirations
that the target candidate may have an unwitting affinity for, but may have not previously seriously considered
pursuing. The application approaches potential candidates in a non-confrontational environment to encourage
interaction and to pierce psychological barriers that may hitherto prevented them from progressing in their careers due
to their circumstances.
Radio ads on Today FM 104.1 will be broadcasted at breakfast at 9 and the drive home because it is most listened to
station by the people of the foundation’s core demographic.
TELEVISION
TV ads will be seen on Free to Air TV because that encompasses the main aspects of our target audience’s television
viewing habits. The ads will be aired on Channel 10 based on primetime slots for the teenage parents as well as on
Channel 7, currently highest rated TV channel in Australia.
These ads will be to promote the launch event ‘Knocked Up, But Not Down.’ Production costs will be $80,0000;
advertising placement costs are free under a contra arrangement with our media partners whom will have exclusive
access to our launch event.

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SPOKESPERSON
Access Granted has secured the support of Pink! to act in the role of the foundation’s spokesperson. As a credible
and respected role model to our target audience, Pink! was selected for her strong character, ambitious attitude and
empowering self-confidence.
In addition to presenting and headlining the foundation’s launch event, Pink! has undertaken to support and promote
the work of the foundation in her print interviews and tv appearances, and to be available for foundation events 5
times per calendar year.
EVALUATION
The success of the launch phase is critical to the ongoing viability of the campaign. Close monitoring of all aspects of
the foundation’s activity is vital to ensure that all objectives are being met, and to determine where variations to
expected outcomes need to be addressed.
The launch phase of the foundation will be evaluated primarily through measuring the brand recognition of the
foundation and awareness of the nature of its activity amongst its target audience of prospective candidates. Equally
important is the need to measure brand recognition and awareness of the foundation’s activity amongst market
leading corporations based in Sydney that the foundation is progressively targeting for involvement, participation and
potential sponsorship in the ongoing activity of the foundation.
Evaluation metrics to be employed are qualitative and quantitative questionnaires and focus groups, Google analytics
to measure the foundation’s online traffic (online advertising, website and social media), and data from Appstore to
determine digital engagement with the target audience.

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RECOMMENDATIONS
To ensure the foundation is functioning at its optimal operating efficiency, the foundation’s post launch growth strategy
will include seeking out synergistic relationships with social welfare organisations that may have a symbiotic
awareness and interaction with our target audience, to promote engagement with the foundation and broaden its
appeal.
Additionally, it is important for the foundation to identify and build relationships with market leading corporations based
in Sydney that may have the scope and resources to participate in the foundation’s work placement program and
recruitment services.
The successful implementation of the foundation’s program in Sydney would, as part of its longer term strategy, ideally
be replicated in major Australian cities within the first two years of operation. Leveraging the strength of the program
and the social and financial benefits to our strategic corporate partners implicit in their participation, will grow
awareness of our foundation and facilitate this organic expansion.
CONCLUSION
Access Granted has identified teenage parents with strong motivation and potential but incomplete education as an
overlooked and ignored section of society whose future can be incredibly improved and empowered through our
placement program designed to inspire, nurture and recognise their potential and to make them “work-ready” in a field
they have natural aptitude for, but high barriers to enter. In conjunction with our network of corporate partners, our
planned promotional activity and launch campaign will build awareness of the work of our foundation, drive
engagement and participation from our target audience and facilitate the fulfilment of the foundation’s objectives and
set the course for the foundations longer term goals of revenue generation and organic growth.

7. ACCESSGRANTE
D
6
RECOMMENDATIONS
To ensure the foundation is functioning at its optimal operating efficiency, the foundation’s post launch growth strategy
will include seeking out synergistic relationships with social welfare organisations that may have a symbiotic
awareness and interaction with our target audience, to promote engagement with the foundation and broaden its
appeal.
Additionally, it is important for the foundation to identify and build relationships with market leading corporations based
in Sydney that may have the scope and resources to participate in the foundation’s work placement program and
recruitment services.
The successful implementation of the foundation’s program in Sydney would, as part of its longer term strategy, ideally
be replicated in major Australian cities within the first two years of operation. Leveraging the strength of the program
and the social and financial benefits to our strategic corporate partners implicit in their participation, will grow
awareness of our foundation and facilitate this organic expansion.
CONCLUSION
Access Granted has identified teenage parents with strong motivation and potential but incomplete education as an
overlooked and ignored section of society whose future can be incredibly improved and empowered through our
placement program designed to inspire, nurture and recognise their potential and to make them “work-ready” in a field
they have natural aptitude for, but high barriers to enter. In conjunction with our network of corporate partners, our
planned promotional activity and launch campaign will build awareness of the work of our foundation, drive
engagement and participation from our target audience and facilitate the fulfilment of the foundation’s objectives and
set the course for the foundations longer term goals of revenue generation and organic growth.