LEIM039: Eventful Cities - Homeless Youth Employment in Vancouver

This presentation proposes a brand strategy for an employment and career planning event aimed at homeless youth in Vancouver. The event's primary goal is to provide training and career development opportunities, thereby assisting participants in overcoming homelessness. The rationale for the event stems from the high rates of youth homelessness in Vancouver and the potential for employment to serve as a pathway out of poverty. The presentation details the event's concept, including its objectives, target market, and implementation plan. It outlines a city brand strategy, emphasizing Vancouver's identity and brand value in relation to the event. The presentation includes an action plan, expected outcomes (such as placing over 500 homeless youths in different sectors), and a conclusion that highlights the event's potential to positively impact the lives of homeless youth. The presentation also provides a detailed analysis of government policies and their impact on youth homelessness, along with the advantages and disadvantages of the policies. The event's design, marketing strategies, and stakeholder involvement are thoroughly discussed.

HOMELESS YOUTH EMPLOYMENT IN VANCOUVER

 There are more than 235,000 Canadians experiencing
homelessness in a year (Baker 2018).
 18.7% of the Canadian youths are suffering with
homelessness (Bula 2018).
 57% of the youths are belonged to the age of 15-24.
 Employment can be a driving force to reduce youth
homelessness.
 Effective policy making with employment training and
career planning event.
Introduction

Government policies
There are several government initiatives
that facilitate measures regarding
prevention and reduction of
homelessness through regional and
national strategy building process
(canada.ca 2017).
National Homelessness Information
System
Surplus Federal Real Property Initiative
No such specific official initiative that
can eradicate the problem of

Advantages of the government
policies
 The national policy making puts focus on the youth
homelessness in Canada. As a result of that $7.9
million was invested in 2017 for the development of
homeless youths (Bula 2018).
 The government took initiatives like National Housing
Strategy in 2016 and incorporated the homeless people
in it in 2017 (canada.ca 2017).
 Moreover, the Government of Canada has already
spent $7,991,944 for skill development projects and job
search assistance (Harding and Hayes 2018).

Disadvantages of the government policies
• Lack of proper and specific policy making created
obstacle to eradicate the employment problem in
Canada.
• The government does not initiate any employment
related strategy for the Canadian youths that can
resolve the growing rate of homelessness.
• Poor hygiene and sleep deprivation can create
mental illness and it will impact on the
employment process in Vancouver. However, the
local administration does not look into this matter
properly (Buccieri et al. 2016).

RESEARCH RATIONALE
The new event is focused on the employment and career
planning campaign for the homeless youths in Vancouver. This
event will help to meet the purpose of both Vancouver and the
homeless youths. As far as the city of Vancouver is concerned,
it will set an example for the rest of the country and the
government as well to provide a framework to fight with
homelessness and eradicate it. On the other hand, for the
homeless youth, the event will revive their mental condition
and facilitate an opportunity to overcome homelessness issue
and live a good life.

City brand strategy
 Vancouver is referred as the chosen city where the
target market is restricted to the homeless youths
of an age from 16 to 26.
 The purpose behind choosing Vancouver as the
best place for event is that there are nearly 7,655
homeless individuals (Harding and Hayes 2018).
 15% of the homeless population are identified as
youths (Buccieri et al. 2016).

New event concept
Title of the event- Employment and career planning event
for the homeless youths
Aims and objectives-
i. Train the homeless youths for employment.
ii. Guide the youths to develop their careers.
iii. Make the event a success.

NEW EVENT CONCEPT
 Date- From 23/04/2019 to 25/04/2019
 Location- Sunset Community Centre, 6810 Main St,
Vancouver, BC V5X 0A1
 Target markets- Homeless youths, Homeless
parents, government officials, other NGOs.

MAIN BODIES OF THE EVENT
President
of the
organizati
on
Branch
manager
Parmanen
t staffs
Operation
manager
Event
manager
Event
Coordinat
or
Volunteers
Resource
manager
Venue
coordinato
r
Local
suppliers
Marketing
manager
Advertisin
g team
Analyzers

Outline of the Brand strategy
Identity of the city- Vancouver is the largest city of
British Columbia with one of the densest and ethnically
diverse cities.
Brand value- The event is highly relevant in the context
of homelessness issue in Canada and aims to curb down
the rate of homeless youths.
Stakeholders involvement- The stakeholders like the
government official, local administration, NGOs and
volunteers should be incorporated in the decision and
event management procedure.