CAMPAIGN-I: Behind the hype - Users can do their bit in the community. CitizensConnection.net is targeting like-minded folk

This week saw the launch of CitizensConnection.net. The site aims to bring people together in new activities and pastimes over and above their day-to-day jobs.

This week saw the launch of CitizensConnection.net. The site aims to bring people together in new activities and pastimes over and above their day-to-day jobs.

Findings from a survey commissioned by the site showed that 91 per cent of us would like to do something extra in our spare time but never get around to it.

Site characteristics: The site is quite text heavy and conservative - it doesn't look very dynamic. However, it is easy to find your way around.

CitizensConnection.net is not a commercial space and, therefore, carries no display advertising.

Categories are generally focused around the idea of doing things for other people as well as for yourself.

Target demographics: The site is aimed at the general public, more specifically targeting those who would like to become involved in a new role or activity on their own or in their community.

Principals: Julia Middleton is the founder and chief executive of CitizensConnection.net.

The charity behind the site is Common Purpose.

Backers: Camelot Plc has provided the backing for this site as part of its Millennium Celebrations scheme.

Marketing: There has been no above-the-line advertising for the site because of lack of funds. Instead, CitizensConnection.net has chosen to use PR in the form of news releases, word of mouth etc, and it has been promoted through the company's own network.

Competitors: The site was set up because of a gap in the market, so it would seem the only competition is with the public's time and inclination.



This is a website for the community, which makes a nice change from money-spinners.



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