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Apprenticeships To be shared with LSC staff and stakeholders. The marketing task and the strategy Creative idea, next steps. 16 January 2009.
The marketing task and the strategy
Creative idea, next steps
16 January 2009
V4 – Last updated 16January 2009. The presentation will be regularly updated. Please check that you have the latest version before releasing with email@example.com
A comprehensive, integrated and enhanced campaign to:
change perceptions, create understanding, inspire, and align the Apprenticeships sector
“Customers must recognise that you stand for something”
Howard Schutz - Starbucks
Clear market positioning and messaging to communicate what the brands stands for
Defined roles and inter-relationships to create a coherent brand system
Consistently reflect new meaning through a new identity
Source: HPI research 2007/2008 with young people, parents and employers
Deliver an iconic, integrated campaign
that unites participants and influencers
in the collective belief
that Apprenticeships are a positive force for good
At this stage: Employers
Parents and potential apprentices
Wider family and family friends
Public, Workforce and Influencers on apprentices
Participants – employers and apprentices
Challengers - audiences that have a strong opinion of Apprenticeships
The creative solution is designed to celebrate life's doers, those people who "make things happen" - both raising the status and clearly positioning Apprenticeships for all audiences
“You know how it is, everyone’s different. Some people learn through reading and all that academic stuff, I just learn best through doing.”*
Apprenticeships realise the talent in “doers”
Make Things Happen
Starting a successful journey
Doing well at work
Making business thrive
Creating their own business
Helping the country compete
“Doers”, getting things done
Up for it attitude
Innovative and skilled
Not just manual
High status roles
'Apprenticeships Make Things Happen’
Television (02 Feb – 01 Mar) driving awareness and changing perception to create positive opinion about Apprenticeships
Targeted at ABC1 adults to ensure access to quality peak-time programming to maximise conversion to core employer audience
The campaign will reach 90% of employers an average of 8 times each
A stakeholder communications plan is in place to:
There are four Association of Learning Provider (ALP) briefings taking place throughout January updating members on:
A world without apprentices….
Blackpool – a towering success story
This year’s Apprenticeship Awards were launched with a story celebrating the role apprentices have played in the history of the nation. By highlighting what England might have looked like without iconic landmarks built by apprentices such as Blackpool Tower, we have been able to dramatically demonstrate the value of apprentices over the ages.
Would a summer holiday in Blackpool still be a great British institution without the apprentices that helped to build its famous icon?
Apprenticeships Week will provide an excellent platform from which to showcase the latest policy announcements, to reassure employers the support they need is available and that investment now in Apprenticeships will reap rewards over the longer term. PR will be used to tell the story of companies bucking the economic trend by increasing their apprentice numbers and so staving off a more difficult future. In addition, preparatory engagement with stakeholders is ongoing to encourage them to actively engage and participate in the Week.
Highlights of the Apprenticeship Week 2009 include:
e.g. Apprentice Minister, Apprentice Fire Chief
significantly add value in the current climate
The first of four seminars takes place in London
National Apprenticeships Service
and promote benefits in current climate
Last year’s Apprenticeship Week got off to a racing start when Olympic silver medallist Steve Cram launched a new Apprenticeship for sporting excellence.
Dates and venues (subject to contract):
The aim of the events is to offer employers the opportunity to:
1. Directly invitation – to be emailed to 15,000 companies (date tbc)
2. Through the employer page of the apprenticeships.org.uk website
3. We also requesting the support of LSC Mar/Comms staff and stakeholders to spread the word and invitations:
PR AND MEDIA
INTERNAL AND EXTERNAL COMMS
As the Government announces measures focussed on assisting employers to maintain their investment in training, media and PR will concentrate on showcasing the latest policy enhancements that will encourage employers to take on apprentices.
We also intend to use social media to do two things: raise supply – through activity on HR blogs etc to increase employer awareness and understanding; and raise demand by increasing understanding and support for Apprenticeships through social networks .
Key messages include the following:
skills in place to survive the economic downturn
enthusiastic workforce that can help you make your business more resilient
the recovery comes
Government is taking measures to ensure Apprenticeships add even
greater value to businesses struggling to cope in this difficult climate
Winner of the Advanced Apprenticeship of the year award, BAE apprentice Rachael Hoyle
NOTE: Web form leads from Sco/NI/Wales will be diverted to appropriate contacts
The campaign is estimated to generate 3,327 incremental employer responses. This equates to a five-fold increase in responses from the baseline during the campaign
Calculations based on the response levels achieved during the previous full Apprenticeships campaign from 2004
Learners are not the target audience and responses are as a result of campaign spill over. The campaign is estimated to generate 536 incremental responses.
Calculations based on the response levels achieved during the previous full Apprenticeships campaign from 2004 and assuming that Employer campaign has 10% of the effectiveness of a full learner campaign
The first phase of the campaign will be evaluated by the following market research:
Website statistics (unique and pages visited).
Press and media interest generated/key messages used
Web forms (number of web forms received and materials despatched).
Regional/local follow up on the above and Apprenticeship starts
Employer leads generated and referrals made
Note: Mystery shoppers expected from the start of the campaign.
Subsequent evaluation when the on line vacancies are introduced might change some measurements/evaluation used.
Need more information on how to get involved? Please contact us: