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Marketing and Communications 2013

Marketing and Communications 2013. About The Skills Show. Not-for-profit, funded by: The Skills Funding Agency European Social Fund Commercial investment Delivering: UK’s largest skills and careers event and Supporting local skills events across UK. The Skills Show in 2012.

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Marketing and Communications 2013

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  1. Marketing and Communications 2013

  2. About The Skills Show • Not-for-profit, funded by: • The Skills Funding Agency • European Social Fund • Commercial investment • Delivering: • UK’s largest skills and careers event and • Supporting local skills events across UK

  3. The Skills Show in 2012 • 71,000 visitors • 550 competitors in 60+ skills competitions • 3,148 conference and seminar delegates • 240 sponsors and exhibitors • 794 volunteers • 847 schools and colleges

  4. 2012 Impact • 72% of young people agreed that The Skills Show changed their impression of vocational education for the better • 17% increase in young people’s likelihood to pursue vocational education from (57% to 74%) • 85% of young people and 94% of adults would recommend event to others

  5. 2013: Bigger and better!

  6. Priorities • Building national awareness • Deeper understanding, engagement, advocacy • Teachers and parents • Greater commercial investment • Reducing no shows

  7. The Skills Show 2013 • 75,000 visitors • 60+ national skills competition finals • Have a Go skills activities • Six industry features and FE feature • Careers advice hubs • Spotlight talks • Showcase demonstrations and performances • Conference (14 Nov)

  8. Target Audiences • Students 8–18 years old • Young adults 19–24 years old • Teachers and trainers • Careers professionals • Parents and families • UK businesses and employers

  9. Marketing Challenges • Schools market: • Fragmented • Skills and careers not top priority • Cash-strapped • Career planning not on parents’ radar • Competitions awareness and understanding low • Tailoring event to different age groups

  10. Marketing communications • Telemarketing • Direct marketing (postal and emarketing) • Media relations • Advertising (education and careers media) • Social media • Celebrity and VIP engagement • Partnership marketing

  11. Levers • Free entry for all • Travel bursary for group visitors (£1 per head group of 50+) • Free coach parking • Extra bursaries for priority area groups

  12. Spreading the word

  13. We need your help! • 32,000 visitors to date – 43,000 to go! • Help with: • Recruiting college students • Volunteer recruitment • Saturday family attendance • Keeping on the radar

  14. Easy ways to support • Social media • Link on your: • Website and intranet • Email signature • Newsletters and ebulletins • Press releases • Download digital materials • Order promo materials

  15. More ways to support • Invite your: • VIP and celebrity contacts • local schools and colleges • youth and community groups • Get colleagues to volunteer • Encourage other organisations to exhibit or sponsor • Suggest ideas for working together...

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