Apprenticeships To be shared with LSC staff and stakeholders

1. Apprenticeships To be shared with LSC staff and stakeholders 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 kay.orphan@lsc.gov.uk

2. Creating an iconic brand and integrated campaign A comprehensive, integrated and enhanced campaign to: change perceptions, create understanding, inspire, and align the Apprenticeships sector 2

3. Creating an iconic brand “Customers must recognise that you stand for something” Howard Schutz - Starbucks ICONIC BRAND CONSISTENCY CLARITY COHERENCE 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

4. Why acampaign? Currently, for some, the Apprenticeships brand image is “low status’’ Personal “High Status” “Low Status” • Inherent prejudice • Southern/ Middle class ‘blue collar’ perspective • Non-academic • “Out of fashion” • Portable • Continual learning • Not wasting time • Getting more out of yourself • Not building up debt Motivations Barriers • Low self belief • Little confidence • Anticipate disappointment/ failure • Easily put -off • Poor motivation • Positive Choice • Equivalent calibre • Bright • Highly motivated • Committed • Flexible Corporate Source: HPI research 2007/2008 with young people, parents and employers

5. The Communications Task Deliver an iconic, integrated campaign that unites participants and influencers in the collective belief that Apprenticeships are a positive force for good Potential Participators Key Influencers At this stage: Employers Parents and potential apprentices Wider family and family friends Teachers

6. Campaign Objectives • Demonstrate the government’s support and investment in Apprenticeships as part of investing in England’s future economic prosperity. • Improve public, employer, workforce and influencers’ attitudes towards Apprenticeships (both in their own right and compared to other forms of learning) by communicating the benefits and challenging the barriers. • Position Apprenticeships as a positive career choice and create a sense of pride and achievement for successful apprentices and their influencers. • Motivate and galvanise more employers to take on or offer more Apprenticeships. • Protect, grow and strengthen the brand and reputation of Apprenticeships in the current and future economic climate.

7. Target audiences; large groups and specific audiences Public, Workforce and Influencers on apprentices Participants – employers and apprentices Stakeholders Challengers - audiences that have a strong opinion of Apprenticeships

8. Customer insight – to build on positive brand attributes 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 Practical Theoretical Apprenticeships Diplomas A-Levels “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”

9. Campaign line Apprenticeships Make Things Happen Outcomes Apprentices Jobs 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 Solving problems Adding value Innovative and skilled Not just manual Contemporary Aspirational High status roles

10. Creative route developed for the TV campaign 'Apprenticeships Make Things Happen’ • A celebration of the kind of people apprentices are and what they do for business. • Given credibility by using Sir Alan Sugar fronting the campaign and delivering his personal message on why apprentices are good for business. • Initial emphasis on employers and value of Apprenticeships to business • Features real apprentices in a range of sectors • Strong call to action to employers

11. TV - The Creative route • Sir Alan Sugar talks to employers about his view of apprentices and why the type of people they are contribute to business success • Sir Alan meets some apprentices and we see others in a learning environment and place of work • Catering, mechanical engineering, sport and fitness and business administration are all featured to give a sense of the range and modernity of the sectors Apprenticeships are available in • Sir Alan references that there are over 200,000 apprentices in the country • We direct responses to the website (and maintain employer focus)

12. Multi-channel campaign designed to multiply and build momentum nationally, regionally and locally 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 Feb 2009 • Radio (23 Feb– 22 Mar) to amplify & extend the impact of TV advertising with proven effective reach & impact against an employer audience • Press (Mid Feb – Mid Mar TBC) to amplify the impact of TV advertising during Apprenticeships Week while also extending campaign messaging into March to optimise the reach of the campaign over time • Sector activity through PR and advertising builds on broader activity and connects with employers and employees in a business mindset making a direct connection between benefit and situation • Search smoothes the customer journey to interaction with the Apprenticeship website and the VMS by directing the target audience to further information. Ensuring the maximum number of potential participants are captured • PR – 4 employer seminars, Apprenticeships Week, Awards

13. Apprenticeships Integrated Campaign Plan The campaign will reach 90% of employers an average of 8 times each

14. Stakeholder Communications A stakeholder communications plan is in place to: • Ensure we identify and involve all stakeholders and partners • Raise awareness of the campaign internally and externally • Identify roles and responsibilities of joint activities • Communicate planned activities • Including: NAS launch/Apprenticeship Week/2009 Apprenticeship Awards • The initial focus is on campaign communications. A toolkit of resources including FAQs, copy and key messages is available to ensure we tell a consistent story There are four Association of Learning Provider (ALP) briefings taking place throughout January updating members on: • National Apprenticeship Service • Apprenticeship vacancies being available on line • Apprenticeships Week • 2009 Apprenticeship Awards • Policy Developments

15. Apprenticeship Awards – closing date Friday 27 February 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. • To encourage entries the press release was sent to • the following: • National newspapers • Local and regional newspapers • Trade media • SSCs • Further copy was also sent to SSCs for their members and stakeholder employers including BCC, CBI, FSB, TUC • See www.apprenticeships.org.uk/awards Would a summer holiday in Blackpool still be a great British institution without the apprentices that helped to build its famous icon?

16. Apprenticeships Week 23-27 February 2009 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: • Make things happen day: an opportunity to shadow leaders e.g. Apprentice Minister, Apprentice Fire Chief • Cost benefit Analysis: research demonstrating how apprentices significantly add value in the current climate • National employer seminars with Sir Alan Sugar: The first of four seminars takes place in London • Launch of new AASE sport: with the media, Ministers and stakeholders • Media and stakeholder roundtable: a discussion on the role of National Apprenticeships Service • Radio and Webchat day: launch of National Apprenticeships story • Proud to employ apprentices: Employers celebrate their apprentices 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.

17. Apprenticeship Seminars OVERVIEW • The seminars will support the forthcoming Apprenticeship Marketing and Communications campaign • The events are billed as ‘national seminars’ • The target audience is high level decision makers from organisations ranging in size from 30-250 employees. • The events plan to attract approximately 500 employers per seminar  Dates and venues (subject to contract): • London 26 February 2009 - ExCel • Leeds 4 March 2009 – Royal Armouries • Newcastle 12 March 2009 (tbc) • Birmingham 19 March 2009 – International Convention Centre Format • The half day seminars are designed to be engaging and interactive • Delegates will hear from Ministers and Sir Alan Sugar • There will be a Q&A session hosted by Sir Alan Sugar. The aim of the events is to offer employers the opportunity to: • gain a greater understanding of how Apprenticeships work • explore the business benefits • voice their opinion on the current Apprenticeship system • have their questions around Apprenticeships answered and get involved! 17

18. Apprenticeship Seminars - Contd DELEGATE RECRUITMENT • Attendees will be invited to register via the following website at .delegate.com/dcsf/apprenticeships/index.html • Delegateswill be encouraged to attend in one of 3 ways: 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: • skills brokers – stakeholders - training providers - other organisations/intermediaries PR AND MEDIA • A media strategy and plan be used to tell the story nationally and locally • Both LSC, DIUS and DCSF, and regional LSC Communications Mangers / Press Officers will be involved • More information to follow INTERNAL AND EXTERNAL COMMS • You will soon start to see the seminars being communicated through a range of LSC channels – e.g: the Internal Apprenticeships Bulletin, the LSC bulletin (all staff) and on the employer page of the Apprenticeships website • We will also be communicating to our stakeholders – at ALP (Association of Learning Providers) briefings taking place over the next few weeks and encouraging our partners to feature copy inside their own communication channels to employers

19. Apprenticeships Media and PR 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: • Apprenticeships are a highly effective way to ensure you have the right skills in place to survive the economic downturn • In tough economic times Apprenticeships can give you a bespoke, enthusiastic workforce that can help you make your business more resilient • Apprenticeships can help you to prepare your business for growth when the recovery comes • Apprenticeships have been revived over the last 10 years, now the Government is taking measures to ensure Apprenticeships add even greater value to businesses struggling to cope in this difficult climate • Apprentices are ‘doers’ who make great things happen for you and your business Winner of the Advanced Apprenticeship of the year award, BAE apprentice Rachael Hoyle

20. Apprenticeship vacancies go on line • From January employers, through a training provider, can place real opportunities for potential apprentices to apply for on line • The new marketing campaign will sign post employers to the website and telephone contact centre to find out more on how Apprenticeships can benefit their business • When employers want to advertise a potential vacancy for an Apprenticeship, this will be loaded on to the enhanced Apprenticeships website where potential apprentices can search for vacancies on line.

21. Employer Response Handling Process (Web and phone) • An employer calls the national call centre, their details are captured and the information is entered into the CRM part of the on line vacancy system. These leads are then picked up by the regional Apprenticeship teams • An employer visits the website (apprenticeships.org.uk) and completes web form or rings the contact centre 08000 150 600. • The web form details are sent overnight (by e-mail) to regions (sorted by postcode). • Regional: Web forms sent by e-mail to regional Apprenticeship teams ( a nominated, named contact). • National employer service (NES): Web form leads from 5,000+ employers sent by e-mail to NES ( a nominated, named contact). NOTE: Web form leads from Sco/NI/Wales will be diverted to appropriate contacts

22. Estimated Employer Response Volumes 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 22

23. Estimated Learner Response Volumes 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

24. Parent/apprentice Response Process • Parent/apprentice goes on to the Apprenticeship website for basic information on Apprenticeships • (If applicable) they complete the on line web form for further contact/interest. • Details of enquirer and region (plus other basic information) captured by our contact centre from the web form. • An Apprenticeships DVD is sent to enquirers, on receipt: • parent/apprentice views the DVD and if they wish to find out more they are directed to the apprenticeship website and vacancies available on line.

25. Market Research The first phase of the campaign will be evaluated by the following market research: Tracking research • pre and post tracking research with employers (500) • post tracking research with parents (300) • post tracking research with young people (400) • general public omnibus survey  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.

26. Dates for your diary • Final advertisement film produced w/c 26 January • TV on air – Monday 2 February • Radio/Press/Search and Online activity – W/C 23 Feb • National Employer Seminars – Commence on 26 Feb • Apprenticeships Week – From Monday 23-27 Feb • Apprenticeship Awards closing date – Friday 27 Feb • 2009/10 strategy planning – from February • Apprenticeship vacancies on line apprenticeships.org.uk - January • Newly enhanced Apprenticeships branding guidelines – March/April 2009 • Refreshed marketing materials • – Learner/Employer material available - 6 Feb (tbc) • Launch of National Apprenticeships Service – April 2009

27. Contact us Need more information on how to get involved? Please contact us: • Campaign resources site link – lsc.gov.uk/campaignresources • Skills campaign line for our partners and stakeholders – 0207 413 3400 (office hours) • Campaign web address and telephone number – apprenticeships.org.uk/ 08000 150 600 (08:00 -22:30)