NAS Partner Marketing Workshop: Engaging with schools breakout


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The 'engaging with schools' breakout session from the January 2013 NAS partner workshop

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  • Word of mouth is still important and we know from research by the AoC that not only are careers staff and teachers vital sources of information about further education options, but that these key influencers can be poorly informed about non-academic options. We need to educate them as well as reach young people and parents directly.AoC research here:
  • Use clear and simple language > Avoid ‘vocational’ or ‘education’ and use ‘path’ or ‘future’ to create the idea of making decisions that are long term in nature.Market information, deliver information and inspiration> ‘Have a go’ is not what gets young people or parents to events but it is key part of decision making and getting people excited about the opportunities available to them and others.Remember the WIIFM (What’s In It For Me) >  Provide and market something or someone that is of interest to young people. >  Celebrities, food and music were all regularly mentioned as being drivers to attend.Market to parents and to young people >  Children and young people perceive finding out what they need to know as boring, so they are only likely to attend events if they are made to, probably by their parents. >  Marketing an event should not overly focus on the element of ‘fun with groups of mates’ as this does not make young people comfortable or engaged.Provide information for parents > Parents feel that they need more information to support their children’s choices, by using events or other communications to inform them about the opportunities afforded by vocational qualifications it will be possible to change their minds about vocational education and get information to young people.Try to fill the gap left by the absence of careers advisors > Young people now don’t receive independent advice and any ways in which a College can fill this gap will help raise awareness and the profile of Colleges’ work.Utilise social media, traditional media and relationships >  Young people believe that social media is the best way to get a message to people like them but are most keen for Colleges to contact them via email. >  Traditional media such as local papers will work for communicating with parents.
  • Involve employers wherever possible > This adds credibility and provides motivation for young people to attend an event.Be honest > Don’t be afraid to be honest, the warts and all approach is important and will not put off all young people, they want a realistic picture and are savvy to sales pitches. They want to understand the down sides and risks and make a reasoned and informed decision.Be open > Events should focus on what young people will actually be doing on a course, so where possible should involve example classes, as young people want to be aware of the reality rather than just the marketing version.Involve real people with relevant experience > Events should involve current and past students, tutors and people working in the relevant areas. Make the route obvious > Young people will respond well to the journey of ‘see, try, ask’ (showcase, ‘have a go’, information, advice and guidance), but the way to do this will need to be clear through thematic grouping and clear signage. It’s not just about finding out what you like, it’s about finding out what you’re good at > Where possible, the ‘have a go’ element of an event should involve a competitive or comparative element. Young people don’t just want to find out about skills, they also want to understand what they are good at relative to their peers and find this inspiring. Provide mostly group-based events but some individual opportunities > Young people preferred group-based activities across all types of events. With teenagers, avoid embarrassment at all costs > Providing solo opportunities to ‘have a go’ may be engaging for some harder to reach groups. They don’t necessarily want to try skills with groups of their friends. While it should be easy to take the opportunity to ‘have a go’, it shouldn’t necessarily be public.
  • Freshminds / AoC research among young people and parents (see pdf)
  • Freshminds / AoC research among young people and parents (see pdf)
  • The Co-operative’s Green Schools RevolutionSince Sept 2010 has engaged over 6,300 schools across the UK with a sustainable education programmeProgramme has rich content and a variety of activities to keep schools engaged and helps deliver their Eco schools agendasRelevant and credible resources linked to the curriculum – with competitions, school visits, focus weeks and volunteer visitsEngaging website with all resources and activities – www.greenschools.coopOn going dialogue and newsletter with school keeps schools motivated and informed.Green Schools Revolution has made an enormous impact to thousands of schools across the UK through engaging material, school visits and new activities each year.
  • Leeds City College is the UK’s third largest FE establishment, teaching more than 45,000 students. Its courses cover almost all subject areas and include full and part-time academic and vocational qualifications. Events play a core part in its student recruitment strategy and the College hosts a range of general open days, and faculty specific showcase sessions at key times of the year. Last year, it held 13 showcase events, which combined, attracted more than 690 visitors. Central to driving this high footfall is how the events have been promoted – in particular, through its website and local schools. Schools liaison specifically has really paid off and this is now an important focus for the Marketing Events team. Steven Knowles, Marketing Events Manager, Leeds City College explains: “Around 95% of event visitors said they found out about it via our website or through their child’s school. Schools have a strong influence over the decisions parents and young people make about education, and as such are increasingly becoming a more widely used channel to promote our events. “Not only that, but we are now organising events specifically for schools. Through collaboration with our 14-19 team, the Marketing Events team now offer schools a dedicated events menu from which they can pick and choose how they want to engage with us. Events take place either on school premises or at the College.” The events Leeds City College offer to schools includes:   College presentations at year group assemblies and parents events   Curriculum roadshows which enable pupils to chat and engage with representatives from up to four curriculum areas specified by the school   CPD/staff development sessions to raise school staff awareness of FE and how to best advise young people on their journey to FE and beyond   Tasters and tours of the College, tailored to suit school requirements   GCSE & AS/A Level Results open day events whereby pupils and their parents can drop into the College to discuss FE/HE options following their results. Knowles concludes: “This tailored approach has not only been more effective than paid advertising but has also improved our relationship with schools.”
  • Kay (Leeds), Allison (London) or Lynn (Bristol) to present this section
  • / partners tab – There is an dedicated Information, advice and guidance section with:Powerpoint presentationsLinks to filmsDownloadable brochures and fact sheetsApprenticeship Guide/Checklist – information and referral routesCreation of lesson plansYear 9-11 school workbookGuide to Apprenticeship job roles linked to curriculum subjectsParents fact sheetEmail new email address for partners with IAG queries
  • Check with Kay / Allison / Lynn who wants to present this, but prepare to present
  • Facilitate discussion
  • NAS Partner Marketing Workshop: Engaging with schools breakout

    1. 1. Engaging with schoolsEngaging with schools workshop
    2. 2. This sessionWhy engagement with schools is importantTop Tips on engaging with schoolsExamples of good practiceNAS’ work with schools & suggestions from the toolkitOvercoming challengesWorking togetherEngaging with schools workshop National Apprenticeship Service
    3. 3. ResearchResearch has highlighted the benefit of engaging through schoolsOur own research indicates teachers and careers advisors are keyinfluencersAoC research also sets out key principles to help those in furthereducation deliver better eventsDownload AoC research at with schools workshop National Apprenticeship Service
    4. 4. AoC research: before the eventUse clear and simple languageMarket information, deliver information and inspirationRemember the WIIFM (What’s In It For Me)Market to parents and to young peopleProvide information for parentsTry to fill the gap left by the absence of careers advisorsUtilise social media, traditional media and relationshipsEngaging with schools workshop National Apprenticeship Service
    5. 5. AoC Research: At eventsInvolve employers wherever possibleBe honestBe openInvolve real people with relevant experienceMake the route obviousIt’s not just about finding out what you like, it’s about finding out what you’re goodatProvide mostly group-based events but some individual opportunitiesWith teenagers, avoid embarrassment at all costsEngaging with schools workshop National Apprenticeship Service
    6. 6. AoC Research: What should anopen day consist of?Engaging with schools workshop National Apprenticeship Service
    7. 7. AoC Research: What should anemployers event consist of?Engaging with schools workshop National Apprenticeship Service
    8. 8. Next StepsAssessment - current successes and challenges in your areaLocalisation – finding out what your schools want and needAction plan – create an offer that builds on current success and provides bespoke solutions to their needsEngaging with schools workshop National Apprenticeship Service
    9. 9. Good practice: Co-operative • Innovative cross- channel approach •Constant dialogue with schools • Use of topical issues to reinforce context -schools-revolution/Engaging with schools workshop National Apprenticeship Service
    10. 10. Good practice: Leeds City College • Schools liaison highly successful • 13 showcase events in 2012 attracting 690 visitors • 95% of event visitors found out about events via schools or LCC website • Dedicated ‘menu’ offered to schools enabling them to decide how they want to engageEngaging with schools workshop National Apprenticeship Service
    11. 11. NAS Learner EngagementActivity and ResourcesEngaging with schools workshop
    12. 12. Learner Engagement ActivityPartnersPartnerships in place: Collaboration on:• AELP Sun Roadshows, Bootcamps• AoC Have a Gos and The Skills Show• National Careers Service Events, school resources, call centre training, PR,• Institute of Careers Guidance Conferences, seminars, bulletin,• Education and Employment Taskforce Inspiring the Future campaign and Apprenticeship events• The National Governors’ Association Information guides to governors• National Teachers’ Union - ASCL Communications into their channelsEngaging with schools workshop
    13. 13. Learner Engagement ActivityComms ChannelsChannels into Schools, Careers Advisers and Learners• Direct Mail – Open Doors Media – What Apprenticeship Guide Posted into secondary schools in September to the careers leads• E-shots – Bespoke E-shots via CareersInfoGroup and Institute of Careers Guidance• E-newsletters – Regular articles in the notgoingtouni e-newsletters• Mykindacrowd – Online Class Competitions using specific Apprenticeship teacher resourcesEngaging with schools workshop
    14. 14. Learner Engagement ActivityEventsIAG Events Grid in place to ensure cyclical planning e.g 2012/13:MAY The Sun Employment RoadshowAUG National Citizen Service Programme for 30,000 16-17 yr oldsNOV The Skills Show, Apprenticeship and NTA AwardsNOV - MARCH Skills London 2012 and other regional Skills ExposNOV/JAN Pilot Graduation CeremoniesFEB/ MARCH National Careers Guidance ShowsMARCH Big Bang - Young Scientists and Engineers FairMARCH National Apprenticeship WeekEngaging with schools workshop
    15. 15. Learner Engagement ActivityPR & Social MediaPR / Publications• Supplying copy and writing articles for learner and key influencer focused magazines and websites e.g. Opendoors magazine, mumsnet etc• Press Releases and vacancies - Selling in stories at key points in the calendar• Media partnerships - Opportunities within supplements• Open Doors Media Termly Prospectus magazine• Education and Employment Campaign careers e-book – 15 pagesSocial Media• Facebook/twitter campaigns to support Av, promote ‘dream jobs’, HA vacancies and Inspiring the Future• Large selection on films available on You Tube• Online advertising (Google and Facebook)• Apprenticeship vacancy Application for android and i-phoneEngaging with schools workshop
    16. 16. Collateral currently availableOn the Apprenticeships website (Partners / Marketing and Collateral section), wecurrently make the following available:Logos and Brand identityBrochures and leafletsPostersBannerstandsTeacher PackImage LibraryFor Information, Advice and Guidance colleagues, there are specific resources:Schools ResourcesPresentationsBrochures and PostersFilm Case StudiesAdviser Guide and ChecklistTypes of ApprenticeshipsEngaging with schools workshop National Apprenticeship Service
    17. 17. Ideas for National ApprenticeshipWeek (and beyond) Employers Colleges & training providers Partners•Arrange a ‘Made by apprentices’ •Organise taster sessions • Organise a schoolsopen day at your premises where local pupils can learn programme to discuss a about a specific industry sector. particular industry or issue• Include opportunities to talk tocurrent and former •Run your own WorldSkills UK • Attend open days organisedapprentices, workplace tours and Have a Go events to encourage by employers, colleges andsee first hand the contribution potential apprentices to try a new training providersmade by apprentices. skill. • Help share our ‘Sector in the•Invite teachersand Year 9–11 • Extend the ‘Have a Go’ Spotlight’ films’ through yourpupils to job shadow apprentices principle to teachers and social media and schoolsin the workplace. encourage them to do a day as channels. an apprentice. Use of Social Media• Use the toolkit to develop a plan for NAW• Target you local schools via their strongest social media channel• Make sure your Social Media plan is activated well in advance of NAWEngaging with schools workshop National Apprenticeship Service
    18. 18. Overcoming challengesBuild relationships with key influencers and stakeholdersPartner with local authorities and local businessesUnderstand your local landscapeUtilise existing opportunities:• Inspiring the Future• Apprenticeship Information Ambassadors Network (LSE only)• Raising Participation Age• Destination Measures ReportingEngaging with schools workshop National Apprenticeship Service
    19. 19. Working togetherWhat are you doing already?What other ideas do people have to engage with schools?What collateral and merchandise might you need from NAS?How can we better promote these activities?Engaging with schools workshop National Apprenticeship Service