Building the messaging& reputation ofApprenticeshipsMartha Phillips, National Apprenticeship ServiceBuilding the messaging...
This sessionBackgroundOur new messagingOur resourcesDiscussion on what we can do to help youBuilding the messaging & reput...
Our communicationsLast year, we have increased our communications – focusing on employers,parents and younger people.We ar...
Propensity to recommendApprenticeships (ICM Jan 2013)     Parents: I would encourage someone to do an                     ...
Sources of awareness about      Apprenticeships (ICM Jan 2013)25%20%15%10%5%0%From a teacher, lecturer,atutorradio membero...
MessagingThe new era for Apprenticeships is built on the principles of:                                                   ...
Collateral currently availableWhen it comes to getting any message across, clarity and consistency are bothessential. Appr...
What else can we do?What other collateral and resources could we give you to help us spread the wordabout Apprenticeships?...
Building the messaging & reputation of Apprenticeships – January 2013
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NAS Partner Marketing Workshop: Draft messaging and reputation breakout

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The 'messaging and reputation' breakout session from the January 2013 NAS partner workshop looked at some new DRAFT messaging for Apprenticeships and invited feedback.

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NAS Partner Marketing Workshop: Draft messaging and reputation breakout

  1. 1. Building the messaging& reputation ofApprenticeshipsMartha Phillips, National Apprenticeship ServiceBuilding the messaging & reputation of Apprenticeships – January 2013
  2. 2. This sessionBackgroundOur new messagingOur resourcesDiscussion on what we can do to help youBuilding the messaging & reputation of Apprenticeships – January 2013 National Apprenticeship Service
  3. 3. Our communicationsLast year, we have increased our communications – focusing on employers,parents and younger people.We are in the process of conducting research into the views of these audiences onApprenticeships and how we can improve effectiveness in 2013.In the meantime, research continues to show that Apprenticeships are valued byour key audiences.And in the last three months, 54% of all people with line managementresponsibilities have heard about Apprenticeships.• 14% of employers heard of Apprenticeships in print and online news media• 8% heard on social mediaBut in order to build on this success we must all speak with consistent messaging.Building the messaging & reputation of Apprenticeships – January 2013 National Apprenticeship Service
  4. 4. Propensity to recommendApprenticeships (ICM Jan 2013) Parents: I would encourage someone to do an Apprenticeship Employers: I would encourage someone to do an Apprenticeship All: I would encourage someone to do an Apprenticeship 0% 10% 20% 30% 40% 50% 60% 70% 80%Building the messaging & reputation of Apprenticeships – January 2013 National Apprenticeship Service
  5. 5. Sources of awareness about Apprenticeships (ICM Jan 2013)25%20%15%10%5%0%From a teacher, lecturer,atutorradio memberof amy familyinterview, orIn athe news In atube or bus advert On social media From employer On TVfriend or as part of show or newspaper advertIn a advert newspaper or news website article From or or careers adviser In a in radio poster, Elsewhere online somewhere else Yes, but General public 18-24s Parents Employers Building the messaging & reputation of Apprenticeships – January 2013 National Apprenticeship Service
  6. 6. MessagingThe new era for Apprenticeships is built on the principles of: Quality Growth Pride ValueBased on this, we are now updating our messaging based on rigorous researchand testing among the target audiences.Please spend a few minutes looking through the draft messaging and we’dwelcome your feedback – either make amends to the document on your chair oremail events@apprenticeships.gov.ukBuilding the messaging & reputation of Apprenticeships – January 2013 National Apprenticeship Service
  7. 7. Collateral currently availableWhen it comes to getting any message across, clarity and consistency are bothessential. Apprenticeships are no exception. It is vital that everyone involved intheir delivery - employers, providers and young people.On the Apprenticeships website (Partners / Marketing and Collateral section), wecurrently make the following available:Logos and Brand identityBrochures and leafletsPostersBannerstandsTeacher PackImage LibraryBuilding the messaging & reputation of Apprenticeships – January 2013 National Apprenticeship Service
  8. 8. What else can we do?What other collateral and resources could we give you to help us spread the wordabout Apprenticeships?PrintOnlineSocial mediaMerchandiseBuilding the messaging & reputation of Apprenticeships – January 2013 National Apprenticeship Service
  9. 9. Building the messaging & reputation of Apprenticeships – January 2013

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