National Apprenticeship Week 2014

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  • Hi everyone- Nikki Anderson, Head of Marketing and Campaigns at SFAStart with huge thank you for attending today – know many of you have had to travel fair distances to get here.In today’s presentation and workshops we’re going to give you some practical ideas for ways you can support the seventh annual National Apprenticeship Week campaign, which is taking place from 3-7 March next year.
  • So just to give you a sense of how today will run..We are going to start by covering the National Apprenticeship Week headline strategy and messagingAnd this will be followed by your choice of workshops.There will be a 15 minute coffee break between each workshop.We will then meet back here afterwards to wrap up on Apprenticeships.For those of you who would like to stay, there will also be a presentation on the National Careers Service messaging and activity which will last until 1.30.
  • National Apprenticeship Week is designed to celebrate everything that is good about apprenticeships! Through the week we want to showcase Apprenticeships and the positive impact they have on individuals, businesses and the wider economy.Last year - most successful NAW thanks to the unprecedented level of support from all our partners. Employers like you, apprentices and former apprentices, training organisations, schools, Sector Skills Councils and other support organisations who all got behind the week.A record level of media coverage was achieved and this slide shows just a couple of the headline grabbers.
  • Just going to show you a short film which will give you an idea of how last year looked....
  • That video gives you a flavour of the wide range of activity that went on….Each year we build on the success of NAW - So, last year: There were nearly 200 more events across the country than in 2012. More than 2,600 pieces of media coverage actually mentioning ‘National Apprenticeship Week’ (nearly 1000 more than 2012) 3,499 articles overall can be attributed to the NAW campaign were – just sometimes the journalist didn’t include the words “NAW” in their copy.  99% of the coverage was favourable, 48% strongly so. 90% of all UK adults were reached by the National Apprenticeship Week campaign 13.7 times each. (Optimum exposure levels to ensure retention and understanding of a campaign are between 2 and 4 per month, meaning all of these audiences were reached significantly well with relevant information). The Opportunities to See (OTS) value (ie the sum total of each article’s readership) for the campaign was 960 million Quarterly campaign tracking research we also carry out was also very positive, with higher awareness levels than in 2012  Social media results were also very positive, and the week trended on Twitter twice* Most importantly - The week also has a positive impact on learner and employer engagement levels. During the week there were 3,000 more registrations from potential apprentices that average on our Apprenticeship vacancies system. And there were 600 more employer enquiries than the week before.  
  • The theme for the week is Great Apprenticeships.It is a theme that we think cuts across both the supply and demand audiences. For employers it is about demonstrating how great Apprenticeships are for business and for potential apprentices it is about highlighting the great career and progression opportunities that Apprenticeships can offer.It also links with a new national government marketing campaign “Business is GREAT” to hightlight the support available to small businesses The hashtag NAW2014 will also be promoted throughout the campaign, and we will have two other campaign hashtags we will use, rather than a different daily social media theme for each day of the Week that we have had in the past and which sometimes didn’t always catch on.We will highlight the other two camaignhashtags as we go on.
  • There is a key facts document on our website which you can access from the National Apprenticeship Week resources page, or in the toolkit or via the press office page. This is continually updated.
  • Now onto the ideas suggestions for 2014. We have again produced a toolkit for National Apprenticeship Week which contains lots more ideas and links to supporting resources which is now available to download. (This time there are 5 shorter easy print versions of the toolkit, tailored to specific audiences, in response to feedback from our NAW 2013 evaluation survey).New toNational Apprenticeship Week is our online pledgeometer. The pledgeometer will allow employers to pledge apprentice job vacancies in the run up to, and during the week.  On 7th March, the final day of National Apprenticeship Week 2014, the National Apprenticeship Service will publish a list of all employers who have made a pledge, and celebrate the overall number of pledges in their PR. (This was prompted by the success of our 14,000 jobs round up story which we ran on the Friday of NAW 2013, it gives us a more formal way of capturing all pledges and giving employers (that want it) recognition on our website and in our PR. You can still contribute towards the final jobs tally but opt out of having your company name published on our websiteWe are hoping to beat our 14,000 jobs pledge tally from 2013 
  • Job swaps were successful in 2013 and we would like to encourage these in 2014, they can be very creative and appeal to the media. If you can film them great, but a press release documenting the job swap can be just as effective.
  • #247 apprentice is the first of the other campaign hashtags I mentioned earlier. The aim of this activity is to raise awareness of the opportunities that Apprenticeships offer.The campaign asks apprentices from a range of indusgtries and locations to post information about their working week via social media channels, such as Twitter, Facebook, Youtube and Instagram, using the hashtag #247 apprentice.We will collate the posts and create a storify page, creating a daily story highlighting what apprentices all over the country have been up to that week.The posts can include anything from images of the apprentice at work to tweets about attending a NAW event. There is detailed information about #247 apprentice in the employer’s NAW 2014 toolkit
  • These types of events have proved to be very successful in the past – using peer to peer promotion is very effective and the events can be scaled to meet your resources.
  • Made by apprentices was a campaign theme that launched in 2013 to show case the talent of apprentices and the contribution they make to the economy and employers across the country. The theme lends itself well to social media as well as events.
  • Made by apprentice photoshoots took place across the country during NAW 2013 with apprentices showcasing products and services they had made. The best photos were added to the Number 10 Pinterest page.You can see an extract of this here.We are keen to repeat this activity in 2014If you would like your apprentice to be featured upload their photo to Flickr or Twitter using the Hashtag so we can pick them upWe are also keen to receive key facts on what Apprenticeships have delivered so we can create facts of the week which we can showcase on our website
  • As you are at the Skills Show you will be familiar with skills competitions, which are a fantastic way of gaining recognition for your talented apprentices and your business. Exceptional competitors get the opportunity to represent their country and compete nationally and internationally, supported every step of the way by extensive training and mentoring. It is a fantastic opportunity and again there is more information on this in the NAW tookit and WorldSkills UK website
  • Presenting at a school is an inexpensive way you can have a real impact, educating young people on the opportunities Apprenticeships can offer.If you are interested in doing this, Inspiring the Future can help you. This is a free service with a network of registered volunteers from app professions who go into schools to talk about their jobs and careers. The can offer support and resources to help you.
  • You might also like to considerJob shadowing opportunities for your apprentices. Even the Skills Minister Matthew Hancock got involved this year, job shadowing BAE Apprentice Jenny Westorth in Preston on the Typoon production line and she shadowed him during National Apprenticeship Week itself accompanying him to Bilingsgate Fish Market and the Houses of Parliament Inviting a local journalist will help you generate more publicity for your activity
  • This is just to spark off activity ideas for NAW 2014, there are lots more ideas included in the toolkit and there are also lots of supporting resources for you to access on our website too.Including branded materials and resources many of which are free, such as poster and invitation templates. There are also promotional merchandise items you can customise and purchase, such as banner stands, stickers, pens and mugs and the official NAW 2014 campaign Tshirt. This was designed by an Apprentice from Leicester College and will be available to order from the end of next week via our merchandising catalogueThere are also step by step guides for your to downloadAnd again we will be having an online calendar and event form. The functionality will be improved so people an search for events in their local areas more easily. Please complete a submission form even if your event is closed to the public and you don’t want it appearing on our website. We are keen that all activity counts towards the final events tally.And don’t forget to check out the pledgeometer (let us have your feedback too so we can make any tweaks to improve it).
  • We are here to help, so if you have any feedback for us or if there are any other supporting resources you feel would be useful please get in touch with us.We are also running some sessions in December across the country for NAW supporters which include workshops on areas like social media, the National Apprenticeship Awards which launch in January and employer and school engagement activity. Please email theweek if you are interested in attending 4 dec Bristol, 5th Birmingham, 12 December Leeds, January (tbc) LondonMention Centenary * Thank you very much for your time
  • Read out which room each session is and who to follow to the room from the backEngaging schools and young people in ApprenticeshipsFind out more about how the National Apprenticeship Service is working with schools and other partners to promote Apprenticeships and progression routes to young people. How to submit an winning National Apprenticeship Award applicationIn the build up to National Apprenticeship Week we often receive great case studies which demonstrate the success of Apprenticeship employers and the progression of their apprentices.  Find out how to turn your case study into an award winning entry to the prestigious National Apprenticeship Awards 2014.  This workshop will outline the benefits of entering the awards and share top tips on making your entry stand out. How to write in social media and improve Search Engine OptimisationA short introduction on how to write well in social media and getting the message across in under 140 characters. The session will also cover how to ensure your content helps your organisation’s online search rankings. And an overview of recent changes to Google and how this will impact on how people search online. Successful National Apprenticeship Week employer engagement events and the employer’s perspective An employer Apprenticeship Ambassador who engaged in National Apprenticeship Week 2013 shares their experiences, tips and outlines the benefits they gained from being involved in the campaign and explains why other employers should get involved too.

Transcript

  • 1. National Apprenticeship Week 2014 3-7 March 2014 Dawn Hirst and Margaret Warren National Apprenticeship Service Simon Francis Claremont PR
  • 2. Today 10.00: Introduction, strategy and messaging 10.45: Breakout sessions (1) 11.30: Break 11.45: Breakout sessions (2) 12.30: National Careers Service overview of communications, strategy and messaging 12.45: Wrap up 13.00: Ends 2 | Getting involved in National Apprenticeship Week 2014
  • 3. Why is National Apprenticeship Week important? 3 | Getting involved in National Apprenticeship Week 2014
  • 4. 2013 Highlights 4 | Getting involved in National Apprenticeship Week 2014
  • 5. Building on success from 2013 National Apprenticeship Week 2013 resulted in: 2,652 items of media coverage mentioning the Week(1,800 in 2012) 984 events, 58% public awareness (ICM, 44% in 2012) 13 times more tweets than in 2012 18,000 online apprentice registrations 600 more employer enquiries 5 | Getting involved in National Apprenticeship Week 2014
  • 6. Our 2014 theme Great Apprenticeships “Great Businesses” are made by apprentices and Apprenticeships lead to “Great Prospects.” It is about demonstrating that Apprenticeships are great for businesses, personal careers and creating opportunities for both employers and apprentices. #NAW2014 6 | Getting involved in National Apprenticeship Week 2014 November 2013
  • 7. Wider messaging An Apprenticeship is a way for young people and adult learners to earn while they learn in a real job, gaining a real qualification and a real future. Hiring apprentices helps businesses to grow their own talent by developing a motivated, skilled and qualified workforce. 7 | Getting involved in National Apprenticeship Week 2014 November 2013
  • 8. Key facts Apprenticeships deliver for employers, young people, adults and the economy. • Around 500,000 people start an Apprenticeship every year. • 86% of apprentices stay in employment after finishing their Apprenticeship. • 67% stay with the same employer. 8 | Getting involved in National Apprenticeship Week 2014 November 2013
  • 9. Key facts Businesses can grow their own talent and develop a motivated, skilled and qualified workforce. • 100,000 employers in 200,000 locations. • Specialist small business support team and AGE grant. 9 | Getting involved in National Apprenticeship Week 2014 November 2013
  • 10. Key facts Apprentices can earn while they learn in a real job, gaining a real qualification and a real future. • Intermediate, Advanced and Higher (degree level) Apprenticeships. • 170 industries; 1500 job roles. • Up to 20,000 Apprenticeship vacancies available online at any one time. • 1.4 million online applications in 2012/13. • 54% of young people would like to do an Apprenticeship if one was available 10 | Getting involved in National Apprenticeship Week 2014
  • 11. One Pledge apprentice job vacancies using our new „pledgometer‟ available at apprenticeships.org.uk The final tally will be revealed on the last day of NAW2014 11 | Getting involved in National Apprenticeship Week 2014
  • 12. Two Organise a job swap / back to the floor experience Publicise your activity in local media Record a short film http://apprentice.tv/theapprentice-boss-jobswap-pendennisshipyard/ 12 | Getting involved in National Apprenticeship Week 2014 November 2013
  • 13. Three Ask some of your apprentices to keep a video, image or twitter diary of their day Use the hashtag #247apprentice so we can track it 13 | Getting involved in National Apprenticeship Week 2014
  • 14. Four Host an event with your supply chain or other organisations in your networks to encourage those that don‟t currently have apprentices or offer Traineeships to consider introducing them 14 | Getting involved in National Apprenticeship Week 2014
  • 15. Five Arrange a „Made by apprentices‟ open day at your premises for visitors, where potential apprentices and their parents get the opportunity to see first hand the contribution apprentices make to your business 15 | Getting involved in National Apprenticeship Week 2014
  • 16. Six Tweet or post on Facebook pictures of apprentices at work using the hashtag #Madebyapprentices 16 | Getting involved in National Apprenticeship Week 2014
  • 17. Seven If you have a key fact on what apprentices have delivered, we can create „facts of the week‟ Visit flickr.com/apprenticeships for ideas 17 | Getting involved in National Apprenticeship Week 2014
  • 18. Eight Enter your talented apprentices into WorldSkills UK skills competitions National and international recognition Extensive training and mentoring for TeamUK Potential for them to compete in the national finals at The Skills Show next year And in WorldSkills 2015 in Brazil 18 | Getting involved in National Apprenticeship Week 2014
  • 19. Nine Visit and present at a local school with some of your apprentices, to educate pupils on the benefits of Apprenticeships and the potential opportunities available inspiringthefuture.org can help you organise these events apprenticeships.org.uk has resources to help you present 19 | Getting involved in National Apprenticeship Week 2014 November 2013
  • 20. Ten Invite your local MP for a workplace tour or „job shadow‟ with some of your apprentices (note MPs are most likely to be in their constituencies on Fridays). Invite a journalist from your local newspaper to come and do the job shadow as well. 20 | Getting involved in National Apprenticeship Week 2014
  • 21. … And link with the GREAT campaign Think about how all your activity can link with the wider GREAT business campaign “GREAT Businesses are #madebyapprentices” “Look at the GREAT products #madebyapprentices” Check out greatbusiness.gov.uk for more information 21 | Getting involved in National Apprenticeship Week 2014
  • 22. Further resources Toolkits with lots of other activity ideas Brand materials, logos and collateral ordering system (from 21 November) Information, advice and guidance resources for school visits Step by step guides to social media, filming, Made by apprentices activity Template copy Films and apprentice.tv Online event calendar and submission form – help us beat our 984 event target! Online pledgeometer All available via apprenticeships.org.uk http://www.apprenticeships.org.uk/awards/apprenticeship -week-2014.aspx 22 | Getting involved in National Apprenticeship Week 2014
  • 23. Further resources 23 | Getting involved in National Apprenticeship Week 2014
  • 24. Keep up to date email theweek@apprenticeships.gov.uk to receive our regular NAW updates Tweet or email key facts to represent your experiences of „Great Apprenticeships” for your business/apprentices which can be used for our „facts of the day‟ theweek@apprenticeships.gov.uk “Like” the Apprenticeships Facebook pages and follow Apprenticeships and Apprenticeships Vacancies on Twitter. Follow us on Linkedin We‟ll send these presentations around to all attendees at the end of next week. 24 | Getting involved in National Apprenticeship Week 2014
  • 25. Breakout sessions 1) Engaging schools and young people in Apprenticeships C31 2) How to submit a winning National Apprenticeship Awards entry C29 3) How to write in social media and improve Search Engine Optimisation C35 4) Successful National Apprenticeship Week employer engagement events and the employer‟s perspective Break at 11.30 and the sessions repeat at 11.45 25 | Getting involved in National Apprenticeship Week 2014 Main Room
  • 26. 26 | Getting involved in National Apprenticeship Week 2014 November 2013