Kathryn Jones, Communications Professional Portfolio: Profile raising campaign Major measurement initiative
Profile Raising Campaign
Profile raising campaign
Lifelong Learning UK (LLUK) commissioned a project worth £77,000 to raise its profile.
It aimed to speak directly to those working in colleges, universities, libraries and learning providers about the importance of lifelong learning for all.
The campaign focused on the impact of the recession, featuring leaders in the field and included policy comment by influencers.
On the 24th February, 2009
‘ The training Game’ 12 page supplement was published and a supporting micro-site launched.
It served to inspire, challenge and educate the teaching workforce about their own contribution to society and LLUK’s efforts on their behalf.
This tree includes many of the organisations that provide, advise, fund or regulate the training and professional development of the teaching workforce in England. Diagram by Peter Grundy.
On the 31st March 2009
Chaired by the Guardian business editor Deborah Hargreaves, the great and the good from adult education and commerce came together at the Guardian’s new headquarters in King’s Cross.
The event started with a round table discussion in which a select group of senior officials, Vice-Chancellors, Principals and skills experts tackled: Lifelong Learning and Skills Development in a Recession .
The evening reception
Afterwards, 80 guests attended a reception and heard speeches from MPs Lord Tony Young, John Hayes and Stephen Williams. The reception session proved lively, with attendees raising numerous points and asking very direct questions.
Lord Young’s office commented:
“ Many thanks for what… was a very well organised event. Lord Young found it very helpful to challenge shadow ministers… and to hear the concerns of important stakeholders.”
The online campaign reached 11,997 people, of which 8,104 registered to access the site and subsequently spent, on average, over 10 minutes on the site.
Major Measurement Initiative
Major measurement initiative
Lifelong Learning UK, an employer led organisation, needed to demonstrate its engagement and prove its employer focus within its business activities as part of its re-licensing process to government.
Annual Conference 2009
This event offered the best opportunity for LLUK to increase its competitive advantage by showing employers that it understands the organisational and contemporary issues that they face.
Through the event, we demonstrated fresh thinking and generated ideas to help them in a recession. From this engagement we measured and assessed communications activity to direct future business activity and encourage sustainable growth and development within the employers themselves.
… played a role in extending our reach, including a twitter hash tag and a conference micro-site for forum discussions , all aligned with the LLUK website.
Feedback and results were collected in a variety of ways: delegate demographics, written expressions of interest, online, hard copy and face to face survey responses, website and micro-site traffic figures, delegate experience interviews, press coverage, film footage capturing active participation in activities and video/report download numbers.
Analysis from engagement activities
The top issue faced by the workforce was rapid change and diversification of job roles which means planning for the unknown.
The top action requested was to focus on continuing professional development to keep pace with change.
Results The top benefit that LLUK gave to its audience was access to workforce information. Over 90% of delegates and 95% of LLUK employees involved in the conference learned something new.
Conference video Please download this presentation to view this video clip
£100,000 budget was allocated to this event and related activity.
All delegates stated their understanding of LLUK’s work increased after their conference experience.
Over 90% were interested in attending similar events hosted by LLUK.