1. SKILLED UP
FOR THE FUTURE.
AMBASSADOR BRIEFING
PUTTING HUMAN DEVELOPMENT AT THE HEART OF ECONOMIC SUCCESS

2. AT A TIME OF NATIONAL AND GLOBAL
SHORTAGES IN KEY TECHNICAL AND
ENGINEERING EXPERTISE, NORTH
WEST WALES OFFERS A UNIQUE
CONCENTRATION OF SCARCE AND
SOUGHT-AFTER SKILLS.
THIS IS A GREAT PLACE TO DO
THE BUSINESS OF THE FUTURE.
CONTENTS
Welcome 1
All about us 2
Vision, Mission and Principles 3
The Regional Value Proposition 4
Project Objectives 5
All about Ambassadors 6
Contacts, sources and resources 12

3. WELCOME
We now have the opportunity – and the funding – to achieve amazing
things in North West Wales. Our work will impact on many people, not
just the workforces at Wylfa and Trawsfynydd. Nobody has ever done
anything quite like this before: we are helping skilled people to build
their knowledge and tune their skills to match the needs of employers
– and to capture the opportunities of changing markets.
That’s why the European Union is so interested in what we’re doing. This is a radical and
direct approach to regional development and regeneration that puts human potential at the
heart of the investment. Lessons learned here will be applied elsewhere.
Although the funding is substantial and important, success will depend ultimately on the
personal investment and personal impact of our Ambassadors. These are the people
who will build the profile and foster the relationships that will drive sustainable economic
development in North West Wales. Join us as an Ambassador and you will have the
satisfaction of helping to bring prosperity and economic diversity to an entire region.
We’ve worked hard to get where we are and of course, we have really only just begun.
I’m very proud to be involved in Shaping the Future and hugely excited about the difference we
can make. I hope you feel the same way. I hope, too, that you will want to be part of this.
Judy Craske
Project Director
WELCOME | PAGE 1
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4. ALL ABOUT US
Shaping the Future is a regional development programme that combines investment
opportunities with workforce development. We showcase and promote the unique
concentration of skills and expertise that are already in place; we deliver focused training
and development to help people tune their knowledge and skills to the current and future
needs of employers. Our ultimate goal is to create sustainable economic diversity in
North West Wales by encouraging the development of new jobs and businesses.
ALL ABOUT US | PAGE 2
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5. VISION OF THE DRAGON
OUR VISION FOR NORTH WEST OUR MISSION
WALES IS THE CREATION • To develop and promote the employability of the target workforce
OF ECONOMIC DIVERSITY,
• To develop, promote and secure new employment opportunities
SUSTAINABLE DEVELOPMENT
• To support economic development through investment in skills
AND SHARED PROSPERITY.
• To increase the capacity and yield of the learning supply chain
BY TUNING THE SKILLS OF A
HIGH-POTENTIAL WORKFORCE TO
OUR KEY PRINCIPLES
REAL-WORLD EMPLOYER NEEDS
• This is a people-focused project and we are here to help
AND MARKET OPPORTUNITIES,
WE WILL SHAPE AN EXCITING • Our services are designed to be simple, clear and easy to use
AND REWARDING FUTURE FOR • We will succeed through mutually beneficial relationships
THE REGION. • We deliver important results that matter to our communities
VISION OF THE DRAGON | PAGE 3
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6. When we are talking to employers,
entrepreneurs and investors,
it is important that we take every
opportunity to emphasise that
North West Wales is an exceptional
place to do business – and why.
Our Regional Value Proposition
identifies the key strengths and
themes that may be relevant to
people and organisations involved
in job creation. Of course, not all
the points may be appropriate to all
audiences. You may want to define
your own list of attractions – and
you will certainly wish to furnish
examples and evidence from your
own experience. But it helps to
have a checklist of selling points
at your fingertips and we think this
is a pretty good starting point.
THE REGIONAL
VALUE PROPOSITION
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FOR THE FUTURE.
A RELIABLE AND HIGH CONCENTRATION OF TECHNICAL SKILLS
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FOR THE FUTURE.
A FULL SUITE OF TECHNICAL AND ENGINEERING EXPERTISE LEVELS
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FREE TRAINING AND DEVELOPMENT TO MEET EMPLOYER NEEDS
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FOR THE FUTURE.
LOCATION IS A FOCUS FOR INVESTMENT IN ENERGY AND TECHNOLOGY
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FOR THE FUTURE.
HIGH INVESTMENT AND SUPPORT FOR ECONOMIC DEVELOPMENT
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FOR THE FUTURE.
BUSINESS-FRIENDLY LOCAL GOVERNMENT AND PLANNING STRATEGY
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VERY HIGH QUALITY OF LIFE ALLIED TO LOW COST OF LIVING
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FOR THE FUTURE.
CHEAP LAND AND PROPERTY PRICES WITH DEVELOPMENT SCOPE
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LOW COST OF EMPLOYMENT AND HIGH-LOYALTY WORKFORCE
THE REGIONAL VALUE PROPOSITION | PAGE 4
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7. PROJECT OBJECTIVES
WE WILL DELIVER A MEASURABLE AND SIGNIFICANT
TRANSFER OF SKILLS AND KNOWLEDGE INTO NEW,
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HIGH-POTENTIAL OCCUPATIONAL AREAS, INCLUDING
GREEN ENERGY.
WE WILL PROVIDE LONG-TERM CAREER PLANNING TO
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SUPPORT SUSTAINABLE ECONOMIC DIVERSIFICATION
FOR THE FUTURE.
IN NORTH WEST WALES.
PROJECT OBJECTIVES | PAGE 5
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8. BEING AN AMBASSADOR IS NO SMALL TASK. WE ARE
LOOKING FOR PEOPLE WHO HAVE ALREADY MADE
A SIGNIFICANT MARK IN THEIR OWN CAREERS AND
NOW WANT TO USE THEIR EXPERTISE, INSIGHT,
INFLUENCE AND PASSION TO CONTRIBUTE TO
SUSTAINABLE ECONOMIC DEVELOPMENT IN NORTH
WEST WALES. BEING AN AMBASSADOR GOES WELL
BEYOND ‘GIVING SOMETHING BACK’. WE ARE LOOKING
FOR INDIVIDUALS WHO REALLY WILL SHAPE THE
FUTURE OF NORTH WEST WALES AND ITS PEOPLE.
ALL ABOUT
AMBASSADORS
‘
‘
Ambassadors will typically be senior figures in one of our target industry
sectors who can create a network of influence and attract suitable economic
opportunities to North West Wales. They will be industry role models in their
own right, people who have the presence and credibility to be effective
‘
‘
‘movers and shakers’, facilitating entrepreneurial start-ups and other inward
investments. They will be motivated by the opportunity to make a substantial
personal impact on the economy of North West Wales by creating
win-win interactions between employers, communities and individuals.”
(Project Scoping Document, Menter Môn, 2011)
ALL ABOUT AMBASSADORS | PAGE 6
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9. WHY BE AN
AMBASSADOR
D UP There are many reasons to become an Ambassador – professional, personal
and altruistic. There is undoubtedly prestige associated with the role; as well
as harnessing your impressive existing network, you will make new, interesting
and influential contacts in the course of your work. You will also collaborate
with other like-minded, high-calibre individuals who share your drive to find
UTURE.
new sustainable development opportunities for the skills in North West Wales.
Ultimately, however, your motivation will be bound up with the difference you
make to those individuals and communities who will benefit directly and
decisively from Shaping the Future.
You will help attract investment and encourage entrepreneurial ventures for
highly talented, highly motivated people who might otherwise find themselves
unemployed. You will help emerging and growing enterprises to find the skills
they need to succeed in a competitive global environment. You will support
communities to achieve a level of prosperity that is built on sustainable development.
Being an Ambassador is a significant undertaking. You will earn and deserve
all the prestige, recognition and sense of achievement that goes with such
passionate involvement and commitment to making an impact.
WHY BE AN AMBASSADOR | PAGE 7
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10. WHAT WILL
PROFESSIONAL NETWORKING
Personal contact works. Using your already impressive
existing network and fostering new relationships in
I BE DOING?
your Ambassador role, you will use your passion and
infectious enthusiasm to communicate our message
personally to a wide range of decision-makers and
opinion-formers. You will also introduce partners
and providers to each other to facilitate new
working relationships.
THERE IS NO DEFINITIVE JOB DESCRIPTION FOR AN
PUBLIC SPEAKING
AMBASSADOR BECAUSE WE WANT YOU TO FULFIL Whilst speaking at conferences (as a keynote speaker
THE ROLE IN A WAY THAT PLAYS TO YOUR OWN or in workshop facilitation) and other high-profile
public events, or providing pieces to camera and
STRENGTHS, MOTIVATIONS AND CONTACTS. microphone for the broadcast media, you will take
every opportunity to promote North West Wales and
HOWEVER, THE ROLES WILL INVOLVE CERTAIN CORE
the ‘Skilled Up’ workforce to a wider audience.
ACTIVITIES THAT RAISE THE PROFILE OF NORTH
OPINION FORMING
WEST WALES AND HIGHLIGHT THE CONCENTRATION Whether writing articles for the newspapers or reaching
out to key target audiences through social media, your
OF TECHNICAL SKILLS THAT MAKE IT A GREAT
passion, credibility and insights will actively promote
PLACE TO DO BUSINESS OF THE FUTURE. the region and its workforce to steer attention and
interest in our favour.
NEWS GENERATION
As our training programmes develop and the results
start to emerge, we will be keen to feed news stories
and human-interest features to the media that show
what’s going on and draw more partners and interest
to the campaign. You will use your reputation to add
credibility and attention to this media activity.
POLITICAL LOBBYING
Shaping the Future is politically neutral but we will take
every opportunity to share insights and experiences
about our work and achievements, at every level
of government, supported by the considerable
experience and connections of our public affairs
partner, Citigate.
PROGRESS REPORTING
You will provide continuous informal reporting on your
progress in relation to both activities and outcomes.
These reports will be collected and collated, before
feeding into our reporting to the Welsh European
Funding Office. You may be invited to contribute
specific pieces for the Annual Report.
IDEAS, INNOVATION & IMPROVEMENT
Last but not least, we will encourage you to share
great ideas that emerge from your activity as an
Ambassador, whether they’re improvements to our
processes, ideas for an entrepreneurial start-ups or
sustainable employment opportunity.
WHAT WILL I BE DOING? | PAGE 8
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11. WHAT YOU BRING
TO THE ROLE
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A REPUTATION FOR SUCCESS IN YOUR CHOSEN SECTOR
FOR THE FUTURE.
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A BROAD NETWORK OF INFLUENTIAL INDUSTRY CONTACTS
FOR THE FUTURE.
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PASSIONATE COMMITMENT TO ECONOMIC DEVELOPMENT
FOR THE FUTURE.
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CONFIDENCE, CREDIBILITY AND INFECTIOUS ENTHUSIASM
FOR THE FUTURE.
CAN-DO COMMITMENT TO MAKING THINGS HAPPEN
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EXCELLENT INTERPERSONAL AND NETWORK-BUILDING SKILLS
FOR THE FUTURE.
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IDEALLY, PERSONAL IDENTIFICATION WITH NORTH WEST WALES
FOR THE FUTURE.
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MOST IMPORTANTLY – DETERMINATION TO MAKE A DIFFERENCE!
FOR THE FUTURE.
WHAT YOU BRING TO THE ROLE | PAGE 9
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12. SUPPORT FOR SUCCESS
SHAPING THE FUTURE IS MAKING A SUBSTANTIAL
INVESTMENT IN COMMUNICATIONS AND PR TO HELP
YOU GET OUR MESSAGE ACROSS TO KEY AUDIENCES.
The functional hub of Shaping the As our PR advisers, Citigate Dewe Work Group provides messaging
Future is centred on the website. Rogerson are responsible for public and communications support to
It’s designed to provide you with relations and public affairs, Ambassadors, as well as managing
various insights and resources, but including relationships with the the recruitment process.
you can also refer contacts and press and media.
PRIMARY CONTACT (AMBASSADOR RELATIONS):
prospects there for more information. Sharon Davis
PRIMARY CONTACT: Sophie Woodcock
WEBSITE: www.skilledupforthefuture.com PRIMARY CONTACT (COMMUNICATIONS):
Stuart Millar
SUPPORT FOR SUCCESS | PAGE 10
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13. WHAT NEXT?
The role of Ambassador is Appointments are made by the internal networking and mutual
voluntary and honorific so the the Project Director following a support that is an important part
selection process is substantially structured and extended dialogue of the Ambassador model.
different from the assessment with existing partners and advisers
If you have any questions about
techniques found in conventional to the Shaping the Future team.
the Ambassador programme,
recruitment. Our main aim is to help Where possible we will offer you
from eligibility criteria to
you understand the demands and opportunities to talk informally with
appointment details, please contact
challenges of the role so that you existing Ambassadors and potential
sharon@skilledupforthefuture.com
can decide for yourself whether Ambassadors. As well as helping
you have the time and energy to you to decide whether this is for
commit to the task. you, it will provide a foretaste of
For more information about the programme, please visit our website
www.skilledupforthefuture.com
LAUNCH DATE: 15TH NOVEMBER 2011
ALL ABOUT AMBASSADORS | PAGE 11
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14. CONTACTS,
SOURCES AND
RESOURCES
WEBSITE: www.skilledupforthefuture.com
CONTACT PROJECT DIRECTOR: judy.craske@skilledupforthefuture.com
FUNDING PARTNERS:
In partnership with:
CONTACTS, SOURCES AND RESOURCES | PAGE 12
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