NAS Partner Marketing Workshop: Draft messaging and reputation breakout
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The document outlines the National Apprenticeship Service's strategies to enhance the messaging and reputation of apprenticeships as of January 2013, with a focus on communication improvements targeted at employers, parents, and young people. It highlights research findings indicating a growing awareness and positive perception of apprenticeships, urging consistent messaging across stakeholders. Additionally, it solicits feedback on draft messaging and suggests resources available to promote apprenticeships more effectively.
NAS Partner Marketing Workshop: Draft messaging and reputation breakout
- 1. Building the messaging & reputation of Apprenticeships Martha Phillips, National Apprenticeship Service Building the messaging & reputation of Apprenticeships – January 2013
- 2. This session Background Our new messaging Our resources Discussion on what we can do to help you Building the messaging & reputation of Apprenticeships – January 2013 National Apprenticeship Service
- 3. Our communications Last 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 on Apprenticeships and how we can improve effectiveness in 2013. In the meantime, research continues to show that Apprenticeships are valued by our key audiences. And in the last three months, 54% of all people with line management responsibilities have heard about Apprenticeships. • 14% of employers heard of Apprenticeships in print and online news media • 8% heard on social media But 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. Propensity to recommend Apprenticeships (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. 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. Messaging The new era for Apprenticeships is built on the principles of: Quality Growth Pride Value Based on this, we are now updating our messaging based on rigorous research and testing among the target audiences. Please spend a few minutes looking through the draft messaging and we’d welcome your feedback – either make amends to the document on your chair or email events@apprenticeships.gov.uk Building the messaging & reputation of Apprenticeships – January 2013 National Apprenticeship Service
- 7. Collateral currently available When it comes to getting any message across, clarity and consistency are both essential. Apprenticeships are no exception. It is vital that everyone involved in their delivery - employers, providers and young people. On the Apprenticeships website (Partners / Marketing and Collateral section), we currently make the following available: Logos and Brand identity Brochures and leaflets Posters Bannerstands Teacher Pack Image Library Building the messaging & reputation of Apprenticeships – January 2013 National Apprenticeship Service
- 8. What else can we do? What other collateral and resources could we give you to help us spread the word about Apprenticeships? Print Online Social media Merchandise Building the messaging & reputation of Apprenticeships – January 2013 National Apprenticeship Service
- 9. Building the messaging & reputation of Apprenticeships – January 2013