An integrated approach to apprenticeships
The college - one of CG’s long-standing clients, wanted to use the National Apprenticeship Week and the ‘100 in 100 campaign’ to promote its apprenticeship service. It was agreed that a fully-integrated campaign would make it happen.
City College needed to target businesses within the region and encourage them to take on an apprentice.
CG approached the brief by taking hold of the issue of the lack of businesses willing to take on apprentices and positioning City College’s David Murley as a thought leader on the subject.
CG worked with David Murley to write a bold opinion piece, which was given to Southampton’s biggest newspaper as an exclusive on the first day of National Apprenticeship Week for maximum impact. The story was also circulated to business press in the region to establish a wider reach.
CG then worked with businesses that take apprentices through City College and encouraged them to write letters of support for City College to the local paper. This created vital third party endorsement.
CG’s broadcast specialist secured interviews for David Murley on regional radio stations to further position him as the regional thought leader on apprenticeships.
To maximise on City College’s involvement CG heavily promoted this affiliation through social media. CG also wrote copy, designed adverts and organised photography for advertorials linked to the campaign.
City College was invited to attend the 100 in 100 launch event in Southampton. The ‘People Power’ message was developed to create stand promotion and brand awareness at the event.
Along with all collateral and press releases, it carried the same messaging - focusing on the need for businesses to invest in taking on an apprentice and the benefits to them of doing so.