Apprentices

City Training is the region’s largest provider of apprenticeships. While it had many hopeful apprentices on its books, there was a lack of businesses on board to provide apprenticeships to these young people.

Aim

To promote City Training as a provider of apprenticeships and encourage businesses to take on its apprentices.

Strategy

CG used National Apprenticeship Week 2010 as a vehicle. It created an integrated campaign, led by PR, based on the idea of young people ‘campaigning’ for more businesses to take on apprentices.

Tactics

Bold opinion pieces aimed at business owners highlighting the issues at hand written and 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.

Targeting newspapers’ letters pages with letters of support for City Training’s campaign from the businesses it worked with. This created vital third party endorsement.

Interviews with head of apprenticeships, David Murley, secured on regional radio stations to further position him as the regional thought leader in apprenticeships and highlight the campaign.

Live demonstration with students ‘campaigning’ with placards organised and held in central Southampton. It created a buzz and an interesting photo and video opportunity.

Results

• More than 22 pieces of coverage for the campaign in one month.
• Coverage appeared in Southern Daily Echo, The Business Magazine, Business Solent (then Business Southampton).
• Lasting legacy as CG created a video of the protest for YouTube.
• Radio coverage on BBC Radio Solent, Wave 105 and The Breeze during peak listening hours.
• CG gained for City Training the most coverage of any college in the UK relating to National Apprenticeship Week. As a result, City Training was awarded with a prize from the National Apprenticeship Service.