Apprenticeship Campaign

(1)

Visit london.gov.uk/apprentices or call the National Apprenticeship Service on 08000 150 600

PARTNER LOGO HERE

Apprenticeship Campaign 2014-15

Presentation to the

London Enterprise Panel

– Skills & Employment

Working Group

21 July 2015

Jon Thorn – Skills Funding Agency Alison Garland – Skills Funding Agency Philippa Michael – Greater London Authority

(2)

Visit london.gov.uk/apprentices

or call the National Apprenticeship Service on 08000 150 600

PARTNER LOGO HERE

OBJECTIVES:

• Generate a 7% uplift in positive statements

about apprenticeships amongst London

SMEs

• Drive 25,000 unique page views to

London.gov apprenticeship pages

• Generate a 7% uplift in London SMEs

agreeing they know a great deal or fair

amount about the Mayor’s work on

apprenticeships

Goal: to support the Mayor’s commitment to deliver up to 250,000 new apprenticeship starts in

London by 2016

Two strands

Campaign recap

AWARENESS RAISING

DIRECT MARKETING

OBJECTIVES:

•

LEP investment to uplift planned Skills

Funding Agency direct-mail &

telemarketing activity

•

Target 60,000 London SMEs

•

Create 500 apprenticeship starts

(3)

•

Communication objective:

Change business owners’ perceptions of

apprenticeships

•

Challenge:

SMEs are a diverse and idiosyncratic group of people who work

across a wide variety of sectors in businesses of different sizes and needs.

Various entrenched barriers exist when communicating about apprenticeships

•

Strategy:

Aim messages at the person at the top, no matter the size of the

business. Focus on similarities in attitudes, beliefs and triggers. Communicate

the who, where and how

•

Channel strategy:

Combine high reach, broadcast media with granular

targeting and contextually relevant placement

(4)

PARTNER LOGO HERE

Media consumption map for the target audience

4

For each media channel, the horizontal axis shows the index, the vertical axis

displays the % reach and the size of each bubble represents the amount of time

spent on each media channel

Source : TGI 2014 Q2 TV Newspapers Internet Social Networking Cinema Outdoor 0 20 40 60 80 100 120 75 95 115 135 155 175 195 Index

% Reach

Media channels that over

index for the target

audience

(5)

User journey

Campaign activity

Campaign landing page on London.gov

Information pages

Prominent call to action: web form and

NAS phone number

Thank you page

Generate

inbound lead

(support direct

marketing

strand)

Inform and educate

audience about

apprenticeships

(6)

PARTNER LOGO HERE

•

Qualitative research was carried out to understand SME attitudes

& understanding of apprenticeships

•

Respondents were broken down by SME size to test for

significant differences in attitudes and perceptions

•

Creative concepts were tested to ensure messaging

was successfully received

(7)

(8)

PARTNER LOGO HERE

Activity

Performance

Outdoor screens

419 digital screens in office buildings and petro stations. Total reach 6.2m

impacts, over delivered by average of 42%

Press adverts

35 insertions in 5 titles. Total reach 4m, 39% of ABC1 London adults @ 4.5

opportunities to see. Strongest positions in London titles (pp. 3 – 10)

Targeted emails

(LinkedIn, E-Media)

Reached 93,000 individuals (open rate), driving 1,800 clicks

Paid search

220,000 impressions, driving 2,500 clicks. Average position of 1.15

Digital display

(LinkedIn, business

networks)

Total of 4.3m impressions, 5.7k clicks, 4.2k lands

Gifted TfL inventory

Over 1,000 LU sites, 1 press ad and MPU over 10 weeks. £129,000 of added

media value. 701 GRPs London all ads coverage

(9)

Results of awareness raising strand

Target

Results

Generate a 7% uplift in positive

statements about

apprenticeships amongst

London SMEs

A 9% increase across to the following statements:

•

Apprentices are for people looking to further their career (68%)

•

Apprentices can work in a variety of roles (72%)

•

Recruiting apprentices could benefit my business (52%)

•

Apprenticeships are suitable for my business (46%)

•

I would consider hiring an apprentice in the next 12 months (47%)

Generate a 7% uplift in London

SMEs agreeing they know a

great deal or fair amount about

the Mayor’s work on

apprenticeships

An 8% increase of London SME’s knowing something about the

Mayor’s work to make businesses aware of apprenticeships (74%)

Drive 25,000 unique page views

to london.gov/apprentices

25,837 unique page views during the duration of the campaign

In addition the strand drove 173 RTT leads via the London.gov web capture form and E-Media activity,

accounting for 14% of the campaign’s RTT leads

(10)

PARTNER LOGO HERE

Integration of strands

• Joint ‘University of Work’ creative across advertising, direct-mail,

and letter from the Mayor

• One call to action channelling online enquiries through

London.gov

• A dedicated web-capture form on London.gov, linking

directly into Agency database

(11)

• Using Agency’s existing direct mail and telemarketing delivery

partners

• Each targeted employer to receive direct mail, plus follow up

telemarketing activity

• Any generated leads transferred to the Agency’s Small

Business Service

• Monthly reports & full evaluation produced for

Greater London Authority

(12)

PARTNER LOGO HERE

User journey

Direct mail and telemarketing

to SMEs

Awareness Raising Campaign

(referred from London.gov /

NAS phone number)

Leads passed onto Skill Funding Agency

(Small Business Service)

Converted leads passed onto training

providers

(13)

*Starts generated within reporting period, to end of May 2015

Results of direct marketing strand

Target

Results

% of Target

Apprenticeships

created*

500

629

126%

% conversion of

Leads to

Opportunities

39%

55%

142%

Cost to LEP (ex

VAT)

£265,500

£217,530

£82%

•

Significant increase in inbound enquiries following the Awareness Raising

Campaign (14% of total project leads were inbound)

(14)

PARTNER LOGO HERE

Comparison of campaign costs to other Agency

campaigns

• Campaign delivered at almost £50k under budget profile

(largely due to creative costs being absorbed by Greater

London Authority)

• Apprenticeships created for London campaign were better

value for money than national activity during the same time

period in 13–14

• Apprenticeships created during reporting period for London

campaign offered significantly better value for money than

activity in the rest of England during the same time period.

(15)

• Ongoing use of ‘University of Work’ creative

-Toolkit to support partners to promote apprenticeships

-London specific marketing activity (e.g. Londonlovesbusiness)

• Ongoing use of GLA hosted web form, ensuring the Agency is able to

accurately report on activity generated in partnership with GLA / LEP

• Potential for further phase in 2015/16 as part of Growth Deal

commitment to joint apprenticeship marketing campaign

(16)

Visit

london.gov.uk/apprentices