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Case Study
National Apprenticeship Week 2015

National Apprenticeship Service

National Apprenticeship Service

Challenge

With National Apprenticeship Week (NAW) taking place each year, we needed to engage even more employers and stakeholders and make NAW 2015 the biggest yet. The crux of our campaign was to present a compelling business case for hiring apprentices, with the ultimate goal of increasing the take up of apprentices by employers during NAW and beyond.

Solution

We started the week with the launch of an independent report by the Cebr, detailing the tangible ways in which hiring apprentices can help boost profits and grow customer-base for businesses. Over the course of the week, we secured media coverage across local, regional, trade and national titles with our lead story, placed features and by-lined articles and promoted key NAW events at locations such as the London Eye, Elstree Film Studios. Utilising the campaign’s social platforms and through earned stakeholder channels, we ensured the campaign secured the great exposure. The week closed  with a news story on the amount of employers who had pledged to take on apprentices during NAW.

Impact

Businesses up and down the country, large and small, across sectors pledged to take on a further 24,806 apprentices in the coming year, a significant increase on the 20,000 pledges made in 2014. We achieved over 2,400 pieces of coverage, reaching 70% of all UK adults. On social media, we achieved over 98,000 mentions across all channels, #NAW2015 trended UK-wide on the first day of the week, securing a reach in excess of 35 million. 

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