Aims & Objectives
4 CAMPAIGN OBJECTIVES
4.1 Increase awareness of Apprenticeships to key sectors in NW.
4.2 To generate 500 learner starts by the end of March 2009 with companies referred on to providers.
4.3 To achieve an overall response rate of 3%.
4.4 To achieve at least 36% response to lead, (appointment), conversion rate.
4.5 To generate 1200 Apprenticeships leads, (appointments), by the end of March 2009.
5 TARGET AUDIENCE
Business size: 2-249 employees
Contact: Managing Director / Human Resources Directors / Recruitment Leads.
5.1 The campaign will target specific industry sectors where it is felt that there is potential to generate additional apprenticeships.
- Built Environment/ Construction
- Childcare
- Hairdressing
- Sport & Leisure
- Health & Social Care
- Retail
- Hospitality & Catering Progress in the above areas will be closely monitored by the project manager, who will also monitor geographical variations. Other sector areas will also be added to the campaign if success is proving poor in some areas.
6 KEY MESSAGES
6.1 The elements of the campaign will need to take into account barriers that employers have to overcome when recruiting Apprentices, focusing on the programme as being a recruitment tool.
6.2 Apprentices improve long term productivity of business.
6.3 Loyalty: Apprentices tend to stay with businesses for longer and give
greater commitment.
6.4 Quality: Apprentices can help bring a fresh approach to your organisation
by learning from ‘grass roots’ in a way that is specific to your business.
6.5 Key Benefits:
- Increases productivity and business performance.
- Demonstrates your long term commitment to your employees and customers in workforce development.
- Flexibility to train individuals around the needs of your business .
- Ensure that you can generate new employees that fit the skills your business needs for the future.
- At a time when the number of young people available is reducing, Apprenticeships are a key way of attracting individuals to your company.
6.6 Desired Message Tone:
6.6.1 The communications should be professional, inspiring and pragmatic. The message delivered should be one that empowers the employer to use the recruitment of Apprentices to take control of the skills his/her business needs to thrive in the future.
6.6.2 Communications need to be relevant to business type, not just industry sector and geographic/demographically sensitive. Copy variables may be needed.
- Hotels vs Hospitality vs Catering
- Construction vs Project Management vs Facilities
- Corporations vs Banks vs Finance
- Factories vs Engineering firms
- Bus Companies vs Inventory Management vs Logistics
- Mobile Phones vs Clothing vs Retail
7 BUDGET
7.1 Total Budget: £160,000.00 (including VAT).
NWPN LTD; Standard Conditions of Funding Grant; 14-19FF 2008-09; (SH)
Contract No.: NW 900 08 051; VALCON No.: NW 900 VALCON 460; Project Code: ZNW9PNTS8
