Apprenticeship Campaign

Transcription

1 Apprenticeship Campaign Presentation to the London Enterprise Panel Skills & Employment Working Group 21 July 2015 Jon Visit Thorn london.gov.uk/apprentices Skills Funding Agencyor call Alison the National Garland Apprenticeship Skills Funding Service Philippa Michael Greater London Authority on

2 Campaign recap Goal: to support the Mayor s commitment to deliver up to 250,000 new apprenticeship starts in London by 2016 Two strands AWARENESS RAISING 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 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 Awareness raising strand - September to December 2014 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 Media consumption map for the target audience Index Newspapers Outdoor % Reach Media channels that over index for the target audience Internet TV 20 Cinema Social Networking 0 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 4 Source : TGI 2014 Q2

5 User journey Campaign activity Campaign landing page on London.gov Inform and educate audience about apprenticeships (awareness raising strand) Information pages Generate inbound lead (support direct marketing strand) Prominent call to action: web form and NAS phone number Thank you page

6 University of Work creative 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

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8 Media performance of awareness raising strand 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 4.5 opportunities to see. Strongest positions in London titles (pp. 3 10) Targeted s (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) Gifted TfL inventory Total of 4.3m impressions, 5.7k clicks, 4.2k lands 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 Generate a 7% uplift in positive statements about apprenticeships amongst London SMEs Generate a 7% uplift in London SMEs agreeing they know a great deal or fair amount about the Mayor s work on apprenticeships Drive 25,000 unique page views to london.gov/apprentices Results 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%) An 8% increase of London SME s knowing something about the Mayor s work to make businesses aware of apprenticeships (74%) 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 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 Promotion of London ESF AGE Grant

11 Direct marketing campaign 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 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 Results of direct marketing strand Target Results % of Target Apprenticeships created* % conversion of Leads to Opportunities Cost to LEP (ex VAT) % 39% 55% 142% 265, ,530 82% Significant increase in inbound enquiries following the Awareness Raising Campaign (14% of total project leads were inbound) *Starts generated within reporting period, to end of May 2015

14 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 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 Further activity 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

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