National Apprenticeship Week

The strategy for National Apprenticeship Week 2013 was to visibly demonstrate how apprenticeships deliver for employers, young people and the economy.

Our intensive, high profile communications campaign deployed tactics ranging from news stories to social media campaigns to live events and a comprehensive content plan targeted key messages to each audience.

Partner outreach ensured that content was used by the widest possible number of stakeholder organisations while direct delivery by the communications team ensured that targets were hit.

The activity delivered 2,652 items of media coverage, 984 events, 58% public awareness (ICM), 13 times more tweets than the previous year, 18,000 online apprentice registrations, 600 more employers offering apprenticeships and an uplift in political support for apprenticeships.