Access has been appointed via the Central Office of Information (COI) regional framework for Wales to deliver a high profile campaign for the Welsh Assembly Government, based on increasing take up of apprenticeships and improving skills in the workplace.
Following a successful pitch process, Access has been tasked with supporting the Department for Children, Education, Lifelong Learning and Skills (DCELLS) in its 18 month marketing campaign, which aims to change employers’ attitudes and perceptions towards skills and vocational learning.
Access will provide full support for DCELLS across all areas of workplace learning and business skills including on and offline creative solutions, search marketing, copywriting, production of multilingual content, market testing and evaluation of marketing activity.
The first phase of this project which focuses on apprenticeship take up has already kicked off. This initial campaign aims to increase positive perceptions of work-based learning amongst SMEs and encourage take up of apprentices now, so that when the economy improves, these organisations will be one step ahead by having a skilled workforce in place.
The apprenticeship campaign has already seen Access art direct a large-scale four day photo shoot, and create press and radio advertising aimed at business owners which will generate leads for careers companies and training providers, who will follow these up to secure visits within businesses.
Derek Allen, Senior Marketing Manager, Knowledge Management Division of DCELLS comments: “The ultimate intention of this campaign is to help raise the profile of these learning activities through long term attitudinal change and by creating a climate where these skills are valued and welcomed. We know this is not going to be a quick fix, but will require long term sustained marketing and communication, and that’s why we sought a long-term creative partner for the delivery of this marketing activity.”
Simon Landi, Managing Director of Access comments: “This is a really important project for both the Welsh workforce and its economy, and the timing of this is vital. I think it’s great that the Welsh Assembly Government has recognised this need for investment, and is putting so much support behind it, at a time when most businesses are looking to cut costs.
“From working on this project we have discovered apprenticeships provide a good return on investment for employers, as well as being a great source of new ideas to companies; and that there’s no shortage of young, enthusiastic people in Wales looking for an opportunity, but demand from companies has weakened during the recession, so it’s essential that we convey the wider benefits of getting involved.”
