Apprentice publicity campaign 

Apprentice publicity campaign 

Project brief: An industry training body wanted to promote new apprenticeships. As a former journalist, I knew the best chance of communicating a topic like vocational qualifications would need to feature the people doing the job. See below the images for more details on this campaign.

Project brief: An industry training body wanted to promote new apprenticeships. As a former journalist, I knew the best chance of communicating a topic like vocational qualifications would need to feature the people doing the job. See below the images for more details on this campaign.

Publicity equivalent to c. £100,000 in paid advertising

Image of press article featuring an IT apprentice
Image of press article featuring a housing apprentice
Image of press article featuring a cleaning apprentice
Image of press article featuring a cleaning apprentice
Image of press article featuring an accountancy apprentice
Image of press article featuring a property apprentice
Image of press article featuring a facilities management apprentice

What it involved…

Research and case studies: I first had to find apprentices willing to be featured because without humans, there is no story. I then looked into the most relevant channels for a target audience of school-leavers and employers. The Daily Mirror’s ‘Get Britain Working’ campaign seemed an obvious fit.
Interviews and storytelling: I found eight apprentices who I interviewed to write press releases. I included a quote from the organisation’s CEO in each release, along with useful stats and background information.
Generating interest: By providing well-written, accurate and data-filled press releases with access to interviewees, I made the comms process as easy as possible for the journalists.
Value coverage: The paper ran each case study as a full-page spread. We calculated the free publicity was the equivalent to circa £100,000 in paid advertising.