The 'messaging and reputation' breakout session from the January 2013 NAS partner workshop looked at some new DRAFT messaging for Apprenticeships and invited feedback.

1. Building the messaging
& reputation of
Apprenticeships
Martha Phillips, National Apprenticeship Service
Building the messaging & reputation of Apprenticeships – January 2013

2. This session
Background
Our new messaging
Our resources
Discussion on what we can do to help you
Building the messaging & reputation of Apprenticeships – January 2013 National Apprenticeship Service

3. Our communications
Last year, we have increased our communications – focusing on employers,
parents and younger people.
We are in the process of conducting research into the views of these audiences on
Apprenticeships and how we can improve effectiveness in 2013.
In the meantime, research continues to show that Apprenticeships are valued by
our key audiences.
And in the last three months, 54% of all people with line management
responsibilities have heard about Apprenticeships.
• 14% of employers heard of Apprenticeships in print and online news media
• 8% heard on social media
But in order to build on this success we must all speak with consistent messaging.
Building the messaging & reputation of Apprenticeships – January 2013 National Apprenticeship Service

4. Propensity to recommend
Apprenticeships (ICM Jan 2013)
Parents: I would encourage someone to do an
Apprenticeship
Employers: I would encourage someone to do an
Apprenticeship
All: I would encourage someone to do an
Apprenticeship
0% 10% 20% 30% 40% 50% 60% 70% 80%
Building the messaging & reputation of Apprenticeships – January 2013 National Apprenticeship Service

5. Sources of awareness about
Apprenticeships (ICM Jan 2013)
25%
20%
15%
10%
5%
0%
From a teacher, lecturer,atutorradio memberof amy familyinterview, orIn athe news In atube or bus advert On social media
From employer On TVfriend or as part of show or newspaper advertIn a advert newspaper or news website article
From or or careers adviser In a in radio poster, Elsewhere online somewhere else
Yes, but
General public 18-24s Parents Employers
Building the messaging & reputation of Apprenticeships – January 2013 National Apprenticeship Service

6. Messaging
The new era for Apprenticeships is built on the principles of:
Quality
Growth
Pride
Value
Based on this, we are now updating our messaging based on rigorous research
and testing among the target audiences.
Please spend a few minutes looking through the draft messaging and we’d
welcome your feedback – either make amends to the document on your chair or
email events@apprenticeships.gov.uk
Building the messaging & reputation of Apprenticeships – January 2013 National Apprenticeship Service

7. Collateral currently available
When it comes to getting any message across, clarity and consistency are both
essential. Apprenticeships are no exception. It is vital that everyone involved in
their delivery - employers, providers and young people.
On the Apprenticeships website (Partners / Marketing and Collateral section), we
currently make the following available:
Logos and Brand identity
Brochures and leaflets
Posters
Bannerstands
Teacher Pack
Image Library
Building the messaging & reputation of Apprenticeships – January 2013 National Apprenticeship Service

8. What else can we do?
What other collateral and resources could we give you to help us spread the word
about Apprenticeships?
Print
Online
Social media
Merchandise
Building the messaging & reputation of Apprenticeships – January 2013 National Apprenticeship Service

9. Building the messaging & reputation of Apprenticeships – January 2013