This was a multi‑channel campaign aimed at increasing engagement and promoting apprenticeships for adult learners and employers. With this campaign I aimed to raise visibility, highlight success stories, and dispel myths surrounding apprenticeships.
My role involved leading the content and creative development for a wide range of campaign assets, ensuring consistency across print, digital, and social channels. I produced the full content and design for the campaign magazine, billboard, and event flyer. I gathered case studies by contacting apprentices and employers, editing the stories, and publishing them on the website with a strong focus on SEO to maximise visibility. Alongside this, I created and uploaded a range of engaging articles, ensuring each one was optimised for search and written with a high level of readability. I also collaborated with the PR team, preparing and sharing PR notes and suggesting article topics. In addition, I created the event landing page and registration forms, monitored sign‑ups, and carried out additional promotional activity where needed. I also produced and scheduled multiple newsletters and social posts throughout the week, targeting both employers and prospective apprentices.
Please note: Some assets are linked within the text above. Due to the volume of assets, I have only linked selected examples. These represent the overall style, strategy, and quality of work delivered. If you would like to view additional materials, I would be happy to provide them on request.
We received a high level of event sign‑ups, gaining over 100 registrations across the events hosted during the week. As well as being distributed in print throughout the community and at in‑person events, the apprenticeship magazine performed strongly on digital channels, achieving a click‑through rate of over 100% on LinkedIn. The newsletters also received a good level of engagement, as an example, the learner kick‑off email achieved an open rate of 32%, above the education sector average of 28.5% (Campaign Monitor). While the click‑through rate was in line with expectations (289 clicks), the strong open rate demonstrates that the subject line, timing, and audience targeting were effective. All case studies and articles I published throughout the week received a green rating (the highest) for both SEO and readability. Website views were also up, as an example, the employers page on the website increased by 130% on views and 300% on active users, compared to the same time frame the previous month.