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Learning Skills Council ‘Apprenticeship’

Agency: Haygarth

Client: Learning Skills Council

Haygarth has been appointed to launch the regional Apprenticeship campaign for the Learning Skills Council in London.

The campaign revolves around a strong DM creative that has been designed to gain cut through with businesses, encouraging them to recruit and train apprentices, as part of a long term investment to address their business’ skills needs.

Haygarth is responsible for developing the target database as well as overall creative and management of the whole DM campaign. The creative uses the theme ‘Shaped by You’ with warm and charming illustrations of plasticine people working in each of the target sectors.

The plasticine creative was devised to provide a visual cue that links back to the Learning Skills Council’s umbrella creative theme 'It’s in our hands'. Key sectors that will be contacted as part of the campaign include construction, retail, hospitality and catering; with each sector having a very personal approach.

Teaser emails prior to the DM activity and a follow up email will be tested as part of the campaign. Certain sectors, where it is harder to achieve cut through will also receive a pack that includes plasticine, in order to increase recall and link to the ‘Shaped by You’ creative.

The DM activity will also be supported by conference material and sales support activity to bring the campaign to life. The overall objective of the campaign is to increase awareness of Apprenticeships amongst key sectors in London and drive leads for the Apprenticeship programme.

There are over 180 types of apprenticeships available in more than 80 sectors of industry and commerce. For many businesses it’s the proven way to train a workforce.

Marketing Manager at LSC, Juwon Adenyin, said, “The challenge for Haygarth was to create a DM pack that had a persuasive and compelling message that ensured businesses respond to the notion that apprentices are not a cost, but an investment.

“We really think the team at Haygarth has excelled itself in terms of creativity and overall project management and we’re looking forward to seeing some great results. We’d also like to thank the following sector skills for their support and co-operation in the project: Construction skills, Skillsmart retail, Skills active and People First.”

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