Campaign: Million Extra launch
Client: City & Guilds
PR team: Hill & Knowlton
Timescale: 7-11 February 2011
To engage employers in debate to understand the issues in hiring apprentices
To promote City & Guilds as debate leaders and increase recognition of the organisation.
Strategy and plan
Hill & Knowlton commissioned research to find the barriers facing employers when recruiting apprentices, which was targeted at national and HR trade media. An Apprenticeships Summit was held and a panel of experts including West Ham Football Club vice-chair Karren Brady, who has featured on the The Apprentice TV series, debated the research.
Measurement and evaluation
The campaign received 92 items of coverage, with four national broadcasts with Brady, including BBC Breakfast and Sky News, and 12 national print articles, including The Independent, The Guardian and The Sun. Research findings were included in Parliamentary Brief, read by MPs and Lords.
Visits to Million Extra's website rose from 500 before the launch, to 5,928 during February's National Apprenticeship Week.