The 'Get In Go Far' campaign was launched last year to redefine the perception of apprenticeships among young people, influencers and employers.
The latest tranche of the campaign, which will use the tenth anniversary of National Apprenticeship Week next month as a platform to promote apprenticeships, is targeted at small and medium-sized enterprises (SMEs).
DfE has compiled a series of case studies and endorsements, including from people who run SMEs and the Federation of Small Businesses, which highlight the benefits of apprenticeship schemes, including innovation, winning new business or boosts to productivity.
The Government, which aims to achieve 3 million apprenticeship starts by 2020, will use the case studies to persuade SMEs of the benefits of the apprentices and encourage them to take one on or expand existing schemes.
The campaign will take the case studies across a range of channels, on and offline, to capture the target audience of employers.
DfE will use regional and local radio advertising, featuring interviews with the case studies in which they will extol the benefits of apprenticeship schemes.
There will also be a partnership with LinkedIn, where case study stories will be explored in greater depth and a campaign micro-site that will attempt to convert interest in the scheme into action.
Meanwhile, DfE will use PR to reach out to national business media, media consumed by SMEs and trade titles related to the industries the case study SMEs operate in, as well as regional titles where they are based.
DfE revealed that PR-specific apprenticeships are being developed as part of the programme by Simon Francis, a founder of Campaign Collective.
Commenting on the new campaign, apprenticeships and skills minster Robert Halfon told PRWeek: "Whether it is working on a media campaign or learning the business behind a successful company, apprenticeships in PR are wide ranging and offer people a ladder of opportunity to succeed in their dream jobs.
"It is fantastic to see the PR sector already taking advantage of the programme, ensuring they get the workforce they require, but we must do more to encourage others in the industry to come on board. The Get In Go Far campaign, launching today, is key to achieving this. We’re persuading more firms of the benefits of apprenticeships, and inspiring more young people to explore the many opportunities this path could offer them."
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