West Yorkshire Combined Authority - Adult Skills

How we raised awareness of free skills courses for adults to help with employment prospects?

WYCA offer a range of fully funded adult training courses (through Futuregoals) focusing on growing sectors within West Yorkshire including Digital, Engineering, Construction and Health and Social Care. The training courses, developed alongside employers, offer individuals the opportunity to: step up into a new job, progress in a current job or re-train and change career. 

The Ark Media was tasked with planning and executing an effective media campaign that would raise awareness and visibility of the fully funded adult training courses on offer in the West Yorkshire region, primarily targeting under-represent groups such as females, the over 50's and individuals from ethnic minority communities.

Objectives

The primary objectives were to:

- Increase raise awareness and visibility of the fully funded adult training courses in West Yorkshire

-Increase sign-ups to available courses

-Target under-represented individuals and communities

Strategy and Execution

The strategy included:

- A targeted insight driven Social Media advertising on Meta, LinkedIn, Snapchat, TikTok, and emerging channels with a strong demographic. 

- Advertising in local press allowing the campaign to reach the West Yorkshire community.

-Audio advertising.

Facebook video post on West Yorkshire Combined Authority Facebook page.

Supporting West Yorkshire's Skills Drive

WYCA's industry led, fully-funded skills training courses support both individuals and employers from within West Yorkshire to develop the skills and knowledge needed to secure a new job / promotion or grow their businesses through creating training that is accessible.

The Ark Media's in-depth knowledge and experience of the education sector audiences, overlaid with our understanding of the different media channels available allowed our team to create and implement a combined digital and out-of-home media strategy that targeted and engaged with the right audience, at the right time- highlighting the benefits of upskilling.

Local newspaper advertising aimed at targeting specific communities.