Why Not Consider An Apprenticeship?

An apprenticeship combines the world of work with the world of learning, allowing students to gain hands-on practical training as well as off-the-job learning. Open to individuals aged 16 and over, apprenticeships teach the skills and knowledge needed to work in a chosen field, whilst also offering a salaried job.

For businesses, taking on an apprentice offers numerous benefits including being able to cultivate new talent, filling a skills gap, expanding and diversifying the workforce -all whilst having dedicated support.

Luminate Education Group are one of the biggest providers of apprenticeships regionally, having strong industry links with local, regional and national employers, ensuring that all apprenticeships cover relevant and current content – giving students the best training and increased opportunities for career progression.

The Ark Media's role was to create and deliver an innovative media campaign that would run during National Apprenticeship Week and raise awareness of the value of apprenticeships to both potential apprentices and employers- across the region.

Objectives

The primary objective was to:

-Drive engagement and increase awareness, encouraging young adults and local businesses in Harrogate, Leeds and Bradford to inquire about Luminate's full apprenticeship offering

Strategy and Execution

The campaign aimed to showcase the dual benefits of apprenticeships to both local businesses and young adults, across the region, The Ark Media took a targeted approach using out-of-home advertising-in key locations-and audio advertising to reach a broad audience within the Leeds. Harrogate and Bradford communities

The strategy included:

-Digital Audio Exchange advertising in Harrogate and Keighley to target specific demographics and mitigate the limited number of out-of-home advertising sites

-City centre Street Hub and Poster Drum advertising, in Leeds, to attract the attention of business owner

-Billboard advertising, strategically placed on key arterial roads where local audiences would frequently engage with the messaging

Poster Drum wraps delivered 1.1 million impressions across Leeds City centre

Two different creatives were used on Leeds city Centre street hubs to communicate the benefits of apprenticeships to both local businesses and young adults. The street hubs over-delivered with 194,163 plays.