NAS Partner Marketing Workshop: Engaging with schools breakout
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The 'engaging with schools' breakout session from the January 2013 NAS partner workshop
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NAS Partner Marketing Workshop: Engaging with schools breakout
- 1. Engaging with schools Engaging with schools workshop
- 2. This session Why engagement with schools is important Top Tips on engaging with schools Examples of good practice NAS’ work with schools & suggestions from the toolkit Overcoming challenges Working together Engaging with schools workshop National Apprenticeship Service
- 3. Research Research has highlighted the benefit of engaging through schools Our own research indicates teachers and careers advisors are key influencers AoC research also sets out key principles to help those in further education deliver better events Download AoC research at http://www.collegesweek2012.org/toolkit/ Engaging with schools workshop National Apprenticeship Service
- 4. AoC research: before the event Use clear and simple language Market information, deliver information and inspiration Remember the WIIFM (What’s In It For Me) Market to parents and to young people Provide information for parents Try to fill the gap left by the absence of careers advisors Utilise social media, traditional media and relationships Engaging with schools workshop National Apprenticeship Service
- 5. AoC Research: At events Involve employers wherever possible Be honest Be open Involve real people with relevant experience Make the route obvious It’s not just about finding out what you like, it’s about finding out what you’re good at Provide mostly group-based events but some individual opportunities With teenagers, avoid embarrassment at all costs Engaging with schools workshop National Apprenticeship Service
- 6. AoC Research: What should an open day consist of? Engaging with schools workshop National Apprenticeship Service
- 7. AoC Research: What should an employers event consist of? Engaging with schools workshop National Apprenticeship Service
- 8. Next Steps Assessment - current successes and challenges in your area Localisation – finding out what your schools want and need Action plan – create an offer that builds on current success and provides bespoke solutions to their needs Engaging with schools workshop National Apprenticeship Service
- 9. Good practice: Co-operative • Innovative cross- channel approach •Constant dialogue with schools • Use of topical issues to reinforce context http://www.co- operative.coop/green -schools-revolution/ Engaging with schools workshop National Apprenticeship Service
- 10. Good practice: Leeds City College • Schools liaison highly successful • 13 showcase events in 2012 attracting 690 visitors • 95% of event visitors found out about events via schools or LCC website • Dedicated ‘menu’ offered to schools enabling them to decide how they want to engage Engaging with schools workshop National Apprenticeship Service
- 11. NAS Learner Engagement Activity and Resources Engaging with schools workshop
- 12. Learner Engagement Activity Partners Partnerships in place: Collaboration on: • AELP Sun Roadshows, Bootcamps • AoC Have a Gos and The Skills Show • National Careers Service Events, school resources, call centre training, PR, • Institute of Careers Guidance Conferences, seminars, bulletin, • Education and Employment Taskforce Inspiring the Future campaign and Apprenticeship events • The National Governors’ Association Information guides to governors • National Teachers’ Union - ASCL Communications into their channels Engaging with schools workshop
- 13. Learner Engagement Activity Comms Channels Channels into Schools, Careers Advisers and Learners • Direct Mail – Open Doors Media – What Apprenticeship Guide Posted into secondary schools in September to the careers leads • E-shots – Bespoke E-shots via CareersInfoGroup and Institute of Careers Guidance • E-newsletters – Regular articles in the notgoingtouni e-newsletters • Mykindacrowd – Online Class Competitions using specific Apprenticeship teacher resources Engaging with schools workshop
- 14. Learner Engagement Activity Events IAG Events Grid in place to ensure cyclical planning e.g 2012/13: MAY The Sun Employment Roadshow AUG National Citizen Service Programme for 30,000 16-17 yr olds NOV The Skills Show, Apprenticeship and NTA Awards NOV - MARCH Skills London 2012 and other regional Skills Expos NOV/JAN Pilot Graduation Ceremonies FEB/ MARCH National Careers Guidance Shows MARCH Big Bang - Young Scientists and Engineers Fair MARCH National Apprenticeship Week Engaging with schools workshop
- 15. Learner Engagement Activity PR & Social Media PR / Publications • Supplying copy and writing articles for learner and key influencer focused magazines and websites e.g. Opendoors magazine, mumsnet etc • Press Releases and vacancies - Selling in stories at key points in the calendar • Media partnerships - Opportunities within supplements • Open Doors Media Termly Prospectus magazine • Education and Employment Campaign careers e-book – 15 pages Social Media • Facebook/twitter campaigns to support Av, promote ‘dream jobs’, HA vacancies and Inspiring the Future • Large selection on films available on You Tube • Online advertising (Google and Facebook) • Apprenticeship vacancy Application for android and i-phone Engaging with schools workshop
- 16. Collateral currently available On the Apprenticeships website (Partners / Marketing and Collateral section), we currently make the following available: Logos and Brand identity Brochures and leaflets Posters Bannerstands Teacher Pack Image Library For Information, Advice and Guidance colleagues, there are specific resources: Schools Resources Presentations Brochures and Posters Film Case Studies Adviser Guide and Checklist Types of Apprenticeships Engaging with schools workshop National Apprenticeship Service
- 17. Ideas for National Apprenticeship Week (and beyond) Employers Colleges & training providers Partners •Arrange a ‘Made by apprentices’ •Organise taster sessions • Organise a schools open day at your premises where local pupils can learn programme to discuss a about a specific industry sector. particular industry or issue • Include opportunities to talk to current and former •Run your own WorldSkills UK • Attend open days organised apprentices, workplace tours and Have a Go events to encourage by employers, colleges and see first hand the contribution potential apprentices to try a new training providers made by apprentices. skill. • Help share our ‘Sector in the •Invite teachersand Year 9–11 • Extend the ‘Have a Go’ Spotlight’ films’ through your pupils to job shadow apprentices principle to teachers and social media and schools in the workplace. encourage them to do a day as channels. an apprentice. Use of Social Media • Use the toolkit to develop a plan for NAW • Target you local schools via their strongest social media channel • Make sure your Social Media plan is activated well in advance of NAW Engaging with schools workshop National Apprenticeship Service
- 18. Overcoming challenges Build relationships with key influencers and stakeholders Partner with local authorities and local businesses Understand your local landscape Utilise existing opportunities: • Inspiring the Future • Apprenticeship Information Ambassadors Network (LSE only) • Raising Participation Age • Destination Measures Reporting Engaging with schools workshop National Apprenticeship Service
- 19. Working together What are you doing already? What other ideas do people have to engage with schools? What collateral and merchandise might you need from NAS? How can we better promote these activities? Engaging with schools workshop National Apprenticeship Service
Notas do Editor
- Word of mouth is still important and we know from research by the AoC that not only are careers staff and teachers vital sources of information about further education options, but that these key influencers can be poorly informed about non-academic options. We need to educate them as well as reach young people and parents directly.AoC research here: http://www.aoc.co.uk/en/newsroom/aoc_news_releases.cfm/id/F0680F00-88BD-4F9A-937E6FC2EE0B1630
- Use clear and simple language > Avoid ‘vocational’ or ‘education’ and use ‘path’ or ‘future’ to create the idea of making decisions that are long term in nature.Market information, deliver information and inspiration> ‘Have a go’ is not what gets young people or parents to events but it is key part of decision making and getting people excited about the opportunities available to them and others.Remember the WIIFM (What’s In It For Me) > Provide and market something or someone that is of interest to young people. > Celebrities, food and music were all regularly mentioned as being drivers to attend.Market to parents and to young people > Children and young people perceive finding out what they need to know as boring, so they are only likely to attend events if they are made to, probably by their parents. > Marketing an event should not overly focus on the element of ‘fun with groups of mates’ as this does not make young people comfortable or engaged.Provide information for parents > Parents feel that they need more information to support their children’s choices, by using events or other communications to inform them about the opportunities afforded by vocational qualifications it will be possible to change their minds about vocational education and get information to young people.Try to fill the gap left by the absence of careers advisors > Young people now don’t receive independent advice and any ways in which a College can fill this gap will help raise awareness and the profile of Colleges’ work.Utilise social media, traditional media and relationships > Young people believe that social media is the best way to get a message to people like them but are most keen for Colleges to contact them via email. > Traditional media such as local papers will work for communicating with parents.
- Involve employers wherever possible > This adds credibility and provides motivation for young people to attend an event.Be honest > Don’t be afraid to be honest, the warts and all approach is important and will not put off all young people, they want a realistic picture and are savvy to sales pitches. They want to understand the down sides and risks and make a reasoned and informed decision.Be open > Events should focus on what young people will actually be doing on a course, so where possible should involve example classes, as young people want to be aware of the reality rather than just the marketing version.Involve real people with relevant experience > Events should involve current and past students, tutors and people working in the relevant areas. Make the route obvious > Young people will respond well to the journey of ‘see, try, ask’ (showcase, ‘have a go’, information, advice and guidance), but the way to do this will need to be clear through thematic grouping and clear signage. It’s not just about finding out what you like, it’s about finding out what you’re good at > Where possible, the ‘have a go’ element of an event should involve a competitive or comparative element. Young people don’t just want to find out about skills, they also want to understand what they are good at relative to their peers and find this inspiring. Provide mostly group-based events but some individual opportunities > Young people preferred group-based activities across all types of events. With teenagers, avoid embarrassment at all costs > Providing solo opportunities to ‘have a go’ may be engaging for some harder to reach groups. They don’t necessarily want to try skills with groups of their friends. While it should be easy to take the opportunity to ‘have a go’, it shouldn’t necessarily be public.
- Freshminds / AoC research among young people and parents (see pdf)
- Freshminds / AoC research among young people and parents (see pdf)
- The Co-operative’s Green Schools RevolutionSince Sept 2010 has engaged over 6,300 schools across the UK with a sustainable education programmeProgramme has rich content and a variety of activities to keep schools engaged and helps deliver their Eco schools agendasRelevant and credible resources linked to the curriculum – with competitions, school visits, focus weeks and volunteer visitsEngaging website with all resources and activities – www.greenschools.coopOn going dialogue and newsletter with school keeps schools motivated and informed.Green Schools Revolution has made an enormous impact to thousands of schools across the UK through engaging material, school visits and new activities each year.
- Leeds City College is the UK’s third largest FE establishment, teaching more than 45,000 students. Its courses cover almost all subject areas and include full and part-time academic and vocational qualifications. Events play a core part in its student recruitment strategy and the College hosts a range of general open days, and faculty specific showcase sessions at key times of the year. Last year, it held 13 showcase events, which combined, attracted more than 690 visitors. Central to driving this high footfall is how the events have been promoted – in particular, through its website and local schools. Schools liaison specifically has really paid off and this is now an important focus for the Marketing Events team. Steven Knowles, Marketing Events Manager, Leeds City College explains: “Around 95% of event visitors said they found out about it via our website or through their child’s school. Schools have a strong influence over the decisions parents and young people make about education, and as such are increasingly becoming a more widely used channel to promote our events. “Not only that, but we are now organising events specifically for schools. Through collaboration with our 14-19 team, the Marketing Events team now offer schools a dedicated events menu from which they can pick and choose how they want to engage with us. Events take place either on school premises or at the College.” The events Leeds City College offer to schools includes: College presentations at year group assemblies and parents events Curriculum roadshows which enable pupils to chat and engage with representatives from up to four curriculum areas specified by the school CPD/staff development sessions to raise school staff awareness of FE and how to best advise young people on their journey to FE and beyond Tasters and tours of the College, tailored to suit school requirements GCSE & AS/A Level Results open day events whereby pupils and their parents can drop into the College to discuss FE/HE options following their results. Knowles concludes: “This tailored approach has not only been more effective than paid advertising but has also improved our relationship with schools.”
- Kay (Leeds), Allison (London) or Lynn (Bristol) to present this section
- Apprenticeships.org.uk / partners tab – There is an dedicated Information, advice and guidance section with:Powerpoint presentationsLinks to filmsDownloadable brochures and fact sheetsApprenticeship Guide/Checklist – information and referral routesCreation of lesson plansYear 9-11 school workbookGuide to Apprenticeship job roles linked to curriculum subjectsParents fact sheetEmail AddressIAG@Apprenticeships.gov.uk new email address for partners with IAG queries
- Check with Kay / Allison / Lynn who wants to present this, but prepare to present
- Facilitate discussion