The people we love
Integrated digital campaign for First4Skills (one of the UK’s largest work-based learning companies) to raise awareness of Apprenticeships
as a core credible skill of the company.
Our core strategic insight was that social media’s peer-to-peer distribution would raise both credibility and awareness. Our solution was a coherent, online people-centred campaign that used real apprentices as the mouthpiece for apprenticeships.
www.first4skills.com
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Up for change
First4Skills is one of the UK’s largest independent providers of work-based learning, delivering nationally recognised, government-funded Apprenticeships and NVQs in a range of subject areas from Retail to Hospitality and Warehousing. After 30 years of operating, with household client names including New Look, Britannia and ASDA, the company needed a way to engage with 16-25 year olds to enhance its reputation as an Apprenticeship provider of choice.
Peer strength
Origin recognised that Apprenticeships were an emerging valid alternative to a degree among this audience. We concluded that peer-to-peer was their preferred method of consuming and distributing marketing messages. Consequently, we orchestrated a multi-channel digital campaign harnessing Facebook, Twitter, blogs, YouTube and SEO to prompt awareness and increase distribution of First4Skills’ messaging as an Apprenticeship provider.
See it and do it
First4Skills now has a relevant and engaging way to communicate with a notoriously hard-to-reach audience – via a highly visible approach that is integrated, interactive, accountable and scaleable.
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