PR campaign
SEETEC
National Apprenticeship Week
Mosaic worked with national apprenticeship and skills specialist Seetec Outsource to develop a PR campaign for National Apprenticeship Week (NAW) to promote the value of apprenticeships to individuals, employers and the economy. NAW 2019 coincided with International Women’s Day, enabling our campaign to also focus on Women in Leadership.
30 articles published
Campaign objectives
- Generate regional and national coverage for Seetec Outsource apprenticeships
- Tap into the national noise of NAW with an engaging campaign
- Encourage young women to have career aspirations that know no bounds – promoting apprenticeship opportunities for women in traditionally “male orientated” roles as well as for those aspiring to become leaders
- Connect with employers, businesses and young learners to raise the profile of apprenticeships as a credible way into a brilliant career.
What we did
- Contacted 12 businesses and organisations working with Seetec – including national and local government employers, logistics, media and legal sectors – encouraging them to take part in apprentice-director job swaps.
- Wrote four news releases highlighting success and importance of apprentices to businesses.
- Interviewed female Seetec director who started her career as an apprentice and wrote a case study highlighting her journey and inspirational message to young women.
- Wrote briefing notes for employers & apprentices to maximise PR potential of their participation.
- Organised Seetec Director and apprentice visit to West Ham United on International Women’s Day, meeting journalism apprentice and women’s team.
- Supported Seetec’s social media campaign using #NAW19 to engage with employers.
Outcomes
- More than 30 articles published online and in print in the HR Director, regional newspapers, news websites, business and trade media.
- Significantly increased social media traffic and engagement.
- Strengthened communication/relationships with apprenticeship employers leading to follow-up PR activity.
Testimonial
Mosaic have always provided a first class service, they are professional and flexible and understand the needs of the business. Whatever project they have supported, we have always been delighted with the end results and Mosaic feel like part of our communication team.
Nancy Rogers, PR & Media Manager, Seetec