Network by sdfwerte

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									National Marketing Communications
Strategy




                                    October 2008
Objectives

  • To increase awareness among employers of the NSA
    brand, what NSAs are and why they should get
    involved

  • To position the network as the authoritative voice for
    delivering the skills needed in each sector

  • (jointly with individual NSA campaigns) – to increase
    the use of NSAs by employers and learners

  • To increase employer investment in NSAs




                                                             2
Target Audience



                  Primary
                  • SME Employers (up to
                    249 employees)
                  • Medium and large
                    employers (250-999
                    employees)


                  Secondary
                  • Learners




                                           3
Communication Strategy Employer
Elements

Stature
 • Create a desire to be involved with NSA’s
 • Trigger a competitive instinct amongst larger employers
 • Establish the NSA brand and distinguish it from other provider offerings
Awareness
 •   Drive awareness of new NSA launches
 •   Drive awareness amongst sectors that have a NSA
 •   Create buzz amongst employers for NSAs and advocacy
 •   Cohort activity from SSCs and LSC
Explain
  Demonstrate the benefits of getting involved with a NSA brings: Quality,
   return on investment for both SME and Medium employers.
  Promote the NSAs as employer led, designed and delivered learning centres
Engagement
  Deliver detailed information on NSAs that employers can use to finalise and
   promote their decision




                                                                                 4
Communication Strategy Learner
Elements



                           Awareness
                           •   Make learners aware that there
                               is a different choice for
                               vocational training



                           Benefit
                           •   All – Go to the best place of
                               learning available; NSAs are the
                               Oxbridge of vocational training

                           • Employees – Best opportunity to
                             improve your skills

                           • Unemployed – Best opportunity
                             to change your life/ career



                                                                  5
Channels and Timing

 October
 • National PR programme begins – continues until March
 • Research to inform creative work for Jan/Feb press and digital
   advertising

 November
 • Digital keyword search begins
 • Creative work for Jan/Feb press and digital adverts

 December
 • Press and digital creative work for Jan/Feb adverts signed off

 January/February
 • Press and digital advertising




                                                                    6
Press


 • For placement in regional and sector publications

 • Messaging territories below being research tested with employers to
   inform the creative work



        NSA will tailor sector-      NSA can fill the gaps
          specific training to        that most matter to
         your exact business             your business
                 needs




                                     NSA gives you access
         Employers like you
                                       to the skills that
         have a say in their
                                      actually make the
            sector NSA
                                          difference



                                                                     7
Digital
          Keyword Search
          • Using Google to drive traffic to
            our website

          • Keyword list developed for the
            audience

          • Targeted at business sites with
            relevant content

          Display
          • Creative to match press adverts
            look, feel and messaging

          • E-bulletins aimed at business
            e.g. FT.com

          • Banners on industry and
            business sites for employers

          • Banners on careers and job sites
            e.g. Monster


                                               8
PR

 Campaign Platform – The Hidden Powerhouse
 • An umbrella platform to position the network as a group of experts whose
   aim is to increase the UK’s competitiveness and the success of its industries
   through the promotion and delivery of better skills


 Tactics
 • Media briefings
 • Thought leadership think pieces
 • Expert network advice columns
 • Employer advocacy
 • Case study development
 • Develop marketing material for use by the network and other stakeholders




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