Creative Break

Case Study - CREATIVE BREAK


The brief - Following the success of Tangerine PR's Manchester Masters programme, the National Apprenticeship Service (NAS) approached the agency to help redress the apprenticeship imbalance within the creative sector and launch a new programme specifically designed to place apprentices within the industry.

Tangerine was tasked with raising awareness of the benefits of apprenticeships in the sector and ultimately securing vacancies.

Objectives

  • Create 50 job vacancies by the end of December 2010
  • Generate ongoing demand across Greater Manchester (initially)
  • Raise awareness of the benefit of apprenticeships within the creative industry

Audience/s

  • Creative agencies
  • In-house marketing departments
  • (School/college leavers)
  • Wider Greater Manchester business network eg Business Link

Approach

  • Create industry champions by involving key individuals to advise and 'buy-in' to the programme
  • Develop a panel of experts to provide insight and inform the growth of the programme
  • Create a 'brand' name which would resonate with the creative sector...Creative Break
  • Construct a programme of activity including media relations, networking opportunities, speaker slots and develop a social media profile for the initiative through Twitter

Results (Jun-Oct 2010)

  • 80 'expressions of interest' from companies looking to recruit an apprentice
  • 31 apprentice vacancies created to date - only five weeks into the programme
  • 8 apprentices 'placed' in positions
  • 176 young people registered on the Creative Break programme to become an apprentice
  • Industry wide recognition of the Creative Break programme
  • Development of a new programme specifically targeting junior programmers for digital agencies

Media

  • 29 pieces of coverage - including a radio interview on BBC Radio Manchester
  • 1 TV interview set up on Shine TV - 23.07.10
  • £57,731 AVE
  • £230, 924 PR Value
  • 6,256,897 Circulation
  • 18 million OTS
  • ROI = £5:1

Social Media

  • Secured 1,437 followers
  • Listed 38 times

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