Elevating Apprenticeship Awareness in the South West.

The Skills Group has been a leading provider of apprenticeships in the South West for over a decade. But with increasing competition, they needed to redefine their position and stand out as the go-to provider, particularly in the Plymouth area.

The challenge wasn’t just about reaching young people aged 16-18, considering their next step, it was also about connecting with parents, who play a key role in shaping decisions. The messaging had to reassure both audiences that apprenticeships are a credible, rewarding alternative to traditional academic routes.

Key objectives included increasing applications, improving brand perception, showcasing the quality of courses and facilities, and boosting parent confidence in apprenticeships.

We developed a multi-strand campaign that combined offline and out-of-home activity with a highly targeted digital strategy. Central to this was a focus on optimised landing pages and clear, conversion-focused user journeys that built confidence in apprenticeships as a smart, achievable choice.

Messaging was carefully tailored for each audience: for young people, we emphasised practical benefits like “earn while you learn” and the opportunity to gain real-world experience. For parents, we reassured them that apprenticeships provide a credible, high-quality alternative to university. Every touchpoint consistently reinforced these messages, creating a unified campaign that spoke to both audiences.

The campaign successfully raised awareness, shifted perceptions, and drove measurable engagement with both students and parents, establishing the Skills Group as the leading apprenticeship provider in the South West.