2. This session
Why engagement with schools is important
Top Tips on engaging with schools
Examples of good practice
NAS’ work with schools & suggestions from the toolkit
Overcoming challenges
Working together
Engaging with schools workshop National Apprenticeship Service
3. Research
Research has highlighted the benefit of engaging through schools
Our own research indicates teachers and careers advisors are key
influencers
AoC research also sets out key principles to help those in further
education deliver better events
Download AoC research at http://www.collegesweek2012.org/toolkit/
Engaging with schools workshop National Apprenticeship Service
4. AoC research: before the event
Use clear and simple language
Market information, deliver information and inspiration
Remember the WIIFM (What’s In It For Me)
Market to parents and to young people
Provide information for parents
Try to fill the gap left by the absence of careers advisors
Utilise social media, traditional media and relationships
Engaging with schools workshop National Apprenticeship Service
5. AoC Research: At events
Involve employers wherever possible
Be honest
Be open
Involve real people with relevant experience
Make the route obvious
It’s not just about finding out what you like, it’s about finding out what you’re good
at
Provide mostly group-based events but some individual opportunities
With teenagers, avoid embarrassment at all costs
Engaging with schools workshop National Apprenticeship Service
6. AoC Research: What should an
open day consist of?
Engaging with schools workshop National Apprenticeship Service
7. AoC Research: What should an
employers event consist of?
Engaging with schools workshop National Apprenticeship Service
8. Next Steps
Assessment - current successes and challenges in your area
Localisation – finding out what your schools want and need
Action plan – create an offer that builds on current success and provides bespoke
solutions to their needs
Engaging with schools workshop National Apprenticeship Service
9. Good practice: Co-operative
• Innovative cross-
channel approach
•Constant dialogue with
schools
• Use of topical issues to
reinforce context
http://www.co-
operative.coop/green
-schools-revolution/
Engaging with schools workshop National Apprenticeship Service
10. Good practice: Leeds City College
• Schools liaison highly
successful
• 13 showcase events in
2012 attracting 690
visitors
• 95% of event visitors
found out about events
via schools or LCC website
• Dedicated ‘menu’
offered to schools
enabling them to decide
how they want to engage
Engaging with schools workshop National Apprenticeship Service
12. Learner Engagement Activity
Partners
Partnerships in place: Collaboration on:
• AELP Sun Roadshows, Bootcamps
• AoC Have a Gos and The Skills Show
• National Careers Service Events, school resources, call centre
training, PR,
• Institute of Careers Guidance Conferences, seminars, bulletin,
• Education and Employment Taskforce Inspiring the Future campaign and
Apprenticeship events
• The National Governors’ Association Information guides to governors
• National Teachers’ Union - ASCL Communications into their channels
Engaging with schools workshop
13. Learner Engagement Activity
Comms Channels
Channels into Schools, Careers Advisers and Learners
• Direct Mail –
Open Doors Media – What Apprenticeship Guide
Posted into secondary schools in September to the careers leads
• E-shots –
Bespoke E-shots via CareersInfoGroup and Institute of Careers Guidance
• E-newsletters –
Regular articles in the notgoingtouni e-newsletters
• Mykindacrowd –
Online Class Competitions using specific Apprenticeship teacher resources
Engaging with schools workshop
14. Learner Engagement Activity
Events
IAG Events Grid in place to ensure cyclical planning e.g 2012/13:
MAY The Sun Employment Roadshow
AUG National Citizen Service Programme for 30,000 16-17 yr olds
NOV The Skills Show, Apprenticeship and NTA Awards
NOV - MARCH Skills London 2012 and other regional Skills Expos
NOV/JAN Pilot Graduation Ceremonies
FEB/ MARCH National Careers Guidance Shows
MARCH Big Bang - Young Scientists and Engineers Fair
MARCH National Apprenticeship Week
Engaging with schools workshop
15. Learner Engagement Activity
PR & Social Media
PR / Publications
• Supplying copy and writing articles for learner and key influencer focused
magazines and websites e.g. Opendoors magazine, mumsnet etc
• Press Releases and vacancies - Selling in stories at key points in the calendar
• Media partnerships - Opportunities within supplements
• Open Doors Media Termly Prospectus magazine
• Education and Employment Campaign careers e-book – 15 pages
Social Media
• Facebook/twitter campaigns to support Av, promote ‘dream jobs’, HA vacancies
and Inspiring the Future
• Large selection on films available on You Tube
• Online advertising (Google and Facebook)
• Apprenticeship vacancy Application for android and i-phone
Engaging with schools workshop
16. Collateral currently available
On the Apprenticeships website (Partners / Marketing and Collateral section), we
currently make the following available:
Logos and Brand identity
Brochures and leaflets
Posters
Bannerstands
Teacher Pack
Image Library
For Information, Advice and Guidance colleagues, there are specific resources:
Schools Resources
Presentations
Brochures and Posters
Film Case Studies
Adviser Guide and Checklist
Types of Apprenticeships
Engaging with schools workshop National Apprenticeship Service
17. Ideas for National Apprenticeship
Week (and beyond)
Employers Colleges & training providers Partners
•Arrange a ‘Made by apprentices’ •Organise taster sessions • Organise a schools
open day at your premises where local pupils can learn programme to discuss a
about a specific industry sector. particular industry or issue
• Include opportunities to talk to
current and former •Run your own WorldSkills UK • Attend open days organised
apprentices, workplace tours and Have a Go events to encourage by employers, colleges and
see first hand the contribution potential apprentices to try a new training providers
made by apprentices. skill.
• Help share our ‘Sector in the
•Invite teachersand Year 9–11 • Extend the ‘Have a Go’ Spotlight’ films’ through your
pupils to job shadow apprentices principle to teachers and social media and schools
in the workplace. encourage them to do a day as channels.
an apprentice.
Use of Social Media
• Use the toolkit to develop a plan for NAW
• Target you local schools via their strongest social media channel
• Make sure your Social Media plan is activated well in advance of NAW
Engaging with schools workshop National Apprenticeship Service
18. Overcoming challenges
Build relationships with key influencers and stakeholders
Partner with local authorities and local businesses
Understand your local landscape
Utilise existing opportunities:
• Inspiring the Future
• Apprenticeship Information Ambassadors Network (LSE only)
• Raising Participation Age
• Destination Measures Reporting
Engaging with schools workshop National Apprenticeship Service
19. Working together
What are you doing already?
What other ideas do people have to engage with schools?
What collateral and merchandise might you need from NAS?
How can we better promote these activities?
Engaging with schools workshop National Apprenticeship Service
Notas del editor
Word of mouth is still important and we know from research by the AoC that not only are careers staff and teachers vital sources of information about further education options, but that these key influencers can be poorly informed about non-academic options. We need to educate them as well as reach young people and parents directly.AoC research here: http://www.aoc.co.uk/en/newsroom/aoc_news_releases.cfm/id/F0680F00-88BD-4F9A-937E6FC2EE0B1630
Use clear and simple language > Avoid ‘vocational’ or ‘education’ and use ‘path’ or ‘future’ to create the idea of making decisions that are long term in nature.Market information, deliver information and inspiration> ‘Have a go’ is not what gets young people or parents to events but it is key part of decision making and getting people excited about the opportunities available to them and others.Remember the WIIFM (What’s In It For Me) > Provide and market something or someone that is of interest to young people. > Celebrities, food and music were all regularly mentioned as being drivers to attend.Market to parents and to young people > Children and young people perceive finding out what they need to know as boring, so they are only likely to attend events if they are made to, probably by their parents. > Marketing an event should not overly focus on the element of ‘fun with groups of mates’ as this does not make young people comfortable or engaged.Provide information for parents > Parents feel that they need more information to support their children’s choices, by using events or other communications to inform them about the opportunities afforded by vocational qualifications it will be possible to change their minds about vocational education and get information to young people.Try to fill the gap left by the absence of careers advisors > Young people now don’t receive independent advice and any ways in which a College can fill this gap will help raise awareness and the profile of Colleges’ work.Utilise social media, traditional media and relationships > Young people believe that social media is the best way to get a message to people like them but are most keen for Colleges to contact them via email. > Traditional media such as local papers will work for communicating with parents.
Involve employers wherever possible > This adds credibility and provides motivation for young people to attend an event.Be honest > Don’t be afraid to be honest, the warts and all approach is important and will not put off all young people, they want a realistic picture and are savvy to sales pitches. They want to understand the down sides and risks and make a reasoned and informed decision.Be open > Events should focus on what young people will actually be doing on a course, so where possible should involve example classes, as young people want to be aware of the reality rather than just the marketing version.Involve real people with relevant experience > Events should involve current and past students, tutors and people working in the relevant areas. Make the route obvious > Young people will respond well to the journey of ‘see, try, ask’ (showcase, ‘have a go’, information, advice and guidance), but the way to do this will need to be clear through thematic grouping and clear signage. It’s not just about finding out what you like, it’s about finding out what you’re good at > Where possible, the ‘have a go’ element of an event should involve a competitive or comparative element. Young people don’t just want to find out about skills, they also want to understand what they are good at relative to their peers and find this inspiring. Provide mostly group-based events but some individual opportunities > Young people preferred group-based activities across all types of events. With teenagers, avoid embarrassment at all costs > Providing solo opportunities to ‘have a go’ may be engaging for some harder to reach groups. They don’t necessarily want to try skills with groups of their friends. While it should be easy to take the opportunity to ‘have a go’, it shouldn’t necessarily be public.
Freshminds / AoC research among young people and parents (see pdf)
Freshminds / AoC research among young people and parents (see pdf)
The Co-operative’s Green Schools RevolutionSince Sept 2010 has engaged over 6,300 schools across the UK with a sustainable education programmeProgramme has rich content and a variety of activities to keep schools engaged and helps deliver their Eco schools agendasRelevant and credible resources linked to the curriculum – with competitions, school visits, focus weeks and volunteer visitsEngaging website with all resources and activities – www.greenschools.coopOn going dialogue and newsletter with school keeps schools motivated and informed.Green Schools Revolution has made an enormous impact to thousands of schools across the UK through engaging material, school visits and new activities each year.
Leeds City College is the UK’s third largest FE establishment, teaching more than 45,000 students. Its courses cover almost all subject areas and include full and part-time academic and vocational qualifications. Events play a core part in its student recruitment strategy and the College hosts a range of general open days, and faculty specific showcase sessions at key times of the year. Last year, it held 13 showcase events, which combined, attracted more than 690 visitors. Central to driving this high footfall is how the events have been promoted – in particular, through its website and local schools. Schools liaison specifically has really paid off and this is now an important focus for the Marketing Events team. Steven Knowles, Marketing Events Manager, Leeds City College explains: “Around 95% of event visitors said they found out about it via our website or through their child’s school. Schools have a strong influence over the decisions parents and young people make about education, and as such are increasingly becoming a more widely used channel to promote our events. “Not only that, but we are now organising events specifically for schools. Through collaboration with our 14-19 team, the Marketing Events team now offer schools a dedicated events menu from which they can pick and choose how they want to engage with us. Events take place either on school premises or at the College.” The events Leeds City College offer to schools includes: College presentations at year group assemblies and parents events Curriculum roadshows which enable pupils to chat and engage with representatives from up to four curriculum areas specified by the school CPD/staff development sessions to raise school staff awareness of FE and how to best advise young people on their journey to FE and beyond Tasters and tours of the College, tailored to suit school requirements GCSE & AS/A Level Results open day events whereby pupils and their parents can drop into the College to discuss FE/HE options following their results. Knowles concludes: “This tailored approach has not only been more effective than paid advertising but has also improved our relationship with schools.”
Kay (Leeds), Allison (London) or Lynn (Bristol) to present this section
Apprenticeships.org.uk / partners tab – There is an dedicated Information, advice and guidance section with:Powerpoint presentationsLinks to filmsDownloadable brochures and fact sheetsApprenticeship Guide/Checklist – information and referral routesCreation of lesson plansYear 9-11 school workbookGuide to Apprenticeship job roles linked to curriculum subjectsParents fact sheetEmail AddressIAG@Apprenticeships.gov.uk new email address for partners with IAG queries
Check with Kay / Allison / Lynn who wants to present this, but prepare to present