Skills Development Scotland tells Apprentice Story
Skills Development Scotland has developed a new multi-media campaign for its Modern Apprenticeships programme through Story.
The campaign targets businesses of all sizes across a range of sectors. The Modern Apprenticeships scheme enables businesses to offer a training programme, devised by Skills Development Scotland, for anyone over the age of 16. The apprentice works towards completing training and achieving recognised qualifications whilst in paid employment, while the business receives a grant for providing a Modern Apprenticeship place. Existing, as well as new employees, are able to take part in the programme.
Story created the campaign positioning – ‘Make Modern Apprenticeships your business’ – to act as a call to action, as well as establishing that the campaign aims to target and recruit employers to the scheme, rather than apprentices in this instance.
Gail Gibson, head of marketing, of Skills Development Scotland said: “We briefed Story to position Modern Apprenticeships as a great way for businesses to motivate staff and strengthen the skill-set of their business, ready for the new decade ahead. The campaign cuts through clearly to businesses and we’re gearing up to help many more companies throughout Scotland benefit from the scheme.”