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October 16, 2008
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Leaning and skill council goes experiential to draw young people into apprenticeships




In yet another example of how the pubic sector is embracing live marketing, the Learning and Skills Council (LSC) recently hired experiential marketing agency BEcause to create an interactive exhibition stand to show young people visiting Skills Yorkshire and Humber, that Apprenticeships are a great way of getting better skilled and ‘climbing the career tree’.

A real ‘career tree’ complete with LSC-branded leaves formed the focal point of the 10m x 8m stand. Attached to the end of the tree’s branches were 15in LCD TVs showing inspirational films of young people recounting their Apprenticeship experiences. The area surrounding the tree was covered with Astroturf grass, and scattered with laptops on tree stump tables for teenagers to access the LSC’s dedicated website. 

Trained brand ambassadors, and apprentices already working and training their way to success, were on hand to offer clear and concise information on the Apprenticeship Scheme to teenagers, parents, teachers and careers advisors. Visitors were also able to chat to the young trainee who was recently named Top Apprentice at the LSC’s National Apprenticeship Awards 2008.

"We decided to use experiential at the Skills Yorkshire and Humber Show, because it allows us the face-to-face dialogue that other mediums cannot fulfil,” said Mohammed Naeem, regional marketing manager at the Learning Skills Council. "We wanted to dispel the myth that apprenticeships were purely for the traditional skills trades and being able to converse with people in a visually exciting environment (the tree) enabled us to do this"

Meanwhile, Sharon Richey, managing director at BEcause, commented that the campaign proves live marketing's increasing relevance beyond the business world. “It is another great example of how experiential marketing can be used outside the traditional sectors of FMCG food and drink,” she said.

Skills Yorkshire and the Humber is the biggest skills and careers event for 14 to 19-year-olds in the Yorkshire and Humber region, and is exclusively sponsored by the LSC. This year’s event took place from the 8-9 October at the Sheffield Arena.


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