Go Higher West Yorkshire (GHWY) is a consortium of HE providers, working together to ensure that higher education in all its forms is open to all who can benefit, regardless of background. They wanted to raise awareness and improve understanding of alternative higher education options, specifically higher level and degree apprenticeships, amongst young people age 14-17 in West Yorkshire.
Faced with an audience that was unaware and potentially uninterested in the offer, we were commissioned to create an informative and engaging workshop, with accompanying assets, that would engage the audience and encourage them to consider the higher education options available to them.
We initially conducted research with teachers from within the GHWY network to understand what content was relevant and important to the target audience. From here, we planned out the content and format of the workshop and designed on an end-to-end customer journey, i.e., how we would contact schools, inform them about the workshop, encourage them to adopt it, facilitate them to deliver it and then get their feedback. We also created an identity for the campaign that elevated the existing GHWY brand which was subject and audience appropriate. Eleven acted as lead agency, bringing the thinking of the client, a video production company commissioned by the client and ourselves together to develop a workshop that would resonate with the target audience. To ensure the legitimacy of the campaign, we planned and built out a pilot phase with five schools, attending all sessions to ensure the workshop ran smoothly.
We also developed pre and post session teacher and student evaluation questionnaires to gather primary feedback from the pilot. Following the pilot, we led a lessons learnt session with the client and the production company to determine what changes were needed to ensure the effectiveness of the workshop.
We created a range of supporting assets that included a letter and email template for the schools, instructions for the workshop facilitator and a website and booklet for students and their parents/ carers to enable the client to deliver the full customer journey we designed. We made up complete workshop packs, including the above items, plus the video on USB and distributed these directly to the 50+ schools in West Yorkshire.
We conducted research with teachers from within the GHWY network to understand what was important.
We created an identity for the campaign that elevated the existing brand, which was subject and audience appropriate.
We created a range of supporting assets, including a letter and email template, and a website and booklet.
The evaluation of the pilot sessions indicated that students’ understanding of higher level and degree apprenticeships had increased from 1.35 before the session to 3.25 after the session (out of 5).
In addition, over 30% more students were more likely to consider doing a higher level or degree apprenticeship after the workshop. The workshop is now being rolled
out in other schools across West Yorkshire.
increase in students understanding of higher level and degree apprenticeships as a result of the workshop.
increase in students likely to consider doing a higher level or degree apprenticeship after the workshop.
As the client was extremely time poor, Eleven opted to act as the lead agency on the campaign – which involved managing a video production agency that was contracted directly by the University so that the client only had to manage one relationship.