Utilising content to help cut through the noise

It is always great to get the opportunity to deliver a full content campaign. That is why when one of our built environment clients wanted a campaign to announce its mass recruitment of apprentices to coincide with National Apprenticeship Week 2020, we utilised a creative content strategy alongside a hardworking press office.


Knowing that any company worth its weight would be trying to capitalise on National Apprenticeship Week, we launched a multi-faceted week-long campaign to help our client cut through the noise.


While planning we considered:


  • Owned channels: the client has a blog, which is a popular source of news and on which we can upload various forms of content
  • Earned channels: national magazine, local newspaper, online and broadcast opportunities available and known to us
  • Social channels: the client has active twitter, LinkedIn, Facebook and Instagram accounts. In addition, its branches and franchises also have their own social media feeds on which we could spread the word
  • Paid-for channels: including advertising and PPC

What did we do?


  1. Interviewed and produced four hero pieces of content, in the form of written, photo and video, focusing on four apprentices within the business
  2. Utilised the content to create a series of blog posts delving deeper into some of the insights of the current apprentices, hosted on the company website
  3. Promoted its big apprentice recruitment drive via a bank of pre-prepared social media content and graphics. These were designed for both the group and individual franchise social media accounts to use
  4. Reacted to social media events, including an official Twitter Q&A hosted by the official National Apprenticeship Week account
  5. Met with a national newspaper to secure coverage in a daily red top
  6. Sold press releases into four regional newspapers in key locations to encourage apprentice applications
  7. Produced a trade press release to enhance the reputation of the company and generate conversation in target sectors


We are currently right in the middle of National Apprenticeship Week so have a look at our social media soon to see what this achieved for the client!




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