Solution

With a partnership spanning more than six years, we helped propel leading vocational education provider City & Guilds into the spotlight as the authoritative voice on skills.

A hard-working press office showcased City & Guilds’ insight and created fresh perspectives on newsworthy topics. Using hooks such as National Apprenticeship Week and A-level results day, we promoted the value of apprenticeships and vocational qualifications as viable alternatives to university.

On top of this, creative, high-impact campaigns ensured the most pressing skills issues of the day became part of the national conversation. And operating as an extension of the client team, we’ve supported the business through a period of huge change, providing issues support when events like Covid and the introduction of T-levels caused unexpected disruption.

Results

We secured widespread media coverage and helped to move the needle by directly engaging with employers, learners, education providers and policymakers.

Creative campaigns secured strong media coverage, but real-world impact too. Reports and an FOI request on the apprenticeship levy led to a huge media splash as well as meetings with government stakeholders and the DfE around levy use. This led to changes to the way businesses can use the levy, such as the 20% funds transfer to SMEs, which has directly driven a higher uptake of apprenticeships in the UK and helped shift perceptions around their use.

Impact

The programme achieved around 2,000 pieces of media coverage in six years, including over 250 in tier one national titles or broadcast outlets.

2,000

pieces of coverage

250

tier 1 hits

  • "pushed my team to greater heights"
    Kate Gilbert-Woolgrove Co-head of communications City & Guilds

    firstlight have been an extended part of our in-house communications team, both supporting and challenging us where needed. I am so proud of the work that we have achieved together, particularly agenda-setting research led campaigns which have driven media coverage reaching tens of millions of people, started national conversations and been debated by political and business leaders. The firstlight team has really pushed me and my team to greater heights.

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