Modern Apprenticeships - How advertising helped Modern Apprenticeships take off

Mark Newlands and Margaret Byrnes

Modern Apprenticeships is a work-based training programme run jointly by Scottish Enterprise, Highlands and Islands Enterprise and The Scottish Executive.
Agency: The BridgeAuthors: Mark Newlands and Margaret Byrnes

modern apprenticeships

How advertising helped modern apprenticeships take off

OUTLINE

This paper demonstrates how Modern Apprenticeships used advertising to overcome a critical barrier to development.

Quantitative research and hard data demonstrate that the campaign not only achieved its 2002 objectives, but met the 2003 target a year early. The paper also shows that the advertising campaign delivered a positive return on investment and benefited the Scottish economy by turning 300,000 of public investment into over 45m of private investment.

BACKGROUND

Young adults are considered the mainstay of the future...

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