Carswell Gould has hit the double by scoring two award wins with its client, Southampton City College, within six months.
In November Carswell Gould won the Wessex CIPR PRide Media Relations Award for its work with Southampton City College. Now Carswell Gould and The City College Group - which incorporates apprenticeship and training providers City Training and City Business - have done it again by winning a competition for the most press coverage achieved during National Apprenticeship Week.
Apprenticeship providers across the country were asked to get behind National Apprenticeship Week as it took place in February. The National Apprenticeship Service laid down the gauntlet with a competition to see which college could get the most press coverage during the week.
Carswell Gould worked hard with the college and City Training, which provides apprenticeships, to devise a sustained and integrated plan not only to win the competition, but to shout about the group's successes and encourage more businesses to take on apprentices.
Carswell Gould's integrated campaign was based around the idea of young people campaigning for companies to take them on as an apprentice. CG armed the youngsters with placards reading 'pick me' and 'ready to work' and invited the press to see them demonstrating. The media call was followed up with a press release and CG's video journalist created a video, which was sent to the media and uploaded to a number of websites.
Carswell Gould also worked with City Training and City College to generate other stories during Apprenticeship Week and circulated them to the press, furthering City Training's message.
The PR campaign resulted in a total of 22 pieces of coverage, including newspaper, magazine, radio and online. The total estimated editorial value of this coverage was more than £48,000.
David Murley, Managing Director of City Training, said: "At City Training, we are always looking at innovative and fresh ways of raising the visibility of apprenticeships as well as highlighting the benefits. The recent apprenticeship week provided all at City Training the perfect platform to do just that and it's fair to say that all involved certainly did their bit for apprenticeships. I am very proud of all staff and apprentices at City Training who were involved and I know a lot of work, and coercion, took place so would like to take this opportunity to congratulate and thank them for ensuring the week was a huge success."
Gill Gould, Managing Partner of Carswell Gould, added: "We're obviously over the moon that all our combined hard work resulted in the great coverage we obtained in the media, gaining City Training this award. It's obviously really important to us here at Carswell Gould to have positive feedback like this and to win two awards in less than a year is the icing on the cake."
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