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- 1. Kathryn Jones, Communications Professional Portfolio: Profile raising campaign Major measurement initiative
- 2. Profile Raising Campaign
- 3. Profile raising campaign
- Lifelong Learning UK (LLUK) commissioned a project worth 77,000 to raise its profile.
- It aimed to speak directly to those working in colleges, universities, libraries and learning providers about the importance of lifelong learning for all.
- The campaign focused on the impact of the recession, featuring leaders in the field and included policy comment by influencers.
- 4. On the 24th February, 2009
- The training Game 12 page supplement was published and a supporting micro-site launched.
- It served to inspire, challenge and educate the teaching workforce about their own contribution to society and LLUKs efforts on their behalf.
- This tree includes many of the organisations that provide, advise, fund or regulate the training and professional development of the teaching workforce in England. Diagram by Peter Grundy.
- 6. On the 31st March 2009
- Chaired by the Guardian business editor Deborah Hargreaves, the great and the good from adult education and commerce came together at the Guardians new headquarters in Kings Cross.
- The event started with a round table discussion in which a select group of senior officials, Vice-Chancellors, Principals and skills experts tackled: Lifelong Learning and Skills Development in a Recession .
- 7. The evening reception
- Afterwards, 80 guests attended a reception and heard speeches from MPs Lord Tony Young, John Hayes and Stephen Williams. The reception session proved lively, with attendees raising numerous points and asking very direct questions.
- Lord Youngs office commented:
- Many thanks for what was a very well organised event. Lord Young found it very helpful to challenge shadow ministers and to hear the concerns of important stakeholders.
- 8. Impact
- The online campaign reached 11,997 people, of which 8,104 registered to access the site and subsequently spent, on average, over 10 minutes on the site.
- 9. Major Measurement Initiative
- 10. Major measurement initiative
- Lifelong Learning UK, an employer led organisation, needed to demonstrate its engagement and prove its employer focus within its business activities as part of its re-licensing process to government.
- 11. Annual Conference 2009
- This event offered the best opportunity for LLUK to increase its competitive advantage by showing employers that it understands the organisational and contemporary issues that they face.
- Through the event, we demonstrated fresh thinking and generated ideas to help them in a recession. From this engagement we measured and assessed communications activity to direct future business activity and encourage sustainable growth and development within the employers themselves.
- 12. Social media
- played a role in extending our reach, including a twitter hash tag and a conference micro-site for forum discussions , all aligned with the LLUK website.
- Feedback and results were collected in a variety of ways: delegate demographics, written expressions of interest, online, hard copy and face to face survey responses, website and micro-site traffic figures, delegate experience interviews, press coverage, film footage capturing active participation in activities and video/report download numbers.
- 14. Analysis from engagement activities
- The top issue faced by the workforce was rapid change and diversification of job roles which means planning for the unknown.
- The top action requested was to focus on continuing professional development to keep pace with change.
- 15. Results The top benefit that LLUK gave to its audience was access to workforce information. Over 90% of delegates and 95% of LLUK employees involved in the conference learned something new.
- 16. Conference video Please download this presentation to view this video clip
- 17. Impact
- 100,000 budget was allocated to this event and related activity.
- All delegates stated their understanding of LLUKs work increased after their conference experience.
- Over 90% were interested in attending similar events hosted by LLUK.
- 18. For more information contact: [email_address]
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