SCC CAREER LEARNING PILOT

Design & Print

Staffordshire County Council’s aim is to provide high quality services which provide value for money and are tailored to customers and communities. Their vision is to create a connected Staffordshire, where everyone has the opportunity to prosper, be healthy and happy.

PSMedia Ltd was tasked with developing branding and writing content for a government career learning pilot which was carried out by Staffordshire County Council. The aim was to encourage adults back into education following childcare breaks or long periods without additional training. Companies were encouraged to consider upskilling their workforce.

We created a logo, straplines and brand guidelines and worked to a strategy which was divided between three different audiences.

Content either carried a ‘benefits’ or ‘barriers’ message or a ‘funded’ and ‘non-funded’ message to see which form of communication was most effective. We created pull-up banners, letters for a direct mail campaign, leaflets and six website landing pages for the campaign.

Target audiences included: self-employed needing to upskill, returners to work after childcare breaks and employees of micro and small businesses.

We wrote the copy for each type of message, which all aimed to encourage adults back into work by taking vocational courses. Each section of the target market for this campaign had different messages and needed to be easily recognisable, hence the three different straplines and colourways.

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