Raising the roof on trades careers for Checkatrade

Data-led insights:

• To raise Checkatrade’s profile with apprenticeships in the UK, we first needed to understand the demand for skills. ​So, we worked with Capital Economics to create the ‘UK Trade Skills Index’, an in-depth study and barometer of the trends, challenges and threats to the trade sector. ​
• Our data highlighted the need for trade apprenticeships in the UK, and our campaign activation ensured Checkatrade was at the front of the conversation.

Media relations:

• We leveraged spokespeople to secure prime-time TV interviews, opinion pieces and thought leadership content to ensure Checkatrade is front of mind with business leaders. We also worked closely with influencers and external construction opinion leaders, so that we could position our narrative in an attractive way to consumer press.

Research and insights:

• We knew we needed to engage multiple audiences in the possibilities available through trade careers, so we created content strategies aligned to different audiences across social, video and written content. We defined the narrative for each audience, from young people aged 14-25 to business owners and even government members – our multi-channel comms strategy excited and engaged prospects in the opportunity provided by offering, applying or funding trades apprenticeships.