Daily Themes
The NAS will be carrying out its own PR activity around the Week, with a different focus for each day. Below are the key themes for each day.
Timeline and activities
Monday: ‘Competitive advantage’
Activity will be focused on making a compelling case to employers that investing in Apprenticeships now will deliver a strategic advantage as the economy continues to recover. We will issue research focusing on the benefits that businesses receive by investing in skills during the recession.
Tuesday: ‘Benefiting directly’
Activity will focus on business and public sector leaders going ‘back to the floor’ to experience a day in the life of an apprentice in their sector. This activity was very successful last year with MPs and Lord Young, but we would like to really expand it in 2010 to show the huge range of Apprenticeship frameworks available. The ‘back to the floor’ activity will be supported by public sector work around agenda-setting media features and regional public sector employer ‘conversion’ events.
Wednesday: ‘Ambition’
To raise the profile of Apprenticeships and awareness of the different sectors they cover, we will coordinate a day where apprentices from across the country come to London to shadow key business and political figures.
Thursday: ‘Apprenticeships driving business’
To showcase the diverse range of 21st Century Apprenticeships through firsthand experiences, we will invite TV news journalists and national/regional newspaper feature writers to spend a day in the life of an apprentice, working alongside an apprentice. The features will look at more unusual and visual lines of work. We are also working with a conference organiser to hold a conference titled: Apprenticeships Driving Business. The conference will explain the business benefits of Apprenticeships – both to providers (why they should be offering them to employers and within their own organisation) and to employers (why they should be offering them to young people).
Friday: ‘Community A Team’
This day will focus on the community benefits of Apprenticeships and show the tangible achievements of apprentices. We will work closely with regional teams on apprentice ‘makeover challenges’. The activity will launch on the Monday and culminate on Friday; and see groups of apprentices using their expertise and skills to support local communities. Regional TV broadcasters and newspaper journalists will be invited to take part in the challenges and will be given updates on the activity throughout the Week.
Last Updated: 21/01/2010