Challenge:
To engage with employers across the UK around the issue of skills and productivity and better promote the Skills for Business network amongst SMEs across the UK regions.

Solution:
Bell Pottinger Business and Brand devised a three-stage communications strategy: awareness, education and engagement. We worked closely with the sector skills councils and leveraged their collective voice and undertook a series of campaigns and projects to target stakeholders and key influencers with timely media stories. One of the highlights was engaging Lord Digby Jones, former UK skills envoy and Minister for Trade and Indstry, to embark on a series of regional employer roadshows to highlight specific industry skills gaps and demonstrate local employer solutions working with the Skills for Business network.

Result:
We increased the network’s presence in key media outlets and gained acknowledgement from main stakeholders of the need to address the UK’s skills gap. Employer recognition of network’s role increased by 70% and media coverage for the Sir Digby Jones regional employer campaign achieved a PR value of £1m.