RAIL APPRENTICES VS. THE SKILLS GAP
I was approached by Auctus Training Solutions Ltd to assist with marketing material for their newly formed Rail Apprenticeship programme. The brief tasked me to create print materials to be distributed at job fairs in the West Midlands area. Creating bright and attractive visuals was key, and the need for ‘rail mascots’ was agreed early on.
PROVIDED
Digital & Print Assets - Campaign Strategy
(Project Completed 2017)
DRAWING A CAREER PATH FOR THE TARGET DEMOGRAPHIC
Many major projects have started in the West Midlands area. With HS2 and the Midland Metro project’s timeline both spanning the next 10-20 years, there is now a huge demand for new workers to facilitate the 10,000+ personnel needed to support both projects.
ILLUSTRATING THE NEED FOR SKILLED LABOUR IN THE WEST MIDLANDS
The produced material had to be eye catching and informative. We created ‘mini comics’ that would communicate the facts, figures and outcomes of the course in a non-traditional medium, perfect for the 18-25 year old target demographic.
The mascots were drawn to be inclusive and represent all genders and ethnicities, helping to combat the lack of diversity in the current rail sector.
“DAN HAS BEEN EXCELLENT THROUGHOUT THIS PROCESS, HIS KNOWLEDGE OF THE TARGET DEMOGRAPHIC WAS ESSENTIAL FOR FORMING THIS NEW APPROACH TO RECRUITMENT WITHIN AN AGEING SECTOR”
- David McDonough, Training & Apprenticeship Manager
