RMP Enterprise is an "early talent attraction" company helping businesses find and recruit apprentices, interns and placements.
The company’s RateMyApprenticeship website (an online portal for companies to promote their apprenticeship programmes) contains reviews of apprenticeship schemes submitted by apprentices at the end of their programmes.
The company wanted to use data-driven content marketing and PR activity to:
CONTENT MARKETING AND PR STRATEGY
The number of apprentice reviews on the RateMyApprenticeship website – based on 12 questions requiring personalised responses rather than a tick-box yes/no answer – totalled 15,000 over a five-year period.
This large sample of data offered a way to convey a robust and definitive view of how apprentices rated UK apprenticeships and provide valuable insight to employers about what makes a successful apprenticeship.
However, the complexity in analysing such a high volume of personalised, qualitative responses meant the company had previously been unable to use the data for communications purposes.
The strategy we devised to harness the value of RMP's apprenticeship data was to:
Though other organisations had undertaken apprenticeship research and communications, we identified that none had used thousands of individual apprentice opinions to paint a picture of apprenticeship programmes in the UK.
Therefore, we enabled RMP Enterprise to claim legitimately that it had commissioned the "most comprehensive research ever done into the UK apprentice experience".
CONTENT MARKETING AND PR ACTIVITY
Metamorphic PR teamed up with its data mining and research partner to make sense of the unstructured data and turn qualitative responses into quantitative metrics for data-driven content marketing and PR activity.
Media relations – news story and feature placement
We created a news story to associate RMP with the most definitive research ever conducted into apprenticeships and highlight the Seven Building Blocks guidance.
The data analysis pinpointed a significant increase in apprentices treating their apprenticeship as a genuine career path as opposed to just "something interesting" to do. This became the lead angle for the story and was, according to our research, the first time this finding was highlighted in the UK apprenticeship market.
We sold in the news story and related feature articles to relevant publications in HR, education and industry-specific sectors including accountancy and engineering.
Owned content marketing
RMP re-purposed the Seven Building Blocks guidance in a branded PDF booklet as part of its marketing collateral for customers and prospects.