B-Hive Academy Launch Public Relations Campaign

November 2013 April 2014

Name: B-Hive Type of organisation: Educational Reason for PR Campaign: launch of the B-Hive Academy Challenges: B-Hive Academy needs to stand out from other competitors who offer a similar service to young people. The campaign will demonstrate how the B- Hive Academy is the most beneficial and innovative program currently on the market for young people. The program may be seen as a treat towards education by education professionals. In order to prevent this negative perception, the campaign will justify how the programme compliments education, not competes with it. The B-Hive Academy profile needs to be raised by the campaign. By engaging in methods targeting all of the intended audiences, B-Hive Academy will be at the front of students, employers and educational professionals mind when thinking of further education. Competitors: The Work Programme Go Think Big Include Youth Give and Take Scheme Universities who provide mentoring schemes for courses which require work experience Go Wales

PR Objectives

Raise awareness of the B-Hive Academy with students, businesses within the creative industries and the education sector. Prevent the B-Hive Academy from appearing as a threat towards education.

Gain positive PR coverage resulting in maximum audience reach. Maintain engagement with the target audience.

Drive subscriptions to the B-Hive Academy.

Market Research

Survey
A survey was completed by 42 individuals on Advancing your career within the creative industries. The survey was conducted using surveymonkey.com and was aimed at individuals currently within further education. The aim of this survey is to find the most appropriate methods of targeting this particular group of people through the PR campaign.

All but one of the survey participants are studying as an undergraduate at university. 64% of these students carry out work placements in addition to their course. Evidently this shows that these students want to further their chances in a desired career path by engaging with work placement whilst carrying out their degree. I should push the campaign strongly towards undergraduate students who are looking for work placements within the creative industries.

Results from these two questions suggest that I should strongly push the campaign towards universities who include a work placement as part of their courses. A higher percentage of students show that they are not prepared by the university, for the work placements that they are carrying out. From this, the students said that they would consider enrolling to an online extra skills course to prepare them and get the most out of their work experience. This evidence demonstrates that the B-Hive Academy can complement education, not compete with it.

From the responses of this question, social media should definitely be the main platform for the campaign as it should gain a lot of exposure to the target market as it is the type of media they most frequently engage with. They also engage with TV programs frequently. Instead of putting a large sum of money aside for an advert to be created, talk shows could be targeted with a press release in aim of them talking about it on their show. Similarly, this could be done with radio shows.

This shows that there should be a competition within the campaign for students to win a placement within a creative industry organisation as 95.2% of individuals are more likely to sign up to a scheme like B-Hive Academy if a competition like this was in place. This should drive more students to enrol on the course.

81% of the students who completed this survey said that they would be more likely to enrol on the course if the Department for Education backed it. This should be an aspect considered within the creative platform of the campaign as it could be a very effective method.

Focus Group
A focus group was conducted with 6 undergraduate students who are working towards a career within the creative industries. This focus group was conducted in a natural environment and all of the participating students were from Birmingham City University, studying Media and Communications. It is compulsory within their course to carry out a work placement. *The information provided by the participants has been shortened. The most substantial information has been included within the overview. What influences you to make decisions on how to further your education? With the media industry being so competitive, Im looking for any way to differentiat e myself from all of the other media students out there. I want to gain as much experience as possible so that I leave university with prospects, not just a student who has a media degree I think that our course really influences my decisions on furthering my education. It is pushed so much that we should carry out valuable work placements, but the problem is actually securing work placements. I know I should get one but there are so many barriers in the way, this includes things such as applying online, which is easy to do but I find it such a disadvantage to actually gaining them placements. I think knowing what my friends and peers are doing influences my decisions, if someone has got a better work placement then me, it really makes me feel like I need to do better. The competitiveness between peers on our course is strong and it will be a lot harder when we are looking for real jobs within the industry. Are you aware of any schemes available to help you gain a work placement within the creative industries? Overall answer of no. That would be really useful though, and I probably would take up on that opportunity if it was offered.

I presume you all have; mobiles with internet access, tablets, ipads, laptops. What do you generally use this technology for? I use my laptop for large things such as university work, downloading music, listening to music and updating social media I use the same sort of programmes as I usually engage with on the computer but through the app versions on my phone. I mainly use social media and listen to music on my phone though, and I text and call obviously Do you use these devices to find out about news/current affairs? Yeah, I dont ever watch the news but I follow them sorts of media companies on twitter. That is the first place I find out o n the news actually. Most accounts I follow on twitter are media related people or media organisations. They update regularly and I wouldnt find out that information otherwise. I have actually applied for internships which I have seen advertised through twitter I have subscribed to Company Magazine through my ipad because the magazine is published weekly instead of monthly

Existing Market Research

This existing market research shows that B-Hive Academy should promote the brand via promoted tweets on Twitter. These sort of tweets are now location based on mobiles which is perfect because it will target existing 4G users who might possibly be a student as Twitter is one of the most visited social media sites by young people. It is shown that there are more women within further education then there are men. This means the campaign could have various platforms which are solely targeted at women. Targeting womens daytime shows such as Loose Women with press releases on the B-Hive Academy could be an example. Mintel has provided a graph to show the most used social network sites, this will be referred to when planning how the launch the campaign using social media sites.

SWOT Analysis on the Campaign

Strengths Research has proven that social media would be the most effective platform to launch the campaign on. This can be a relatively cheap yet rewarding method to use. There are limited schemes in place like this meaning that the campaign should stand out and be picked up by the media. The B-Hive Academy is planned to be used through devices connected with 4G. Market research has proven that young people keep up to date with social media/news via their 4G devices; this means that the campaign will have strong impact if launched through social media available on mobile device. Opportunities There are a number of target markets meaning that there can be different approaches used to gain maximum impact. The campaign will be rolled out across the country; this means that national and local media will be available to use in order to successfully launch the campaign. Market research shows that young people are not yet aware of any schemes similar to B-Hive Academy. Therefore, if this campaign is implemented correctly it should dramatically raise awareness to the target audiences.

Weaknesses The B-Hive Academy may be seen as competing with educational courses. The campaign should really stress the benefits of how this complements the course and furthers the students work place skills base. The campaign might have uneven coverage across the nation depending on if the local media pick up on the campaign.

Threats Go Think Big is currently launching their new program. Their team is made up of a number of individuals from big media organisations, which might become gatekeepers and choose to ignore promoting the campaign as it may be seen as a threat to theirs. If this happens it could dramatically reduce the amount of audience reach.

Audience

Creative Industry Employers

Within the creative industries Located in the main cities within the UK Take on students for work placements May subscribe to a number of national and local newspapers

Students
Currently carrying out a degree Aiming to gain a career within the creative industries. Use 4g communication devices Uses social media such as Facebook and Twitter Regularly updates their social media profiles Goes to university or is close to one of the main cities where B-Hive Academy is located.

Parents
Takes an interest in their son/daughters education Reads newspapers and magazines Keeps up to date with current affairs, includes education. May also use social media sites May have a 4G device themselves

Educational institutions lecturers etc.

Will subscribe to teaching magazines Will read broadsheet newspapers with supplements Will engage with using 4G communication Might use social media (professionally)

Creative Platform

Strapline - The catalyst for creative talent Providing students with the skills to launch them into the working world.

Launch Date: Monday 13th January 2014

Influential People The main target here is influencing those who have a strong presence in the media and hopefully will back our PR Campaign for B-Hive Academy. This includes those who are featured opinion columnists within national newspapers. We will have our professionals liaise with these influential people (such as journalists who write for The Times Educational Supplement) and hopefully influence them to discuss B-Hive Academy through their journalism work.

Launch events Multimedia events B-Hive Academy launch events will be held in major cities across the UK These will include; London, Birmingham, Manchester, Liverpool, Leeds, Newcastle and Bristol.

The venues will be held in creative spaces within the cities creative district. For example, the Birmingham launch event will take place in the Custard Factory, Digbeth, which is considered the cultural quarter of Birmingham due to the creative businesses located in that area.

The launch events will be in conjunction with local creative industry educational courses in each of these cities. Colleges and universities from each location will be offered the chance to have their students create a multimedia project and have it exhibited at the B-Hive Launch.

By linking the B-Hive Academy launches with local media projects, it will generate local media coverage as it is a one off cultural event for the cities involved.

This will also generate a valuable audience to pitch the B-Hive Academy to as there will be a range of target markets attending, this includes; young people and students involved, parents who come to watch the event, educational associates who have provided the students for the event and those who have an interest in the creative industries. There will also be invites sent out to; local media, local academics, media industry professionals, media students, heads of schools, colleges, education bloggers and media bloggers from each area. By targeting the event so directly to the target audience, this should generate an interest in B-Hive Academy and drive subscriptions to the program.

Within each of these events, there will be an appearance and speech from an MP relevant to each city. The MPs which will be appearing have been selected to back the campaign at a regional level as they have an interest in supporting or have an existing campaign to support education, employment and young people.

By having regional backing from MPs supporting education, employment and young people and also working with local colleges and universities, this should reduce the chance of BHive Academy appearing as a threat to education; instead it will give the impression of complimenting education.

The event audience and participants will be encouraged to engage in social media whilst at the event using the hashtag #BHiveAcademy and linking the Facebook page through their profiles by checking into the event. This will promote the event to those who have not attended but are linked to the attendees through social media.

Endorsement and Backing of the Campaign One of the major aims for this campaign is to have Matthew Hancock MP, Minister for Skills in the Departments of Business and of Education endorse the B-Hive Academy. This will be a highly valuable person to have support the campaign and his presence might sway peoples opinions from the possibility of B-Hive Academy being a threat to education to complementing it Matthew Hancock MP will be required to appear at the press launch event in Birmingham for a photo call. He will give a speech on his thoughts towards B-Hive Academy which will provide quotes for the media to publish. It is essential that Matthew Hancock emphasises that B-Hive Academy compliments education within his speech. His appearance will hopefully motivate the press to travel to Birmingham for the B-Hive press launch event.

Mathew Hancocks backing of the campaign is designed to attract attention to the national press. However, there will also be appearances from regional MPs at the relevant multimedia event. These have been selected as they have an interest / campaign to support education, employment and young people

MPs which will attend the events: Bristol Charlotte Leslie Newcastle Chi Onwurah Manchester Lucy Powell Leeds Hilary Benn London Angie Bray Liverpool Steve Rotheram Birmingham Jack Dromey

Major points which we want to get across to the media will be discussed with the MPS previous to the events so that they can include the points in their speeches.

The purpose of having additional backing for each region is that it will give a strong regional angle for the media to focus on. This should greatly raise awareness of the B-Hive academy throughout all the regions, hopefully leading to more subscriptions to the B-Hive Academy nationwide. By having a number of authoritative figures backing the B-Hive Academy, it will really raise the profile of B-Hive Academy and will have a fantastic reputation to start off on.

Press Launch Birmingham This event will take place at Fazeley Street Studios, Birmingham on Monday 6th January 2014, a week previous to the launch of B-Hive Academy. I have located Birmingham as the destination to host the press launch as BHive is a West Midlands based organisation, therefore it would be appropriate to host the event in Birmingham and support the regional economy.

This event is to raise awareness of B-Hive Academy through the media just before it is launched on the 13th January 2014. A number of national and local Birmingham press will be invited to this event where we shall introduce the B-Hive Academy. At this event, Matthew Hancock will be there to provide a photo call for the press and carry out a speech based on B-Hive Academy.

We shall provide press packs at this event to make sure the press have enough information, ensuring that B-Hive Academy has maximum press coverage. Also inside the press packs, there will be a selection of B-Hive Academy branded merchandise.

This event will also announce the future launch events across the country; this should generate more interest in the events and drive people from across the nation to attend them. A number of creative industry professionals and employers will also be invited to the press launch event to inform them of the B-Hive Academy. The press launch event is also in aim of providing a networking opportunity, in hope of organisations joining a partnership to work with B-Hive and provide work placements.

The press launch event will be held in the afternoon as I recognise that the national press will likely have to travel to Birmingham from London, so this will give them plenty of time to arrive comfortably. Fazeley Street Studios will be booked from 12pm 6pm. The invites will specify the attendees to arrive at 2pm. There will canaps and drinks served on the attendees arrivals to welcome them to the event. Later on in the day a served buffet will be presented; this will be a good opportunity for professionals to network and liaise. Alcoholic and nonalcoholic drinks will be served throughout the day. Speciality cocktails will be served alongside the canaps and the served buffet. These cocktails will be presented in honey jars and the flavours will be honey based. This is just a fun association to bee hive, a similar sounding set of words to B-Hive.

Linked Partnership To increase the amount of subscriptions to B-Hive Academy, there will be a linked partnership with Creative Skillset. This organisation is an industry body which supports skills and training for people and businesses to ensure the UK creative industries maintain their world class position. Therefore, by creating this partnership, B-Hive are providing Creative Skillset with a programme designed to fully develop skills for employment within the creative industries using an online program and also providing work placements aiming and get more people into employment. B-Hive Academy is backed by a number of government officials; therefore it is a reliable and beneficial programme to subscribe to, this will be emphasised by Creative Skillset to their media academies, encouraging them to subscribe their students.

The aim of this partnership is so B-Hive can gain a high amount of subscriptions by enrolling those who already study at a creative skill set academy to the B-Hive Academy program. Creative Skillset have a network of 23 media academies and it will be urged by Creative Skillset to enrol their students onto B-Hive Academy as an additional program to complement their educational courses. This partnership will cover 2 main PR objectives. Firstly, by linking with Creative Skillset, B-Hive will be presented as a trusted program which compliments education as it is being suggested by a well-known organisation which already has close ties with a large number of educational establishments. Secondly, this partnership should drive a large number of subscriptions to the B-Hive Academy. Even if one academy enrols to the B-Hive Academy, it will contribute heavily to reaching the 1000 subscriptions target.

Competition The competition launched will be in partnership with Creative Skillset. The competition will involve offering all those students enrolled to a skillset media academy the chance to win a prestige paid work placement within the creative industry.

To win this students must launch an online professional personal portfolio, (this could be in the form of a webpage, Twitter profile etc.) to provide evidence of their passion of gaining a career within a particular creative industry. This is a really broad criterion as we are aiming for the students to be as creative as possible yet still maintaining professionalism as this profile could be viewed by possible employers within their desired industries.

The entrants must tweet their profile to the handle @B_HiveAcademy and the winner will be chosen from there. The entrants will also have to hashtag #BHiveAcademy when posting their competition. This will help raise the profile of B-Hive Academy across the UK as it will hopefully start to trend.

The competition will begin on the 23rd December and close on the 20th January 2014.The winner will be announced on Monday 3rd February 2014 and the work placement will take place in the universities allocated Easter break time so the students are free to carry the placements out.

The point of this competition is to raise awareness of the B-Hive Academy to Creative Skillset media academies in hope of them enrolling their students to the B-Hive Academy.

If the academies do not encourage students to sign up through their course, the students might be interested in signing up themselves. By working with the Skillset media academies directly, this can portray the idea that BHive is working with existing educational institutions, complementing their courses, not competing with them.

By using Twitter, the profile of B-Hive Academy will be increased as the competition will generate more followers resulting in a larger audience reach. This is also one of the most used social networking sites by students, meaning the audience who view the posts will be the target market for the campaign.

As we are encouraging the entrants to hashtag #BHiveAcademy when posting about the completion online, this will generate further views as it might begin to trend.

We will send press releases on this incentive to the local press and keep them updated on the competition. This will further the audience reach into the local community Parents will read this and hopefully so will creative industry professionals making them aware of the B-Hive Academy.

Blogging The competition winners will be required to carry out blogging for the B-Hive Academy whilst they are on the placement. They will have to complete daily blog posts about their placements and tweet using the hashtag #BHiveAcademy, these will be promoted via a number of social media sites and the B-Hive website. This should increase extra coverage across social media sites and it will provide evidence to the audience that B-Hive placements are valuable and worthwhile, encouraging the audience to subscribe to the program.

Magazines/Newspapers Press packs will be sent to a number of magazines who have a readership similar to our target market. These press packs will also be sent to national newspapers and a selection of local newspapers within the participating cities. We will also work closely with trade magazines such as Times Educational Supplements or Education Today Magazine. Aside from the press packs which contain the key information on B-Hive Academy, there will be various press releases issued in conjunction with the campaign over the campaign period. This is to ensure that B-Hive is kept in the public eye for number of months and becomes a recognised organisation across the nation. There may also be interview opportunities with employees from B-Hive Academy and the students who win the work placements.

Radio Local radio stations will be targeted with press packs and information on the B-Hive Academy. We will be pushing how B-Hive Academy is working with local collages and universities to put on a multimedia exhibition. This will provide event information to the local area and it will create extra publicity for the B-Hive Academy. Hopefully this will create a large number of people attending the event and then they will subscribe to the B-Hive Academy. Those listening to the radio might be keen radio practitioners or students studying media, so they will take an interest in B-Hive Academys services. Some local radio stations have talk shows based on topical debates, this could be on education. These are also good radio stations to target as B-Hive Academy could be included within an educational debate.

Stunt A drama group will be hired to carry out a street theatre performance which is in aid of driving people to the location of the street team. The performance will be a play on the words B-Hive / bee hive and will feature a number of bee keepers running round the city centre looking for the queen bee which has been set loose. The bee keepers will interact with the public asking them if they have seen the queen bee. After a while, the queen bee will be found by the bee keepers in the most central part of the city (For example, next to the bull in the bullring). When the queen bee has been found, the actors will thank the audience for watching and then direct them to go to the street teams to find out what the performance was about and to get some free goodies (merchandise). This is where B-Hive Academy will be sold to the public by the street team resulting in raised awareness and increased subscriptions.

Street Team There will be a street team giving out leaflets in the lead up to the launch events. These team members will be wearing specially designed B-Hive Academy T-shirts and they will be located in the city centres and cultural quarters across each city. Along with the shirts, all members of staff will be wearing big Bee Hive Hair style wigs and matching coloured feather bowers to attract some more attention to them.

Staff will be hired locally to the each event and they will only be promoting the event held in the city they are working in. This means a number of different leaflet designs will have to be made according to the cities. They will be targeting students within the city centres and encouraging them to attend the event. As well as people being targeted by the street team, people will be directed to speak to them to find out what the street theatre stunt was for. Here, they can tell the audience about B-Hive Academy and raise awareness of the local event going on, and how they can subscribe to the B-Hive Academy. Merchandise will also be handed out to people with clear B-Hive branding. This will ensure the audience maintain familiarity with the brand and will inform them of how to get involved with B-Hive Academy.

Merchandise

This is the selection of merchandise which will be produced. We will be giving out a tote bag with a pen, a key ring and some leaflets out to as many people as possible at each event and through the street teams. At the London multimedia event and the press launch, oyster card wallets will also be inside the tote bag as these will only really be used by those living in London and the press who work there.

Social Media Social media will be used heavily within the campaign as it is the most frequently used media form by students as the market research shows. Twitter will be the main social media site used as this site is regularly updates and can reach a large target audience. Competition entrants are required to create an online personal portfolio which can be created using social media sites. They have to link their portfolios via Twitter and they will be encouraged to hashtag #BHiveAcademy. This will hopefully trend within the UK if enough entrants hashtag this at the same time. Tweets will also be promoted on Twitter Mobile, meaning that people who are using a 4G device in a certain location will view these tweets even if they havent followed @B_HiveAcademy on Twitter. This will force the @B_HiveAcademy twitter account onto their newsfeeds so the tweets will have to be read. This may encourage extra followers if they are interested in the posts.

There will also be a B-Hive Academy Facebook page so fans can Like the page and keep up to date with events and news. The launch events within each city will also be promoted via Facebook events. As this is a social media site also used frequently by students (as the market research indicates) and it would be an effective method to reach the target audience. Within the launch events, attendees will be encouraged to check in on Facebook at the event. This will show their friends where they are and it will link the event page. Those who are interested can click on the link and find out more about B-Hive Academy if they have missed the event.

Time Management and Budget

Date
November

Activity
Book Fazeley Street Studios for press event Arrange catering for press event Drinks supply for the press event Book Birmingham event location Book Manchester event location Book Liverpool event location Book Leeds event location Book Newcastle event location Book Bristol event location Book London Event Location Organise catering for each event Book studio space for press event rehearsal Contact Creative Skillset and propose competition and partnership Design competition marketing material Print competition marketing material

Fee (staff costs based on the wage of 14.83 per hour)

14.83 14.83 14.83 14.83 14.83 14.83 14.83 14.83 14.83 14.83 14.83 29.66

Costs
600 2,200 1,200 600 750 750 750 750 750 1600 7,700 400

29.66 14.83 29.66 69

Contact colleges and universities within the cities and propose multimedia event

29.66

Contact Matthew Hancock and propose endorsement and photo call Organise work placements for competition winners Invite Press to press event Plan leaflet designs Send leaflet designs to printers Arrange photographer for all events Design and buy a photo call background Create competition and promote it through social media Create Twitter handle -@B_HiveAcademy

29.66

29.66 29.66 14.83 14.83 29.66 14.83 14.83 637 2000 500

December

14.83 Create Facebook Page and event pages 14.83 Conduct meeting with Matthew Hancock and plan speech for press event Create press packs for press event Contact influential journalists and plan meetings for liaising 59.32 44.49 29.66 50 200

Press event rehearsal Have street team t-shirts designed and printed Send out press packs to local media for the launch events in January Advertise street team positions Arrange and carry out telephone interviews Select and notify successful applicants for the street teams Arrange and host street team training Create event timing schedule for each event Have meetings with journalists Pay for Mathew Hancocks travel to Birmingham Design and create pens for merchandise Design and create tote bags for merchandise Design and create oyster card wallets for merchandise Design and create keyrings for merchandise Hire drama group Buy costume wigs and feather bowers for street teams Press event Birmingham

726.47 14.83 29.66

200 609

14.83 44.49 29.66

103.81 103.81 207.62 14.83 14.83 14.83 14.83 14.83 44.49 14.83 1038.10 50 1225.96 6,427.45 275 1542.45 2500 50 200

January

B-Hive Academy launches Birmingham launch event Count footfall at event Bristol event launch Count footfall at event Close competition Send out press packs to local media for the event launches in February Collect media cuttings Send out press packs to local media for the event launches in March Pick competition winners Liverpool event launch Count footfall at event Manchester event launch Count footfall at event Collect media cuttings March Leeds event launch Count footfall at event Newcastle event launch Count footfall at event Collect media cuttings 1038.10 200

1038.10

200

14.83 14.83

February

14.83 14.83

29.66 1038.10 200

1038.10

200

14.83 1038.10 200

1038.10

200

14.83

April

Create questionnaires Distribute questionnaires Collect questionnaire responses Analyse questionnaire responses Analyse website hits Analyse subscriptions to B-Hive Academy

29.66 29.66 29.66 29.66 14.83 14.83

Total Costing Overall 44,327.76

Evaluation Methods

Competitors

About

Target Market

How B-Hive Academy is Different.

The Work Programme

Government Scheme Targeting secondary aims to get sector organisations. individuals into long term work. Targeting the campaign at unemployed, those who Skills based are registered as job working alongside seekers. private, public and voluntary organisations.

Targeting the creative industries. Aiming the campaign at those already in education and are looking for further their careers. Targeting the campaign at ABC1 Uses current 4G technology to guide the work experience process - The work programme has mentoring or support system throughout the scheme. The Work Programme pays organisations as an incentive to take on job seekers. With B-Hive organisations will be persuaded to want have fresh, innovative students working for their business. B-Hive academy placements are accessible nationwide. B-Hive may be the actual first

How B Hive Academy is shown as different through the PR campaign. The campaign is targeting skillset media academies through the competition meaning that B-Hive Academys awareness is raised to students currently in education. Within all the creative platforms used, it is made clear that B-Hive Academy is working with creative industries. Launch events are being used to raise awareness of the campaign in order to portray the missions of B-Hive Academy.

Go Think Big

An organisation formed for young people wanting to gain work experience

Young people ages 1325 within the UK looking for a step onto the career ladder.

B-Hive Academys campaign is working with young media practitioners as part of the event

within the media industries.

Most placements are located in London, so they This organisation is are only available to those formed by teams at who live close or can O2 and Bauer Media. afford to travel there. It has work associations with a number of wellknown media companies. A database that provides young people with work experience opportunities within the media industries in the UK.

step onto the career ladder as those placements allocated through Go Think Big are very prestige and will require/ expect previous experience within that career field. Uses current 4G technology to guide the work experience process Go think Big is just an online database with no supporting App content. Does not provide a mentoring or skills tracker service like BHive academy.

launch. This is already establishing a good reputation with the target market. The event launches are also all over the country so students and creative industry employers all over the country can access the launch.

Include Youth Give and Take Scheme

An organisation which work with young people to gain a wider skills base to prepare them for a career.

Disadvantaged and vulnerable young people. Organisations working with disadvantaged or vulnerable young people.

The B-Hive Academy campaign is also targeting local press as there are regional events being carried out. This will raise the profile across the nation at an accessible level unlike Go Think Big which has mainly targeted national press and is only really of use to those living in or near London. Only Available in Northern The campaign is targeted Ireland, not across the UK like at students currently in B-Hive. education who have a strong grasp of the B-Hive academy is targeting creative industries. the creative industries.

They slowly get the students used to the working environment by completing taster experiences with a company. Once these have been completed the student is urged to complete a longer length work placement. A project worker will stay in contact with the student and employer throughout the work placement.

Educational institutions who may struggle to support disadvantaged or vulnerable young people. Government agencies such as youth offending services teaching youths skills to get back into education and gain a career.

Targeted at individuals who are already in education and want to gain more experience within the creative industries. Give and Take scheme is very skill specific and one to one based. B-Hive can provide a vast number of people, nationwide with an opportunity to develop their skills through the B-Hive Academy using 4G technology.

Launch events across the country are being held in aim of students enrolling nationwide. A street team will be in action informing people of these events. They will be targeting those who look like students and working in student populated areas.

B-Hive will be complimenting education; this will be enforced by B-Hive academy is accessible the support of Matthew to all students who have Hancock, Minister for enrolled, not just those who Skills in the Departments are vulnerable or of Business and of disadvantage, like Give and Education. This will also Take scheme. be portrayed by working with local media academy Give and Take scheme students within the event sounds like a substitute to launches. education whereas the B-Hive academy compliments education. Give and Take scheme

Universities own work experience schemes -

These schemes could be in action within universities which state work experience is a requirement of the course. For example, Birmingham City University engage the students on the Media and Communications course with work placements through a module called Professional Studies.

The students who are enrolled to the creative industry courses which require work experience. Businesses to participate with the university course by doing things such as providing placements or providing information on how to gain placements with creative industry employers.

seems undesirable to those within the ABC1 category, unlike B-Hive Academy is which targeted at that demographic scale. These schemes implemented by universities may not be as rewarding as what B-Hive Academy is offering. With universities, it is an often independent placement experience where they may have to reflect on what they have learnt after the placement is carried out. BHive makes sure that students get the most out of their placements and develop the appropriate skills.

The campaign will be targeting media which university academics will be susceptible to, such as radio debate shows and broadsheet newspapers. Through these methods it will be demonstrated how B-Hive Academy can support young peoples career paths and complement education.

The competition will also raise awareness of B-Hive B-Hive Academy uses current Academy as it is working 4G technology to guide the with Skillset media work experience process and academies. develop a suitable skills base beforehand.

Go Wales

Government backed project which aims to get current university

Students and Graduates who want to work within the creative industries.

B-Hive Academy is available to students nationwide, working with nationwide

The event launches are also all over the country so students and creative

students and graduates to carry out work experience within the creative industries in wales. The work placement positions are paid around 250 per week and last around 10 weeks. Students who join this scheme can complete a short work based qualification whilst on work placement.

Creative industry businesses within Wales.

creative industry businesses, not just those based in one location. B-Hive uses current 4G technology to guide the work experience process the qualification scheme Go Wales is not as advanced or rewarding as this. There is no skills based scheme to work towards whilst on work placement unlike B-Hive Academy, which guides and educates students towards and throughout their placements. Students who enrol to B-Hive Academy will be participating to further their careers and not influenced by the offering of a wage, unlike what Go Wales is offering to participants.

industry employers all over the country can access the launch. The campaign will be targeting national press, not just local. This ensures coverage across the UK. B-Hive Academy is showing examples of how effective the program is by blogging about the competition winners experience within their work placement. This will create more awareness of the campaign through social media links.

 Website Hits As we will be promoting the website numerously throughout the campaign and within the events, by analysing the amount of website hits B-Hive has had since the launch we can tell if the campaign has been effective by an increase in hits. If this is a large amount of hits we can see that people have actively sought out more information via the website. If they have visited the website, it can also suggest that other social media methods have worked as the web address would be included within the press packs and the web address published within a range of media. If you break down the website hits into precise times, you can also try and work out which media/press has been most effective in driving the hits to the websites. For example, if the website hits increase dramatically after a launch event, you can tell that the launch event was a valuable method of driving people to the website. Subscriptions Although there would have been no subscriptions previously to the PR campaign, you will be able to tell by the amount of subscriptions gained since the PR Launch. Similar to the website hits, you could break the number of subscriptions down to dates and identify a correlation between subscriptions and media activity. This will show which method has had an effective audience reach leading to more subscriptions. Analysing media cuttings A lot of print media has been targeted throughout the campaign. A useful and easy tool to analyse how effective the press packs have been to the print media is by collecting any features or articles on the campaign. By counting the amount of press packs sent out and the amount of media cuttings collected, a percentage can be formed, showing how successful the campaign was within print media.

 Advertising value equivalent This will be an effective method of evaluating whether the campaign has been successful as we are targeting a lot of print media; therefore it the valuation produced will be a good representative of the campaign as a whole. As the magazines we are targeting have very high profiles within the UK, therefore, if majority of articles are featured, the AVE will be high, judging the campaign a success. Footfall at the launch events By counting the amount of people attending the launch events the effectiveness can be measured. If there is a good turn out to the events, you will be able to tell that the campaign has had good media coverage as people will have been directed to the event by the media or street team. Questionnaire A questionnaire will be produced and given to around 500 people, in our target audience range. The questionnaire provides quantitive data which can easily be analysed and transform into graphs/diagrams. The topics covered within the questionnaire will judge the participants awareness of the campaign.