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420 pieces of media coverage generated in six months

The National Apprenticeship Scheme · Case Study



The National Apprenticeship Service supports, funds and co-ordinates the delivery of Apprenticeships throughout England.

Working as part of a multi-agency approach spearheaded by Claremont, Jaywing PR was primarily tasked with raising the profile of Apprenticeships in the North of England.



  • Promote the many benefits of Apprenticeships to employers
  • Highlight the advantages of becoming an Apprentice to young people


We knew our unrivalled media contacts – coupled with our experience of promoting Apprenticeships in the region – would prove pivotal to the success of the campaign.

Our PR activity kicked-off with National Apprenticeship Week – ‘the’ flagship event in the Apprenticeships' calendar.

A key initiative during the week was ‘Made By Apprentices’, designed to showcase the vital contribution apprentices make in the workplace. We organised a series of creative press photocalls with some of the north’s biggest employers, whereby apprentices signed examples of work they help produce.

Building on the success of National Apprenticeship Week, we then turned our focus to a more sustained PR campaign to continue to put Apprenticeships firmly on the news agenda.

During an intensive six month programme of PR activity, Jaywing PR generated over 420 pieces of media coverage in the region worth over £625,000 advertising value.

The coverage generated reached over 39 million Apprentices and employers in the North of England.


420 pieces

media coverage

39 million

apprentices reached


advertising value equivalency

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