Effective use of Social Media and Re-branding for Coventry City Council’s recruitment drive on to the Apprenticeship Scheme
Re-branding: new theme design
The project created a new branding concept for the CCC apprenticeship team.
The design concept is to combine the motto "LEARN-GROW-ARCHIEVE" into the theme design, while also using a triangle symbol to reflect the process of three stages of the apprenticeship programme, refreshing apprenticeship team theme that is approachable, energetic, and friendly, the researcher used colour. This new branding motif will be used across all CCC apprenticeship marketing materials (during consultancy project have produced banner, case study, leaflet, social media post), whether on social media or at events.
The design concept is to combine the motto "LEARN-GROW-ARCHIEVE" into the theme design, while also using a triangle symbol to reflect the process of three stages of the apprenticeship programme, refreshing apprenticeship team theme that is approachable, energetic, and friendly, the researcher used colour. This new branding motif will be used across all CCC apprenticeship marketing materials (during consultancy project have produced banner, case study, leaflet, social media post), whether on social media or at events.
Social Media Marketing: Instagram
CCC apprenticeship team requires branding to distinguish itself from the job recruitment team, a focus on understanding what characteristics attract target group Gen Z, and enhanced communication, overcoming the issue of Gen Z being ineffectively reached via online social media.
According to Statista's (2020), the research discovered that Instagram is the most critical online social media platform for reaching Gen Z.
As a result, the first solution for CCC apprenticeship to address the issue of ineffectively utilising online social media channels is to assist CCC apprenticeship in establishing an Instagram account.
In order to increase followers in the short term, in addition to daily posts, we were collaborating with popular music events to hold a random prize campaign, with the goal of raising interaction rate and awareness. Since the creation of a new Instagram account until the completion of the project, the account has gained 160 followers in two weeks.
