NORTH WEST PROVIDER NETWORK Apprenticeship Campaign

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NORTH WEST PROVIDER NETWORK Apprenticeship
Campaign
  

• INTERIM REPORT FOR MEETING 13TH JANUARY 2009

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PURPOSE OF REPORT

• This report has been created to provide an
  overall view of the current project status
  covering the following areas
• Conversion Rates
• Follow Up Process
• Telemarketing Scripts
• Common Objections/ Obstacles
• Impression of Trends
• Employer Take up by Size
• Provider Contact
• Development of Overall Apprenticeship Strategy

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SMART Allocation Of Resources

• SMART currently have Seven Agents generating
  interest among targeted employers,
• The allocation is based on one agent per local
  region and two agents who fluctuate between
  regions as required carrying out a range of
  proactive and reactive services around generating
  appointments
• Supported by a Project Manager and one Agent
  ensuring the smooth transition of interested
  employers to the Training Providers

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Scope of Sectors Targeted

• Using the data available the following Sectors
  are being targeted

• Health Social Care
• Construction
• Education
• Engineering
• Motor Vehicle Maintenance

• Retail
• Transport
• Hairdressing
• Hospitality
• Sports Leisure

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Contactable Companies

• A contactable company is one that has been
  identified as a potential target under the
  campaign by NWPN and then the data has been
  sourced by SMART
• The following two slides show how the available
  data is split down by company size and region
• This allows us to accurately monitor the regional
  response rates and target sectors that we feel
  require more attention

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Breakdown of Data By Company Size and Region
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Breakdown of Data By Company Size and Region
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Breakdown of Data by Company Size
65 (6741 out of 10432) of all contactable data
falls within the 6-25 Employee Band with the
following conversion rates
The conversion rate above is based on the total
records available and not the total Decision
Makers contacted. This information can be found
in the following slides.
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Lead Conversion Rates

• As the following graphs show 48 of Decision
  Makers spoken to have returned a positive result
  (1248 Companies out of 2602 Companies Contacted)
• A positive result has been classed as a Telephone
  Appointment, A request for information or a
  Future Prospect
• The information displayed in the following graphs
  shows Regional results, Local results will be
  provided in Excel copy

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Lead Conversion Rates

• The Following graphs show a breakdown of the
  results for all regions covered by the project.
• Individual Region data is also available on the
  spreadsheet accompanying this report
• For ease of reporting Un-callable companies
  include Dead Lines, Wrong Details, Duplicated
  Records, Companies that have ceased trading and
  Calls that were barred.

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Results Breakdown By Employee Bands

• The following graphs show the outcomes achieved
  from all companies where a decision maker has
  been spoken to, these have been split down by the
  following employee bands
• 15
• 6-15
• 16-25
• 26-50
• 51-100
• 101-250
• 250-500

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Conversion Rates Summary

• Currently 19 (967 out of 5069) of all contacted
  companies have been passed over to Training
  Providers
• Regional Conversion Rates for contacted companies
  passed to Training Providers are as follows
• Cumbria 25 (163 out of 653 Companies
  Contacted)
• Lancashire 17 (271 out of 1624 Companies
  Contacted)
• Manchester 18 (252 out of 1424 Companies
  Contacted)
• Merseyside 23 (185 out of 811 Companies
  Contacted)
• Cheshire 17 (96 out of 557 Companies Contacted)

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Conversion Rates Summary cont.

• When the conversion rate of 19 (967 out of 5069
  ) is applied to the companies yet to be contacted
  there is the potential to generate another 1002
  leads across all regions
• This will provide a potential of 1969 Leads that
  can be passed to Training Providers against a
  project target of 1200

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Sector Breakdown

• Traditionally Health Social Care, Construction
  and Hospitality are the best performing sectors
  for the take up of Apprentices
• The following graph shows that the trend is
  continuing with this project.

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Sector Breakdown

• The following charts show detailed information on
  the results obtained to date which have been
  broken down by region and employee band
• Highlighted rows show where a Decision Maker has
  been spoken to and the outcomes of that
  conversation

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Sector Conversion Rate

• Construction 17 (216 out of 1258 Contacted
  Companies)
• Motor Vehicle 10 (11 out of 102 Contacted
  Companies)
• Retail 14 (65 out of 472 Contacted Companies)
• Hairdressing 35 (96 out of 273 Contacted
  Companies)
• Hospitality 11 (165 out of 1480 Contacted
  Companies)
• Engineering 26 (32 out of 122 Contacted
  Companies)
• Sports Leisure 27 (61 out of 230 Contacted
  Companies)
• Transport 46 (93 out of 202 Contacted
  Companies)
• Education 24 (40 out of 169 Contacted
  Companies)

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Leads Assigned to Provider Status
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Leads Assigned to Provider Status
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Telemarketing Scripts

• The scripts (samples available on request) that
  are being used to contact companies have been
  developed specifically for this project and are
  continually reviewed by the Project Management
  team.
• This allows the handling of objections and works
  to provide all relevant information to employers
  that are to be contacted, ruling out any
  incorrect information being supplied to employers

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Common Objections / Obstacles

• Feedback from the Agents has shown that in the
  most part Apprenticeships are still widely
  accepted as a valued method of training staff
• The most common objections at the moment can be
  attributed to the current economic climate with
  companies experiencing a downturn in business.

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Common Objections / Obstacles

• In order to combat this the emphasis has been
  placed on the importance of having highly trained
  and motivated staff, to enable companies to
  continue trading through this difficult economic
  period

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Impression of Trends

• The economic climate appears to be affecting some
  Industries more than others. Retail and
  Manufacturing are showing the greatest resistance
  to taking on an Apprentice.
• Health Social Care and Hospitality continue to
  provide good results
• Construction continues to surprise with the
  volume of interest, however some of these leads
  are not necessarily trade related they cover
  Business Admin and Customer Service frameworks

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Provider Contact

• Training Providers across all regions are
  generally keen to be involved in the NWPN project
  
• There are currently several Providers with visits
  booked with employers, tables showing the
  breakdown of these appointments are contained on
  the following slide

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Provider Visits Booked
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Provider Contact

• On a weekly basis the process for contacting
  providers is as follows
• Providers update the extranet with any changes
• SMART monitor the Extranet and contact providers
  if leads are not being updated

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Provider Contact

• A good working relationship has been established
  by SMART with the Training Provider Network
• SMART tries to ensure a fair allocation of leads
  to each provider but has to remain impartial

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Apprenticeship Starts

• It is still at an early stage but to date we have
  14 starts across all regions

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Apprenticeship Starts

• The following chart shows the breakdown of starts
  by employee size for all regions

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Development Of Apprenticeship Strategy

• Data selection should be determined through
  building on relationships established with Sector
  Skills Councils and local Providers
• Target sectors by size and postcode where
  current provision available
• Ask Providers for details of frameworks that
  they need assistance in supporting
• Look at timescales for starts within these
  frameworks to structure appointment generation
  appropriately i.e. pre-set annual start or roll
  on roll off etc
• Recruitment assistance for source and selection
  is particularly important in the under 20
  employee sized companies

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Questions

• I would like to take this opportunity to thank
  you for your time and your continued support to
  SMART
• We will be pleased to answer any questions you
  may have.
• Colin Bailey Managing Director
• Caroline Coles Call Centre Director
• David Pendleton Head of Public Sector