Upskilling the female workforce

The UK economy could benefit by between £15 billion and £23 billion each year if gender segregation in the workplace is tackled, according to the Women and Work Commission. In response to this, the Learning & Skills Council invested in a London campaign to incentivise businesses to train women working in large enterprises to the equivalent of two A levels in vocational skills.

We devised a campaign to create a high profile among employers (HR directors and managers) and business organisations, whilst involving third parties involved in the UK’s main ‘Train to Gain’ scheme (learning providers, sector skills councils and skills brokers).

Media included direct mail, email marketing, telemarketing, PR, advertising, online promotions with a supporting microsite and tactical third party marketing activity.


  • The campaign achieved a total response of 964 leads against a plan of 1,010 (95% of target). DM activity generated responses from IBM, The Met Police and BT.
  • The potential per lead exceeded forecasts: our planned response assumed an average of three trainees per company and one skills broker reported an average number of 12 trainees per lead.
  • The launch event attendance surpassed expectations (48% response), was supported by the Women & Work Commission and was warmly received by third party partners.
  • We engaged nine sector skills councils and 49 learning providers to carry out co-branded activity, resulting in 13,800 personalised pieces mailed.
  • Eight women’s organisations and 28 business organisations supported the campaign, providing additional coverage.
  • Press coverage was good, despite significant TTG coverage and ‘wear out’ with a total opportunity to see (OTS) of 345,800 including a Times Education Supplement.
  • Advertising in business publications pulled better than planned response, by utilising high profile devices like belly bands and false covers.

“They showed an excellent understanding of the campaign environment, positioning and strategy and have since continued to deliver high quality work, from campaign planning and measurement to maximise budget and performance, to creative that has been extremely well received and generated a good response.

Most importantly, they’ve identified key intermediaries that can positively impact the campaign and developed strong working relationships with them.

We value their professionalism and commitment.”




  • Categories: Business
  • Client: Learning and Skills Council