The concept of a 100 in 100 campaign is simple; to generate 100 Apprenticeship placements in businesses within the local area within 100 days.

The aim is for public and private business leaders, training providers, the National Apprenticeship Service (NAS) and the local newspaper to work in partnership to deliver a sustained campaign to influence the business community to drive up the number of Apprenticeship opportunities.

Richard Hencher, Recruitment Territory Manager for Newsquest Midlands South, began discussions with the NAS in February after the Worcester News had run a double page feature for National Apprenticeship Week.

A meeting was then co-ordinated by a local representative of the NAS and attended by the NAS, local training providers and local media representatives. At this meeting Richard presented the paper's proposal to get the training providers commitment to the "100 in 100" campaign and inclusion into a special campaign launch supplement published by the Worcester News.

The supplement was published in the Worcester News and the Berrows Journal ensuring the best possible coverage offered by a paid and free combination. A page was also set up on www.worcesternews.co.uk where the launch supplement would be live for the entire campaign. In addition throughout the campaign news and update stories provided by the NAs were also published in print and online.

The final supplement was 16 page long and included 7 full page profiles and 5 half page profiles of local training providers. 12 of the 20 businesses at the initial presentation took part generating just under £10k of revenue for the Worcester News and Berrows Journal.

In paper and online coverage will continue for the entire campaign duration and will include branding for those companies who supported the launch supplement. Regular updates on the success of the campaign will also be included and another summary supplement is planned for the end of the campaign and will include specific case studies.

For further information please contact Richard Hencher, Recruitment Territory Manager Newsquest Midlands South on 01905 742 355.