EVALUATION REPORT

Bursting with careers From creative to finance

Produced by London First and Prospects

Date: Dec 2014 Partners Organised by Supported by

JOIN THE CONVERSATION @skillslondon SkillsLondon TABLE OF CONTENTS

1 Introduction 3 1.1 Purpose of the document 3 1.2 Background 3 2 Exhibitors 3 2.1 Get skilled stands 3 2.2 Feature stands 3 2.3 Interactive exhibitors 3 2.4 Exhibitor Marketing & Attraction 3 3 Zones 4 3.1 Careers and Enterprise Hub – Sponsored by London Councils 4 3.2 Business, IT and Finance Zone 5 3.3 Campus, Education and Training Zone – Sponsored by Youth on the Move 6 3.4 Uni Street 7 3.5 Creative, Hospitality, Retail and Leisure 7 3.6 Design, Construction & Property Zone Sponsored by Property Needs You 9 3.7 Transport & Infrastructure Zone 10 3.8 Energy and Environment Zone – Sponsored by UK Power Networks 11 3.9 Public sector, Health & Care Zone 12 3.10 Science, Technology, Engineering & Manufacturing Zone 13 4 Content of the Event 14 4.1 Get Skilled Areas 15 4.2 Other Features 15 4.3 Event Opening Breakfast Debate 16 5 Marketing and PR 16 5.1 Advertising 16 5.2 Direct Marketing to Young People 17 5.3 Direct Marketing to Parents & Carers 17 5.4 Exhibitor, Partner Marketing & Strategic Partnerships 17 5.5 Website 19 5.6 Social Media Marketing and Video marketing 19 6 Visitors 22 6.1 Overall visitors 22 6.2 Groups 22 6.3 Individual visitors and small non-booked groups 22 6.4 Overall Visitor Demographic 23 7 Marketing Evaluation 23 8 Overall Visitor Breakdown by Day 24 9 Groups and Individuals by Area and Overall Groups Attending 24 9.1 Groups by Area 24 9.2 Groups Attending by Local Authority 25 9.3 Individuals by area 29 10 Group Survey Results (based on 56 responses) 29 10.1 Visitors Quotes 35 11 Individuals Survey Results (based on 563 responses) 33 12 Exhibitor Survey Results (based on 100 responses) 46

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Havering College’s range of science experiments focusing 1 INTRODUCTION on energy and recycling, Barking and Dagenham College’s 3D printing challenge and South Thames’s Drone 1.1 PURPOSE OF THE DOCUMENT Technology. The purpose of the document is to evaluate the Skills 2.2 FEATURE STANDS London 2014 event and look for learning points and recommendations for 2015. A new addition to Skills London 2014 was the highly interactive feature stands. We worked with a mix of 1.2 BACKGROUND existing exhibitors and organisations such as Classroom Skills London 2014 was a two day interactive and inspiring Medics and The Cyber Security Challenge UK to offer jobs and careers event held at ExCeL London. The event visitors an in depth hands-on learning experience that was organised by London First and Prospects working could explain the range of career pathways a sector offers. with The Mayor of London, National Apprenticeship For example the Tech Feature offered visitors the chance Service, National Careers Service and our partners London to meet a range of eight employers from BT, Virgin Media, Councils, Property Needs You, UK Power Networks and Workshare to Gensler each demonstrating a real range of Youth on the Move. different skills their sector requires. The event was aimed at 15-24 year olds and was marketed In total we delivered six feature stands and all proved to all secondary schools and colleges across London. The to be a success, measured by visitor feedback, the hosts target year groups were year 11 and above. giving their feedback and simply how busy they all were throughout the event. A Saturday opening was held to attract individual young people, their parents, carers and families. This group is the With 196 separate organisations exhibiting this year biggest influencers of young people in their career choices. compared to 182 in 2013, we welcomed many first time Skills London exhibitors as well as a achieving a high The overall target for the event was 30,000 visitors. percentage of returning exhibitors. 32% of exhibitors 32,490 visitors attended which was a 7% year on year were new to the event in 2014 and 68% returning. This (YOY) increase from the 2013 event. Exhibitor numbers means that 73% of the 2013 exhibitors returned in 2014. increased YOY by 8% from 182 in 2013 to 196. This is our highest ever figure for rebookings. For 2014 there was an increased emphasis on employers One key aim this year was to have an even higher and jobs with a target of at least 45% of exhibitors being proportion of employers alongside training providers employers, which was achieved. Over 45,000 jobs and and other exhibiting organisations. This year 45% of our apprenticeship opportunities were on offer at the event. exhibitors were employers which was an increase from 40% achieved on the previous event. 2 EXHIBITORS Skills London 2014 was zoned into seven industry specific 2.3 INTERACTIVE EXHIBITORS sectors, with exhibitors grouped by discipline. There were Our team worked closely with exhibitors to ensure a higher a further three zones – a Careers and Enterprise Hub, Uni proportion of exhibitors offered hands-on experiences this Street and a Campus, Education and Training Zone. Zoning year. We delivered an exhibitor training day in September the event allowed targeting of visitors by interest and where 50% of confirmed exhibitors at that time took part. provided a better visitor experience with easily navigable A guide to exhibiting was produced and sent to all 196 areas and made comparisons between organisations exhibitors. Various newsletters were sent with tips and hints possible. The new zone introduced in 2014 was the Energy and exhibitors who did not detail their stand experience and Environment Zone. on their exhibitor information form were called by our operations team and given help and support. This work 2.1 GET SKILLED STANDS resulted in a very high percentage of exhibitors offering Within each zone many top London colleges hosted Get great, thought out, meaningful, engaging experiences. Skilled stands. These offered bite sized, hands-on skill demos. These ensured visitors were able to try a huge 2.4 EXHIBITOR MARKETING & ATTRACTION variety of skills within each of the zones. This year saw Skills London is marketed to a comprehensive database fifteen separate Get Skilled stands hosted by colleges of London based companies, this includes London First and training providers with a greater emphasis made members. Targeting a range of industry sectors we worked this year to ensure we had less repetition across the with key partners the National Apprenticeship Service and range of skills being demonstrated. There was a focus others such as key current exhibitors and support partners on a wider selection of skills across a range of sectors to reach out to a wide range of potential exhibitors being showcased. All were linked to the Apprenticeship through a variety of methods including newsletters, sales Framework and referenced in the event guide. brochure distribution, partner newsletters, client meetings Highlights and new for 2014 Get Skilled demo’s included and Mayor of London letter to over 80 organisations.

3 3 ZONES

3.1 CAREERS AND ENTERPRISE HUB – SPONSORED BY LONDON COUNCILS 26 exhibitors (13% of the total) and 1 Get Skilled demo – 3 exhibitors were employers due to the nature of this zone. In 2013 25 exhibitors took part in this zone. This zone offered a wide range of careers advice on further and higher education routes, employment options and business start up. CV clinics were offered by The Write Stuff. The zone was planned with a pavilion style in mind with a central information point staffed by Prospects, this acted as a signposting area and general questions about exhibitor locations, features, catering points and other services were all directed here. The National Careers Service and the National Apprenticeship Service had prominent locations within this zone and National Careers Service advisers had 1,976 interventions where they spoke with individual young people for five minutes or more giving careers information, advice and guidance. The National Careers Service staffed help points in all seven industry zones. Each help point was staffed by two National Careers Service advisers who were able to offer more specific industry focused questions.

CONTRIBUTING EXHIBITORS • All About Group • BAFTA Guru • Barker Brooks Communications • Elutec - College of Design & Engineering • Europass • European Commission • Federation of Small Businesses • Hot Courses • Intern Avenue • Milkround Online • National Apprenticeship Service • National Careers Service • National Union of Students Sponsored by • Not Going To Uni • Open Doors Media Ltd • Peabody Trust • Rate My Apprenticeship • Royal Association for Deaf people • SMT4 Youths ‘A fantastic opportunity to engage with the people who hold the future of the country in their hands.’ • Target • The Big Choice Ltd BIlly Picard, WhatUni • The Prince’s Trust ‘The enthusiasm of the students wanting to explore • The Write Stuff different career options was fantastic - many had • Tottenham Hotspur Football Club given lots of though to the concept of being their • Virgin StartUp own boss.’ • Young Enterprise London Denise Beedell, Federation of Small Business

Highlights – this year the zone was very lively with a great mix of exhibitors including one of our partner sponsors Youth on the Move who hosted a multi interactive experience stand including a presentation area which was busy throughout. Redbridge College hosted a TV careers quiz style stand and Westminster Kingsway College offered an enterprise themed Get Skilled stand. Often this zone can be the least interactive of the ten zones but this year saw big improvements. Further thought will be put into how we can improve this further in 2015. Exhibitor evaluation highlighted that the general noise levels were still quite high; which made it difficult when offering extended careers advice or CV clinics.

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3.2 BUSINESS, IT AND FINANCE ZONE 14 exhibitors (7% of the total) 7 were employers. In 2013 24 exhibitors took part in this zone. This year saw a good mix of professional bodies, employers and trainers. Employers were offering a huge range of career opportunities and it was particularly pleasing to see some really interactive stands within this zone which helped create a great atmosphere. Each year this zone gets more interactive as returning exhibitors ‘up their game’ to attract visitors to their stands from TV show style ‘Grab it with Both Hands ‘ game to photo booths.

CONTRIBUTING EXHIBITORS • ACCA UK • Barclays • Chartered Institute for Securities & Investment • Chartered Institute of Management Accountants (CIMA) • Deloitte LLP • EY • HSBC • ICAEW • Institute and Faculty of Actuaries • Kaplan Financial • KPMG LLP • M&G Investments • PricewaterhouseCoopers LLP • The Association of Accounting Technicians

‘Apprenticeships seem to have gained in popularity over the past year. They are becoming a genuine viable alternative to university.’ Lauren Salter, M&G Investments.

5 3.3 CAMPUS, EDUCATION AND TRAINING ZONE – SPONSORED BY YOUTH ON THE MOVE 30 exhibitors (15% of the total). In 2013 35 exhibitors took part in this zone A range of 19 colleges and 11 training companies showcased a large mix of opportunities and interactive and inspirational skill demonstrations bringing the world of further education to life. Last year we grouped exhibitors geographically however feedback from colleges was this is unnecessary. This year’s event featured the majority of the top London colleges. This zone is always highly interactive. In previous years exhibitors within this zone have been able to play live music, in 2014 a decision was made to ban all music as it is a distraction and disadvantages neighbouring exhibitors unable to hold conversations with visitors. This move made a dramatic improvement in this area giving all exhibitors equal opportunities to make themselves heard!

CONTRIBUTING EXHIBITORS • Aspire 2 Learn • Barking and Dagenham College • Barnet & Southgate College Grahame Park Campus • Bromley College of Further and Higher Education • BSix Brooke House Sixth Form College • City and Islington College • City Gateway Head Office • City of Westminster College • Ealing Hammersmith & West London College • graduate-jobs.com • Harrow College • Havering College of Further and Higher Education • Kensington and Chelsea College Sponsored by • Lambeth College • Mid Kent College of Higher and Further Education • MPower Training Solutions Ltd • NEWTEC • Newvic Plaistow • North West Kent College • Redbridge College • RTC Education Ltd • Smart Training • South Essex College of Further and Higher Education • South Thames College (Wandsworth Campus) (2 stands) • The Aspirations Academies Trust (2 stands) ‘The best careers event in the South East - a must for • The College of Haringey Enfield and North East London all colleges and universities.’ • Uxbridge College Michael Bennett, South Essex College • Westminster Kingsway College ‘The team made organising the event a pleasure - they were so helpful and nothing was too difficult to arrange. Skills London has a fantastic atmosphere and allows all exhibitors to showcase a range of skills ‘Skills London is a vital recruitment event for the to the public.’ college. As Skills London sees such a huge number Katie Livingston, South Thames College of visitors, it is a great opportunity for the College to showcase their courses through ‘Get Skilled’ activities, ‘Skills London provided the perfect opportunity to as well as offer course advice directly to students. We engage with the young people we can help secure always find our stands very popular, and want to permanent employment in the future. We would continue to exhibit at such an important event.’ definitely come again.’ Eleanor Gaymer, Lambeth College Claire Goebel, City Gateway

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3.4 UNI STREET 13 exhibitors (7% of the total). In 2013 9 exhibitors took part in this zone Several new universities exhibited this year, as well as seasoned Skills London exhibitors demonstrating Skills London is more than FE provision and training routes. Universities were offered a slightly different exhibiting package this year similar to HE fairs – this proved popular and we were encouraged to see a higher percentage of universities offering interactive experiences on their stand.

CONTRIBUTING EXHIBITORS • Birkbeck College - University of London • Buckinghamshire New University • Kingston University • London Metropolitan University • London South Bank University • Middlesex University • St Mary’s University College Twickenham • University of Bedfordshire • University of Greenwich • University of Hertfordshire • University of West London • University of Westminster • University of Winchester

Exhibiting at Skills London for the fifth time University of Exhibiting at Skills London for the fourth time London Greenwich said: South Bank University said: ‘Overall a very good, worthwhile event, Skills London ‘Skills London is a great way to put LSBU in the is an excellent opportunity to engage with young minds of young people ahead of them applying for people from across London, as well as their parents university.’ and carers.’ Neil Basing Ami Kia Solomon

3.5 CREATIVE, HOSPITALITY, RETAIL AND LEISURE 41 exhibitors (21% of the total) 30 employers and 11 training organisations and specialist colleges & 6 Get Skilled demos. In 2013 39 companies exhibited in this zone and 25 were employers. This zone was a hub of activity offering catering demos, photography, special affects, visual merchandising to name but a few of the amazing variety of skills demonstrated by employers and training organisations within this zone. First time exhibitors really grasped the challenge of getting interactive and we were delighted to see even more retailers at this year’s event. For the first time River Island and H&M exhibited. Tesco took two stands this year to highlight store vacancies and career progression routes as well as the Tesco New Food Revolution, including a ‘Giraffe’ pod on-site. Tesco used social media to a great effect, promoting a free App that told students when the next barcode challenge was taking place on their stand, driving visitors to their stand from wherever they were in the event. The Hospitality Careers Showcase by Springboard’s Careers Scope returned for a second year, this included members of The Hotel Employers Group and other employer partners. We worked with the team to bring the feature to life, meeting partners and stand designers to create a great solution to showcase a very wide range of skill areas within the hospitality sector. The stand won our Best Tweeter Award as they were the most active social media driver prior to and at the event. Their stand proved very popular.

7 CONTRIBUTING EXHIBITORS • Access to Music Ltd • Accor (Springboard UK Ltd) • Amersham and Wycombe College • Andaz Liverpool Street, London (Springboard UK Ltd) • Apex (Springboard UK Ltd) • BaxterStorey (Springboard UK Ltd) • BIMM Group Ltd (British & Irish Institute of Modern Music) • Channel Four Television • De Vere Group (Springboard UK Ltd) • DV8 Training • Fairmont Hotels (Springboard UK Ltd) • Fashion Retail Academy • Greggs plc • Guoman & Thistle Hotels (Springboard UK Ltd) • H & M Hennes & Mauritz Ltd. • Hand Picked Hotels (Springboard UK Ltd) • Hilton Worldwide (Springboard UK Ltd) • HIT Training Ltd - London • Holts Academy of Jewellery • HSS Hire • Hyatt Regency London - The Churchill (Springboard UK Ltd) • InterContinental Hotel Group (Springboard UK Ltd) • ISS Facility Services (Springboard UK Ltd) • Jupiter Hotels Limited (Springboard UK Ltd) • KFC • London College of Beauty Therapy • Maybourne Hotel Group (Springboard UK Ltd) • McDonald’s Restaurants UK • PPHE Hotel Group (Springboard UK Ltd) • Principal Hayley Group (Springboard UK Ltd) ‘Relaxing atmosphere and supportive staff. Skills • Puma Hotels (Springboard UK Ltd) London had great energy!’ • QMH UK Ltd (Springboard UK Ltd) Anastazia Farugh, KFC UK • Redefine BDL Management Ltd (Springboard UK Ltd) ‘Fantastic opportunity to interact with young people • River Island in London.’ • Screwfix Michele Ransley, Tesco • Somerston Hotels (Springboard UK Ltd) • Spirit SSR Ltd - SSR Manchester ‘The best element of Skills London is the volume • Springboard UK Ltd of good young people to talk to and their parents. • Tesco Stores Ltd (2 stands) We have started careers, changed perceptions and helped employers talent scout for future employees.’ • The London Hairdressing Apprenticeship Academy Sam Coulstock, Springboard UK Ltd

‘Our stand was extremely popular and we got to talk to a lot of new talent about the schemes that are on offer at C4.’ Chloe Bigham, Channel 4

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3.6 DESIGN, CONSTRUCTION & PROPERTY ZONE SPONSORED BY PROPERTY NEEDS YOU 22 exhibitors (11% of the total) & 3 Get Skilled demos with 17 employers and 5 training organiations/colleges. In 2013 10 companies exhibited within this zone and 8 were employers.

CONTRIBUTING EXHIBITORS • BNP Paribas Property Needs You • Building Crafts College • CBRE Property Needs You • CH2M HILL • CITB • CITB in partnership with the London Enterprise Panel • Colliers International Property Needs You • Cushman & Wakefiled Property Needs You • DTZ Property Needs You • Gerald Eve Property Needs You • GVA Property Needs You • Hewden • High Speed Two (HS2) Sponsored by • ISS UK • JLL • Knight Frank Property Needs You • Life Residential • Pathways to Property Reading Real Estate Foundation • RICS Property Needs You • Savills Property Needs You • Skanska UK • Strutt & Parker Property Needs You

‘Skills London has been a tremendous opportunity for us to share the opportunities which our industry can offer with a truly energetic, engaged and diverse blend of people.’ Martyn Scott, Skanska

‘CITB value the quality of attendees at Skills London and the engagement our careers advisors have with them.’ David Cross, CITB

‘This year many of the parents, carers and young people attended on Saturday, providing us with the opportunity to interact with them and raise awareness of careers in the property professions.’ Pamela Duke, JLL on behalf of Property Needs You

9 3.7 TRANSPORT & INFRASTRUCTURE ZONE 9 exhibitors (5% of the total) all 9 were employers. In 2013 11 companies took part within this zone and all were employers. We saw slightly less exhibitors this year as the construction companies chose to go in the Design, Construction and Property Zone this year. However the zone was very popular as ever with a great range of employers including first time exhibitors London City Airport and British Airways Plc. Thales Transportation had an even larger and more interactive stand than they had in 2013 and went all out with rigged signage so their stand was highly visible. The range of apprenticeship opportunities was vast within this zone and young visitors commented on how great it was to see a real range of the big London recruiters. Many had their teams of apprentice ambassadors on their stands. Thales even told us they recruited from the 2013 event and two of the apprentices were helping out on their stand this year. The most innovative stand must go to Thames Tideway Tunnel with their ‘You Poo Too’ themed stand.

CONTRIBUTING EXHIBITORS • British Airways Plc • Crossrail Ltd • Heathrow Airport Ltd • High Speed Two (HS2) • London City Airport Ltd • Siemens Rail Systems • Thales UK • Thames Tideway Tunnel • Transport for London

‘The best element of Skills London was the professional layout and scale of the event. The main way we will follow up is to contact teachers we met to arrange careers visits.’ London City Airport Ltd

‘Thales exhibit to attract people to our apprentice programme. The best thing about Skills London is the number of attendees and mix of exhibitors and a good venue. It’s an excellent event and we’ll definitely be back.’ Steph Williamson, Thales Transportation

‘I just wanted to say how inspiring it was to meet so many young men and women who were taking their ‘We exhibit at Skills London to raise awareness of career choices into their own hands and proactively career choices in engineering and construction to looking to discover what GCSE & A-Level choices ensure skills are met for future jobs and the life of they were going to make as a result of meeting the the project.’ different organisations that attended.’ Jacquie McDonnell, Thames Tideway Tunnel Jason Smith, British Airways Plc

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3.8 ENERGY AND ENVIRONMENT ZONE – SPONSORED BY UK POWER NETWORKS 5 exhibitors (3% of the total) & 1 feature stand, 3 employers and 2 training organisations. In 2013 3 companies took part within this zone and all were training providers. The title of this zone changed in 2014, previously the Environmental and Land Based Zone. The new title reflected the challenge to increase the range of employers to include energy/utilities sector employers. Sponsored by UK Power Networks the zone had a broader range of skills demonstrated and for the first time saw employers exhibiting within this zone including first time exhibitors Veolia and National Grid. In 2015 we would like to work with employers from the ‘renewables’ sector as well. All exhibitors within this zone were interactive and the feature stand – Careers in Racing drew big crowds. The land based college Capel Manor also worked within this zone and supported The British Horseracing Authority who delivered the Careers in Racing feature - a good example of exhibitors working together.

CONTRIBUTING EXHIBITORS • British Horseracing Authority • Capel Manor College • National Grid • UK Power Networks • Veolia Environmental Services

Sponsored by

‘We have been working with the organisers for many years and were delighted to be given the opportunity to have a Feature Stand at this year’s event. Having a Feature Stand working alongside our usual stand proved to be a very positive experience for us. It was ‘The best element of Skills London was the constantly busy and provided a flow of people to our continuous flow of people, we had good high quality other stand. A great show, the best so far!’ conversations with people.’ Michelle Douglas, British Horseracing Authority Caryl Coton, National Grid

11 3.9 PUBLIC SECTOR, HEALTH & CARE ZONE 12 exhibitors (6% of the total) including 1 feature stand - 10 employers and 2 advice organisations. In 2013 7 companies took part within this zone and 4 were employers. This zone was at the heart of the event with a good mix of employers including London Councils, the NHS, the Met Police, the armed forces and a new addition to our exhibitor mix Asquith Nurseries. The Army went all out this year with a great feature vehicle, their team won the Most Engaging Team Award and were mentioned by many visitors we surveyed as a great stand. The NHS were especially hands- on as were Classroom Medics.

CONTRIBUTING EXHIBITORS • Asquith Nurseries • British Army • Civil Service Fast Stream • Classroom Medics • Health Education North Central and East London • Health Education North West London • Health Education South London • London Councils • Metropolitan Police • Royal Air Force • Royal Navy & Royal Marines • Skills for Care

‘The best thing about Skills London was seeing the amount of young people taking science courses and having an interest in the NHS.’ Annabel Beasley, NHS

‘Skills London was a fab event, really well organised and promoted. There were so many careers to consider and try from areas I’ve never heard of before. Come along to have your eyes opened to the amazing world of careers that you can get into!‘ Tom Warrender, Classroom Medics

‘Amazing opportunity to meet with young Londoners, parents and people from across London. The event helps raise awareness of the many different options available for training and careers, only wish there had been an equivalent in my youth!’ Anna-Maria Volpicelli, London Councils

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3.10 SCIENCE, TECHNOLOGY, ENGINEERING & MANUFACTURING ZONE 23 exhibitors (12% of the total) & 4 feature stand, 3 Get Skilled stand, 9 employers and 14 training organisations. In 2013 15 companies took part within this zone with 7 employers. Renamed from the Tech Zone to the Science, Technology, Engineering and Manufacturing Zone. This zone saw a wide range of employers from a mix of sectors. The zone had many exciting stands with many skills being demonstrated. Channel 5’s Gadget Show presenter Jason Bradbury also made a guest appearance. In this zone exhibitors embraced bringing their organisations and the skills they required to life in a truly inspirational way. The Cyber Security Challenge crossed into other zones, linking other exhibitors. the Gensler designed Tech Feature collaborative stand showcased a wide range of growing sectors fulfilling the brief for this zone. This zone also featured a new Skills Theatre with presenters Classroom Medics and the Cyber Security Challenge. The stage was busy throughout the event, we will look to develop this further for 2015. The London Design and Engineering UTC won the Best Stand voted for by visitors.

CONTRIBUTING EXHIBITORS • Autodesk • BT Group plc • Centre for Advanced Spatial Analysis (CASA) • Classroom Medics • Creative Pioneers • Creative Skillset • Cyber Security Challenge UK • Estio Training • Food and Drink Federation • Gensler • Haymarket Media Group • IBM UK Ltd • Just IT • London Design & Engineering UTC • QA Ltd ‘The best thing about the event was there was such • Quest 4 Training a diverse crowd, giving the ability to recruit at every • Rewired State level. This was an extremely well organised and run • SKY event with the right audience for BT.’ • STEM Academy Education Trust Liam Tigre, BT • Synergy Networxx • Virgin Media ‘Well organised event and lots of support. We had a lot of interest from students.’ • Win Technologies Ltd • Workshare Virgin Media

‘Skills London was a great platform to make young people aware of the extensive opportunities there are in the IT sector. In this way, together with Skills London and London First, the event has allowed us to directly and proactively address the IT skills shortage in the capital.’ Barrie Hadfield, Workshare

‘The best thing was the organisation - very helpful staff. Good age range for where we were targeting.’ Danielle Tracey, Haymarket Media

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313 GS15 SKILLS sciEncE, 1005 1018 THEATRE 4 CONTENT OF THE EVENT crEativE, 350346 1003 tEcHnologY, 316 338 336 1006 1007 EnginEEring & HospitalitY, rEtail 332 & lEisurE p19-21 manuFacturing FEATURE 6 p27-29 London is a world-class 1019 1028 314 638 639 1002 1004 destination for shopping, careers in the future are 612 610 620 622 GS14 FEATURE 4 going to require new skills Skills London 2014 is designed to be highly interactivetourism with and entertainment. GS5 636 1000 1008 in this zone you’ll discover 330 and the rapidly evolving the wealth of career choices 312 science, technology, engineering and all exhibitors encouraged to provide hands-on activitiesavailable from to dawn till dusk 310 340 912 930 602 604 616 618 634 and a host of get skilled 920 manufacturing industries 632 FEATURE 3 926 928 will be offering exhilarating activities to get a taste of the 600 614 910 skills required. careers in fascinating sectors. engage the audience. We work with exhibitors to develop 308 309

GS4 328 329 relevant demonstrations related to their industry sectorsBusinEss to& Financ E 500 502 504 506 510 808 826 FEaturing tHE 302 306304 326 517 tEcH ZonE GS2 GS3 p12 FEATURE London has become a world do you want to be bigger GS1 2 300 324 leading tech hub with some maximise the engagement between visitors and exhibitors.than richard Branson or sir of the biggest companies in alan sugar? Follow their the world alongside exciting footsteps to the Business 124 new start-ups, and they are This year we hosted an exhibitor training day which& Finance had zone anda carve GS6 461 518 514 800 GS13 GS12 212 172166 all seeking skills. come along out your own future career. 146 194 460 516 GS11 810 812 and meet world leading London is famed as the 210 512 innovators in digital skills, good turnout. world’s financial capital and 222 120 192 190 careers and exciting new offers the best opportunities 220 142 434 118 802 technology! Learn how to and salaries in the UK so 446 447 208 218 116 160158 400 801 805 code, create a movie or get a with your ideas and ambition 186 444 140 818 job with a tech company! Event layout – from feedback after the 2013 eventthere is no limitwe to what you 206 could achieve. 184 442

153 718 716 719 EnErgY & worked to re-design this year’s floor plan with clearer, 217 114 426 428 706 215 156 452 458 EnvironmEnt uni strEEt p31 112 132 182180 420 422 704 GS10 425 432 201 176 p24-25 if you are interested in 216 154 417 419 450 uniformed blocks of stands, with main aisles running 110 130 424 higher education take a 178 Find out about new careers in walk down University street. 416 418 the rapidly advancing energy and environment sectors, Meet admissions teams and 437 436 710 712 702 the length of the event to assist visitor navigation 128 152 174 404 402 discover land-based and find out what qualifications 200 440 708 and personal statements 700 horticultural job roles. From 214 109 126 148 CATERING you require to get on to the INFORMATION highly technical and scientific DESK AREA between zones. With drastically improved signagecourse of yourfor choice. roles to hands-on outdoor pursuits and customer EntrancE n2 engagement this zone will be EntrancE n1 ORGANISERS SPONSORS each zone and flags on the corner of every stand block OFFICE & MEDIA crackling with enthusiasm. campus, Education LOUNGE = Careers information pod & training p13-15 visitors and exhibitors commented on the improvements.do you want to improve your carEErs & academic and vocational puBlic sErvicEs, transport & dEsign, qualifications? almost every EntErprisE HuB courses and life in general. HEaltH & carE p26 inFrastructurE p30 construction & college and training provider p16-18 the experts can also direct propErtY p22-23 New colourful zone signage co-ordinated within Londonstand is in this zone and you around the event to help if you have a calling to work Build big and plan a huge you’ll find out about the deciding where your future you find the answers, the with people and make a future in transport and From the first idea to an end huge range of courses you mightThose take you can exhibitors be right routeoffering and the best way apprenticeshipsdifference meet some ofand the traineeshipsinfrastructure. London has product, design shapes all fascia name boards and carpets to create a professionalcan take in the capital. the difficult. in this zone you’ll forward for you. biggest employers in London global projects underway our lives. visit this zone and friendly teams on the stands find experts able to answer and the world and learn requiring top talent and well discover how ideas come are waiting to help you with yourwere questions onsignposted starting within the eventabout theguide huge range of and eachskilled staff forstand tunnelling together and go from the structured environment. all the information you need your own business, the best careers, job roles and diverse careers or taking to the skies drawing board into global to get ahead. careers and training routes, sectors available. with careers that will take you projects. had signage to show their participation. around the world. New large scale floor maps were situated in the ExCeL 8 ExCeL London, 21 - 22 novEmbEr 2014 @skillslondon SkillsLondon EvEnt guidE 9 Boulevard to further assist visitors and reception teams Sponsors lounge – this was well received from our were briefed to signpost visitors to each zone or directly to sponsors and partners. the large Central Information Point.

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Exhibitor welcome information – this year we produced 4.2 OTHER FEATURES a new colour brochure handed to all exhibitors as they This year we worked to ensure we offered visitors a wider entered the event, offering useful on-site information. The choice of interactive stands in each zone and developed guide also featured photos of the on-site team to help the following features: exhibitors identify us. We also produced new branded clothing this year which helped exhibitors identify us when Careers in Racing An interactive insight into the range they needed help. of careers in horseracing, animal care and horticultural industries including try a jockey’s diet, have a go at 4.1 GET SKILLED AREAS being a sports journalist, learn about traditional and modern methods using the latest technology to design, These stands are promoted to organisations on the basis manufacture and fit a saddle or check your skills as a that they will host hands-on activities and demonstrations jockey! offering visitors a bite size taster of a skill or career. Get Skilled stands were found throughout the event. We Cyber Security Challenge A challenge worksheet with worked this year to ensure we had less duplication and a clues to three different stands around the event and crack wider range of skills on offer. All Get Skilled stands were the final code at the Cyber stand. linked to an Apprenticeship Framework and signposted Classroom Medics Visitors met the Classroom Medics in within the event guide. the Science, Technology, Engineering and Manufacturing Zone and the Public Service, Health and Care Zone to CAREERS AND ENTERPRISE HUB discover the amazing careers in the health and sports • Westminster Kingsway College offered business start- science sectors! There were no doctors, nurses or football up marketing ‘your brand workshops’. coaches, just awe-inspiring careers that are accessible with a good set of GCSEs as start point. Visitors used real CREATIVE, HOSPITALITY, RETAIL AND LEISURE ZONE medical and sports science equipment including sticking • Photography workshops and photo shoots, editing their head in a wind tunnel and seeing how much power skills using the latest software with Kensington & they could generate on a Watt bike. Chelsea College Centre for Advanced Spatial Analysis (CASA), • Pancake challenges, cupcake decorating and mocktail University College London Get connected with the shaking by Westminster Kingsway College PigeonSim and see movements projected across a 3D • Mixing tracks in the music tech workshop or acoustics London. The latest technology and growing industry of on the Westminster Kingsway College stage data analysis and how new careers, roles and companies are evolving was offered bringing together technologies • Taste test with South Thames College with a creative mindset. • The art of pastry chefs with Lambeth College Tech Zone Tech and digital is changing lives and new • Get active with Barking and Dagenham College. careers and industries are rapidly evolving. London has DESIGN, CONSTRUCTION & PROPERTY become a world leading tech hub with some of the biggest companies in the world alongside exciting new • Completing the finishing touches to a window start-ups, and they are all seeking skills. The Tech Zone frame and hammer challenge hosted by Barking and featured world leading innovators in digital skills, careers Dagenham College and exciting new technology! Visitors learned how to • Traditional and modern construction crafts showcased code, create a movie or get a job with a tech company. by Building Crafts College Companies included Autodesk, Virgin Media, Haymarket • Spiral bricklaying and plastering techniques. Media Group, Rewired State, BT Group plc, Workshare, Betway and Gensler. SCIENCE, TECHNOLOGY, ENGINEERING AND Careers Advice was offered by National Careers Service MANUFACTURING ZONE advisers in all seven industry zones and one to one sessions • 3D printing and soldering with Lambeth College were offered within the Careers and Enterprise Hub. • Science experiments galore – tell the time with an Throughout the event advisers had 1,976 interventions iodine clock, boiling ice with Havering College speaking to that many young people for five minutes or more giving careers information, advice and guidance. • Motor vehicle maintenance and repair on three engine types with Quest. Skills Theatre Visitors watched brilliant performances highlighting science-based careers, challenges and TRANSPORT AND INFRASTRUCTURE ZONE problem solving, with fun and exhilarating performances from code breakers The Cyber Security Challenge and • Manoeuvring a forklift truck with South Essex College. scientists, the Classroom Medics. The feature worked well for the first year and we would look to increase the amount and variety of performances in 2015.

15 4.3 EVENT OPENING BREAKFAST DEBATE The following details the main activities within a comprehensive marketing and communications campaign: Feedback from the 2013 event suggested that we should ensure that young people were involved with the event 5.1 ADVERTISING opening for 2014 and offered the chance to interact with the Mayor of London. Linked to this we also wanted to have a story to tell that would help us to gain more media coverage than in previous years. With this in mind a survey with year 11 students across London about their future career hopes and dreams was undertaken. Over 500 ExCeL LONDON, 21 - 22 NOVEMBER 2014 FREE ENTRY surveys were completed and the results had interesting content that linked to the breakfast debate entitled “Back Visit London’s biggest jobs and careers event of the Net or No Score Draw? Are London’s young people and employers shooting for the same career goals?” This Bursting with careers From property to engineering was also used in our media release. For 15 - 24 year olds and families Over 40,000 jobs, including Apprenticeships, on offer

JOIN THE CONVERSATION @skillslondon /SkillsLondon Pre-register for FREE ENTRY at www.skillslondon2014.co.uk Partners Organised by

Newspaper Advertising Skills London worked with media partner Metro. The media partnerships included the following: • Advertising in the recruitment and courses section of the Metro and Evening Standard • Bespoke page editorial feature which ran in the Metro in the week before the event.

Outdoor Advertising An outdoor advertising campaign was undertaken through the transport network in partnership with the Mayor of The breakfast debate was Chaired by Dr Deirdre Hughes London. This included the following: who is an expert in careers guidance and featured three • 76,100 postcards in TFL leaflet racks employers, PriceWaterhouseCoopers, Property Needs You and UK Power Networks and four students from the • 256 double royal posters at the majority of tube Central Foundation Girls’ (Tower Hamlets), St Bonaventure’s stations Boys (Newham) and The Elmgreen (Lambeth) schools. • 450 DLR cards on DLR trains. The audience was made up from Skills London funders, This has the media value of over £100,000. partners and other guests as well as over 30 students from the schools that supplied the panellists. Outdoor advertising was also on display at ExCeL. The debate was very engaging and the Mayor of London joined the debate for 15 minutes before touring the event FREE ENTRY and answered questions from both the students and the audience. ExCeL LONDON, 21 - 22 NOVEMBER 2014 Visit London’s biggest jobs and careers event Bursting with careers From the pre event release linked to the survey we From energy to hospitality For 15 - 24 year olds and their families achieved half a page of editorial in the Evening Standard Over 40,000 jobs, including Apprenticeships, on offer that then generated a good number of pre registrations Pre-register for FREE ENTRY at www.skillslondon2014.co.uk JOIN THE CONVERSATION @skillslondon SkillsLondon Partners Organised by from visitors. Supported by

SkillsLondon14-DLRCards-TFL-cupcake.indd 1 03/10/2014 13:56 5 MARKETING AND PR Online Advertising A dedicated event website www.skillslondon2014.co.uk The marketing and PR campaign for the 2014 event was produced. This included registration bookings featured the tried and tested ways of successfully attracting for individuals and groups, visitor area, exhibitor area, the visitor audience as well as an increase in social media marketing area, dedicated careers information, partners activity including social media advertising. New content and video. was created particularly via video.

16 London First and Prospects Events | Dec 2014 EVALUATION REPORT

Also, two weeks of TFL online journey planner adverts. 5.3 DIRECT MARKETING TO PARENTS & Internet coverage through key third party websites CARERS including Mayor of London, National Apprenticeship An extensive direct marketing campaign incorporating Service, National Careers Service, ExCeL, London Councils, email marketing and direct marketing. Creative Skills Set, Apprenticeship Eye, Association of Colleges, Prospects, London First, Big Choice, Computer Targeted Email Marketing to: Weekly, NFU, Harrow College, South Thames College, • Pre-registered candidates North West Kent College, Barking and Dagenham College, South Thames College, Tesyouth.org, RICS, • School and college leaders, exhibitors and partners Careersinracing, school websites and many more. internal and external databases including staff. Direct Marketing with promotional materials to: 5.2 DIRECT MARKETING TO YOUNG PEOPLE • Direct mail to 106,000 parents, carers and young An extensive direct marketing campaign incorporating people across London for year groups 11, 12 & 13 telemarketing, email marketing, text messaging and three stage direct marketing to all 1,825 teacher contacts at • For areas where the parent mailer was not permitted 745 schools, colleges and other groups throughout the with councils permission the schools where called catchment area with a reach of 260,000 Year 11, Year 12 and given promotional material to help promote to and 13 students. Communications promoted the benefits students and given a portfolio of resources on-line to of attending, the booking process, travel bursary scheme help and individual registration. • Targeted sites within London area including public spaces, transport stations, shopping centres, local Targeted Email Marketing: council facilities, libraries, leisure centres and Jobcentre Plus • All school and college leaders • Local authority youth services • All careers advisers within schools (named contact) • Exhibitors. • Academies Trusts • All Career Development Institute members in London 5.4 EXHIBITOR, PARTNER MARKETING & and the South East STRATEGIC PARTNERSHIPS • All Local Authority 14-19 contacts and Communication Exhibitors and partners supported the event through their Teams (named contact) own marketing channels. • Pre-registered candidates • FE colleges and universities (named contact) Strategic partners included: • Summer Graduate pre-registered visitors • Mayor of London • Exhibitors internal and external databases • National Apprenticeship Service • National Apprenticeship Service customers registered • National Careers Service for the vacancy matching service • London First • National Careers Service customers • Local Authorities in London • Jobcentre Plus customers • Association of Colleges • Mayor of London stakeholders • ExCeL venue marketing team • ExCeL, Big Choice and Not Going to Uni customer • Career Development Institute database. • Jobcentre Plus Targeted Text Messaging: • Youth Contract Providers • All pre-registered candidates and 2013 visitors. • London Councils • Direct Marketing with Promotional Materials: • Prospects • Direct mail to the NEET group (young people that are • Teach First classified Not in Education, Employment or Training) • Academies Trust • Targeted sites within the catchment area including • Serco Docklands Community Team public spaces, transport stations, shopping centres such as all Tesco Stores, local council facilities, libraries and leisure centres. • Youth Contract and Work Programme providers • Exhibitors.

17 Bursting with careers Bursting with careers From creative to finance From hospitality to energy Bursting with careers From hospitality to science

Bursting with careers From construction to retail Bursting with careers From engineering to property Bursting with careers From environment to music

Bursting with careers From healthcare to leisure

Bursting with careers From sport to transport Bursting with careers From manufacturing to tech

18 London First and Prospects Events | Dec 2014 EVALUATION REPORT

5.5 WEBSITE Social Media Overall the campaign for the website for www. Social media outreach primarily consisted of Twitter and skillslondon2014.co.uk saw 53,418 unique visitors Facebook, integrating specially produced Skills London compared to 39,943 unique visitors in 2013. This is an content from YouTube. increase of 13,475 and shows the effects of the pre-event Social media consisted of three phases: videos, social media campaign and additional marketing push. • Content Phase, July-Sept. Social media engagement focussed on signposting and joining conversations Website hits increased as the event approached with over regarding relevant, informative, advice and 32,676 unique visits in November compared to 29,605 in opportunities in London. The content phase included 2013. piloting paid advertisements on Facebook and Twitter The bounce rate, the percentage of visitors to a particular to determine highest performing targeted adverts to website who navigate away from the site after viewing promote event only one page, has increased from 33% in 2013 to 42% • Campaign phase, 1 Oct- 20 Nov. Social media in 2014. This is an indication we need to redevelop the engagement focussed on promoting the event, website as people are struggling to navigate easily and (including promotion about why individuals should there is an increased use of the mobile applications. attend, high quality sector-related videos about the event and directing to the Skills London website) 5.6 SOCIAL MEDIA MARKETING AND VIDEO to reach as many relevant audiences in London as MARKETING possible. The campaign phase utilised paid adverts on 2014 was the first year Skills London incorporated paid Facebook and Twitter to meet these goals activity into its social media strategy. Unlike the previous • Event Phase, 21-23 Nov. Social media engagement year, the team had more sophisticated technology to focussed on engaging attendees and exhibitors measure reach and impact of digital campaigning. Social at the event. YouTube videos created at the event media was much more integrated in earlier stages of demonstrated what was on show as well as paid planning, including adding live feeds on the website, Facebook adverts to encourage attendees to share tracking attendee bookings and incorporating high quality their experiences. content such as post-16 resources and videos. Target audience included: Social media KPI includes: • Prospective attendees including schools, professionals • Facebook follower growth working with young people, individual young people and parents/carers • Twitter activity reach, including via exhibitors and stakeholders • Current exhibitors • Skills London web traffic • Employers • Number of attendees who heard about event via • Local education and training providers social media • Key stakeholders Facebook activity largely revolved around paid adverts, • Sponsors. whereas Twitter worked closely with exhibitors and Social media worked closely with exhibitors, sponsors, partners to reach an audience organically. and key stakeholders to ensure as much promotion as At the end of the event 5% of attendees stated that they possible. On top of stakeholder management, a specially heard about the event via social media and 5% of Skills designed social media communication toolkit disseminated London web traffic came via Facebook and Twitter. information to all.

This year is the first year the event has quantified impact Twitter of social media activity. These results will form a baseline for 2015 goals. Twitter campaigns success is measured by reach, engagement and followers.

Twitter Analylitcs - Organic Reach:

Phase Retweet Reach Mention Reach #SkillsLondon Total Reach Reach Content phase: July-Sept 278.3K 160.2K Not measured 438.5K Campaign phase: 1 October- 20 Nov 575.7K 3.92M 153.2K 4.65M Event phase: 21-23 Nov 230K 3.69M 1.75M 5.67M

19 These numbers, while a good reflection of our reach, are Facebook lower than actual. The actual numbers will be higher as Unlike Twitter Facebook pages are much more similar it does not include retweets of mentions. Skills London to Google adverts – relying heavily on paid promotion 2013 did not have the resources to track social media to gather an audience. The campaign was a slower, engagement compared to 2014, but this number is consistent message, targeting relevant audiences to ‘like’ significantly higher than achieved in 2013. the Skills London page, learn about the event and share Total followers saw a net increase of 653 followers to a total with their friends. The campaign also utilised ‘boosted’ of 2,122. This does not include followers lost from Skills posts to reach wide audiences as well as targeted adverts London 2013, including former exhibitors and attendees. directing individuals to the Skills London website. This will be tracked more closely in 2015. Klout score, Additional free content such as sector-videos was added a numerical value between 1 and 100, which measures weekly or twice a week to keep fans engaged. follower count and content value of a user’s social media network, rose up dramatically from 43 to 63. Success in Facebook campaigns is measured by reach, engagement, and number of likes. Nearly all activity was Paid Reach from paid advertisements. Twitter utilised three adverts, a short pilot phase, a short Campaigns targeted specific groups of interested advert targeting GCSE and A-Level results, and a month- audiences: long advert campaign directing relevant individuals to the Skills London website. • Young people aged 16-19 • Young people aged 16-24 • Parents who identify having children aged 16-24 • Teachers • Professionals and adults who identify they are interested in relevant issues such as youth employment or youth services.

Skills London 2014 was the first year social media had utilised paid advertising on Facebook. Each advert set utilised its own content alongside four different images Paid adverts results Adverts targeting professionals and adults interested in youth issues such as unemployment performed very strongly, significantly above average. Adverts targeting young people were acceptable for year one, and these numbers will improve next year. The results and successes will heavily inform best practice for 2015. The month long advert, reaching 90K, enjoyed a 1.06% engagement rate. While within the average range, is on the low end. It achieved strong engagement from relevant stakeholders including MPs, schools and colleges, Mumsnet, Citizens Advice Bureau, sector leaders such as Deirdre Hughes, employers, and housing associations.

Facebook Analytics Paid Advertising:

20 London First and Prospects Events | Dec 2014 EVALUATION REPORT

Facebook Analytics - Who’s engaging:

The majority of those who follow Skills London on Facebook are female. This is because women are more likely to identify as having children on Facebook, or be in teaching and youth services professions. However, the gender ratio of the key audience, those who are 16-24 years old, is split evenly. 46% of those who follow Skills London on Facebook are under 24 years old.

Total Facebook likes rose from 612 to 2,600. This is a realistic, good result and will inform 2015 goals. Unlike Twitter, it is difficult to capture users mentioning Skills London on Facebook. At a glance, many exhibitors, particularly colleges and training providers, posted information about the Skills London before the event and have posted photos about their experiences post event.

Skills London 2015 For Skills London 2015, a mobile friendly website will dramatically reduce the high bounce back rate of individuals visiting the Skills London website via social media. Bounce rate via Twitter and Facebook was significantly higher than other channels, at over 50%. This is due to the fact that the vast majority of individuals are engaging with Skills London social media via mobile devices.

Video Marketing In the run up to Skills London 2014 we created a series of videos with seven different organisations who were Example content, free promotion alongside exhibiting at the event. These were the “So you want to Metropolitan Police Service Social Media work in …” series. The aim of the videos was to promote the entry routes to the different sectors and organisations and range of interactive activities on offer. The videos were and the range of careers available. In each video we presented by Grace, a 17 year old London student from interviewed a young person/apprentice/employee who South Thames College. Grace was guided by social media had not long been in the organisation and an industry to the stands she should visit and what activities she should expert who was able to talk about the activity they would try. Several of these videos were uploaded to our social be doing at Skills London 2014. The videos were uploaded media channels over the two days, helping to generate to the Skills London YouTube channel and shared on hype and encourage visitors to attend. A highlights video Facebook and Twitter pages through paid advertising as was created with three different audiences in mind; young well as through the respective organisations’ social media, people, their parents, carers or families and prospective helping us to generate a wider reach. exhibitors. This video will be shared on social media to Filming took place during Skills London 2014 to create a encourage people to attend and sign up for Skills London selection of videos encompassing the diversity of the event 2015.

21 Infographic Video 1,966 views 6 VISITORS ‘So you want to work in…’ collection of 2,655 views 6.1 OVERALL VISITORS 7 videos with exhibitors The overall visitor target for the event was 30,000 visitors Skills London short event clips pushed 980 views out over 21/22 November over the two days, this target was exceeded by 2,490 people (32,490 people). The number of parents, carers, All videos for Skills London 2014 can be viewed at the young people and groups that attended on the Saturday Skills London YouTube channel. was especially pleasing with an audience of 15,189 compared to 13,937 in 2013. What worked well from Social Media Visitors were encouraged to pre-book to attend Skills In 2014 the paid advertising was very successful and London 2014. Over 20,515 people booked to attend as complemented the stakeholder, supporter, and key part of a group and a further 11,540 individuals booked. exhibitor engagement. Utilising careers and video content Group attendance showed a one third churn rate whereas and involvement in the planning stages of the event individual numbers increased. This is commensurate with ensured engagement was maximised and helped with the historical data. overall strategy. A social media communications toolkit Booking restrictions were reiterated to schools with year was also created to ensure an easy way for partners to 11 students and above only able to pre-book. Schools support the event. wanting to bring younger students were advised that they may be refused admittance to the event. Recommendations for Social Media in 2015 The social media co-ordinator to take a proactive role 6.2 GROUPS throughout the planning of the event to promote the 186 education establishments attended the event bringing event at key stages prior to the main visitor promotion. 10 or more learners over the two days resulting in 13,176 Evaluate the best way to encourage partners to engage students and teachers. Each London borough was and share content. Look at connections with industry represented. This is eight extra groups and an extra 928 organisations such as Facetime. Create more content and students compared to 2013. strategically deliver existing video content. Consider and recommend monitoring and evaluation tools to deliver a There was a good split of year groups at Skills London more targeted approach. 2014 and a good uplift in older students compared to 2013. One of the key focuses for Skills London 2014 was What worked well with the Skills London 2014 to increase the overall age profile of the visitors. videos? 2014 Year Groups 2013 Year Groups Engaging with the exhibitors and creating videos to 2014 2013 entice visitors to the different zones at Skills London 2014 Other 3% Other 4% was very successful. We were able to push these videos out through our social media channels as well as the Yr 13 different exhibitors’ accounts to help promote the event. Year 13 13%Year 11 Year 11 By showcasing the different zones at the event, we were 19% Year 12 Year 12 able to appeal to a wider audience and have a higher Year 11 Year 11 45% Year 12Year 13 Year 13 engagement rate. Creating teaser videos of interactive 29% 54% Year 12 Other content and uploading these throughout the two days 33% Other helped entice people to the event and demonstrate the range of exhibitors and hands-on activities available.

Recommendations for videos in Skills London 2015 The week prior to the event 20,515 people including By building videos into the campaign plan from the young people and teachers were pre registered to attend. beginning, we can ensure these are used in a timely manner We anticipated a 35 - 40% drop out rate, however, the in order to maximise engagement with the exhibitors and final rate was 36% compared to 37% in 2013. The main utilise the return on investment. reason for non attendance or reduced numbers from the feedback was: staffing issues; sickness; and examinations.

6.3 INDIVIDUAL VISITORS AND SMALL NON- BOOKED GROUPS There were 19,314 individual visitors and small non-booked groups in the two open days not part of large organised

22 London First and Prospects Events | Dec 2014 EVALUATION REPORT groups compared to 18,227 in 2013. The largest number From a group perspective, the direct approach with email, visited on Saturday 14,732 people compared to 13,502 mail and telemarketing has proved the most successful tool people in 2013. for achieving a high volume of young people in groups. Prior to the event in 2014, 11,540 individuals pre-registered The strategic partnerships with key organisations worked through the website compared to 6,749 in 2013. very well to promote Skills London 2014 especially National Apprenticeship Service, Mayor of London, National 6.4 Overall Visitor Demographic Careers Service, London Councils, individual departments Groups attended from across London, with each borough in councils in London and ExCeL. represented. Students in groups were Year 11, aged 15- The Mayor of London marketing support allowed us to 16, or above, with 56% in the post 16 cohorts of Years 12 cover the majority of the TFL transport network with over and 13, up 3% on 2013. £100,000 of media value. Individuals that attended the event were split evenly on Local authorities enabled us to mail directly to over a gender basis, compared to a majority female audience 106,000 parents and carers of young people in Year of 54.66% in 2013. The majority of individual attendees 11, 12 and 13 from across the majority of London and were currently in education; 44% were at school, 31% at young people Not in Education, Employment and Training college and 4% at university or higher education. (NEETS). This mailing was one of the main contributors Over half of individuals surveyed (54%) at the event were to high attendance of young people, parents, carers and aged 15-16, this is up from 46.58% in 2013. Young people adults over the two days and is shown on the individual aged 17-24 made up 31% of those surveyed, down from survey results on where they heard about the event. 43% in 2013, however, there was an increase of 5% in This year we worked even more closely with schools and those aged 25 or above. colleges to promote the Saturday opening asking them Of the pre-registered candidates a third were aged 14- to use their channels to promote to parents i.e. emails, 16 and 29% were aged 17-18. A fifth were aged 19-25 website, social media channels, letters, text message. This (21%) and 17% were aged 25 or over. was especially important with the schools and colleges that were not covered by the mailer. A toolkit was developed Visitors came from a range of ethnic groups, the majority to help schools and colleges to promote to parents and of those questioned (over half) were white British or students. The survey showed that this was the highest white – any other background. Approximately a fifth reason for how people heard about the event. were Asian backgrounds and a fifth were from a Black background. This was not reflected by the pre-registration The media partnership with the Metro was less successful data which reflected 44% white British or white – any with the advertising coverage and the page feature but other background category selection and an overall larger the reduced spend on media advertising has had no percentage of all other ethnicities. impact on the visitors number and it was a good decision to redirect the spend into social media advertising and pre- event videos that allowed us to have more content in the 7 MARKETING EVALUATION lead up to the event. Our pre-event survey results with young people based on Overall the marketing strategy for the event worked very their hopes and dreams after leaving school achieved us a well from a strategic perspective. All elements acted as a half page editorial in the Evening Standard which helped reinforcement tool for the event. increase pre-registered visitors. This editorial had a media value of £12,670 and reach of 882,000. Visitor numbers moved from 30,475 in 2013 to 32,490 in 2014 - 7% increase The website and the social media campaign especially Twitter worked very well from a marketing perspective and Exhibitor numbers moved from 182 in 2013 drove visitors to the event. to 196 in 2014 - 8% increase Overall all elements ensured an attendance above the The exhibitor, school and college group and target of 30,000 and a busy two days. individual visitor satisfaction levels remained extremely high and way above the target levels of 80%. 2014 2013 2012 Group 97% 98% 97% Individuals 94% 91% 92% Exhibitor 98% 96% 98%

23 8 OVERALL VISITOR BREAKDOWN BY DAY Groups = Groups of 10 and above from schools and colleges Individuals = Groups of under 10 from schools and colleges and individual visitors Friday 2014 Friday 2013 Saturday 2014 Saturday 2013 Groups 457 Groups 435

Individuals Individuals 4,528 4,725 Individuals Groups Groups Individuals 12,719 11,813 14,732 13,502

TotalFriday over 2014 twoGroups days: Individuals 32,490 comparedFriday 2013 toGroups 30,475 Individuals in 2013 and Saturday 26,240 2014 in 2012Groups Individuals Saturday 2013 Groups Individuals

9 GROUPS AND INDIVIDUALS BY AREA AND OVERALL GROUPS ATTENDING Every London borough was represented at Skills London 2014 with groups and individuals 9.1 GROUPS BY AREA

Area Nos inc teachers 2014 % in 2014 Nos inc teachers 2013 % in 2013 Barking & Dagenham 164 1.24% 247 2.00% Barnet 185 1.40% 426 3.50% Bexley 630 4.78% 299 2.40% Brent 339 2.57% 189 1.50% Bromley 179 1.36% 254 2.10% Camden 151 1.15% 264 2.20% City 16 0.12% 15 0.10% Croydon 334 2.53% 399 3.30% Ealing 157 1.19% 339 2.80% Enfield 164 1.24% 300 2.40% Greenwich 612 4.64% 561 4.60% Hackney 130 0.99% 120 1.00% Hammersmith & Fulham 34 0.26% 36 0.30% Haringey 338 2.57% 556 4.50% Harrow 13 0.10% 85 0.70% Havering 463 3.51% 301 2.50% Hillingdon 305 2.31% 241 2.00% Hounslow 507 3.85% 296 2.40% Islington 358 2.72% 288 2.40% Kensington & Chelsea 61 0.46% 55 0.40% Kingston upon Thames 90 0.68% 30 0.20% Lambeth 377 2.86% 190 1.60% Lewisham 428 3.25% 375 3.10% Merton 115 0.87% 182 1.50% Newham 878 6.66% 361 2.90% Redbridge 697 5.29% 361 2.90% Richmond upon Thames 117 0.89% 78 0.60% South East 2734 20.75% 2871 23.40% Southwark 421 3.20% 286 2.30% Sutton 354 2.69% 371 3.00% Tower Hamlets 710 5.39% 792 6.50% Waltham Forest 394 2.99% 336 2.70% Wandsworth 430 3.26% 528 4.30% Westminster 291 2.21% 216 1.80% Total 13176 100.00% 12248 100.00%

24 London First and Prospects Events | Dec 2014 EVALUATION REPORT

2014 2013 Groups over 10 on Friday 12719 11813 Groups over 10 on Saturday 457 435 Overall groups over 10 13176 12248

9.2 GROUPS ATTENDING BY LOCAL AUTHORITY

Account Name Local Authority Heath Farm School Ashford Borough Council The Jubilee Academy City of London Sussex Downs Vocational College East Sussex County Council Sussex Downs Lewes College East Sussex County Council Aylward Academy Enfield Council Barnet and Southgate College (Southgate Campus) Enfield Council Enfield Grammar School Enfield Council Cedar Hall Essex County Council Elutec - College of Design and Engineering Essex County Council Hedingham School Essex County Council Passmores School and Technology College Essex County Council St Nicholas School Essex County Council The Appleton School Essex County Council The Billericay School Essex County Council The Cornelius Vermuyden School and Arts College Essex County Council The King John School Essex County Council Cheshunt School Hertfordshire County Council Marlborough Science Academy Hertfordshire County Council Simon Balle School Hertfordshire County Council St Albans Girls' School Hertfordshire County Council The John Henry Newman Catholic School Hertfordshire County Council West Herts College Hertfordshire County Council Sion Manning RC Girls School Kensington and Chelsea Dartford Grammar School for Girls Kent County Council Glebe School Kent County Council North West Kent Behaviour Service Kent County Council Northfleet Technology College Kent County Council Oasis Isle of Sheppey Kent County Council Thamesview School Kent County Council The Leigh Technology Academy Kent County Council The Priory School Kent County Council Weald of Kent Grammar School Kent County Council Wilmington Academy Kent County Council All Saints Catholic School and Technology College London Borough of Barking and Dagenham Barking Abbey School a Specialist Sports and Humanities College London Borough of Barking and Dagenham Eastbrook Comprehensive School London Borough of Barking and Dagenham Jo Richardson Community School London Borough of Barking and Dagenham Barnet College London Borough of Barnet London Academy London Borough of Barnet Pavilion Study Centre London Borough of Barnet Whitefield School London Borough of Barnet

25 Mill Hill County School London Borough of Barnet Blackfen School for Girls London Borough of Bexley Hurstmere School London Borough of Bexley The Business Academy Bexley London Borough of Bexley Welling School London Borough of Bexley Woodside School London Borough of Bexley Ark Academy London Borough of Brent Claremont High School London Borough of Brent Swaminarayan School London Borough of Brent The Crest Girls Academy London Borough of Brent Babington House School London Borough of Bromley Bishop Justus CE School London Borough of Bromley Bromley College of Further and Higher Education London Borough of Bromley Hayes School London Borough of Bromley Langley Park School for Boys London Borough of Bromley Hampstead School London Borough of Camden La Sainte Union Catholic Secondary School London Borough of Camden Parliament Hill School London Borough of Camden Swiss Cottage Specialist SEN School London Borough of Camden Addington High School London Borough of Croydon Edenham High School London Borough of Croydon Harris City Academy Crystal Palace London Borough of Croydon Oasis Academy Shirley Park London Borough of Croydon St Andrew's CE Voluntary Aided High School London Borough of Croydon St Joseph's College London Borough of Croydon Alec Reed Academy London Borough of Ealing Drayton Manor High School Academy London Borough of Ealing Featherstone High School London Borough of Ealing Twyford Church of England High School London Borough of Ealing The Petchey Academy London Borough of Hackney African & Caribbean Diversity London Borough of Hackney Fairbridge Programme London Borough of Hackney Stormont House School London Borough of Hackney Phoenix High School London Borough of Hammersmith and Fulham Westside School London Borough of Hammersmith and Fulham The Octagan Ap Academy London Borough of Haringey Fortismere School London Borough of Haringey Greek Secondary School of London London Borough of Haringey Greig City Academy London Borough of Haringey Haringey Sixth Form Centre London Borough of Haringey North London Grammar London Borough of Haringey The College of Haringey Enfield and North East London London Borough of Haringey Woodside High School London Borough of Haringey Red Balloon Learner Centre - Northwest London London Borough of Harrow Drapers' Academy London Borough of Havering Havering Sixth Form College London Borough of Havering Marshalls Park School London Borough of Havering Redden Court School London Borough of Havering The Chafford School a Specialist Business and Enterprise College London Borough of Havering

26 London First and Prospects Events | Dec 2014 EVALUATION REPORT

YMCA Training London Borough of Havering Abbotsfield School London Borough of Hillingdon Barnhill Community High School London Borough of Hillingdon Hewens College London Borough of Hillingdon Uxbridge College London Borough of Hillingdon Brentford School for Girls London Borough of Hounslow Cranford Community College London Borough of Hounslow Feltham Skills Centre - West Thames College London Borough of Hounslow Kingsley Academy London Borough of Hounslow The Green School London Borough of Hounslow Central Foundation Boys' School London Borough of Islington Samuel Rhodes School London Borough of Islington Samuel Rhodes School London Borough of Islington St Mary Magdalene Academy London Borough of Islington Archbishop Tenison's School London Borough of Lambeth Evelyn Grace Academy London Borough of Lambeth Lambeth College London Borough of Lambeth Lambeth College London Borough of Lambeth Platanos College London Borough of Lambeth The Elmgreen School London Borough of Lambeth Christ the King: Aquinas Sixth Form College London Borough of Lewisham Deptford Green School London Borough of Lewisham LeSoCo London Borough of Lewisham Prendergast-Hilly Fields College London Borough of Lewisham Sydenham and Forest Hill Sixth Form London Borough of Lewisham St Marks CE Academy London Borough of Merton The Norwegian School London Borough of Merton Wimbledon College London Borough of Merton Azhar Academy London Borough of Newham Chobham Academy London Borough of Newham Education Links London Borough of Newham Kingsford Community School London Borough of Newham Lister Community School London Borough of Newham New Directions London Borough of Newham Newham College of Further Education London Borough of Newham St Bonaventure's School London Borough of Newham Bancroft's School London Borough of Redbridge Beal High School London Borough of Redbridge Forest Academy London Borough of Redbridge Ilford County High School London Borough of Redbridge Oaks Park High School London Borough of Redbridge Redbridge College London Borough of Redbridge The Palmer Catholic Academy London Borough of Redbridge Richmond Upon Thames College London Borough of Richmond upon Thames Twickenham Academy London Borough of Richmond upon Thames 2nd Chance College London Borough of Southwark Kingsdale Foundation School London Borough of Southwark Walworth Academy London Borough of Southwark Newlands Academy London Borough of Southwark

27 Southwark Inclusive Learning Services London Borough of Southwark St Thomas The Apostle College London Borough of Southwark Treasure House CIC London Borough of Southwark Carshalton High School for Girls London Borough of Sutton Cheam High School London Borough of Sutton Overton Grange School London Borough of Sutton St Philomena's Catholic High School for Girls London Borough of Sutton City Gateway London Borough of Tower Hamlets Bethnal Green Academy London Borough of Tower Hamlets Bishop Challoner Catholic Collegiate Boys School London Borough of Tower Hamlets Bow School of Maths and Computing London Borough of Tower Hamlets Central Foundation Girls' School London Borough of Tower Hamlets Ebrahim Academy London Borough of Tower Hamlets George Green's School London Borough of Tower Hamlets Mulberry School for Girls London Borough of Tower Hamlets Oaklands School London Borough of Tower Hamlets Sir John Cass Foundation and Redcoat Church of England Secondary School London Borough of Tower Hamlets Lantern of Knowledge Secondary School London Borough of Waltham Forest Leyton Sixth Form College London Borough of Waltham Forest Sir George Monoux College London Borough of Waltham Forest The Holy Family Technology College London Borough of Waltham Forest Waltham Forest College London Borough of Waltham Forest Walthamstow Academy London Borough of Waltham Forest Blackheath Academy London Royal Borough of Greenwich Crown Woods School London Royal Borough of Greenwich Greenwich Community College at Plumstead Centre London Royal Borough of Greenwich Harris Academy Greenwich Park London Royal Borough of Greenwich Newhaven Pupil Referral Unit London Royal Borough of Greenwich Plumstead Manor / Negus School London Royal Borough of Greenwich Mid Kent College of Higher and Further Education Medway Council City of Westminster College Royal Borough of Kensington and Chelsea Southborough High School Royal Borough of Kingston upon Thames Council Southend United CET Southend-on-Sea Borough Council Ipswich Academy Suffolk County Council South Thames College (Merton Campus) Surrey County Council St Andrew's Catholic School Surrey County Council Ernest Bevin College Wandsworth Borough Council Oak Lodge School Wandsworth Borough Council Saint Cecilia's Wandsworth Church of England School Wandsworth Borough Council Southfields Academy Wandsworth Borough Council Central Sussex College West Sussex County Council Central Sussex College West Sussex County Council Central Sussex College West Sussex County Council Pimlico Academy Westminster City Council Quintin Kynaston School Westminster City Council St George's RC School Westminster City Council Westminster Kingsway College Westminster City Council

28 London First and Prospects Events | Dec 2014 EVALUATION REPORT

9.3 INDIVIDUALS BY AREA London Borough of Enfield 1.6% As with groups, individuals were represented in the London Borough of Hackney 2.4% pre-registration data. The breakdown is below: London Borough of Hammersmith and Fulham 1.3% Region % London Borough of Haringey 1.5% London East 37% London Borough of Harrow 1.3% London Central 20% London Borough of Havering 4.4% London North 16% London Borough of Hillingdon 1.3% London South 15% London Borough of Hounslow 1.0% South East 7% London Borough of Islington 2.1% East of England 6% London Borough of Lambeth 3.1% London Borough of Lewisham 4.4% Local Authority % London Borough of Merton 1.6% Berkshire County Council 0.5% London Borough of Newham 10.1% Buckinghamshire County Council 0.8% London Borough of Redbridge 4.1% Cambridgeshire County Council 0.1% London Borough of Richmond upon Thames 1.0% Central Bedfordshire Council 0.4% London Borough of Southwark 3.6% City of London 0.1% London Borough of Sutton 2.1% East Sussex County Council 0.2% London Borough of Tower Hamlets 3.9% Essex County Council 3.0% London Borough of Waltham Forest 2.8% Hampshire County Council 0.4% London borough of Wandsworth 2.3% Hertfordshire County Council 1.8% London Royal Borough of Greenwich 3.8% Kent County Council 2.1% Norfolk County Council 0.1% London Borough of Barking and Dagenham 3.6% Oxfordshire County Council 0.2% London Borough of Barnet 2.0% Royal Borough of Kensington and Chelsea 0.7% London Borough of Bexley 3.6% Royal Borough of Kingston upon Thames 1.4% London Borough of Brent 2.5% Council London Borough of Bromley 6.3% Suffolk County Council 0.1% London Borough of Camden 1.5% Surrey County Council 2.0% London Borough of Croydon 2.6% West Sussex County Council 0.2% London Borough of Ealing 2.1% Westminster City Council 1.6%

10 GROUP SURVEY RESULTS (BASED ON 56 RESPONSES)

29 30 London First and Prospects Events | Dec 2014 EVALUATION REPORT

How did the following factors impact on your decision to a6end? Yes 2014 No 2014 Yes 2013 No 2013 100% 100% 97% 98% 94% 94% 97% 96% 88% 84%

12% 16% 6% 6% 0% 0% 3% 2% 3% 4%

Was it easy to make Did you find the pre-­‐ Did you prepare your Did your students Would you like to your booking? event informaDon students before their have a worthwhile bring students next useful? visit? and enjoyable visit? year?

How did the following factors impact on your decision to attend?

31 32 London First and Prospects Events | Dec 2014 EVALUATION REPORT

At Skills London 2013 did you feel there was enough of the following op;ons Yes No Not sure 84% 82% 80% 80%

71% 73% 72%

40% 32% 28%

16% 16% 16% 16% 12% 14% 14% 12% 12% 8% 8% 6% 6% 4%

Traineeships Appren0ceships Careers guidance Training courses Funding and grants University courses Jobs and employment Further educa0on courses

At Skills London 2014 did you feel there was enough of the following op;ons Yes No Not sure 94% 91% 91% 85% 82% 82% 76% 67%

52%

35%

24% 21% 18% 15% 12% 13% 9% 9% 6% 6% 3% 3% 3% 3% 0% 0% 0%

Traineeships Appren2ceships Careers guidance Training courses Funding and grants University courses Jobs and employment Further educa2on courses Good range of business sectors

33 100% of respondents agreed the event helps to provide careers information, advice and guidance 100% of respondents agreed that interactivity is a great way for students to learn about careers 94% of respondents agreed that the event provides access to job and apprenticeship opportunities

What follow up will you take with your group? multitude of sectors. The experience of exploring industry zones, speaking to employers about careers and finding The majority of follow up will take place during careers out about skills needed as well as qualification and sessions, in assemblies and using feedback sheets. At least training pathways, will enable students to gain impartial one school was doing feedback on the coach on the way knowledge about different careers. This will assist students home. with making informed choices and decisions about their Some groups/schools stated they will be offering individual post 16 options.” interviews and careers appointments to follow up from their visit. The most popular stand In 2014 the most popular stands were the Army and the What was the most important factor in your hands-on interactive stands. Overall the most popular decision to attend? stands were those that offered interactive elements In 2014 respondents noted the most important factor in including music (2013), hair (2012) and rowing and the their decision to attend was the opportunity to access stage (2010). Specific exhibitors that were mentioned in employers and the range of providers under one roof. 2014 included: The event also provided information about different skills Army; Barclays; British Airways; British Horseracing; that would be required in the future. Capel Manor; Channel 4; H&M; Haymarket Media; IBM; KFC Careers; McDonald’s; PWC; River Island; This compares to 2013 when the interactive element and Westminster Kingsway. activities were also a factor in addition to the access to employers. In 2012 the priorities for attending were the How would you improve Skills London 2014? variety of careers choices, knowledge and that the event was aimed at Year 11 and young people. The event was very busy at times and suggestions on how this can be improved would be making bigger aisles or In 2010 the most important factors were career extending opening times. opportunities, range of stands, the overall experience and advice. One group also requested the chance to prebook sessions with National Career Service advisers at the start of their “This Careers Education trip formed part of the Careers visit. Education and Guidance programme at St Philomena’s and will broaden awareness of jobs and careers across a Also to improve the access to the venue it was suggested additional coach parking signage.

34 London First and Prospects Events | Dec 2014 EVALUATION REPORT

Who else would you want to meet? Jenny Greenland, Careers & WRL Manager, Carshalton High School for Girls Organisations including HR, marketing, music, logistics, law, publishing, childcare and media/digital companies were “Extremely informative event for young people - listed as potential exhibitors. In 2013 visitors commented would recommend every year!” they wanted to meet banks, the BBC, art organisations and in 2012 John Lewis, more universities, retailers and Diana Mensah, HE & Careers Manager, Bridge Academy, more interactive organisations were suggested. In 2010 Hackney visitors wanted more employers and companies to attend in future, with the Police, universities and law mentioned “Extremely informative, easy to navigate, well specifically. organised.” Lucy Langridge, Lecturer, Midkent College

10.1 VISITORS QUOTES “Great atmosphere - ‘buzzy’ and ‘interactional’. Well done for such a fantastic opportunity for the “Our students really grasped why they had been students.” given the opportunity to attend; one even remarking Carole Stewart, Student Futures, Hayes School that it had been “The best, most useful school trip I have ever been on.” “High energy event promoting and informing on Alison Oosthuizen, Guidance Manager, Bishop Justus CE options to wider access into training, education and School employment.” Lorraine Mitchell, Head of Pre-Apprenticeship, Phoenix “Fantastic way to get your students informed and High School Post 16 Centre focused on their next steps. Excellent way to network with colleagues and make contact with employers “I think this is a great venue and the event provided and providers who could support our students into opportunities to find out more about skills and the the next phase of their education and training.” world of work, I will definitely take students again.” Celine Nembhard, Careers Coordinator, Deptford Green Chrissy Humphrys, CEIAG Coordinator, The Green School School “Most excellent opportunities available and great “A very useful and informative information window; careers advice for young people.“ ensuring that ignorance of opportunities is no longer an option.” Louise Bisset, Director of Vocational Studies, Parliament Hill Kevin Grant, Head of KS4, MHCHS Oak Hill Campus “Skills London 2014 had a fantastic atmosphere and “A fantastic opportunity to see a wide range of great stands, which provided our pupils with well varied career and educational opportunities under needed information.” one roof.” Mr Bell, Pastoral Assistant, Platanos College Sue Gooch, Head of Vocational Faculty, Langley Park School for Girls “Skills London is a very inclusive and versatile opportunity for all young people to explore options “A valuable choices and insightful careers activity for around their future.” students to engage with lots of different employers, further and higher education and training providers Agata Young, Teacher Mentor, Swiss Cottage School, all in one place, on one day” Development & Research Centre M Cretney, Careers Coordinator, St Philomena’s School “This is a great show and it gives the students the opportunity to speak to many different people/ “An excellent, interactive event that allowed students businesses/colleges and get a good idea of what is to gain invaluable information for their future available for them going forward.” careers. The students came away buzzing!” Paula Sumray, Careers Coordinator, Oaks Park High School Alison Fisher, Head of Year 11, Dartford Grammar School for Girls

“Better range of employers than ever before, well done, Fantastic range of employers and training providers.”

35 11 INDIVIDUALS SURVEY RESULTS (BASED ON 563 RESPONSES)

36 London First and Prospects Events | Dec 2014 EVALUATION REPORT

Analysis from the respondents at the event

37 Analysis from individuals that pre-registered

Analysis from individuals questioned at the event Which ethnic group are you from?

Not known or don't want to say, 1.8% Any other, 3.4%

Asian or Asian Asian or Asian Bri*sh -­‐ Indian, 4.3% Bri*sh -­‐ White -­‐ any Bangladeshi, 7.3% Asian or Asian Bri*sh -­‐ Pakistani, White -­‐ Irish, 1.6% other 2.9% background, 6.8% Asian or Asian Bri*sh -­‐ Any other, 3.6%

Black or Black Bri*sh -­‐ African, 10.3%

Black or Black Bri*sh -­‐ Caribbean, 6.1% White -­‐ Bri*sh, 44.7%

Black or Black Bri*sh -­‐ Any other, 0.9% Chinese, 1.1% Mixed -­‐ White and Asian, 1.6% Mixed -­‐ White and Black African, 0.9% Mixed -­‐ White and Black Caribbean, 0.9% any other mixed background, 2.0%

38 London First and Prospects Events | Dec 2014 EVALUATION REPORT

Analysis from individuals pre-registration data Which ethnic group are you from?

White -­‐ Irish, 1%

Any other, 4%

Asian or Asian Bri1sh -­‐ any other, 4% Asian or Asian Bri1sh -­‐ bangaladeshi, 5%

White -­‐ Bri1sh, 33% Asian or Asian Bri1sh -­‐ indian, 7%

Asian or Asian Bri1sh -­‐ pakistani, 4%

Black or Black Bri1sh -­‐ african, 12%

White -­‐ any other background, 11%

Black or Black Bri1sh -­‐ any other, 2% Black or Black Bri1sh -­‐ caribbean, 8%

Not provided or known, 2% Chinese, 2% Mixed -­‐ any other mixed Mixed -­‐ white and black caribbean, 2% Mixed -­‐ white background, 2% Mixed -­‐ white and black african, 1% and asian, 1%

Analysis from the respondents at the event

How did you hear about Skills London 2014 2013 33%

28% 24.22% 24.22%

16.77% 17%

13% 13% 12.42% 12.42% 8.70% 8.07% 7.45% 5.59% 5% 4% 5% 3.11% 3.11% 2% 2.48% 3% 0.62% 1% 1% 1% 1% 0.62%

School College Metro University Jobcentre Plus Mayor of London

Internet search/website NaDonal Careers Service Posters/tube adverDsing Friend/relaDve/colleague LeOer to your home address NaDonal ApprenDceship Service Social media, Facebook/TwiOer

39 Analysis from individuals pre-registration

Skills London was divided into zones, was this useful?

2014 2013 50% 50%

38% 37%

8% 9% 5% 3%

Very useful Useful Not sure Not useful

40 London First and Prospects Events | Dec 2014 EVALUATION REPORT

41 42 London First and Prospects Events | Dec 2014 EVALUATION REPORT

43 44 London First and Prospects Events | Dec 2014 EVALUATION REPORT

The most popular stands in 2015 were in order of Overall the responses were highly subjective with the preference: least preferred stands those that were not relevant to an individuals specific needs. Few comments were made • Army, British Airways, Colleges, H&M, NHS about the quality of the show which indicates Skills London • Apprenticeships, Engineering, Met Police, RAF, Sky, 2014 provided a good overall visitor experience. Tesco, University • Channel 4 What one thing will you remember about your visit • Barclays, DV8, Royal Navy to Skills London 2014? • River Island, Creative Skillset, Finance, Heathrow The diversity and range of stands and opportunities Airport, Transport for London offered were the main memories from Skills London • Crossrail, HSBC, National Careers Service. 2014. Specifically words that were used in the responses included Careers, Opportunities, Advice, Apprenticeships, In 2013 the favourite stands were noted as the Jobs, Freebies, Options, Helpful People, Friendly, Useful, Apprenticeships, Army, British Gas, Colleges, DV8, Activities, Enthusiasm, Skills, Big, Talking, Young People. EY, Technology stand, Henderson Global Investors, Individual comments from survey recipients included: IBM, McDonalds, Network Rail, NHS, TFL. In 2012 Apprenticeships, Construction and Hair & Beauty stands, “Getting help from young people who have been in HSBC, KPMG, NHS, Pret A Manger, BCA – Berkshire my situation only a few years ago.” Countryside College, Not Going to Uni were rated as the most popular. “I met people in my dream job and was able to get advice.” Overall the most popular stands continue to be those that offer most benefit to the visitor, either in terms of “It may have changed my career choice.” interactivity and hands-on features that provide a engaging “That all my options are open.” experience at the show and the stands offering actual live vacancies. “The different careers that are available for me in the future from the subjects I plan on choosing for What was your least preferred stand at Skills A Level/IB.” London 2014 and why? “Very popular event and very informative. Had a Stands that visitors felt offered little relevant information, great vibe.” or where staff on the stands were perceived to be “Wide variety of opportunities for school leavers and inapproachable or uninformed, were seen as the least graduates.” popular.

45 Over 2,500 companies were contacted about being In 2013 feedback about changing Skills London included part of Skills London 2014, which employers would more focus on job vacancies and employers, more focus you like to meet at future events? on the high level apprenticeships, suggestion for students with disabilities, less crowded, more universities and more Some of the most popular choices for future employer opportunities for college leavers. In 2012 suggestions exhibitors included organisations that actually exhibited again included a bigger venue, more opportunities for 20 at the 2014 event. Others are well-known organisations – 24 years old, more employers with opportunities on the or industries. Not all of the choices were employers (in day, more universities, less busy, more organisations related popularity order) these include: to academies studies rather than vocational studies. Law, University, Colleges, Engineering, NHS, Barclays, Overall visitors responding to the survey aspire to a quieter, Employers, Apple, Army, Microsoft, BBC, Sky, Google, less crowded event with more perceived high quality British Airways, Topshop, H&M, Tourism, Fashion Retailers, exhibitors. However, the reality is that creating a quieter Hilton, Media, Newspapers, Royal Navy. event would reduce the buzz and vibe of the event, one of In 2013 the companies that visitors wanted to meet the key selling points and main features of Skills London. included Advertising, Architecture employers, BBC, City Nevertheless, the new music policy introduced in 2014, Airport, John Lewis, Law, Met Police, Samsung, Virgin. preventing amplified music from being played from If you had to organise Skills London 2015 what individual stands, helped to deliver a more pleasant and would you do differently? manageable event atmosphere. On balance, to keep an attractive buzz and vibe, the number and enthusiasm of The main differences suggested included extending the the visitors should be retained. opening hours, allowing longer per time slot, more space between stands, recruiting prestigious universities and employers, including more presentations and seminars.

12 EXHIBITOR SURVEY RESULTS (BASED ON 100 RESPONSES)

46 London First and Prospects Events | Dec 2014 EVALUATION REPORT

47 How sa'sfied were you with the following elements -­‐ 2014 Extremely sa@sfied Very sa@sfied Sa@sfied Dissa@sfied Very dissa@sfied

48% 47%

39% 37% 32% 29%

22% 19% 18%

5% 2% 0% 1% 1% 0%

Engagement with young people Engagement with teachers Engagement with parents and carers

How sa'sfied were you with the following elements -­‐ 2013 Extremely sa?sfied Very sa?sfied Sa?sfied Dissa?sfied Very dissa?sfied

51% 50% 50%

30% 30% 26% 21%

12% 13% 8% 7%

1% 1% 0% 0%

Engagement with young Engagement with teachers Engagement with parents people and carers

48 London First and Prospects Events | Dec 2014 EVALUATION REPORT

How sa'sfied were you with the following elements -­‐ 2014

Extremely SaJsfied Very saJsfied SaJsfied DissaJsfied Very dissaJsfied 45% 44% 44% 44% 41% 39% 36% 34% 33% 33% 30% 28% 26% 24% 22% 22% 22%

11% 10%

4% 2% 2% 2% 1% 0% 1% 0% 0% 0% 0%

Handling of your Publicity material Exhibitor manual Parking & traffic Helpfulness of staff Helpfulness of staff stand requirements for visitors before the event at the event

How sa'sfied were you with the following elements -­‐ 2013

Extremely saIsfied Very saIsfied SaIsfied DissaIsfied Very dissaIsfied

60%

50% 48% 47% 45% 40% 38%

30% 27% 21% 21%

13% 13% 12% 11% 8% 5% 5% 3% 0% 1% 0% 0% 0% 0%

Handling of your stand Publicity material for Exhibitor manual Parking & traffic Helpfulness of staff requirements visitors

49 50 London First and Prospects Events | Dec 2014 EVALUATION REPORT

The majority of engagement proposed will utilise data captured and followed up using email, social media, open days, events and visits to schools.

51 52 London First and Prospects Events | Dec 2014 EVALUATION REPORT

What did you think was the best element of Skills Exhibitors who expressed a preference for exhibiting in London? 2015 listed the following reasons for exhibiting again are as follows: Similar to 2013, the best elements mentioned were as follows: • Volume of visitors • Diversity, age and volume of visitors • Raise brand awareness • Organisation of the event • To recruit • The choice of exhibitors on offer to visitors especially • Well organised employers • Direct contact with the right target audience – young • Face to face engagement people, parents and carers • Variety of skills and interactive experiences • Data collection • Zoning of the event This was very similar feedback from previous years. In addition to the above also mentioned was the website What are your reasons for not exhibiting again? information and transport links to the ExCeL Centre. The main reasons given for not exhibiting again in 2015 What was the worst element of Skills London? are similar to those given in the 2013 evaluation. Primarily cost and the audience is slightly too young. In 2014 the worst elements mentioned were similar to 2013 and are as follows: • Noise • Overcrowding • Extra costs on top of the stand costs • Price of food and beverages within the venue • Some visitors too young In addition to the above the Wi-Fi connection was mentioned.

53