PR brief for The Skills Toolkit

The Department for Education is looking for a January 2021 PR campaign to rival its April 2020 launch for The Skills Toolkit. The Skills Toolkit has been very well received since its launch, with more than half a million page views and thousands of course starts. Paid media is proving very effective in driving traffic to the site, but to give the paid activity more impact and longevity, we need to get people talking about The Skills Toolkit - building awareness of the platform amongst employers and learners, and encouraging people to recommend it to others. This is particularly important in regions outside of London where the need for upskilling in response to COVID-19 is most acute, and amongst older learners, some of whom may be less exposed to our digital marketing. Earned media is a vital, trusted channel to help us achieve these goals and has also been proven an important driver of traffic to the platform.