Pathways Programme marketing strategy
Young Enterprise Scotland (YES)
What the client said
“They took such a passionate interest in our work, learning about our activities and most importantly our outcomes so that they were able to be innovative, appropriate and impactful with the work that they delivered on time and budget for us.”
CEO, Young Enterprise Scotland
I developed and delivered the strategy that filled Young Enterprise Scotland’s the Pathways Programme in record time.
When I was approached to create an A5 flyer to promote Pathways, I proposed we take a step back and look at what we were trying to achieve and how we could best approach it. Pathways is promoted online through YES’s social media and by email through most sales come from face to face meetings with Head Teachers. I identified this as the point we should focus our efforts.
With YES’s CEO, Geoff, we created a hierarchy of what was important in the eyes of the Head Teachers when making a decision on enrolling students in Pathways. I used this to develop the story we’d tell in the document. We didn’t know how long Geoff might get with the Heads, so I pulled key stats and quotes from the original text, reformatting it into more digestible chunks so that every page had info you could read in three seconds, thirty seconds or three minutes. That way he could always hit on a key sales point and leave them with a booklet with more info and a solid call to action.
Pathways was fully booked for 2018 only weeks after the publication of the impact report. The strategy was so successful, YES continued to use it into 2019 and 2020.
Pathways was fully booked for 2018 only weeks after the publication of the impact report
The report shows the benefits to the young people who get involved along with quotes from students and parents
YES staff used the impact report as a tool to pitch the programme to schools so I made it pocket sized to suit how it was used
The report led to YES securing further funding to support young people into enterprise
What I did
Developed marketing strategy
Impact report design
Photos by Francesco Mariani
Copy by Taylor Nisbet