ICG Brandbuilders
League Football Education 'Branding' by ICG Brand Builders
the "engage our target audience" challenge.
Challenge
More than 90% of 16 – 18 year-old football league apprentices don’t get signed up by professional clubs - so what do they do when they are out of the game? Encouraging youngsters to pursue an education during their apprenticeship is the challenge for the League Football Education (LFE). However, with a passion for the game and eyes firmly fixed on football glory, how can the two be combined?
Discuss
We went back to basics with LFE - What? When? Why? Our team reviewed existing materials provided to apprentices and found them to be hefty tomes that would put anyone off! Digging deeper, we also learned that apprentices often received too much information at once, making them feel overwhelmed and uninspired.
Solution
The solution was to create exciting ‘educational opportunities’ not legal documents! Emotive imagery and photography, quirky illustrations and punchier copy were used to give pace. ICG also devised a communication strategy to divide the information into ‘bite sized’ chunks spread over the two-year apprenticeship in a variety of formats. This Information was picked up, read and easily understood.
Result
Youngsters now engage more fully in the ‘perceived’ less exciting aspect of their apprenticeships.
Visit League Football Education's website: www.lfe.org.uk
League Football Education 'Branding' by ICG Brand Builders
the "engage our target audience" challenge.
Challenge
More than 90% of 16 – 18 year-old football league apprentices don’t get signed up by professional clubs - so what do they do when they are out of the game? Encouraging youngsters to pursue an education during their apprenticeship is the challenge for the League Football Education (LFE). However, with a passion for the game and eyes firmly fixed on football glory, how can the two be combined?
Discuss
We went back to basics with LFE - What? When? Why? Our team reviewed existing materials provided to apprentices and found them to be hefty tomes that would put anyone off! Digging deeper, we also learned that apprentices often received too much information at once, making them feel overwhelmed and uninspired.
Solution
The solution was to create exciting ‘educational opportunities’ not legal documents! Emotive imagery and photography, quirky illustrations and punchier copy were used to give pace. ICG also devised a communication strategy to divide the information into ‘bite sized’ chunks spread over the two-year apprenticeship in a variety of formats. This Information was picked up, read and easily understood.
Result
Youngsters now engage more fully in the ‘perceived’ less exciting aspect of their apprenticeships.
Visit League Football Education's website: www.lfe.org.uk