Working Options careers education logoUK wide charity Working Options in Education was established in 2012 to raise the aspirations of state sixth form colleges students by offering free motivation and information sessions led by speakers from the food, drink and retail industry.

With plans to be working with over 100 sixth form colleges by 2020, and to recruit more volunteer speakers from the industry to support the programme, the charity needed a marketing strategy that could help them deliver their goals. We started with a half day workshop to really get at what the charity does, its stakeholders, what they needed them to do and the messaging needed to engage them. It was an intense four hours but many flip chart sheets later we’d got there. Now we had a broad consensus to work with and we could create some messaging and a strategy that would work for the charity’s marketing communications going forward.

One urgent element of the strategy was to improve its website – the first place a college tutor looks before booking a session, where a potential volunteer checks out to see what others are doing or a funder identifies whether the charity is a match for them. The site needed to clearly show young people in its imagery and evidence the impact the charity’s work had on them. Volunteer recruitment had slowed, so collecting some testimonial quotes to show what benefits volunteers got out of it was also important.

The new site is at The site now includes a revamped careers information hub – a place for sixth form college students to consider their career options and get practical ‘how to’ tips to help them get where they want to be.


Marketing strategy for UK wide careers development charity

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