Clever event marketing designed to encourage lead generation
HIT Training, the leading training and apprenticeship provider in the hospitality sector, wanted to take the lead within the industry and become the voice on the Apprenticeship Levy; a new Government legislation which came into play in April 2017 and changed the way apprenticeships in the UK are funded.
To solidify HIT Training’s position as the expert on the Apprenticeship Levy, while highlighting its first-class apprenticeships provision and generating new business leads, an event marketing campaign was devised. As part of this, two education VIP dinners were held at the House of Commons and attended by industry CEOs, heads of training and HR Directors. The format of the event – which included a keynote from former Director of the Relationship Team at the Skills Funding Agency, Tony Allan – was strategically planned to provide essential information and advice on the new policy. During the events, company leads gained an understanding of the changes to apprenticeships funding and how they can utilise their fund to provide maximum benefits for their learners and business.
HIT Training has driven forward the Apprenticeship Levy agenda not only across its business but across the hospitality sector as a whole – becoming established as the go-to expert by both employers and the trade media. The event marketing campaign resulted in a significant increase in new client wins for HIT, a growth in the business’ offer and strong industry relationships formed.