Case study · Residents and communities
Testing employment and skills campaign concepts with Wakefield residents
Three online focus groups tested communications for Wakefield Council’s Step-Up Employment and Skills Service with residents facing different employment barriers.
AudienceResidents including long-term unemployed people, NEETs, and people with low confidence in finding work
ApproachThree online focus groups
Value to Wakefield CouncilAudience evidence to inform campaign design and communication channels
The brief
- Wakefield Council needed to test a range of campaign concepts designed to raise awareness of its Step-Up Employment and Skills Service.
The approach
- Enventure Research conducted three online focus groups with targeted resident audiences.
- Participants included long-term unemployed people, people not in education, employment or training, and older and younger residents with low confidence in finding work.
- The discussion also included a mix of ages, ethnicities, and people with and without children.
The outcome
- The research explored awareness of Step-Up, employment and education aspirations, proposed campaign concepts, and communication channels.
- Enventure Research analysed key themes and provided a detailed report to inform decisions about campaign designs.