Expanding Apprenticeships & Upskilling Businesses

Expanding Reach for Apprenticeship and Training Programmes

The Growth Company, a leading provider of training and apprenticeships, wanted to expand their reach and engage more businesses in the education and IT sectors. However, they faced several challenges in achieving this goal. Reaching the right decision makers in HR, training, and business leadership across schools, colleges, and IT companies proved difficult, as many businesses were unaware of the funding available for workforce development. Additionally, promoting government-funded training and apprenticeships as a cost-effective solution required a clear and compelling message to stand out in a competitive market. Despite their strong reputation, The Growth Company needed a targeted outreach strategy to engage the right businesses and start meaningful conversations that would lead to long term partnerships.

A Targeted Outreach Strategy to Engage Key Decision-Makers

Harper developed a highly targeted outreach campaign focusing on key decision-makers across the education and IT sectors. The strategy included:

• Segmentation of prospects into two distinct campaigns – one for education businesses and one for IT & digital companies.
• Personalised messaging that positioned The Growth Company as an expert in upskilling, highlighting their ability to deliver government funded apprenticeship programmes.
• Emphasising financial benefits, showing businesses how they could develop skilled talent with little to no upfront cost using the Apprenticeship Levy.
• Multi-channel engagement through email and LinkedIn to connect with HR, L&D managers, and business leaders actively seeking talent solutions.

“We initially trialled Harper alongside two other lead generation agencies to see who could deliver the best results. Harper outperformed both by a significant margin – not only in the volume of leads but in the quality of conversations they generated. As a result, we’ve now ended our contracts with the other two agencies and are trusting Harper to run all three of our outreach campaigns. Their strategic approach and consistency have made a real difference for us.”

— Gavin Bridge

Harper executed a high-impact lead generation strategy, ensuring The Growth Company engaged with the right businesses.

The approach included:

• Messaging tailored to sector needs – For education, the focus was on enhancing digital skills for schools and academies. For IT businesses, the messaging promoted apprenticeships as a way to bridge the tech skills gap.
• Direct outreach to decision-makers – Targeting HR leaders, training coordinators, and senior executives looking for workforce development solutions.
• Highlighting success stories – Showcasing the long-term business impact of apprenticeships and upskilling, backed by real-world case studies.

Expanding Reach and Securing High-Quality Leads

• High-Profile Engagement: Harper’s outreach secured interest from major organisations, including Coventry University, Leeds Trinity University, and Lifetime Training, reinforcing The Growth Company’s authority in education and training.
• Industry Diversification: The campaign also connected with VCCP and ECI Software Solutions, expanding The Growth Company’s reach into sectors beyond education.
• Qualified Leads: The targeted approach resulted in multiple decision-makers requesting more information, opening doors for potential long-term partnerships.