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e-skills UK Diploma in Information Technology
determining the right message
“Working with Cognac has been an absolute delight. Not only have they been helpful in communicating a complicated message to a hard-to-reach audience group, but their project management skills are exemplary.
We have received very positive feedback from stakeholders.”
Olivia Osmond, Marketing & Communications, e-skills UK
e-skills UK is helping the South East of England to prepare for delivery of the Diploma in IT. A key aspect preceding this delivery is the ability to explain the Diploma to 14-19yr olds. The Diploma is a complex new qualification and there is concern that the audience (14-19yr old students) will not engage as they don’t understand the proposition, its benefits or relevance.
The Diploma in IT is a flexible qualification for 14-19yr olds designed by e-skills UK in partnership with universities and employers. It is designed to give 14-19yr olds an understanding of how people and technology interact in the real world to help businesses grow.
Schools in the South East have commented that they currently have nothing to use to explain the Diploma in IT to young people and there is a danger that the students, who would benefit from the Diploma, will not sign up.
Cognac Solution:
We realised we needed to produce a Big Picture that captured the imagination of 14-19yrolds and clearly explained the value of the Diploma in IT and the progression routes. We discovered parents and students were concerned about whether the Diploma would still give them access to Higher Education. They also were unaware of the choice available within the Diploma and outside.
It needed to be a tool that schools could use to explain the Diploma to students; that students could use to clearly understand the benefits of the Diploma and ascertain whether it is the best option for them; and students could use to explain the Diploma to their parents. Ultimately this would ensure that the right students signed up for the Diploma.
We created a Big Picture that clearly explained what the Diploma is and used a simple chart with images to show the split of Technology, People and Business within the Diploma’s structure. Using meaningful headlines and relevant images we expanded on these three core themes to show the relevance of the Diploma for today’s students.
Boxes and navigational arrows lead the reader through the complex area of understanding how the Diploma fits within the educational system. A useful FAQ panel on the right captures the reader’s interest with high profile brand logos and finishes with an editable action box showing who they should talk to next.
