The British Institute for Kitchen, Bedroom and Bathroom Installation represents one of the most important parts of the UK’s construction industry. Recognising the need to develop the skilled tradespeople of the future, the Institute developed an innovative new apprenticeship scheme to help installers to take on apprentices without having to deal with complications such as recruitment, employment and training provision; whilst creating job opportunities for hundreds of youngsters within the KBB installation sector. Showrunner ran a media relations and stakeholder engagement programme that helped generate support for the scheme.
The first step was to showcase the urgent need to fill a growing ‘skills gap’ in the KBB installation sector by running a survey of the existing workforce that make up BIKBBI’s membership. We translated the results into a story illustrating how the looming shortfall in skilled KBB installers was going to have an impact on consumers, which was picked up across national media including the Guardian and Daily Mail. Alongside this, we placed thought leadership articles by BIKBBI’s CEO in business and further education trade press titles that set out the steps that needed to be taken to address the challenge.
With this groundwork laid, we ran a full launch of the apprenticeship programme with press releases and targeted briefings that generated coverage across national, regional and trade press. Complementing this media work, we engaged across the political spectrum to secure positive endorsements from both the Small Business Minister and Shadow Small Business Minister at BIKBBI’s annual conference.
We continue to work with BIKBBI to promote the apprenticeship scheme by showcasing the small business and young people that it is already benefiting.