Apprenticeships in marketing | Manchester | The Juice Academy

CASE STUDIES

SOCIAL MEDIA APPRENTICE

INFLUENCES MARKETING STRATEGY 

A CAREER IN SOCIAL MEDIA is a path many young people can only dream about but, for Wythenshawe teenager Alex Morton, this has become a reality. He spent time researching different working routes and discovered he could turn his favourite pastime – social media – into a career where he could continue learning and developing in this ever-evolving new media.

The Juice Academy is the first employer-led UK social media apprenticeship, launched to increase youth employment and fill an industry-wide skills gap by training young professionals in the practical application of social media.

 

As soon as Alex heard about this new programme, he knew it an opportunity worth pursuing. Alex pitted his skills against hundreds of other applicants at a gruelling full day bootcamp to win a coveted place in the Academy’s first apprenticeship cohort. At bootcamp, Alex impressed leading independent brewery JW Lees and was quickly snapped up to work as its social media apprentice.

Since joining, Alex has had a tremendous impact on the company. Working with marketing manager Jonathan Lloyd, Alex has played a vital role in creating and activating a number of social media campaigns. He leads activity on the brewery’s key social media channels of Facebook, Twitter and YouTube. Each channel has increased exponentially in engagement under Alex’s guardianship.

 

Along with its PR consultancy Tangerine, JW Lees launched Manchester Pale Ale (MPA), the real refreshing taste, to consumers this September by hosting a #MancDance – a refreshingly alternative dance to launch the beer to the public – in Covent Garden this September. The aim of the launch was to gain attention and traction on social media by encouraging others to share the content. Alex worked in synergy with Tangerine to ensure the video footage reached as wide an audience as possible. With Alex’s help, the video has now gained close to 18,000 views on YouTube; an exceptionally high viewing figure to reach organically.

 

Marketing manager Jonathan Lloyd said: “Alex has proven himself to be a real asset to the company in the short time he has been with us. The eyes of the business, the industry and consumers were on our #MancDance and Alex ensured that, socially, this activity was a success. “His passion for social media is plain to see and this translates into great social media success for JW Lees. He is a vital part of our team and we look forward to seeing how he continues to develop, while delivering tangible results to the business. Alex is currently working on a social media schedule to grow awareness of JW Lees and its associated brands further for 2014.

 

His input is shaping the way JW Lees plans future integrated campaigns and he is playing a pivotal role in the success of the brewery’s marketing programme. JW Lees is a family brewery company which was founded in 1828. It is based in Middleton in North Manchester and owns JW Lees Brewery, JW Lees Pubs, The Alderley Edge Hotel, The Trearddur Bay Hotel and Willoughby’s Wine Merchants. Modules covered on The Juice Academy programme include: Social Media Management, Keyword Analysis and SEO, Developing Content for Social Sharing, Developing a Digital Strategy and Social Media for Mobile.

EARN WHILE YOU LEARN::

THE BEST OPTION FOR SOCIAL MEDIA APPRENTICE

 

GETTING GOING WITH A CAREER – without being saddled with thousands of pounds worth of student debt – is a scenario many young people can only dream about, but for Cheadle teenager Carly Phillips, this is now a reality.

 

The 19-year-old left Xaverian College in August 2013 with AS Levels in English Literature and Language, Graphics and Media, before diving head first into an apprenticeship.

 

Keen to start her career immediately, earn her own money and build a network of contacts, Carly researched different working routes and discovered she could turn her favourite pastime – social media – into a career where she could continue learning and developing in this ever-evolving new media.

 

The Juice Academy is the first employer-led UK social media apprenticeship, launched to increase youth employment and fill an industry-wide skills gap by training young professionals in the practical application of social media.

 

As soon as Carly heard about this new programme last summer, she knew it was an opportunity worth pursuing.

 

Carly pitted her skills against hundreds of other applicants at a gruelling full day ‘bootcamp’ to win a coveted place in The Academy’s first apprenticeship cohort.

 

At bootcamp, Carly impressed leading property company Bruntwood – which owns and manages more than 100 properties  throughout Manchester, Liverpool, Cheshire, Birmingham and Leeds – and was quickly snapped up to work as its social media apprentice.

Marketing & HR director and co-owner of Bruntwood, Kate Vokes, said: “We recruit for attitude and fit rather than experience and we find it’s beneficial to recruit young people into the business and train them up ourselves.”

 

Since joining, Carly has had a tremendous impact on the company. Working with Kate Vokes, Carly has made a positive contribution to the team, doubling engagement and followers on Bruntwood’s Twitter account.

 

Carly’s day-to-day responsibilities include researching and posting relevant content to social channels, conducting outreach and assisting with a wide variety of marketing jobs.

 

One of her on-the-job highlights was helping to organise an event in one of Bruntwood’s event spaces. Liaising with caterers, furniture hire and AV hire, as well as supervising the set up and clear down, saw Carly come into her own.

 

The event was topped by the attendance of Dominic Allon, a director of Google UK.

Kate continued: “Carly has proven herself to be a real asset to the company in the short time she has been with us. Her passion for social media is plain to see and this translates into great social media success for Bruntwood.

 

“She’s a vital part of our team and we look forward to seeing how she continues to develop, while delivering tangible results to the business.”

 

With a supportive network of friends and family backing her decision all the way, university was never an option for Carly, who had her sights firmly set on an apprenticeship and unrivalled on-the-job experience.

 

She said: “My parents never pushed me into the university option – they left the decision up to me. They were so proud when I got a place with Bruntwood because they knew it was exactly what I wanted to do.

 

“The one piece of advice I’d give to someone weighing up their options fresh out of school or college would be to look into doing something you love for a job and always research other ways of getting there. University is not the only option, so don't be a sheep and follow the crowd because you feel you have to.”

A WORD FROM BROOKFIELD ROSE

Since joining The Juice Academy in May 2014, Gemma started at the Brookfield Rose group on an apprenticeship placement. Due to Gemma’s hard work and commitment, Brookfield Rose promoted her to a full time Social Media Assistant role when she completed her qualification in May 2015.

 

On her pathway from apprentice to assistant, Gemma noted that “The Juice Academy has helped me to develop my skills in social media and marketing, as well as other business essentials. The Juice Academy is a great way for young people to get their foot in the door and start a great career by gaining hands on experience without having to go to university.”

 

“I love working at Brookfield Rose and The Juice Academy really helped me to achieve my goal of a career in social media. I feel like I’m gaining more experience every day and I can’t thank The Juice Academy enough for their support”.

 

Her work, contribution and progression within Brookfield Rose has meant the feeling is mutual. Head of Content, Emma Allison said that “Since Gemma joined the Brookfield Rose marketing department she has been an asset to the group. A hardworking, knowledgeable member of the team, Gemma’s combined skills and enthusiasm is evident in all of her work.”

 

We thank Brookfield Rose for taking a chance on an apprentice, and congratulate Gemma on her success.

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