Uniting forward-thinking businesses to help protect the future of the hospitality sector
HIT Training, the leading training and apprenticeship provider in the hospitality sector, wanted to raise its profile as an industry pioneer and the go-to expert on the Government’s Apprenticeship Levy. Speed was engaged to help it get its voice heard by relevant trade and industry professionals.
The revolutionary new integrated campaign, ‘Don’t Waste: The Future’ was concepted to bring the industry together to champion the varied career opportunities available and implement practical solutions to lessen the skills shortage.
As part of this, HIT Training called on Levy-paying business in the hospitality sector to pledge to fund at least one apprenticeship outside of their company. Research was conducted that revealed that that 65% of Levy-paying hospitality businesses are currently unaware they could transfer 10% of their funds to SMEs or charities in the sector (this later increased to 25%).
To bring the results to life, two educational events were held with a Breakfast Briefing with The Springboard Charity and a Round Table at The Clink (the fine dining restaurant within a prison). Speaker slots were also secured at key industry events such as Imbibe and The Caterer Summit.
The activity drove several features across target media which allowed HIT to achieve acclaim as the leader in the Apprenticeship Levy debate.
The year-long campaign not only received widespread industry media coverage with a reach of over 127 million, but also attracted hundreds of website referrals. Key industry organisations such as Bidfood, UKHospitality, the Institute of Hospitality and The Springboard Charity signed up to the pledge and to support the campaign.
Across the year, HIT saw a significant increase in new client wins, a growth in the business’ offer and strong industry relationships formed.