Adult Learners Week 2013 What we achieved

Adult Learners Week 2013 What we achieved

Contents Background ALW history ALW 2013 vision and mission Activity review Partners and stakeholders National events Regional events Grassroots activity Digital engagement Media relations 2

ALW - history Running for over 20 years in England. Celebrated across the UK. Inspired international ALW celebrations in over 50 countries including many in Europe & South America as well as South Africa, Australia and Canada. 3

ALW 2013 - Vision and mission Vision To celebrate all adult learners and learning in all its diversity for one week in May and capitalise on this throughout the year to inspire other adults to give learning a go. Mission To work with individuals, organisations and charities to engage more and different adult learners in Adult Learners Week and celebrate all lifelong learning. 4

ALW 2013 aims Reaching a wider and more diverse audience. Making the case for adult learning. Diversifying funding (greater % funded through non-esf/bis channels). Integrating ALW with all areas of work within NIACE. Delivering outstanding national and regional awards events throughout the campaign (national and regional). 5

Funding In England, Adult Learners Week is funded by ESF and the Department of Business, Innovation and Skills (BIS) In Wales, is funded by the Welsh Government 6

Partners and Stakeholders NIACE would like to thank its partners and stakeholders who contributed to making ALW 2013 such a success. 7

Partners and Stakeholders NIACE Dysgu Cymru 8

Activity elements England and Wales Parliamentary reception in Westminster. Adult Learners Week national ceremonies. Partners breakfast. Tutor celebration event in partnership with the Institute for Learning. Regional ceremonies. Festival of learning (Wales). Over 3,119 grass roots events registered on our website in England. Over 750 events in Wales. 9

Political support - England Parliamentary reception Address by David Willets, Minister of State for Universities and Science. Hosted by Kelvin Hopkins MP on behalf of the All-Party Parliamentary group for FE and Lifelong Learning Over 20 Parliamentarians from both houses and across parties attended. Launched NIACE s submission to the Spending Review. 10

Political support - England National ceremony keynote speech by Matthew Hancock, Parliamentary Under- Secretary of State for Further Education, Skills and Lifelong Learning. 4 MPs attended national ceremony to meet their winners. Each person nominated has an inspirational story demonstrating the power of education to change people s lives no matter what their age. 11

Political support - England Early Day Motion sponsored by Frank Dobson and supported by 65 MPs. Higher Education Minister, David Willetts MP acknowledged a dramatic fall in part-time student numbers in England and pledged that the Government will engage the policy levers to do better. Gordon Marsdon MP featured winning BAE Systems project on his website. 12

Political support - Wales Jeff Cuthbert Deputy Minister for Skills and Technology attended awards ceremony 3 MPs attended events 18 Assembly Members attended ALW events across Wales. 13

England Awards 2013 ESF Outstanding Learner of the Year ESF Inspiring Learning Project of the Year ESF Young Adult Learner of the Year National ESF Awards National Themed Awards Learning through technology Learning for Health Learning with Family or Community Learning through Arts, Craft and Culture Learning through Sport Learning for Work Learning Life Skills Outstanding Learner of the Year Inspiring Learning Project of the Year Senior Learner of the Year Young Adult Learner of the Year Other National Awards National Partner Awards Partner Awards 14

Wales - Awards 2013 Essential Skills for Life Tutor Team Award Outstanding New Tutor Volunteer Tutor Tutoring in a Digital World Lifetime Achievement Award Services to Lifelong Learning Older Learner Active Learning for Health and Wellbeing Learning Workplace Group Learning Essential Skills for Life Employee in Learning Learning in a Digital World Young Adult Learner Family Learning 15

Award Ceremony - England 16

The Inspire! Adult Learning Awards Ceremony (Wales) 17

Tutor Celebration Event in Partnership with the Institute for Learning - England Key note address by Dame Helena Kennedy QC. Tutors and previous winners took part. The teachers we are celebrating today all transform lives - they are inspirational and give people second chances. Dame Helena Kennedy QC 18

Overview - England Events Total number of events recorded on website: 3,119 Nominations: 1,412 National Ceremony Total attendees: 244 19

Overview - Wales Events Total number of events: 750 Nominations: 268 The Inspire! Adult Learning Awards event: Total attendees: 370 20

Regional events in England 7 regional award ceremonies. 136 awards presented in total. 329 local partner organisations engaged including: Local BBC Museums at Night County Sports Partnerships Arts Council England British Museum National Theatre V & A Museum The Reading Agency. 21

Regional events in England 30 businesses & trade organisations engaged including: Federation of Small Businesses Marshall Aerospace & Defence Group Pearson Asda Tesco BT Carillion Sainsbury s Jamie Oliver s Fifteen Yeo Valley Farms EDF Energy Morrisons Supermarket Yorkshire Building Society G4S. 47sponsorship agreements Over 2,000 followers on Twitter 22

Regional events in England Over 3,119 local events held to encourage learners to try something new 23

Regional events in Wales 14 regional award ceremonies. 168 awards presented in total. 350 local partner organisations engaged including: St Fagans, National History Museum WEA Careers Wales Job Centre Plus Keep Wales Tidy Universities Heads of the Valleys Institute Wales Co-operative Open University 24

Regional events in Wales Businesses & trade organisations engaged including: Co-operative Wales Burtons Biscuits Memory Lane Cakes Wales TUC Arts Council of Wales Joseph Rowntree Foundation S4C Open University 11 sponsorship agreements Over 1,178 followers on Twitter 25

Regional events in Wales Over 750 local events held to encourage learners to try something new 26

Partner outreach - England & Wales Support included: Logos and branding Empty belly posters New Horizons magazine Press release template #ALW13 and #WALW13 tweets for Twitter feed 27

Profile books England & Wales Profile books and films of winners produced for national and regional winners. 28

Adult Learners Week website - England 51,533 unique visitors from 1 September 2012 31 May 2013 352,534 total page views Over 10,000 visits made from mobile devices 18 videos uploaded to You Tube. 29

Your Future, Choice, Action website - Wales 34,381 unique visitors from 1 September 2012 31 May 2013 76,424 total page views Over 1,960 visits made from mobile devices 17 videos uploaded to You Tube. 30

Media - England Over 1,100 national, sector/trade, regional and local press and media coverage including: The Sun ITV Daybreak (x 2) BBC News Online Press Association Huffington Post Guardian Careers Yahoo News The Voice 16 page supplement in FE Week Training Journal Education Today FE News TES Coverage on 26 BBC local radio stations 31

Media - England 32

Media - England National, trade and organisations Chart showing media type 0.3% 8.0% Online Print TV Radio 54.8% 36.9% 33

Media - England Media by region Media by region West Midlands 5% Yorkshire & Humber 10% South West 9% Non Area Specific Blogs 1% East of England 7% East Midlands 4% London 17% South East 10% North West 11% North East 11% National 15% 34

Media - England Regional press and media 1,100 pieces including: 4 page supplement in Metro 4 page supplement in London s Evening Standard Time Out magazine Yorkshire Evening Post Manchester Evening News Coventry Telegraph Eastern Daily Press Bristol Evening Post Leicester Mercury Kent on Sunday Western Morning News Liverpool Echo Sheffield Star Nottingham Evening Post 35

Social media England - Twitter #ALW13 1 October 2012 31 May 2013 3,400+ tweets containing #ALW13 18 24 May 2013 1800+ tweets containing #ALW13 20 May 2013 600+ tweets containing #ALW13 Highest reach recorded: 100,000+ unique accounts reached 194,000+ impressions 36

Social media England Top Tweets 37

Social media England You Tube 1,400+ views during 18 24 May 2013 with 2,300+ minutes of footage watched. Top 3 most-watched films: Karen Woods, ALW Winners montage, and Penny Keeling. 38

Social media England- Facebook 230+ likes highest reach achieved on a single post was 507 accounts. 39

Media - Wales Over 50 national, sector/trade, regional and local press and media coverage including: South Wales Echo Western Telegraph Cambrian News Western Mail South Wales Evening Post Llanelli Star Radio Cardiff BBC Radio Wales Big Issue Cymru Heart FM Calon FM 40

Wales - Social media 297 likes on Facebook 2,084 post views Facebook pages for 22 Learning Festival Groups 950 views for 18-24 May 21, 248 YouTube channel views 41

Evaluation methods England & Wales Targeted surveys to stakeholder groups: Event holder survey Event participant survey Nominations survey. Customer insight in-depth telephone research with stakeholders. Market research with learners. 42

Evaluation - England Event holder analysis 69% held an ALW event to increase participation in courses/activities. 64% wanted to raise awareness of the benefits of learning. 78% use ALW to engage new audiences. 65% respondents had heard of ESF. 79% said that they were planning on holding an event in 2014. 43

Evaluation - England Event participant analysis 88% attended an Adult Learners Week event. 37% were already engaged in learning. 25% were learning for leisure or hobby. 48% were planning on learning later in the year. 63% thought that ALW made education and training seem enjoyable and interesting. 70% were likely to take action as a result of Adult Learners Week. 44

Evaluation England Nominations survey 86% made a nomination to recognise an outstanding learner. 45% nominated every year. 71% had seen a benefit from making a nomination. 94% saw it as a way of recognising learners achievements. 71% said it helped encourage learners to continue learning. 79% saw it as a way of gaining press coverage. 28% would like broader award categories. 84% were supported by their organisation when making a nomination. 82% found the nomination process easy. 45

Evaluation England Customer Insight Local authorities Local authorities use ALW: As a recruitment tool. To strengthen partnerships and coordinate effort. To raise the profile of services. To raise the profile of learning opportunities. To influence public policy locally and nationally. To celebrate achievement. 46

Evaluation England Customer Insight Colleges Colleges use ALW to: Promote adult learning provision. Link to the local community. Celebrate and promote students work. However some wanted: More focus Clarity about how FE fits with the campaign. Case studies demonstrating how other colleges take part. 47

Evaluation England Customer Insight Employers Awareness of ALW varied, depending on level of current engagement with NIACE. Comments included: Impressed with NIACE and diversity of people it engages with. NIACE hides its light under a bushel. Impressed by the variety of nominations and support for the nomination process. However: Confusion with other campaigns such as VQ Day and Learning at Work Day. 48

Evaluation England Customer Insight Third Sector Organisations Extent of involvement in ALW varied: Seen as an opportunity to gain recognition for learners. Not seen as part of strategic planning. Smaller organisations not engaging due to limited resources. Value is placed on working closely with NIACE and other stakeholders. Need simple and non-time consuming ways of engaging. 49

Evaluation England Customer Insight Other Stakeholders Good level of support for ALW. Not always clear on the purpose and mission of ALW. Would like more opportunities to contribute and engage with ALW. Appetite for NIACE to take a lead role in coordinating a joined up approach to the annual calendar of adult learning events, lobbying and advocacy. 50

Evaluation - Wales Taster sessions Headlines: Nearly 50% took action as a result of attending an ALW activity. 40% of those attending had done little or no learning in the previous 3 years. Venues 29% were held in a library 26 % were held in a community centre 10% were held in an FE college Type of taster session 24% crafts 16% IT 11% art 9.6% languages Reasons for taking part 52% to enhance job prospects or learning something new 27.5% to find out more 20% leisure interest 51

Evaluation - Wales Recognition and Demographics Recognition 33% were aware that NIACE Dysgu Cymru is responsible for ALW in Wales 71% were aware that the event they attended was part of ALW. Demographics 40.5% of those attending were aged between16 49 95% were White British 24% considered themselves to have a disability 78% were female. 52

Did we achieve our aims? Reaching a wider and more diverse audience Total number of events in England and Wales 3,869 Total number of nominations England and Wales 1,680 679 partner organisations engaged in England and Wales 30 business and trade organisations engaged in English regions 78% of event holders in England used ALW to engage new audiences 40% of participants of taster sessions in Wales had done little or no learning in previous 3 years Over 10,000 visits to ALW website made from mobile devices Over 1,200 mentions in national, regional and local press and media (England & Wales) 100,000 unique Twitter accounts reached 53

Did we achieve our aims? Making the case for adult learning Parliamentary reception attended by 20 parliamentarians National ceremony (England) key note speaker Matthew Hancock, Parliamentary Under-Secretary for Further Education, Skills and Lifelong Learning 4 MPs attended national ceremony (England) and met their winners afterwards National ceremony (Wales) Jeff Cuthbert, Deputy Minister for Skills and Technology Tutor celebration event in partnership with the Institute for Learning 3 MPs and 18 Assembly Members attended events in Wales Outreach engaged with 329 partner organisations in England and 350 in Wales Over 1,100 mentions in national, local and trade press and media 54

Did we achieve our aims? Diversifying funding Partnership with NOCN, BBC and IFL 47 sponsorship agreements in English regions In-kind support from WI, National Careers Service, Museums at Night and WEA (England) and Careers Wales, TUC Cymru, National Training Federation, Bevan Foundation (Wales) Integrating ALW with all areas of work within NIACE Theme awards introduced in England in line with NIACE s Strategic Plan 55

Did we achieve our aims? Delivering outstanding national and regional awards events National Awards Ceremony (England) 244 attended, including 4 MPs 7 regional award ceremonies in England (varied in quality) 14 local award ceremonies in Wales Inspire! Adult Learning Awards (Wales) attended by 370 people Regional award ceremonies (England) - 1,079 people attended 56

Learning points Strengthen activity throughout the year to make the case for adult learning and to encourage new and different learners to take up learning activities. Tighter vision and aims will help to focus the evaluation and allow new measures to be used. Evaluation in England needs to be done immediately after the week. Success needs to be celebrated immediately after the week. Strengthen engagement with partners. Publicise winners stories over the summer to inspire others to sign up to courses in the Autumn. Regional and local award ceremonies varied in tone would like greater consistency next year. 57