CREATING AN UNFORGETTABLE LAUCH EXPERIENCE

Launching The M&J Academy at NSCL

At Big Sound Marketing, we specialise in creating impactful campaigns that elevate brands and drive results. One of our most exciting recent projects was the launch of The M&J Academy at the National School and College Leavers Festival at the NEC, Birmingham, an initiative designed to offer bespoke apprenticeships for school leavers and those interested in starting their career in the construction and groundworks industry. Through a well-executed strategy, clear messaging, and engaging experiences, the launch was a resounding success, attracting significant interest from prospective apprentices and securing full enrolment for the first cohort.

About The M&J Academy

The M&J Academy is the first apprenticeship programme of its kind—designed specifically for the groundworks sector and aimed at giving school leavers a pathway into skilled trades. With the growing demand for skilled workers in the groundworks industry, The M&J Academy sought to address the gap in relevant training and offer young people the practical experience and qualifications needed for a successful career. The NSCL Festival provided the perfect stage for launching this industry-first initiative, reaching thousands of school leavers looking for career opportunities.

Project Objectives

Our goal was clear: create an unforgettable launch experience for The M&J Academy that would:

  • Introduce the academy to a new generation of apprentices.
  • Engage school leavers and their parents, teachers, and career advisors.
  • Promote applications to join the first cohort of apprentices.
  • Generate long-term interest for future cohorts of students.

Clear Communication with the Client

Before the event, we held several strategy sessions with The M&J Academy team to understand their vision and key messaging. It was essential that we grasped the programme’s unique selling points—its tailored nature, hands-on training, and career prospects for school leavers. We collaborated closely to define the target audience and ensure the programme’s benefits were communicated clearly at the event.

The primary audience at the NSCL Festival was students and school leavers, many of whom were exploring options beyond traditional academic routes. Secondary audiences included parents, teachers, and career advisors who often play a pivotal role in guiding students’ career decisions.

Launching The M&J Academy at the event was the perfect way to make a statement, engaging with the most important people to the success of the campaign, immediately. At Big Sound Marketing, we want your brand to be heard by the right people, tailoring the approach in order to create the biggest impact.

In the run up to the event, we shared informative graphics to social media, announcing our attendance, whilst holding onto the suspense of the academy launch. Tagging the event organisers on LinkedIn was essential to reaching their audience, and therefore the target audience of the M&J Academy.

Creating a Memorable Stand Experience

At Big Sound Marketing, we understand that the key to a successful event is an engaging and unique experience that draws people in. For The M&J Academy, we designed a fully branded stand that was interactive, informative, and visually compelling:

  • Printed Wall Graphics: We designed and supplied large-format graphics featuring the academy’s branding, along with on site imagery, setting the tone for the stand and attracting attention.
  • Brochures: The Big Sound team created written content and designed a visually engaging, high quality prospectus brochure that outlined the programme’s details, benefits, and application process. Strategically placed at key touchpoints on the stand, these materials allowed visitors to learn more about the programme and take away the key information about M&J and the academy.
  • Tailored Quiz: The interactive quiz was designed to challenge prospective apprentices’ knowledge of the industry and offered the opportunity to win an iPad!
  • Digital Screens & Video Content: A high quality promotional video, which was filmed and edited by Big Sound Marketing, played continuously throughout the event,  highlighting day-to-day life as an M&J employee.
  • VR Headset: To engage visitors in a hands-on way, we included a Virtual Reality (VR) station, where attendees could experience a realistic simulation of drone flying, a key element to some of the roles available at M&J. This immersive experience proved to be a crowd favourite, allowing visitors to get a taste of the innovative training available at The M&J Academy.
  • Plant Simulator: Another huge hit was the groundworks plant simulator, providing the stand visitors and prospective students the opportunity to experience a simulation of using plant machinery in a real-life scenario.

Our aim was not only to inform but also to excite potential apprentices about the possibilities offered by The M&J Academy.

Furniture Sourcing and Stand Layout

Creating a professional yet inviting environment was key to ensuring smooth operations and comfort for all visitors. We sourced furniture that was both functional and stylish, and our stand layout was carefully planned to maximise visitor engagement:

M&J employees were on hand across the stand to welcome and invite in attendees, providing a space where they could ask questions, sign up for information, and register interest in the programme.

The Simulator & VR Station was located at the heart of the stand. These interactive elements were designed to spark interest and encourage attendees to spend more time learning about the academy and M&J as a company. We ensured all technological components, such as the VR headset and video displays, were powered seamlessly, so there were no technical hiccups during the event.

Real-Time Social Media Engagement

Throughout the event, we maintained live social media coverage, sharing real-time updates, showcasing behind-the-scenes footage on both LinkedIn and TikTok. This engagement helped amplify the excitement of the event, keeping the online audience connected and informed.

Professional Video Production

The professionally produced video was a critical piece of the M&J Academy’s official launch. The highlights video captures the hive of activity across both days at the NEC, featuring interviews with staff to consolidate the information and the overall excitement surrounding the launch. The video was shared on LinkedIn, receiving high levels of engagement.

Outcome and Conclusion

The launch of The M&J Academy at the NSCL Careers Event exceeded expectations. In the following weeks to the event, all spots in the first cohort were filled, and there was significant demand for future apprenticeships. Our interactive stand, combined with our targeted digital marketing strategy, created a highly engaging experience that captured the attention of both students and educators.

The combination of an interactive experience, clear messaging, and strong digital engagement made The M&J Academy one of the standout offerings at the NSCL Festival.

At Big Sound Marketing, we are passionate about delivering results that matter. The launch of The M&J Academy was a perfect example of how targeted marketing, creative stand design, and strategic engagement can deliver measurable success. By working closely with The M&J Academy team, we were able to help them connect with the next generation of skilled groundworks apprentices and set the stage for the academy’s long-term growth.