Developing a partnership to support the interests of young people
A Capita/DfES case study

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Page 5: Branding

Branding has a key role to play in the development of any product. The Connexions Card brand must engage young people and appeal to brand partners, rewards and discount providers while being acceptable to learning centres and fit with the overall Connexions brand. The name Connexions was carefully chosen. In today's fast-changing employment market, people in search of work need to make connections. They need to talk to people, listen to others and make contact with potential employers. Making connections and networking is not easy, particularly if you are new to the employment market.

Connexions is also the name for the Government's new support and advice service for 13-19 year olds. The Connexions Service aims to provide young people with integrated advice, guidance, support and access to personal development opportunities in order to help them make a smooth transition to adulthood and working life. It also includes Connexions Direct which provides high quality information, advice and guidance to young people via the telephone, Internet and other interactive media such as 'webchat' and text messaging.

The Card has to meet the needs of various different groups including:

  • young people - for whom the Card encourages ongoing learning
  • learning providers - such as schools, colleges and training providers who are looking to tailor their courses to meet the requirements of their young clients
  • the Connexions Service - with a duty to provide individual support for all young people
  • DfES - looking to fulfil the recommendations of the Social Exclusion Unit
  • sponsors - looking to support this initiative with additional funding while appealing to the youth market they are targeting.

Developing a clear and easily recognisable brand image is essential to engaging and meeting the needs of all those groups.

Capita/DfES | Developing a partnership to support the interests of young people