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

Page 1: Introduction

One of the most critical times for young people is when they have their first opportunity to leave school. Although leaving school at 16 offers the chance to get a job or start a career, nearly 10of that age group become socially excluded after doing so because they remain outside education, training and work for long periods of time. Less people continue their education in the UK than in many...
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Page 2: Partnerships between the private and public sector

The UK is a mixed economy, in which most goods and services are produced by the private sector, with the Government responsible for the public sector. In the past, major decisions concerning the public sector (e.g. building and maintaining a motorway) were always supported from individuals by capital that was publicly owned and raised through taxation like income tax and corporation tax (from...
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Page 3: The partnership

The Connexions Card project is being delivered through a PPP between the DfES and Capita. Capita is a private sector professional services organisation. It provides a range of support services for local and central government as well as the UK private sector. Capita has expertise in project delivery, the use of technology and product promotion. It was one of several companies that submitted bids...
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Page 4: Aims of the card

The Connexions Card is a smart card. It aims to encourage and motivate young people to continue in learning beyond the age of 16 by:providing a range of discounts to help reduce the cost of learning, covering local transport, learning materials and leisure motivating young people to fulfil their potential by rewarding attendance and application through incentives and further discounts within...
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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...
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Page 6: The product concept

New product development (NPD) involves finding ideas for new goods and services and then turning them into marketable products targeted at one or more audiences, such as the five identified above. For a product to succeed in the marketplace, it should offer a range of benefits that appeal to several different audiences, often in subtly different ways. The provider needs to make clear what is on...
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Page 7: Conclusion

The Connexions Card is the result of successful co-operation between the Government and the private sector. The initiative has clear aims and a defined target market. As its name suggests, the Connexions Card not only provides a range of incentives for young people to stay on in learning, it also links young people with organisations, helps them to improve their long term job prospects, and...
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