Lancashire and Cumbria Institute of Technology.

The Lancashire and Cumbria Institute of Technology (IoT) needed to showcase how it was closing skills gaps by working hand-in-hand with employers across six priority sectors. Viva’s brief was to raise awareness of this unique model among policymakers — and turn attention into action.

We created a Barometer Report that distilled regional employer insights into a compelling narrative about the IoT’s impact on learners, businesses and the economy. But we didn’t stop at publishing. To spark real engagement, we mailed printed copies to all 20 MPs across Lancashire and Cumbria, accompanied by tailored letters and a clear invitation: come and see it in action.

The results were immediate and tangible. Seven MPs accepted the invitation to visit IoT partner colleges to see the employer-curriculum model first-hand. Two visits generated earned media coverage in high-profile regional and national titles including Lancashire Business View, Business Cloud, FE News, and the Blackpool Gazette. The MPs shared their visits on social channels and in newsletters, extending the campaign’s digital reach.

As well as reaching its target audience, the IoT was also getting noticed by its peers, with coverage from the National Institutes of Technology network and engagement on social media from other IoTs across the country. And there was an internal impact too. Those within the colleges were sharing the news and expressing pride for the IoT, assisting with the internal comms piece.

But the standout moment came when Ribble Valley MP Maya Ellis referenced her visit during a debate in the House of Commons. Speaking during the second reading of the Institute for Apprenticeships and Technical Education Bill, she praised the Institute’s ability to align education with employer needs – a line lifted directly from our messaging. Viva had supported her with background material ahead of the debate.

Viva’s activity raised the profile of the IoT and contributed to changing perceptions of employer-led education among the organisation’s target audience. We alerted those in power to the opportunities available to businesses in their constituencies and, in all cases, gained pledges of ongoing support for the IoT and its missions.