Learning & Careers AdviceHelpline Report

2009 – 2010

Compiled by Pamela GilsonCW Cardiff and Vale

July 2010

The report covers the past, present and future developments, whilst largely focusing on the period April 2009 to March 2010.

Contents

Learning & Careers Advice (LCA) Page

Executive Summary i

Development of the Service to One ld Centre 1The Service (Citizen Centred) 1Delivery 2Guidance Referrals in Wales 3Referrals Table 3Marketing 4Quality Monitoring 4Client Postal Evaluation 4Training/Awaydays 4Call Plan 5?Statistics 5 - Call volume 5- Evening Calls 5- Information recorded from clients 5- Calls handled through medium of Welsh 5 - Hoax / Nuisance Calls 6- Referrals from England 6 - Partnerships- Use of the Helpline 6

National Campaign Involvement and Generic Marketing 7Future Involvement in Campaigns/Partnerships 12Evaluation 13Local Service 13Future Developments 13Reporting Mechanisms 14

Appendix AppendixSample Memorandum of Understanding 1Campaign Statistics by Area 2 ILA Wales Statistics 3 Local Campaign Advert 4

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Executive Summary

Partners continue to recognise the value of the helpline, with 1 new initiative this year using the helpline to support their work. It is a good example of partners working together, drawing on an existing service, delivering value for money, providing a citizen centred service.

0800 100 900 is the number of choice for campaigns in Wales by the Welsh Assembly & NIACE Dysgu Cymru

36448 interventions were handled (calls & emails)

250 Streetliners were used across Wales – a cost effective way of advertising throughout Wales.

Wider exposure was achieved through Internet advertising

73 Calls handled in the medium of Welsh – a decrease of 57

1716 referrals to the CW adult guidance services

Evidence shows that the opening hours still reflect client need

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Learning & Careers Advice Helpline in Wales

Development of the Service to One ld Centre In April 2001, the learndirect service was transferred from the Training and Enterprise Council (TEC) where it had been managed since its inception in May 1998 to Careers Wales. The helpline was operated from four centres. [Cardiff, Llandarcy,Rhyl, Llandrindod Wells ] From Nov 2006, the All Wales learndirect service changed to one centre based at CW Cardiff and Vale Cardiff office.

The Service (Citizen Centred)On 1 October 2008 the English Careers Advice helpline service transferred from UfI Limited to the Learning and Skills Council (LSC), prior to joining the Skills Funding Agency (Spring 2010). The rebranded service ‘Careers Advice’ encompassed the helpline and website, separating it from the learndirect learning centres.

Using the English rebranding as the catalyst, all the Careers companies participated in discussions to rename the Welsh helpline in order to better described the work in the welsh context and agreed on: ‘Learning and Careers Advice’ (LCA)

Following a management restructuring at Careers Wales Cardiff and Vale, since May 2009, the LCA department is now managed by the Post Education Youth & Adult Services Business Manager.

The helpline service offers free impartial learning and career information to individuals and businesses. Prior to 1 April 2001, the helpline service was available exclusively to the adult sector, but since 1 April 2002 it has been extended to an all age service. The helpline and course information database (Learning Choices) play an important role in supporting the development of Lifelong Learning. Partners such as WAG (which include DCELLS, Heritage Communications departments) and NIACE use the helpline to support their various campaigns to encourage learning and upskilling.

The telephone call plan is operated by Cable and Wireless. This means that any landline caller in Wales is routed to the Cardiff office, although landline calls in a few areas go to Manchester (because of border telephone code issues). All out-of-hours calls [9pm - 9am] are directed through to voice mail facility, enabling the centre to offer a 24-hour service.

Mobile phone callers using the 0800 number are automatically routed through to the Manchester or Leicester Careers Advice centres. Callers are either ‘hot-keyed’ through to the All Wales centre, as a seamless process or their details are taken and sent via email and processed accordingly.

Enhanced technology to support a welsh national centre along with enhancements to the MIS system and telephony system (additional lines and increased voicemail capacity) has continued to be crucial to ensure that clients have access to the best possible source of information and help. The call recording system is now an accepted part of daily business and crucial to driving forward continuous personal development. It is acknowledged that open dialogue with all companies is vital for the success and

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continuous improvement of the LCA service.

The Co-ordinator’s role has continued to develop and ensure continuity of service. Third party involvement has continued to play an important part in expanding the service across Wales, along with diversifying with new campaigns from new partners and further developing the longer term partnership activity. These require detailed Memorandum of Understanding’s to be drawn up between each partner organisation and compliance monitored. The Co-ordinator informs the six Careers Wales companies of campaign documents, advertising schedules. In addition, informing the English helplines and other relevant parties. (CW Adult Guidance managers, Wales Assembly Government, formerly Learning Skills Council now Skills Funding Agency ).

See [Appendix 1 – Memorandum of Understanding]WAG Change 4Life 2010.

DeliveryThe LCA helpline service is staffed Monday to Friday 9am to 9pm and Saturday mornings 9am – 12 noon. There is a mix of full-time and part-time staff with six Welsh speakers. The service is continually reviewing the staffing allocation model. Sometimes partner and campaign activity requires the helpline to extend opening hours to address TV adverts. In addition, temporary staff are recruited to increase capacity to cover peak activity periods to coincide for example with the Individual Learning Account Wales activity.

The helpline’s Christmas and New Year service was 29 th, 30th & 31st December 2009 10am – 4pm and resulted in 78 calls, voicemails, & emails. (20098/9 – 122 calls, voicemails, & emails; 2007/8 – 48 calls: 2006/7 – 51 calls:2005/6 - 46 calls).

Callers are able to select a preferred language of call and a further option of type of service (LCA general enquiry, ILA Wales call or Welsh for Adults). The option choices are displayed on the LCD panels of the adviser’s phone and therefore advisers are aware of which type of call they are receiving. With the ability to streamline calls, we are able to focus training to one initiative and therefore be more cost effective

Callers who leave messages are called back up to a maximum of three times alternating between daytime and evening to ensure maximum probability of contact. It must be noted that the English helpline do not do call-backs, they have a message to request callers to ring the service back.

The helpline advisers have access to a variety of resources, both electronic and paper-based. The packages available are Learning Choices Database (LCD), Exodus, Odyssey, Funderfinder, NVQ, Worldwide Volunteering, Key clips Keynotes and Business Opportunities (BOPs). For contingency purposes, helpline staff have a standalone laptop to act as a backup in case of electronic failure.

LCA Advisers are experts in using the LCD, which is their primary information tool and is used daily. Advisers discuss with the LCD staff the content and if the system is not performing as it should, they quickly inform them and Careers Wales Association

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(CWA) is contacted immediately. LCA advisers have been used in the past to pilot any proposed changes and valuable feedback has been obtained and used. This working relationship with LCD adds value to the helpline and adds to the quality measures already undertaken.

LCA Advisers regularly encourage callers to access the Careers Wales website and frequently talk through how to register and how to navigate the site and its contents. during their call, aiding the preparation prior to any AG contact, adding value to face-to-face guidance.

Guidance Referrals within Wales A revised approach to guidance Referrals was piloted in early 2007, for clients to be ‘transferred’ over the phone to a designated Adult Guidance adviser using the hot-key functionality. Instead of an adviser coming into the helpline on a designated day, calls were transferred to a convenient venue to the ‘duty’ careers company.  This proved to be successful providing a seamless service and also improving cohesive working. In January 2008, CW North West joined CW C&V, MG&P, Gwent & NE. To complete the week, calls requiring adult guidance on Fridays are transferred to the caller’s local careers area for an appointment to be made.

The duty guidance adviser is responding to an All Wales remit. CW NE agreed to pilot ‘email referral’. This involved the helpline adviser inputting the clients detail into Insight (CW C&V MIS) which is converted/formatted into an email and sent to the CW NE duty AG adviser. This way of interaction has proved very effective. The Insight record can be sent direct to a generic email inbox dedicated for this purpose and not necessary to retype client details into a separate email. Benefits include transfer of accurate client details and helpline advisers not tying up telephone lines.

During 2009/10 cover was provided by three companies. C&V 1 day, NE 0.5 day & Gwent 1.5 day per week.  Apr 09 – Mar 10 Planned cover = 141 days; Actual cover = 103 days

The total number of referrals for adult guidance in 2009/10 = 1716 (2008/9 = 2123; 2007/8 = 2020; 2006/7 = 904)

Referrals TableC&V Gwent Mid

GlamWest Mid Wales North

EastNorth West

SE Wales Helpline West Helpline

Mid Wales Helpline

North Helpline

2004/5 332 200 214 260 365 131 1612005/6 207 121 166 375 558 83 1032006/74 centre operation

38 nia 42 35

2006/71 centre operation

From 1/4/06

318

From 1/4/06

192

From 1/4/06

187

From 16/11/06

89

From 1/06/ 06

26

From 1/09/ 06

45

From1/09/ 06

472007/8 786 251 358 329 49 81 1082008/9 846 303 281 331 35 163 1642009/10 587 307 204 282 18 179 139

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Marketing The LCA telephone number is now used on numerous nationally produced publications. The LCA service benefits from national (not including Scotland) advertising campaigns and promotion activities funded by LSC (England) In addition partnership arrangements in Wales make good use of the helpline. Campaigns are run by NIACE Dysgu Cymru, several WAG/DCELLS departments (i.e. Bi-lingual Unit; Early Years and Business Team; ILA Wales Team; ReAct) proving that third parties interaction impacts positively on the work of the centre.

Quality Monitoring100% of all calls and 15% with screen capture are recorded. Rigorous Monthly QA consists of 3 calls per month to include 1 with screen capture per adviser whilst under probation, 2 calls per month per adviser whilst undertaking NVQ L3 in Advice & Guidance or for more experienced advisers 1 per month – i.e. 12 a year – LCA staff are monitored more than any other group of staff in CW. This will support the advisers professional development and highlight any training needs. Staff are also able to listen to their own calls. In addition, good practice calls have been identified and used as a training resource.

Benchmarking continues to take took place between assessors internally (LCA Co-ordinator & Supervisor & Quality Manager) and with several external assessors. This proved a very useful exercise to ensure standardisation of grading.

Calls can be monitored within minutes of closure – possibly a compliment on how a call was handled or a complaint on how call handled, caller being rude etc. There is the facility to identify particular calls and ‘mark’ for future reference.

Client Postal EvaluationEvaluation is carried out using postal questionnaires during April & June. Results continue to show overwhelming client satisfaction with the services provided through the helpline.

37% commenced training/education; (25% 2008/9 ) 52% increased their knowledge and /or understanding of careers options and

acted upon it; (42% 2008/9) 21% arranged an interview with a careers advisor (19% 2008/9) 96% would recommend the service to others (95% 2008/9) 94% received the information following their call with 3 days (80% 2008/9)

Training/ AwaydaysAll helpline advisers have attained or are working towards the NVQ Level 3 in Advice and Guidance. In addition, new staff have attended and successfully completed an Introduction to Guidance course.

All helpline advisers have attended a workshop on Referral to Careers Guidance to support the All Wales Guidance Standards. The aim of the training was to ensure LCA advisers understand the guidance model and to enhance the referral process to the career guidance services.

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In addition, training sessions have been arranged for Insight Client database developments and attendance at the annual departmental awayday.

Call PlanIn August, 1 emergency switch was required and all calls were switched immediately (using the Emergency Switch Call Plan) to the centres in England and remained with them till the following morning. This was made possible by having a good working relationship underpinned by having a Service Level Agreement with England

StatisticsCall Volume (No of Interventions Calls & emails) From 01 April 2009 to 31 March 2010, the number of interactions (calls & emails) were 36448. Although numbers are 13% down on the previous year – somewhat of an unusual year, the achievement compares favourably with 07/08, still showing over a 7% increase against 33827. –..* The processing of email enquires has been monitored and has identified that they require more time to respond to than a telephone enquiry.

All Wales TotalsHelpline SE Wales West Wales

Up to 15 Nov 06North WalesUp to 31 Aug 06

Mid WalesUp to 31 May 06

TOTAL

2006/7 23269 6007 1603 657 31536

2007/8Calls 32462 % v

2006/7Emails 1365Total no of Interventions 33827 + 7.3

2008/9Calls 39602 % v

2007/8Emails 2352Total no of Interventions 41954 +24

2009/10 Calls 35041 % v 2008/9Emails 1407

Total no of Interventions 36448 -*Investment by LSC in advertising has fell during this year, with no TV advertising commissioned and this has had impact to the call volumes. This trend has also been replicated to the Careers Advice Helpline in England – but to a greater extent (annual call volume 2008-2009 was 616,000, reducing to just 198,00 in first six months of 2009/10)

Evening Calls10.5 % of calls received between 5pm – 9pm (2008/9= 9.02%; 2007/8= 9.98 %)1.8 % of calls received between 9pm – 9am (2008/9=1.13%;2007/8 =2.05%)

Information recorded from clientsA computerised caller logging system is used (CW C&V Management Information system-Cognisoft Insight), to directly input caller details during a call - (a backup procedure is in place in case of computer failure). Insight has been enhanced to enable previous clients to be identified and therefore saving clients having to repeat their personal data each time and also build up a history of client contact with the company.

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A variety of Management Information can be obtained:- Gender, Age group, Employment status, what information is requested, current qualification held, what type of resource was used in providing the information, whether the call was conducted in Welsh, if a referral was required and to which organisation and date and time of call and where they heard about the service.

Calls handled through medium of WelshRecording of calls requested through the medium of Welsh as well as recording the actual number of calls handled through the medium of Welsh has continued this year.

76 calls were requested through the medium of Welsh of which 73 calls were handled through the medium of Welsh (130 for 2008/9; 230 for 2007/8; 166 for 2006/7) throughout the year. There is no explanation why there has been a decrease.

Hoax / Nuisance CallsDuring this year, there was a slight increase on hoax and nuisance calls received.

All Wales from 01/04/07SE up to 31/03/07

West North Mid

2009/10 662008/9 462007/8 732006/7 166 (0.71%) Up to 15/11/06

16 (0.26%) Up to 31/08/06

1(0.06%)Up to 31/05/06

nia

Referrals from England A referral process is in place between the English Call Centres - mainly for mobile calls to be referred to Wales for ‘local’ handling. During this year, the majority of the referrals were done by the English helpline via email interaction. 2009/10 – 156 calls were ‘hot keyed’ and 1319 caller details were sent via email resulting in a total of 1475. (38 % decrease). 2008/9 -156 calls were ‘hot keyed’ and 1319 caller details were sent via email with a total of 2379; 2007/8 - 237 calls were ‘hot keyed’ and 1225 caller details were sent via email with a total of 1462 (2006/7 – 825). Breakdown on previous years is 2006/7 169 hotkey and 656 email; 2005/6 – 229 hotkey & 877 email; 2004/5 – 580 hotkey & 719 email; 2003/4 – 117 email & 1325 hotkey. We continue to work hard with England to ensure the referral protocols are adhered to. LCA contact clients via the medium as requested by the English helpline’s emails. Normal practice, most would be contacted via email.

2009/10 2008/9 2007/8 2006/7Referrals to Wales from England 1475 2379 1462 1481

Referral SE Wales from Manchester & Leicester

825

Referral SE Wales to North Wales 79Referral SE Wales to South East Wales 481Referral SE Wales to West Wales 93Referral SE Wales to Mid Wales 3Other – Referred back to Manchester 0

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Outside the Welsh opening hours, Leicester and Manchester advisers will forward callers details via email or give the caller the choice of calling their local centre direct during opening hours.

Partnerships – use of the HelplineDuring this year partnerships have continued to be forged and broadened and are fundamental to the development of the service. Partners continue to recognise the value of the helpline – a resource available to them to support their campaigns – effective MTC collaboration. New partnerships have been encouraged as well as developing existing ones. Campaigns often require specific research to be undertaken to support involvement. Several partners produce supporting literature /DVD’s to support their campaigns and learndirect/LCA are able to include these in their information packs.

0800 100 900 continues to be the number of choice for campaigns in Wales by the Welsh Assembly & NIACE Dysgu Cymru

DCELLS – Department for Children, Education & Lifelong Learning (WAG)The partnership between LCA and DCELLS continues to grow from strength to strength. This is borne out of the increase of different departments within WAG wishing to work closely with the helpline to support the Lifelong Learning agenda. These are listed in the Campaign Involvement and Generic Marketing Section.

National Leadership & Innovation Agency for Healthcare [NLIAH]Regularly attend the Skills for Health Strategic meetings.

NIACE Dysgu Cymru Having worked with NIACE Dysgu Cymru virtually from the inception of the helpline’s operation, the working relationship continues to develop, particularly in relation to the Sign Up Season suite of activities (Adult Learners Week, Sign Up Now and Taking Control).

UfI/UfI Cymru(contract with Learning Skills Council(LSC) changed 1/4/2010 to SFA)Continued links via national helpline marketing

UfI learndirect Learning Centres and Access Points‘Local’ links continue to be strengthened and LCA helpline referral to the learndirect e-learning centres.

See Appendix 2– Campaign StatisticsNational Campaign Involvement and Generic Marketing 2009 /2010Adult Learners Week [May 2009 – June 2009]

SE/All Wales West North Mid Total2004/5 394 114 217 73 7982005/6 276 136 72 46 5302006/7 127 153 14 46 333

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2007/8 5322008/9 5692009/10 429

A campaign run in partnership with NIACE Dysgu Cymru, DCELLS and educational /careers organisations. Aimed at adults, encouraging them to participate in learning and broadening their learning opportunities.

Business in Wales [2009/10]Feature within the publication - Develop your workforce for top results No specific statistics identified.

Change 4 Life (Wales) [Feb 2009- ongoing]Individuals calls

Supporters calls

2009/10 70 31

A new phased campaign run in partnership with the Department of Health & WAG. Phase 1 is aimed at families to promote healthy eating and physical activity pursuits in order to tackle obesity.

Early Years Workforce Recruitment [On going]No of Calls

2007/8 7182008/9 3202009/2010 78

A campaign run by WAG to support the Foundation Phase to raise awareness of the employment opportunities within the childcare and early year’s sector. No specific advertising has taken place this year

Get On – Gremlins [On-going]SE/All Wales West North Mid Total

2004/5 94 18 82 20 2142005/6 44 0 0 8 522006/7 10 0 0 0 102007/8 192008/9 332009/10 62

Advertising was commissioned by partnership through LSC to encourage people who have basic skill needs to seek help. Often used as an infill by TV networks with dates and times unknown to the helpline.

See Appendix 3 - StatisticsILA Wales [On going]A campaign in partnership with DCELLS to assist financially with training costs for those who met the eligibility criteria.

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ILA W – An annual briefing takes place and it is an opportunity for the helpline staff to gain first hand knowledge of changes from the ILA Wales team and also to ask questions first hand.Client details are entered via the ILA W database using a secure web-link to the WAG server whilst the caller is on the line. If there are any technical issues which cause the database to be inaccessible, a standby procedure is invoked. The data is input as soon as systems are back up.

SE West North Mid Total2004/5 Applications sent out 3818 2057 1656 734 8265

Funding guides sent out 433 188 697 517 18352005/6 Applications sent out 4609 2375 1708 1067 9759

Funding guides sent out 137 172 143 604 10562006/7 Applications sent out 4746 1972 1470 723 8911

Funding guides sent out 162 77 31 40 3102007/8 Applications sent out 4264 2820 1928 779 9791

Funding guides sent out 1288 12882008/9 Applications sent out 12289 12289

Funding guides sent out 1852 18522009/10 Applications sent out 12804 12804

Funding guides sent out 1170 * 1170 **During the year an electronic version became available and callers are encouraged to view

[Ld Co-ordinator is able to identify the individual area breakdown of the application forms ONLY from the ILA Wales database.]

ILA Wales Application, funding or general requests (includes renewals, additional applications) make up 45.7% of helpline interaction (2008/9 – 37.9%; 2007/8 – 35.4%; 2006/7 – 28%; 2005/6 -21%) 7972 (62.3%) ILA W applications were returned completed to DCELLS (2008/9 – 7730[62.9%]; 2007/8 – 8404 [86%]; 2006/7 58.5%; 2005/6 64%; 2004/5 55%). Often callers, who have said their qualifications are within the criteria, decide not to proceed when faced with having to sign accuracy of content. There is an agreement between LCA & DCELLS whereby, if an advisers feels the caller may be qualified higher than they are saying, LCA will forward the callers details to DCELLS for them to be aware and to ‘look out’ for the application. Also if the caller is unsure of their eligibility, for them to apply and DCELLS can make a decision when faced with a completed application form.

7595 (95.3%) of returned applications were approved. This is an exceptionally high conversion rate – this identifies the high calibre of diagnostic skills of the helpline advisers. (2008/9 – 7323 (94.7%); 2007/8 - 5841 (69.5%); 2006/7- 136.7%* ;2005/6 94.4%; 2004/5 90%). * this statistic exceeds 100% because some clients use an application form from the previous year.

National Campaigns LSC [On going]SE – All Wales

2004/5 12112005/6 594

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2006/7 7972007/8 5622008/9 9642009/10 108

No TV Campaigns have been commissioned by LSC to promote the Careers Advice helpline across England, Wales and Northern Ireland

ReActThe Redundancy Action Scheme (ReAct) is a program of funding for training provided by the Welsh Assembly Government for people living in Wales who are facing redundancy. The scheme can also help Employers who are downsizing their business or are recruiting staff.

No of Calls2008/9 9252009/10 974

Specific Statistics collected for ReAct have broaden during the year and the following are captured: Under notice of Redundancy, Redundant in the last 6 months, as well as u/e < 6 months; u/e 6 – 11 months; u/e 12 – 23 months; u/e 24 – 35 months; u/e 36 + months

Sign Up Now [August – September 2009]A campaign partnership between Careers Wales, NIACE and DCELLS to support the drive for enrolments in September and extend the reach and impact of a range of activities. Callers often cannot be specific as to where they found out about the service as it has been a drip feed effect and they have seen the ‘0800’ number on several occasions and via several mechanisms (poster, word of mouth etc).

SE West North Mid Total2004/5 125 43 29 37 2342005/6 0 0 0 0 02006/7 1 centre 358 3582007/8 6 62008/9 337 3372009/10 429 429

Skills Campaign – (England) Ongoing)No of Calls

2007/8 1112008/9 162009/10 11

Campaign run by LSC, DfES and partners to improve the skills of England’s workforce at all levels for future employment, particularly at Level 2 (5 GCSEs A*- C or equivalent) by adopting a joined up positive approach to promoting learning, amongst employers and individuals

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Where Now 2009 [August 2009 – January 2010]A destination tracking initiative with DCELLS for Year 11, 12 & 13 students across Wales.

Helpline received 65 calls to support this. (2008/9 – 23; 2007/8 - 8)

Taking Control - Sign Up Now [January 2009]SE/All Wales West North Mid Total

2004/5 148 0 15 25 1882005/6 70 61 0 8 1392006/7 164 1642007/8 89 892008/9 190 1902009/10 1~ 1

~ This campaign was run in joint conjunction with Your Future, Your Choice Your Action

Run in conjunction with NIACE Dysgu Cymru and DCELLS to encourage take up of learning via Adult Education and Evening Classes.

Welsh for Adults [On going]No of Calls

2006/7 1502007/8 7212008/9 3642009/10 131

Working with the Bi-lingual Unit within DCELLS, to encourage the take up of the Welsh Language or improve existing skills.

Your Future, Your choice, Your Action2008/9 372009/10 182

This campaign acts as an umbrella to span a variety of activities to inform individuals about learning and training opportunities.

Careers Wales [Apr 08 – Mar 09] - Generic marketing SE West North Mid Total

2004/5 131 0 0 0 1312005/6 134 0 0 0 1342006/7 151 0 0 0 1512007/8 114* 1142008/9 138 1382009/10 265 265

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* The recording mechanism for recording these statistics can only collate a joint figure

The helpline logo and telephone number appears on all literature and publications produced by/for CW Cardiff and Vale and other Careers Wales literature where appropriate. In addition, it is also displayed on the mobile bus. During the year, the logo changed in line with the name change of the helpline and literature and publications are being updated through natural renewal. LCA and the Marketing team at CW C&V work closely together throughout the year to ensure maximum exposure.

To support the Adult Learners Week (ALW) in May an advert was placed on a video screen in Queen Street, as well as inclusion in the ALW editorial supplement in the Western Mail.A 4 week campaign ran during September/October. The artwork was designed in house and was used on buses - 250 street liners across Wales. The aim of the campaign was to generate more calls to the national advice line” in Wales as well as reinforce the link between Careers Wales and the helpline in the minds of the public.

During October a flyer was produced and circulated across CW companies Appendix 4

A 4 week campaign ran during February /March to promote the helpline, however the stronger message was wider exposure through the internet and to encourage email contact. This was achieved via the Media Wales website which hosted banner advertising along with an intermittent ad on the home page of their website

Regular Press Advertising Activity in SW Echo, Western Mail, Adult Learners Week supplement, Glamorgan Gazette, Wales On Sunday supplement, Tathan Spring 2009; Capital Times;, Welsh Business.com, Primary Times, Degree Track Wales, Business in Focus, Forward Wales, Cardiff & Barry Post; The Glamorgan Gem, Penarth Times, Barry and District News,Vale of Glamorgan Adult Education Brochure, Prevue Cinema Magazine, Vale News.

Careers Wales (Joint production)The number is often used on literature produced to advertise the Careers Online web site and within the site itself.

Future Involvement in Campaigns / PartnershipsContinued networking and partnerships working further strengthens activity with a longer term strategy with LCA helpline. This can only reinforce the joint venture approach and show how successful and beneficial this form of working can be for all parties.

DCELLS ILA WLCA has continued to play a major role in the Individual Learning Accounts Wales campaign. In June 2009, the helpline was informed that this scheme is part of the wider Fees Policy consultation. In March 2010, LCA received notification that pending

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the outcome of the full analysis of the consultation period the minister had decided for the scheme to continue to operate to 31 March 2011. [Further Update – Scheme will now close 30 September 2010]

The helpline acts as the frontline by diagnosing need and assessing eligibility against strict criteria, resulting in an application form being sent. The helpline continues to be the primary source for application forms across Wales sent out 12,804 applications this year to eligible callers [an average over the year of 36.5% of the call volume for specific application calls, equating to 5.5% increase on the previous year) .

EvaluationLocal ServiceLocal evaluation via a client questionnaire is conducted every year. A questionnaire is included when information is sent out to callers with a post paid return envelope. See Evaluation on Page 5.

Future DevelopmentsThe coming year the helpline service will continue to take forward the Welsh Assembly Government recommendations and support the Making the Connections directive by:-.

- adapting the helpline to support Skills That Work for Wales- reviewing guidance delivery/ referrals, strengthening an integrated service

approach as described in the Watts review of Careers Wales services.- marketing of the service- increase email enquiries - actively encouraging the use of Careers Wales Online - continuing to maintain standards and procedures and parity of service- assessment of Welsh calls- continuing to review the hours of operation in the light of the partners’

campaigns. The centres opening hours will reflect the demand from callers.- investigating how to develop the voicemail facility to the client management

system by recording phone numbers and digitising the message- monitoring the management system ensuring all client activity can be tracked- installing a pop up facility (CTI) activated by return callers will continue to be

developed- continuing to monitor the automated call queuing system- monitor referral of clients details by electronic methods acknowledging that

system compatibility is paramount - reviewing local evaluation procedure - utilising feedback information from users and informing partners and providers

of training information gaps and barriers.

We also aim to take a fresh look at our marketing, and investigate the use of different media to market services of LCA and Careers Wales, such as twitter and other social networking sites, together with live web chats. We are also planning on directing this years’ marketing towards organisations to encourage new partners to use LCA to front any of their campaigns.

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In response to the cessation of the ILA Wales campaign, we are working to re-focus the marketing and service delivery of LCA. Specifically, we will be implementing new ways of promoting Careers Wales and its services via the helpline, and aim to become the main contact number for all Careers Wales services. This is currently being trialled through three separate projects;

Promotion of LCA as the initial telephone contact number for redundancies across Wales using posters that are displayed at employer premises where employees are facing redundancies. This is currently being undertaken in Bosch, in partnership with CWMGP and all across Cardiff & Vale.

Promotion of LCA as the initial telephone contact for the Apprenticeship Matching Service – this is being done in the pilot areas of CWNW and CWW.

Promotion of LCA as main for all CW Cardiff and Vale services.

Reporting mechanismsLCA Co-ordinator ensures all careers companies are aware of the Learning & Careers Advice service, informing on progress, marketing requirements and disseminating campaign activity and attending appropriate meetings. The Co-ordinator continues to provide campaign information and referral MIS to the adult guidance managers

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Appendix

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Appendix 1]

Memorandum of Understanding Between

the Learning & Careers Advice Helpline and WAGChange4Life Campaign Feb 2010

ContactsPam Gilson, CW Cardiff & Vale, LCA Co-ordinator, Learning & Careers Advice Line, Cardiff (02920 906802) Pamela.Gilson@cardiffandvale.org.uk

Jayne Arthur, CW Cardiff & Vale, LCA Supervisor, Learning & Careers Advice Line, Cardiff (02920 906805) Jayne.Arthur@cardiffandvale.org.uk

Ruth Meadows, Head of Heritage Communications, WAG (02920 825962) Ruth.Meadows@Wales.gsi.gov.uk

Carys Hewitt, WAG (02920 826200) carys.hewitt@wales.gsi.gov.uk

WAG WAG to provide a briefing session (date to be arranged) prior to the campaign start (w/c 21st February 2010) to the LCA helpline staff and if possible give the LCA advisers an opportunity to view the TV ad via DVD( subject to the possibility of a pre-election period).

WAG to provide:-Briefing sheetDVD of TV advertisementCopy of Press advertisementsSupply of questionnairesTV slot times (Channel 4 & Digital stations)Copies of Welcome pack & Supporters Guide [for adviser use only)

WAG to investigate call divert for callers responding to the English campaign advertising who reside in Wales. To inform LCA Co-ordinator if/when set up.

WAG to provide LCA Co-ordinator/Supervisor of email details for encrypted client details spreadsheet to be sent. [Test email to be undertaken prior to campaign start]

WAG to inform LCA of any changes to the campaign immediately.

Learning & Careers Advice Helpline (LCA)

1

LCA Co-ordinator to provide contact details for inclusion on appropriate marketing materials ( logo and telephone number style) LCA Co-ordinator to ensure the ‘Change4Life’ details are programmed into the CW Management Information System ‘Insight’

LCA Advisers to familiarise themselves with the campaign details, diagnose calls and respond appropriately, requesting caller details (Individuals or Supporters) and input into Insight (CW C&V MIS). LCA Advisers to send out individuals’ questionnaire 2nd class postage [LCA Co-ordinator to inform WAG of item postage cost]

LCA to inform WAG immediately of any problem with receiving / responding to calls

LCA Advisers need to inform callers their details will be forwarded onto the mailing house for their welcome pack to be dispatched.

LCA Supervisor to send twice weekly (every Monday and Thursday morning) encrypted information to Lateral Group. [Test email to be undertaken prior to campaign start]

LCA to ensure that Careers Advice England are aware of the campaign and ensure that callers are referred to Wales

LCA will not be required to collect any data for evaluation purposes.

LCA to forward details of supporters and partners to Lateral Group to distribute Local Supporters Guide once a week (Monday morning).

Media PromotionTV (ITV & S4C)TV Advertising will take place for 2 weeks from w/c 1 March 2010Newspaper Publicity will take place w/c 1 March 2010WAG to provide list and timings. WAG to provide DVD of advert for LCA staff to familiarise with content

MaterialsWAG to provide marketing materials with the Learning & Careers Advice Helpline number on and email address and ensure timely delivery to the LCA site prior to campaign start.

MIS / Statistics LCA will generate statistics monthly covering:-

total number of campaign calls how heard of initiative regional breakdown

The LCA centre will forward monthly - total helpline headline figures and volume statistics to Ruth Meadows/Carys Hewitt by the 5th working day.

2

LCA Supervisor to provide names, addresses & telephone number & what information requested. Client details will be encrypted (Excel format) on all occasions.

ComplaintsLCAAny complaints received will be handled in line with CW Cardiff and Vale complaints procedure.

If a complaint is a non-LCA complaint, the details will be passed to Ruth Meadows or Carys Hewitt to investigate.

WAGIf a complaint is received regarding the LCA service, WAG are to forward all details to Pam Gilson who will investigate.

Postage CostsWAG to pay for postage costs of questionnaire and any other relevant information sent to clients after telephone/email interaction with LCA advisers.

CW C&V Finance department will invoice monthly. WAG to provide relevant details to Pam Gilson.

Signed …………………………………… Date ……………………(Ruth Meadows - WAG)

Signed …… Date …4/2/2010…………………

3

Campaign Statistics 2009/10 [Appendix 2]

Month ILA

W

App

&

Ano

ther

App

ILA

W F

gui

des

ILA

W o

ther

Wel

sh fo

r Adu

lts

Early

Yrs

- Pl

ay

Lear

n G

row

SIG

N U

P SE

ASO

N

(ALW

,Tak

ing

Con

trol

,SU

N

LSC

Eng

lish

Hel

plin

eSk

ills

Cam

paig

n in

cl

Get

Mod

App

CW

Loc

al

Cam

paig

ns

ReA

ct

whe

re n

ow

UfI

Cym

ruC

4L W

ales

- in

divi

dual

C4L

Wal

es -

Supp

orte

rs

Get

On

Youn

g R

ecru

its

OU

Uni

v G

lam

Jobs

erve

Your

Act

ion

,You

r C

hoic

e , Y

our F

utur

e

ld O

nlin

e co

urse

s

Apr 714 84 96 3 16 0 13 0 7 6 109 0 0 0 0 1 0 0 0 58 2

May 753 106 140 7 1038

3 14 0 15 12 93 0 0 0 0 0 0 0 0 18 69June 1074 131 244 4 10 45 15 0 8 10 90 1 0 0 0 0 0 0 0 2 1Jul 1348 96 349 2 2 0 30 0 7 12 126 0 0 0 0 3 0 0 0 0 3Aug 1419 115 465 1 7 0 11 11 12 8 94 33 0 0 0 5 0 0 0 0 3Sep 2774 118 602 1 8 0 3 0 18 34 67 31 0 0 0 1 0 0 0 19 1Oct 795 86 126 2 4 0 2 0 5 28 59 0 9 0 0 29 1 0 0 5 2Nov 749 64 130 2 0 0 1 0 5 27 76 0 0 0 0 10 2 0 44 0 0Dec 464 43 69 3 1 0 1 0 2 9 30 0 0 0 0 1 1 0 0 2 0Jan 850 112 120 96 5 0 7 0 5 27 80 0 0 0 0 4 3 0 0 38 3Feb 800 113 117 6 7 0 1 4 5 38 66 0 0 1 2 4 11 0 0 22 1Mar 1064 102 206 4 8 1 16 54 9 54 84 0 0 69 29 4 3 1 0 18 11

TOTAL 12804 1170 2664 131 7842

9 119 69 98 265 974 65 9 70 31 62 21 1 44 182 96

1

Comparison LEARNDIRECT WALES FIGURES 2003 – 2010 Appendix 3

2

      Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Total

Monthly ld Headline

2003/4       4882 8360 8086 4290 2925 1971 3756 3133 4275 41,6782004/5 2506 3891 3818 4641 4609 6678 3277 2871 1386 4347 4179 3936 46,1392005/6 3017 3607 3369 3976 6771 7379 3182 2640 1263 3716 3094 3808 45,822

    2006/7 2325 3716 2909 2672 4314 4663 1941 1599 920 2371 1975 2131 31,536    2007/8 1670 2399 2250 3236 5003 5013 2506 2323 1048 3453 2645 2281 33,827    2008/9 2587 3134 3543 3998 4555 6396 3032 2496 1587 4588 2902 3136 41,954    2009/10 2911 2739 2928 3213 3450 5544 2213 2018 1444 3459 2752 3777  36,448

                            240,956

ILA Wales Applications

2003/4       955 2521 2740 568 321 208 506 357 418 8,594

2004/5 275 306 564 999 1137 2138 537 377 202 547 630 553 8,265

2005/6 503 398 558 902 1606 2237 665 536 288 715 653 698 9,759    2006/7 458 633 777 800 1463 1734 577 447 250 637 521 614 8,911    2007/8 418 616 863 940 2062 1949 584 400 232 668 580 479 9,791    2008/9 561 547 1030 1093 1755 2301 808 715 491 1202 809 977 12,289    2009/10 686 722 1015 1282 1324 2608 764 723 443 812 786 1038  12,203

                            69,812

Number of funding

guides issued

2003/4       496 1498 846 621 445 77 138 92 118 4,3312004/5 85 213 120 307 244 349 91 74 33 69 109 141 1,8352005/6 70 88 73 105 177 257 109 31 32 47 34 33 1,056

    2006/7 20 50 16 50 78 57 8 8 5 9 4 5 310    2007/8 6 25 46 27 194 223 122 148 75 160 132 130 1,288    2008/9 130 148 190 163 247 187 133 103 106 173 123 149 1,852    2009/10 84 106 131 96 115 118 86 64 43 112 113 102 1,170

                            10,672

No of Applications returned to DCELLS No of Applications Approved by DCELLS

2003/4 4606 54% 2003/4 4352 95%2004/5 4561 55% 2004/5 4066 90%2005/6 6247 64% 2005/6 5894 94.40%2006/7 5214 58.50% 2006/7 7126 136.70%2007/8 8404 86% 2007/8 5841 69.50%2008/9 7730 62.9% 2008/9 7323 94.7%2009/10 7972 65.3%   2009/10 7595 95.3%

3

Appendix 4

1