LIFETIME TRAINING

Growing brand reputation for leading apprenticeship provider

60+

media articles in key markets

thought leadership campaigns created for cut through

28%

growth in share of voice

100%

leading voice on apprenticeships

Our strategic partnership with AMBITIOUS has been key in helping Lifetime navigate a dynamic and complex market. Their continued support has ensured Lifetime has developed a more strategic and proactive approach to our external messaging and PR activities. This collaboration has yielded tangible results, including a substantial increase in share of voice, improved media relations, and enhanced brand sentiment which has ensured we maintain a credible and influential voice within the evolving apprenticeship and training landscape.

Mike Spurr,
Group Director of Marketing

Working as strategic communications partners to strengthen Lifetime’s industry positioning

INSIGHT

Lifetime Training is the UK’s largest apprenticeship training provider, delivering learning solutions to over 15,000 people annually. Working with some of the country’s largest employers, Lifetime is at the forefront of addressing skills gaps, supporting social mobility, and shaping workforce development.

Despite its market leadership, Lifetime faced challenges in ensuring its external positioning matched its reach and impact.
The organisation needed to solidify its corporate reputation, enhance its share of voice, and establish itself as an authoritative voice in policy discussions.
AMBITIOUS was appointed to support Lifetime’s Education and Skills PR Strategy, with a focus on media relations, corporate positioning, and stakeholder engagement.

IDEAS

To achieve Lifetime’s communication goals, AMBITIOUS developed an integrated content approach rooted in thought leadership, sector engagement, and compelling storytelling. The tailored PR strategy comprised of:

Developing core messaging pillars aligned with Lifetime’s mission and the evolving external landscape to unify Lifetime’s external positioning.
Developing targeted content for priority sectors, leveraging internal experts to generate industry-specific insight.
Providing senior counsel, guiding Lifetime’s external positioning on key milestones such as leadership changes and policy shifts.
Managing relationships with Tier 1 media to ensure consistent, high-impact coverage.
Establishing a rapid response framework, enabling Lifetime to contribute expert commentary on pressing industry issues, including apprenticeships, skills shortages, and social mobility.
Deploying impactful case studies demonstrating the power of skills training for individual lives as well as businesses.

National campaign activation including:

‘The Big Thank You’ celebrating the contribution of apprentices during National Apprenticeship Week, showcasing the impact of training programmes through compelling case studies.
Off the Job – A lobbying campaign aimed at challenging the perception of ‘off-the-job’ training, influencing government discussions through qualitative employer interviews and sector engagement. Collaborated with employer partners to amplify endorsements, positioning Lifetime as the go-to expert for apprenticeship training and employer-led skills solutions. Delivering a proactive and responsive press strategy, securing Lifetime’s voice in national and trade media including within priority sectors such as Care and Hospitality.
Working closely with employer partners, industry bodies, and policymakers to shape Lifetime’s influence in the apprenticeship space. Ensuring Lifetime had a distinct voice in debates often dominated by broader organisations (e.g., AELP), carving out its own authoritative stance.

IMPACT

Outcomes

Over 60 pieces of media coverage across national, trade, and sector press, elevating Lifetime’s profile in key markets.
Secured feature placements in Tier 1 media, strengthening Lifetime’s credibility among policymakers and industry stakeholders.
Successfully collaborated on two major campaigns over the period, reinforcing Lifetime’s leadership in apprenticeships and training.
Strengthened stakeholder alignment, ensuring messaging consistency while giving Lifetime its own distinct voice within the broader policy landscape.

Outtakes

Increased engagement with policymakers, employer partners, and industry stakeholders through targeted communication efforts.
Lifetime became a go-to commentator on apprenticeships, regularly quoted in media discussions on skills and workforce development.

Impact

Share of voice increased from 7% to 28%, making Lifetime the most visible provider in its competitor set.
Enhanced brand trust and credibility, with Lifetime now seen as a key influencer in skills policy discussions.
Strengthened industry positioning, ensuring Lifetime’s voice is heard in debates shaping the future of apprenticeships.

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