Following a competitive pitch process, we were selected to support JTL, one of the largest work-based learning providers in England and Wales, with creative design for its National Apprenticeship Week campaign earlier this year.
JTL works with over 3,800 businesses from large corporations to small local suppliers, and is currently training more than 8,000 electrical apprentices and plumbing and heating apprentices at 15 dedicated training centres – more than any other training provider in the building services engineering sector.
Its National Apprenticeship Week (NAW) campaign in February needed to appeal equally to those considering an electrical or plumbing and heating apprenticeship as well as potential employers. For the last few years JTL has created a promotional campaign during NAW and with Harris’ help, the NAW 2026 campaign was one of the most successful to date.
We worked closely with JTL on the overall strategy and brand direction for the campaign. It needed to stand out against a sea of NAW content, including the increase in AI generated content being published, to cut through and appeal directly to learners and employers.
Our design team came up with campaign creative – ‘Powering your Future’. We then developed a full range of design collateral to support JTL’s dedicated social media campaign as well as flyers and pull-up banners for several live events including exhibitions. We kept the design and messaging consistent across each element while ensuring the design was tailored to suit for each different platform. We developed the campaign into two distinct identities – designed to appeal directly to either learners or employers.
One of the key aims of the ‘Powering your Future’ campaign was to increase applications from learners. The results show that the campaign successfully drove high-quality traffic, with 12,091 landing page views, meaning approximately 96.3% of overall clicks reached the website.
The number of applicants for JTL apprenticeship courses from the months leading up to the campaign (from August 2025 to January 2026) followed a similar pattern to previous years. But once the campaign rolled out in February 2026 applicant figures tracked noticeably higher than for the same period last year. In fact, JTL recorded a 62.4% uplift in applicants in February and 70.8% in March compared to the same period in 2025.
“Working with Harris on our National Apprenticeship Week campaign was a really positive experience. From the outset, they took the time to understand JTL, our audiences and what we were trying to achieve, then translated that into a creative concept that felt fresh, distinctive, and relevant to both potential apprentices and employers.
The team was collaborative and responsive throughout the process, and we were particularly impressed with how they developed the campaign across a wide range of channels and formats while maintaining a strong, consistent identity. The ‘Powering your Future’ campaign gave us a clear and engaging platform for National Apprenticeship Week and helped our content stand out during an incredibly busy and competitive period.
Most importantly, the campaign delivered strong results, contributing to a significant increase in apprenticeship applications compared with the previous year. Harris were a pleasure to work with and their creative expertise played an important part in making the campaign one of our most successful National Apprenticeship Week campaigns to date.”