Sustained Awareness for Lift & Escalator Careers

LEIA is the trade association and advisory body for the lift and escalator industry, formed in 1997 by the merging of two long-standing associations with a history dating back to 1932. With a membership covering some 85% of the lift and escalator industry, LEIA represents a single voice for the sector.

LEIA members supply passenger and goods/service lifts, stairlifts, homelifts, lifting platforms, escalators, passenger conveyors and a range of component parts for such products. LEIA members also undertake the maintenance of over 250,000 products falling within the scope of the Association

The Challenge

The Lift and Escalator Industry Association (LEIA) reached out to Breckenridge to support them with a vital initiative linked to the objectives of the Association and Government skills gap agenda.  To raise awareness of careers, specifically Apprenticeships, in the Lift & Escalator Industry.

The primary aim is to raise awareness of Apprenticeships and highlight the benefits of an often-overlooked Industry, give access to useful resources to help people make informed career decisions and support them with finding and applying for Apprenticeships with Lift Companies.

The secondary aim is to make the most of the referrer audience - teachers, parents and acquaintances that help steer young people.

The Solution

Breckenridge designed and built a digital hub of information www.liftcareers.co.uk and new social channels aimed at Apprentices.

It showcases the benefits of joining the Industry and of Apprenticeships as well as real-life success stories. A knowledge area provides blogs, guides and infographic resources, and users can search for and contact Industry employers looking for Apprentices. 

We support LEIA year-round to keep their website and social channels up-to-date with new content and to engage even more people, we have most recently created an online personality quiz.

In addition we continuously reach out to new audiences by managing Facebook and YouTube advertising as well as organising attendance at events - notably The National Apprenticeship Show.

The Results

After successfully supporting LEIA to launch a new platform and gain new followers during the challenging times of Covid, we’re continuously improving results, engagement and awareness YoY with a similar annual budget.

50%+ increase in website traffic YoY
60% new users are 18-24 years old their primary audience
40% new users are female a big win for a usually male-dominated industry
1500+ new social followers since launch
1.5m reached with targeted awareness advertising
550+ people looking for careers, sent on to member organisations

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