Integrated campaign proves Gloucester Works Several Gloucester job seekers have been featuring in a city-wide poster campaign to inform local residents how to get personalised support from Gloucester Works to improve their job prospects – the latest element of an integrated campaign devised by Target. With major funding from the Learning and Skills Council, via its European Social Fund, and the South West Regional Development Agency, Gloucester Works is a unique initiative managed by Gloucestershire First in collaboration with other City partners, designed to meet the jobs and skills needs of workers and local employers. Launched in the autumn of 2008, Gloucester Works offers free training opportunities for local people to help them to achieve the qualifications and skills they need to move into long term employment, or improve the prospects of those already in employment to progress up the job ladder. Established to help local people make the most of opportunities arising from the City's regeneration and associated job creation, the assistance from Gloucester Works has proved all the more vital in the light of the recession. Gloucester Works also works closely with local businesses providing advice and guidance about how to access free training for staff, tailored to their development needs. A separate execution of the campaign targets businesses, encouraging firms in Gloucester to help beat the downturn and get the skills and development support they need to take their organisations forward. Ahmed Goga, Director of Gloucester Works says, "We want to make sure that residents and local companies know that Gloucester Works is here to help, so we're delighted that several businesses and job seekers are giving prominence to the campaign and telling their stories. "From day one in developing our marketing communications strategy, Target has understood the need to make Gloucester Works 'real', creating impact and clear messages that cut through the confusion that the public can often feel about public sector initiatives. "Dealing with two sides of the coin – job seekers and employers – requires care and focus. The integrated approach from Target has been vital in steering through the subtleties of the task." Target created the Gloucester Works brand identity, website, marketing literature, an outdoor campaign and ongoing PR coverage.

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