Apt - Making it Work final report

Part Three - Project Marketing and Communications Activity

Aim

The materials and activity were designed to raise awareness of the project and encourage engagement with targeted employers, specifically looking to recruit up to 20 medium to large employers from the private or third sectors who were based and/or operating in Scotland. As the project had a delayed start the marketing activities had to be carried out quickly but we are broadly satisfied with the results as we were able to recruit a sufficient number of employers with a variety that allowed us to carry out activities and test ideas.

We have used this section of the report to highlight the resources we developed with some narrative on how they were used.

Branding and Website

Prior to any marketing activity the brand style was developed and the Apt website content was over-hauled to bring it up to date – specifically the creation of a Making It Work landing page for future communications.

Campaign Landing Page:

Campaign landing page on the Apt website.

Marketing and Communication Methods

As the project was not to be announced ahead of the official Scottish Government launch, the materials created were designed to be support tools to be used in direct communications between the Apt Project Coordinators and the targeted employers.

Leaflet text: “We’re offering fully funded advice, support and training to medium-large employers in Scotland to help you make your workplace more inclusive for disabled people. Boost your employee satisfaction, productivity and reputation. Get Started www.apt.suse.org.uk.”

Additionally, a Communications Pack with ready-to-use messages and alternative graphics was developed in preparation for the communications embargo being lifted.

Following the official launch, the project was announced and scheduled post went out across the SUSE and Apt Scotland Facebook, LinkedIn and X pages from August 2025.

We’ve included examples of the message content below at each stage of the campaign:

1: Example project announcement message

2: Example recruiting employers message

3: Example sharing facts/recruiting employers message

The project was announced in the September SUSE e-bulletin and the Communications Pack was issued to all comms contacts in October 2025.

Feedback on Communications Pack:

“Thanks for sending this on. Your comms packs are always so well laid out and user-friendly – and the project sounds extremely worthwhile.” DYW North East.

Example Social Media posts from August 2025

1: Example project announcement message

“We’re excited to announce a new Apt Scotland project. Apt Making It Work, led by SUSE and funded by the Scottish Government, helps employers across Scotland build inclusive workplaces for disabled people and those with long-term health conditions – boosting retention, confidence, innovation and economic inclusion.

We are funded to offer practical support and training for up to 20 employers in Scotland. Ultimately reducing economic inactivity and contributing to reducing the #DisabilityEmploymentGap.

Each participating business will receive bespoke recommendations, training and practical support. The range of activities will ensure employers expand their knowledge, gain confidence and create workplaces that work for everyone.”

2: Example recruiting employers message

“Are you a medium or large employer in Scotland?

Apt Making It Work, led by SUSE, is here to help you create an inclusive and innovative workplace.

Fully funded by the Scottish Government – receive practical support and training.

Let’s work together to close the #DisabilityEmploymentGap.”

3. Example sharing facts/recruiting employers message

“Did you know?

Only 50% of disabled people in Scotland are in employment.

SUSE is helping employers change that with Apt Making It Work.

It’s fully funded and tailored for your business.

Expand you knowledge, gain confidence and create workplaces that are truly inclusive for disabled workers.”

The SUSE e-bulletin is distributed on a monthly basis to 400 stakeholders. We also maintain and Open CRM database of 1400 contacts.

We presented on the project to a wide range of audiences and used our contacts in Local Employability Partnerships and SLAED to promote the project and recruit employers. We estimate that 16 presentations were delivered. We also had 1-to-1 meetings with 14 LEPs that allowed us to promote the project.

Employer recruitment for this type of project is very labour intensive. Following an initial contact and enquiry it typically required several meetings over a number of months to get an employer to sign up. This is particularly the case in the private sector where there are usually several layers of management to navigate to get the go-ahead. We had fed this back to Scottish Government after the completion of the Apt Disability Employment Gap Public Social Partnership (PSP), a government funded project we delivered with an extensive group of partners between 2020 and 2024. Apt Public Sector Partnership Report and Evaluation 2023:

While we recognise that the delays to the commencement of the Making It Work project may have been unavoidable this undoubtedly hampered our ability to recruit new employers in the timescale available and restricted the time we could work with them from 12 months to 6 months.