Seta gears up its marketing with Horizonworks

January 4, 2016

When Washington-based training provider, Seta, needed to rebrand and raise its profile, it turned to strategic marketing company Horizonworks for support. Here, we find out how Horizonworks is helping Seta attract new apprentices and course delegates, and engage more effectively with employers

Not-for-profit Group Training Association Seta was established over 40 years ago to service the needs of engineering businesses. In an economy where there is huge demand for engineering skills, its services and capabilities have never been more important.

A registered charity, Seta has a strong track record of delivering apprenticeships, traineeships and standard and bespoke commercial training courses in subjects including mechanical engineering, welding, electrical engineering and health and safety. It also recently launched a range of business and professional apprenticeships, helping young people gain skills in areas such as management, administration and customer service.

As an established training provider which works with major companies such as National Oilwell Varco, Grundfos and Nissan, Seta felt its brand and marketing presence was outdated and didn’t fully convey its experience and depth of training capabilities. Seta approached strategic marketing company Horizonworks to help create a new brand and website that would appeal to its target audiences of prospective apprentices, employers and potential course delegates.

Horizonworks has substantial experience in strategic marketing for the engineering and manufacturing sectors, with clients including Billingham-based pump distributor and manufacturer Tomlinson Hall and powertrain systems developer Hyperdrive Innovation. It has also worked in the education and skills sector, and boasts a firm grasp of the skills landscape due to its work for organisations such as the North East Local Enterprise Partnership.

Horizonworks developed a range of key messages for Seta, which are now utilised across its marketing activities, and created a fresh new brand and visual style designed to appeal to the organisation’s target audiences, based around the strapline ‘shaping workforces, engineering the future’.

Newcastle-based Horizonworks also designed a new website for Seta (, implementing the new brand and visual style; the website features an online apprenticeship application system, comprehensive course information, news and downloadable content.

To ensure Seta connected with target audiences, a large focus was placed on case studies featuring employers, apprentices and former apprentices – this was accompanied by striking photography. Banner stands, brochures and additional marketing material was created in order to aid Seta’s business development at exhibitions, networks and events.

Due to the success of the new brand and website, Horizonworks was commissioned to act as the full service marketing division for Seta, helping deliver its full marketing strategy. During 2015, Horizonworks has supported Seta in raising its profile regionally and nationally with public relations campaigns focused on regional and trade press, social media activity and digital marketing initiatives.

Managing director of Horizonworks, Samantha Davidson, comments: “We’ve been delighted to support Seta in reaching more young people and employers, and promoting its training capabilities.

“Seta provides a launch-pad for careers in a wide range of disciplines, as well as helping to up-skill and cross-skill the region’s workforces. It has played a major part in the success of many companies from across the North East – from micro-businesses to multinationals – and is making a vital contribution to closing the skills gap.”

Robin Lockwood, chief executive of Seta adds: “Horizonworks was recommended to me by a third party, and I would have no hesitation in recommending the company to others. The team listened carefully to what we wanted; showed a good understanding of our sector, and translated the brief into a series of deliverables that we were extremely pleased with.

“As a small business with no internal marketing team it is good to know we have a responsive and dependable external team, that we can rely on and we continue to use on a regular basis.”

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