As part of National Apprenticeship Week 2021, Crewe based Swansway Group is celebrating all the ground-breaking work delivered by their award-winning Digital Marketing Apprenticeship Programme. In October 2020, Swansway Group beat off competition to win the Business Initiative of the Year award at the 13 th annual Auto Trader Retailer Awards for its work in introducing a Digital Marketing Apprentice programme.

The Auto Trader Retailer Awards recognise the very best in automotive retail, with the Business Initiative of the Year award presented to three retailers that have successfully introduced a strategic business initiative and demonstrated its impact on the company. Swansway won the category for retailers stocking over 100 cars. The award was judged by an independent panel of senior executives from Google and Rightmove, as well as global media agency The Specialist Works, and automotive recruitment specialists Ennis & Co.

Commenting on the award win, Auto Trader’s Sales Director, Darren Moon said:

“Swansway has clearly recognised the importance of digital in the car buying journey with their successful Digital Marketing Apprenticeship Programme. Our award judges praised Swansway’s investment in their business in what’s been a challenging period through the creation of a programme that not only provided employment opportunities for young people, but that also demonstrated their commitment to enhancing the broader digital consumer experience”

As a result of the global pandemic, each apprentice had to adapt their approach and working day quickly to meet the changing circumstances. And in a manner that could not have been foreseen, these roles became even more vital to the success of the business, helping to replicate some of the traditional car showroom virtually through the use of photography and videography. Therefore the expectations of those in these demanding Digital Marketer roles has never been higher.

John Smyth, Swansway Group Director, commented:

“As we enter further into a digital age, our focus must continue to lie with our online presence, just as much as our physical presence in our showrooms. Our digital forecourt became of even more importance during the pandemic when people remained home and online. The Digital Marketing Apprenticeship programme began January 2019 as a completely new role to Swansway Group, recruited based on a new skill set of attention to detail, verbal and written skills. The role involves seeing a vehicle into stock, through to evaluating live adverts on classified sites with consideration to images, videos and description writing.

Our increased efforts in merchandising our new and used cars online in a professional, consistent manner with the support of our Digital Merchandising team has allowed us to adapt to the changing climate and maximise on increased online search as well as a greater demand to transact online.”

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