Digital Marketing Programme

Introduction and overview

This document explains the requirements for end-point assessment (EPA) for the content creator apprenticeship. End-point assessment organisations (EPAOs) must follow this when designing and delivering the EPA.

Content creator apprentices, their employers and training providers should read this document.

An approved EPAO must conduct the EPA for this apprenticeship. Employers must select an approved EPAO from the Education and Skills Funding Agency’s Register of end-point assessment organisations (RoEPAO).

A full-time apprentice typically spends 15 months on-programme (this means in training before the gateway) working towards competence as a content creator. All apprentices must spend at least 12 months on-programme. All apprentices must complete the required amount of off-the-job training specified by the apprenticeship funding rules.

This EPA has 2 assessment methods.

The grades available for each assessment method are:

Assessment method 1 - project or campaign evaluation report, presentation of additional/new content and questions:

• fail
• pass
• distinction

Assessment method 2 - professional discussion underpinned by a portfolio of evidence:

• fail
• pass
• distinction

The result from each assessment method is combined to decide the overall apprenticeship grade. The following grades are available for the apprenticeship:

• fail
• pass
• merit
• distinction

EPA summary table

On-programme (typically 15 months)	The apprentice must complete training to develop the knowledge, skills and behaviours (KSBs) of the occupational standard. The apprentice must complete training towards English and maths qualifications in line with the apprenticeship funding rules. The apprentice must compile a portfolio of evidence.
End-point assessment gateway	The employer must be content that the apprentice is working at or above the occupational standard. The apprentice’s employer must confirm that they think the apprentice: is working at or above the occupational standard as a content creator has the evidence required to pass the gateway and is ready to take the EPA The apprentice must have achieved English and maths qualifications in line with the apprenticeship funding rules. For the professional discussion underpinned by a portfolio of evidence the apprentice must submit a portfolio of evidence. The apprentice must submit any policies and procedures as requested by the EPAO.
End-point assessment (typically 3 months)	Grades available for each assessment method: Project or campaign evaluation report, presentation of additional/new content and questions fail pass distinction Professional discussion underpinned by a portfolio of evidence fail pass distinction Overall EPA and apprenticeship can be graded: fail pass merit distinction
Re-sits and re-takes	Re-take and re-sit grade cap: pass Re-sit timeframe: typically 2 months Re-take timeframe: typically 3 months

Duration of end-point assessment period

The EPA is taken in the EPA period. The EPA period starts when the EPAO confirms the gateway requirements have been met and is typically 3 months.

The EPAO should confirm the gateway requirements have been met and the EPA should start as quickly as possible.

EPA gateway

The apprentice’s employer must confirm that they think their apprentice is working at or above the occupational standard. The apprentice will then enter the gateway. The employer may take advice from the apprentice's training provider(s), but the employer must make the decision.

The apprentice must meet the gateway requirements before starting their EPA.

These are:

• achieved English and maths qualifications in line with the apprenticeship funding rules.
• for the professional discussion underpinned by a portfolio of evidence the apprentice must submit: portfolio of evidence

Portfolio of evidence requirements:

The apprentice must compile a portfolio of evidence during the on-programme period of the apprenticeship. It should only contain evidence related to the KSBs that will be assessed by this assessment method. It will typically contain 10 discrete pieces of evidence. Evidence must be mapped against the KSBs. Evidence may be used to demonstrate more than one KSB; a qualitative as opposed to quantitative approach is suggested.

Evidence sources may include:

• content created or showreels
• work products
• contribution or response to brief
• reference materials and research undertaken
• workplace documentation and records, for example workplace policies and procedures
• colleague feedback, witness statements

This is not a definitive list; other evidence sources can be included.

The portfolio of evidence should not include reflective accounts or any methods of self-assessment. Any employer contributions should focus on direct observation of performance (for example, witness statements) rather than opinions. The evidence provided should be valid and attributable to the apprentice; the portfolio of evidence should contain a statement from the employer and apprentice confirming this.

The EPAO should not assess the portfolio of evidence directly as it underpins the discussion . The independent assessor should review the portfolio of evidence to prepare questions for the discussion . They are not required to provide feedback after this review.

The apprentice must submit any policies and procedures as requested by the EPAO.

Order of assessment methods

The assessment methods can be delivered in any order.

The result of one assessment method does not need to be known before starting the next.

Project or campaign evaluation report, presentation of additional/new content and questions

Overview

The project or campaign evaluation report requires the apprentice to produce an evaluative report based on a project or campaign that the apprentice has contributed to, and developed content for, in the last 6 months leading to gateway. It gives the apprentice the opportunity to demonstrate the KSBs mapped to this assessment method.

The project or campaign will have met the needs of the employer’s business and be relevant to the apprentice’s occupation and apprenticeship.

This assessment method has 2 components:

• project with a project output (project or campaign evaluation report)
• presentation with questions and answers (presentation of additional/new content)

Rationale

This EPA method is being used because:

• it tests knowledge and skills holistically and reflects the work undertaken in the occupation
• It enables the demonstration of knowledge and skills through the creation of the report and presentation
• it is cost-effective
• it ensures valid, reliable and authentic assessment
• it replicates the requirement to evaluate campaigns, develop content, pitch ideas and continuously improve in the workplace. The end-to-end content creation process would take too long to be observed and then evaluate
• it enables a broad range of knowledge, skills and behaviours to be tested along with their depth of understanding

Component 1: Evaluative report

Delivery

The project or campaign evaluation report, presentation of additional/new content and questions must be structured to give the apprentice the opportunity to demonstrate the KSBs mapped to this assessment method to the highest available grade.

The apprentice’s project should be based on the following:

• the evaluation of a project or campaign that the apprentice has contributed to, and developed content for, in the last 6 months leading to gateway.

The EPAO must confirm that the apprentice has completed a project from which they can produce an evaluative report and additional/new content.

The project output must be in the form of a report.

The apprentice must start the evaluative report after the gateway. They must complete and submit the to the EPAO by the end of weekreport 4 of the EPA period. The employer should ensure the apprentice has the time and resources, within this period, to plan and complete their evaluative report. The apprentice must complete their evaluative report and the production of its components unaided.

The apprentice may have worked as part of a team to complete the pre gateway project which could include technical, internal or external support. However, the evaluative report output must be the apprentice’s own work and reflective of their own role and contribution. The apprentice and their employer must confirm that the evaluative report and additional/new content is the apprentice’s own work when it is submitted.

The report must include at least:

• An introduction.
• Analysis of the performance of a campaign against the original brief and branding requirements.
• Data or evidence used as a base for future improvements. This should include consideration of user experience, audience segmentation, the use of platforms, and budget requirements.
• A summary of findings including lessons learnt.
• Appendices which include complete customer journey mapping, along with a copy of the original brief.

The project report has a word count of 1500 words. A tolerance of 10% above or below the word count is allowed at the apprentice’s discretion. Appendices, references and diagrams are not included in this total. The project report must map, in an appendix, how it evidences the KSBs mapped to this assessment method.

Component 2: Presentation of additional/new content with questions

Delivery

In the presentation with questions the apprentice will present their additional/new content to the independent assessor. The independent assessor must ask questions following the presentation. This gives the apprentice the opportunity to demonstrate the KSBs mapped to this assessment method.

The apprentice must prepare and submit their presentation speaker notes and supporting materials for the presentation with questions and answers. The independent assessor must ask questions after the presentation. The presentation should build on the project or campaign evaluation report created by the apprentice. As part of the presentation, the apprentice should:

• develop new content
• pitch their recommendations and explain the expected impact of the new content
• justify how they considered the most appropriate delivery platform
• reference the evidence used to inform the recommendations
• produce and present a mood board or other visual aid
• produce and present planning documents such as a storyboard and outline script ideas to support content production
• describe the lessons learnt.

The apprentice must prepare and submit their presentation speaker notes and supporting materials to the EPAO at the same time as the report by the end of week 4 of the EPA period.

The apprentice must notify the EPAO, at that point, of any technical requirements for the presentation. During the presentation, the apprentice must have access to:

• audio-visual presentation equipment
• industry presentation or software packages
• any other requirements as previously notified to the EPAO

The independent assessor must have at least 2 weeks to review the project output(s) and presentation speaker notes and supporting materials, to allow them to prepare questions.

The EPAO must give the apprentices at least 2 weeks notice of the presentation with questions.

The apprentice must deliver their presentation to the independent assessor on a one-to-one basis.

The independent assessor must ask questions after the presentation.

The purpose of the independent assessor's questions will be to explore aspects of the evaluation report and presentation including how it was carried out and assess the apprentices depth of understanding, skills and behaviours.

The presentation and questions must last 30 minutes. This will typically include a presentation of 15 minutes and questioning lasting 15 minutes. The independent assessor can increase the total time of the presentation and questioning by up to 10%. This time is to allow the apprentice to complete their last point or respond to a question if necessary.

The independent assessor must ask at least 5 questions. They must use the questions from the EPAO’s question bank or create their own questions in-line with the EPAO’s training. Follow up questions are allowed where clarification is required.

The independent assessor must use the full time available for questioning. The independent assessor must make the grading decision. The project components must be assessed holistically by the independent assessor when they are deciding the grade.

The independent assessor must make the grading decision. The project components must be assessed holistically by the independent assessor when they are deciding the grade.

The independent assessor must keep accurate records of the assessment. They must record:

• the KSBs demonstrated in the report and presentation
• the apprentice’s answers to questions
• the KSBs demonstrated in answers to questions
• the grade achieved 

Assessment location

The presentation with questions must take place in a suitable venue selected by the EPAO (for example the EPAO’s or employer’s premises).The presentation with questions should take place in a quiet room, free from distractions and influence.

The presentation with questioning can be conducted by video conferencing. The EPAO must have processes in place to verify the identity of the apprentice and ensure the apprentice is not being aided.

Question and resource development

The EPAO must develop a purpose-built assessment specification and question bank. It is recommended this is done in consultation with employers of this occupation. The EPAO should maintain the security and confidentiality of EPA materials when consulting employers. The assessment specification and question bank must be reviewed at least once a year to ensure they remain fit-for-purpose.

The assessment specification must be relevant to the occupation and demonstrate how to assess the KSBs mapped to this assessment method. The EPAO must ensure that questions are refined and developed to a high standard. The questions must be unpredictable. A question bank of sufficient size will support this.

The EPAO must ensure that the apprentice has a different set of questions in the case of re-sits or re-takes.

EPAO must produce the following materials to support the project or campaign evaluation report, presentation of additional/new content and questions:

• independent assessor EPA materials which include:
• training materials
• administration materials
• moderation and standardisation materials
• guidance materials
• grading guidance
• question bank
• EPA guidance for the apprentice and the employer

The EPAO must ensure that the EPA materials are subject to quality assurance procedures including standardisation, training, and moderation.

Professional discussion underpinned by a portfolio of evidence

Overview

In the discussion, an independent assessor and apprentice have a formal two-way conversation.

The apprentice can refer to and illustrate their answers with evidence from their portfolio of evidence. It gives the apprentice the opportunity to demonstrate their competency across the KSBs mapped to this EPA method.

Rationale

This EPA method is being used because:

• it enables synoptic assessment of knowledge, skills and behaviours
• this method also helps to assess the apprentices in-depth understanding of their work and covers aspects of the occupation that are difficult to observe and take place in restricted and confidential settings
• it validates what the apprentice carried out and allows the assessor to robustly evaluate their knowledge, skills and behaviours, underpinned by the apprentice's portfolio
• this is consistent method that applies across work settings in the industry. It also replicates the approach taken to recruitment and reviewing candidates performance used in industry

Delivery

The professional discussion must be structured to give the apprentice the opportunity to demonstrate the KSBs mapped to this assessment method to the highest available grade.

An independent assessor must conduct and assess the professional discussion.

The purpose of the independent assessor's questions will be to authenticate evidence, experience and competence and check underpinning knowledge and understanding.

The EPAO must give an apprentice 10 days notice of the professional discussion.

The independent assessor must have at least 2 week(s) to review the supporting documentation. The apprentice must have access to their portfolio of evidence during the professional discussion.

The apprentice can refer to and illustrate their answers with evidence from their portfolio of evidence is however the portfolio of evidence is not directly assessed.

The professional discussion must last for 60 minutes. The independent assessor can increase the time of the professional discussion by up to 10%. This time is to allow the apprentice to respond to a question if necessary.

The topics and themes that must be covered are:

• regulatory requirements
• written content
• audio-visual content
• content management
• planning
• collaboration
• continuous professional development (CPD)

The independent assessor must ask at least 7 questions. Follow-up questions are allowed where clarification is required. The independent assessor must use the questions from their EPAO’s question bank or create their own questions in-line with the EPAO’s training.

The independent assessor must make the grading decision. The independent assessor must keep accurate records of the assessment. They must record:

• the apprentice’s answers to questions
• the KSBs demonstrated in answers to questions
• the grade achieved 

Assessment location

The professional discussion must take place in a suitable venue selected by the EPAO (for example the EPAO’s or employer’s premises). Video conferencing can be used to conduct the presentation, but the EPAO must have processes in place to verify the identity of the apprentice and ensure the apprentice is not being aided. There should also be the facility to view the presentation if submitted online.

The professional discussion can be conducted by video conferencing. The EPAO must have processes in place to verify the identity of the apprentice and ensure the apprentice is not being aided.

The professional discussion should take place in a quiet room, free from distractions and influence.

Question and resource development

The EPAO must develop a purpose-built assessment specification and question bank. It is recommended this is done in consultation with employers of this occupation. The EPAO should maintain the security and confidentiality of EPA materials when consulting employers. The assessment specification and question bank must be reviewed at least once a year to ensure they remain fit-for-purpose.

The assessment specification must be relevant to the occupation and demonstrate how to assess the KSBs mapped to this assessment method. The EPAO must ensure that questions are refined and developed to a high standard. The questions must be unpredictable. A question bank of sufficient size will support this.

The EPAO must ensure that apprentice has a different set of questions in the case of re-sits or re-takes.

The EPAO must produce the following materials to support the professional discussion underpinned by a portfolio of evidence:

• independent assessor assessment materials which include:
• training materials
• administration materials
• moderation and standardisation materials
• guidance materials
• grading guidance
• question bank
• EPA guidance for the apprentice and the employer

The EPAO must ensure that the EPA materials are subject to quality assurance procedures including standardisation, training, and moderation.

Grading

Project or campaign evaluation report, presentation of additional/new content and questions

Fail - does not meet pass criteria

THEME KSBS	PASS APPRENTICES MUST DEMONSTRATE ALL OF THE PASS DESCRIPTORS	DISTINCTION APPRENTICES MUST DEMONSTRATE ALL OF THE PASS DESCRIPTORS AND ALL OF THE DISTINCTION DESCRIPTORS
Interpret the brief and requirements K7 K8 K9 S3 S4 B3 B5	Interprets requirements of the brief and identifies the commercial drivers and marketing strategy of the client/customer K7, K9, S1 Researches and evaluates campaign ideas and concepts in line with the brief and branding requirements, and guidelines. K8 S2 S3	Evaluates how potential issues with the brief and marketing strategy could have an impact on the content and how these can be mitigated. K7, K9, S1 Identifies opportunities to use the content to promote or expand the wider brand in line with brand values. K8 S2 S3
Use of data and audience segmentation K2 K3 S18	Applies segmentation techniques to analyse the audience. Uses analysis to inform the selection of the channel format and platform. K2 K3 S18	Applies techniques to identify potential audiences beyond the core demographics to maximise the impact of the content. K2 K3 S18
Audience behaviour in relation to platforms and channels K11 K12 K14	Recommends the platform or channel for the media campaign, considering different audience behaviour and communication styles that affect content production. K11 K12 S14	No distinction criteria for this descriptor.
User journeys and experience K24 K17	Monitors user experience and maps user journeys to ensure content is focused on maximising engagement. K24 S17	No distinction criteria for this descriptor.
Evaluation K23 K26 S19 B4 B7	Evaluates the success of the content using measurable outcomes, lessons learnt and available data. Identifies areas to improve the quality of content for future campaigns. K23 K26 S19 B4 B7	Justifies how they remain objective and communicate lessons learnt to other areas of the organisation and identify the potential positive impact on other campaigns. K23 K26 S19 B4 B7
Pitch ideas S4 S5 S6	Prepares storyboard and presents outline script ideas and pitches proposals for creative content using a mood board or other visual aid. S4 S5 S6	No distinction criteria for this descriptor.

Professional discussion underpinned by a portfolio of evidence

Fail - does not meet pass criteria

THEME KSBS	PASS APPRENTICES MUST DEMONSTRATE ALL OF THE PASS DESCRIPTORS	DISTINCTION APPRENTICES MUST DEMONSTRATE ALL OF THE PASS DESCRIPTORS AND ALL OF THE DISTINCTION DESCRIPTORS
Regulatory requirements K5 K6 S7	Explains the regulatory and legal requirements when using media assets.Describes how they interpret and check the integrity of the data and personal and employer responsibilities regarding data protection and data sharing. K5 K6 S7 Evaluates the potential commercial and safeguarding implications upon the business if data integrity is compromised. K8 S2 S3	Evaluates how potential issues with the brief and marketing strategy could have an impact on the content and how these can be mitigated. K5 K6 S7
Written content K10 K13 K14 K15 S8 S9 S10 B1	Describes how they create high-quality, accessible written content using tone of voice, inclusive language and correct grammar, punctuation and spelling. K10, K14, S8, S9, B1 Explains how they write and edit persuasive copy/scripts for use on different channels and platforms in order to raise brand awareness. K13 K15 S10	Justifies how the use of inclusive language and accessible content impacts audience behaviour. K13 S10
Audio-visual content K16 K17 K21 S11 S12	Describes how they use standard packages to create or capture visuals and audio to develop content. Explains how they adapt communication styles for different platforms audiences and devices. Explains how they source, adapt and edit content. K16 K17 K21 S11 S12	Identifies and presents opportunities for the content to be re-purposed for other platforms and channels and adds value to other areas of the business. K16 K17 K21 S11 S12
Content Management K18 K19 S13	Explains how they apply industry standard tools and content management systems to organise, structure and label content effectively, methodically and securely enabling efficient search and retrieval. K18, S13 Describes how web pages are published and explains how the content can be optimised to ensure high rankings in search engine results. K19	No distinction criteria for this descriptor.
Collaboration K20 K25 K28 S15 S16 B2 B3 B5	Describes how they are inclusive and act professionally and ethically when developing and maintaining positive working relationships with clients, colleagues and suppliers. S15 B2 B3 B5 Explains how they engage and communicate clearly with audiences through social media. Describes how they prioritise and adapt content to respond to evolving circumstances during a campaign and how they recognise potential threats or issues and escalate these. K20 K25 S16 Describes how they manage and market own skills and services K28	Evaluates how collaboration with wider networks can have a positive impact on the campaign. S15 B3 B5
CPD K7 S20 B6	Describes how they plan and undertake development to keep up to date with industry technologies, tools, trends and best practice. K27 S20 B6	Evaluates how they share learning and best practice to ensure that content ideas are future proofed and reflect technological advances. K27 S20 B6

Roles and responsibilities

Reasonable adjustments

Internal quality assurance

Value for money

Professional recognition

Professional body recognition is not relevant to this occupational apprenticeship.

Mapping of KSBs to assessment methods