The primary objective of the BLAST project was to boost the attractiveness of VET institutions by enhancing their capacity to utilize social media effectively. Specifically, the project sought to develop comprehensive Guidelines for effective social media management of VET schools to help VET schools build a strong online presence, thereby improving their image and increasing enrollment rates. The project also aimed to create a framework for better stakeholder engagement, particularly with students, parents, and local employers, through tailored social media strategies. The Guidelines were designed to help schools build a strong digital identity, engage potential students and their families, and promote the flexibility and career prospects offered by VET pathways. Additionally, the project sought to foster greater collaboration between VET schools and local employers, enhancing the overall ecosystem supporting vocational education.
The BLAST project was initiated to address the critical need for enhancing the attractiveness of Vocational Education and Training (VET) schools. Despite VET's potential to provide strong employment prospects, its appeal among young learners and their parents remains limited, primarily due to a perception that it offers fewer opportunities for higher education and career advancement compared to academic pathways. Recognizing the growing importance of digital communication, especially through social media, the project aimed to empower VET schools to better market themselves and reach their target audiences more effectively.