One of the great opportunities Staffordshire University offers is an encouragement to develop practical skills. I, a postgraduate student of the MSc Digital Marketing Management, had the opportunity to test my skills at a workplace during my 4 month work placement module. With the help of our course lecturers, I had the chance to complete my work placement at Middleport Pottery, an industrial heritage site and one of the hidden gems in Stoke-on-Trent.
Stoke-on-Trent is known to be an industrial area focusing on Pottery. Middleport Pottery, a Grade II* listed heritage site, stands out from any other visitor site as it is the UK’s last working Victorian pot bank, which is still operating in the original building of 130 years. Middleport Pottery is managed by Re-Form Heritage, an independent charity that specializes in the restoration and rejuvenation of heritage buildings at risk.
Working at Middleport Pottery has given me a chance to challenge various skill sets, such as beginner’s web development, data analysis, basic photography, and social media skills etc. In the first few weeks of starting my placement, I researched what our competitors are working on and how we can match up their levels of digital exposure. The Middleport Pottery website hasn’t been updated after the COVID-19 pandemic, therefore I have added new information, along with improving the SEO of each page and restructuring the layout of the website to be more user-friendly. Also, I have created and updated the former interactive map, which lacked information on the newly added part of the heritage tour, the Regeneration of Harper Street.
Middleport Pottery has been and is a welcoming environment full of great colleagues, volunteers, and visitors. My work placement has been a great experience – working on new challenges every week with Middleport Pottery has allowed me to put into practice what I have learnt on the course. The warm welcome from the team has been a good motivation to achieve more during my placement.
Craig, alumni of Staffordshire University finished his MSc in Digital Marketing Management in 2020. Since then has had an interest in both academia and all areas of marketing. His most recent focus has been to develop business pathways in PPC and digital journeys, predominantly for SMEs which span the UK and Europe. This was achieved by opening his own digital marketing agency, offering both digital services and consultancy to small businesses. Alongside this, he holds memberships in both the Institute of Data and Marketing (IDM) and the Chartered Institute of Marketing (CIM).
From industry to education
Previous job roles Craig has held include the Head of Guerrilla Marketing (Foodhub), Senior Digital Marketing Manager for a restaurant franchise and External Sales Management / Key account management within the industry of electrical wholesaling. Furthermore, he has worked alongside internationally recognised brands Jacuzzi and Teuco as a service engineer and client liaison.
Craig has an interest in digital disruptive products. These include technologies in augmented reality and virtual reality. During his time in the industry he investigated how AR technologies could enhance the customer journey.
From a future research perspective, Craig seeks to embark on a new research journey in the digital and innovation area. This would include collaborations and personal studies towards further honours in academia.
We are now offering again the opportunity for a student placement to assist you with your digital marketing needs. This placement is credited as part of their course MSc in Digital Marketing Management
To get our Masters students ready for the industry we have two modules:
Digital Marketing Strategy in Practice (Jan to April 2023)
This module will prepare a tri-partite agreement between the student, the academic staff and the organisation as to the focus of the project. During this time the student and the organisation will develop the working relationship and the student will receive access to the data and systems needed to carry out the initial assessment
First, the student will assess the existing marketing practice (using analytics, comparison against four competitors, best practice in the sector and discussion with the organisation as to what they are trying to achieve).
From the evidence strategic options will be prepared and discussed with the organisation and the strategy agreed for the placement. Finally, consideration will be given as to how to make the project sustainable (so that it can continue after the student leaves).
Once there is agreement the tripartite form is completed and signed. This work carried out between January to April 2023.
The Digital Marketing Work Placement
A credited work experience (600 hours) to deliver the project with the organisation concerned. (April to August 2023).
The project can be in any type of organisation e.g. private sector, public sector, charity or a university. It is not essential for the work project activity to take place at the premises – many of the projects have been remotely delivered due to COVID.
Here is the link to profiles of this year’s students. Please contact them direct to start a conversation. If you have any other issues please contact either Prof Jon Fairburn or Dr Muddasar Khwaja (emails below with other documents)
Frequently asked questions (FAQs)
We’re not sure what we’re doing with our marketing can you help? You are very suited to a placement. The student will first review your activity and then in discussion with you provide you with options depending on what your needs are.
What is digital marketing? Digital marketing covers a very wide rage of techniques to both get your messages out and to get customers to engage with you. From website design , SEO optimisation, content creation (including podcasts, films and blogs), email marketing, social media, PPC campaigns and more – digital marketing is so much more than just social media. In fact we have found that in general in recent years social media has been quite a way down the list of effective strategic approaches that organisations can take to develop thier digital marketing.
We need someone to set up and run some social media accounts? This has been a common request but so often it is based on very little. What are you trying to achieve? Which social media channel matches the personas of your customers? What is the size of your marketing budget for paid adverts on these channels? Most social media channels have been tightened so organic growth can be very small without a budget.
We’re a B2B business can you help? Yes, B2B often requires a different approach to a B2C organisation. B2B organisations are often sitting on unused assets.
What resources will the placement need? A line manager who can respond to updates and proposed work to give feedback. To provide a recommendation on Linkedin at the end of a satisfactorily completed project.
Will we need to pay for the placement? We have had paid and unpaid placements on the course (the workplacement is credited). Placements that are paid are likely to have access to a wider range of possible students. Some companies have paid a stiped for satisfactory completion of the project. We would expect any organisation to pay for any transport costs and meal allowance if working on site.
Some of you might be moving to a new city when starting university. I moved to Stoke-on-Trent several years ago, and since then, I have discovered that Stoke-on-Trent and its surrounding areas are home to some of the friendliest people I have met and have a lot to offer, whether you are up for a nice meal, shopping trip, an amazing hiking trip or day trip elsewhere:
Our campus is a vibrant place and has several coffee shops, bars and restaurants. Head to SqueezeBox, Ember Lounge, Pavillion, or new Catalyst Bistro for some great coffee, tea or food. If you want to venture outside of campus:
c. The neighbouring town of Newcastle-under-Lyme (if you are not fan of walking, bus number 25 will take you directly from the campus to Newcastle), there are a number of nice coffee shops and restaurants, cinema, mini golf course, bowling alley and escape rooms. Newcastle-under-Lyme is also a home to New Vic theatre.
d. Festival Park is another great place to venture to – it has range of shops, restaurants, cinema, bowling alley, mini golf course, ski centre, and a waterpark.
e. Famous Alton Towers theme park is short journey away from Stoke-on-Trent. There are number of theme events on during the different times of the year at Alton Towers (such as Octoberfest or Scarefest, which takes place during Halloween). Besides the rides, Alton Towers have water park, mini golf course and a spa. Additionally, did you know that Staffordshire University runs a degree in partnership with Alton Towers Resort? If you decide to visit the Alton Towers, you are likely to meet a fellow Staffordshire University student!
Stoke-on-Trent has a rich potteries heritage. Gladstone Potteries Museum or World of Wedgewood are the places to visit if you are interested in pottery. Even if you are not interested in pottery, I would highly recommend visiting Middleport Pottery, not least so because of its stunning location or fantastic view over the canal, or Emma Bridgewater factory in Hanley for an afternoon tea or giving a go at decorating pottery. Additionally, British Ceramics Biennial is fantastic event to visit (and to support your fellow Staffordshire University colleagues whose work is exhibited during the Biennial)!
Stoke-on-Trent is a great place for those interested in running or hiking. Stoke-on-Trent hosts weekly parkruns at two locations: Trentham Gardens (and admissions to Gardens is free at the time of parkrun), and Hanley Park. In addition, there is also the Wammy park run in neighbouring Newcastle-under-Lyme. Additionally, University has its own running group (and range of other organised sport activities) – keep an eye on Sport at Staffs on Twitter for any announcements.
For the keen runners, Stoke-on-Trent hosts annual Potters ‘Arf half-marathon. The challenging route (Stoke-on-Trent is a hilly place!) is open for walking or running and it takes you through various neighbourhoods of Stoke. The race finishes with the infamous Heartbreak Hill, which leads you back to the city centre. The atmosphere at the race is absolutely fantastic – lot of residents stand on the streets or in front of their houses to support walkers/runners!
If you are interested in walking or hiking, Stoke-on-Trent is in a close proximity to several stunning walking or hiking location. Staffordshire University has its own nature reserve in case you want to stay on campus. Trentham Gardens or even Hanley Park in Stoke-on-Trent, or Knypersley Reservoir, Tittesworth Reservoir, and Rudyard Lake, in the close proximity of Stoke-on-Trent are all great locations for walking. Additionally, Stoke-on-Trent is in the close proximity to the Peak District for all interested in hiking, canoeing and other outdoor activities. If you are unsure of how to find great hiking trails, check out Walk the Moorlands group or keep an eye on Staffordshire Moorlands Walking Festival. If you like hiking, Staffordshire has its own Staffordshire 3 Peaks Challenge you can do!
Stoke-on-Trent is well-linked to other cities in the UK. You are short train journey(s) away from Manchester, Birmingham, Liverpool, Chester, beaches of Wales, or even London. Don’t forget to get your RailCard to get some discounts on your train journeys.
Staffordshire University has a range of unique business courses, both at undergraduate and postgraduate level. Whether you are interested in business management, innovation, entrepreneurship, finance, visitor attraction and resort management, or digital marketing, you will be taught by a team of friendly academics and practitioners, who will go an extra mile to support you in your academic journey and beyond.
All of our courses will provide you with a strong theoretical foundations, focus on application of the theory to real-life problems and discussion of contemporary issues, in order to prepare you for your future career. More information about our business courses is available on our website or you can visit one of our open days to find out more about what we have to offer.
He holds Doctor of Philosophy (PhD) in Marketing from the British University in Dubai, United Arab Emirates. He possesses corporate experience of more than eighteen years, and teaching experience of more than four years. He has designed and delivered Digital Marketing Professional courses supporting 38 entrepreneurs and marketing practitioners to develop and execute digital marketing strategies including SEO, PPC search and display campaigns, social media and email campaigns.
Before joining Staffordshire University, he has served as Lecturer and the Head of the Marketing department at The British University in Dubai, and as an adjunct Lecturer at University of Wollongong Dubai. He is a Certified Practising Marketer from the Australian Marketing Institute. He is a member of the American Marketing Association (AMA) and the Australian Marketing institute.
His research portfolio includes several research papers published in the top-tier marketing journals such as Journal of Strategic Marketing and Journal of Marketing Theory & Practice among others. His scholarly interests are broadly within the field of international and digital marketing. He is particularly interested in the development of cross-cultural, digital and social media marketing capabilities that may play a role in improving customer experience and organisational performance.
he is an expert in data analysis using SPSS and AMOS statistical packages,
Structural equation modelling and multi-group moderation analysis, Search
engine marketing including search engine optimisation and pay per click search,
display google campaigns, Social media campaigns including Facebook business
manager and LinkedIn, Email campaigns using Mailchimp and constant contact,
Website optimisation using WordPress content management system.
He holds Doctor of Philosophy (PhD) in Marketing from the Universiti Teknologi Malaysia (UTM), Malaysia. He possesses corporate experience of more than seven years, and teaching experience of more than five years. He has worked in different capacities at leading multinational corporations such as the British Council, Nestle, the Coca-Cola Company and Marriott Hotel.
Before joining Staffordshire University, he has served in senior academic positions at University of Westminster in Tashkent, Pontifical Catholic University of Peru, Webster University, SZABIST University, and UCSI University Malaysia. He had been a member of the American Marketing Association (AMA).
Moreover, he has been providing trainings on quantitative and qualitative research-based tools like SPSS, AMOS, R, Mplus, SmartPLS and NVIVO. He is a proficient user of digital marketing tools like Power BI, Alexa and Tableau. His research interests include digital marketing, marketing analytics, tourism marketing, technology management, and consumer psychology
We are now offering again the opportunity for a student placement to assist you with your digital marketing needs. This placement is credited as part of their course MSc in Digital Marketing Management
To get our Masters students ready for the industry we have two modules:
‘The Management of a Digital Marketing Project’ – this module will prepare a tri-partite agreement between the student, the academic staff and the organisation as to the focus of the project, existing benchmark measures, what is to be achieved and how to make the project sustainable (so that it can continue after the student leaves). This is carried out between January to March/April
The Work Based Digital Marketing Project – a credit work experience (450 hours) to deliver the project with the organisation concerned. (April to August)
The project can be in any type of organisation e.g. private sector, public sector, charity or a university. It is not essential for the work project activity to take place at the premises – many of the projects have been remotely delivered due to COVID.Here’s a blog with examples of previous projects our students have completed.
We have built in flexibility to the work-placement so it could be that you would like a portfolio of tasks to be completed rather than just one main project. Examples could be – creation of a digital marketing strategy, SEO audit, PPC campaign and re-launch of social media, budget and investment plan for marketing, devising and implementing a training plan for existing staff.
After studying a BA(Hons) in Sound Design in London, which I received a 2:1 in. Before that I obtained all Distinctions in Digital Media at College. I am now working towards achieving a MSc in Digital Marketing Management. I have a range of experience creating various forms of digital content whether that has paid or volunteer. With this, I have been able to sharpen my skills in Adobe, Microsoft Office and other industry standard software, such as Pro Tools. I’ve always had a keen interest in technology, as well as social media which has given me excellent computer skills.
While I am currently working in C.E.X, I have also worked in
a variety of small businesses which have given me multiple transferable skills
such as time management, ecommerce, efficiently managing duties, dealing with
customers, suppliers and administration.
I am looking for a placement that will challenge me, help me continue to sharpen my skills in digital marketing as well as keep me on my toes! Feel free to send me an email: firstname.lastname@example.org or send me a message on my LinkedIn!
I am currently studying Digital Marketing Management at masters level after completing my degree in sports journalism. I have extensive knowledge on different Adobe softwares- including Indesign and Photoshop. As well as these softwares, I am fully capable of doing video and sound editing- just a couple of skills that were put to the test at the local football club Kidsgrove Athletic whilst completing my work experience for my degree.
In 2018, I graduated from
Staffordshire University with a 1st Class (Hons) in Events
Management. I’m currently studying a MSc
in Digital Marketing Management.
I have previously managed my
own business, social media; I Built my own website and became a member of a
networking group. I made many amazing
connections whilst networking. A
previous student and I represented Staffordshire University in the tourism
awards at both Drayton Manor (2016) and the Alton Towers Resort (2017).
I have also got over ten years’ experience in the hospitality industry, 2-3 years’ experience working within the University Hospital (Newcastle). I have also worked within the care industry, warehouse industry and pride myself in working with local businesses to contribute towards the economy.
I have also started to build my own Gift Shop and event accessories business; where I will be linking the business to work and raise more awareness within the mental health sector. My business will start by creating magical Christmas Eve boxes for families, attend wedding and event fayres and much more. I am very passionate about mental health and a placement in that industry would be especially welcome. Please email to email@example.com
2019 I graduated with an MSc in International Business Management at
Staffordshire University and I am now studying an MSc in Digital Marketing
I have gained over five years of experience working with various fast food takeaway shops in the UK. During this time, I have learned to develop ways to improve my soft skills such as Emotional Intelligence, having cultural awareness and the ability to communicate within part of a team and showed good problem solving skills that is important in business. Although my experience is mostly in customer facing roles, more recently, I have put myself forward to help a small but dedicated digital marketing team for Mitchell Arts Centre (MAC) as part of voluntary work.
have a passion for Digital Marketing and my interest in the sector is within
SEO, website management, email marketing and gaining hands on experience with
PPC and other digital marketing tools.
Overall I have good computer skills that include Microsoft Word, PowerPoint, Excel and have good understanding in using social media. I am looking for a placement which can enable me to enhance my experience in digital marketing and develop my skills and pursue a career in the future within the industry. If you would like to discuss how we can benefit each other please email me firstname.lastname@example.org
I would love to work in
marketing consultancy however, I am very open to all different kinds of
I completed my Marketing
Management bachelor’s degree with a First-Class honours and have continued my
studies with Staffordshire university in MSc Digital Marketing.
I am passionate about marketing and would be open to challenge myself in any area of marketing. After completing my marketing degree, I took a part time marketing job where I create content and manage the social media and website for a local business. The business is primarily in the hair and beauty sector but have very recently opened up a restaurant/bar, this meant me adapting my existing marketing techniques with the business to target a different demographic. Alongside this job and my degree, I have been working at Tesco. I have very good time management skills and know how to prioritise certain tasks.
Throughout my degree I gained
skills and experience in using different software’s including: Canva, Microsoft
Word, Excel, PowerPoint. I also obtained Microsoft office specialist
certificates and Google Digital Garage certificates in 2019.
I also acquired a level 4 CIM
qualification and gained experience working alongside different businesses including
Plush hair lounge for my final year project. During my final year I achieved
extremely high grades including 90% in a Corporate Brand and Reputation
Overall, I am hard working, have a keen eye for detail, I’m a fast worker and thrive under pressure. I work well individually and, in a team, and I can be relied upon to meet deadlines. I would love to work in marketing consultancy however, I am very open to all different kinds of opportunities. Email email@example.com
Interests in helping charities maximise donations and
minimise costs.I’d like to think of myself as an entrepreneur. Someone who
seeks out new opportunities, managing high risk strategies in order to achieve
life changing results.
I have now set my site on launching an online Marketplace
website that will donate all profits to charitable causes worldwide. www.areeni.com will allow retailers and
private sellers to list their items for sale. A monthly subscription will be charged
as well as a varying commission fee. With each item sold, both buyer and seller
will be directly contributing to charitable causes. What’s more is that users
will be able to see just how much their spending has raised for charity as well
as where the money is being spent.
I am now open to new opportunities to help and support any charities looking to improve their marketing performance. For enquiries please contact me via email: firstname.lastname@example.org. Alternatively you can connect with me on LinkedIn.
I recently completed my Bachelor’s Degree in Events
Management, in which I achieved a First-Class Honours. I am now studying a Master’s
Degree in Digital Marketing Management.
Key areas I studied during my Events Management degree
include Event Planning, Contemporary Issues Affecting Events, Accounting,
Customer Service and Digital Marketing.
During the summer I volunteered at a Cancer Research UK charity shop. Where I gained experience of working in a fast-paced environment, meeting customers, building rapport, as well as using the till and working with money.
I am a hardworking, determined, and organised individual
with a keen interest in travel and tourism, events, and hospitality. I believe
that Digital Marketing is the way forward in the fast pace of the 21st
Century, and especially as we emerge from the Covid-19 pandemic, and face an
uncertain future where climate change needs to be at the forefront of all of
Graduated with a 2:1 in BA (Hons) International Business Management and currently undergoing a Postgraduate degree (MSc) in Digital Marketing Management, to broaden my knowledge with globally recognize digital tools in the Digital Marketing industry. I’ve two years of experience working in the Tourism Industry with a Tour Operating Agent in Italy. My experience provided me with a broad understanding of diversified cultures and ethnicities.
I am skilled with providing good customer care, team working, a practical approach to problem-solving, good interpersonal skills and confident use in social media and Microsoft Office. I work energetically with an exceptional work ethic to deliver the best interest to my employer.
Overall, I am looking for a work placement that helps me further broaden my knowledge in digital marketing with any industry as I’m adaptable and open to working in any new environment, with a willingness to learn and develop my skillset in pursuing a career within the industry. Email email@example.com
I am a recent graduate from Staffordshire University, where I studied Games Studies. In my final year I was looking at more community-based modules as well as my final year dissertation project observing Consumer Awareness of Accessibility in Games which had an underlining of observing how games are marketed.
During my final year I
was also an academic note taker for a student who was studying the MSc Digital
Marketing Management course, I realised through this I had alot of transferable
skills, coming from a design and tech orientated background with an interest in
User Experience and Accessibility, that I could utilise for marketing purposes.
I graduated with a second class upper (2:1) degree in Computer Science and I am now pursuing a MSc in Digital Marketing Management. Prior to that, I started a small-scale business in the early stage of my entrepreneurship career. I needed to find out more about digital marketing, how promotion could put my business at the top and everything that would positively impact my business in general.
Since I was mostly interested in how the search engine could rank a website above their competitors and get customers to the door, I decided to go for a paid course in SEO where I gained a technical knowledge of the digital marketing industry.
have acquainted myself with knowledge on search engine optimisation, content
marketing, web development and e-commerce marketing.
the years, I have worked as an SEO specialist for organizations globally and
this has helped me gain insights on the importance of data applications to
businesses. During this time, I have applied extensive knowledge on keyword research,
link building and content writing in building client satisfaction.
At the moment, I am looking for a placement that would enable me hone my skills and gain more expertise in digital marketing. Email me at firstname.lastname@example.org
I have a BSc (Hons) in Computer Science, while undertaking my degree, I worked for an IT firm as a Network Administrator and Engineer. After my graduation, I worked for a tertiary institution in Nigeria as a Network Administrator.
I have always had a passion for business and eCommerce. So, in 2019 I left my role at the tertiary institution to venture into the eCommerce world. Venturing into e-commerce gave birth to my passion for digital marketing. I learned and developed in Paid advertising using Twitter, Facebook, Google, YouTube, Instagram, etc.., which also led me to float a digital marketing agency “Fola Ajileye Digitals”.
I have done paid digital marketing promotions for a lot of companies and individuals.
My background in Computer Science has afforded me a lot of experience and edge in building websites, advertising, and catching up with digital trends.
Owning my own business has given me the opportunity to work with various clients across many industries. I have made it my duty to identify the most efficient ways to grow a business or brand.
I am a creative, motivated
and aspirational individual, a natural with technology, quick-to-learn new
software and I instinctively study trend analysis. Over the course of the
last 4 years I have obtained additional qualifications to further my
knowledge within marketing and business operations. I graduated with
First-Class honours in 2021 after
completing my bachelor’s degree in Marketing Management. After this, I have
continued with my studies at Staffordshire University, currently studying MSc
Digital Marketing Management.
For my Work Placement module I would like to work within a marketing consultancy agency to enhance both my skills and development within a fast-paced, ever-changing environment. However, I am available for various types of prospects in a wide range of industries. In addition to this, I would like to assist a company with the skills that are already developed through my previous experience.
Currently, I work at DePe Gear Company as the Digital Marketing and Communications Officer. I am responsible for content creation, the management of both social media platforms and website (through WordPress and a social media management tool), email marketing campaigns, Google Adwords analysis, Search Engine Optimisation (SEO), Industry reports and analytics and leasing with external marketing agencies. DePe Gear is a company within the manufacturing/engineering industry which is an industry, that until recently, I was unfamiliar with. Entering this new industry has allowed me to expand my own marketing knowledge to effectively generate both engagement and leads.
degree allowed me to gain skills and knowledge in a variety of different platforms
and softwares to assist within a marketing role. These include: Canva, Hootsuite,
MailChimp, Google Analytics, Social Media Analytics, and more. In addition to
these skills, over my life at University I have also obtained a level 4
certificate in Professional Marketing from the Chartered Institute of Marketing
(CIM), an accredited certificate in the fundamentals of Digital Marketing and
additional completed courses from LinkedIn Learning. Furthermore, I gained more
practical industry knowledge through my Work Placement module at level 6 For
Raven Black House in Leek. Within my level 6 placement, I assisted Raven Black
House with the production of an omni-channel social media marketing strategy.
Following the successful government-funded Small Business Leadership Programme, in conjunction with the Small Business Charter, Staffordshire Business School has enhanced the digital marketing courses to respond to identified business needs.
Issues emerged from the Small Business Leadership Programme
The programme allowed us to work with businesses nationally to understand their key challenges across business operations and provide guidance on how to survive and thrive in a continuously transforming environment. Naturally, businesses have their unique needs, however there were overarching themes identified which impact success. Whilst there have been developments in accessibility of training, digital marketing continues to be highlighted as a significant area with skills gaps. Particularly with the rise in e-commerce as a necessary approach for selling products and services due to the pandemic(Statista, 2020).
The Changing Consumer
It is no secret that in 2020 we saw accelerated changes in the way in which consumers engage with businesses. With 56.3% of the world’s population now on social media (We Are Social, 2021), changing customer expectations is not something that we can ignore. Operationally, we have learned that there is not the required time on a day to day basis to address those vast changes. The Small Business Leadership Programme enabled us to work practically with those businesses to ensure that understanding their audience is not something that is simply discussed in theory, but can be executed. This concept, coupled with working with businesses first hand, is embedded within course curriculum to ensure that the relevant skills are developed prior to entering the professional environment.
Attracting New Business
It is clear from the challenges caused by COVID-19, that if customers are not acquired and retained, business survival is put under great pressure (Hubspot, 2020). But how exactly do we use the right channels to attract new business? Through social listening, strategising against objectives and harmonising with business values, our connected business were able to ‘see the wood from the trees’ when striving for growth. As a digital society, we are inundated with options for promotion. This in fact has been a key barrier for our businesses, who found that perhaps too may options caused confusion of where they should be engaging.
Practical Ways to Plan and Rebuild for the Future
Overall, a general consensus across the five cohorts on the Small Business Leadership Programme was that planning for the future was most challenging, particularly with the reality of the changing environment often being faster than what they could plan for. We supported those businesses to think proactively, utilising guidance from our Entrepreneurs in Residence and to only use reactive approaches when relevant changes emerged for their business. We identify here that in order to support these business challenges, a flexible learning framework is key to any individual developing themselves within digital marketing.
Responding to the identified skills gaps, specifically with SME’s nationally, Staffordshire Business School provides a wide range of Digital Marketing courses focusing on industry expected knowledge, alongside fundamental skills needed to succeed in a professional environment. See our list of available courses below.
Angela Lawrence, Chartered Marketer, Fellow of the Chartered Institute of Marketing and Associate Dean in Staffordshire Business School
I’ve always been a lover of clever marketing campaigns and frequently pondered on what makes a campaign so successful. Having identified some really smart campaigns over the years, I decided that four things matter and I developed my own model. There are already a couple of well-known marketing models with four-letter acronyms, to support marketing communications planning – Chris Fill’s DRIP model and Elmo Lewis’ classic, long-established AIDA model. I’d like to propose a third, MIMI. Here’s how it goes:
The first M stands for MEMORABLE. If you remember a marketing campaign then you probably talk to your friends and family about it. Word of mouth is like a bush fire – it spreads! Getting people to talk about your marketing campaign is a sure way to drive engagement and acquisition.
One of the most memorable campaigns of my lifetime was probably the 1971 Coca Cola advert which was absolute genius in its time and one of my first early memories of colour TV. “It’s the Real Thing”, the famous Coca Cola tagline will forever ring out to the tune of “I’d like to teach the world to sing” for me – most definitely memorable!
The I is for IMPACTFUL. If a campaign doesn’t make an impact, doesn’t drive a call to action, doesn’t change anything, then its probably a wasted investment. We invest in marketing campaigns because we want something to happen, whether that be purchase of a product or service, driving awareness or encouragement to sign up for further communications.
171 million banners with negative impact
5.5 million unique women
50% of the women who visited the Dove Ad Makeover site to create a message
The campaign extended beyond promoting a vision for beauty equality, by increasing sales of Dove from $2.5 to $4 billion in the campaigns’ first ten years. Dove soap bars became Unilever’s best-selling product company wide. That’s what I call impact!
The second M of my model stands for MEASUREABLE. Marketing costs money and every good finance officer will demand to know what the ROI will be before agreeing to your budget request. In todays world of digital marketing this is so much easier, with metrics such as Cost Per Click (CPC), Cost per Impression (CPI), Click Through Rate (CTR), conversion rate, number of visitors, post engagement, interactions, page views and many, many more. The hashtag has become a strong indicator of success – #MeToo, #BeKind, #LikeaGirl, #BlackLivesMatter and #NeverAgain resonate with me and illustrate the power of the online environment.
A truly measurable campaign that I think was just brilliant in its time was the EPICA award-winning Mini Getaway campaign in 2010. iPhones had only been around for 3 years, so a campaign developed around an app, to engage and encourage involvement was truly genius. I would hazard a guess that not many readers of this blog have ever seen this campaign, watch the video at the link above and I think you’ll agree that it’s Memorable, Impactful and Measurable without a doubt.
Finally, there is another I, this time for IDENTIFIABLE. It’s imperative that receivers of any campaign messaging need to be able to identify the product or brand. Some brands are identifiable purely by their colour – did you know that RAC orange is a unique colour? What colour are the McDonald arches? If I mention Cadburys, what colour would you associate with the brand?
Other brands are identifiable by a tune
containing the tag line or even the brand name – think of Go Compare and you
will no doubt sing it. The monotone, single note tune for We Buy Any Car still
ring in my head, and as I’ve already said, Coca Cola is the Real Thing in the
song from the 70’s ad. Other brands are identifiable by a character, such as
the Compare the Market meercats, the Michelin Man, the Jolly Green Giant
providing your sweetcorn, the Pillsbury Doughboy and my personal favourite,
Memorable, Impactful, Measurable and Identifiable – I challenge you to apply my MIMI model to your favourite marketing campaign. In fact, why not come and study a marketing qualification with us at Staffordshire Business School, to learn for yourself how to develop and deliver marketing campaigns that truly hit the mark.
Storm Barratt, Course Director, Staffordshire Business School
never a day goes by, when we aren’t reminded that “today” is National,
International or even Global “something” awareness day or week or month. From
the ever-popular Christmas Jumper day to my own particular favourite – National
Squirrel Appreciation Day (!), from National Allotment week to Fairtrade
fortnight to National Bed month.
these campaigns are designed to raise awareness and/or funds for some serious
and not so serious issues. So, why as a business, would you want to know this?
Firstly, all businesses
have basic ethical and legal responsibilities; however, the most successful
businesses establish a strong foundation of corporate citizenship, showing
a commitment to ethical behaviour by creating a balance between the needs of
shareholders and the needs of the community and environment in the surrounding
area. These practices help bring in consumers and establish brand and company
considered normal for businesses to balance the other stakeholders’ needs with
those of the shareholders during the decision-making process. Corporate Social
Responsibility (CSR) goes even further, making the general public a stakeholder
and shows that the business wishes to actively improve things for everyone.
business making a profit is still key and, of course, the needs of employees,
customers and suppliers must be satisfied if the business is to survive.
However, Corporate Social Responsibility has become far more important over the
last few decades with consumers worrying about how the products they buy were
made and how companies that they buy from are run. On many company websites
there will be narratives of how they look after the environment and all the CSR
initiatives of which they are a part.
Corporate social responsibility comes in many
forms. Even the smallest company impacts social change by making a simple
donation to a local food bank. Some of the most common examples of CSR include:
Reducing carbon footprints
Improving labour policies
Participating in Fairtrade
Volunteering in the community
Corporate policies that benefit the environment
Socially and environmentally conscious investments
growing popularity of National Awareness Days can tap into these initiatives helping
a company both internally and externally.
One internal perspective is if your employees can see that the business is taking a caring approach, by raising funds for charity for instance, involving the staff may mean that they become more motivated to engage with each other working towards a common goal. In fact, whilst “Wear a Christmas Jumper to Work” day seems an opportunity to raise a smile amongst colleagues as we approach the long dark winter months, the serious aspect is that the jumper wearers are raising money for a great cause.
perspective is using “Awareness
Days” to help a business promote their product or service (all the better if
this can also highlight the CSR approach taken by the company). The issues can make an ideal
marketing tool for a business, providing inspiration for marketing content.
context to an awareness day, a business can plan their content by linking a day
to their product or service, so for example an artisan baker could showcase
their expertise and knowledge during Real Bread Week, or a nutritionist could
use National Allotment Week to encourage healthy and organic eating whilst
promoting their own healthy eating programme.
It’s not just
about direct promotion though. Awareness days can provide a great opportunity
for a business to engage in conversation with future consumers via social media
using hashtags associated with the cause, on Facebook, Instagram and Twitter. This
will allow people to find and contact you, consequently building your audience.
From engaging with employees to good PR to corporate social responsibility, supporting a national awareness day is a great way to show which values are important to you and your business. It can differentiate you from your competitors and allow you to build partnerships with charities and organisations that share your beliefs. With the potential to build trust as well as give a little back, it’s a win-win situation for all.
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