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Justifies the technology and software used to analyse their findings and why others were not suitable (K8, S18).

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Evaluates the suitability of different marketing channels for building and implementing campaigns, making valid and evidence based recommendations for change (K12, S6).

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Analyses the impact of customer targeting and make evidence based recommendations on how to improve the customer journey (K21, K22).

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At the end of this session, you will understand:

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At the end of this session, you will understand:

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Your EPA timeline​

The components of the Portfolio Interview​

How to demonstrate competence in your answers for Distinction questionsHow to structure your Project Report​

Understand the general questions the EPA will ask​

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Current and emerging technologies, software and systems which impact on marketing.

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Common marketing channels, cross channel behaviour, and how to manage and operate an integrated campaign using online and offline channels.

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The customer journey including customer offline and digital touchpoints, customer personas, how to engage customers at different stages of their journey, sales funnels and how to segment an audience for targeting.

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Use data analysis tools to record, interpret and analyse customer or campaign data.

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Builds and implements campaigns across a variety of offline and digital media platforms.

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The impact marketing has on the level of customer service or the customer experience, including community management channels

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Questions - Answer 1 question and mention which one

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Questions - Answer 1 question and mention which one

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1. Can you explain why you chose [specific technology/software] to analyse your marketing data, and how it was more suitable for your project compared to alternative options?

2. Describe a situation where you had to evaluate different analytical tools for a marketing task. What criteria did you use to make your final selection?

3. How did the technology or software you used for data analysis in your recent marketing campaign contribute to the accuracy and relevance of your findings?

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Researched new channels such as TikTok, found data to suggest TikTok would get more engagement with content being put out to target audience.

Snapchat also researched, but it doesn’t seem applicable at this point

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Questions - Answer 1 question and mention which one

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Questions - Answer 1 question and mention which one

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1. Can you describe a recent marketing campaign you worked on and explain how you evaluated the effectiveness of different marketing channels used?

2. What data or metrics did you use to assess the performance of various marketing channels in a recent campaign, and how did this inform your recommendations for future campaigns?

3. Tell me about a time when you suggested changing or adding a marketing channel for a campaign. What evidence did you use to support your recommendation?

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Questions - Answer 1 question and mention which one

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Questions - Answer 1 question and mention which one

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1. Can you describe a specific campaign where you analysed customer targeting and its impact on results? What were your key findings?

2. How have you used data or evidence to recommend improvements to a customer journey? What changes did you propose and why?

3. Tell me about a time when you identified gaps in the customer experience. How did you measure the impact of these gaps, and what solutions did you suggest?

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Question 3-

One time I identified a gap in the customer experience was the post sale interaction, for example after a job was completed we lacked a high level of engagement with the customer, the impact of this was a lower chance of repeat business and also lower volumes of google reviews. A solution I suggested was to create a post installation care package to give the customer upon completion of the job, which would include maintenance tips for their windows and doors, additional hardware accessories we sell and also a referral scheme where customers could earn gift cards for popular domestic stores. Ultimately, meaning we leave a classy impression to customers after our work is complete which significantly improves our brand reputation and betters the overall customer experience.

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Question 2

We held a KS3 (students Y7-9) Parent focus group to understand more about how our parents receive and understand communications. One of the findings was that parents did not understand the value of extra-curricular activities for students and why the school was pushing them so much. In response to this we created an extra-curricular 'parent handbook'.

I worked with the Careers lead and several departments to create a booklet which outlined each of the clubs offered to students, when they were offered and what wider skills/career paths students would gain from attending regularly. The aim was to fill this gap in communication with parents.

We sent the booklet out to all our parents, and also uploaded it to the website and promoted this via relevant social channels. This nurtured the relationship with our parents, which is crucial in reaching key company objectives such as developing a positive reputation in the community.

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Q2.

I used monthly LinkedIn analytics to create graphs on excel that displayed the post type with the highest engagement.

This tended to be our carousel posts so I proposed posting more in this format to further increase engagement and hopefully drive more people to our website.

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3- From our recent Open Evening surveys and sign up / attendance data. I found that many of our target audience were suggesting that we extend the principals talk/ offer two time slots.This would ensure that families who couldn't attend the 17:15pm session still have the opportunity to hear about our academy, learn about what we offer, and engage directly with our leadership team. By offering additional slots, the school can accommodate more families and ensure everyone has a chance to connect with our vision and values.

Additionally, there was not much difference in sign ups in comparison from 2023 - 2024. I identified not having a Transition and Community Lead as one of the reasons as to why their hasn't been much of a boost due to not collaborating enough with our feeder primary schools. This year we aim to increase our partnerships with them to build stronger connections and engage more directly with families. Strengthening these relationships will help boost awareness and encourage greater participation.

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Can you describe a specific campaign where you analysed customer targeting and its impact on results? What were your key findings?

For our previous Christmas campaign, I focused on understanding our audience and refining customer targeting to increase engagement and donations. I developed key customer personas, such as loyal donors and community supporters which helped tailor our messaging and campaign strategy.

I used a mix of digital and offline touchpoints:

Digital: Facebook, Instagram, LinkedIn, and email via Mailchimp

Offline: Bucket collections in local areas, selling handmade items, with all proceeds going directly to support our campaign.

I was able to analyse how our audience moved through the customer journey, from awareness (seeing one of our posts of collection buckets) to consideration (reading our email or speaking to a volunteer), to conversion (donating or purchasing an item).

Key findings:

Instagram performed better than Facebook in terms of organic reach and engagement.

Bucket collections were effective outside of our local area and provided a stronger presence in other areas.

Handmade items were popular with community members or other local organisations.

Supporters appreciated seeing where the donations go and the storyline and being a part of the journey of our campaign.

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Question 1

A recent campaign I worked on called the 'listening campaign' involved collecting feedback from the wider community to inform decisions about what services/activities our recently launched Community Hub should be offering.

This was a multi-channel campaign which incorporated both online and offline marketing channels. An example of an online channel used in this campaign was LinkedIn, to reach local companies and community leaders. An example of an offline channel used in this campaign was a flyer which I created using Canva, and was then distributed around the community through people's letterboxes.

We were able to measure the effectiveness of our social media channels through metrics such as Engagement and Reach. Facebook gained the best reception in this campaign when measured against these metrics, which suggests that is the best online channel in which to reach the community. Going forward we have set up a dedicated SCA Community Facebook group.

We were able to measure the effectiveness of the flyers as they had a QR code on which lead to a short survey, the amount of people who completed the survey was a metric we could use to measure the success of the flyers. In comparison to email, the flyers seemed to have less impact and success in getting people's attention, which will inform campaigns in the future.

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Question 3:

As part of our Christmas campaign, I evaluated the performance and sustainability of both online and offline marketing channels to ensure we were using our limited resources effectively. Our core marketing channels included Instagram, Facebook, email marketing via Mailchimp, bucket collections, and handmade item sales.

During planning, I noticed that while we had previously relied heavily on Facebook and email, engagement on Facebook had been steadily declining, especially in terms of shares and reach. In contrast, Instagram content was performing better, with higher engagement rates, more shares, and positive feedback from followers. This suggested a shift in where our supporters were most active.

I proposed that we shift our digital focus more toward Instagram while still maintaining Facebook for the older audience. Additionally, I suggested we introduce a small in-person fundraising element (selling handmade items), which aligned with community interest and gave people a tangible way to support us.

Evidence Used:

Mailchimp reports showing high open and click-through rates, reinforcing email’s value for conversions.

Instagram insights showing stronger engagement compared to Facebook (likes, comments, shares).

Feedback from volunteers and local supporters who expressed interest in hands-on ways to contribute during the holidays.

Cross-Channel Integration:

I ensured that our offline efforts were supported by digital promotion. For example, we posted collection dates and handmade item teasers on Instagram and included donation links and campaign stories in our emails. This helped create a seamless journey across channels, increasing touchpoints and driving overall engagement.

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Question-2

Some of the data/metrics I used to assess the performance of our email marketing would be the openers, clickers and unsubscribes. All of these metrics allow me to measure the level of success this marketing channel has towards the retention phase of the campaign. A different set of metrics used would be the reach, engagement and link clicks for a Facebook post used for the awareness phase of the campaign where we are trying to generate quality leads in order for higher volumes of sales. Anlysing these metrics allowed me to make accurate and evidence based recommendations for future campaigns.

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One recent campaign I was involved in was promoting our Community Iftar event during Ramadan. The goal was to bring people together, foster a strong sense of community. To promote the event, we used a mix of channels including social media, TV communications, and flyering. Social media helped us reach our students and their parents allowing us to build excitement and share key event details quickly. TV coverage helped us spread awareness throughout our school community. Flyering at local primary schools allowed wider members of our community to be reached.

Each channel played an important role in ensuring we reached different segments of the community. As a result, the event saw strong attendance, with a diverse turnout that reflected the effort we put into our outreach. We measured our success via social media metrics and engagement, the number of signups on our booking system from the QR found on the flyers and tvs / the turnout on the evening.

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Question 3:

For our Christmas campaign, I used Mailchimp and Instagram Insights to collect and analyse data on how our audience interacted with our content. These tools were chosen because they are cost-effective, easy to use, and provide relevant metrics that suit our small charity’s needs.

Mailchimp helped track open rates, click-throughs, and subscriber engagement. This showed which messages resonated most with our supporters and helped us understand what encouraged donations.

Instagram Insights provided real-time data on likes, shares, reach, and saves, which allowed us to measure how well our posts performed and identify the best days and times to post.

These tools helped ensure our findings were accurate and relevant, directly reflecting how our audience responded to the campaign.

I considered other platforms like Google Analytics or more advanced tools, but they were either too complex for our current setup or not worth the investment for this campaign. For our size and confidentiality needs, Mailchimp and built-in social media insights were the most suitable and sustainable options.

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Question 2

Following our previous Open Evening campaign, one of our learning points was that it was difficult to measure the impact and success of certain offline marketing channels such as the use of bus-stop advertisements and royal mail door drop flyers. While these channels are good as they can be geographically targeted, it is difficult to measure what portion of the event success can be tied back to them.

Therefore, I was asked to research different QR tracker tools. The different criteria I used to assess the multiple platforms available included the features offered, the price, customer reviews and team access. Using these I was able to come to an overall conclusion on the best platform to track QR codes, Hovercode.

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3 - For the Community Iftar Campaign, we used Microsoft Forms to track ticket signups and gather attendee information. This tool was essential in helping us monitor registration numbers in real time and understand key details such as age groups and dietary requirements.The data collected allowed us to not only track the number of attendees accurately and monitor tickets rates so that we could shut the form down when we reached capacity. But, it also allowed us to tailor elements of the event such as seating arrangements and number of each dish required to ensure that their was no food wastage.