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Prepare an answer to one of the following questions...Can answer them generally here but when it comes to your project the answers will be specific to your project.

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Prepare an answer to one of the following questions...Can answer them generally here but when it comes to your project the answers will be specific to your project.

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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 three components of the Project Report

•The criteria related to the Project Report

•How to structure your Project Report

•How to create a presentation that amplifies your Project Report

•How to structure your answers in the questioning

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Justifies their plan for the choice of marketing activities and resources used to retain and or acquire customer segments (K17, S2).

•Can you justify why you selected specific marketing activities and resources for acquiring and retaining customer segments?

•How did you determine which marketing channels were most effective for different customer segments? Can you provide evidence of this decision?

•How did you tailor your approach to different customer personas within your target audience?

•If given more budget or resources, how would you refine your marketing strategy to improve customer retention?

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Evaluates the benefits and limitations of the proposed project recommendations to their organisation (K2).

•What benefits and limitations did you identify when implementing your proposed project recommendations?

•How did you measure the impact of your recommendations, and what data supported your evaluation?

•If a key stakeholder disagreed with your recommendations, how did you handle their concerns and justify your approach?

•Can you provide an example of a limitation you faced and how you adapted your recommendations to address it?

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Prepare an answer to one of the following questions...Can answer them generally here but when it comes to your project the answers will be specific to your project.

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Prepare an answer to one of the following questions...Can answer them generally here but when it comes to your project the answers will be specific to your project.

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Evaluates the benefits and limitations of the proposed project recommendations to their organisation (K2).

•What benefits and limitations did you identify when implementing your proposed project recommendations?

•How did you measure the impact of your recommendations, and what data supported your evaluation?

•If a key stakeholder disagreed with your recommendations, how did you handle their concerns and justify your approach?

•Can you provide an example of a limitation you faced and how you adapted your recommendations to address it?

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Justifies the communication methods used to present their findings and why others were not suitable (K14). Evaluates the suitability of different copywriting techniques for different marketing communications, making valid and evidence based recommendation (S5).

•How did you decide which communication methods to use for presenting your findings?

•Can you justify why you did not use certain other communication methods?

•How did you adapt your communication style to different audiences within your organisation?

•What feedback did you receive on your presentation, and how did you incorporate it into future communications?

•How did you evaluate the suitability of different copywriting techniques for your marketing communications?

•Can you provide an example of where you adapted your copywriting approach to better engage a specific audience?

•How did you ensure your recommendations on copywriting techniques were evidence-based?

•What role did A/B testing or customer feedback play in shaping your copywriting recommendations?

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Prepare an answer to one of the following questions...Can answer them generally here but when it comes to your project the answers will be specific to your project.

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Prepare an answer to one of the following questions...Can answer them generally here but when it comes to your project the answers will be specific to your project.

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Justifies the communication methods used to present their findings and why others were not suitable (K14). Evaluates the suitability of different copywriting techniques for different marketing communications, making valid and evidence based recommendation (S5).

•How did you decide which communication methods to use for presenting your findings?

•Can you justify why you did not use certain other communication methods?

•How did you adapt your communication style to different audiences within your organisation?

•What feedback did you receive on your presentation, and how did you incorporate it into future communications?

•How did you evaluate the suitability of different copywriting techniques for your marketing communications?

•Can you provide an example of where you adapted your copywriting approach to better engage a specific audience?

•How did you ensure your recommendations on copywriting techniques were evidence-based?

•What role did A/B testing or customer feedback play in shaping your copywriting recommendations?

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Evaluates the strengths and weaknesses of different approaches used for campaign management and how the data that comes from the campaign management process can be used to informs the recommendations (K18, K19, S3, S16)

•Can you explain how you assessed the strengths and weaknesses of different campaign management approaches?

•How did you use campaign data to refine your recommendations for future campaigns?

•What tools or software did you use to monitor and evaluate campaign performance?

•Can you provide an example of a campaign where your analysis led to an improvement in performance?

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Prepare an answer to one of the following questions...Can answer them generally here but when it comes to your project the answers will be specific to your project.

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Prepare an answer to one of the following questions...Can answer them generally here but when it comes to your project the answers will be specific to your project.

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Evaluates the strengths and weaknesses of different approaches used for campaign management and how the data that comes from the campaign management process can be used to informs the recommendations (K18, K19, S3, S16)

•Can you explain how you assessed the strengths and weaknesses of different campaign management approaches?

•How did you use campaign data to refine your recommendations for future campaigns?

•What tools or software did you use to monitor and evaluate campaign performance?

•Can you provide an example of a campaign where your analysis led to an improvement in performance?

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If given more budget or resources, how would you refine your marketing strategy to improve customer retention?

If given more budget and resources, I could refine my marketing strategy, by implementing a higher volume of email marketing, creating engaging/intriguing newsletters/blogs to help improve our customer retention, ultimately resulting in a higher level of customer retention.

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can you justify why you selected specific marketing activities and resources for acquiring and retaining customer segments?

the reason why I chose targeted email campaigns as they allow me to directly communicate with the customer, as we regularly send out emails to our subscribers and to our customers it does help retain customers by building relationships. On mail chimp we can send out emails to specific customer segments such as customers who's haven't interacted with us in a while to get their attention. mail chimp allows us to target specific customers easily.

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'How did you tailor your approach to different customer personas within your target audience?'

We utilised different touch points to navigate outreach of different customer personas within the target audience, as well as using a multichannel social media strategy across a variety of platforms with a malleable tone of voice depending on which customer persona is more likely to find us on that platform (ie, TikTok vs LinkedIn vs print media)

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How did you tailor your approach to different customer personas within your target audience?

Customer persona: Parent/prospective parent - Informal/happy tone, celebratory content - channels: Facebook, Instagram, email

Customer persona: Potential business partners/community connections - more formal and educational tone, content centered around SCA successes and opportunities - channels: LinkedIn, X, in person community meets/events

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Can you justify why you selected specific marketing activities and resources for acquiring and retaining customer segments?

We selected social media campaigns and email newsletters because they are effective for reaching and supporting women and children experiencing domestic abuse. Social media helps us raise awareness about our services, share important information, and connect with people who may need help. Email newsletters allow us to stay in touch with supporters, share success stories, promote events, and provide updates on how their contributions are making a difference.

We chose these resources because they are affordable, easy to manage, and help us reach both those in need of our support and the wider community who want to help, making it easier to raise awareness and provide ongoing care.

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Stakeholder Disagreement

One of my stakeholders disagreed with my decision to prioritise customer feedback post Open Evening suggesting that it wouldnt add immediate value, but I addressed their concerns by emphasising how this feedback would be crucial for improving our future events and understanding our target audiences wants and needs

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Can you justify why you did not use certain other communication methods?

We did not use certain other communication methods, like TV or radio ads, because they are expensive and may not effectively reach the specific individuals who need our support. We also avoided door-to-door outreach as it could put people at risk, especially those living in unsafe situations.

Instead, we focused on online methods like social media and email, which are more private, cost-effective, and accessible for both those seeking help and our supporters. This allows us to protect the safety of our audience while still sharing important information widely.

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Adapting Copy

For my open evening project, I had to adapt my copywriting and tailor it towards English as an Additional Language) parents. i had to ensure that the language used was simple and understandable. I did this by my communication style by using clear, straightforward language and avoiding jargon, ensuring that all prospective families felt included and informed.

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How did you evaluate the suitability of different copywriting techniques for your marketing communications?

Identify objectives and purpose of the specific marketing communication

Understand target audience - customer personas/focus groups/feedback

Consistency with brand identity

Analyse competitors approaches

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how did I adapt my communication systole to different audiences within your organisation?

Across social media channels we do change our communication style/tone of voice depending on what's our target audience on that specific social media channel. for tik toks we do small caption, not trying to sell our products but be friendly as users on this has short attention span, so a long caption would not be needed as they're short videos.

instagram- again a friendly approach but trying to promote our products so we are informing the users so it would be friendly and educational communication style.

instagram (different account a sister company)- is about our products and our systems and this is b2b target audience, so our communication on this account would be precise technical language.

linked in- linked in allows us to talk more about the products and services in depth so this would also be more educational communication style.

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If a key stakeholder disagreed with your recommendations, how did you handle their concerns and justify your approach?

I would handle their concerns, by firstly listening carefully to their key issues and then ask sympathetic questions to show that I have their best interests at the forefront of my priorities. I would then justify my approach by providing an in depth breakdown and outlining the key benefits that my approach would bring to all stakeholders in the hope of us being able to find middle ground that is best for both parties. This breakdown would include the benefits and limitations of all our marketing techniques to each of our customer personas we are aiming to target.

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Tools and software

I used social media analytics platforms such as Instagram Insights to measure my strategies engagement and reach providing valuable insights into the impact of my campaign with my target audience.

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What tools or software did you use to monitor and evaluate campaign performance?

Tools such as Google Analytics to measure website performance, Social Media Analytics on each site (LinkedIn, Facebook, Insta, X), Buffer Analytics for social content

Campaign specific metrics (e.g. event sign ups, event attendance, job applications etc)

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Can you explain how you assessed the strengths and weaknesses of different campaign management approaches?

We assessed the strengths and weaknesses of different campaign management approaches by looking at how well they reached our target audience, the cost, and the level of safety and privacy they offered. For example, social media campaigns are strong because they are low-cost, reach a wide audience, and allow people to engage privately. However, they rely on people having internet access and may not reach those in crisis without support.

We found that printed materials, like posters in community spaces, are helpful for local awareness but are limited in reach and harder to update with new information.

By comparing these factors, we focused on the methods that were most effective, safe, and affordable for both raising awareness and providing support.

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what's tools or software did you sue to monitor and evaluate campaign performance?

as our campaign was solely on social media channels and mail chimp, gathering data and statistics was fairly simple as the channels give insights to each posts and mail chimp gives an in depth analysis of click rate bounce rate open rate, how much revenue the email cerated. on social media such as instagram it does gather how many followers we gained, non followers, followers that interacted with the post. we also use hoot suite to gather insights on a wider spectrum as it tracks and analyses data across all of our social media channels.

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What tools or software did you use to monitor and evaluate campaign performance?

I used meta business suite to help monitor all of our campaigns across Facebook and instagram both paid and unpaid campaigns. The analytics and metrics within this platform clearly outline the level of performance within a campaign.

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'What tools or software did you use to monitor and evaluate campaign performance?'

We use an integrated client reporting system called Agency Analytics which feeds through data from GA4, Google Lighthouse, Google Search Control, Rank Tracker, Majestic, and social media analytics to produce full campaign report.

Every week I analyse GA4 and Rank Tracker to assess the performance of our SEO campaigns, and every month I provide the client a detailed report summary on what has improved, what has gotten worse, and the next steps for the coming month about how I will continue to optimise this.

Alternatively, for PPC and social campaigns, I use Google Ads and Meta Business Suite biweekly to track conversion performance, optimise the campaigns, and adjust the budget accordingly

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'How did you evaluate the suitability of different copywriting techniques for your marketing communications'

On our digital communications, such as out website blog, I tracked the traffic that the blogs brought to the site, as well as cross-analysing how the accompanying social media post performed through KPI's such as engagement, impressions, and shares. I also analysed how each blog performed based on the lead generation from the downloadable source at the bottom of the page. By doing this, I began to notice that our blogs had a better impact when they were casual and friendly sounding with a bit of humour, and our professional blogs didn't have as much of an impact on lead generation or overall engagement or traffic.

However, in our printed marketing materials which were distributed to existing clients, prospective clients, and networking event attendees, the response was better if the prints were more informative and if they included more local jargon. We saw a higher rate of inquiries when we marketed ourselves as a 'Local Black Country Business' rather than trying to be appealable to all, such as on social media.

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Refine Reccs

By analysing campaign data, I was able to identify high-performing channels and messaging, which allowed me to refine my recommendations for future campaigns by advising stakeholders to focus on these areas to maximise engagement.

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What tools or software did you use to monitor and evaluate campaign performance?

We used tools like Hootsuite to schedule and manage our social media posts and track engagement across different platforms. We also used Facebook and Instagram analytics to monitor how many people were seeing our posts, interacting with them, and clicking on important links.

These tools helped us see which types of content were most effective, what times our audience was most active, and how well our campaigns were reaching those who might need our support, allowing us to make improvements where needed.

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how did I use campaign data to refine your recommendations for future campaigns?

for our tik tok account I gathered the data from the past year, such as likes, views, comments, shares , saves, and followers gained. I put this on an excel spreadsheet with the caption, time of posting and day. this allowed me to come up with the best ideal time to post, what day, what caption and what type of content the users like. from this we concluded that asmr videos which are short and snappy, posted each Thursday on 4pm do perform better on engagement!

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How did you use campaign data to refine your recommendations for future campaigns?

Analyse performance metrics against campaign objectives and identify areas of strength and areas for improvement (which channels performed best?, were there certain times of day that content did better? etc.)

Benchmarking - compare the results of your campaign to industry standards

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How did you use campaign data to refine your recommendations for future campaigns?

I would use campaign data such as looking into the metrics displayed within meta business suite to help understand the strengths and weaknesses of each campaign. This would help me refine and improve future campaigns, for example I’d be able to monitor which community groups and forums were generating the most reach, impressions, lead generation, conversions etc. This means in future campaigns I could solely focus on delivering content for the most effective community groups we use.