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

An increased budget would open the door to having more external professionals, for example videographers, editors, writers. Customer behaviour could also be more extensively studied to optimise the campaign based on primary data.

Therefore, marketing activities could be done to a higher standard and be more tailored to our target audience, which would likely improve customer retention.

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I recommended the team getting more involved in the TikTok's/reels that are made

I proposed involving the team in creating Reels and TikToks to boost our online presence, but many were uncomfortable being on camera. While the potential benefits included increased engagement and visibility, the main limitation was team reluctance. To address this, I adapted the approach by suggesting behind-the-scenes roles, voiceovers, and content that didn’t require showing faces—like hands-only clips or text overlays. I measured impact through engagement metrics such as views, likes, and shares, which showed that even minimal team involvement positively influenced reach. By being flexible and addressing concerns, I was able to maintain the project’s goals while keeping the team comfortable.

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We selected specific marketing activities and resources based on their proven effectiveness in reaching and engaging our target customer segments at CAMHS Professionals. Digital platforms like Linkedin and specialist job boards were chosen because analytics showed they consistently attract high-quality healthcare candidates and allow for precise targeting. Direct outreach and tailored communications were prioritised for client retention, as feedback indicated clients valued personalised engagement and timely updates. Resources were allocated to these activities due to their track record of generating leads, fostering relationships, and delivering measurable results ensuring we maximize return on investment and meet the unique needs of both clients and candidates.

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

We used both google adverts and LinkedIn adverts to suggest hiring a marketing apprentice. We first decided to select the target audience as smaller charities and ensured the content would discuss what would benefit them:

1. We looked at the cost saving element. A lot of companies think an apprentice is only for large 'levy;' clients but didn't realise smaller companies could get funding for the qualification. Our copywriting was based on explaining this. We also focused on NI benefits. Charities are always a bit tighter on funding as they need constant support and the more they could save through this hire, the more they could spend on charity.

2. We used positive case studies from other charities we worked with to ensure our target audience felt some relevance (instead of a generic post).

3. Our headline and imagery was focused on a charity so they also felt relevance.

4. We even tailored a different advert to suit different areas (aka take on an apprentice in London). We knew which areas we had a lot of success in so tried to focus on those areas where we may have great candidates ready to go.

How did we measure the impact of the recommendations?

1. We looked at the google analytics of the advert. Firstly we looked at CTR (click through rates) to monitor how popular the advert was. We changed some of they key words to see if this made a difference.

2. We looked to see if we had an increase in website hits following the launch of the advert.

3. We looked at ROI. We spent X amount on the advert and compared this to how many sign ups we had. The ROI has a potential to be great as we only needed one sign up to make it worthwhile.

4. We monitored social media performance (how many new followers for each of our pages)

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Campaign: Recruitment Flyers

The identified target audience by our client was stay-at-home middle-aged women in the local area (Wimbledon and Kingston) who have not heard of the company before and so have no prior preconceptions of the brand. While this age group typically spends time on social media platforms like Facebook, distributing flyers in local places would be more beneficial than online ads.

In previous Facebook ad campaigns, the CTR to the website was high, with little conversions to the onboarding process. This is because the leads were insufficiently aligned to the idealised candidate, and were not applying to the job because they resonated with the brand's values. By handing out flyers in places where this target audience frequently visits, such as gyms or supermarkets, we would have the opportunity to speak with potential leads, educate them on the company, and capture awareness and consideration.

Using captivating visuals, minimal, simple text, leads gained an understanding of the brand's identity and be given the opportunity to decide if their own values align- with a QR code scanning to the job advert providing more text-heavy information and a CTA to the company website.

If given more budget, we would create different flyers according to different locations we were distributing and speaking to potential leads.

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What role did A/B testing play in shaping the copywriting.

When the advert was first launched it had quite a professional tone to it. The language was quite formal in respect of discussing how an apprenticeship works and talked about the funding guidelines and almost was a little over the top formal. It also was quite heavy on the sales wording (book a call now don't miss out) etc.

We then changed the tone to be a little bit more casual and felt it had a more casual personality to it, but didn't go 'heavy' on sales terminology. We still explained the benefits but didn't use an urgency aspect to it (such as book a call now!). It had a far more relaxed tone.

We found that the second option was much better for click rates and inbound enquiries.

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'Which communication methods to use to present your findings in a client presentation outlining the effectiveness of Google Ads'

When a client asked for an overview of the effectiveness of the recruitment Google Ads we provide, I decided that creating a visual chart would be more effective that listing the number of conversions and CTR in a written document.

As the client has minimal knowledge of marketing terminology, showing a trend over the past 6 months using a line graph with definitions what each term means, ensured the complexity of message was presented in a way that could be understood by the client. I also used a pie chart to break down the term 'conversion'- showing how many visits to the website the ad triggered and the time each lead spent on the website from this source medium to indicate lead quality as well as quantity.

The feedback I received was that the data presented effectively highlights the impact of our Google Ads. However, the client may have no understanding if this is any different to before our Google Ads campaign began. As such, I went back into GA4 and gathered the same data from before our ads ran, adding in a comparative line on the graph to show how recruitment leads have increased since outsourcing us.

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

The project recommendations were evaluated based on monthly sales figures and customer engagement statistics.

For example, by analysing data from our social media campaigns we can judge whether new marketing tactics are more successful than past ones. Data such as views, likes and shares are a good indication of the success of each campaign.

Ultimately, the impact is judged on whether the recommendations are directly responsible for increasing sales. This is usually done on a month by month basis since results aren't instant.

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When putting our project recommendations into action at CAMHS Professionals, we saw some great benefits like reaching more people through LinkedIn and job boards, and building better relationships with clients and candidates thanks to more personalised communication. These efforts helped us target the right people and gave us clear results to tweak our approach along the way. That said, there were a few challenges too like the time and effort needed to keep up with personal outreach, and depending a lot on certain online platforms. Plus, not everyone responds well to digital channels, so we realised it’s important to mix in some traditional methods to make sure we’re connecting with everyone.

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I initially presented the campaign findings using an Excel spreadsheet, but it proved too detailed and complex for my manager to interpret quickly. Recognising this, I switched to PowerPoint, which allowed me to simplify the data through clear visuals, bullet points, and key takeaways. This method was more suitable for communicating insights in a straightforward and digestible format. While Excel is effective for in-depth analysis, it wasn't ideal for presenting to stakeholders with limited time. PowerPoint offered a more engaging and accessible communication method, making the findings easier to understand and act upon. This change was based on feedback and helped improve clarity and decision-making.

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Example of a campaign where my analysis led to an improvement in performance- Instagram Reels over static posts for recruitment

In my monthly management campaigns, I investigate the analytics of each social media platform we use to distribute content. When looking at Instagram Analytics, I noticed that our reels reached more non-followers than followers and had a longer watch-time. On the other hand, static posts were interacted with more by current follower-base.

As this client was wanting to focus on recruitment, I suggested that our recruitment-focused content, be re-purposed into short-form videos that can be published as Reels. Taking this onboard, we received an increase in link interactions and website activity on the recruitment page.

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We chose our communication methods based on the audience and the nature of the findings to ensure clarity and impact. For example, detailed reports and data visualisations worked well for internal stakeholders who needed in-depth analysis, while concise summaries and infographics were better suited for wider audiences to quickly grasp key points. We avoided overly technical formats for external communications to keep messages accessible and engaging. Regarding copywriting, we tailored the tone and style to the platform using professional, clear language for formal reports and a more conversational, relatable style for social media posts. This approach, supported by feedback and engagement metrics, ensured our findings were effectively understood and well-received across different channels.

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Can you provide an example of a campaign where the analysis led to improve performance?

Yes, in terms of A/B testing on the previous answer.

we looked at CTR, website hits and inbound leads when running the adverts. We did this using google analytics and manual data (inbound leads)

I put the data on a presentation and used Canva to design it.

The first presentation the numbers were poor so we amended to option B and they improved.

I presented the changes on a further presentation to my line manager.

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

I began by identifying the specific goals of each piece of content, whether it was to inform, generate leads, build brand awareness etc. This helped narrow down which techniques would be most effective. For example, copywriting techniques such as persuasive and emotive language are most suitable for email marketing. whereas techniques such as CTAs and benefits focused messaging work best for social media campaigns.

Each was tested in alignment with the communication channel and target audience. This included performance metrics like CTR, conversion rates, and bounce rates, as well as direct customer feedback.

Based on these findings, I could effectively recommend specific techniques for future communications. Techniques that didn’t show strong engagement (such as overly formal tone or jargon-heavy content) are then excluded from our strategy due to their poor performance.

This data informed approach ensured that our copywriting strategies were both creative and aligned with measurable sales goals.

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I noticed that our marketing emails were underperforming in terms of open and click-through rates, which initially suggested the campaign wasn’t effective. However, on closer analysis, I found that although fewer people were clicking the links, those who did were converting at a relatively high rate. This indicated that the content itself was working well—it just wasn’t reaching or engaging enough people upfront. To improve performance, I focused on rewriting the subject lines to make them more enticing and relevant to our audience. By using curiosity, urgency, and clearer value propositions, I was able to increase click-through rates while maintaining strong conversion performance.

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

After completing the campaign, I used performance data to identify which strategies were most and least effective. This involved looking at metrics like engagement rates, conversion rates, and cost per acquisition. This data helped me evaluate the strengths and weaknesses of each individual activity.

Using tools like Google Analytics and HubSpot CRM, I could track user behaviour and campaign outcomes. This data informed my recommendations, such as adjusting audience targeting and refining the tone of our messaging.

The campaign therefore led to evidence based suggestions, which can ensure that future campaigns have improved performance and efficiency.

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Strengths of using google analytics:

we could monitor CTR rates and website hits to determine how popular each advert was

CTR rates are a good indicator of how well the advert worked and if it grabbed attention for the right audience.

Weaknesses of google analytics:

The data we got didn't determine how many inbound leads we had. A lot of the time we asked how they found us and they would say ' they googled us' or they saw and advert and cant remember which.

Each client unlikely saw both adverts so hard to determine if the advert just produced high traction or actually generated leads. So its hard to determine if it worked for vanity metrics or if it was actually successful

Overall, using google analytics was still very useful as it showed us one advert had a greater reach than the other.

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We assessed the strengths and weaknesses of different campaign management approaches by closely examining how each method performed against key objectives such as reach, engagement, and conversion rates. For example, digital campaign management allowed precise targeting and immediate data collection, which made it easier to optimise in real-time; however, it required ongoing monitoring and could be resource-intensive. Traditional approaches like events and direct outreach offered strong personal connections but lacked the immediate measurable data and scalability of digital methods. We used a mix of qualitative feedback (such as client and candidate responses) and quantitative data (including click-through rates, conversion metrics, and engagement analytics) to evaluate what worked best. This data-driven evaluation helped us identify which approaches to scale, which to refine, and which to phase out, ensuring our campaign recommendations are evidence-based and tailored to maximise impact and efficiency.