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Group 2
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Group 3

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• Location: Remote/hybrid/in an office?
• Salary ranges?
• Industry?
• What experience level is required? Qualifications asked for?

1. Communications Manager
2. Press / Media Relations Officer
3. Director of Public Relations

1. Head of PR and Media
2. PR Account Director
3. Event Manager

1. Public Affairs Manager
2. Public Relations Director 
3. Content & PR Lead

• Desk research

• Event co-ordination

• Database management

• Client/internal reporting

Consider the following questions:

• Are you responsible for content creation or distribution?

• Who takes the lead on campaigns / events in your organisation?

• Do you run update meetings or provide reporting?

• Do you research the competitive landscape for your business?

• Do you scan the horizon?

1. Primary research

2. Secondary research

Individually,  provide 2 examples of each for your business.

Consider whether it is quantitative or qualitative

The interviews will be based on the Nourish scenario.

The interview questions can be accessed below. 

Once you have asked your questions analyse the answers and prepare a two slide presentation with your insights.

1. Do you use a meal subscription service?  If so, why? If not, why?
2. What meal subscription service brands do you already know about?
3. What types of cuisine would you want to see in a meal subscription service? - Healthy; quick and easy;   family favourites; vegan; vegetarian; environmentally friendly
4. What factors do you consider are important when buying a meal subscription service?
5. What is your opinion on sustainable materials used in packaging for meals?
6. Would you buy this service?
7. What would you pay for our product?
8. What features do you think are missing from our services?
9. How is our brand doing compared to our competitors?
10. What would you look for in an ethical meal subscription service?

1. Conduct research into possible niche areas the brand could align.
2. Create a perceptual map to establish gaps in the market. 
3. Demonstrate the size and reachability of the target audience and prioritise segments based on potential return.
4. Identify any real-life partnership opportunities for the brand that could aid them in achieving their goals.

• This presentation will last no longer than 15 minutes and should provide a clear coherent strategy for how you intend to help the business achieve its goals. 
• This presentation should be supplemented by a slide deck as well as any other resources you deem appropriate for the audience (e.g., research notes, buyer personas)
• The slide deck will be no less than 6 slides and no more than 8.

• Desk research - pr and marketing strategy for the different technologies within SWS Group

• Database management: Hubspot

• Client/internal reporting: client audits, Customer Care review meetings, reports on marketing apprentice weekly reviews

• Are you responsible for content creation or distribution?

  • yes, creation of marketing marketing materials - case studies, product info sheets, pr announcements

• Who takes the lead on campaigns / events in your organisation?

  • no external events as of yet but will be me in future

• Do you run update meetings or provide reporting?

  • yes - to business director and account management team

• Do you research the competitive landscape for your business?

  • Yes

Event coordination - supporting the planning and delivery of airport events for customers/staff, press launches, and internal staff celebration events.

Database - managing contacts of competition winners and using operational spreadsheets to update flight information.

Reporting - contributing to the media coverage aspects of post-campaign analysis reports across the marketing function, reporting to directors on current media coverage and competitor movements, summarising monthly media coverage for internal newsletters.

• I am responsible for content creation and distribute this to our agencies to issue. I also get involved with issuing press releases to trade media.

• The campaigns team take the lead for all marketing campaigns and feed into each team for what they need to complete. There is no events team - each team contributes towards event planning where necessary.

• Update meetings are on an ad-hoc basis based on the campaign or situation being reported to ensure everyone understands the current status.

Quite often put together presentations for more senior members to present, or go from a basic version from them and make it on brand and tidy it up, Drive the slides at events, be on hand to assist with any tech issues at events. At our return to work event I went round the operatives asking them to complete a survey to assist with future comms. Taking photos for management to use on LinkedIn. Co-ordinate and organise tasks to ensure we have everything covered which involves meeting before events and a debrief and evaluation after. Create videos and written content to be shown in presentations. Create and distribute invitation comms for events. Support with attendance sheets and supply name badges. I created the certificates for management to give out at the recent event.

I'm usually responsible for content creation and distribution. Depending on the event I will lead or another member of the team. I run meetings for updates, not so much reporting. from an Internal Comms perspective I research and strategic plan how best to deliver depending on the audience - office or field based staff.

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Group 2
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-I take the lead on some events from creating to organising. I also collab with other departments on their events and ensure it is executed in my campus regarding things like location, time, resources etc.

-I collab on putting together a yearly schedule of events for the campus to acknowledge or host. I go over activities, audience, budget, communication etc.

-I lead meetings for my team on events taking place in campus and our roles for the event's success.

- I lead meetings across other departments to ensure communication and consistency across events such as student induction.

-I collaborate with others to gather data for a Semester report to provide to Senior staff. Collecting data on student submission rates, attendance, pass rates, class cover, student services accessed etc.

-Use database systems to store student personal details and course information.

-Use Kanban systems for processes.

-I put together communication for students usually via email to send out key info. Recently creating newsletter.

-Send out communication to staff to give them key info.

• I would usually be responsible for both, I can create the content and also post it out.

• I would say my MD Rich takes most of the campaign lead.

• We have done previously to see how successful the campaign was.

• Yes, we are constantly doing competitor analysis on other companies to identify what we can do better. Usually done in a SWOT analysis.

• Yeah, we will usually cover this in meetings to really scope things.

• Survey creation.

• Media Creation (Created Cards containing survey to be distributed).

• Manage survey distribution to recipients.

• Database management (update recipient data & share data with colleagues to replicate process.

• Meeting management for 30% face to face.

• Lead meetings and complete interview style questioning for data collection.

• Report on completion rates to operations.

• Report on content analysis, P1's and trends to operations.  

• Report overview of the above to my line manager and project group on a monthly basis.

Other-

• Support with coordination of events.

• Lead in budgeting and finance tracking.

• Support in communication strategies.

• Our CEO decides on the events for us to run, my line manager currently organises a project team - and i currently co-ordinate multiple elements of the campaign or event.

·       Head of Comms will distribute out campaigns to assist / lead depending on workloads and subject matter.

·       Support with running the social media at the event and gathering content to use on different channels post-event.

·       Report back to teams how content has performed on social media and press channels.

·       I contribute to update meetings by providing an update to the area of work I’m responsible for.

·       Not often, as in the NHS all organisations are promoting similar messaging. However we do share analytics so we can compare engagement and reach stats.

·       Depends on the campaign, we often scan the horizon to ensure the timing of content is correct.

We gather Primary research by conducting student feedback. We have a student satisfaction survey that we include the link in our emails. We have QR codes around the building. We incentivise students to complete with a chance to win a £50 voucher.

We also have a yearly staff survey to gather staff feedback. This is sent out via email.

This is both Qualitative and Quantitive.

Secondary research - We use third party sites like the NSS survey to analyse its results of what students are saying about other universities and the experience they offer.

This is more Quantitive but also Qualitative.

Primary

·       Employees satisfaction through quarterly surveys

·       Employee attendance and attrition rates

Secondary

·       We forecast performance for above KPI’s through comparison to our competitors, by working with external bodies such as great place to work we have access to a database which allows us to rank out performance against other companies in the industry.

Council conducts its own research for the the levels of the private rented sector in Liverpool. We have a selective licence scheme, this means certain areas in LVL need a licence if there is a rental property. The areas covered are the ones with the highest amount of rental accommodation.

Qualitative - I use the local newspaper comments section mostly. I get a taste of peoples feelings towards certain outcomes and projects reported in the newspaper. Tends to be the fringe idea though so I always take with a pinch of salt.

Engaging with residents F2F is the most important. There are days of action were our team is out in an area. Knocking on peoples doors is the best way to find how things are affecting them.

2) collecting own data (surveys / vox-pops) Quantitative

Secondary research:
1) using data generated by colleagues (graphs / stats) Quantitative

2) reading content created by other departments (manuals / guidelines) Qualitative

·       Staff Survey – quantitative and qualitive data with an annual survey asking staff how they feel working in the organisation.

·       Interviews – qualitive data collected when interviewing subject experts for health advice, news updates and stories.

Secondary data

·       NHS / Government data – Often quantitative data collected e.g. The waiting list for hospital treatment rose to a record of nearly 7.8 million in September 2023.

·       Research reports - quantitative and qualitive data on the latest breakthroughs in research.

Primary:

Asking a customer for feedback (Qualitative)

Reviews on socials

Secondary:

Reviewing job roles on LinkedIn and who works for the business.

Performing competitor analysis on other companies to provide feedback for clients.

Monitoring media coverage

Desk research

Database management

Internal reporting

• content creation/distribution - Partly responsible

• Lead - From our team - Media Relations managers

• Update/reporting - Yes

• Competitive landscape - Partly

• Horizon scanning - Not yet

• Research influencers for gifting opportunities.

• Identify and assess vendors for events.

• Explore options for mailers to ensure campaign objectives are met.

Event Coordination :Account managers lead campaigns and events within the organisation.

• Assist in gathering vendor ideas, costs, and services.

• Liaise with vendors to coordinate event logistics and ensure smooth execution.

Database Management

• Maintain up-to-date addresses for trade press contacts to streamline mail-outs and gifting initiatives.

• Manage an Excel sheet for gifting and stock tracking to prevent over-promising on product availability.

• Ensure gifting aligns with client KPIs, such as EMV (Earned Media Value).

Reporting

o   Prepare monthly social media reports for clients (e.g., FHA), highlighting benefits and results achieved.

• Monitor Instagram stories daily to update client reports and ensure no efforts are overlooked.

Content Creation and Distribution

• Create and distribute social media content for FHA and Kent Salon Brushes.

• Produce Reels for Schwarzkopf Professional.

• Transcribe voice notes for press requests to facilitate content creation.

Competitor research - competitors’ marketing tactics, content strategies, social media activity, and event participation.

Industry Trends Monitoring - Track relevant industry events, such as conferences and webinars, and assess the topics discussed.

Event Coordination

Internal Event Support - Coordinating internal tasks related to campaigns, events and communcations, ensuring smooth execution.

Tracking and Monitoring - Tools like the company website to track events and participation.

Database Management

Manage CRM data using HubSpot, ensuring accurate tracking of email campaigns and client communications.

I maintain and organise data on competitor activities and industry events.

Client/Internal Reporting

Provide data-driven recommendations to improve marketing strategies based on performance metrics.

Internal reports summarising competitor insights and event highlights

Quantitative | Collecting event participant feedback to make informed decisions on the planning of next year's conference.

Qualitative | Through the CSMs gathering insights on client satisfaction, challenges, and preferences to make informed decisions during our ABM project

Secondary Research -

Qualitative | Industry Insights - Using industry reports, whitepapers, and online publications to identify emerging trends, regulatory updates, and key focus areas within the sector.

Qualitative | Researching competitors’ marketing tactics, event participation, content strategies, and customer engagement via publicly available information (e.g., websites, LinkedIn, and other social media platforms).

1.        Research into individual hair influencers to create a description for clients

Qualitative- As you look at specific influencers' styles, niches, and content to create a description

2.        Identifying which brackets hair influencers fall into (e.g., blonde specialist, styling, extension specialist, etc.)

Quantitative - This involves categorising influencers into categories.

Secondary Research

1.        Researching trends in hair looks to create press releases

Both Qualitative and Quantitative - Researching popular styles (qualitative) and rating their popularity and fit for the client (quantitative)

2.        Tracking national and international days to create social assets

Quantitative - Involves finding calendars of key dates and events for content planning.

1 - Looking at how much coverage we got for a NPD - Quantitative

2 - Media outreach - Qualitative

Secondary Research

1 - Media Coverage Analysis - for the Monday morning briefing and for reporting back. - Qualitative

2 - Trust reports - Qualitative

Partnerships

TV/Product placement

·       MasterChef

·       This Morning

·       Sunday Brunch

·       James Martin's Saturday Morning

·       James May: Oh Cook!

Sponsorships

·       Come Dine With Me

·       The Great British Bake off

·       The Hairy Bikers Go Local

Celebrities & Influencers

·       Jamie Oliver

·       Joe Wick

·       Nadiya Hussain

·       Ella Mills

·       Tanya Burr

1.        Goal-Specific Meal Plans

·        Weight Management: Tailored meals designed to meet calorie and macronutrient targets for weight loss, gain or maintenance.

• Muscle Building: High-protein meal options for those focused on strength training or body composition.

• Mood and Cognitive Support: Recipes incorporating ingredients like omega-3s, magnesium, and complex carbs to boost mood and focus

Why?:

• Consumers increasingly seek personalised, functional food solutions.

• No meal subscription service currently offers a customisable quiz that tailors meals to personal goals (e.g., boosting mood, weight control).

• Aligns with trends around wellness and lifestyle optimisation.

Supporting Data: The UK Fitness Report – 2023/24 Gym Statistics | PureGym

• One in five people don’t know if their diet is healthy or not.

• Only 1 in 5 people consume three balanced meals per day

• 25% of people regularly count calories, highlighting a growing interest in nutritional awareness

2. Health-Focused Natural Ingredients

• Low-Sugar, Low-Sodium, and Low-Fat Options: Focus on clean-label ingredients.

• Allergy and Sensitivity-Friendly Meals: Include gluten-free, dairy-free, and nut-free options to cater to dietary restrictions.

Why:

• Consumers are actively seeking transparency in food labelling and natural, unprocessed ingredients.

• Major players like HelloFresh do not significantly emphasise health-focused options tailored to specific sensitivities.

Supporting Data: The UK Fitness Report – 2023/24 Gym Statistics | PureGym

• Nearly two-thirds of people consume less than four portions of fruits and vegetables daily

• 70% of consumers globally consider "healthier eating" to be one of their top priorities

3. Sustainable and Ethical Sourcing

• Local Sourcing: Partner with local farms to ensure fresher ingredients and support local economies.

• Carbon Neutral Deliveries: Collaborate with eco-friendly logistics partners to maintain their environmentally focused positioning.

• Zero-Waste Meal Kits: Provide exact ingredient quantities and offer tips for repurposing leftovers.

Why?:

• Nourish is already perceived as environmentally friendly, but competitors like Mindful Chef have a stronger foothold in this space.

• Building on this aspect strengthens differentiation and appeals to eco-conscious consumers.

4. Family-Friendly Meal Kits

• Kid-Friendly Menus: Nutritionally balanced, child-appealing recipes with chance for the kids to get involved in cooking and creative plating tips.

• Portion Adjustability: Options for families of various sizes, saving on cost and food waste.

Why?:

• 75% of Nourish's current audience is female, many of whom may have families.

• Offers a unique value proposition as competitors like Gousto and HelloFresh focus more on individual or couple-sized portions.

o   Aged 30–45, likely dual-income households, focus on convenience and health.

• Gender-neutral appeal but with emphasis on working women.

Psychographics:

• Health-conscious and willing to invest in personalised food options.

• Busy schedules necessitate convenience but without compromising nutrition.

• Motivated by wellness goals (e.g., boosting energy, managing weight).

Reachability:

• Active on Instagram, Twitter, and LinkedIn.

• Likely to use wellness apps (e.g., MyFitnessPal, Fitbit) and engage with health influencers.

• Over 30% of UK consumers fall under the health-conscious category【source: Statista, 2023】.

• High lifetime value due to willingness to subscribe long-term for health benefits.

2. Families with Children

o   Aged 35–50, primarily mothers managing family meal planning.

• Children aged 5–12.

Psychographics:

• Seek nutritious and convenient meal solutions for busy weeknights.

• Interested in kid-friendly recipes and portion adjustability.

• Environmentally conscious and concerned about food waste.

Reachability:

• Active on Facebook, Pinterest, and parent-focused blogs or forums.

• Likely to follow family-oriented influencers and participate in school/community sustainability initiatives.

• 5.5 million families with children in the UK【source: ONS, 2023】.

• Potential for loyalty through tailored family meal plans.

3. Fitness Enthusiasts (Gym-Goers)

• Aged 20–40, balanced gender representation.

• Includes recreational gym-goers and those serious about fitness or training programs.

Psychographics:

• Motivated by performance goals (e.g., gaining muscle, improving endurance).

• Highly conscious of macronutrients like protein, carbs, and fats.

• Frequently experiment with supplements or meal plans to optimise results.

• Fitness enthusiasts spend more on food tailored to their goals. For instance, the UK protein supplement market alone was valued at £530 million in 2023, reflecting a willingness to invest in nutrition【source: Statista】.

Reachability:

• Limited competition: Meal subscription services rarely cater specifically to gym-goers, leaving a gap for customised, performance-driven options.

• Active on Instagram and YouTube, following fitness influencers or trainers.

• Engage in gym communities or local fitness groups.

• Use fitness-tracking apps (e.g., MyFitnessPal, Strava) and follow fitness hashtags like #mealprep or #gymfuel.

• Over 10 million people in the UK hold gym memberships【source: PureGym UK Fitness Report】.

• Strong alignment with premium nutrition products and long-term subscription models

4. Eco-Conscious Consumers

• Aged 25–40, younger professionals or students with a strong environmental ethic.

Psychographics:

• Willing to pay slightly more for eco-friendly, sustainable options.

• Interested in local sourcing and zero-waste initiatives.

Reachability:

• Active on Instagram and TikTok.

• Likely to engage with sustainability influencers and follow green brands.

• 60% of UK consumers factor sustainability into purchasing decisions【source: Deloitte, 2022】.

• Strengthens brand reputation and long-term loyalty.