A Week in the Marketing Team: Work Experience
The Northern Schools Trust (NST) Marketing Team recently hosted a group of work experience students from North Liverpool Academy.
The 5-Day Challenge
Over five days, these students embarked on a digital marketing campaign challenge. They were each given a school part of the NST to focus their work on. Their mission was to create a fresh and engaging campaign to highlight their school's unique offering and attract new students.
Day 1: Research and Discovery
The week began with an introduction to the NST's Marketing team and an insight into their roles and skill set.
Before they got started, the students were given a tour of the Contemporary Urban Centre (CUC) building home to Liverpool Life Sciences UTC and The Studio School. This was a brand new experience for the students and they were interested in the unusual location and innovative layout of the two co-located schools.
The students were then introduced to their challenge before diving into research about their school’s unique offerings and the local competitive landscape. They explored the school's website and social channels to identify what makes it unique, and they analysed what nearby competitors (schools and alternative education providers) were doing in their marketing efforts.
Day 2: Understanding the Audience
The focus then shifted to understanding the target demographic - potential students in the surrounding area. The students conducted a SWOT analysis to identify the Strengths, Weaknesses, Opportunities, and Threats associated with the school’s marketing.
The students also delved into the wants, needs and online habits of their target audience to determine the best platforms and messaging to use to engage with them.
Students who were given Liverpool Life Sciences UTC as their school chose to focus on popular social media platforms like Instagram and X (formerly known as Twitter) while students tasked with The Studio School chose to focus on live- streaming platforms such as Twitch and Discord.
