An intense but fun third week involved us delving deeper into marketing strategy by focusing on research.
We spoke to Carl Wong of Living Lens, a video analysis platform designed to maximise use of video research by searching for spoken word. Carl has a background in research and was extremely knowledgeabe. He gave us a great insight into his business, demonstrating what an emphasis large organisations put on effective market research. Carl also gave us some great tools and techniques for planning our own research and defining our objectives.
We then had our first Agent Academy field trip outside of The Baltic Triangle with an adventure to the woods in Knowsley to meet Nick Lynch; bush craft expert and founder of the social enterprise Komaru Outdoors. Nick was a great character to meet and full of interesting and hilarious anecdotes. We learned how to make fire with flint and gained some handy tips for surviving in the wild. We also got to hear about the motivation, obstacles and opportunities behind starting a business and learnt about collaborating with multiple organisations.
On day two Callum Bates, strategic marketing executive at Agent Marketing, offered a very informative presentation on… yep, research! Callum gave insight into the amount of time and effort that goes into researching and also showed us some of the methods used by Agent Marketing. He helped us to find the most effective system for our own research and spent the afternoon guiding us while we defined our objectives for our One Ark challenge project; we now understand the market we are operating in and have mapped our stakeholders.
We did a lot of group work this week and have become a stronger team as a result. Doing thorough research means we really understand the task at hand and are looking forward to the challenges ahead.
Ready for week 4!
During week 4 we learnt about the importance of using mission, vision and values in business and marketing.
Our week began with a visit to Can Cook Studio’s. Can Cook is a social enterprise aimed at alleviating the current burden and rise of food poverty in the UK. Robbie Davison, founding director, explained that 60% of the population have no or little culinary ability. Can Cook have taught over 14,000 people to cook to date. Robbie told us how Can Cook had always evolved in line with its core mission which is to alleviate food poverty. Some fun was had with an inter-group competition, giving us the opportunity to exercise our marketing muscles. And a big, THANK YOU, is in order for the food Can Cook prepared for us. It was delicious!
The afternoon was spent at First Ark. After introductions from Tony Cahill, executive director of business service and development; we had an engaging presentation from Christine Mottershead, group commercial director. We learnt about how mission, vision and values can be used to direct and shape attitudes at all levels in an organisation.
From both speakers it was really interesting to see how mission, vision and values can impact on both internal and external activities of a company.
Day two was also jam packed with brilliant speakers. The morning was spent at Liverpool Women’s Hospital with Kathryn Wright, head of communication and marketing, and Vivien Smith, head of staff engagement. We learnt how an in-house marketing team within the health sector operates with public relations playing a pivotal part.
The afternoon was spent with Rachel Scott, head of marketing, at Knowsley Hall Estate. Rachel shared insight into how she had redefined the mission, vision and values alongside the team at Knowsley Safari Park and how this has shaped the culture within the organisation. Rachel also told us how her career had progressed since she left university; it was inspiring to hear especially as we embark on our own careers.
Importantly, our group challenge is continuing to move forward, and with next week focusing on target markets and messaging we are looking forward to seeing how this is incorporated this into our project.
Let’s go week 5!
By Henry Ward – Agent Academy