Details

Our organization is interested in how to connect with post-secondary students and encourage them to take courses in the filed of designing and constructing advanced wood buildings. Our target audience are students enrolled (or will soon be enrolled) in architecture, civil engineering, and construction management programs across Canada.

The primary focus will be:

• Branding - assess where and how to improve our brand's presence and differentiate from our competitors.
• Marketing Communications - Recommend changes to advertising and outreach materials; create an integrated marketing campaign
• Market Research - Investigate our competitive landscape; perform market segmentation to identify the ideal target market; conduct student surveys or focus groups to gain insights into the perceptions and behaviours of our target audience; identify expansion opportunities; identify key messaging
• Prospecting Strategy - Evaluate our current audience base and make recommendations for further market penetration; assess our current outreach process and develop and implement targeted prospecting; review our prospect messaging, make improvement recommendations, and create new outreach content.
• SEO Strategy & Recommendations - Develop and implement an SEO strategy; provide content suggestions and recommendations to increase search visibility; increase our inbound traffic and optimize the customer journey; increase inbound leads.
• Strategic Social Media Marketing - Conduct an audit of our current social media presence and/or other current communication channel(s); develop and implement strategies for improving our online presence and increasing engagement; create a content calendar; creating useable social media and blog posts.

Our goal at the end of this experience is:

• Branding and Marketing Communications - to help us improve our brand's presence and capture greater audience attention.
• Market Research - help us gain a better understanding of our target audience and ensure we are optimally positioned with our target audience
• Public Relations - to help us effectively communicate our brand's story and mission to a broad audience.
• Prospecting Strategy - to help us implement better prospecting that increases conversion rates and boost the number of students studying wood design and construction course at the post-secondary level in Canada.
• SEO Strategy & Recommendations - to help us generate more traffic through search engines.
• Strategic Social Media Marketing - to help us improve our online presence, reach more potential audience, and effectively promote our brand through compelling content.

Other initiatives could include:

Assist with outbound email marketing campaigns as needed; measure and report on performance of these campaigns using tools such as (indicate tools used, eg. Hubspot, Google Sheets, Excel)

Content development, including social posts, blog posts, LinkedIn articles, etc.