Part 1 - Craigholme School


Craigholme School

Aimee Doole

Marketing-case study, new developments and careers tips.

Today’s Agenda


Part 1


Booth Welsh case study

Part 2

Focus on new marketing developments

Company case studies

Part 3

Careers tips

Question session


• Aimee Doole

• Currently working in Booth Welsh Marketing

& Communications

• Graduated from Strathclyde Business School with Honours Degree in Marketing in 2012

• Summer placement with Booth Welsh in 2011

• Studied Business Management at Higher

Level- strong grounding for university studies

Part 1

Marketing and Booth Welsh case study

Marketing- What is it?

“Marketing is the art and science of choosing target markets and building profitable relationships with them”

Philip Kotler 1998

Marketing Explained

Booth Welsh- Case Study Example

Very successful engineering business working all over the world

BUT problem was they had changed a lot over the years and needed to update their image

SO what did we do?

Concentrated on the key ‘P’ which was missingpromotional activities to build awareness

Marketing Explained

Types of Promotional Activities

Community Support

Key for raising positive profile locally and building good reputation

Exhibitions and Events

Key for market research and direct selling to customers

Press and PR Examples

Key for building relationships and promoting company nationally

Advertising and Awards

Entering and winning National Awards key for large scale promotion

Advert example-key to choose correct place for reaching target audience

Digital Media

Part 2

New marketing developments- social media and examples

Hands up!

Social Media Video

• seo

Social Media Winner- One Direction

Uses lots of social media sites to interact with fans

24 million Twitter followers!

Set up an online community

Social Media Winner- We Buy Any

Launched a campaign around a hoax letter which went viral

The played along and unveiled new website

Website offered the first 100 Little Tike owners who visit local branches the chance to offload their models for £10

Set up spoof advert to recruit for Junior

Vehicle Purchaser to head up the new

‘Tike division’.

All money was donated to road charity,


Turned negative to a positive=


Social Media Winner- Cadbury

Huge following (over 1 million fans) but only 16% of fans actually saw content on their home page

Cadbury wanted to increase the engagement among its fans, as well as reaching friends of fans and the wider

Facebook community so built a giant thumb ‘like’ to mark 1 million milestone

Live streamed in a studio decorated with user-generated content and photos. Cadbury also responded to user requests and comments in the video.

PR stunt & social media integration=

Huge brand exposure

Social Media Winner- White House

Own YouTube channel

Filters photos on Instagram

"West Wing Week," which offers an update on the President's weekly activities such as when he travels and meets with foreign dignitaries, business groups, veterans or staffers.

Google + Hangouts where business people can have a face-to-face conversation with Obama team to suggest how they can be responsive to their needs.

Social media integration

Transparency= BETTER


Social Media Loser- HMV

Employees vented their anger virally after being told they are fired

HMV not thought through potential implications of firing team members with access to the company Twitter account

Millions witnessed downfall of

HMV and angry employees

Senior staff members did not understand how to use Twitter and react quickly= BAD


Social Media Loser- Ragu Sauces

Published video featuring three mum bloggers talking about what happens when dads cook.

To promote video it tweeted link to dad bloggers

Huge backlash. May men were offended at this stereotyping particularly ‘stay at home’ Dads.

Ragu ignored comments and failed at admit mistake

Not understanding target market and engaging properly=


Social Media Loser- United Airlines

Singer/song writer passenger (Dave) witnessed ground crew throwing his prized guitar onto tarmac resulting in neck being broken

Dave tried for nine months to get a claim processed with United. The response was a firm and consistent


Gave him $1,200 in flight vouchers to cover the cost of repairing the guitar.

Took to Youtube to post catchy song

Saving $1,200 cost United Airlines

10,772,839 negative views on YouTube=


• ozo

Social Media Winner- Taylors Guitars

Guitar makers sent Dave a new guitar

Responded by creating their own

Youtube video stating how upset they are when a guitar is damaged

Reminded customers of their repair services

Also offered free information about how to travel safely with guitars.

Taking positive action for customer=

Promotion Genius!

Part 3

Careers tips

Career Tips- School and Beyond

• Stick in and choose subjects you enjoy

• Don’t just follow your friends

• Always try your best

• Make use of school careers service

• IT skills crucial!

CV Advice

• If you don’t have one then now is best time to start building it up

• Update it when you do something new

• Show off- put yourself in your employers shoes..

• Keep it to 2 pages only

• Always include a cover letter

Work Experience

• Very important!

• It’s never too early to start!

• Look for opportunities anywhere you can..

• Find your area of interest and volunteer your time

(school, local clubs etc)

• If you don’t ask you don’t get!

Sell Yourself!

• Blogs

• Networking

• Keep up to date on news and opportunities with social media

• Think about a Linked In profile

Social Media- A Word of Warning..

• Great tool BUT be careful!

• Do not give too much anything away

• Many employers now recruit using social media

• Don’t get caught out!

End of Presentation

Thanks for listening any