Work-Based Learning

Work-based learning (WBL) is a topic I’m passionate about.

Last week, I attended an insightful Riipen workshop, The Power of Work-Based Learning, which reinforced the importance of bridging the gap between education and employment.

The session highlighted how WBL enhances learners’ employability and readiness for the job market. A recent Strada report revealed that 60% of students at four-year institutions cannot participate in internships due to course loads, job commitments, and financial constraints. This points to a critical need for innovative solutions to help students gain real-world experience.

During the webinar, leaders from national organizations and higher education institutions shared strategies to expand access to these opportunities for all learners, especially those who face barriers. They discussed efforts to empower students with the skills and confidence needed for success in both their academic journey and future careers.

Despite the high demand—8.2 million learners sought internships in 2023—only 3.6 million opportunities were available, with just 2.5 million considered quality experiences. Addressing these disparities is key to creating equitable pathways for student success.

For more information, check out these resources and site:
https://lnkd.in/gJ47Up9P
https://www.nactel.org/
https://lnkd.in/gHPVyerF
https://lnkd.in/gmuhxmee
https://cic.edu/
https://lnkd.in/gWsH_9gy
https://lnkd.in/gPvKzwG3
https://www.riipen.com/
https://lnkd.in/gpn_n_Ae

Ways to Build Your Professional Network

Looking to build your professional network and stay ahead in the marketing & communications world?
Joining a professional association can be a game-changer for your career! Whether you’re just starting out or looking to expand your connections, these associations provide valuable opportunities to learn, grow, and connect with industry leaders.
Here are some great options to consider:
✅ Canadian Marketing Association (CMA)
✅ Vancouver Board of Trade
✅ International Association of Business Communicators (IABC)
✅ Canadian Association of Marketing Professionals (CAMP)
✅ Society for Marketing Professional Services (SMPS) – Vancouver Chapter
✅ BC Chapter of American Marketing Association (BCAMA)
✅ Canadian Public Relations Society (CPRS)
✅ Digital Marketing Institute (DMI) – Vancouver Chapter
✅ Canadian Professional Sales Association (CPSA)
✅ Public Relations Society of America (PRSA) – Canada West
✅ Marketing Research and Intelligence Association (MRIA)
✅ International Trade Council (ITC)

Whether you’re into marketing, PR, sales, or business communication, these groups offer resources, events, and a supportive community to help you thrive.
Which ones have you joined, or are considering? Let’s discuss in the comments below!

Book Review: The 1-Page Marketing Plan

If you’re looking for a straightforward guide to effective marketing, The 1-Page Marketing Plan by Allan Dib might be the perfect fit.

This book helps small business owners create a concise and actionable marketing strategy, focusing on three stages: before, during, and after a customer interaction. It emphasizes understanding your target audience, nurturing leads, and building lasting relationships with customers.

Dib’s simple, one-page approach is especially useful for those who find traditional marketing plans too overwhelming.

For more details, you can read the full review here: https://lnkd.in/ghw6ecee

Your Most Asked Marketing Strategy Questions – Answered

Recently, I received some insightful questions from my social media followers about marketing challenges, from creating effective marketing plans to choosing the right channels and defining brand personality. These are common pain points for entrepreneurs, so I decided to share my thoughts and advice to help you refine your marketing strategy.

1. Platforms for Creating and Tracking Your Marketing Plan

Planning and tracking a marketing strategy is key to staying organized. Here are the tools I frequently use:

  • Popular Platforms: Google Sheets and Excel are my go-to tools for organizing strategy steps. If you’re looking for task management, Trello and Asana work great for setting deadlines and tracking progress.
  • Specific Marketing Tools: For social media scheduling and performance tracking, I rely on Hootsuite and Later. Another useful tool is Meta Business Suite, which centralizes management of social platforms.
  • Pros and Cons: Google Sheets is free and collaborative, though it lacks project management features. Tools like Hootsuite and Later are powerful for scheduling across multiple platforms but are paid services.

2. Importance of Brand Personality in a Marketing Strategy

  • Brand Personality Defined: Your brand personality is what sets you apart. It reflects your business’s values, mission, and culture, helping you stand out in the market.
  • Connection with the Target Audience: A well-crafted brand personality not only differentiates your business but also forms an emotional bond with your audience. This connection helps build customer loyalty.
  • A Thought to Consider: If you’re in the early stages of your business, take some time to experiment with your brand’s voice online. Figure out what resonates with your audience before committing to a fully defined brand personality.

I plan to dive deeper into this topic in an upcoming article—stay tuned!

3. Selecting and Prioritizing Channels When Launching New Products

Launching a new product requires a thoughtful approach to channel selection:

  • Audience Analysis: The first step is understanding your audience—what social platforms they use and how they consume content. This knowledge will guide you in choosing the most effective channels.
  • Marketing Objectives: Your objectives play a crucial role in selecting channels. For instance, Instagram ads may be perfect for reaching younger demographics, while LinkedIn is a better fit for B2B marketing.
  • Practical Considerations: Always consider your budget and resources when choosing channels. For those with limited budgets, prioritize platforms with high return on investment (ROI) and robust tracking capabilities.

4. Conducting Market Research Without Premium Tools

If you don’t have access to premium tools, you can still gather valuable data:

  • Free Resources: Tools like Google Trends, Pew Research Center, and free reports from Statista provide excellent insights into market trends.
  • Qualitative Methods: Consider conducting interviews or focus groups to gain deeper insights into your target audience’s needs—these can be just as effective as paid tools.
  • Social Media Monitoring: Observing conversations on platforms like Facebook groups, LinkedIn groups, and Reddit can offer invaluable insights into customer behavior and preferences.

5. Providing an Exceptional Customer Experience

To stand out, customer experience must be a priority:

  • Know Your Client: Understanding what great service means to your customers is the first step to exceeding their expectations.
  • Personalization: Offering a tailored service based on individual customer preferences and history creates a unique and memorable experience.
  • Customer Service: Being responsive and efficient is crucial. Whether it’s through chat, email, or phone, quick and thoughtful communication can make a big difference in how customers perceive your brand.
  • Feedback: Always ask for feedback and, more importantly, act on it. This shows customers that their input is valued and helps you continually improve.

6. Best Call to Action in a Marketing Strategy

Your call to action (CTA) should align with your campaign goals and target audience. Here’s what to keep in mind:

  • Clarity and Relevance: A simple and direct CTA like “Buy Now” or “Learn More” is often the most effective. It should make sense within the context of your communication.
  • Urgency and Scarcity: Adding a sense of urgency to your CTA, such as “Limited Time Offer” or “Exclusive Discount,” can encourage faster conversions.
  • Testing and Optimization: A/B testing different CTAs helps you understand which ones perform best. Based on the results, continuously optimize.

These are just some of the many marketing challenges that entrepreneurs face, but with the right tools and strategies, you can overcome them.

If you’d like to learn more, be sure to check out the Instagram Live session at @evolvingconsulting.ca, which I did on September 26th, where I covered some of these topics in greater depth. Stay tuned for more in-depth articles coming soon!