Management student Isabella Vidal worked with Canterbury Brewers and Distillers on a unique and challenging project – how to bring their brand new whiskey to a retail audience. She was tasked with creating a buzz around the launch, including devising a digital marketing plan, using social media platforms and writing content for email marketing. Their inaugural whiskey had claimed several prestigious accolades, including double gold at the World Whiskies Awards. Isabella was also lucky to work alongside a highly experienced marketer, Helenor Rogers, who was able to mentor and advise.
The employers point of view!
Wow, Isabella is a student to watch for sure. She has produced some excellent work in this project which has been thorough, well considered and presented. She has been able to do this independently and all four segments have been brilliant. We have implemented some of the strategies immediately so that she was able to use metrics to measure her strategy. I hope she found it as useful as I did. Really positive collaboration thank you!
What did Isabella get out of the project
Working with Canterbury Brewers and Distillers has been a truly enriching and learning experience. This experience has given me valuable insights into what goes on when implementing a marketing strategy, all the key necessary steps, and how each complements building an impactful marketing strategy. It was exciting to research the market, including competitors and key trends, knowing that the insights gained will genuinely benefit the brand for the whiskey launch and its overall marketing strategy.
Throughout the project, I used multiple skills I had developed through my degree, such as analysing marketing trends, crafting targeted marketing strategies, and developing SMART objectives. Putting all my learnings into practice was a valuable opportunity to help me develop my skills further.
One of the most challenging aspects of the work was doing it alongside my studies and assignments, balancing university work with my weekly tasks. However, it was a learning experience, teaching me how to balance my time and responsibilities and keep myself organised. While also helping me further develop my problem-solving skills and resilience. The feedback from both Jodie and Helenor was invaluable, as it allowed me to tailor and further develop my work, which I truly appreciated.
