Tom teamed up with friend and fellow student Evie Johnson (a current student at Nottingham Trent University), to take part in the nationwide competition.
The Pitch recognises and rewards future marketing talent. More than 50 teams entered, with the top 12 invited to battle it out at the final last week. Each team were set a marketing brief by student travel company, StudentUniverse, where the company were looking to replicate their success achieved in the North American market. Tom and Evie (Team Innovate) tackled this task from a strategic perspective to ensure their marketing plan adopted a holistic approach.
Tom explains: “We undertook an internal and external marketing audit, as well as primary research to cement our findings and the ideas. The tactics we adopted reflected the whole customer journey to ensure customers were engaged with the company’s brand.
We knew that it was vital to ensure that the tactics were measurable so that the subsequent business performance generated from the strategies could be attributed to them.”
It was announced that Tom and Evie have secured a position in the top three, with the overall winner being announced at the Chartered Institute of Marketing Excellence Awards on 27 April.
Talking about his experience of the competition Tom said: “It’s been such a great opportunity to apply my marketing knowledge to a real life situation and business objective. The judging panel praised our strategic approach to tackling the brief which was very rewarding. I’m looking forward to attending the Excellence Awards next month when the winner will be revealed.”