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Online-savvy students scoop marketing prize

Published: 17th November 2014

Georgia Foster, Charlotte Knight and Rosie Atkinson beat hundreds of students with their marketing campaign

A TEAM of students benefitted from hands-on industry experience after scooping a prize for best social media campaign and content marketing strategy.

The trio also have the chance of work experience at top marketing and advertising firm McCann Manchester after their simulated online campaign.

The team, Georgia Foster, Charlotte Knight and Rosie Atkinson, are all second year advertising and brand management students who created a mock marketing strategy for confectionary brand Rowntree’s, plotting how the campaign would play out on digital platforms.

The competition was organised by Brendan Keegan, senior lecturer in Digital Marketing, and Joanna Halton, MMU alumna and social media strategist at McCann and part of the agency's recently launched content strategy and production department.

Industry advice

It featured more than 100 students on the Digital Media and Marketing Platforms module, which is open to students on several courses in the Business School.

Brendan said: “The students managed to take in some fantastic advice from Joanna on what is proving to be a very important strategy in modern day digital marketing and the competition tested the wits as well as creativity of the students.

“The results were compelling, and showed a superb response to a live client-style brief, teaching the students who competed that even at first year they can create campaign ideas to a professional standard, as judged by one of the biggest digital agencies in the world.” 

The students also scooped the book ’Share This Too’, which focuses on social media strategy in the PR industry, to help with their studies. The book was developed by the CIPR Social Media panel, which includes Joanna, and features a personalised inscription to the winning team.


Georgia said: “We had to create a three-month campaign using Facebook, Twitter and Instagram posts. It’s brilliant because it imitated the actual role and tasks that would be expected within a marketing company.

“Joanna gave us great feedback. It was invaluable for us to be able to tap into that knowledge.”