Apprenticeship Standard: Multi-Channel Marketer L3

Knowledge

• Marketing theory, concepts, and basic principles such as what marketing is, the marketing mix the promotional mix and the differences between each channel used.
• The business’ structure, vision, priorities, and objectives, and how their marketing role supports these.
• Business tools used to measure the impact of business objectives, the wider environment and sustainability on marketing activities.
• What a marketing plan is, how it is built and its purpose.
• The importance of competitor analysis and how to undertake it.
• Brand theory such as positioning, value, identity, guidelines, and tone of voice.
• Create content using principles of design and copywriting, and how to adapt for online and offline mediums e.g., writing digital content for the web compared to leaflets.
• Current and emerging technologies, software and systems which impact on marketing.
• Relevant regulatory and legislative requirements such as data protection, GDPR, cyber security, trading laws, and copyright law for the handling and processing of data and its application.
• Principles of conducting marketing communications in an ethical and diverse manner.
• How internal stakeholders work to support the delivery of all marketing campaigns.
• Common marketing channels, cross channel behaviour, and how to manage and operate an integrated campaign using online and offline channels.
• How to brief and manage external marketing suppliers.
• Adapt communications for appropriate stakeholders and internal audiences.
• The principles of content marketing, and content creation.
• Budget management and how to measure return on investment (ROI).
• The metrics for the delivery and evaluation of marketing activity
• The importance of reviewing campaigns regularly to ensure effectiveness and optimisation.
• The campaign management process including research, planning, budgeting, implementation, and delivery.
• Tools used to support campaign management such as social media, Gantt charts, data analytics, and project management software.
• The customer journey including customer offline and digital touchpoints, customer personas, how to engage customers at different stages of their journey, sales funnels and how to segment an audience for targeting.
• The impact marketing has on the level of customer service or the customer experience, including community management channels.
• Quality management and the maintenance of online and offline assets.

Skills

• Develop or interpret briefs for external or internal stakeholders and measure delivery in-line with the specification and agreed timelines.
• Plan and coordinate a marketing activity using marketing tactics to acquire and retain one or more customer segments using available resources.
• Contribute to the generation of innovative and creative approaches across video, images, and other formats, both online and offline, to support campaign development.
• Use research/survey software to gather audience insight and/or evaluation to support the project.
• Use copywriting techniques to write persuasive text/copy to meet a communications objective ensuring it is in-line with organisational brand guidelines.
• Build and implement multi-channel campaigns across a variety of platforms, either offline or digital media.
• Proofread marketing copy ensuring it is accurate, persuasive and is on brand.
• Use software to design and create marketing assets to meet the technical specification.
• Contribute to the research of external suppliers to support recommendations and procurement of marketing goods and services.
• Organise offline and digital assets ensuring they are co-ordinated and legally compliant.
• Use a website content management system to publish text, images, and video/animated content.
• Create and maintain spreadsheets to support marketing activities such as project/budget planning and organisation of marketing assets.
• Use technology and software packages to support day to day activities, e.g., stakeholder communications, development of briefs, data analysis, report writing, presentations and project management.
• Identify and use data and technologies to achieve marketing objectives.
• Monitor and amend campaigns to meet budget requirements including time and monetary costs.
• Review campaigns regularly to ensure effectiveness, to optimise the results.
• Measure and evaluate campaign delivery to identify areas for improvement.
• Use data analysis tools to record, interpret and analyse customer or campaign data.

Behaviours

• Has accountability and ownership of their tasks and workload.
• Takes responsibility, shows initiative and is organised.
• Works flexibly and adapts to circumstances.
• Works collaboratively with others across the organisation and external stakeholders.
• Seeks learning opportunities and continuous professional development.
• Acts in a professional manner with integrity and confidentiality.