Project Objective:

The primary objective of this Cooperative Placement Project is to enable the student to gain practical experience in understanding and engaging with the customer base in Western Canada. This project focuses on analyzing customer data to identify distribution gaps, buyer behavior, and seasonality trends. The student will create and implement targeted drip marketing campaigns to connect with existing customers and generate new leads. Additionally, the project aims to assist in acquiring more contact information and provide recommendations for preselling and nurturing warm leads, thereby developing valuable skills in data-driven marketing and customer engagement.

Project Goals:

• Develop a deep understanding of the customer base in Western Canada, including identifying distribution gaps, buyer behavior, and seasonality trends.
• Create and implement targeted drip marketing campaigns to connect with existing customers and generate new leads.
• Work with customer data to segment information effectively.
• Provide recommendations for preselling and nurturing warm leads.
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Project Components:

Orientation and Overview (4 hours)

• Introduction to the project's goals and expectations.
• Briefing on the liquor market in Western Canada and its customer dynamics.

Customer Data Analysis (12 hours)

• Analyze existing customer data to identify patterns in buyer frequency, seasonality, and distribution gaps.
• Develop insights into customer preferences and behavior.

Customer Segmentation (8 hours)

• Segment customer data to categorize customers based on their preferences, buying history, and demographics.
• Use segmentation to tailor marketing strategies.

Drip Marketing Campaign Creation (16 hours)

• Develop targeted drip marketing campaigns with a focus on timeliness and effectiveness.
• Create content and communication strategies that resonate with specific customer segments.

Contact Information Acquisition (8 hours)

• Assist in acquiring additional contact information for potential leads.
• Ensure data is up-to-date and reliable for marketing campaigns.

Campaign Implementation (16 hours)

• Execute the drip marketing campaigns designed in step 4.
• Monitor campaign performance and adapt strategies as needed.

Warm Lead Recommendations (12 hours)

• Analyze campaign results to identify warm leads and opportunities for preselling.
• Provide recommendations for nurturing these leads.

Project Presentation and Reporting (4 hours)

• Prepare a comprehensive presentation showcasing the project's findings, strategies, and outcomes.
• Offer recommendations for future customer engagement efforts.

Project Evaluation (4 hours)

• Reflect on the project's achievements and challenges.
• Assess the effectiveness of the marketing campaigns and data-driven strategies.

Additional Considerations:

• Emphasize the importance of data privacy and adherence to relevant data protection regulations.
• Encourage creative thinking when designing marketing campaigns that engage customers effectively.
• Promote a collaborative environment where the coop student works with marketing teams and other relevant stakeholders.
• Highlight the significance of using data to drive decision-making and customer-focused strategies.

The business will support the coop student by assigning a mentor, providing access to resources and training, fostering a collaborative environment, offering feedback and evaluations, and involving the student in real-world projects. They will have flexibility to explore creative solutions, maintain clear communication channels, and connect with industry professionals. The business will discuss the student's career goals and offer recognition for their contributions. This comprehensive support will ensure the student's success, skill development, and a positive learning experience.