Project: Marketing & Data Cleansing

James McCoy, studying Management at the London School of Economics, was placed with The Chester & Ellesmere Port Enterprise Agency. The company has contracts with numerous organisations to deliver impartial business advice and guidance to business start-ups and micro-businesses in the locality of West Cheshire.

James's brief was to cleanse the Agency's "Client Management System". To comply with the Data Protection Act 1998, the database was to be cleansed by means of a mail shot, focussing on the 4500 micro-business records. He decided to combine the mail shot requesting updated company details with an effective marketing campaign. The marketing drive focussed on the Agency's website, business directory, and training seminars.

Sally Gosmore, Managing Director of The Enterprise Agency was impressed with James's achievements:

"James received an excellent 10% return rate from his direct mail campaign. In promoting our business directory, we have seen a 30% increase in advertisers, while his research and development of our website during the 8 weeks has increased traffic by an exceptional 250%. We have estimated that the work completed during the placement has led to an overall financial gain of £12,500 to date. However, we believe that the impact of the project is yet to reach its peak."

James believes the placement has been an invaluable experience, with significant personal benefits in key areas:

"The actual work placement provided me with the opportunity to apply learnt management theory from university to real business scenarios. Whilst, the STEP programme has prepared me for the job application process; from online application forms and varying interview techniques through to formal presenting and report writing. I feel that these skills will be of great benefit to me upon graduation, as I start to apply for jobs in my chosen field."

James feels that this personal awareness will continue and be added to, as he has accepted a consultancy role with the Enterprise Agency when he returns to university.