When it comes to being up-to-date in marketing, there's no doubt that it can be fast-paced and challenging. Upskilling is vital to give organisations the confidence to stay ahead of that curve. At Outward Bound, it's no different.
Veronica Swindale asked Jen Rudin, Marketing Manager, and James Ferguson, PR and Communications Manager from the Outward Bound Trust, how upskilling has been important to them and the Trust.
Both managers have worked through various stages of the Chartered Institute of Marketing Programme as they progress through their careers. It’s the first time it’s been described as conquering mountains and paddling through lakes, but we know what you mean, and in both scenarios, the effort and results are definitely worth it!
They describe marketing qualifications as a great way to develop their team, but also a vital means to help the charity’s strategic goals. The mission of the Trust is to inspire young people to believe they can achieve more than they ever thought possible, and delivering an impactful marketing strategy plays a critical role in helping them achieve just that.
For James and Jen studying for a CIM qualification with nesma has been a key part of their career development. As they share their experiences, it’s clear that gaining a deeper understanding of marketing and communications strategy principles and practices has helped them become more confident in their roles.
Jen notes, “Motivating yourself to open your laptop and study in the evenings can be tough, but it’s worth it. Studying with nesma has given me a greater understanding of marketing principles and the tools needed to create impactful campaigns that resonate with parents, teachers, and early career professionals. This boosts our brand reputation while encouraging more young people to participate in our adventures.”
James agrees, adding, ” Studying is a challenge, but it’s no different from what we put young people through as they conquer mountains and paddle across lakes. By pushing yourself out of your comfort zone, you’re able to develop new skills and confidence. CIM does just that, helping the whole team better understand our audience’s needs and how to engage with them effectively.”
The Outward Bound Trust is a small charity with some very talented and deeply committed staff. They must trust one another to do the jobs they have been recruited, trained, and developed to do and believe everyone can be a leader. That’s why they encourage staff to build their skills and develop themselves – so employees and the Trust can always be at their best.
Through their communications, they highlight the transformative power of outdoor education courses in the wild and the benefits they offer young people. From building confidence and resilience to developing leadership skills and forging lifelong friendships, their adventures have profoundly impacted young people’s lives.
As James puts it, “Our communications are all about sharing the incredible stories of the young people we work with and showcasing their capabilities. By using a variety of tactics, such as social media, PR, and email marketing, we can reach a wider audience and inspire more young people to believe in themselves.”
Jen adds that “marketing is an ever-changing landscape, and studying for a qualification ensures that we stay updated with the latest trends and techniques. This helps us create more effective campaigns and keeps us at the forefront of our industry.”
As a charity headquartered in Cumbria, they are proud to encourage and invest in the skills of all their staff.
James follows, “The Trust couldn’t do what it does without pursuing external qualifications, from paddle sports and mountaineering to rock climbing and team building – and marketing and communications are no exception”.
“Marketing qualifications have provided Jen and me with the skills we need to succeed in our roles. Contributing to the charity’s strategic mission as we continue to reach more young people and empower them to explore their potential. We know that strong marketing and communications are critical to the Trust’s success”.
It’s clear that both Jen and James value the investment in their development and enjoy learning new skills to optimise their performance. Making sure that the right people have the right skills will improve business performance.
If you want to enhance your employees’ marketing skills, contact our team at nesma. www.nesma.co.uk
