Grown Green

One of the Directors of Grown Green, Matt Boam, approached NBS after spotting a call for business challenges on LinkedIn. He had in mind two separate challenges related to marketing and awareness raising that he wanted fresh thinking about.

After an on-site meeting with two of NBS’s postgraduate experiential learning team, who visited the organisation, two separate In-Company Experience Project (IEP) challenges were proposed, which the NBS team wrote up into a brief.

One of these challenges was assigned to a student as part of their In-company Experience Project (IEP) Module: A credit bearing Module that allows a suitably qualified and enthusiastic student to carry out research as part of their degree, while based in the client organisation for a few weeks. The research they carry out, supported by their ‘client’, forms an important part of their learning and their degree.

The student assigned to Grown Green’s challenge was tasked with conducting relevant research that would support a broader marketing strategy and to help advise the business about how it might raise awareness of the Grown Green brand nationally, as well as take part in dialogue about the wider sustainability issues Grown Green is trying to address.

Following the IEP application process the challenge was assigned to MSc Marketing and Brand Management student, Isabel Hornung.

During her project Isabel was fully supported by an Academic Supervisor however she was expected, throughout the 8-week long project, to take responsibility for the challenge herself.

Isabel undertook in-depth research into the client’s target market and completed an analysis of Grown Green’s competitors to better understand its market position. Isabel also looked at tapping into sustainability schemes, suggesting co-branding with like-minded businesses (in this case a vineyard), and how to enhance Grown Green’s SEO, and how to make best use of social media channels. Isabel also created a full set of brand guidelines for the client to use going forwards. Her research and final recommendations were  presented verbally to the client and followed by  a Q&A session and written report.

Matt was highly impressed and said he’s be using Isabel’s recommendations, stating that: ”it’s crucial for driving improvements, efficiencies, innovation, and customer satisfaction. By taking on some of the valuable insights, we position ourselves for continuous growth and positive outcomes.”

Isabel’s Academic Supervisor was similarly impressed, stating, “The client was impressed with the professional standard of the work completed and was eager to take on board some of the proposals made.”

The Supervisor also added that the project, “has truly pushed Isabel out of her comfort zone in several ways. She had to conduct research into a product she hadn’t heard of before, and she was also able to develop her confidence in public speaking.

Isabel’s experiences and proven dedication on the project and working with a real-life client have supported her personal and professional development greatly.

When asked about the challenges she faced during this project, Isabel said that, “It was daunting to think that my presentations and recommendations might have a significant impact on the business and that their strategy would be affected by my findings. However, in the end I set myself to exceed the clients' expectations and being able to deliver something useful was extremely satisfying and enjoyable.

“Being a part of a real-life business during my MSc not only enriched my understanding of the client-consultant communication process but also elevated my professionalism to new levels.  The chance to work as a working marketer on actual projects gave me invaluable abilities that go beyond what I learned in the classroom and equipped me to approach future opportunities and new experiences equipped with the skills I need to apply.”

Matt echoed the importance of knowledge exchange between business and university/student, stating that “the experience of working with students and supervisors is mutually beneficial, rewarding, and enjoyable along with having the knowledge that we have contributed to the growth of the student.”