Black Achievers Awards
Enhancing engagement through a robust marketing strategy
The Black Achievers Awards (BAA), founded by Councillor Merlita Bryan in 2011, celebrates the achievements of the Black Minority Ethnic (BME) community, with a specific focus on the African Caribbean population.
Held annually each October as part of Black History Month in Nottingham, the black-tie event showcases the contributions of Black men and women across Nottinghamshire and beyond. The awards aim to recognise positive Black role models, foster pride and unity within the community, and inspire future generations.
The background
Organised by a small volunteer team, the BAA faces challenges in terms of resources and capacity. Public engagement, nominations, and funding from sponsorships and donations are critical to the event's success. As the awards continue to grow, the need for a structured marketing approach has become more pressing. This prompted the organisation to approach Nottingham Business School (NBS) for support from postgraduate students at Nottingham Trent University.
The project
A team of five MSc students from various marketing programmes was assigned to undertake a consultancy experience project (CEP) to develop a comprehensive marketing strategy for the BAA. The project’s objectives included:
- defining and understanding the target audience
- analysing the current marketing approach and suggesting improvements
- identifying effective communication channels to boost public engagement
- offering creative ideas for future campaigns
- proposing short, medium and long-term marketing priorities based on research findings.
The outcome
In July 2024, Merlita Bryan visited NBS to view the students' presentation. After several weeks of research and analysis, the students delivered a well-rounded marketing strategy aimed at increasing the awards' visibility and engagement. Their recommendations were met with enthusiasm, and Merlita expressed satisfaction at how closely the students' suggestions aligned with her vision.
Among the students was Aditya Khot, an MSc Digital Marketing student, who spoke about the significance of working on the project. Reflecting on his experience, Aditya said: "The most rewarding aspect of the CEP was knowing that our work could make a real difference for a meaningful cause. The challenge of developing a marketing strategy with limited resources really pushed us to think creatively, and it was exciting to contribute to something with a lasting impact."
The team’s final presentation highlighted key areas of improvement, including better targeting of the African Caribbean community and others within the BME population. They suggested innovative ways to use social media, engage local influencers, and run community outreach programmes. Their analysis of the existing marketing strategy revealed gaps, while their creative ideas brought new life to the event’s future campaigns.
Merlita was particularly impressed with how the students grasped the ethos of the awards. She stated: "I was surprised by how well the students understood my objectives. Their suggestions provided clarity on how to implement ideas I had been unsure about."
The consultancy project also showcased the students' creativity. Their Academic Supervisor, Julie Vernon, commented: "The students engaged really well with the project, keen to take on feedback which helped develop and strengthen their ideas. They pushed themselves creatively to design a new logo and brand guidelines for the client. They also conducted interviews with past award winners, which gave valuable feedback and led to some convincing recommendations for future events."
The consultancy project proved to be an invaluable learning opportunity for the students. Working closely with a real client, they demonstrated strong teamwork and problem-solving abilities, while applying academic theory to a practical setting. The feedback from the client and their academic supervisor underscored the impact of their hard work, providing a robust foundation for BAA’s future marketing efforts.
Learn more about Black Achievers Awards and the work it does.
Find out more about NBS postgraduate consultancy projects and apply.
Postgraduate Consultancy Projects
Postgraduate consultancy projects offer our postgraduate students a valuable opportunity to put theory into practice while working on a real business challenge. Please click on the link below to find out more, alternatively email NBSStudentProjects@ntu.ac.uk to find out about how we can support your business.