Entrepreneurs of the future show their talent and skills in Google Online Marketing Challenge
Entrepreneurs of the future from Bournemouth University are showing off their talent and skills and making their mark in the world of online marketing. The impressive team of six final year students from Bournemouth University are taking part in the global Google Online Marketing Challenge and have teamed up with Coleman Marine Insurance in a challenge revolving around the launch of their brand new website.
The Google Online Marketing Challenge is an annual competition, promoted by Google which provides a unique opportunity for students to experience and create online marketing campaigns using Google AdWords. The success of the competition has seen over 110,000 students and lecturers from almost 100 countries participating over the last 9 years.
Students are given a $250 AdWords advertising budget, provided by Google and are tasked with developing and running an online advertising campaign for a business or non-profit organization over a three- week period. The team that develops and communicates the most successful campaigns win some spectacular prizes, including trips to the Google offices in America.
The Challenge is open to student teams of three to six members, from undergraduate or graduate courses. Last year saw one of Bournemouth University’s teams becoming the only UK team to reach the regional semi-finals, a significant achievement for the University.
Teaming up with Coleman Marine Insurance is an enthusiastic team of 6 students, bringing together a diverse mix of skills and experience: Elliot Duffy and Adam Benmehirize studying Hospitality Management, Dexter Murray, Hospitality & Sports Management, Katherine Coxeter-Perkins, Sports Management, Tamsin Wade and Emily Witherden, Retail Management.
Coleman Marketing Manager, Ollie Parkinson commented “We have been really impressed with the level of professionalism, knowledge and engagement that the students have shown. Google Adwords is a complex and intricate platform and managing a live campaign is a real skill. We will be fascinated to see the outcome of the campaign that the students have put in place and wish them the best of luck with the challenge.”
Coleman have tasked the team to promote their newly launched marine web site and invited the students along to the Sunseeker pre-season boat show in Poole to get a flavour of the yachting and boating world, experience stepping on to luxury, multi million pound Sunseeker yachts and gaining a glimpse of the lifestyle that goes hand in hand with these stunning vessels.
Commenting on behalf of the team, Dexter and Elliot enthused, “We were attracted to digital marketing because of our third-year work placements and definitely want to pursue this further in our future careers. The Google Online Marketing Challenge is providing a fantastic platform for us to be able to show-case our digital marketing skills. It’s good having real money to spend and being able to help a business by managing live advertising campaign to drive clients to their new website. We feel very motivated to do well for Coleman and are learning a lot about the marine insurance sector!”
Katherine, Tamsin and Emily added, “Before our campaign went live we produced a pre-campaign brief which we had to submit to Google. The brief covered the research that we had carried out about the British marine sector, identified our typical target market and suitable target phrases to attract and direct potential Clients to the Coleman Marine Insurance website. Our success will be measured by the number of visits to the website that convert to quote requests. During our research we established that our target customer is 52 years old, earning £84,000 per year, with an average value of a vessel being £191,000. We named this persona Morgan!”
The Google online marketing challenge lasts for 3 weeks and during this time the talented team will monitor online activity and make appropriate changes to ensure that the Google ad spend is as effective and relevant as it can be and achieving best results.
BU Senior Marketing Lecturer Philip Alford advised, “It has been excellent to engage with several local businesses from different industries for this Challenge. We are providing our students with some great opportunities to try out their learning in the work place with real, live examples. Bournemouth University prides itself on offering such engaged scholarship and student centred learning. I wish the Coleman Marine Team every success over the coming weeks!”