Written by Jared Hippe
It began with a toast to the first 30 students selected and just like that we were into the first cohort of the Digital Innovation Skills Certificate. A few appetizers and a little mingling at Proof Restaurant broke the ice for the new program. It was a great way to start meet before we headed over to Shopify’s office space in the old Seagram’s Distillery.
We jumped into our teams and in true “Apprentice” style (thanks, Jeff!), we were tasked with coming up with team names and mission statements in under 15 minutes. Talk about a quick way to get to know new teammates and their styles.
A brief brainstorm session and our agency was born: “Beanstalk”, a collaborative team embodying growth that values getting things done, taking risks and pushing boundaries. We’re thrilled to be working with Dana Shortt Gourmet & Gifts, and having Jolene MacDonald (Partner, The Blondes), as our coach and mentor along the way. The next 11 weeks will reveal much about Dana’s business and it’s our job to take that knowledge and help position her for success.
In the coming weeks we’ll be conducting face-to-face interviews with customers, potential customers and even folks who may not know the first thing about gourmet foods. We will uncover the customer personas to better position our campaign for success. Otherwise, we’re just guessing.To prepare us we took a quick dive into the customer discovery process and personas. We need to know who is buying, why are they buying, and how do we find them? The simple answer: primary research.
We’re set to meet with our client this week and will be ready for interviews to get our first inside look of Dana’s business. We need her perspective of what success looks like to create a roadmap for a digital marketing strategy.
It’s only one day in and we know it’s going to be fast-paced, work-filled and slightly-stressful journey. But there will be fun too. We will get to know the business and its customers inside and out, all while learning in-demand skills and best practices in an emerging field. It’s a win-win scenario and I know my team is ready for the challenges ahead.