Free Golfing an Added Perk to this Marketing Internship
Leder Students Bring Solutions to the City During Construction in Internal Case Competition
Our internal case competition this year focused on the loss to businesses due to city construction. We partnered with the City of Edmonton to create a case where our students could come up with solutions for the City of Edmonton and small businesses around the city to manage the loss they face when there is construction.
As a frequent small business visitor, I often see a blocked road or lots of construction and it immediately turns me in the opposite direction. Often times I don’t even bother trying to get to the final location if there is lots of construction. So, the city and small businesses wondered, how we can come up with a solution to aid small businesses who are struggling due to the lengthy construction time periods.
Seven teams were formed, and they got to work interviewing businesses, looking at other cities who have programs in place to reduce the impact on small businesses, and creating a solution. All the teams had awesome ideas, but one team truly had a good understanding of a way to mitigate the impact. Faith Carnegie, Diquita Cardinal, Jenae Charlebois, and Deserinque Ricketts, decided on creating a Construction Mitigation Program. This would involve having communication and public meetings so that construction workers, business owners, and customers could have a voice in what would help to minimize construction disruption. The program would also include free advertising around the city for particular businesses in construction zones. A few more perks to the program would be partnering with underground parkades to provide additional free parking, street art, and grants for businesses facing long term construction. Finally, the program would have program liaisons who would be in charge of communicating with the businesses to keep updated on the struggles they are facing and find ways in attempt to resolve the issues.
It is great to have the opportunity for our students to help solve, real-life and current issues. A big thank you to the City of Edmonton for partnering with us and a congrats to all the teams who came out and participated. We are looking forward to what next year’s case might bring!
Leanne Buist, a fourth-year BCom student, is spending her summer working at the Ponoka Community Golf Club for her internship.
Ponoka Golf Club is a beautiful 18 hole golf course in Ponoka, Alberta with a restaurant called The Rusty Putter. They host tournaments, leagues, weddings, and special events throughout the summer.
Leanne, a certified hairstylist who usually works in a salon over the summer, is keeping busy in her role doing marketing at the golf course. Using social media, emails, and in-house marketing like posters, she is working on promoting the golf course and the restaurant, focusing on its special events. This summer they are hosting a fundraising tournament for the club, a dinner show, a craft beer and golf night, as well as a golf and wine tasting night. The Ponoka Golf Club is also the host of the 2017 Alberta Amateur! Leanne also plays a vital role in helping to plan, organize, and run the events.
The opportunity to do lots of golfing is an added perk of the internship! Leanne is also gaining skills that will also be a huge asset to her future career. Leanne is enjoying the opportunity to experiment with promoting to different target markets and demographics. She also gets to try out different marketing techniques and see which are the most effective. She has been a bit surprised at how continuous the task of marketing is. There is a need to be constantly thinking of new ways to promote the business, making sure customers are always updated on changes to everything from event details to daily menu specials in the restaurant.