Voice Work, based in the North West, offers a range of voice and verbal communication training and coaching work for personal and professional development. Through one-to-one's, workshops or consultancy work, Voice Work helps individuals and companies enhance their vocal effectiveness and increase confidence, for use in various situations, such as, on the 'phone, in the lecture hall or for giving presentations. The latter is used extensively with high level managers in private companies and public sector organisations.
The company has been creating a new strategy for growth and has been exploring potential additional corporate clients, such as training staff in call centres and educational sectors but was unsure which market to target first. They approached Lancaster University for assistance in developing these new potential markets.
- Knowledge of key concepts within the advertising and marketing sector
- Excellent verbal communication skills
- Ability to research market opportunities
- Ability to effectively communicate with a broad range of industry clients
Cathryn Graham, BSc Psychology, was recruited through the Science and Technology Internship Programme for a four week internship with Voice Work. Cathryn analysed reports and made enquiries in order to research two sectors and summarised her findings. This account gave a summary of the accessibility of the markets, highlighted potential in-roads and possible challenges.
The company is now in a much stronger position to make informed decisions on target market focus and consequent marketing strategy.
Benefits to the company
- Knowledge and expertise of a Lancaster University Science and Technology student
- Increased the company’s knowledge of target market focus and consequent marketing strategy
- Saved management time
“Voice Work is based in the North West, providing services across the area, and the internship is perfect for a relatively new business such as mine. I founded Voice Work in 2010 with over 20 years’ experience in the field of voice, performance and communication, speech pathology and therapy and a basic business plan. Over the first year of work, as I made changes to the plan, I discovered I had no less than 44 potential target markets. By July last year, these were grouped into various sectors or eliminated; however, there was still quite a lot of market research required in the 'Voice Work in Education' and 'Voice Work in Business' sectors.
“Cathryn spent her time analysing reports and making enquiries in order to research the two sectors and she produced a report to summarise her findings. This report has given me a summary of the accessibility of the markets, highlighted potential in-roads and possible challenges. I am now in a much stronger position to make informed decisions on my target market focus and consequent marketing strategy.
“The internship worked really well for Voice Work. I was very happy with the level of autonomy that Cathryn worked with. I adapted the project in order to make the best use of Cathryn's skills and specific interests. The extra work I had to do at the last minute was well worth it. I felt her passion for educational work would add to the quality of the work she produced. It did. I was delighted to be able to give Cathryn an excellent reference for her first post out of University. I can highly recommend the Internship programme to both employers and students as I feel it mutually beneficial for both parties.”
Kelly Anne Sharp, Founder & Director, Voice Work.
Will the company continue a relationship with the University? If so, how?
The company attended Lancaster University’s Driving Business Growth Through Innovation Event. The company is looking into working with the University, providing high quality voice work training/coaching for relevant departments.