BCS Level 3 Digital Marketer

Digital IT Apprenticeship End-

point Assessment

Project C
TeeVee+ - Overview

Version 1.0
July 2020

Information contained within this document has been republished under the terms of the Open Government
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Copyright © BCS 2020
BCS Digital Industries Apprenticeship – Digital Marketer Project C - Overview
Version 0.1 January 2020
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Change History
Any changes made to the project shall be clearly documented with a change history log. This
shall include the latest version number, date of the amendment and changes made. The
purpose is to identify quickly what changes have been made.

Version Number Changes Made

V1.0 Document created.
July 2020

Information contained within this document has been republished under the terms of the Open Government
Licence v3.0 © Crown copyright (2020)
Copyright © BCS 2020
BCS Digital Industries Apprenticeship – Digital Marketer Project C - Overview
Version 1.0 July 2020
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Digital Marketer – Project C – TeeVee+

*NOTE* This project is fictional and all company names and customer names, along with
messages and data, have been created by BCS. Any resemblance to actual persons, living
or dead, or actual events is purely coincidental

Project Overview and Objectives

You have been recently appointed as the Social Media and Community Co-ordinator for
TeeVee+, a UK telecoms company. Founded in 2004, TeeVee+ peaked in 2011 following
the UK switch to Digital TV but has fallen behind to its larger competitors in recent years.

Reporting to the Marketing Director and working alongside the marketing team, the TeeVee+
strategy for the next 12 months is to grow and restore confidence in its customers as it
prepares for the launch of TeeVee++, a mobile app that allows for online viewing on the go.
Your role, as Social Media and Community Co-Ordinator, is to manage the social presence
of the business and support a team of 3 social media customer advisers who have spent the
last 6 months with the sales team and have not been able to focus on their primary role.

Your first task in the role is to sort through recent messages from customers; your manager
has asked for you to recommend a way to manage social media enquiries better and would
like you to determine if there are any common trends or issues that can be used to increase
customer satisfaction.

You will need to:

1. Undertake research into the market to analyse how competitors engage with
their audience.
2. Prioritise the recent comments and enquiries from customers, identify any
common trends and decide how to respond professionally.
3. Conduct further research into social media management tools.
4. Analyse and recommend the tool best suited to manage the strategy.
5. Produce social media guidelines and make recommendations for the future.
Note: Apprentices are NOT required to create published Social Media accounts or posts for
TeeVee+.

You are required to produce documents and presentations to show that the requirements
have been met.

Information contained within this document has been republished under the terms of the Open Government
Licence v3.0 © Crown copyright (2020)
Copyright © BCS 2020
BCS Digital Industries Apprenticeship – Digital Marketer Project C - Overview
Version 1.0 July 2020
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Project Outputs and Deliverables
To demonstrate completion of the tasks you will be asked to provide a series of outputs,
these should be submitted together with the synoptic project declaration.

All referenced documents are located in the Appendix.

Deliverable Output Suggested Evidence

Analyse After reading the Company Information, identify
three competitors and analyse the engagement
they receive from customers on social media to
understand how telecoms companies reply to their
customers.

• A list of three major competitors and the

social channels they are active on
Word document / PDF
(including handles and links).
• A brief summary, outlining the strengths
and weaknesses of each competitor.
• A list of any clear ‘dos and don’ts’ for
customer service via social media,
reflecting which styles have and have not
worked.

Review and Respond Based on the competitor analysis and the identified
‘do’s and don’ts’, review the social media
comments and questions that have been raised
recently that have not yet been responded to.

• Manually create a table that records the

customer name, engagement frequency
and any other pieces of information /
assumptions you can gather.
• Note any patterns or trends in the
qualitative data.
Spreadsheet / Word
• Prioritise the enquiries and decide which
table
should be:
o Responded to immediately.
o Responded to next.
o Ignored.
o Deleted.
• Considering the ‘dos and don’ts’, company
information and the brand guidelines,
produce professional responses to each of
the customer enquiries (where required)
and record these in the table.

Information contained within this document has been republished under the terms of the Open Government
Licence v3.0 © Crown copyright (2020)
Copyright © BCS 2020
BCS Digital Industries Apprenticeship – Digital Marketer Project C - Overview
Version 1.0 July 2020
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 Deliverable
Research and Report
Present
Information contained within this document has been republished under the terms of the Open Government
Licence v3.0 © Crown copyright (2020)
Copyright © BCS 2020
BCS Digital Industries Apprenticeship – Digital Marketer Project C - Overview
Version 1.0 July 2020
Output Suggested Evidence
Conduct research into different social media
management / listening tools that could benefit
TeeVee+ and simplify the role of a Social Media
and Community Co-Ordinator.
• Research three different tools that could
simplify the work you have undertaken,
including the features, benefits and pricing.
Spreadsheet / Word
• Select one tool you believe to be best
table / PDF
suited to simplify social media
management.
• Create a 1-page social media policy for
TeeVee+ which incorporates the brand
guidelines with the research you have
undertaken so far. Tone of voice guidelines
are required as part of this.
Create a presentation to deliver to the Marketing
Director, briefly outlining:
• A summary of the competitors’ social media
customer service.
• Trends and patterns found,
• A summary of the responses to the top three Presentation in
priority customers.
PowerPoint / PDF
• Your recommendations of tools required to
simplify your role in the future and how
these can increase customer satisfaction
and net promoter score (NPS).
• Any other future recommendations for the
social team.
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Project Information and Equipment
You will need to review all the information specified in the appendix. This will support you to
deliver the key outputs and deliverables for this project detailed in the tasks.
• TeeVee+ Background Information
• TeeVee+ Brand Guidelines
• Customer Service Goals
• TeeVee+ Subscription Costs
• TeeVee+ Logos
• Two recent Facebook posts and comments / enquiries
• Four recent Facebook messages / enquiries from customers
• Four recent Tweets to TeeVee+

Your training provider and/or employer will provide you with all resources required to
complete your project including:
• Laptop/PC.
• Internet access.
• Word processing / spreadsheet / presentation software.

Apprenticeship Competencies Covered

Competency Standard
Written communication: applies a good level of written communication skills for a range of
audiences and digital platforms and with regard to the sensitivity of communication.
Research: analyses and contributes information on the digital environment to inform short- and
long-term digital communications strategies and campaigns.
Technologies: recommends and applies effective, secure and appropriate solutions using a wide
variety of digital technologies and tools over a range of platforms and user interfaces to achieve
marketing objectives.
Data: reviews, monitors and analyses online activity and provides recommendations and insights
to others.
Problem solving: applies structured techniques to problem solving, and analyses problems and
resolves issues across a variety of digital platforms.
Analysis: understands and creates basic analytical dashboards using appropriate digital tools.
Customer service: responds efficiently to enquiries using online and social media platforms.

On completion, please upload documentation relating to the project deliverables and a

completed project declaration (provided separately) to the relevant folder location as
specified by your training provider. Alternatively, please send to epateam@bcs.uk

Information contained within this document has been republished under the terms of the Open Government
Licence v3.0 © Crown copyright (2020)
Copyright © BCS 2020
BCS Digital Industries Apprenticeship – Digital Marketer Project C - Overview
Version 1.0 July 2020
Page 6 of 6