Issue link: https://htpgraphics.uberflip.com/i/392122
15 marketing staff employed in your institution and run it past a colleague and/ or the editor of the publication. It helps to get your article published in the "right" places with the "right" prominence if you can find a contact (a client or colleague) on an editorial board or industry association. Journals and magazines have a work plan for each issue and often run special topics. Case studies Evidence that you have done similar work successfully for others in the past is the best means of persuading prospective clients that you will be able to help solve their problems. Services are intangible – a prospective purchaser cannot take them out of the box and look at them before buying! A thorough case study will provide evidence of your ability to resolve commercial issues and will at least show an understanding of particular industries. Case study content written from a commercial perspective by demonstrating an understanding of the nature of the client's problem(s) sets out the distinctive nature of the resources you brought to bear to resolve the issue(s) clarifies the benefits, ideally quantified, that the client obtained, within an impressively short timescale A case study should not address the benefits that you have obtained from the assignment. Although you may well have learned a great deal from it, clients will not be keen to pay for your education. It is useful, though, to point out that your experience, as evidenced by a number of case studies, has given you an excellent understanding of a particular industry sector. Permission should always be obtained before releasing any commercially- sensitive information, including the client's name. Even without such permission, however, compelling case studies can be written by generalising key details (e.g. 'one of the world's leading ...', 'a well regarded UK company', 'a major US corporation', 'a specialist producer of...'). Marketing Section 3