The Usual Place is a not for personal profit Social Enterprise company based in the centre of Dumfries. We offer four externally accredited Scottish Vocational Qualifications which are Professional Cookery, Hospitality Services, Retail Services and Facilities Services along with other accredited qualifications. We are looking to hire a creative and committed graduate to assist us with an exciting marketing-focused project. This would be a 12 month placement initially, with a view to a permanent role.
We are keen to build on our early success and we are looking to expand our training opportunities and commercial activities to increase the positive social impact on the lives of the young people with whom we work. To take these next steps in our organisation’s development we are very aware of the need to grow into an increasingly sustainable enterprise model so that we can reduce our dependency on grant funding and diversify our sources of income.
Evaluations have shown that our model is very cost effective compared to many other educational and training opportunities. Our initial success in enabling our young people to blossom into confident, capable citizens has had other positive effects, including, but not only, the reduction of social isolation and corresponding improvements in the mental health of our participants.
An options appraisal was carried out late in 2018 where it was identified that capacity within our core hours was not being utilised fully. It was suggested that we could have a targeted marketing campaign to increase the uptake on our breakfasts and our afternoon teas. Targeted marketing would also be used to promote the Corporate Functions service that the Usual Place premises so easily lends itself to.
Substantial investment has been made to make the facilities more user friendly including the installation of digital projectors and audio systems that plug into a hearing loop system.
Project success will result in greater understanding in the wider community of what TUP is about and what we do.
Our young people will have a wider set of opportunities to gain experience in realistic, commercial settings and be better prepared for employment when their training period comes to an end.
It will bring a measurable increase in the footfall of customers across all our core hours i.e. breakfast into morning coffee and scones into lunch service, into afternoon teas.
It will enable TUP to become a high-profile destination café with a reputation for high quality food and excellent customer experience.
We shall see a measurable increase in corporate events which will generate income for reinvesting in our enterprise.
Resilience and sustainability for The Usual Place in the future.
As part of the project, we would be looking for you to provide analysis on our customer base and to give indicative segmentation on what the customer profile would be for the various aspects of the hospitality services we offer.
In consultation with the management team, we would expect you to devise a marketing strategy identifying the best places for marketing collateral to be used and in what media to drive new customer footfall to the usual place.
Additionally, we would be looking for you to produce marketing collateral to be directed at existing customers to increase the wallet share from that customer base by attracting repeat bookings and return business.
You will be HNC, HND or Degree qualified and ideally, will have studied a business or marketing related subject.
Skills / Experience
- Marketing skills, knowledge and expertise, both traditional and digital
- Social media skills (Facebook/Twitter/Instagram)
- Outstanding communication skills, both in written and verbal format
- Excellent IT skills
- First class personal management skills
- Creative skills for devising new marketing materials
- Project management experience
- Excellent content writing skills
- Committed to helping improve the lives of the young people we work with
- Previous experience of working with a social enterprise
As part of your ScotGrad placement, you will be able to participate in a couple of training courses mainly online, and one classroom based. The courses are themed around environmental management and quality standards and will provide you with knowledge and skills which will enhance your current and future skills.
ScotGrad placements also offer a unique opportunity to connect with a vast network of graduates and ScotGrad alumni. All graduates appointed through the programme are encouraged to make use of the ScotGrad LinkedIn group to communicate with other ScotGrad participants, learn about any professional development opportunities and build up a professional network.