Home / ITRM Insights / News / Exploring Digital Marketing: Elizabeth Lawford's Experience at ITRM
06 Aug 2025
ITRM was delighted to welcome Elizabeth Lawford, a first-year Media and Communications student from Loughborough University, to the team for a week of immersive work experience. Elizabeth spent her time exploring how ITRM communicates its brand, services and values across multiple platforms. Before she wrapped up her work experience, we wanted to hear about her experience…
ITRM stood out to me because of its strong online presence, I was eager to learn how a tech-focused company communicated its services to different audiences. Moreover, I was extremely interested in ITRM as I wanted to understand how marketing differs in a B2B environment.
I gained hands-on experience with social media scheduling, internal communications, and contributed to creating content for the company's blog, social media, and advertising campaigns. I also learned the importance of brand consistency and how tone of voice shapes the way a business presents itself professionally. Furthermore, I gained extensive insights into how brands position themselves in the market through competitor research and analysis, exploring how they engage with audiences and, most importantly, how audiences engage with them. This helped me to understand: trends, spot content gaps, and think critically about how ITRM could differentiate itself.
Designing visual content using applications such as 'Canva' was a highlight for me. I enjoyed the creative freedom and seeing how design fits into broader marketing strategies. I also loved working on the social media calendar; it was exciting to help plan posts around key dates and campaigns, and to see how everything ties together.
I found KPI reporting the most challenging. Understanding which metrics to track and how they inform decision-making was quite complex at first. But with guidance from the marketing team, I started to grasp how performance data fits into broader marketing.
In the future, I aspire to pursue a career in digital communications and content strategy. I hope to work with brands to build impactful messaging and creative campaigns. Ideally, I hope to work within an agency where I can contribute to multiple projects and learn continuously.