I think when trying to catch the attention of a potential customer in an email brevity is key. People very rarely read wordy, lengthy emails, so ensuring a short, snappy message delivers the key message of why the brand is excellent for the consumers' needs is vital. I also think honesty is highly valued by a modern consumer. Many people are all too conscious of the marketing exaggeration and so it has a generally negative impact on a consumer's decision to purchase. Finally, I think a clear awareness of who the target audience is would be vital. Including references to pop culture, current trends, and generational jokes would be a great way to build a person relationship with a customer and could build brand loyalty!

Having already used quester and curated for the platform before, working on the IB curation and providing feedback in meetings to staff, I would absolutely point students in the direction of Quester. Beyond Quester, with its ease of access and simplicity in viewing so many items, I would recommend sites like Save my exams, or would share my own notes. I find sharing notes between classes so important and allows future students to maximise their performance!

I think currently TikTok is one of the best ways to build any community in Gen Z, so maximising the use of this platform would be so important. Incorporating both videos from the founders and staff, to explaining the story of the brand, to UGC, engaging with Gen Z in a way that aligns with trends and pop culture is the best way to grad attention. Taking from the examples of Ryanair or Duolingo, making the most of the free platforms available would be the ideal way to build a community. It could also involve collaboration with both microinfluencers, and personalities on a larger scale.