Marketing Consulting Project
The uwl tutoring & learning center
Starting the Fall of 2024, I had the opportunity to develop a marketing plan and campaign for the University of Wisconsin La Crosse's Tutoring & Learning Center.
The TLC is a space where students can access free tutoring services in many subjects ranging from sciences to business. I had previously been employed as a Statistics tutor at the TLC for two years.
The problem that my marketing plan was seeking to solve was how to increase awareness of the TLC among UWL students. Part of htis was how to position the TLC to be a comfortable and inviting space that encouraged students to receive academic help, and not make students feel belittled for reaching out for help.
Establishing the Branding
Choosing the brand color was next, which I kept as the UWL maroon. this way the TLC would be brand consistent with the other UWL services and would be easy to collaborate or share posts with other University accounts.
The first step I took towards developing the brand of the Tutoring & Learning Center was creating the logo. I wanted a fun design that would make the TLC memorable and inviting whether it was seen on posters, social media posts, or merchandise.
Creating an Instagram to increase brand awareness was a logical next step in my marketing plan. Instagram is a popular social media platform that students at UWL utilize which has led to many University organizations and services creating their own accounts.
I hand designed the Instagram posts to keep the account unique and bring a personality to the TLC. To ensure I posted consistently, I utilized Artificial Intelligence to help brainstorm a content calendar. The content calendar helped me visualize posts for upcoming holidays and University dates such as midterms and spring break. This way, the posts were personalized to UWL students.
Social media creation
Other than single posts, I created educational marketing resources for students to learn more about the TLC and other useful academic tips to help generate student success. These carousel posts can be viewed below.
TLC graphics
Creating a social media presence was a great start to reaching students who were unaware of the TLC and the services they offer. Next, I wanted to improve the physical TLC space.
Making the tutoring space feel more comfortable for students was my goal. I created posters with motivating quotes and directions toward signing-in, working to maintain the brand image I had created.
My next goal for creating graphics was to target the helpful tips that all students could benefit from and designing them in an eye-catching way. Many of the whiteboards in the TLC were filled with formulas and terms that were important for students to remember. Instead of rewriting these tips, I created posters that can permanently stay visible to students.
These Math and Statistics posters can be viewed below.
The TLC contains two areas of tutoring services that operate separately with appointments rather than drop-in help, called the Writing Center and the Public Speaking Center. As part of my work for the whole TLC, both the Writing Center and the Public Speaking Center requested that I created an updated logo for their Center that htey could use on merchandise, social media, etc.
After creating both logos, I have continued working with both entities to create further graphics and posters to update their brand image.
extended branding
