What goes into launching a brand new tutoring platform?
Work — Branding, Digital Ads, Website | Industry — Education & Software | Client — VirtuEd
For teachers who tutor as a supplement to their position as a classroom educator, the hassles of running a tutoring side business (scheduling, teaching, bill payment, technology) can be overwhelming. VirtuEd is a brand new platform that was developed to lift that burden off teachers who tutor so they can not only turn tutoring into a more efficient, successful and profitable side business, but also so they can focus on what they do best — educating students.
To help VirtuEd become the trusted, go-to platform for certified teachers who want to run a successful tutoring business, Think Integrated signed on as the start-up’s official branding and marketing agency. As the lead writer, I was responsible for developing the new brand’s messaging and executing all creative that went into promoting the launch of brand, which included a promotional video, Meta and Google Performance ads, and new copy for the website.
We started with developing VirtuEd’s messaging.
We crafted VirtuEd’s brand story, pulling together key information we learned from a number of meaningful client conversations. These statements were foundational in creating an original brand message that resonates with the tutoring platform’s target audience.
VirtuEd’s purpose statement:
We are a fully integrated tutoring platform that empowers certified teachers to make extra money, make their lives easier and make a real difference.
VirtuEd’s positioning statements:
1. Teachers stay teaching. They stress less, and their passion for shaping lives stays alive.
2. Students thrive. With access to trusted teachers, students get the help they need to succeed.
3. Communities everywhere grow stronger and smarter. The achievement gap closes and doors open for all students.
We applied our newly developed brand story and messaging to our creative, which included Meta ads, videos and the VirtuEd website. Because VirtuEd was a new tutoring platform, our primary focus was promoting its name and services and generating interest via brand awareness ads.
After running brand awareness ads and with VirtuEd now on the mind of teachers who tutor, we switched our campaign goals from brand awareness ads to conversion ads designed to aggregate new sign-ups for the platform. Our efforts resulted in millions of impressions and hundreds of conversions.
