Overview:
The Varsity Tutors brand voice was confusing and inconsistent, with the focus mainly on getting the sale. We weren’t sharing the benefits of online tutoring or making any meaningful connections. I was tasked with uncovering our brand voice and changing how we talk to our audience.

My Role: Creative Direction, Copy, Content Strategy, User Research, Test Development, Stakeholder Management and Presentation

What I did:

• I conducted brand perception surveys, interviewed customers, and listened to calls.

• I led internal brand workshops to understand how we wanted to be perceived and the qualities we hoped to embody.

• Working closely with product and design teams, I built comprehensive brand and messaging guidelines, which became the foundation for everything from call scripts to microscopy to TV ads.

• I put a heavy focus on customer-focused and empathic messaging.

How it went:

• All our content became more consistent and on-brand, and stakeholders better understood how to speak to customers.

• Varsity Tutors went from having less than 19% brand awareness to becoming the #1 live online tutoring platform in the U.S.

• As a whole, the company became more attentive to serving the needs of the customer.