Varsity Tutors | Sales Support

Putting the conversation before the credit card.

 
 

While my day-to-day duties included everything from writing UX copy to overseeing integrated marketing campaigns, I also got to help the sales team. Two of my favorite projects were writing and setting up a highly customizable collateral system and building out a standalone web experience for our ClassWallet partner.

 
 
 

Sales Collateral

Challenge:

  • When a prospect called about tutoring, the only post-call follow-up was whatever ad-hoc email the sales rep would put together. 

  • We needed collateral that was consistent and could be shared with other decision-makers in the household.

  • Because audiences respond better to info specific to them, we needed hundreds of versions to cover the 3,000+ subjects we supported.

  • Tech constraints meant anything had to be delivered via PDF.

Solution:

  • We created a customizable brochure template that allowed for value-based personalization by swapping out specific sections of copy and select visuals.

  • After a call, prospects would be sent a highly informative and relevant brochure they could share.

Results:

  • Conversion rates for prospects who received a brochure went up by ~20%.

 
 
 
 
 

ClassWallet Website

Challenge:

  • To combat learning loss during the pandemic, several states began providing financial aid for learning support through fund distribution sites like ClassWallet.

  • Our offering for these families was unique to the state-funded programs, so we needed a standalone site with specific content. And we needed it fast to benefit from new rounds of funding.

  • I wasn’t able to use internal engineering resources to build the site. Don’t ask.

Solution:

  • I designed and wrote this site to address parents’ concerns and convey why tutoring delivers better outcomes for their money when compared to, let’s say, a new iPad.

  • I worked with an outside web development vendor to build the site, managing the process from start to finish.

Result:

  • We beat our tight deadline, launching in time to take full advantage of new funding rounds and opening a new revenue source.