Brand Strategy + Copywriting: Fullstack Academy

I researched Fullstack’s competitors in the tech bootcamp space and compiled a spreadsheet with details on their respective brands, including: brand voice and tone used on their website, mission statement, brand values, brand positioning overview, and value propositions.  

The goal here was to illuminate trends in the space, identify gaps in competitor messaging, and determine how Fullstack could potentially differentiate itself and stand out in the space.

I surveyed Fullstack graduates and staff separately to answer the following:
‍
-What makes Fullstack Academy stand out in the tech bootcamp space?
‍
-Do Fullstack’s current brand messaging and brand pillars resonate with staff and students? If not, what do they feel is missing or would be better representative of the brand?

I then reviewed the survey answers and synthesized them into trends and overall findings, presenting them to the marketing team in a slide deck that included word clouds and graphs charting the responses.

The next phase of the project was taking all of the data obtained through competitive analysis and user research and using them to formulate new brand messaging recommendations, including a new brand mission, brand pillars, suggested brand voice attributes, and value propositions.

We went through multiple rounds of stakeholder feedback, gathered via live work sessions and Google Docs comments, until we settled on a final messaging framework.

The next phase of the project was using the new brand messaging framework to write new website copy for Fullstack’s redesigned website. I worked through multiple rounds of stakeholder feedback via Google Docs comments, including input from the growth team on SEO, in order to finalize the website copy.

As Fullstack geared up to unveil its new brand and website, I provided additional support by writing copy for a slide deck to be presented to staff by the company’s president and writing an announcement blog for the  website. The goal of both was to explain the goals of the rebrand and the characteristics of the new brand voice.