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Background:

Spyder Lab (formerly Spyder 3D) is an educational startup that partners with high schools and after-school organizations to provide equipment and training in graphic media production, fabrication, and business entrepreneurship.

 

With their program, students gain valuable hard and soft skills they can use in their future careers, educators can enhance their curriculums with hands-on learning, and business owners can create custom product orders that support their local schools while saving on outsourcing costs.

The problem:

Spyder Lab needed one centralized place to effectively convey the benefits of their program by speaking directly to their four unique target audiences:

 

  • Students

  • Their parents

  • Educators

  • Business owners

My solution:

As Head Copywriter, I:

 

  • Reorganized

    • by rethinking the informational architecture of the company's home page and adding a new section with an overview of the Spyder Lab's benefits for each of these audiences, with buttons leading to their own respective FAQ page
       

  • Researched

    • to discover potential career paths and insights about students, parents, teachers, and business owners, and their desires, goals, and concerns
      ​

  • Told a story

    • by having conversations with people in these audiences and putting myself in their shoes, I was able to speak directly to their needs, desires, goals, and concerns, ending with a detailed FAQ section for each page​

 

Every page was carefully catered to each type of audience member and clearly explained the benefits of the Spyder Lab for them, all while answering common questions they may have.

The work:

Overview of benefits:

S3DL Benefits.png

Selecting "Learn more" would lead to a unique page for each type of visitor:

Students 

Parents

Educators

Business owners

The results:

From the time I started to the time I left (a little over a year), the company went from having just one partner school (Diamond Bar High School) in one school district (Walnut Valley) to adding six additional partner schools, three new school districts, and one Boys and Girls Club, resulting in complete or partial Spyder Lab installations and programs at:

 

  • El Modena High School (Orange, CA)

  • Crescent Elementary School (Orange, CA)

  • Monrovia High School (Monrovia, CA)

  • Century High School (Santa Ana, CA)

  • Valley High School (Santa Ana, CA)

  • Saddleback High School (Santa Ana, CA)

  • Boys and Girls Club of La Habra (La Habra, CA)

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