✅ What is the main goal for this project?

ViaSkill is an AI-powered career growth platform that helps professionals track their achievements, showcase skills, and generate personalized resumes and portfolios. As we grow beyond our beta launch and build public visibility, we’re seeking student collaborators to help sharpen our marketing positioning and outreach strategy.

The focus of this project will include:

• Conducting a competitive landscape assessment of career platforms (e.g. TealHQ, Zety, Rezi, SkillBoost, etc.)
• Clarifying ViaSkill’s unique value proposition and identifying how we differentiate in a crowded market
• Evaluating our current messaging (e.g. website, email sequences, landing pages)
• Identifying ideal customer segments (e.g. mid-career professionals, creatives, job switchers, students)
• Recommending improvements to brand voice, visuals, and PR materials
• Conducting an SEO/keyword audit and suggesting strategies to improve search visibility

🛠 What tasks will learners need to complete to achieve the project goal?

By the end of the project, students will have:

• Delivered a competitive marketing landscape analysis, identifying key positioning opportunities
• Clarified ViaSkill’s brand pillars, tone, and core messaging strategy
• Conducted a target market segmentation analysis with recommended personas and channel priorities
• Audited our existing website and outreach materials for messaging consistency and conversion optimization
• Proposed an updated SEO/keyword plan to help us reach more users organically
• (Bonus) Suggested media angles or PR campaigns that support thought leadership

📦 Final deliverables should include:

• A final marketing strategy report summarizing findings and recommendations
• A 10-minute presentation walking through competitive insights, brand refinement, and growth opportunities
• Appendices or mockups of revised messaging, sample content, or persona briefs
• (Optional) SEO or PR proposal outlines

🤝 How will you support learners in completing the project?

Students will work closely with the founder and CEO, Grace Cupat, and will receive:

• A 30-minute kickoff call and Q&A session
• Access to our existing brand materials, product demos, audience insights, and messaging
• Clear milestones with check-in points for feedback and direction
• Mentorship on how startups make practical marketing decisions with limited budgets

📡 Communication channels:

• Riipen Messaging (for milestone tracking and central communication)
• Email (for asset sharing and async questions)
• Optional: Zoom or Google Meet (for kickoff and check-in calls)

Primary Contact: Grace Cupat – Founder & CEO

Our goal at the end of this experience is to:

• Help us refine and strengthen ViaSkill’s brand positioning in a competitive career tech market
• Deliver a clear, compelling articulation of our core value proposition and differentiators
• Help us gain a deeper understanding of our target users through market segmentation and persona development
• Evaluate and improve the consistency and impact of our messaging across channels (website, emails, content)
• Recommend strategies to increase organic reach through SEO and content optimization
• Propose enhancements to our brand’s visual and narrative identity to resonate with new audiences
• (Bonus) Offer creative PR or thought leadership angles that could support future media outreach

Expected Deliverables Include:

• A strategic marketing report including competitive analysis, brand positioning, and messaging improvements
• Sample customer personas with platform/channel recommendations
• A revised messaging framework and SEO keyword plan
• A 10-minute presentation summarizing insights and proposed actions
• (Optional) Mock content examples or PR storylines for outreach