✅ What is the main goal for this project?

ViaSkill is a career growth platform that helps professionals capture their real achievements, uncover skill gaps, and build AI-generated resumes, portfolios, and micro-courses (future release). As we grow beyond beta and begin scaling, we want students to help us develop a comprehensive digital marketing strategy to increase visibility, drive sign-ups, and build a loyal user base.

We’re looking for actionable recommendations across paid, owned, and earned media channels.

Students will help us answer key questions:

• How should we promote ViaSkill in a crowded career tech space?
• What messaging will resonate most with our target users (e.g. career changers, mid-level professionals, creatives)?
• What digital channels (LinkedIn, YouTube, Instagram, Reddit, newsletters, etc.) offer the best opportunity for engagement and conversions?
• What advertising budget would be realistic for an early-stage startup—and how should we allocate it?
• What performance metrics should we track to gauge ROI and campaign effectiveness?

We want to come away with a tailored strategy that aligns with our product, brand voice, and early growth stage.

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

By the end of the project, students will have:

• Conducted a review of ViaSkill’s current digital presence and user acquisition funnel
• Researched marketing best practices and competitor strategies in the career-tech and ed-tech spaces
• Identified ideal digital channels for organic and paid reach
• Developed a messaging strategy tailored to specific audience segments
• Proposed a performance-focused advertising plan, including budget ranges and content ideas
• Suggested tools (CRM, email, scheduling, analytics, ad platforms) appropriate for a startup budget
• (Bonus) Proposed a small-scale test campaign or content sequence that ViaSkill could try immediately

📡 Communication tools:

• Riipen Messaging for official updates and deliverables
• Email for materials and questions
• Zoom/Google Meet for kickoff, mid-point, and final review
• Primary Contact: Grace Cupat – Founder & CEO

📦 Final deliverables may include:

• A comprehensive marketing strategy deck or report
• A recommended channel matrix with tactics, budget ranges, and expected outcomes
• Messaging samples, ad copy, and suggested visuals or themes
• A 10-minute presentation summarizing findings and key recommendations
• (Optional) A proposed 2-week or 4-week pilot campaign calendar with testable content

🤝 How will you support learners in completing the project?

Students will work closely with ViaSkill founder Grace Cupat, who will provide:

• A 30-minute kickoff call to align on goals and target personas
• Access to branding materials, sample user feedback, and product tours
• Timely responses to questions via email or Riipen messaging
• Feedback on drafts and concept iterations at key milestones
• Optional check-in meetings to discuss direction and unblock progress