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Digital Presence
In January 2024, we introduced a new Digital Media Specialist role to enhance CTWC’s digital presence and strengthen our engagement with the City Tech community. We were particularly excited to welcome Naila Butt, a recent City Tech graduate, to this position. Despite her brief time with us, Naila made significant contributions by refreshing our overall branding, reviving our Instagram account, and spearheading various digital initiatives.
Improvements to our digital initiatives are ongoing and incremental as we continue to explore the most effective methods to communicate with City Tech, and reflect our commitment to keeping CTWC accessible and responsive to the needs of our student community. You can read more about the progress we have made below.
BRAND ASSETS
We refreshed our brand identity with an updated logo, color palette, and graphics. These new assets created a cohesive look and feel across all our platforms and media, addressing a previously missing element in our branding.
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IMPROVED TEAM INFRASRUCTURE
Naila worked to update our legacy website that was hosted on OpenLab, and navigated around its limitations by incorporating new graphics and tweaks to improve usability. Similar improvements were made to the Tutor Hub website (see “PTW Collaboration”). Looking ahead, we hope to transition our OpenLab website to a new platform to provide a more inviting experience for our users.
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Much of our team’s vision for the future website is reflected in this project - the 2023-2024 End-of-Year Report. You can learn more in the "Looking Ahead" section.
ADVERTISING AND ENGAGEMENT
We progressed on CTWC’s community engagement strategy through three key avenues in 2023-2024: increasing awareness of our services and events, developing an active social media presence, and creating informative video content.
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Increased awareness of services and events
In our ongoing efforts to bring visibility to the Writing Center, we created new pamphlets, promotional event content, and digital advertisements. Much of our media implemented AI-generated concept art. Promotional media was shared through physical mediums, digital billboards, and on our Instagram.
Informative video content (cont'd.)
Our video projects have included scripting and filming comprehensive videos that introduce our team’s mission and services. These videos serve as valuable resources, often filling the gap when we are unable to conduct in-person class visits because of limited tutor capacity. As a result of our most recent Welcome Video, we achieved 90%-100% utilization of the Center during the first few weeks of the semester—a traditionally slow period.
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Social media presence
Hiring a Digital Media Specialist allowed us to revive our previously defunct Instagram account with our very first promotional reel. This account has helped us amplify our advertising for upcoming events, showcase their successes, and, most importantly, express our gratitude to the community for their participation. Through regular posting, we’ve successfully doubled our Instagram following.
Informative video content
In addition to our usual Instagram posts, the team also began planning and creating longer-form video content during Summer 2024. Naila oversaw the development of multiple educational reel series with several of our tutors, dedicated to breaking down common writing challenges in bite-size, accessible formats. As a result of this summer’s efforts, we launched our first series, “MLA Explained,” in Fall 2024, with plans to release “APA Explained” and “Common Writing Mishaps” in Spring 2025.
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