Radify Labs
Our team developed a marketing strategy for engaging college students and recent graduates with Radify Labs. Our goal was to recruit participants for our online programs and to foster a community of passionate learners.

Summary of Results:
• More than 2,000 students interacted with Radify Labs
• $115,000 of revenue generated in 14 months
• 35 unique universities were represented by our students

Overview
Role
Co-Founder and Chief Marketing Officer
Team
Allison Garrett (Co-Founder and CMO)
Andy Page (Co-Founder and CEO)
Liesel Reussner (Program Manager)
Sue Durnwirth (Director of Recruiter Relations)
Duration
March 2018 - Present


Student Personas
Background: Artistic and passionate about popular culture, has not had a first internship yet
Goal: Choose a career path
Challenges: Lacking 'hard skills' required for many internship positions, does not know what career paths are out there
Common Objections: I've never taken an online course and I'm not sure I would receive answers to all my questions
Alex Wilson
University of Virginia '21
Major in Media Studies, Minor in Psychology
Interested in Graphic Design
Background: Business degree with internship experiences in Business Technology
Goal: Secure a job she loves
Challenges: Interested in Product Management but has never had the title "Product Manager" at a job or internship
Common Objections: I don't have a lot of time outside of work so anything I put time into needs to be extremely valuable
Sam Jones
University of California, Los Angeles '17
Major in Business, Concentration in Information Technology
Currently Business Analyst at Wells Fargo

Student's Goal
Explore Career Paths
Alex's goal is to explore new career paths that he could potentially pursue during an internship or after he graduates. He is excited to learn new skills and is most concerned about finding a career path and profession that is the correct fit for him.
Find a Job
Sam's goal is to find a new job. She does not like her current position and she wants to transition into a career path that she finds more exciting: Product Management. She is most concerned about getting a job offer quickly.

Hypothesis of Strategy
Skill Development Focused
For Alex's customer persona I developed a strategy that focused on skill building events and touch points like university workshops, skill competitions, and helpful videos.
Career Focused
For Sam's customer persona I developed a strategy that focused on career oriented events and touch points like career fairs, a Slack community, and virtual career events.

Implementation
Design Competition
Alex's customer persona was most interested in building skills and exploring career paths. To target this persona we hosted virtual skill competitions in collaboration with other businesses.
Careers in Tech Conference
Sam's customer persona was most interested in getting a job she was passionate about. To target this persona we hosted online conferences with resume drops for exciting job openings and talks with professionals.
University Workshops
Alex's customer persona was most interested in building skills and exploring career paths. To target this persona we hosted in-person skill workshops with clubs like the Duke University Catalyst club.
Career Fairs
Sam's customer persona was most interested in getting a job she was passionate about. To target this persona we attended career fairs at universities and in communities to talk with job seekers.
Tip Tuesday Videos
Alex's customer persona was most interested in building skills and exploring career paths. To target this persona we created weekly Tip Tuesday videos on skill building and professional development.
Slack Community
Sam's customer persona was most interested in getting a job she was passionate about. To target this persona we built a Slack community for professionals to help recent grads learn about career paths.

Key Insights
Skill Competitions
We ran two different skill competitions: a design competition and a marketing competition. The design competition had 110 sign ups and 11 submissions while the marketing competition had 60 sign ups and 2 submissions. We held the design competition over a university break to increase participation and submissions.
University Workshops
We held 12 workshops with student organizations at 6 different universities. The university workshops had more than 200 student attendees in total. The most successful workshops were both the most well attended workshops and the workshops where students were highly engaged. Our team worked on advanced planning and creating multiple touch points with student organizations to ensure the workshops we hosted were successful.
Slack Community
We started and built a Slack community of 630 student, recent graduate, and professional members. Through the Slack community we started many initiatives such as weekly AMAs with professionals, an 100 day UI Design challenge, and resume review sessions. To increase engagement with our weekly AMA sessions, we incorporated them into our online program curriculum and encouraged current students to participate.

Summary of Results
More Than 2,000 Student Interactions
More than 2,000 students and recent college grads have participated in a Radify event, workshop, or community.
$115,000 Revenue Generated
Radify Labs generated $115,000 in revenue in just 14 months through our online program offerings and licensing.
35 Unique Universities Represented
Students who participated in Radify Labs programming came from 35 unique universities across the United States.