Calumet University:

The Client 

Calumet University offered a variety of lectures, seminars, workshops, and photographic events at their 12 retail locations. 

They reached to people via quick link to their subunit from the secondary navigation bar of Calumet Photographic website, three monthly emails for each location, one national email and the social media (e.g Facebook, Meetups ..).

My Role

I was responsible for the curriculums, material and, logistics of the classes. Part of my duties was back-ended data entry via Cvent, email campaigns via cheetah mail, Creating, managing and, executing the promotional in-store and online campaigns.
The second part of my role was to collect data from the class participants and instructors; to make a weekly and quarterly report to present to the executive board of the company. Moreover, I used the collected data to improve the quality of the classes/ promotional campaigns via new strategic changes.

The Opportunity

I had innovative ideas when a change of infrastructure launched in the company, and tools such as emails and budget for social media declined.  The idea lead me to ask for a permanent B spot on the Calumet Photographic website.

The Outcome

Promoting classes and generating revenue defined my position as the event marketing manager.  The new site format and depletion of resources inspired me to come up with an effective way to promote the class… which is when I first put on a UX designer hat.

Using primary research tools such as; surveys, interviews, focus groups, and Heuristic research, I was able come up with new ways to promote Calumet University.

• Email Campaign: Changed the wireframe structure of the emails from heavy text content format to  visual and text format. The breakdown was an A spot (Hero class), B spot ( 6 carefully selected classes) and a sidebar with the listing of all the classes available.

• Website strategy: Requested a B spot on the homepage of the company website, which resulted to changing the information architect of calumet university with adding a category base on the subject of the classes.