I was part of the graphic design team for Stalford Learning Centre, and given the opportunity to manage the start of their social media presence as an asset creator and manager. Stalford is one of Singapore's leading learning centre. With top-tier educators with multiple accolades, they help students achieve outstanding results through research-backed teaching methods.
Social Media presence (Instagram and Facebook)
As part of their graphic design team for Stalford in 2022, we kickstarted their social media presence on Instagram and Facebook. I made assets for their pages, showcasing their brilliant educators, courses and events, and did the copywriting for each post.
As part of managing their social media pages, I was also tasked to answer queries from parents regarding classes and courses through Facebook Messenger, and forms submitted through their website.
Media Library
Every year, after results of the national exams are released, Stalford takes in testimonials from their students in the form of a photoshoot and video interview. This requires communicating with various centres across the island, liaising with parents for the shoot, travelling to the different centres, carrying out the portrait shoots and testimonial taking, and editing the media gathered after to be put in the media library.
This prompted me to create a template on carrying out this important task, for future use for the graphic design team in Stalford; this includes centre opening hours, contacts across various outlets and names of the staff manning the counter, usual free slots available for shoots in the outlets and a timetable for the different slots of parents and students coming in for the shoots when confirmed after liaising with them.
Due to the lack of media in their library, I proposed carrying out photo and video shoots on-site and with educators. I liaised with counter staff from different centres, researched on what kind of photos and videos Stalford needed for their media library, and did the shoots during courses.
These photos were used in their Crash Course highlights for PSLE, O Level and A Level students. Photos were also used in recent graphics on their social media pages and website.
Carousel post of the PSLE Crash Course highlights created and posted on their Instagram page.
A template on information and contacts needed for these shoots were created for future purposes, from organising, liaising, conducting shoots and editing after to be placed in the media library.
Google Reviews + Increase in Follower base
We recognised a need for Stalford to gather testimonials on Google across their outlets from their parents and students alike. Word-of-mouth, large print displays in malls where centres were located and online advertisements helped in spreading word regarding Stalford's reputation of trusted, trained and brilliant educators, but Google Reviews was a platform that could be utilised for further reach. On top of that, since their social media pages were newly established, inviting parents and students to follow those pages could benefit in distribution of information regarding courses and other events.
I designed stickers to be pasted on the tables of the centres, and posters (A4, and A3) to be put up on different centres. Three different stickers were created for Instagram, Facebook and Google Reviews respectively in different colours following the branding of the different platforms. Instagram and Facebook stickers contained QR Codes that link to the respective social media pages with a CTA to 'LIKE US' or 'FOLLOW US' or 'REVIEW US'. Different outlets have different Google Review pages so it was specific to the outlets.
After printing the stickers, I made a video for the staff members of the different outlets on how and where to paste the stickers on the student tables. These videos were sent to the staff manager who also helped organise a briefing on how to use the posters and where to put them up; I led the briefing using slides containing tips and suggestions, encouraging the staff members to do their best to gather reviews from parents and students who are happy with the service Stalford has provided.
This has led to a very significant increase in reviews gathered and show Stalford in a positive, competent and reliable reputation amongst other learning centres in Singapore.
Video shoots for educational and promotional purposes
Stalford educators are truly brilliant people and I had the utmost honour of working with them. I contributed in brainstorming future videos featuring the educators for educational and promotional purposes.
One of the videos can be seen here:
I organised media recording days with educators from initial project briefs, discussing about content, planning the script, recceing spaces, recording the content, editing and posting.
I also created a template for the steps above on Google Workspace (Document and Sheets). Template also includes ideas on future content to be recorded across other subjects like General Paper, English and Science.
Importance of setting up a clear branding style across all pages
I understood how important it was to ensure a clear and consistent style on social media for Stalford, and that could be achieved through creating templates for different events and courses of which its contents can be edited as per necessary. It was an eye-opening experience being part of leading the visuals on their Instagram and ensuring that it remains consistent on their webpage too.
Here are screenshots of graphics created for their webpage in 2021 - 2022.
Landing page slideshow showcase
Background was created in primary colours; layered in such a way that it highlights the main 'character' in each slide i.e. the student or educator. Layout of the graphics exhibits the students' results and testimonials, with hierarchy and CTA buttons in consideration.
Landing page
I contributed to the copywriting on their landing page in 2021-2022 and organised their content to show their mission, vision and motto clearly.
Improved the layout of their page to show portraits of their students across the levels for their programmes and crash courses.
Reflections
Stalford has provided me amazing opportunities to work with wonderful educators, create graphics for an iconic and reputable brand, and to delve into the world of social media. I was given multiple projects that were vital in building the foundation of their social media presence, build their media library, ensure consistency across their pages, and training staff members (albeit a small briefing on gathering reviews, but an important one at that).
The lessons I've learnt and experience I've gathered from the one year were those that I hold close and I'm thankful to those that I've had the pleasure of working with.
