Public Relations, Branding, & Copywriting
The Makerhub
Downtown in Elon, NC
Client
The Makerhub
YEar
2023
Tools
Microsoft Suite
The Challenge
Increase use of The Makerhub amongst Elon University student population as well as retention among users.
The Makerhub in Elon's downtown area wanted to clarify their brand’s message so they could gain renewed interest among students, stand out from other university organizations, and build relationships with incoming students as they continue to grow.
My Role(s)
Research Director
In our communications team, my role was to direct research among the student population at Elon University to determine the needs and the level of awareness among students for a place like The Makerhub. I conducted individual interviews with over 60 people and compiled their responses into documentation that identified the research findings. Then this document was synthesized and given to The Makerhub to guide future events and content design.
LOCATED IN DOWNTOWN ELON, NORTH CAROLINE, THE MAKERHUB IS THE BEST WORKSHOP FOR ANY HANDS-ON PROJECT — WHERE YOU'LL FIND RESOURCES, CREATIVE ATMOSPHERE, AND THE MAKER MINDSET: THE UNDERSTANDING THAT FAILURE IS PART OF THE PROCESS IN MAKING SOMETHING NEW.
On weekends during my time at Elon, you could often find me in the corner huddled over the laser engraver as it etched the most precise lines into whatever my project of the month was. All the materials were free to use with a university ID and I'm happy to say I took full advantage, but it also felt like one of the best kept secrets of Elon. So, having the opportunity to work with them to raise awareness for everything they do was a dream come true.
After more than a decade in business, The Makerhub's director, Dan Reis, was ready to clarify their brand’s message so they could gain renewed interest among students, stand out from other university organizations, and build relationships with incoming students as they continue to grow. We set out to show what sets Makerhub's people, locations, and services apart while making students feel welcome, excited, heard, and catered to through every word.
The Makerhub’S BRAND VOICE
Creative / Intentional /
Resourceful / Exploratory
Mission statement:
Cultivating creativity in
every maker.
Market Research & Messaging Strategy
Our research process included a 2-hour strategy session with Dan Reis, student & staff interviews, as well as employee feedback. In interviews, we found that The Makerhub's repeat students were drawn to the hub's ease of use, the ability to learn new skills, friendly staff, and unique features such as the around the clock 3D printers and the CNC router . However, the majority of the students that had little to no contact with The Makerhub felt that they weren't creative enough to work on a project in there. The machines were daunting and they didn't want to explore the space on their own. The word “creative” came up again and again. "You have to be a creative person to be in the Makerhub, and I'm just not," one student shared. Our analysis showed that the perceived barrier of creativity inhibiting some students from utilizing The Makerhub represents a significant opportunity for improvement.
While the hub has successfully attracted a dedicated audience appreciative of its user-friendly environment and innovative features, there is a clear need to address the apprehensions of potential users who feel less confident in their creative abilities. To bridge this gap, our recommendations focus on implementing targeted initiatives, such as beginner-friendly workshops, guided tours, and educational campaigns, to demystify the creative process and showcase the accessibility of the Makerhub's resources. By fostering a more inclusive and supportive atmosphere, we believe The Makerhub can not only retain its current user base but also tap into a wider demographic of students eager to explore their creative potential in this dynamic makerspace.
Brand Messaging
With our research in hand, we crafted The Makerhub's new message with clear, caring, and simple copy. Our proposed rebranding for The Makerhub was titled “Make it home.” This line communicates the what you can do at The Makerhub, make something large or small for your dorm space. Make anything to make your space feel like home. Our research showed that the first-years The Makerhub wanted to make the strongest impression on, in hopes of creating lasting connections with students throughout their time at Elon, all had one thing in common. Being away from home indefinitely for likely the first time ever. So we focused on crafting messaging around our first-years. This could include pop-up maker stations at college coffee and in their neighborhoods to entice them to use the space and create that connection point, but most importantly to remind students that home is what you make of it, and Elon will become the home you want it to be if you give it a try. The Makerhub is the perfect place to create decor or keepsakes that are unique to you, and as an added plus you learn new skills as you continue to make whatever you can think of. It was this sentiment that we wanted to convey to the students of Elon, showing them that they have the power to make it home, wherever they are.