Making a Makerspace
As Director of Marketing for TechShop, Inc., my responsibilities included the marketing of the company's pivot to managed services. As a single-person department for corporate marketing, I directed and designed all company-wide collateral, which included sales campaigns, brochures, feasibility studies, and market assessments. Before the company closed, I built a website, collateral, marketing strategy, and customer deliverables.
As the Education Manager for TechShop Pittsburgh, I was responsible for managing a department of 40+ contract educators, youth programming, and course development. I also oversaw development and marketing for all education initiatives.
In partnership with the Director of Education, I created promotions for an experimental class targeting millennials, which included rack cards, posters, and a social media campaign. Project classes consisted of interdisciplinary maker experiences. The image above shows a bluetooth speaker with wood housing and laser-cut faceplate.
Makerspaces rely on classes for developing cohesive culture and consistent revenue. As class attendance and membership began to wane, I developed a profit-sharing workshop development program to create new offerings. These offerings expanded entry-level classes for new members and expert-level workshops for existing members.
Many workshops required specialty equipment and materials. I was responsible for research and procurement of any supporting items. In expanding class offerings and equipment, I saw a growing interest in several new course types. Using member and instructor feedback, I created two of the most used studios: jewelry and blacksmithing.
In tandem with the creation of more than 30 new classes, I also developed a new marketing strategy. The primary component of this strategy was the company's first course catalogue. This course catalogue included new classes, safety classes, youth programs, and company information. I worked with local photographers, writers, and designers to create the catalogue. Our work served as a template that inspired other TechShop locations to create their own catalogues.
In addition to the course catalogue, I also created the member handbook, welcome documents, a maker residency, and branded apparel.
As part of a company-wide campaign I organized, #MakerSeason, TechShop, Inc. provided free consultation to new maker or maker-adjacent organizations. We delivered nearly 20 consultations in a one-month period.
This campaign highlighted the diversity of members across locations and expertise. I worked with a photographer and copy writer in the Bay Area store to create images and narratives that could be used across all locations, then partnered with each location to highlight local talent through images and interview.
TechShopServices.com served as a sandbox for the future of TechShop.com. My ultimate vision was to replace TechShop.com with a variation of my Wordpress site. Each location would then be responsible for maintaining their own unique subordinate sites.
As a part of the New Store Development team, I created the deliverables for cities that contracted TechShop for market assessments and feasibility studies. I created this document and template using InDesign. The above is an excerpt of a +200-page document.
Similarly, the Market Assessments were 8.5" x 11" perfect-bound books delivered to clients upon completion of projects. I used Adobe InDesign to create these documents.
To market the company's post-pivot services, I created several guidebooks. The above excerpt features options for specific services that organizations could contract TechShop to conduct.
Above is a selection from the Managed Services Guidebook I created for TechShop. This guidebook was distributed as a PDF and physical document to potential clients.