In 2022, Owlya built their AI-powered proctoring platform, that was designed to change the way institutions conduct online exams. They sought to eliminate the need for lengthy testings, curb report errors by existing proctoring solutions, and assist proctors with features that simplified conducting online tests.
Objective
Online assessment tools are a core component of e-learning platforms. They are used to assess the knowledge and skills of students or employees. Our objective was to utilise the demand for e-learning and online education tools in North America and Africa to push Owlya’s features and increase usage in both regions.
Problem
Promoting Owlya’s features in a market that already had heavy hitters like Proctorio, ProctorU and Mettle would be difficult, especially since these platforms were in existence before the company, had a large number of users, and surpass us in size as well.
process
I was a freelancer when Owlya’s founders reached out to me to handle the copywriting and social media management for the platform. It was currently under development.
They needed me to write the script for their introductory video, provide copy for all the website pages, and test new features for errors. I would also manage their social media and email, create video guides to show proctors how to use the platform, and contact media brands for promotion.
Copywriting
I wrote the copy for all the website pages, including the homepage, features, FAQ section, and Owlya Support. I also worked closely with the UI/UX designer for the platform to ensure all designs accurately matched the brand messaging in the copy.
Software Testing
I did software testing for the company, which involved trying out new features before they were pushed to the public.
I also sent out emails using Owlya Klarity to ensure proctores got reports from tests when deployed. I took proctored mock exams to understand how the AI-Proctored exam worked and sent reports about bugs and areas which needed improvement to the development team.
Video Guide Creation
Actively contributed to the company’s Knowledge Base by creating and uploading detailed video guides to show both students and proctors how to use the platform easily.
Social Media Management
I researched competitors and suggested growth opportunities. Developed a content marketing strategy for the company that matched its brand messaging and objective.
Implemented a relaunch campaign to promote the company’s features. I created a content calendar and social media posts for its Instagram, Twitter, Facebook and LinkedIn pages.
Collaborated with a graphic designer to design social media posts, developed content ideas and wrote scripts for social media videos.
Email Marketing
Managed the company’s Zoho account and was responsible for keeping open the line of communication between Owlya and the institutions that used its software.
I escalated students enquiries and complaints to the institution responsible, answered questions from partners institutions, and acted as an assistant to the founder.
Communicating With Media Brands
Contacted and collaborated with media brands like Tech Cabal and the Nigerian Tribune to get relevant coverage and visibility for the brand.
Scheduled meetings between Tech Cabal representatives and Owlya’s founder, and presented service quotes.
results
Owlya successfully launched its AI-Proctoring software and secured clients across St. John’s and Nigeria. They also worked on a partnership with Keyin College Canada and AITI.