Duolingo Writing
Fall 2024 | Microsoft Word, Canva
Press Release
Media Pitch
Blog #1
Blog #2
What is this project?
For this project, I created a comprehensive portfolio focusing on Duolingo, the popular language-learning platform. The goal was to craft a series of media communications, such as a press release, media pitch, blog posts, and social media content, to promote Duolingo’s new office opening in New York City. The project aimed to highlight Duolingo’s innovative approach to employee satisfaction and creative workspace design, positioning the company as a leader not only in language learning but also in fostering a positive workplace culture. The final product was a cohesive package of media materials designed to engage different audiences, from journalists to social media followers, while promoting Duolingo's new initiatives.
How did I prepare?
To prepare for the project, I began with extensive research on Duolingo’s brand, its mission, and recent news, particularly focusing on its corporate culture and employee engagement efforts. I gathered information on the design of the NYC office and its impact on the company’s culture. I also reviewed existing press releases, media pitches, and blog posts to understand the tone, style, and structure that would resonate with the target audiences. This allowed me to identify key messaging points that would appeal to both the media and Duolingo’s customers. I created an outline for each piece of content, ensuring that I had a clear direction for each assignment and that they all aligned with Duolingo’s brand voice and values.
How did I put my plan into action?
Once my research was completed, I moved into the design process, which involved writing and editing each of the media pieces. For the press release and media pitch, I focused on crafting clear, engaging, and newsworthy narratives. I used a professional tone to reflect Duolingo’s authoritative yet approachable brand identity. For the blog posts and social media content, I aimed to make the messages more conversational while maintaining an informative angle to keep the audience engaged. The challenge in this step was ensuring that each piece served a specific purpose and targeted the right audience, while maintaining consistency in messaging. I used feedback from peers and professors to refine my drafts and ensure I met the expectations for the assignment.
What were my results and lessons?
The results of this project were quite positive. I received a high grade for the completed portfolio, with specific feedback praising my ability to create varied, well-targeted content that adhered to professional standards. One key lesson I learned was the importance of tailoring each message to its audience, whether that audience is journalists, potential employees, or the general public. In addition, I encountered challenges in balancing the creative and professional elements of the content, particularly in the blog and social media posts. At times, I struggled to keep a professional tone while also making the content engaging and approachable. However, through careful revisions and the use of constructive feedback, I was able to overcome these challenges. This experience reinforced the importance of flexibility in writing and the value of receiving and incorporating feedback into the revision process. Ultimately, the project helped me refine my skills in media writing and communication, preparing me for future projects in this field.