Some graffiti artists, while being rather talented creatively, fall a bit short when it comes to spelling. Online spell checker tools or your average website spell checker would attest to this if one attempted to analyse the colourful copy that adorns many of London’s buildings. But there’s one company which is trying to take advantage of all the misspellings, with a very clever marketing initiative.
The Tutor Crowd, which offers private tutoring, has started a new, innovative campaign to promote their offer of a free English tuition trial. They’ve taken to the capital’s streets to correct the misspelled graffiti found plastered on walls, benches and wheelie bins. Spelling errors are amended with a marker pen and stickers then placed over the errant scrawls, which promote the Tutor Crowd’s site.
The Tutor Crowd’s Tumblr page reads, ‘English tuition doesn’t have to be stuffy, boring and expensive. At The Tutor Crowd we’re taking the classroom to the streets, correcting London’s graffiti to spread our message.’
This novel marketing approach is the result of the company’s collaboration with award-winning marketing agency, Arc. The campaign, which is called ‘Take the Classroom to the Streets’ is running across London in places like South Bank, Camden, Old Street and Shoreditch.
It was written and directed by Dan Kennard and Ben Smith respectively and the goal is to make the tutoring group appear relevant and fresh, especially to young people. Arc, which is part of the Leo Burnett Group have a history of conducting clever marketing campaigns and have worked with big brands including Peroni, Kenco, McDonalds and Tesco.
Beri Cheetham who is Executive Creative Director at Arc, said: ‘To change the traditional perception of English tuition, we needed a non-traditional approach. It’s tongue-in-cheek, free and makes people smile. But most importantly, we hope it helps young people engage in grammar and spelling and get support they need.’
The Tutor Crowd, was founded by Patrick Wilson who is dyslexic and struggled at school. Nevertheless he became a teacher and tutor before starting the company. His experiences, both as a pupil and a teacher provided him with a unique insight on how to improve student’s performances which in turn helped him to turn The Tutor Crowd into a very successful outfit.
“Good spelling and grammar is fundamentally important to young people,” said Mr Wilson. “But teaching it doesn’t have to be old fashioned and stuffy. We wanted to engage parents and young people alike, and make them realise that online tuition is an option that’s available to try.”
This unique marketing approach is certainly a departure from more traditional methods of promotion such as handing out business cards or pasting posters on walls. And the spelling campaign really targets all kinds of graffiti – even some of the more profane scribbles that besmirch our capital’s walls. Although this blanket approach is rather risqué, there’s a certain wit and levity to the campaign which should help the Tutor Crowd brand immeasurably.
If you’d like to forgo private tutoring, remember to check the Typosaurus spell check website!