aud weo presentation
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Audubon Guides: Situation Analysis
Work with a classic high tech start up with venture capital funding.
Go late into a market with existing competitors:• iBird & iBird Pro• Petersen’s Field Guides• National Geographic
Do a national launch with a sum of money ($140,000) that is the equivalent of less than one 4-color print ad in a national nature magazine.
Do so in a crowded 4th Quarter retail environment.
Navigate a multi-stakeholder environment; venture funders, management & a conservative not-for-profit.
Run & gun with the client as the overall platform, app portfolio & access to funding changed from week to week (and from day to day).
A Field Guide to the Marketing Plan
• Our Approach to Public Relations:•Overall Approach 12•The Extended PR Team 13•Deliverables 14•Targets by Segment 16 - 24
• Our Approach to Paid Media• Objectives & Strategies 25 - 27• Our Approach to Media Selection 28• Traditional Media 29 - 30• Display Ads & Ad Networks 31 - 39• Paid Search 40 - 41• Social Media 42 - 44
• Website Deliverables• Landing page Development 45• iTunes Store Considerations 46• Google Analytics Implementation 47
1. Quickly build awareness, interest and trial.
2. Carefully select the best audiences, messages & channels.
3. Avoid inefficiencies of traditional, broad reach vehicles; national TV, Broad based print vehicles, etc.
4. Embrace a more focused, ‘nodal’ approach:• Working at the grass roots with Audubon’s local chapters• Focusing our efforts on PR & other strategies that magnify our dollars:
• Bloggers• Reviewers• Embracing passionate members within our targeted segments
• Amplify our message using Social Media.
Audubon Guides: Key Launch Objectives & Strategies
Strategy
Audubon Guide’s Brand Pyramid
Audubon Guides: Tagline
Nature.There’s an app for that.
Audubon Guides: Marketing “Lane Discipline”
Earned Media(aka “Public Relations”)
• Achieves broadest reach of all marketing deliverables
• Used to chase the big wins (NPR, NYT, WSJ, Apple, etc.)
• App + Web Focused (by nature of Audubon involvement, NFP)
• More fluid, less predictable outcomes
Paid Media(aka “Media Planning”)
• Some broad reach, but public relations leads
• Deep presence across relevant verticals
• Focused on App sales
• More structured and predictable outcomes
Audubon Guides: Our Approach to Prioritizing Nodal Strategies
AggregatedList up of
Sites
Using, Alexa& Google Ad
Planner
PR List(crossed with Vocus data &
qualitative assessments)
Paid Media List(crossed with pricing data &
qualitative assessments)
PR SelectsLists
Paid MediaSelects
List
Execution
Execution
Establishment of Segmentation
Model
Approvals
Approvals
Audubon Guides: Public Relations Objectives
• Drive awareness & trial amongst core prospects in the initial six-week launch window.
• Derive in PR what we can’t afford to buy via paid placement. Use PR as the broadest reach vehicle driving awareness of the app.
• Leverage our National Audubon Society partner assets:• PR• Media Vehicles• Programs• Centers
• Don’t be afraid to ‘ladder up the sale’; walk up from ‘functional’ themes into more broad-based, mission based language & ‘hooks.’
Audubon Guides: Benefit Laddering Discussion: Public Relations & Media
• A better, more sustainable planet
• Better human stewardship of the natural environment
• Richer ability to care for nature
• A deeper understanding of nature
• Ability to engage more richly with nature
• Ability to identify plants & animals
PR
Ads
Audubon Guides: Sample PR Media List: Southwestern Wildflowers App
Audubon Guide’s Segmentation Model
Nature Lovers
Mam
mal Lovers
Bird Lovers
Conservationists
Outdoor Recreationists
iPhone Enthusiasts
Educators
Audubon Mem
bers
Wildflow
er Lovers
Valu
e
Tree Lovers
Valu
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Messag
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Efficiencies come frompercentiPhoneOwnership
Segmented Press Releases
Audubon
NatureConservationists
NatureRecreationists
Educators
Tree Lovers
Mammal Lovers
Wildflower Enthusiasts
Birders
PR Collateral Folder
Collateral One-Sheets
App Specific One-Sheet Development
PR Direct Mailers
Public Relations Wins
PR Win: National Public Radio
PR Win: The Wall Street Journal
PR Win: The Herald Tribune
Ad Banners: by Segment Assessment period; we make adjustments as necessary at this time
Print Ad: National Audubon Society iPhone Guides
Print Ad: Trade Out in Audubon Magazine
Landing Page Development
Landing page included an embedded video.
Segments are expressed here: different web properties spilled onto modulated landing pages built to best convert targets.
NY Times Mobile Ads:
Horizontal Banner Ads:
Interactive Ads:
Facebook Ads:
National Audubon Society E-mail Campaign with Embedded Video
Audubon Guides: Results
Audubon Guides: Results
Audubon Guides: Results
Audubon Guides: Results
Audubon Guides: Results
• Early marketing documentation played key role in securing venture capital funding (even as issues with app stability plagued the launch).
• Activity intelligently managed so that CPMs continued to decline as we increased marketing funding.
• Orchestrated a nationally prominent, multi channel, multi segment campaign on a shoestring budget.
• Launched Audubon Guides into the #1 & #2 positions in the most profitable segment of the iTunes store: the reference section. Product continues to perform well, with multiple apps in top positions in iTunes store as measured by AppShopper.com
• Finally, our efforts allowed for the successful completion of Audubon Guides second round venture capital financing: $2,500,000 during a time of fiscal restraint/recession.
PR: National Audubon Society iPhone Guides
PR: National Audubon Society iPhone Guides
PR: National Audubon Society iPhone Guides
Mobile Landing Page Development: National Audubon Society iPhone Guides
Interactive Ad Development: National Audubon Society iPhone Guides
Horizontal Banner Ads: National Audubon Society iPhone Guides
E-mail with Embedded Video Demo: National Audubon Society iPhone Guides
Facebook Ads: National Audubon Society iPhone Guides
PR One-Sheets: National Audubon Society iPhone Guides