Students develop a user acquisition strategy for a newly-launched mobile application and devise a strategy to drive more downloads and retain users overtime.

Phase 1 – Project Plan: Students will meet with your representative(s) to devise the project scope and prepare a detailed plan for completion of the project.

Phase 2 – Project Execution: Students will work on deliverables outlined in the project plan. Teams will periodically communicate with organization representative(s) as needed to complete project tasks.

Phase 3 - Outcome - Report and Presentation: Students will submit a User Acquisition Strategy report outlining the campaign and digital strategy for your mobile application, including the following:

• Organizational Background
• Analytics Implementation
• Search Engine Optimization
• Target Persona & Campaign Creation
• User Acquisition Strategy - Owned, Paid and Earned
• User Retention Strategy
• Monetization Strategy
• Projections

Teams will also present this in the last class. Organization representative(s) are invited to attend these presentations.