University of Alberta
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Digital Marketing: Mobile App

DMPP
Closed
Main contact
RED Academy Toronto
RED Academy Toronto
Toronto, Ontario, Canada
Deirdre Bonham
Programs Coordinator
3
Timeline
  • February 25, 2018
    Experience start
  • March 16, 2018
    Experience end
Experience
6 projects wanted
Dates set by experience
Preferred companies
Toronto, Ontario, Canada
Any company type
Any industries

Experience scope

Categories
Market research Product or service launch
Skills
branding prototyping teamwork user interface wireframing
Learner goals and capabilities

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

Learners

Learners
Any level
14 learners
Project
120 hours per learner
Learners self-assign
Teams of 3
Expected outcomes and deliverables

The User Acquisition Strategy report should outline the campaign and digital strategy for the mobile application, including the following:

Company Background

  • Executive Summary
  • Purpose of website and context for brand
  • Website/landing page audit
  • Social media audit
  • App analytics audit
  • Website objectives and how to achieve them
  • Business Model Canvas
  • Market analysis (SWOT and/or Competitor Analysis)

Analytics

  • Digital Marketing Measurement Model (DMMM) for website and social media
  • Google Analytics implementation including goals, views and filters, and reports
  • Google Tag Manager implementation

Search Engine Optimization

  • Complete an SEO audit
  • Keyword research and justification
  • On-page, off-page and technical SEO

Target Persona & Campaign

  • Target audience and persona, and brand filter
  • Value proposition
  • Campaign idea
  • Campaign marketing and communications plan

User Acquisition Strategy - Owned, Paid and Earned

Owned Tactics

  • SEO audit and recommendations
  • ASO audit and recommendations
  • Content strategy (blog, video, social media, editorial calendar)
  • Email marketing strategy

Paid Tactics

  • Paid advertising - AdWords, GDN, Social advertising, YouTube

Earned Tactics

  • Influencer marketing
  • Guest blogging

User Retention Strategy

  • Email marketing
  • Push notifications

Monetization Strategy (Optional based on client)

  • Paid app downloads
  • In-app purchases
  • In-app ads

Projections

  • Traffic
  • Conversions
  • Revenues
Project timeline
  • February 25, 2018
    Experience start
  • March 16, 2018
    Experience end

Project examples

Students develop a user acquisition strategy to drive app downloads and increase user engagement for a newly launched mobile app. Within the project deliverables they complete audits on the app's current website or landing page analytics, SEO, ASO and social media presence. They create a campaign idea and build out various components of a digital marketing strategy including:

  • Google Analytics Optimization
  • SEO
  • ASO
  • Content
  • Email
  • Social Media
  • Social Advertising - Facebook, Instagram, Twitter, Linkedin
  • Google AdWords - Search, Display and Remarketing
  • Influencer and Guest Blogging
  • Push Notifications
  • Monetization Strategies

Additional company criteria

Companies must answer the following questions to submit a match request to this experience:

  • Q1 - Checkbox
    Be available for a quick phone call with the organizer to initiate your relationship and confirm your scope is an appropriate fit for the experience.