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
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
•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:
• Embracing passionate members within our targeted segments
• Amplify our message using Social Media.
Audubon Guides: Key Launch Objectives & Strategies
Audubon Guides: Tagline
There’san app for that.
Audubon Guides: Marketing “Lane Discipline”
(aka “Public Relations”)
• Achieves broadest reach of all
• 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
(aka “Media Planning”)
• Some broad reach, but public
• Deep presence across relevant
• Focused on App sales
• More structured and predictable
Audubon Guides: Our Approach to Prioritizing Nodal Strategies
List up of
& Google Ad
Vocus data &
pricing data &
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:
• Media Vehicles
• 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
Audubon Guides: Sample PR Media List: Southwestern Wildflowers App
Audubon Guide’s Segmentation Model
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
• Orchestrated a nationally prominent, multi channel, multi segment campaign on a
• 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