As part of the interview process for Elite SEM, I had to create a presentation detailing how I would market a new music app in the iOS app store. The client had $350K to spend over six weeks. The goals of the campaign were to: drive high-quality users and remain within the top 10 of the music category within the app store. This project was completed while I was running a fever of 104 degrees.

1. HADIYAH DACHÉ
Music App Media Plan
September 11, 2014

2. SCENARIO
Client X has a $350k budget over a 6 week period. They are launching one application on iOSin the Music Category, MIXTAPE*. GOAL
Drive high quality users and also aim to hold steady in the top 10 of the Music Category by the end of the 6 weeks.
*This plan assumes that Client X’s app will onlybe made available as a free app in the U.S. app store

3. STRATEGIES
•Introduce app to audiences through an integrated marketing campaign that includes search, video display, social, online radio, and television
•Consistently create music content via blog posts to grow app community and keep them informed
•Encourage app reviews within App Store as well as influential online media sites

4. VIDEO
Video Ads are proving to be more effective than traditional banner ads with video ads garnering an average click-through rate of 4% on desktop and 11% on mobile devices.
The most effective videos are 15 second spots. For MIXTAPE, we can create a series of 15 second spots which highlight the best features of the app culminating in a call for viewers to download the app.
Because most of this campaign is centered around mobile advertising, viewers can click the video which will take them directly to the app store. It is also possible for the video ads to have accompanying banners (added value) that, when clicked, open up to the app in the app store.

5. SOCIAL
Social Media is increasingly becoming more effective in attracting consumers attention. Today, brands can now track and analyze just how effective they are through promoted updates and sponsored posts.
Since we are focusing on high quality users, it is best to utilize highly targeted mobile ads as promoted posts on Facebook. CTR for Facebook Mobile is 187% higher than desktop.
Twitter cards are a great way to both drive installs and boost brand awareness as any retweets or favorites garnered from a promoted tweet or any other Twitter ad are added value.
If we are looking to skew to a younger, music-listening audience, sponsored posts on Tumblrcould do the trick as they receive an average of 10,000 reblogs.

6. ONLINE RADIO
The best way for a music app to attract new users is while they’re listening to their favorite music!
There are several benefits to online radio ads:
1)Users are engaged—this means listeners are more likely to hear/see your ad and interact with it in real time.
2)As an advertiser, you have the option to uniquely tailor your ads by geo-location, music genre, age, etc.
3)66%of weekly online radio users listen on their mobile smartphone devices; 34% on tablets
Pandora is the most recognized online radio station followed by iHeartRadio.

7. TELEVISION
Television is still an effective way to capture attention even if you aren’t actually looking at a TV. And now you no longer have to take Nielsen’s word for it (whoever that is).
20% of consumers admit to streaming TV shows on their mobile devices.
Many television networks have begun streaming their content online which gives advertisers the opportunity for more targeted ads. In addition to independent networks, you can also serve ads on online streaming services such as Hulu. The best part about these ads? You can track them!

8. TOP 10 APP
So how do we get MIXTAPE to be a top 10 app in the Music Category of the app store?
Well, we need approximately 18K downloads within a 7-day window of time to rank in the top 25 in the App Store’s Music Category; 25K to rank in the top 10.
To get there, we should start with social media. The reason for this is not only to give app downloads a bit of a “viral” boost but to also encourage app reviews (which help boost the app up the ranks in the App Store).
Once the social media campaigns have a good momentum, we should launch video ads through online radio.
And we can’t forget search! Placing mobile search ads on Yahooand Bing, and static ads on AdMob(Google) can drive installs at a minimum cost.

9. CREATIVE
The creative needed for this campaign includes: video (online/television), banners, app cards, and effective ad copy.

10. RECAP: TYPE OF BUYS
SEARCH—still delivers the highest quality users. Will utilize the Yahoo and Bing mobile search networks. Optimize for iOSdevices only.
DISPLAY—pre-roll and interstitial :15 videoand banners. Display ads will run across online radio and top music related websites. For the music sites, we can run bids through ad networks such as Specific Media and Advertising.com. iOSonly.
SOCIAL—Facebook, Twitter, and Tumblrthrough promoted and sponsored posts/tweets. iOSonly.
APP DISCOVERY—AdMob(Google) reaches 67% of iPhone users. Allows you to reach users in other apps.
To keep this campaign cost effective, we will seek to make purchases on a CPI/CPA or CPC basis whenever possible.

11. TIMELINE
Since MIXTAPE is a music app, it makes sense to launch the app around the biggest night in music. The GRAMMYs are the first week of February.
The total campaign duration will run from February 2nd- March 9th, which is the start of SXSW.
During this timeline, if we can average 25K downloads in the first week, then average15K downloads every 5- 7 days thereafter we can keep MIXTAPE in the top 10 of the Music Category.

12. BUDGET BREAKDOWN
$100K
Online radio (mobile): Pandora, iHeartRadio
$75K ($12,500/week)
Interstitial :15 video ads on music-related sites (mobile)
$65K ($10,833.33/week)
Mobile search: Yahoo, Bing
$60K ($10,000/week)
Social: Twitter Cards, Facebook
$50K
Television/Hulu$350,000

13. TRACKING
This campaign will utilize UTM tracking links as well as App Store ID links and be tracked in AppsFlyerand Google Analytics.

14. RECOMMENDATIONS
•Due to the high number of consistent downloads needed in such a short amount of time (25K in 7 days) to maintain a top 10 position in the app store, I recommend running small test campaigns ($5-$10K)on the various platforms so that we can determine which will provide the highest ROI and optimize from there
•For the social campaigns, I recommend working closely with a social media manager and copywriterwho can provide insight on what works best on these platforms as well as respond to any feedback received through the social campaigns in a timely manner
•Because app reviews are important to your app’s rank (as well as App Store Optimization), develop an unique way to encourage users to leave positive reviews. Remember, it never hurts to ask!