Appout is a mobile application designed to help customers in London plan their daily activities and experiences in a convenient and cost-effective way. It partners with various industries like entertainment, art, and culture to offer customized packages and discounts. The app aims to reduce the time spent searching for things to do and see through features like location-based activity suggestions and maps. Appout's digital marketing plan involves launching a teaser campaign to generate awareness and interest using various online and offline channels. Key performance will be monitored through tools like Google Analytics, surveys, and usability testing to improve the customer experience.

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2. Digital Marketing
Plan
Alessia Mastroianni
Avelino Guerrore
Mahnoor Fauzan
Miguel Murta
Olivia Deblaere
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3. Appout Us
Appout is a mobile application designed to plan the daily activities of
our customers in a cost effective and convenient ways.
We have made this possible by associating and/or partnering with
several different industries like entertainment, art & culture etc.
Appout has been designed for tourists, people that have recently
moved to London, locals keen on exploring and enjoying the city,
basically anybody looking for new experiences.
An important feature of our service is the possibility to customize and
plan your adventure.
To promote our brand and services most of our suggested packages
will consist of free seasonal activities available in London.
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5. MISSION
Appout is about helping people discover new cities while
providing them with exciting experiences.
VISION
Appout aims to be the leading business partner for
leisure organisations in the world’s capitals.
People Brand
Positive
Adventurous
Pioneering
Trendy
Ambitious
Trustworthy
Witty
Trendy
Sophisticated
Young
Humorous
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6. Product Features
Dimension: 27.3 mb
Compatibility: IOS 6 (iPhone,iPod,iPad) Android and BlackBerry.
Customize colour
Customize layout
Proposal based on customer preference and previous research
Product Specifications
•Integration with Google maps to be able to plan, find and suggest
activities based on the customers location or the location the customer
chooses to look in.
•Offline capabilities: Our customers will be able to see all the information
and maps from their saved activities.
•Through bluetooth customers can receive notification about activities
around where they are, based on their preferences.
•Social media logins
•Over-the-phone client support
•Customers can customize the app by changing the colour, layout, front
page and preferences about the activity they would like to see
•Select new products based on previous selections.
•Fast and reliable
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7. Interactive layout
Text will pop up one by
one automatically
Icon will display hover
effect
When selecting an icon it
will turn blue
Select sound available
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8. 8

9. Product Benefits
How will your product or service solve a problem for the
customer?
In what way is your product better than the competition's?
Is your price better than the competition's?
Will your service improve the customer's life? Make her
happier? Reduce risk? Make him more productive? Reduce
costs in the long run?
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10. Original: 154.96
AppOut: 144.96
Original: 184.90
AppOut: 164.90
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11. CUSTOMER INSIGHTS
Our customers are looking for a convenient and simple solution
to plan their holidays or leisure time in the city
CONSUMER PERSONAS
Ran is a Japanese tourist in London; she is 28
years old, works in Tokyo as a primary school
teacher and she is passionate about European
arts and culture. Her husband was sent on a
master’s programme to City University and she
decided to accompany him to London, with
hopes of improving her English. She would like
to make the most out of her one year stay in
London, but her shyness and beginner level
English keeps her from interacting with local
people. She often gets lost moving around
London, relying on the application city mapper
and on the TFL app to find her way around the
city without having to ask for directions.
Time out is her number one go-to website to find
out the best of what London has to offer in
leisure for free, or at a reasonable price… Even
though she likes to plan her time out, she feels
that this is a time consuming effort and longs for
a service provider that can reduce the time spent
searching and organising these activities.
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12. Martin is a 24 year old guitarist from
Lithuania. The economic situation of his
home country forced him to move to
London to find a job, while pursuing his
musical career. He’s been in London for 8
months now and successfully found a job
in a pub. Martin spends most of his off
time playing guitar and going out with
friends. To find the best gigs in London
and places to hang out with fellow
musicians, Martin consults London gigs.
There he knows he can find the best
alternative, underground and independent
gigs. He also checks Londonist to find free
and cheap events, as well as information
on where to eat and drink, before and after
the gig.
Being relatively new to the city, Martin still
struggles to find venues and so he trusts
google maps to guide him through town. 12

13. Mark is a 35 year old single man from Birmingham.
Although he resides in Birmingham, Nowadays he
spends a lot of his time in London. As a project
manager he has just been asked to lead the
expansion of his company to London. Not knowing
the city very well, Mark visits tripadvisor to get
more information on where to stay and where to
eat. Mark is known amongst his friends for being a
ladies man, so whilst in London Mark will try to take
out one of his old acquaintances from previous
business trips on a date. The size of the city and its
diverse offers makes it harder to plan the date. He
asks thedateguy for advise on ideas and deals for a
night out with that sporadically special someone.
While is doing this he books a minicab using
minicabit to get to the venue. He can’t be bothered
to use London’s busy public transport.
All of this requires a fair amount of time, time
which Mark - being project manager - would like to
see reduced in order to make the most of his time
in London, both on a professional and personal
level.
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14. EXTERNAL ENVIROMENTAL ANALYSIS
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15. MARKET OVERVIEW
We offer our customers the option of customizing their
experience or to choose from our bundled packages. These
markets are fast moving markets with a number of strong
competitors offering similar products and services to us, but
none offering an integrated service like us.
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16. 1 2 3 4
Overseas leisure visitors Overseas leisure visitors Overseas leisure visitors Overseas leisure visitors
Overseas domestic visitors Overseas domestic visitors
Domestic visitors Domestic visitors Domestic visitors Domestic visitors
British citizens living
outside London coming for
business
British citizens living
outside London coming for
business
British citizens living
outside London coming for
business
Ex-pats (>3 years in
London)
Ex-pats (> 3 years in
London)
Ex-pats (> 3 years in
London)
Ex-pats (> 3 years in
London)
Londoners (<5 years living
in London)
Visiting friends and
relatives
Visiting friends and
relatives
SEGMENTATION
We chose to cluster the marketplace in four different segments, basing our
segmentation in benefits sought by customers
Consumers looking for discounts and deals.
People looking for new experiences and activities in London.
People who want to save time planning their activities.
Customers looking for updated information on their current location.
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17. POSITIONING
“Experience Appout London”
We combine deals, discounts, travel advise, city guides and entertainment just
like our competitors.
Hence our single most competitive edge USP offer service is that we offer one
mobile application/website
OVP – ONLINE VALUE PROPOSITION
Value for partners – Increased brand awareness, opportunities to network, a
new channel for their service, more customers.
Value for customers – discounts and deals, user-friendly app, time saving,
informational.
Our OVP both to customers and business partners should be actively
communicated across all channels, with emphasis on the option to customize
your experience and the ready-made packages, offering business partners a
chance to network and associate their service with other well-known
businesses. Customers will benefit from these associations by having an
integrated experience at a competitive price.
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19. 5 Ss OBJECTIVES
Sell
Utilization of digital campaigns to increase revenue through membership. Develop a communications mix plan that will promote our
launching campaign through different channels such as: Mobile Marketing, Website, Email Marketing, Social Media, PPC, SEO,
Blogging and Offline Advertising. With this strategy we will generate brand awareness and encourage customers to sign up to the
website, download app or subscribe to the newsletter.
Serve
By highlighting our OVP we intend to enhance the advantages of our services. After installing the app, the user will be prompt to the
welcome page, which will include an introduction tutorial of our mobile app so the user can familiarize themselves with the platform
and discover the advantages and simplicity of it.
Speak
By providing an online customer support on our website and app we intend to approach our users and provide them with all the
information required. The users will be able to access our FAQ section and the online desk support that is accessible to them 24/7.
This will be applied as well in our mobile app, where every user can access the help section and make use of the online desk support
by chat or call.
Save
By using online marketing tools/channels to advertise ourselves, we make it more efficient and reduce organizational overheads. We
can also directly work in our CRM or supporter database to improve our marketing campaigns efficiency. The benefit to our
organization is that it keeps our back-office system continually up-to-date and eliminates manual administration costs.
Sizzle
We seek to create, broaden and establish our online presence, and its effectiveness, by selling and promoting why someone should
become our member and the advantages of using our app. To attract new users, we will be creating several product reviews and
providing our customers with fresh and exciting news about city experiences, with the background of collaborating with our partners to
create online content and simultaneously enhancing link building with them.
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20. SWOT ANALYSIS
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21. SHORT TERM (1 – 3 YEARS)
ORGANIZATION & MARKETING OBJECTIVES
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22. Concept to adapt to the e-communications plan
3-4 weeks
LAUNCH CAMPAIGN
WHAT
#APPOU
T YOU?
Teaser campaign with a strong call to
action
Reference to our online app and to our
OVP/Benefits
Use a different and dynamic approach to
the audience
Everything you should know #APPOUT London
Find out #APPOUT places you never knew!
It’s all #APPOUT your choice
What if you could make more
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23. TOUCH POINTS
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24. WEBSITE
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25. SOCIAL MEDIA
Create a contest entitled “#AppoutPic” where our clients will take
a picture while enjoying one of our experiences, for a chance to
be included in an exclusive Appout event, in a location to be
established. The best pictures will also be included in our
website.
Feature the Instagram campaign, Create a video campaign with
artists featured in the #AppoutArt. This campaign will use our logo
as a canvas for London based artists to paint their favourite
Appout experience.
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26. SOCIAL MEDIA
- Link with the company blog and post our articles on this
platform
- Retweet our tweet promoting the URL of the downloading page
to get to the event #AppoutHydePark
- Write articles about London and free experiences to be had in the
city
- Write to promote a specific package.
- Write about the #Appouthydepark event, the #Appoutart initiative.
- Approach blog writers in order to get third-party-ink.
- Connect with influencers (Anthony Bourdain) that might publicize
our company in their blogs/shows.
- Let users contribute to the playlist suggesting a song to go with
their favourite experience.
- Create a playlist with the Dj’s from the #AppoutHydePark event
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27. SOCIAL MEDIA
- Encourage the review our services and our client’s services.
Offering as an incentive the ‘early bird’ experience.
- Claim authorship of our content on the internet
- Create a tutorial video that will be included in our website.
- Host the #AppoutArt video campaign
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28. EMAIL
EMAIL MARKETING
Many other factors need to be considered and reviewed
such as:
* The tone of the message will be direct, warm, lively,
humorous. * we will start with a welcome campaign,
following with a nurture campaign this will
include discounts on the next experience to the subscribers
that filled up a form about the preferences, thank you
campaign + 2 newsletter or promotion.
* Call to action – Fill the form and Appout Card
* we are going to use mailchimp or Eloqua 10 to create our
campaign
* One email every week on Thursday with the information
from Friday to Thursday
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29. OFFLINE
In an effort to integrate the online with the offline we will use clean graffiti to
mark the walls and/or floors outside of our partner’s facilities. This clean graffiti
will include a URL to a landing page where they can upload their photos. (New
customers will redirected to a page landing page where they can sign up)
These photos will be included in our Instagram page.
Coasters will be distributed in our partner’s facilities; these will include a QR
code that will take them to a landing page where they can download the APP.
Recommendation sticker: For all Appout partners we will offer a
recommendation sticker that they can use at the entrance of the establishment.
“Recommended by Appout”
The guerrilla actions made offline aim to raise brand awareness, and at the
same time, send customers online where we focus most of our marketing
efforts.
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30. How do we monitor performance
Web analytics – KPIs
Google Analytics
Mouse tracking website software
Usability Testing screener website
focus group
Customer Satisfaction Online Survey
CONTROL
KPI/PERFORMANCETABLE
TOOLS January February March April May June July August September October November December
Customer
Satisfactio
n Survey
X X X X
Google
Analytics
report
2 in 2
weeks
2 in 2
weeks
2 in 2
weeks
2 in 2
weeks
2 in 2
weeks
2 in 2
weeks
2 in 2
weeks
2 in 2
weeks
2 in 2 weeks
2 in 2
weeks
2 in 2 weeks 2 in 2 weeks
Usability
Test
Screener
X X X X X X X X X X X X
Mystery
Shopper
X X X X
Click heat
map
report
X X X X X X X X X X X X
Campaign
Monitor
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