The GTM Outline for General Assembly's iOS Immersive Course.

1. Launch Marketing Plan
iOS Immersive

2. Our iOS Development Immersive course is designed for students who want to build functioning applications for Apple's
operating platform. They will hone your development skills using Swift, Apple's new programming language, and will
graduate from the course with a functioning iOS app. In the process of developing your app, they will learn the development
life cycle, taking applications from concept validation through execution. Taking and completing this course is a great way to
prototype your app idea.
What’s iOS Development Immersive?

3. Playbook to hand off to local markets: 1st cohort of every market
● Executable handbook given to local markets 1 month before course launch
● 2nd iteration of handbook written by 1 month after course launch
Fill First Cohort Goals: Los Angeles, Santa Monica
● Cohort launch date: 7/25
● 16 students in cohort
● 250 leads to give Admissions per cohort
● 2,777 NTFs to launch first cohort per cohort
Strategic objectives of iOS Immersive marketing plan

4. Here are the 3 launch / beta cohorts. These were chosen based on
coding list size, amount of open leads, and strength of operational
team:
Los Angeles
○ Coding Email List Size: 17,230
○ Open iOS leads: 185
TENT. San Francisco
○ Coding Email List Size: 18,372
○ Open iOS leads: 97
TENT. London
○ Coding Email List Size: 25,611
○ Open iOS leads: 49
Strategic objectives of iOS Immersive marketing plan
Sailthru: Coding
LIst
iOS Part-Time Leads
Salesforce: Last 6 months
Metro Valid Emails Open Leads Closed Leads
NYC 43,471 262 254
LON 25,611 49 140
SF 18,372 97 121
LA 17,230 185 109
BOS 8,039 52 33
SYD 6,819 29 64
MEL 4,031 90 60
ATX 2,890 8 36
ATL no list 74 96
Chi no list 28 58
HK no list 53 98
SEA no list 36 56
SIN no list 49 169
DC no list 129 42

5. General Assembly Mobile Makers Code Fellows The Iron Yard Make Games with Us
Location Betas: LA, LON, SF CHI, SF SEA, CHI, POR ATL, AUS, LON, DC SF
Price $13,500 CHI: $10,995
SF: $12,995
$12,000 $10,000 $5,000
Time 12 weeks full-time 8 weeks full time 10 weeks full time 12 weeks full time 9 weeks full time
Instruction In-person In-person In-person In-person In-person
Outcomes Full outcomes support Job prep included Promises 90K Job Job prep included n/a
Differentiators 25,000 graduates,
2,000+ hiring partners
Also offers online
version
Also has nighttime and
weekend tracks
Women in Tech
Scholarships
Partnerships with
Universities
Positioning “Master iOS
Development.”
Work like a developer
in a dev shop. Its like
work.
Guaranteed 90K job
with a focus on CS
skills
From zero to job in 12
weeks
Carnegie, Cal, MIT
State of the industry and competitive landscape

6. Wants to make complete career
change after unsuccessful job
searching and/or feels “stuck” in
current profession.
Recent college graduate who can’t
find a job in his degree related field.
Currently unemployed or in low level
marketing, business development,
project manager, or designer.
Career Change Charlie
Career Changer
Does coding or design at work.
Bored at work or can’t get exciting
projects because of limited skill set.
When freelancing, hourly rate is
limited by skill set.
Currently software engineer, product
manager, graphic designer, UX
designer
Target marketing personas
Stack Up Sammy
Stacking Up
Wants to learn iOS development in
order to build her own apps.
She’s excited by the challenge to learn
iOS development and decided not to
hire a freelance developer to build it
for her.
Currently a well-experienced and
mid- to high-level non-technical role,
such as marketing, business
development, project management, or
design.
Entrepreneurial Eve
Leveling Up

7. Become an iOS Developer in 12 weeks
Join GA’s global community of students and hiring partners
In-depth & Practical Curriculum
Learn iOS development from a
course built with the iOS industry
leader and by GA’s expert
instructional designers.
Supporting
Values
Top
Message
Value Proposition and areas of opportunity
Proof
Points
Strongest Community
Join the strongest educational
community of hiring partners
and alumni.
Built with [Tumblr].
Designed by GA’s
expert instructional
design team for
practical adult
learning.
Build App Store ready
products and assemble
a portfolio of iOS
work.
Xx available jobs
Xx starting salary
Job-Ready Portfolio
Build real, beautiful, fluid apps
and bring them to life in the App
Store.

8. 5/9 5/16 5/23 5/30 6/6 6/13 6/20 6/27 7/4 7/11 7/18 7/25
Website
Content
Email
Social
Paid
PR
Events
Legend
Overview of marketing plan timeline
Major events or content
Ongoing marketing following major event or content

9. Recommended timeline
Date What Audience Assets
5/9 Ga.co updates: PDP live, Spotlight update All prospective students to PDP, LA visitors for Spotlight link
5/9 Current iOS Blog Posts - change CTAs Non-Technical Neil link
5/11 Email announcement Whole list link
6/1 Content announcement: White Paper Social media followers, iOS PT leads, Coding Topics list link
5/11 Sample Classes begin All leads link
6/1 Panel: Breaking into iOS Development All personas link
5/25 First info session All leads link
5/18 Blog: Dev basics: Mobile Dev and Web Dev Web Dev Wendy, Panel RSVPs link
6/1 Workshop: Intro to iOS Development All personas link
6/6 Paid begins SEM, Facebook Ads, Stack Overflow Display, Outbrain link
6/7 Blog: Instructor profiles Panel, workshop, info session RSVPs, LA coding list link
n/a PR announcement Tech publications link

10. Content marketing: Create unique content for each stage of the conversion journey
Awareness
“I’ve heard of GA’s iOS
Immersive program.”
Topic Research
“I understand the
importance of Mobile
Development.”
Product Research
“GA keeps appearing in
my search for
programs.”
Consideration
“iOS Immersive is top
on my shortlist.”
Enrollment
“I’ve enrolled & am
excited to GO.”
BlogB S PRESocial Media Email Press
Announcement
White Paper
B S E PR 6/1
Blog: Dev basics:
Mobile Dev and
Web Dev
S EB
Drip: Breaking into
iOS
S EB
Workshop: Intro to
iOS Development
S EB
Blog: Instructor
Profiles
S EB
Info Sessions
S EB
Sample Class
S EB
Welcome Package
S EB
Repurpose
evergreen iOS blog
posts
B S E 5/9
Panel: Breaking
into iOS
Development
S EB 5/17 5/17 5/17 5/2
5/96/75/18
TBD
PartnershipP
P
P

11. Events Strategy: What events should be held on the local level, aligned with the conversion funnel
Topic Research
Product Research
Consideration
Conversion
Phone call with Admissions
Info Session and Sample Class
Workshop: Intro to iOS Development
Panel: Breaking into iOS Development

12. CW RSVPS
● Manual upload from Looker
● Referrer Var [mobile
development keywords]
Current iOS Part-Time leads and
opportunities
● Admissions send from
Yesware?
Learning iOS vs making it your
career path
Whole list (LA)
● Exists in Sailthru
Suppress CW RSVPs
Graduates of FEWD, BEWD
● Course alumni upload from
Looker
Tuition credit messaging
Announcement email marketing with segments aligned with target personas and messaging
4 emails with precise and unique messaging
Career Choices
“Yes, I can switch careers to be an iOS
developer with GA’s iOS Immersive
program.”
Program format from PT to FT
“I know I want to pursue iOS
development and now realize I need to
learn iOS in 3 month immersive.”
Level Up / Stay Current
“I need to learn mobile development to
stay competitive.”

13. Search
● Current iOS targeting
● Conquest-ing campaign targeting iOS Immersive competitors
Facebook
● Conquest-ing campaign targeting iOS Immersive competitors
● Lookalikes made from iOS Part Time leads
○ Messaging to:
■ Recent college grads
■ Entrepreneurs
■ Freelancers
■ Level uppers
Display prospecting
● Direct buy with Stack Overflow - mobile dev page targets
Outbrain
● Announcement blog post used in normal GA targeting rotation
Flight date: 6/6/16 target
Paid Media: Channels aligned with channel-specific targeting

14. Press release will go out with announcement marketing 6/1, aligning with blog post messaging
● Why GA is launching a 3-month immersive iOS course
● Why iOS development takes 3 months to learn
● What the is difference between Android and iOS
● Why you need to learn both as a modern day developer
Distribution
● Press release will be distributed to the wire.
● Blog post will be distributed by social media and marquee partner dedicated email.
Communications

15. ● Inclusion of brand logo as part of GA’s pre-program outreach and marketing plans, including mentions on the course landing
page, pre course events and inclusion in email marketing
● Opportunity to collaborate on events and co-marketing tactics to promote this course, including at least 1 of the following:
○ Co-create content to use as an email campaign such as an ebook or blog post, working to drive prospective students to
learn more about GA’s iOS Development Immersive program. These pieces of content will address a major topic in iOS
Development that resonates with the Uber brand, while also highlighting the strengths of GA and Uber.
■ Uber would like to publish a GA alumni story on their blog
○ Co-create a digital event series on major iOS Development topics to showcase the value of Uber in education and iOS
development, while also aligning with GA’s inspirational and community brand.
■ Uber would like to send engineers to LA for a free event
○ Create a Partnership Kick Off Event in a city/cities of your choosing where Uber will have an iOS Developer speak on a
panel with other companies
○ Attend Info Sessions: A Uber representative to attend local info sessions on any of our 15 campuses and be featured
on the GA info session landing pages. This representative will help answer questions about the iOS Development field.
Partnerships: Uber

16. ● Inclusion of brand logo as part of GA’s pre-program outreach and marketing plans, including mentions on the course landing
page, pre course events and inclusion in email marketing
● Opportunity to collaborate on events and co-marketing tactics to promote this course, including the following:
■ Partner to develop 1 piece of content to use as an email campaign such as an ebook or blog post, working to
drive prospective students to learn more about GA’s iOS Development Immersive program. This piece of
content will address a major topic in iOS Development that resonates with the Tumblr brand, while also
highlighting the strengths of GA and Tumblr. GA will do the heavy lifting on the content creation but would love
Tumblr to share it out on Social media and any other channels you could.
● TBD - Maybe interview a Tumblr engineer?
■ Partner on a digital event series on major iOS Development topics to showcase the value of Tumblr in
education and iOS development, while also aligning with GA’s inspirational and community brand. One
example of what this could be would be a livestream or "fireside chat" with a senior executive from Tumblr.
● Tumblr would like to send engineers to LA and livestream the event through their new livestreaming
platform. Integrates with YouNow, YouTube, Kanvas, Upclose.
■ If applicable, participate in a live in-person event at GA's LA campus.
Partnerships: Tumblr

17. THANK YOU

18. TEMPLATE
TEMPLATE
6/7 Blog: Instructor profiles Panel, workshop, info session RSVPs, LA coding list

19. Become an iOS Developer in 12 weeks
Join GA’s global community of students and hiring partners
Built with the Best
Learn iOS from a course built with the iOS
industry leader and by GA’s expert
instructional designers.
Job Ready Portfolio
Build real, beautiful, fluid apps and bring
them to life in the App Store.
Two main values that separate iOS Immersive from its competitors are:
● GA’s iOS Immersive Course was built with an iOS industry leader [TBD] and by its team of expert instructional
designers.
● GA’s iOS Immersive Course will prepare you with a job ready portfolio to start your iOS Development career.
Supporting
Values
Top
Message
Value Proposition and areas of opportunity

20. Product Positioning and Marketplace Positioning
GA’s iOS Immersive course allows you to start a career in iOS Development.
Become an iOS Developer with a
curriculum built with [TBD].
GA’s expert instructional design
team has spent over a year to
perfect its iOS course.
GA’s course teaches you to build
App Store ready products and a
portfolio of iOS work.
What is product positioning and how is it different from value proposition?