The document discusses marketing strategies for a productivity app called ORGANizer. It identifies three key customer segments - David Jennsen, Maria Johnson, and Amy Williams - and provides profiles for each. It then outlines targeted marketing approaches for each segment, such as advertising on LinkedIn for David and radio ads for Maria. Campaign experiments are proposed to test if the segments can be reached, are being targeted correctly, and want the app. The findings so far are that keyword research shows high traffic volumes but engagement and conversion rates need improvement for definitive conclusions.

1. Marketing ORGANizer
Reaching the right customers

2. End User Personas
Identifying individuals who represent specific
segments of our broader market to be
targeted.
• David Jennsen
• Maria Johnson
• Amy Williams

3. David Jennsen
Age: 35
Gender: Male
Relationship: Single
Occupation: Business Systems Analyst
Time in Job: 7 years
Income: $92,000
Pressures: Often has to work late & on
weekends because of project deadlines
Wants: To go to the gym regularly. To eat
healthy
Despite the flexible work hours permitted in David’s job, he regularly finds that he’s working as many
as 60 hours in a week. This leaves him little time to socialize outside of work or find time to do
things he’d like to be doing, such as developing mobile Apps and starting his own business.
Living a short commute from work, David uses time on public transport to keep in touch with
family and friends on his iPhone as well as keep up to date with news and events of interest via
social media, email, the Web and Apps. He has a high disposable income, most of which goes
into his bank account and sits there until he buys things he needs (including food, clothing, rent
and bills) or wants (such as technology gadgets, games, software, apps, magazines). He eats out
frequently because it is a quick way to get food but realizes that it’s not healthy. Wants to be able
to get to the gym regularly and eat healthily so that he has more energy for work and his personal
ambition to start an App development company.

4. Value Proposition
For career professionals who want more free
time, ORGANizer is the productivity app to
give you control over your time & how you
use it. Unlike RememberTheMilk our product
measures and shows you your successes.

5. Reaching This Segment
• Advertising on LinkedIn using demographic
filters to ensure we reach the exact segment
needed.
• Recruit technology and gadget bloggers to
write & publish reviews for ORGANizer.
• Recruit 'Innovators' and 'Early Adopters' to
input on features, interaction & design for
app.
• Create a viral image to be shared via email
and SMS with links to buying page.

6. Maria Johnson
Age: 27
Gender: Female
Relationship: Engaged
Occupation: Customer Relationship Officer
Time in Job: 4 years
Income: $48,000
Pressures: Meeting her KPI for quotes & bookings each day
Wants: To save money & buy a house. To lose weight for her wedding.
Maria drives to and from work every day listening to the radio or her iPod and when she gets to work
spends a busy day dealing with people over the phone. She and her boyfriend are planning to get
married soon, so in her spare time she looks through wedding magazines, talks to her friends
about wedding plans and their honeymoon. During her lunch break’s Maria uses the Internet to
research about weddings and travel destinations. She and her boyfriend have been saving
money for the last 3 years for a deposit to buy a house together. When she gets home from work
she mentally switches off from her job, watches TV, phones to talk to friends, checks review
websites online,‘surfs’ for specials, offers or discounts on things she wants to buy, does
housework and other domestic duties. Most of Maria’s discretionary spending money is spent on
homewares, personal shopping, going out with friends and weekend’s away. She wants to lose
weight so that she looks beautiful in her wedding dress and photos.

7. Value Proposition
For people with personal goals to achieve,
ORGANizer is the goalsetting & tasks
manager mobile app for personal success.

8. Reaching This Segment
• Search Engine Marketing with Google
Adwords against 'diet' and 'diet motivation'
keywords.
• Recruit lifestyle and travel bloggers to write
& publish reviews about ORGANizer.
• CPM banner advertising on wedding and
travel websites.
• Drivetime radio advertising.

9. Amy Williams
Age: 23
Gender: Female
Relationship: Single
Occupation: Student Bachelor of Arts
(Journalism) + Part-time in Newsagency
Time in Job: 2 years
Income: $9,500
Pressures: Getting good enough grades to have
the option of a Masters degree
Wants: To do more blogging. To meet more
people & experience life
Juggling a part-time job, university and blogging keeps Amy so busy that she rarely networks to meet
new people that could be helpful with her future career as a Journalist. Amy doesn’t have a car
so relies on public transport to get to and from both University and her job, which is when she
researches and writes her blog, catches up with friends on social media and uses apps to
organize her calendar and tasks. Amy spends most of the money she makes on phone and data
charges for her mobile phone, materials, resources and stationery for Uni and is financially
supported by her parents for her living expenses and some larger education costs. She wants to
make better use of her time between tutorials and lectures to do things that will help her stand out
from the crowd when she’s going for job interviews, but realizes that she needs to have an overall
goal and plan for making this work for her.

10. Value Proposition
For students who want a coordinated timetable,
ORGANizer is the productivity app for getting
the right things done to achieve your goals
faster.

11. Reaching This Segment
• Search Engine Marketing with Google
Adwords against 'time management' and
related keywords.
• Poster campaigns on University campuses.
• Advertising in Alumni magazine (to influence
parents).
• Negotiate with Business School to
incorporate App use as part of coursework -
assignment or tutorial.

12. Campaign Experiments
Using Using
• It is measureable. • It is measureable.
• Campaigns have • It is relatively inexpensive.
demographic filters. • Is simple to undertake.
• It is relatively inexpensive. • Large volume of traffic.
• High concentration of target • Feedback from results fast.
market.
• Feedback from results fast.

13. Marketing Strategy
App in pre-prototyping phase with nothing for
users to interact with.
Marketing experiments to –
• Identify if Segments are easily reachable
• Establish whether correct Segments are
being targeted
• Confirm if these Segments want this sort of
App

14. Segments Easily Reachable
• Keyword research reveals high traffic
volumes
• Similar Ads already exist against keywords
• CPC for best keywords under $7
• Measure & record the number of
impressions

15. Correct Segments
• Check opt-in email against social media for
demographic details.
• Survey opt-ins to confirm demographic
match.

16. Segments Want App
• Measure and review CTR on ads.
• Measure and review opt-in on website.
• Create pre-launch engagement and
measure desire to opt-in.

17. Opt-in & Prospect Strategy

18. Page Variations

19. Process
• Keyword research for relevant keywords for
ads
• Write & launch multiple ads on rotation
• Start with page design & copy that fits ad
copy
• Send traffic via PPC ads
• Switch off ads that don't work
• Refine ads that are working
• Modify page elements to increase opt-in
• Test alternative ads

20. Findings
Segments Easily Reached
•Keyword research shows high traffic volumes
•No competitor PPC Ads
•CPC for best keywords are under $5
Correct Segments
•Data is promising but requires more analysis
•Increase the number of general keywords
used for campaigns

21. Findings
Segments Want App
•An increase in campaign spend is required
for more traffic & impressions
•Current CTR & opt-in numbers too low for
definitive conclusions at this stage
•Engagement hasn't begun

22. Thanks We Appreciate Your Feedback
Website
http://www.organizertheapp.com
TeamDownUnder
James Galbraith, Arnaud Cherval, Kate Eriksson,
Louise Valmoria, Indra Chandon, Rafael Amaral,
Joe Bashta