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Mock User Acquisition Marketing Plan


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This presentation reflects a mock User Acquisition Marketing plan for the task management application Asana. The assumptions on these slides are informed by public information. This presentation served as the final project to my 10-week User Acquisition Marketing course at General Assembly taught by Kate Huyett, Director of User Acquisition and Business Intelligence at How About We.

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Published in: Marketing
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Mock User Acquisition Marketing Plan

  1. 1. Mock User Acquisition Campaign by Vincent Barr Note: This is a demonstration user acquisition marketing campaign. I am not an employee of nor a consultant to Asana; rather, I am a user of their product who was curious what a growth plan might look like for the Company.Friday, November 9, 12
  2. 2. Goal In 90 days, generate $161, 510 in profit on $126,000 budget by acquiring 250 new, paying users and 12,000 new, non-paying users. Target ROI: 128%ROI = Customer Lifetime Value (CLV) - Customer Acquisition Cost (CAC)Friday, November 9, 12
  3. 3. OutcomesDay 30 ✓ Optimized PPC campaigns - ad groups, landing pages, and match type to lower CPC & improve quality score ✓ Improved SEO on target keywords; lowered Google SERP ranking; increased media coverage, site trafficDay 45 ✓ Evaluated quality of leads and CPL by channel, reallocated budget accordinglyDay 90 ✓ Pulled clear insights from data to inform 6-month growth strategyFriday, November 9, 12
  4. 4. Foreseen ChallengesHigh CPC/CPM in technology and online task management space • To reduce risk: obtain a high quality score ASAP: perform thorough keyword due diligence, competitive analysis, and ad group and keyword structuring prior to going live,Lack of PPC history to evaluate • To reduce risk: Experiment early, monitor results, adapt quickly. Budget will starter higher than average with a “survival of the fittest” approach: broad match for first 15-30 days will inform phrase, exact, and negative match terms.Product requires time and use to distinguish itself from competition • To reduce risk: Test video on landing pages to demonstrate unique benefits quickly and at-depth.Friday, November 9, 12
  5. 5. Target Audience • 25 to 40-year-old males living in the United States earning individual income of $50K+ • Works for a creative, design, event production, non- profit, or technology firm. • Regularly interacts with virtual, satellite, or contract teams. • Interested in computers, technology, web productivity, data and task management, and cloud storage. • Works from a desktop and/or laptop computer using Chrome, Firefox, or Safari as a browser.Friday, November 9, 12
  6. 6. “Isn’t there a more efficient way to do this?” Personas “Someone, something save me from Basecamp.” “Timmy Taskaroni” “Sally Switch” • Manages projects with a team • Frustrated Basecamp or • In the discovery or research Alternative X user looking for a phase for a solution better solution to test • Seeking evaluate a good task • Current Basecamp or Alternative management solution X user looking to leave negative • Looking for a free trial or more review about her solution information • Regularly searches for troubleshooting help for Basecamp or Alternative X You might be wondering how “Sally Switch” can be a persona when I’m targeting men. It’s 2012, chief.Friday, November 9, 12
  7. 7. Channel & Messaging Channel Message Work through technology, not against it. Invisible task Search / “Task Management” Campaign management means things get done. Work from anywhere. Universal compatibility supports all locations, devices, browsers, and users. 30-second sign-up. Try it free. Manage unlimited projects for you and your team Search / “Switchers” Campaign with 0 downloads. Responsive online task management Users decide what tabs and labels they need. Compatible with all devices and de-clutters your inbox. Make your life easier, de-clutter, and manage projects Display efficiently. Save time, money, and energy. Enjoy life. Build the most efficient, effective automation tool using IFTTT, Asana, and your brain. Test your Rube Goldberg IQ. Partnership / Hotkeys and abbreviations are old news. [Quirky soundbyte style messaging for IFTTT contest). Make things work better. Earn lifelong bragging rights. Be L33T. Social / Twitter Asana is the first online application to understand “flow.” It features a custom Luna framework and was founded by the Content / Earned / PR young Facebook alumni duo Justin Rosenstein and Dustin Moskovitz.Friday, November 9, 12
  8. 8. Media PlanFriday, November 9, 12
  9. 9. Key Assumptions New user breakdown • 70% join <30 user plan with average lifetime of 4-months • 15% join with >50 users with average lifetime of 8-months • 10% join with >75 users with average lifetime of 12-months • 5% join with >100 users with average lifetime of 14-months Free-to-paying-user conversion rate is 2% for first-timers, 10% for switchersFriday, November 9, 12
  10. 10. Search Campaign #1 Asana_OnlineTaskManagement_Phone+SiteLinksFriday, November 9, 12
  11. 11. Search Overview Pt. 1 Targeting criteria • Geography: United States • Device type: desktop, laptop computers • Filter internal IP • Site links: “Try it Free,” “The Asana Difference,” etc.Friday, November 9, 12
  12. 12. Keywords + Ads Mix of broad, modified broad, and exact match Ad Group #1 > Keywords+task +management; “group task management”; “best task management”; “easy task management”; “quick task management”; “compatible task management”; etc. Negative keyword: “free task management” A B One hypothesis being tested is that dynamic Ad Titles will earn more clicks than static titles.Friday, November 9, 12
  13. 13. Landing Page Mock-up Dynamic heading: populates unique search Clear, concise query explanation of what Asana is Clear, compelling instructions for what Visitor should do next & why Concise product benefit sound-bytes Enter your Clear call-to-action; minimal collection of personally that align with email Address! identifiable informationcustomers’ core needs; upfront to increase universally recognized conversion rate icons for each benefit Quote from press or user with similarDesign notes: behaviors to Visitor-Use icons where possible-Use background image relevant to search query or persona-Use appealing color scheme & company branding-No navigation barFriday, November 9, 12
  14. 14. Campaign #1 ScreenshotFriday, November 9, 12
  15. 15. Search Campaign #2 Project-Management-Alternatives+Basecamp-SucksFriday, November 9, 12
  16. 16. Targeting Criteria Targeting criteria • Geography: United States • Device type: desktop, laptop computers • Filter internal IP • Site links: “Try it Free,” “The Asana Difference,” etc.Friday, November 9, 12
  17. 17. Why people will switch 82,700 results for basecamp sucks...Friday, November 9, 12
  18. 18. Keywords + Ads Mix of broad, modified broad, and exact match Ad Group #1 > Keywords basecamp sucks; +remove +basecamp; +basecamp +comparison; +basecamp +compare; +uninstall+basecamp; “basecamp alternatives”; “switching from basecamp”; “is basecamp good?”; “review basecamp”; etc. A BFriday, November 9, 12
  19. 19. Landing Page Mock-up Compare Asana to #1 Clear, prominent call-to-action contender: Basecamp Short description of Gimp Brief description of product benefits/features alongside universally recognizable icon Clear product comparison between Asana, Basecamp, + “Others” on categories most meaningful to prospective “switchers” Include “back-up” text link call- to-action Source: re: GimpFriday, November 9, 12
  20. 20. Campaign #2 ScreenshotFriday, November 9, 12
  21. 21. DisplayFriday, November 9, 12
  22. 22. Display Overview • Run-time: 30 days or when 100 actions have been completed • Frequency cap: 2 • Targeting: • Placements: Mashable, Macrumors,VentureBeat, etc. • Topics: tech news, computers & electronics • Interests: content management, tech news, data management, customer relationship management • Remarketing • Gender: male & unknown • Age: 25-44Friday, November 9, 12
  23. 23. Display Creative Shave time with the Occhram’s Razor of , = , task management. Asana. Free. = Try it free. Try Asana for simple task management. Free.Friday, November 9, 12
  24. 24. Principles for Display Landing Page • Headline: Be efficient. • Sub-head: Save time, money, and tears with Asana task management. • Description: Asana is a responsive web-app to help teams plan, organize, and execute. • Bullets: Compatible with all OSs; free for up to 30 people; “Inbox” keeps you email inbox to-do free • Background image: Diagram of Occham’s razor or graphic of happy, quirky person in sandals, relaxing at computer • Call-to-action: Email capture boxFriday, November 9, 12
  25. 25. PartnershipFriday, November 9, 12
  26. 26. Contest • Affiliate #1: [1] • IFTTT targets a male, optimization- and productivity- obsessed, tech-savvy audience • Contest description: • “Rube Goldberg Contest” • Users work to create “ultimate automation” tool that will be voted on by the community. The winner will name their process and be featured on for life. • IFTTT & Asana promote IFTTT contest via social media & email[1] stands for “If This Then That” and is an automation web-application allowing users to build and execute custom triggers and actions across multiple devices and applications.Friday, November 9, 12
  27. 27. SocialFriday, November 9, 12
  28. 28. Twitter • Sponsored Tweets & Sponsored Account • CPA for Follow; CPA for Click • Audience: males tweeting about technology, virtual teams, efficiency, and working remotely. • Target followers of Basecamp, Lifehacker, TechCrunch, and othersFriday, November 9, 12
  29. 29. ContentFriday, November 9, 12
  30. 30. Content • Infographic ($500); press releases; media pitches • Publications: Lifehacker, ReadWriteWeb, Chris McCann’s “Start-up Digest” newsletter,, Mark Hust’s “Good Experience” newsletter, PracticaleCommerce.comFriday, November 9, 12
  31. 31. AdditionalFriday, November 9, 12
  32. 32. Refer-a-friend Think Dropbox.Friday, November 9, 12
  33. 33. The End Vincent Barr @VincentBarr www.vincentbarr.comFriday, November 9, 12