aud weo presentation

Audubon Guides: Situation Analysis

Work with a classic high tech start up with venture capital funding.

Go late into a market with existing competitors:• iBird & iBird Pro• Petersen’s Field Guides• National Geographic

Do a national launch with a sum of money ($140,000) that is the equivalent of less than one 4-color print ad in a national nature magazine.

Do so in a crowded 4th Quarter retail environment.

Navigate a multi-stakeholder environment; venture funders, management & a conservative not-for-profit.

Run & gun with the client as the overall platform, app portfolio & access to funding changed from week to week (and from day to day).

A Field Guide to the Marketing Plan

• Our Approach to Public Relations:•Overall Approach 12•The Extended PR Team 13•Deliverables 14•Targets by Segment 16 - 24

• Our Approach to Paid Media• Objectives & Strategies 25 - 27• Our Approach to Media Selection 28• Traditional Media 29 - 30• Display Ads & Ad Networks 31 - 39• Paid Search 40 - 41• Social Media 42 - 44

• Website Deliverables• Landing page Development 45• iTunes Store Considerations 46• Google Analytics Implementation 47

1. Quickly build awareness, interest and trial.

2. Carefully select the best audiences, messages & channels.

3. Avoid inefficiencies of traditional, broad reach vehicles; national TV, Broad based print vehicles, etc.

4. Embrace a more focused, ‘nodal’ approach:• Working at the grass roots with Audubon’s local chapters• Focusing our efforts on PR & other strategies that magnify our dollars:

• Bloggers• Reviewers• Embracing passionate members within our targeted segments

• Amplify our message using Social Media.

Audubon Guides: Key Launch Objectives & Strategies

Strategy

Audubon Guide’s Brand Pyramid

Audubon Guides: Tagline

Nature.There’s an app for that.

Audubon Guides: Marketing “Lane Discipline”

Earned Media(aka “Public Relations”)

• Achieves broadest reach of all marketing deliverables

• Used to chase the big wins (NPR, NYT, WSJ, Apple, etc.)

• App + Web Focused (by nature of Audubon involvement, NFP)

• More fluid, less predictable outcomes

Paid Media(aka “Media Planning”)

• Some broad reach, but public relations leads

• Deep presence across relevant verticals

• Focused on App sales

• More structured and predictable outcomes

Audubon Guides: Our Approach to Prioritizing Nodal Strategies

AggregatedList up of

Sites

Using, Alexa& Google Ad

Planner

PR List(crossed with Vocus data &

qualitative assessments)

Paid Media List(crossed with pricing data &

qualitative assessments)

PR SelectsLists

Paid MediaSelects

List

Execution

Execution

Establishment of Segmentation

Model

Approvals

Approvals

Audubon Guides: Public Relations Objectives

• Drive awareness & trial amongst core prospects in the initial six-week launch window.

• Derive in PR what we can’t afford to buy via paid placement. Use PR as the broadest reach vehicle driving awareness of the app.

• Leverage our National Audubon Society partner assets:• PR• Media Vehicles• Programs• Centers

• Don’t be afraid to ‘ladder up the sale’; walk up from ‘functional’ themes into more broad-based, mission based language & ‘hooks.’

Audubon Guides: Benefit Laddering Discussion: Public Relations & Media

• A better, more sustainable planet

• Better human stewardship of the natural environment

• Richer ability to care for nature

• A deeper understanding of nature

• Ability to engage more richly with nature

• Ability to identify plants & animals

PR

Ads

Audubon Guides: Sample PR Media List: Southwestern Wildflowers App

Audubon Guide’s Segmentation Model

Nature Lovers

Mam

mal Lovers

Bird Lovers

Conservationists

Outdoor Recreationists

iPhone Enthusiasts

Educators

Audubon Mem

bers

Wildflow

er Lovers

Valu

e

Tree Lovers

Valu

e

Valu

e

Valu

e

Valu

e

Valu

e

Valu

e

Valu

e

Valu

e

Messag

e

Messag

e

Messag

e

Messag

e

Messag

e

Messag

e

Messag

e

Messag

e

Messag

e

Efficiencies come frompercentiPhoneOwnership

Segmented Press Releases

Audubon

NatureConservationists

NatureRecreationists

Educators

Tree Lovers

Mammal Lovers

Wildflower Enthusiasts

Birders

PR Collateral Folder

Collateral One-Sheets

App Specific One-Sheet Development

PR Direct Mailers

Public Relations Wins

PR Win: National Public Radio

PR Win: The Wall Street Journal

PR Win: The Herald Tribune

Ad Banners: by Segment Assessment period; we make adjustments as necessary at this time

Print Ad: National Audubon Society iPhone Guides

Print Ad: Trade Out in Audubon Magazine

Landing Page Development

Landing page included an embedded video.

Segments are expressed here: different web properties spilled onto modulated landing pages built to best convert targets.

NY Times Mobile Ads:

Horizontal Banner Ads:

Interactive Ads:

Facebook Ads:

National Audubon Society E-mail Campaign with Embedded Video

Marketing Deliverables Review Page:

Audubon Guides: Results

Audubon Guides: Results

Audubon Guides: Results

Audubon Guides: Results

Audubon Guides: Results

• Early marketing documentation played key role in securing venture capital funding (even as issues with app stability plagued the launch).

• Activity intelligently managed so that CPMs continued to decline as we increased marketing funding.

• Orchestrated a nationally prominent, multi channel, multi segment campaign on a shoestring budget.

• Launched Audubon Guides into the #1 & #2 positions in the most profitable segment of the iTunes store: the reference section. Product continues to perform well, with multiple apps in top positions in iTunes store as measured by AppShopper.com

• Finally, our efforts allowed for the successful completion of Audubon Guides second round venture capital financing: $2,500,000 during a time of fiscal restraint/recession.

PR: National Audubon Society iPhone Guides

PR: National Audubon Society iPhone Guides

PR: National Audubon Society iPhone Guides

Mobile Landing Page Development: National Audubon Society iPhone Guides

Interactive Ad Development: National Audubon Society iPhone Guides

Horizontal Banner Ads: National Audubon Society iPhone Guides

E-mail with Embedded Video Demo: National Audubon Society iPhone Guides

Facebook Ads: National Audubon Society iPhone Guides

PR One-Sheets: National Audubon Society iPhone Guides