Students develop a user acquisition strategy for a newly launched mobile application and devise a strategy to drive more downloads and retain users overtime.

The User Acquisition Strategy report should outline the campaign and digital strategy for the mobile application, including the following:

Company Background

• Executive Summary
• Purpose of website and context for brand
• Website/landing page audit
• Social media audit
• App analytics audit
• Website objectives and how to achieve them
• Business Model Canvas
• Market analysis (SWOT and/or Competitor Analysis)

Analytics

• Digital Marketing Measurement Model (DMMM) for website and social media
• Google Analytics implementation including goals, views and filters, and reports
• Google Tag Manager implementation

Search Engine Optimization

• Complete an SEO audit
• Keyword research and justification
• On-page, off-page and technical SEO

Target Persona & Campaign

• Target audience and persona, and brand filter
• Value proposition
• Campaign idea
• Campaign marketing and communications plan

User Acquisition Strategy - Owned, Paid and Earned

Owned Tactics

• SEO audit and recommendations
• ASO audit and recommendations
• Content strategy (blog, video, social media, editorial calendar)
• Email marketing strategy

Paid Tactics

• Paid advertising - AdWords, GDN, Social advertising, YouTube

Earned Tactics

• Influencer marketing
• Guest blogging

User Retention Strategy

• Email marketing
• Push notifications

Monetization Strategy (Optional based on client)

• Paid app downloads
• In-app purchases
• In-app ads

Projections

• Traffic
• Conversions
• Revenues