Marketing &
PR Offering

Tech worth talking about

In addition to the design and development of your app, we also can also provide an optional Marketing & PR Offering designed to help you launch your app; gain initial market exposure; and continue to grow your user base.

As a founder, you don’t care about having an app store optimization strategy, a social media strategy, or a paid advertising strategy—you care about finding the right users for your product.

There is no one size fits all solution for finding users, also known as traction. It will be different for every company and it will change over time. What you need is a process to help you find the right way to grow your company, and a partner that can guide you through that process.

Nessira

What you need is a process to help you find the right way to grow your company…

Nessira Randolph

Director, Marketing
@ Blue Label Labs

 

At Blue Label Labs, we use a process and methodology to help you find traction as quickly and as inexpensively as possible:

  1.  Explore all possible channels for selling your product. Cast a wide net and think outside the box.
  2.  Systematically test a few of these channels at a time, using real measurable experiments to see which ones can deliver the right kind of users your product.
  3. When you find a channel that works, focus on it exclusively until it stops working—throw all of your resources into building and optimizing a marketing funnel around that channel.

What’s the goal

The goal of all of this is to drive the cost of acquiring customers down. Anything that isn’t contributing directly to that goal is a waste of your time and money.

Blue Label Labs can help you through every part of this process, from the early brainstorming of possible marketing channels, to setting up effective experiments, to implementing and refining a complete marketing funnel based around what we learn from those experiments.

We have expertise in implementing whatever strategy ends up being the right one for your business, whether it’s app store optimization, paid advertising or something else entirely.

We will never try to sell you on a list of services. We are selling a proven process, and the expertise to implement that process in the most effective way for your company.

There is a right way to grow your business. Let us be your guide.

Nessira

Nessira Randolph

Director, Marketing

Our Marketing & PR Offering is led by our Director of Marketing who commences each engagement with a strategy and planning phase.

During this planning phase, our Director of Marketing will work with you to understand your goals and determine the right set of Marketing & PR activities to meet those goals.

The below lists of services and prices are meant to provide you an order-of-magnitude sense of the pricing. Our Director of Marketing will work with you to create a custom package of services and associated pricing that may vary from those listed to better fit your needs. Typically, there is an overall Marketing Management fee of between $1,000 and $5,000 per month depending on the number of services we are helping to provide.

Pre-Launch

Blue Label Labs can help you through every part of this process, from the early brainstorming of possible marketing channels, to setting up effective experiments, to implementing and refining a complete marketing funnel based around what we learn from those experiments.

 

App Store Optimization

In other words, app store SEO the optimizes app description, keywords, app name, icon screenshots to increase app’s exposure and improve app “findability”.

Services Provided:

  • -App name and keyword research and recommendations
  • -iTunes App Store and/or Google Play Store competitive analysis
  • -(Re-)write app description
  • -Focus group review of app icon and screenshots
  • -Ongoing keyword optimization
Cost: $2,500 per month for iOS; $2,500 per month for Android

App Preview Videos

Work with video production team to manage the creation of your app’s App Store Preview video.

Services Provided:

  • -Provide video requirements and app highlights/summary to production team
  • -Review and propose edits to scripts and draft videos
  • -Distribute video in app store(s)
Cost: $1,500 to $3,000

(app preview video built according to app store specifications; cost varies based on length and complexity)

Product Explainer Videos

Work with video production team to manage the creation of your product’s marketing/explainer video.

Services Provided:

  • -Provide video requirements and app highlights/summary to production team
  • -Review and propose edits to scripts and draft videos
  • -Distribute video on homepage and within other marketing channels
Cost: $1,500 to $3,000 (animated explainer video) | $3,000+ (live action explainer video)
Costs vary based on length and complexity

Homepage & Email Templates

The creation of a website that varies in complexity based on your needs. Please see the below set of options:

Web Apps (i.e., a web version of the full-fledged mobile app we may be helping you with)
  • -No part of this standard offering.
  • -We can provide you a time and materials quote for this effort separately.

Wordpress

Fully-Custom Marketing Site (WordPress-based)

  • Example #1: YesU – http://yesuapp.com
  • Example #2: Moral Fiber – http://moralfiber.world/
  • Pros: Highly customizable, high-quality, on-brand design, scalable for future growth
  • Cons: Updates and maintenance are not DIY and will require on-going Blue Label Labs support
  • Cost: Time & materials added to the existing project budget and managed by the project PM, but generally these sites fall within a $7,000 to $10,000 range

Wordpress

Complex Templated Marketing Site (WordPress-based)

  • Example #1: LastSeat – http://lastseatapp.com
  • Example #2: GamerCal – http://www.gamercal.com/
  • The general format depicted here must be maintained to fall within this price point.
  • Pros: High-quality, on-brand design, scalable for future growth
  • Cons: Updates and maintenance are less DIY and may require Blue Label Labs support
  • Cost: $4,000 without copywriting and $5,000 with copywriting by Blue Label Labs

Wix

Simple Templated Marketing Site (Wix-based)

  • Example #1: HowUDish – https://www.howudish.com/
  • Example #2: ShuPlug – http://shuplug.com/
  • Pros: Updates and maintenance are highly DIY
  • Cons: No customization, limited on-brand design, low scalability for future growth
  • Cost: $2,000 without copywriting and $2,500 with copywriting by Blue Label Labs

Mailchimp

Email Templates (e.g., Mailchimp or a simple platform)

  • For use in sending newsletters, product updates or other information to interested parties.
  • Cost: $1,000 for set-up + your first email template + $500 each additional email template

Typical website features included within #2-#4 above:
  • – Description of the app
  • – App screenshots
  • – Product Explainer Video (not including cost of video creation/production—see the section of this document above for pricing)
  • – iTunes App Store and/or Google Play download links and badges
  • – Social media links (e.g., Facebook, Twitter and Instagram) for Like Us/Follow Us
  • – Links to EULA, Terms of Use, Privacy Policy (does not include the cost of drafting these legal agreements)
  • – Newsletter/pre-launch sign-up or information gathering
  • – Contact Us

Post-Launch

Public Relations Campaign

As we do with all clients, Blue Label Labs will take a partnership approach to our relationship. We will work with you to assess your communications capabilities and operations and institute a customized public relations plan that achieves targeted business objectives. Most often, these objectives include widespread awareness and resulting use of your digital product among desired audiences, while laying the foundation for a long-term and comprehensive communications campaign.

The core messaging behind your digital product and your company is the foundation for a successful media campaign. Together, we will craft your story to ensure that your messaging engages media and tells the appropriate story for each target audience. Whether you are a business-to-business startup entrepreneur or a business-to-consumer Fortune 500 company, the messaging we create will encapsulate your business, your mission and the solutions you provide.

Our strategic public relations initiatives do not strive for media coverage for the sake of coverage, but rather to secure meaningful media placements that reach key audiences for growth and brand visibility.

Over the course of the campaign and depending on the level of public relations services you select, we will:

  • – Prepare all communications assets required for launch, including press releases, press kits, and contributed articles;
  • – Conduct media training for company spokesperson(s);
  • – Generate significant media coverage of the company’s launch, offerings, and ongoing news; and
  • – Highlight company leadership as thought leaders and innovators.

If needed, additional public relations services may include:

  • – Crisis management
  • – Analyst relations
  • – Online content creation
  • – Awards & speaking opportunity generation
Cost: A minimum spend of $2,000 monthly.

Paid User Acquisition

Strategy and execution of any/all paid user acquisition campaigns. This work is all about establishing KPIs, meticulous tracking and measurement using analytics tools, and small advertising “tests” via a number of different ad networks. Measurement and optimization are paramount here.

Services Provided:

  • – Development of goals/key performance indicators (KPIs)
  • – Recommendation of KPI-choice driven analytics solutions
  • – Analytics platforms depending on -KPIs: AppBoy, LeanPlum, Appsflyer and/or BranchMetrics
  • – Create ad network testing strategy and execution roadmap
  • – Ad networks used depending on KPIs: Facebook, Twitter, Google and/or AdColony for early stage apps, Supersonic and Liftoff for more established apps
  • – Development of ad copy and graphics
  • – Execution of ad placement, monitoring and optimization
Costs: $2,000 to $3,000 one-time planning fees + $5,000 minimum monthly ad spend (paid directly to ad network/outlet) + 10% to 20% (of ad spend) management fee + $120 per hour for the creation of creative/graphics/videos

Content Marketing

One of the most effective ways to promote products and services is through content marketing, especially for eCommerce platforms. We set clients’ objectives buy dictating metrics, determine specific channels and build a plan that lays out quarterly, monthly, and weekly tactics.

The Goal:

In order to attract and engage customers, build our clients’ overall brand image via:

  • -Growth Strategy
  • -Content Development
  • -Social Media

The Key:

To build a framework of clear, strategic unique content via the marketing strategy, that transform our clients’ expertise into an array of written and visual forms, and also changes audience behavior for positive growth.

 

The Strategy:

  1. 1. Set mission/ goals
  2. 2. Establish KPIs
  3. 3. Define the audience
  4. 4. Assess clients’ current position
  5. 5. Locate and decide on the best content channels
  6. 6. Identify and allocate resources
  7. 7. Create a solid editorial, content calendar
  8. 8. Create content
  9. 9. Distribute and market content
  10. 10. Measure and report results

Content Audits

Content audits are great for eCommerce platforms that are not exactly sure what type of content to have on their website or in their app.

We can assess their content strengths and weaknesses, and provide roadmap for future marketing activities. We create a spreadsheet for our clients of all content assets, and collect data points such as word count, number of social shares, and calls-to- action. The following tools are helpful:

Blue Label Labs analyze the data to identify trends and provide recommendations of what we think would work best as an action plan for our clients.

Editorial calendars

We build effective, clear editorial calendars that strategically map out our clients’ content based on the audience, customer buying habits/ channels, and place on the appropriate dates to the clients’ timeline and milestones.

The Strategy:

  • – Compile all content into one editorial calendar
  • – Map out key dates, including app/product launches
  • – Post content at optimal times

 

Costs: Minimum spend $4,000 per month

Social Media Marketing

Effective social media marketing can bring tremendous success for businesses, creating devoted brand advocates and driving downloads, leads and conversions. It is a powerful tool that gets a good bang for every buck. We now live in a globalized society where the world is constantly on social media, so it is a powerful way for companies to reach their target audience.

The Key:

To create and share effective content on social media networks in order to achieve our clients marketing and branding goals.

The Goals:

  • – Increase app/ website traffic
  • – Grow conversions
  • – Raise brand awareness
  • – Create brand identity and positive brand association
  • – Improve communication and interaction with primary audience
  • – More goals TBD after a thorough assessment of the clients’ needs

The Strategy:

  • – Discovery Assessment to assess client’s needs
  • (ex)  Keyword research and competitive research to help brainstorm content ideas that will interest the primary target audience. What are our clients’ competitors doing to drive engagement on social media?
  • – Map out plan and editorial calendar of social post and social media marketing campaign
  • – Create great content to showcase, a consistent brand image, and to promote content.
  • – Share curated links to leverage original content to gain followers and fans, and us the opportunity to link to outside articles that provide valuable information.
  • – Track competitors to provide valuable data for keyword research and other social media marketing insight.
  • – Measure success with analytics to determine the success of the campaign and ROI— (ex) Google Analytics is a fantastic tool that measures social media marketing techniques, as well as determine which strategies are and are not working.
Costs: Minimum $2,500 one-time planning fees + $800 minimum monthly ad spend + 10% to 20% (of ad spend) management fee + $120 per hour for the creation of creative/graphics/videos

Influencer Marketing

Influencers are able influence a consumer’s buying decisions and because of this, audiences’ perceive them to be a trustworthy, authentic source. Influencer marketing and its use ad of Adblock tech, from brands of all sizes, is one of the most popular marketing channels and is predicted to become a $5-10 billion industry in the coming years.

The Goal:

To boost our clients’ brand image and increase conversions.

 

The Strategy:

  • – Discovery assessment of the clients needs
  • – Create action plan for influencer marketing campaign, narrowing down the proper social media platforms to use as well
  • – Connect/ outreach to maintained and relevant influencers and brand relationships of Blue Label Labs
  • – Negotiate contracts and rates
Costs: Minimum spend $6,000 per month

Engagement

Drive user engagement and retention for an existing user base using personalized, direct messages to individual users

Services Provided:

  • -Copy, graphics and management of in-app notifications, text & email messaging highlighting:
    • * New features
    • * Features unused by a specific user
    • * New friends/users joining
    • * Promotions
  • -Leverages 3rd party platforms like MixPanel, Swrve and Kahuna
Cost: $5,000 for initial integration + $10,000 to $20,000 per year (price dependent on number of users; suggested for apps with >10,000 users or high user growth rates)