ParentPal is a coach in your pocket for new parents. It is well funded, well resourced, and just trying to break through to real scaled 50,0000 downloads/month. We are getting close, but believe that our value proposition and brand awareness are holding us back.
We would like to take some time to do the following: research the market, help establish the top needs, create a general value proposition including specific copy for the execution, and build a brand awareness campaign based on the competition.
A success would be organic downloads shown in our data tracking software. A secondary metric would be better ROI on our ads due to better messaging and baseline awareness.
Project Topics
Growth Strategy
Marketing
Company Information
| Company | Greenspan Consulting, LLC |
| HQ | Milwaukee, WI |
| Revenue | N/A |
| Employees | 5-10 |
| Stage | Established Startup |
| Hiring Potential | Follow-on Projects, Formal Internship, Entry Level Full-Time |
| Website | http://sgreenspanconsulting.com |
Company Overview
Allow yourself to focus on developing the best product you can while we utilizing integrated digital marketing solutions to expand your impact.
Experiential Learning Program Details
| School | Butler University |
| Engagement Format | - |
| Course | Strategic Communication Capstone |
| Level |
|
| Students Enrolled | 14 |
| Meeting Day & Time | 3/14/22 - 4/29/22 Asynchronous |
| Student Time Commitment | 4-7 Hours Per Week |
| Company Time Commitment | 2 Hours |
| Duration | 5.57 Weeks |
Program Timeline
| Touchpoints & Assignments | Due Date | Type | |
|---|---|---|---|
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Course Begins
Course Begins |
March 14th, 2022 | Event na | |
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Client Kick-off Meeting
Client Kick-off Meeting
Submit Client Notes here.
|
March 18th, 2022 | Submission Required submission-required | |
|
Client Check-In Meeting
Client Check-In Meeting
Submit your Client Notes here.
|
April 8th, 2022 | Submission Required submission-required | |
|
Final Strategic Communications Plan
Final Strategic Communications Plan
Submit your final PPT decks here.
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April 28th, 2022 | Submission Required submission-required | |
|
Course Ends
Course Ends |
April 29th, 2022 | Event na | |
|
Client Evaluation
Client Evaluation
Clients will submit their evaluations of the final presentations here.
|
April 29th, 2022 | Evaluation evaluation |
Key Project Milestones
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March 21, 2022 - Milestone One: Conduct a Deep Dive into ParentPal's Brand and Target Audience
- What is ParentPal’s product and business model?
- Who are the target demographics and customer segments? What do customers say about the company?
- Who are ParentPal’s key competitors? How is ParentPal differentiated from their competitors? Highlight your understanding of products and customer segments relevant to the current project objectives.
- Gather and analyze ParentPal’s brand standards (mission, vision, etc.) along with the visual content the company currently uses to communicate their brand.
- What are their purposes? How are they used? What messages are being communicated?
- Who are they targeting, and at what point in the customer journey?
- What about the style and organization of the content? Are they succinct and visual or wordy and cumbersome?
- If you organize information into thematic categories (not necessarily mutually exclusive), what topics or themes emerge?
- Do you identify any “gaps” between ParentPal’s self-defined brand and customer perceptions?
Suggested Deliverable:
Infographic on ParentPal’s Brand
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March 28, 2022 - Milestone Two: Understand the Customer Journey
- For each customer segment, where are they coming from, and what do they want to achieve?
- What barriers or obstacles do they experience in their journey?
- How are these obstacles experienced by customers cognitively and emotionally? Where are the “pain points” that customers experience in their journey?
- How does ParentPal’s product provide a solution for customers? How is this differentiated from what other companies have to offer?
Suggested Deliverable:
Deliverable(s): Customer Journey Stories for each customer segment
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April 11, 2022 - Milestone Three: Clearly Define the ParentPal’s Unique Position in the Market
- Who are ParentPal’s key competitors in the industry?
- How might you analyze their positioning in the market and in relation to the Company? On what criteria will you draw comparisons?
- How does ParentPal differentiate itself from two of its top competitors in messaging and visuals?
- Considering what you learned from the customer profiles, how do the results from the competitor analysis inform your understanding of the ParentPal’s value proposition?
Suggested Deliverable:
Competitor analysis and value proposition statement: Report and Presentation
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April 25, 2022 - Milestone Four: Define Key Messages for Communication Strategy
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- What should the audience know about the brand that would shape their perceptions to create the desired image for the brand? List key messages.
- What emotion(s) are these messages appealing to? What language and tone would be useful to evoke that emotion and build a connection with the audience?
- Can you suggest/create prototype well-crafted messages to illustrate how the brand may be effectively communicated via Tik Tok?
- Which audience segments would be most effectively reached via Tik Tok?
Suggested Deliverable:
Brand Communication Strategy for ParentPal: Report, Infographic, or Presentation
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Project Resources
Industry Mentors
Academic Mentors
Assigned Students
There are currently no students assigned.