Capstone – Project

Re-Positioning the ParentPal App

A Collaboration Between

Project Synopsis

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

CompanyGreenspan Consulting, LLC
HQMilwaukee, WI
RevenueN/A
Employees5-10
StageEstablished Startup
Hiring PotentialFollow-on Projects, Formal Internship, Entry Level Full-Time
Websitehttp://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

SchoolButler University
Engagement Format -
CourseStrategic Communication Capstone
Level
  • All Graduate
  • Working Professionals
Students Enrolled14
Meeting Day & Time3/14/22 - 4/29/22 Asynchronous
Student Time Commitment4-7 Hours Per Week
Company Time Commitment2 Hours
Duration5.57 Weeks

Program Timeline

Touchpoints & Assignments Due Date Type
Course Begins

Course Begins

March 14th, 2022 Event na
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.
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

  • 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.
      1. What are their purposes? How are they used? What messages are being communicated?
      2. Who are they targeting, and at what point in the customer journey?
      3. What about the style and organization of the content? Are they succinct and visual or wordy and cumbersome?
      4. If you organize information into thematic categories (not necessarily mutually exclusive), what topics or themes emerge?
      5. Do you identify any “gaps” between ParentPal’s self-defined brand and customer perceptions?

    Suggested Deliverable:

    Infographic on ParentPal’s Brand

  • 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

  • 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

  • April 25, 2022 - Milestone Four: Define Key Messages for Communication Strategy

     

      • 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

Project Resources

Industry Mentors

Company Admin

Sean Greenspan

[email protected]

Company Admin

Monica Brown

[email protected]

Academic Mentors

Instructor

Marietta Stalcup

[email protected]

Instructor

Luke Bickel 

[email protected]

Instructor

Ashley O'Salway

[email protected]

Instructor

Mark Rademacher 

[email protected]

Instructor

Marie Mackintosh 

[email protected]

Instructor

Rowena Winkler

[email protected]

Instructor

Teresa Williams 

[email protected]

Instructor

INNA EKHAUS

[email protected]

Instructor

Patricia Fox

[email protected]

Instructor

Jane Siegler 

[email protected]

Instructor

Ralton Morrison 

[email protected]

Instructor

Francis Bowen

[email protected]

Assigned Students

There are currently no students assigned.