2. 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).

3. 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

4. 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

5. Strategy

6. Audubon Guide’s Brand Pyramid

7. Audubon Guides: Tagline
Nature.
There’san app for that.

8. 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

9. Audubon Guides: Our Approach to Prioritizing Nodal Strategies
Aggregated
List 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 Selects
Lists
Paid Media
Selects
List
Execution
Execution
Establishment of
Segmentation
Model
Approvals
Approvals

10. 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.’

11. 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

12. Audubon Guides: Sample PR Media List: Southwestern Wildflowers App

13. Audubon Guide’s Segmentation Model
Nature Lovers
MammalLovers
BirdLovers
Conservationists
OutdoorRecreationists
iPhoneEnthusiasts
Educators
AudubonMembers
WildflowerLovers
Value
TreeLovers
Value
Value
Value
Value
Value
Value
Value
Value
Message
Message
Message
Message
Message
Message
Message
Message
Message
Efficiencies
come from
percent
iPhone
Ownership

14. Segmented Press Releases
Audubon
Nature
Conservationists
Nature
Recreationists
Educators
Tree Lovers
Mammal Lovers
Wildflower Enthusiasts
Birders

15. PR Collateral Folder

16. Collateral One-Sheets

17. App Specific One-Sheet Development

18. PR Direct Mailers

19. Public Relations Wins

20. PR Win: National Public Radio

21. PR Win: The Wall Street Journal

22. PR Win: The Herald Tribune

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

24. Print Ad: National Audubon Society iPhone Guides

25. Print Ad: Trade Out in Audubon Magazine

26. 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.

27. NY Times Mobile Ads:

28. Horizontal Banner Ads:

29. Interactive Ads:

30. Facebook Ads:

31. National Audubon Society E-mail Campaign with Embedded Video

32. Marketing Deliverables Review Page:

33. Audubon Guides: Results

34. Audubon Guides: Results

35. Audubon Guides: Results

36. Audubon Guides: Results

37. 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.

38. PR: National Audubon Society iPhone Guides

39. PR: National Audubon Society iPhone Guides

40. PR: National Audubon Society iPhone Guides

41. Mobile Landing Page Development: National Audubon Society iPhone Guides

42. Interactive Ad Development: National Audubon Society iPhone Guides

43. Horizontal Banner Ads: National Audubon Society iPhone Guides

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

45. Facebook Ads: National Audubon Society iPhone Guides

46. PR One-Sheets: National Audubon Society iPhone Guides