Activity 1 – A Suggested 90 Day Rapid Scaling Plan

Task: Create a plan to scale the growth of Caribu’s marketing efforts in 3 areas:

  1. Consumer / User adaptation and trial
  2. Push the Wefunder investor campaign
  3. Develop Holiday marketing push

Current  Data shows that there is a void of content and severe lack of engagement.

  • Caribu has over 50,000 registered users in over 150 countries (why are they not engaged?)
  • Facebook – EXTREMELY low organic engagement – mostly curated – no audience development – not enough content – Only 15 posts in entire month of July – Only 1 video posted in all of 2019
  • Pinterest – 112 followers
  • IG Feed – 2,200 followers – little to no engagement, irregular postings
  • IG Stories – not likely regular postings – none in the last 24 hours (should be 4-7 per day)
  • YouTube – 270 subscribers and only 3,100 total views
  • Twitter – 2,100 followers, little to no engagement, most content is curated
  • Most site visits are driven by search, but Caribu is not protecting it’s name in search (no ad words campaigns)

Assumptions: The Craibu brand has been the recipient of a great deal of PR focus. There are plenty of mentions in the SERPS regarding Caribu, but it appears that there hasn’t been any real push behind driving traffic, app downloads, and registrations. There is a paid campaign for future investment.

Question: The question that arises, is that given the level of investment, why hasn’t been there been a sizeable investment in paid advertising? This brand will NOT be able to reach the scale it desires without a sizeable commitment to paid advertising.

Please understand that the 3 aspects of growth are not existing in silos. The Caribu marketing ecosystem is helping to fuel each of the aspects. Campaigns will be running simultaneously for ongoing brand awareness, conversions, retargeting, and reach designed to drive future investment, a more engaged consumer base, and positioning Caribu for the holiday marketing season.

Days 1 – 7

  • Assess current metrics, KPIs, CPA, current retention, LTV, all the 3 letter metrics need to be obtained so that we can begin what I call Initial Triage. I need to pull back the curtain and find out where we stand right now. what needs to be killed, what is working, what we need to amplify…a true deep dive into the data.
  • Met the Team. Who is monitoring social media? Who is doing creative? What are our overall budgets? Who are the stake holders? What is the approval process? Being a remote position…how will everything be coordinated?
  • Identify the low hanging fruit that will allows us to obtain some immediate results
  • What tools are in place? CRM? Social listening? Publication tools? Ad management tool? Automation systems?

Days 8-14

We will initiate a number of campaigns designed to drive traffic and measure behavior. This is important in order for us to develop the various audiences that we will be targeting. The initial testing will be a two-pronged approach.

  1. We will build a number of campaigns and the testing will be based upon audiences, both Custom Audiences and Cold-Interest targeting and mobile optimized creative. The creative should consist of still images, 3-4 15 second videos, IG and IG Story build outs
  2. We will take the existing subscriber database and upload it into FB to match similar audiences on Facebook and IG. We will then create 1,3,5,7, and 10% lookalike audiences based off of the email upload and run campaigns similar to what is described above.

I would be prioritizing these tests to develop our baseline KPIs.

Days 15-30

By this point we will have a good handle on what is working and what is not working. We kill what’s not working, based upon KPI measurement, and we amplify what is working.

Day 31 -90

The only thing holding us back at this point should be budget. If we are hitting our KPIs, then the growth should be solely based upon ROAs/ free trials. If we’re hitting 2.0 or better, then scaling in a deep blue ocean of grandparents is pretty easy. Budgets at this point should exceed $10,000+ per day.

By now we have Facebook and Instagram running at scale and it would be time to use the data we have proven to scale horizontally into Pinterest and YouTube.

How is success defined? ROAS, Audience growth, incentivized engagement, user retention, CPC, free-trial conversion, and forecasted LTV. 

Weekly Updates: It would be my suggestion to have weekly status meetings to go over results with stakeholders and to forecast the next week. Each week we’ll discuss Funnel optimization, creative scoring, consumer feedback loops, messaging optimization, and landing page optimization which leads to better conversion rate optimization.

Our viral coefficient is dependent upon driving the most amount of users, in the shortest amount of time with the longest retention rate. If we can get users to be brand ambassadors, they can help us scale quickly without the need for such an aggressive paid budget. I call this the Dropbox method. While it’s much harder now, we can still use the existing customer base to help us build virality into each download.

Inherent Assumptions: By virtue of Caribu’s ongoing success in raising capital, winning pitch competitions, and driving over 50,000+ users thus far, I feel confident in the fact that the current business plan has in place the pre-requisite vision and growth acumen needed to drive and sustain the growth that it seeks.

The current financial projection shows that by growing to 575K subscribers and great retention (1 year of LTR) we can earn $41M in ARR in only 3 years.  Those numbers are viable, if the retention is achieved.

My focus, outlined herein is based upon the following:

“While bootstrapped, we acquired them through word of mouth referrals, earned media, app store search, and organic social media. With investment, we focused on social and search ads, affiliates, and influencers. For Grandma specifically, we plan to double down on Google and Facebook ads, and test TV, Direct mail, and partnerships with senior organizations.”

TRUE SCALE: If the budget to truly scale to television is in place, my network will afford Caribu with quality, and cost-effective television commercial campaigns that will substantially increase both brand awareness and scale users.

Copy on Wefunder post:

Caribu helps children 0-7 years old to read and draw with their parents and grandparents through a video-call when they’re not in the same location. Caribu is a game-changer for the hundreds of millions of global families that are separated by distance and need to make memories together with their (grand)children through mobile and tablet devices.

Join other angel investors who have invested more than $630,000.

Target appears to be people to invest.

I was retargeted after my visit to WeFunder. I was retargeted by the video above. The WeFunder video above, currently leads to the Caribu investment page here: https://wefunder.com/caribu

Google Analytics UTM: utm_source=facebook&utm_campaign=JW_Retargeting_Web&utm_content=caribu

On the Wefunder page there are 2 Facebook Pixels (Pixel ID: 1064487967083622 and Pixel ID: 1064487967083622. The former is tracking page views and the latter view content events.

Question: Who has access to the pixel data? Also, I have visited the Caribu page directly and I have not been served any ads. Which might be because I am a man and outside the target demo.

Social Management: There are 8 or so comments on this post. There hasn’t been any response by Caribu.

I was asked to detail my “assumptions”…as a data miner, I don’t have many assumptions. I look at data very deeply. If Caribu wants to “scale” as detailed above, the only variable I don’t have an idea on is what is the expected CPA.

Activity 2

Content marketing has been a forte of mine for 10 years. Having produced over 300 videos, written over 500 articles, and having been published or cited in many main stream publications like USA Today, Variety Magazine, and featured on CNN, I know first hand the value of content marketing. What a lot of people don’t understand about content marketing…is the “marketing” of the content.

It’s easy to create content. The magic comes in being able to create content that compels people to watch AND take action. That’s the marketing part.

Your task requests a “blog post”…but that falls short of true marketing. What drives the marketing of content is the ability to turn a single piece of content into many spokes on the wheel. The process is this:

  1. Write an article
  2. Turn that article into a syndicated post by dropping the article on LinkedIn, Medium, and other syndicators that you may have access to
  3. Syndicate that article via RSS to various RSS aggregators
  4. Take that article and verbalize it and turn it into an audio podcast and repeat steps 2 and 3 above
  5. Create a video article and post the video to Vimeo, YouTube, Facebook and many other sites and repeat steps 2 & 3
  6.  Post the article to Twitter
  7. Post the video to Twitter
  8. Post the video to Pinterest, Instagram and others
  9. Each post and video links back to the original video and article
  10. Tag various reporters in the video and article and asking them to take a look at it and potentially re-tweet and mention
  11. Bolster each video and article with paid support

There are 10 or so more steps I sometimes add in “seasoning” my pieces. Grabbing backlinks is child’s play if you know how to MARKET content that compels.

Potential Campaigns:

  1. “The Unboxing Video”...unboxing is a staple of video marketing…but few know that you can do one without having a physical product. Our unboxing video would show the ease of downloading the app, installing the app…and then showing it in use. Your current promo videos , once re-edited for time constraints would make for very compelling unboxing type videos. (notice that I said the plural… the key in content is using various content taken from one piece of content and re-purposing it across the various platforms. In addition when it is time to use ads, we split test the video into various dark posts to find our winner. And then of course run the videos through the steps outlined above.
  2. The “UGC Amplifier Method”: We run a contest (substantial prize TBD) inviting Glammas to post a video of them using the app with their grandchildren. We let the users vote on the videos, and we get to use the content. And then advertise and syndicate the videos as mentioned above.

There is literally no shortage of ideas (or audiences given its global appeal) to create content that compels people to take action with Caribu.

The conversion value of the content marketing shown herein is based to move people from initial content consumption to user of the platform. Once the content is out doing its thing, we’re running constant remarketing with sequential and behavioral based messaging taking the user along their journey.

It doesn’t end once they sign up. In order to sustain retention, our email CRM and additional content gets pushed to existing users. We also need to keep them engaged and showing them fun ways to use the platform in the form of weekly videos, articles, emails and contests to keep current users engaged and to make them our brand ambassadors.

There are 2 key metrics. One is ROAS, and the other is LTV. If we keep the CAC in line with your current and projected LTV, we can scale quite well. It will always be more beneficial to keep a current customers as long as possible.

Activity 3

I recognized the image in your task document. Instead of giving myself a ranking, I decided to actually take the Growth Tribe online survey and scored off the charts, so I’m be able to be quite precise with my rankings here:

( I also have the actual test results email that they sent me if you’d like verification of my score of 171 out of 210.the 2018 average score was 101. So I easily surpassed that average)

 

Front end code
You scored 2/5 compared to the industry average of 2.6/5

Service Design
You scored 5/5 compared to the industry average of 3.5/5

UX Design
You scored 4/5 compared to the industry average of 3/5

Behavioural Psychology
You scored 4/5 compared to the industry average of 3.3/5

Stakeholder Management
You scored 4/5 compared to the industry average of 3.4/5

Augmented / Virtual Reality *New Skills for 2019!*
You scored 4/5

Finance *New Skills for 2019!*
You scored 4/5

Omnichannel Marketing *New Skills for 2019!*
You scored 4/5

Distributed Ledgers *New Skills for 2019!*
You scored 4/5

Analytics *New Skills for 2019!*
You scored 4/5

Conversion Rate Optimisation
You scored 5/5 compared to the industry average of 3.3/5

Experiment Design
You scored 4/5 compared to the industry average of 3/5

Funnel Marketing
You scored 5/5 compared to the industry average of 3.3/5

Automations & APIs
You scored 4/5 compared to the industry average of 2.7/5

AI & Machine Learning
You scored 4/5 compared to the industry average of 2.2/5

Branding / Storytelling
You scored 5/5 compared to the industry average of 3.4/5

Copywriting *New Skills for 2019!*
You scored 5/5

Paid Social
You scored 5/5 compared to the industry average of 3.2/5

Organic Social
You scored 5/5 compared to the industry average of 3.1/5

SEO / SEM
You scored 5/5 compared to the industry average of 3.2/5

Tools Based Marketing
You scored 4/5 compared to the industry average of 2.4/5

Marketplaces *New Skills for 2019!*
You scored 4/5

Sales
You scored 4/5 compared to the industry average of 3.5/5

Email Marketing
You scored 5/5 compared to the industry average of 3.4/5

Content Marketing
You scored 5/5 compared to the industry average of 3.4/5

PR / Influencer
You scored 5/5 compared to the industry average of 2.8/5

Qualitative Research
You scored 4/5 compared to the industry average of 3/5

Virality
You scored 4/5 compared to the industry average of 2.3/5

Retention
You scored 4/5 compared to the industry average of 2.8/5

Mobile Optimisation
You scored 4/5 compared to the industry average of 2.4/5

Landing Page Creation & Optimisation
You scored 4/5 compared to the industry average of 3.2/5

Lead Generation
You scored 4/5 compared to the industry average of 3.1/5

Revenue Testing
You scored 4/5 compared to the industry average of 2.4/5

User Onboarding
You scored 4/5 compared to the industry average of 2.7/5

Lifecycle Marketing
You scored 4/5 compared to the industry average of 3.1/5