This presentation reflects a mock User Acquisition Marketing plan for the task management application Asana. The assumptions on these slides are informed by public information. This presentation served as the final project to my 10-week User Acquisition Marketing course at General Assembly taught by Kate Huyett, Director of User Acquisition and Business Intelligence at How About We. Please feel free to reach out and say "Hello world!" at VincentVBarr@Gmail.com or visit my website: www.vincentbarr.com

1. Mock User Acquisition
Campaign
by
Vincent Barr
Note: This is a demonstration user acquisition marketing campaign. I am not an employee of nor a consultant to
Asana; rather, I am a user of their product who was curious what a growth plan might look like for the Company.
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2. Goal
In 90 days, generate $161, 510 in profit on $126,000
budget by acquiring 250 new, paying users and 12,000
new, non-paying users.
Target ROI: 128%
ROI = Customer Lifetime Value (CLV) - Customer Acquisition Cost (CAC)
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3. Outcomes
Day 30
✓ Optimized PPC campaigns - ad groups, landing pages, and match type to
lower CPC & improve quality score
✓ Improved SEO on target keywords; lowered Google SERP ranking; increased
media coverage, site traffic
Day 45
✓ Evaluated quality of leads and CPL by channel, reallocated budget accordingly
Day 90
✓ Pulled clear insights from data to inform 6-month growth strategy
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4. Foreseen Challenges
High CPC/CPM in technology and online task management space
• To reduce risk: obtain a high quality score ASAP: perform thorough keyword
due diligence, competitive analysis, and ad group and keyword structuring
prior to going live,
Lack of PPC history to evaluate
• To reduce risk: Experiment early, monitor results, adapt quickly.
Budget will starter higher than average with a “survival of the fittest”
approach: broad match for first 15-30 days will inform phrase, exact, and
negative match terms.
Product requires time and use to distinguish itself from competition
• To reduce risk: Test video on landing pages to demonstrate unique benefits
quickly and at-depth.
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5. Target Audience
• 25 to 40-year-old males living in the United States
earning individual income of $50K+
• Works for a creative, design, event production, non-
profit, or technology firm.
• Regularly interacts with virtual, satellite, or contract
teams.
• Interested in computers, technology, web productivity,
data and task management, and cloud storage.
• Works from a desktop and/or laptop computer using
Chrome, Firefox, or Safari as a browser.
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6. “Isn’t there a more efficient
way to do this?” Personas “Someone, something
save me from Basecamp.”
“Timmy Taskaroni” “Sally Switch”
• Manages projects with a team • Frustrated Basecamp or
• In the discovery or research Alternative X user looking for a
phase for a solution better solution to test
• Seeking evaluate a good task • Current Basecamp or Alternative
management solution X user looking to leave negative
• Looking for a free trial or more review about her solution
information • Regularly searches for
troubleshooting help for Basecamp
or Alternative X
You might be wondering how “Sally Switch” can be a persona when I’m
targeting men. It’s 2012, chief.
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7. Channel & Messaging
Channel Message
Work through technology, not against it. Invisible task
Search / “Task Management” Campaign management means things get done. Work from anywhere.
Universal compatibility supports all locations, devices,
browsers, and users. 30-second sign-up.
Try it free. Manage unlimited projects for you and your team
Search / “Switchers” Campaign with 0 downloads. Responsive online task management
Users decide what tabs and labels they need. Compatible
with all devices and de-clutters your inbox.
Make your life easier, de-clutter, and manage projects
Display efficiently. Save time, money, and energy. Enjoy life.
Build the most efficient, effective automation tool using
IFTTT, Asana, and your brain. Test your Rube Goldberg IQ.
Partnership / IFTTT.com Hotkeys and abbreviations are old news.
[Quirky soundbyte style messaging for IFTTT contest). Make
things work better. Earn lifelong bragging rights. Be L33T.
Social / Twitter
Asana is the first online application to understand “flow.” It
features a custom Luna framework and was founded by the
Content / Earned / PR young Facebook alumni duo Justin Rosenstein and Dustin
Moskovitz.
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8. Media Plan
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9. Key Assumptions
New user breakdown
• 70% join <30 user plan with average lifetime of 4-months
• 15% join with >50 users with average lifetime of 8-months
• 10% join with >75 users with average lifetime of 12-months
• 5% join with >100 users with average lifetime of 14-months
Free-to-paying-user conversion rate is 2% for first-timers, 10%
for switchers
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10. Search Campaign #1
Asana_OnlineTaskManagement_Phone+SiteLinks
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11. Search Overview Pt. 1
Targeting criteria
• Geography: United States
• Device type: desktop, laptop computers
• Filter internal IP
• Site links: “Try it Free,” “The Asana Difference,” etc.
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12. Keywords + Ads
Mix of broad, modified broad, and exact match
Ad Group #1 > Keywords
+task +management; “group task management”; “best task management”; “easy task management”; “quick task
management”; “compatible task management”; etc. Negative keyword: “free task management”
A B
One hypothesis being tested is that dynamic Ad Titles will earn more clicks than static titles.
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13. Landing Page Mock-up
Dynamic heading:
populates unique search
Clear, concise query
explanation of what
Asana is
Clear, compelling
instructions for what Visitor
should do next & why
Concise product
benefit sound-bytes Enter your Clear call-to-action; minimal
collection of personally
that align with email Address! identifiable information
customers’ core needs;
upfront to increase
universally recognized
conversion rate
icons for each benefit
Quote from press or user with similar
Design notes: behaviors to Visitor
-Use icons where possible
-Use background image relevant to search query or persona
-Use appealing color scheme & company branding
-No navigation bar
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14. Campaign #1
Screenshot
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15. Search Campaign #2
Project-Management-Alternatives+Basecamp-Sucks
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16. Targeting Criteria
Targeting criteria
• Geography: United States
• Device type: desktop, laptop computers
• Filter internal IP
• Site links: “Try it Free,” “The Asana Difference,” etc.
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17. Why people will switch
82,700 results for basecamp sucks...
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18. Keywords + Ads
Mix of broad, modified broad, and exact match
Ad Group #1 > Keywords
basecamp sucks; +remove +basecamp; +basecamp +comparison; +basecamp +compare; +uninstall
+basecamp; “basecamp alternatives”; “switching from basecamp”; “is basecamp good?”; “review basecamp”; etc.
A B
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19. Landing Page Mock-up
Compare Asana to #1 Clear, prominent call-to-action
contender: Basecamp
Short description of Gimp Brief description of product
benefits/features alongside
universally recognizable icon
Clear product comparison
between Asana, Basecamp, +
“Others” on categories most
meaningful to prospective
“switchers”
Include “back-up” text link call-
to-action
Source: ConversionXL.com re: Gimp
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20. Campaign #2
Screenshot
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21. Display
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22. Display Overview
• Run-time: 30 days or when 100 actions have been completed
• Frequency cap: 2
• Targeting:
• Placements: Mashable, Macrumors,VentureBeat, etc.
• Topics: tech news, computers & electronics
• Interests: content management, tech news, data management,
customer relationship management
• Remarketing
• Gender: male & unknown
• Age: 25-44
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23. Display Creative
Shave time with the Occhram’s Razor of
, = , task management.
Asana. Free.
= Try it free.
Try Asana for simple task management.
Free.
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24. Principles for Display
Landing Page
• Headline: Be efficient.
• Sub-head: Save time, money, and tears with Asana task management.
• Description: Asana is a responsive web-app to help teams plan, organize,
and execute.
• Bullets: Compatible with all OSs; free for up to 30 people; “Inbox” keeps
you email inbox to-do free
• Background image: Diagram of Occham’s razor or graphic of happy,
quirky person in sandals, relaxing at computer
• Call-to-action: Email capture box
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25. Partnership
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26. Contest
• Affiliate #1: IFTTT.com [1]
• IFTTT targets a male, optimization- and productivity-
obsessed, tech-savvy audience
• Contest description:
• “Rube Goldberg Contest”
• Users work to create “ultimate automation” tool that will
be voted on by the community. The winner will name their
process and be featured on IFTTT.com for life.
• IFTTT & Asana promote IFTTT contest via social media &
email
[1] IFTTT.com stands for “If This Then That” and is an automation web-application allowing users to build and execute custom triggers and actions across multiple devices and applications.
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27. Social
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28. Twitter
• Sponsored Tweets & Sponsored Account
• CPA for Follow; CPA for Click
• Audience: males tweeting about technology,
virtual teams, efficiency, and working remotely.
• Target followers of Basecamp, Lifehacker,
TechCrunch, and others
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29. Content
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30. Content
• Infographic ($500); press releases; media
pitches
• Publications: Lifehacker, ReadWriteWeb,
Chris McCann’s “Start-up Digest”
newsletter, Good.is/infographic, Mark Hust’s
“Good Experience” newsletter,
PracticaleCommerce.com
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31. Additional
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32. Refer-a-friend
Think Dropbox.
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33. The End
Vincent Barr
VincentVBarr@gmail.com
@VincentBarr
www.vincentbarr.com
Friday, November 9, 12