A launch strategy for a Rental lease App. The strategy was created for Beebly Clark+Meyler.

1. SWEET RE-LEASE
LAUNCH PROPOSAL
SWEET RE-LEASE | renting revamped

2. YOUR TEAM TODAY
T H E R E N T B O Y S
David Bernstein Mike Cherepko Mayank Kapoor Chris Mooney

3. 1. INTRODUCING THE BRAND
Meet the team, the product, the same old problem, and brand new solution
2. STRATEGIC APPROACH
Identify the target demographic and consumer insights
3. CREATIVE & MESSAGING
Position SWEET RE-LEASE as the go-to resource to find a rental apartment in our
cities of operation
4. MEDIA + COMMUNICATIONS
Define target’s media consumption habits, allocate budget, and establish base
KPIs
TODAY’S AGENDA

4. INTRODUCING THE BRAND
S W E E T R E - L E A S E | renting revamped

5. PROBLEM
Finding an apartment sucks
Broker’s fees suck
The process is fraught with anxiety and fear about worst-case
scenarios.
and...your app has NO AWARENESS

6. MOVING IS A HASSLE.
The renting experience is overdue for an overhaul.

7. SWEET RE-LEASE
is the first ever, frictionless
P2P platform that bypasses
the broker, saving renters a
fortune and leaving lease
holders free to hand off the
keys.
SOLUTION

8. STRATEGIC APPROACH

9. The market for our new app, which
lets renters save on brokers fees
by connecting with each other, lies
in the overlap of two groups of
people: app-using smart-phone
owners, and renters who move or
expect to move.
The demographic profile overlap revealed that 25-29 year
olds are comfortable enough using their phones for
everything and they move or plan to a whole lot.
Source: Fall 2013 SimmonsLOCAL (New York)
25-29
Year Olds
Index at
315 on
measures
of phone
use and
moving
Renters
on the
move
Avid
smartphone
users
TARGET MARKET

10. DEMO PROFILE Launching a career in a professional
field, but her salary hasn’t taken off yet.
New to the city and living in Bushwick.
She’s social-media savvy, regularly
shares photos and experiences online.
Like many millennials, she prioritizes
experiences over materials and prefers to
splurge on the city, not the apartment.
She loves cat videos, yoga and follows
her favorite brands & trends on
Facebook.
She lives with a roommate and you’ll find
her on the couch eating Seamless.
She moves often, as leases run out, rents
rise, and jobs change.
Her life is complicated. SWEET RE-LEASE
is a way to simplify a stressful process as
well as save money.
$30 – 50K
Average Income
25-29
Age
Media
Campaign
Manager
Title
Source: Fall 2013 SimmonsLOCAL (New York)
MEET TAYLOR:

11. Source: Fall 2013 SimmonsLOCAL (New York)
LIFESTYLE INSIGHTS
TARGET USER-CHARACTERISTIC: Compared to the average New Yorker
Strives to save on
purchases
+61%
Relies on yoga to
stay in shape
+128%
Expects ads to be
entertaining
+9%
Admits to being
a bit vain
+164%
Enjoys posting to
social media
+68%

12. Target User Characteristic Comparison to Avg Person
Consumed with getting a good deal on a purchase +57%
Admits to being a bit vain +142%
Does yoga +298%
Enjoys posting to social media +242%
Dislikes advertising in general… +35%
But expects ads to be entertaining +9%
Source: Fall 2013 SimmonsLOCAL (New York)
PSYCHOGRAPHIC INSIGHTS

13. CREATIVE + MESSAGING

14. CREATIVE POSITIONING
Tagline Renting Revamped
Logo
App Name Sweet Re-Lease
Sweet Re-Lease is the go-to app for people who want to avoid brokers fees and eliminate the moving headache. We speak to Taylor
in her own language: Young, cynical, arch, urban, knowledgeable about pop culture but with a skeptical eye. We’re your friend who’s
a little smart and a little mean, but you can always trust us to give you the truth and a solution.

15. MEDIA: OWNED CHANNELS
Website Product information, app info,
link to download, testimonials,
promotions, blog
Blog Example Post: “Morrissey lyric or
common rental complaint?”
“Don’t make the same mistakes I
did: 8 things to do before you
move out.”
Social Text posts to support our brand and
promotions. Visual media focus on
neighborhood photography, city life, and
interior design.
SweetRelease.com
SweetRelease.com/blog
facebook.com/SweetReleaseRent
ingReVamped
@SweetRe-lease
Youtube.com/SweetRe-lease

16. MEDIA: PAID CHANNELS
Web Ads Eye-catching, animated, text light
Dating App Ads “Finding your perfect apartment shouldn’t be as hard as finding your
perfect partner, XOXO Sweet Re-Lease”
Video
Feature a user trying to get rid of a lease on a strange property. She finds the
perfect taker: "It's a beautiful place, it's just above a fish market." (Pirate
voice) "Tis a fine vessel. I'll take her."
SEM Text-heavy, emphasizing practical
features
Social Cool, quirky, funny content and videos to catch Taylor’s eye
Spotify, etc. Audio versions of above
Native Ads Urbane, arch, incisive about city living with content relevant to Taylor

17. Finding your perfect
apartment shouldn’t be
as hard as finding your
perfect partner.
XOXO,
Sweet Re-Lease
EXAMPLE EXECUTIONS

18. MEDIA: OOH & PARTNERSHIPS
Food trucks
Promotions in bars/nightlife
Partnerships with local street artists
Subway ads/LinkNYC Terminals Serves to insinuate our brand into the city itself, increasing
incidental contact, trust and familiarity with our end user
Positions our brand as a contributor to our cities.
Targeted by neighborhood demographics. Small prizes,
drinks, etc. with an announcement about our app and
free drink with download
Giving away sweets with our brand on them. Brand reps
can interact with our target users in person at these
giveaways to educate and inform about our brand

19. MEDIA: EARNED
Social
Metro News
Urban Lifestyle Blogs
Business News
We will earn media in some of
the same places we do native
advertising. The Gothamist
network frequently covers real
estate and has a similar voice
and audience. Huffington Post,
etc.

20. Medium Too
Pricey
Untargeted Snooze
Fest
Television
👎 👎
Radio
👎 👎
Print Media
👎
#Hashtag Campaigns
👎 👎
Billboards
👎
Direct Mail
👎 👎
Snapchat Filters
👎 👎
MEDIA CONSIDERATIONS
(CONSIDERED BUT REJECTED)

21. MEDIA + COMMUNICATIONS

22. MEDIA CONSUMPTION INSIGHTS
Consumer lifestyle & media habits
Social media
platforms used
by Millennials
87% 58% 62% 58%
Social media
platform used by
millennials for
watching video
content
47% 42%34% 24%
50%34%
Source: Emarketer.com

23. MEDIA CONSUMPTION INSIGHTS
Consumer lifestyle and media habits
Millennials
who
respond to
Ads by
device type
Source: Emarketer.com

24. BUDGET BREAKDOWN
Budget Size $500,000
Tinder ; 5
Pinterest; 5
spotify/soundcloud, 5
Instagram; 15
Youtube; 20
SEM; 25
Facebook; 25
Allocation of Digital channels
OOH, 40
Digital
Channels, 60
Budget Allocation
subway, 35
Public facing
Infrastructur
e, 30
street
Artists, Bars,
35
OOH Allocation

25. KPI SNAPSHOT
PROBLEMS METRICS DATA SOURCES
Downloads
Conversion rate
- The number of Downloads from the app stores
Social Media
- Facebook : No of clicks on Ads
- YouTube: Shares, and website directions
- Instagram: No of clicks on Ads
Apple , Google Play stores
Social Media Listening
Social Media Analytics
Awareness
OOH
- Subway : Promocode used for downloads
- Bars : No social media posts about the event, Promocode used for downloads
- Food trucks: Social media shares of the event
Social Media
- Facebook : Pages/Post likes and Reach
- Twitter: Followers, Likes
- YouTube: Subscribers, Views, Likes
- Instagram: Likes, Followers
Social Media Listening
Social Media Analytics

26. Thank You
The Rent Boys