Five circles with images inside to represent the Better You app's focus on healthy lifestyles. The first image is a person's silhouette in a yoga pose, the next shows a person sleeping, the next shows
Better You!, a small start-up widget company that develops health and fitness apps, has hired you as a communications specialist to help plan how to get the word out about the company’s new app. The owners, Zoey and Brooke, do not have much experience in communications and marketing, so the first thing they are looking for is your support with finding and evaluating data to determine who their audiences are. Since the widgets are online, there should be a wide audience, but they would like to target some specific areas as well.
Before you create your customer profile, review the BetterYou! Vision and Product Information in the “Supporting Materials” section.
Audience Targeting: First, Zoey and Brooke would like you to explain how you used data to segment and target the right audience.
Use data to choose the right target audience. Consider online audiences and specific geographic areas: Where should the company advertise its products now and in the future?
Discuss how to use data to identify the target audience’s needs. Consider what data can tell companies about how people use products, and what types of data can be useful in identifying audience needs. What is often missing from data? What strategies can companies use to gather more targeted information?
Audience Segmentation: Zoey and Brooke have also asked you to explain how audience segmentation works. This will help you inform your stakeholders about who the customer is.
Stakeholders at Better You! are interested in learning how you chose the target audience. Explain how you use audience targeting data to segment an audience. Consider key factors such as distribution, lifestyle, and demographic information.
Explain how you used data to communicate with your target audience. How did data such as audience behavior or demographics help you plan your communications?
Messaging Strategy: Finally, Zoey and Brooke would like you to discuss how you’ll create a message that meets the needs of the targeted audience. What methods will you use to make sure that the message is delivered to the right people at the right time and in the right place? Others at the company will also want to know that the money spent on advertising is being used correctly.
Discuss the best platforms to deliver the message. Inform stakeholders about your strategy for dealing with future changes in audience preferences.
Support your plan with details on how the target audience uses media. Remember to discuss the communication platforms that will engage general online audiences and audiences in a specific location.
Explain how to use key metrics to measure the success of the brand’s message. Think about how you might use key metrics to strengthen future communication and messaging strategies.
What to Submit
Every project has a deliverable or deliverables, which are the files that must be submitted before your project can be assessed. For this project, you must submit the following:
You have been asked to create a customer profile that should be 750–1,250 words in length (or 3 to 5 pages). The profile should evaluate data to segment and target appropriate audiences for the Better You! app.
BetterYou! Vision and Product Information
The founders of Better You!, Zoey and Brooke, are two friends and former colleagues who met whilethey were working for a large tech firm. They share a passion for healthy living and decided to start acompany that combined their hobbies and passion with their knowledge of technology. They believefirmly in the power of healthy living to transform people’s lives. They also recognize that, for manypeople, the most significant barrier to living a healthier lifestyle is balancing work and family. Peopledon’t think that they have time to make healthy changes in their lifestyle. Better You! wants to changethat by creating apps that help people incorporate small changes that will have a major impact on theirhealth and happiness.
About the Product
The Better You! One Stop app helps people develop a wellness plan that is tailored to their personalfitness, diet, and social wellness goals. The app uses these goals to provide the right motivation andinformation at the right times to keep its users on the right track.
How It Works
Users take a brief, 15-question survey when they start the app. The survey data helps users identifystrategic and specific goals. From there, users receive suggestions for how they might meet their goals.
As part of the survey, users enter the amount of specific time they have each day and what a typical daylooks like for them. Users can set up notifications and use the news feed, which includes articles,recipes, and tips for meeting their goals.
In addition, the app has a calendar where users can enter their meals, exercise, mood, and otherinformation. The app provides encouragement and make specific recommendations based on theinformation people enter.
● The app uses users’ locations to find nearby parks and recreational areas, such as hiking trails. Italso recommends fitness goals that make sense for the users’ lifestyles. For example, if a user
has young children, the app might recommend areas where the user could walk with their
children as opposed to going to a gym.
● One function of the calendar allows users to enter their daily servings of fruit, vegetables,
protein, dairy, and sweets, as well as the amount of water they drank. The app then uses this
information to make targeted recommendations.○ For example, if a user wants to drink more water, the app can help by setting upnotifications. If they want to eat more fruits and vegetables, the app updates the newsfeed with easy, healthy recipes that use fruits and vegetables.
● The app allows users to track their mood and will provide strategies to boost the user’s mood inthe news feed. It may also make specific recommendations for self-care techniques.
The owners have proposed the following slogan: “One Stop to a Better You!”The messaging strategy shares the company’s vision of transforming people’s lives through healthyliving. The company also wants to show that even small changes can make a big difference toward livinga healthier, more fulfilling life.