UCSD INNOVATION TO MARKET CASE COMPETITION
content strategist / market researcher / brand designer
The UCSD Innovation to Market Case Competition consists of a quarter-long project to build an innovative business proposal. The competition was led by Professor Helen Wang, a Silicon Valley executive with past experience at major corporations such as Google and Apple. For this project, my team and I created a phone applicated aimed at aiding in the reintegration back into recreational activities in a post-pandemic world. My contributions to the project included market research and campaign strategy, alongside app and brand design.
OUR PRODUCT
CrowdPleaser is a social application that connects people trying to do the same recreational activity, making the process of finding friends with the same hobbies safer and more convenient. We use real-time location data to help individuals gauge crowds and reduce the growing social anxiety present in 18-24-year-old college students.
FINDING THE TARGET MARKET
To find the pain points and narrow our market, I conducted a series of interest surveys amongst UCSD students in order to analyze their habits, address key issues with outdoor recreation, and devise our minimum viable product. From their, my partner and I devised a total addressable and serviceable market alongside a persona that addresses the needs and wants of our ideal consumer.
APP & BRAND DESIGN
Utilizing my background in graphic design, I created the brand elements and app design based on the persona generated by our market research. Since our product aimed to serve college students triggered by social anxiety, I opted for calming cool-toned colors, a modern san-serif font, and rounded edges and icons. I designed the interface to be minimal and easy-to-navigate for the tech-savvy and on-the-go nature of our audience.
ORGANIC AND PAID MARKETING
The marketing plan aims to penetrate users through the channels they use in their daily life and integrate credibility through endorsements they already trust. Organically, the brand with utilize social media and create value with a combination of promotional and educational content. This will provide content strategy that poses the brand as a knowledgeable expert in the field. Alongside traditional paid marketing efforts through Google and Facebook Ads, the company will utilize partnerships with micro and macro fitness influencers as well as showcases at college events to fully saturate itself in the consumers online and in-person activities.
Finally, in order to extend traction beyond the initial rush of early adopters, the company will utilize influencer testimonials and reviews to position itself as a trusted and credible platform, backed by the people our consumers already aspire to be.
