Target: US Students & Academics

You will spend 4 hours scoping out an online campaign for a web-based application designed to support the management of information, and targeted at college/graduate students and academic researchers in the United States. The aim of the campaign is to raise the overall profile of the service, as well as to directly bring in new users (the application runs a 'freemium' model). One of application's four target audiences are students and researchers who need to manage large volumes of structured information around particular topic areas, such as lecture notes, term reports, or that generated during the writing of academic papers. The application is primarily used through desktop browsers. You can consider any online channel (display/search advertising, social media, blogging, podcast advertising, student/academic press, etc). There are already Twitter (including promoted Tweets), Facebook (including Facebook Ads) and Google+ (including Adwords) accounts associated with the application, and it already has a website and blog (you will be provided with links). It typically ranks on the second page of Google's results when doing a broad search for the type of application (there are a number of competing web-based, mobile and desktop products). Two types of campaign can be considered: on-going low cost (e.g. a few hundred USD/month) & fixed period high cost (e.g. one week and a few thousand USD). Note that these figures are for example only and you will advise on more realistic expected costs. Bulk email marketing campaigns will not be considered. You will produce a short written report that will identify potential channels for a campaign (including those listed above), its likely reach, any content requirements (e.g. blog posts), and associated costs.