We want to design and execute a targeted, budget-conscious marketing campaign to drive user acquisition and downloads for our existing mobile app. While the app is fully launched and functional, it needs a strategic and execution-focused push to get off the ground. As an evolving, AI-driven web shifts search behaviors, our mobile app is a vital channel for building direct brand loyalty and reaching users directly, bypassing the AI summary middleman.
Over the course of this project (up to 12 weeks), the volunteer will:
- Website Audience Conversion: Leverage our existing platform to design and execute communication strategies that turn our massive web user base of several million monthly readers into active, engaged mobile app users.
- App Store Optimization (ASO): Audit and refine our app store presence to maximize organic discoverability and conversion rates for users searching for history-related tools.
- Influencer and Social Outreach: Identify and pitch relevant history, education, or tech micro-influencers for organic partnerships, and strategically deploy a small paid social media budget if appropriate.
Please note that this is not a high-level consulting role. We need a resourceful, hands-on doer with at least five years of mobile app marketing experience who can both map out the acquisition tactics and handle the campaign execution.
World History Encyclopedia is a non-profit organization on a mission to make history education free, engaging, and accurate for everyone. In a rapidly changing digital landscape where AI summaries are taking over traditional search engines, people are increasingly receiving oversimplified or inaccurate historical information.
At the end of this project, you will have completed:
Website Audience Conversion
- Audit of current web-to-app touchpoints (banners, CTAs, pop-ups, article footers) with conversion-focused recommendations
- Messaging/creative templates for driving app downloads across web placements, email, and newsletters
- A/B tested conversion campaign (e.g. targeted CTAs, landing pages) with results
ASO
- Full app store listing audit (title, keywords, screenshots, description, category) for iOS and Android
- Optimized store listing copy and visual asset recommendations
- Keyword tracking sheet showing target terms, rankings, and movement over the engagement
Influencer & Social Outreach
- History/education/tech micro-influencer contact list, segmented by fit and audience size
- Outreach templates and a documented first-round pitch campaign (contacted, responded, partnered)
Tracking & Reporting
- Logging of outreach, ASO changes, and campaign performance
- Results summary: download lift, conversion rate changes, ranking movement, influencer partnerships secured
- Handover document with next-step recommendations
We have full internal buy-in and are entirely ready to hit the ground running. You will be working directly with our leadership team, meaning you will have immediate access to decision-makers without any bureaucratic delays.
To ensure you can focus entirely on growth and execution rather than administrative hurdles, we have already prepared the necessary foundational assets:
- Live App and Data: Our mobile app is live on major platforms, and we have clear internal data on our web traffic behavior to help guide your user acquisition strategies.
- Built-In Audience: With several million readers visiting our website every month, you will have immediate access to a massive, highly relevant audience without needing a massive budget to generate initial awareness.
- Campaign Resources: We have allocated a small, dedicated budget for social media ads or influencer collaborations, and our core team is available to help provide any creative assets or copy you need.
Once your acquisition frameworks are set up, our tight-knit team will be right there to support the integration, ensuring your campaign runs smoothly and makes a direct impact.
