Case Study: The Launch of Morton Subotnick’s Pitch Painter iPad App for Preschoolers
By Katja Schroeder, Expedition PR
Are you launching a new app in 2014? When developing your marketing strategy, take a look at what has worked, or has not worked that well for other app development companies. Expedition PR has worked on a variety of app launch and positioning programs. Based on our experience, we developed an integrated marketing play book for apps.
One of the apps we recently worked on is Morton Subotnick’s Pitch Painter, an educational app that teaches music composing to preschoolers. Using finger painting as a metaphor, children can compose, erase, edit, save or load their creations with Pitch Painter.
The agency executed an introduction and review program and later was brought in again for the release of the updated application, which featured an improved user interface design and button layout that is more intuitive for kids to create music. As a result, Pitch Painter received the ON for Learning Award from Common Sense Media. Pitch Painter was just one of 50 apps, games and websites that received the distinction from the national nonprofit dedicated to helping parents and teachers manage the media and technology in kids’ lives. Media coverage in the parenting, consumer and tech media included “Top 5 Apps for Kids” by Mashable and “New and Noteworthy Kids App” by Best Apps for Kids. Just Mommies included Pitch Painter among the “Top 10 Educational Apps for Kids”. Reviews appeared in CNET, Mobile Apps Review Online, Apps4iDevices, App Annie, App Shopper, Apps for Children with Special Needs, iPad Apps for Autism, Montessori at Home, Motherhood Moments, ByronMom, Peanut Butter and Whine, Digital Playground/School in Toronto, among others.
While each app will require a tailored PR strategy and program, following are some basic PR program elements to consider for a successful launch:
- App review program: Contact key sites and influential app reviewers early on with preview codes to give them the opportunity to test the app early.
- Blogger outreach: Consider implementing a targeted blogger program, such as with parenting, lifestyle and education bloggers; Offer them the opportunity to raffle off app promo codes for their readers.
- Social media integration: Use social media outlets to distribute unique content about the app and redistribute application reviews. According to a Pew Internet study published in December 2013, about 73% of online adults use a social networking site of some kind. In 2013 Facebook remained the dominant social networking platform in the number of users, but a striking number of users are now diversifying onto other platforms, such as Pinterest, Instagram and Twitter.
- Industry awards: Submit the app to industry awards to gain third party credibility and stand out.