Case study of the creation of a mobile app at PodCamp Toronto 2013.

1. A Mobile App for the Free Community Paper Industry

2. Agenda
• Free Community Papers of New York
• Project Background
• OhSoLocal
• Project Timeline
• Sales Materials
• Marketing Materials
• Current Situation
• Discussion/Questions

3. Free Community Papers of New
York

4. • Non-profit trade association
• Only in New York State
• Membership is comprised of
traditional print weekly newspapers,
free
• 2 full-time / 2 part-time staff members

5. From Print to Mobile...

6. Mobile Statistics
December 2012, AdAge
• 237 million smartphones in the United
States (76.8% of population)
• 2.7 hours/day socializing on
smartphones
• 79% of users use smartphones to help
with shopping
• 1 in 3 mobile searches are local
• 74% of smartphones users use
location-based services

7. OhSoLocal

9. Project Timeline

10. Timeline
• July 2012 - Project meeting launch
• August to November 2012 - App /
Branding Development
• December 1, 2012 - Launch app in
Rochester, NY
• December 2012 - Marketing
campaign begins in Rochester DMA
• January 2, 2013 - Launch app in
Syracuse, NY and Northeast NYS
• January 2013 - Train 5 additional
publishers and marketing campaign
begins in Syracuse DMA and
Plattsburgh DMA
• February 2013 - Media outreach for
news stories

11. Sales & Marketing Materials

12. Rate Card / Sell Sheet

13. Information Cards

14. Business Cards / Window
Clings

15. Promotional Ads
Print / Web

16. Branding Guidelines
Member’s Only Section
@
FCPNY.com

17. Website, Facebook, Twitter,
G+

18. Public Relations/Media Relations
Outreach to Key Publics
Advertising
NYS Media
Regional Media
Southern Ontario
Southern Quebec
NYS Division of
Tourism / TPA
Council / NYSTVA
Regional Chambers
of Commerce
Marketing,
Advertising, & Public
Relations Agencies
Other associations
(CONY, PRSA, AMA,
IABC)
Radio
Television
Online
Newspaper
Events
Sponsorship Trades

19. Current Situation

20. Current Download Numbers:
iPhone: 733
Android: 300
Total App Downloads: 1033 (previous
1005)
(updated: February 18, 2013)
Current Downloads

21. Discussion / Questions