Horizan
Pumping up a startup for acquisition.
Situation
Horizan, a bootstrapped app that matches high school upperclassmen with universities quickly and easily, had been in quiet beta for a long time. They were seeking additional funding to finalize their product and prep it for acquisition, and determined that they needed to make a soft launch to make that happen. They needed a strategy and some core assets to get their team of marketing interns ready to carry out the launch.
Approach
Our strategy team explored the market and a sea of well-funded established players to help them find their niche for their product. The challenge was their limited functionality, and the relative quickness of the app experience, plus the 2-year lifecycle for their upperclassmen target. We turned this into an advantage, comparing against complicated and time-consuming options with this value prop: fast, simple, free. We then helped them expand their reach by targeting school counselors and parents, to help drive the conversation and use of the app outside of the 2-year lifespan. From this strategy, we created messaging docs, editorial calendars, and a whole lot of content to get their team ready.
Personas
Content Strategy
Editorial Calendar
Art Direction
Downloads
Strategy Documents
Website Content
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Social Media Ads
Results
What Our Clients Say
"WILL+WAY helped us put together a solid marketing strategy and some great assets that we used for our launch campaign. They definitely helped us move the needle and I would recommend working with them!"
CEO, Horizan