This Industry Capstone Program project is with the company CoCarting. The faculty advisor is Professor Mark Nestler.

With its AI-powered features and first-mover advantage in social commerce, CoCarting has the potential to redefine online shopping. By enabling users to shop collaboratively, it can reduce inefficiencies, enhance connections, and capitalize on a growing demand for personalized and social shopping experiences. Capstone students will address these challenges, leveraging creative strategies to drive user adoption and position CoCarting as a leader in the evolving e-commerce industry. 

CoCarting’s collaborative shopping platform requires overcoming user education, adoption hurdles, and enhancing the user experience. The platform must address the competitive e-commerce landscape while ensuring its value is clearly communicated to target audiences.

Objective:

CoCarting User Acquisition Campaign and Digital Marketing

To execute a comprehensive user acquisition campaign and digital marketing strategy for CoCarting, focusing on increasing brand awareness, driving app downloads, and engaging target user segments: busy moms, college students, and influencers.

1. Target User Research & Campaign Strategy Testing

●      Conduct user research to understand the needs and preferences of busy moms, college students, and influencers.

●      Develop hypotheses for marketing strategies and test them with small user groups.

●      Analyze results to refine personas and campaign approaches.

●      Create high-quality content to support the campaign, including:

○      Engaging campaign page copy that communicates CoCarting’s unique value proposition.

○      Visual assets such as videos and images tailored to target audiences.

○      Reward tiers that incentivize participation and backer contributions.

3. Outreach and Promotion

●      Execute targeted promotion strategies:

○      Design and run email marketing campaigns to reach potential users.

○      Plan and schedule social media posts, ads, and engagement strategies.

○      Identify and collaborate with influencers to amplify campaign reach.

○      Prepare press releases and pitches for media coverage.

4. Marketing Campaigns, Sales Pitches, and Events

●      Develop and implement marketing campaigns to drive app downloads and user sign-ups.

●      Craft compelling sales pitches for potential business partners or sponsors.

●      Organize virtual or in-person events to engage the target audience.

5. Milestone Tracking

●      Define measurable campaign milestones and stretch goals.

●      Monitor progress using analytics tools and provide regular updates.

●      Design creative incentives to encourage backers and users to help achieve goals.

●      Build a strong community by:

○      Sharing consistent updates and exclusive content with campaign backers.

○      Engaging with backers on social media and campaign platforms to foster loyalty.

7. Post-Campaign Activities

●      Coordinate the delivery of rewards to backers and express gratitude for their support.

●      Leverage campaign success stories to further promote CoCarting and drive app downloads.

●      Develop follow-up activities to retain users and encourage long-term engagement.

Additional Methods of Support:

(Review) User Research and Insights

○      Conduct surveys and focus groups with target audiences: busy moms, college students, and influencers.

○      Analyze user behavior to refine personas and enhance platform features.

Content Creation and Branding

○      Develop compelling campaign materials, including videos, images, and copy, emphasizing CoCarting's collaborative and AI-powered features.

○      Design marketing assets for email campaigns, social media, and influencer outreach.

Digital Marketing Execution

○      Implement targeted email marketing, paid social media ads, and influencer partnerships to drive engagement and downloads.

○      Monitor and optimize campaign performance using analytics tools.

Community Engagement

○      Build relationships with users through social media interactions and regular updates.

○      Offer exclusive content and incentives to foster loyalty and a sense of ownership.

Post-Campaign Follow-Up

○      Fulfill campaign rewards and express gratitude to supporters.

○      Leverage feedback and campaign success to refine marketing strategies and encourage long-term app usage.

These activities aim to enhance user acquisition, increase app downloads, and position CoCarting as a leader in collaborative shopping!

By the end of the project, students will:

Timeframe:
The project will be executed in phases, aligned with the semester timeline, allowing for iterative improvements based on progress and feedback.

●      Increase CoCarting’s user base among busy moms, college students, and influencers.

●      Boost brand awareness and app downloads.

●      Provide valuable insights and recommendations to inform CoCarting’s long-term marketing strategy.

This project aims to offer students the opportunity to make a meaningful impact while gaining practical skills and professional growth!