Product marketing Strategy

The main objective of this project is to develop a comprehensive  product marketing strategy  for Kontrack Technologies that increases brand awareness, drives user acquisition, and establishes a competitive positioning in the HR tech industry. Tasks and Activities for Students 1.  Market Research Conduct a competitive analysis of HR platforms in North America (e.g., features, pricing, marketing channels). Identify target audience segments, including their pain points and needs. Analyze market trends and opportunities in HR technology. 2.  Customer Insights Develop customer personas based on user research. Design and execute surveys or interviews to gather feedback on Kontrack’s current offerings. Identify key motivators and barriers for potential customers to adopt Kontrack. 3.  Content Strategy Draft a content calendar for blog posts, social media, and email campaigns. Create sample content that highlights Kontrack’s unique value propositions (e.g., "Post a Job" feature). Research SEO keywords to improve Kontrack’s online visibility. 4.  Marketing Channels Evaluate the effectiveness of potential marketing channels (e.g., Google Ads, LinkedIn, industry publications). Propose channel-specific strategies for acquiring users and engaging employers and job seekers. Develop a strategy for leveraging partnerships, including colleges and community organizations. 5.  Campaign Development Design a sample multi-channel marketing campaign with objectives, timelines, and budgets. Propose metrics to measure campaign effectiveness (e.g., conversion rates, click-through rates). Include mock-ups or examples of ads, social media posts, and email newsletters. 6.  Pricing Strategy Research pricing models in the HR SaaS space. Propose a competitive pricing structure for Kontrack with clear justifications. Suggest discount or trial offers to attract early adopters.

Kontrack HRIS/HCM Development and Marketing Strategy

The main goal for the project is to support the development of the web and mobile application that supports employers, employees, and freelancers, as well as to develop a go-to-market strategy to launch the product. Additionally, the project aims to build a competitive landscape analysis, create a social media campaign strategy, generate a market expansion report, conduct user testing on the new product, and review and audit the privacy policy against industry standards and best practices.