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.

Deliverables

Research Report

• A detailed report on market trends, competitive analysis, and customer insights.
• Personas and key findings from interviews or surveys.

Marketing Plan

• A complete product marketing strategy document, including recommended channels, budgets, and timelines.
• A content calendar with sample content (e.g., blogs, social media posts).

Campaign Proposal

• A campaign outline with objectives, strategies, and example assets.
• Proposed metrics and KPIs to measure success.

Pricing Proposal

• A document presenting pricing strategy, including models, tiers, and justification.

Presentation

• A 10–15 minute presentation summarizing the findings, recommendations, and strategies.
• Include visuals such as charts, mock-ups, and key data points.