CASE 2 During these difficult times of economic turmoil all over the globe and the unexpected long lockdowns affecting the economy and the citizens at large in very country, there is an idea of developing a mobile application for “anonymous crowdfunding” called “ساعدة)“ pleH) مto help the needy people within the country with their legitimate financial obligations; including utility bills, house rent, educational tuition, and other necessary small loans and necessity installment scheme payments. There are many people amongst us that although earn a fair amount of money but due to unexpected circumstances, cannot manage their finances and need help only once or twice from others but are adament to ask for it due to their social status. In order to help these people out and connect them to the generous people who are willing to help the community with whatever big or small contributions, an application is to be launched for annonymous crowd funding. It will work by connecting the three parties involved in every transcation; the payee, the payer and the organization that needs to be paid. For example; A person owes STC SR. 500/- so he logs in to this application, another person (anonymous) who is willing to help people in need login to the same application and searches for unpaid amounts (sorted “low” to “high”), finds this SR. 500/- outstanding amount for an STC bill (owner’s name not shown), selects the bill and pays through his/her card directly online through the given STC SADAD account number. Once the paymentis done, both parties will receive a text message from STC and the application thanking them for the payment. In this way, all three parties are in a win-win situation. This application will purely be launched for community purposes and not for business earnings.The applciation idea is developed but the social media launch and activation plan is reuired prior to the release of this application. The main complication is that the application is based on both particpating parties remaining anonymous in order to keep their respect in the society while helping them out! Q1. Provide a short SWOT (at least 2 each) for the application keeping in mind the scenario given above in thecase. Q2. As the Digital Marketing Manager for this application, what type of content strategy would you propose forthis application launch in order to create brand awareness keeping in mind the purpose and personality of theapplication? Please explain in detail the platforms used for such strategy with reasons. Q3. How would you promote the application and how would you get testimonials of the parties involved to bepublished and shared on various social media platforms? Q4. What type of content would be the best for this type of application to trend on social media platforms; Topicalor Evergreen? Why?
CASE 2
During these difficult times of economic turmoil all over the globe and the unexpected long lockdowns affecting the economy and the citizens at large in very country, there is an idea of developing a mobile application for “anonymous crowdfunding” called “ساعدة)“ pleH) مto help the needy people within the country with their legitimate financial obligations; including utility bills, house rent, educational tuition, and other necessary small loans and necessity installment scheme payments. There are many people amongst us that although earn a fair amount of money but due to unexpected circumstances, cannot manage their finances and need help only once or twice from others but are adament to ask for it due to their social status. In order to help these people out and connect them to the generous people who are willing to help the community with whatever big or small contributions, an application is to be launched for annonymous crowd funding. It will work by connecting the three parties involved in every transcation; the payee, the payer and the organization that needs to be paid. For example; A person owes STC SR. 500/- so he logs in to this application, another person (anonymous) who is willing to help people in need login to the same application and searches for unpaid amounts (sorted “low” to “high”), finds this SR. 500/- outstanding amount for an STC bill (owner’s name not shown), selects the bill and pays through his/her card directly online through the given STC SADAD account number. Once the payment
is done, both parties will receive a text message from STC and the application thanking them for the payment. In this way, all three parties are in a win-win situation. This application will purely be launched for community purposes and not for business earnings.
The applciation idea is developed but the social media launch and activation plan is reuired prior to the release of this application. The main complication is that the application is based on both particpating parties remaining anonymous in order to keep their respect in the society while helping them out!
Q1. Provide a short SWOT (at least 2 each) for the application keeping in mind the scenario given above in the
case.
Q2. As the Digital Marketing Manager for this application, what type of content strategy would you propose for
this application launch in order to create brand awareness keeping in mind the purpose and personality of the
application? Please explain in detail the platforms used for such strategy with reasons.
Q3. How would you promote the application and how would you get testimonials of the parties involved to be
published and shared on various social media platforms?
Q4. What type of content would be the best for this type of application to trend on social media platforms; Topical
or Evergreen? Why?
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