Background

AggieWorks develops multiple software products to enhance the UC Davis student experience. Their current product lineup includes:

• Clubly: A streamlined platform for discovering 200+ campus clubs.

• Moober: A ride-sharing and uber-splitting app.

• AggieMenus: An intuitive tool for easily navigating dining commons menus.

• RoomU: A roommate-matching app to help students find compatible living partners.

Prompt

Assume that all of the above products were newly developed with zero users and you are in charge of preparing the first product launch to UC Davis students. Choose one of the four products and develop a market research plan, a go-to-market strategy, and a targeted marketing campaign based on the product.

Prepare a slide deck that addresses the following:

1. Market Research (3 slides)

   • An important part of the PMM’s job is to act as the voice of the user. Create a plan on how you will conduct research to understand your target audience.

     • Research Methodology: Explain how you would gather insights about the pain points of target audience. Then, make an assumption on what problem the product is solving and justify your reasoning.

     • Persona: Create one or two user personas for the product based on your previous assumptions.

     • Positioning: Write a comprehensive positioning statement including information about what value the product brings to the market, how it compares to alternative or existing options, and how it should be viewed by users.

       • Template: For [target user] who [problem or need], [product name] is a [category of product] that [unique value proposition].

     
     

2. Go-to-Market Strategy (4 slides)

   • Outline a high-level Go-to-Market (GTM) strategy for your chosen product. This will consist of three components.

     • Launch Objectives & Metrics: Describe clear objectives the product launch is focused on and what metrics should be tracked.

     • Channel Strategy: Identify at least three marketing channels you plan to utilize for the product launch and why.

     • Launch Timeline: Create a timeline describing the go-to-market actions in pre-launch, during launch, and post-launch. Be specific with dates.

       
       

3. Marketing Campaign (3 slides)

   • Design a targeted creative marketing campaign that is included in your product launch go-to-market strategy.

     • Campaign Overview: Describe the campaign’s theme, hook, and how it works.

     • Copywriting Sample: Write a short promotional copy (<100 words) for this campaign. You can include visuals to support the copy.

     • Campaign Strategy: Describe how you plan to organize and execute the campaign, considering all potential challenges and factors.

Criteria

The purpose of this take-home is to evaluate your reasoning and thought process for your product marketing strategies. There are no right answers, but it is recommended to be thorough with your explanations.

Here’s a breakdown of what we’re assessing for the take-home:

1. Clarity and Cohesiveness: How well do you communicate your ideas? Can we understand your thought process, marketing proposals, and approach to challenges?

2. Innovation and Creativity: How unique are your campaign themes and ideas?

3. Strategic Thinking: Does your marketing campaign and GTM strategy properly align with the product’s objectives and target audience?

4. Attention to Detail: How thorough are you in covering all aspects of the assignment? Are you thinking deeply about the product and each component of your marketing proposal?

Deliverables

Create a slide deck (max 12 slides) walking through your project. You’re welcome to use any presentation software (e.g. Google Slides, Figma, etc.) to create your slide deck.

Please download your slide deck in PDF format, upload it to Google Drive, and submit a publicly accessible link in your application