Marketing Communications Plan & Prototype
Introduction Learning is essential to our existence. Just like food nourishes our bodies, information and continued learning nourishes our minds. Ongoing learning throughout life forms a necessary part in acquiring critical thinking skills and discovering new ways of relating to people from different cultures. Duolingo believes it is crucial to involve 16-22 year olds in learning new languages, as it can create new opportunities, overcome cultural barriers and improve performance in other academic areas for them. As well as this, young people are often less interested in learning another language, as most schools have made it unexciting for them, meaning the appeal is not there; however, Duolingo’s overall aim is to develop the best education platform in the World, make it universally accessible and ensure that all users enjoy their experience. Duolingo emphasises on gamification as their Unique Selling Point by mimicking the structure of video games to engage its users; especially 16-22 year olds.
Objectives Duolingo aims to gain more app downloads, develop better brand recognition, reach the target audience of 16-22 year olds, persuade consumers to switch from apps that are a threat over to Duolingo and improve their overall sales growth. These objectives will be achieved if Duolingo remains an exciting and constantly growing brand. Objective effectiveness will be measured through Key Performance Indicators, Return on Investment, impressions, social shares, and media coverage. Duolingo’s audience is at the heart of everything they do, which encourages brand loyalty as well as owned and earned media; the brand often reaches out to its users through social media platforms, such as Instagram, for them to gain a better understanding of their audience, so they can develop the app even further to support their needs and wants.