Discz

Discz, a Y Combinator backed startup, is on a mission to revitalize the music industry. Their app is focused on helping users discover new music by playing 15 second snippets of each song and giving users the power to swipe right on the songs they like. Collaborating with their co-founder, Michelle, my team and I built a marketing plan to help Discz engage new users and build engagement with their existing user base.

From our research and discussions with management, we learned that Discz competes in a heavily saturated market. To establish differentiation between Discz and their competitors (Spotify and ByteDance), my team and I highlighted the app's strengths - exploration, personalization, and socialization.

Our marketing plan is structured with assessments of the Company's current marketing strategy - evaluating the website, SEO, social media, and providing an overview of the music discovery industry. After our analysis, we provide recommendations and examples for management to use as a guide.

As we created the marketing plan as a guide for management, we also included templates for their reference. We explained the purpose of key marketing tools and provided examples relevant to their goals. An example of the OKRs we set for management are presented below.

Our content evaluation included audits of the website's design, ability to convey information to users, and SEO optimization. Our analysis was thorough, turning to code and evaluating how effectively Discz used heading tags, body text, alt text, and keywords.

Our audit also included an evaluation of the company's social media channels. We turned to Tik Tok and Instagram to see their messaging to customers and social media tactics.

From our findings we built recommendations and templates for management to use.

Detailed view of the supplementary website pages we recommended creating.

Detailed view of the storyboard for a Tik Tok video or Instagram reel.

Read the full marketing plan here.