Microsoft Teams — Dakota Jaggs

MARKETING STRATEGY

MICROSOFT TEAMS - PRODUCT ENTRY

Project Context

Microsoft Teams, a collaboration software, was seeking ways to encourage adoption and use from SFU students.

Created for Gaelan Love, Product Marketing Lead and Dipti Arora, Educational Business Solutions Specialist

Impact

Raise awareness, educate, convert and retain users (both student clubs and the general student population) at Simon Fraser University, to encourage the implementation of Teams into their future workplaces

Challenges

1. Lack of awareness of the product from SFU students

2. Lack of communication of product benefits in relation to student needs, coupled with high competition from other industry-recognized platforms with some of the same features

3. High initial learning curve and barriers to transition from competing platforms like Google Drive and Slack

Key Contributions

Screen+Shot+2020-04-20+at+5.16.25+AM.jpg — Conducted secondary research in the 4 following categories and identified the main driving insight for each category.

Screen Shot 2020-04-20 at 5.27.28 AM.png — Justified student market segment and analyzed needs and pain points, influencers of SFU students to identify aligned benefits.

Screen Shot 2020-04-20 at 5.34.11 AM.png — Design multiple solutions and tested the feasibility of implementation and the success metric; adoption by students. Identified SFU JDC West as the right channel to credibly reach students in a scaleable way.

Strategized a step-by-step, holistic marketing plan based on our three recommendations to communicate the perceived impact of our strategy.

Project Reflection

Our entry strategy evolved multiple times throughout this project. I learned the importance of re-evaluating your work based on feedback and adjusting it when it is necessary to do so. When given this case, I believed that discovering an original idea for a multinational company would be extremely difficult. However, I realized new ideas come from asking questions, analyzing needs and breaking the scope down into different areas. By taking a step back and performing a solid analysis will lead to key insights that can be synthesized into a new solution.