Digital marketing · Social Media Marketing

Whats the best way to promote a new child protection app we want to get as much press coverage?

Mark Beedles Connex Education - Industry leaders in education recruitment

September 15th, 2016

We are in the process of finishing a child protection and safety app check out the kickstarter page https://www.kickstarter.com/projects/sevenseconds/always-with-you-the-child-safety-and-protection-ap we want to find the best way of getting this to market, as you can see we will have a decent budget.


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Josh Kirschner Founder & CEO at Techlicious

September 15th, 2016

Hi Mark,

We cover these types of apps (and parental controls/monitoring generally) on our site, so pretty familiar with what's out there. You've got a lot of competition in the space from multiple other apps, services provided by the carriers, as well as the native features of iOS and Android. It's not clear from your Kickstarter page what your app offers that's different than these existing services. Without that clear differentiation, it's going to be very hard to get any press coverage.

You also should work to clean up your Kickstarter page. There are numerous typos and grammatical errors, which will undermine your professionalism (and, by association, the quality of the app) in the eyes of the press.

Assuming your app does kick ass in some way, then there are many ways to get this in front of the press. You'll likely want a PR person who knows the tech journalism community very well for one-on-one outreach (your product doesn't lend itself well to press release blasts as most journalists will probably just delete as "yet another child protection app"). There are a select few tech press events that will get you in front on journalists for those direct conversations where you can clearly communicate your unique value. There are also a number of events that cater to parenting bloggers and influencers (Techlicious produces blogger events around the US each year, and very familiar with this community). Events aren't cheap, but it's hard to get your voice heard in a crowded market without spending some money.

Obviously, if you can build partnerships with large parenting brands, that would be great. To do so, they need to be excited by what your app brings and there needs to be something in it for them (i.e., money).

Shel Horowitz I help organizations thrive by building social transformation into your products, your services, and your marketing

September 15th, 2016

Wow, Mark! That is one cool-looking app!

If it can really do all this, it lends itself to many possibilities involving collaboration with a wide range of government and private agencies. It's also a natural for significant coverage in mainstream media and the blogosphere, as well as JVs with corporate partners.

-->One thing I didn't see on your KS page was whether it can help with tracking if a child is abducted.

If you'd like to talk about my writing a full-blown marketing plan (I do these as a bit of a loss-leader--$675, even though they typically take several hours), I'd be glad to send info about how I work. We can also have a conversation about the ongoing marketing assistance to execute the plan. Just drop me a note at shel at greenandprofitable com (not putting in the copyable address to keep the spammers away) with the subject line Founder Dating marketing inquiry.