Ping is a tech startup that focuses on improving safety, wellness and social connection for seniors. We are currently B2B and work directly with senior living facilities to place Ping watches in the hands of elderly users. Ping came out of the University of Chicago business school accelerator. Along with Chicago Booth, Ping's early investors include Bob Stephen, VP at AARP, and Harvard Business School Angels. 

We are is B2B, SaaS-based and have launched across 7 assisted living communities since July 2022. Thus far, we helped save 3 seniors' lives after they had fallen, and built a remote patient monitoring solution for one facility during a COVID outbreak and saved the staff 2 hours per day on average.

As our team and company grow, we are looking to expand our marketing focus from B2B to B2C. We plan to make our product directly available to consumers who are living at home to give people access to emergency calling, vitals tracking, and help facilitate easy connection with family members. Our target audience for digital marketing is the adult children (age 45-65) who are responsible for keeping tabs on their elderly family members and provide caregiving if necessary.

Project Goals:

Digital Marketing Campaign:

• Strategize and implement a B2C advertising campaign across social media and search engines, including generating and analyzing effective ads
• Make recommendations on building landing page, e-commerce, and drip campaigns via email and SMS
• Recommend SEO strategies to keep Ping website accessible to target segments
• Review current marketing assets and offer recommendations
• Recommend/ develop marketing content for current social media platforms and brand building

By the end of the project, students should demonstrate knowledge in:

• Formulating and implementing digital marketing strategies, which include running digital ads (focused on segmentation and content creation), creating web pages, and conducting outreach campaigns

Final Deliverable should include:

• An effective digital campaign provides lessons for the students and the Ping team to better target and position for future marketing endeavors

We will work closely with the students along the way. Our team includes two marketing professionals and graduates of top business schools. During the entire project (creation and implementation of the marketing campaign), we will be highly responsive and support the student team to the best of our availability. Specifically, we will provide mentorship on branding, advertising via social media and search engines, and running outreach campaigns.

In our point of view, our goal of running a successful campaign closely correlates to the support we provide and lessons that students can learn from this hands-on experience.