Marketing the app
The Enjoy life app will be marketed extensively. Our objective is to support more than 2 million South Africans within a 2-year period. This will be possible as we implement different strategies to ensure that the Enjoy life app will be downloaded by millions within a short period.
Our business plan to support 2 million South Africans means that we will support less than 4% of our population. This may look like an ambitious target, but if you consider that almost 1 million South Africans are willing to drive to Bloemfontein for a prayer meeting over a week-end in April, our business plan to find 2 million South Africans across all racial classifications must be achievable.
Remember that the Enjoy Life app is a Free app that the public can download. It is available to all LSM income categories. We invite anybody that can buy a cooldrink at a fuel station or food at fast-food companies to download the free app. The Foundation will support patients across all racial classifications, hence our marketing is aimed at all the people in South Africa. Companies who will benefit financially out of the Enjoy Life app will also be actively involved in the marketing of the Enjoy Life app.
Our marketing strategy to ensure that millions install the free app will be discussed as follow:
a). Marketing done by the Homecare marketing team (Social media, radio and television)
b). Marketing via the Fast-Food and Restaurant industries
c). Businesses that save on media costs to help market the Enjoy Life app
d). The Hospitality and tourism industry to distribute the Enjoy Life app
e). Family and friends of patients (Thousands per month) to distribute the Enjoy Life app with “word of mouth” marketing
f). Encourage and reward the public to use their Facebook networks so that we can introduce the Enjoy Life app to millions (South Africa has 12 million Facebook users)
g). Homecare Ambassadors (more than 1 500 individuals) to market up on a continuous basis