MARKETING STRATEGY Rooted’s advertising strategy is to advertise the app's strengths: the three main features of the app in a clear, informative, and sometimes appetizing, way. The advertisements differ from displaying actual screens of the app and pictures of the delicious recipes. The ads are meant to radient the atmosphere of Rooted, therefore, showing off the positive, welcoming community. Advertising includes social media advertising, web, and print advertising to cater to the wide age range. Instagram, Facebook, and Twitter all illustrate the big, welcoming presence of Rooted along with featuring a delicious recipe. One of the taglines on the social media ads are “Come check out Rooted - the new vegetarian social media app where you can meet new veggie friends and try delicious recipes!” There are also web banners that are advertised on popular vegan sites such as VegNews, which is a vegan magazine site. One will see “Continue your veggie journey with Rooted” at the top of the webpage along with the four key screens of Rooted and will be able to download now right off of the banner ad. These ads will also be on popular veggie recipe sites such as VegWeb. The print advertising is for the more mature crowd that would be interested in Rooted. Rooted has flyers and posters advertising the recipe portion of the app that are displayed in local organic supermarkets. Also, Rooted advertises in magazines with an interactive advertisement where one will be able to peel back sticker screens of the app to discover his or her veggie journey with Rooted. 49
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