Digital Marketing Strategy for Safe Space Labs
Description
Business Context
Safe Space Labs is a health-tech startup developing an AI-driven platform to support neurodivergent young people. The platform combines immersive reality, gamification, and artificial intelligence to help users build social skills and emotional resilience in an engaging and supportive way.
As a new entrant in the healthcare and education technology space, Safe Space Labs must build brand awareness, trust, and engagement with two key audiences: neurodivergent young people (end-users) and their caregivers/educators (decision-makers). Competing in a sensitive and highly regulated sector, the company needs a marketing approach that balances creativity, inclusivity, and credibility while operating with limited resources typical of an early-stage startup.
Core Challenge
How can Safe Space Labs use digital marketing to generate traffic, build engagement, and nurture a supportive community around its platform, while standing out from larger health and edtech competitors?
Objectives
Competitor & Market Review: Explore how comparable health/edtech platforms reach and engage neurodivergent users and caregivers.
Content & Messaging: Propose engaging campaign themes (e.g., resilience, inclusivity, gamified learning) tailored to Safe Space Labs’ mission.
Channel Focus: Recommend a mix of digital channels (e.g., TikTok, Instagram, YouTube, educational forums, influencer partnerships) most likely to drive traffic and interaction.
Engagement Roadmap: Outline a short-term, actionable plan to increase website visits, grow social media interactions, and build an early brand community.
Deliverables
- Competitor Insights: concise overview of competitive strategies and target audience needs
- Digital Marketing Roadmap including:
- Priority customer segments (end-users vs. caregivers/educators) and positioning,
- Recommended channel mix with rationale,
- Suggested campaign themes and content examples,
- Step-by-step roadmap for awareness, engagement, and trust-building.
Guidance for Students Taking On This Project
If you’re planning to submit a proposal for this project, here are some pointers to help you secure this project and deliver well.
1. Familiarise Yourself With The Industry Landscape
Review the company's website to understand its offerings, identity, and current digital marketing efforts. Also, review a few of their competitors to understand the market landscape.
2. Useful Academic Frameworks
You may use established marketing frameworks to structure your approach. The STP model (Segmentation, Targeting, Positioning) helps identify and prioritise customer groups, while the AIDA or RACE models guide how to design digital campaigns that move prospects from awareness to action. Competitor analysis is essential to understand how Safe Space Labs can leverage those digital marketing strategies.
3. Useful Data Sources
Depending on your university’s access, these databases are useful. If not available, free tools like Google Trends or government datasets can substitute.
- Statista
- IBIS World (edtech & digital healthcare industry reports)
- Eurostat
- Passport
4. Useful Digital Marketing Tools
SEMrush, SimilarWeb, Buzzsumo, and Moz.
5. Next Step
Prepare a short proposal (Project Proposal Guide) outlining your strategy to tackle this project. Your proposal helps you secure a place and a scholarship.
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