RWA Market Launch and Brand Strategy

While the Refresh Wellness App (RWA) is in the research and development phase, Refresh has begun to build a marketing strategy that will aid in the launch and distribution of the app to ensure a positive impact on society as a whole. While the RWA will eventually be available to the public, Refresh plans to first launch the platform in a workplace setting. While workplace stress isn’t a new concept, workplace burnout is on the rise since 2020 – driving a major resignation rate as a result. “More than two-thirds (70%) of employees said they would leave their current job for a different one that offered comprehensive resources, benefits, support or policies intended to reduce burnout.” [8] Because of this goal, a dynamic solution is needed so that relevant users can be targeted in a way that is both meaningful to them and aligns with the values and mission of the RWA.

This project aims to develop a marketing strategy based on a fulsome understanding of a) the key target demographics throughout the different phases of the Law of Diffusion of Innovation, b) the ideal marketing platforms that will align with the mental wellness landscape and RWA’s dedication to ethical data practices, and c) key messaging factors related to different geographic and cultural target markets and their views on the mental health and wellness landscape.

Faculty Supervisor:

Raymond Spiteri

Student:

Partner:

Refresh Enterprises Inc.

Discipline:

Business

Sector:

Information and Communications Technology; New and Digital Media

University:

University of Saskatchewan

Program: