Volunteer: Mobile App Acquisition Strategy and ASO Audit

About the role

We want to design and execute a targeted, budget-conscious marketing campaign to drive user acquisition and downloads for our existing mobile app. While the app is fully launched and functional, it needs a strategic and execution-focused push to get off the ground. As an evolving, AI-driven web shifts search behaviors, our mobile app is a vital channel for building direct brand loyalty and reaching users directly, bypassing the AI summary middleman.

This is a volunteer opportunity provided by Taproot Foundation, a nonprofit creating social change through pro bono connections. World History Encyclopedia is a non-profit organization on a mission to make history education free, engaging, and accurate for everyone. In a rapidly changing digital landscape where AI summaries are taking over traditional search engines, people are increasingly receiving oversimplified or inaccurate historical information.

Responsibilities

• Website Audience Conversion: Leverage our existing platform to design and execute communication strategies that turn our massive web user base of several million monthly readers into active, engaged mobile app users.
• App Store Optimization (ASO): Audit and refine our app store presence to maximize organic discoverability and conversion rates for users searching for history-related tools.
• Influencer and Social Outreach: Identify and pitch relevant history, education, or tech micro-influencers for organic partnerships, and strategically deploy a small paid social media budget if appropriate.
• Tracking & Reporting: Log outreach, ASO changes, and campaign performance; summarize results including download lift, conversion rate changes, ranking movement, and influencer partnerships secured; provide a handover document with next-step recommendations.

Deliverables

• Website Audience Conversion:
  • Audit of current web-to-app touchpoints (banners, CTAs, pop-ups, article footers) with conversion-focused recommendations
  • Messaging/creative templates for driving app downloads across web placements, email, and newsletters
  • A/B tested conversion campaign (e.g. targeted CTAs, landing pages) with results
• ASO:
  • Full app store listing audit (title, keywords, screenshots, description, category) for iOS and Android
  • Optimized store listing copy and visual asset recommendations
  • Keyword tracking sheet showing target terms, rankings, and movement over the engagement
• Influencer & Social Outreach:
  • History/education/tech micro-influencer contact list, segmented by fit and audience size
  • Outreach templates and a documented first-round pitch campaign (contacted, responded, partnered)

Requirements

• At least five years of mobile app marketing experience
• Resourceful, hands-on doer who can both map out acquisition tactics and handle campaign execution

What we provide

• Full internal buy-in and immediate access to decision-makers without bureaucratic delays
• Live App and Data: Clear internal data on web traffic behavior to guide user acquisition strategies
• Built-In Audience: Several million readers visiting our website every month
• Campaign Resources: A small, dedicated budget for social media ads or influencer collaborations, plus core team support for creative assets or copy

About World History Encyclopedia

World History Encyclopedia is a non-profit organisation that publishes free, high-quality historical content to advance historical literacy and improve history education worldwide. We believe that deeper knowledge of our interconnected human past creates curious, open-minded, and democratic societies. Our mission is to engage people with cultural heritage and to improve history education worldwide.