The art and skill of launching a mobile app – with FreshFluff founder John Casey

What does it take to launch a mobile application successfully? Forget the corner cases like Angry Birds and Instagram, most apps out there get released and wallow in obscurity. How can they break through? What needs to happen before, during and after the ideation, conceptualization, development and launch?

This is what John Casey, founder of FreshFluff, talks us through based on the successful launch of the children’s book app “David and Goliath” created by Jumping Pages. This is the story of how John’s team changed the shape of the marketing efforts, launched this app to thunderous media coverage in non-tech press and learned some valuable lessons along the way.

What does St. Louis Cardinals World Series MVP, David Eckstein have to do with this? It’s all in here.


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About John Casey
John Casey FreshFluff John Casey has over 20 years of experience in public relations and marketing, having served in executive and consulting positions with Toys “R” Us, Sears, Kmart and Macy’s. John’s employers and client’s have been featured in all major news and talk broadcast programs, as well as all major magazines, newspapers and online venues in the U.S. and abroad.

John has conducted national and international campaigns for an array of consumer, technology, automotive, and entertainment clients. His main responsibilities include idea generation for traditional and social media engagement and outreach, and online community management strategy, as well as team leadership. In addition, he provides counsel and implementation of marketing initiatives, and charitable and business partnerships.

Prior to beginning freshfluff, John was a consultant and then Director of Public Relations for Toys “R” Us, Inc., Director of Media Relations for Sears and Kmart, Director of Three Heads Public Relations (a mid-sized Manhattan PR firm), business-to-business Account Supervisor at Porter-Novelli and Ruder-Finn – two of Manhattan’s largest PR firms. John began his career as a Press Secretary for a Pennsylvania Congressman.

John has secured hundreds of media placements on national and regional talk and news programs, newspapers, magazines, and websites including: Today, Good Morning America, Entertainment Tonight, Oprah, The View, Regis and Kelly, The Daytime Emmys, USA Today, New York Times, Wall Street Journal, Financial Times, CNN, and, and John also has experience highlighting cause marketing campaigns (helped establish Sears’ “Heroes at Home”, and coordinated and assisted with campaigns for Toys “R“ Us/”Autism Speaks” and “Toys for Tots”, Macy’s/”Believe” , Kmart/”March of Dimes”).

John is quickly becoming the authority on promoting mobile apps. His “The Art of Launching an App” was published in industry leading “Smashing Magazine”. The article was re-posted on dozens of blogs and websites around the world. In addition, his article about marketing your first app was posted on He was also recently interviewed about the launch of leading brand’s mobile app in “Luxury Daily.”

Finally, he has had several articles about social media published on international marketing websites, including his “4C’s to PR Your Business Facebook” and “’U’ Turn Your Business Social Media Efforts.” He is a featured speaker about social media and PR at numerous trade and technology conferences in the U.S., most recently at the Philadelphia Marketing Association’s “Marketing in a Global Environment”, a film seminar at Metropolitan College of New York, and addressing the annual conference of the National Association of Tax Professionals in Las Vegas.

About the author

Rob Woodbridge

I'm Rob, the founder of and I've spent 14 years immersed in the mobile and pervasive computing world. During this great time I've helped some of the most innovative companies grow their business through mobile. If you are in need of a mobile business advisor or coach, connect with me here to get things rolling.

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