Preface this by saying I have now read multiple posts on this question (including here, here, and here). What I understand is that the static url in settings.py needs a modification for heroku to run these static files. What I need, explained like I am a child, is what tweak to make to these static url when the static directory is nested within the app -- as this was a best practice imparted in a recent tutorial (if this is not the ideal practice I would appreciate being corrected). 
Question 1: Should the media files be kept in a directory within the app or at the project level?
Question 2: If the media files are kept within a directory inside the app, like my directory below, then how am I supposed to modify the url in settings.py to load the static files once pushed to heroku?
My project structure is the following:
gvlabs
    __init__.py
    __init__.pyc
    settings.py
    settings.pyc
    urls.py
    urls.pyc
    wsgi.py
    wsgi.pyc
manage.py
Procfile
requirements.txt
runtime.txt
welcome
    __init__.py
    __init__.pyc
    admin.py
    admin.pyc
    apps.py
    hello.py
    migrations
    models.py
    models.pyc
    static
        css
        fonts
        images
        js
    templates
        welcome
            base.html
            comingsoon.html
            contact_us.html
            index.html
            post_list.html
    tests.py
    urls.py
    urls.pyc
    views.py
    views.pyc
settings.py
# Build paths inside the project like this: os.path.join(BASE_DIR, ...)
BASE_DIR = os.path.dirname(os.path.dirname(__file__))
PROJECT_ROOT = os.path.abspath(os.path.dirname(__file__))
PROJECT_DIR = os.path.join(PROJECT_ROOT,'../welcome')
# Static files (CSS, JavaScript, Images)
# https://docs.djangoproject.com/en/1.9/howto/static-files/
#STATIC_ROOT = os.path.join(BASE_DIR, 'static')
STATIC_ROOT= os.path.join(PROJECT_DIR,'static')
STATIC_URL = '/welcome/static/'
# Extra places for collectstatic to find static files.
STATICFILES_DIRS = ()
# Simplified static file serving.
# https://warehouse.python.org/project/whitenoise/
STATICFILES_STORAGE = 'whitenoise.django.GzipManifestStaticFilesStorage'