HomeAway Pitch 2010

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Pitch to HomeAway to support their owner acquisition strategy.

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  • Incentivize owners who haven’t purchased or have lapsedDrive urgencySeasonal or event-based contentHighlight new or updated local listingsKey facts about local traffic and bookingsTimely reminders of upcoming eventsContextualize cost of waitingConsistent branding
  • HomeAway Pitch 2010

    1. 1. HomeAwayFebruary 9, 2010
    2. 2. IntroductionsMarc Swearengin – GM, Schematic AustinNick Worth – President, SchematicTony Weber – SVP, Digital StrategyChris Polychronopoulos – Senior Art Director
    3. 3. Agenda• About Schematic• Our Understanding• The Acquisition Experience• Moving Forward• Q&A
    4. 4. About Schematic
    5. 5. About Schematic Part of WPP Digital 400 staff with offices in the US, London, and Costa Rica Large clients including Dell, Target, Bank of America, Nokia, and Microsoft Strategic, creative, and technical Known for User Interface/User Experience work OMMA “Best Site Design and Development” Agency, 2008
    6. 6. What Makes Us Different? At Schematic, we deliver transformative business results through innovative marketing experiences. We prioritize innovation because: •innovativeexperiences get noticed and encourage engagement better than the same old thing •innovative production approaches save our clients money •ina word-of-mouth, link-heavy, blog-heavy world, doing things differently provides tremendous lift to our activities Successful innovation requires both strategy and craft.
    7. 7. Innovation Example One: TargetSchematic has been Target’s primary interactive agency since 2006.Strategic Insight: Target needs to creativelycombine the strong personality of their brand withrelevant and convenient shopping opportunities.The Result: A series of technical and creativeexecutions that drive both brand affinity andshopping behavior.
    8. 8. Craft: Advertising that includes real-time e-commerce opportunities,driven by a Schematic-authored Web services layer.
    9. 9. Craft: Schematic-produced video content...
    10. 10. Craft: ...that leads to shopping opportunities on-site...
    11. 11. Craft: ...and that can be leveraged inonline advertising and onmobile devices.
    12. 12. Innovation Example Two: LogitechSchematic is Logitech’s digital AOR.Strategic Insight: Logitech’s products are bettertogether as part of a digital lifestyle; not justcommoditized accessories. Logitech.com, wheresearches land and where the product researchtakes place, can build that connection.The Result: A site that communicates the Logitechdigital lifestyle within an e-commerce context.
    13. 13. Craft: A site that feels like Flash, but is all HTML, making it a perfect SEOenvironment, and easier to localize.
    14. 14. Innovation Example Three: MicrosoftMicrosoft has been a client of Schematic’s for the past six years.Strategic Insight: The best way to marketMicrosoft is through communications that usetheir technologies in compelling ways.The Result: Innovative experiences that show thepower of Microsoft technologies in scalable, high-visibility environments.
    15. 15. Craft: A way to bring the social positioning of Windows7 to life, using MS technologies.
    16. 16. Our Understanding
    17. 17. HomeAway has struggled to define anacquisition strategy that consistently drivespeople to subscribe
    18. 18. Renting a home is a personal business• Homeowners generally have a choice of renting their homes directly (67%) or hiring a professional management firm (45%).• Owners want to maintain control; of their guests, businesses and homes• Owners value traveler interactionyet would like to bemore efficient and professional in their communications and reservation-related tasks• Many owners are cost-conscious and wary of expenses which would cut into their revenue.• 69% are employed in either full-time or part-time positions, and would value some help in managing the rental process.• Owners tend to skew older, and the majority are female
    19. 19. As their match-maker, it’s personal for you, tooA subscription to HomeAway is…ConsideredCompetitiveBased on TrustA Long-Term Commitment
    20. 20. It’s like online dating…. 21
    21. 21. The Flirtation
    22. 22. The flirtationFirst of all, you need to get out thereYou want to go places where your potential matches might beAnd of course, you want to look good while you’re doing it
    23. 23. Seek out your potential matches 24
    24. 24. 25
    25. 25. Seek out your potential matches 26
    26. 26. 27
    27. 27. The First Date 28
    28. 28. Get to know each otherNow that they’re interested, you want to impress themYou want to take them some place nice. Someplace where you can get to knoweach other.Show them how great you are, and to prove it you’re willing to take it slow
    29. 29. Separate Paths on the Home Page Prominent space on home page for owners Preview of listings with featured property list
    30. 30. Separate Paths on the Home Page Free and Instant Registration
    31. 31. Educate Prospective Owners More Effectively Visual value proposition and outline of steps Highlight key owner resources
    32. 32. Create an Open-Ended Path to Conversion Reinforce free registration Contextual tips Interactive listing tools
    33. 33. Improve Existing Features and Add New Ones Dashboard for registered owners Calls to action for listing
    34. 34. The Courtship
    35. 35. Staying in touchThis is more than just a fling. You want to build a relationship.That means you need to reach out. Stay in touch. Understand their needs.Remind them you’re interested. Let them see how good you’d be together.But listen to them. Be conscious of what they want to hear.Make them want more.
    36. 36. Draw them closerAction-orientedVisually compellingPersonal toneCreates immediacy
    37. 37. Adapt your message over time Communication Progression Day 1 Day 6 Day 14 Day 28 Ongoing QuarterlyThank You / Subscribe Today TargetedTake the – Begin Renting MessagingFinal Step Now Message Subscribe Today Act Now: Listing – Price Message About to Expire
    38. 38. Re-engage at theright timeTailor message locallyGive them a reason to comeback
    39. 39. The Engagement
    40. 40. Fulfilling on the promiseOnce you’re together, you need to keep your relationship freshYou have to innovate every day to keep the spark aliveBe yourself. Be authentic. Strengthen the relationship by creatively showingwhat you can offer.
    41. 41. 48
    42. 42. RenterConfirmationEmail 49
    43. 43. 50
    44. 44. Mobile Concierge 51
    45. 45. The Break-Up 52
    46. 46. 53
    47. 47. Moving Forward
    48. 48. The Next 4 MonthsSchematic proposes a multi-track approach that includes both short-term solutionsand long-term approaches to improve Owner acquisition.Messaging Strategy FrameworkWe will conduct an assessment of Home Away.com and VRBO.com messaging anddevelop strategic recommendations on how an evolved messaging approach can aidOwner conversion. This revised messaging approach will focus on site, email andDM vehicles.Evaluate and Redesign the Owner Conversion PathWe will conduct a user experience evaluation on the Home Away and VRBO site.WireframesBased on the user experience analysis, Schematic will develop wireframes thatvisualize an optimized user experience.
    49. 49. The Next 4 MonthsUsability TestingWe will conduct Usability testing on the wireframe visuals to elicit feedback from selectedmembers of our target audience.Creative CompsSchematic will apply the Home Away branding and design the new Owner path pagesbased on the wireframes.Functional SpecificationWe will then develop a functional specification document that will provide guidance to theHome Away and VRBO site development teams on how to implement the new Ownerpath pages.Email ProgramSchematic will concept, design for and manage an email program consisting of multipleemail executions that leverage the evolved messaging approach.
    50. 50. Ongoing ImprovementsAs part of this engagement, Schematic will deliver a set of recommendations forenhancements to the Owner value proposition and product set. In partnershipwith HomeAway, we would identify and prioritize initiatives which could bescoped out as incremental projects over the next 18 months.These projects will vary in size and duration based on specific requirements anddependencies. In general each prioritized program will include strategy, featuredefinition, and integration, with the appropriate combination of support fromtechnical, user-experience, and design resources.Schematic will work with HomeAway, VRBO, or the appropriate business unit toplan and deliver these efforts on a timeline that aligns with internal needs andmarket conditions.
    51. 51. Recommended Roadmap WK 1 WK 2 WK 3 WK 4 WK 5 WK 6 WK 7 WK 8 WK 9 WK 10 WK 11 WK 12 WK 13 WK 14 WK 15 EST. MESSAGING FRAMEWORK EMAIL A/B TESTING EMAIL DEVELOPMENT / EXECUTION Messaging WIREFRAMES/USABILITY AUDIT USER INTERFACE DESIGN / CREATIVE OUTPUT PRODUCT BUSINESS STRATEGY User Path PROJECT #1 PROJECT #3 PROJECT #2 PROJECT #4 Value Add
    52. 52. Questions
    53. 53. Thank You

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