an IntegratedMarketing CommunicationStrategy forinspirationlaneExecuted by
Doug DeorchisAccount ManagerWalid AbrazCreative DirectorLindsay HuttonDigital ExpertRaquel TelladoAccount PlannerEnitan Og...
CompanyOverview
Current Clients& Categories18 years working withLifestyle brands from luxuryto mass brands alike
Public Relations•Advertorial Placements•Press•Media MailersProductAnalysisTalent Relations•Brand Ambassador Selection•Cele...
TheDiscovery
CompetitiveAnalysisStrategicfocusStrategic marketing,communications &media relations firm.GROUPSTRENGTHS• Trusted relation...
CompetitiveAnalysisCommunicationfocus“Fresh Thinking & FlawlessExecution”Source: www.hs-pr.com“We are HLGroup. We help bui...
The researchApproach
ResearchApproachClients& prospective clients• Agency search process• Differentiator• Expectations• Satisfaction• Digital C...
ResearchApproachEmployees& prospectiveemployeesProspective Employees• Awareness• Employment Search Tool• First impressionC...
StrategicConclusions
SWOTAnalysisSTRENGTHS• Savvy & Trendy• Solid Database• Ketchum• Studio HSTHREATS• Competition• Turnover rate.WEAKNESSESOPP...
the newfocusStrategicConclusions
the newfocusStrategicConclusionsexpertiseAny communication agencies can attempt to claimexpertise when it comes to certain...
StrategicConclusions11% of all US households(more 13 million) areclassified as Mass Affluent.Sophisticated,well-educatedco...
How to appealStrategicConclusionsH&S“Versatility withglobal access”Global Resources/Corptique H&S CapabilitiesH&S“Strategi...
the newtagline“See Brands Through a LuxuryLens”StrategicConclusions
TargetedcommunicationSWOTCurrent and Prospective ClientsLOOK for a communication agency that can leverageluxury elements o...
Campaign ExecutionHow to Address the StrategicConclusions
H&SExpertiseInternalBrandingXIXEventWebinarsTV ShowsParticipationXIX Pop upExhibitCocktailMixerH&S UMUSTDOSHOULDDOCOULDDOD...
IMC CampaignExecutionMUST DOInternal BrandingInternal branding will ensure thatH&S employees internalize thecompany’s valu...
MUST DOCampaign ExecutionInternal Branding• Screening Process• No formal orientation program• Ketchum’ macro-level trainin...
MUST DOCampaign ExecutionInternal Branding• Standard online recruitmentmessaging• Formal orientation protocol• Culture Com...
IMC CampaignExecutionMUST DODigital Strategy
Inventory ofCurrent DigitalAssetsCase StudiesH&S WebsiteUse of Social Channels43 Studio HS blog1MUST DOCampaign ExecutionD...
CHANNEL ADOPTION FACILITATIONFacebook, Twitter, LinkedIn, YouTube,Google+, Internal Community2CONTENT CREATIONWebsite, Blo...
MUST DOWebsite RevampingIMC CampaignExecution
MUST DOCampaign ExecutionWebsite RevampingOutdated VideosObstacle to SEOA problematic URLUser UnfriendlyUnclear Brand Imag...
Nibbler AnalysisMUST DOCampaign ExecutionWebsite RevampingA tool for testing H&Swebsite in terms ofaccessibility, SEO, and...
MUST DOCampaign ExecutionWebsite RevampingRedo the VideosSEO/Social MediaChange the URL nameRedesign the websiteH&S Websit...
AfterBeforeH&S WebsiteThe Revamping
Case StudyJimmy ChooH&S WebsiteThe RevampingBefore
BeforeCase StudyW South BeachH&S WebsiteThe Revamping
BeforeCase StudyVeuve CliquotH&S WebsiteThe Revamping
BeforeClients& PartnersH&S WebsiteThe Revamping
IMC CampaignExecutionMUST (DO) HAVESEO/SEM Strategy•Raise brand awareness of H&S.•Drive measurable traffic to thecompany’s...
MUST DOCampaign ExecutionSEO/SEM StrategyH&S to integrate SEM-paidkeyword advertising intothe campaign.• Bidding with the ...
KeywordstrategyMUST DOCampaign ExecutionSEO/SEM StrategySome keywords for thespidersLifestyle, Public Relations, Luxury Le...
Google AdsMockupsMUST DOCampaign ExecutionSEO/SEM Strategy
H&S VISIONARYThe Official BlogIMC CampaignExecution
CurrentclientsProspectiveclientsProspectiveEmployeesCurrentEmployeesTheAudiencewe see brands through a luxury lens.visiona...
H&SSocial Media LandscapeIMC CampaignExecution
Current H&SFacebook Profile
Current H&STwitter profile
Current H&SLinkedIn ProfileNo posts or updates
H&S Social MediaA DisconnectIMC CampaignExecution
H&S Social Media StrategyDesired StateCurrentClientsProspectiveClientsCurrentEmployeesProspectiveEmployeesInternal Brandin...
H&S New Social MediaStrategyIMC CampaignExecutionGoals-Increase overall H&S generatedcontent by 50%.-Increase traffic to H...
H&S Facebook StrategyVisualShareable ContentCross Promotion ofDigital AssetsCompanyWins/SuccessesCampaign ExecutionSocial ...
New H&SFacebook Profile
H&S Twitter StrategyCampaign ExecutionSocial Media StrategyCurrentclientsProspectiveclientsProspectiveEmployeesCurrentEmpl...
Current H&STwitter profile
Thought LeadershipCompany wins/successesOpen Job postingsJoining Relevant Industry GroupsCampaign ExecutionSocial Media St...
Current H&SLinkedIn ProfileRecent UpdatesHarrison & ShriftmanElizabeth Harrison recently spoke atHarvard University for th...
MUST (have) DOH&S Social HubIMC CampaignExecution
MUST DOCampaign ExecutionSocial Hub
Social MediaAds
Campaign ExecutionSocial Media AdsAd contentReflect H&S company culture andappeal to prospective employees’interests.Looki...
Apply!Campaign ATargeting Prospective ClientsCampaign BTargeting ProspectiveEmployeesCampaign ExecutionSocial Media Ads
H&S MUST (have) DODigital Team
MUST DOXIX EventIMC CampaignExecution
MUST DOCampaign ExecutionXIX EventWhy do anEvent?GoalsDetailsSustainabilityXIXToast to H&S’s 19 years of experience incomm...
Scope andTimeline
ROI andBudget
inspirationlaneQUESTIONS?
26/04/2013 Harrison & Shriftman Capstone Project
26/04/2013 Harrison & Shriftman Capstone Project
26/04/2013 Harrison & Shriftman Capstone Project
26/04/2013 Harrison & Shriftman Capstone Project
26/04/2013 Harrison & Shriftman Capstone Project
26/04/2013 Harrison & Shriftman Capstone Project
26/04/2013 Harrison & Shriftman Capstone Project
26/04/2013 Harrison & Shriftman Capstone Project
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26/04/2013 Harrison & Shriftman Capstone Project

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- Developed an integrated marketing communication plan to Harrison&Shriftman in positioning the agency as a Corptique Lifestyle Communications Agency.
- Assisted the agency in building a comprehensive online presence that will allow them to keep up with their competitors, attract new clients, and new employee talent.

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  • What is HSHistory and foundersLocations
  • What is HSHistory and foundersLocations
  • What is HSHistory and foundersLocations
  • What is HSHistory and foundersLocations
  • One on One InterviewsManagement InterviewsClient InterviewsEmployee InterviewsSurvey of Potential employees
  • Based on what we learned from the interviews, this is how we now think what are H&S’s strenghts, and in what areas they would improve. Here’s the SWOT analysis
  • STRENGTHSSavvy in lifestyle and trends.Solid contact database.Global resources through Ketchum.In-house production capabilities through Studio HSWEAKNESSESUndefined target audience.Inconsistent online presence.Breadth of H&S’s services not communicated effectively.Inconsistent internal communication and organization. Incomplete onboarding process.THREATSCompetitors are more experienced socially and digitally.Industry-wide high employee turnover rate.OPPORTUNITIESLeverage its 19 years of experience in the industry.Generate more qualified leadsBuild and sustain H&S online identity.Position H&S as a thought leader
  • Use original slide, everything but must do’s fade out? Add breakdown of must do’s.
  • Senior HR manager Sebastien Pierre sat down with Inspiration Lane to discuss current hiring and orientation practices. Before Sebastien joined H&S, there was no formal screening process for employees. Once hired, new employees had no formal orientation program, save for macro-level orientation and a webinar from Ketchum. H&S pairs new hires with experienced employees for one on one sessions, but the duration and extent of this relationship is not established or enforced.Current employees have close working relationships with each other as professional collaboration is commonplace. Despite their time together, company culture is not formally fostered by Harrison & Shriftman, save for employee birthdays and culture committees that meet intermittently.
  • Senior HR manager Sebastien Pierre sat down with Inspiration Lane to discuss current hiring and orientation practices. Before Sebastien joined H&S, there was no formal screening process for employees. Once hired, new employees had no formal orientation program, save for macro-level orientation and a webinar from Ketchum. H&S pairs new hires with experienced employees for one on one sessions, but the duration and extent of this relationship is not established or enforced.Current employees have close working relationships with each other as professional collaboration is commonplace. Despite their time together, company culture is not formally fostered by Harrison & Shriftman, save for employee birthdays and culture committees that meet intermittently.
  • THE WEBSITE : H&S currently has a website that is unrepresentative of its new branding strategy. STUDIO HS BLOG: Studio HS, a subdivision of H&S currently has its own blog on a separate website. USE OF SOCIAL CHANNELS : H&S currently utilizes Facebook, Twitter, LinkedIn, YouTube, Pinterest and Google+ as social channels, with an opportunity to improve the voice, story and strategy behind them.CASE STUDIES: Case studies exist for H&S, outlining client successes in terms of heightened luxury leverage for brands and the increase in press, but there is an opportunity to professionally present these to clients and others on the digital landscape.
  • The goal of H&S’ website is to serve as the main storefront for the H&S brand, providing visitors with a detailed understanding of the brand and its offerings. It also serves to attract prospective employees why seek information upon hearing about the company.The website should be built in a way to increase brand awareness, attract prospective clients and increase the company’s online presence.
  • URL Issues : Shows that H&S is a PR agency. The URL is not compatible with the new positioning of H&S as a communication agency. Minimized organic search resultsMissed opportunities to reach target audience.
  • Add description why the new website looks like that:RecommendationsRename the domain : www.hsagency.com / www.harrisonandshriftman.com / www.hs-com.com / www.hs.comRedesign the website in HTML.Define meaningful headings for all webpages to help improve SEO and assist visitors in navigating content.Link social media platforms to the website (LinkedIn, Facebook, Twitter…) Encourage sharing of content with social media buttons on articles and pages of the website.Mobile devices friendly.Add printable stylesheets for all pages.
  • Add description why the new website looks like that:RecommendationsRename the domain : www.hsagency.com / www.harrisonandshriftman.com / www.hs-com.com / www.hs.comRedesign the website in HTML.Define meaningful headings for all webpages to help improve SEO and assist visitors in navigating content.Link social media platforms to the website (LinkedIn, Facebook, Twitter…) Encourage sharing of content with social media buttons on articles and pages of the website.Mobile devices friendly.Add printable stylesheets for all pages.
  • Add description why the new website looks like that:RecommendationsRename the domain : www.hsagency.com / www.harrisonandshriftman.com / www.hs-com.com / www.hs.comRedesign the website in HTML.Define meaningful headings for all webpages to help improve SEO and assist visitors in navigating content.Link social media platforms to the website (LinkedIn, Facebook, Twitter…) Encourage sharing of content with social media buttons on articles and pages of the website.Mobile devices friendly.Add printable stylesheets for all pages.
  • Add description why the new website looks like that:RecommendationsRename the domain : www.hsagency.com / www.harrisonandshriftman.com / www.hs-com.com / www.hs.comRedesign the website in HTML.Define meaningful headings for all webpages to help improve SEO and assist visitors in navigating content.Link social media platforms to the website (LinkedIn, Facebook, Twitter…) Encourage sharing of content with social media buttons on articles and pages of the website.Mobile devices friendly.Add printable stylesheets for all pages.
  • Add description why the new website looks like that:RecommendationsRename the domain : www.hsagency.com / www.harrisonandshriftman.com / www.hs-com.com / www.hs.comRedesign the website in HTML.Define meaningful headings for all webpages to help improve SEO and assist visitors in navigating content.Link social media platforms to the website (LinkedIn, Facebook, Twitter…) Encourage sharing of content with social media buttons on articles and pages of the website.Mobile devices friendly.Add printable stylesheets for all pages.
  • This will provide prospective clients and prospective employees with an easier way to find H&S and drive H&S’ ads to appear on top the search result when users search with keywords related to the company.
  • Anyone using those keywords on the google search bar, H&S Ads may appear next to the search results as a Sponsored Ad.
  • Anyone using those keywords on the google search bar, H&S Ad may appear next to the search results as a Sponsored Ad.
  • Developing an executive blog will be the top way for the company to communicate with its main target audiences.It will be easily accessed by having it promoted on the website as well as a link that will connect the audience to it through the upper right hand corner of the page. Each new blog post will be cross promoted via social media channels to increase the traffic to H&S’ website.In addition to the authorship of H&S’ employees writing for the blog, H&S will invite guest bloggers from Studio HS and Ketchum to write about this agency, their work and their expertise.The Blog PostsEach blog post will have the popular social media buttons for the readers who are interested to share them on their social media profiles.Each blog post will be highlighted on most social media platforms to drive more traffic to H&S’ website and establish and increased readership of the blog.Blog posts can be about:Experiences from events.Case studies and their analysis about them.Other offices located in Los Angeles and Miami and their work.Trends from the public relations industry from the lifestyle and luxury perspective.Brief interviews with current clients and their experiences of H&S’ work.Behind-the-scenes experiences on events and celebrities.Infographics for visual content.Infographics – to increase visual content on twitter, infographics can be used as an enticing way to captivate audiences while showcasing expertise.
  • As part of our analysis, we found that there was great opportunity for our client to leverage social media channels as a way to communicate and position themselves as an expert agency in the industry.The lack of a clear voice/tone/ and brand personality, really insipred us to create a meaningful and purposeful social media strategy for H&S. We also wanted to incorporate storytelling within social media to really show a strong representation of H&S across the social sphere; keeping in mind that there are 4 main target audiences that we need to appeal to via these channels.Lack of consistent voice across social media channelsLack of storytelling capabilities and new positioning representation via social mediaExample of current postings
  • Audiences: Prospective clients, prospective employees, current clientsStatement of Purpose (How we will use social media to represent the H+S brand)Give examplesChannels that will be used
  • MESSAGE- a luxury lens comes in many shapes and sizes , giving brands a gateway to luxuryOverall objective of social media campaign is to increase web traffic to the H&S corporate website.
  • H&S currently uses Facebook, but not to its full advantage. Content is posted inconsistently, is not representative of the new positioning for the brand, and lacks a true voice and personality. Improvements neededIn addition to creating the Facebook page for H&S to be more compelling aesthetically, the page should also focus on community and engagement. All content posted to Facebook will utilize bitly links to allow for effective tracking.Photos should be placed into purposeful and meaningful albums and posts when applicable.H&S will post content reflecting its newly acquired expertise positioning as well as enforcing a community among current employees. Videos from YouTube should also be featured on Facebook to allow for rich media to make the site more engaging. Other types of content such as polls will be placed on Facebook to directly increase engagement of the site..-Facebook will primarily be used as a vehicle to promote community with current employees, and attract prospective employees. H&S should mirror MKG’s Facebook marketing strategy to build a camaraderie among employees that work there currently, thereby piquing the interest of others who might be interested in working at H&S.
  • H&S currently utilizes twitter to highlight client successes and stories. Hashtags are overused and can create the message of each tweet to be confusing. Content is posted inconsistently.While Twitter can be used to engage employees, the main focus of this channel should be to cultivate press and gain the attention of current and prospective clients. Twitter provides a channel for quick hit messages that are short, attention grabbing and pithy. All tweets should contain an image (when applicable) and a link to a digital asset by using bitly. Occasionally, tweets should also focus on promoting work done for certain clients as well as cross promotion of blog postings, videos, etc. In addition, H&S should link to content that is non-H&S authored, by using sites dedicated for sourcing content such as alltop.com. By sharing relevant articles pertaining to the PR/Communications industry that is not written directly by H&S, the company will be seen as a thought leader. Improvements neededIn addition to making the corporate H&S twitter page more aesthetically pleasing and on-brand, the bio section should be updated and the page should be verified as an authentic twitter account. The logo used as the profile picture should increase in size as well. Content should not only focus on client successes and client events, but should also encompass promoting digital assets such as blogs, case studies, videos, and other social channels in order to portray a more expert, knowledgeable and credible communications agency.Thought leadership and company wins and successes-Content will also shift to showcase client success stories and press received by clients. Live tweeting during client events should also continue to reach as broad of an audience as possible. H&S MomentsTwitter is a great opportunity to really bring the executive team of H&S to life in the public eye. Because we view Elizabeth Harrison and Lara Shriftman as excellent public figures, occasionally, they will tweet from the corporate handle as they live their lives as successful business women in thriving cities. For example, as they drive from the office to meet with a client, Elizabeth Harrison can tweet “words of wisdom” with the hashtag #EHknowsPRHashtagA hashtag strategy will be implemented to categorize content and to place it within relevant categories. For example, #luxurylens can be used to promote the new positioning and should be placed within blog postings. Other hashtags can be used to categorized content based on the industry featured in the specific posting. Live chatsH&S will host live chats on twitter to discuss webinars live. This is a great way to.
  • H&S currently has a LinkedIn corporate page, but it is not utilized.Improvements neededLinkedIn should have a corporately branded photo that mirrors others used on social channels, with a flare to make it more compelling and representative of the H&S branding.LinkedIn will also be used to post open positions for job seekers in addition to advertisements that will be targeted towards prospective employees.The “products” section of LinkedIn will also be utilized to highlight H&S service offerings as a communications agency.H&S will also actively seek out relevant industry groups to share authored content in order to increase reach and been seen as a thought leader in the industry. The professional nature of LinkedIn makes it a great platform to showcase thought leadership and expertise in the PR/Communications sector. While cross promotions of digital assets on LinkedIn will prove to be one of the main sources of content, digital managers should not overlook the ability to gain leads for new clients and prospective employees on this platform.
  • TAKE OFF THE BLOGGER ICON OR ELSE
  • WhenSpring 2014WhyShowcase H&S’s ability to execute an eventOfficially launch Studio H&SOfficially Introduce H&S Blog: “H&S Visionary” Give new life to H&S’s social media presenceHighlight H&S’s 19 years in Communications (XIX)What’s in it for H&SGain media coverageRaise awareness about H&SToast to H&S’s 19 years of experience in communications. What to expect from H&S going forward.
  • 26/04/2013 Harrison & Shriftman Capstone Project

    1. 1. an IntegratedMarketing CommunicationStrategy forinspirationlaneExecuted by
    2. 2. Doug DeorchisAccount ManagerWalid AbrazCreative DirectorLindsay HuttonDigital ExpertRaquel TelladoAccount PlannerEnitan OgunkoyaPR/PromotionsKiki ZhengMedia PlannerinspirationlaneAgencyProfileDevoted to creating, maintainingand sustaining an unbreakableemotional chord between brandand audience.inspirationlane
    3. 3. CompanyOverview
    4. 4. Current Clients& Categories18 years working withLifestyle brands from luxuryto mass brands alike
    5. 5. Public Relations•Advertorial Placements•Press•Media MailersProductAnalysisTalent Relations•Brand Ambassador Selection•Celebrity Brand Integration•Guest ListMarketing•Brand Strategy & Planning•Research•Strategic Partnerships/ SponsorshipsProduction (Studio HS)•Event Design and Production•Experiential marketing•Special Events
    6. 6. TheDiscovery
    7. 7. CompetitiveAnalysisStrategicfocusStrategic marketing,communications &media relations firm.GROUPSTRENGTHS• Trusted relationships witheditorial decision-makers• Access to high-profileinfluencers• Expertise in traditional &social media platforms.Beauty, fashion,entertainment & lifestylepublic relations andmarketing agency.STRENGTHS• Digital capabilities (SEO,evergreen content, andonline PR)• Visible to TV shows &press at relevant fashionevents.Marketing and publicrelations firm.STRENGTHS• Organized into specializeddivisions & practice areas• Digital and social mediateam.• Social media services.
    8. 8. CompetitiveAnalysisCommunicationfocus“Fresh Thinking & FlawlessExecution”Source: www.hs-pr.com“We are HLGroup. We help buildgreat brands.”GROUP“Chances are, youhave read about oneof our clients today.”“At L+S, we prideourselves on a buttonedup-meets-boutiqueapproach. Our visionand versatility set usapart.”
    9. 9. The researchApproach
    10. 10. ResearchApproachClients& prospective clients• Agency search process• Differentiator• Expectations• Satisfaction• Digital Capabilities
    11. 11. ResearchApproachEmployees& prospectiveemployeesProspective Employees• Awareness• Employment Search Tool• First impressionCurrent Employees• Profile• Employment search tools• Recruitment• Decision• Onboarding• Internal structure• Satisfaction
    12. 12. StrategicConclusions
    13. 13. SWOTAnalysisSTRENGTHS• Savvy & Trendy• Solid Database• Ketchum• Studio HSTHREATS• Competition• Turnover rate.WEAKNESSESOPPORTUNITIES• H&S, expert• Lead Generation• Online identity• H&S, thought leaderSWOT
    14. 14. the newfocusStrategicConclusions
    15. 15. the newfocusStrategicConclusionsexpertiseAny communication agencies can attempt to claimexpertise when it comes to certain tactics.What sets Harrison & Shriftman apart is that itsexperience grants them ability to recognize lifestylebrand potential and leverage that insight to createworld-class brand experiences with their exclusiveresources .Help clients to connect withThe Mass Affluent
    16. 16. StrategicConclusions11% of all US households(more 13 million) areclassified as Mass Affluent.Sophisticated,well-educatedconsumersTend to tune out traditionalmarketing strategies and do notthink of themselves as rich.Early adoptersof high-endtechnology.Households with incomeproducing assets between$250,000 and $1 million.mass affluentThe Indirect Target Audience
    17. 17. How to appealStrategicConclusionsH&S“Versatility withglobal access”Global Resources/Corptique H&S CapabilitiesH&S“Strategists inBrand Building”Clients H&S servesH&S“Creating theNews”H&S ExpertiseH&S“???”
    18. 18. the newtagline“See Brands Through a LuxuryLens”StrategicConclusions
    19. 19. TargetedcommunicationSWOTCurrent and Prospective ClientsLOOK for a communication agency that can leverageluxury elements of their brands and connect thebrands with mass affluent consumers.Current EmployeesIncrease the sense ofbelongingProspective EmployeesYoung professionals with entrepreneurial spirit wholook for skills and talent but mostly a specific mindset.They are socially savvy, they influence style and culture,and are eager to find a voice.
    20. 20. Campaign ExecutionHow to Address the StrategicConclusions
    21. 21. H&SExpertiseInternalBrandingXIXEventWebinarsTV ShowsParticipationXIX Pop upExhibitCocktailMixerH&S UMUSTDOSHOULDDOCOULDDODigitalStrategy& TacticsSEO/SEMWebsiteBlogSocial Media
    22. 22. IMC CampaignExecutionMUST DOInternal BrandingInternal branding will ensure thatH&S employees internalize thecompany’s values and understandits offerings and differentiatedposition in the marketplace.
    23. 23. MUST DOCampaign ExecutionInternal Branding• Screening Process• No formal orientation program• Ketchum’ macro-level training• Close working relationships• Culture Committee• None in place• 90-day check in• The Emerging Dialog(Ketchum)
    24. 24. MUST DOCampaign ExecutionInternal Branding• Standard online recruitmentmessaging• Formal orientation protocol• Culture Committee (Enforced) Office Life Social Gatherings• Newsletter• Internal Hub• Communication consistentlyreflects H&S’ mission andvalues
    25. 25. IMC CampaignExecutionMUST DODigital Strategy
    26. 26. Inventory ofCurrent DigitalAssetsCase StudiesH&S WebsiteUse of Social Channels43 Studio HS blog1MUST DOCampaign ExecutionDigital Content Strategy22
    27. 27. CHANNEL ADOPTION FACILITATIONFacebook, Twitter, LinkedIn, YouTube,Google+, Internal Community2CONTENT CREATIONWebsite, Blogs, Video, Webinars, DigitalAdvertising, Email Marketing1MUST DOCampaign ExecutionDigital Content StrategyAt the end of the day, all messagesand content across the digitallandscape should come back to themain message, “H&S sees brandsthrough a luxury lens”.Moving forwardH&S will need to adopt a content creationstrategy that will cause them to outshinethe competition.
    28. 28. MUST DOWebsite RevampingIMC CampaignExecution
    29. 29. MUST DOCampaign ExecutionWebsite RevampingOutdated VideosObstacle to SEOA problematic URLUser UnfriendlyUnclear Brand ImageH&S WebsiteThe Issues
    30. 30. Nibbler AnalysisMUST DOCampaign ExecutionWebsite RevampingA tool for testing H&Swebsite in terms ofaccessibility, SEO, andsocial media.POPULARITY 3.9 Ranked3,877,357th Most popular website.TWITTER SHARING 4.2 Fewtweets mentioning the website.HEADINGS 0.0No defined headings found. Hardfor search engine to determine thecontent of the website.FEEDS 0.0No feeds to followupdates to websitesANALYTICS 0.0No recognized analytics software.The website doesn’t provide websitevisitor analysis.MEDIA TYPES 0.0Not optimized formobile devices not forprinting.FACEBOOK 0.0There’s no publicFacebook page linkedto the website.
    31. 31. MUST DOCampaign ExecutionWebsite RevampingRedo the VideosSEO/Social MediaChange the URL nameRedesign the websiteH&S WebsiteThe Revampingwww.hs.com or www.harrison-shriftman.com• HTML instead of Flash
    32. 32. AfterBeforeH&S WebsiteThe Revamping
    33. 33. Case StudyJimmy ChooH&S WebsiteThe RevampingBefore
    34. 34. BeforeCase StudyW South BeachH&S WebsiteThe Revamping
    35. 35. BeforeCase StudyVeuve CliquotH&S WebsiteThe Revamping
    36. 36. BeforeClients& PartnersH&S WebsiteThe Revamping
    37. 37. IMC CampaignExecutionMUST (DO) HAVESEO/SEM Strategy•Raise brand awareness of H&S.•Drive measurable traffic to thecompany’s website.
    38. 38. MUST DOCampaign ExecutionSEO/SEM StrategyH&S to integrate SEM-paidkeyword advertising intothe campaign.• Bidding with the right keywords and maintaining therelevancy of the ads.• Bidding for relevant keywords in terms of H&S expertiseand capabilities.SEMstrategy
    39. 39. KeywordstrategyMUST DOCampaign ExecutionSEO/SEM StrategySome keywords for thespidersLifestyle, Public Relations, Luxury Lens, Corptique, TalentRelations, Celebrity Seeding, Editorial Placement, ProductPlacement, Experiential Marketing, Production, Harrison,Shriftman, Lara, Elizabeth, Studio HS, The Hamptons, Boutique,Communication Agency, PR Agency.
    40. 40. Google AdsMockupsMUST DOCampaign ExecutionSEO/SEM Strategy
    41. 41. H&S VISIONARYThe Official BlogIMC CampaignExecution
    42. 42. CurrentclientsProspectiveclientsProspectiveEmployeesCurrentEmployeesTheAudiencewe see brands through a luxury lens.visionaryMUST DOCampaign ExecutionDigital Content Strategy
    43. 43. H&SSocial Media LandscapeIMC CampaignExecution
    44. 44. Current H&SFacebook Profile
    45. 45. Current H&STwitter profile
    46. 46. Current H&SLinkedIn ProfileNo posts or updates
    47. 47. H&S Social MediaA DisconnectIMC CampaignExecution
    48. 48. H&S Social Media StrategyDesired StateCurrentClientsProspectiveClientsCurrentEmployeesProspectiveEmployeesInternal BrandingCase StudiesBlog PostingsDigital AdsWebinarsCase StudiesBlog PostingsH&S MomentsWebinarsCase StudiesBlog PostingsNew Video Content WebinarsCase StudiesBlog PostingsCorporate VideosStudio HS ContentEmployee DiaryVisual Case StudiesG+ Live HangoutsG+ CommunityMUST DOCampaign ExecutionSocial Media Strategy
    49. 49. H&S New Social MediaStrategyIMC CampaignExecutionGoals-Increase overall H&S generatedcontent by 50%.-Increase traffic to H&S website by50% by 2014Measurable Objectives-Increase leads by 25% by 2014-Receive 300 new job applicationsby 2014
    50. 50. H&S Facebook StrategyVisualShareable ContentCross Promotion ofDigital AssetsCompanyWins/SuccessesCampaign ExecutionSocial Media StrategyCurrentclientsProspectiveclientsProspectiveEmployeesCurrentEmployeesAudienceFocus
    51. 51. New H&SFacebook Profile
    52. 52. H&S Twitter StrategyCampaign ExecutionSocial Media StrategyCurrentclientsProspectiveclientsProspectiveEmployeesCurrentEmployeesAudienceFocusThought LeadershipCompanywins/successesH&S MomentsLive chats:Hashtag Strategy
    53. 53. Current H&STwitter profile
    54. 54. Thought LeadershipCompany wins/successesOpen Job postingsJoining Relevant Industry GroupsCampaign ExecutionSocial Media StrategyH&S LinkedIn StrategyCurrentclientsProspectiveclientsProspectiveEmployeesCurrentEmployeesAudienceFocus
    55. 55. Current H&SLinkedIn ProfileRecent UpdatesHarrison & ShriftmanElizabeth Harrison recently spoke atHarvard University for the 5th Annual CEORoundtable focused on Building LeadingBrands and Driving Growth.Recent UpdatesHarrison & ShriftmanJoin us in celebrating H&S’s19 years of experience incommunications. What toexpect from H&S goingforward.
    56. 56. MUST (have) DOH&S Social HubIMC CampaignExecution
    57. 57. MUST DOCampaign ExecutionSocial Hub
    58. 58. Social MediaAds
    59. 59. Campaign ExecutionSocial Media AdsAd contentReflect H&S company culture andappeal to prospective employees’interests.Looking to work at aversatile boutiquecommunications agency?Apply today and join ourteam of taste makers.Aspiring to be a PR,Marketing or a TalentRelations expert? H&Sis hiring. Make themove today!
    60. 60. Apply!Campaign ATargeting Prospective ClientsCampaign BTargeting ProspectiveEmployeesCampaign ExecutionSocial Media Ads
    61. 61. H&S MUST (have) DODigital Team
    62. 62. MUST DOXIX EventIMC CampaignExecution
    63. 63. MUST DOCampaign ExecutionXIX EventWhy do anEvent?GoalsDetailsSustainabilityXIXToast to H&S’s 19 years of experience incommunications. What to expect from H&S goingforward.
    64. 64. Scope andTimeline
    65. 65. ROI andBudget
    66. 66. inspirationlaneQUESTIONS?

    ×