The document describes a marketing campaign to promote a team of professionals from Isifa who provide local support services for Shutterstock customers in the Czech Republic for free. The campaign involves creating profiles and personas for the professionals on Facebook and LinkedIn, producing educational "How To" videos on Vine, and testimonial videos on YouTube. It also includes building a microsite to introduce the professionals and direct visitors to the social media channels and videos. The goal is to communicate the value added by the local customer support services.

1. PROFESSIONALS
SUMMARY
WE PRESENT PROFESSIONALS
CORE IDEA
Create personas of Professionals from Isifa who do
the local representation of Shutterstock and bring
wide specialized portfolio of services to Czech
Shutterstock customers free of extra charge.
STEP 1 – PERSONAS
Creating personas – the team of Professionals
locally supporting the Shutterstock (basically
bringing “Shutterstock.CZ”)
STEP 2 – MICROSITE
Core pillar of the campaign is microsite introducing
and presenting new cooperation of Isifa and
Shutterstock companies and propagates this way
the created team of Professionals as dedicated
specialist available for Czech customers of
Shutterstock.com. This stem is completed by
performance campaign in order to bring traffic to
the site:
- social feed
- newsletter
STEP 3 – SOCIAL AND PROFESSIONALS
- Facebook and LinkedIn profiles – Constitution of
personas of Professionals (Long term tactic)
- Social listening and educative activities (blogging
and forums)
- Vine – “How to” videos
- YouTube customer testimonials towards particular
Professionals
PROFESSIONALS

2. HOW DOES
IT WORK?
WHAT
IS YOUR
SOLUTION?
CREATIVE
INSIGHT
We are working with the “know-how/added
value” of Isifa company. Concretely, local
professionals who are able to advice how
to properly choose the Shutterstock
account, licence usage, simplify invoicing of
assets or eventually solve out technical
issues.
This service is either paid in daily business
or is not even being used by our target
audience. This fact has changed by
introducing introducing the “Professionals”.
All Czech Shutterstock customers are now
provided with this outstanding service in
terms of worldwide Shutterstock manners
of use. For all Czech customers are now
available these dedicated members of the
team Professionals.
We are primarily focused on
communicating of this unique added value
and thus want to use its potential in terms
of social media by creating personas of the
team Professionals.
We introduce team Professionals. The team
of dedicated professionals who vouch for
creatives or company, support them or
even extend their teams in terms of use of
audio graphical-assets.
Team of Professionals are real
representatives of Isifa company. These
personas run their profiles on Facebook
and LinkedIn. They also do react on issues
in terms of social listening on social
platforms, blogs or discussions
(enhancement of the professional image of
personas). Now, Professionals are experts
who are available free of charge to Czech
Shutterstock clients.
Subsequently, we would like to project the
expertise of our professionals into series of
short “How to” films on Vine where we
communicate main functionalities and tips
& trick of Shutterstock. These activities are
meant to be accompanied with
testimonials, presented on Youtube, with
satisfied customers who have such positive
experience with Isifa services.
What role does our team Professionals
represent in the integrated campaign?
It is a core idea of the campaign. All
members of team Professionals, their
purpose and mission are presented on
microsite. The microsite also contains
content generator and links for Vine and
Youtube, individual Facebook and LinkedIn
profiles. Profiles of professionals are meant
to work as micro blogs.
Visitors are guided to microsite by display
performance campaign which
communicates the cooperation of
Shutterstock and Isifa + free of extra
charge use of the professionals. Once
someone visits Shutterstock website we are
able to track him with use of AdSense and
expose him/ her by remarketing ads
presenting the professionals and their
services. As a key component in this
manner we use over-layer which is
displayed to Czech users (based on IP)
while s/-he visits Shutterstock.com and
communicates new representation in the
Czech Republic.

3. YOUTUBEVINEFACEBOOK
USED SOCIAL MEDIA

4. FACEBOOK
WE WILL CREATE CUSTOMIZED FACEBOOK PROFILES
FOR ALL THE PROFESSIONALS OF ISIFA.
PROFILES ARE MEANT TO BE WORKING AS
MICROBLOGS AND MANNERS OF COMMUNICATION
TOWARDS THE TARGET AUDIENCE.
WHOLE COMMUNICATION WILL BE SET IN ORDER TO
BUILD THE CUSTOMERS ACCEPTATION OF THE LOCAL
SHUTTERSTOCK REPRESENTATION AND
PROFESSIONAL SERVICE OF ISIFA.
THESE FACEBOOK PROFILES OF PROFESSIONALS
WILL BE ALSO ACCOMPANIED BY CREATION OF
LINKEDIN PROFILES.
PROFESSIONAL
FACEBOOK PROFILE
LINKEDIN PROFILE

5. VINE
Vine is a mobile application, which allows users to create, upload
and edit videos. Videos can have only six seconds in loop. It is also
a popular way to create viral videos.
WE CREATE SIMPLE AND EASY TO
SHARE "HOW TO" VIDEOS ABOUT
• MAIN FEATURES
• TIPS & TRICKS OF SHUTTERSTOCK
• ISIFA SERVICES
• RIGHT USE OF LICENCES etc.
WE WILL USE PRIMARILY STOP
MOTION FORM OF VIDEO.
TRY ME!

6. YOUTUBE
WE CREATE SERIES OF
INSPIRATIONAL
TESTIMONIALS WITH
SUCCESSFUL CLIENTS
OF SHUTTERSTOCK.
THE IDEA IS TO PRESENT
POSITIVE CUSTOMER
EXPERIENCE WITH ISIFA
TEAM PROFESSIONALS.
WE CAN USE OUR
PROFESSIONALS ALSO
IN PR INTERVIEWS.

7. ISIFA MICROSITE
SOCIAL MEDIA CONTENT GALLERY
PROFESSIONAL
TECH SUPPORT
PROFESSIONAL
SEARCHING
PROFESSIONAL
LICENCES
SHUTTERSTOCK
ISIFAPROFESSIONAL
SHARES
SHARES
HOW TO ON VINE
YT TESTIMONIALS
VISITS CLIENTS + CONFERENCES
COMMENTS BLOGS ECT.
FACEBOOK PROFILE
LINKEDIN PROFILE
TRAFFIC
OVERLAY
DISPLAY
+ REMARKETING
PROFESSIONALS
FREE
OF CHARGE
BANNERS
ORGANIC
TRAFFIC
PROFESSIONAL PERSONA
SUMMARY PICTURE