Harrison & Shriftman Graduate Capstone Project


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A presentation of the integrated marketing communication plan for the communications agency Harrison & Shriftman based in two main assignments:

-Positioning the agency as a Corptique Lifestyle Communications Agency.
-Assisting 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.

Project developed by Inspiration Lane agency, a team of graduate students from the Integrated Marketing Communication program at Emerson College. This project is the last required course of the program. The project consists to developed an integrated marketing communication plan for a real client.

Presented on April 26, 2013.

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Harrison & Shriftman Graduate 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. Milestones199520032011Created Studio HS2011AllianceCompanyOverviewFull Service Communication Agencyspecialized in PR, Marketing and TalentRelations.CorptiqueAgencyNYCMiamiL.A
  5. 5. Current Clients& Categories18 years working withLifestyle brands from luxuryto mass brands alike
  6. 6. Current Clients& Categoriesfashion
  7. 7. Current Clients& Categoriesfood& Beverage
  8. 8. Current Clients& Categorieshospitality
  9. 9. 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
  10. 10. Develop an integrated marketingcommunication plan that will assist Harrison &Shriftman in positioning the agency as acorptique lifestyle communications agency.Assist the agency in building a comprehensiveonline presence that will allow them to keepup with their competitors, attract new clients,and new employee talent.The ClientAssignment12JourneyinspirationlaneDiscovery1Strategicconclusions2How we willAddress them3
  11. 11. TheDiscovery
  12. 12. 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.
  13. 13. CompetitiveAnalysisCommunicationfocus“Fresh Thinking & Flawless Execution”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.”
  14. 14. The researchApproach
  15. 15. ResearchApproachClients& prospective clients• Agency search process• Differentiator• Expectations• Satisfaction• Digital Capabilities
  16. 16. ResearchApproachEmployees& prospectiveemployeesProspective Employees• Awareness• Employment Search Tool• First impressionCurrent Employees• Profile• Employment search tools• Recruitment• Decision• Onboarding• Internal structure• Satisfaction
  17. 17. StrategicConclusions
  18. 18. SWOTAnalysisSTRENGTHS• Savvy & Trendy• Solid Database• Ketchum• Studio HSTHREATS• Competition• Turnover rate.WEAKNESSES• Target Audience• Online• Differentiation• Internal & Internal communicationOPPORTUNITIES• H&S, expert• Lead Generation• Online identity• H&S, thought leaderSWOT
  19. 19. the newfocusStrategicConclusions
  20. 20. 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
  21. 21. 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 TargetAudience
  22. 22. 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“???”
  23. 23. the newtagline“See Brands Through a Luxury Lens”StrategicConclusions
  24. 24. 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.
  25. 25. Campaign ExecutionHow to Address the StrategicConclusions
  26. 26. H&SExpertiseInternalBrandingXIXEventWebinarsTV ShowsParticipationXIX Pop upExhibitCocktailMixerH&S UMUSTDOSHOULDDOCOULDDODigitalStrategy& TacticsSEO/SEMWebsiteBlogSocial Media
  27. 27. IMC CampaignExecutionMUST DOInternal BrandingInternal branding will ensure thatH&S employees internalize thecompany’s values and understandits offerings and differentiatedposition in the marketplace.
  28. 28. MUST DOCampaign ExecutionInternal BrandingCurrentStateHRManagementSystemsCulture /Co-workerInfluenceLeaders /ManagersInternal PRSystems• 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)
  29. 29. MUST DOCampaign ExecutionInternal BrandingAdditionsHRManagementSystemsCulture /Co-workerInfluenceLeaders /ManagersInternal PRSystems• Standard online recruitmentmessaging• Formal orientation protocol• Culture Committee (Enforced) Office Life Social Gatherings• Newsletter• Internal Hub• Communication consistentlyreflects H&S’ mission andvalues
  30. 30. IMC CampaignExecutionMUST DODigital Strategy
  31. 31. Inventory ofCurrent DigitalAssetsCase StudiesH&S WebsiteUse of Social Channels43 Studio HS blog1MUST DOCampaign ExecutionDigital Content Strategy22
  32. 32. 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.
  33. 33. MUST DOWebsite RevampingIMC CampaignExecution
  34. 34. MUST DOCampaign ExecutionWebsite RevampingOutdated VideosObstacle to SEOA problematic URLUser UnfriendlyUnclear Brand ImageH&S WebsiteThe Issues
  35. 35. MUST DOCampaign ExecutionWebsite Revampingwww.hs-pr.comURL not compatible with thenew positioning of H&S as aCorptique CommunicationAgency.A problematic URLSimilar URLswww.hs-com.euhttp://www.hs.com.auwww.hs-online.comH&S WebsiteThe Issues
  36. 36. MUST DOCampaign ExecutionWebsite RevampingOutdated Videos• Noisy, old and confusingH&S WebsiteThe Issues
  37. 37. MUST DOCampaign ExecutionWebsite RevampingObstacle to SEO• Use of Flash instead ofHTML• No links to social media• Lack of SEO efforts.H&S WebsiteThe Issues
  38. 38. MUST DOCampaign ExecutionWebsite RevampingUser Unfriendly• Confusing navigationcategories, andcontent difficult toreadH&S WebsiteThe Issues
  39. 39. MUST DOCampaign ExecutionWebsite RevampingUnclear Brand Image•Lack of appealing brandmessages.•No distinguishing ordifferentiating points•No taglineH&S WebsiteThe Issues
  40. 40. 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.
  41. 41. 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
  42. 42. AfterBeforeH&S WebsiteThe Revamping
  43. 43. Case StudyJimmy ChooH&S WebsiteThe RevampingBefore
  44. 44. BeforeCase StudyW South BeachH&S WebsiteThe Revamping
  45. 45. BeforeCase StudyVeuve CliquotH&S WebsiteThe Revamping
  46. 46. BeforeClients& PartnersH&S WebsiteThe Revamping
  47. 47. IMC CampaignExecutionMUST (DO) HAVESEO/SEM Strategy•Raise brand awareness of H&S.•Drive measurable traffic to thecompany’s website.
  48. 48. 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
  49. 49. 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.
  50. 50. Google AdsMockupsMUST DOCampaign ExecutionSEO/SEM StrategyAd related to Communication AgencyHarrison & ShriftmanFull Service Communications Agency| PR, Marketing, Talent Relationswww.h.s/comBuild Brands with a Luxury Leverage
  51. 51. H&S VISIONARYThe Official BlogIMC CampaignExecution
  52. 52. CurrentclientsProspectiveclientsProspectiveEmployeesCurrentEmployeesTheAudiencewe see brands through a luxury lens.visionaryMUST DOCampaign ExecutionDigital Content Strategy
  53. 53. H&SSocial Media LandscapeIMC CampaignExecution
  54. 54. Current H&SFacebook Profile
  55. 55. Current H&STwitter profile
  56. 56. Current H&SLinkedIn ProfileNo posts or updates
  57. 57. H&S Social MediaA DisconnectIMC CampaignExecution
  58. 58. 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
  59. 59. 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
  60. 60. H&S Facebook StrategyVisualShareable ContentCross Promotion ofDigital AssetsCompanyWins/SuccessesCampaign ExecutionSocial Media StrategyCurrentclientsProspectiveclientsProspectiveEmployeesCurrentEmployeesAudienceFocus
  61. 61. New H&SFacebook Profile
  62. 62. H&S Twitter StrategyCampaign ExecutionSocial Media StrategyCurrentclientsProspectiveclientsProspectiveEmployeesCurrentEmployeesAudienceFocusThought LeadershipCompanywins/successesH&S MomentsLive chats:Hashtag Strategy
  63. 63. Current H&STwitter profile
  64. 64. Thought LeadershipCompany wins/successesOpen Job postingsJoining Relevant Industry GroupsCampaign ExecutionSocial Media StrategyH&S LinkedIn StrategyCurrentclientsProspectiveclientsProspectiveEmployeesCurrentEmployeesAudienceFocus
  65. 65. 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.
  66. 66. MUST (have) DOH&S Social HubIMC CampaignExecution
  67. 67. MUST DOCampaign ExecutionSocial Hub
  68. 68. Social MediaAds
  69. 69. 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!
  70. 70. Apply!Campaign ATargeting Prospective ClientsCampaign BTargeting ProspectiveEmployeesCampaign ExecutionSocial Media Ads
  71. 71. H&S MUST (have) DODigital Team
  72. 72. MUST DOXIX EventIMC CampaignExecution
  73. 73. MUST DOCampaign ExecutionXIX EventWhy do anEvent?GoalsDetailsSustainabilityXIXToast to H&S’s 19 years of experience incommunications. What to expect from H&S goingforward.
  74. 74. Scope andTimeline
  75. 75. Q3REBRANDINGInternal BrandingDIGITAL• Content Creation• Website• SEO/SEM• Social Media Campaign(+online ads)PR & Promotions• XIX EventTimelineQ4 Q1 Q22013 2014
  76. 76. ROI andBudget
  77. 77. RetainerTypePer Month Per YearLarge $60,000 $720,000Medium $32,500 $390,000Small $9,500 $114,000ROI andBudgetItem FrequencyProjectedCost/YearGoogle Ads(SEM)Ongoing $20k-$30KSocial MediaAdsOngoing $70k-$90KWebsite One Time $10k-$20KYouTube Ongoing $5k-$10KDigital Team Ongoing $130k-$150kXIX Event One time TBDPR and Events Ongoing $30k-$60kTOTAL $265k-$360KROIBudget
  78. 78. inspirationlaneQUESTIONS?