Representation for architecting a blueprint for an Agency digital transformation.

1. Guiding Frameworks: Rev. 1.1, Sep. 2015
DIGITAL TRANSFORMATION
Agency Visionary Process & Methodology Blueprint

2. Guiding Frameworks: Rev. 1.1, Sep. 2015 Basic Guiding Principles
Where VALUE is defined by delivering better omnichannel Brand Experiences
which benefits the organization at a holistic level to get closer to customers
and to better compete in a changing world.
2

3. Guiding Frameworks: Rev. 1.1, Sep. 2015 Basic Guiding Principles
Ultimately leading to greater business profitability and success.
This is the opportunity.
This is where Emakina can impact fundamental business change
through strategy, process and culture.
3

4. Guiding Frameworks: Rev. 1.1, Sep. 2015 Basic Guiding Principles
As the starting point, Emakina’s initial role will be to frame the discussion
and create a sense of urgency with clients and prospective clients
to steer meaningful and insightful conversations to begin to bring concepts to life
by visually demonstrating value through expertise and methodology.
4

5. Guiding Frameworks: Rev. 1.1, Sep. 2015 Basic Guiding Principles
With an inherent organizational-wide
understanding and competitive market position that …
Emakina Creates Brand Experiences.
5

6. Guiding Frameworks: Rev. 1.1, Sep. 2015 Basic Guiding Principles
We are not a Deloitte or McKinsey.
For us and to the benefit of our clients,
our single and only focus is the Brand Experience...
applying our digital native expertise across all digital marketing disciplines
to create seamless and omnichannel digital consumer experiences.
6

7. Guiding Frameworks: Rev. 1.1, Sep. 2015 Basic Guiding Principles
Therefore, it is essential to leverage Emakina’s vast internal expertise
across the entire digital ecosystem to build, refine and document the core
frameworks, processes and methodologies as scalable building blocks …
7

8. Guiding Frameworks: Rev. 1.1, Sep. 2015 Basic Guiding Principles
Presented as an integrated digital business marketing approach
as a prelude to package and market
a comprehensive Emakina Digital Transformation solution.
8

9. Guiding Frameworks: Rev. 1.1, Sep. 2015 Basic Guiding Principles
Reinforced with proof cases, case studies and testimonials
to demonstrate expertise and to establish instant credibility across all practice areas
as a critical step to build added confidence in our ability to develop
and execute actionable integrated roadmaps for each client’s unique
Digital Transformation initiative.
9

10. Guiding Frameworks: Rev. 1.1, Sep. 2015 Basic Guiding Principles
But first new business should be approached with some…
common considerations and reflections that will undoubtedly
apply to most clients and prospective clients.
10

11. Guiding Frameworks: Rev. 1.1, Sep. 2015 Basic Guiding Principles
 There should be a general acknowledgement that staff, resource and
budget challenges do exist within European organizations to quickly
adopt digital transformation.
 The short-term goal should be to put into place progressiveframeworks,
strategies and processes that will serve as the initial building blocks…
which will allow clients to begin executing against them to create a
solid foundation for which can grow and evolve into future, longer-
term success.
 Taking the first step in digital transformation will be the vision.
However, how clients get from where they are today to where they
want to be in the future will come from the understanding that digital
transformation is not a “set and execute” one time strategic initiative.
11

12. Guiding Frameworks: Rev. 1.1, Sep. 2015 Basic Guiding Principles
 Digital transformation has to naturally evolve over time…
building on each past success as the client continues to develop best
practices and grow its internal resources, skillsets and expertise at
each phase in their digital transformation journey.
 Emakina’s agency role will be to be apply its expertise with scale and
balance to the transformation efforts to execute a strategic direction
at the highest possible levels that will ‘phase in’ building block
programs and initiatives based on each client capabilities and budgets
unique to the realities facing the organization.
 The key to early Emakina success will hinge on the ability to quickly
and effectively establish proof cases as credibility for demonstrating
expertise is clearly and quantifiably impacting client milestones in all
new digital transformation initiatives it is awarded.
12

13. Guiding Frameworks: Rev. 1.1, Sep. 2015 Basic Guiding Principles
And as the last consideration which may be most critical…
Emakina must be able to demonstrate it can leverage expertise, staff and
resources across Country offices in a cohesive, seamless team effort for the
best possible talent fit for each client engagement.
13

14. Guiding Frameworks: Rev. 1.1, Sep. 2015
MASTER FRAMEWORKS
14
ARCHITECTING AN INTEGRATED DIGITAL MARKETING
FRAMEWORK MODEL FOR DIGITAL TRANSFORMATION

15. Guiding Frameworks: Rev. 1.1, Sep. 2015 Master Framework
Architecting MASTER frameworks
should be used as guiding and adaptable agency models
customizable for each client’s unique needs...
15

16. Guiding Frameworks: Rev. 1.1, Sep. 2015 Master Framework
With the added clarity that all client initiatives
and the scope of the initiative will be defined by the
client’s available resources and budgets.
16

17. Guiding Frameworks: Rev. 1.1, Sep. 2015 Master Framework
And with a bigger picture point of view
that any building blocks we propose and implement today
will be designed to grow and mature over time as ROI is demonstrated
and as the client’s own internal expertise and skillsets
also grow and mature.
17

18. Guiding Frameworks: Rev. 1.1, Sep. 2015 Master Framework
Advance
Discovery
Ecosystem
Optimization
Strategic
Directions
Process &
Methodology
Workflow
Alignments
Content
Directions
Team
Collaboration
Measurement
& ROI
Technology
Stacks
Ecosystem
Alignment
Engagement &
Conversion
Building Block
Execution
18
A TOP-LEVEL VIEW FOR
ADVANCING A CLIENT’S MASTER DIGITAL TRANSFORMATION FRAMEWORK

19. Guiding Frameworks: Rev. 1.1, Sep. 2015 Master Framework
Digital Transformation Master Frameworks
Advance
Discovery
Digital
Footprint
Review
Goals &
Objectives
Review
KPI Review
Benchmark
Performance
Audits
Customer
Journey
Mapping
Ecosystem
Optimization
SEO
Alignments
Digital
Landscape
Navigation
Alignments
Content &
Publishing
Schedule
Alignments
Brand Identity
Alignments
Design &
Architectural
Alignments
Strategic
Directions
Vision, Goals,
Objectives &
KPIs
Target
Personas
Digital
Footprint &
Touchpoints
Brand Story
Branding
Online/Offline
Integration
Content
Production
Publishing
Localization
Mobile
Lead
Generation
Employer
Branding
Milestone
Management
Process &
Methodology
Search Engine
Marketing
Search Engine
Optimization
Paid Media
Experiential
Marketing
Social Media
Marketing
Mobile &
App
Marketing
Email
Marketing
Content
Strategy
Inbound
Marketing
Employer
Brand
Marketing
Workflow
Alignments
Team
Structures
Team Roles
Corporate
Models
Hub & Spoke
Models
Decentralized
Local Models
Onboarding
& Continued
Learning
Content
Directions
Owned
Earned
Paid
User
Generated
Content
(UGC)
Campaigns &
Promotions
Technology
Stacks
Workflow
Management
Marketing
Automation
Community
Management
Lead
Management
Workflow
Collaboration
Business
Intelligence
(Insights)
Listening &
Monitoring
Web & App
Platforms
Ecosystem
Alignment
Channel Use
Optimization
Seamless
Integrated
Footprint
Customer
Touchpoints
Alignment
Channel
Content
Optimization
Building Block
Execution
Budget
Alignments
Objective
Oriented
Phased In
Roadmaps &
Timelines
Omnichannel
Brand
Experience
Optimization
Workflow
Management
Engagement
& Conversion
Community
Management
Lead
Tracking
Lead
Nurturing
Mobile
Optimization
Web Design
Real-Time
Personalization
Mobile First
Design
App Design
Team
Collaboration
Emakina
Intra-Office
Client
Management
Client Inter-
Department
Agencies &
Stakeholders
Planning
Workshops
Workflow
Tools
Measurement
& ROI
Measurement
& Reporting
Cycles
Adaptation &
Re-alignment
Iterative
Planning
Cycles
A more expansive view of the
Digital Transformation master framework.
19

20. Guiding Frameworks: Rev. 1.1, Sep. 2015 Master Framework
It should be noted that the framework just presented and what follows
is the starting point for an integrated digital transformation model…
and it is expected that the framework
like digital marketing in general is expected to evolve over time as new market
dynamics are introduced and as Emakina’s own expertise and skillsets grow.
20

21. Guiding Frameworks: Rev. 1.1, Sep. 2015 21
PROCESS & METHODOLOGY
Customizable building block framework models
for an integrated digital marketing approach

22. Guiding Frameworks: Rev. 1.1, Sep. 2015 Process & Methodology 22
For Emakina, process and methodology creates
the underlying foundation to market and execute a comprehensive
Digital Transformation solution.

23. Guiding Frameworks: Rev. 1.1, Sep. 2015 Process & Methodology
• Brand Story
• Branding Guidelines
• Content Needs
23
INTEGRATED SEAMLESS BRAND EXPERIENCE FRAMEWORK
• Content
• Publishing
• Distribution
• Engagement
• Conversion
STRATEGIC DIRECTION DEFINED
• Measurement
• Adjustments
• Workshops
• Planning Cycles
Ecosystem
Alignment
Asset
Development
& Upgrades
Community
Management
Optimized
Content
Distribution
Channel
Journey
Mapping
Multitouch
Alignment
Lead
Nurturing
Opt-in
Lead Gen
Reach &
Discovery
Preference &
Multiscreen
Managed
Engagement
Efficiencies

24. Guiding Frameworks: Rev. 1.1, Sep. 2015 Process & Methodology
Brand Conversation
• SHARING
• MENTIONS
• SHARES
• REPOSTS
• REVIEWS
EARNED
MEDIA
• WEB PROPERTIES
• PORTALS / MICROSITES
• MOBILE SITE
• BLOG
• SOCIAL MEDIA
• APPS
Brand Experience
OWNED
MEDIA
24
SEM FRAMEWORK
Brand Awareness
• BANNER ADS
• PAY PER CLICK
• DISPLAY ADS
• RETARGETING
• PAID INFLUENCERS
• PAID CONTENT
PROMOTION
• SOCIAL MEDIA ADS
PAID
MEDIA
SEO & brand content
drive earned media
(sharing) & traffic
More exposure to web
properties is gained
with SEO and PPC
Sharing & engagement
is enhanced with paid promotion
When leveraged together -
owned, earned and paid media create
a comprehensive SEM strategy

25. Guiding Frameworks: Rev. 1.1, Sep. 2015 Process & Methodology
Systems
Platforms
Framework
Process
Analytics
Email
Campaigns
Paid Media
Re- Marketing
Publishing
Channels
Content
SEO
Planning
Marketing
Strategy Brand Story
CONTENT
MARKETING
25
CONTENT MARKETING FRAMEWORK

26. Guiding Frameworks: Rev. 1.1, Sep. 2015 Process & Methodology 26
INBOUND MARKETING FRAMEWORK
Social
Media
Email &
Lead
Nurturing
CTAs &
Landing
Pages
Content
Creation
SEO
SEM
Marketing
Analytics
Marketing
Automation
INBOUND
MARKETING
There are a number of Inbound Marketing
platforms available today for both B2C and
B2B applications, which can be used for a
client’s Lead Generation efforts.
Inbound Marketing places an emphasis on
creating triggered digital touchpoints for
attracting website visitors in various stages
of the buyer's cycle using numerous
channels, marketing techniques, and
content types to stimulate lead generation
and conversion.

27. Guiding Frameworks: Rev. 1.1, Sep. 2015 Process & Methodology 27
INBOUND MARKETING FRAMEWORK
STRANGERS VISITORS LEADS CUSTOMERS PROMOTERS
ATTRACT CONVERT CLOSE REINFORCE
Blog
SEO / SEM
Social Media
Optimization
Call to Actions
Landing Pages
Lead Forms
CRM Database
CRM
Email
Workflows
Reporting
CRM
Events
Analytics
Smart Content
Inbound Marketing frameworks will be designed to create leads and conversions using content marketing for
building traffic and credibility among prospects and customers throughout each stage of the buyer cycle.

28. Guiding Frameworks: Rev. 1.1, Sep. 2015 Process & Methodology
 Specific Employee
Satisfaction Surveys
 In depth interviews with
key target groups (cross
functional, country, sexes,
age)
 Interviews with key
persons in selection
process: line management,
HR, CEO, Recruiters
Identity
• Company Reality
• Employee Perception
• Values, Beliefs & Attributes
IDENTITY IMAGE
Image
• External Opinion
• Labor Market Perception
• Functional, Regions, Sexes,
& Ages
 Labor market research &
public opinion published
data points
PROFILE
• Company Aim
• Ambition
• What does the company want to
represent and aspire to be known?
Profile
 Company values
Outcome The Message:
Based on the attributes of the
Employer Value Proposition
Identification of Employer
Attributes and Characteristics
28
EMPLOYER VALUE PROPOSITION FRAMEWORK

29. Guiding Frameworks: Rev. 1.1, Sep. 2015
WORKFLOW ALIGNMENTS
29
Apply an adaptable Emakina team structure & role framework • Assign collaborative
responsibilities • Structure corporate, hub & spoke and decentralized management model
workflows • Build onboarding process for integrating client and agency teams

30. Guiding Frameworks: Rev. 1.1, Sep. 2015 Workflow Alignments
TEAM STRUCTURE & ROLE FRAMEWORK – Baseline Required Skillsets
30

31. Guiding Frameworks: Rev. 1.1, Sep. 2015 Workflow Alignments
GOVERNANCE & OVERSIGHT FRAMEWORK
31
Emakina
Governance & Oversight
Management
Creative Director Program Manager Analytics Manager Content Strategist
Client Marketing
& Digital Leads
Digital Strategist

32. Guiding Frameworks: Rev. 1.1, Sep. 2015 Workflow Alignments
CORPORATE CLIENT OVERSIGHT & MANAGEMENT
COLLABORATIVE WORKFLOW FRAMEWORK
32
OPTIMIZATION
DISCOVERY STRATEGY ALIGNMENT CONTENT EXECUTION CONVERSION
Client & Emakina
Team Collaboration
Emakina Team Task
Client Marketing /
Digital Team Task
Vision, Goals,
Objectives, KPIs
Strategic
Direction Planning
Milestones
Applied
Process
Roadmaps Applied
Timelines &
Budget Applied
Overall
Direction Approved
Direction
Re-alignments
Budgets
Allocated
Initial Info
Collection Workshop
Client Stakeholder
Meetings
Benchmark Audits
Audit Findings
Journey Mapping
Journey Mapping
Findings
Final Discovery &
Alignments
SEO Alignments
Visual Branding
Alignments
Publishing
Alignments
Navigation
Alignments
Architectural
Alignments
Content
Marketing
Web & SEM
Marketing
Experiential
Marketing
Social
Media Marketing
Mobile & App
Marketing
Email
Marketing
Inbound
Marketing
Employer
Branding
Channel Use
Optimization
Seamless
Footprint Integration
Touchpoint
Alignment
Channel
Content Optimization
Process & Methodology
Optimization
Community
Management
Lead
Tracking
Lead
Nurturing
Mobile
Optimization
Web &
App Design
Performance
Measurement Cycles
Adaptation
& Adjustment
Iterative
Milestone Planning
Resource &
Budget Management
Timeline
Management
Content
Publishing
Community
Engagements
Brand Experience
Management
EMAKINA OVERSIGHT MANAGEMENT

33. Guiding Frameworks: Rev. 1.1, Sep. 2015 Workflow Alignments
Content
Execution
Corporate
Building Block
Execution
 PHASED-IN ROADMAPS
 OBJECTIVE & TIMELINE
MANAGED
 Web & App Design
 SEM
 Content Marketing
 Experiential Marketing
 Social Media Marketing
 Mobile & App Marketing
 Email Marketing
 Inbound Marketing
 Employer Branding
 Online Advertising
Measurement
Adjustment
Alignment
Adaptation
Collaboration
Iterative
Planning
Cycles
Milestone
Management
CENTRALIZED CORPORATE WORKFLOW ALIGNMENT FRAMEWORK
33
Centralized
Corporate
Workflow
Alignment
Model
Discovery
Discovery
Input
Workshop
Stakeholder
Introductions
Audits
Journey
Mapping
Findings
Ecosystem
Optimization
Ecosystem
Optimization Digital
Footprint
Strategy
Strategic
Directions
 Vision, Goals, Objectives
 Seamless Brand Experience
 Integrated Marketing
 Branding Guidelines
 Channel Use
 Content Needs
 Channel Optimization
 Localization
 Mobile Optimization
 Lead Generation
 Employer Branding
 KPIs & Milestone Mapping
Conversion
Engagement
& Lead
Nurturing
Ecosystem
Alignment
Ecosystem
Alignment Digital
Footprint
 Channel Use Optimization
 Integrated Digital Footprint
 Customer Journey & Touchpoint Alignments
 Seamless Omnichannel Brand Presence
BASELINE TIMELINE CADENCE
30 – 60 Days 90 Days 120 Days 120 + Days

34. Guiding Frameworks: Rev. 1.1, Sep. 2015 Workflow Alignments
Content
Execution
Corporate
Building Block
Execution
 PHASED-IN ROADMAPS
 OBJECTIVE & TIMELINE
MANAGED
 Web & App Design
 SEM
 Content Marketing
 Experiential Marketing
 Social Media Marketing
 Mobile & App Marketing
 Email Marketing
 Inbound Marketing
 Employer Branding
 Online Advertising
Measurement
Adjustment
Alignment
Adaptation
Collaboration
Iterative
Planning
Cycles
Milestone
Management
Hub
&
Spoke
Workflow
Alignment
Model
Discovery
Discovery
Input
Workshop
Stakeholder
Introductions
Audits
Journey
Mapping
Findings
Ecosystem
Optimization
Ecosystem
Optimization Digital
Footprint
Strategy
Strategic
Directions
 Vision, Goals, Objectives
 Seamless Brand Experience
 Integrated Marketing
 Branding Guidelines
 Channel Use
 Content Needs
 Channel Optimization
 Localization
 Mobile Optimization
 Lead Generation
 Employer Branding
 KPIs & Milestone Mapping
Conversion
Engagement
& Lead
Nurturing
Ecosystem
Alignment
Ecosystem
Alignment Digital
Footprint
 Channel Use Optimization
 Integrated Digital Footprint
 Customer Journey & Touchpoint Alignments
 Seamless Omnichannel Brand Presence
HUB & SPOKE MODEL WORKFLOW ALIGNMENT FRAMEWORK
34
BASELINE TIMELINE CADENCE
30 – 90 Days 120 Days 150 Days 150 + Days
# EMAKINA COLLABORATIVE OFFICE ACTIVATION #
Local & Regional
Presences
Added
Region
Layers
Added
Region
Layers
Added
Region
Layers
Managed
Strategic
Directions
Regional
Measurement
Adjustment
Alignment
Adaptation
Collaboration
Iterative
Planning
Cycles
Integrated
Regional
Footprint
Corporate
Governed
Region Spokes
Managed
Oversight
Leveraged
Corporate
Content
Content
Localization Region
Specific
Activity
Regional
Engagement
& Lead
Nurturing
Collaborative
Planning
Cycles

35. Guiding Frameworks: Rev. 1.1, Sep. 2015 Workflow Alignments
DECENTRALIZED REGIONAL WORKFLOW ALIGNMENT FRAMEWORK
35
Local Content
Local Execution
Local
Building Block
Execution
 PHASED-IN ROADMAPS
 OBJECTIVE & TIMELINE
MANAGED
 Web & App Design
 SEM
 Content Marketing
 Experiential Marketing
 Social Media Marketing
 Mobile & App Marketing
 Email Marketing
 Inbound Marketing
 Employer Branding
 Online Advertising
Local
Measurement
Local
Adjustment
Local
Alignment
Local
Adaptation
Local
Collaboration
Local
Planning
Cycles
Local Milestone
Management
Decentralized
Regional
Workflow
Alignment
Model
Local Discovery
Local
Discovery
Input
Workshop
Stakeholder
Introductions
Audits
Journey
Mapping
Findings
Local Ecosystem
Optimization
Local
Ecosystem
Optimization
Digital
Footprint
Local Strategy
Local
Strategic
Directions
 Vision, Goals, Objectives
 Seamless Brand Experience
 Integrated Marketing
 Branding Guidelines
 Channel Use
 Content Needs
 Channel Optimization
 Localization
 Mobile Optimization
 Lead Generation
 Employer Branding
 KPIs & Milestone Mapping
Local Ecosystem
Alignment
Local
Ecosystem
Alignment Digital
Footprint
 Channel Use Optimization
 Integrated Digital Footprint
 Customer Journey & Touchpoint Alignments
 Seamless Omnichannel Brand Presence
Local Conversion
Local
Engagement
& Lead
Nurturing
BASELINE TIMELINE CADENCE
30 – 60 Days 90 Days 120 Days 120 + Days
# EMAKINA COLLABORATIVE OFFICE ACTIVATION #
Seamless
Integration
with
Corporate
Footprint &
Branding

36. Guiding Frameworks: Rev. 1.1, Sep. 2015 Workflow Alignments
Select Digital
Team Specialists
Select Marketing
Specialist
Select Agency
Stakeholders
Select Relevant
Stakeholders
Internal Change
Agents (Champions)
Impacted
Department
Heads
Local Impacted
Interests
Other Relevant
Stakeholders &
Agency Partners
Select Digital
Team Specialists
Select Marketing
Specialists
All Digital
Team Specialists
All Marketing
Team Specialists
Agency
Stakeholders
All Other Relevant
Stakeholders
All Impacted Dept.
Interests
Select Digital
Team Specialists
SEM Specialists
Social Media
Manager
Content
Specialists
Impacted Dept.
Interests
Select Digital
Team Specialists
SEM Specialists
Social Media
Manager
Content
Specialists
Impacted Dept.
Interests
Select Digital
Team Specialists
SEM Specialists
Social Media
Manager
Content
Specialists
Media Planner
Select Digital
Team Specialists
IT & Web
Developers
Social Media
Manager
Content
Specialists
Other Workflow
Impacted Interests
Select Digital
Team Specialists
SEM Specialists
Social Media
Manager
Content
Specialists
IT & Web
Developers
CLIENT ONBOARDING & COLLABORATIVE LEARNING WORKFLOW FRAMEWORK
36
Client
Onboarding
&
Continued
Learning
Workflow
Framework
Audit Findings
Journey Mapping
Findings
Ecosystem
Optimization
Strategic
Directions
Process &
Methodology
Workflow
Alignments
Content
Directions
Technology
Stacks
Ecosystem
Alignment
Building Block
Execution
Conversion
Collaboration
Workshops
Measurement
Client
Marketing
/
Digital
Team
Management
Leads
+ ALIGNED IMPACTED LOCAL & REGIONAL INTERESTS +

37. Guiding Frameworks: Rev. 1.1, Sep. 2015
BUILDING BLOCK EXECUTION
37
Align roll-out initiatives to objectives • Balance budgets • Implement roadmaps and timelines
• Build the omnichannel brand experience • Manage to workflow efficiencies

38. Guiding Frameworks: Rev. 1.1, Sep. 2015 Building Block Execution
COST MODELING ALIGNMENT FRAMEWORK – Job / Task Time Budget Model
Team Role Hourly Rate Job Task Assigned Hours Extended
Budget
Subtotal
Digital Strategist
Program Manager
Oversight Management & Support System
Creative Director & Designers
Content Strategist
Managing Editor
Writers & Authors
SEO/SEM Expert
Media Planner
Web/App Developers
UI/UX Designer
Community Manager
Insights Manager & Researcher
Analytics Manager
Program Coordinator
Date: Client: Job / Task Description: Duration:
• Budgeting (ESPECIALLY WITH shared resources and expertise across offices)
requires a systematic modeled approach to ensure agency profitability and all
the complexities of implementing a digital transformation effort are
considered.
• Custom spreadsheets, off-the-shelf software or SaaS solutions are readily
available and can be easily implemented as a project management tool.
• Loosely estimating assigned resources and budgets to complex client
initiatives and commitments based on the client’s available budget without
first performing due diligence via a GRANULAR budget analysis should never
be allowed.
38
+ SAMPLE REPRESENTATION +

39. Guiding Frameworks: Rev. 1.1, Sep. 2015 Building Block Execution
Role / Function Monthly Hours Rate Monthly Cost Budget Allocated Annual Cost
Digital Strategist - - - - -
Program Manager - - - - -
Coordinator - - - - -
Creative Director - - - - -
Graphic Designers - - - - -
Content Strategist - - - - -
Managing Editor - - - - -
Writers / Authors - - - - -
SEO/SEM Expert - - - - -
Web/App Developers - - - - -
UI/UX Designer - - - - -
Community Manager - - - - -
Analytics Manager - - - - -
Professional Services Costs - - - - -
HubSpot Professional Tool - - - - -
Radian6 Analytics Tool - - - - -
Sccop!t Curation Tool - - - - -
shutterstock Image Licensing - - - - -
Tool Automation Costs - - - - -
PPC Campaigns - - - - -
Social Advertising Campaigns - - - - -
Email Campaigns - - - - -
Promotion / Advertising Costs - XX% Digital Budget XX% Digital Budget XX% Digital Budget XX% Digital Budget
Scenario One Budget Costs - - - - -
P&L COST MODELING ALIGNMENT FRAMEWORK - Annual Budget Rollup Model
Date: Client: Phased-in Initiative: Duration:
39
+ SAMPLE REPRESENTATION +

40. Guiding Frameworks: Rev. 1.1, Sep. 2015
TEAM COLLABORATION
40
Structure collaborative team opportunities for better performance and efficiencies

41. Guiding Frameworks: Rev. 1.1, Sep. 2015 Strategic Directions 41
“ Coming together is a beginning. Keeping
together is progress. Working together is
success..
American industrialist and automaker Henry Ford

42. Guiding Frameworks: Rev. 1.1, Sep. 2015 Team Collaboration
There may be times allocating the right resources with the right expertise
may stretch the capabilities of an individual office…
either due to bandwidth constraints, the lack of expertise in a specific
marketing discipline or market category – or even based on local expertise
and language needs.
42

43. Guiding Frameworks: Rev. 1.1, Sep. 2015 Team Collaboration
It is important for us to consider how best to better collaborate across offices to
demonstrate to clients that we are more than the sum of our parts and
we can put together a cohesive expert team to service the business.
43

44. Guiding Frameworks: Rev. 1.1, Sep. 2015 Team Collaboration
Essentially, we need demonstrate with clients that we are able to apply the best
possible expertise at the right moment in an initiative for the specific job task
regardless of personnel location and without program interruption.
44

45. Guiding Frameworks: Rev. 1.1, Sep. 2015 Team Collaboration
And be able to do so with client confidence that this is a differentiating
value proposition Emakina brings to the table.
Our expertise runs long and deep with 500+ employees across 9 offices
and 5 countries and we need to leverage it to our benefit and
for the benefit of our clients.
45

46. Guiding Frameworks: Rev. 1.1, Sep. 2015 Team Collaboration
ASSIGNED TEAM RESOURCE MODEL – Intra-Office Shared Resource Allocation
1. Digital Strategist
2. SEO/SEM Expert
3. Analytics Manager
1. Oversight Team
2. Program Manager
3. Program Coordinator
4. Creative Team
5. Community Manager
6. Insights Manager
7. Copywriter
1. Web/App Developers
2. UI/UX Expert
1. Content Strategist
2. Managing Editor
3. Copywriter
1. Media Planner
Client Contract Origin: Brussels example
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47. Guiding Frameworks: Rev. 1.1, Sep. 2015 Team Collaboration
Team Role Resource Allocation
Digital Strategist Can be universally assigned from any geography based on available bandwidth
Program Manager Designated office of client contract origin for in-person client access as needed
Oversight Management & Support System Designated office of client contract origin with intra-office support as needed
Creative Director & Designers Preferably from designated office of client contract origin for workflow efficiencies
Content Strategist Can be universally assigned from any geography based on available bandwidth
Managing Editor Can be universally assigned from any geography based on available bandwidth
Writers & Authors Can be universally assigned from any geography based on available bandwidth
SEO/SEM Expert Can be universally assigned from any geography based on available bandwidth
Media Planner Can be universally assigned from any geography based on available bandwidth
Web/App Developers Preferably from designated office of client contract origin for workflow efficiencies
UI/UX Designer Can be universally assigned from any geography based on available bandwidth
Community Manager Preferably from designated office of client contract origin for workflow efficiencies
Insights Manager & Researcher Emakina Insights Group - Brussels
Analytics Manager Can be universally assigned from any geography based on available bandwidth
Program Coordinator Designated office of client contract origin for in-person client access as needed
APPLIED INTRA-OFFICE EXPERTISE MODEL – Collaborative Shared Resource Allocation
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+ SAMPLE REPRESENTATION +

48. Guiding Frameworks: Rev. 1.1, Sep. 2015 Team Collaboration
EMAKINA BENEFITS - Collaborative Shared Expertise Model Considerations
• Sharing resources and expertise across offices leverages in-house larger pools of expertise
regardless of physical presence.
• Sharing resources and expertise across offices ensures clients are always serviced to the very
best of Emakina’s capabilities. Transcends into happier clients and longer engagements.
• Sharing resources and expertise across offices better manages staff resource needs on an
individual office basis for the greater profitability across the Emakina Group organization.
• Sharing resources and expertise across offices breeds smarter people through shared
experiences.
• Sharing resources and expertise across offices demonstrates to clients Emakina is more than
the sum of its parts and is truly a business partner which can service them well into the future
for all digital marketing and targeted multi-geography needs.
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49. Guiding Frameworks: Rev. 1.1, Sep. 2015 Team Collaboration
EMAKINA FINANCIAL IMPACT - Shared Expertise Model Considerations
• Sharing resources across offices obviously may impact each office P&L.
• Staff resource sharing does require a clearly defined financial model for sharing the revenue.
• To incentivize individual offices with client contract ownership for leveraging a collaborative
intra-office staff network, a reimbursement compensation model using a base percentage of
the gross revenue for the resource(s) time assigned and used - could remain with the office of
origin as the incentive to share resources.
• The incentive for the office sharing the resource is to create maximum staff profitability by
keeping staff as fully billable as possible with fewer idle down times by booking staff resources
at a slight discount to the office requiring the services.
• Common agency rates per staff role should be adopted for consistency across markets.
Typically in the U.S. as an example, agency staff rates are aligned to a working profitability
range of 2.5 x the employee salary with contractor rates using a percentage markup.
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