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Harrison & Shriftman Graduate Capstone Project
The document outlines an integrated marketing communication strategy for Harrison & Shriftman, focusing on enhancing the agency's position as a corptique lifestyle communications agency. It emphasizes the need for a revamp of their online presence, including website and social media updates, to attract clients and talent while highlighting their strengths in public relations, marketing, and brand strategies. Strategic conclusions drawn include leveraging luxury branding to connect with the mass affluent and communicating effectively through digital platforms.
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Similar to Harrison & Shriftman Graduate Capstone Project
Harrison & Shriftman Graduate Capstone Project
- 4. an Integrated Marketing Communication Strategyfor inspiration lane Executed by
- 5. Doug Deorchis Account Manager WalidAbraz Creative Director Lindsay Hutton Digital Expert Raquel Tellado Account Planner Enitan Ogunkoya PR/Promotions Kiki Zheng Media Planner inspiration lane Agency Profile Devoted to creating, maintaining and sustaining an unbreakable emotional chord between brand and audience. inspiration lane
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- 7. Milestones 1995 2003 2011 Created Studio HS 2011 Alliance Company Overview FullService Communication Agency specialized in PR, Marketing and Talent Relations. Corptique Agency NYC Miami L.A
- 8. Current Clients & Categories 18years working with Lifestyle brands from luxury to mass brands alike
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- 12. Public Relations •Advertorial Placements •Press •MediaMailers Product Analysis Talent Relations •Brand Ambassador Selection •Celebrity Brand Integration •Guest List Marketing •Brand Strategy & Planning •Research •Strategic Partnerships/ Sponsorships Production (Studio HS) •Event Design and Production •Experiential marketing •Special Events
- 13. Develop an integratedmarketing communication plan that will assist Harrison & Shriftman in positioning the agency as a corptique lifestyle communications agency. Assist 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. The Client Assignment 1 2 Journeyinspiration lane Discovery 1 Strategic conclusions 2 How we will Address them 3
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- 15. Competitive Analysis Strategic focus Strategic marketing, communications & mediarelations firm. GROUP STRENGTHS • Trusted relationships with editorial decision-makers • Access to high-profile influencers • Expertise in traditional & social media platforms. Beauty, fashion, entertainment & lifestyle public relations and marketing agency. STRENGTHS • Digital capabilities (SEO, evergreen content, and online PR) • Visible to TV shows & press at relevant fashion events. Marketing and public relations firm. STRENGTHS • Organized into specialized divisions & practice areas • Digital and social media team. • Social media services.
- 16. Competitive Analysis Communication focus “Fresh Thinking &Flawless Execution” Source: www.hs-pr.com “We are HL Group. We help build great brands.” GROUP “Chances are, you have read about one of our clients today.” “At L+S, we pride ourselves on a buttoned up-meets-boutique approach. Our vision and versatility set us apart.”
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- 18. Research Approach Clients & prospective clients •Agency search process • Differentiator • Expectations • Satisfaction • Digital Capabilities
- 19. Research Approach Employees & prospective employees Prospective Employees •Awareness • Employment Search Tool • First impression Current Employees • Profile • Employment search tools • Recruitment • Decision • Onboarding • Internal structure • Satisfaction
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- 21. SWOT Analysis STRENGTHS • Savvy &Trendy • Solid Database • Ketchum • Studio HS THREATS • Competition • Turnover rate. WEAKNESSES • Target Audience • Online • Differentiation • Internal & Internal communication OPPORTUNITIES • H&S, expert • Lead Generation • Online identity • H&S, thought leader SWOT
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- 23. the newfocus Strategic Conclusions expertise Any communicationagencies can attempt to claim expertise when it comes to certain tactics. What sets Harrison & Shriftman apart is that its experience grants them ability to recognize lifestyle brand potential and leverage that insight to create world-class brand experiences with their exclusive resources . Help clients to connect with The Mass Affluent
- 24. Strategic Conclusions 11% of allUS households (more 13 million) are classified as Mass Affluent. Sophisticated, well-educated consumers Tend to tune out traditional marketing strategies and do not think of themselves as rich. Early adopters of high-end technology. Households with income producing assets between $250,000 and $1 million. mass affluentThe Indirect Target Audience
- 25. How to appeal Strategic Conclusions H&S “Versatilitywith global access” Global Resources/ Corptique H&S Capabilities H&S “Strategists in Brand Building” Clients H&S serves H&S “Creating the News” H&S Expertise H&S “???”
- 26. the new tagline “See BrandsThrough a Luxury Lens” Strategic Conclusions
- 27. Targeted communication SWOT Current and ProspectiveClients LOOK for a communication agency that can leverage luxury elements of their brands and connect the brands with mass affluent consumers. Current Employees Increase the sense of belonging Prospective Employees Young professionals with entrepreneurial spirit who look 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.
- 28. Campaign Execution How toAddress the Strategic Conclusions
- 29. H&S Expertise Internal Branding XIX Event Webinars TV Shows Participation XIX Popup Exhibit Cocktail Mixer H&S U MUST DO SHOULD DO COULD DO Digital Strategy & Tactics SEO/SEM Website Blog Social Media
- 30. IMC Campaign Execution MUST DO InternalBranding Internal branding will ensure that H&S employees internalize the company’s values and understand its offerings and differentiated position in the marketplace.
- 31. MUST DO Campaign Execution InternalBranding Current State HR Management Systems Culture / Co-worker Influence Leaders / Managers Internal PR Systems • 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)
- 32. MUST DO Campaign Execution InternalBranding Additions HR Management Systems Culture / Co-worker Influence Leaders / Managers Internal PR Systems • Standard online recruitment messaging • Formal orientation protocol • Culture Committee (Enforced) Office Life Social Gatherings • Newsletter • Internal Hub • Communication consistently reflects H&S’ mission and values
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- 34. Inventory of Current Digital Assets CaseStudies H&S Website Use of Social Channels 4 3 Studio HS blog 1 MUST DO Campaign Execution Digital Content Strategy 2 2
- 35. CHANNEL ADOPTION FACILITATION Facebook,Twitter, LinkedIn, YouTube, Google+, Internal Community 2 CONTENT CREATION Website, Blogs, Video, Webinars, Digital Advertising, Email Marketing 1 MUST DO Campaign Execution Digital Content Strategy At the end of the day, all messages and content across the digital landscape should come back to the main message, “H&S sees brands through a luxury lens”. Moving forward H&S will need to adopt a content creation strategy that will cause them to outshine the competition.
- 36. MUST DO Website Revamping IMCCampaign Execution
- 37. MUST DO Campaign Execution WebsiteRevamping Outdated Videos Obstacle to SEO A problematic URL User Unfriendly Unclear Brand Image H&S Website The Issues
- 38. MUST DO Campaign Execution WebsiteRevamping www.hs-pr.com URL not compatible with the new positioning of H&S as a Corptique Communication Agency. A problematic URL Similar URLs www.hs-com.eu http://www.hs.com.au www.hs-online.com H&S Website The Issues
- 39. MUST DO Campaign Execution WebsiteRevamping Outdated Videos • Noisy, old and confusing H&S Website The Issues
- 40. MUST DO Campaign Execution WebsiteRevamping Obstacle to SEO • Use of Flash instead of HTML • No links to social media • Lack of SEO efforts. H&S Website The Issues
- 41. MUST DO Campaign Execution WebsiteRevamping User Unfriendly • Confusing navigation categories, and content difficult to read H&S Website The Issues
- 42. MUST DO Campaign Execution WebsiteRevamping Unclear Brand Image •Lack of appealing brand messages. •No distinguishing or differentiating points •No tagline H&S Website The Issues
- 43. Nibbler Analysis MUST DO CampaignExecution Website Revamping A tool for testing H&S website in terms of accessibility, SEO, and social media. POPULARITY 3.9 Ranked 3,877,357th Most popular website. TWITTER SHARING 4.2 Few tweets mentioning the website. HEADINGS 0.0 No defined headings found. Hard for search engine to determine the content of the website. FEEDS 0.0 No feeds to follow updates to websites ANALYTICS 0.0 No recognized analytics software. The website doesn’t provide website visitor analysis. MEDIA TYPES 0.0 Not optimized for mobile devices not for printing. FACEBOOK 0.0 There’s no public Facebook page linked to the website.
- 44. MUST DO Campaign Execution WebsiteRevamping Redo the Videos SEO/Social Media Change the URL name Redesign the website H&S Website The Revamping www.hs.com or www.harrison-shriftman.com • HTML instead of Flash
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- 46. Case Study Jimmy Choo H&SWebsite The Revamping Before
- 47. Before Case Study W SouthBeach H&S Website The Revamping
- 48. Before Case Study Veuve Cliquot H&SWebsite The Revamping
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- 50. IMC Campaign Execution MUST (DO)HAVE SEO/SEM Strategy •Raise brand awareness of H&S. •Drive measurable traffic to the company’s website.
- 51. MUST DO Campaign Execution SEO/SEMStrategy H&S to integrate SEM-paid keyword advertising into the campaign. • Bidding with the right keywords and maintaining the relevancy of the ads. • Bidding for relevant keywords in terms of H&S expertise and capabilities. SEMstrategy
- 52. Keywordstrategy MUST DO Campaign Execution SEO/SEMStrategy Some keywords for the spiders Lifestyle, Public Relations, Luxury Lens, Corptique, Talent Relations, Celebrity Seeding, Editorial Placement, Product Placement, Experiential Marketing, Production, Harrison, Shriftman, Lara, Elizabeth, Studio HS, The Hamptons, Boutique, Communication Agency, PR Agency.
- 53. Google AdsMockups MUST DO CampaignExecution SEO/SEM Strategy Ad related to Communication Agency Harrison & Shriftman Full Service Communications Agency| PR, Marketing, Talent Relations www.h.s/com Build Brands with a Luxury Leverage
- 54. H&S VISIONARY The OfficialBlog IMC Campaign Execution
- 55. Current clients Prospective clients Prospective Employees Current Employees The Audience we see brandsthrough a luxury lens.visionary MUST DO Campaign Execution Digital Content Strategy
- 56. H&S Social Media Landscape IMCCampaign Execution
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- 59. Current H&S LinkedIn Profile Noposts or updates
- 60. H&S Social Media ADisconnect IMC Campaign Execution
- 61. H&S Social MediaStrategy Desired State Current Clients Prospective Clients Current Employees Prospective Employees Internal Branding Case Studies Blog Postings Digital Ads Webinars Case Studies Blog Postings H&S Moments Webinars Case Studies Blog Postings New Video Content Webinars Case Studies Blog Postings Corporate Videos Studio HS Content Employee Diary Visual Case Studies G+ Live Hangouts G+ Community MUST DO Campaign Execution Social Media Strategy
- 62. H&S New SocialMedia Strategy IMC Campaign Execution Goals -Increase overall H&S generated content by 50%. -Increase traffic to H&S website by 50% by 2014 Measurable Objectives -Increase leads by 25% by 2014 -Receive 300 new job applications by 2014
- 63. H&S Facebook Strategy Visual ShareableContent Cross Promotion of Digital Assets Company Wins/Successes Campaign Execution Social Media Strategy Current clients Prospective clients Prospective Employees Current Employees Audience Focus
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- 65. H&S Twitter Strategy CampaignExecution Social Media Strategy Current clients Prospective clients Prospective Employees Current Employees Audience Focus Thought Leadership Companywins/successes H&S Moments Live chats: Hashtag Strategy
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- 67. Thought Leadership Company wins/successes OpenJob postings Joining Relevant Industry Groups Campaign Execution Social Media Strategy H&S LinkedIn Strategy Current clients Prospective clients Prospective Employees Current Employees Audience Focus
- 68. Current H&S LinkedIn Profile RecentUpdates Harrison & Shriftman Elizabeth Harrison recently spoke at Harvard University for the 5th Annual CEO Roundtable focused on Building Leading Brands and Driving Growth. Recent Updates Harrison & Shriftman Join us in celebrating H&S’s 19 years of experience in communications. What to expect from H&S going forward.
- 69. MUST (have) DO H&SSocial Hub IMC Campaign Execution
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- 72. Campaign Execution Social MediaAds Ad content Reflect H&S company culture and appeal to prospective employees’ interests. Looking to work at a versatile boutique communications agency? Apply today and join our team of taste makers . Aspiring to be a PR, Marketing or a Talent Relations expert? H&S is hiring. Make the move today!
- 73. Apply! Campaign A Targeting ProspectiveClients Campaign B Targeting Prospective Employees Campaign Execution Social Media Ads
- 74. H&S MUST (have)DO Digital Team
- 75. MUST DO XIX Event IMCCampaign Execution
- 76. MUST DO Campaign Execution XIXEvent Why do an Event? Goals Details Sustainability XIX Toast to H&S’s 19 years of experience in communications. What to expect from H&S going forward.
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- 78. Q3 REBRANDING Internal Branding DIGITAL • ContentCreation • Website • SEO/SEM • Social Media Campaign (+online ads) PR & Promotions • XIX Event Timeline Q4 Q1 Q2 2013 2014
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- 80. Retainer Type Per Month PerYear Large $60,000 $720,000 Medium $32,500 $390,000 Small $9,500 $114,000 ROI and Budget Item Frequency Projected Cost/Year Google Ads (SEM) Ongoing $20k-$30K Social Media Ads Ongoing $70k-$90K Website One Time $10k-$20K YouTube Ongoing $5k-$10K Digital Team Ongoing $130k-$150k XIX Event One time TBD PR and Events Ongoing $30k-$60k TOTAL $265k-$360K ROI Budget
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