the real world a scope of work for a practical understanding of internet marketing. internet...
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The real world A scope of work for a practical understanding of Internet marketing.
Internet Marketing
hello!
We’re pleased to share with you a little bit about us before we get into the our work together.
MEET THE TEAMEXPERIENCE
meet engageSimply
Welcome to engageSimply!
We are a brand development and strategic marketing firm.
We are talented, inspired communications designers.
We are big-picture strategists.
We are detailed executors.
And we are our clients’ partners.
With a foundation in building brands, we are a New York-based strategic
and technology marketing firm with cross-category experience in
understanding audiences, refreshing brands, executing campaigns, and
propelling our clients’ businesses.
Hide Harashima Chief Technology OfficerThe Jar Group, nLytics,Early Bird Capital
John BowmanChief Insights Officer, learnSimplyEVP Saatchi & Saatchi D’Arcy, NW AyerBoomAgers, The Bowman Group
Guilaine Jean-PierreCommunity Portfolio ManagerMorgan Stanley, Citibank
Peter HubbellBoard MemberFormer Saatchi & Saatchi Board MemberCEO - BoomAgers
Judy ShapiroFounder & CEOAT&T, Bell Labs, CA, Comodo, Revlon, Lucent, PaltalkRegular contributor to: AdAge.com & Huffington Post
Louis LibinChief Content Syndication ScientistCTO NBC, L3, NFL, Goodwill GamesAOL & Warner Music
Stephen TortoriciChief Creative OfficerOrganic, Young & Rubicam,iCrossing
Gay Walley Chief Content CuratorCA, Saatchi & Saatchi, Ogilvy & Mather, Orchestria, Author
meet team Eden:depth in marketing, tech, research, ecommerce, digital, creative, content & syndication is strong
engageSimply on branding
How branding works in Internet marketing.
OUR BRAND PHILOSOPHY
our brand philosophy
Brands have one thing in common. No matter what industry, no matter whether customers are individualsor businesses, no matter if its reach is local or global, brands are alive.
A brand’s persona speaks with customers.
A brand’s mission creates alignment internally.
A brand’s differentiators interact with
competition.
A brand changes over time.
1. A brand must reflect and communicate the
values, promises, qualities, and meanings of
a company.
2. A brand must speak and interact with its
audiences in their own languages, in their
preferred media and venues, alleviate their
special pain points, and align itself with their
particular values.
3. A brand must impart a clear value
proposition that drives sales.
How do you translate promises and
propositions into values and differentiators?
How do you build the communications
foundations for a brand is flexible to adapt to
market conditions efficiently?
How do you design an integrated user
experience that connects the marketing funnel
with the sales cycle?
How do achieve a vision for a brand that’s
trusted and scalable. And then how do
translate that vision into a story that can
deliver value to a brand.
That’s the real world of branding.
scope of work
In this section, we’ll review a project approach for creating a brand and its vision. Then we will execute in the real world.
PHASE 1: DISCOVERY
PHASE 2: BRAND DEVELOPMENT
PHASE 3: IMPLEMENTATION
phase 1:discovery This phase is all about us getting smarter about a brands needs, competitors, and priming us for creative development.
DISCOVERY PROCESS - THE ELEMENTS
phase 1Discovery – elements
Visual Audit
Our goal is to fully understand the ways in which the brand and other players are presented in
the landscape. We also use this audit process to gain insights that can guide strategic and
creative recommendations whilst identifying new business opportunities.
Competitive Assessment
A competitive brand review is meant to assess their overall visual aesthetic and determining how they
communicate to external audiences. This will provide us with an understanding of meaningful
distinctions and/or new differentiation opportunities.
Sales Pitch Evaluation
It is important to understand the entire sales cycle starting with how the brand is introduced
to a potential client and all subsequent touchpoints to gather information about how service
offerings are communicated to the target audience. This is meant to uncover new value prop
opportunities.
Deliverables
Overall positioning and communication architecture.
phase 2:brand developmentWe explore, shape, and create the message and visual language that will represent the brand.
BRAND STRATEGY
VISUAL IDENTITY & LOOK/FEEL
BRAND GUIDELINES
phase 2
brand development
Brand Strategy
A brand’s identity is an outward expression of the brand’s core value. A brand’s
positioning and value proposition are designed to communicate both the functional
and emotional benefits of the brand.
- a strong positioning and value proposition speaks directly to the target
audience and tells them exactly why they should contract your services.
It will focus on outcomes that clearly differentiate a brand’s services from
competitors.
Deliverables
• Positioning & value proposition statement
phase 2brand development
Visual Identity & Look/Feel
Design concepts should visually articulate the strategy and include
elements supporting identity options. Using this “look and feel,” or
“house style” visual vocabulary, it is applied across a unified and
consistent identity system.
• Distinctive characterizations of the brand signature in typographic
form
• Combinations of typography
• Graphics, symbols and/or icons
• Supporting color palette
• Format and layout style
Deliverables
• Identity and look/feel exploration
phase 2
brand development
Brand Guidelines
The key goals of the identity guidelines are:
• Enhancing perceived brand value by projecting a consistent and professional image
• Reducing errors in identity usage and costs
• Empowering individuals by providing each of them with the resources to be self-sufficient
The key elements of the identity guidelines are:
• Articulation of various signature configurations
• Color specifications and color palette
• Clear space and minimum size requirements
• Specific Do’s and Don’ts to guide the user
• Look & Feel elements (color palette, typography, image style, etc.)
Deliverable
• Brand Guideline or “House Style”
phase 3:implementationAfter creative development, we apply the brand system to various touchpoints we know you need.
THE MARKETING COMMUNICATIONS MIX
INTERNET MARKETING
OUR WORK TOGETHER
phase 3implementation
Marketing communications tactical plan
A communications tactical plan has many elements but all must synergistically reflect the key brand messaging.
Core brand positioning is
reflected in marketing
Communicationstactical plan
Website & UX
Sales materials & support
ContentMarketing
CollateralMaterials
PR & Trade
Marketing
Traditional & digital
marketing
phase 3
implementation
Digital Marketing
• Banner advertising
• Email marketing
• Mobile
• Social marketing
Content Marketing
• Content creation
• Content syndication (distribution)
Core brand positioning is
reflected in marketing
Communicationstactical plan
Website & UX
Sales materials & support
ContentMarketing
CollateralMaterials
PR & Trade
Marketing
Traditional & digital
marketing
phase 3implementation
Sites to be supported
Our objective will be to develop a cohesive social engagement and content syndication system which will use many social and syndication tools to support:
On the off Trail – a community about Millennials travel to emerging countries
What du say – a community for Millennials to sound-off
Deliverables
• Participation (commenting & sharing) of both sites
Content Creation
Using a diversity of tools and processes, we will create multi- media content for posting in our network.
Deliverables
• 3 # of article/ week
• 1 # of polls/ week
• 1 # of video/ week
phase 3implementation
Analytics
Using a diversity of tools and processes, we distribute content within social networks and social content syndication platforms, e.g. SlideShare, Facebook etc. Based on results, we iterate to improve distribution.
Deliverables
• Web traffic analysis including keywords (Google)
• Content syndication results (Tweetreach, Facebook and Klout)
• 1 final presentation of summary of results
Deliverables
• Analysis of web trends and keywords
phase 3Implementation summary
Team activities
Social activities:
Facebook:
Twitter:
Slide share
Teams
Each (4) team will consist of students 12/ 13 students.
Deliverables per team:
12 Articles
4 Polls
4 Video
time tableHere’s an estimated timeline for our time together.
CURRICULUM
Engagement
Analytics
Content creation
Our focus will be on coordination between key business drivers.
We focus on how results, engagement and content interact with each other.
We remember that each piece of content will drive to a sale faster, better or cheaper.
We rigorously define goals and adjust deployment plans as we go.
Sept
18
Oct16
Nov 1 till end
of semesterOct 23
Oct30
Sept
25
Oct2
Oct9
Project Overview
Analytics Overview
Content creation
Content submission
Content creation and site analytics
Content submission & syndication
Class review and teams switch
“Rinse & repeat”
timeline & implementationThe schedule is coordinated to optimize your hands-on learning across as many platforms and tasks as possible.
thank you! We are here to help!
Judy Shapiro: [email protected] Jean-Pierre: [email protected] Foremski: [email protected]
Judy Shapiro, CEO & Founder
“Why is social so disruptive to traditional marketing?”Social Media Today, January 16, 2012
“Is a startup bust just around the corner?”Ad Age, March 26, 2013
“Can agencies & tech innovators get on the same page?”Ad Age, August 27, 2012
“How can we regain consumers’ trust?”Ad Age, July 24, 2012
“Hey klout. What are you really measuring?”Ad Age, November 15, 2011
“Has Facebook jumped the shark?”Ad Age, December 7, 2010
“Are Google Alerts the canary in the big data mineshaft?” Bit Rebels, April 26, 2013
the questions that launched a venture…