The real world A scope of work for a practical understanding of Internet marketing.

1. Internet Marketing The real world A scope of work for a practical understanding of Internet marketing.

2. hello! We’re pleased to share with you a little bit about us before we get into the our work together. MEET THE TEAM EXPERIENCE

3. 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.

4. meet team Eden: depth in marketing, tech, research, ecommerce, digital, creative, content & syndication is strong Hide Harashima Chief Technology Officer The Jar Group, nLytics, Early Bird Capital John Bowman Chief Insights Officer, learnSimply EVP Saatchi & Saatchi D’Arcy, NW Ayer BoomAgers, The Bowman Group Guilaine Jean-Pierre Community Portfolio Manager Morgan Stanley, Citibank Peter Hubbell Board Member Former Saatchi & Saatchi Board Member CEO - BoomAgers Judy Shapiro Founder & CEO AT&T, Bell Labs, CA, Comodo, Revlon, Lucent, Paltalk Regular contributor to: AdAge.com& Huffington Post Louis Libin Chief Content Syndication Scientist CTO NBC, L3, NFL, Goodwill Games AOL & Warner Music Stephen Tortorici Chief Creative Officer Organic, Young & Rubicam,iCrossing Gay Walley Chief Content Curator CA, Saatchi & Saatchi, Ogilvy & Mather, Orchestria, Author

5. engageSimply on branding How branding works in Internet marketing. OUR BRAND PHILOSOPHY

6. 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. A brand must reflect and communicate the values, promises, qualities, and meanings of a company. 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. 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.

7. 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

8. 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

9. phase 1 Discovery – 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.

10. phase 2: brand development We explore, shape, and create the message and visual language that will represent the brand. BRAND STRATEGY VISUAL IDENTITY & LOOK/FEEL BRAND GUIDELINES

11. 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

12. phase 2 brand 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

13. 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”

14. phase 3: implementation After creative development, we apply the brand system to various touchpoints we know you need. THE MARKETING COMMUNICATIONS MIX INTERNET MARKETING OUR WORK TOGETHER

15. Sales materials & support phase 3 implementation Traditional & digital marketing PR & Trade Marketing 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 Communications tactical plan Collateral Materials Content Marketing Website & UX

16. phase 3 implementation Sales materials & support • Digital Marketing • Banner advertising • Email marketing • Mobile • Social marketing • Content Marketing • Content creation • Content syndication (distribution) Traditional & digital marketing PR & Trade Marketing Core brand positioning is reflected in marketing Communications tactical plan Content Marketing Collateral Materials Website & UX

17. phase 3 implementation • 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

18. phase 3 implementation • 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

19. phase 3 Implementation summary • Teams • Each (4) team will consist of students 12/ 13 students. • Deliverables per team: • 12 Articles • 4 Polls • 4 Video Team activities Social activities: Facebook: Twitter: Pinterest Slide share

20. time table Here’s an estimated timeline for our time together. CURRICULUM

21. Engagement 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. Analytics Content creation

22. timeline & implementation The schedule is coordinated to optimize your hands-on learning across as many platforms and tasks as possible. Nov 1 till end of semester Sept 25 Sept 18 Oct 2 Oct 9 Oct 16 Oct 23 Oct 30 Content creation and site analytics Class review and teams switch Content creation Content submission Content submission & syndication Project Overview Analytics Overview “Rinse & repeat”

23. thank you! We are here to help! Judy Shapiro: judyshapiro@engagesimply.com Guilaine Jean-Pierre: gjeanpierre@engagesimply.com Matt Foremski: mattforemski@engagesimply.com

24. “Are Google Alerts the canary in the big data mineshaft?” Bit Rebels, April 26, 2013 the questions that launched a venture… “Is a startup bust just around the corner?” Ad Age, March 26, 2013 “Why is social so disruptive to traditional marketing?” Social Media Today, January 16, 2012 “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 Judy Shapiro, CEO & Founder