When Corporate Strength Meets Local Agility: The SIMBA Approach
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SIMBA is a platform created by combining the brand communications company LaBreche and the website development company LoudClick that allows large franchise companies to give each of their local store locations their own customized website while still syndicating consistent corporate branding and information. The platform aims to improve local engagement and sales by empowering store managers and employees to contribute local content to their website while also distributing corporate campaigns, while providing centralized management and support for over 1,000 store websites. A case study shows how one Minneapolis location was able to increase total reach, sales, and followers through local content contributions and website updates made possible by the SIMBA platform.
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When Corporate Strength Meets Local Agility: The SIMBA Approach
- 1. Hypothetical Business Case: When Corporate Strength Meets Local Agility
- 3. What is SIMBA? S imultaneous I nteractive M arketing & B rand A dministration
- 4. What is SIMBA? SIMBA Combines: LaBreche a brand communications company & LoudClick build websites together
- 5. What is SIMBA? Here are a few companies no one knew 10 years ago, but have indelibly shaped the future of business.
- 6. Corporate Profile Franchise Company 1,200 Stores 12,000 Store Employees $1.2 Billion Annual Sales $1 Million Annual Sales/Location
- 7. Before SIMBA The website is the DESTINATION Customers are asked to talk directly to THE BRAND Large impersonal campaigns Consumers are disconnected from their shopping experience No interaction with local stores/people
- 8. Corporate Web Presence 1,201 Websites 1 Corporate Website (Syndication Hub) 1,200 Store Websites Employees Contribute Managers Approve Syndicated Corporate
- 10. Employee Voices
- 13. A platform for launching corporate campaigns and initiatives Minneapolis Austin Buffalo Portland
- 17. Portland Website
- 18. Portland Website
- 19. Austin Website
- 20. Austin Website
- 21. Buffalo Website
- 22. Buffalo Website
- 25. Minneapolis Store Business Case
- 26. Mary RichardsMinneapolis Store Manager
- 27. Lou GrantMinneapolis Team Member
- 28. “Lou, you feed your dogs the Simba Pets Deli Fresh Food, would you please write a blog post about your experience?” “Sure thing – I’ll be happy to.”
- 32. Store Reach Store Reach 200 Subscribers 86 Subscribers 38 Followers 56 Fans Total Store Reach 380 People
- 33. Employee Reach Mary Hubert Lou 33 Followers 42 Followers 50 Followers 92 Friends 120 Friends 200 Friends Employee Reach = 537 People
- 34. Total Reach Store Reach 200 Subscribers 86 Subscribers 38 Followers Mary Hubert Lou 56 Fans 33 Followers 42 Followers 50 Followers 92 Friends 120 Friends 200 Friends Store Reach (380 People) + Employee Reach (537 People) Total Reach = 917 People
- 35. Minneapolis Store Website Updated Distribution Links Distributed via 200 E-newsletter Subscribers 86 RSS Subscribers 163 Twitter Followers 468 Facebook Fans Results 917 People Receive Update 90 Visit Store (9.8%) $20 Average Customer Visit $1,800 in Additional Sales Website Equity 183 Website Visits 18 New Newsletter Subscribers 9 New RSS Subscribers 9 New Twitter Followers 9 New Facebook Fans
- 36. Store Website Updated Business Case Four Updates/Month $7,200 increase in monthly sales 180 additional followers Translated Annually (*12) $86,400 increase in local sales (8.64%) 2,160 increase in followers Corporate Results (Annual) $1,036,800 increase in sales (8.64%) 2,592,000 additional local followers Intangible Results More engaged workforce Local content Community connection Improve franchisee relations Stronger franchise offering Incredible story/press opportunity
- 37. Key Features
- 40. Newsletter Sign Up (Syndicated)
- 41. Featured Pet Toy (Syndicated)Updated by Corporate Consistent Branding
- 42. Local Content Local Content Local Content Local Content
- 43. Corporate Content (Syndicated) Corporate Content (Syndicated) Corporate Content (Syndicated) Corporate Content (Syndicated)
- 44. Customer Content
- 46. Signs into corporate website
- 47. Adds a news item
- 48. News Item is syndicated to all local websites(video on next slide)
- 50. Notices 2 submissions have been made
- 51. Reviews and publishes customer submission
- 52. Reviews and publishes the Employee Blog Post
- 53. Adds a local resource
- 54. Reviews live pages(video on next slide)
- 55. LaBreche Brand Development Public Relations & Social Media Interactive Design Brand communications company
- 56. loudclick Minnesota Corporation Founded in 2006 Technology Development- 18 months Public Implementation- 24 months Enterprise Development- 12 months 20+ Private Equity Investors Company
- 57. loudclick Private Branding Existing Technology Thousands of Websites Thousands of Users 100% Managed Technology, Infrastructure & Operations Technology
- 58. loudclick Online Marketing Best Practices Content Social Media Live Support No Corporate Training Costs No Corporate Staffing Costs Training & Support
- 59. For more info & pricing contact: Beth LaBrecheblabreche@labreche.com 612.338.0901