26/04/2013 Harrison & Shriftman Capstone Project
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- Developed an integrated marketing communication plan to Harrison&Shriftman in positioning the agency as a Corptique Lifestyle Communications Agency. - Assisted 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.
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26/04/2013 Harrison & Shriftman Capstone Project
- 1. an Integrated Marketing Communication Strategy for inspiration lane Executed by
- 5. Doug Deorchis Account Manager Walid Abraz 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
- 8. Current Clients & Categories 18 years working with Lifestyle brands from luxury to mass brands alike
- 12. Public Relations •Advertorial Placements •Press •Media Mailers 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
- 14. The Discovery
- 15. Competitive Analysis Strategic focus Strategic marketing, communications & media relations 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.”
- 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
- 21. SWOT Analysis STRENGTHS • Savvy & Trendy • Solid Database • Ketchum • Studio HS THREATS • Competition • Turnover rate. WEAKNESSES OPPORTUNITIES • H&S, expert • Lead Generation • Online identity • H&S, thought leader SWOT
- 23. the newfocus Strategic Conclusions expertise Any communication agencies 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 all US 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 “Versatility with 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 Brands Through a Luxury Lens” Strategic Conclusions
- 27. Targeted communication SWOT Current and Prospective Clients 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 to Address the Strategic Conclusions
- 29. H&S Expertise Internal Branding XIX Event Webinars TV Shows Participation XIX Pop up 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 Internal Branding 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 Internal Branding • 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 Internal Branding • 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
- 33. IMC Campaign Execution MUST DO Digital Strategy
- 34. Inventory of Current Digital Assets Case Studies 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 IMC Campaign Execution
- 37. MUST DO Campaign Execution Website Revamping Outdated Videos Obstacle to SEO A problematic URL User Unfriendly Unclear Brand Image H&S Website The Issues
- 38. Nibbler Analysis MUST DO Campaign Execution 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.
- 39. MUST DO Campaign Execution Website Revamping 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
- 41. Case Study Jimmy Choo H&S Website The Revamping Before
- 42. Before Case Study W South Beach H&S Website The Revamping
- 43. Before Case Study Veuve Cliquot H&S Website The Revamping
- 44. Before Clients & Partners H&S Website The Revamping
- 45. IMC Campaign Execution MUST (DO) HAVE SEO/SEM Strategy •Raise brand awareness of H&S. •Drive measurable traffic to the company’s website.
- 46. MUST DO Campaign Execution SEO/SEM Strategy 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
- 47. Keywordstrategy MUST DO Campaign Execution SEO/SEM Strategy 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.
- 48. Google AdsMockups MUST DO Campaign Execution SEO/SEM Strategy
- 49. H&S VISIONARY The Official Blog IMC Campaign Execution
- 50. Current clients Prospective clients Prospective Employees Current Employees The Audience we see brands through a luxury lens.visionar y MUST DO Campaign Execution Digital Content Strategy
- 51. H&S Social Media Landscape IMC Campaign Execution
- 54. Current H&S LinkedIn Profile No posts or updates
- 55. H&S Social Media A Disconnect IMC Campaign Execution
- 56. H&S Social Media Strategy 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
- 57. H&S New Social Media 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
- 58. H&S Facebook Strategy Visual Shareable Content Cross Promotion of Digital Assets Company Wins/Successes Campaign Execution Social Media Strategy Current clients Prospective clients Prospective Employees Current Employees Audience Focus
- 60. H&S Twitter Strategy Campaign Execution Social Media Strategy Current clients Prospective clients Prospective Employees Current Employees Audience Focus Thought Leadership Companywins/successes H&S Moments Live chats: Hashtag Strategy
- 62. Thought Leadership Company wins/successes Open Job postings Joining Relevant Industry Groups Campaign Execution Social Media Strategy H&S LinkedIn Strategy Current clients Prospective clients Prospective Employees Current Employees Audience Focus
- 63. Current H&S LinkedIn Profile Recent Updates 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.
- 64. MUST (have) DO H&S Social Hub IMC Campaign Execution
- 66. Social Media Ads
- 67. Campaign Execution Social Media Ads 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!
- 68. Apply! Campaign A Targeting Prospective Clients Campaign B Targeting Prospective Employees Campaign Execution Social Media Ads
- 69. H&S MUST (have) DO Digital Team
- 70. MUST DO XIX Event IMC Campaign Execution
- 71. MUST DO Campaign Execution XIX Event 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.
- 73. ROI and Budget
Notas do Editor
- What is HSHistory and foundersLocations
- What is HSHistory and foundersLocations
- What is HSHistory and foundersLocations
- What is HSHistory and foundersLocations
- One on One InterviewsManagement InterviewsClient InterviewsEmployee InterviewsSurvey of Potential employees
- Based on what we learned from the interviews, this is how we now think what are H&S’s strenghts, and in what areas they would improve. Here’s the SWOT analysis
- STRENGTHSSavvy in lifestyle and trends.Solid contact database.Global resources through Ketchum.In-house production capabilities through Studio HSWEAKNESSESUndefined target audience.Inconsistent online presence.Breadth of H&S’s services not communicated effectively.Inconsistent internal communication and organization. Incomplete onboarding process.THREATSCompetitors are more experienced socially and digitally.Industry-wide high employee turnover rate.OPPORTUNITIESLeverage its 19 years of experience in the industry.Generate more qualified leadsBuild and sustain H&S online identity.Position H&S as a thought leader
- Use original slide, everything but must do’s fade out? Add breakdown of must do’s.
- Senior HR manager Sebastien Pierre sat down with Inspiration Lane to discuss current hiring and orientation practices. Before Sebastien joined H&S, there was no formal screening process for employees. Once hired, new employees had no formal orientation program, save for macro-level orientation and a webinar from Ketchum. H&S pairs new hires with experienced employees for one on one sessions, but the duration and extent of this relationship is not established or enforced.Current employees have close working relationships with each other as professional collaboration is commonplace. Despite their time together, company culture is not formally fostered by Harrison & Shriftman, save for employee birthdays and culture committees that meet intermittently.
- Senior HR manager Sebastien Pierre sat down with Inspiration Lane to discuss current hiring and orientation practices. Before Sebastien joined H&S, there was no formal screening process for employees. Once hired, new employees had no formal orientation program, save for macro-level orientation and a webinar from Ketchum. H&S pairs new hires with experienced employees for one on one sessions, but the duration and extent of this relationship is not established or enforced.Current employees have close working relationships with each other as professional collaboration is commonplace. Despite their time together, company culture is not formally fostered by Harrison & Shriftman, save for employee birthdays and culture committees that meet intermittently.
- THE WEBSITE : H&S currently has a website that is unrepresentative of its new branding strategy. STUDIO HS BLOG: Studio HS, a subdivision of H&S currently has its own blog on a separate website. USE OF SOCIAL CHANNELS : H&S currently utilizes Facebook, Twitter, LinkedIn, YouTube, Pinterest and Google+ as social channels, with an opportunity to improve the voice, story and strategy behind them.CASE STUDIES: Case studies exist for H&S, outlining client successes in terms of heightened luxury leverage for brands and the increase in press, but there is an opportunity to professionally present these to clients and others on the digital landscape.
- The goal of H&S’ website is to serve as the main storefront for the H&S brand, providing visitors with a detailed understanding of the brand and its offerings. It also serves to attract prospective employees why seek information upon hearing about the company.The website should be built in a way to increase brand awareness, attract prospective clients and increase the company’s online presence.
- URL Issues : Shows that H&S is a PR agency. The URL is not compatible with the new positioning of H&S as a communication agency. Minimized organic search resultsMissed opportunities to reach target audience.
- Add description why the new website looks like that:RecommendationsRename the domain : www.hsagency.com / www.harrisonandshriftman.com / www.hs-com.com / www.hs.comRedesign the website in HTML.Define meaningful headings for all webpages to help improve SEO and assist visitors in navigating content.Link social media platforms to the website (LinkedIn, Facebook, Twitter…) Encourage sharing of content with social media buttons on articles and pages of the website.Mobile devices friendly.Add printable stylesheets for all pages.
- Add description why the new website looks like that:RecommendationsRename the domain : www.hsagency.com / www.harrisonandshriftman.com / www.hs-com.com / www.hs.comRedesign the website in HTML.Define meaningful headings for all webpages to help improve SEO and assist visitors in navigating content.Link social media platforms to the website (LinkedIn, Facebook, Twitter…) Encourage sharing of content with social media buttons on articles and pages of the website.Mobile devices friendly.Add printable stylesheets for all pages.
- Add description why the new website looks like that:RecommendationsRename the domain : www.hsagency.com / www.harrisonandshriftman.com / www.hs-com.com / www.hs.comRedesign the website in HTML.Define meaningful headings for all webpages to help improve SEO and assist visitors in navigating content.Link social media platforms to the website (LinkedIn, Facebook, Twitter…) Encourage sharing of content with social media buttons on articles and pages of the website.Mobile devices friendly.Add printable stylesheets for all pages.
- Add description why the new website looks like that:RecommendationsRename the domain : www.hsagency.com / www.harrisonandshriftman.com / www.hs-com.com / www.hs.comRedesign the website in HTML.Define meaningful headings for all webpages to help improve SEO and assist visitors in navigating content.Link social media platforms to the website (LinkedIn, Facebook, Twitter…) Encourage sharing of content with social media buttons on articles and pages of the website.Mobile devices friendly.Add printable stylesheets for all pages.
- Add description why the new website looks like that:RecommendationsRename the domain : www.hsagency.com / www.harrisonandshriftman.com / www.hs-com.com / www.hs.comRedesign the website in HTML.Define meaningful headings for all webpages to help improve SEO and assist visitors in navigating content.Link social media platforms to the website (LinkedIn, Facebook, Twitter…) Encourage sharing of content with social media buttons on articles and pages of the website.Mobile devices friendly.Add printable stylesheets for all pages.
- This will provide prospective clients and prospective employees with an easier way to find H&S and drive H&S’ ads to appear on top the search result when users search with keywords related to the company.
- Anyone using those keywords on the google search bar, H&S Ads may appear next to the search results as a Sponsored Ad.
- Anyone using those keywords on the google search bar, H&S Ad may appear next to the search results as a Sponsored Ad.
- Developing an executive blog will be the top way for the company to communicate with its main target audiences.It will be easily accessed by having it promoted on the website as well as a link that will connect the audience to it through the upper right hand corner of the page. Each new blog post will be cross promoted via social media channels to increase the traffic to H&S’ website.In addition to the authorship of H&S’ employees writing for the blog, H&S will invite guest bloggers from Studio HS and Ketchum to write about this agency, their work and their expertise.The Blog PostsEach blog post will have the popular social media buttons for the readers who are interested to share them on their social media profiles.Each blog post will be highlighted on most social media platforms to drive more traffic to H&S’ website and establish and increased readership of the blog.Blog posts can be about:Experiences from events.Case studies and their analysis about them.Other offices located in Los Angeles and Miami and their work.Trends from the public relations industry from the lifestyle and luxury perspective.Brief interviews with current clients and their experiences of H&S’ work.Behind-the-scenes experiences on events and celebrities.Infographics for visual content.Infographics – to increase visual content on twitter, infographics can be used as an enticing way to captivate audiences while showcasing expertise.
- As part of our analysis, we found that there was great opportunity for our client to leverage social media channels as a way to communicate and position themselves as an expert agency in the industry.The lack of a clear voice/tone/ and brand personality, really insipred us to create a meaningful and purposeful social media strategy for H&S. We also wanted to incorporate storytelling within social media to really show a strong representation of H&S across the social sphere; keeping in mind that there are 4 main target audiences that we need to appeal to via these channels.Lack of consistent voice across social media channelsLack of storytelling capabilities and new positioning representation via social mediaExample of current postings
- Audiences: Prospective clients, prospective employees, current clientsStatement of Purpose (How we will use social media to represent the H+S brand)Give examplesChannels that will be used
- MESSAGE- a luxury lens comes in many shapes and sizes , giving brands a gateway to luxuryOverall objective of social media campaign is to increase web traffic to the H&S corporate website.
- H&S currently uses Facebook, but not to its full advantage. Content is posted inconsistently, is not representative of the new positioning for the brand, and lacks a true voice and personality. Improvements neededIn addition to creating the Facebook page for H&S to be more compelling aesthetically, the page should also focus on community and engagement. All content posted to Facebook will utilize bitly links to allow for effective tracking.Photos should be placed into purposeful and meaningful albums and posts when applicable.H&S will post content reflecting its newly acquired expertise positioning as well as enforcing a community among current employees. Videos from YouTube should also be featured on Facebook to allow for rich media to make the site more engaging. Other types of content such as polls will be placed on Facebook to directly increase engagement of the site..-Facebook will primarily be used as a vehicle to promote community with current employees, and attract prospective employees. H&S should mirror MKG’s Facebook marketing strategy to build a camaraderie among employees that work there currently, thereby piquing the interest of others who might be interested in working at H&S.
- H&S currently utilizes twitter to highlight client successes and stories. Hashtags are overused and can create the message of each tweet to be confusing. Content is posted inconsistently.While Twitter can be used to engage employees, the main focus of this channel should be to cultivate press and gain the attention of current and prospective clients. Twitter provides a channel for quick hit messages that are short, attention grabbing and pithy. All tweets should contain an image (when applicable) and a link to a digital asset by using bitly. Occasionally, tweets should also focus on promoting work done for certain clients as well as cross promotion of blog postings, videos, etc. In addition, H&S should link to content that is non-H&S authored, by using sites dedicated for sourcing content such as alltop.com. By sharing relevant articles pertaining to the PR/Communications industry that is not written directly by H&S, the company will be seen as a thought leader. Improvements neededIn addition to making the corporate H&S twitter page more aesthetically pleasing and on-brand, the bio section should be updated and the page should be verified as an authentic twitter account. The logo used as the profile picture should increase in size as well. Content should not only focus on client successes and client events, but should also encompass promoting digital assets such as blogs, case studies, videos, and other social channels in order to portray a more expert, knowledgeable and credible communications agency.Thought leadership and company wins and successes-Content will also shift to showcase client success stories and press received by clients. Live tweeting during client events should also continue to reach as broad of an audience as possible. H&S MomentsTwitter is a great opportunity to really bring the executive team of H&S to life in the public eye. Because we view Elizabeth Harrison and Lara Shriftman as excellent public figures, occasionally, they will tweet from the corporate handle as they live their lives as successful business women in thriving cities. For example, as they drive from the office to meet with a client, Elizabeth Harrison can tweet “words of wisdom” with the hashtag #EHknowsPRHashtagA hashtag strategy will be implemented to categorize content and to place it within relevant categories. For example, #luxurylens can be used to promote the new positioning and should be placed within blog postings. Other hashtags can be used to categorized content based on the industry featured in the specific posting. Live chatsH&S will host live chats on twitter to discuss webinars live. This is a great way to.
- H&S currently has a LinkedIn corporate page, but it is not utilized.Improvements neededLinkedIn should have a corporately branded photo that mirrors others used on social channels, with a flare to make it more compelling and representative of the H&S branding.LinkedIn will also be used to post open positions for job seekers in addition to advertisements that will be targeted towards prospective employees.The “products” section of LinkedIn will also be utilized to highlight H&S service offerings as a communications agency.H&S will also actively seek out relevant industry groups to share authored content in order to increase reach and been seen as a thought leader in the industry. The professional nature of LinkedIn makes it a great platform to showcase thought leadership and expertise in the PR/Communications sector. While cross promotions of digital assets on LinkedIn will prove to be one of the main sources of content, digital managers should not overlook the ability to gain leads for new clients and prospective employees on this platform.
- TAKE OFF THE BLOGGER ICON OR ELSE
- WhenSpring 2014WhyShowcase H&S’s ability to execute an eventOfficially launch Studio H&SOfficially Introduce H&S Blog: “H&S Visionary” Give new life to H&S’s social media presenceHighlight H&S’s 19 years in Communications (XIX)What’s in it for H&SGain media coverageRaise awareness about H&SToast to H&S’s 19 years of experience in communications. What to expect from H&S going forward.