Spa finder presentation_2013

Presentation

Version 1.0 | February 2013 | James Moffat

Intro video here

Integrated marketing and communications agency

with digital at the core

 "In the world of communications, there are agencies which get it and others that don't. Organic

is clearly an agency that gets digital, and knows how to get things delivered."

Yann Gourvennec, Global VP Internet and Digital Media, Orange

Good digital marketing is a combination of...

• Effective website• Great onsite content • Great social distribution (social media)• Online PR • Targeting

Our services

• Web development• Mobile• Usability & conversion rate optimization• Search & Social• Content marketing• Online PR• Digital Advertising management

Helping businesses grow...

Meaningful objectives

Traffic

Sales

Data capture

Greater reach

What did we find?

A mature web presence...

....for an immature UK market

What did we find?

The UK consumer needs educating about the product, how it works and what you offer...

The plan...

•Conversion rates•Social engagement•Content strategy•Technical issues•Proposition•Mobile

Stage 1

Establish KPIs and Measurement

Month 1

•Cost per acquisition of new customers •Lifetime value of the customer•Conversion rate of purchases •Visits to spa listings

Stage 2

Quick Wins / Bigger Picture

Month 1 onwards

•Things that need fixing•Understand the consumer journey•Establish key messaging •Plan for mobile •Integration with other channels

Stage 3

Conversion rate optimization (UX and UI)

Month 1 to 3

March to June

•Currently 0.23%•A three month program•Landing pages •Voucher page •Home page•Listing pages•Checkout funnel

6 part optimization plan:

• Planning and analysis•Wire-framing •Offsite testing•Graphic design•More offsite testing• Implement and test onsite

Stage 4

Paid search optimization

Month 3 onwards

•Break out the UK campaign

•Localize the content•Improve conversion•Integrate with analytics•Tie to new landing pages

Stage 5

Integrated digital communications plan

Month 3 onwards

Deliver meaningful results that last

Content Marketing

•Creating great, UK specific multi-media content •Improve the UK Blog•Create funnels to drive better engagement

Digital Distribution •Develop a comms strategy and campaigns •Social community engagement and distribution •E-Mail •Influencer outreach and engagement •Online PR

Automated Digital Marketing

Search Marketing•Onsite technical overview•Content optimization•Competitor review•Indexing •Linking Strategy

How would we run it? •Monthly meeting •Integrated campaign schedule •Train up your team (help with recruitment)•Help you build a network of social influencers •Campaign ideas •Help create the content and distribute it•Measure and report

Summary: 12 month plan•Conversion rate optimization•Consultancy and advice•An integrated digital comms strategy•Delivering results that matter•Reach, traffic, sales, data capture

SpaFinder brand overview and site offerings

Brand DNA•Gain an understanding of the SpaFinder brand and it’s business objectives•Brand purpose - your position in the marketplace•Identity the reasons to believe in the current brand•Define what the customer expectations are with the current product/service•Determine what distinguishes your brand from the competitors

Brand building•Brand planning and workshops•Expand the SpaFinder story•Define the brand values/promise•Build the brand personality - the emotional connection with your consumers•Create a marketing strategy•Create compelling communication•Produce the collateral required

Brand overview of current product/service

•Strong brand presence in the US-Spa specifically•Expansion into other multi-channel areas•Consider legacy customers who have invested into the current SpaFinder brand (Spas and gifting)•New customers to arrive through non-spa services and products relating to wellness•Issue with current brand - needs to showcase the wellness side of the business products and services•Expand on the current SpaFinder story•Top line revenue comes from third-party gift cards - sales on site needs addressing

SpaFinder site offerings

Content Listings Gift Cards Last minute deals

Visitors to the site

Content Listings

Gift Cards Last minuteoffers

Listings

Last minuteoffers

Current site offering - Products & services

•Day Spas (listings)•Medical Spas (listings)•Salons (listings)•Spa services (Massage, facial etc)•Spa deals

Spas•Yoga studios (content & listings)•Yoga deals

Yoga

Current site offering - Products & services

•Pilates studios (listings)•Pilates deals (listings)

Pilates•Gym and health clubs (listings)•Personal training (listings)•Barre classes•Bootcamp (listings)•Fitness deals (listings)

Fitness

Current site offering - Products & services

•Hotel and resort spas (listings)•Destinations spas (listings)•Family spas (listings)•Ski spas (listings)•Weight loss (listings)•Yoga travel (listings)•Travel deals (listings)

Travel•Spa breaks and gift vouchers (listings)

Deals

Current site offering - Products & services

•Acupuncture (listings)•Alternative medicine (listings)•Reflexology (listings)•Weight loss (listings)•Melanoma Initiative (content)•Readers choice awards (content)•Wellness week (content)•The well blog (content)•Susie’s Spa blog (content)

More•Spa gift vouchers (e-commerce/content)•Use spa vouchers/cards (listings)•Mother’s Day (e-commerce/content)•Gifts for her (e-commerce/content)•Gifts for him (e-commerce/content)•Corporate sales (e-commerce/content)•Corporate wellness (content)

Gift vouchers

Site overview...

Predominantly listings

....very little content

Current SpaFinder identity

SpaFinder brand...

Evolution...

....not revolution

Identity exploration concept 1

Identity exploration concept 2

Identity exploration concept 3

Identity exploration concept 4

Website exploration concept 1

Website exploration concept 1

Website exploration concept 1

Website exploration concept 1

Website exploration concept 2

Website exploration concept 2

07989 333 304 james@organic-development.com organic-development.com

Exeter, Devon, UNITED KINGDOM EX4 3AY

Thank you