SendItLater.comMarketing Plan: Organic

July 31, 2015

1. Business Objectives

2. Marketing Objectives

3. Brand Strategy

4. Target Market Insights

5. Marketing Approach & Messaging

6. Channel Approach

7. SEM & SEO Launch Approach

8. Effective Media Approach

9. Digital Storytelling

8. Tactical Plans

9. Measurement & Analytics

10. Timeline

Contents

Business Objectives

Business Targets

Measure Y1 Y2 Y3

Total US Moms(1) 85,400,000 85,400,000 85,400,000

Total US Moms Online(2)

31,000,000 31,000,000 31,000,000

70% Made Online Purchase in Last Year(2)

21,700,000 21,700,000 21,700,000

Media Reach (dependent on budget)

10,000,000 10,000,000 10,000,000

Total Site Visits (25%) 2,500,000 2,500,000 2,500,000

Total Registrants (25%)

625,000 625,000 625,000

Total Purchases (25%) 156,250 156,250 156,250

Total Sales ($40/gift) $6,250,000 $6,250,000 $6,250,000

Total Repeat Sales (50%)

$2,125,000 $2,125,000 $2,125,000

Grand Total Sales $8,375,000 $8,375,000 $8,375,000

Source:(1)http://www.census.gov/newsroom/releases/archives/facts_for_features_special_editions/cb12-ff08.html (2) http://www.emarketer.com/Article/34-Million-Moms-Online/1007118

Marketing Objectives

Marketing Objectives and Strategy (B2C)

Year 1 Objectives

1. Launch, position and drive awareness

of SendItLater as offering better and

valued shopping choices

2. Drive traffic to SendItLater with a

compelling and irresistible offer

3. Deliver the new and exciting

experience for first time visitors

4. Convert first time visitors to purchase

by exceeding expectations

5. Drive regular repeat visits with a

creatively evolving messaging and

gifting service

Year 3 Strategy

1. Champion the growth of online shopping

by becoming the ultimate enabler to send

messages and gifts now and into the future

2. Capture the major share of the market with

the biggest and best gift service, with a

experience

3. Make online gifting at SendItLater a

regular part of the overall shopping

repertoire by constantly evolving

Marketing Objectives and Strategy (B2B)

Year 1 Objectives

1. Launch, position and drive business marketplace awareness of SendItLater as a fully

funded, MIT-driven, New England start-up

2. Establish position in the digital industry as creating a new approach to eCommerce

delivery and shopping

3. Leverage charity profit-sharing business model to deliver social entrepreneurship

positioning – business doing good

Brand Strategy

To become the ultimate enabling gifting eCommerce platform, capturing the majority market share of online gifts in the United States in 3 years;a unique experience for shoppers exceeding their expectations.

Vision

Mission•Deliver a new, exciting and evolving eGifting experience with a unique and dynamic online shopping experience that allows for greetings and gifts now and into the future•Offer gift senders with the opportunity to evaluate all the choices available to their recipient, including access to high quality gift brands, in a secured and convenient 24/7 location, for better control over their future gifting needs. •Achieve best-in-class eGifting business in terms of financial returns, employee satisfaction, customer service, fostering innovation and governance; for its shareholders, employees, customers and business partners.

SendItLater Vision & Mission Statements

SendItLater Positioning and Value Proposition

SendItLater PositioningSmart gifting solution

SendItLater aims to deliver a new, exciting and evolving eGifting experience that showcases a comprehensive range of quality gifts from well-known quality brands for the busy mom. With a simple online calendar, and access to these gifts in one convenient, secure, 24/7 location, our moms become smart gifters with better control over their gifting calendar.

SendItLater Brand Promise = Gift & Relax

Target Market Insights

SendItLater Primary Target AudienceTarget Audience: U.S. Moms with Social / eCommerce Behavior

Moms are a sizeable market and control household spending…

Source: eMarketer

SendItLater Primary Target AudienceTarget Audience: U.S. Moms with Social / eCommerce Behavior

Moms are online shoppers…

• Moms were responsible for 32% of total online spending in the last quarter, despite making up only 18% of the total Internet audience

• 78% of moms follow a brand for coupons and discounts, compared with only 55% of the general population

• To learn about which brands and products to buy, 73% of moms rely on recommendations from parenting-related social media

• Moms report that posts from a friend are 16% more influential than posts from a brand, and that posts from another mom are 55% more influential than posts from a brand

Source: 2013 Social Mom Report, Marketing Profs http://www.marketingprofs.com/charts/2013/10704/moms-more-likely-to-use-social-media-and-mobile-and-to-shop-online

SendItLater Primary Target AudienceTarget Audience: U.S. Moms with Social / eCommerce Behavior

Social Moms spends more…

Source: 2013 Social Mom Report, Marketing Profs

http://www.marketingprofs.com/charts/2013/10704/moms-more-likely-to-use-social-media-and-mobile-and-to-shop-online

SendItLater Primary Target AudienceTarget Audience: U.S. Moms with Social / eCommerce Behavior

Women are price and promotions driven…

Source: https

://www.marketingtechblog.com/men-vs-women-online-shopping/

SendItLater Primary Target AudienceTarget Audience: U.S. Moms with Social / eCommerce Behavior

Marketing to Moms doesn’t mean “pink” or isolating other audiences:

• Communicate product values versus listing features. Women want to know what the product will do for them (or their gift recipient)

• Embrace high standards of customer service versus exclusively product quality. Women want to know that you care about how you treat them

• Leverage social as the relationship channel. Women will more likely buy from products whose pages they follow and interact with

• Feature the people she loves, not just pictures of her. The imagery and design should reflect the world and people that matter to her

• Give her multiple ways to engage and shop with you. The Gap examples demonstrates how she evaluates, considers and shops for products and services

Sources: “Don’t Think Pink”, http://www.startupnation.com/articles/7-powerful-insights-for-marketing-to-women/, http://mashable.com/2012/08/01/social-media-marketing-women/

SHOP ONLINE

DEALS

NEW PRODUCT

24/7 DELIVERY

WAIT FOR GROUP BUYING OFFERS AND DAILY DEALS

SEARCH AND COMPARE PRODUCTS AND SITES FOR QUALITY AND VALUE

EARLY ADAPTERS WHO ONLY BUY NEW PRODUCTS FROM GLOBAL BRANDS ONLINE TO BE THE FIRST

DEMAND SAME DAY DELIVERY FOR WHEN IT SUITS THEM

Segment

Motivation Barriers to Overcome

Dig

ital

ly S

avvy

Non

-Dig

ital

ly

Sav

vy

COMPARE

PREFER TO PAY FOR SERVICES THAN FOR PRODUCTS

7 Key Target Shopper Mindset Segments

US SHOPPERS

ONLINETransactors

Fence-Sitters

Discount Seekers

Pragmatic Value Seekers

Flaunt Seekers

Convenience Seekers

OFFLINE

Mall Shoppers

Shopping Averse

COMPLIMENTS

NEW EXPERIENCE

INSIST ON TOUCHING, FEELING AND TRYING ON PRODUCT AS ENTERTAINMENT

DO NOT ENJOY FINDING PARKING, SEARCHING, QUEUEING, ETC. AND WANT TO GET IT AND OUT QUICKLY

Marketing Approach & Messaging

Marketing Approach Requirements

• How do we make them aware, engage, retain and keep them coming back (engagement)?

• How do we “make it easy for shoppers to find” when they are looking for SendItLater, or specific products (pull marketing)?

• How do we “spread the word” about the SendItLater (push marketing)?

• All to meet our vision of becoming the number one online messaging and gifting site in the United States (and globally).

Our Marketing Approach

Pull Brand Building campaign for promoting online gifting at SendItLater, to launch

the brand, and then build the US online gift market (EXPLORE)

+Push Targeted Tactical campaigns to selected segments to drive traffic as per

Promotional Calendar, for sales and market share (SHOP)

+Co-Branded Marketing efforts with our key partners

To become the number one eGifting site in the U.S.:

Think eGifting, Think SendItLater

Overarching Brand Launch Campaign Message

SendItLater PositioningSmart Gifting Solutions

Trust SendItLater for the quality messages and gifting options, all together in one convenient locations, with enhanced payment security and reliable delivery, to send now and in to the future.

SendItLater Ownable Go-To-Market Proposition

eGreetings and Gifts

Add tagline to logo to clarify what we offer to customer

eGiftingOwn this term in the industry and the press

SendItLater.comSite name always appears in print in italics and, where possible, in brand color

Gifting Calendar

Own this term in the industry and the press

SendItLater Brand Messaging

SSL / Authorize.net / PayPal for security and reliability

Ability to send messages and gifts now and in to the future

Quality Products / Quality Brands / Unique Occasion Greetings

New Products and Merchants added for wide variety

Gift recipient chooses their own gift, at scheduled time of delivery

Save special dates and schedule gifts now for the future

Added Value to reward you for your loyalty

PlatformBenefits

Offers / Retail

Reasons to Try / Reasons to Come Back

Channel Approach

The Most Effective eCommerce Selling ChannelsThe channels that continue to be the most effective for launch, include…

• Social Media: Launching and maintaining own FB channel, and advertising on social

• SEM (PPC): Purchased key words / phrases that engage active shoppers on search

• eMail: Especially effective in driving repeat purchases when providing an offer

• Digital PR: Led by a company’s Twitter channel and blog

• SEO and Link Building: Drives search ranking and customizing web experience

• Contextual and Behavioral Advertising: Delivers advertising based on online behavior

• Conference Speaking and Leadership: Establish company presence and personality

Marketers disagree on the effectiveness of other channels, which include…

• Radio: Can be effective in specific local markets where radio directly engages target

• Multi-Channel Selling: Business card or promotional flier with discount code on platforms like the Amazon marketplace and eBay

Sources: http://www.sellbrite.com/blog/5-ways-to-market-your-ecommerce-site/ http://www.smartinsights.com/marketing-planning/create-a-marketing-plan/10-nov-start-marketing-plan/

26

Build AwarenessEXPLORE

Drive TrafficSHOP

SellEXPLORE /

SHOP

ReturnEXPLORE /

SHOP

Objectives:• Launch brand• Position offering• Word-of-mouth buzz

Key Channels:• PR: Print, blogs• Online ads: Web, FB• Social: FB, TW• Search: SEM• Conference Speaking

Objectives:• Drive traffic to

homepage with reasons relevant to segment

Key Channels:• Partner marketing• Online ads: Web, FB• Search: SEM, SEO• Social, FB, TW

Objectives:• Deliver a first time

visitor experience• Get them to register,

send message, buy gifts

Key Channels:• Search: On page SEO• Website: On page ads

Testing, Measurement and Optimization

SendItLater Contact Strategy Phases

Objectives:• Deliver relevant content

to drive repeat visit per segment.

Key Channels:• Search: Off page SEO• CRM: eMail Marketing• Social: FB, Pinterest• Promotional Calendar• Personalized Site

PR

Blogs

eNewsletter

Banners

Drive the Purchase Funnel

SEM

FB Ads SEM/SEO

Print

Partner eMails

Personalized Site

FB TW

Explore

Shop

Promotions

Segmented Messaging

Conference

FB TW

SEM & SEO Launch Approach

Paid Search/PPC (SEM) and Organic Search (SEO)

Organic Search (SEO)

Pay Per Click (SEM)

Identify Top Search Engines and Focus Efforts

Google.com - The No 1 Search Engine worldwide, Multiple Language Availability

Yahoo.com – English Search Engine now under the Microsoft umbrella. Searches on Bing, automatically also throw-up Yahoo search results.

• Lots of local and global competition in the eGreeting and Gifting areas

• Keywords such as gifts, “online buying” heavily utilized by competitors

• Identify gaps and low competition keywords

• Terms will be utilized by both SEM and SEO

• Must avoid competing against our partner’s SEM strategies

• For the first two quarters focus on Brand Interaction and Awareness to generate traffic

• After reasonable amount of traffic, focus on Sales / Leads driving keywords

Consumer NeedsSafety, Security, FAQs

Consumer InterestsHolidays, Birthdays

Products & RetailersProduct names, product

types, retailer names

BrandeGreetingeGifting

Keyword Approach

M1 M2 M3 M4 M5 M6 M7 M8 M9 M10 M11 M12

Own brand/product territory: PPC: Constant Brand Keyword presence and Long-Tail below benchmark CPC

Consumer Needs: No.1 for existing and prospect customer FAQ’s

Own brand / product territory: SEO: Constant Brand Keyword presence

Consumer Interests: Generate higher traffic, address to the interests

SEM/SEO Plan

Search Engine Optimization (SEO)

What is SEO?

Search engine optimization is the term used to describe a set of processes that aim in optimizing a website for search engines. SEO is important not only for getting high quality visitors but it is also a way to increase the credibility of a website and to expand brand awareness.

Search engines use complex algorithms to determine which pages to include in their index and the order they show these pages in the search results. SEO is the way to ‘speak’ to search engines in a language they can understand and provide them with more details about a website.

Search Engine Optimization (SEO)

On Page SEO

On Page SEO refers to settings you can apply on the website so that it is optimized for search engines:

• Optimized titles and descriptions

• Proper URL Structures

• User friendly navigation (breadcrumbs, user sitemaps)

• Optimized internal links

• Text Formatting (use of h1, h2, bold etc.)

• Image optimization (image size, proper image names, use of ALT tag)

• User friendly 404 pages

• Fast loading pages

• Top quality fresh content (This is always the most important SEO factor!)

Search Engine Optimization (SEO)

Off Page SEO

Unlike On- page SEO, off-page SEO refers to activities outside the boundaries of the webpage. The most important are:

• Link Building

• Social Media

• Social bookmarking

Why is Off-Page SEO important?

Search engines have been trying for decades to find a way to return the best results to the searcher. To do that, they take into account the on-site SEO factors (described above), some other quality factors and off-page SEO.

Source: https://www.reliablesoft.net/what-is-off-page-seo/

Customized Home Page Creative and Offers

36

Custom Offer Custom Creative

Effective Media Approach

38

A variety of behavioral approaches—utilized across ad networks/portals SuperValu site visitors (retargeting) Grocery Planners Home entertainers Searchers for recipes, coupons “Trendy Homemakers” Food & Recipe lifestyle enthusiasts Grilling enthusiasts Local “foodies” Value-conscious shoppers

The behaviors targeted were culled from a variety of resources, including retargeting pixels, internet surfing behavior, search engine usage, and Nielsen Homescan offline shopping behavior

Behavioral Advertising: Albertson’s Grocery

Rather than recommend a large number of sites for a shorter flight, the included the leaders in the pregnancy and parenting sites, with ongoing presence for 12 months.

Deep presence and site sponsorships were negotiated as part of each media buy

Sites on plan included American Baby, iVillage Pregnancy & Parenting, Baby Zone

39

Contextual Advertising: Cheerio’s

Co-Branding Approach

Co-marketing will be key component of the launch.  By leveraging our partnerships with 1800Flowers and GiftCards.com, this will provide added credibility to the SendItLater name and enable a wider reach for identifying potential customers.

 

Consider the following:

•Co-branded communications to the marketplace (print, banners, eMails)

•Communications delivered through our partners (banners, eMails)

• Partner logos on our website

Partners logos are presently being integrated in to the website footer, with permission from the partners. Future initiatives will be discussed as our credibility with these partners builds.

Digital Storytelling

Focus on 2-to-3 key Mom Bloggers to develop a unique eGifting marketing message

Create unique eGifting stores

Build real life stories that are marketable and shareable

42

Mom Blogger eGifting Stories

Focus on creating content that is “shareable.” Fans and likes will be generate through engaging imagery and unique and personal stories

Launch with CfR established imagery

Create SendItLater unique imagery, messaging and branding

Create content calendar and imagery template

43

Social Media Storytelling

Tactical Plans

Month Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug

Initiative Launch Launch Acquire Acquire Acquire Acquire Acquire Acquire Acquire Acquire Acquire Acquire

Special Occasion

Back to School

Diwali Thanksgiving

Winter Holidays

CNY Valentines

Spring Cleaning

Spring Holidays

Mother’s Day

School’s Out

Summer Fun

Summer Planning

SendItLater Focus

CfR Archies Plan for the Holidays

Last Minute Shopping

New Year

Plan for the Year

Christmas in July

Plan for the Year

CustomerSegments

Corporate International

Regular Shopper

Last Minute Shopper

Transactors Best of eGifting

Pragmatic value seekers

Find the best value here

Flaunt seekers

Be the first to try

Discount None None None 10% Off

Promotion The first 50 to try get…

CfR Collection

Message

SendItLater eRetailing Y1 Promotional Calendar

Month Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug

Initiative Launch Launch Launch Acquire Acquire Acquire Acquire Acquire Acquire Acquire Acquire Acquire

SEM Brand Brand Brand Product Product Product Promotion Promotion

Promotion

Interests Interests Interests

SEO Linking Linking Linking Customized HP

Customized HP

Customized HP

Customized Offer

Customized Offer

Customized Offer

Digital Ads Contextual Mom Sites

Contextual Mom Sites

Contextual Mom Sites

Contextual Mom Sites

Behavioral Ads

Social Ads FB (targeted)

FB (targeted)

FB (targeted)

FB (targeted)

FB (behavioral)

FB (behavioral)

FB (behavioral)

FB (behavioral)

FB (behavioral)

FB (behavioral)

Social Media (SIL)

FB FB FB FB FB FB FB / Pinterest

FB / Pinterest

FB / Pinterest

FB / Pinterest

FB / Pinterest

FB / Pinterest

PR Print / Blogs / TW

Print / Blogs / TW

Print / Blogs / TW

Print / Blogs / TW

Print / Blogs / TW

Print / Blogs / TW

Print / Blogs / TW

Print / Blogs / TW

Print / Blogs / TW

Print / Blogs / TW

Print / Blogs / TW

Print / Blogs / TW

Bloggers Mom bloggers

Mom bloggers

Mom bloggers

Mom bloggers

Mom bloggers

Mom bloggers

Mom bloggers

Mom bloggers

Mom bloggers

Mom bloggers

Mom bloggers

Mom bloggers

eMails Auto Auto Auto Mass Mass Mass Segmented Segmented

Segmented

Customized

Customized

Customized

Partner Activity

Charity eCom Content Social Charity eCom Content Social Charity eCom Content Social

Co-Marketing

Logos on Site

Logos on Site

Logos on Site

Co-brand ads

Co-brand ads

Co-brand ads

Co-brand eMails

Co-brand eMails

Co-brand eMails

Events CMO Breakfast

CES College Campus

SendItLater eRetailing Y1 Marketing Calendar

Measurement & Analytics

1. What is market opportunity?

2. How can unmet customer needs be identified?

3. How can upsell and cross sell opportunities be leveraged?

4. Which products sell the best / least?

5. Which merchants sell the best / least?

6. How can customer service needs be assessed?

Business / Marketing Opportunities from Data

• Data provides the foundation for understanding customer behavior and calculating ROI

• Develop a consolidated data platform that has the ability to collect customer information, monitor results

• Leverage this information to create a customized and optimized customer experiences

Requires Relational Database

Demo-graphics

Psycho-graphics

Site Visitation

Attitudes

AdExposure

eCommerce Web 2.0Activities

Social Media

3rd Party Segments

Strategy/Objective Goal KPI Marketing

Effective Measurement Optimization Framework

Web Search Social

Every Channel is Measured

51

Individuals who viewed or interacted with site

or digital media

Test (Visitors)A control group “twin” is found

for each member of the test group

Twins are identical across all measured aspects, except

for exposure to digital marketing

Control (Non-Visitors)Demo-

graphics

Psycho-graphics

Site Visitation

Attitudes

AdExposure

eCommerce Web 2.0Activities

Social Media

3rd Party Segments

=

Identify Test and Control Cells

Test and Rollout Approach

52

Custom Offer Custom Creative

Timeline

54

Prelaunch

Launch

Onboard Full

Campaigns

Casting for RecoveryPress ActivitySocial Media

Casting for RecoveryPress ActivitySocial MediaeMail CommunicationsPartner eMails

Generate volume trialsGenerate 1st time buyersDigital and Social Ads

SendItLater Consumer Launch Timeline

Regular buyersMajor Media Push

Ongoing CampaignsSegmented Activity

August September December February April

Testing, Measurement and Optimization

Thank You