Presentation

Version 1.0 | February 2013 | James Moffat

Integrated marketing and communications agency

with digital at the heart...

 "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• Integrated paid distribution

Our services• Web development• Mobile• Usability & conversion rate optimization• Search & Social• Creative and branding• Content marketing• Online PR• Digital advertising management

Data savvy Emotionally mature

its not about just analytics or just pretty pictures... its about the right mix of both.

Helping businesses grow...

Meaningful objectives

Traffic

Sales

Data capture

Greater reach

What did we find?

A mature web presence...

....but not an integrated or joined up one

What did we find?

Two divergent and contradictory requirements

1. A wider wellness industry offering (product and market)

2. A simpler proposition and messaging

What did we find? An international business with local differences

1. Each market at a different level of maturity

2. Requiring an efficient international ‘template’ that can be applied nationally

What did we find? Technologically sound, sounding technological

1. A need to divide who you are from what you do

2. Your products and services, from your proposition and position

What did we find? Plenty of functionality, not enough story

1. You offer user a lot

2. Your content doesn’t facilitate the journey or enable the lifestyle

What did we find? A brand that isn’t

When it comes to wellness there is no stake in the ground that indelibly says...

‘this is us’

Data savvy Emotionally mature

its not about just analytics or just pretty pictures... its about the right mix of both.

Pretty pictures

Great stories(you can control this)Content, messaging, story, marketing, graphics

(you can control this)Branding, design

What other peoplethink & say(you can affect this, but you don’t control it)AnalyticsListeningResearch

The plan...

• Brand evolution• Simplified key messaging • Conversion rates• Social engagement• A compelling content strategy• Effective Integrated management

The plan...• A consolidated communication plan • That can be managed internationally• But applied locally• Standing at the crossroads between your GREAT technological proposition and

your ASPIRATIONAL brand proposition

• A roadmap to becoming the Wellness lifestyle facilitatorSocio cultural branding underpinned with sound technical and commercial know how

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: What would we do?• Socio-cultural approach to branding• Brand planning and workshops -• Listen to the market• Expand/Tell the SpaFinder story• Develop key messaging• Define the brand values/promise• Build the brand personality - the emotional connection with your consumers• Create a visual representation • Test, test, test• 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)• Issue with current brand

• Needs to showcase the wellness side of the business products and services

• Needs to be easier to understand• 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 CardsLast minute

deals

Visitors to the site

Content Listings

Gift Cards Last minuteoffers

Listings

Last minuteoffers

CONSUMER B2B

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...

The balance between listings and content needs addressing

The offering needs to be more integrated

Current SpaFinder identity

SpaFinder brand...

Evolution...

....not revolution often the little things make the difference

Our Approach

• Look at the market• Keep it simple• Encompass the wider offering• Make it POP!

1. What did we do?

• Consumer orientated messaging • Reflection of offering in the consumers words• Focused on messaging - ‘what you say you are not what you look like’• A Dash of color - for vibrancy and energy

Identity exploration concept 1

2. What did we do?

• Keeping it simple• Made it pop• Focused on messaging - ‘what you say you are not what you look like’• A touch of elegance... and maturity.• A universal brand

Identity exploration concept 2

3. What did we do?

• Made it POP!• BOLD colors (bolder - this is an evolution)• Evolution of the marque• Keep it simple

Identity exploration concept 3

4. What did we do?

• Evolved the multi channel approach• Integrated this into a brand hierarchy• Collated services and products into five clear divisions (Market driven)

• There could be more (there are)

Identity exploration concept 4

Visuals and Imagery

• Photography• People• Aspirational• Emotive - I want to be there / feel like that

Website concept 1

Website exploration concept 1

Website exploration concept 1

Website exploration concept 1

Website exploration concept 1

Websiteexplorationconcept 1

Website concept 2

Website exploration concept 2

Website exploration concept 2

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

Your two most important KPIs for success are:

Lifetime value / Customer acquisition costs

Payback period

A good LTV / CAC ratio is 2.5 A good Payback period is less than 12 months

These can be benchmarked based on trading to date

Stage 2

Planning / Bigger Picture

Month 1 onwards

• Integrate with product development, creative and content

• Understand the consumer journey• Establish key messaging • Plan for mobile • Integration with offline

Stage 3

Conversion rate optimization (UX and UI)

Month 1 to 3

March to June

• Currently 0.23% (UK)• 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? • International template that can be applied nationally • Dedicated team• Out of hours support• Regular meetings • 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

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

Exeter, Devon, UNITED KINGDOM EX4 3AY

Thank you