A presentation of the integrated marketing communication plan for the communications agency Harrison & Shriftman based in two main assignments: -Positioning the agency as a Corptique Lifestyle Communications Agency. -Assisting 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. Project developed by Inspiration Lane agency, a team of graduate students from the Integrated Marketing Communication program at Emerson College. This project is the last required course of the program. The project consists to developed an integrated marketing communication plan for a real client. Presented on April 26, 2013.

4. 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

6. Company
Overview

7. Milestones
1995
2003
2011
Created Studio HS
2011
Alliance
Company
Overview
Full Service Communication Agency
specialized in PR, Marketing and Talent
Relations.
Corptique
Agency
NYC
Miami
L.A

8. Current Clients
& Categories
18 years working with
Lifestyle brands from luxury
to mass brands alike

9. Current Clients
& Categories
fashion

10. Current Clients
& Categories
food
& Beverage

11. Current Clients
& Categories
hospitality

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

13. Develop an integrated marketing
communication plan that will assist Harrison &
Shriftman in positioning the agency as a
corptique lifestyle communications agency.
Assist 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.
The Client
Assignment
1
2
Journeyinspiration
lane
Discovery
1
Strategic
conclusions
2
How we will
Address them
3

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.”

17. The research
Approach

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

20. Strategic
Conclusions

21. SWOT
Analysis
STRENGTHS
• Savvy & Trendy
• Solid Database
• Ketchum
• Studio HS
THREATS
• Competition
• Turnover rate.
WEAKNESSES
• Target Audience
• Online
• Differentiation
• Internal & Internal communication
OPPORTUNITIES
• H&S, expert
• Lead Generation
• Online identity
• H&S, thought leader
SWOT

22. the newfocus
Strategic
Conclusions

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
Current
State
HR
Management
Systems
Culture /
Co-worker
Influence
Leaders /
Managers
Internal PR
Systems
• 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
Additions
HR
Management
Systems
Culture /
Co-worker
Influence
Leaders /
Managers
Internal PR
Systems
• 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. MUST DO
Campaign Execution
Website Revamping
www.hs-pr.com
URL not compatible with the
new positioning of H&S as a
Corptique Communication
Agency.
A problematic URL
Similar URLs
www.hs-com.eu
http://www.hs.com.au
www.hs-online.com
H&S Website
The Issues

39. MUST DO
Campaign Execution
Website Revamping
Outdated Videos
• Noisy, old and confusing
H&S Website
The Issues

40. MUST DO
Campaign Execution
Website Revamping
Obstacle to SEO
• Use of Flash instead of
HTML
• No links to social media
• Lack of SEO efforts.
H&S Website
The Issues

41. MUST DO
Campaign Execution
Website Revamping
User Unfriendly
• Confusing navigation
categories, and
content difficult to
read
H&S Website
The Issues

42. MUST DO
Campaign Execution
Website Revamping
Unclear Brand Image
•Lack of appealing brand
messages.
•No distinguishing or
differentiating points
•No tagline
H&S Website
The Issues

43. 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.

44. 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

45. After
Before
H&S Website
The Revamping

46. Case Study
Jimmy Choo
H&S Website
The Revamping
Before

47. Before
Case Study
W South Beach
H&S Website
The Revamping

48. Before
Case Study
Veuve Cliquot
H&S Website
The Revamping

49. Before
Clients
& Partners
H&S Website
The Revamping

50. IMC Campaign
Execution
MUST (DO) HAVE
SEO/SEM Strategy
•Raise brand awareness of H&S.
•Drive measurable traffic to the
company’s website.

51. 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

52. 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.

53. Google AdsMockups
MUST DO
Campaign Execution
SEO/SEM Strategy
Ad related to Communication Agency
Harrison & Shriftman
Full Service Communications Agency| PR, Marketing, Talent Relations
www.h.s/com
Build Brands with a Luxury Leverage

54. H&S VISIONARY
The Official Blog
IMC Campaign
Execution

55. Current
clients
Prospective
clients
Prospective
Employees
Current
Employees
The
Audience
we see brands through a luxury lens.visionary
MUST DO
Campaign Execution
Digital Content Strategy

56. H&S
Social Media Landscape
IMC Campaign
Execution

57. Current H&S
Facebook Profile

58. Current H&S
Twitter profile

59. Current H&S
LinkedIn Profile
No posts or updates

60. H&S Social Media
A Disconnect
IMC Campaign
Execution

61. 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

62. 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

63. 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

64. New H&S
Facebook Profile

65. 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

66. Current H&S
Twitter profile

67. 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

68. 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.

69. MUST (have) DO
H&S Social Hub
IMC Campaign
Execution

70. MUST DO
Campaign Execution
Social Hub

71. Social Media
Ads

72. 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!

73. Apply!
Campaign A
Targeting Prospective Clients
Campaign B
Targeting Prospective
Employees
Campaign Execution
Social Media Ads

74. H&S MUST (have) DO
Digital Team

75. MUST DO
XIX Event
IMC Campaign
Execution

76. 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.

77. Scope and
Timeline

78. Q3
REBRANDING
Internal Branding
DIGITAL
• Content Creation
• Website
• SEO/SEM
• Social Media Campaign
(+online ads)
PR & Promotions
• XIX Event
Timeline
Q4 Q1 Q2
2013 2014

79. ROI and
Budget

80. Retainer
Type
Per Month Per Year
Large $60,000 $720,000
Medium $32,500 $390,000
Small $9,500 $114,000
ROI and
Budget
Item Frequency
Projected
Cost/Year
Google Ads
(SEM)
Ongoing $20k-$30K
Social Media
Ads
Ongoing $70k-$90K
Website One Time $10k-$20K
YouTube Ongoing $5k-$10K
Digital Team Ongoing $130k-$150k
XIX Event One time TBD
PR and Events Ongoing $30k-$60k
TOTAL $265k-$360K
ROI
Budget

81. inspiration
lane
QUESTIONS?