Defining Your Digital Strategy

Transcription

1 Defining Your Digital Strategy Capabilities and Process 2013 Loewy Design Inc. All rights reserved Loewy Design Inc. 125 Baylis Road, Suite 190, Melville NY (631) Fax (631)

2 Agenda Introductions Case Studies Process Contact Information

3 Who We Are We create experiences that transform brands, grow businesses and make people s lives better. Loewy is a full-service interactive agency that s been fusing strategic consulting, brand building, online marketing and design-centric technology since People come to us to create new online identities, mastermind the evolution of existing ones, bring products to life, build apps and mobile experiences, shape perceptions, craft tactics, spark connections, and energize engagement powered by a strategic platform based on competitive analysis, research, and a true understanding of the brand, audience, and business objectives.

4 Who We Are Loewy Leadership Team David Loewy CEO and Founder Donald May Vice President & Creative Director Marc Acosta Director of User Experience Kristin Horrocks Senior Web Producer 20 years experience in online Senior level director and designer 15 years experience with web design, 8 years of agency experience business development with over 15 years experience information architecture and use specializing in project management, Previously held positions as contract Multi-disciplined design background experience media buying and public relations Creative Director for Razorfish and Heartbeat Digital Extensive experience working in B-to-C and B-to-B markets for clients like Motorola, Johnson & Johnson, Discovery Channel, Standard & Poors and Verizon for web, print, and retail Held senior level positions at Gray Advertising Directed projects for clients like McNeil Nutritionals, Truth in Aging, Dermstore and National Cancer Institute Worked at top NYC agencies; Euro RSCG, and Proxicom Led projects for companies lik Hearst, MTV, Daimler Chrysler, Liz Claiborne and The New York Times Managed projects for John Wiley & Sons, Paramount Group, and Brixmor Expertise with content management, ecommerce systems, social media and online marketing

5 Who We Work With STRATEGY DESIGN TECHNOLOGY MARKETING

6 What We Do Advance Brands Online STRATEGY DESIGN & UX TECHNOLOGY MARKETING Identifying your brand s vision Enhancing how your Leveraging technology to Connecting with your and developing a roadmap to customers perceive you forge emotional connections audience through strategy deliver on its overall through digital experiences between your audience and led tactics at the right business objectives. and multiple platforms. your brand. touchpoints across all mediums. Brand assessment Competitive analysis Content strategy Search engine marketing strategy Persona and user research Technology audit and analysis Social media analysis Brand strategy and positioning Design systems Editorial design Information architecture User interface design Application design Front-end development Ecommerce Subscription platforms Database architecture Content management systems PHP development Custom applications Mobile development Social media campaigns Mobile marketing Search engine optimization Social program management campaigns and strategy Advertising and management Integrated marketing

7 Paramount Group Building Success from the Ground Up Paramount Group needed to modernize its brand and unveil a new website to attract future investors. The company also wanted to promote its available properties and manage their website s content and imagery. Loewy designed and developed a responsive website that is optimized for all devices and managed through a custom WordPress content management system. We also developed a custom online property management tool so that Paramount s marketers can manage their properties with ease.

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10 Our Solutions Candy.com Redesign Magento Enterprise redesign Netsuite integration Custom product configurator Custom rewards system Responsive design

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17 Gainor STRATEGY DESIGN TECHNOLOGY MARKETING

18 IR Magazine STRATEGY DESIGN TECHNOLOGY MARKETING

19 STRATEGY DESIGN TECHNOLOGY MARKETING

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22 Brixmor Enticing Investors Brixmor was on the brink of their IPO with an opportunity to gain a first-place lead as the largest shopping center REIT in the nation. To have a successful IPO they needed an online presence that projected Brixmor as an industry leader to its potential investors. Loewy worked closely with Brixmor s financial communications firm, ICR, and created a responsive website that is formatted for all devices. Brixmor can now manage their website through SiteCore CMS which is integrated with dynamic content for property leasing and investor relations.

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25 Gainor Fit for the Home LoveSac has approached Loewy to design and build their online product configurator. This is a project currently in progress.

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28 WaterLogic IPO Launch Waterlogic needed to refresh its brand and unveil a website that would underscore its reputation for ingenuity. The company also wanted to leverage its global presence while maintaining a unified look and feel across all operating regions. Loewy designed and developed two websites a corporate site, with six languages represented, and a stand-alone site for Waterlogic s Firewall, geared at OEMs. We developed their global online presence on WordPress and created an internal document library that could be managed easily by Waterlogic s marketing team.

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31 Our Solutions Brand Extension Century 21 is a New York-based retailer that offers top designer merchandise at discounted prices. The retailer needed a site that reflected its international reputation as a destination for in-theknow fashionistas and label-savvy bargain hunters Loewy redesigned the site with a chic look-and-feel that creates a relevant, engaging brand experience for their trend-wise target audiences. We improved search engine visibility by meshing flash animations, JavaScript, and XHTML. To keep trend-spotters in the know, Loewy developed a social media strategy that included Facebook apps and sneak-peak promotions through Twitter.

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35 Our Process The process that we have developed to produce compelling websites and applications, in fact, often helps our clients sharpen their own understanding of their product and what they have to offer. 1. Discovery and Research 2. Information Architecture 3. Branding 4. Design and Content 5. Technology 6. Marketing, Measurement and Support

36 Our Process Loewy will appoint a Senior Web Producer as your central point of contact. Client will also have direct access to senior team members at all times during the project. Web Producer responsibilities include: Client on-boarding Setup and client inclusion on all project management tools Develop and maintain schedules and project administration Weekly status meetings and reports Coordination of digital assets Assist in all research and information gathering Coordination of CMS training and support

37 Our Process STRATEGY DESIGN TECHNOLOGY MARKETING

38 Our Process 1. Discovery and Strategy User analysis and use cases (interviews, focus groups etc.) Gain knowledge of business models and goals Competitive analysis and brand evaluation Content assessment Technology specifications and infrastructure recommendations Establish metrics for success Discuss and plan marketing strategies Internalize project phases Scheduling Deliverables Business Research Summary User Research Summary Content Strategy Summary Technology Research Summary Finalized Project Scope Document Project Schedule

39 Our Process Use Case Scenario Example

40 Our Process 2. Information Architecture Concept Modeling Sitemapping User and information flow schematics Navigation taxonomies and database design Content inventory Wireframming and prototype Social interaction design Admin design and planning Deliverables User flow diagrams Sitemapping and functionality diagrams Interactive wireframe prototype Content Audit Feature Specification Document

41 Our Process Site Mapping and Wireframming Examples

42 Our Process 3. Branding Competitive analysis and brand evaluation Positioning matrix exercise Define messages and tone of voice Adjust or redesign logo Define colors, typography and graphic elements Provide branding guidelines Deliverables Research summary & creative brief Positioning matrix document Sample taglines and key messages Logo iterations Color and typography samples

43 Our Process Branding Example BRANDING DELIVERABLE: Logo and Color Palette, Style Guide, Responsive Design Templates, Photo Direction

44 Our Process 4. Design and Content Online branding UI design Interaction design Brand refresh Content strategy and copy writing Infographics and image creation Front-end coding Visual standards and guidelines Deliverables Up to 3 unique home page design options Design of all page elements and components defined in wireframes Mobile designs: 3 to 4 comps illustrating smartphone and tablet experience Writing and editing for all text and content

45 Our Process Home page design options

46 Our Process 5. Technology Business and technology assessment Solution architecture Software evaluations User interface development Content management system implementation User engagement technologies (admins, tools, search, social media, mobile etc.) Application development Quality assurance and testing Post-launch support and analytics Deliverables CMS intergration and customization QA testing Technology specification document Final launch of site CMS training Final site style guide

47 Our Process Content Management Tool

48 Our Process 5. Measurement and Marketing Regular review of site and applications performance Measurement of media effectiveness Ongoing measurement of competitive activity Website maintenance and updates Traffic building recommendations and programs Search engine optimization Search marketing Social networks marketing Online marketing and advertising

49 Thank You! Contact References David Loewy President x111 Donald May Vice President/Creative Director x113 Peter Milburn Digital Products Marketing Manager Wiley Global Finance Locations Melville, NY (headquarters) 125 Baylis Road Suite 190 Melville, NY Tel: New York, NY 244 Fifth Avenue, Suite D263 New York, NY Tel: Lina Storm National Head of Marketing Berkeley Point Capital Christopher Michaud Vice President, Global Product Management Heartbeat Experts