Innovation Case Study: OutRank by Rogers Communications. Copyright Ovum. All rights reserved. Ovum is a subsidiary of Informa plc.

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1 Innovation Case Study: OutRank by Rogers Communications 1 Copyright Ovum. All rights reserved. Ovum is a subsidiary of Informa plc.

2 Innovation Service Provider "OutRank" is an online marketing service for SMEs providing a website, paid search marketing, search engine optimization and a performance dashboard. OutRank helps customers generate inbound phone calls and s by marketing them online. When someone searches local services online and the search matches the services a local client s business provides, OutRank makes sure the client s business gets first page exposure on search engines such as Google, Bing, and Yahoo! OutRank has a subscription based revenue model where SMEs subscribe for a service package for a fixed fee. Price varies depending on the package such as Silver (basic search exposure), Gold (moderate search exposure) and Platinum (dominant search exposure). Success Matrix OutRank is still in its infancy. But it is growing rapidly and has enormous future growth potential. Within the first year of operation, since January 2012, OutRank s clients have grown from the single digits to include over 1,000 small businesses, serving clients in sectors such as; dental, medical, general contracting, legal as well as specialty businesses 2

3 Differentiation Simple one-stop solution for marketing and advertising for SMEs Dedicated industry specific marketing adviser to work closely with the client Automatic optimization of websites for mobile devices, making sure customers are connected to the businesses no matter what device they re using Google AdWords premier SMB Partnership, demonstrating OutRank s ability to provide full service campaign management, AdWords domain expertise and broad marketing guidance for SMEs Value Generation There is over two million small business owners in Canada. However, only about 45% of them actually have a website. On the contrary 86% of Canadians go online for local business services. So from SMEs perspective it is critical to have a website for the business to grow and be visible. Moreover, it is one thing to have a website and another thing is to be found when people are searching for the services the business provide. Here lies the opportunity for OutRank. There is a large market potential for services like Rogers OutRank that creates a new website which is optimised with contents that will make it rank highly in the search engines. 3

4 Innovation: Uniqueness and Significance Web marketing services to SME is a competitive market place. However, OutRank, with dedicated specialized marketing advisers and Google AdWords Premier SMB Partnership, can offer clients higher degree of customization and monitors and optimizes their site and campaigns according to the goals set by the client. Uniqueness Reasonable mass market significance as this is a growth initiative by Rogers Communications to tap into SME opportunities in Canadian market. OutRank is still in its early stage but it has the potential to grow rapidly in the large Canadian SME market space (around 1.2 million SMEs). Significance 4

5 Technical Overview Specific features available in OutRank includes: Website: OutRank works closely with SME clients to create a professionally designed customised website that best represent the client s business. It uses multiple templates and uses only the templates that compelled the potential customers to pick up the phone. Paid Search Marketing: Dedicated marketing experts at OutRank use a proprietary bidding algorithm to place the client s advertising prominently in the ads section of top search engines such as Google, Bing & Yahoo. Search Engine Optimization: Search engine optimization is a content-based site marketing approach. OutRank works to achieve prominent placement in search results of top search engines for client s business through a set of best practices for website development, maps optimization, custom content creation and link building. Performance Dashboard: The dashboard provides access to campaign results including website traffic and metrics on the number of phone calls and s client s business receives as a result of OutRank s online advertising campaign. 5

6 Service Provider Rogers is a diversified public Canadian communications and media company with a customer base of 9.4 million. They are Canada's largest provider of wireless voice and data communications services and one of Canada's leading providers of cable television (2.11 million subscribers), high speed internet (1.98 million subscribers) and telephony services (1.16 million subscribers). Through Rogers Media they are engaged in radio and television broadcasting, televised shopping, magazines and trade publications, and sports entertainment. (All the subscriber numbers are as of 31 March 2014). Partners In 2012, a partnership was formed, under the brand name OutRank, between Rogers Communications and Yodle to provide Canadian small businesses with a suite of solutions designed to help them compete in the world of digital marketing. Yodle, a leader in local online marketing, is based in US serving 40,000 local business owners in 250 different industries to find and keep customers simply and profitably. They also work with larger franchises and multi-location businesses to create scalable marketing strategies that meet each location's unique needs. OutRank is a Google AdWords Premier SMB partner. Google AdWords is an online advertising service that places advertising copy at the top or bottom of, or beside, the list of results Google displays for a particular search query. Google AdWords Premier SMB Partner Program connects experienced AdWords partners with businesses that want expert help in creating, managing and optimising their online advertising campaigns. Premier SME Partners benefit from direct access to Google and support of all kinds executive, technical (API), sales, marketing, account and partner management. 6

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8 Service Details First page exposure on Google, Bing, and Yahoo! search engines in sponsored results. Prominent placement within natural search results through search engine optimization (SEO). Websites include 10 or more landing pages, photos, and custom content crafted around the services you provide. Creation and management of hundreds of keywords and relevant ad content for search engine advertising. Complete tracking of all calls and s that come to Client s business through OutRank services. Easy to use reporting dashboard to accurately measure client s return on investment. Industry-specific online dedicated marketing specialist for each client. 8

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