FRANKLIN & MARSHALL

A digital activation strategy

Luca Innocenzi

Chief Marketing Manager

1. Who We are

2. Digital Activation: objectives

3. Digital Activation: Funding Element

4. Web Traffic Sources: integrated approach

5. Digital Infrastructure

6. Digital Timeline 2012

7. Digital Themes & Channels 2012

MEETING’S AGENDA

"We always choose which side we are on, there are those who chase the obsession of GDP

and those who prefer GDW."

For F&M it is the Gross Domestic Welfare which drives the business. It is quality which gives

value to the work and this is what F&M wants to project when presenting its product to

the market.

Achieving quality for F&M means accepting the firm responsibility to impose its mission statement

by supporting projects related to both sport and education.

Sports and knowledge are two major factors in ensuring the individual's mental well-being,

freedom of thought and awareness to participate in a world that gives basic rights and which

requires responsibility.

"Do not tell the consumer stories of fashion, we prefer to tell of a pure lifestyle, inspired by the

well-being that comes from the social, cultural and ethical. We prefer to describe that it is better to

be there and watch the world with curious eyes than to be told about it. "

FRANKLIN & MARSHALL | WHO WE ARE

Franklin & Marshall succeeded in becoming a leader of the college lifestyle; friendship, education, sport, culture and ethical values are its trademarks, but also quality and creativity are two fundamental points for our brand. Creation of an online community from scratch Identification of “best channels” for online presence and communication Identification and analysis of web audience and brand positioning online Strengthening of the brand’s targeted prospects Conquest of new age ranges (23-30) and genders (women) Growth of online purchases and website visitors Enhancement and optimization of online shopping experience Creation of a consistent approach to 360 communication

FRANKLIN & MARSHALL | DIGITAL ACTIVATION | OBJECTIVES

1. What is our target looking for?

What are the keywords they use when searching for home appliances? => keyword

research

When do they use what keyword? => key-phrases analysis and mapping (which

landing pages to provide which information)

What are the channels your target is using for search?

2. How do we address user wants and needs?

Meeting search engine requirements (technical / content structure criteria) for

indexation and optimal ranking in natural results

Ensuring copy is as relevant as possible to the targeted user, optimizing macro and

micro content based on search queries

Ensuring presence in relevant channels (search engines, social media, corporate

website etc.)

Ensuring correct answers to customer needs

3. Why do we optimize web presence?

Demand Marketing: high internet penetration, user skills in web searching and fierce

competition means ranking in top positions is a must

More than just being « visible » in SERPs through optimal ranking, you need to be

attractive to your targeted users to maximize CTR

User experience on website must be astounding

FRANKLIN & MARSHALL | DIGITAL ACTIVATION | FOUNDING ELEMENTS

SEA

PROMOTIONS BRAND

INITIATIVES

SEO

website

social channels

e-shop

FRANKLIN & MARSHALL | DIGITAL INFRASTRUCTURE

12th Oct ‘11

Transition from

Facebook profile

to

brandpage

3K

CONTACTS

End of Dec

Social merge

& Adv

1st Feb ’12

Achievement:

10th Febr ‘12:

Website restyling

28th Feb

‘12Achievement

April

Global web

monitoring

April/May

Social channels

relaunch and

opening:

+393k FANS +200K

FANS

+250K

FANS +300K

FANS Youtube brand

channel

restyling

Blog

Search Engine

Marketing

Blog & social media

campaigns

Facebook

Website

College Social

Responsibility Sport Product &Style

Events & Sponsorships

FRANKLIN & MARSHALL | DIGITAL CHANNELS AND THEMES 2012