MDS Strategic Design, XVII Edition Feb 2017
B-EASY DIGITAL MARKETING AND COMMUNICATION
PROJECT BY NITESH MAHESHWARI
Index Introduction Company Overview Market Analysis Competitor Analysis Digital Marketing Strategic Offering
1. Introduction During this year (2016) I’ve been involved in different numerous projects that have required all my skills what i learned as a engineer and as a designer This year i learned so much about technologies, upcoming trends of future. I kept myself involved in understanding that how these upcoming technology will shape our future in best way possible. My love for innovation and digitalization convinced me to start my career in digital marketing and it brought me to Easy Circle. An inspiring new concept for ex-pats living in Milan to find, meet and share their experience, on this amazing platform. The idea for making the digital strategy for this Online platform consists different methodology, ideas, trends so that we can reach to audiences as soon as possible and also customer can enjoy their experience through this amazing platform. Briefly explained the step taken to reach best result possible.
Company Overview
B Easy, publisher of Easy Milano, is a Milan based communication agency with a fully bilingual staff that has been operating in the communication sector for over 15 years, often working continuously alongside its clients and suppliers for many years.
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Henderson British School Dossi, 16 812 of Milan • 20134 Milan, 04 40 Italy www.sjhsc +(39) 02 70 o.it • Tel. +39 02 milan 210941 99 faxhool.com .easy info@sjhschool.com 98 32 02 66 it www tel. +(39) ilano. easym info@ Via Pisani
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James News Issue n. 1 - June 2010
The Alumni newsletter of the Sir James Henderson School of Milan
Comunicazione Communication Flash News
Updates on Fellow Alumni
The Royal Visit
Calendar 2015
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40th Anniversary SJHS Celebrates its 40th Anniversary
Sir James Henderson School
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meaningful connection
Easy-circle is a virtual place for ex-pats to meet, share, grow and develop connections and projects. We feel that a larger and stronger international community would be beneficial to all, not only for the ex-pats themselves. The site aims to promote inter cultural relations by supporting the members of the international community in Italy and allowing users to connect with other ex-pats, overcome obstacles and integrate with the local culture while at the same time keeping in touch with fellow international contacts.
The Project
To create a thematic web platform, through which International people and English native speaker living in Italy find themselves, chat, share and buy.
Business Model
Values: Cross-Cultural
Comfort
Exploration
Fun
Diversity
Honest
Family
Engagement
Three sources of revenue:
Skills, resources and time:
- Advertising (pay-per-click or a time schedule) - Sale of the sub-community consultation restaurants - Commissions on sales
The project has already been elaborated in the past years, but never started for lack of funds. The judge indispensable skills for success:
Cost structure: - Mainly setup costs and launch: - Intense activities related to setup and launch - Moderate technological costs - Low costs of personnel for the ordinary management - Periodic investments for promotional activities
- Deep knowledge of the reference segment (English-speaking Community), - Expertise in the creation and management of web solutions, - Accreditation by institutional or otherwise able Offer guarantees on the reliability and dependability of the promoters of the initiative, - Capacity to attract large numbers of users, - Ability to sell advertising and sign trade agreements or strategic-icon various kinds of operators, - Ability to perform all normal activities related to the management and development of the community.
SWOT Analysis Strength • Campaigns can be easily customized and made more targeted as per our business requirements. • Well established brand of Easy Milano and B-Easy • Well defined customer base.
Opportunity • Increase the reach of the brand, therefore, leading to direct profit • Possibility of Exploring new markets • People are moving very fast toward digital media.
Weakness • Keeping pace with new trends and technology. • Lack of funds and resources to have better technology. • Need of deep understanding of changing human behavior and requirements.
Threats • If easy circle doesn’t work perfectly then chances of back fire is higher • Technology and trends are changing every day.
Brand Brief MISSION Helping ex-pats to feel at home abroad, meet people and find information about their new environment.
VISION A place where international people like you meet, connect, and exchange information. A welcoming community of open-minded individuals who share your experiences.
VALUE PROPOSITION
KEY COMPETITORS
To provide a thematic online platform, through which International, English native speaker living in Italy find themselves, chat, share and buy.
International people and native english speaker living in Italy, particularly in Milan, and near by cities of Milan. Of every age range and social background.
TARGET MARKET International people and native English speaker living in Italy, particularly in Milan, and near by cities of Milan. Of every age range and social background.
Market Analysis
WHO IS THIS EX-PATS ?
The word “expat� is generally used to refer to people who temporarily or permanently live in a different country than the one they were born in or whose nationality they have. Ex-pats usually choose to leave their native country for a career boost, or to fulfill a personal dream or goal, rather than as a result of dire economic necessity.
An Expat Typology
Top 10: Countries of residence and nationalities
People move abroad for a variety of reasons.
THE FOREIGN ASSIGNEE THE EX-STUDENT THE ADVENTURER
8.
Germany USA UAE Switzerland Spain France U.K Netherlands
9.
Saudi Arabia
10.
Italy
1. 2. 3.
THE CAREER EXPAT
4. 5. 6. 7.
THE GREENER PASTURES EXPAT THE TRAVELING SPOUSE
1. 2. 3. 4. 5. 6. 7. 8. 9. 10.
US American British Chinese Indian German Italian Canadian Australian Dutch Filipino
Gender
Relationship status
Average age
Family status
49% female 51% male
43 years
Average working hours 41.4 hours/week
63% in a relationship 37% single
21% with dependent Children abroad 79% without dependent children abroad
Competitor Analysis
Based in Munich, Germany. Internations is a network for ex-pats to to build a community, and get to know your environment better.
Present in 390 cities world wide
Based in Singapore. ExpatFinder is a leader in providing information, technology and support services:
Present over 95 countries Twitter- 3352 followers
5000 Events and activity every month Network of
2.4 million ex-pats
around the globe
Facebook- 6442 likes
Twitter- 18000 followers Youtube- 13000 Subscribers Facebook- 922,875 likes on the official page Instagram- 13000 followers
Founded in 1985, based in Rome, Wanted in Rome is the monthly magazine in English for ex-pats and tourists living, or just visiting, the Eternal City. Wanted in Rome readership of 20,000 people. In 1997 we launched our first website www.wantedinrome. com On the back of our experience we now cover 14 cities in Europe (www.wantedineurope.com 2005) 9 cities in Africa (www.wantedinafrica.com 2006)
Application on both Anroid and Apple Facebook- 102,115 likes
Twitter- 3,245 followers Instagram- 8,026 followers
Provide expatriates with accurate information and answers about the major cities with the most expatriates. We give you also the possibility to register your expat blog via BlogExpat. com and take advantage of all tools provided in the Easy Expat community Present in over 48 countries.
Twitter- 6,373 followers Facebook- 5,548 likes
Digital Marketing
Digital Marketing Digital marketing is the promotion of products or brands via one or more forms of electronic media and differs from traditional marketing in that it involves the use of channels and methods that enable an organization to analyze marketing campaigns and understand what is working and what isn’t – typically in real time.
Digital marketers monitor things like what is being viewed, how often and for how long, sales conversions, what content works and doesn’t work, etc. While the Internet is, perhaps, the channel most closely associated with digital marketing, others include wireless text messaging, mobile instant messaging, mobile apps, pod casts, electronic billboards, digital television and radio channels, etc
Upcoming Trends of Digital Marketing The Rise of Virtual Reality
Cross-Device Will Become a Reality
Content Will Still Rule as King
Steps for a Powerful Digital Marketing Strategy 1. Know What You Want & Set the Objective. 2. Analyses Your Past (& Learn From Your Mistakes) 3. Remember Who You’re Talking to/ Understand you audience 4. Identify Your Means (Define budget & Stick to Your Budget) 5. Identify the Plan (& Don’t Stick to It)
Digital Marketing Strategic Offerings
Analyzing the past
What we try to reach? Objective • Capacity to attract large numbers of users, • Ability to sell advertising and sign trade agreements or strategic icon various kinds of operators. • Ability to perform all normal activities related to the management and development of the community. • To increase the number of subscription on the online expat community platform. • To increase the revenue for the company.
KPI- Key Performance Indicator
The platform was launched around almost 1 year ago. In 6 months the website only reached around 3000 subscribers. 1. 2. 3. 4. 5.
Very less web presence, No use of any other channel of advertisement. Little social media presence. No KPIs are measured or analyzed. No use of Google analytics or Ad-words and Facebook Ad-words. 6. No use of keywords for SEO
easycircle
A Key Performance Indicator is a measurable value that demonstrates how effectively a company is achieving key business objectives. Organizations use KPIs at multiple levels to evaluate their success at reaching targets.
15 16 17 18 19 20 21 22 23 24 25 26 27 28
Understanding the user Understanding your audience has profound implications for your digital marketing strategy and beyond. From the perspective of developing your content and SEO strategy.
Getting to know the audience for your content is a complex, multi-step process. • Empathizing with your client. • Conducting thorough market research • Engaging your readers emotionally • Moving from clicks to conversions
Geographic
• How you can reconnect with your readers
Milan
Demographic Age:
26 - 70
Gender: Male & Female Who:
Italy
Ex-pats
Globally Mobile Executives and professionals, Retirees moving to the sun, Students studying abroad, People deciding to change their lives with a move abroad and many other free souls.
AARON SMITH Profile
About
Aaron just move to Milan from Michigan. He works as a Digital innovation manager in whirlpool group. Company sent him to Italy understand the European market, particularly in Italian market. He lives in Porta Garibaldi in beautiful studio apartment.
Aaron is a Digital Innovation Manager, has been very interested in upcoming technologies related to health tracking and also keep track of his mood, happiness, sleep. He is also very active on social media like snapchat, Instagram, Facebook. he loves to travel, learn about new culture, he tries to live every moment as its last. Recently moves to Milan. Looking for make new friends, a place to hang out or to meet other ex-pats like himself.
He is looking for a place to hang out after works, and wants to meet other ex-pats, local and international people.
AGE- 32 OCCUPATIOn Digital Innovation Manager
• • • • •
GOALS To cut down on unhealthy lifestyle and drinking habits. To measure multiple aspect of life from more Scientific methods To set goals and make positive impact on life. To travel the world. To make the world a better place. MOVIES
LOCATION- Milan, Italy OUT-GOING
SOCIAL MEDIA
Achievement Power Growth Social
STATUS- Single
FRIENDLY
MOTIVATION
HONEST FUN
BRANDS
The Plan Digital Marketing Method to Execute the plan Search Engine Optimization (SEO), Google Adword, Google Analytics Social Media Marketing Traditonal Advertising Email Marketing & Online Press Release
Investment
The project can be realized using more or less resources expert, more or less technologically advanced solutions and more or less Rates short. In pre-analysis the total investment amount is estimated be below 100,000 Euro.
Search Engine Optimization SEO: Growing visibility in organic (non-paid) search engine results. • Finding the terms and phrases (keywords) that generate traffic • Making your site friendly to search engines. • Building links and marketing the unique value of your site.
Restructuring the Website
Social Media Marketing • Setting up all social media channels. • Advertisement on social media.
N
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Easy Circle
FIND. MEET. CONNECT. Register today - It’s FREE! www.EasyCircle.it
FIND. MEET. CONNECT. Register today - It’s FREE! www.EasyCircle.it
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Easy Circle
EW
28 mins. Create a International Family In Italy. Spread Love and Happiness. #Trend, #Friends, #lMilan, #Expats. https://goo.gl/f7zaRR
The online community for English-speakers in Italy Easy Circle
846
Easy Circle
The online community for English-speakers in Italy
FIND. MEET. CONNECT. Register today - It’s FREE! 98
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Comment
www.EasyCircle.it Share
The online community for English-speakers in Italy
Traditional Marketing/Advertising • Publishing Ads in magazine Easy Milano. • Web Banners. • Corporate Advertising.
FIND. MEET. CONNECT. Register today - It’s FREE! www.EasyCircle.it
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The online community for English-speakers in Italy
FIND. MEET. CONNECT. Register today - It’s FREE!
easy circle Find. Meet. Connect find- meet- connect YOUR EXPAT COMMUNITY www.easycircle.it
A place to hangout
www.EasyCircle.it
www.EasyCircle.it The online community for English-speakers in Italy
Events
& Let’s give Thanks!
EVENING PROGRAM ELECTION NIGHT
WARM UP PARTY
for a traditional American
Thanksgiving Dinner Thursday, November 24 th, 2016
Official Sponsors
ELECTION NIGHT
WARM UP PARTY
The United States Consulate General in Milan
Contributors
Media Partner
&
Piazza G. Missori 1, Milan (M3 Missori / M1 Duomo)
Feast on an authentic multi-course dinner: welcome aperitivo, pumpkin-theme starter, oven roasted turkey, stuffing and all of the trimmings, including pumpkin pie for dessert – just like at home!
Inauguration Party
All welcome: Americans, Italians and International friends & families. Children’s entertainer will be available.
Limited space - Reservations are required. www.easycircle.it Supported by
Milan - TUESDaY nOVEMBER 8Th 2016 Endorsed by: The United States Consulate General in Milan & The American Chamber of Commerce in Italy
Supported by:
Via Paleocapa Pietro, 1 20121 Milan - Italy T. +39 02 910 94 800
&
Under the Patronage of
www.jordanstrustcompany.com • www.sdcprevitali.com
Join
Email Marketing & Online PR Blogs
FASHION BLOG
NITESH 23/DECEMBER/2016
Five Eye-wears trends that will Rock Your 2017 TRENDING NOW
Newsletter
When it comes to the fashion trends everything should be taken into consideration, from the way you style your hair to what shoes you wear. If you think you can rely on one thing in fashion, think again, because that is usually not the case in this world. Every cloth and accessories, you wear defines your style statement. New trends keep popping up every single day, which amaze us by innovating the old, and have an influence on pretty much everything, from our beauty ideals to the things which we must have in our wardrobes. Eye-wears is one of the easiest ways that allow both men and women to get a new look and enhance their elegance without spending a lot of money. Nowadays everyone wears glasses especially self-respecting fashion-minded people. We could even say it’s be-come a signature piece of sorts, and the trendiest accessory of 2016, because whether you’re attending a corporate meeting or having Friday night drinks with your friends, eyeglasses will always play an invaluable part in your style regimens. This is why smartbuyglasses brought you, the new models in such a wide range of colors and shapes, going from bright red to perfectly round or XXL frames. Eye-wears, are now a must-have accessory. Crazy, you say? As far as we are concerned, we are going to buy it on www.smartbuyglasses.com with amazing holiday discount and make 2017 amazing from day one.
Here is my 5 favorite eye-wears which will make 2017 rocking:
Press Release Press Interview’s
Progress Report We analysis-ed the condition of Easy Circle, after certain period of time • • • •
We measured that now we have more audience than ever. We recoded 27,080 views/traffic in the month of November . 900 views is highest in one day We made the sales of 3000 euro in the marketplace of Easy Circle.
Future Plans: Planning for any organization is to force you through the process of researching and clearly articulating the aims and goals of your digital initiatives, along with clearly targeting digital persona, and methodically choosing which channels to go after them. Easy circle company will keep on measuring the KPI and objective they set for them selfs for next 6 to 8 month. If they reach the desired result which is at least 50 thousand subscriber on their Online platform. The next big step will be Mobile Application and keep on improving the website to make it more user friendly.
Thank you