RYAN SICHELSTIEL
AMERICAN HEART ASSOCIATION // Keynote Deck
SUBMISSION JANUARY 26, 2017
GENERAL INFORMATION
|
RYAN SICHELSTIEL // 224 Avenue B // New York, NY, 10009 // ryan.sichelstiel@gmail.com // 478.919.8149
AMERICAN HEART ASSOCIATION // Keynote Deck THERE’S A LANDSCAPE OF ”CAUSE CLUTTER” WHICH MAKES STANDING OUT EVEN MORE DIFFICULT
1.5MM
THOUGH BIG INSTITUTIONS ARE STILL THE MAIN COMPETITION
NUMBER OF NOT-FORPROFITS IN THE U.S.
144
STRATEGY TISSUE SESSION
NUMBER OF NOT-FORPROFITS CREATED SINCE 1970 IN THE U.S. THAT HAVE GROWN OVER $50MM
3 // 9 // 2017
AHA | 3 // 9 // 2017 | 22
THE DEATH OF TRUST IN LARGE INSTITUTIONS TRUST IN INSTITUTIONS ARE ON A DECLINE
ONLY
18% OF
AMERICANS HAVE - GALLUP POLL, JUNE 2016
“INSTITUTIONAL TRUST ISN'T DESIGNED FOR THE DIGITAL AGE.”
- RACHEL BOTSMAN, GLOBAL ECONOMIST
TRUST IN BIG
OUR INSPIRATION: WOMEN 25 – 34
SCANDAL AND DECEIT CONTINUES TO DAMAGE THE REPUTATION OF ONCE-TRUSTED BRANDS
WOMEN AGED 25 – 34 YEARS OLD
GROWING NUMBER LOOKING OUTSIDE THE CITY
14% 6% 22%
58%
INFLUENCE MORE THAN TECH FINANCE
BUSINESS TODAY
22MM
U.S. MILLENNIAL COMPOSITION BY ETHNICITY
MEDIA
HEALTH
AHA | 3 // 9 // 2017 | 23
$1 TRILLION IN TOTAL CONSUMER PACKAGED GOODS AND ENTERTAINMENT SPENDING
Concentration of Millennials by DMA Above Average
African-American Hispanic Asian-American Non-Hispanic White
Average
Below Average
•
A second key demographic group is Millennials, people aged between 18 and 34 years old.
•
The annual income is forcast to reach $8.3tn by 2025 in the U.S. alone.
•
This map shows that Millennials are more concentrated in the western region of the US than in the rest of the country.
AHA | 3 // 9 // 2017 | 24
RYAN SICHELSTIEL // 224 Avenue B // New York, NY, 10009 // ryan.sichelstiel@gmail.com // 478.919.8149
AMGEN // Keynote Deck Agency Introductions About Publicis New York
+
OUR BELIEF
OUR MISSION
OUR MANTRA
Change is the only certain thing and the pace of change is accelerating.
To lead the change and be THE indispensable creative partner in our clients’ marketing transformation.
Outwit. Outwork. Outpace.
Leadership
JUNE 2016
Carla Serrano
Dawn Winchester
Andy Bird
Mick McCabe
Katie Bury
CHIEF EXECUTIVE OFFICER
CHIEF DIGITAL OFFICER
CHIEF CREATIVE OFFICER
CHIEF STRATEGY OFFICER
GM, HEALTH AND WELLNESS
12
Agency Introductions
Agency Introductions
Recent Success
Our Clients Clio Healthcare Agency of the Year 2015 Named
TWO WOOD PENCILS Integrated & Innovative Media / Earned Media Campaigns
&
Direct / Direct Response / Digital Ebola Fighter
HEALTH LIONS SILVER
Pepto-Bismol “Who The F*ck Wants to Follow Pepto on Twitter?” (Health & Wellness/ OTC Medicines)
HEALTH LIONS SILVER
HEALTH LIONS BRONZE
Pepto-Bismol
HEALTH LIONS BRONZE
“The Boy Raised by Goats”
DOTW
AbbVie
“More Than A Costume”
“Double Whammy”
(Health & Wellness/ OTC Medicines)
(Health & Wellness/ Fundraising)
SASSIEST ON TWITTER
Best Practices AMGEN | 2016
(Pharma/ Communication to NonHealthcare Professionals)
PR LIONS BRONZE
DOTW “More Than A Costume” (Charity & Non-Profit)
TOP 10 Global Creative Agencies of 2015
GOLD
SILVER
Healthcare/OTC
Goodworks
Similac
Doctors of the World
“In Support of New Moms”
“More Than a Costume”
Integrated With Digital Might
40% OF REVENUE FROM DIGITAL
Digital AOR ON 80% OF HEALTHCARE CLIENTS
350+ DIGITAL EXPERTS
AMGEN | 2016 14
15
RYAN SICHELSTIEL // 224 Avenue B // New York, NY, 10009 // ryan.sichelstiel@gmail.com // 478.919.8149
CHAMPION // Keynote Deck
We’re fighters.
12.2.16
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Champion | 12.2.2016 |
32
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Prophet Brand Relevance Index 2016
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BRAND / BUSINESS STRATEGY
DRIVING BRANDS AND BUSINESSES THROUGH ALCHEMY
Champion | 12.2.2016 |
Champion | 12.2.2016 |
31
RYAN SICHELSTIEL // 224 Avenue B // New York, NY, 10009 // ryan.sichelstiel@gmail.com // 478.919.8149
NURUN // Keynote Deck
We Have Scale
15
Nurun for Chubb
Citi Gold We helped build a content marketing program to drive credibility and add texture, and partnered with the New York Times on “The Experience Economy”, an interactive post about the nexus of lifestyle passions and investing. CANADA
Countries Worldwide
CHINA
GERMANY
UK
UNITED STATES
4,000+ Employees
SPAIN
21 Global Practices
February 2017
BRAZIL TURKEY AUSTRALIA
Areas Of Expertise
Beer/Spirits
Consumer Goods
Automotive
Government
Financial Services
Telecommunications
Media & Entertainment
Travel & Hospitality
Fashion & Beauty
Retail
BULGARIA INDIA
FRANCE MEXICO
SOUTH AFRICA
SINGAPORE
Proprietary and Confidential
The Big Idea
39
Our Process
Nurun Capabilities | Proprietary and Confidential
41
Analysis Scales to Focus in on Business Challenges
An Orchestrated Buying Experience
Prototype Tech ess Busin
Realize
We immerse ourselves in the problem to identify insights and opportunities.
Through a rapid, iterative process, we create, test and evolve competing product concepts.
We finalize and build the launchready product, then implement a plan for the future.
Proprietary and Confidential
43
Y
42
Model
RIT
Nurun Capabilities | Proprietary and Confidential
Research
SURFING
LA
Purchase
NU RA
03
Learn
SEARCHING
GG
Configure
Launch
IN AS
02
Develop
INFLUENCING
RE
Learn
Design
SAYING
INC
01
Human Centered Design
Test
gy
Opportunity
Conceive
Analyze & Optimize
nolo
Customer
Just as humans intuitively approach the world at levels of scale (e.g. architectural, human, biological) data is also created at different levels of scale thus method and analysis should also be matched to granularity of the specific data source and the business problem in question. When approaching problems for our clients we match level of analysis to the data source and scaled methodology providing actionable insights, statistically validated methods and quantifiable outcomes.
Proprietary and Confidential
RYAN SICHELSTIEL // 224 Avenue B // New York, NY, 10009 // ryan.sichelstiel@gmail.com // 478.919.8149
GOING
44
CITI // Keynote Deck
Ground Rules
SPRINT DAY PLANNING DAY 2 REMARKABLE 1.5
Turn-off mobile
Speak up
Single conversation
Don’t beat a dead horse
RYAN SICHELSTIEL // 224 Avenue B // New York, NY, 10009 // ryan.sichelstiel@gmail.com // 478.919.8149
Be open to ideas
ESMYA // Keynote Deck 22MM women (30%) experience fibroid symptoms each year
UN B
UNDIAGNOSED & SYMPTOMATIC
Year 1: 5% share of fibroid treatment seekers 15% per annual share growth
Cultural and Audience Insights
Visit doctor
Presentation of Revised Creative
5%
+1
AD VO
2.2-5.6MM per year
ED ND RA
CY A C
WHAT YOU’LL SEE TODAY
1.1 to 2.7MM Esmya patients OVER 3 YEARS
BR
Discussion and Q&A
AN
D
ED
SOURCE: https://www.nichd.nih.gov/health/topics/uterine/ conditioninfo/Pages/people-affected.aspx#f2
DIAGNOSED & SYMPTOMATIC
+1.2 to 2.9MM OVER 3 YEARS
B R A N D H A L L MA R K S L I V E FO R YO U , N OT U F BRAND ESSENCE Champion Women’s Will to Fight Back
FROM
TO
An Artist’s Interpretation
Real Women Testimonials
It’s A Beautiful Thing
D E F I N I N G P E R SO N A L I T Y T R A I T Empowering K E Y C H A R AC T E R I S T I C S @Fibroids Tag “Live for You, Not UF” Tagline I CO N I C A S S E T S A N D V I S UA L C U E S Graphic, Bold, Modern Photographic Style that Embodies Strength TOV Command Attention and Action Direct, Unapologetic, Irreverent
RYAN SICHELSTIEL // 224 Avenue B // New York, NY, 10009 // ryan.sichelstiel@gmail.com // 478.919.8149
GARDASIL // Keynote Deck
FOUR SOLUTION HUBS W I T H T H E C L I E N T AT T H E C E N T E R
OUR MODEL
Every client requires a unique mix of talent.
Challenge
Sometimes that talent falls within a single agency. Other times, it falls across several. We make it easy. PUBLICIS COMMUNICATIONS
PUBLICIS MEDIA
#1
For each client, we look across our four solution hubs and create bespoke “One Teams” solutions that are seamless and modular, with the client at the center.
CLIENT
The benefit: One P&L. One Client Officer. Greater efficiencies. Fewer redundancies. Increased agility.
PUBLICIS. PUBLICIS HEALTH HEALTHCARE HEALTH
PUBLICIS. SAPIENT
Leading to greater cohesion, faster speed to market,
D R I V E H C C O R I G I N AT I O N & AC T I O N
more creative firepower, and better business results.
T O R E Q U E S T T H E VAC C I N E
T H I S I S W H AT W E C A L L 50 COUNTRIES, 80,000 STRONG
The Power of One 87
88
This “in-between” allows them to be commitment phobes Including their sex lives In a national survey of UNMARRIED 20-29 YEAR-OLDS
65%
41%
OF WOMEN
OF MEN
agreed that there are people they would have sex with even though they have no interest in marrying them
Oxford University Press; Emerging Adulthood
#1
“It is ok for two people to have sex even if they are not emotionally involved with each other.”
52%
WHY HAS THIS BECOME A PHENOMENON?
33% AGREE
AGREE
Signals small, but powerful wins as they move through this uncertain phase #2 The self-deprecating, humorous tone serves as a coping mechanism
According to the national Clark poll of people ages 18-29
89
90
RYAN SICHELSTIEL // 224 Avenue B // New York, NY, 10009 // ryan.sichelstiel@gmail.com // 478.919.8149
HEWLETT PACKER ENTERPRISES // Keynote Deck
TO BE THE CREATIVE PARTNER IN OUR CLIENTS’ MARKETING TRANSFORMATION
OUR OBSESSION
Enough about our model lets talk about your brand.
EVERYTHING STARTS WITH DATA
EMPOWERS US TO ADDRESS THE UNIQUE TENSIONS OF OUR AUDIENCES
C-SUITE
PERVASIVE COMPLEXITY
IT DECISION MAKERS
OPERATORS
Groundbreaking pieces of provocation that jolt the world to think and tackle real problems
2015 TOP 100 Most Social CIOs from the Huffington Post
Radical experiences that result in real world proof of how we accelerate next
These 100 follow almost 174,000 different Twitter accounts
Take actions in the undercurrent to turn the tides and get them on our side
51
RYAN SICHELSTIEL // 224 Avenue B // New York, NY, 10009 // ryan.sichelstiel@gmail.com // 478.919.8149
52
HEWLETT PACKER ENTERPRISES // Keynote Deck
CLIENT HP
THE RISE OF THE CLOUD
CONTENT
PRODUCTION
CREATIVE
MEDIA
HPE.com
OLA
Utility
TV
Cloud Mix AGENCY
Partnerships Earned & Organic
BRANDED CLOUD
ANALYTICS/ DEMAND GEN
DATE MARCH 2016
CONTINUE
Events
Paid Search
Paid Social
CLOUD MIX CULTURAL CONVERSATION
BIRTH OF CLOUD
SECTION / PAGE 001
OOH
FROM DELOITTE
ELUSIVE CLOUD
VERSION 1 ROUND 1
CONNECT
ENGAGEMENT
DIGITAL CLOUD MIX PRODUCT
DESCRIPTION CAPABILITIES
CATCH
Paid
DATA
PROJECT AGENCY CREDENTIALS
PRODUCT HP ENTERPRISE
Niche Sites
Direct
Social
Communities Blogs
C-Suite IT DM
CRM
CREDENTIALS INITIAL THOUGHTS Content MARCH 2016
Networks
Forums
On-Site Engagement Qualified Leads Data Insights for Salesforce teams
Product/ Service Offering Newsroom Thought Leadership
IT Operator
Content
Paid Retargeting
53
PRE-CONSIDERATION IT PROFESSIONAL DECISION JOURNEY
CONSIDERATION
EVALUATION
CONVERSION
EXPERIENCE
55
LOYALTY /ADVOCACY
Defining IT roadmap Driving internal Identifying need Preparing and Meeting with RFI CONVERSION Making Final EXPERIENCE Deploying LOYALTY Exploring additional Soliciting preferred Reviewing RFI PRE-CONSIDERATION PRE-CONSIDERATION PRE-CONSIDERATION PRE-CONSIDERATION PRE-CONSIDERATION PRE-CONSIDERATION PRE-CONSIDERATION CONSIDERATION CONSIDERATION CONSIDERATION CONSIDERATION CONSIDERATION CONSIDERATION CONSIDERATION EVALUATION EVALUATION EVALUATION EVALUATION EVALUATION EVALUATION EVALUATION CONVERSION CONVERSION CONVERSION CONVERSION CONVERSION CONVERSION EXPERIENCE EXPERIENCE EXPERIENCE EXPERIENCE EXPERIENCE EXPERIENCE LOYALTY LOYALTY LOYALTY /ADVOCACY LOYALTY /ADVOCACY LOYALTY LOYALTY /ADVOCACY /ADVOCACY /ADVOCACY /ADVOCACY /ADVOCACY to support business alignment on and seeking Issuing RFP Meeting With Finalists issuing an RFI vendors Vendor Selection vendor solution vendor capabilities vendors
Staying ahead of the IT Enterprise curve
strategy
roadmap priorities
submissions
solutions
Defining Defining IT roadmap IT roadmap Defining Defining Defining ITDriving roadmap Defining IT Defining roadmap Driving IT internal roadmap IT internal roadmap IT roadmap Driving Driving Driving internal Identifying internal Driving Identifying Driving internal internal need internal need Identifying Identifying Identifying need Identifying Identifying need needneed need IT PROFESSIONAL IT PROFESSIONAL ITIT PROFESSIONAL IT PROFESSIONAL PROFESSIONAL ITIT PROFESSIONAL PROFESSIONAL Staying Staying ahead ahead ofStaying the of Staying the Staying ahead ahead Staying Staying of ahead the of ahead the of ahead theof of thethe Preparing Preparing and and Preparing Preparing Preparing and Preparing and Preparing and RFI and and Reviewing Meeting Meeting withRFI with RFI Meeting RFI Meeting Meeting with with Meeting RFI Meeting with RFI with RFIwith RFIRFI Making Making FinalFinal Making Making Making Final Deploying Final Making Deploying Making Final Final Final Deploying Deploying Deploying Exploring Deploying Deploying Exploring additional additional Exploring Exploring Exploring Soliciting additional Exploring additional Soliciting Exploring additional preferred additional preferred additional Soliciting Soliciting Soliciting preferred Soliciting preferred Soliciting preferred preferred preferred Reviewing Reviewing RFI Reviewing Reviewing RFI Reviewing RFI Reviewing RFI RFI Issuing Issuing RFP RFP Issuing Issuing Issuing RFP Meeting RFP Issuing Meeting Issuing RFP With RFP With RFP Finalists Meeting Finalists Meeting Meeting With With Meeting Finalists Meeting With Finalists With Finalists With Finalists Finalists to support to support business business to support to support to support alignment business to business to support alignment support business onbusiness on business alignment alignment alignment and on alignment seeking on and alignment on seeking onon and and seeking and seeking seeking and and seeking seeking IT Enterprise IT Enterprise curve ITcurve Enterprise IT Enterprise IT Enterprise ITcurve Enterprise IT curve Enterprise curvecurve curve issuing issuing an RFI an RFI issuing issuing issuing ansubmissions an RFI issuing RFI issuing an RFI an an RFIRFI vendors vendors vendors vendors vendors vendors Vendor Vendor Selection Selection Vendor Vendor Vendor Selection vendor Selection Vendor vendor Vendor Selection solution Selection solution Selection vendor vendor vendor solution vendor solution vendor vendor solution vendor capabilities solution solution capabilities vendor vendor vendor capabilities vendors capabilities vendor vendors vendor capabilities capabilities capabilities vendors vendors vendors vendors vendors submissions submissions submissions submissions submissions submissionsvendors strategy strategy strategy strategy strategy roadmap strategy strategy roadmap priorities priorities roadmap roadmap roadmap solutions priorities roadmap priorities solutions roadmap priorities priorities priorities solutions solutions solutions solutions solutions DECISION DECISION DECISION JOURNEY DECISION JOURNEY DECISION DECISION DECISION JOURNEY JOURNEY JOURNEY JOURNEY JOURNEY COMMUNICATION HELP ME KNOW REINFORCE MY SHOW ME MODEL THE HPE ACCELERATES OBJECTIVE PROVE HPE
WHAT’S NEXT
TV
ROADMAP
YOUR ROI
ADOPTION
MY NEXT
COMMUNICATION COMMUNICATION COMMUNICATION COMMUNICATION COMMUNICATION COMMUNICATION COMMUNICATION HELP HELP ME HELP ME HELP KNOW HELP KNOW HELP ME HELP ME ME KNOW KNOW ME ME KNOW KNOW KNOW REINFORCE REINFORCE REINFORCE REINFORCE REINFORCE MY REINFORCE REINFORCE MY MY MY MYMY MY SHOW SHOW ME SHOW SHOW ME SHOW SHOW SHOW ME ME ME ME ME MODEL MODEL MODEL THE MODEL THE MODEL MODEL MODEL THE THE THE THE HPE THE HPE ACCELERATES ACCELERATES HPE HPE HPE ACCELERATES HPE ACCELERATES HPE ACCELERATES ACCELERATES ACCELERATES OBJECTIVE OBJECTIVE OBJECTIVE OBJECTIVE OBJECTIVE OBJECTIVE OBJECTIVE PROVE PROVE PROVE HPE PROVE HPE PROVE PROVE PROVE HPE HPE HPE HPE HPE
WHAT’S WHAT’S WHAT’S NEXT WHAT’S NEXT WHAT’S WHAT’S WHAT’S NEXT NEXT NEXT NEXT NEXT ROADMAP ROADMAP ROADMAP ROADMAP ROADMAP ROADMAP ROADMAP
Print Digital Display TV TV
TVTV TV TVTV
Tech.comPrintPrint
Print Print PrintPrint Print
White Papers Search Search
Search Search Search Search Search
YOUR YOUR ROI YOUR ROI YOUR YOUR YOUR ROI YOUR ROI ROI ROI ROIADOPTION ADOPTION ADOPTION ADOPTION ADOPTION ADOPTION ADOPTION MY MY NEXT NEXT MY MY MY NEXT NEXT MY MY NEXT NEXT NEXT
INCOMPLETE LEAD ANALYTICS
CONSISTENT LEAD ANALYTICS (ACROSS BU S )
TV: CLOUD MIX
DIGITAL DISPLAY: Search Digital Digital Display Display Digital Digital Digital Display Display Digital Digital Display Display Display CLOUD MIX TOOL RESULTS Out of home Tech.com Tech.com Tech.com Tech.com Tech.com Tech.com Tech.com
ResearchOut & Reviews Out of home of home Out Out ofOut home of home of Out Out home of of home home
Peers (In/Out Research Research Company) & Reviews & Research Reviews Research Research &Research Reviews &Research Reviews & Reviews & Reviews & Reviews Social Networks IT Blogs IT Blogs / Forums / Forums IT Blogs IT Blogs IT /Blogs Forums IT / Forums IT Blogs /Blogs Forums / Forums / Forums
WHITE PAPERS: VIDEO
Peers Peers (In/Out (In/Out Company) Peers Peers Company) (In/Out Peers (In/Out Peers (In/Out Peers Company) Company) (In/Out (In/Out Company) Company) Company)
LINKEDIN MESSAGE
CLOUD MIX WEBSITE
Events / Conferences Social Social Networks Networks Social Social Social Networks Networks Social Networks Social Networks Networks Webinars / Podcasts Event Based Events Collateral Events / Conferences / Conferences Events Events Events / Conferences /Events Conferences Events / Conferences / Conferences / Conferences
SOCIAL: FACEBOOK
Branded Webinars Content Webinars / / Podcasts / Webinars Podcasts Webinars Webinars /Webinars Podcasts /Webinars Podcasts / Podcasts / Podcasts / Podcasts Content Mktg. Event Event Based Based Collateral Event Collateral Event Based Event Based Event Based Collateral Event Collateral Based Collateral Based Collateral Collateral Video Branded Branded Content Content Branded /Branded Branded / Content Branded Content Branded Content / Content / Content / / / Case Studies Content Content Mktg. Mktg. Content Content Content Mktg. Content Mktg. Content Mktg. Mktg. Mktg. Business Video Case Video / ROI
TOTAL LEAD REVENUE
TOTAL LEADS
IT Blogs /White Forums White Papers Papers White White White Papers Papers White Papers White Papers Papers
UTILITIES: WHAT’S YOUR CLOUD MIX
Video Video Video Video Video
Workshops CaseCase Studies Studies Case Case Studies Case Studies Case Studies Case Studies Studies Utilities (Apps, Business Business Calcs, Case Tools) Case /Business ROI Business / ROI Business Case Business Case Business /Case ROI / ROI Case / Case ROI/ ROI / ROI
MARKETING QUALIFIED LEADS
MARKETING QUALIFIED LEADS
QUALIFIED LEAD REVENUE
CRM (Email/ Direct Mail) Direct Mail HPE.com HPE.com
DIRECT MAIL
HPE.com HPE.com HPE.com HPE.com HPE.com
SALES ACCEPTED LEAD REVENUE
SALES ACCEPTED LEADS
SALES ACCEPTED LEAD REVENUE
SALES QUALIFIED LEADS
SALES QUALIFIED LEAD REVENUE
SALES QUALIFIED LEADS
SALES QUALIFIED LEAD REVENUE
SALES QUALIFIED OPPORTUNITIES
SALES QUALIFIED REVENUE
SALES QUALIFIED OPPORTUNITIES
HPE Team CRMCRM (Email/ (Email/ Direct CRM Direct CRM Mail) (Email/ CRM (Email/ Mail) CRM (Email/ CRM Direct Direct (Email/ (Email/ Direct Mail) Mail) Direct Mail) Direct Mail) Mail) Product Collateral Direct Direct MailMail Direct Direct Direct Mail Mail Direct Mail Direct Mail Mail
CONVERTED LEADS
Product Demo HPEHPE Team Team HPE HPE Team HPE Team HPE Team HPE Team Team Specs
Product Product Collateral Collateral Product Product Product Collateral Product Collateral Product Collateral Collateral Collateral
QUALIFIED LEAD REVENUE
SALES ACCEPTED LEADS
Workshops WorkshopsWorkshops Workshops Workshops Workshops Workshops HPE.com Utilities Utilities (Apps, (Apps, Utilities Calcs, Utilities Calcs, Utilities Tools) (Apps, Tools) Utilities (Apps, Utilities (Apps, Calcs, Calcs, (Apps, (Apps, Calcs, Tools) Tools) Calcs, Tools) Calcs, Tools) Tools)
TOTAL LEAD REVENUE
TOTAL LEADS
LEAD CLOSE RATE
REVENUE CONVERSION
CONVERTED LEAD REVENUE
CONVERTED LEADS
LEAD CONVERSION LEAD CLOSE RATE
REVENUE CONVERSION REVENUE CLOSE RATE
SALES QUALIFIED REVENUE CONVERTED LEAD REVENUE
Analyst Reports Product Product /Demo Inquiry Demo Product Product Product Demo Product Demo Product Demo Demo Demo References Specs Specs
Specs Specs Specs Specs Specs
Analyst Analyst Reports Reports Analyst / Analyst Inquiry /Analyst Inquiry Reports Reports Analyst Analyst Reports / Inquiry Reports / Inquiry Reports / Inquiry / Inquiry / Inquiry Dashboards References References References References References References References
DEMAND Dashboards DashboardsDashboards Dashboards Dashboards Dashboards Dashboards Create Demand Prospect GENERATION JOURNEY DEMAND DEMAND DEMAND DEMAND DEMAND DEMAND DEMAND Create Create Demand Create Demand Create Create Create Demand Create Demand Demand Demand Demand Prospect Prospect Prospect Prospect Prospect Prospect Prospect GENERATION GENERATION GENERATION GENERATION GENERATION GENERATION GENERATION JOURNEY JOURNEY JOURNEY JOURNEY JOURNEY JOURNEY JOURNEY
Lead
Client
Lead Lead Lead Lead Lead Lead Lead
Advocate
Client Client Client Client Client Client Advocate Client Advocate Advocate Advocate Advocate Advocate Advocate
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RYAN SICHELSTIEL // 224 Avenue B // New York, NY, 10009 // ryan.sichelstiel@gmail.com // 478.919.8149
61
HEWLETT PACKER ENTERPRISES // Keynote Deck
CHALLENGES
RANDOM, UNPRIORITIZE PIPELINE Inefficient & Uncoordinated Leads
EXTERNAL DATA SOURCES
INTELLIGENCE
LEAD QUALITY MATRIX: FOCUSING SALESFORCE, DRIVING RESULTS
?
Bad data
HIGH VALUE
Prioritize, create enablement tools, forward to salesforce
Social Graphs - LinkedIn Earning Call Transcripts 10K Social Affinity - Fellow Followers
2
Already being worked by salesforce – enable/identify where necessary
1
DATA/TECH OPTMIZATION
HIGH
LOW PROPENSITY
Missed opportunities
PROPENSITY
HIGH VALUE HIGH PRIORITY CULTIVATION/NURTURE
4
Lowest priority – nurture where needed
TIERING LEADS APPLY INTELLIGENCE TO PIPELINE MANAGEMENT
CROSS-SELL
3
Data Sourcing Data Engineering Algorithm/Modeling Enterprise Technology
ORCHESTRATION
Lack of technical depth
Prioritize, forward to salesforce, initiate appropriate tactics
RESCUE/LOW VALUE
LOW VALUE
62
63
EXECUTION
Superficial solutions
POWER OF ONE CAMPAIGN DEVELOPMENT PROCESS ADAPTIVE PROGRAMMATIC OFFERINGS
Plug and Play
DSP Direct
OUTWIT. OUTWORK. OUTPACE.
Brand-First DaVinci
DEFINE
STRATEGY AND CREATIVE
DESIGN
SITE EXPERIENCE
MAKE
MEDIA
ABOVE THE LINE MEDIA
OPTIMIZE
CONTENT CREATION
RYAN SICHELSTIEL // 224 Avenue B // New York, NY, 10009 // ryan.sichelstiel@gmail.com // 478.919.8149
64
HILTON // Keynote Template
LOREM IPSUM
LOREM IPSUM
DIVIDER
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vestibulum vitae eleifend lectus. Curabitur facilisis leo in dolor interdum venenatis. Sed tincidunt metus magna, a rhoncus sem semper id. Nam molestie, elit et imperdiet tempor, eros risus pellentesque sapien, eget tempus ex augue a nulla. Vivamus varius molestie fringilla.
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RYAN SICHELSTIEL // 224 Avenue B // New York, NY, 10009 // ryan.sichelstiel@gmail.com // 478.919.8149
KINDER // Keynote Deck
1,200+ NEW YORK
600+ CANADA
Agency Introduction AUGUST 2016
2,400+ NORTH AMERICA
11,000+ WORLDWIDE
HUMAN DATA LEADS CAN UNEARTH UNIQUE INSIGHTS
Our Practice: Interdependence
What are people searching?
What are people doing?
Where are people going?
What are people saying?
What content influences people?
RYAN SICHELSTIEL // 224 Avenue B // New York, NY, 10009 // ryan.sichelstiel@gmail.com // 478.919.8149
LOEWS HOTELS // 7’ Tall Strategy Posters THE LOEWS EXPERIENCE
We are a humanity icon that happens to be in the hospitality business.
FOR THOSE SEEKING EXPERIENTIAL WEALTH
HAIL TO THE HENRYs!
12%
YOUR LEADERS BELIEVE IN BUSINESS WITH A SOUL
1979
WE CREATE
LIVING, BREATHING HOTEL EXPERIENCES
30%
TRAVEL AND HOTELS SHARE OF GLOBAL LUXURY SPENDING AMONG THIS COHORT (BCG 2010)
MAKE UP THE VAST MAJORITY OF LUXURY AND LUXURY TRAVEL SPEND GLOBALLY
IN ANNUAL PURCHASING POWER (U.S. CHAMBER OF COMMERCE)
2014
30%
55%
$200B
- Digiday
THAT MAKE YOU
THEY’RE EXPERIENTIAL ACTIVISTS
FEEL ALIVE
ACTIVE LEADERS
68% 68% 75%
CRAVE STIMULATION
say adventure seeking and risk is very important
(138)
are aspiring to get ahead
(118)
often find themselves in leadership positions (121)
- NYDN
VIBRANT EXPERIENCES THAT AWAKEN THE SENSES: I.E., SCENT, SOUND, VISUAL, MATERIAL
ENERGETIC LOCATIONS THAT CAPTURE THE CITIES’ VITALITY
DYNAMIC AND EVER-CHANGING PUBLIC SPACES: LOBBIES, BARS AND RESTAURANTS
“What unites HENRYs [across generations] is their desire for a better lifestyle and enriching experiences such as travel.”
GROWTH OF AFFLUENT CONSUMERS (WSJ)
77% 80% 56%
54%
say having exciting and stimulating experiences is very important (120) say having a fulfilling sexual life is very important (121) are very interested in the fine arts
(118)
REVITALIZING SPAS AND FITNESS FACILITIES
of affluent travelers are in search of unique and different experiences. (Lodging Magazine)
LEAGUE
SPARKOLOGY
- Jonathan Tisch
PEOPLE WHO LIVE AND BREATHE LOEWS
More likely to be more adventurous with food “Experiential diners skew affluent” (Eventbrite)
More likely to learn a new language
LUXY
“They understood the needs of both the customers and their workers. Cared about our well-being and rewarded us for hard work.” - Glassdoor
UPAJI
“Oh yes…I feel I can grow here. We are small now, but a lot will change in the next few years. Double I think. Very exciting. Maybe I can go work at one of the new places? Who knows, we’ll see!” - Housekeeper, Washington, D.C.
“Lots of room to grow. Management is amazing. Great company values.”
DRAWN TO EMPATHY BRANDS, NOT JUST LUXURY BRANDS REVERE THEIR EMPLOYEES
MANIACAL ABOUT CUSTOMER SERVICE
“Store managers can make in the low six figures while full-time employees start out at about half that; not bad for retail. Plus TJ’s contributes 15.4% of employee’s salary to tax-deferred retirement accounts.” (CBS News, 2010)
Returns anytime, anywhere, no questions asked.
“A hotel is often the economic and emotional anchor of a community.”
“I will not measure myself by the size of the company or by the brands I create, but by the legacy of the people and the lives we touch. That’s where the satisfaction comes from. - Kirk Kinsell
TRAVEL ADVENTUROUSLY
“Sweatworking is the new networking that combines sweat with schmooze”
THOUGHTFUL, EMPATHETIC SERVICE
A LIVING, BREATHING, ALIVE BRAND
THE AFFLUENT TRAVELER
SPEAK WITH RADICAL HUMAN SENSE
- Glassdoor
“I can’t say a bad word about Loews. It’s very well run and I love working here.”
48%
44%
- Bartender
“I feel taken care of, so I’m more motivated to take care of guests.”
“The company really values their employees in every aspect. Even though the company is large, they still manage to have a family feel to it.”
- Front Desk, Minneapolis
14%
10%
- Glassdoor
CRAFT A TOTAL EXPERIENCE
LEISURE FAMILY
LOCATIONS THAT PULSE WITH LOCAL ENERGY
“Great design doesn’t have to cost a fortune”
Offers split shoe sizes
Positive reviews that mention location:
Social Magnetism
62%
(190)
BUSINESS
(236)
(250)
(146)
21%
“It’s all about what a brand does. People need to buy into you to buy from you.”
24% 25%
- Mona Marimow, Former Director, Global Brand Advertising at TripAdvisor
A LIVING, BREATHING MARKETING ECOSYSTEM
Porous Relationship to the City
A GLARING WHITE SPACE THEY OVER-INDEX ON EVERY MAJOR CHAIN
LANGUAGE, VISUALS AND DESIGN
SERVICE PHILOSOPHY
ON- AND OFFPROPERTY EXPERIENCES
ENGAGEMENT AND MEDIA
TECHNOLOGY AND INNOVATION
280i
MARRIOTT POINTS MEMBER
“Loews just isn’t on our radar.” - Brian Kelly, The Points Guy
with data and intelligence as energy to inspire transformation and drive performance
202i
270i
“Loews deserves credit for breaking out of the straitjacket of generic ‘branded’ designs that have no relationship to a city in which a chain’s hotels are located.”
- Chicago Tribune
- Chicago Tribune
LOYALTY MEMBERS I DON’T TRAVEL VERY MUCH
NOT AVAILABLE IN LOCATIONS I TRAVEL TO
A PALPABLE EMOTIONAL EFFECT Personality traits in Loews reviews vs. competition, according to
NEVER HEARD OF LOEWS
286i
306i
“Major interior spaces are designed to accommodate travelers, who want relax in vibrant social spaces.”
DON’T KNOW LOEWS
41% of affluent travelers said they weren’t familiar with the brand
EXPENSIVE NOT FAMILIAR WITH LOEWS
NO SPECIFIC REASON
BAD LOCATION
Zodiac semantic analysis of affluent traveler survey
LOVING APPROACHABLE THOUGHTFUL OPEN
SHREWD DEMANDING
PARTICULAR
DUTIFUL CONSISTENT
All indices from Publicis/Zenith MRI
RYAN SICHELSTIEL // 224 Avenue B // New York, NY, 10009 // ryan.sichelstiel@gmail.com // 478.919.8149
LOEWS HOTELS // Keynote Deck
OUR BELIEF IS:
WHAT WE’LL COVER TODAY The Ask Strategic Approach Creative
True transformation requires an idea that drives the x business, the brand, and the entire experience
Engagement Design Performance SEPTEMBER 29, 2016 67
68
AND LEVERAGING DATA AT SCALE
AN INCREMENTAL BOOKING IS…AN ADDITIONAL ROOM BOOKED THAT WOULD NOT HAVE BOOKED OTHERWISE BASED ON MARKETING ACTIVITY… What questions do we ask?
BUSINESS
MARKETING LEVERS
VALUE CREATION
69
What tools/approaches do we use?
2015 YTD Transient Room Nights
Direct
Business/Consumer/Category Insights
OTA
The Consumer Opportunity
Price & Promotion Media Spend (Local vs. National)
x
RevPAR ADR Customer Life-Time Value
G
TIN
H WIT
KE AR
M
D
TING
ARKE
M SANS
Loews Hotels First-Party Data
LRC
INCREMENTAL =
Web GDS
Not all incremental is created equal 71
72
74 74
RYAN SICHELSTIEL // 224 Avenue B // New York, NY, 10009 // ryan.sichelstiel@gmail.com // 478.919.8149
PUBLICIS NEW YORK OFFICE // Internal Office Posters
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RYAN SICHELSTIEL // 224 Avenue B // New York, NY, 10009 // ryan.sichelstiel@gmail.com // 478.919.8149
CITI PUBLICIS ONE TEAM // Keynote Deck
>>
PL
AT E
AN
ER
Interdependence
IT
DEFINE >>
noun [U] /ˌɪn·tər·dɪˈpen·dəns/
1. the fact of depending on each other:
DESIGN
CLIENT
– our interdependence as a global society
ACTIVATE
ST
TE
2. also the idea that everything in nature is connected to and depends on every other thing.
VERSION
LEARN >>
MAKE >>
E
REFIN
>> (Source: Cambridge Academic Content Dictionary)
A DEEPER UNDERSTANDING OF OUR AUDIENCE
THE ONETEAM WELCOME MAP…
Welcome Letter PARTIALLY KNOWN SEGMENTS
34
Welcome Kit
Buddy System
New Hires Lunch
KNOWN INDIVIDUALS
ENGAGED
ENGAGED
ACQUIRED
ACQUIRED
INTENDER
INTENDER
AWARE
AWARE
UNAWARE
UNAWARE
Grand Tour
35
Welcome/ Intro Email
Profile Spotlight
36
RYAN SICHELSTIEL // 224 Avenue B // New York, NY, 10009 // ryan.sichelstiel@gmail.com // 478.919.8149
SXSW // Keynote Deck WE’LL START WITH HPE’S AWESOME RAW MATERIALS
The
Tribe @ An immersive massive multi-player game powered and hosted by HPE
HPE Beacon Meridian App
HOW DO YOU PLAY? COMBINE RAW MATERIALS WITH CAPTIVE AUDIENCE TO ACHIEVE BONUS POINTS! We will design a massive multi-player game for attendees at SXSW using Meridian and HPE’s beacon technology: The Tribe.
Conference attendees will receive a beacon at an HPE location and download the Meridian App Experience. Beacon technology throughout Austin lead participants down into interactive paths. Paths are made up of games both solo, participant, mob, partnership opportunities and HPE events and product experiences.
The Tribe is an immersive, always-on experience which will show off HPE’s innovative technology, grow brand love, integrate partners and alternate revenue opportunities making this year’s SXSW Interactive unforgettable. And the best part…it’s never been done before.
RYAN SICHELSTIEL // 224 Avenue B // New York, NY, 10009 // ryan.sichelstiel@gmail.com // 478.919.8149
TRIHONDA // Keynote Deck 2017 Scope/Fee Meeting | October 28, 2016 |
Interest To Sale Spans Months - Devices Play Critical Role
The average car shopper today makes just two dealership visits in the search for the perfect vehicle.1
Even as the majority of the car shopping process moves online, the visit to the nearby car dealership remains a crucial step in the journey.1
63% of new car buyers are not certain of the model they want to buy when they enter the market
Today, half of all car shoppers with mobile devices use their smartphones while at the dealership4
Search interest for MSRP and list prices are at the highest levels ever, growing 25% in the past year2 driven in large part by mobile, which accounts for 70% of these searches3
92% of new car purchasers went online during the car buying process
November 2, 2016
WORLDWIDE
1. 2.
2015 Google / TNS Auto Shopper Study Google Trends, January 2004-September 2015, United States
3.
Google Internal Data, September 2015, United States
4.
2015 Google / TNS Auto Shopper Study – United States. Consumer Barometer n=500
2017 Scope/Fee Meeting | October 28, 2016 |
Micro Moments: The Different Phases of the Consumer Journey Sequential Messaging Inspires Demand Which-Car-Is-Best Is-It-Right-For-Me Can-I-Afford-It Where-Should-I-Buy-It Am-I-Getting-A-Deal
To help narrow the choice, many start consulting someone they trust (friend, blogs, forums, review sites, etc.)
Will this car fit my needs/lifestyle? Practical considerations: seating, airbags
Once they can imagine owning the vehicle, they need to know if they can afford it
The visit to the nearby car dealership remains a crucial step.In fact search interests for ”car dealerships near me” have doubled in the last year. Consumers are on the lot, and want to know they are getting a good deal. Mobile price research has doubled on the last year.
EXAMPLE GEO-FENCE Current creative assets serve these micro moments at a baseline level with: Digital Banners OLV Social Tier 3
(dealer advertising)
etc. Location Based Measurement Partner Geo-Fencing Messaging increasing intensity
1. 2015 Google / TNS Auto Shopper Study
RYAN SICHELSTIEL // 224 Avenue B // New York, NY, 10009 // ryan.sichelstiel@gmail.com // 478.919.8149
WALMART // Icons Incorporating The Walmart Spark St. Patrick’s Day
Mother’s Day
M M RYAN SICHELSTIEL // 224 Avenue B // New York, NY, 10009 // ryan.sichelstiel@gmail.com // 478.919.8149