Ryan Sichelstiel's Publicis Portfolio (Reduced File Size)

Page 1

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

gy

ME DIA BRAND / C/ BUSINESS STRATEGY OM MS PLA NN P ING R / ME IN D I A / C FL OM U MS E PLA N C NN P E ING R R / IN FL U E N C E R

N D W E ES B IG

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hn

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N IG S E D E IC V R E S / E C N IE R

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50

Champion | 12.2.2016 |

32

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Prophet Brand Relevance Index 2016

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29

C H A M P I O N I S N ’ T R E L E VA N T I N T H E M I N D S O F C O N S U M E R S

ty

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A

BRAND STRATEGY

OM

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CONTENT CONTENT P R ODUCTIPON R ODUCTI ON

BRAND IDEA

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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

Print

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 
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 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 
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 ahead Staying Staying of ahead the of ahead the 
 of ahead 
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 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 
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 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

60

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.

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. 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.

LOREM IPSUM 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.

Lorem ipsum dolor sit amet, consectetur adipiscing elit.

Lorem ipsum dolor sit amet, consectetur adipiscing elit.

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


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