Seshday - Brand Evaluation (Private)

PROJECT EVALUATION

PROJECT EVALUATION I Seshday.com

BRAND MISSION

Seshday.com is an online retail community created “for riders by riders” to offer great deals on premium Action Sports brand goods at membership-only savings of 30% to 80% OFF retail.

BUSINESS GOALS

~250% increase

in member signups

by 2014 known as

Action Sports traffic

65% social

members only

shopping

by community building and referrals COPYRIGHT 2012 - ZO! CREATIVE I PAGE 2

PROJECT EVALUATION I Seshday.com

RECOMMENDED TARGET AUDIENCE

75%

25%

MALE FANS

23% 49% 18% 8% 1% 1%

13-17 18-24 25-34 35-44 45-54 55+

HOUSEHOLD

HOUSEHOLD

11% 30% 47% 10% 1% 1%

13-17 18-24 25-34 35-44 45-54 55+

INTERESTS

skaters,

70K+

FEMALE FANS

LOCATIONS

surfing, music, eco-conscious, hiking,

beach, outdoors, adventure-seekers, risk-takers snowboarding

They are bombarded with retail opportunities to purchase action sports brands. But they also see that great brands care about fashion (visual/style), as well as what the product can do (functional).

United States Canada Europe

He hears what his friends tell him about.

Advocates are socially influential, but take queues from peers as to what is good/ bad, worth-it/ no worth-it.

AT T I T U D E S Price conscientious thrill- seekers that that are willing to make purchases if prices are worthwhile. They love edginess and things that push boundaries. Independent in thought. Taste makers

He shares great deals, finds, cool videos and pictures and is passionate about the activities and hobbies he is interested in.

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PROJECT EVALUATION I Seshday.com

SWOT ANALYSIS

SWOT

strengths

- Existing Traffic for a brand new flash sale site - Branding well Integrated generally - Unparalleled Product assortment thru powerful relationships with brands

weaknesses

opportunities

- Lack of Story and community lifestyle, no real word of mouth as result

- Turn existing members into active advocates, being part of the seshday growth.

- No true engagement strategy. Limited to likes and responding to questions

- Improve customer service integration via available softwares.

- For riders By riders: Great for brand loyalty, as it personalizes brand.

Skaters don’t like posers, etc.

- No mobile strategy, whereas direct competitors have already adopted as such

- Generally good customer service over facebook, Understands target market.

- Twitter has no true interaction. Seems like scheduled posting. Retweets are almost non existent.

- Flash-sale market is characteristic of having members, who have higher probability of purchase, if they join.

- Bad SEO = Site can’t be searched (URLs not seofriendly) - User Experience should be revised

- Personalize deals/ emails based on past purchases and clicks onsite.

threats

- Social is the #1 key channel leveraged by competitors. Better Activity and content.

- Lack of financial & human resources.

- Protection of Brands Position/Reputation on Seshday.

- No Mobile strategy in place for 2013.

- Highlight of influential members, creating marketing content with them.

- Develop Twitter/ Instagram strategy to connect with athletes on the go.

- Video/Blog Interviews of Athletes including active Seshday members in it.

- Develop mobile solutions until mobile/tablet app.

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PROJECT EVALUATION I Seshday.com

MARKET & COMPETITORS ANALYSIS

229K

128K

LIKES

LIKES

33K

25K

FOLLOWERS

FOLLOWERS

2008

2009

FOUNDED

FOUNDED

Thrillist Acquisition help grow engagement. Excellent facebook interaction. Street styles may overlap with seshday. Mobile strategy. Much video content. Not just fashion, but recognizes importance of identifying with lifestyle of members i.e.

10K interviews.

LIKES

493K LIKES

21K

FOLLOWER

1996

FOUNDED

Good customer interaction, and live chat support. Outdoor sport oriented, not necessarily action sports. Less youth-oriented site.

No real story. Shop only site that offers quality goods and quality prices. Family, upper aged demographic oriented shop.

Excellent customer interaction No mobile strategy.

Twitter used as broadcasting deals Hand-picked items from enthusiasts for enthusiasts.

Outdoors type items, more nature oriented.

Overlapping products, but not really all active sports.

4K

2010

FOLLOWERS FOUNDED

Managed by backcountry.

Little to no customer interaction over facebook. Posts only. Heavy rider lifestyle emphasis. Shopping experience is focused on youth.

Integrated internal community social network. 1.1k followers on instagram. Twitter is relatively active with RT’s.

191K LIKES

2K

FOLLOWERS

2004

FOUNDED

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PROJECT EVALUATION I Seshday.com

KEY MESSAGES I f y o u ’r e i n t o a c t i o n s p o r t s , S e s h d a y i s y o u r s with the real deals on your fav brands!

Fo r r i d e r s , b y r i d e r s S h a r i n g i s c a r i n g ! We d o n a t e p a r t o f o u r p r o f i t s to environmental and humanitarian causes.

SOCIAL MEDIA GOALS MONTH 1, 2 & 3

Build Database of Social Advocates to increase authentic word of mouth

MONTH 4, 5 & 6

Activities will include blog outreach, social media monitoring, community mgmt, database development, design and measurement.

200 % SOCIAL ROI MONTH 7, 8 & 9

Increase Referred Members and build Social Loyalty Activities will include media outreach, social media training, community mgmt, social app development, design and measurement.

Lead your market with cutting edge campaigns Activities will include strategy planning, design, audiovisual production, application development, testing, framework monitoring, measurement analysis, content writing and digital pr.

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PROJECT EVALUATION I Seshday.com

TACTICS & PERFORMANCE METRICS

“

a goal is a dream with a deadline...

”

and we’ve got metrics to measure its success.

MONTH 1,2,3

METRICS

Strategy Planning, Brand Voice & Content Strategy

- Document + Feedbacks

Development of Influencers and Advocates Database

# Retweets or Mentions

Daily Social Media Monitoring/Training (Interactions, Analysis)

- # Talking about this

Advocacy Program, Management of Advocate Content (Pinterest, Blog,...)

- Referral Traffic + # Talking

Revision of Strategy, Analysis of Statistics and Revamping of Fanpage

- Document + Design

Community building/ “Invite Friends” Awareness

- # of Pageviews + Clicks

MONTH 4,5,6

METRICS

Development of Social Publishing Asset/App (Member Generated Content)

- App Deliverable

Content Moderation, SEO, Links building

- # of Posts, # Links

Daily Social Media Monitoring/Training (Interactions, Analysis)

- # Talking about this

Advocacy Program Management + VIP Member Email Communications

- # Email subscribers

Revision of Strategy, Analysis of Statistics and Revamping of Fanpage

- Document + Design

Media Outreach thru Creative Guerrilla Ads

- # of UVs, %Referral Traffic

MONTH 7,8,9

METRICS

Strategy Planning and Creative Brief

- Document

Design and Development of Social Contest Template

- Deliverables

Monitoring of Campaign (NorthSocial)

- Social $ Revenue

Writing and Submission of Press Release + Blog Outreach

- # talking about this

Video Production and Editing

- # of views and # shares

Campaign ROI Analysis and Stats Report

- ROI Change

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PROJECT EVALUATION I Seshday.com

BUDGET &TIMING

With ZO! there’s no rehearsals, you only Pay for Performance!

MONTH 1,2,3

Hrs

$/Hr

Amount

Strategy Planning, Brand Voice & Content Strategy

10

$35.00

$350.00

Development of Influencers and Advocates Database

6

$35.00

$210.00

Daily Social Media Monitoring/Training (Interactions, Analysis)

12

$35.00

$420.00

Advocacy Program, Management of Advocate Content

12

$35.00

$420.00

Revision of Strategy, Analysis of Statistics and Revamping of Fanpage

6

$35.00

$210.00

Community building/ “Invite Friends” Awareness

18

$35.00

$630.00

Base Pay (25% Deposit) - Due Day 1

$560.00

Performance Pay* - Due Day 30

$2,352.00 TOTAL MONTHLY FEE

MONTH 4,5,6

$2,912.00

Hrs

$/Hr

Amount

Development of Social Asset/App (Member Generated Content)

30

$35.00

$1,050.00

Content Moderation, SEO, Links building

12

$35.00

$420.00

Daily Social Media Monitoring/Training (Interactions, Analysis)

12

$35.00

$420.00

Advocacy Program Management + VIP Member Email Com.

12

$35.00

$420.00

Revision of Strategy, Analysis of Statistics and Revamping of Fanpage

6

$35.00

$210.00

Media Outreach thru Creative Guerrilla Ads

20

$35.00

$700.00

Base Pay (25% Deposit) - Due Day 1

$805.00

Performance Pay* - Due Day 30

$3,381.00 TOTAL MONTHLY FEE

MONTH 7,8,9

$4,186.00

Hrs

$/Hr

Amount

Strategy Planning and Creative Brief

20

$35.00

$700.00

Design and Development of Social Contest Template

20

$35.00

$700.00

Monitoring of Campaign (NorthSocial)

12

$35.00

$420.00

Writing and Submission of Press Release + Blog Outreach

12

$35.00

$420.00

Video Production and Editing

48

$35.00

$1,680.00

Campaign ROI Analysis and Stats Report

12

$35.00

$420.00

Base Pay (25% Deposit) - Due Day 1

$1,085.00

Performance Pay* - Due Day 30

$4,557.00 TOTAL MONTHLY FEE

$5,642.00

*Performance pay calculated as remaining balance of total amount due and a 30% interest rate.

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PROJECT EVALUATION I Seshday.com

ASSOCIATED ACTIVITIES MONTH 1,2,3 Questionnaire Answers Access to Visuals Social Accounts Server Access Focus Group Access to Analytics

MONTH 4,5,6

MONTH 7,8,9

Focus Group Access to Visuals Server Access Access to Analytics Cision Software + DB List Marketing Budget & Team

Access to Existing Database Access to Online Store Focus Group Sales Management Social Accounts Marketing Budget & Team

RISK ANALYSIS

Lack of Control

Customers Responses

Confidential Information

Negative Comments

Social Fraud

Probability: 2

x

Severity: 3

Score: 6/25

Actions: Establish clear policies that dictate what can and cannot be shared.

Create the capability to capture and log all communications.

Probability: 3

x

Severity: 4

Score: 12/25

Actions: Make sure staff can handle traffic associated with social media presence. Create notice with clear timeline for responses.

Probability: 3

x

Severity: 2

Score: 8/25

Actions: Have HR establish policies and awareness training so employees & vendors do not share company info.

Probability: 2

x

Severity: 4

Score:12/25

Actions: Create Guidelines for all employees and vendors to respond properly and create positive reputation control.

Probability: 3

x

Severity: 3

Score: 5/25

Actions: Very minimal but if occurs, company needs to be informed and take proper actions. Specifically with referral links or affiliate partners.

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Edwin Yu CHIEF OPERATING OFFICER

edwin@zo-creative.com

+1 626.230.7487

2360 CORPORATE CIRCLE STE 400 I HENDERSON, NV 89074-­‐7722 INFO@ZO-­‐CREATIVE.COM I 800.660.6928 I WWW.ZO-­‐CREATIVE.COM