Course Project Final Draft

Website Redesign

Strategy

ROLEX

Table of Contents

Company Overview Competitors

TAG Heuer Omega Cartier

Website Goals and Objectives. Strategy

Rolex Ambassadors Rolex Family

SEO Strategy Content Marketing Plan

Goals Content Audit

Content Mapping Content Calendar Content Production Measurement and Evaluation

Google AdWords PayPerClick Campaign Strategy

Google AdSense Google Analytics Plan Strategy

Google Analytics Tools Social Media Platforms

Facebook Rolex Product Rolex Ambassadors Rolex Family Rolex Events

LinkedIn Rolex Product Rolex Ambassadors Rolex Family Rolex Events

Online Forms Rolex Family Account

Website Design, Usability and eCommerce Current Site

eCommerce Current Site Accessibility

Email, Mobile and Direct Marketing Email Campaign Mobile Marketing Direct Marketing

Rolex Website Redesign Strategy. 2

Company Overview

Rolex is a world famous retailer of premium watches. Rolex is the leading name in luxury wristwatches. Rolex design, manufacture, distribute and service wristwatches. Founded in 1905 in London, England as Wildorf and Davis, Rolex moved its base of operations to Geneva, Switzerland in 1919. Forbes ranked Rolex No. 72 on its 2014 list of the world’s most powerful global brands and No. 65 in Forbes World’s Most Valuable Brands 2015. Rolex is the largest single luxury watch brand, producing about 2,000 watches per day, with, according to Forbes, an estimated brand value of $8.3 billion and sales of $4.6 billion per annum. Operating profit margins for the brand hover around 30%. Rolex is the official time keeper of Wimbledon and the Australian Open tennis grand slam and two of golf’s four majors, The Open Championship and the U.S. Open. In 2013, Rolex became the official timekeeper for the FIA Formula 1 motor racing championship. Over the years various celebrities and sports stars have been used to advertise Rolex, such as Roger Federer, Brad Pitt, Diana Krall, and until 1995 James Bond. Rolex has established itself as the watch of the successful and older upperclass. It was once said that if you don’t own a Rolex by the age of 50 to consider yourself a failure. This view and demographic has hindered Rolex in recent years with young, wealthy audiences opting to purchase competitors watches, such as Omega and TAG Heuer.


Competitors

TAG Heuer TAG Heuer is a Swiss manufacturing company of luxury watches, as well as fashion accessories and eyewear. Tag Heuer was founded in 1860 in Switzerland, and began as Uhrenmaufaktar Heuer AG . The company was sold in 1985, with the sale leading to a brand name change to TAG Heuer. The TAG Group was sold in 1999 to French luxury goods conglomerate LVMH. TAG Heuer has a had a huge range of endorsements including Cristiano Ronaldo, Tiger Woods, Leonardo DiCaprio, Maria Sharapova, Uma Thurman, Lewis Hamilton, Cameron Diaz and Steve McQueen. TAG Heuer is available to purchase online and in dedicated TAG Heuer stores located across the world.

Omega Omega is a Swiss luxury watchmaker based in Bienne, Switzerland. Omega is owned by the Swatch Group. Founded in 1848 in Switzerland, Omega is one of the oldest brands in the world. Omega has frequently been the official timekeeper for the Olympics, both Winter Olympics and Summer Olympics. Famous wearers of Omega watches include John F. Kennedy, Prince William, Buzz Aldrin, Elvis Presley and since 1995 James Bond, and were the watch of choice for NASA, as well as being the first watch on the moon. Recently wearers have included Rory McIlory, Daniel Craig, Chris Hadfield and Nicole Kidman. Omega watches are available through its online store and and dedicated retail outlets worldwide.

Cartier Cartier designers, manufactures, distributes and sells jewellery and watches. Cartier was founded in Paris, France in 1847, and remained under family control until 1964. Cartier was referred to as “the jewellery of kings and the kings of jewellers” by King Edward VII of England. Since the turn of the century Cartier has been issued during royal coronations across the world in countries such as England, Spain, Portugal, Serbia and Monaco.


Cartier is listed at No. 55 on the Forbes World’s Most Valuable Brands list and is valued at approximately $9.6 billion. Cartier operates more than 200 stores in 125 countries, with 5 flagship stores in Paris, London, New York, Tokyo and Shanghai.


Website Goals and Objectives.

The goal of the Rolex website redesign strategy is to increase the average order value by 10%, resulting in much lower CPAs than Rolex’s nonbrand search campaigns. The current average order value is $5,000. Rolex would also like to create a new and improved website with increased usability and a design to encourage acquisition of new customers and reconnect with old and current customers. In addition to driving customers to the website, they should also be encouraged to visit physical retail outlets.

Strategy The strategy approach for Rolex will be “ Reach, Act, Convert, Engage ”. This will appeal to a greater variety of people which Rolex want to target. Reach Rolex will attempt to reconnect with its existing customer base and encourage new customer acquisition by launching a subtle but noticeable ad campaign across all media. The campaign will be run across print media and in magazines frequently read and purchased by ABC1 customers. These will include financial magazines/papers, medical and health journals, golf, tennis and Formula 1 magazines, among others. The ad campaign, Rolex Ambassadors , will feature a single, full page ad of a current, or former, well known sports star, actor, musician or high profile business personality. An example of one of these in each category could be; Roger Federer (tennis) or Phil Mickelson (golf) Andre Rieu (composer) or Plåcido Domingo (opera singer) George Clooney (actor) or Meryl Streep (actress) Sir Richard Branson or Oprah Winfrey An additional campaign, the nostalgia campaign, will be run featuring past Rolex Ambassadors and wearers such as Paul Newman, Eric Clapton, Jackie Stewart and Robert Redford. Ideally the new Rolex Ambassadors will be a mixture of older, classic high profile stars and some younger up and coming stars, Bill Gates & Mark Zukerberg, Phil Mickelson & Bubba Watson, George Clooney & Eddie Redmanye. The adverts will encourage customers to visit the new refurbished Rolex website and stores. Act Once on the site, customers will be encouraged to interact with the different watches available to them, including all the customization options.


The homepage will welcome them to the site with the same manner as them entering a Rolex store. They will be greeted with a welcome message. The highlight of the page will be the Find Your Rolex (current name) function. Customers will be quickly brought through the different types of watch preferences. Upon completion of this exercise customers will be offered a number of options:

1. Book an appointment Customers can book an appointment in their nearest Rolex retailer. Here they will receive onetoone customer service from a dedicated Rolex representative.

2. Order online Customers can order their new Rolex watch via the website and have it delivered in as little as 2 days.

3. Save to wishlist Customers can save their current selection to their wishlist. Customers can enter their email to add a wishlist, this will give Rolex the opportunity to email them a polite reminder after a short period of time.

4. Personal touch For an additional cost (10% or $500) the Rolex can be personalised. A personal message can be engraved on the reverse of the watch and the watch will arrive in a personalised gift/display box.

Convert The conversion points for Rolex will be when a customer interacts in one of the 4 ways outlined above (Books, Orders, Saves, Personal Touch). Once a customer has taken the step to arrange an appointment in store with a Rolex representative they will have begun the purchase process and the sale will be then down to the in store representative to complete the sale. Engage Rolex will attempt to engage with customers at several points of the customer journey as well as post purchase engagement. During the purchase process Rolex will offer advice on watch design and features and a chat function will be available for customers to use. This will create a direct link with a dedicated Rolex representative. If a customer saves a watch within their wish list they will need to do so with their email address. If they have not purchased with 2 weeks a personalised email will be sent to them to remind them of the watch they were looking at, along with some similar designs, and mentions of their closest store and a link if they would like to book an appointment. They will also have the option to continue with the online purchase. After a customer has purchased, either online or in store, they will become members of the Rolex Family . This will entitle them to a free watch service in store once a year. Rolex Family emails will be sent once a quarter, or if any new lines launch, to members reminding them of


their free watch service option. This is designed to get customers back into Rolex stores and looking at watches in person while their current watches are being serviced. The emails will also include images from the Rolex Ambassadors ad campaign, which will feature the watch they purchased and the Rolex Ambassado r wearing the same type. During the peak Christmas trading time an email will be sent inviting Rolex Family members to purchase a gift for a loved one and receive it personalised with a message and gift box at no additional cost. This strategy is designed to encourage people to increase their watch value and to increase overall watch sales. The easiest way to increase the average customer spend is to have them upgrade simple features such as the bevel, bracelet and dial, and to get a personal message engraved on the back of the watch.

Rolex Ambassadors

Rolex Ambassadors is an advertising campaign that will feature current and former high profile personalities across sport, music, film and business. The campaign is designed to target consumers who idolise and look up to these stars for inspiration. Consumers should see them wearing their Rolex and feel that by purchasing one themselves they will be on a level playing field with them. Rolex Ambassadors will be paid to advertise Rolex products and appear at Rolex Events . In some cases Rolex Ambassadors will be participating in the events themselves, for example tennis star Roger Federer. Rolex Ambassadors will be of all ages so as to appeal to all demographics. The nostalgia aspect of the campaign will feature older distinguished stars, living and dead. This will show Rolex’s history of class and elegance and highlight that Rolex has delivered the highest standards within the industry for decades.

Rolex Family Rolex Family is a new customer loyalty program which is designed to encourage customers to make additional purchases and receive exclusive offer and opportunities to attend Rolex sponsored events. The program can only be joined by customers who have made a purchase of Rolex product. This can be backdated by customers inputting the serial number and type of their watch when registering. The registration option will also appear after a customer has purchased online. When a customer purchases a Rolex in store they will also have the option to sign up.


Rolex Family members will receive an email invitation inviting them to purchase tickets to an exclusive Rolex Family event taking place at a sport event in which Rolex has a sponsorship deal, such as U.S. Open of Golf, Wimbledon or Formula 1. For example Rolex Family members will have the chance to purchase a maximum of 2 tickets to the U.S. Open of Golf, limited at 100 tickets for the event. These tickets will include a pass to the event for the entire weekend, entry to the exclusive Rolex marquee which will include appearances from Rolex Ambassadors such as Bubba Watson and Phil Mickelson, canapes and drinks and an exclusive seating area on the 18th hole green. These offers are designed to bring additional value to the Rolex brand. A portion of the cost will be supplemented by Rolex so as Rolex Family members feel they are paying less for the exclusive offer but it still represents a good monetary value. For example if the total cost per person is $5,000 Rolex will charge Rolex Family members $3,000 $3,500. These events will take place in different countries and cities across the world, Wimbledon in London England, U.S. Open Augusta, Georgia USA, Sydney to Hobart Yacht Race Australia.


SEO Strategy

Primary Objective: Increase visitor traffic to http://www.rolex.com . To drive traffic to the specified content on Rolex.com using specific keyword Secondary Objective: To increase the average value of a transaction by 10%. Domains: http://www.Rolex.com www.facbook.com/rolex Existing Website SEO Stats: These statistics were recorded on June 18th 2015 for the existing client website. Website Name: Rolex Web page address (URL): http://www.Rolex.com Main SEO keywords: Rolex, Luxury Watch, Expensive Watch Number of incoming links: 14.9 million. Data taken from Google Search.

Number of outgoing links: 7. Using http://www.getrank.org/tools/linkextractor/ we are able to establish that Rolex.com only has 7 outgoing links.

Page Rank: 7. Found using http://www.pagerank.net/pagerankchecker/ Target Search Engine: Google Budget:


http://www.pagerank.net/pagerank-checker/

http://www.rolex.com/


http://www.facbook.com/rolex

http://www.getrank.org/tools/link-extractor/

€50,000 monthly budget Results Timeline: After implementation of the SEO plan an increase in traffic is expected within 3 weeks. Keyword rankings should see a gradual improvement over the coming 1214 weeks. Launch Date: 01 September 2015 Keyword Research and Analysis: Keyword Research Rolex 52.1 million results Watch 4.4 billion results Wristwatch 3.4 million results Keyword Phrases Research Luxury Watch 333 million results Expensive Watch 88.8 million results Best Watch 1.98 billion results Most Expensive Watch 114 million results Wealthy Watches 1.2 million results Rolex Watch 46.7 million results Buy Rolex Watch 2.4 million results Exclusive Watches 22.1 million results Phrases such as Luxury, Exclusive and Expensive combined with the keyword Watch increase the volume and accuracy of the searches and therefore these keywords will be associated with the site. Below are the current top 10 Adwords associated with Rolex.com


Analysis of Competitors Keywords:

Above is the keyword research for Cartier, Omega and TAG Heuer. This was obtained semrush.com .


Proposed Keywords: The proposed keywords will be words and phrases synonymous with the Rolex brand and site, such as watch, luxury and exclusive. Keyword phrase Landing page Rolex www.rolex.com Rolex Watch www.rolex.com Luxury Watch www.rolex.com Exclusive Watch www.rolex.com Buy Rolex www.rolex.com Expensive Watch www.rolex.com Rolex Wristwatch www.rolex.com Wealthy Watch www.rolex.com Designer Watch www.rolex.com Success Metrics:

Appear as the first listing on the first page of search engine rankings. Increase in Website Traffic to http://www.rolex.com Increase Sales volume to http://www.rolex.com . Generate a positive ROI of an increase in 10% per transaction.

OffPage Optimization: Link Building As Rolex is an expensive and ABC1 consumer product, link building will only take place with other sites that are of a similar market, such as the sites of medical journal sites, golf sites and stock market sites. Rolex wants to increase its reach in the ABC1 consumer market by targeting link building with sites it feels its wearers would visit. Social Media The Rolex Facebook page will be used to display Rolex’s sponsorship and marketing programs, such as the Rolex Ambassadors campaign mentioned previous. Any events sponsored by or featuring Rolex sponsored personnel will be featured and articles relating to them published. Customers will be encouraged to interact with the Facebook posts and comment on the articles or pictures. A dedicated social media manager will be responsible for the maintenance of the Facebook page.












Content Marketing Plan

Goals To increase sales in Rolex online by 10%. To increase brand awareness. To increase footfall in stores New customer acquisition

Target Audience Background: Upper Middle Class / Middle Class / Lower Middle Class.

Professional / Senior Managerial / Middle Managers / Executives / Junior Managers Driven in their career path / High Achievers

Demographic: 70% Male to 30% Female / 25 50 / €50,000+ / Disposable Income Goals: Want to be at the top of their field / Goal driven / Ambitious Example Persona 1:

Senior Vice President. Large Multinational Corporation. Worked his/her way from an entry level position after excellent 3rd level performance. 32, Married with 2 kids, lives in a wealthy suburb of capital city. Drives a new car every year. Ambitious, likes things done on time. Confident in his/her own abilities Excepts the best from his/her employees. Spends spare time at sporting events and keeping fit.

Example Persona 2:

Surgeon. Specialist in a specific field. 40, Married with 0 kids, lives in a wealthy suburb of capital city. Drives a top end sports car. Workdriven. Extreme pride and focus in his/her work. Works long hours. Spends spare time reading medical books and journals.

Example Persona 3:

Company Founder/Director Successful tech start up Started company straight out of university. Sold previous tech business to large

multinational tech company for €6,000,000 after 2 years. 28, Single. Lives in an apartment in the city centre.


Drives a Vespa. Innovative technology developer. Employees a small team of highly skilled tech based employees. Spends free time travelling.

Content Audit

Current Rolex online content will need to be updated to include new marketing campaigns and strategies. The main development need in Rolex’s online presence is the addition of an online marketplace on the Rolex site allowing customers to purchase straight from the Rolex site. Additional development is needed to add the functionality ability for customers to book appointments in Rolex stores, as detailed previously. Save to Wishlist and Personal Touch functions need to be added as well. These features will be developed by the current website designers and the marketing team. Rolex current and future sponsorship arrangements with 3rd parties, such as its sponsorship of Wimbledon and the U.S. Open, will be displayed more via social media and on 3rd party sites. Rolex will also look to create and deliver better opportunities for its newly created Rolex Family members. An example of this will be to offer Rolex Family members the opportunity to purchase tickets to exclusive events sponsored by Rolex, or to purchase premium tickets, not available to the general public, for Rolex sponsored events such as half court seats for the Wimbledon final. Ticket purchases for events included in this will be handled by a 3rd party.


Content Mapping

Client Goals to Content Map

Customer Goals to Content Map


Content to Content Map


Content Calendar The below content calendar is an outline of the marketing that will take place across the three key campaigns.

CAMPAIGN JAN FEB MAR APR MAY JUN

Rolex Ambassador

Launched in print media and online

Nostalgia campaign for Mothers Day


Nostalgia campaign for Fathers Day

Nostalgia campaign for Fathers Day Golf specific

Rolex Family Launched Email campaign and invite to exclusive event at U.S. Open

Email campaign and invite to exclusive event at Wimbledon

Rolex Events

Formula 1 Begins

U.S. Open of Golf

JUL AUG SEP OCT NOV DEC

Rolex Ambassador

Print and online campaign Tennis specific

Print and online campaign

Print and online campaign Maxi Yacht Rolex Cup speific


Extended Christmas focus print and online campaign


Rolex Family Email campaign and invite to exclusive event at final Formula 1 event

Email campaign with Personal Touch highlighted and offered post Christmas peak

Christmas gift email campaign


Rolex Events

Wimbledon Tennis

Maxi Yacht Rolex Cup

Formula 1 Ends

Sydney to Hobart Yacht Race


Content Production Content will be produced by the marketing department, with some input from other teams such as sponsorship and events. All content will be signed off by appropriate department managers before going live.

There is the option to create spin off campaigns should one campaign element or post do particularly well however Rolex would like to keep the campaigns current and fresh so as to not have an stagneanticity in the media. Content Distribution Content will be shared via:

Social Media Shared to Rolex social media. Email Sent to Rolex Family members. Media Printed in relevant publications. Advertising Paid Rolex advertising.


Measurement and Evaluation

Measure Reach Act Convert Engage

Brand Measures

New customers

Unique Visits

Appointments made

Online Orders Personal Touch Wishlist Pages per visit

Sales Visitors in

store Email

database growth

Repeat transactions

Rolex Family offers

Content Performance Measures

Inbound link Search

ranking vs competitors

Social media followers volume

Page interactions

Content shares by users

Comments on content

Sign Up to Rolex email

Email open rate

Email click through rate

Active customers

Commercial Measures

Cost per click

Customer happiness

Increased sales %

Increased store visits

Average watch value increased

More purchases via email click through

Customer loyalty through Rolex Family

Revenue per visit

Online PR Online PR will focus on the 5P Approach:

1. Product Ensuring the Rolex product is always the best it can be and the number one in its category. Rolex should be leading the way in wristwatch technology and design.

2. Price The price of a Rolex is what sets it apart from competitors, yes it is more expensive but with a Rolex you are buying the brand, the history and the exceptional quality it stands for.

3. Place Ensuring Rolex is placed in the right markets and at the right events so as to keep up the appearance of the high quality it represents.

4. Promotion A successful promotion campaign through the various new campaigns previously detailed, Rolex Family and Rolex Ambassadors.

5. Participation Involvement in prestigious events and with high profile successful ambassadors.


Google AdWords

PayPerClick Campaign Strategy A Rolex website Pay Per Click (PPC) campaign will run from the offset. The idea behind this is to ensure Rolex always appears as the top search website with a sponsored ad link when people search specific words via Google. Keywords Some examples of the keywords which will feature in the PPC campaign are: Luxury Watch Expensive Watch Best Watch Most Expensive Watch Wealthy Watches Rolex Watch Buy Rolex Watch Exclusive Watches These keywords will also form the basis for placement ads that are part of the Display Network (Google Network). To assist in driving traffic to the website a CostPerClick (CPC) bidding method will be used to ensure a high volume of clicks are going to the site.


The advantages of Rolex partaking in the use of a Google AdWords campaign are:

The ability to reach customers and potential customers the exact moment they are searching for what Rolex sells and offers. It will help offer the product to a wide base of people as ads will also appear on Google partner sites, such as NY Times.

Cost control via the CPC campaign will allow Rolex to ensure that there is only a charge when people click through to the website. This way Rolex can decide how much money is spent each day/week/month. This will allow for an easy, measurable return on investment (ROI).

Edit and adjust ads so as to achieve maximum relevance. Rolex will have the ability to run reports to see what is working and not working in the ads. AdWords tools will then be used to edit and tweet ads to try and increase the number of potential customers who visit the website.

Extensive targeting options tools. Google Adwords will allow Rolex to target specific locations, language, times and mobile devices.

Location will be important so as Rolex can target more affluent areas of cities such as Central Business Districts and areas of high volume business, such as stock markets, banking etc.

Language targeting will allow Rolex to target more than English speaking countries.

Timed targeting means that Rolex can target ads for specific times, such as lunch hours and after work, when potential customers may be searching the web.

Mobile targeting is extremely important as more and more people are using mobile devices such as phones and tablets for their daily web use. Combined with timed targeted ads that are displayed at key commuter times will be beneficial.


Google AdSense

Google AdSense is way to spread the Google AdWord campaign across various other websites. These companies will earn money for having the ads displayed on their website. Specific companies and media will be targeted for this AdSense campaign. Placement targeting will be used so companies can place Rolex ads within the ad space on their websites. This will create the opportunity for Rolex to form partnerships with these companies and to ensure ads are seen on sites Rolex wishes them to be seen on, making them more relevant.

The ads used will vary from graphical ads, featuring images from the Rolex Ambassadors campaign, to text ads, mobile ads and video ads (also featuring Rolex Ambassadors ). Further keyword research can be found in the SEO Strategy section of this report.


Google Analytics Plan Strategy

A Google Analytics Plan strategy is being created to monitor and evaluate website traffic. It will be beneficial to Rolex in that it will help to improve website performance, make decision making about the website and company decisions easier and track information on visitors and sales. Types of data that will be collected will include:

Number of website visitors split between unique, repeat and referral visits. Time visits occur. Location of visitor. Why they have visited. What web browser or operating system they are using, Chrome, Safari, Internet

Explorer, etc. Entry page. Bounce Rate. Conversion Rate. Amount of minutes (time) spent on the website. Number of pages visited. Page last viewed before exit from website (exit page). Search engine terms used to access website.

Sales data will also be correlated for statistics including:

Average spend. Number of sales. Products sold. Time and date of sale. Customer profile old customer vs new customer. Conversion rate.

All of this data will be used to determine the effectiveness of the online business for Rolex. Google Analytics will give detail statistical information for all of the above mentioned statistics. Rolex will be able to use the data to figure out if marketing campaigns are working, what websites people are coming from and what keywords are working. Google Analytics will also allow Rolex to look at the website and what its customers are doing on a real time basis.

Google Analytics Tools Several elements of Google Analytics reporting tools that can be utilised are:

Dashboards To create customised views of the data collected. For example will allow Rolex to view by traffic type and whether it is organic, paid, direct or referral, as


well as breaking it down by mobile and desktop. Other subsets that could be used are number of visits, average visit duration and visit country.

Shortcuts An area to quickly access a specific piece of data that is important and reviewed regularly, number of website visitors for example.

Intelligence Events This function will create email alerts when certain goals, objectives or changes occur. Alerts will be set up if there is a dramatic increase in views.

Audience, Acquisition, Behaviours and Conversions In depth reports of users, content, what goals and objectives have been completed, where traffic comes from.

Mobile Analytics Allows the ability to measure analytics from mobile devices such as tablets and phones, including ads, mobile sites and apps visited.

Conversion Suite An area to examine the full digital marketing picture and how each channel is working to bring people to the website. This will help give a clearer picture as to how and why people are buying or not buying.

Social Reporting What impact social media channels are having on the business. Advertising Analytics How Google AdWords are performing in various campaigns

and across what mobile and desktop. Google Analytics is being used in preference to other website analytics sites such as Clicky, Mint and CrazyEgg as it is felt Google Analytics will provide a better, more well rounded performance for Rolex’s needs. Occasionally CrazyEgg may be used as it uses Heatmap technology to create a picture of what and where users are looking at on the website. This will allow to see where people are clicking on the site, how far they are scrolling down the page via a Scrollmap, a Confetti report of where people have been referred to the site from and an Overlay report to see the number of clicks on each element of the page. Mint and Clicky will be used when needed to view real time and instant data. They both provide a service to view the website in real time and when users are on the site, as opposed to Google Analytics, which has a realtime function, is a day behind.


Social Media Platforms

Rolex will use primarily use two social media platforms to promote the business and new campaigns, Facebook and LinkedIn . The campaigns should bring awareness to the brand and increase brand awareness and also increase the reach and viewership of the social media channels. All social media will be handled by a dedicated social media team, which will report to the marketing team.

Facebook Current Facebook likes: 4.2 million Rolex will use Facebook to encourage interaction with the brand in a number of ways.

Rolex Product Rolex Ambassadors Rolex Family Rolex Events

Rolex Product

Rolex will use Facebook to showcase its extensive product and features. Regular posts will include:

Videos of Rolex watches from various angles and including all their features. Pictures of new and existing Rolex watches, including close ups of bezels, straps and

the watch face. Upcoming watch releases or new limited edition Rolex releases.

Examples of how these images and video will look below.



Rolex Ambassadors Posts shared on Facebook from the Rolex Ambassadors campaign and Nostalgia campaign will run throughout. They will be posted approximately once a week. Should a Rolex sponsored event be taking place around that time, an event specific ambassador’s picture or a message of support will be shared. For example during the U.S. Open of Golf a message of support and image of golfer Jordan Spieth wearing his Rolex will be posted. The same will apply across all event categories. Should a new high profile Rolex Ambassador be signed, a teaser image will be posted in the lead up to the announcement. During peak trading of Mother’s Day, Father’s Day and Christmas both current ambassadors and the Nostalgia ambassadors campaigns will run. For Mother’s Day and Father’s Day, adverts featuring parents, their children and their Rolex will run. For example Goldie Hawn and Kate Hudson or Jon Voight and Angelina Jolie or Clint Eastwood and Scott Eastwood. Social media posts will be a similar vein to the below.



Rolex Family The launch of the new Rolex Family program will be soft launched on social media, Facebook and LinkedIn, with links to the program and its benefits. The Rolex Family initiative is designed to be an exclusive membership so by only soft launching it on social media initially it will keep it more exclusive. Also only customers who have purchased Rolex watches are eligible to enlist. The soft launch will mention that customers with existing Rolex can join. The subsequent major launch will be posted on the Rolex website and not on social media as to not cheapen the membership. It will also be launched in stores. To coincide with the launch, an offer to customers, who purchase a Rolex and sign up within the first month, will include tickets and an exclusive offer for an upcoming Rolex Event .

Rolex Events Rolex Events take place at events in which Rolex has a sponsorship deal in place, such as the U.S. Open, Wimbledon, Le Mans and Sydney to Hobart Yacht race. A effort will be made to increase this range of events and to incorporate events of a similar high standard and profile. Each sponsored event will have a dedicated Rolex Event within the event itself, such as; an exclusive bar, viewing area, halfcourt seats or a dinner function. Events that feature Rolex Ambassadors will have them appear to the guests as part of the exclusive Rolex Event package. For example at Wimbledon there may be a package which includes halfcourt seats, a private function and a visit and photograph opportunity with Roger Federer. Rolex Events will be posted about on Facebook with pictures and videos of the event and ambassadors appearances being the main content. There will also be content of the event itself and how Rolex Ambassadors performed at it.

LinkedIn Current LinkedIn Followers: 87,300 LinkedIn’s social media strategy will differ from Facebook’s in that it will not be as aggressive.

Rolex Product Rolex Ambassadors Rolex Family Rolex Events


Rolex Product LinkedIn will be used to showcase new advances in Rolex technology and design. This is an opportunity to show how successful Rolex has been in its development and design of new watch software. And to show Rolex is the industry leader in it’s field.

Rolex Ambassadors Any Rolex Ambassadors that feature on LinkedIn, for example key LinkedIn Influencers such as Richard Branson, will be interviewed about their Rolex and what it means to them. This will be posted on both Rolex and the Influencers profile. A general marketing plan and outline about the campaign will be posted by Rolex on its profile also.

Rolex Family As with the Rolex Ambassadors general marketing plan, an outline of the Rolex Family program will be posted by Rolex on its profile.

Rolex Events Only Rolex sponsored events will be posted about on LinkedIn. This will not include the Rolex Events that take place at the events.

Online Forms Purchase Registration When purchasing a Rolex via the Rolex website customers will have to enter the following minimum details:

Name Address Gender Email Address

Optional details that can also be included are:

Date of Birth Marital Status Employment Sector First Rolex Purchase Checkbox Yes or No


There will also be an optin to receive Rolex marketing emails. Upon entrance of these details customers will receive a confirmation of their registration via email. Once these details are entered the customer will have to select their delivery option or instore collection and enter the necessary payment details to confirm the purchase. After the purchase has been approved the customer will receive a confirmation email and be brought to the confirmation page. Both the confirmation email and page will present the customer with an option to sign up to the Rolex Family and include its key benefits. As the Rolex they purchased is being delivered to them, or collected in store, it’s serial number will be automatically registered to their Rolex Family account, if they chose to signup.

Rolex Family Account Customers who optin to the Rolex Family will receive a confirmation email welcoming them and detailing the benefits of the program. Mentions will be made of the free watch service they receive and Rolex Events opportunities, including any recent events that may have taken place. Customers will be asked to customise their account by filling in a short form that will help Rolex tailor Rolex Events for them. Details in this form will include.

Salary or household income between $20,000 $30,000, $30,000 $40,000 etc. Occupation Where they are interested in attending events This will be a checkbox of major

cities What type of events they are interested in Sport, Music, Dining

This form combined with the purchase registration form will allow Rolex to customise both the general registration database and the Rolex Family database. This will allow for better targeted emails and ensure the correct offers and sent to the correct members. If the customer is registering for the Rolex Family with a previously purchased watch they will be required to fill in the standard registration details listed previously (name, address, gender, email). To manage customer database a program such as MailChimp will be used as they are quite customisable and have the ability to create different database lists. Surveys not being used as a Rolex is a high end item and customers of the ABC1 demographic will value their time too much to take part in surveys.


Website Design, Usability and eCommerce

Current Site The current Rolex website does not seem to run on an Open Source Content Management System. When searched on various CMS identifier sites, including www.whatcms.org and www.whatcmsisthis.com , no results are returned. This can lead us to conclude that Rolex.com is a custom CMS. Some reasons for this may be:

Rolex requires a dedicated, dependable and fully trained support team. Internal users of the site are not technically minded, thus having the source code

available to everybody and editable to anyone that knows how within Rolex. Rolex may require built in functionality rather than rely on plug ins. The site can be rigorously tested before Rolex launches a new product or site design. Being a multi billion dollar company Rolex will need high level security and a custom

CMS will allow for this and make sure there are no unintentional viruses embedded within the site.

The current site runs quite smoothly. A customer journey through the site as it stands is as follows: Customer lands on Rolex.com > > > Customer ‘Explores’ Rolex to find the watch for them > > > Customer selects gender/size/material/color/bezal/function/dial > > > Watch options matching selections are displayed > > > Customer selects watch > > > Watch page including watch features and description. Options include ‘Add To Wishlist’ and ‘Find A Retailer’ > > > This ends the customer journey as no purchase via the website is possible. Other site features include: ABOUT ROLEX An introduction to the Rolex philosophy, design, history and standards. WORLD OF ROLEX Rolex’s involvement in Arts, Sport and Enterprise are detailed here. RETAILER A search function enabling users to search for their nearest official Rolex stockist. The site also has a search function for general searches.

eCommerce There is no eCommerce aspect to the site as their customers cannot purchase directly from the site, an official retailer must be used. It is recommended that this feature is changed. One of the key recommendations of this report is that customers can purchased directly from the Rolex website. This is seen as a key growth area for Rolex and an aspect which can be capitalised on quite quickly.


http://www.whatcms.org/

http://www.whatcmsisthis.com/

Current Site Accessibility

The following was checked for www.Rolex.com , and the browser used to check the site was Google Chrome. And was tested on an Apple MacBook Air.

Logo Alt Text Rolex’s logo Alt Text reads “Rolex”. This Alt Text will make it easy for search engines and spiders to read the image and direct customers to the Rolex site.

Text on the Rolex website and be both increased and decreased with ease. This was

tested in Google Chrome by pressing “ command and + ” and “ command and ” ).

Compatible and accessible as a text only website. For this the Google Chrome Text extension was installed and every site put through its paces with that on.

Rolex.com has the functionality to be naviagted via keys only in the absense of a

mouse. The tab and return keys both function to move around the site and select different options, including drop down menus.

There is a site map located on each page of the site below the content.

Wave Test Results. (Wave Test Wave is an Internet program that checks the

accessibilty of sites for free. http://wave.webaim.org ) 2 Errors 5 ALerts 1 Features 36 Structural Elements 5 HTML5 and ARIA 116 Contrast Errors

Rolex.com has a very low Wave Test score indicating that the site is well maintained and conforms to a high industry standard. The Contrast Errors do not indicate anything incorrect with the site, rather that the colours are in contrast to the color palette for the site.



http://wave.webaim.org/

Email, Mobile and Direct Marketing Email, mobile and direct marketing will all be incorporated into the Rolex online strategy. Details of each are laid out below.

Email Campaign

Various email campaigns will be a feature of the marketing strategy and will roll out in the order stated in the content calendar featured in part 3 of this report and below.

CAMPAIGN JAN FEB MAR APR MAY JUN

Rolex Ambassador

Launched in print media and online



Nostalgia campaign for Fathers Day

Nostalgia campaign for Fathers Day Golf specific

Rolex Family

Launched Email campaign and invite to exclusive event at U.S. Open

Email campaign and invite to exclusive event at Wimbledon

Rolex Events

Formula 1 Begins

U.S. Open of Golf

JUL AUG SEP OCT NOV DEC

Rolex Ambassador

Print and online campaign Tennis specific


Print and online campaign Maxi Yacht Rolex Cup speific




Rolex Family

Email campaign and invite to exclusive event at final Formula 1 event

Email campaign with Personal Touch highlighted and offered post Christmas peak



Rolex Events

Wimbledon Tennis

Maxi Yacht Rolex Cup

Formula 1 Ends

Sydney to Hobart Yacht Race


The advantages of using email as a promotional tool are many. Some examples of how it will benefit Rolex are as follows:

Online newsletters have a higher clickthroughrate than other methods of advertising on the internet.

It allows for a quicker response from customers and current events. Email campaigns can be directed at different demographics and lists of customers

that are segmented via personal details and criteria such as age, sex, location. Costeffective. Helps to generate brand recognition. Email marketing helps maintain regular contact with customers which increase

customer retention and satisfaction. Allows for customer interaction and response. Short queries and surveys can be sent

to customers post purchase. Encourages customers to not only purchase online but to also visit Rolex stores.

Clickthroughrate will be managed via tools within the software used for for sending emails or newsletters, such as MailChimp. The launch of new programs and campaigns such as the Rolex Family, Rolex Events and Rolex Ambassadors will be communicated via email to the existing database. This will allow current customers to witness the exciting new projects and, in the case of Rolex Family and Rolex Events, the opportunities for customers coming up in the next few months.

Mobile Marketing With the continued growth of mobile devices, such as smartphones and tablets, mobile marketing is a trend Rolex must get involved with and ensure it has a firm grasp of the market. The Rolex website must be both desktop and mobile accessible. There should be a distinction between both the desktop and mobile site however not such a big difference as to alienate customers from feeling the sites are completely different. Features such as bigger buttons, easy accessible search bar and one direction scrolling (up to down) are key to this. Mobile technologies that will be used:

QR Codes QR (quick response) codes will be placed on direct marketing such as in magazines, on billboards or bus stops. This will allow potential customers and customers to quickly access details of a particular campaign or for a specific product/event mentioned in the advertisement.

In App Promotion Rolex marketing will appear in specific apps. These apps will be hand picked by the Rolex marketing team and should have an affiliation with the brand. For example in the Australian Open of Tennis app or a Formula 1 app.


Mobile Search Ads As the regular person spends an average of 2 hours on their smart device a day, mobile search ads will feature with Google and other mobile based search engines, such as Safari.

LocationBased Locationbased mobile marketing will appear within 1 kilometer radius of all Rolex retail stores.

Proximity Marketing iBeacon or Bluetooth will be used for proximity marketing at Rolex sponsored events. These wireless systems will allow Rolex to send alerts to mobile devices within the area offer them unique offers and experiences such as if a Rolex Ambassador is doing a short public experience or press conference after their event.

Mobile marketing technologies that do not fit within the Rolex brand will not be utilised.

Text Marketing As Rolex is a high end, expensive item some customers may not want to register a phone number with their account for fear of spam. No text marketing will take place.

Rolex will also declare interest with the Facebook owned digital marketing platform ‘Atlas Solutions’. This relatively new platform will allow Rolex to track advertising done via mobile sites and apps.

Direct Marketing Rolex direct marketing campaign will feature prominently within in key publications such as medical, financial, tennis, golf, boating and wine and food magazines. This will include the Rolex Ambassadors campaign. Online ads for these campaigns will also feature and will be present on similar sites to the publication types previously listed. Large billboard advertising boards in airport locations will be sought to to display Rolex ads. These locations are seen as a good opportunity to heighten awareness with high flying customers who could purchase a Rolex in the airport retail stores. Rolex will also look to advertise within first class lounges at airports.


Conclusion Rolex is one of the most established, recognised and sought after brands in the world. The objectives set out at the beginning of this report outline the future desires of Rolex to remain current, and firmly establish the brand for the future. A website redesign, combined with the introduction of new advertising and marketing campaigns ( Rolex Ambassadors ), a customer loyalty program ( Rolex Family ) and event sponsorship ( Rolex Events ) will help cement Rolex as the number one wristwatch brand in the world. The goal, to increase the average order value by 10%, is achievable, and with the introduction of the previously outlined programs and campaigns, it should be achieved within a reasonable timeframe.


Documents

Course Project Final Draft