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Agency Digital Capabilities D4 Creative Group
Who We Are D4 Creative Group is one of the region’s largest and most recognized full-service advertising agencies in Philadelphia. The agency is a certified Woman/Minority Business Enterprise (WMBE).
We provide expertise in interactive marketing, integrated strategy, direct-response advertising, branding, application development and web-based analytics.
• D4 is: • Experienced – Over 20 years old
• Innovative - Uses a comprehensive multi-channel model
• Insights Driven - Provide on-target solutions
• Brand Savvy - Promotes customer affinity, purchase and loyalty
• Adaptable - Customizes workflows to fit client needs
• Accessible - Consistent access to senior thought leadership
• Accountable - Leverages analytic data for all programs
Who We Work With Here is a partial list of some of the brands we work with
Our Methodology
Define organization, structure and functionality of solution
Develop look and feel, and create content or edit existing content
Develop solution from approved assets
• Interviews or focus groups
• Competitive Analysis
• Current State Assessment
• Audits
• Business, Functional & Technical Requirements
• Site Map • Wireframe Creation • Functional
Specifications • User Personas /
Scenarios • Marketing plan • Application
Architecture • Database Schema • Information
Architecture
• Creative Brief • User Interface
Creation • Content Creation/
Optimization • Visual Style Guides • Content Guides
• Visual Asset Production
• Technical Development
• Website, Mobile Application Development
• Template Development
• Online Acquisition Marketing Tactics
• Quality Assurance & User Acceptance Testing
• A/B and multivariate testing
• Deployment • Measurement
using multi-channeled analytics
Testing, deployment and measurement of solution
Discovery Strategy & Planning
Design & Production Development Deploy &
Measure
Information download from Client. Initial due-diligence.
Def
init
ion
: D
eliv
erab
les:
• Strategy & Planning • Identify audience behavior • Market research and competitive analysis • Develop communication cadence, KPI’s
• Creative Services • User Interface (website, landing page, email,
banners) • Information Architecture
• Web-Based Development • Websites, Microsites, Landing pages • Web Applications (eCommerce, CMS, CRM) • Mobile Applications (iOS/Android) • Multimedia based applications
• Performance Based Marketing • Search Engine Marketing • Pay-Per-Click Campaigns • Display Banner Campaigns • Co-Registration and CPL/CPA programs • Permission based emails
• Email Marketing • Email audits – (creative, analytical) • Create/manage email campaigns • Email Segmentation
• Mobile Marketing • Develop SMS based programs • Mobile optimized landing pages
• Social Media Marketing • Online social media audit • Create & manage social presence • Custom social media application development • Viral / Guerilla Marketing Tactics
• Audio/Video Production & Post-Production
• Compositing • Over 5,000 sq. ft. production studio • State-of-the-art post-production studio • Soundtrack and custom jingle creation
• Web Analytics & Reporting • Analyze visitor path analysis • Capabilities with all leading analytics tools • Management of media
buys/placement/performance • Lead source, onsite conversion points • Link contact data with behavioral data • Drive online merchandising models
Our Digital Services
Web Strategy & Planning
Any successful project must begin with a strong strategy. We determine your business objectives, analyze current metrics and develop KPIs. The result? An actionable plan for moving forward with your program.
Program Features: • Assessment of current and long-term business objectives
• Core audience study (primary and secondary customer/user base)
• Competitive analysis
• Market Research
• SWOT
• Project plan
• Brand/Creative strategy
• Content strategy (which ultimately informs search strategy and social media plan)
• Technology assessment / Functional Specifications
• Persona development
• Information architecture/Wireframes
Web Strategy & Planning
• Define your site/application’s primary purpose and objectives
• Understand your target market
• Identify the differentiators of your brand
• Determine the benefits of your products and services
• Determine all necessary strategies and tactics needed to achieve your goals
The objectives of a successful web strategy Web Strategy & Planning
Social Media Marketing Programs
Social Media Marketing
Listen to what your fans / followers are already saying about you or your brand Measure feedback, interactions, consumer sentiment and trends
Build a visible presence where your fans/ followers are likely to frequent. Encourage customers to review and rate your product or brand
Respond to feedback - both positive and negative when Enlist brand ambassadors
Services Include: • Social Media Strategy & Planning
• Social Media Listening
• Design & Development
• Management & Reporting
Overview
Listen Engage Influence
Social Media Marketing
Core Focus: • Identifying the strategy & objectives • Identify the key platforms (Facebook, Twitter, Linkedin, Google+, YouTube, Foursquare, Blogs, etc)
• Determine the data that will need to be captured within the campaign • Determine how to drive customer engagement (quick polls, contests/promotions, advertising)
• Analyze competitive landscape within social channels
• Development of a social media strategy; determine: • How to develop and maintain a presence • How to engage your target market • What tools to leverage within the social platforms • Audience segmentation models • Understand how social media fits into your overall marketing strategy • How data will be tracked and analyzed
Strategy & Planning
Social Media Marketing
Core Focus: • Identify leading social media sites to utilize • Determine how to engage with customers, influencers, partners, and/or employees
• Analyze all available data from these channels • Report on key findings • Publish a content strategy based on findings
Social Media Audit
Social Media Marketing Social Media Listening Programs
Core Focus: • Execute a social audit to understand sentiment and perception
• Identify top online sites where the brand/product is being discussed
• Take a leadership position within the social arena • Develop marketing programs to guide the dialog • Implement analytic tracking program to monitor and manage
• Create a weekly report; management of content being posted
Social Media Marketing Design and Development
Core Focus: • Create brand/product driven social media profiles • Develop custom tools and applications embedded within or utilizing data from these channels
• Integrate CRM and/or back-end databases for necessary data collection (while ensuring adherence to the social media marketing & legal requirements)
• Setting up analytic tagging and reporting • Getting approval for your campaigns • Launching the campaign
Social Media Marketing Campaign Management & Reporting
Core Focus: • Monitor daily online activities • Respond to daily posts, inform Client of issues with products • Develop new imagery to support various campaigns throughout the year • Run monthly analytics to determine successes and opportunities • Measure all data against established benchmarks • Provide recommendations and industry insights
Performance Based Marketing Programs
Media Strategy
Performance Based Marketing Programs Overview of Media Process
Planning: • Direct response needs
assessment
• Research and testing integrated media plans
Buying: • Negotiation
• Placement of all media
• Schedule maintenance
Analysis: • Media tracking
• Pre and Post-buy
• Performance reports
Optimization: • Scheduling
• Media Mix
• Vehicle Allocation
Planning & Buying
Analysis & Optimization
Paid Search
Paid Search enables you to reach your customers at the exact moment they are looking for your products and/or services. When users perform a search within a search engine, they are indicating to you which products they are interested in. Your ad will appear next to relevant search results your customer has requested.
Program Benefits: • Pricing Model: Paid-search utilizes pay-per-
click (PPC)
• Media Placements: Text listings, bids for placements
• Targeting Capabilities: Geo-targeting, Contextual by keyword, Dayparting
Performance Based Marketing Programs
PPC Advertising
Targeted text ads to site specific contextual categories within a publisher’s website.
• Pay-Per-Click Advertising (CPC Model)
• Text listings - Bid for placement
Program Benefits: • Reach motivated buyers in an environment they trust
• Bid on publishers and vertical categories that best fit products/services
• Targeting Capabilities: Geo-targeting, Dayparting
Performance Based Marketing Programs
Performance Based Marketing Programs Display Advertising
Display advertising is a form of online advertising where an advertiser’s message is shown on a destination website, generally displayed within a box at the top, bottom or to one side of the content on the page.
Partners: • Ad Networks
• Publishers (Websites)
Pricing Models: • CPM - Cost-per-Thousand
• CPC - Cost-per-Click
• CPA - Cost-per-Action
Types of Ads: • Flash banners
• Display Media Banners
Targeting: • Behavioral, Demographic
• Content & Geography
Co-Registration Co-registration is a very cost-effective means for building a database of qualified leads.
It is the only type of advertising which guarantees permission and data ownership on a cost per name basis (CPL Model).
Program Benefits: • 100% Opt-in (Permission based)
• Most scalable online program for collecting leads
• Third-party filtering/validation methods
• Ability to set daily/monthly quotas
• Demographic targeting
Performance Based Marketing Programs
Performance Based Marketing Programs Permission Email
Permission based email communication is targeted to consumers (publisher websites) who have opted in to receive information from 3rd party advertisers. This program uses demographic and behavior points to target and reach the right consumers, with your offer at the right time.
Program Benefits: • Connect with “pre-qualified” decision makers who have a
demonstrated interest in a specific product or service. • Sent from a trusted source (Publisher) • Exclusive dedicated message (solo email message) • The list is receptive to receiving offers from third party
advertisers • Email communication is from established frequency
Development Capabilities
Content Management System (CMS)
Integrated Platform & Tools Manage Campaigns & Streamline Content Across Channels
Core Components:
• Single Content Management System (CMS)
• Capable of managing a multitude of platforms including: Website, Mobile Website, Mobile Applications (iPhone & Android), Facebook Applications, etc
• Email Platform
• Integrated with CRM & Analytics
• Variable data (segmentation, offers)
CRM Email Database
• Integrated Customer Relationship Management (CRM) System
• Manage customer data
• Manage campaign assets
• Manage marketing automation
• Analytics & Tracking System
• Track online behavior
• Generate dashboard reporting
Analytic Tracking
Application Layer
Featured Tools Content Management System
Features: • Fully scalable, web-based Content
Management tool • Post updates to your website in real-
time using the application • Modularized site components • Versatile application is able to
control: web-based applications, mobile applications, Facebook applications and mobile websites
• Manage display banners • Collect user signups/subscribers • Google Analytics integration
Featured Tools Mobile Website Platform
Features: • Integration with content management system
• CSS-based design to control user experience
• Brand-driven header graphic • Integrated calling features • Dynamic navigation updating • Integrated contact forms • Multiple portable device support • GPS Integration • Links to social media platforms • Display banner opportunities
Featured Tools iPad Sales Presentation Platform
Features:
• CMS-based for easy updating
• Fully customizable / scalable
• Brand driven graphics
• Direct updating from admin accounts
• Dynamic, persistent navigation
• Intuitive touch-based interface to allow easy sharing of application
• Embedded multimedia elements
• Multi-sorting functionality
• Analytics: pageview and behavioral
Available for Apple & Android
Featured Tools Facebook Application Platform
Features:
• Customizable application
• Designed to promote contest
• Integrated into Facebook Interface • “Like”
• Post on Wall
• Ask questions
• Share - icons
• Custom User Interface
• Integrated database - capture email address
• Analytics • Integrated with Google Analytics
• Facebook Insights
Featured Tools Email Platform
Features:
• Seamless integration with all web-based contact forms, in conjunction with or without a CRM.
• Responsible for handling list management (subscribes, unsubscribes, hard/soft bounce)
• Segmentation capabilities
• Email reporting features
Form Validation
Information Stored in DB
Display confirmation Page
(Optional) Triggered Email
To Submitter
Featured Tools CRM Platform
Features:
• Responsible for managing Customer/Prospect data, interactions, automation and campaign assets
• Seamless integration with all web-based contact forms, in conjunction with or without email service provider database
• Segmentation capabilities
• Reporting features
Form Validation
Information Stored in CRM
Display confirmation Page
(Optional) User is enrolled in
Marketing Automation program
Featured Tools Marketing Automation Platform
Once Individuals have been identified and captured within a database, utilize a mechanism to nurture them so that your Sales staff are not wasting time responding to everyone. The recommended program should contain business logic to identify/qualify individuals that are closer to purchase point, and/or are more likely to convert to paying customers
Visit Website
Whitepaper
Case Study
View Demo
Purchase
Objectives: • Reduce time to close and time spent on
communicating with “tire kickers” • Nurture leads and move down sales
funnel through automated processes • Develop systematic process for pre-
qualification and increasing lead closure rates
• Leverage acquired customer data to grow database of “intelligent user records”
Featured Tools Website Analytics & Analysis
Features:
• Support Multiple Analytics Tools • Google Analytics
• Omniture
• CoreMetrics
• Tagging - path analysis, shopping cart conversion, customer behavior
• Create Custom Dashboard reports
• Executive
• Merchandising
• Marketing
• Sales
Thank You.
D4 Creative Group 4646 Umbria Street Philadelphia, PA 19127 www.d4creative.com
Justin Stauffer SVP, Interactive Services Phone: 267-439-4435 Email: [email protected]