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W E A R E P L E A S E D T O M E E T Y O U
HELLO
ELEVATE
YOUR COMPANY
Your Goals
Today we’re chatting about
About Us Our Services
B U S I N E S S G O A L S C H A L L E N G E
Your Goals
Today we’re chatting about
About Us Our Services
S I N C E T H E 9 0 S ! C L I E N T S O U R P R O C E S S
Your Goals
Today we’re chatting about
About Us Our Services
O U R
S P E C I A LT I E S
S E R V I C E S F O R
Y O U R G O A L S
YOUR GOALS
We want to achieve your business goals and provide you with the best
marketing deliverables for your custom needs.
During this engagement we will help to define
measurable goals that are in line with your
strategies.
B U S I N E S S G O A L S
Y O U R G O A L S / B U S I N E S S G O A L S
You have an exciting opportunity to enhance your marketing initiatives.
This will be defined further during the discovery
phase of your project.
C H A L L E N G E
Y O U R G O A L S / C H A L L E N G E
ABOUT US
Not your traditional agency.
DOING
DIGITAL SINCE
THE 90S.
E X P E R I E N C E W H E R E I T C O U N T S
1996
Elevated	Founders
1994
Amazon
1998
Google
1999
Zappos
A B O U T U S
Analytics
UX & UI Digital Design
Development
TRAD I TI ONAL AGE NCI ES
Print Ads + Direct Mail Design
Print Collateral
Tradeshow Design
Branding + Logo Identity
D I GI TAL AGE NCI ES
Paid Media (PPC + SEM)
Search Engine Optimization (SEO)
Experience Optimization
Conversion Rate Optimization (CRO)
A B O U T U S
Elevated.com's 2018 General Capabilities Deck-We are growing!!
OUR COLLABORATIVE PROCESS
Let us be the relief to your acquisition headache.
C O M P E T I T I V E
L A N D S C A P E
• Who?
• What?
• Why?
• Lessons learned?
B R A N D
D I S C O V E R Y
• Who are you?
• Why are you different?
• What are your claims?
• What is important to you?
• Desired message?
• History?
• Future goals?
B A S E
L I N I N G
• Organic vs. Paid Search
• Print-to-Online
• Attributions
• Current Assets
• Conversion Rates
• Site as a whole
• History of A/B - leverage
I M P L E M E N TAT I O N &
T E S T
• Keyword Research
• On-Page Optimization
• Content Development
• Google Analytics &
Search Console
A B O U T U S
OUR SERVICES
A B O U T U S
PROJECT
MANAGEMENT DESIGN DEV SEO
PPC CRO ANALYTICS
BRAND
ACTIVATION
PROJECT
MANAGEMENT
We keep your goals and visions in line with your
timeline, sharing the progress transparently with
collaborative technology.
W H AT I S P R O J E C T M A N A G E M E N T ?
The P in Project Management is as
much about the People as it is about
the Project
C O R N E L I U S
F I T C H N E R
O U R S E R V I C E S / D E S I G N
SCOPE & COMMUNICATION
Y O U R P R O J E C T M A N A G E D
• Open & Honest Communication
• Accountability & Transparency
• Collaboration: A Two-way Street
• Software of Choice: Basecamp or Liquid
Planner
O U R S E R V I C E S / P R O J E C T
M A N A G E M E N T
PREDICTIVE PLANNING
TECHNOLOGY
T O O L S O F T H E T R A D E
• Time Estimation at Task Level
• Prioritization Based on Needs
• Scheduling Engine Goes to Work
• Workload Intel & Analytics
• Accurate Project Reporting
• Ongoing Collaboration
O U R S E R V I C E S / P R O J E C T
M A N A G E M E N T
DESIGN SERVICES
Our Creative & Design Services team take your
ideas and strategies and bring them to life —
from user experience design to branding, user
interface design and beyond.
W H AT A R E D E S I G N S E R V I C E S ?
Elevated.com's 2018 General Capabilities Deck-We are growing!!
If I asked people what they
wanted, they would have said,
‘faster horses’.
H E N R Y F O R D , F O R D
M O T O R C A R S
O U R S E R V I C E S / D E S I G N
DESIGN STRATEGY PROCESS
O U R S E R V I C E S / D E S I G N
GOALS &
INTENT
DISCOVERY &
DATA DRIVEN
INSIGHTS
INFORMATION
ARCHITECTURE
& TOP PRIORITIES
UX &
INTERACTION
UI &
VISUAL
DESIGN
LAUNCH
1
GOALS & INTENT
O U R S E R V I C E S / D E S I G N
Sifting through your brand’s layers of value can be daunting. We help you
to discover what your site’s story is before deciding on how to create it.
O U R S E R V I C E S / D E S I G N
2
DISCOVERY & DATA DRIVEN INSIGHTS
O U R S E R V I C E S / D E S I G N
O U R S E R V I C E S / D E S I G N
O U R S E R V I C E S / D E S I G N
3
INFORMATION ARCHITECTURE &
TOP PRIORITIES
HOME TEMPLATE TEXT TEMPLATE
Based off the findings from the Affinity Mapping activity,
we evolved the previously proposed sitemap to this current structure.
RESEARCH & SITE EVALUATION: PROPOSED SITEMAP
UNBEATABLE MIND UX DESIGN / 30
FAQSUPPORT
W h o c a n
I c o n t a c t
i f I h a v e
q u e s t i o n s ?
c o n t a c t
f o r m
p h o n e
n u m b e r
GET
STARTED
S t a r t
T r i a l
H o w d o
i g e t
s t a r t e d ?
NEWSLETTER
OPT-IN
i n t h e n e w s
s t o r i e s
LOGIN
m e m e b e r
s e c t i o n
OTHER
OFFERINGS
B O O K S
S E A L F I T
W a y o f t h e
S E A L
K O K O R O
Y O G A
EVENTS
R E T R E A T S
U P C O M I N G
E V E N T S
F E A T U R E D
E V E N T
W h a t
e v e n t s a r e
c o m i n g u p ?
H o w l o n g
a r e t h e
e v e n t s ?
H o w m u c h i s
t h e e v e n t ?
W h a t
e v e n t s a r e
o f f e r e d ?
SOCIAL
COMMUNIT Y
W h a t d a y ( s )
a r e t h e
n e w p o s t s ?
W h a t
t o p i c s
a r e o n t h e
p o d c a s t ?
P r i v a t e F B
G r o u p
S u g g e s t a
p o d c a s t
g u e s t
P u b l i c
F a c e b o o k
P O D C A S T
S O C I A L
M E D I A
B L O G
H o w o f t e n
i s a n e w
b l o g p o s t
p u b l i s h e d ?
H o w c a n
I a c c e s s
p o d c a s t ?
Y o u T u b e
L i n k e d I n
I n s t a g r a m
T w i t t e r
K n o w l e d g e
E x c h a n g e
UMA
PROGRAM
W h y t h i s
p r o g r a m ?
W h a t
a r e m y
m e m b e r s h i p
o p t i o n s
P L A T I N U M
M E M B E R
W h a t
d o e s U M A
o f f e r ?
G O L D
M E M B E R
D o i n e e d
t o b e
p h y s i c a l l y
f i t f o r
t h i s
p r o g r a m ?
W h a t i s i t ?
H o w d o
I a c c e s s
c o u r s e
i n f o ?
H o w l o n g
i s U M A ?
P a y m e n t
o p t i o n s /
P r o g r a m
p r i c e
M o n e y B a c k
G u r a n t e e
W h a t i s
i n c l u d e d ?
W H y w o u l d
I d o t h i s ?
B E N E F I T S
W h a t s e t s
t h i s a pa r t
f r o m o t h e r
p r o g r a m s ?
W h o d o e s
t h i s ?
H o w d o e s
t h i s h e l p
m e ?
p r o g r a m
o p t i o n s ?
( m o n t h l y ,
a n n u a l )
C o u r s e
f o u n d a t i o n
W h a t
a r e t h e
b e n e f i t s ?
W h e r e d o I
t r a i n ? I n
p e r s o n ?
o n l i n e ?
TestimonialsR e s u lt s
C o m pa n i e s
w o r k e d
w i t h ?
W h o h a s
M a r k
h e l p e d i n
t h e pa s t ?
“ O n e T h i n g ”
- C o r e
C o n c e p t s
W h y ? W h a t
i s y o u r
“ W h y ? ”
W h o i s
M a r k
D i v i n e ?
H i s t o r y
H o w d i d
M a r k c o m e
u p w i t h t h e
p r o g r a m ?
R e s o u r c e s
K n o w l e d g e
E x c h a n g e
ABOUT
MARK
CONTENT STRATEGY: AFFINITY MAPPING
UNBEATABLE MIND UX DESIGN / 26
TOPLEVELINFORMATIONARCHITECTURETOPICS
ADDITIONALTOPICSTOINCLUDE
Y: AFFINITY MAPPING
O U R S E R V I C E S / D E S I G N
O U R S E R V I C E S / D E S I G N
4
UX & INTERACTION
The user experience and information architecture of your website should be easy-to-use
and speak to your customer.
O U R S E R V I C E S / D E S I G N
O U R S E R V I C E S / D E S I G N
5
UI & VISUAL DESIGN
O U R S E R V I C E S / D E S I G N
PRIMARY FONT:
Proxima No
abcdefghij
Proxima No
abcdefghijk
Proxima No
abcdefghijk
SECONDARY FON
Bungee
abcdef
Headline
BUNGEE
Headline
H1 PROXIMA NOVA BLACK 24PX,
SUBHEADLINE
H2 PROXIMA NOVA BOLD 24PX
H3 PROXIMA NOVA 20PX
Proxima Nova Regular 14px, supporting text and paragraph.
Proxima Nova Regular 16px, side links
CTA BUTTON, PROXIMA NOVA BOLD 14PX+
EXISTINGWEBSITEFONTSNEWFONT
OPTION 1 - CURRENT FONT, NEW HEADLINE
SUBHEADLINE
Supporting text and paragraph. Nam abor sinctorionet
quiam, iut. Supporting text and paragraph. Nam abor
sinctorionet quiam, iut. + READ MORE
CTA BUTTON CTA BUTTON
STYLE GUIDE: FONT OPTIONS
OSIRIS WEB DESIGN STRATEGY / 44
PRIMARY COLORS:
SECONDARY COLORS:
STYLE GUIDE: LINES & NATURE ELEMENTS
OSIRIS WEB DESIGN STRATEGY / 46
O U R S E R V I C E S / D E S I G N
O S I R I S
Responsive website redesign, UX / UI strategy
and new user flows.
O U R S E R V I C E S / D E S I G N
W E L K R E S O R T S
Responsive website redesign, UX / UI strategy
and new user flows.
O U R S E R V I C E S / D E S I G N
B L U P R I N T
eCommerce website design
and UX strategy.
O U R S E R V I C E S / D E S I G N
L O A D D Y N A M I X
Complete brand strategy, including website
redesign, content strategy, and brand look and feel.
O U R S E R V I C E S / D E S I G N
D O N J O Y
Designed and developed in store interactive app.
O U R S E R V I C E S / D E S I G N
T E L E D Y N E
Customized responsive web design, CMS
system, information architecture (IA) strategy,
and robust UX.
LOGO DESIGN
O U R S E R V I C E S / D E S I G N
Digital design is like painting, except
the paint never dries.
N E V I L L E
B R O D Y
O U R S E R V I C E S / D E S I G N
DEVELOPMENT
SERVICES
Development Services analyze and strategize the
technology mandates (or backend) of a website or app.
W H AT A R E D E V E L O P M E N T S E R V I C E S ?
Design depends largely on constraints.
C H A R L E S E A M E S
O U R S E R V I C E S / D E V E L O P M E N T
DEVELOPMENT DISCOVERY
F I R S T S T E P S
• Business Requirements
• Functionality Requirements
• Hosting Selection
• Platform Selection
• Integration Requirements
O U R S E R V I C E S / D E V E L O P M E N T
DEVELOPMENT
F R O N T E N D D E V E L O P M E N T /
P R O J E C T S E T U P
• HTML / CSS / JS Creation
• Hosting Set-up
• Platform Installation / Initial Configuration
O U R S E R V I C E S / D E V E L O P M E N T
B A C K E N D D E V E L O P M E N T
• Template / Module Creation
• Content Migration
• Custom Development (optional)
• 3rd Party Integrations
• Technical SEO Implementation
LAUNCHING YOUR WEBSITE
I N T E R N A L / C L I E N T Q & A
• Browsing / Testing
• Design Approval
• 3rd Party Integration Testing
O U R S E R V I C E S / D E V E L O P M E N T
S I T E L A U N C H
• Staging Server Setup
• Post Launch Q&A
• Backup / Security / Monitoring
POST LAUNCH
O N G O I N G S T R A T E G Y & M A I N T E N A N C E
• Ongoing Updates & Client Needs
• Feature & Performance Enhancement
• Property Updates for Device Compliance
O U R S E R V I C E S / D E V E L O P M E N T
C H A P T E R N A M E / S E C T I O N H E A D L I N E
D O U B L E D U T C H
Collaborated on the creation of highly
sophisticated and feature-rich website.
SEO
Search Engine
Optimization
SEO stands for Search Engine Optimization. It is the
process of increasing the quality and quantity of traffic
to your website through organic search engine results.
W H AT I S S E O ?
Content and links are the top factors
for Google search rankings.
A N D R E Y L I P A T T S E V ,
G O O G L E
O U R S E R V I C E S / S E O
WHAT DOES
SEO DO FOR YOU?
O U R S E R V I C E S / S E O
G E T D I S C O V E R E D B Y U S E R S S E A R C H I N G
F O R Y O U R P R O D U C T O R S E R V I C E
Rank for relevant keywords associated with your
product.
O P T I M I Z E F U N C T I O N A L I T Y , R A N K H I G H
W I T H G O O G L E
Rankings consider more than just keywords – we also
look at technical factors including server
configurations, page speed, and off-page signals.
O T H E R
E X C I T E A O L A S K
Y A H O O
B A I D U
B I N G
G O O G L E
SEO 101:
THE BASICS
O U R S E R V I C E S / S E O
G O O G L E O W N S X % O F T H E
S E A R C H M A R K E T
We optimize with Google in mind. .
ON PAGE OPTIMIZATION
Establishing Relevance & Credibility
K E Y W O R D C E N T R I C
Keyword Research
Keyword Mapping
Title Tag
Meta Descriptions
H1 Tags
Alt Tags
On Page Content
T E C H N I C A L S E O
60+ Checklist
Updated Based on
Algorithm Updates
O U R S E R V I C E S / S E O
OFF PAGE
OPTIMIZATION
E S TA B L I S H & I N C R E A S E
Y O U R A U T H O R I T Y
6 0 % - 5 0 % O F T H E A L G O R I T H M
O U R S E R V I C E S / S E O
1 0 , 0 0 0 + P U B L I S H E R S T H A T
W E Q U A L I F I E D & W O R K W I T H
P R O U D T O S H O W O U R L I N K S
SEO PROCESS
S E O
D I S C O V E R Y
& K E Y W O R D
S T R A T E G Y
A R C H I T E C T U R E &
O N - P A G E B E S T
P R A C T I C E S
P R E M I U M L I N K
& C O N T E N T
D E V E L O P M E N T
O U R S E R V I C E S / S E O
SEO APPROACH
Own your space and become the most relevant
• Link Acquisition
• Content Promotion
• PR Integration
• Architecture
• URL Handling
• Indexation
• Site Speed
A C C E S S I B I L I T Y
• Keyword Research
• On-Page Elements
• Site Content
R E L E V A N C E A U T H O R I T Y
SEO PROCESS
O U R S E R V I C E S / S E O
NOT ALL TRAFFIC
IS GOOD TRAFFIC
We make sure to get you traffic that matters.
Q U A L I T Y O F T R A F F I C
Attract qualified visitors who are seeking
products and services like yours.
O U R S E R V I C E S / S E O
Q U A N T I T Y O F T R A F F I C
Quality traffic is great. High quantities of
quality traffic is even better.
O R G A N I C R E S U LT S
Clicks without paying for them?
Now that’s the sweet spot.
PRE-PRODUCTION SEO
O U R S E R V I C E S / S E O
C R O S S R O A D S O F D E V E L O P M E N T & S E O
1. Keyword Discovery
2. Conceptual SEO Sitemap
3. Preliminary Keyword Research
4. Content Strategy
5. Content Organization
6. Keyword Assignment
7. On-Page Optimization Strategy
8. SEO-Friendly Site Structure
9. Implementation of Strategy
PPC
Paid Media
PAID MEDIA or PPC stands for Pay Per Click. It is a
model of internet marketing in which advertisers pay a
fee each time one of their ads is clicked.
W H AT I S PA I D M E D I A ?
Never let your ads write checks
that your website can’t cash.
A V I N A S H K A U S H I K , G O O G L E M A R K E T I N G
E V A N G E L I S T
O U R S E R V I C E S / P A I D M E D I A
O U R S E R V I C E S / P A I D M E D I A
M A X I M I Z E T R A F F I C W I T H
M I N I M U M B I D
• Sales Generation
• ROI/ROAS
• Lead Generation
• Downloads
• Branding & Awareness
• Interaction & Engagement
R O I
C E N T E R E D
A P P R OA C H
Ad Networks
and
Exchanges
Paid Search
Shopping
Engines
Video
Attribution
Management
and Channel
OptimizationSocial
Advertising
Mobile
Local Search
Remarketing
Analytics and
Data Services
O U R S E R V I C E S / P A I D M E D I A
S T R A T E G I E S & O P T I M I Z A T I O N
• Bidding to CPA (Kenshoo)
• Alignment of Landing Pages
• Quality Score Optimization
• Contextual Advertising
• Ad Copy Testing
• Keyword Expansion, Match Type
Management & Device
Segmentation
• Remarketing
• Media Flighting & Budget Allocation
R O I
C E N T E R E D
A P P R OA C H
Ad Networks
and
Exchanges
Paid Search
Shopping
Engines
Video
Attribution
Management
and Channel
OptimizationSocial
Advertising
Mobile
Local Search
Remarketing
Analytics and
Data Services
PAID MEDIA PROCESS & APPROACH
O U R S E R V I C E S / P A I D M E D I A
• A C C O U N T S T R U C T U R E
• R E S E A R C H
• K E Y W O R D M E S S A G I N G
• K P I F O R M U L A T I O N
F O U N D AT I O N
• A D V A N C E D M A N A G E M E N T
• M O N T H LY D E E P D I V E
• T E S T I N G M A T R I X
O P T I M I Z AT I O N
• C O N V E R S I O N R A T E
O P T I M I Z A T I O N ( C R O )
• A / B T E S T I N G
• B I D D I N G
R E F I N E M E N T
CONVERSION FUNNEL
O U R S E R V I C E S / P A I D M E D I A
A W A R E N E S S
I N T E R E S T
D E S I R E
A C T I O N
C A M P A I G N
• Search-Location Terms
• Display
• Search – Location + Category
• Display
• Remarketing
• Search- Category Terms Brand
• Remarketing
• Search – Branded Terms
• Remarketing
M I N D S E T
“I want to book a
hotel
“Which hotels are
available for my dates
& location?”
“Which hotel is right
for me?”
“I found the hotel I
like, where do I
book?”
RETARGETING
L O W E R F U N N E L TA R G E T I N G
R E C A P T U R E V I S I T O R S T H A T
A L R E A D Y S H O W E D I N T E R E S T
O U R S E R V I C E S / S E O
S O M E C O O K I E S M AY T R A N S F E R W H E N
E C O M M E R C E S I T E L A U N C H E S
L O W E S T C O S T P E R C O N V E R S I O N
A V A I L A B L E O N L I N E
RETARGETING PROCESS
U S E R V I S I T S M Y
W E B S I T E
U S E R V I S I T S A N O T H E R
W E B S I T E
U S E R C L I C K S O N M Y
W E B S I T E B A N N E R A D
U S E R R E T U R N S T O M Y
W E B S I T E A N D B U Y S
O U R S E R V I C E S / P A I D M E D I A
SOCIAL MEDIA
ADVERTISING
S P E C I F I C B R O A D
O U R S E R V I C E S / P A I D M E D I A
B E C O M E T H E M O S T R E L E V A N T
Mid Funnel: Very Effective for Lead Generation
Target Audience & Target Interests
Target Ideal Age Range / Demographic Profile
L O C A T I O N United States
A G E 30– 65+
P L A C E M E N T S Facebook Feeds Facebook Right
Column, Instagram Feed
I N T E R E S T S All relevant interests and areas
of interest that overlap.
P O T E N T I A L R E A C H : 5,200,000 People
Your audience is fairly broad.
SOCIAL MEDIA AUDIENCE
TARGETING
S P E C I F I C B R O A D
O U R S E R V I C E S / P A I D M E D I A
O U R S E R V I C E S / P A I D M E D I A
MOBILE ADVERTISING
Maximize efficiency on the fastest growing device/channel
with a tailored mobile strategy
B I D A D J U S T M E N T S
Set mobile bid adjustments in accordance with performance
1
A D C O P Y
Develop mobile-specific ad copy
2
L A N D I N G P A G E M A P P I N G
Ensure mobile-specific landing page mapping
3
A D E X T E N S I O N S
Develop mobile-specific ad extensions
4
STRATEGIC OVERVIEW
O U R S E R V I C E S / P A I D M E D I A
Advanced Tracking
PPC Expansion
(non-brand, long
tail, competitor, gap
management)
Bid Optimization
Dynamic Search &
Match Type
Optimization
Geo-Specific
Campaigns
Landing Page
Mapping /
Optimization
RLSAs
Mobile Advertising Social Advertising
Display /
Retargeting
Campaigns
Testing Strategies
Data Analysis &
Ongoing
Optimizations
PAID MEDIA REPORTING
Transparent, Accountable, Actionable
O U R S E R V I C E S / P A I D M E D I A
CRO
Conversion Rate
Optimization
CRO stands for Conversion Rate Optimization.
It is the process of increasing the percentage of
visitors to a website that convert into customers
or take any desired action on a webpage.
W H AT I S C R O ?
A V I N A S H K A U S H I K , G O O G L E M A R K E T I N G
E V A N G E L I S T
O U R S E R V I C E S / C R O
It is much easier to double your
business by doubling your conversion
rate than by doubling your traffic.
O U R S E R V I C E S / C R O
All our CRO initiatives are based
on data. Feelings don’t drive us,
numbers do.
IT’S SIMPLE MATH
Real Demand Generation
A LT E R N A T I V E LY
If budget became constrained, could pinch
Paid + Organic spend by 33.3% or $33,000
and still generate 1,000 actions (baseline).
B E F O R E A F T E R
P A I D / O R G A N I C S P E N D
( D AY , M O N T H , Y E A R )
$100,000 $100,000
V I S I T O R S
( P + O )
100,000 100,000
C P C $1.00 $1.00
C O N V E R S I O N R AT E
( F R O M E O )
1.0% 1.5%
A C T I O N S G E N E R A T E D 1,000 1,500
O U R S E R V I C E S / C R O
THE CRO PROCESS
“By listening, marketing will re-learn how to talk.”
D O C S E A R L S & D A V I D W E I N B E R G E R
O U R S E R V I C E S / C R O
D I S C OV E RY
L I S T E N I N G
A C T I V E
O P T I M I Z AT I O N
R E S U LT S
A N A LYS I S
R E P E AT
THE CRO PROCESS
O U R S E R V I C E S / C R O
Discovery & Listening
THE CRO PROCESS
O U R S E R V I C E S / C R O
Active Optimization
B E H AV I O R A L B A S E D T E S T I N G I D E A S
All test hypothesis are developed based on
behavioral responses we believe need to address
and responded to.
P. E . D .
Potential – How much impact could this bring?
Ease – How easy is this to implement?
Deviation – How different is this from the control?
THE CRO PROCESS
O U R S E R V I C E S / C R O
Results & Analysis
Increase of conversions
by moving the CTA
38%
ORM
Online Reputation
Management
ORM stands for Online Reputation Management.
It is the practice of improving, maintaining or
establishing the online reputation of a person,
product, brand, company or services.
W H AT I S O R M ?
In a digitally connected world, a byte
of data can boost or bite your brand.
B E R N A R D K E L V I N C L I V E
O U R S E R V I C E S / O R M
HOW DO PEOPLE SEARCH ONLINE?
Online Reputation Management services use trending consumer search habits to
build or strengthen your digital presence.
98
%
93%
Of all searches
online end at
page 1
Of all internet
experiences start
at a search engine
81% 75%
Of consumers are
now going online
to visit external
review sites
before making
purchases
Of online
consumers trust
reviews written by
their peers while
researching
companies online
C H A P T E R N A M E / S E C T I O N H E A D L I N E
PROACTIVE VS. REACTIVE
P R O A C T I V E
• Build a shield to protect yourself
• Control your brand online
O U R S E R V I C E S / D E V E L O P M E N T
R E A C T I V E
• Respond to page 1 negative flooding
• Reverse the appearance of being painted a devil.
The cost to repair a bad reputation far exceeds the cost to build a good one.
THE PUSH & PULL STRATEGY
C H A P T E R N A M E / S E C T I O N H E A D L I N E
H O W W E A P P R O A C H M A N A G I N G Y O U R
S E A R C H R E S U LT S
• PUSH positive pages up
• PULL negative pages down
• Create new positive assets
• Build link equity
ANALYTICS
Analytics is the measurement, collection, analysis
and reporting of web data for purposes of
understanding and optimizing marketing strategies.
W H AT I S A N A LY T I C S ?
I never guess. It is a capital mistake to
theorize before one has data. Insensibly
one begins to twist facts to suit theories,
instead of theories to suit facts.
B E R N A R D K E L V I N
C L I V E
O U R S E R V I C E S / A N A L Y T I C S
GOOGLE ANALYTICS
O U R S E R V I C E S / A N A L Y T I C S
R E V I E W / A U D I T
1. Review of Google Current Google Analytics
Events / Goals Setup
2. Review / Setup of Google Search Console
3. Connect Google Search w/ Google Analytics
4. Install Latest Version of Google Analytics via
Google Tag Manager
S i r A r t h u r C o n a n D o y l e ,
A u t h o r o f S h e r l o c k H o l m e s
s t o r i e s
GOOGLE TAG
MANAGER
O U R S E R V I C E S / A N A L Y T I C S
C O N F I G U R A T I O N
1. Install Google Tag Manager
2. Configure Data Layers in Google Tag
Manager
3. Tags, Rules, Macros
4. Develop List of Web Page Elements to Be
Tracked
5. Deploy Various Events to Populate into
Google Analytics
6. Data Vetting
CROSS DOMAIN TRACKING
O U R S E R V I C E S / A N A L Y T I C S
T R A C K I N G B E T W E E N T W O S I T E S
1. Install Google Tag Manager on All
Website Properties
2. Configure Google Tag Manager to Auto
Link Website Properties
3. Auto Link Domains
4. Setup Google Analytics Referral
Exclusion List
5. Data Vetting
GOOGLE ANALYTICS
O U R S E R V I C E S / A N A L Y T I C S
G O A L T R A C K I N G
1. Setup Goal Steps
2. Setup and Test Funnel Visualization Report
(if needed)
3. Data Vetting
4. Custom Report with Goal Tracking
GOOGLE ANALYTICS
O U R S E R V I C E S / A N A L Y T I C S
R E V E N U E T R A C K I N G
1. Access to Website (FTP / CMS)
2. Enable Revenue Tracking in Google Analytics
3. Deploy Tracking Code
4. Data Vetting
REPORTS/DASHBOARDS
O U R S E R V I C E S / A N A L Y T I C S
F I N D K E Y TA K E A W AY S / TA K E A C T I O N
1. Build Executive Dashboards for Events / Goals
2. Build Marketing Dashboards for Events / Goals
3. Deep Dive Analysis
BRAND ACTIVATION
Caleb’s Kola
Events | Sampling | Digital & Social Media |
Sponsorships
Our team has been responsible for supporting the
brand launch of Caleb's Kola and building sales
momentum across multiple markets nationwide.
Through our team's daily efforts, we helped build a
growing community of brand advocates across all
consumer-facing platforms (retail, foodservice, lifestyle).
B R A N D A C T I V A T I O N / E V E N T S
With each successful activation, our teams not only
helped drive sales velocity, but they also increased
brand awareness and trial among the brand's target
demographic.
Our Team's Sales Support Teams worked closely with
the local PepsiCo Teams to build relationships across
Retail and Foodservice in order to bring a unique brand
experience to key accounts and their consumers.
Our additional involvement in targeted sales blitz
efforts, product drops, tradeshows and special events
created a brand identifying support effort that helped
open new opportunities that were not available through
the prior PepsiCo portfolio. This unique relationship,
coupled with a constant drive to meet and exceed all
program goals, were the building blocks of a successful
2015 campaign for Caleb's Kola.
Overall Market Analysis
Key Accounts & Events
B R A N D A C T I V A T I O N / E V E N T S
Caleb’s Kola Line Extension
The PepsiCo R&D Team worked in conjunction with our team to
introduce new flavor variations of Caleb's Kola and gage
consumer feedback to make decisions on possible line extension
opportunities. By building an interactive presence at select
events in our key markets, we were able to analyze feedback
from our target demographic on multiple line extension flavor
opportunities for 2016.
In order to keep relevance with the current brand, the flavor
options were tested alongside Caleb's Kola in Portland, New York,
and San Francisco at various events ranging in attendance from
3,000 to 100,000.
Each event included our Management teams and PepsiCo R&D
Teams that would capture consumer feedback that will help
expand the Caleb's Kola portfolio in a way that resonates with the
Brand Team's overall strategy and the target audience that will
be critical to the overall success of the brand.
B R A N D A C T I V A T I O N / E V E N T S
Stubborn Soda
Events | Strategy | Sales | POS Design
The Stubborn Soda Support Program has built a brand
presence in key regions throughout the U.S. (California,
Mountain, Midwest, Great Lakes, Mid Atlantic,
Northeast). With an initial launch of the fountain across
Foodservice in 2015 and an introduction of the bottle
across Retail in 2016, BSP has built traction for this
brand since the beginning.
STUBBORN_H1_1PMS_SM_ (FOR LOGOS < 3" WIDE )
B R A N D A C T I V A T I O N / E V E N T S
The teams have provided overall brand support by
driving sales at Retail, building brand investment with
consumers at Foodservice and activating unique
brand experiences at events throughout all markets.
In addition to managing all field activity, we have also
worked closely with PepsiCo Sales Team members to
identify new account opportunities and build
relationships with key account personnel.
This overall brand presence was a unique identifier for
the Stubborn Soda brand and ensured a first-class
experience for accounts as well as consumers.
Overall Market Analysis
PROGRAM
OVERVIEW
MOUNTAIN CALIFORNIA GREAT LAKES NORTHEAST MID ATLANTIC MIDWEST TOTAL
Brands
Stubborn Soda,
Caleb’s Kola,
Bundaberg
Stubborn Soda,
Caleb’s Kola
Stubborn Soda
Stubborn Soda,
Caleb’s Kola,
Bundaberg
Stubborn Soda,
Caleb’s Kola
Stubborn Soda
Activation Totals 119 98 51 49 35 76 428
Retail Activation 90 8 29 36 21 44 228
Foodservice
Activation
14 45 7 2 0 28 96
C&U/Lifestyle/
Special Event
Activation
15 45 15 11 14 4 104
Samples 40,860 51,164 45,648 23,240 30,384 28,260 219,556
MOUNTAIN CALIFORNIA GREAT LAKES NORTHEAST MID ATLANTIC MIDWEST
BRANDS
Stubborn Soda, Caleb’s
Kola, Bundaberg
Stubborn Soda, Caleb’s
Kola
Stubborn Soda
Stubborn Soda, Caleb’s
Kola, Bundaberg
Stubborn Soda, Caleb’s
Kola
Stubborn Soda
KEY ACCOUNTS
AND EVENTS
Zuppan’s Blitz Target Busch Blitz Donelan’s Blitz Safeway Jewel HQ
Roth’s Blitz WeWork HQ Geyer’s Blitz Roche Brothers Blitz Food Lion Jewel Blitz
Safeway Blitz UC Berkeley Marsh Blitz Star Market Blitz Richmond Jazz Festival Potbelly Blitz Phase 1
University of Oregon Stanford University University of Michigan WalMart Georgetown University Potbelly Blitz Phase 2
Oregon State University UC Santa Cruz Michigan State University Target Xavier University Chicago Union Station
WeWork Google MidPoint Music Festival Bose HQ Howard University
Museum of National Art
(sponsored)
Safeco Field
Mission Street Foodtruck
Alley
Fabulous Foodshow
(CLE)
Met Life Stadium
Northern Kentucky Uni-
versity
Magnificent Light Parade
(sponsored)
Seattle Foodshow
Shamrock Distributor
Show
Michigan Foodshow GRK - Fresh Greek Ralph Wilson Stadium
Chicago Cubs Victory
Parade
Key Accounts & Events
B R A N D A C T I V A T I O N / E V E N T S
Stubborn Soda
Drinkfinity
With the Drinkfinity Brand Team we identified Super
Bowl 50 as the perfect opportunity to introduce the
brand to a select group of PepsiCo personnel and VIP
Account leads.
By building a unique footprint in the Hospitality Suite of Pep
Hotel, we were able to present the elements of Drinkfinity in a
very intimate setting that embodied the brand's values and
uniqueness.
We were able to heighten Drinkfinity's debut moment by building
a brand presence that consisted of a custom Drinkfinity
experience wall and sampling bar and included trained Brand
Ambassadors to create an immersive brand experience for all
who visited.
Our teams were able to communicate the brand aesthetics as
well as the functionality of the Drinkfinity system throughout the
week's festivities and the overall presence succeeded in driving
initial excitement and investment in the brand.
B R A N D A C T I V A T I O N / E V E N T S
SoBe
Even before we began working with PepsiCo's emerging
brands, our first interaction with the Innovation team was
regarding SoBe’s ‘Ride the Wild’ National Tour.
The ‘Ride the Wild’ national experiential campaign we executed
for SoBe in its 21st year kicked off in March with a Miami poolside
extravaganza to remind loyalists and new fans of SoBe's South
Beach heritage, and ramp up the conversation among Miami
Music Week tastemaker guests. we sent a tricked-out SoBe Love
Bus on a cross-country Mobile Experience that brought the brand
to life at 60 retail and consumer locations. We worked with
PepsiCo regional teams to route the tour to key accounts where
our consumer activations provided value adds, and our social
media tactics and branded giveaways maximized the consumer
reach beyond consumer feet on the ground. Finally, the tour
wrapped in Las Vegas with a blowout 21st birthday bash hosted
at SoBe partner venue the SLS Hotel & Pool.
B R A N D A C T I V A T I O N / E V E N T S
Hot Beverage Test / CVS
Our team partnered with the PepsiCo Innovation team
to assist in a 12 week Hot Beverage Test program in
the Boston market.
We were tasked with inventory management (warehousing &
fulfillment) and equipment installation at 12 select CVS locations
throughout the city. Inventory management included all
warehousing needs as well as weekly delivery and fulfillment of
product and disposal as needed. The initial product roll out
consisted of 5 products during the first wave and will include
Sobe Green Tea Infusion, Lemon Sooth, Ripe Harvest, Lipton Hot
Team with Lemon, and Caleb's Kola, with the addition of Calebs
Ginger for Wave 2.
The team was also available to assist as needed with any
consumer facing initiatives, equipment repairs or general trouble
shooting outside of their primary responsibility of
inventory/equipment management.
A
B R A N D A C T I V A T I O N / E V E N T S
Aquafina Sparkling
We built specific event activations for the Aquafina
brand that captured impressions from key
demographics in the Southern California market.
The team built an onsite presence at Fashion Week LA in which
our teams were able to pass product out to VIPS as an alternative
to cocktail offerings. We were also able to get Aquafina branding
in key locations for event footage opportunities.
We also built an Aquafina Bottle Flip Challenge at a key Walmart
location to capture content of the brand being involved with the
™bottle-flip craze∫. The activation was a complete success as we
not only built great consumer interaction with our footprint, but
we were also able to drive brand awareness for the Aquafina
Sparkling product through our utilizing it as a prize for the
participants.
B R A N D A C T I V A T I O N / E V E N T S
Frito-Lay
For Fritos we assisted with an on-boarding program
built around it's snack packs being built into
Southwest Airlines' passenger snack rotation in Fall
2016
Our team was tasked to help generate excitement
among Southwest staff and passengers to raise
awareness and enthusiasm about Fritos' debut. Fritos
brand ambassador teams activated onsite sampling
activations at 10 key airports that focused on
introducing this new product to Southwest flight crews,
provisionary agents and consumers. Our team's
presence included complimentary product along with
Fritos giveaways to amplify the flavorful fun.
B R A N D A C T I V A T I O N / E V E N T S
Starbucks
Our team provided an all-inclusive support system
that focused on driving specific brand traction for the
Starbucks Iced Coffee brand on a local/regional level.
Our teams focused on driving onsite sales, educating consumers
and building trial and awareness at Retail and Foodservice.
We also strategized with the local Starbucks Sales Teams teams
to utilize our efforts to create brand investment with consumers
by mass sampling at Lifestyle events. In addition to the onsite
activation, We also produced all of the branded assets and
consumer engagement pieces to truly have a unique brand
presence.
B R A N D A C T I V A T I O N / E V E N T S
Power Brands – Botonics | Crisp
Our team provided an all-inclusive support system
that focused on driving overall sales for multiple
brands in key Regions with the Sam's Club account.
For Botonics, we built onsite activations at strategic locations
across the CA Region (top-selling beverage accounts) that
included consumer education, product sampling and a footprint
built out of branded assets.
For Fresh 'n Crisp, we built a multi-Region support that included
an onsite presence at 42 locations throughout California,
Washington Arizona and Arkansas. These activations not only
included sampling and brand education, but we were also able
to survey 500+ consumers for specific brand feedback.
C H A P T E R N A M E / S E C T I O N H E A D L I N E
THANK
YOU

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Elevated.com's 2018 General Capabilities Deck-We are growing!!

  • 1. W E A R E P L E A S E D T O M E E T Y O U HELLO
  • 3. Your Goals Today we’re chatting about About Us Our Services B U S I N E S S G O A L S C H A L L E N G E
  • 4. Your Goals Today we’re chatting about About Us Our Services S I N C E T H E 9 0 S ! C L I E N T S O U R P R O C E S S
  • 5. Your Goals Today we’re chatting about About Us Our Services O U R S P E C I A LT I E S S E R V I C E S F O R Y O U R G O A L S
  • 7. We want to achieve your business goals and provide you with the best marketing deliverables for your custom needs. During this engagement we will help to define measurable goals that are in line with your strategies. B U S I N E S S G O A L S Y O U R G O A L S / B U S I N E S S G O A L S
  • 8. You have an exciting opportunity to enhance your marketing initiatives. This will be defined further during the discovery phase of your project. C H A L L E N G E Y O U R G O A L S / C H A L L E N G E
  • 10. Not your traditional agency. DOING DIGITAL SINCE THE 90S. E X P E R I E N C E W H E R E I T C O U N T S 1996 Elevated Founders 1994 Amazon 1998 Google 1999 Zappos A B O U T U S
  • 11. Analytics UX & UI Digital Design Development TRAD I TI ONAL AGE NCI ES Print Ads + Direct Mail Design Print Collateral Tradeshow Design Branding + Logo Identity D I GI TAL AGE NCI ES Paid Media (PPC + SEM) Search Engine Optimization (SEO) Experience Optimization Conversion Rate Optimization (CRO) A B O U T U S
  • 13. OUR COLLABORATIVE PROCESS Let us be the relief to your acquisition headache. C O M P E T I T I V E L A N D S C A P E • Who? • What? • Why? • Lessons learned? B R A N D D I S C O V E R Y • Who are you? • Why are you different? • What are your claims? • What is important to you? • Desired message? • History? • Future goals? B A S E L I N I N G • Organic vs. Paid Search • Print-to-Online • Attributions • Current Assets • Conversion Rates • Site as a whole • History of A/B - leverage I M P L E M E N TAT I O N & T E S T • Keyword Research • On-Page Optimization • Content Development • Google Analytics & Search Console A B O U T U S
  • 14. OUR SERVICES A B O U T U S PROJECT MANAGEMENT DESIGN DEV SEO PPC CRO ANALYTICS BRAND ACTIVATION
  • 16. We keep your goals and visions in line with your timeline, sharing the progress transparently with collaborative technology. W H AT I S P R O J E C T M A N A G E M E N T ?
  • 17. The P in Project Management is as much about the People as it is about the Project C O R N E L I U S F I T C H N E R O U R S E R V I C E S / D E S I G N
  • 18. SCOPE & COMMUNICATION Y O U R P R O J E C T M A N A G E D • Open & Honest Communication • Accountability & Transparency • Collaboration: A Two-way Street • Software of Choice: Basecamp or Liquid Planner O U R S E R V I C E S / P R O J E C T M A N A G E M E N T
  • 19. PREDICTIVE PLANNING TECHNOLOGY T O O L S O F T H E T R A D E • Time Estimation at Task Level • Prioritization Based on Needs • Scheduling Engine Goes to Work • Workload Intel & Analytics • Accurate Project Reporting • Ongoing Collaboration O U R S E R V I C E S / P R O J E C T M A N A G E M E N T
  • 21. Our Creative & Design Services team take your ideas and strategies and bring them to life — from user experience design to branding, user interface design and beyond. W H AT A R E D E S I G N S E R V I C E S ?
  • 23. If I asked people what they wanted, they would have said, ‘faster horses’. H E N R Y F O R D , F O R D M O T O R C A R S O U R S E R V I C E S / D E S I G N
  • 24. DESIGN STRATEGY PROCESS O U R S E R V I C E S / D E S I G N GOALS & INTENT DISCOVERY & DATA DRIVEN INSIGHTS INFORMATION ARCHITECTURE & TOP PRIORITIES UX & INTERACTION UI & VISUAL DESIGN LAUNCH
  • 25. 1 GOALS & INTENT O U R S E R V I C E S / D E S I G N Sifting through your brand’s layers of value can be daunting. We help you to discover what your site’s story is before deciding on how to create it.
  • 26. O U R S E R V I C E S / D E S I G N
  • 27. 2 DISCOVERY & DATA DRIVEN INSIGHTS O U R S E R V I C E S / D E S I G N
  • 28. O U R S E R V I C E S / D E S I G N
  • 29. O U R S E R V I C E S / D E S I G N 3 INFORMATION ARCHITECTURE & TOP PRIORITIES
  • 30. HOME TEMPLATE TEXT TEMPLATE Based off the findings from the Affinity Mapping activity, we evolved the previously proposed sitemap to this current structure. RESEARCH & SITE EVALUATION: PROPOSED SITEMAP UNBEATABLE MIND UX DESIGN / 30 FAQSUPPORT W h o c a n I c o n t a c t i f I h a v e q u e s t i o n s ? c o n t a c t f o r m p h o n e n u m b e r GET STARTED S t a r t T r i a l H o w d o i g e t s t a r t e d ? NEWSLETTER OPT-IN i n t h e n e w s s t o r i e s LOGIN m e m e b e r s e c t i o n OTHER OFFERINGS B O O K S S E A L F I T W a y o f t h e S E A L K O K O R O Y O G A EVENTS R E T R E A T S U P C O M I N G E V E N T S F E A T U R E D E V E N T W h a t e v e n t s a r e c o m i n g u p ? H o w l o n g a r e t h e e v e n t s ? H o w m u c h i s t h e e v e n t ? W h a t e v e n t s a r e o f f e r e d ? SOCIAL COMMUNIT Y W h a t d a y ( s ) a r e t h e n e w p o s t s ? W h a t t o p i c s a r e o n t h e p o d c a s t ? P r i v a t e F B G r o u p S u g g e s t a p o d c a s t g u e s t P u b l i c F a c e b o o k P O D C A S T S O C I A L M E D I A B L O G H o w o f t e n i s a n e w b l o g p o s t p u b l i s h e d ? H o w c a n I a c c e s s p o d c a s t ? Y o u T u b e L i n k e d I n I n s t a g r a m T w i t t e r K n o w l e d g e E x c h a n g e UMA PROGRAM W h y t h i s p r o g r a m ? W h a t a r e m y m e m b e r s h i p o p t i o n s P L A T I N U M M E M B E R W h a t d o e s U M A o f f e r ? G O L D M E M B E R D o i n e e d t o b e p h y s i c a l l y f i t f o r t h i s p r o g r a m ? W h a t i s i t ? H o w d o I a c c e s s c o u r s e i n f o ? H o w l o n g i s U M A ? P a y m e n t o p t i o n s / P r o g r a m p r i c e M o n e y B a c k G u r a n t e e W h a t i s i n c l u d e d ? W H y w o u l d I d o t h i s ? B E N E F I T S W h a t s e t s t h i s a pa r t f r o m o t h e r p r o g r a m s ? W h o d o e s t h i s ? H o w d o e s t h i s h e l p m e ? p r o g r a m o p t i o n s ? ( m o n t h l y , a n n u a l ) C o u r s e f o u n d a t i o n W h a t a r e t h e b e n e f i t s ? W h e r e d o I t r a i n ? I n p e r s o n ? o n l i n e ? TestimonialsR e s u lt s C o m pa n i e s w o r k e d w i t h ? W h o h a s M a r k h e l p e d i n t h e pa s t ? “ O n e T h i n g ” - C o r e C o n c e p t s W h y ? W h a t i s y o u r “ W h y ? ” W h o i s M a r k D i v i n e ? H i s t o r y H o w d i d M a r k c o m e u p w i t h t h e p r o g r a m ? R e s o u r c e s K n o w l e d g e E x c h a n g e ABOUT MARK CONTENT STRATEGY: AFFINITY MAPPING UNBEATABLE MIND UX DESIGN / 26 TOPLEVELINFORMATIONARCHITECTURETOPICS ADDITIONALTOPICSTOINCLUDE Y: AFFINITY MAPPING O U R S E R V I C E S / D E S I G N
  • 31. O U R S E R V I C E S / D E S I G N
  • 32. 4 UX & INTERACTION The user experience and information architecture of your website should be easy-to-use and speak to your customer. O U R S E R V I C E S / D E S I G N
  • 33. O U R S E R V I C E S / D E S I G N
  • 34. 5 UI & VISUAL DESIGN O U R S E R V I C E S / D E S I G N
  • 35. PRIMARY FONT: Proxima No abcdefghij Proxima No abcdefghijk Proxima No abcdefghijk SECONDARY FON Bungee abcdef Headline BUNGEE Headline H1 PROXIMA NOVA BLACK 24PX, SUBHEADLINE H2 PROXIMA NOVA BOLD 24PX H3 PROXIMA NOVA 20PX Proxima Nova Regular 14px, supporting text and paragraph. Proxima Nova Regular 16px, side links CTA BUTTON, PROXIMA NOVA BOLD 14PX+ EXISTINGWEBSITEFONTSNEWFONT OPTION 1 - CURRENT FONT, NEW HEADLINE SUBHEADLINE Supporting text and paragraph. Nam abor sinctorionet quiam, iut. Supporting text and paragraph. Nam abor sinctorionet quiam, iut. + READ MORE CTA BUTTON CTA BUTTON STYLE GUIDE: FONT OPTIONS OSIRIS WEB DESIGN STRATEGY / 44 PRIMARY COLORS: SECONDARY COLORS: STYLE GUIDE: LINES & NATURE ELEMENTS OSIRIS WEB DESIGN STRATEGY / 46 O U R S E R V I C E S / D E S I G N O S I R I S Responsive website redesign, UX / UI strategy and new user flows.
  • 36. O U R S E R V I C E S / D E S I G N W E L K R E S O R T S Responsive website redesign, UX / UI strategy and new user flows.
  • 37. O U R S E R V I C E S / D E S I G N B L U P R I N T eCommerce website design and UX strategy.
  • 38. O U R S E R V I C E S / D E S I G N L O A D D Y N A M I X Complete brand strategy, including website redesign, content strategy, and brand look and feel.
  • 39. O U R S E R V I C E S / D E S I G N D O N J O Y Designed and developed in store interactive app.
  • 40. O U R S E R V I C E S / D E S I G N T E L E D Y N E Customized responsive web design, CMS system, information architecture (IA) strategy, and robust UX.
  • 41. LOGO DESIGN O U R S E R V I C E S / D E S I G N
  • 42. Digital design is like painting, except the paint never dries. N E V I L L E B R O D Y O U R S E R V I C E S / D E S I G N
  • 44. Development Services analyze and strategize the technology mandates (or backend) of a website or app. W H AT A R E D E V E L O P M E N T S E R V I C E S ?
  • 45. Design depends largely on constraints. C H A R L E S E A M E S O U R S E R V I C E S / D E V E L O P M E N T
  • 46. DEVELOPMENT DISCOVERY F I R S T S T E P S • Business Requirements • Functionality Requirements • Hosting Selection • Platform Selection • Integration Requirements O U R S E R V I C E S / D E V E L O P M E N T
  • 47. DEVELOPMENT F R O N T E N D D E V E L O P M E N T / P R O J E C T S E T U P • HTML / CSS / JS Creation • Hosting Set-up • Platform Installation / Initial Configuration O U R S E R V I C E S / D E V E L O P M E N T B A C K E N D D E V E L O P M E N T • Template / Module Creation • Content Migration • Custom Development (optional) • 3rd Party Integrations • Technical SEO Implementation
  • 48. LAUNCHING YOUR WEBSITE I N T E R N A L / C L I E N T Q & A • Browsing / Testing • Design Approval • 3rd Party Integration Testing O U R S E R V I C E S / D E V E L O P M E N T S I T E L A U N C H • Staging Server Setup • Post Launch Q&A • Backup / Security / Monitoring
  • 49. POST LAUNCH O N G O I N G S T R A T E G Y & M A I N T E N A N C E • Ongoing Updates & Client Needs • Feature & Performance Enhancement • Property Updates for Device Compliance O U R S E R V I C E S / D E V E L O P M E N T
  • 50. C H A P T E R N A M E / S E C T I O N H E A D L I N E D O U B L E D U T C H Collaborated on the creation of highly sophisticated and feature-rich website.
  • 52. SEO stands for Search Engine Optimization. It is the process of increasing the quality and quantity of traffic to your website through organic search engine results. W H AT I S S E O ?
  • 53. Content and links are the top factors for Google search rankings. A N D R E Y L I P A T T S E V , G O O G L E O U R S E R V I C E S / S E O
  • 54. WHAT DOES SEO DO FOR YOU? O U R S E R V I C E S / S E O G E T D I S C O V E R E D B Y U S E R S S E A R C H I N G F O R Y O U R P R O D U C T O R S E R V I C E Rank for relevant keywords associated with your product. O P T I M I Z E F U N C T I O N A L I T Y , R A N K H I G H W I T H G O O G L E Rankings consider more than just keywords – we also look at technical factors including server configurations, page speed, and off-page signals.
  • 55. O T H E R E X C I T E A O L A S K Y A H O O B A I D U B I N G G O O G L E SEO 101: THE BASICS O U R S E R V I C E S / S E O G O O G L E O W N S X % O F T H E S E A R C H M A R K E T We optimize with Google in mind. .
  • 56. ON PAGE OPTIMIZATION Establishing Relevance & Credibility K E Y W O R D C E N T R I C Keyword Research Keyword Mapping Title Tag Meta Descriptions H1 Tags Alt Tags On Page Content T E C H N I C A L S E O 60+ Checklist Updated Based on Algorithm Updates O U R S E R V I C E S / S E O
  • 57. OFF PAGE OPTIMIZATION E S TA B L I S H & I N C R E A S E Y O U R A U T H O R I T Y 6 0 % - 5 0 % O F T H E A L G O R I T H M O U R S E R V I C E S / S E O 1 0 , 0 0 0 + P U B L I S H E R S T H A T W E Q U A L I F I E D & W O R K W I T H P R O U D T O S H O W O U R L I N K S
  • 58. SEO PROCESS S E O D I S C O V E R Y & K E Y W O R D S T R A T E G Y A R C H I T E C T U R E & O N - P A G E B E S T P R A C T I C E S P R E M I U M L I N K & C O N T E N T D E V E L O P M E N T O U R S E R V I C E S / S E O
  • 59. SEO APPROACH Own your space and become the most relevant • Link Acquisition • Content Promotion • PR Integration • Architecture • URL Handling • Indexation • Site Speed A C C E S S I B I L I T Y • Keyword Research • On-Page Elements • Site Content R E L E V A N C E A U T H O R I T Y SEO PROCESS O U R S E R V I C E S / S E O
  • 60. NOT ALL TRAFFIC IS GOOD TRAFFIC We make sure to get you traffic that matters. Q U A L I T Y O F T R A F F I C Attract qualified visitors who are seeking products and services like yours. O U R S E R V I C E S / S E O Q U A N T I T Y O F T R A F F I C Quality traffic is great. High quantities of quality traffic is even better. O R G A N I C R E S U LT S Clicks without paying for them? Now that’s the sweet spot.
  • 61. PRE-PRODUCTION SEO O U R S E R V I C E S / S E O C R O S S R O A D S O F D E V E L O P M E N T & S E O 1. Keyword Discovery 2. Conceptual SEO Sitemap 3. Preliminary Keyword Research 4. Content Strategy 5. Content Organization 6. Keyword Assignment 7. On-Page Optimization Strategy 8. SEO-Friendly Site Structure 9. Implementation of Strategy
  • 63. PAID MEDIA or PPC stands for Pay Per Click. It is a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. W H AT I S PA I D M E D I A ?
  • 64. Never let your ads write checks that your website can’t cash. A V I N A S H K A U S H I K , G O O G L E M A R K E T I N G E V A N G E L I S T O U R S E R V I C E S / P A I D M E D I A
  • 65. O U R S E R V I C E S / P A I D M E D I A M A X I M I Z E T R A F F I C W I T H M I N I M U M B I D • Sales Generation • ROI/ROAS • Lead Generation • Downloads • Branding & Awareness • Interaction & Engagement R O I C E N T E R E D A P P R OA C H Ad Networks and Exchanges Paid Search Shopping Engines Video Attribution Management and Channel OptimizationSocial Advertising Mobile Local Search Remarketing Analytics and Data Services
  • 66. O U R S E R V I C E S / P A I D M E D I A S T R A T E G I E S & O P T I M I Z A T I O N • Bidding to CPA (Kenshoo) • Alignment of Landing Pages • Quality Score Optimization • Contextual Advertising • Ad Copy Testing • Keyword Expansion, Match Type Management & Device Segmentation • Remarketing • Media Flighting & Budget Allocation R O I C E N T E R E D A P P R OA C H Ad Networks and Exchanges Paid Search Shopping Engines Video Attribution Management and Channel OptimizationSocial Advertising Mobile Local Search Remarketing Analytics and Data Services
  • 67. PAID MEDIA PROCESS & APPROACH O U R S E R V I C E S / P A I D M E D I A • A C C O U N T S T R U C T U R E • R E S E A R C H • K E Y W O R D M E S S A G I N G • K P I F O R M U L A T I O N F O U N D AT I O N • A D V A N C E D M A N A G E M E N T • M O N T H LY D E E P D I V E • T E S T I N G M A T R I X O P T I M I Z AT I O N • C O N V E R S I O N R A T E O P T I M I Z A T I O N ( C R O ) • A / B T E S T I N G • B I D D I N G R E F I N E M E N T
  • 68. CONVERSION FUNNEL O U R S E R V I C E S / P A I D M E D I A A W A R E N E S S I N T E R E S T D E S I R E A C T I O N C A M P A I G N • Search-Location Terms • Display • Search – Location + Category • Display • Remarketing • Search- Category Terms Brand • Remarketing • Search – Branded Terms • Remarketing M I N D S E T “I want to book a hotel “Which hotels are available for my dates & location?” “Which hotel is right for me?” “I found the hotel I like, where do I book?”
  • 69. RETARGETING L O W E R F U N N E L TA R G E T I N G R E C A P T U R E V I S I T O R S T H A T A L R E A D Y S H O W E D I N T E R E S T O U R S E R V I C E S / S E O S O M E C O O K I E S M AY T R A N S F E R W H E N E C O M M E R C E S I T E L A U N C H E S L O W E S T C O S T P E R C O N V E R S I O N A V A I L A B L E O N L I N E
  • 70. RETARGETING PROCESS U S E R V I S I T S M Y W E B S I T E U S E R V I S I T S A N O T H E R W E B S I T E U S E R C L I C K S O N M Y W E B S I T E B A N N E R A D U S E R R E T U R N S T O M Y W E B S I T E A N D B U Y S O U R S E R V I C E S / P A I D M E D I A
  • 71. SOCIAL MEDIA ADVERTISING S P E C I F I C B R O A D O U R S E R V I C E S / P A I D M E D I A B E C O M E T H E M O S T R E L E V A N T Mid Funnel: Very Effective for Lead Generation Target Audience & Target Interests Target Ideal Age Range / Demographic Profile
  • 72. L O C A T I O N United States A G E 30– 65+ P L A C E M E N T S Facebook Feeds Facebook Right Column, Instagram Feed I N T E R E S T S All relevant interests and areas of interest that overlap. P O T E N T I A L R E A C H : 5,200,000 People Your audience is fairly broad. SOCIAL MEDIA AUDIENCE TARGETING S P E C I F I C B R O A D O U R S E R V I C E S / P A I D M E D I A
  • 73. O U R S E R V I C E S / P A I D M E D I A MOBILE ADVERTISING Maximize efficiency on the fastest growing device/channel with a tailored mobile strategy B I D A D J U S T M E N T S Set mobile bid adjustments in accordance with performance 1 A D C O P Y Develop mobile-specific ad copy 2 L A N D I N G P A G E M A P P I N G Ensure mobile-specific landing page mapping 3 A D E X T E N S I O N S Develop mobile-specific ad extensions 4
  • 74. STRATEGIC OVERVIEW O U R S E R V I C E S / P A I D M E D I A Advanced Tracking PPC Expansion (non-brand, long tail, competitor, gap management) Bid Optimization Dynamic Search & Match Type Optimization Geo-Specific Campaigns Landing Page Mapping / Optimization RLSAs Mobile Advertising Social Advertising Display / Retargeting Campaigns Testing Strategies Data Analysis & Ongoing Optimizations
  • 75. PAID MEDIA REPORTING Transparent, Accountable, Actionable O U R S E R V I C E S / P A I D M E D I A
  • 77. CRO stands for Conversion Rate Optimization. It is the process of increasing the percentage of visitors to a website that convert into customers or take any desired action on a webpage. W H AT I S C R O ?
  • 78. A V I N A S H K A U S H I K , G O O G L E M A R K E T I N G E V A N G E L I S T O U R S E R V I C E S / C R O It is much easier to double your business by doubling your conversion rate than by doubling your traffic.
  • 79. O U R S E R V I C E S / C R O All our CRO initiatives are based on data. Feelings don’t drive us, numbers do.
  • 80. IT’S SIMPLE MATH Real Demand Generation A LT E R N A T I V E LY If budget became constrained, could pinch Paid + Organic spend by 33.3% or $33,000 and still generate 1,000 actions (baseline). B E F O R E A F T E R P A I D / O R G A N I C S P E N D ( D AY , M O N T H , Y E A R ) $100,000 $100,000 V I S I T O R S ( P + O ) 100,000 100,000 C P C $1.00 $1.00 C O N V E R S I O N R AT E ( F R O M E O ) 1.0% 1.5% A C T I O N S G E N E R A T E D 1,000 1,500 O U R S E R V I C E S / C R O
  • 81. THE CRO PROCESS “By listening, marketing will re-learn how to talk.” D O C S E A R L S & D A V I D W E I N B E R G E R O U R S E R V I C E S / C R O D I S C OV E RY L I S T E N I N G A C T I V E O P T I M I Z AT I O N R E S U LT S A N A LYS I S R E P E AT
  • 82. THE CRO PROCESS O U R S E R V I C E S / C R O Discovery & Listening
  • 83. THE CRO PROCESS O U R S E R V I C E S / C R O Active Optimization B E H AV I O R A L B A S E D T E S T I N G I D E A S All test hypothesis are developed based on behavioral responses we believe need to address and responded to. P. E . D . Potential – How much impact could this bring? Ease – How easy is this to implement? Deviation – How different is this from the control?
  • 84. THE CRO PROCESS O U R S E R V I C E S / C R O Results & Analysis Increase of conversions by moving the CTA 38%
  • 86. ORM stands for Online Reputation Management. It is the practice of improving, maintaining or establishing the online reputation of a person, product, brand, company or services. W H AT I S O R M ?
  • 87. In a digitally connected world, a byte of data can boost or bite your brand. B E R N A R D K E L V I N C L I V E O U R S E R V I C E S / O R M
  • 88. HOW DO PEOPLE SEARCH ONLINE? Online Reputation Management services use trending consumer search habits to build or strengthen your digital presence. 98 % 93% Of all searches online end at page 1 Of all internet experiences start at a search engine 81% 75% Of consumers are now going online to visit external review sites before making purchases Of online consumers trust reviews written by their peers while researching companies online C H A P T E R N A M E / S E C T I O N H E A D L I N E
  • 89. PROACTIVE VS. REACTIVE P R O A C T I V E • Build a shield to protect yourself • Control your brand online O U R S E R V I C E S / D E V E L O P M E N T R E A C T I V E • Respond to page 1 negative flooding • Reverse the appearance of being painted a devil. The cost to repair a bad reputation far exceeds the cost to build a good one.
  • 90. THE PUSH & PULL STRATEGY C H A P T E R N A M E / S E C T I O N H E A D L I N E H O W W E A P P R O A C H M A N A G I N G Y O U R S E A R C H R E S U LT S • PUSH positive pages up • PULL negative pages down • Create new positive assets • Build link equity
  • 92. Analytics is the measurement, collection, analysis and reporting of web data for purposes of understanding and optimizing marketing strategies. W H AT I S A N A LY T I C S ?
  • 93. I never guess. It is a capital mistake to theorize before one has data. Insensibly one begins to twist facts to suit theories, instead of theories to suit facts. B E R N A R D K E L V I N C L I V E O U R S E R V I C E S / A N A L Y T I C S
  • 94. GOOGLE ANALYTICS O U R S E R V I C E S / A N A L Y T I C S R E V I E W / A U D I T 1. Review of Google Current Google Analytics Events / Goals Setup 2. Review / Setup of Google Search Console 3. Connect Google Search w/ Google Analytics 4. Install Latest Version of Google Analytics via Google Tag Manager
  • 95. S i r A r t h u r C o n a n D o y l e , A u t h o r o f S h e r l o c k H o l m e s s t o r i e s GOOGLE TAG MANAGER O U R S E R V I C E S / A N A L Y T I C S C O N F I G U R A T I O N 1. Install Google Tag Manager 2. Configure Data Layers in Google Tag Manager 3. Tags, Rules, Macros 4. Develop List of Web Page Elements to Be Tracked 5. Deploy Various Events to Populate into Google Analytics 6. Data Vetting
  • 96. CROSS DOMAIN TRACKING O U R S E R V I C E S / A N A L Y T I C S T R A C K I N G B E T W E E N T W O S I T E S 1. Install Google Tag Manager on All Website Properties 2. Configure Google Tag Manager to Auto Link Website Properties 3. Auto Link Domains 4. Setup Google Analytics Referral Exclusion List 5. Data Vetting
  • 97. GOOGLE ANALYTICS O U R S E R V I C E S / A N A L Y T I C S G O A L T R A C K I N G 1. Setup Goal Steps 2. Setup and Test Funnel Visualization Report (if needed) 3. Data Vetting 4. Custom Report with Goal Tracking
  • 98. GOOGLE ANALYTICS O U R S E R V I C E S / A N A L Y T I C S R E V E N U E T R A C K I N G 1. Access to Website (FTP / CMS) 2. Enable Revenue Tracking in Google Analytics 3. Deploy Tracking Code 4. Data Vetting
  • 99. REPORTS/DASHBOARDS O U R S E R V I C E S / A N A L Y T I C S F I N D K E Y TA K E A W AY S / TA K E A C T I O N 1. Build Executive Dashboards for Events / Goals 2. Build Marketing Dashboards for Events / Goals 3. Deep Dive Analysis
  • 101. Caleb’s Kola Events | Sampling | Digital & Social Media | Sponsorships Our team has been responsible for supporting the brand launch of Caleb's Kola and building sales momentum across multiple markets nationwide. Through our team's daily efforts, we helped build a growing community of brand advocates across all consumer-facing platforms (retail, foodservice, lifestyle). B R A N D A C T I V A T I O N / E V E N T S
  • 102. With each successful activation, our teams not only helped drive sales velocity, but they also increased brand awareness and trial among the brand's target demographic. Our Team's Sales Support Teams worked closely with the local PepsiCo Teams to build relationships across Retail and Foodservice in order to bring a unique brand experience to key accounts and their consumers. Our additional involvement in targeted sales blitz efforts, product drops, tradeshows and special events created a brand identifying support effort that helped open new opportunities that were not available through the prior PepsiCo portfolio. This unique relationship, coupled with a constant drive to meet and exceed all program goals, were the building blocks of a successful 2015 campaign for Caleb's Kola. Overall Market Analysis Key Accounts & Events B R A N D A C T I V A T I O N / E V E N T S
  • 103. Caleb’s Kola Line Extension The PepsiCo R&D Team worked in conjunction with our team to introduce new flavor variations of Caleb's Kola and gage consumer feedback to make decisions on possible line extension opportunities. By building an interactive presence at select events in our key markets, we were able to analyze feedback from our target demographic on multiple line extension flavor opportunities for 2016. In order to keep relevance with the current brand, the flavor options were tested alongside Caleb's Kola in Portland, New York, and San Francisco at various events ranging in attendance from 3,000 to 100,000. Each event included our Management teams and PepsiCo R&D Teams that would capture consumer feedback that will help expand the Caleb's Kola portfolio in a way that resonates with the Brand Team's overall strategy and the target audience that will be critical to the overall success of the brand. B R A N D A C T I V A T I O N / E V E N T S
  • 104. Stubborn Soda Events | Strategy | Sales | POS Design The Stubborn Soda Support Program has built a brand presence in key regions throughout the U.S. (California, Mountain, Midwest, Great Lakes, Mid Atlantic, Northeast). With an initial launch of the fountain across Foodservice in 2015 and an introduction of the bottle across Retail in 2016, BSP has built traction for this brand since the beginning. STUBBORN_H1_1PMS_SM_ (FOR LOGOS < 3" WIDE ) B R A N D A C T I V A T I O N / E V E N T S
  • 105. The teams have provided overall brand support by driving sales at Retail, building brand investment with consumers at Foodservice and activating unique brand experiences at events throughout all markets. In addition to managing all field activity, we have also worked closely with PepsiCo Sales Team members to identify new account opportunities and build relationships with key account personnel. This overall brand presence was a unique identifier for the Stubborn Soda brand and ensured a first-class experience for accounts as well as consumers. Overall Market Analysis PROGRAM OVERVIEW MOUNTAIN CALIFORNIA GREAT LAKES NORTHEAST MID ATLANTIC MIDWEST TOTAL Brands Stubborn Soda, Caleb’s Kola, Bundaberg Stubborn Soda, Caleb’s Kola Stubborn Soda Stubborn Soda, Caleb’s Kola, Bundaberg Stubborn Soda, Caleb’s Kola Stubborn Soda Activation Totals 119 98 51 49 35 76 428 Retail Activation 90 8 29 36 21 44 228 Foodservice Activation 14 45 7 2 0 28 96 C&U/Lifestyle/ Special Event Activation 15 45 15 11 14 4 104 Samples 40,860 51,164 45,648 23,240 30,384 28,260 219,556 MOUNTAIN CALIFORNIA GREAT LAKES NORTHEAST MID ATLANTIC MIDWEST BRANDS Stubborn Soda, Caleb’s Kola, Bundaberg Stubborn Soda, Caleb’s Kola Stubborn Soda Stubborn Soda, Caleb’s Kola, Bundaberg Stubborn Soda, Caleb’s Kola Stubborn Soda KEY ACCOUNTS AND EVENTS Zuppan’s Blitz Target Busch Blitz Donelan’s Blitz Safeway Jewel HQ Roth’s Blitz WeWork HQ Geyer’s Blitz Roche Brothers Blitz Food Lion Jewel Blitz Safeway Blitz UC Berkeley Marsh Blitz Star Market Blitz Richmond Jazz Festival Potbelly Blitz Phase 1 University of Oregon Stanford University University of Michigan WalMart Georgetown University Potbelly Blitz Phase 2 Oregon State University UC Santa Cruz Michigan State University Target Xavier University Chicago Union Station WeWork Google MidPoint Music Festival Bose HQ Howard University Museum of National Art (sponsored) Safeco Field Mission Street Foodtruck Alley Fabulous Foodshow (CLE) Met Life Stadium Northern Kentucky Uni- versity Magnificent Light Parade (sponsored) Seattle Foodshow Shamrock Distributor Show Michigan Foodshow GRK - Fresh Greek Ralph Wilson Stadium Chicago Cubs Victory Parade Key Accounts & Events B R A N D A C T I V A T I O N / E V E N T S Stubborn Soda
  • 106. Drinkfinity With the Drinkfinity Brand Team we identified Super Bowl 50 as the perfect opportunity to introduce the brand to a select group of PepsiCo personnel and VIP Account leads. By building a unique footprint in the Hospitality Suite of Pep Hotel, we were able to present the elements of Drinkfinity in a very intimate setting that embodied the brand's values and uniqueness. We were able to heighten Drinkfinity's debut moment by building a brand presence that consisted of a custom Drinkfinity experience wall and sampling bar and included trained Brand Ambassadors to create an immersive brand experience for all who visited. Our teams were able to communicate the brand aesthetics as well as the functionality of the Drinkfinity system throughout the week's festivities and the overall presence succeeded in driving initial excitement and investment in the brand. B R A N D A C T I V A T I O N / E V E N T S
  • 107. SoBe Even before we began working with PepsiCo's emerging brands, our first interaction with the Innovation team was regarding SoBe’s ‘Ride the Wild’ National Tour. The ‘Ride the Wild’ national experiential campaign we executed for SoBe in its 21st year kicked off in March with a Miami poolside extravaganza to remind loyalists and new fans of SoBe's South Beach heritage, and ramp up the conversation among Miami Music Week tastemaker guests. we sent a tricked-out SoBe Love Bus on a cross-country Mobile Experience that brought the brand to life at 60 retail and consumer locations. We worked with PepsiCo regional teams to route the tour to key accounts where our consumer activations provided value adds, and our social media tactics and branded giveaways maximized the consumer reach beyond consumer feet on the ground. Finally, the tour wrapped in Las Vegas with a blowout 21st birthday bash hosted at SoBe partner venue the SLS Hotel & Pool. B R A N D A C T I V A T I O N / E V E N T S
  • 108. Hot Beverage Test / CVS Our team partnered with the PepsiCo Innovation team to assist in a 12 week Hot Beverage Test program in the Boston market. We were tasked with inventory management (warehousing & fulfillment) and equipment installation at 12 select CVS locations throughout the city. Inventory management included all warehousing needs as well as weekly delivery and fulfillment of product and disposal as needed. The initial product roll out consisted of 5 products during the first wave and will include Sobe Green Tea Infusion, Lemon Sooth, Ripe Harvest, Lipton Hot Team with Lemon, and Caleb's Kola, with the addition of Calebs Ginger for Wave 2. The team was also available to assist as needed with any consumer facing initiatives, equipment repairs or general trouble shooting outside of their primary responsibility of inventory/equipment management. A B R A N D A C T I V A T I O N / E V E N T S
  • 109. Aquafina Sparkling We built specific event activations for the Aquafina brand that captured impressions from key demographics in the Southern California market. The team built an onsite presence at Fashion Week LA in which our teams were able to pass product out to VIPS as an alternative to cocktail offerings. We were also able to get Aquafina branding in key locations for event footage opportunities. We also built an Aquafina Bottle Flip Challenge at a key Walmart location to capture content of the brand being involved with the ™bottle-flip craze∫. The activation was a complete success as we not only built great consumer interaction with our footprint, but we were also able to drive brand awareness for the Aquafina Sparkling product through our utilizing it as a prize for the participants. B R A N D A C T I V A T I O N / E V E N T S
  • 110. Frito-Lay For Fritos we assisted with an on-boarding program built around it's snack packs being built into Southwest Airlines' passenger snack rotation in Fall 2016 Our team was tasked to help generate excitement among Southwest staff and passengers to raise awareness and enthusiasm about Fritos' debut. Fritos brand ambassador teams activated onsite sampling activations at 10 key airports that focused on introducing this new product to Southwest flight crews, provisionary agents and consumers. Our team's presence included complimentary product along with Fritos giveaways to amplify the flavorful fun. B R A N D A C T I V A T I O N / E V E N T S
  • 111. Starbucks Our team provided an all-inclusive support system that focused on driving specific brand traction for the Starbucks Iced Coffee brand on a local/regional level. Our teams focused on driving onsite sales, educating consumers and building trial and awareness at Retail and Foodservice. We also strategized with the local Starbucks Sales Teams teams to utilize our efforts to create brand investment with consumers by mass sampling at Lifestyle events. In addition to the onsite activation, We also produced all of the branded assets and consumer engagement pieces to truly have a unique brand presence. B R A N D A C T I V A T I O N / E V E N T S
  • 112. Power Brands – Botonics | Crisp Our team provided an all-inclusive support system that focused on driving overall sales for multiple brands in key Regions with the Sam's Club account. For Botonics, we built onsite activations at strategic locations across the CA Region (top-selling beverage accounts) that included consumer education, product sampling and a footprint built out of branded assets. For Fresh 'n Crisp, we built a multi-Region support that included an onsite presence at 42 locations throughout California, Washington Arizona and Arkansas. These activations not only included sampling and brand education, but we were also able to survey 500+ consumers for specific brand feedback. C H A P T E R N A M E / S E C T I O N H E A D L I N E

Hinweis der Redaktion

  1. CONTENT & LAYOUT PLANNING Organize the existing and projected site content Heuristic evaluation and usability analysis Key business objectives and desired user flows Interface elements, content and page layouts Platforms and device considerations
  2. NOTE TO CLIENT* This is an example of reporting