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Zulily presentation

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Zulily presentation

  1. 1. JANUARY 2015 WE ARE MSLGROUP
  2. 2. ZULILY | JANUARY 2015 WE ARE PART OF PUBLICIS GROUPE 2 MSLGROUP is the flagship communications and engagement company in the Publicis Groupe One of the world’s largest communications companies, Publicis Groupe employs over 50,000 professionals in 104 countries and offers local and international clients a complete range of marketing, digital and communications services
  3. 3. ZULILY | JANUARY 2015 MSLGROUP Agency Overview 3 11 Offices 600+ People A LARGE FOOTPRINT 130 50 Digital & Social Media Specialists Media Relations Experts85 Corporate Comms Professionals Consumer Marketing Powerhouse Winner of 50 Awards in 2013 o  Atlanta o  Boston o  Chicago o  Detroit o  Los Angeles o  Montreal o  New York o  San Francisco o  Seattle o  Toronto o  Washington
  4. 4. ZULILY | JANUARY 2015 PARTNERING WITH THE WORLD’S BEST 4
  5. 5. ZULILY | JANUARY 2015 Key Practice Areas And Service Offerings Consumer Technology Events Brand Citizenship/ CSRContent Creation Corporate Reputation Crisis & Issues Employee Social/Digital Creative Services Media Relations Research & Measurement 5
  6. 6. 6ZULILY | JANUARY 2015 5Things To Remember About MSLGROUP 6
  7. 7. ZULILY | JANUARY 2015 We develop communication strategies that inspire consumers to led more healthful lives. MSLGROUP has successfully led a broad range of initiatives for health & wellness brands, from launching a new brand campaign for ZICO coconut water, and engaging Larry the Cable Guy to talk about health on a tour of football game tailgates,   to launching and promoting, Brazuca, the 2014 FIFA World Cup Official Ball by Adidas. 1 We’re Experts In Health & Wellness 7 “Better For You” Food & Beverage Athlete Integrations Sports & Fitness Vitamins and Supplements Experience Highlights:
  8. 8. ZULILY | JANUARY 2015 In this ever-changing retail marketing environment, MSLGROUP’s retail specialty group creates standout marketing and public relations programs. For external audiences, we have executed hundreds of PR and marketing programs from seasonal campaigns and in-store events to sponsorship activations and community relations initiatives that drive differentiation, traffic and sales. For internal audiences, our Employee practice is skilled at developing programs designed to drive engagement, employer reputation, change adoption, retention and recruitment. 2 We Connect Retailers With Consumers And Employees 8
  9. 9. ZULILY | JANUARY 2015 Our goal is to garner not just quantity of coverage, but quality coverage. With 50 media professionals across North America, we have one of the largest media departments in the business. Our media team is comprised of former reporters and producers from ABC, CBS and CNN. They hold personal one-on-one relationships with hundreds of top-tier, agenda-setting reporters. Our 24-hour “Real-Time News Center,” which functions just like a newsroom allows us to identify and capitalize on trends and immediate media opportunities. 9 3 We Drive Media Coverage And Conversation MSLGROUP’s Real-Time News Center
  10. 10. ZULILY | JANUARY 2015 We bring world-class communications, creative and production expertise to live events for consumers and media. From store openings and corporate meetings to major on-the-ground sponsorship activations, our events team offers end-to-end capabilities. Our approach to creating breakthrough events for maximum PR impact: Relevance: Create hyper-targeted experiences Valuable: Develop beneficial value exchanges between brands, media and customers Sustainable: Spark relationships Memorable: Make a lasting impression 10 4 We Create Break Through Events Need image
  11. 11. ZULILY | JANUARY 2015 Crisis mitigation starts with a sound preparedness strategy. First and foremost, cultivating stakeholder relationships ensures there’s enough goodwill to weather a storm. Next, a clear assessment of vulnerabilities drives the creation of a crisis plan. Finally, the plan is tested with real-world scenarios, drills, and real employees as participants. Our approach for effective crisis management: Be prepared: Conduct comprehensive scenario planning Be transparent Proactively share information Be consistent:  Communicate one, clear message 5 We Manage Crises Effectively 11
  12. 12. ZULILY | JANUARY 2015 12 12 Case Studies
  13. 13. ZULILY | JANUARY 2015 CASE STUDY CHALLENGE: Drive awareness of and conversation about The Home Depot’s 2013 quarterly DIH Workshops: Inspired by Pinterest, and position The Home Depot as the source for female-focused designed inspiration. ACTION: MSLGROUP leveraged bloggers to act as the mouthpiece for the program to reach female audiences through Twitter, blogs and traditional media, as well as increase awareness of and attendance by encouraging attendees to share their experience via social media. We partnered with 25 influential bloggers to promote the Workshops through their social channels, local media outreach and in-store activation. We executed Twitter Parties and pitched local print, online and broadcast media and pushed adoption of the hashtag #DIHWorkshop before, during and after each event, to drive traffic to the registration site. RESULT: •  The DIH Workshops: Inspired by Pinterest program generated more than 160 million Twitter impressions using the first-ever The Home Depot Hashtag, #DIHWorkshop •  More than 73 million media impressions •  248 placements through local print, broadcast and online media •  Attendance for the workshops increased over 529 percent in partner stores •  92 percent of respondents said they would attend another DIH Workshop. 13 Driving Retail Traffic Through Social Engagement
  14. 14. ZULILY | JANUARY 2015 CASE STUDY CHALLENGE: Binge TV watching was seen as a societal negative, with Netflix to blame. Tasked to change this perception and position Netflix as a best-in-class TV content provider. ACTION: Launched an integrated communications campaign called “Taking the Bite out of the Binge” that embraced binge-watching head-on with third-party survey results and a partnership with a cultural anthropologist. The strategy drove top-tier media and content results that reinforced Netflix as a thought leader in the TV space and reprogrammed the way media and consumers view “the binge.” RESULT: •  Garnered more than 225 unique stories in influential top-tier media •  More than 1 billion media impressions •  Roughly 95% positive sentiment surrounding key messages •  Increased satisfaction among subscribers to all-time high of 66%, up from 62% one year prior •  Reinvented the binge-watching trend as one to own vs. avoid 14 Seizing A Trend To Break Through The Clutter MSLGROUP | CREDENTIALS | DECEMBER 10, 2014
  15. 15. ZULILY | JANUARY 2015 CASE STUDY CHALLENGE: Consumer research revealed that there are diverse needs and obstacles for consumers who are looking for the lowest prices and the best experiences. We were asked to create a consumer solution for Best Buy to help customers understand and get the most out of the latest technologies. ACTION: MSLGROUP branded and activated the “Blue Shirt Network,” Best Buy’s retail staff who, unlike the competition, don’t work for commission and are highly trained. We positioned the Blue Shirt Network as “must-be-quoted” experts in local markets and national media on latest technology, convergence and education. Blue Shirts were leveraged for all seasonal campaigns, e.g., finding the perfect gift, and AskABlueShirt.com was created to host live chats demonstrating service to Web users. RESULT: •  Trained and activated 120+ Blue Shirts as a powerful spokesperson network; producers at major national outlets routinely make requests to local stores •  Secured more than 1.2B impressions at launch and throughout the holiday season •  70% of coverage was in 19 local markets with 85% delivering key messages •  Ultimately, the Blue Shirt Network changed the way consumers learn about and purchase electronics 15 Branding The Blue Shirt Network
  16. 16. ZULILY | JANUARY 2015 CASE STUDY CHALLENGE: Develop a compelling employer brand for Ahold’s five U.S. business divisions, including Stop & Shop, Giant and Peapod, that aligns to a global business strategy and a regional brand strategy. SOLUTION: The employer value proposition for AUSA centered on the idea of opportunity. It was flexible enough to account for many interpretations and positioned AUSA as an employer where one can grow, thrive and get better every day. The creative expression came to life in a simple statement and promise: So much in store. ‘So much’ meaning opportunity and ‘in store’ nodding to the future, a direct reflection of their global commitments or ‘promises.’ RESULTS: •  Turned the global ‘Promises’ into a compelling and authentic offer for new and current associates. •  Currently being implemented across the five divisions. •  Providing much needed guidance on tone of voice for the divisions. 16 Inspiring Employees At AUSA’s Retail Operations
  17. 17. ZULILY | JANUARY 2015 1724 HOUR FITNESS | DECEMBER 2014 Meet The Team
  18. 18. ZULILY | JANUARY 2015 PROFESSIONAL HIGHLIGHTS: •  Launched Tropicana’s Trop50 low calorie orange juice beverage. •  Helped celebrities tell their stories of struggles and success with personal health for Weight Watchers, Nutrisystem and Atkins. •  Reminded moms of their love for Strawberry Shortcake and Care Bears. •  Worked with Jenny Craig to help diabetics maintain a healthy lifestyle. •  Preached the hydration benefits of ZICO Coconut Water. •  Helped Nutella celebrate it’s 50th Anniversary with a limited edition cronut hole. Kas Rigas Strategic Oversight 18
  19. 19. ZULILY | JANUARY 2015 PROFESSIONAL HIGHLIGHTS: •  Serves as a member of the agency’s digital executive team and provides strategic counsel to key clients. •  10+ years as a leader in emerging media and technology to help companies navigate the shifting landscape and develop smart, effective integrated digital engagement solutions. •  Applies smart digital strategy to generate authentic sustained advocacy for many of the world’s most recognizable brands including P&G, PayPal, Motorola, Suave, Disney, Lunchables, General Mills and Activision. •  Published articles found in The Holmes Report and PRNews and is frequently quoted in Mashable, Forbes, INC. Marcy Massura Digital Lead 19
  20. 20. ZULILY | JANUARY 2015 PROFESSIONAL HIGHLIGHTS: •  Maintains strong relationships with top tier media including People.com, TIME.com, USA Today, Yahoo!, New York Times, Pop Sugar, Fox & Friends, Huff Post Live, ABCNews.com, GMA Live, Parade.com, OK! Magazine, Sirius Satellite Radio, etc. •  Drives Media Strategy and provide day to day client counsel on ZICO Coconut Water; Metamucil and Align •  Implemented and Executed the ZICO 2014 Crack Life Open PR Plan which garnered over 108 million impressions •  Drove and executed Weight Watchers robust blogger relations program. •  Wrote for ABCNews.com.  Nicole Chismar Media Specialist 20
  21. 21. ZULILY | JANUARY 2015 PROFESSIONAL HIGHLIGHTS: •  Shaped brand stories for world-class brands like Emirates Airline, Tiffany & Co., Rolls- Royce Motor Cars, Moët & Chandon, Origins, Juice Beauty, The James Hotel, Range Rover, Jaguar, as well as the Caesars Entertainment properties. •  Worked with New Balance to coordinate media events for its sports technology bar and launched its lightest running shoe. •  Launched the original Skinny Girl Margarita with Bethenny Frankle and organized the openings for over 25 ULTA Beauty locations. •  Helped lead the party for multiple locations of Clear Channel’s Jingle Ball. Ariel Cohen Media Relations & Event Execution 21
  22. 22. MSLGROUP.COM Thank You!

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