Star Group - Digital Agency Of Record Pitch

D IG ITA L C U S TO MER EXPER IEN C E

September 14, 2017

2

In the room

IAN GOUGHClient Services Director

SIMON BROCKCreative Director

ELAINE YIPProgramme Director

JUSTIN PEYTONChief Strategy Officer

LYNDON HALE Executive Creative Director

MELINDA ANDERSONUX Director

BARRY EDWARDSTechnical Architect

3

Signposting to your agenda

Activity Section Slide # / RFP response pages

Agency Credential – case study About us 1-11RFP response page 4-9

Overall strategy development

Digital Brand Architecture Guidelines Strategy RFP response page 10 -16

Customer Experience Design Content Management & Guideline

Our Approach - Experience RFP response page 20 – 28

Digital Marketing Our Approach - Experience

Demonstration of our creative- Playful moments- Commonwealth Games Campaign

RFP response page 29 - 33

Analytics Our Approach - Data RFP response page 34-36

Phase 1 strategy development

Phase 1 deliverables Brand Architecture DevelopmentPhase 1 Supersedes RFP response document

Project team & project cost Delivery Supersedes RFP response document

About Us

5

From holding company

PUBLICIS.SAPIENTOnly group recognised as #1 for digital leadership and

transformation by Gartner

PUBLICIS MEDIARanked #1 buying entity in the US and #2 globally by RECMA

PUBLICIS COMMUNICATIONS2nd most awarded creative network in the world

PUBLICIS HEALTHRanked #1 global healthcare network for 6 years in a row

6

To connecting company

PUBLICIS.SAPIENTOnly group recognised as #1 for digital leadership and

transformation by Gartner

PUBLICIS MEDIARanked #1 buying entity in the US and #2 globally by RECMA

PUBLICIS COMMUNICATIONS2nd most awarded creative network in the world

PUBLICIS HEALTHRanked #1 global healthcare network for 6 years in a row

7

A new breed of digital agency

23,000PASSIONATE

PEOPLE

100OFFICES GLOBALLY

CONNECTED

25YEARS OF CUSTOMER

INNOVATION

50COUNTRIES

Global Leader in Creativity

Winner of 256 Lions at the 61st annual

Cannes Lions Festival in 2015

Global Leader in Technology

2000+ large-scale projects for major

brands

Deep Industry Expertise

Financial Services, Energy, Retail,

Healthcare, CPG, Automotive, Travel,

Technology, etc.

#1 Digital Company

Global CapabilitiesGartner Group,

2017

Leading Innovation Company

Forrester Wave, 2014

• Brand Strategy

• Experience Strategy • Customer Platform

Strategy • Business Strategy • Marketing Mix

Modeling • Research, Insights, and

Data Science

We define Strategies

We buildBrands

We createExperiences

We deliver Platforms

• Creative Development

• Brand Planning • Brand

Communications • Media and

Connections Planning • Branded Content • Digital, Mobile and

Social Marketing • Loyalty and Direct

Response Marketing

• Omni-Channel Experience Design

• Immersive Digital Environments and Events

• Mobile, Retail, and Emerging Experiences

• Omni-Channel Global Commerce Platforms

• B2B/B2C Content Delivery and Transactional Platforms

• Consumer Intelligence and Personalisation Platforms (CRM)

• Marketing Enablement Platforms

• Digital Content Production and Management

8

A new breed of digital agency

9

Our Drupal capabilities

• 70+ trained people working across a variety of Drupal projects – 20 engagements executed in the last 3 years

• Drupal Accelerator Framework – Our own solution accelerator for marketing related use cases

• Active community participation with regular contributions to Drupal core – Rated top 25 organisations actively contributing

• Reusable solution pattern for hosting Drupal sites on our own infrastructure – Strategic Partnership with Acquia for joint sales pitches, solution design, and hosting

• Templates for solution design customised for Drupal to be able to iterate rapidly with clients

• Out-of-the-box Campaign Management distribution under development

10

Independently verified as leaders

Shangri-La case study

Brand strategy creation, roll out and campaigns.

Brand strategy creation, guidelines, roll out and campaigns.

Strategy, design, positioning, guidelines and launch of new F&B brand.

Re-positioning, design and management of loyalty programme.

Strategy, design, positioning, guidelines and launch of new meeting and events (MICE) brand.

Strategy, design, positioning, guidelines and launch of flagship hotel.

5 Hotel opening campaigns

2 New brands created and launched

3 Re-launches of existing brands

1 loyalty programme re-designed

6 brand campaigns

3 digital platform launches

5 marketing awards

VISION

Be Australia’s leading integrated resort operator by 2025

Your vision

Star Brand Vision

“Everything we do must align back to the Star brand pillars, thrilling experiences, accessible luxury and local spirit.

Your vision

Melinda Madigan, CMO

The Star is driving the development of targeted, customer-centric communications using “premium”, “serious” and “all play” brand territories and delighting customers through the delivery of targeted thrilling experiences across the property.”

17

Yesterday,hospitality was all about spaces

18

today, it’s brandsthat provide the differentiation

19

tomorrow, we will be competing on experience

STRATEGY

22

Create playful moments

that guide our audience

to their next experience.

23




Digital interactions that people desire because they are felt and remembered

24





Effortlessly linking each steps in the audience journey

25






Creating excitement with engagements greater than the sum of their parts

26

playful moments Digital interactions that people desire because they are felt and remembered


Creating excitement with engagements greater than the sum of their parts

OBJECTIVE

27



Creating excitement with engagements greater than the sum of their parts.

OBJECTIVE CHALLENGE

28



Creating excitement with engagements greater than the sum of their parts.

OBJECTIVE CHALLENGE APPROACH

Built around real motivations

Personalised and targeted communications and services

Redefine the expectation of Star

playful moments

our audience

next experience.

29



30

hospitality


31

integrated resorts

32

Expectations are being set outside of the category

32

33

Expectations are being set from outside the category

PLAYSTAY EAT SERVE

34


INFINITE

STAY

PLAY EAT SERVE

35


SOCIALINFINITE

PLAYSTAY

EAT SERVE

36


SOCIALINFINITE SEAMLESS

PLAYSTAY EAT

SERVE

37


SOCIALINFINITE SEAMLESS PERSONALISED

PLAYSTAY EAT SERVE

3838

Our focus must be specific …

39

… and reflect our diverse audiences

LOCAL DOMESTIC INTERNATIONAL

Macau, Singapore and the UAE

Multi-function entertainment developments

Previous experiences and international resorts

DESIRE

BENCHMARK

DIGITAL Long lead times and multiple touchpoints

Tactical and functional engagements

Look for marketing and information site to make decisions

Need The Star positioned as unmissable in Australia

Visit for guaranteed of familiarity and fun

Seek best in gaming & entertainment

40

Putting our audience at the heart of the journey

At each stage …

OBJECTIVE

TACTIC

TECH ROLE

ACTIVATIONS

Awareness

Right message, right time

Data matching

Targeted campaigns

Engagement

Rich & diverse content

Personalise content & offers

See only the right content

Conversion

Remove friction points

Progressive profiling

1-click reservations

Exploration

Contextual messages & offers

Contextual targeting

Push ‘NBA’ messages

PROSPECTING PRE-TARGETING RE-TARGETING PUSH MESSAGING(Media) (On-site) (Booking flow) (App / SMS)

INVITE EXPLORE ENGAGE RETURN

KPI Reach CPE Bookings / Actions Loyalty / Advocacy

PLAYFUL MOMENTS

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CREATING PLAYFUL MOMENTS

WHO WHATWHEN & WHERE

Audience ContextChannel

Brand MessageOptimised Content

Dynamic CTA

43

ACROSS THE CUSTOMER JOURNEY

Increase Awareness

Increase Loyalty

Increase Share

Of Wallet

Increase Conversion

INVITE ENGAGE

RETURN EXPLORE

44

DRIVING DESIRED ACTION

GAMING

DINING ENTERTAINMENT

45

INVITE

“STAR NOW”

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ENGAGE

“PERSONALISED PAGES”

51

EXPLORE

“STAR NEXT”

56

RETURN

“ANNIVERSARIES”

BRAND ARCHITECTURE DEVELOPMENT

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Understand the consumer journey

Define the digital ecosystem

Implement experience enhancements

Our approach

D I S C O V E R D E F I N E D E S I G N & D E P L O Y

Experience principle creation

Visual design

Showcase and build

Stakeholder interviews

Planning, research & objective setting

Development of guidelines

Experience framework creation

61

Today’s challenges

Targeting the right consumer

What we will do for January

62




63Source: Hitwise

We observed and identified

four principle challenges in

today’s consumer journey

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10000120001400016000

4 weeks before

3 weeks before

2 weeks before

1 week before

1 week after

2 weeks after

3 weeks after

4 weeks after

Before and after visit searchessydneyoperahouse.com star.com.au

Brand motivation isn’t making The Star an essential destination on their journey

Source: Hitwise

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Source: Hitwise

Low findability means guests are expected to find their own way to the site, and typically arrive after booking.

66

Source: Hitwise

There is a higher reliance on locals (who are likely lower value) than your competitors

83%

73%

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Post-stay silence and low engagement result in a lack of social advocacy.

Source: Hitwise

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Four challenges that exist in the journey today

BRAND MOTIVATION FINDABILITY RELIANCE ON LOCALS POST-STAY SILENCE

SEO

Get people to the site during the

planning stage of their journey.

Improved CRM

Ensure that locals always know what is happening at The Star and have an

easy time planning.

Influencer program

Engage people better after their stay and

engage them such that they have reason to share.

Inspirational content

Put The Star onto the “bucket list” of must go places in each of your

destination cities.

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70

You suggested audience research to define six

segments through a product lens. We believe

a unified model would offer greater benefit.

71

RFM provides a great starting point

72

RFM provides a great starting point

73

And we can establish a strong programme of communications

Lapsing programme

Second visit

Third visit

Fourth visit

Welcome programme

High value programme

First visit / registration

Engagement programme

74

But to really drive value we must really understand our guests

High degree ofPlanning

High degree ofSerendipity

Personalfulfilment

Socialfulfilment

High rollers

Escapers Annual

Trip Encourage them to stay an extra night

challengersBig night out’ers

Surprise night

out’ers

Feeling lucky

Get them to book a more expensive restaurant

Drive increased breadth of services

Encourage increased app usage

Get them to buy another round

Encourage them to spend longer at the tables

Ensure they book VIP

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76

We believe that improving

the user experience on key

pages within the Star web

ecosystem will deliver the

most immediate value.

77

We conducted a review using best practices in experience design

We reviewed the global home, resort homes, Star Club, Star Poker, corporate home and the Star app






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We mapped these against likely business value

And considered how technically feasible they are for January






79

For January, we will focus on an uplift of the

global home, resort homes & a number of key

content pages

80

From a Global home lacking

brand introduction…

81

To a Global home that tells

your audience about who you

are and what you can offer.

82

From a promotion-led resort

home ...

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To a resort home that

encourages your audience to

explore.

84

From a rooms & suites page

that lacks enough detail to

make a quick decision…

85

To a rooms & suites page that

makes selection easier and

faster.

86

From a social media

waterfall…

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To carefully curated social

media stories that hero the

local vibrancy and spirit of the

resort.

88

All starting with Mobile first

OUR APPROACH

Technology

Unlock your digital experience by enabling scalable, best in breed omni-channel technology across all brands.

92

Your vision

“The Star is driving the development of targeted, customer-centric communications using “premium”, “serious” and “all play” brand territories and delighting customers through the delivery of targeted thrilling experiences across the property.”Melinda Madigan, CMO

93

Drupal currently covers these functional areas

Workflow

Authoring Publishing

Analytics Search Booking & Reservation

PersonalisationLocalisation & Translation

ContextualisationA/B MVT Testing

Offers

PMS

CRS

TRP

Loyalty

Customer Service

CRM

Property Search

Manage Booking

Membership

Ancillaries

PrintMagazineSignageCoupon

Flyer Digital and Media Asset Management

Dynamic Delivery

LocationCuisine

Type

ExperiencesTransfers

Car RentalEvents

ReservationsPayment options

Corporate/Special RatesManage booking

AmendCancel

Reward pointsPoints redemption

Account ManagementPartner Program

Loyalty MgtPartner MgtTiers & PointsPromotions

MerchandisingActivities

Meals/CarEvents

DigitalChannels

TraditionalChannels

PromotionsUp/Cross SellCampaignsPackages

ReportingInsights

Targeting

Text & QueryIndexing

Recommend

RenditionUpdates

SupportHelp/FQA

ChatKnowledge base

AccountingBilling

Check in/outHousekeeping

VersioningMedia

ReservationsAvailabilityInventory

Commission

CustomersContact Mgt

MarketingSales

Campaign

Inventory

ERP

Data Warehouse

Infrastructure services and hosting (Aquia) Integration Services

Gue

sts a

nd M

embe

rsPartners and Enterprise System

s

CHANNEL EXPERIENCE APPLICATIONS CORPORATE SYSTEMS

Home Page

Venues

Offers

Experience

Benefits

Editorials

Social/UGC

Video

Campaigns

CONTENT

Sites

Mobile

Email

Social

Community

3rd party agency

Kiosk

Affiliate

ScheduleChannel

TemplatingBlueprint

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Our vision requires more…

Workflow

Authoring Publishing

Analytics Search Booking & Reservation

PersonalisationLocalisation & Translation

ContextualisationA/B MVT Testing

Offers

PMS

CRS

TRP

Loyalty

Customer Service

CRM

Property Search

Manage Booking

Membership

Ancillaries

PrintMagazineSignageCoupon

Flyer Digital and Media Asset Management

Dynamic Delivery

LocationCuisine

Type

ExperiencesTransfers

Car RentalEvents

ReservationsPayment options

Corporate/Special RatesManage booking

AmendCancel

Reward pointsPoints redemption

Account ManagementPartner Program

Loyalty MgtPartner MgtTiers & PointsPromotions

MerchandisingActivities

Meals/CarEvents

DigitalChannels

TraditionalChannels

PromotionsUp/Cross SellCampaignsPackages

ReportingInsights

Targeting

Text & QueryIndexing

Recommend

RenditionSchedule

TemplatingBlueprint

SupportHelp/FQA

ChatKnowledge base

AccountingBilling

Check in/outHousekeeping

ReservationsAvailabilityInventory

Commission

CustomersContact Mgt

MarketingSales

Campaign

Inventory

ERP

Data Warehouse

Infrastructure services and hosting (Acquia) Integration Services

Gue

sts a

nd M

embe

rsPartners and Enterprise System

s

CHANNEL EXPERIENCE APPLICATIONS CORPORATE SYSTEMS

Home Page

Venues

Offers

Experience

Benefits

Editorials

Social/UGC

Video

Campaigns

CONTENT

Sites

Mobile

Email

Social

Community

3rd party agency

Kiosk

Affiliate

VersioningMedia

ScheduleChannel

95

Drupal considerations

Basic Digital Marketing• Authoring & transformation• Tagging & taxonomy• Templating• Social Media Integration

Localisation• Multi-lingual• Multi-site management

Experience Services • Advanced personalisation • Audience segmentation

CMS editors’ UI is outdated and can require very technical expertise to use.

Drupal 7 limited translation; Drupal 8 translation still has technical issues with many add-on modules. True content localisation – ability to have different content for the same language, is difficult. Drupal 8 offers the potential for a more multi-site management but it is currently skeletal.

Drupal 7 + 8 has almost nothing available.

Campaigns • Microsites• Promotions• Unstructured & semi structured content

Very little or nothing out-of-the-box.

Omni-Channel Engagement • Website • Mobile applications• TV devices• Kiosk & wayfinding devices

Very little or nothing out-of-the-box.

Drupal 8 supports headless CMS capability (API), but this currently skeletal.

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An operational decision

Upgrade to Drupal 8 and bolt on other technologies to fulfil the digital strategy

OR Re-assess the CMS, bearing in mind

that an upgrade from Drupal 7 to 8 is similar to a website re-platform project.

SHORTTERMGOALS

LONGTERMAMBITIONS

Drupal fulfils short term goals.

We can provide tactical uplift to The Star websites for January 2018

deadline.

Data

Systematically connecting data in order to drive business intelligence whilst connecting more meaningfully with guests in

the moments that matter.

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Digital analytics will provide the

business intelligence to enable

playful experiences

99



playful experiences

Uncover insights that help us understand customers true motivations and pain points.

100



playful experiences

Uncover insights that help us understand customers true motivations and pain points.

Connecting to customers in real-time by activating 1st party and third party data.

A shift from reporting to insight

101

Proper analytics does not result from simple data reporting, but needs to shift to insight and recommendation generation.

80%onreportingonfacts 20%oninsightgeneration

80%oninsightgeneration20%onreportingonfacts

TODAY:

FUTURE:

Time spent

To uncover insights that identify playful moments

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Continually improving the guest experience

103

Monthly analysis provides actionable user insights, across channel

Turn insights into actions -hypothesis are created and fed into a prioritised test backlog

Prioritised hypothesis are developed into cross channel test ideas

Prototype(s) are developed at a modular level allowing for greater

efficiency

Testing identifies areas for further enhancement and

improvement

Delivery of the optimisedsolution occurs and increases

our ability to test and learn

Supporting you operationally

104

Nord Anglia Education example

This dashboard shows:

✅Comparison

✅ Data sources

✅ Funnel

✅ Insights

✅ Visuals

Experience

Creative omni- channel digital experiences, removing friction from complex processes whilst improving motivation through

design thinking and digital retailing.

When we design experiences, we think about two things

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INCREASE MOTIVATIONPsychology

REMOVE FRICTIONUsability

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Our content strategy process

We believe that the content we produce must be hard working with the primary goal of improving performance.

108

Creating valuable social content

3 key areas exist for social content opportunities in hospitality & gaming

EMERGING

TRUST ADVOCACY EDUCATION

Incorporating social content into your owned eco-system to reinforce

value and establish trust.

Delivering a brand message on social platforms through paid

communications and influencers.

Develop Chatbots on platforms like Facebook Messenger to provide

customer service and/or introduce people to gaming.

Making experience operationally real

ü Easy to follow authoring guides

ü Templated assets and creative guidance/rules

ü Optimised editor workflows and asset management

ü Translation workflow and approval processes

ü SEO considerations baked in

DELIVERY

111

Digital Customer Experience Strategy

The ask is for a 4-week piece of work to provide The Star with:• Assistance to define customer journeys and online –related insights for a defined set of key target

customer segments (around six) across our online channels to form the basis of our digital customer experience strategy.

• Options and recommendations for the overarching architecture/design of our primary online channels, to guide the organisation and prioritisation of content to be presented with reference to these key target segments.

• Delivery roadmap to full realise, execute and evolve our digital customer experience strategy

Indicative budget: $100,000

DELIVERY ROADMAP

112

Digital Customer Experience Strategy - our RFP response approach

DIGITAL STRATEGY

• Brand immersion sessions • Business stakeholder interviews • Understanding business KPIs across

each business unit

• Competitor analysis • Comparator analysis

• Audience analysis – analytics, sentiment, proprietary research, 3rd party data

• Focus groups, surveys, existing brand research

• Persona development • Customer journey mapping

BRAND MARKET CUSTOMER

DELIVERABLES • Business objectives• KPI framework • Framework – brand guidelines

including experience principles • Framework – digital guidelines

DELIVERABLES • Competitor and comparator

analysis and recommendations

DELIVERABLES • Personas • Customer Journey Mapping• Experience Principles

DELIVERY ROADMAP 113

Digital Customer Experience Strategy - updated approach

DIGITAL STRATEGY

• Brand immersion sessions • Business stakeholder interviews • Understanding business KPIs across

each business unit

• Competitor analysis • Comparator analysis

• Audience analysis – analytics, sentiment, proprietary research, 3rd party data

• Focus groups, surveys, existing brand research

• Persona development • Customer journey mapping

BRAND MARKET CUSTOMER

DELIVERABLES • Business objectives• KPI framework • Framework – brand guidelines

including experience principles • Framework – digital guidelines

DELIVERABLES • Competitor and comparator

analysis and recommendations

DELIVERABLES • Personas • Customer Journey Mapping• Experience Principles

TECHNOLOGY

• Brand architecture across the digital ecosystem

• Examples creative for each digital channel as a framework for detailed guidelines

Budget will not extend to research

6 customer segments will be difficult to achieve for the time and budget.

114

Digital Customer Experience Strategy - timing plan

OCTOBER

2 Oct 9 Oct 16 Oct 23 Oct 30 Oct

Brand immersion / stakeholder interviews

Digital Customer Experience Strategy

presentation

Competitor / Comparator analysis

Audience Analysis

Segmentation audience analysis Persona development

Customer Journey Mapping

Technical stakeholder interviews Map current technical state

Map future technical state with technology recommendations

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Digital Customer Experience Strategy - costs

116

Tactical website uplift for January 2018 – our approach

UX & Creative Discovery

• Experience Audit• Stakeholder interviews – CMS,

infra etc. • Strategy for January 2018

deadline • Initial wireframes and

wireframes• Initial design concepts• Tagging strategy & reporting

requirements • Detailed project plan for

January 2018 launch

• User Experience (responsive)• Wireframes & Functional

Specifications• Information Architecture &

Sitemap• Tone of Voice• Responsive Creative Design

Solution Build

• Detailed Technical Design • Environment Set Up• Templates & Frontend • Application Code • Backend/CMS Integration• 3rd Party Integrations • Configuration of Processes

and Workflows

Content

• Content Planning • Data/Content Migration• Content Authoring• Content Translations • Content authoring training

QA & Launch

• Test Strategy & Plan • Test Execution• Launch Readiness• Site Launch / Cutover• Defect Management • Post Launch Review • Warranty

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Tactical website uplift for January 2018 – timing plan

OCTOBER NOVEMBER DECEMBER JANUARY

2Oct 9 Oct 16 Oct 23 Oct 30 Oct 6 Nov 13 Nov 20 Nov 27 Nov 4 Dec 11 Dec 18 Dec 25 Dec 1 Jan 8 Jan 15 Jan 22 Jan 29 Jan

Discovery Phase

(estimated) UX & Design

(estimated) Development

Technical Design Iteration 1 Iteration 2 Iteration 3 Iteration 4 Hardening

SIT SIT SIT SIT

UAT

CUTOVER

Note:• Estimated implementation based on Discovery phase on technical assessment on what can be achieved within the timeframes

118

Tactical website uplift for January 2018 – Discovery phase costs

Note:• Implementation costs are dependent on the Discovery Phase – the level

UX, design, development required.

119

Project team – overall structure

ADVISORY TEAM• Executives who provide senior

leadership and category expertise.

CORE TEAM • Oversees all project work• Provides consistency • Involved for entire duration

Ian GoughClient Services

Director

DELIVERY TEAM • Completes project

deliverables• Develops creative concepts

& comps • Regional / in-market

management

Justin Peyton Chief Strategy Officer

Kaythaya MawChief Technology

Officer

Account Director Account Manager Programme Director

UX Lead Design Lead Content Lead Data Lead Strategy Lead

Project Management Team UX & Design Team Content Team Development Team SEO & Data Team

Technical Lead

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Phase 1 project team

Ian GoughClient Services Director

Justin Peyton Chief Strategy Officer

Kaythaya MawChief Technology Officer

Susan Montgomery Senior Account Director

Elaine YipProgramme Director

Melinda AndersonUX Director

Simon BrockCreative Director

Barry EdwardsTechnical Lead

Karin Kalda Data Lead

UX, Design & Content Team Development Team Strategy, SEO & Data Team

Michael DaleyStrategy Lead

OH, AND ONEMORE THING

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GAMES HQ

LIVE AT GAMES HQ EXCLUSIVE CONTENT UNIQUE REAL-TIME OFFERS

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LIVE AT GAMES HQ

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EXCLUSIVE CONTENT

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UNIQUE REALTIME OFFERS

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INVITE

128

ENGAGE

129

EXPLORE

SUMMARY

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Summary

ü Robust insights and data driven approach to identifying customer journey insights

ü A strategy that supports your vision

ü Broad experience building brands online, in Australia and throughout APAC

ü Proven Drupal technology experience

ü Digital marketing and campaign excellence

ü Local teams, ready to go

QUESTIONS?

Thank you

Star Group - Digital Agency Of Record Pitch

Marketing

Transcript of Star Group - Digital Agency Of Record Pitch