Project Overview Digital Marketing Trial (4wks) Contents Timeline. Digital Marketing Project Context Digital Requirements Analytics Additional Details

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1 Project Overview Digital Marketing Trial (4wks) Contents Timeline Our company name is Xpertise and our first online service, is called BuildMyBrief (BMB). BMB can be used collaboratively by clients and service providers to build project briefs. We will be launching the service on 18th April 2012 and we would like to follow up this launch with a 4 week trial of various social media and other digital channels. Digital Marketing Project Context Digital Requirements Analytics Additional Details Sample Project Brief Queries By: 13 Apr 2012 Quotes By: 16 Apr 2012 Desired Start: 01 May 2012 Desired Finish: 28 May 2012 Client Profile Contact: Job title: Company: Patricia O'Sullivan Founder and CEO White Pier Technology Ltd T/A Xpertise Raheen House Raheen Park Bray Wicklow Ireland Industry: Internet & E-Commerce Established: 2009 Operating: Early Start-up Org. Size: < 10 employees Org. Type: Limited Co. Tel: Web: patricia.osullivan@xperti.se Products: BuildMyBrief is a collaborative online tool that helps service providers build a comprehensive briefing document with the client. Providers and clients can collaborate online to capture all angles of the project, uncover hidden complexity, and engage better. BuildMyBrief does this is two stages (1) quick mode which captures minimal details - just enough to provide and indicative quotation, and (2) detailed mode which captures all the supporting information required for implementation / delivery and helps surface any potential issues early before they lead to spiraling costs. Customers: Today BuildMyBrief offers templates for the web development, internet and traditional marketing and book publishing professions. Templates for other professions are planned for future releases. Project Context Project Rationale 1. Main objective / outcome of this project? We want to understand which digital and social channels (AdWrods, SEO, Facebook, LinkedIn, etc.) will be most successful for us when we undertake our full market launch later in the year. We wish to undertake a trial of various channels over a 4 week period, to refine our customer targeting and messages until we maximise our return on investment. We want to to have evidence backed metrics that can be used to underpin our company's marketing budget and projected revenues. 2. Challenge / opportunity that gave rise to this project? We are about to approach various private investors and investment funds to raise the capital necessary to launch Page 1/5

2 and grow our company. We need to better understand our digital metrics as this will be our primary go-to-market channel. Project Resources 3. Budget for project? Has been approved Sample Project Brief 3 a) Budget range? 3k to 5k to include design, copywriting, campaign management and the advertising costs. 4. Team and project management process? 5. Subcontractors allowed? Partly - for selected project activities only. 5 a) Subcontractor limitations? Management of the campaign must not be outsourced beyond the selected provider. 6. Provider location? Off client's site Project Results 7. Users of project results? Board Management 8. Project documentation requirements? 8 a) Form of status reports? (if applicable) 8 b) Frequency of status reports? (if applicable) Weekly 8 c) Formal written report(s)? (if applicable) On completion we need a formal written report outlining the activities undertaken, the results, your recommendations for our future digital strategy and the return on investment in terms of user registrations and subscription conversions we can expect. 8 d) Final presentation? (if applicable) t needed 8 e) Any other project documentation? Project Time Line Page 2/5

3 9. Firm deadline for project delivery? 9 a) Date and reason? Final report before 1st June 2012 to support fund raising efforts. 10. Revisions during the project? 11. Support after completion? 11 a) Support requirements? Due to the small size of our company we are hoping to find a supplier with whom we can partner in the longer-term. 12. Part of a larger project? Digital Requirements Product / Service Overview 13. Competitive advantages? Our service can be used for any brief, it is collaborative, dynamic, customisable and produces a formatted and structured document (project brief) but the most important thing is that we provide hints, help, sample answers, etc. in an attempt to educate the client to the concepts and vocabulary of the provider to improve the client's understanding, ability to input and to ensure their expectations and more concrete and reasonable. 14. Possible weaknesses? Market Overview 15. Product market? Our primary target audience is service providers in any business service industry. The user is a decision maker. They are often unhappy with their client engagements/projects and would be more successful by using our products. For the purposes of this trial digital campaign we are targeting Ireland and the United Kingdom only. 16. Your customers? Businesses 16 a) Additional detail on customer profile(s) Our existing users and our target customers range from lone marketing consultants, through 2 or 4 person web development houses, up to larger 50 person media agencies. Page 3/5

4 17. Seasonality? 18. Channels currently used? ne 19. Competitors? Indirect competition comes from static templates on Microsoft Office Template Gallery, Ad Cracker or other template providers and from various authors of guidelines to building a client brief. 20. Digital specifics? We believe that LinkedIn will be of particular importance to us as it is business focused. Facebook appears to be gaining traction in business circles so must be considered. AdWords advertising and SEO goes without saying. We may also need to consider other channels but are relying on the experience of our chosen service provider for recommendations. Analytics Analytics Overview 21. Goal of web analytics? We need to identify which channels give us the best return, what targeting works best on each channel, and how we can best measure and maximise our return on investment from our digital advertising spend. 22. Current analytics tools? Google Analytics Methodological Requirements 23. Data collection approach(es)? Click analytics - to determine the performance of the website, with regards to where the users of the site are clicking. Measurement Requirements 24. Preparing for SEO campaign? 25. Measuring customer engagement? 25 a) Metrics to be used? Provider to recommend Bounce rate - the percentage of visitors who leave immediately after viewing only one page. Duration or dwell time - average time on page / site. Pages per visit - pages viewed divided by the number of visits. Percentage of new users vs. repeat users Page 4/5

5 Number of visits before conversion (completing a target action, i.e. buying, subscribing, etc.) 26. Identifying lead generation? 26 a) Metrics to be used? 27. Calculating digital marketing ROI / tracking campaign(s)? 28. Multi-site analysis required? 29. Other problems to solve? Pathway analysis and optimisation - understand the common ways the users navigate the website and consume its content. Vendor Requirements 30. Vendor requirements? Additional Details 31. Any additional documents? 32. Final comments? This document may contain confidential or legally privileged information that is for the intended recipient only. While every reasonable precaution has been taken in the preparation of this document, neither the author nor Xpertise assumes responsibility for errors or omissions, or for damages resulting from the use of the information contained herein. This is a sample project brief. We have many other brief templates available or you can have your own customised brief templates if desired. Page 5/5