Marion Rabate Digital & Marketing Strategy

About Me Francesca Tabor

About Me Digital Marketing Consultant & Project Manager Available for Part time / Freelance work from the UK Price on request

•  “Francesca is an amazing designer/developer to work with. She is very knowledgeable, patiently answered all of my questions and went beyond my expectations taking extra steps to add value by improving the project which made her an important contributor to the team and the results were fantastic! Francesca always provided fast and reliable communication which is a huge plus helping us to ensure everything ran smoothly. Francesca is incredible to work with and I highly recommend hiring her as your web developer/designer.” – Pamela Granoff Simon, LATAM Founders Network

Qualifications •  Web Development Immersive (General Assembly)

•  Certificate in Marketing (CIM)

•  Certificate in First Line Management (ILM)

Mentors Manoj Chawla (London) CoFounder at SoftToll

•  Have worked across a variety of roles ranging from Business Development, Product Development, Partnerships, Change Management/Business Transformation through to Intrapreneur in large Blue-Chip companies during my initial career.

•  CoFounder, Coach! mentor Virtual. CEO. Full Stack Entrepreneur in numerous startups in a range of industries and countries.

•  Currently work as a Virtual CEO/full stack entrepreneur for a number of exciting start-ups and new projects. These range from Blue Sky "change the world projects" to businesses which re-engineer current processes and products for "better, cheaper, faster" type of business models and in developing new business/revenue models.

Ben Lyon (San Francisco) VP, General Counsel and Business Development at SonicCloud

•  Highly experienced executive, general counsel and member/advisor to Boards of Directors for Silicon Valley and San Francisco network and mobile technology companies. Equity partner in multiple tech and media ventures.

Experience Includes

•  Graphic design, branding & logo development •  HTML/Css3 •  Wordpress •  Drupal •  Joomla •  Ecommerce •  Adobe Business Creative Cloud – Photoshop, InDesign,

Illustrator, Acobat etc. •  Social Media marketing •  Microsoft office word, excel, powerpoint, outlook •  Google Apps •  iWork pages, keynote, numbers •  Newsletters

WORDPRESS SITES - The Hay Retreat

E-COMMERCE (Big Commerce) – Coco Candy

NEWSLETTERS (Mail Chimp) – Showcase

BROCHURE (InDesign) – Isola Rossa

The Brand The Communication Strategy

Target Audience •  Target Audience: Elegant and Cultured New Yorkers Aged

30-50 •  Challenge: is to move your audience from passive preference

and liking of the brand to actively seeking out the brand and purchasing.

•  How: This can be done by a combination of emotional and rational messaging

Rational Messaging

Rational Messaging Consumer Challenge: I don’t feel my gym wear fits my style or is elegant for my age… this new range is appealing… but I already have gym clothing and Im not sure about buying new clothing, especially if its more expensive than what Id expect to pay. Marketing Opportunity: Overcome any guilt they may feel about making a purchase by keeping a low price point and emphasising the gym wears versatility, which will see it being worn day to night, as work wear or for a breakfast with friends. Also emphasise the quality of the materials and its sustainable credentials.

Price Point Price comparison sites – are any sites with a wide range of brands that can be searched and compared by price. Get Listed on Net a Porter

Materials Work closely with suppliers in pursuit of uncompromising standards of quality and excellence. The message could be communicated through a : Web Page, video and a clothing label with information on the materials & the after care.

Sustainability Get certified as a green business The message could be communicated through a : Web Page, video, a clothing label with information on the materials & the after care, PR in eco luxury blogs.

Emotional Messaging Everyone will be watching

Emotional Messaging Consumer Challenge: I love exercising. My clothes reflect my personality and values.. this brand is a new comer, Iv never heard of them before, I only shop from referrals. Marketing Opportunity: Hit New Yorkers at their sweet spot, their admiration of Parisians, who have silently been their style rivals for quite some time. Emphasise the differences between the French way of thinking and that of the New Yorker – the solution – the brand – will be unique, fresh, different – by combining the two.

Desole – un petite cigarette apres le gym?

‘French women don’t get fat’ •  Common cliches – The french don’t diet, they don’t exercise, or

if they do, they don’t sweat

•  I love on the French side that sort of very nonchalant sensuality. There’s always something a little seductive and sexy, a little nit perverse and bourgeois. But I also very much respond to the sense of ease and pragmatism of American women when they dress. I love sportswear, and I think when you infuse that with a French sensibility, it becomes interesting. – Joseph Altuzarra

I’m still a woman with desires – age changes nothing

‘French women don’t get facelifts’ •  French women age well – in fact they are more sexy with age – its actually true

“Quelle coquette!”.

•  Sunday Times Bestseller – French Women don’t get Facelifts, Mireille Guiliano •  French women tend to be much more focused on their flaws. There’s much less

emphasis on correcting everything, which I think is a big part of American culture. It’s a culture of correction, whether by exercise or diet or plastic surgery. I think French women are accepting of their bodies and they’re more comfortable with their sexuality as they age They don’t see themselves as having to stop being seductive or sexy because they suddenly turn 55 or 60. They don’t stop feeling like women, and I think that’s really important. – Joseph Altuzarra

•  There are some men who are consoled by the idea that there are women less attractive than their wives; and others who are haunted by the knowledge that there are more attractive.” – John Fowles, The French Lieutenant’s Woman

•  Strangers were strange, and sometimes with an exciting, beautiful strangeness. – John Fowles, The French Lieutenant’s Woman

FCNY French Connection New York

Brand Ambassadors

BRAND AMBASSADORS The Young & Beautiful Kate Moss Poppy Delivigne Siena Miller Cara Delivigne Alexa Chung Melanie Laurent Marion Cotillard Chloe Sevigny Jane Birkin Amanda Brooks Julia Restoin Roitfeld Camille Rowe Willow Crossley Lily Aldridge Clémence Poésy

BRAND AMBASSADORS Older & Beautiful India Hicks Giovanna Battaglia Gwyneth Paltrow Emanuele Alt Patty Hanson Ines de la Fressange Marpessa Henning Lauren Hutton Maharani Indira Devi

BRAND AMBASSADORS Models Anneka Thom Stephanie Roberts

The Launch The Perfect Timing – Everyone will be watching

New York Fashion Week

Stand out •  The number of brands showing at NTFW continues to climb with each

season

•  And it doesn’t help that less than one third of the 350 brands on the New York calendar actually showed at Lincoln Centre this time around.

“People don’t show in Lincoln Center because they want something that’s unique and Lincoln Center maybe feels less unique than finding a venue that other people arent using.” “but I link that logistically, people would appreciate using a centralised location.”

•  Pozgat sought to differentiate herself this season by putting on a breakfast instead of a show. “The calendar is so insanely packed, and we did such a big presentation last season, that we thought it’d be nice to do it super early and serce breakfast and get one-on-one interaction with everybody.” Fellow indie designer Rachel Comey also went small rather than big, presenting her collection while simultaneously hosting an intimate dinner party.

French Breakfast & Early Morning Yoga with the New York City Ballet

Full Stack Website Everyone will be watching

Pitfalls of Bespoke •  Retainer fees charged, ensure that you continue to make

payments for maintenance, hosting etc. However the main and necessary work takes place at the very beginning stages only.

•  Its easy to find oneself if a bubble, with a beautiful website, which doesn’t grow, evolve, iterate or innovate, which is vital for the business.

Benefits of Bespoke •  The ability to create a unique, high impact website – with full screen

video, movement and animation •  Excellent skills on both the design and coding side – which will allow

the team to push the envelope, trying styles of pages and combinations, which would not be offered with templates.

Showcase: Immersive Garden (France) http://houseofborel.com/#/ Discover a mysterious and delicate experience introducing House of Borel, a luxury fashion brand

Showcase: 84.Paris (France) http://ss14.soniaby.com/fr/looks Collection Pre-Spring 2014 Sonia by Sonia Rykiel. Discover the whole collection in motion

Showcase: Spellwood (France) http://thehouseofeyewear.spellwood.fr/ Non-ordinary glasses for extraordinary people. Responsive. We designed all contents: photographs, video, 360, marketing strategy, social networks strategy.

Pitfalls of ‘off the Shelf’ •  You may be compromising on your vision if something set in

your mind

Benefits of ‘off the Shelf’ •  Far more sophisticated websites that you may realise use this

method •  It’s a fraction of the cost •  All the functionality that you may need will be there for you to

add more complexity, so you can start simple so that you and your employees can learn all the back end systems and then ramp up the complexity, learning from industry best practice.

•  You can upgrade to a bespoke website at any time.

DUPAL - Elegance

MAGENTO – Simon Shop

SQUARE SPACE – Ishimoto

WORDPRESS – Granada

BIG COMMERCE – Classic

SHOPIFY – Grid

Email Strategy Marketing Automation

Email Strategy •  The benefits of automating email by integrating it with your

shopping capabilities

“During the second half of 2013 we implemented the abandoned basket facility which means we can communicate with customers who have failed to complete their purchases, or dropped out of the site somewhere, to find out more and maybe bring them back on board. The approach is simple. Once a basket has been abandoned, the visitor gets sent an email towards the end of the same day. If that doesn’t work, they get another one after 24 hours, then a third a week after abandoning the basket. The first mail has produced an average of 19% conversion. Surprisingly the second only produces 6%, but the third generates an average of 13% success. Overall that means we’re rescuing almost half of the sales we would otherwise lose!” Cabbages and Roses on Dotmailer

•  The capabilities of Mail Chimp and other software are dependent on how well they integrate with other software, so data can be shared, and actions created, in a workflow.

Affiliate Strategy Everyone will be watching

LINKSHARE – An Explanation

The End