ACCO Brands Corporation Europe

Strategic Marketing Plan 2016 - 2017

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Need for action – The Fellowes case

Fellowes is about to launch its new Venus 2 A3 laminator with 20 sec warmup time and 100% no jam guarantee for all branded pouches.

To support the launch, they have started a Social Media Campaign across multiple platforms which could be damaging to GCB’s short and long term Brand Awareness and ultimately Sales and bottom line if not countered.

We have already noticed some major dealers and retailers getting involved with Fellowes’ social media initiatives.

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Ensuring ACCO Brands is one step ahead

An updated, cutting edge view of Digital Marketing for 2017

This will include:1. A Strategic one Year Marketing Plan for ACCO Brands Europe

2. A Content Marketing Plan targeted at GBC dealers and customers, which can be delivered and amplified across all Digital platforms

3. A map of what type of content will be used

4. Across which Digital platforms (Social and Email) this can be delivered to boost awareness and engagement

5. Budget % allocation across Social Media, Email

6. What the expected outcome / ROI will be for ACCO Brands and specifically GBC

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ACCO Brands Europe Marketing Plan – 1 Year

Graphs

Objectives and Goals

Strategy

TacticsContent Marketing Plan to be delivered across social media and email

REACH ACT CONVERT ENGAGE

Situation AnalysisBusiness Segment and Vertical target market analysis for GBC

Competitor Benchmarking: How Fellowes, Leitz, Vivid are using Social Media and Results

ACCO Brands Current social media and email marketing strategy and initiatives

Position GBC as the must-have brand within the lamination category

Get 70% of GBC customers involved through social media, email within 12 months

Value of dealers and customers

Positioning: Superior Quality and Technology

Targeted Content Marketing Strategy

Selection of appropriate Social media according to Metrics and Benchmarking

Social Media Marketing:• Build Awareness• Set Goals for fans, leads and

sales through engagement• Encourage repeat visit and

strengthen Brand

METRICSReview performance and evaluate strategy

Increase online awareness for dealers and customers

Achieve at least 150% ROI

Email Marketing • Targeted Emails to

identified segments• Newsletters• Event triggered email

marketing

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ACCO Brands Content Marketing Plan

Objectives of the Content Marketing Plan: • To retain and attract dealers and customers for GBC

• Engage new and existing customers and Strengthen the ACCO Brands with focus on GBC

• To Increase New and Existing customer sales and ROI

Content Marketing Plan Overview (Pan European)Create dealer and customer buying personas (Business segments, Vertical target Markets) identify needs and deliver consistent relevant and valuable information

Ongoing process, content can be outlined but has to be adapted as products evolve and news are happening

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ACCO Brands Content Marketing Plan

Business segments

Commercial-Industrial Print Finishing Vertical Markets (Pan European)• Businesses requiring specialized laminating

films for book printing, packaging, digital print lamination

• High-speed laminating and binding equipment for Medium and Large businesses

Other CommercialVertical Markets (Pan European)• Direct sales of binding and laminating

equipment and supplies to high-volume users and dealers (retailers)

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ACCO Brands Content Marketing Plan

Content Outline to increase GBC Competitive Advantage for dealers and customers:

Trusted Brand

• Innovations• Instructional videos• Stating problems and how ACCO

Brands can solve them

Active Brand

• Events• News about ACCO Brands people,

departments• Careers

Engaging Brand

• News about customer success stories • Customers using and endorsing

products• Competitions• Invite dealers and customers to be

part of initiatives / idea generation

Human face of Brand

• Causes ACCO group supports• General news relevant to identified

buying persona / target group• Topics relevant to identified buying

persona / target group

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ACCO Brands Social Media Strategy – Effectiveness

Source: Marketing Land

Social Media Platform Effectiveness for Content Distribution 2015

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ACCO Brands Social Media Strategy – Cross Platform

Use existing Website platform for:• Blog• Instructional videos• Innovation News / Company News• Customer using products videos

Establish Brand presence on Social Media:• Facebook (Mix of content categories relevant to target market segment)• Twitter (Mix of content categories relevant to target market segment)• Youtube (Instructional Videos, Customer Videos, Innovation videos,

Potentially Viral videos)• Pinterest (Exhibit customer work, potential of products, product images,

related pins)• Linkedin (Expert contributions, groups, careers)• Google+• AppsMeasure effectiveness (click-throughs, time spent on landing pages, registrations for specific initiative, conversions, retweets, favourites, replies)

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Social Media Content – Targeted

Dealers• Focus on Innovations, Technology and Quality for dealers

• Cooperate / collaborate with dealers to promote products, news on their social media platforms

• Iconic uses of ACCO Brand products

Customers• Have a competition for new ideas (NPD relevant) or how customers used

a specific product and exhibit their work. Rewards can be tailored to target market

• Find and empower brand advocates as trusted sources to validate core brand values

• Support a cause, invite all dealers and customers to get involved, post updates, milestones

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ACCO Brands Email Strategy

Objectives: • To strengthen Brand, reconnect, engage with dealers and customers• Increase Sales

Strategy:• Segment by Vertical Market, buying patterns and value (both dealers and

customers)

• Use relevant targeted content from Content Marketing Plan (Trusted Brand content, Engaging Brand content )

• Add target group specific initiatives to ensure response (ie quantity discount, special price, promotion)

• Measure effectiveness (click-throughs, time spend on landing pages, registrations for specific initiative, conversions)

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Budget % Allocation and Expected ROI

1. Budget % allocation Accross Media

2. What the expected outcome / ROI will be for ACCO BrandsExpected average ROI across all Social Media and Email should not be below 150%. Metrics measured include: % of customers engaging, following, signing up, liking, commenting, clicking through, retweeting and conversions relevant to initiative.

Facebook23%

Twitter18%

Youtube17%

Linkedin10%

Pinterest5%

Google+2%

Email25%

Social Media and Email % Budget Allocation

Facebook Twitter Youtube Linkedin Pinterest Google+ Email

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Thank you for your time