Media strategy presentation for the 2009 launch of Hartmoor, Sarah Ferguson's lifestyle brand.

1. For years people have asked me why
I haven‟t created my own brand of
lifestyle products. At first I was
flattered. Yet the idea of brand „Sarah‟
intrigued me – so much so that in
2007 I founded my own
company, Hartmoor, LLC.
Hartmoor was conceived as creative
studio for developing
original, innovative lifestyle products
that appeal to women.
My brand doesn‟t aim to be fancy. Our
mission is bring out products that are
practical, affordable, and a
wonderfully different. – always with a
special twist.
Hartmoor itself is special because it
operates on the principle of
„compassionate commerce.‟ That is
when we success in business we
automatically share part of our profits
through charitable giving.

2. ABOUT SARAH FERGUSON
A newcomer to film Sarah created the film treatment for the
Sarah Ferguson first stepped on to the world stage in major motion picture Young Victoria, a period romance
1986 when she married Britain‟s Prince Andrew, based on the early life of Queen Victoria. She is an
second son of Her Majesty The Queen and The Duke executive producer on the project.
of Edinburgh. The Duke and Duchess of York have two
daughters, Princess Beatrice Elizabeth Mary of York Sarah founded two international charities: Children in Crisis
(age 21) and Princess Eugenie Victoria Helena of York and The Sarah Ferguson Foundation.
(age 19). The Duke and Duchess‟s 10-year marriage
ended amicably in 1996 and they remain close as
She serves as Global Advocate for Mental Disability Rights
friends and co-parents.
International (MDRI) and for The White Ribbon
Sarah is admired for her “comeback spirit” having Alliance. She supports the American Heart Association;
overcome formidable personal obstacles to succeed as the American Cancer Society; the National Heart and Lung
a single working mother with an international career in Institute; Avon‟s Hello Tomorrow Fund; Alliance for a
business, advocacy, publishing, broadcasting, film, Healthier generation/Clinton Foundation; and the Ophelia
public speaking, and philanthropy. Project; Sarah previously was Global Ambassador for
Ronald McDonald House Charities.
Sarah is a bestselling author who has published 27
books, including two autobiographies and titles about For 10 years she was spokesperson for Weight Watchers
healthy lifestyle, empowerment, history, and art,. One
International and today she continues to speak out about
of her many children‟s stories was animated for
obesity and healthy lifestyle.
television.
The subject of countless media interviews Sarah Sarah enjoys fitness training, writing, sketching, and
Ferguson found success as a reporter and TV photography. She is also a licensed private pilot.
presenter. In the US she is a special correspondent for
NBC Today and has presented shows on ABC, FOX,
and CNN. In the UK Sarah has co-produced and
presented for ITV, BBC, and Sky TV.

3. Brand Overview
BUSINESS DEVELOPMENT
Multimedia
Public Speaking
Hartmoor „s initial focus is on Endorsements Sponsored Event Tours
developing the US market. Field Marketing partnerships Film/TV Talent & Production
agents are developing brand Story/Animation Rights
opportunities internationally. Syndication / Editorial
Publishing
Adult – Historical Romance
Food/Beverages
Adult – Empowerment /Life
Tea/Coffee
Adult – Parenting Topics
Light Beverages
Children – Stories/Young-Tweens
Healthy Snacks
Children –Character licensing
Healthy Kids Meals
Fancy Foods
Home & Lifestyle
Home Furnishings
Tabletop/Serving
Decorative Accessories, E-Commerce
Textiles & Materials Digital Marketing & Media
Organization
Stationery/Leather
Collectibles
Home Fragrance Health/Beauty
Healthy Home Appliances Fragrance
Convenience Appliances Organic skincare
Organic Home Care Prescriptive Nutrition
Programmatic Wellness Plan
Home/Family Health Monitors

4. Brand Overview Opinion Sarah Ferguson vs. other celebrities
RECOGNITION & APPEAL Celebrity % Favorable %Unfavorable
Sarah Ferguson 62 10
Angelina Jolie 57 20
Bono 46 13
Sarah first stepped on to the public Shakira 23 14
stage in 1986 when her royal Madonna 35 52
Very high awareness and favorability by
wedding was televised worldwide. women with children
People of all backgrounds have
been fascinated by Sarah ever 92% „Like‟ Sarah Ferguson
Opinion Sarah Ferguson as role model 65 Recognition by women 25-54
since.
50 Recognition by parents.
Topic % Approve % Disapprove
She is a global celebrity and Marriage 65 15
Sarah’s top attributes
especially popular among Overcame Adversity 76 6
American women who identify with Children‟s Advocate 80 4
Weight/Wellness 80 6 47% Interesting
Sarah‟s personal Spiritual Growth 73 11 41 Warm
struggles, comeback 41 Intelligent
40 Attractive
success, parenting, unique
39 Sincere
lifestyle and patronage/ social 39 Classy
advocacy. Credible voice for women’s health
Issue % First Tier Responses
Heart Disease 78
Breast Cancer 73
Childhood Obesity 73
Lung Cancer 71
Source: Dick Morris Research 2008

5. SWOT Analysis
Brand Overview STRENGHTHS WEAKNESSES
OPPORTUNITY
Popular celebrity Celebrity brand space
Large fan base is crowded and fickle
During the past decade Sarah has
built a diverse career as an SF is multimedia talent
author, broadcaster, public
speaker and commercial Highly credible
spokesperson, most notably for Royal cache
Weight Watchers and
Waterford/Wedgwood. Media attention
Today, she is much more than a
celebrity – more than a spokes-
person … Champion for mothers UK tabloid bashing
Unique style authority Failed product
Sarah is poised to become a
global signature brand in her own Role model to women Overexposure
right.
Internationally known Perceived improprieties
Grow fans via social media
Digital Marketing
OPPORTUNITIES THREATS

6. Brand Overview
ESSENCE
Through Hartmoor, Sarah‟s vision is
to be a significant and enduring
TARGET
world class brand admired for its
AUDIENCE Women 25 – 54; Mothers
philanthropy and for producing
original, affordable, transformative
products that inspire people
, especially women, to enjoy better
BRAND
health, esteem, and a quality Living; Giving; Inspiring
PILLARS
lifestyle for herself and family.
BRAND
Compassionate
PERSONALITY
Elegant
Genuine
Exuberant
Sentimental

7. Brand Overview
PRODUCTS Kinetik Holistic Health Monitors
Young Victorian Style
At launch we expect to announce
original product and/or endorsement
deals in these categories:
Food & Beverage
eat
Personal Health for energy
Home Furnishings Web-subscription program
Fashion & Beauty
Web-based Learning
Open Wide World Durable Decorator
of Soups Home Textiles
‘Sincerely Sarah’ Mom’s Spa
Paper Doll Herbal Teas
Breakfast Breaks
Kids Breakfast Kit
‘Sarita’ leathers from Argentina

8. Brand Overview
PUBLISHING
Powerscourt / Historical romance novel / 2009
Four publishing projects will be
Sarah Ferguson will publish two historical romance novels with
announced at launch: two books St. Martins Press. The first, “Powersourt,” is a fictional story
for women and two children‟s inspired by Sarah‟s actual ancestors who for 500 years lived on
books, which may have licensing the Powerscourt. estate in Ireland.
news. .
Every Mothers Heart / Autobiography / 2009
This sequel to Sarah‟s book “What I Know Now,”
(Simon & Schuster, 2003) offers insights and
anecdotes drawn from Sarah‟s experiences as
a single working mother. .
Children’s books, animation and licensing / 2009
Sarah‟s latest children‟s book Tea for Ruby‟ will be published by
Simon and Schuster in Q3 2009. Her 12-book Helping Hand
series that encouraged parent-child reading will be published in
the UK in 2009 and in the US in 2010. Animation and licensing
deals for Little Red and Budgie properties are in negotiation .

9. Brand Overview
FILM & BROADCAST
NBC Today Show– Special Correspondent
Sarah‟s increased visibility as a Sarah will have appear monthly on network morning television
media creator and presenter is key presenting “From the Heart with Sarah Ferguson” - inspiring stories
about women helping others.
for building brand equity and
expanding her fan base.
PBS Healing Quest– Program Host
Sarah Ferguson will present this weekly program featuring timely
issues and innovative ideas in holistic health and wellness. Thirteen
episodes will be produced each season for air on PBS stations and
the PBS website.
Negotiations are underway for Sarah to host a yet to named series
about historic women explorers.
ITV- United Kingdom – Co-producer & presenter
Sarah Ferguson will co-produce and present two documentaries in
2009. One program will deal with Britain‟s obesity crisis and the other
is an expose on the abusive treatment of mentally disabled orphans
in Turkey and Romania.
The Young Victoria / Film/ 2010
The Young Victoria is a major motion picture based on the accession
to the throne and early rein of Britain‟s Queen Victoria. Sarah
Ferguson conceived the film‟s story treatment and is an executive
producer with Martin Scorsese and Graham King.

10. Brand Overview
LEADERSHIP
& EVENTS
Event marketing and public
speaking will provide brand
visibility and community-building Public Speaking/Leadership
opportunities. Sarah is represented by a roster of top speaker
agencies, including the Washington Speakers
Bureau, the Harry Walker Agency, and Premier
Speakers. Agents will focus on developing and
booking opportunities about parenting,
empowerment, and wellness/ life balance.
Mother’s Festival Tour / 2010
Sarah Ferguson will produce and host an original
stage program and products exhibition for
mothers. This sponsor-supported tour will be
marketed heavily online with advertising,
publicity/editorial, and social media buzz.

11. Brand Overview Project Work Sight / 2009-2010
PHILANTHROPY The Sarah Ferguson Foundation and Scojo Foundation are partners in Project
Work Sight, an international initiative that will distribute a minimum of 250,000
& ADVOCACY WORK pairs of corrective eyewear to impoverished women suffering from presbyopia (far-
sightedness), which prevents millions from earning income from handiwork such
SIGHT as sewing, product assembly and farming. Presbyopia is easy and inexpensive to
Several charity and advocacy correct with magnification eyewear commonly sold in drug and discount stores for
initiatives will be announced at about $10.
launch.
Schools for Sierra Leone and Liberia /2009-2010
The Sarah Ferguson Foundation will provide funding for a new schools and
teacher training in thee countries recovering from a decade of civil war. project
administered by Children in Crisis-UK with local NGO Forum of African Women
Educationalists (FAWE).
White Ribbon Alliance
Sarah Ferguson will serve as a Global Ambassador for this international coalition
of individuals and organizations formed to promote increased public awareness of
the need to make pregnancy and childbirth safe for all women and newborns in the
developing and developed countries.
Avon Foundation
Sarah Ferguson will serve on the board of this nonprofit organization that provides
financial grants for projects that support and empower women.
Clinton Foundation – Alliance for a Healthier Generation
Sarah Ferguson will create a series of written and recorded anti-obesity material

12. COMMUNICATIONS
STRATEGY

13. Launch Communications
GOALS & OBJECTVES
GOAL
Sarah‟s launch is expected to
generate huge buzz and media Reintroduce Sarah Ferguson to mobilize and grow her fan base, converting them to
coverage. customers, brand advocates, and participants in Sarah‟s social community.
Indeed, the publicity blitz starting OBJECTIVES
with Hartmoor‟s launch will
reintroduce Sarah Ferguson - the
brand and businesswoman. Build awareness of Sarah‟s brand and her commitment to sharing profits charitably
with women and children.
Reach 80% of US women 25-54 during the 12-month launch period via digital
marketing, traditional and new media publicity, and social networking.
In 12 months achieve 250,000 unique visitors to Sarah‟s website; Register 100,000
Facebook Friends; 25,000 followers on Twitter; 25,000 unique visits to Sarah‟s blog.
Reach 100,000 fan downloads of „Sarah‟ widget.

14. Launch Communications
VOICE
Launching her company and brand
is a major milestone in Sarah‟s
own evolution from fallen royal to Survivor EMPOWERED
personal success.
Charitable HUMANITARIAN
At launch the world will see Sarah
in a new light. Divorced Royal EARNED SUCCESS
Celebrity LEADERSHIP
Famous Mother ROLE MODEL
Weight Watchers WELLNESS
Traditional CREATIVE
Inspirational ASPIRATIONAL

15. Launch Communications
STRATEGY
Sarah‟s personal, commercial and philanthropic
Phase I activities will strategically aligned to provide a
Sarah‟s brand will launch over a Alignment cogent and compelling platform for the launch; She
12-month period, broken into three will enlist the support of friends for the launch:
distinct phases. celebrities, business and thought-leaders, fellow
advocates and philanthropists
Sarah Ferguson and her executive team will
Phase II unveil Hartmoor‟s compassionate commerce
Launch model to the press , business and charity
community; Business deals and a major
humanitarian mission will be announced; Sarah
Ferguson‟s social network will be fully activated
at launch
Publicity about Sarah, Hartmoor, products,
Phase III deals, and the brand‟s humanitarian work will
Expansion promote sales and support business
. development ; Digital marketing , publicity and
social network activity will drive growth in
Sarah‟s fan base
.

16. Launch Communications
PHASE I –Alignment
BRAND FILTER
Prior to launch Sarah‟s personal,
commercial, media and
philanthropic activities will re-
aligned based on her Brand Filter. Authenticity Is it authentic to Sarah the person and brand?
Audience Does it serve our target audiences?
Mission Is it consistent with or brand‟s mission and vision?
Tone Does it sync with the brand‟s personality?
Voice Is it useful, responsible and compassionate?

17. Launch Communications
PHASE II – Launch
Day 1
NEW YORK Newswires/major syndicates – print/broadcast/web
Sarah‟s brand will launch with a Press conference at Top of the Rock VIP interviews News; Business; Entertainment
publicity blitz staged over four News package fed out to US and Int‟l media
days in three U.S. cities. Commercial focus Digital newsroom for bloggers and digital media
Int‟l publicity burst Sarah Ferguson social network fully activates. Fan
engagement includes mass email and online publicity
Our goal is to secure five story Engage fan on social web
campaign.
exclusives that will break during Prime business development
launch week. Generate major media requests Day 2
NBC Today Show; ABC The View; pre-tape ABC
Oprah (Talk TV) GMA-Weekend; other short-lead national press
NBC Today
People (Print & web) WASHINGTON, DC Day 3
Wall Street Journal Press Luncheon National Press Club Satellite Media Tour – TV and national/syndicate radio
CBS 60 Minutes Int‟l press interviews
Philanthropic focus US/Int‟l newsfeeds
News/Issues Media Update digital newsroom servicing bloggers/new
National & Int‟l media
The launch event will kick off a fan
engagement campaign to drive
traffic and registration on Sarah‟s Day 4
web/social sites. Ellen Show
LOS ANGELES CNN Larry King Live
Media Interviews ET/Insider exclusive
Photo-op with David Beckham
National & Int‟l TV Today Show - TV – Australia
Oceania/Pacific Rim Woman‟s Day - Print – Australia

18. Launch Communications
PHASE III – Expansion
Phase III follows the kick-off with a
proactive program to further raise Consumer PR Celebrity; Lifestyle; Women‟s media
Sarah‟s visibility and drive sales,
fan engagement, media
relationships and coverage. Business PR Marketing; Trade; Investor media
Charity & Leadership News media; Public speaking; Advocacy
Digital Marketing Email; Online Advertising; Publicity
Social Media Active fan engagement by leveraging Sarah‟s
multimedia talent across an integrated mix of social
networks and digital media platforms

19. Launch Communications
DIGITAL
& SOCIAL MEDIA
While she is frequently covered by
web-based news outlets, Sarah has
yet to have her own website nor OBJECTIVE
does she actively participate in
social networking.
Generate buzz to engage and grow Sarah‟s online influence and fan base
This will change with Hartmoor‟s
STRATEGY
launch, when a deep and dynamic Establish a multi-platform digital/social network that fosters a genuine relationship
web presence is between Sarah and her fans.
established, including:
Leverage Sarah‟s celebrity and talent as a communicator to continually provide fans
Websites: Brand and Charity with unique and satisfying online experience.
Facebook: Personal; Fan; Group
Twitter
It is not Sarah‟s role to hard sell products. She is the face, voice and heart of her
brand. Integrating her digital marketing and social media activities will drive sales and
Blog
build her customer base.
Bookmarks
Wiki Web content, marketing and social networking by our business/charity partners) will
… all driven and enhanced by be centrally managed at Hartmoor.
various digital platforms, tools and
applications.

20. Launch Communications
METRICS
To establish benchmarks for
measuring our success with social
KEY MEASURMENTS
media Sarah‟s brand webpage,
Facebook, blog, Twitter and Activity Traffic data and user behavior
bookmarks will be activated during
the three months leading up to
launch. Tone Sentiment as revealed in comments
Web analytics and social media VelocityCommunity growth; Trackbacks
monitoring will be used to measure
visibility, reputation, fan and critic
conversations, and users activity Attention Time spent on sites
on our blog and websites.
Participation User contribution; Trackbacks

21. Launch Communications
SOCIAL MEDIA MIX
A mix of social platforms and tools
popular with women and moms
will be utilized.
Our online activities will encourage
brand affinity and advocacy by
facilitating conversation, user
generated content and sharing.
The brand‟s websites, social
networks and content will be keywords
optimized for search engines.

22. SOCIAL MEDIA STRATEGY
Target/Digital Profile
Area Focus Highlights/Insights
Target Audiences: Women 35+ feel a sense of kinship with Sarah Ferguson. They recall her royal
DIGITAL PROFILE/
* Women 25-54 wedding in 1986, her struggle with weight , tabloid fodder divorce, and self-made
TARGET AUDIENCE * Mothers with children at home success as a single working mother. For millions of women in this age group Sarah
is a symbol of inspiration and empowerment.
Younger women are more familiar with Sarah as the down-to-earth mother of two
royal princesses. They know Sarah from her work for lifestyle brands such as
Weight Watchers, Wedgwood, and as an advocate for women‟s/family health and
for children‟s causes.
Customer Persona/Target Psychographic The SF consumer aspires to live a healthy and happy life. She is style and value-
conscious, and makes the effort to provide the best for herself and for her family,
These women are not ostentatious. They like Sarah because she is glamorous yet
„real.‟ Sarah is a like a trusted friend and worldly mentor who inspires women with
unique ideas drawn from her own extraordinary life. Fans expect products by
Ferguson to be clever and a bit „rarified.‟ That is, they seek an „insider‟s‟ twist on
ordinary items that make them look, sound, feel, smell, and taste special. .
DIGITAL Digital Use 42MM women engage in social media weekly. 15.4% GenX (27-43)/ 13.3 MM
Boomers (44-62); Platforms: 55% Blogging; 75% Social networks; 20% Twitter;
45% are influenced by online product editorial, posts and reviews;
Content Use /Preferences High index lifestyle topics of interest explored on blogs/social networks:
:46%/33% Health/Wellness; 46%/37% Home & Garden; 44%/39% Food; 49%/40%
Parenting; 65%/61%Advocacy; 44%/46% Fashion & Beauty; Career and Personal
Finance 53%/35%; Consumer tech 61%/39% - source: Women in Social Media
Study by BlogHer, iVillage and Compass Partner 2009
Content Creation / Contribution Women's behavior online is relationship-driven. They spend more time on social
networks building relationships, communicating with friends, and making new
friends. Married women use social networks to share pictures and treat their
network profiles as family home pages to share with friends and relatives.

23. SOCIAL MEDIA STRATEGY
Channels/Mix
Channel Type/Mix Purpose Metrics
WEBSITE BRAND CENTRAL. Brand‟s digital media hub with core content about Sarah Emails Sent /Received/Bounced; Open rate; Opt-in and
Ferguson, her products and charitable work. opt-out rates; Response rate; CTR; CPC; Landing page
activity; Conversions; ROI.
E-COMMERCE This is an ecommerce website and commercial traffic will be
driven here from Sarah‟s other social media platforms. Traffic: Unique visitors; User Frequency; Page visits;
Time/Behavior on the site; Member registrations; Organic
COMMUNITY-BUILDING To promote community building the website will search ranking; Rank on Google and Alexa.
direct traffic to Sarah‟s other social sites.
E-Commerce: CTR; CPC; CR; Unit and Dollar sales per-
CUSTOMER INSIGHTS As the main commercial platform it will provide order; Repeat Rate; Customer satisfaction/returns.
ongoing analytics related to product sales and customer behavior/feedback.
User participation: Aggregate and unique user postings;
Traffic fed in and out to the Brand‟s social properties;
Number and quality of inbound and outbound web links.
Viral activity and publicity.
Sarah Ferguson‟s Facebook is a dynamic, exuberant, rich-media social Total Friends; Friend acquisition and retention; Frequency
SOCIAL NETWORK platform for Sarah to interface with her fan base. It humanizes her brand , of visits per-friend; Ratio of active vs. passive friends;
shapes its culture, and .drives sales, buzz, and community growth/retention Aggregate and unique postings and views of multimedia
A variety of techniques and tools prompt user participation, content content; Groups activity; Response/CTR/Conversion to
generation and further action. The Brand‟s LinkedIn site serves a missionary
promotional offers; inbound and outbound traffic from
that engages working women/moms in Sarah‟s philanthropic work.
within the Brand‟s social media circle. Conversation quality
and tone.
BLOGS Sarah‟s Wordpress blog serves as a personal journal with regular postings Traffic/Authority ranking on Technorati; Raw author
and special features that bring fans inside Sarah‟s personal world. This blog contribution; Audience size and growth; Offsite audience
is simple, reflective and intimate. Its role is to convey Sarah‟s gentler voice traffic from RSS; Vitality measured by audience volume
and to forge a closer bond with fans. MICROBLOG/TWITTER Sarah sustains
and posts per-visitor; Ripple Index based on inbound links
/ expands her social engagement by posting frequent tweets. These keep
Sarah‟s voice and presence constant and real. Tweets automatically fed to from other blogs; Conversation quality and tone; ROI
the Brand‟s other social platforms provide a steady stream of fresh content based on the above performance metrics factoring in staff
useful for fan retention and SEO. time and production costs;

24. SOCIAL MEDIA STRATEGY
Channels/Mix
Channel Type/Mix Purpose Metrics
BRAND CENTRAL. Brand‟s digital media hub with core content about Sarah Monitoring Tools: Google Page Rank; Google Analytics;
WEBSITE Ferguson, her products and charitable work. Alexa; Omniture
E-COMMERCE This is an ecommerce website and commercial traffic will be Emails Sent /Received/Bounced; Open rate; Opt-in and
driven here from Sarah‟s other social media platforms. opt-out rates; Response rate; CTR; CPC; Landing page
activity; Conversions; ROI.
COMMUNITY-BUILDING To promote community building the website will
direct traffic to Sarah‟s other social sites. Traffic: Unique visitors; User Frequency; Page visits;
Time/Behavior on the site; Member registrations; Organic
CUSTOMER INSIGHTS As the main commercial platform it will provide search ranking; Rank on Google and Alexa.
ongoing visitor analytics..
E-Commerce: CTR; CPC; CR; Unit and Dollar sales per-
order; Repeat Rate; Customer satisfaction/returns.
User participation: Aggregate and unique user postings;
Traffic fed in and out to the Brand‟s social properties;
Number and quality of inbound and outbound web links.
Viral activity and publicity.
Sarah Ferguson‟s Facebook is a dynamic, exuberant, rich-media social Monitoring Tools: Social Mention/Snapshots; Facebook
SOCIAL NETWORK platform for Sarah to interface with her fan base. It humanizes her brand , Lexicon; Social Too; Board Reader; Google Alerts;
shapes its culture, and .drives sales, buzz, and community growth/retention Hootsuite
A variety of techniques and tools prompt user participation, content Total Friends; Friend acquisition and retention; Frequency
generation and further action. The Brand‟s LinkedIn site serves a missionary of visits per-friend; Ratio of active vs. passive friends;
that engages working women/moms in Sarah‟s brand and social network. Aggregate and unique postings and views of multimedia
content; Groups activity; Response/CTR/Conversion to
offers; inbound and outbound traffic from within the
Brand‟s social media circle. Conversation quality and tone.
WORDPESS BLOG Sarah‟s blog serves as a personal journal with regular Traffic/Authority ranking on Technorati; WP/Google
postings and special features that bring fans inside Sarah‟s personal world. Analytics; Raw author contribution; Audience size and
BLOGS This blog is simple, reflective and intimate. Its role is to convey Sarah‟s growth; Offsite audience traffic from RSS; Vitality
gentler voice and to forge a closer bond with fans. MICROBLOG/TWITTER
measured by audience volume and posts per-visitor;
Sarah sustains / expands her social engagement by posting frequent tweets.
These keep Sarah‟s voice and presence constant and real. Tweets Ripple Index based on inbound links from other blogs;
automatically fed to the Brand‟s other social platforms provide a steady Conversation quality and tone; ROI based on the above
stream of fresh content useful for fan retention and SEO. metrics factoring in staff time and production costs;

25. SOCIAL MEDIA STRATEGY
Channels/Mix
Channel Type/Mix Purpose Metrics
SOCIAL BOOKMARKING Sarah will frequently post articles, studies and resource materials to a CTR; Unique and repeat visits.
dedicated Delicious social bookmarking site. The Brand‟s s social sites will link
to Delicious. Frequency of users bookmarking SF content
Fans will be encouraged to create their own social bookmarks as a service to
the SF „friends‟ community, driving activity on StumbleIn, Diggit, etc.
WIKI The Brand will use the wiki platform Wetpaint as a fun, collaborative studio Engagement as measured by traffic volume; Visitor
where Sarah and her fans can share ideas for products. Several community frequency; Visitor participation; Response rate to
projects will be active at the same time to promote engagement as will ongoing promotional offers and invitations;
incentives, such as contests, special offers, and achievement awards.
PARTNER INTEGRATION:
Digital Marketing To optimize public online experience with Sarah Ferguson‟s brand a Digital
Integration Map enables the efficient flow of online traffic between Sarah
& Social Media Ferguson/Hartmoor properties and those of its marketing and philanthropic
partners.

26. SOCIAL MEDIA STRATEGY
Content Management
Key Content Purpose/Benefit Frequency/Dynamic or Static Content Sources
WEBSITE “Official” source of information about Sarah Ferguson, Official information is static and updated Produced internally
Hartmoor, the Brand‟s products, and humanitarian projects. twice yearly or as needed.
‘OFFICIAL’ Sarah‟s lifestyle ezine offers interactive, rich-media lifestyle Freelance writers; Staff editor; multi-media
CONTENT AND features that continually reinforce he Brand‟s vision and Multimedia content for the lifestyle ezine generated by Sarah and other sources.
personality. New editorial is promoted across the Brand‟s is updated weekly with a feature story, Some content is driven by sharing
LIFESTYLE social network to drive traffic to the website. Action points in product profile, special offer, plus platforms such as YouTube; Vimeo;
EDITORIAL copy prompt ecommerce on the site or link to sites by our photo/video/podcasts Flickr; BlogTalkRadio; Games; Discus;
marketing partners. RSS; Polldaddy, etc.
Sarah‟s tweets post to the website daily Sarah‟s Twitter
„INSIDE’ Photos, video and audio materials make it possible for Ongoing flow of original text, video, Sarah and staff
Sarah to share what‟s special about her life with her fans photo, sketched and audio content.
SARAH’S WORLD who have an insatiable appetite for inside peeks. Journal Tools: Posterous; Flickr; Youtube;
accounts posted to Sarah‟s blog, Facebook posting, and Blog posts 3x weekly. Ustream; Skype; Twitter; Twitpics;
tweets provide spontaneous content conveyed in Sarah‟s Facebook posts 3x weekly
signature „storyteller‟s‟ voice. Tweets minimum 3x weekly
Website editorial updated weekly
FORUMS Customer forum on the commercial website promotes sales Updated continuously with user- User-generated and with prompts from
with fan endorsements. Facebook enables conversation for generated content, prompted by Sarah‟s Sarah and the editorial team.
& GROUPS the general community and groups. posts 3x weekly
WIDGETS Cleverly designed widgets. Icon for Sarah Ferguson is Icon will be integrated across the Brand‟s Freelance artists; Contests will invite
based on silhouette of Sarah‟s signature red hair digital marketing and social media design submissions from fans.
& BADGES landscape.
Periodically Sarah will issue an empowerment challenge
that require use of instructional content and resources. A new empowerment challenge will be Staff produced
Participants earn badges as well as exclusive perks and issued each month.
discounts. Badges can be collected girl scout-style and
users can display them on their profile page. Top badge holders will be honored Staff produced
annually online and awarded perks.

27. DIGITAL & SOCIAL MEDIA
Appendix - User Insights
In analyzing women online Jupiter
Research/ NPD Group defines More than half of empowered women participate in social
„empowered women” as those use the networking. One-third so to communicate vs. 23% of all online
Web to manage their family life.
adults. Nearly one-third (32%) actively visit their friends social sites
to stay in touch vs. 21% of all online adults.
42% VISITED SOCIAL NETWORK Sharing is a leading motivator for empowered women. They
SITES SUCH AS FACEBOOK like email, but they are more apt than other online users to use
widgets to interface with the preferred sites. These women like
widgets that enable simple sharing with their friends.
35% HAVE CREATED OR UPDATED
THEIR PERSONAL PAGE ON A SOCIAL Empowered women are value-conscious and use the Web to
NETWORK find the best value (81% vs. 63% of adults online). Exposed to an
online product advertisement 44% of these women use a search
engine to find information and reviews.
35% READ BLOGS AND 28% POST
COMMENTS
Empowered women have definite influence over their
friends:
15% HAVE CREATED OR UPDATED 38% say their friends seek their opinions on entertainment; 29% do
THEIR OWN BLOG so for consumer technologies; 24% seek financial advice; 20% see
opinion on clothes.
11% HAVE POSTED ON A Source: Jupiter Research /NPD Group Individual User Study 2008
MAINSTREAM WEBSITE OR PORTAL

28. DIGITAL & SOCIAL MEDIA
Appendix - User Insights
Recommendations from family and friends trump all other consumer touch-points when it comes to
influencing purchases – Zenith Optimedia - AdAge, April, 2008
Online social network users were three times more likely to trust their peers' opinions over advertising
when making purchase decisions - Social Networking Sites: Defining Advertising Opportunities in a Competitive Landscape," Jupiter
Research, 2007
“Person like me" is still the most trusted source for information about a company and products - Edelman Trust
Barometer, November 2007
Seven in 10 (69%) consumers who read reviews share them with friends, family or colleagues, thus amplifying their
impact - Deloitte & Touche, September 2007
An online survey found 63% had done internet research for health and beauty products - Prospectiv, 2007
40% of all women online in the US – approximately 35 million – are mothers with children under 18 – e-Marketer 2008
Report: Moms Online
41% of Europeans claim to have changed their mind about what brand to buy as a result of researching
choices online- Mediascope Europe, November 2008

29. DIGITAL & SOCIAL MEDIA
Appendix - User Insights
% Women/Age 25 – 34 34 – 44 45 – 54
User data shows adult women 25
– 54 are active social media
users. CREATORS 31 22 19
Publish webpages, blogs
Forrester Research breaks & share content/ideas
women into six overlapping levels
of social media use.
CRITICS 43 31 39
Older women (35+) may be a Post on blogs, reviews, etc.
smaller percentage of total social
media users, but these women COLLECTORS 24 17 15
are apt to have a larger and more
Aggregate information using
established social networks in the
RSS, tags, bookmarks, etc.
real world.
As early adopters of social media JOINERS 74 57 39
they can be very influential Use social networking sites
among their peers who see them
as web-savvy and credible.
SPECTATORS 78 70 73
Read blogs, use podcasts,
Demos and peer multi-media
INACTIVES 10 18 21
Non-users social media
Forrester Research Consumer Technographics Data 2009

30. DIGITAL & SOCIAL MEDIA
Appendix - User Insights
Women/Age % users Female 25 – 34 34 – 44 45 – 54
Platform
Google Insights data reveals that
women who comprise our target
audience are active uses of social FACEBOOK 58 31 22 19
media across a variety of
platforms.
TWITTER 43 10 18 21
Forrester Research shows women
mainly use social media for: LINKEDIN 43 74 57 39
-- Communicating
-- Sharing
NING 55 17 25 23
-- Managing family life
Source: Forrester Report: Reaching STUMBLED UPON 37 17 23 18
empowered Women Through Social Media
2009
FRIENDSTER 55 24 17 15
FLICKR 50 43 31 39
MEET UP 63 78 70 73
YELP 63 16 30 22
Source: Google Insights 2008