Take a look at our playbook to find out more about our digital marketing solutions. Contact us at hello@jellyfish.co.za or +27 31 100 2490

1. Playbook
© Jellyfish 2017

2. We’ve built Jellyfish to be the biggest
boutique agency in the world. We’re
everything you’d expect from a smaller
agency: accountable, autonomous, flexible
and personable. Yet the truth is, we deliver
scale and reach for global brands from our
network of offices around the world.
Rob Pierre
CEO
Jellyfish Playbook | 20172

3. Tim Lombard
Managing Director, SA Agency
Jellyfish leads the way in digital, both in
adoption of leading technologies and
delivering optimal performance. Our job
is to create the ultimate strategy for
your business, perfect user experience
for your customer base, and develop a
strong relationship with you.
Jellyfish Playbook | 20173

4. In 2016 Jellyfish ranked in the top 10
agencies in The Drum Digital Elite Census.
We were also shortlisted in The Sunday
Times Tech Track 100 and the International
Track 200 celebrating private companies
demonstratingimpressiveinternationalgrowth.
We have a performance
heritage. We pioneered
the performance approach
to paid media advertising.
We champion best of breed
technologies, working with
various partners. We offer full
complimentary access throughout
our agreements to tools such as
DoubleClick, Searchmetrics and
Brandwatch. We’re also accredited
to resell Data Studio 360,
a powerful data visualisation
and reporting tool from Google.
We are one of only eight agencies
in the UK to be a Google Analytics
360 reseller, demonstrating our
commitment to measurement.
Jellyfish is a DoubleClick Certified
Marketing Partner providing access,
management, training, implementation,
and consulting services across Google’s
digital marketing solutions. As a trusted
Google Partner, we are at the cutting edge
of digital advancements, both strategically
and technologically.
We're great to work with and
immerse ourselves in the brands
we engage with. We also train
and develop our clients as well
as our own staff.
Jellyfish Playbook | 20174

6. 6 JellyfishPlaybook | 2015
JFUK
London/Reigate/Brighton
JFSA
Durban/Johannesburg
JFUS
Baltimore/Reston/NewYork
JFUS
SanFrancisco
JFESP
Barcelona
A global
reach
6 Jellyfish Playbook | 2017

7. Jellyfish Playbook | 20177

8. 8 JellyfishPlaybook | 2015
To effectively run
our digital marketing
campaigns we’ve built
an infrastructure with
the right skills and
technology to deliver
the right message,
to the right person,
at the right time in
their digital journey.
Audience
Research
& understand
the audience
› Demographic
› Interests
› Behaviours
› Location
Goals
Measure
performance
& optimise
› Awareness
› Engagement
› Acquisition
› Advocacy
Channels
Deploy assets on
key marketing
platforms
› Display
› SEO
› Social
› PPC
› SMS
› Email
› Video
› App
Devices
Ensure assets
render correctly
on all devices
› Smart Phone
› Feature Phone
› eReader
› Tablet
› Netbook
› Laptop
› Desktop
› Smart TV
› Games Console
› Watch
Assets
Produce all
the required
digital assets
› Website
› Microsite
› Campaign
› Content
› Mobile App
› Social Profiles
› Video
› Display
› CRM
8
Effective strategy
Jellyfish Playbook | 2017

9. Google is the undisputed leader in its field with
85% of the top 200 global advertisers in the
market using at least one of their suite of tools,
with the majority using two or three.
Google’s ad tech stack brings together search,
display, mobile and analytics (channels) to
benefit our clients and we exchange data across
these channels to power extended dialogue and
to reconnect with consumers. It provides a full
view of performance across channels and allows
for up-to-the-minute decisions using real-time
conversion information.
Jellyfish partner with Google and use their
technology to consolidate ad buying,
selling, optimisation, reporting, measurement,
inventory management and billing into one
software suite.
Shopping Advertising
45+ Qualified Users
Video Advertising
45+ Qualified Users
Search Advertising
60+ Qualified Users
Display Advertising
50+ Qualified Users
Mobile Advertising
45+ Qualified Users
Google Analytics IQ
30+ Qualified Users
DoubleClick
50+ Qualified Users
Bing Ads
25+ Qualified Users
Our internal capabilities include:
Jellyfish Playbook | 20179

10. Jellyfish is a DoubleClick Certified
Marketing Partner providing access,
management, training, implementation,
and consulting services across Google’s
digital marketing solutions. As a trusted
Google Partner, we are at the cutting edge
of digital advancements, both strategically
and technologically.
Our service models vary from self-service
to fully integrated account management
across the DoubleClick and Google
Analytics platforms. The platform provides
a full view of paid media performance,
supports programmatic buying, and allows
for campaign refinement in real time.
Inspired
bydata
DoubleClick brings Search,
Display and Analytics together
into one integrated platform.
10 Jellyfish Playbook | 2017

11. Jamie Hammond
Head of Analytics & Optimization
The Analytics & Optimisation team blend
analytical & technical mind sets with creative
thinking.With a focus on measurement,we
create business intelligence from data with a
focus on improving your online performance.
Analytics
&Optimisation
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12. As a performance agency,we understand
that great data is vital. For many of our
clients,that means making sure they have
correctly installed analytics.
At Jellyfish we have a team dedicated to
Analytics team. All our consultants are
individually GA certified and we have
been through a strict approval process
with Google and have attained the
agency accreditation to be a Google
Analytics Certified Partner. In fact, we’re
one of very few agencies who are approved
re-sellers of the Google Analytics 360 Suite.
So let us help you understand the
performance of your website so we can
makeitmoreeffectiveatdrivingyourmetrics.
We offer a wide range of Google Analytics
services, including:
› Analytics strategy
› Custom analysis
› Google Analytics 360
› Mobile app tracking
› Google Tag Manager support
and other tag management solutions
› Implementations & audits
› Tech support
Analytics
12 Jellyfish Playbook | 2017

13. A/B
Optimisation
We provide a range of solutions to help
you increase your conversion rates. All our
consultants are experts and each bring
a wealth of experience working across
multiple industries including education,
b2b, technology, eCommerce, gaming,
finance, publishing and many more.
Our team can also provide optimisation
plans for mobile, tablet and desktop
websites, plus A/B testing for iOS apps.
We never assume a page works better without testing it.
Through A/B or multivariant testing,we can prove
whether suggested new versions of a page,forms and
funnels are more successful than the originals.
A Conversion Optimisation audit is the first
step towards improving your conversion rate.
Using a combination of tools like ClickTale,
Google Analytics and live user testing,
we uncover barriers and provide detailed
recommendations that will improve your
bottom line.
13 Jellyfish Playbook | 2017

14. Daniel Wilkinson
Head of Paid Media
Our PPC programme is built to drive
results across all devices, geographies,
and hours of the day.There’s no rest
in ourworkand continuous refinement
of our campaigns.
PPC
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15. Our campaigns are self-financing,
scalable and achieve results.
We design the map and build
the roads that lead you and your
customers in the right direction.
It’s all part of creating what we call
‘the perfect digital journey’.
PPC campaigns provide the opportunity
to generate acquisitions (sales, leads,
enquiries etc), in volume, at a fixed Cost Per
Acquisition (CPA). A fixed CPA ensures that
the campaign can be self-financing. And a
campaign that finances itself can increase
rapidly and successfully.
However, most agencies can’t achieve
a fixed CPA with a high volume
of acquisitions. You need a deep
understanding of the campaign metrics,
how they relate to each other and how they
can be positively affected. Jellyfish have a
campaign management platform to help
manage this process for our clients.
At Jellyfish, we understand better than
anyone that the investment you’re making
to market yourself on Google, Yahoo and
Bing is a serious commitment.
But when you have complete confidence
that the experts you’re working with are
experienced, reliable and will always act
in your best interests, then you know they
will always maximise your investment.
PPC
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16. SEO
&SocialNick Fettiplace
Head of Earned Media
We bring a fusion of technical knowhow and
creative flare to make your brand more visible
online and ensure both users and search
engines are truly engaged! We are focused on
delivering measurable growth in a transparent
and best-practice approach which leads to
enhanced organic performance and mitigates
risks of penalty.
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17. 01
Brand Immersion
Explore and define
05
Social segmentation
Identify relationships
02
Keyword Research
Understand the needs
06
Sentimental analysis
What does your audience think
03
Competitor analysis
Measure your competition
07
Gap
Identify further opportunities
04
Landscape analysis
Define your environment
Ourapproachto SEO &Social
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18. Jellyfish will grow authority not through
building links, but by building engagement,
improving shareability, responding to
industry buzz and effectively marketing
your content and brand online.
For us, it’s not about building links, it’s
about building audiences.
Jellyfish run client strategies in a fully
transparent manner, positioning ourselves
as an extension of your marketing team.
We wish to share ideas, transfer knowledge,
try new tactics and converse openly with
your team on a regular basis.
We work with you to understand and
measure your organic KPI's and provide
honest advice on how best to measure
return on investment, performance and
results of organic search.
We embark on a thorough audit and
content planning process to ensure we’re
exercising the very best techniques for
our clients.
We believe best practice is innate, we offer
truly sustainable organic strategies which
are compliant to SERP guidelines.
We have the right tools for the job, we are
software agnostic and as such can pick
and choose what we believe to be the
best of breed.
We have in-house experts, we make sure
that we have the right people for each
and every job, our team is made up of
individuals who specialise in specific tasks
within the Jellyfish process.
We live for measurement and are keen to
work towards key performance metrics
to allow clients a clear guide on how we
deliver value from quick wins through to
long term goals and the development in
between.
We prioritise, throughout the process
whether we are delivering a technical
audit or content strategy to ensure the
best results.
18
SEO
&SocialJellyfish Playbook | 2017

19. James Bourner
SVP Global Head of Display
We deliver display campaigns and
strategies that combine media and
advanced audience targeting with our
client’s own customer and site data,
resulting in smarter campaigns that
deliver beyond simply acquisitions.
Programmatic
display
19 Jellyfish Playbook | 2017

20. Programmatic
display
We use best in class Programmatic (RTB)
technology to deliver hugely effective
campaignsacrossarangeofquality
websites.In order to deliver a successful
display campaign, we get the balance right
between targeting strategies, where to
place ads and how to use our advertiser’s
data to inform our buying.
Through smart targeting,
we can put your ads in front of the
people who want to buy from you. We work closely with you to understand
what you want to achieve, the attribution
model you should be using, the sites
you should be on, and how you should
be reaching and messaging your target
audiences. We also consider a multitude of
planning parameters, including platforms,
times, real life user scenarios even the
device the customer is using - right down
to the model.
01
Build
awareness
02
Reach
potential clients
03
Engage
potential clients
04
Secure sale and
encourage repeat
business
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21. Monica DiBartolo
Email Marketing Director
In today's world,we can feel inundated
with marketing emails,filling up our inbox
and providing us with nothing.That's why
it's so important to make sure that your
message is timely, relevant and helpful to
your audience.
Email
21 Jellyfish Playbook | 2017

22. Ourapproach
to Email
At Jellyfish, we take a scientific approach
to creating thoughtful and engaging
customer experiences. Whether you need
creative, a full-blown contact strategy,
or deliverability guidance, we have
dedicated account managers and email
marketing professionals backing you up.
We also offer consulting and self-service
options too.
Our fully managed services include:
› Strategy and automation
› Email creative
› Responsive email development
› List management
› Campaign creation
› Quality assurance
› Deliverability
› Custom reporting
01
Discovery
phase
We audit your current email
performance. We use a proven
200-point audit that allows
for a deeper understanding of
your current email campaigns.
03
Set up
We will work together to ensure
a smooth set-up inclusive of
defining goals, business rules
and timelines.
02
Implementation
and training
During this phase, we will put
the communication strategies
in place to automate your email
programs. Additionally, we will
provide training and campaign
management services.
04
Analyse and refine
We will continually analyse
and make recommendations
for improvements.
22
There are four key steps to our
Jellyfish Playbook | 2017

23. UX
Matt Le Gresley
Head of UX
Our UX capabilities range from the strategic
to the tactical, from defining project goals
and aligning your business and user needs,
to designing and testing the features,
interactions and interfaces that will best
meet those needs and goals.
23 Jellyfish Playbook | 2017

24. Ourapproachto UX
01
Research
At Jellyfish, we use a number
of methods to capture and
illustrate the insights we need
to complete the UX process.
› Stakeholder interviews
› Workshops
› Customer interviews
› Focus group
› Content inventory
› Contextual interviews
02
Audit
A UX audit builds on the
heuristic evaluation by
identifying issues and
opportunities that are specific
to your company and sector,
and incorporating the findings
from other research activities.
› Personas
› Journey mapping
› Scenarios
› Ecosystem maps
and service models
03
Strategy
During the strategy phase,
we work with you to agree
the vision for the user and
define a set of experience
principles we want to
achieve to inform the design
and development process.
› Experience brief
› Experience principles
04
Design
We use a variety of methods,
from simple sketching to
high fidelity prototyping, to
explore, communicate and
test design options with both
you and your end-users,
and find the best solution.
› Concepting and Ideation
› Co-creation sessions
› Sketching
› Information architecture
› Content strategy
› User and task flows
› Wireframes
› Prototypes
05
Development
As well as influencing the
solution defined in the design
phase, our in-house conver-
sion optimisation
team test and tweak
everything for optimal
effectiveness during and
post launch. We monitor the
behaviour of users and make
adjustments accordingly.
› Continuous testing
and optimisation
› Analytics monitoring
› Road map
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25. Paramjeet Sanghera
Chief Technology Officer
We tailor our solutions to achieve
business objectives for our clients.
By taking a user-centric approach we
are able to create immersive digital
experiences that work seamlessly
across all channels and devices. Every
solution we create is data enabled,
SEO optimised, performance focussed,
secure and scalable.
Websites
25 Jellyfish Playbook | 2017

26. Ourwebsite process
01
Scoping
and project
management
Project scoping requires our
Business Analysts to work
closely with our Project
Managers to define the level
of requirement and technical
specification. We work in both
agile and waterfall method-
ologies with qualified SCRUM
masters and PRINCE2 practi-
tioners to deliver projects on
brief, on budget and to the
agreed timeline.
02
ResearchandUX
During the research phase,
we gather all the information
we can regarding your
business, your market, your
customers and the overall
goals and expectations of
the project. We use a variety
of methods, from simple
sketching to high fidelity
prototyping, to explore,
communicate and test design
options with both you and
your end-users, and find the
best solution.
03
Creative and UI
We create engaging and
intuitive websites that work
smoothly across multiple
devices and we have a track
record in improving conver-
sion and user engagement
too. The output of the
Research and UX process
feeds into the creative team
to provide clear direction.
We use grids, blocks and
columns as our foundation;
we tailor layouts and use
customised responsive
frameworks.
04
Development
We review the existing work
flow, assets and code to
produce our recommenda-
tions. We use a mixture of
the traditional waterfall or
agile development methods
depending on the needs of
the client, size of the project
and project delivery date.
The introduction of "CSS3
media queries" has changed
the way we both design and
develop websites. Now, we
only need one site which can
adapt to any device.
05
Hosting and
maintenance
Our business depends on a
reliable hosting infrastructure
and easy switching from
development to live sites.
We make sure your sites
have the same support
and security. Whether it’s
cloud or dedicated hosting
that’s most suitable for your
website we’ll discuss the
options with you to ensure
optimum delivery and
security.
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27. Brand
Max Vinall
Creative Campaign Director
For a great brand to resonate, engage
and remain in the hearts and minds
of its intended audience, it needs to
be constantly monitored, especially in
a digital world that’s always evolving.
27 Jellyfish Playbook | 2017

28. Brand:Your brand
is your business.
It's what you are,
who you are
and what your
entire reputation
depends upon.
28
So to really get to know your brand we
conduct brand immersion days where we
meet you and your team, and talk to your
customers on and offline.
We’ll study the competition, analyse your
search metrics, critique your social media
presence and audit your website. We’ll look
at everything from colour to logos, fonts
to imagery, and taglines to tone of voice.
Then we’ll present our findings. We’ll talk
through our concepts, and discuss how
we can take your brand to where you want
it to go. And probably beyond that, too.
At Jellyfish, we offer a range of brand
services that when combined, can help
elevate your business to the next level.
› Brand strategy & positioning
› Brand messaging & proposition
› Campaign creative
› Tone of voice
› Copy
› Brand guidelines
› Photography
Jellyfish Playbook | 2017

29. Video
Abi Howson
Head of Video
With YouTube having over a billion users,video
as a medium is consumed across more devices,
more frequently than ever before.At Jellyfish
we not only develop ideas for moving image,
we shoot, edit and animate.We also consider
how your customers are going to watch it and
on what device.
29 Jellyfish Playbook | 2017

30. Storytelling lies at the heart of everything we do
Video
production
In video production, 'live action' refers to
cinematography. Cameras capture life as
we want to convey it, and people bring life
to projects. We create videos which engage
emotionally with the audience, provide
insight into a person, company or product
or communicates on a human level.
Motion graphics,
animation and VFX
Nearly all our video projects have elements
of motion design added in post-production.
Motion graphics can be styled in 2D, 3D, or
a combination of the two, and incorporate
typography, illustration, photography, video
footage, music, narration and sound effects.
YouTube configuration
and optimisation
We review the configuration and analytics
of your YouTube channel to understand
the audience and behaviour. We optimise
playlists based on search terms and CTA's,
and we run workshops to help you maintain
your channel moving forwards.
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31. IlearntfarmorethanIhad
hopedinashortperiodoftime.
Theaddedbonusisthereally
goodpostcoursesupportto
helpoutwhenIstartapplying
mynewlygainedknowledge.
Excellent!Veryorganised,
extremelyprofessionalandvery
useful.Averycoolbrandand
agency,very,veryuseful-exactly
whatIneeded.Iwouldrecommend
toanybody!
Thetrainingwasgreatand
theinstructorstakingthe
sessionwereflexiblein
adaptingthesessiontoour
requirements.
31 Jellyfish Playbook | 2017

32. Our training courses are taught by
our own Jellyfish experts who will
share their experience, insights and tips.
Our training days are informal and
engaging with a mix of individual and
group exercises and Q&A sessions.
Some of the great brands we’ve trained:
We keep our classes small and make sure
you have access to the latest equipment
so you get a really personal and in-depth
experience.
We even offer more tailored Training
Courses from any location, for any class size
and adapt the course content to suit the
exact requirements of your business.
All of which means that whatever Training
Course you need and whenever you need it,
we can provide it for you.
32 Jellyfish Playbook | 2017

33. © Jellyfish 2017
Thank you
Tim Lombard
Managing Director
South Africa Agency
tim.lombard@jellyfish.co.za
082 462 3836