Star Group - Digital Agency Of Record Pitch

D I G I T A L C U S T O M E R E X P E R I E N C E
September 14, 2017

2
In the room
IAN GOUGH
Client Services Director
SIMON BROCK
Creative Director
ELAINE YIP
Programme Director
JUSTIN PEYTON
Chief Strategy Officer
LYNDON HALE
Executive Creative Director
MELINDA ANDERSON
UX Director
BARRY EDWARDS
Technical Architect

3
Signposting to your agenda
Activity Section Slide # / RFP response pages
Agency Credential – case study About us 1-11
RFP response page 4-9
Overall strategy development
Digital Brand Architecture Guidelines Strategy RFP response page 10 -16
Customer Experience Design
Content Management & Guideline
Our Approach - Experience RFP response page 20 – 28
Digital Marketing Our Approach - Experience
Demonstration of our creative
- Playful moments
- Commonwealth Games Campaign
RFP response page 29 - 33
Analytics Our Approach - Data RFP response page 34-36
Phase 1 strategy development
Phase 1 deliverables Brand Architecture Development
Phase 1 Supersedes RFP response document
Project team & project cost Delivery Supersedes RFP response document

5
From holding company
PUBLICIS.SAPIENT
Only group recognised as #1 for digital leadership and
transformation by Gartner
PUBLICIS MEDIA
Ranked #1 buying entity in the US and #2 globally by RECMA
PUBLICIS COMMUNICATIONS
2nd most awarded creative network in the world
PUBLICIS HEALTH
Ranked #1 global healthcare network for 6 years in a row

6
To connecting company
PUBLICIS.SAPIENT
Only group recognised as #1 for digital leadership and
transformation by Gartner
PUBLICIS MEDIA
Ranked #1 buying entity in the US and #2 globally by RECMA
PUBLICIS COMMUNICATIONS
2nd most awarded creative network in the world
PUBLICIS HEALTH
Ranked #1 global healthcare network for 6 years in a row

7
A new breed of digital agency
23,000
PASSIONATE
PEOPLE
100
OFFICES GLOBALLY
CONNECTED
25
YEARS OF CUSTOMER
INNOVATION
50
COUNTRIES
Global Leader in
Creativity
Winner of 256 Lions
at the 61st annual
Cannes Lions
Festival in 2015
Global Leader in
Technology
2000+ large-scale
projects for major
brands
Deep Industry
Expertise
Financial Services,
Energy, Retail,
Healthcare, CPG,
Automotive, Travel,
Technology, etc.
#1 Digital
Company
Global Capabilities
Gartner Group,
2017
Leading Innovation
Company
Forrester Wave,
2014

• Brand Strategy
• Experience Strategy
• Customer Platform
Strategy
• Business Strategy
• Marketing Mix
Modeling
• Research, Insights, and
Data Science
We define
Strategies
We build
Brands
We create
Experiences
We deliver
Platforms
• Creative
Development
• Brand Planning
• Brand
Communications
• Media and
Connections Planning
• Branded Content
• Digital, Mobile and
Social Marketing
• Loyalty and Direct
Response Marketing
• Omni-Channel
Experience Design
• Immersive Digital
Environments and
Events
• Mobile, Retail, and
Emerging Experiences
• Omni-Channel Global
Commerce Platforms
• B2B/B2C Content
Delivery and
Transactional Platforms
• Consumer Intelligence
and Personalisation
Platforms (CRM)
• Marketing Enablement
Platforms
• Digital Content
Production and
Management
8
A new breed of digital agency

9
Our Drupal capabilities
• 70+ trained people working across a variety of Drupal projects – 20 engagements executed in the last 3 years
• Drupal Accelerator Framework – Our own solution accelerator for marketing related use cases
• Active community participation with regular contributions to Drupal core – Rated top 25 organisations actively
contributing
• Reusable solution pattern for hosting Drupal sites on our own infrastructure – Strategic Partnership with Acquia for
joint sales pitches, solution design, and hosting
• Templates for solution design customised for Drupal to be able to iterate rapidly with clients
• Out-of-the-box Campaign Management distribution under development

10
Independently verified as leaders

Shangri-La case study
Brand strategy
creation, roll out and
campaigns.
Brand strategy
creation, guidelines,
roll out and
campaigns.
Strategy, design,
positioning, guidelines
and launch of new F&B
brand.
Re-positioning,
design and
management of
loyalty programme.
Strategy, design, positioning,
guidelines and launch of new
meeting and events (MICE) brand.
Strategy, design, positioning, guidelines
and launch of flagship hotel.
5 Hotel opening campaigns
2 New brands created and launched
3Re-launches of existing brands
1loyalty programme re-designed
6brand campaigns
3digital platform launches
5marketing awards

Be Australia’s leading integrated
resort operator by 2025
Your vision
Star Brand Vision

“Everything we do must align back to the Star brand pillars, thrilling experiences,
accessible luxury and local spirit.
Your vision
Melinda Madigan, CMO
The Star is driving the development of targeted, customer-centric communications
using “premium”, “serious” and “all play” brand territories and delighting customers
through the delivery of targeted thrilling experiences across the property.”

17
Yesterday,
hospitality was all
about spaces

18
today, it’s brands
that provide the
differentiation

19
tomorrow, we will
be competing on
experience

22
Create playful moments
that guide our audience
to their next experience.

23
Digital interactions that people desire
because they are felt and remembered

24
Effortlessly linking each steps in
the audience journey

25
Creating excitement with engagements
greater than the sum of their parts

26
greater than the sum of their parts
OBJECTIVE

27
greater than the sum of their parts.
OBJECTIVE CHALLENGE

28
greater than the sum of their parts.
OBJECTIVE CHALLENGE APPROACH
Built around real
motivations
Personalised and targeted
communications and services
Redefine the expectation of
Star

29
Star

Star
30
hospitality

Star
31
integrated resorts

32
Expectations are being set
outside of the category
32

33
Expectations are being set from outside the category
PLAYSTAY EAT SERVE

34
INFINITE
STAY
PLAY EAT SERVE

35
SOCIALINFINITE
PLAYSTAY
EAT SERVE

36
SOCIALINFINITE SEAMLESS
PLAYSTAY EAT
SERVE

37
SOCIALINFINITE SEAMLESS PERSONALISED
PLAYSTAY EAT SERVE

3838
Our focus must be specific …

39
… and reflect our diverse audiences
LOCAL DOMESTIC INTERNATIONAL
Macau, Singapore and
the UAE
Multi-function entertainment
developments
Previous experiences and
international resorts
DESIRE
BENCHMARK
DIGITAL
Long lead times and multiple
touchpoints
Tactical and functional
engagements
Look for marketing and
information site to make decisions
Need The Star positioned
as unmissable in Australia
Visit for guaranteed of
familiarity and fun
Seek best in gaming &
entertainment

40
Putting our audience at the heart of the journey
At each stage …
OBJECTIVE
TACTIC
TECH ROLE
ACTIVATIONS
Awareness
Right message, right time
Data matching
Targeted campaigns
Engagement
Rich & diverse content
Personalise content & offers
See only the right content
Conversion
Remove friction points
Progressive profiling
1-click reservations
Exploration
Contextual messages & offers
Contextual targeting
Push ‘NBA’ messages
PROSPECTING PRE-TARGETING RE-TARGETING PUSH MESSAGING
(Media) (On-site) (Booking flow) (App / SMS)
INVITE EXPLORE ENGAGE RETURN
KPI Reach CPE Bookings / Actions Loyalty / Advocacy

42
CREATING PLAYFUL MOMENTS
WHO WHATWHEN & WHERE
Audience Context
Channel
Brand Message
Optimised Content
Dynamic CTA

43
ACROSS THE CUSTOMER JOURNEY
Increase
Awareness
Increase
Loyalty
Increase
Share
Of Wallet
Increase
Conversion
INVITE ENGAGE
RETURN EXPLORE

44
DRIVING DESIRED ACTION
GAMING
DINING ENTERTAINMENT

49
ENGAGE
“PERSONALISED
PAGES”

BRAND
ARCHITECTURE
DEVELOPMENT

59
Understand the consumer journey
Define the digital ecosystem
Implement experience enhancements

Our approach
D I S C O V E R D E F I N E D E S I G N & D E P L O Y
Experience principle
creation
Visual design
Showcase and build
Stakeholder interviews
Planning, research &
objective setting
Development of
guidelines
Experience framework
creation

61
Today’s
challenges
Targeting the
right consumer
What we will
do for January

62
Today’s
challenges
Targeting the
right consumer
What we will
do for January

63Source: Hitwise
We observed and identified
four principle challenges in
today’s consumer journey

64
0
2000
4000
6000
8000
10000
12000
14000
16000
4
weeks
before
3
weeks
before
2
weeks
before
1 week
before
1 week
after
2
weeks
after
3
weeks
after
4
weeks
after
Before and after visit searches
sydneyoperahouse.com star.com.au
Brand motivation isn’t
making The Star an
essential destination
on their journey
Source: Hitwise

65
Source: Hitwise
Low findability means guests
are expected to find their
own way to the site, and
typically arrive after booking.

66
Source: Hitwise
There is a higher
reliance on locals (who
are likely lower value)
than your competitors
83%
73%

67
Post-stay silence and
low engagement result
in a lack of social
advocacy.
Source: Hitwise

68
Four challenges that exist in the journey today
BRAND MOTIVATION FINDABILITY RELIANCE ON LOCALS POST-STAY SILENCE
SEO
Get people to the
site during the
planning stage of
their journey.
Improved CRM
Ensure that locals always
know what is happening
at The Star and have an
easy time planning.
Influencer program
Engage people better
after their stay and
engage them such that
they have reason to share.
Inspirational content
Put The Star onto the
“bucket list” of must go
places in each of your
destination cities.

69
Today’s
challenges
Targeting the
right consumer
What we will
do for January

70
You suggested audience research to define six
segments through a product lens. We believe
a unified model would offer greater benefit.

71
RFM provides a great starting point

72
RFM provides a great starting point

73
And we can establish a strong programme of communications
Lapsing programme
Second visit
Third visit
Fourth visit
Welcome programme
High value programme
First visit / registration
Engagement programme

74
But to really drive value we must really understand our guests
High degree of
Planning
High degree of
Serendipity
Personal
fulfilment
Social
fulfilment
High
rollers
Escapers
Annual
Trip
Encourage them to stay an extra night
challengers
Big night
out’ers
Surprise
night
out’ers
Feeling
lucky
Get them to book a more expensive restaurant
Drive increased breadth of services
Encourage increased app usage
Get them to buy another round
Encourage them to spend longer at the tables
Ensure they book VIP

75
Today’s
challenges
Targeting the
right consumer
What we will do
for January

76
We believe that improving
the user experience on key
pages within the Star web
ecosystem will deliver the
most immediate value.

77
We conducted a review using best
practices in experience design
We reviewed the global home, resort
homes, Star Club, Star Poker, corporate
home and the Star app

78
We mapped these against likely business
value
And considered how technically
feasible they are for January

79
For January, we will focus on an uplift of the
global home, resort homes & a number of key
content pages

80
From a Global home lacking
brand introduction…

81
To a Global home that tells
your audience about who you
are and what you can offer.

82
From a promotion-led resort
home ...

83
To a resort home that
encourages your audience to
explore.

84
From a rooms & suites page
that lacks enough detail to
make a quick decision…

85
To a rooms & suites page that
makes selection easier and
faster.

86
From a social media
waterfall…

87
To carefully curated social
media stories that hero the
local vibrancy and spirit of the
resort.

88
All starting with Mobile first

Technology
Unlock your digital experience by enabling scalable, best in
breed omni-channel technology across all brands.

92
Your vision
“The Star is driving the development of targeted,
customer-centric communications using “premium”,
“serious” and “all play” brand territories and delighting
customers through the delivery of targeted thrilling
experiences across the property.”
Melinda Madigan, CMO

93
Drupal currently covers these functional areas
Workflow
Authoring Publishing
Analytics Search Booking & Reservation
Personalisation
Localisation & Translation
Contextualisation
A/B MVT Testing
Offers
PMS
CRS
TRP
Loyalty
Customer
Service
CRM
Property
Search
Manage
Booking
Membership
Ancillaries
Print
Magazine
Signage
Coupon
Flyer Digital and Media Asset
Management
Dynamic Delivery
Location
Cuisine
Type
Experiences
Transfers
Car Rental
Events
Reservations
Payment options
Corporate/Special Rates
Manage booking
Amend
Cancel
Reward points
Points redemption
Account Management
Partner Program
Loyalty Mgt
Partner Mgt
Tiers & Points
Promotions
Merchandising
Activities
Meals/Car
Events
Digital
Channels
Traditional
Channels
Promotions
Up/Cross Sell
Campaigns
Packages
Reporting
Insights
Targeting
Text & Query
Indexing
Recommend
Rendition
Updates
Support
Help/FQA
Chat
Knowledge base
Accounting
Billing
Check in/out
Housekeeping
Versioning
Media
Reservations
Availability
Inventory
Commission
Customers
Contact Mgt
Marketing
Sales
Campaign
Inventory
ERP
Data
Warehouse
Infrastructure services and hosting (Aquia) Integration Services
GuestsandMembers
PartnersandEnterpriseSystems
CHANNEL EXPERIENCE APPLICATIONS CORPORATE SYSTEMS
Home Page
Venues
Offers
Experience
Benefits
Editorials
Social/UGC
Video
Campaigns
CONTENT
Sites
Mobile
Email
Social
Community
3rd party agency
Kiosk
Affiliate
Schedule
Channel
Templating
Blueprint

94
Our vision requires more…
Workflow
Authoring Publishing
Analytics Search Booking & Reservation
Personalisation
Localisation & Translation
Contextualisation
A/B MVT Testing
Offers
PMS
CRS
TRP
Loyalty
Customer
Service
CRM
Property
Search
Manage
Booking
Membership
Ancillaries
Print
Magazine
Signage
Coupon
Flyer Digital and Media Asset
Management
Dynamic Delivery
Location
Cuisine
Type
Experiences
Transfers
Car Rental
Events
Reservations
Payment options
Corporate/Special Rates
Manage booking
Amend
Cancel
Reward points
Points redemption
Account Management
Partner Program
Loyalty Mgt
Partner Mgt
Tiers & Points
Promotions
Merchandising
Activities
Meals/Car
Events
Digital
Channels
Traditional
Channels
Promotions
Up/Cross Sell
Campaigns
Packages
Reporting
Insights
Targeting
Text & Query
Indexing
Recommend
Rendition
Schedule
Templating
Blueprint
Support
Help/FQA
Chat
Knowledge base
Accounting
Billing
Check in/out
Housekeeping
Reservations
Availability
Inventory
Commission
Customers
Contact Mgt
Marketing
Sales
Campaign
Inventory
ERP
Data
Warehouse
Infrastructure services and hosting (Acquia) Integration Services
GuestsandMembers
PartnersandEnterpriseSystems
CHANNEL EXPERIENCE APPLICATIONS CORPORATE SYSTEMS
Home Page
Venues
Offers
Experience
Benefits
Editorials
Social/UGC
Video
Campaigns
CONTENT
Sites
Mobile
Email
Social
Community
3rd party agency
Kiosk
Affiliate
Versioning
Media
Schedule
Channel

95
Drupal considerations
Basic Digital Marketing
• Authoring & transformation
• Tagging & taxonomy
• Templating
• Social Media Integration
Localisation
• Multi-lingual
• Multi-site management
Experience Services
• Advanced personalisation
• Audience segmentation
CMS editors’ UI is outdated and can require very
technical expertise to use.
Drupal 7 limited translation; Drupal 8 translation still has technical
issues with many add-on modules.
True content localisation – ability to have different content for
the same language, is difficult.
Drupal 8 offers the potential for a more multi-site management
but it is currently skeletal.
Drupal 7 + 8 has almost nothing available.
Campaigns
• Microsites
• Promotions
• Unstructured & semi structured content
Very little or nothing out-of-the-box.
Omni-Channel Engagement
• Website
• Mobile applications
• TV devices
• Kiosk & wayfinding devices
Very little or nothing out-of-the-box.
Drupal 8 supports headless CMS capability (API),
but this currently skeletal.

96
An operational decision
Upgrade to Drupal 8 and bolt on other
technologies to fulfil the digital strategy
OR
Re-assess the CMS, bearing in mind
that an upgrade from Drupal 7 to 8 is
similar to a website re-platform project.
SHORT TERM
GOALS
LONG TERM
AMBITIONS
Drupal fulfils short term goals.
We can provide tactical uplift to
The Star websites for January 2018
deadline.

Data
Systematically connecting data in order to drive business
intelligence whilst connecting more meaningfully with guests in
the moments that matter.

98
Digital analytics will provide the
business intelligence to enable
playful experiences

99
playful experiences
Uncover insights that help us understand
customers true motivations and pain points.

100
playful experiences
Uncover insights that help us understand
customers true motivations and pain points.
Connecting to customers in real-time by
activating 1st party and third party data.

A shift from reporting to insight
101
Proper analytics does not result from simple data reporting, but needs to shift to insight and
recommendation generation.
80% on reporting on facts
20% on insight
generation
80% on insight generation
20% on reporting
on facts
TODAY:
FUTURE:
Time spent

To uncover insights that identify playful moments
102

Continually improving the guest experience
103
Monthly analysis provides
actionable user insights, across
channel
Turn insights into actions -
hypothesis are created and
fed into a prioritised test
backlog
Prioritised hypothesis are
developed into cross channel test
ideas
Prototype(s) are developed at a
modular level allowing for greater
efficiency
Testing identifies areas for
further enhancement and
improvement
Delivery of the optimised
solution occurs and increases
our ability to test and learn

Supporting you operationally
104
Nord Anglia Education example
This dashboard shows:
✅ Comparison
✅ Data sources
✅ Funnel
✅ Insights
✅ Visuals

Experience
Creative omni- channel digital experiences, removing friction
from complex processes whilst improving motivation through
design thinking and digital retailing.

When we design experiences, we think about two things
106
INCREASE
MOTIVATION
Psychology
REMOVE FRICTION
Usability

107
Our content strategy process
We believe that the content we produce must be hard working with the primary goal of
improving performance.

108
Creating valuable social content
3 key areas exist for social content opportunities in hospitality & gaming
EMERGING
TRUST ADVOCACY EDUCATION
Incorporating social content into
your owned eco-system to reinforce
value and establish trust.
Delivering a brand message on
social platforms through paid
communications and influencers.
Develop Chatbots on platforms like
Facebook Messenger to provide
customer service and/or introduce
people to gaming.

Making experience operationally real
ü Easy to follow authoring
guides
ü Templated assets and
creative guidance/rules
ü Optimised editor
workflows and asset
management
ü Translation workflow and
approval processes
ü SEO considerations
baked in

111
Digital Customer Experience Strategy
The ask is for a 4-week piece of work to provide The Star with:
• Assistance to define customer journeys and online –related insights for a defined set of key target
customer segments (around six) across our online channels to form the basis of our digital customer
experience strategy.
• Options and recommendations for the overarching architecture/design of our primary online channels,
to guide the organisation and prioritisation of content to be presented with reference to these key target
segments.
• Delivery roadmap to full realise, execute and evolve our digital customer experience strategy
Indicative budget: $100,000

DELIVERY ROADMAP
112
Digital Customer Experience Strategy - our RFP response approach
DIGITAL STRATEGY
• Brand immersion sessions
• Business stakeholder interviews
• Understanding business KPIs across
each business unit
• Competitor analysis
• Comparator analysis
• Audience analysis – analytics,
sentiment, proprietary research,
3rd party data
• Focus groups, surveys, existing
brand research
• Persona development
• Customer journey mapping
BRAND MARKET CUSTOMER
DELIVERABLES
• Business objectives
• KPI framework
• Framework – brand guidelines
including experience principles
• Framework – digital guidelines
DELIVERABLES
• Competitor and comparator
analysis and recommendations
DELIVERABLES
• Personas
• Customer Journey Mapping
• Experience Principles

DELIVERY ROADMAP
113
Digital Customer Experience Strategy - updated approach
DIGITAL STRATEGY
• Brand immersion sessions
• Business stakeholder interviews
• Understanding business KPIs across
each business unit
• Competitor analysis
• Comparator analysis
• Audience analysis – analytics,
sentiment, proprietary research,
3rd party data
• Focus groups, surveys, existing
brand research
• Persona development
• Customer journey mapping
BRAND MARKET CUSTOMER
DELIVERABLES
• Business objectives
• KPI framework
• Framework – brand guidelines
including experience principles
• Framework – digital guidelines
DELIVERABLES
• Competitor and comparator
analysis and recommendations
DELIVERABLES
• Personas
• Customer Journey Mapping
• Experience Principles
TECHNOLOGY
• Brand architecture
across the digital
ecosystem
• Examples creative
for each digital
channel as a
framework for
detailed guidelines
Budget will not
extend to research
6 customer
segments will be
difficult to achieve
for the time and
budget.

114
Digital Customer Experience Strategy - timing plan
OCTOBER
2 Oct 9 Oct 16 Oct 23 Oct 30 Oct
Brand immersion / stakeholder interviews
Digital Customer
Experience Strategy
presentation
Competitor / Comparator analysis
Audience Analysis
Segmentation audience analysis Persona development
Customer Journey Mapping
Technical stakeholder interviews
Map current technical
state
Map future technical state with technology
recommendations

115
Digital Customer Experience Strategy - costs

116
Tactical website uplift for January 2018 – our approach
UX & CreativeDiscovery
• Experience Audit
• Stakeholder interviews – CMS,
infra etc.
• Strategy for January 2018
deadline
• Initial wireframes and
wireframes
• Initial design concepts
• Tagging strategy & reporting
requirements
• Detailed project plan for
January 2018 launch
• User Experience (responsive)
• Wireframes & Functional
Specifications
• Information Architecture &
Sitemap
• Tone of Voice
• Responsive Creative Design
Solution Build
• Detailed Technical Design
• Environment Set Up
• Templates & Frontend
• Application Code
• Backend/CMS Integration
• 3rd Party Integrations
• Configuration of Processes
and Workflows
Content
• Content Planning
• Data/Content Migration
• Content Authoring
• Content Translations
• Content authoring training
QA & Launch
• Test Strategy & Plan
• Test Execution
• Launch Readiness
• Site Launch / Cutover
• Defect Management
• Post Launch Review
• Warranty

117
Tactical website uplift for January 2018 – timing plan
OCTOBER NOVEMBER DECEMBER JANUARY
2 Oct 9 Oct 16 Oct 23 Oct 30 Oct 6 Nov 13 Nov 20 Nov 27 Nov 4 Dec 11 Dec 18 Dec 25 Dec 1 Jan 8 Jan 15 Jan 22 Jan 29 Jan
Discovery Phase
(estimated) UX & Design
(estimated) Development
Technical Design Iteration 1 Iteration 2 Iteration 3 Iteration 4 Hardening
SIT SIT SIT SIT
UAT
CUTOVER
Note:
• Estimated implementation based on Discovery phase on technical assessment on what can be achieved within the timeframes

118
Tactical website uplift for January 2018 – Discovery phase costs
Note:
• Implementation costs are dependent on the Discovery Phase – the level
UX, design, development required.

119
Project team – overall structure
ADVISORY TEAM
• Executives who provide senior
leadership and category
expertise.
CORE TEAM
• Oversees all project work
• Provides consistency
• Involved for entire duration
Ian Gough
Client Services
Director
DELIVERY TEAM
• Completes project
deliverables
• Develops creative concepts
& comps
• Regional / in-market
management
Justin Peyton
Kaythaya Maw
Chief Technology
Officer
Account Director Account Manager Programme Director
UX Lead Design Lead Content Lead Data Lead Strategy Lead
Project Management
Team
UX & Design Team Content Team Development TeamSEO & Data Team
Technical
Lead

120
Phase 1 project team
Ian Gough
Client Services Director
Justin Peyton
Kaythaya Maw
Chief Technology Officer
Susan Montgomery
Senior Account Director
Elaine Yip
Programme Director
Melinda Anderson
UX Director
Simon Brock
Creative Director
Barry Edwards
Technical Lead
Karin Kalda
Data Lead
UX, Design & Content Team Development
Team
Strategy, SEO & Data Team
Michael Daley
Strategy Lead

123
GAMES HQ
LIVE AT GAMES HQ EXCLUSIVE CONTENT UNIQUE REAL-TIME OFFERS

132
Summary
ü Robust insights and data driven approach to identifying customer journey insights
ü A strategy that supports your vision
ü Broad experience building brands online, in Australia and throughout APAC
ü Proven Drupal technology experience
ü Digital marketing and campaign excellence
ü Local teams, ready to go

Star Group - Digital Agency Of Record Pitch

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