HomeAwayFebruary 9, 2010

Introductions

Marc Swearengin – GM, Schematic Austin

Nick Worth – President, Schematic

Tony Weber – SVP, Digital Strategy

Chris Polychronopoulos – Senior Art Director

Agenda

• About Schematic

• Our Understanding

• The Acquisition Experience

• Moving Forward

• Q&A

About Schematic

About Schematic

Part of WPP Digital

400 staff with offices in the US, London, and Costa Rica

Large clients including Dell, Target, Bank of America, Nokia, and Microsoft

Strategic, creative, and technical

Known for User Interface/User Experience work

OMMA “Best Site Design and Development” Agency, 2008

What Makes Us Different?

At Schematic, we deliver transformative business results through innovative marketing experiences.

We prioritize innovation because:

•innovative experiences get noticed and encourage engagement better than the same old thing

•innovative production approaches save our clients money

•in a word-of-mouth, link-heavy, blog-heavy world, doing things differently provides tremendous lift to our activities

Successful innovation requires both strategy and craft.

Strategic Insight: Target needs to creatively combine the strong personality of their brand with relevant and convenient shopping opportunities.

Innovation Example One: Target

The Result: A series of technical and creative executions that drive both brand affinity and shopping behavior.

Schematic has been Target’s primary interactive agency since 2006.

Craft: Advertising that includes real-time e-commerce opportunities, driven by a Schematic-authored Web services layer.

Craft: Schematic-produced video content...

Craft: ...that leads to shopping opportunities on-site...

Craft: ...and that can be leveraged in online advertising and onmobile devices.

Strategic Insight: Logitech’s products are better together as part of a digital lifestyle; not just commoditized accessories. Logitech.com, where searches land and where the product research takes place, can build that connection.

Innovation Example Two: Logitech

The Result: A site that communicates the Logitech digital lifestyle within an e-commerce context.

Schematic is Logitech’s digital AOR.

Craft: A site that feels like Flash, but is all HTML, making it a perfect SEO environment, and easier to localize.

Strategic Insight: The best way to market Microsoft is through communications that use their technologies in compelling ways.

Innovation Example Three: Microsoft

The Result: Innovative experiences that show the power of Microsoft technologies in scalable, high-visibility environments.

Microsoft has been a client of Schematic’s for the past six years.

Craft: A way to bring the social positioning of Windows7 to life, using MS technologies.

Our Understanding

HomeAway has struggled to define an acquisition strategy that consistently drives people to subscribe

Renting a home is a personal business

• Homeowners generally have a choice of renting their homes directly (67%) or hiring a professional management firm (45%).

• Owners want to maintain control; of their guests, businesses and homes

• Owners value traveler interaction yet would like to be more efficient and professional in their communications and reservation-related tasks

• Many owners are cost-conscious and wary of expenses which would cut into their revenue.

• 69% are employed in either full-time or part-time positions, and

would value some help in managing the rental process.

• Owners tend to skew older, and the majority are female

As their match-maker, it’s personal for you, too

A subscription to HomeAway is…

Considered

Competitive

Based on Trust

A Long-Term Commitment

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It’s like online dating….

The Flirtation

The flirtation

First of all, you need to get out there

You want to go places where your potential matches might be

And of course, you want to look good while you’re doing it

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Seek out your potential matches

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Seek out your potential matches

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The First Date

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Get to know each other

Now that they’re interested, you want to impress them

You want to take them some place nice. Someplace where you can get to know each other.

Show them how great you are, and to prove it you’re willing to take it slow

Separate Paths on the Home Page

Prominent space on home page for owners

Preview of listings with featured property list

Separate Paths on the Home Page

Free and Instant Registration

Educate Prospective Owners More Effectively

Visual value proposition and outline of steps

Highlight key owner resources

Create an Open-Ended Path to Conversion

Reinforce free registration

Interactive listing tools

Contextual tips

Improve Existing Features and Add New Ones

Dashboard for registered owners

Calls to action for listing

The Courtship

Staying in touch

This is more than just a fling. You want to build a relationship.

That means you need to reach out. Stay in touch. Understand their needs.

Remind them you’re interested. Let them see how good you’d be together.

But listen to them. Be conscious of what they want to hear.

Make them want more.

Draw them closer

Action-oriented

Visually compelling

Personal tone

Creates immediacy

Adapt your message over time

Communication Progression

Day 1 Day 6 Day 14 Day 28 Ongoing Quarterly

Thank You / Take the Final Step

Subscribe Today – Price Message

Subscribe Today – Begin Renting Now Message Act Now:

Listing About to Expire

Targeted Messaging

Re-engage at the right time

Tailor message locally

Give them a reason to come back

The Engagement

Fulfilling on the promise

Once you’re together, you need to keep your relationship fresh

You have to innovate every day to keep the spark alive

Be yourself. Be authentic. Strengthen the relationship by creatively showing what you can offer.

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Renter Confirmation Email

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Mobile Concierge

The Break-Up

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Moving Forward

The Next 4 MonthsSchematic proposes a multi-track approach that includes both short-term solutions and long-term approaches to improve Owner acquisition.

Messaging Strategy FrameworkWe will conduct an assessment of Home Away.com and VRBO.com messaging and develop strategic recommendations on how an evolved messaging approach can aid Owner conversion. This revised messaging approach will focus on site, email and DM vehicles.

Evaluate and Redesign the Owner Conversion Path We will conduct a user experience evaluation on the Home Away and VRBO site.

WireframesBased on the user experience analysis, Schematic will develop wireframes that visualize an optimized user experience.

The Next 4 MonthsUsability TestingWe will conduct Usability testing on the wireframe visuals to elicit feedback from selected members of our target audience.

Creative CompsSchematic will apply the Home Away branding and design the new Owner path pages based on the wireframes.

Functional SpecificationWe will then develop a functional specification document that will provide guidance to the Home Away and VRBO site development teams on how to implement the new Owner path pages.

Email ProgramSchematic will concept, design for and manage an email program consisting of multiple email executions that leverage the evolved messaging approach.

Ongoing ImprovementsAs part of this engagement, Schematic will deliver a set of recommendations for enhancements to the Owner value proposition and product set. In partnership with HomeAway, we would identify and prioritize initiatives which could be scoped out as incremental projects over the next 18 months.

These projects will vary in size and duration based on specific requirements and dependencies. In general each prioritized program will include strategy, feature definition, and integration, with the appropriate combination of support from technical, user-experience, and design resources.

Schematic will work with HomeAway, VRBO, or the appropriate business unit to plan and deliver these efforts on a timeline that aligns with internal needs and market conditions.

Recommended Roadmap

EST. MESSAGING FRAMEWORK

PROJECT #1

PRODUCT BUSINESS STRATEGY

WIREFRAMES/USABILITY AUDIT

PROJECT #2

EMAIL A/B TESTING

MessagingEMAIL DEVELOPMENT / EXECUTION

USER INTERFACE DESIGN / CREATIVE OUTPUT

User Path

Value Add

PROJECT #3

PROJECT #4

WK 15WK 14WK 13WK 12WK 11WK 10WK 9WK 8WK 7WK 6WK 5WK 4WK 3WK 2WK 1

Questions

Thank You