Request for Quotation

[strictly confidential]
 [strictly confidential]

Table of Contents
1. Project info ............................................................................................................................ 3
2. About GoDaddy ..................................................................................................................... 3
3. Objectives .............................................................................................................................. 4
1. Objective of the project ......................................................................................... 4
2. Objective of this request for quotation ................................................................. 4
4. Request and scope of the project ......................................................................................... 4
1. Story telling ............................................................................................................ 4
2. Media ..................................................................................................................... 5
3. Contents................................................................................................................. 5
4. SEO ......................................................................................................................... 5
5. Social media management .................................................................................... 5
6. PR ........................................................................................................................... 5
7. PPC/CPC campaigns ............................................................................................... 5
5. Target customers................................................................................................................... 6
6. Sales channels ....................................................................................................................... 6
7. Our competitors .................................................................................................................... 6
8. Budget for the implementation ............................................................................................ 7
9. Wish date for delivery ........................................................................................................... 8
10. With date for launch ......................................................................................................... 8
11. Additional notes or comments .......................................................................................... 8

Global Market Operations, Italy 2

 [strictly confidential]

1. Project info
Details

Brand GoDaddy

Type of request Request For Pricing: Marketing Campaign in Italy

Author Gianluca Stamerra

Executive Sponsor Irana Wasti

Version of the document 1.0

Date of the last version 21/09/2018

Submit the quotation to: Gianluca Stamerra,

gianluca.stamerra@godaddy.com

2. About GoDaddy
GoDaddy powers the world's largest web hosting cloud platform provider dedicated to
small, independent ventures. With 18 million customers worldwide and 77 million
domain names under management, GoDaddy is the place people come to name their
idea, build a professional website, attract customers and manage their work. Our
mission is to give our customers the tools, insights and the people to transform their
ideas and personal initiative into success.

We are headquartered in Arizona and have offices & data centers around the world
including San Francisco, Sunnyvale, Seattle, Boston, LA, New York & Iowa in the U.S.

International offices & data centers include Canada, Mexico, Brazil, India, Australia,
Singapore, The Netherlands, Ireland, the U.K and Spain.

To learn more about the company, visit

▪ www.GoDaddy.com
▪ Fact Sheet - https://aboutus.godaddy.net/newsroom/fact-sheet/default.aspx
▪ History & Milestones - https://aboutus.godaddy.net/newsroom/history-and-
milestones/default.aspx
▪ NASDAQ - https://www.nasdaq.com/symbol/gddy/stock-report

Global Market Operations, Italy 3

 [strictly confidential]

3. Objectives

1. Objective of the project

This project is aimed at achieving the following two main objectives by the end of 2019:

1) Increase GoDaddy’s unaided brand awareness into the Italian market from the
current status (almost zero) to 10%
2) Acquire 20.000 new customers

2. Objective of this request for quotation

The objective of this request for quotation (RFQ) is to receive from the Agency

1) A preliminary marketing action plan that the Agency and GoDaddy should put in
place in order to achieve the two objectives of the project (above). In this initial
phase, it is not required to share any creative idea. A more detailed plan will be
required in the next weeks to those agencies that will be selected to move
forward to the next step.
2) A realistic quotation of the total marketing, production and agency expenses
required to execute the plan

4. Request and scope of the project

The project will have a duration of 12 months. It must be multichannel and with a strong
integration of the experience and of the messages among all the channels.

The project can be divided in phases with a smooth launch on Q1 2019 and a stronger
push starting from Q2 2019. This would allow us to work on the basic actions at the
beginning (e.g. setting up the blog and social media page) an then work at full capacity
across all the channels.

Please note: the factors that lead our decision making are: a) time to go to market, b)
costs, c) estimated impact and possibly estimated return on investment. So please
provide your estimation of these three factors in your document with a special focus on
point 1 and two below.

1. Story telling

The project must be supported by a 12 months engaging story telling that empowers the
integration of the marketing actions under a “common umbrella” and that possibly
makes our contents and ads go viral through the Internet.

Global Market Operations, Italy 4

 [strictly confidential]

2. Media

We have no preference or prejudice towards any channel, so feel free to propose

marketing actions of any kind (TV, Radio, Out of Home, Events, Influencer Marketing,
PR, Viral actions, Guerrilla, etc). What really matters is achieving our two objectives in a
reasonable and realistic way.

3. Contents

It must include the content generation for our blog (Garage). This activity can be divided
in two main tasks: 1) translate and adapt contents that GoDaddy has already published
in its US blog 2) generate new and original contents. All contents must be edited under
a SEO perspective and must address GoDaddy’s long term keywords list. The blog is
currently under construction, however here you can see the US version
https://www.godaddy.com/garage/.

4. SEO

SEO is a very relevant channel, therefore please include a link building plan into your
strategy.

5. Social media management

The selected agency will be in charge pf the management of our Facebook page (to be
implemented). The management includes: 1) fan base generation, 2) engagement
creation, 3) basic customer support and redirection of complex cases to our internal
customer care.

6. PR

The Agency should manage any PR action (e.g. press release editing, database of
journalists, press kit, organization of events, etc.) in coordination with our internal PR
department.

7. PPC/CPC campaigns

We currently invest a significant budget on PPC and Retargeting. These activities are
managed internally, therefore it is not required to quote these actions in this RFQ.
However, it is required to provide your view regarding how they should fit with your
plan in terms of channels (e.g. AdWords, Facebook ads, Criteo, etc) and budget (how
much we should spend to reach our objectives).

Global Market Operations, Italy 5

 [strictly confidential]

5. Target customers
GoDaddy’ customers are small medium businesses, entrepreneurs, bloggers, individuals
that want an online presence. In some cases, they are marketing agencies that buy our
products to setup websites, landing pages, applications or more in general online
projects for their customers. Lastly, there some customers buy massive quantity of
services, especially domains domains a SSL, and resell them to their customers. This last
type of customers are a minority in terms of volumes, but generate a significant business
to GoDaddy in terms of revenue.

6. Sales channels
GoDaddy has two main sales channel: it’s ecommerce and it’s telesales team. The
ecommerce generates most of the sales, therefore any call to action in the ads should
redirect to our website http://it.godaddy.com.

7. Our competitors
Our main competitors are:

1) Aruba → Italian company with very good reputation. Incumbent with a very
strong local presence. They provide service to any customer segment, from
consumer to large corporations like telco operators. They provide a wide range
of services and can be considered a “one stop shop”. Among the services there
is PEC (Posta Elettronica Certificata), an Italian email standard that GoDaddy
doesn’t provide. In recent years they launched Pratiche.it, a web portal that
allows people to interact with the Public Administration. This service allowed
Aruba to get closer to the consumers and increase their brand awareness.

Examples of marketing actions

▪ Aruba commercial 2016 → https://youtu.be/KtQsz-AINes

▪ Aruba commercial 2017 → https://youtu.be/yM4KAbmuk7E
▪ Aruba sponsoring Superbike → https://www.arubaracing.it/
▪ Aruba story telling “We start you up” → Contest for startups
https://www.ilmitte.com/2017/10/09/aruba-fino-a-50-000-euro-per-le-
tech-startup/

2) Register → Italian company. High brand awareness, a bit expensive. They provide
a wide range of services and can be considered a “one stop shop”. Register
provides PEC.
3) OVH → French company with very good reputation. Strong presence in Europe.
They managed to build a strong community. In some countries they have their
own startup incubator. They provide a wide range of services and can be

Global Market Operations, Italy 6

 [strictly confidential]

considered a “one stop shop”. Among the services there are PEC (Posta
Elettronica Certificata).
4) 1&1 → European leader, part of the United Internet Group. Second player
worldwide after GoDaddy. Not very focused on the Italian market yet, but they
may start pushing soon. They provide a wide range of services and can be
considered a “one stop shop”, but they do not provide PEC. Hosting products are
good, but it currently has the reputation of a low cost provider. Famous for it’s
website builder called “My Website”.
5) Wix → Israeli company. It a website builder company and not a traditional
hosting company, however it has a massive brand awareness worldwide and it
competes against GoDaddy into the website builders line of products.

Please find below a rough estimate of market share by ccTLD (Registered .it domains) in
the Italian market. Note: Wix is not included because it’s not a hosting provider.

30.1%

50.0%

10.7%

2.9%
1.2% 2.5% 2.7%
Aruba Dada (Register) OVH Seeweb GoDaddy 1&1 Others

8. Budget for the implementation

We haven’t defined a budget yet and actually, with this preliminary RFQ, we want to
make sure we’re allocating the right budget to achieve our business goals.

Please build a modular budget with a clear cost split among the categories reported in
chapter 4 (storytelling, content, media, etc.). If your company cannot provide one or
more services, please just state it in a note. Even if having one provider could be the best
choice in term of efficiency, we first look at efficacy, therefore we may decide to

Global Market Operations, Italy 7

 [strictly confidential]

combine two providers in order to reach our objectives (10% market share and acquire
20.000 new customers).

9. Wish date for delivery

Please provide your preliminary and non-binding proposal October 1st 2019.

10.With date for launch

The project should start on January 2019.

11.Additional notes or comments

Global Market Operations, Italy 8