Le Figaro

Groupe Dassault

Le Figaro

Why chosen for Citrix

Le Figaro Is one of the most widely read broad business publications in France and has been selected based on its ability to reach genuine CIOs and CTOs across multiple platforms including live events, digital, and print. With a reach across the entire C-suite- 56% coverage in France, as well as within IT decision makers, 70% coverage in France- Le Figaro has excellent credentials in this space. Firstly, for bespoke convening activity with the IT market, it is able to leverage the 1.8m-strong readership of Journal Du Net, its IT brand, in addition to its own core readership. Secondly, Le Figaro's editorial comprises extensive reporting, comment, and analysis on Citrix-named topics across its many platforms, such as: "Choices in the Cloud"; numerous articles covering cybersecurity; and, enterprise-level artificial intelligence.

Campaign Proposal

The Idea

The campaign revolves around a series of CIO and CTO roundtable events, curated specifically for Citrix. The event series will be supported by a multi-channel content campaign, positioning the Citrix brand alongside Le Figaro's pre-existing and proposed editorial assets on tech-related subjects, as well as building a cache of custom content tailored specifically to Citrix's core messaging across its named topics.

Snapshot of the Campaign

Bespoke convening series of four roundtables for a 'wishlist' of SBF120 CIOs/ CTOs with associated content
Multi-media content (print, digital, social) amplification campaign

Citrix-branded microsite on lefigaro.fr
Sponsorship of scheduled Le Figaro 'Tech' editions

Key Audience Stats

Print Circ.: 308,000 (daily)
Unique Users per month: 8.9m (desktop), 11.3m (mobile phone), 3.6m (tablet)
Social: 3.6m across Facebook, Twitter, Instagram, Google+, Youtube, and Tumblr
Demographics: 56% of France's C-suite, 70% of IT decision makers from 250+ employee companies

Activity One: Bespoke Convening Series

SBF120 CIO/CTO Dialogue Series c.EUR150k (EUR37.5k per event x 4)

Le Figaro have proposed a four-part dialogue series of exclusive roundtables for Citrix. The events will consist of one 60 minute panel (between Citrix and client/ industry speakers) which will be led by a Le Figaro/ JDN journalist. This will be followed by a luncheon/ dinner, with the entire event held at an appropriate venue which takes into account Citrix's preference for dinner club/ lobby type activities. The series will convene CIOs and CTOs from SBF120 companies only, and will be jointly produced by both Le Figaro and JDN. The series will launch at the start of the campaign and continue throughout.

Dialogue Series Highlights

x4 roundtable events on the following topics
- Analytics
- Networks
- Workspace
- Security
Themes will be further developed in collaboration with Citrix as well as Le Figaro and Journal Du Net content teams
c.8-10 SBF120 attendees at each event with 1-2 seats at the table for senior Citrix execs and moderated by a Le Figaro or Journal Du Net content editor
Le Figaro/Journal Du Net to devise and co-ordinate the guest list based on SBF120 CIO and CTO profile. A wishlist will be provided by Citrix and an invitation agreed in advance with Citrix

Each event to last 3 hours and include a 45 minute– 1 hour facilitated discussion, as well as a lunch or dinner in a suitable venue, sourced by Le Figaro and approved by Citrix
12 week lead time for each event

Example of Event Hosted by Le Figaro

Activity Two: Content Generation Campaign

Post-Event Reports. Total: EUR200k (c.EUR50k Per Event x 4)

Le Figaro's content assets come in the form of text articles and video and are distributed via its online site and printed daily paper. Le Figaro have proposed the creation of a cache of assets, which will be produced in both formats, following each roundtable event. Le Figaro will use the assets alongside its own editorial content, as well as to publicise, and be hosted on a Citrix microsite on lefigaro.fr.

Content Campaign Highlights

Content assets created from the Dialogue Series to include:
- Video footage and photos of each event edited into c.3 minute ‘highlights’ and shorter ‘teasers’ for use on social media
- x1 (four in total) page article (which will include an accompanying Citrix advert) in Le Figaro Economie section following each event. The article will summarise the meeting in report format and feature photos alongside commentary of the discussion by a Le Figaro editor. Additional comments and quotes from the guests at the events and Citrix executives will be included. The article will be published in print in Le Figaro and replicated digitally online

Estimated cost: c.EUR50k per event, including:
- Technical production costs, video footage capture, production of the layout of the report of the event in Ad Page in Le Figaro
- One page in Le Figaro and Le Figaro TECH

Example of Partner Article Hosted on Le Figaro

Activity Three: Citrix-Branded Microsite

Citrix-Branded Microsite on Le Figaro Website EUR20k

Le Figaro will create an interactive, modular display experience which will host the latest Citrix content for Le Figaro's readership. This microsite will be initially populated by relevant Le Figaro editorial content which is drawn from across Le Figaro and JDN sites. Microsites receive promotion across Le Figaro's social media channels (3.6m followers), including Facebook, and an extensive traffic driving campaign from the homepage and across Le Figaro online.

Microsite Highlights

The site will include:
- Co-branded content
- Citrix’s own content
- Relevant editorial content aggregated from across Le Figaro and JDN sites
The microsite will be live for the duration of the campaign
One Article Page includes:
- x1 Photo
- x1 Video
- Citrix Advertising (co-branded surrounding ad units and native formats)

Example of Partner, Created by Le Figaro for HP

Activity Four: Content Amplification

Content Amplification Campaign EUR20k

Le Figaro will provide amplification support of all content created. All content assets (including event reports, videos and advertorials) will be amplified across Le Figaro, Le Figaro Tech, and JDN channels via native ad placements next to relevant editorial content, as well as on social media, and in newsletters

Campaign Highlights

All Le Figaro users will be able to access the microsite by navigating from the home page, however the ad campaign will be targeted specifically towards ITDMs in companies with 1000+ employees
Citrix will also have rights of ownership to use these assets on third party websites for syndication of this content to ensure maximum visibility across Citrix’s target audience
Le Figaro would commit to 5 million impressions over a four month period for Citrix.

Example of Banner Advertorial on Le Figaro Homepage

Activity Five: Le Figaro Tech Sponsorship

Sponsorship of relevant Le Figaro Tech edition(s) EUR100k

Le Figaro Tech is a newly launched section of Le Figaro's printed and online publications which is jointly produced by Le Figaro and Journal Du Net. It was first published in June 2018 and is distributed once per quarter. The four editions are included as a printed supplement inside Le Figaro's printed paper (circ. 307,912), and replicated digitally online (2m visitors per edition). Participation by Citrix would align the brand with a dedicated editorial for leading IT experts. The four named topics for 2019 are Big Bang “Innovation”; Big Bang of “voice”; Big Bang “Money”; and, Big Bang “Space”.

Sponsorship Highlights

While Citrix can sponsor all four editions of Le Figaro Tech, Citrix may exclusively sponsor one of the quarterly publications
- EI suggests doing so on the Big Bang "Innovation" edition (March), which is most aligned to Citrix's named topics
Citrix will have editorial input into the edition's entire topic through contact with a Figaro Tech journalist
Citrix would be positioned through advertorials, well integrated throughout Le Figaro Tech's print and digital editions
As an exclusive sponsor, Citrix would be present through a full page in the sponsored edition in the form of a sponsored article, which Citrix will have editorial input on

Recommended engagement

There are many stand out features to this proposal. Holding strategic discussions with CIOs and CTOs from SBF120 organisations through bespoke convening activity is strong, and conducive to the seniority of the target. The campaign begins with the production and syndication of content on Citrix's microsite, to engage CIOs and CTOs on key themes. Following this, four CIO/ CTO bespoke convening activities take place, out of which four video and text assets will be produced, broadcasting discussions brought forward to Citrix's tier two targets. In the second month of the campaign, Citrix's exclusive sponsorship of Le Figaro Tech's "BIg Bang Innovation" edition will demonstrate its thought leadership to Le Figaro's entire readership. All content hosted on Citrix's microsite receives a campaign-long amplification drive. This proposal's strength lies in its consistent, structured release of content. This will ensure Citrix take Le Figaro's readership on a journey with a compelling narrative.