Comdial 2000 Media Proposal

1
Comdial 2000 Media Proposal

• Wednesday, January 12, 2000

2
Table of Contents

• Overview
• Parameters
• Budget
• Timing
• Geographic Coverage
• Target Audience Review
• Objectives
• Strategies
• Tactics
• Digital 1/0 Media Selection Process
• Media Evaluation Criteria
• Schedule Development Process

• Recommended Schedule
• Digital 1/0 Rankers
• Digital 1/0 Summary
• Vehicle Selection
• Rationale
• Flowchart/Schedule
• Budget Summary
• Online Discussion
• Value Added Merchandising
• Appendix
• Closing Dates
• Rec/Not Rec
• Circulation Comparison
• Editorial Comparison
• Publication Duplication

3
Overview

• Purpose of this plan is to continue the effort
  started in Q4 99 to build brand awareness of
  Comdial among its target audiences
• This plan will use a mix of horizontal and
  vertical media to reach the target audience
• Target audiences will be reviewed in terms of
  their influence on determining telecommunications
  solutions
• Including a re-visit of 1999 analysis

4
Parameters

• Timing March 2000 through November 2000
• Budget 1,380,000 NET
• Geographic Coverage
• Domestic U.S.
• Ad Unit Page 4C

5
Target Audience Review

• Job Titles/Functions
• Corporate and Senior Management (CxO)
• IT Management
• VP, Senior level IS/IT
• MIS/IT Staff
• Functional Management
• Telecom Managers
• Office Managers
• Vertical Market Management
• Directors, Owners, Administrators of nursing and
  assisted living facilities
• Directors, Managers, Property Managers of
  hospitality locations
• Real estate brokerage Office Managers/Division
  Managers
• Call Center Directors

6
Target Audience Review

• Vertical Markets
• Assisted Living
• Hospitality
• Call Centers
• Real Estate Brokerages

7
Target Audience Review

• Establish the influence each audience has on the
  adoption of a Comdial business solution
• Examine the mindset of each audience as it
  relates to their functional area in a corporation
• Corporate and Senior Management
• IT Management
• End Users
• The Channel

From 1999
8
Target Audience Corporate (CxO) and Senior
Management

• Involvement with Technology (A.T. Kearney)
• Over 50 assert that technology decisions are an
  integral part of the strategic decision process
• 91 say technology investment is important in
  helping realize corporate goals and objectives
• 69 have knowledge of working technologies in
  their company and the impact it has on
  performance
• 40 of CEOs and senior executives spend more than
  10 of their time on technology issues for their
  companies

From 1999
9
Target Audience Corporate and Senior Management
(Cont.)

• Initiators of IT Projects/Solutions
• 46 are non-IT business managers
• 37 are IT managers
• 17 are board level management
• Telecommunications is identified by top
  management is the second most significant
  technology that will have the greatest impact on
  their business in the future. Networking is
  first.

From 1999
10
Target Audience Corporate and Senior Management
(Cont.)

• Involvement with Technology (Fortune Study)
• 47 of non-technical mangers are more likely than
  two years ago to express opinions on technology
  business solutions
• 70 of top managers (CEO, CIO, CFO, Chairman,
  senior VP) are directly involved in determining
  corporate technology solutions
• 60 of top managers are involved in brand/product
  selection

From 1999
11
Target Audience IT Management

• Primary evaluator and implementers of technology
  solutions
• CIO and IT Directors are part of the management
  team that define technological solutions for
  corporate business objectives
• Targetable by technology functional area
• High pain point due to pressures from above and
  pressures from users
• 96 (85 in 2000) specify a technology need
• 69 (92 in 2000) recommend vendor

From 1999
12
Target Audience Convergence of IT and Top
Management
90 80 70 60 50 40 30 20 10 0
IT
Tech InvolvedCorporate Mgmt.
Involved
Tech InvolvedLine of Business
Determining Setting Creation Technical Specifying
/ Recommending Final Needs Business Info
Sys Evaluation Selecting Acquisitions Approval
for Goals, Budget Strategies or
Specs Brands/Vendors Acquisitions
Base Total Study
Simmons CompPro VII - 1999
From 1999 Updated for 2000
13
Target Audience End Users

• Primary users of technology
• Looking for better ways to do their job but not
  completely empowered to implement better ways
• Concerned with productivity
• Looking for niche-specific applications to
  support their functional area
• Effect technology product sales both directly and
  indirectly

From 1999
14
Target Audience The Channel

• Will sell what is easiest to sell
• Need manufacturer support
• Need strong market support for distributed
  product
• 82 of VARS place a high value on the level of
  end user promotion (CMP)
• This audience needs to know that if they take on
  a new product line that it will receive proper
  support in the marketplace

From 1999
15
Target Audience Review

• Top Down versus Bottom Up
• Top Management can have enormous effect on
  technology issues that support their business
  mission
• Top Management can greatly affect stock market
  valuation
• End users want a product that works. Dont care
  about P/E issues and business mission
• The IT audience has strong influence on sales.
  Enterprise-wide
• The end user audience has an influence on
  divisional/departmental sales

From 1999
16
From 1999
17
Target Audience Review

• Acknowledging top management's role in
  determining technology solutions, use business
  print titles that are effective in reaching this
  audience
• Acknowledging ITs role in product selection and
  evaluation, use IT print journals
• Support print program with IP media (online
  media)
• Web site sponsorship
• Banner ads
• Email Sponsorships

From 1999
18
Target Audience Review

• Functional Management
• Defined as telecom managers and office managers,
  these titles are instrumental in the details of
  selecting a telecommunications solution
• This is where the CxO statement Our phone
  system _at_s! Get this thing fixed! translates
  into actual product exploration, evaluation, and
  consideration
• These titles are the go to types within an
  organization.the one end users call when they
  have a problem. They are therefore in serious
  need of an out to their telecommunications
  problems
• Comdial must get in front of this audience and
  give them that out

19
Target Audience Review

• Vertical Market Management
• Specific and individual needs for
  telecommunications solutions
• Very influential as in many cases, there are not
  centralized IT structures in place
• The inherent satellite or smallness of
  vertical market location and needs necessitate
  specific solutions
• These specific solutions are are covered in depth
  by vertical trade journals

20
Target Audience Review

• What about the End User?
• Large waste factor to job titles that have no
  effect on either IT/telecommunications or top
  management issues
• Minimal reach to top management
• No reach to IT
• Buying interests are with products specific to
  the vertical (in assisted living bathing lift
  products, furniture, incontinence products,
  laundry and supplies)
• Reach to this audience will happen through
  vertical market program in vertical markets as
  well as spill from top management media vehicles
  (2000)

From 1999
21
Target Audience Review

• What about the Channel?
• Reach to this audience is important but not
  within the limited launch budget and primary
  objective framework. Spill reach will be achieved
  through IT books
• The most important concern to this audience is
  Can I move this product? The product cant be
  moved if it isnt known.
• VARS want to see heavy awareness building
  programs
• VARS want product promotion in the marketplace
• VARS want their job made easy
• Net Comdial channel must have confidence that
  its customer base is familiar enough with the
  brand name to make the channel sale easy from the
  perspective of awareness. This is achieved via
  primary target advertising (2000)

From 1999
22
Target Audience Review Summary

• Continue to achieve reach to
• Corporate and Senior Management
• IT Management
• Functional Management
• Telecom Managers
• Office Managers
• Vertical Market Management
• Directors, Owners, Administrators of nursing and
  assisted living facilities
• Directors, Managers, Property Managers of
  hospitality locations
• Real estate brokerage Office Managers/Division
  Managers
• Call Center Directors
• No specific reach to
• End Users, other than spill
• The Channel

23
Objectives

• Develop a media program that targets those having
  influence (both solution approval and solution
  evaluation) over their companys business
  processes and telecommunications needs
• Sustain a maintenance level media program
  continuing efforts started in 1999
• Choose media based on their ability to reach the
  target audience
• Seek budget-extending, value-add programs
  capitalizing on trade show and seminar events

24
Strategies

• Deliver a top level flighted brand awareness
  program
• Maximize exposure with weekly business journals
• Support brand building efforts with longer shelf
  life media
• Monthly print media that reach the individual
  target audience titles
• Select media that is editorially suited to those
  companies that are in need of specific
  telecommunications solutions
• Continue awareness to the IT evaluator audience

25
Strategies

• Maximize target audience coverage within
  specified vertical markets
• Using specific vertical trade journals
• Develop high frequency levels in flight across
  key target segments to achieve objectives
• With budget in mind, develop a schedule
  consisting of compressed flights to maximize
  awareness

26
Strategies

• Ensure relevant context for message positioning
• Business Methods Business
  Success
• Technology Solutions Technology
  Success
• Use business focused media for relevant alignment
  with Comdials business benefits
• Use technology focused media for relevant
  alignment with Comdials technology benefits

27
Strategies

• Establish exacting criteria for media evaluation
• Ensuring effective and cost-efficient reach of
  all target audience segments
• Institute specific process for measuring, rating,
  and selecting media using these criteria
• Establish Metrics ? Evaluate ? Score ? Select

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The Digital 1/0 Selection Process

• Numerical evaluative process placing strategic
  selection criteria behind the numbers
• Establishes and controls the selection process
  parameters
• Provides logical rationale for media selection
• Captures qualitative evaluators and translates to
  quantitative

29
The Digital1/0 Selection Process

• Measurement criteria translated into logical (the
  1/0) values
• Setting minimum thresholds for each measurement
• Example - for business publications, target
  audience threshold settings are
• 30 of circulation must be Cxos
• 95 of circulation must be qualified within one
  year
• Media ranked by cumulative ratings across
  multiple criteria
• Detailed ratings and threshold values shown in
  Appendix

30
The Digital 1/0 Selection Process

• Selection process also includes consideration of
  external factors, including media relationships,
  relative market position and past performance
• Recommendation based on media with highest
  ratings, incorporating
• Mix of business, telecom and vertical
  publications
• To insure relevant context messaging

31
Media Evaluation Criteria

• Target audience coverage
• Percent of circulation that matches target
  audience definition (job title)
• Percent of circ reaching companies with fewer
  than 500 employees
• Plan to buy/involved in purchase of rankings
  from syndicated research
• personally involved in purchasing
  telecommunications products
• personally involved in purchasing
  communications/fax software
• "plan to buy" telecommunications hardware
• plan to buy" Internet telephony software

32
Media Evaluation Criteria

• Editorial quality
• Measured by ratio of ads to editorial content and
  growth in ad pages
• Topic Affinity. Does the medium cover the
  relevant issues?
• Circulation Vitality
• Measured by percent re-qualified within one year
• Measured by percent direct written request/paid
• Cost-efficiency
• Measured by cost per thousand on total
  circulation

33
Schedule Development Process

• 1999 launch level run rate was 270K/mo.
• The 2000 budget will yield run rates
• 138K/mo. for ten month period (Feb.-Dec.)
• 230K/mo. For six month period (March-May
  Sept.-Nov.)
• Two, three month flights are recommended to
  achieve acceptable run rate for maintenance
  campaign
• Using recommended media, maximize impact by
  determining effective in-flight frequency
• Establish criteria corresponding to issue
  frequency
• Weeklies Minimum 2 out of 4 insertions
• Bi-Weeklies Minimum 2 out of 2 insertions
• Monthlies Minimum 6 insertions

34
Digital 1/0 Criteria The Numbers

• Top Management Ranker
• IT Management Ranker
• Under 500 Employees Ranker
• Involved in Purchasing Telecommunications
• Will Purchase CTI in Next 12 Months
• Will Purchase Communications/Fax in Next 12
  Months
• Digital 1/0 Summary Business/IT
• Digital 1/0 Summary Telecom
• Digital 1/0 Summary Call Center
• Digital 1/0 Summary Vertical Markets

35
Digital 1/0 Criteria Top Management Ranker
Source Intelliquest CIMS v6.0
36
Digital 1/0 Criteria IT Management Ranker
Source Intelliquest CIMS v6.0
37
Digital 1/0 Criteria Under 500 Employees
Source Intelliquest CIMS v6.0
38
Digital 1/0 Criteria Involved in purchasing
Telecommunications
Source Intelliquest CIMS v6.0
39
Digital 1/0 Criteria Will purchase CTI in next
12 months
Source Intelliquest CIMS v6.0
40
Digital 1/0 Criteria Will purchase
Communications/Fax in next 12 months
Source Intelliquest CIMS v6.0
41
Digital 1/0 Summary Business/IT
42
Digital 1/0 Summary Telecom
43
Digital 1/0 Summary Call Center
44
Digital 1/0 Summary Verticals
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Schedule Delivery Reach/Frequency
Source IQ Computer Industry Media/Business
Influencer Study V6.0
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Print Value Added Merchandising

• Target Merchandising Tactics
• Web Site Hotlinks
• Readership Studies
• Post Benchmark Study
• Bonus Pages
• Starch/Harvey Ad Studies
• Email Newsletter Sponsorships

53
Online Discussion

• Review Q4 Results
• Rationale for Inclusion or Exclusion
• Branding Issues
• Budget Concerns

54
Online Past Results
55
Online Why Not?

• Results Mixed
• Low click through. Brand effect yet to be
  determined
• Brands are built offline and supported online
• Comdial brand is in build mode, not support mode
• Budget considerations
• Budget is stretched as is with existing target
  markets
• adding and additional media category will dilute
  the primary category of print

56
Next Steps

• Reach consensus on recommended schedule
• Discuss client publication preferences
• Discuss importance of vertical markets
• Provide editorial calendars for recommended
  issues
• Provide Schedule Approval Forms
• Provide Merchandising Schedule
• Deliver Quarterly Ad Positioning Report

57
TFA/LBTG and Comdial A Winning Relationship
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Your Approval
_________________________ _______________ Leigh
Alexander Date
59
Appendix
60
Publication Closing Dates
61
Recommended/Not Recommended
62
Circulation Comparison Business
63
Circulation Comparison Telecom
64
Circulation Comparison Call Center
65
Circulation Comparison Vertical
66
Editorial Comparison Business
67
Editorial Comparison Telecom
68
Editorial Comparison Call Center
69
Editorial Comparison Verticals
70
Pub Dupe