Security Button Marketing Campaign Proposal

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Security Button Marketing Campaign Proposal

• Q4 2006, Tod Lock

2
GOALS

• Create unique, multi-touch, integrated marketing
  campaign
• Build pipeline of leads to end 2006 sales year
• Produce nearly 500 leads
• Coordinate heavily with sales force

3
CONTENTS

• Outline
• Security Button
• Product Focus
• Sales Engagement
• Customer Promotion
• E-mail
• Website
• Lead Capture
• Launch Plan
• Costs
• Metrics

4
OUTLINE

• Sales Engagement
• We will have a custom Sound Button as both an
  internal and customer promo item, with different
  phrases recorded on each (see next page)
• The sales version will say, My Mission Is My
  Commission"
• Sales resources, scripts, a follow-up e-mail, and
  other materials will be communicated and posted
  on the Intranet
• Customer-facing
• A 3rd party telemarketing company will call
  select customers and leave voice message to
  soften the target as the first touch
• A plain text e-mail blast using custom and
  personalized URL's (for example
  www.ontheforefront.com/todlock ) will drive
  traffic to a custom website
• On the website, viewers will see an interactive
  Sound Button that will play random phrases, then
  capture leads for more information
• Those who register can receive their own Sound
  Button. The external version will say something
  like, "Splat the hacker, splat it". Then leads
  are distributed to sales

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SECURITY BUTTON

• Promo item is the centerpiece of the campaign
  conveys the primary message
• Reminder to Sales force as a desktop motivation
  item
• Fulfillment piece for prospects who register
• Custom phrases recorded on internal and external
  versions of the button
• 4 ½ wide 2 ¼ tall
• Holds 10 seconds of sound
• Joint branded Insight / Microsoft Forefront

6
PRODUCT FOCUS

• Antigen for Exchange
• Antigen for LCS
• Antigen for SharePoint

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SALES ENGAGEMENT

• Campaign will be communicated to Sales prior to
  launch
• Security buttons distributed to all N. American
  salespeople end of October
• Collateral, scripts, and product spec sheets
  included
• Intranet posting of above materials
• Webinar training session
• Follow up instructions

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CUSTOMER-FACING PROMOTION

• The customer-facing campaign is designed to
  deliver up to five distinct touches
• 1st Touch Voicemail from telemarketing firm
• 2nd Touch Personalized e-mail and website
• 3rd Touch Fulfillment of info and Security Button
• 4th Touch Follow up from Sales
• 5th Touch Thank you e-mail to all registrants

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E-MAIL

• Plain text e-mail (not HTML) avoids Spam filters
• Each e-mail is personalized
• Greeting
• Personalized URL
• Comes from a real persons e-mail account

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WEBSITE

• Personalized Landing Page
• Landing page is personalized with the recipients
  name
• Features a Flash-developed, interactive Security
  Button that plays random phrases to reinforce the
  message
• Once there, the prospect is taken through a
  series of screens meant to both educate and
  better qualify the target
• Depending on where they are in the decision
  making process, different calls to action are
  presented
• 1. Order Now / Get Pricing
• E-mail quote request
• 2. Download the evaluation
• Redirect to a landing page to capture download
  hits
• 3. Get more information
• Lead report for e-mail follow up

Example www.putonyourglasses.com/todlock
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WEBSITE
Welcome Anish Desai,
Are you on the Forefront of security?

• Why Microsoft Security?
• Antigen for Exchange
• Antigen for LCS
• Antigen for SharePoint
• Get your own Security Button

Click the button!
Forward to a Friend
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LEAD CAPTURE

• Respondents can request more information on any
  or all of the featured products
• A quote or sales call
• Product information
• Download a demo (point to YMA where downloads are
  hosted behind registration form)
• Request their own Security Button (or Microsoft
  Forefront T-shirt if they prefer or if we run
  out)

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COSTS

• E-mail Blast
• List Rental 45K contacts
• Plus customer list
• Voicemails
• 1st touch to soften targets

Security Buttons Internal Q300 Customer
Q450 Fulfillment Q400 Website Domain
Registration Hosting Flash Development Web
Development
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METRICS
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NEXT STEPS

• Commit / allocate MDF to campaign
• Provide copy for website (product benefit
  bullets)
• Collaborate on telemarketing script
• Provide white paper / spec sheets for more
  information requests