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Security Button Marketing Campaign Proposal

GOALS. Create unique, multi-touch, integrated marketing campaignBuild pipeline of leads to end 2006 sales yearProduce nearly 500 leadsCoordinate heavily with sales force. CONTENTS. OutlineSecurity ButtonProduct FocusSales EngagementCustomer PromotionE-mailWebsiteLead CaptureLaunch PlanCo

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Security Button Marketing Campaign Proposal

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    1. 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, "Splat the hacker, splat it". Then leads are distributed to sales

    5. 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 wide 2 tall Holds 10 seconds of sound Joint branded

    6. PRODUCT FOCUS Antigen for Exchange Antigen for LCS Antigen for SharePoint

    7. 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

    8. 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

    9. 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

    10. 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

    11. WEBSITE Why Microsoft Security? Antigen for Exchange Antigen for LCS Antigen for SharePoint Get your own Security Button

    12. 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 web page 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)

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

    14. METRICS

    15. 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

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