FY09 Shows and Events Strategy and Plan

1. FY09 Shows and EventsStrategy and Plan June 2008

2. Lots to choose from Which shows should we attend? At what level of investment?Where will we get the biggest return?

3. How did we get here? Design Implementation Discovery CurrentEvents/Shows EventsArchitecture EventMapping ParticipantProfile ConsiderationCriteria FY09StrategicPlan Event/AudienceMapping AttractivenessRating Standards& Guidelines

4. STRATEGIC TACTICAL eCopy events architecture Strategic events eCopy message dominant • Few of these • Selected for strategic value • Significant investment • Managed centrally (Corporate) LONG CYCLE • eCopy Paper Connection Forum • Analyst events • Executive forums • Premier partner or industry shows Trade shows eCopy message prominent • Many of these • Wisely chosen and executed • Moderate investment • Industry shows • Partner (ISV) shows Tactical events eCopy message visible • Many, many of these • Opportunistic • Limited investment • Partner (ISV) sales events (nat’l) • OED sales meetings (nat’l) • Roadshows (local) SHORT CYCLE

5. Criteria for consideration Audience profile alignment plus: • Thought leadership • peer-to-peer interaction • building awareness in the market • Industry presence • maintaining visibility as the market leader • elevating interest in eCopy solutions • Partner leverage • building partnerships/meeting expectations • getting in front of their users • generating interest in eCopy solutions • Influence and training • capturing user and/or channel mindshare • taking advantage of opportunity AWARENESS STRATEGIC INTEREST LOYALTY TACTICAL MARKET TRACTION

6. Thought leadership – awareness Industry presence – interest Partner leverage – interest Influence/training – loyalty FY09 strategic events These events are managedby Corporate End Users 3rd Parties Press and/or Analysts Users &Prospects ITMgmt Finance Mgmt Legal Mgmt VARs& SIs ISVs OEDs ePCF (600) Mid-sized Enterprise* (2) Print & Imaging Summit* AIMM* (10,000) ILTA* (1,000) MS SharePoint (4,500) EMC World (9,500) eCopy Developer Summit X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X *Currently not budgeted

7. Thought leadership – awareness Industry presence – interest Partner leverage – interest Influence/training – loyalty FY09 trade shows End Users 3rd Parties Press and/or Analysts Users &Prospects ITMgmt Finance Mgmt VARs& SIs INDUSTRY SHOWS ISVs OEDs X X X X ARMA (4,000) PARTNER EVENTS Interwoven GearUP Cranel Partner Summit Open Text Livelinkup* IBM Partner World Oracle OpenWorld RSA Conference 2009 X XXXX X X X X X X X X X XXX X X X X *Now named Content World

8. FY09 tactical events End Users 3rd Parties OEDPartnerSales Users &Prospects ITMgmt Finance Mgmt VARs& SIs ISVs OEDs MS WW Partner Conference Interwoven Sales Kick-off Westbrook Summit Hyland Summit Microsoft Tech Ed SharePoint User Group Mtgs Microsoft Federal Seminars MS/Canon Seminars Canon Sales Meeting Ricoh Sales Meeting Toshiba Sales Meeting Konica-Minolta Sales Meeting Xerox Sales Meeting IKON Solutions Forum X X X X X X X XX X X X X X X X X X X X X X X X X Thought leadership – awareness Partner leverage – interest Industry presence – interest Influence/training – loyalty

9. Attractiveness rating Strategic events Targets an eCopy vertical segment or horizontal solution • Show sponsorship – premium • High-visibility speaking role/speaker on behalf of eCopy • Booth space – 10’x20’ (or larger) • Promotional/buzz activities pre-event and at show • Pre-event prospect and/or post-event attendee list Must meet 4 of 5 criteria Trade shows Targets an eCopy vertical segment or horizontal solution • Show sponsorship – general • Visible speaking role • Booth space – 10’x10’ • Promotional activities pre-event and/or at show • Pre-event prospect and/or post-event attendee list Must meet 2 of 5 criteria Tactical events Targets an eCopy vertical segment or horizontal solution • Sponsorship • Visible speaking role • Booth space – optional tabletop • Promotional activity at show • Post-event attendee list Must meet 1 of 5 criteria

10. FY09 calendar STRATEGIC TRADE SHOWS TACTICAL Q1 July August September ILTA* Mid-size Ent West* MS WW Partner Conf SharePUsers; Ricoh; Hyland Q2 October November December ePCF Oracle OpenWorld P&I Summit* ARMA; OpenText Live Xerox; IKON Summit Q3 January February March AIIM*; MS SharePoint Interwoven Sales Kick-off Konica-Minolta Toshiba Q4 April May June IBM Partner World EMC World; Ent. East* Interwoven; RSA Conf. Cranel Partner MS Federal; MS/Canon Westbrook Summit Canon; MS Tech Ed *Currently not budgeted

11. Standards and guidelines Support structure Order through fulfillment house: • Equipment – specified per show/event • Booth properties – physical booth, standard signage • Signage and banners – custom • Giveaways, premiums, promo items, and easels • Lead capture forms Checklists available for: Trade shows Tactical events Marketing Coordinate per approved plan: • Partner participation/communication • Show sponsorship • Podium speaking role and/or presentation • Pre-event list acquisition – event or sourced • Pre-event and on-site promotional/buzz activities • Post-event follow-up Messaging and design: Must adhere to Messaging Guide and Graphic Standards Processes Adhere to established processes: • Event approvals, budgeting and timeline • Exception approval – event that doesn’t meet criteria • Ordering through fulfillment house • Lead capture and reporting • Post-event brief Roles and responsibilities: Strategic – Corporate managed Trade shows – Business managed Tactical – Sales managed

12. Roles and responsibilities CorporateMarketing Strategic Alliancesor Sales