Marketing Communications Planning Template

FY10 Marketing Objectives & Strategies

Field Marketing Strategies to Align with Global Field Delivery Strategies

• Drive Required Training• Drive Recommended Training• Execute Key Initiatives (Fast Start, Role Guide, Launches)• Drive SMSG Readiness Program Adoption

• Support SMSG Readiness Branding

• Promote Readiness for Managers

• Drive Connected & Integrated Marketing – Measure Impact

Drive Consumption

of Readiness

Build Strong Commitment to Readiness

Execution Plan – Drive Consumption

2

FY10 Strategy

Campaign Name Objective Vehicle Audience Timing Success Metrics

Required Training

Drive Required Training

myReadiness eMailmyReadiness GadgetMonday Morning eMailerMonthly Services newsletter

Managers and IC

Green FRIRIS

Recommended Training

Drive Recommended Training

Previously recommended training has become required training , so this will be handled in the same way.

Managers and IC

# of courses consumed

Key Initiatives

Fast StartNo competitionStandard FS

banner

Execute to success

The same vehicles for all communications:

myReadiness eMailCanadaWebMonday Morning eMailerSlide for elevator lobbymyReadiness eMailServices newsletter

Area champs

7/6-9/14 97% completion

# of site hitsRole Guide Execute to

successManagers and IC

Q1 TBDLaunch Readiness Execute to

success

SMSGR Program Adoption

Front Row Access FRA in a box if

funded by corp

Drive Program Adoption

# in Attendance

SMSGRProducts & Program/Tools

Adoption increase

Execution Plan – Build Strong Commitment

3

FY10 Strategy Campaign Name

Objective Vehicle Audience Timing Success Metrics

Branding Driving for Success

Drive consistent brand execution

The same vehicles for all communications:

myReadiness eMailCanadaWebMonday Morning eMailerSlide for elevator lobbymyReadiness eMailServices newsletter

Managers and IC Q1-Q4 Consistent Brand

Adoption

Audience Marketing

Readiness for Managers

Target Manager “Go Do” or “Readiness Value Tips”

Managers Q1-Q4 80% of Campaigns include targeted messaging for managers

Connected Marketing(Corp + Region + Segment + Tools)

myReadiness Mailer

Marketing – Measure Impact

Success Stories –

Demonstrate ROI

* Host audio files on Readiness page * Include success stories in newsletters * Will commit to two stories pending a request from Deb to add a specific commitmentost on monitors in office

Managers and IC Success Stories that feature ROI or win against a competitor

FY10 Field Marketing Focus, Strategies & Programs

Drive Consumption

Build Strong Commitment Goals & Objectives:

• Drive Required Training

• Drive Recommended Training

• Execute Key Initiatives

• Drive SMSG Readiness Program Adoption

Current Situation:• Ongoing marketing efforts focused on driving required training consumption; limited focus

on recommended training• Strong focus on Individual Contributor communications; Limited focus on People Manager

Communication• Program gaps need to be filled (locally) to provide a complete set of Readiness offerings

Measures of Success:• Green FRI & RIS• Fast Start 97%• # Front Row Access Events• X Campaigns Recommended and Program Adoption

Strategies & Programs

Required Training• By Segment (IC & Manager)

Recommended Training• By Segment (IC & Manager)

Key Initiatives• Fast Start• Role Guide• Launch Readiness

SMSGR Program Adoption• SMSGR Products & Program/Tools • Front Row Access

Drive Consumption

5

Strategy/Program: Required TrainingTactic: TBD by Field Comm Leads

Description: Drive awareness for required training to promote a green FRI score card, while leveraging corporate tool or local programs.

Target Audience: People Managers, Individual Contributors

Timing: FY10 – Ongoing

Measurement: FRI or tool/program specific reports

Details: Required Training is reported monthly via the FRI scorecard. Owner : Field Comm Leads

Implementation (Marketing

Levers):

• myReadiness Mailer• myReadiness Gadget• Role Guide• Segment Newsletters/Portals

Dependencies • SMSGR Tools/Programs• Local Campaigns

Drive Consumption

6

Strategy/Program: Recommended TrainingTactic: TBD by Field Comm Lead

Description:

Driving awareness of Area Recommended Training for greater consumption of Readiness courses. Recommended Training will be tracked by area in FY10. Courses will be developed based on if course is part of training plan. Awareness of the courses developed for an area is imperative in FY10

Target Audience: People Managers and Individual Contributors

Timing:FY10 – Ongoing

Measurement: Number of courses consumed

Details:All previously recommended training has now become required training for Canada,

and will be handled the same way.

Owner :Field Comm Leadws


Levers):

• Segment Newsletters/Portals• Role Guide

Dependencies• SMSGR Tools/Programs• Local Campaigns

Drive Consumption

7

Strategy/Program: Key Initiative Tactic: FastStart FY10

Description: FastStart is a sequence of user steps and course requirements to be completed approximately in the first quarter of each fiscal year. For certain segments, additional milestones will need to be competed during the FastStart period.

Target Audience: Everyone in KT’s organization (there may be exemptions)

Timing: Approximate alignment to Q1 the current proposed dates are July 6 th through Sept 14th 2009

Measurement: FastStart aligns with the Field Readiness index and is measured on the FastStart website 97% completion rate is our target

Details:• FastStart currently includes: Training plan acknowledgement and manager review, completion of Standards of Business Conduct, Smart Deal Making, diversity training, Incentive Compensation (segment), and FY10 Corporate Initiatives

Owner: Will Flash


Levers):

FastStart has multiple levers for implementation including:RoleGuide, FRI Gadget, FastStart Web page (containing updated reporting, instruction and information)FastStart team meetings, Outbound communications at strategic and specific intervalsFastStart area “champs”

DependenciesFastStart team leadership, course completion by stakeholders (HR, LCA), New eLMS template implementation, reporting structure and feed, Role Guide implementation, FGC approval, clarity on exemptions if any

Execution Plan* – FastStart FY10

8

Campaign/Deliverable

Objective Audience Timing Owner

Success Metrics

FastStart all up –All courses, processes, profiling,

Smooth execution of all workstreams clearly identified to users and executed

FS team, SMSGR reporting, SMSG all up

July 6 to September 30

Wflash FRI, FastStart objectives, minimal or quickly mitigated escalations

Fast Start Communications –Clear communications on requirement s and time periods,

Updates as early as possible on general course info, Clear messaging on FS instruction on portal and RG, response time for COE

FRM’s, Course Stakeholders, General Audience, FastStart core team, SMSG all up

TBD Late Maythru Sept 30th

Wflash Meet or exceed agreed upon response SLA, regular intervals of communications to field, clear escalation path

Fast Start Infrastructure – SMSGR owned “assets” do not impede FastStart execution

Role Guide Launch, Roadmaps, Voyager Capacity, IC or readiness days exceptions

Brian Gordon, Kevin PletcherFS Communications team

Current to Sept 15th

Wflash Hit milestones for successful July 6th Launch, clear exceptions if / where they exist

Fast Start CoursesReadiness Training –Course compent requirements

Courses are ready by July 6th, (include Readiness, LCA, IC, Corp inits)

Gen audience that carries a quota, SMSG all up

Ongoing Wflash Seamless access, consumption and reporting on all courses.Meeting FastStart req’s

Fast Start Reporting – timely updates on FRI, FS Gadget

FRI, International FS Reporting,

Kevin Pletcher, Darin Web, Field Readiness Contacts

TBD May 14

Wflash FRI and completion et at 97% meeting reporting and escalations within SLA’s

*Current plan of record May 7, 2009

Drive Consumption

9

Strategy/Program: Key Initiative Tactic: Role Guide

Description:

Role Guide, powered by SMSG Readiness, is the one place for sales, marketing, and services professionals to discover, plan, and access learning for their role or specialization, enabling them to achieve performance excellence. Customizable Learning Roadmaps provide career, role, and

competency views and attach required and recommended training to each view.

Target Audience: People Managers and Individual Contributors


Measurement: # of site hits

Details: Promote Role Guide as the place to create an employees Readiness Plan.

Owner : Brian Gordon


Levers):

• Fast Start• Newsletters/Portals• Inclusion in local campaigns

Dependencies •

Drive Consumption

10

Strategy/Program: Key Initiative Tactic: Launch Readiness

Description: Support BBLMR process by providing communications and marketing consulting

Target Audience:SMSG Readiness (internal) SMSG Field

Timing: FY10 Q1 – Q4

Measurement: tbd

Details: Support SMSGR Alliance team and BBLMR processOwner:

Jennifer Moser


Levers):

Document communications plans for SMSGR readiness solutions/offerings & launch activities leveraging appropriate channels such as but not limited to

Dustin’s Monthly Communiqué Field Readiness Messaging UpdatemyReadiness MailerIntranet presence (MSW, SMSGR internal/external SharePoint sites, Resource One, etc.)

Liaise with Regional contacts on launch activities and readiness materialsPromote launch readiness solutions/offerings at Tier 1 events

Dependencies Regional contacts to support local launch activities (MarCom lead, FRM or other staff)

Drive Consumption

11

Strategy/Program: SMSGR Program AdoptionTactic: SMSGR Products & Program/Tools

Description: Driving awareness of the vast number of Readiness products

Target Audience: SMSGR, SMSG,


Measurement: Dependent upon reporting by program/tool

Details:

Promotion of the following :• FRA• Drive Time• Gear Up• Access Point• Readiness Event – IXU, TechReady, etc.• Role Guide• myReadiness Gadget• myReadiness Mailer

Owner : Field Comm Leads


Levers):

• Newsletters/Portals• Inclusion in local campaigns

Dependencies • Messaging Frameworks

Drive Consumption

12

Strategy/Program: SMSGR Program AdoptionTactic: Front Row Access

Description:

Front Row Access is an event series that brings industry-recognized speakers and best-selling authors from around the world to the Microsoft sales, marketing, and services communities to enhance personal and professional development. Front Row Access spotlights thought leaders who combine vision, subject matter expertise, and an exemplary professional track record in the business world. Subjects range from leadership styles and fostering innovation to improved team dynamics and sales excellence. On-site presentations are simulcast via Microsoft ® Office Live Meeting and streaming video. Recorded sessions are available for on-demand viewing through Academy Mobile, MSW, and the Front Row Access website.

Target Audience: SMSGR, SMSG, Microsoft “all up”

Timing: FY10 – September, October, November, February, March

Measurement: Number of attendees, number of downloads, alias/group size, survey results, relationships built, number of groups reached, communication reach (portals, MSW, etc.), additional speaker placement

Details:

• Live sessions, Live Meeting and Streaming Video for each event• 90 minute keynote sessions; 30 minute interview• Afternoon sessions with key stakeholders and groups• Minimum 90 day recording access online

Owner: ccalkin and wflash


Levers):

• Promotions – book giveaways, MSW events home page, MSW StudioCasts page, other MSFT portals, SMSGR Communiqués,

• Invitations (email and Outlook) – Front Row Access alias, SMSGR, Operations, KT’s Leadership Team, HR WW

• Registration • Front Row Access site - http://frontrowaccess • WOW (Wall of Wonder) within SMSGR• Regional on-demand post-event sessions lead by FRMs and Marcom Leads

Dependencies• SMSGR budget funding• Location availability• Speaker acquision

FY10 Execution Plan – Front Row Access

13


Objective Audience

Timing Owner Success Metrics

Front Row Access – Live Events

Provide intimate access to thought leaders for employees to fine tune skills not delivered via traditional SMSGR trainings

SMSGR, Operations, SMSG, Microsoft WW

SeptemberOctoberNovemberJanuaryMarch

Ccalkin wflash

• Five events held in FY10 • 800 in person attendees• 800 virtual attendees• 8,000 On-Demand Hits• SAT – 4.0 on scale 1-5

Front Row Access – Team Sessions

Provide SMSG leadership and key groups access to 1:few discussions with speaker

SMSGMicrosoft WW

Every Session Ccalkin •3 -4 meetings scheduled for each speaker• Diverse meetings across SMSG and other parts of Microsoft•SAT – 4.0 on scale of 1-5

Front Row Access – In a box

Provide WW field with a packaged offering of FRA events On-Demand that can be executed at their convenience

WW SMSG Field

Quarterly Ccalkin • 1,000 Number of field attendees reached• 20 sessions held for FY10•SAT – 4.0 on scale of 1-5

Front Row Access – On Demand Campaign

Online campaign to drive attendance to FRA On Demand through FRA Alias

WW SMSG Field

Quarterly Ccalkin • 8,000 downloads• Survey results = 4.0 on scale of 1-5

FY10 Execution Plan – Front Row Access, cont.

14


Objective Audience

Timing

Owner Success Metrics

Front Row Access - Podcasts

Drive On-Demand consumption of Podcasts from each speaker


After each event

ccalkin • 500 downloads

Front Row Access – Success Stories

Create Success Stories based off of FRA attendance and tangible learning evidence

Microsoft WW By Q2By Q4

Ccalkin • Create two stories for FY10• Story in MSW about FRA based off of one or both Success Stories

Front Row Access – Journal Books and One Note Journal Templates

In-person and virtual campaign to drive retention and usage of the FRA materials


For each event

ccalkin • 800 Journals handed out• 400 OneNote Downloads of FRA Journal Template

FY10 Field Marketing Focus, Strategies & Programs

Drive Consumption

Build Strong Commitment

Goals & Objectives

• Support of SMSG Readiness Branding and Annual Theme in Communications

• Target Marketing for Communicating Readiness for Managers

• Drive Connected & Integrated Marketing – Measure Impact

Strategies & ProgramsBranding• Driving for Success Brand Execution

Audience Marketing • Readiness for Managers

Connected Marketing (Corp + Region + Segment + Tools)

• myReadiness Mailer• Success Stories – Growing Share / ROI

Current Situation• Adoption of annual brand theme is slow to hit all roles in SMSG• Awareness gap needs to be filled with people managers around Readiness / Employee

Development• Success stories focus on all segments vs. Growing Share / ROI

Measures of Success• WW Brand Adoption

• People Manager Communications – x% of Campaigns include targeted messaging for managers

• x# Success Stories


16

Strategy/Program: Branding Tactic: Driving for Success Brand Execution

Description: Update annual Readiness theme for FY10 and ensure adherence to branding guidelines

Target Audience: SMSG Readiness (internal)

Timing: FY09 Q4 – FY10 Q4

Measurement:

100% of marketing materials for FY10 available by April 30 th, 2009 95% adherence by regional MarCom leads for regional marketing activities 95% of new programs leverage global theme/branding

Details:Release updated marketing materials and guidelines for FY10Post definitive style guidelines

Owner: Jennifer Moser


Levers):

Suite of updated marketing materials with Drive For SuccessAward certificates Large hanging bannersCD labelFlyer/handoutMouse padClassroom name platesNewsletter template (MS Word)Notepad

Dependencies None identified

Poster

Retractable banner

Success Story template (MS Word, 1 page)

Table tents

Table cloths

Web Ad

Web Banners

MS Word document template

Execution Plan: Branding

17


Objective Audience Timing Owner Success Metrics

Driving for Success marketing materials

Award certificates Large hanging bannersCD labelFlyer/handoutMouse padClassroom name platesNewsletter template (MS Word)NotepadPosterRetractable bannerSuccess Story template (MS Word, 1 page)Table tentsTable clothsWeb AdWeb BannersMS Word document template

SMSG Field June 2009 Jennifer Moser

• 100% of marketing materials for FY10 available by July 1 2009

Driving for Success design guidelines

Document guidelines for implementing & customizing Driving for Success marketing materials

SMSG Field June 2009 Jennifer Moser

• 95% adherence by regional MarCom leads for regional marketing activities

• 95% of new programs leverage global theme/branding

Global Theme & Branding Guidelines

Execution Plan: Branding

18



Logo & Naming Process

Ensure all new Readiness programs & products have names that align with strategy

SMSG Readiness

On-going Jennifer Moser

100% of new programs & programs go through official naming process

Naming Process

19

Strategy/Program: Audience Marketing – People Manager Tactic: Readiness for Managers

Description:

Target relevant readiness information to the People Manager Community to make learning top of mind among people managers, help change attitudes among front line managers towards training, moving them towards the ultimate goal of becoming a learning organization and drive awareness on the value proposition of learning and its many benefits. Keep People Managers informed of all available Readiness Opportunities / Programs.

Target Audience: SMSG People Managers

Timing:

Required & RecommendedQ1: Fast Start & Role GuideQ3: MYCD Q4: Annual

Measurement: 80% of all programs have Manager “Go Do” and or “Readiness Value Tip”

Details:

For each of the programs/campaigns listed above, there must be at lease ONE Manager “Go Do” and/or “Readiness Value Tip”Topics Can Cover one of the below:1.Getting the most from Role Guide2.Getting the most from Readiness Programs (Front Row, Gear Up, Drive Time, Gadget)3.Tips on How to Deal with Change / Change Management4.Tips on How to Motivate, Develop & Retain your Employees

Owner: Andrea De’Osuna


Levers):

Readiness for Managers Web Portal (Tips & Tricks, Best Practices & Resources)People Program Update Communication (Quarterly)Readiness Programs: Front Row Access, myReadiness mailer

DependenciesSMSG HRTalent Management Framework


Execution Plan – People Managers

20



Required & Recommended Communication

Every Communication must have a Manager “Go Do” or “Tip”

FLM On Going Marketing Leads

# of Communications

21

Strategy/Program: Connected Marketing Tactic: myReadiness Mailer

Description:

MyReadiness Mailer automatically delivers personalized readiness messages that show current Field Readiness Index (FRI) status for both teams and individuals, individual course completion status, and progress along Learning Roadmaps. For managers, it can be configured as a snapshot of team readiness against readiness

thresholds of green, yellow, and red.

Target Audience: People Managers and Individual Contributors (All Segments)

Timing: Monthly

Measurement: FRI

Details:

Message Includes:FRI Status Highlight courses coming up for individual and how fits in with development, Highlight success story testimonials “quotes, short story” with links.

Owner: Andrea De’Osuna


Levers):

myReadiness mailer

Dependencies None


22

Strategy/Program: Connected Marketing Tactic: Success Stories – Growing Share / ROI

Description:

Written highlight of an employee how has experienced positive results due to participation in a Readiness course, using a tool or attending and event. In FY10 stories will focus on where the either market share was won (beat the competition) or positive revenue impact.

Target Audience: • People Managers and Individual Contributors (All segments)

Timing: FY10- ongoing

Measurement: • 20 of Success Stories per Region (1 page) – 50% completed by Dec. 31, 2009

Details:

• Work closely with FRMs and/or Readiness Leads to identify Success Story leads • Develop Success Stories in quotes (audio or written quotes) or long written

version. Audio files to be hosted in portals• Work closely with Segment Internal Comms Managers to include Success Story

leads and articles in existing comms vehicles and use their existing comms to solicit Success Story leads

Owner: Andrea De/Osuna


Levers):

• Portals• eNewsletters• Monitors in office• Targeted Efforts

Dependencies • Readiness Partners (ARM/FRM


Appendix

• Execution Plan Template• Summary of Strategies

23

•Success Stories – Growing Share / ROI

Summary of Strategies

24

Drive ConsumptionDrive Required Training Drive Recommended

TrainingKey Initiatives SMSGR Program Adoption

1. List campaigns to support 1. List campaigns to support2.

1. List campaigns to support 1. List campaigns to support

Build Strong CommitmentBranding Audience Marketing Connected Marketing

1. List campaigns to support 1. List campaigns to support 1. List campaigns to support

Documents

Marketing Communications Planning Template