Marketing Plan Template

Microsoft Partner Marketing Competition – all entries must be received by Microsoft by 5pm EST, 1st July 2005 Page 1 of 9

Microsoft Partner Marketing Competition As part of the Microsoft Partner Marketing Competition, Microsoft will be giving, to 20 Registered Partners, an amount of up to $2500 to spend on marketing! By submitting a Marketing Plan Template to Microsoft, you could win $2500 towards your Microsoft marketing. Furthermore, all partners who submit plans but do not receive the $2500 will be sent a copy of the marketing text “SURE Fire Direct Response Marketing” by Russell M. Kearn.

Microsoft Registered Partner Details Partner organisation / company name:

Sample Organisation

Company address: 123 Sample street, Sydney NSW 2000

Contact name: John Citizen

Contact phone number: 02 9999 1234

Contact email address: johnc@sample.com.au By registering your interest in this competition and completing this Marketing Plan Template, you are agreeing to the Terms and Conditions of this competition and the Microsoft Code of Ethics as can be seen at: http://members.microsoft.com/partner/australia/salesmarketing/campaigns/mktgcomp/terms.aspx Please complete this form and email it to bvlandis@microsoft.com. All Marketing Plan Templates must be received by Microsoft by 5pm EST, 1st July 2005.

Marketing Plan Template

Microsoft Partner Marketing Competition – all entries must be received by Microsoft by 5pm EST, 1st July 2005 Page 2 of 9

The following information is required to request Marketing Development Funds (MDF) from Microsoft. All sections must be completed and the form approved by Microsoft before funds will be allocated. Please note that, unless otherwise agreed in writing:

- Microsoft will only provide funding after an activity has occurred; and - Partners will only be reimbursed marketing funds once they have provided activity

outcome details to Microsoft. 1. Product marketed for this proposal: Please mark ‘x’ against those that apply.

Product Name Windows Server 2003 X Small Business Server 2003 Office 2003 Windows XP

2. Please provide an overview of your campaign (Up to 500 words) Sample Org has traditionally focused on providing IT services to small legal organisations. We have been dealing with the legal industry for 12 years now, and have a good customer base that we provide services and IT infrastructure to. Most of this base is already using SBS2003 or Windows Server 2003. We would like to run a direct marketing campaign to target Small Legal Firms (up to 50 PCs) who are not currently customers of Sample Org to promote the benefits of using Small Business Server 2003. For legal organisations, time is money. “Time is Money” and “Access to Information” would be the main themes of the campaign. We would like to show these firms how they can save time using SBS2003 incorporating mobility. The primary focus of the campaign will be to show Partners and Solicitors how they can have access to their emails and outlook calendars on mobile devices such as Smartphones and Pocket PCs, and their ability to use their Outlook to connect to their Exchange Server across any internet connection as if they were on the local network. Our ultimate vision of being seen as the first choice as a technology provider for small legal firms. To achieving this vision, we aim to align ourselves with the key legal associations to leverage their communication mechanisms. 3. Please provide details of the Call To Action in your campaign (Is this to download a brochure, to attend an event, etc)

Marketing Plan Template

Microsoft Partner Marketing Competition – all entries must be received by Microsoft by 5pm EST, 1st July 2005 Page 3 of 9

The call to action will be to go to our website and download a whitepaper. We will be communicating to potential customers their ability to go to our website where they will be able to download a whitepaper entitled “Time is money: How Legal Firms are using technology to save time and money in 2005”. We will be putting together the four page PDF document “Time is money” ourselves using the following information:

- information gathered from the Microsoft website on the benefits of SBS2003 - detail on how SBS can assist Legal Firms - testimonial / case study type info, noting local wins and what benefits local Legal Firms

have experience since implementing SBS - a short bio on Sample Org and our commitment to the Legal vertical in Sydney, noting

how Sample Org has already assisted other legal customers To download the PDF, prospects will need to fill in their details on a registration form, enabling Sample Org to contact them at a later stage. 4. Please provide details of the marketing offer you will use to drive a response to your campaign (What will your respondents be looking to gain from the call to action) The offer will be the whitepaper, and it will be positioned as something that will enable the solicitor/partner to:

1. spend less time in the office and more time generating billable hours; 2. become more efficient through having access to their information everywhere they go;

whenever they want, with ease; 3. increase their team performance productivity with shared record keeping and increased

collaboration 4. protect their business information 5. reduce their operating costs through shared resources

All prospects who download the whitepaper will be offered a free consulting session in which we will demonstrate how quickly their new IT investment can pay for itself, solely out of productivity gains associated with having this increased access to information. We will use real life examples to demonstrate this. 5. Please provide detail on your target audience (job title / company size / vertical segment / etc) Most small legal firms will not have an IT Manager. The management of IT will be managed by someone within the organisation who has had exposure to technology. In most cases, the IT management is outsourced.

Marketing Plan Template

Microsoft Partner Marketing Competition – all entries must be received by Microsoft by 5pm EST, 1st July 2005 Page 4 of 9

To drive results from this campaign we will target the actual business decision maker, or the person who would drive the purchase of technology based on their needs. This would tend to be the solicitors/partners themselves via their legal secretaries. Jobtitles: Legal Secretary; Partner; Solicitor Company Size: 10 to 50 employees Geography: Sydney, Australia Vertical Segment: Legal Firms 6. How do you plan to reach this audience? (What marketing medium do you plan to use) We recently conducted a calldown to our customer base to discuss this campaign, and also to see where partners normally look for this type of information, and what publications they read. The most common read publication was the Law Society Journal. The Law Society Journal goes to 18,663 solicitors in NSW (30.7% of which are Law Firm Partners) We aim to place a very targeted advertisement in The Law Society Journal (1/4 page @ $900 per month) for the months of July to August. Further investments in this advertising will be based on the response from the first two months. We also plan to send a letter to the contacts we can gather through list organisations. We will send the letter out in mid July so that we can add the words “as seen in the Law Society Journal” We will follow this up with a call-down to the top 200 organisations we would like to target. 7. If using mailing lists, provide detail on the number of names / organisations you will be contacting and indicate whether the list is internal or external. We have contacted IncNet, Dun and Bradstreet and the Listbank to get an idea of how many organisations fit the above-mentioned target audience. Through IncNet, we can get access to the following: Number of organisations: 1123 Number of contacts: 2229 We also have an internal list which we know is up to date, but only contains 230 contacts. We will use this list also.

Marketing Plan Template

Microsoft Partner Marketing Competition – all entries must be received by Microsoft by 5pm EST, 1st July 2005 Page 5 of 9

8. Please provide detail on the total expenses you anticipate in running your campaign.

Activity details for Partner Marketing Campaign application Estimated cost in $AU

List rental cost (2229 at $300 per ‘000 names) 669 Mailhouse cost – colour letter printing/envelopes/campaign management 1604 Mailing cost (Aust Post) 958 Law Society Journal advert 1800 Advert design and letter design 750 Internal production of Whitepaper and webpage 0 Internal cost of telesales (treated as standard sales cost of doing business) 0

Total estimated cost: $5781

Marketing Plan Template

Microsoft Partner Marketing Competition – all entries must be received by Microsoft by 5pm EST, 1st July 2005 Page 6 of 9

9. Are you willing to provide details of the campaign to Microsoft as requested, including details of any leads and opportunities that result from the campaign (assuming that Microsoft will not contact your leads)? Please specify Yes or No Details required will be: Table 1: Response from Marketing Activity

Activity <Yes/No> Date <Yes/No> Dollars spent <Yes/No> Number mailed <Yes/No> Number of responses <Yes/No> Number of actual leads <Yes/No> Est. dollar value of leads (MS Software) <Yes/No>

Table 2: Pipeline Tracking

Customer name <Yes/No> Customer address <Yes/No> Product interest <Yes/No> Sale % probability <Yes/No> End user license # / $ value <Yes/No>

Marketing Plan Template

Microsoft Partner Marketing Competition – all entries must be received by Microsoft by 5pm EST, 1st July 2005 Page 7 of 9

10. Program/Activity Return on Investment (ROI)

MDF applications must have projected ROI to be assessed for funding. Please complete the following table, insert more rows as required.

Activity Microsoft Product Sales Forecast What are the forecasted Microsoft Product sales for this activity? Show calculation. Total number of people mailed = 2226 Expected response rate = 2% = 45 Expected responses from Law society Journal Advert = 15 per issue = 30 Total Responses = 75 After calldowns, we expect to arrange sessions with 20% of the 75 respondents (15 orgs). From the 15, at our current rate of sale, we aim to close business with 10 organisations. • Average MS software sale to per organisation = $000 (average from past sales) • Average services revenue per organisation = $4000 (average for past sales) Total Microsoft Product Sales(10 x $4000) and Services Revenue (10 x $4000) = $80,000 organisation

Activity Cost What is the total cost of the activity? Please provide a breakdown by activity detail (eg. Print, design, advertising, lists, venues, etc)

SEE CALCUALTIONS UNDER SECTION 8 ABOVE. Activity ROI to Partner and Microsoft Activity ROI to Partner = Total sales and services / cost Return on investment (software and services) = $80,000 / $5781 = 1383%

Activity ROI to Microsoft = Total license sales / cost. Return on investment (MS end user $) = $40,000 / $5781 = 691%

ROI Forecast Basis Examples: Is the ROI forecast based on revenue results from when activity was previously conducted, or a % increase on current Microsoft product sales (run rate), etc ROI was based on the average sale amount per customer for the period July 04 to March 05. We looked at all our customer engagements and took an average of sales and services by customer.

To come to the ROI amount, we also made some assumptions about the response rate from the activities we aim to run. These assumptions are based on past campaigns we have run and are realistic

ROI End Date / Results Review Date When do you expect the Microsoft product sales ROI to be final? *

Marketing Plan Template

Microsoft Partner Marketing Competition – all entries must be received by Microsoft by 5pm EST, 1st July 2005 Page 8 of 9

We expect to have all activities to be completed by 31st October 2005 We expect to have all product sales finalized by 31st December 2005 * Final program results are due within 30 days of program completion, unless specified otherwise Insert more rows as required

Marketing Plan Template

Microsoft Partner Marketing Competition – all entries must be received by Microsoft by 5pm EST, 1st July 2005 Page 9 of 9

11. Program/Activity Timing & Metrics: Please detail all critical milestones, insert more rows as required. Program / Activity start and end date/s Target date/s for activity. If a program, include if monthly, quarterly, etc. Whitepaper Completion 30 June 05 Mailout Date 31st July 05 July advert in Law Society Journal July 05 August advert in Law Society Journal Aug 05 All telesales and call follow up calls 30 Aug 05 Meet with qualified leads 30 Sept 05 Close all sales 31st Dec 05 Review deadline dates Are there any other critical dates that need to be met to achieve the timelines proposed? All mail data to mailhouse from List Company 20th July 05 Final round of copy for letter ready 10 July 05 Final round of Copy for advert ready 20 June 05 Design of advert completed and sent to Law Society Journal 30 June 05 Design of letter completed 20 July 05 Insert more rows as required

Please note that all activities must be completed by 31 October 2005. For more information on completing this template, please contact Microsoft: Bill Vlandis – bvlandis@microsoft.com or call 02 9870 2094