HP Enterprise Group Marketing Channel Implementation Guide

© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

HP Enterprise Group Marketing Channel Implementation GuideGlobal EG HPN 4132004#2

Sally Chasanoff – Channel Campaign ManagerAugust 1, 2013

© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

ContentContactsCampaign Overview

- Background- Concept- Messaging

Campaign Tactics- Communication tools & tactics- Translations- CTA’s/Sales readiness- Sample of available tactics

© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.3

Contacts

Global:• HP WW Campaign Manager: Sally Chasanoff

Regional: • EMEA: Marjolein Weel• AMS: Lynn Defrees• APJ: Carolyn Drury

© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

Campaign Overview

BackgroundConceptMessagingProof Points

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Campaign background• Initiative supported:

− HP Just Right IT partner transactional promotion• Objectives:

− Show that HP stands out among the competition and keeps mobile workers connected and productive with the HP Small Business Wireless Network Solution.

• Target audience:− CIO, Data Center Manager, Technology Influencers, CFO

• Products:− HP Small Business Wireless Solution− Primary: HP M220 802.11n Access Point for centralized management of multiple access points, and

the HP 1910 Switch Series with functionality for today and advanced features to support growth− Secondary: Quick Setup Wizard to save time on configuration

• CTA:− Core CTA: Contact us− Optional CTA: View HP brochure: “HP networks for today’s mobile workforce”

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Campaign concept (1/2)Value Proposition:• The HP Small Business Wireless Network Solution helps you respond to the changing expectations of a

mobile workforce, with advanced networking technology that’s simple to manage and designed to keep employees connected and productive, anytime, anywhere.

• HP M220 802.11n Access Point enables centralized management of multiple access points, and Quick Setup Wizard saves you time on configuration.

• The HP 1910 Switch Series delivers functionality for today and advanced features when you scale up for the future.

Customer Insight/Rationale: • Small businesses are embracing technologies that help them innovate, compete, and grow. However,

they are challenged by limited IT resources and growing security concerns. Many existing network infrastructures are not able to handle the bandwidth demands of wireless devices and promising technologies such as cloud computing, impacting the user experience and workforce productivity. Small businesses can meet the demands of a growing mobile workforce, enhance workforce productivity. Small businesses can meet the demands of a growing mobile workforce, enhance workforce productivity, and increase business agility and competitiveness with innovative, secure, high-bandwidth network infrastructure from HP.− “I need a solution to support the bandwidth demands of wired and wireless devices that enable

employees to conduct business anytime, anywhere.”

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Campaign concept (2/2)Headline: • Unleash the power of a mobile network

Subhead: • Bring fast, reliable wireless networking to your workforce

Imagery:• HP M220 802.11n Access Point• HP 1910 Switch Series

© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.8

Message mapJRIT message

Technology made easy for your growing business

Campaign Message

The HP Small Business Wireless Network Solution helps you respond to the changing expectations of a mobile workforce, with advanced networking technology that’s simple to manage and designed to keep employees connected and productive, anytime, anywhere.

Campaign Headline

Unleash the power of a mobile network

Subheadline Bring fast, reliable wireless networking to your workforce

Customer pain points

1. Limited IT resources2. Insufficient bandwidth for wireless devices and new technologies3. Capacity to meet future needs

HP’s solution to pain points

The HP Small Business Wireless Network Solution helps SMBs save money and increase productivity: • Easy to manage—HP M220 802.11 Access Point allows the user to centrally manage multiple access points as a single entity.• Easy to set up—Quick Setup Wizard with five use cases simplifies initial configuration and saves time.• Built for growth—The HP 1910 Switch Series to scale up and future proof their networks as network needs grow.• Confidence—A lifetime warranty covers the switch, access point, and power supply.

© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

Co-branded campaign tactics

Communication Tools & SpecificationsTranslationsCTA’s/Sales ReadinessSample of Available Tactics

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Communication tools & tacticsAll tactics can be found on Partner Marketing

Center here, Marketing Depot here, and Comoda here :

Folder: Global EG HPN 4132004#2Link:

https://www.hppreferredpartners.com/campaigns/detail-view.hp?content_id=1120Demand

generation

Other

Sales andmarketing

tools

Channel trainingPowerPoint®

(by product/BU)

Channelannouncement email

eDM from distributor toreseller (generic on JRIT)

eDM from reseller to customer (by product/BU)

DM postcard from resellerto customer (by product/BU)

Customer overview(by product/BU) Telescript Value proposition

(printed and filmed)

ChannelImplementation guide

Copy deck(translated)

CampaignIntroduction video

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All tactics can be found on PMC, Marketing Depot, and Comoda.

Category Tactics SpecificationsDirect Marketing eDM JPG, source fileSales and Marketing Tools

Channel training PowerPoint (by product/BU)

PowerPoint

Customer overview (by product/BU) PowerPointTelescript 8.5” x 11” Word documentValue proposition (printed and filmed)

PDF

Other Channel implementation guide PowerPointChannel announcement email JPG, source fileCopy deck (translated) 8.5” x 11” Word documentCampaign introduction video www.hp.com/go/promo/transactional

Overview of available tactics

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Gated and non-gated CTAsCampaign CTA

Core CTA (gated)• Contact us

Optional gated CTA• HP brochure: “HP networks for today’s mobile workforce”- here

© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.13

Translations

• Translations need to be carefully checked and amended, for example, CTA (call to action).

• Copy decks are available for translation on August 1, 2013.• Global EG HPN 4132004#2• Link: https://www.hppreferredpartners.com/campaigns/detail-view.hp?content_id=1120

© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.14

Sample of available tactics (1/2)Video eDM Postcard

© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

End

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