1 direct and channel marketing: brand transition communications and readiness february 3, 2012
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Direct and Channel Marketing:Brand Transition Communications and Readiness
February 3, 2012
Communication Goals & Objectives(Direct and Indirect Communications)• Objective: Encourage positive adoption of the SYMC brand and new seal among
customers; Effectively communicate brand change and rationale to customers.• Goals– For end customers
• Ensure high awareness of Symantec Merger & New Seal• Ensure we build effective, compelling messages that reinforces the points that customers care about:
– Symantec is investing in the SSL product– My sales / support representatives will stay the same– A new seal is coming, there is nothing I need to do
• 3 B’s: Be transparent, build a relationship, be open and listen– For Channel partners:
• Maintain revenue, ensure channel readiness and satisfaction
• Marketing Performance Indicators:
– Awareness of product branding & upcoming seal changes*
– Attitudes towards branding changes (likelihood to do business)*
– Channel readiness & satisfaction: • Tier 1 (100%), Tier 2 (90%), Tier 3 (50%); sustain NPS of 39.2%
Re-branding Plan 2
*From research.
Consolidated Timeline – To End Customer & Influencer
Stage 1 :: Remind Stage 2 :: Assure Stage 3 :: Empower
Sept ‘11 Oct ‘11 Nov ‘11 Dec ‘11 Jan ‘12 Feb ‘12 Mar ‘12 Apr ‘12
10/6
DEDICATED:8/29, 9/19, 9/22 drops 5/15
Re-branding Plan
Branding
CustomerComms
LeadGen
Web
Norton
Broad Messaging-Online Ads
Rebranding Microsite: Great things w/ Symantec & Seal changes (Cust video, resources, timeline)
Webinar Invite:Rebranding
Announcement EM
10/6-2/15: ONGOING UPDATES
Rebranding Microsite: Seal Changes Get Prepared
3/25-4/30: ONGOING UPDATES
Renewal Landing Page Message: Persistent Promo of change + CTA to Microsite
Holiday DM
12/1 Reminder EM
3/25
Post the Seal EM
New Seal-Post ItDM5/31
Webinar: Rebranding 9/23
Code Signing EM
TBD
All other
Newsletter inclusion
Lead nurture update: Promote new seal
Symantec.com & VeriSign.com-Awareness; Increase adoption (post seal); drive to microsite
Norton Co-marketing-TBD
In Console and renewal notices Reminder DM
4/15
May ‘12
Self-Hosters EM
Early March (3/5)
*Items in gray are complete
IP Targeted Online Ads
All customer touch-points updated with Symantec look-and feel
Message test
Direct Marketing Vehicles (October – April)
Area Mediums Planned Impressions Targeted
DR Advertising Base IP targeting Feb-April; Broader TDM /BDM Jan-April
Targeted seal: 37.8k unique domains(Impressions est at 11.7m current: Feb-Mar)**Broad-based: 47mm WW (Jan-April)
Lead Generation Newsletter inclusion January-April, All other mediums April Onward
~1.5mm newsletter impressions thru March; ramping in April
Customer Marketing Dedicated Re-Brand: email, direct mail, webinars, videosOther touch points: on-boarding, renewals etc.
Estimated impressions: 680k total impressions400k dedicated comms280k touch-point updates
On-site / high engagement visitors
Microsite, webinar, videos, splash ~20khigh-engagement prospects (20k to SYMC splash; 2k cust microsite); 1-2 minutes on microsite, 20% open rate
In-Product Messaging Console, renewal landing pages ~5k depending on page an portal
Web Home page promotion on VeriSign.com, inclusion on Symantec.com
VeriSign.com: ~70k unique visitors to home pages WW each month; 500k total ; Symantec.com/Norton.com (see high-engagement stats)
~60mm total impressions: 47mm general; 13mm rebrand topical; 400k rebrand dedicated
Re-branding plan
Rebrand Samples (since December)
Presentation Identifier Goes Here 5
Calendar launched WW; Microsite updates in key international countries
Q4 Creative-Rebrand-Open for Business
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Q4 Creative-Rebrand-Security
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Target: TDM
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Q3 (Dec)/Q4 TDM Advertising Campaign Creative
VeriSign.com Home Page Tile Creative
Online Marketing 9
Current Creative
New Creative
Integration into Norton Stuff Campaign (sample)
Presentation Identifier Goes Here 10
Channel Readiness Strategy
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11
Brand Transition
Awareness &Campaigns
Programs / Offers
ReadinessAnd Roll Out
Two-Tier ResellerEnablement Plan
Channel Readiness Plan by Tier (Phase I)Milestone Tier 1
36 Accounts$12M
Tier 2154 Accounts
$4.8M
Tier 3636 Accounts
$1.2M7000+ Non-stakeholders
**Awareness Only**
08/17/11Initial Invite to Webinar thru Partner Enews
X X X X
09/06/11Light partner communication with FAQs
X X X X
08/29/11Webinar #1 “What does it mean for the channel?”
X X X X
10/3611Webinar #2- Win with EV X X X X
10/3/11Early Adopter Program X
5 accounts hand selected
-- -- --
10/3/11Partner Net Kit PostingKit includes branding materials, logo, direction, link to Campaign Creator materials
X(Migration in May 2011)
X(Migration in July 2011)
X(Migration in August 2011)
---
10/3/11Campaign Creator tools listed for through channel communications
X X X X
10/3/11-03/01/12Regional Roadshow for Rebranding BootcampMDF Planning for Rebrand
XIn person training, enablement
materials, thru channel documents
-- -- --
01/05/12Webinar #3Rebranding Bootcamp
-- X X X
Channel Rebranding Plan 12
Current Channel Successes & Timeline -- 2011
June 2011:• EMEA Partner Roundtable Training and Next Steps
August 2011:• Formal training as part of Fall Launch• Formal release of Brand Transition Resource Partner Kit
September 2011:• Enom and Tucows Video Shoots• APAC Partner Roundtable Training and Next Steps• Localizations of Brand Transition Resource Partner Kit in 11
languages
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Current Channel Successes Timeline 2011 - continuedOctober 2011:• Partner Support Center global call out campaign• Formal Partner Communication Email Blast• Follow-up communication in October Trust Services Partner eNews
– Brand Transition Partner Quiz with iPad2 giveaway
– Partner Video (Bernard and Partner Success Clips)
• EMEA Sales and Partner Field Training• Kick off Early Adopter Program
November 2011:• India Partner Roundtable and Next Steps
Decemeber 2011:• Partner Communication on Posting Awareness Banners• Pop-Up Banners shipped to Partners (for lobbies and events)Presentation Identifier Goes Here 1
4
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Current Channel Successes Timeline 2012
January 2012: • Iframe on Brand Transition Available to Partners (Partner-
Centric)
February 2012: • Website Security Solutions – Partner Sell Sheet• Partner Advantages Overview – Promote the Norton Secured
Seal• Iframe on Brand Transition Available to Partners (End-User
Centric)• Web Banners• Print Ad
Presentation Identifier Goes Here
Tactics and Samples• Awareness & Campaigns
– Pull-Up Banners
– HTML Banners
– Partner Success Stories-video, podcast, and written
– Ad Placement – channel pubs and websites
– Partner Guest Blogs
– Early Brand Transition (by Partners)
– Events (Parallels, WHD, HostingCon)
• Readiness & Roll Out– New Symantec Norton Secured Seal Sell Sheet
– Training/Webinars
• Two Tier Enablement– iframe with resources and links (
• partner centric and end user centric)
• Programs & Offers– VGR 5% rebate
– Early Adopter – 3 partners on board
• Collateral– Website Security Solutions – Partner Sell Sheet
– Partner Advantages – Overview (New Norton Secured Seal)
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Partner Success Story
Partner iframe -Two Tier
Pull-up Banners
Sell Sheet
Appendix
Re-branding Plan 17
Customer Communications Complete
Re-branding Plan 18
Communication Strategy• Objective: Encourage positive adoption of the SYMC brand and new seal among
customers; Effectively communicate brand change and rationale to customers.
◦ Be Transparent◦ Build Relationship◦ Be Open & Listen
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3 B’s
• Approach: Create a dialogue worth continuing (Retail + Enterprise WW)
Sept – Oct ‘11Announce the
great news!• Webinar
Preview & Microsite
Launch – Sept ’11
• Announcing Change – Oct
’11
• Vulnerability Scanning (Oct
‘11)
Nov ‘11-Mar ’12Reminder of
what’s coming• Reminders in
existing cust com (Holiday Message, etc)
• Almost Here; What’s coming
(Dedicated communication) – Mar ’12
Apr ‘12-May ’12New seal, now
what• Value of Seal
(EA and Best Customer Feedback
proof points) – April ’12
June ‘12 + Ongoing Outreach Program
• Feedback Survey – Qtrly
• Reminder of – Customer Center –mention w/in renewals June-
Sept ‘12
Pre-Big Bang Big Bang Post-Big Bang
Re-branding Plan
Communication Plan - High Value
Self-Hosters Plan
Stage 1 :: Notify Stage 2 :: Remind & Encourage
Feb ‘12 Mar ‘12 Apr ‘12 May ‘12 Jne ‘12 Jly ‘12 Aug‘12 Sept ‘12
2/15; mention sales rep will be in contact
Q3 Q4
EM (3/25) + DM (4/15) -Targeted message around value & benefit
Calls made throughout May ‘12 -Use spiff to incentivize sales/telemktg team-Offer Self host kit
5/31 -Incentive included + mention to call rep for special kit
Strategy: Notification and personalized approach
Calls made throughout Aug ‘12 -Target only those non-compliant
Calls made throughout Oct ‘12 -Target only those not working w/ a rep to be compliant
Mar ‘13 -Target only those non-compliant. & not working w/ a rep
Stage 3 :: Alert
NEWDedicated
TargetedExistingRebrand Elements
Notify EM
Rebrand Reminder EM & DM
Outbound Call
Post the NEW Seal
Follow up Outbound
Call
Final Outbound
Call
Final EM Notice
Communication Plan - Medium Value
Self-Hosters Plan
Stage 1 :: Notify Stage 2 :: Remind & Encourage
Feb ‘12 Mar ‘12 Apr ‘12 May ‘12 Jne ‘12 Jly ‘12 Aug‘12 Sept ‘12
3/17; mention to reach out to support if need help
-Encourage to install new code
Q3 Q4
EM (3/25) + DM (4/15) -Targeted message around value & benefit
Calls made throughout May ‘12 -Encourage compliance & provide instructions
5/31 -Incentive included + mention to call rep for special kit
Strategy: Notification and low personalized approach
Mar ‘13 -Target only those non-compliant. & not working w/ a rep
Stage 3 :: Alert
NEWDedicated
TargetedExistingRebrand Elements
Notify EM
Rebrand Reminder EM & DM
Guided VM
Post the NEW Seal
Final EM Notice
Aug-Sept ‘12 -Target only those non-compliant. & not working w/ a rep
Follow up Guided VM
Communication Plan - Low Value
Self-Hosters Plan
Stage 1 :: Notify Stage 2 :: Remind & Encourage
Feb ‘12 Mar ‘12 Apr ‘12 May ‘12 Jne ‘12 Jly ‘12 Aug‘12 Sept ‘12
3/17; mention to reach out to support if need help
-Encourage to install new code
Q3 Q4
EM (3/25) + DM (4/15) -Targeted message around value & benefit
5/31 -Incentive included + mention to call rep for special kit
Strategy: Notification and no personalized approach
Mar ‘13 -Target only those non-compliant. & not working w/ a rep
Stage 3 :: Alert
NEWDedicated
TargetedExistingRebrand Elements
Notify EM
Rebrand Reminder EM & DM
Post the NEW Seal
Final EM Notice
Webinar Invitation & PPT• Objective: Inform customers of
upcoming changes prior to GA
• Webinar Content: Union has created great things for you now and coming soon.
• Target Audience: Active VeriSign Retail & Enterprise customers
• Mail Qty: 47K; 206 responses (as of 9/9); 18.47% open, 2.6% conversion
• Webinar Invitation: Sent 8/29; Follow up 9/19 and 9/22
• Webinar: 9/23
• International Plans: Translate tapes for usage
Announcement Email
• Objective: Announce changes to existing customers-time to GA announcement
• Target Audience: Active VeriSign Retail & Enterprise customers
• Content:
• Focus on positive adoption of VeriSign in merger
• Customer video
• Mention seal change only & emphasize things that stay the same
• Direct folks to microsite for more info
• Email from Fran
• Drop date: 10/6, remail to non openers on 10/31 (Opens 21% and 13% WW)
• Mail qty: 47K US & Canada alone; 102K WW {excludes code signing)
Microsite
• Objective: Provide existing customers with one source for information about rebranding
• Target Audience: Active VeriSign Retail & Enterprise customers• Content:
• Home Page• Overview• What’s New (ie-share product launches, stats around
seal)• FAQs• Customer video• Community –Symantec Connect
• Product Page• Product info• Timeline of changes since merger
• Tools & Resources• Launched: 10/4
Microsite to be hosted on
VeriSign.com (designed for EV)
http://symantec.loomisdev.com/transition/index.html
Microsite Highlights • Community– New US group
created on Symantec Connect and directed from microsite-group will live after rebranding comm complete and repurposed – Allen Kelly to manage
• Ask the Expert– Emails directed
to Allen Kelly
Holiday DM
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• Objective: Support customer loyalty with an end-of-the year thank you gift
• Target Audience: Active VeriSign Retail & Enterprise customers
• Content:
• Letter: Year in review of changes and those to come
• 2012 Calendar with information about
• Persistent visibility of seal from April 2012+
• In Home date: 12/1
• Mail qty: 47K US & Canada alone; 102K WW {artwork provided to EMEA and APAC)
Touch Point Updates
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60 Day Renewal Notice
Welcome
Renewal DM
BuckslipHow to-PtS EM
Q4 New TDM Advertising Campaign Creative
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Target: TDM – Like no other CA (LP in development)
Q3 (Dec)/Q4 New TDM Advertising Campaign Creative
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Target: TDM – Beyond SSL
New Knights Creative Landing Page
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Performance to date in Q3’ 2011 Customer Webinar – Sept 23
420 sign-ups, 180 attendees, 64% felt excited or better; 30% the sameAfter viewing, 75% are more likely to post the seal
New home page banners on VRN.com and SYMC.com & seal page13k visitors to Symantec splash page on
Microsite launched – Oct 6th
2.2k visitors, average time on site, ~2:00 except for FranceAll trigger-based communications updated in SYMC look and feelRebrand Announcement – Oct 6th – Oct 31st to 145k
Initial mail 21% open rate; 1.4% CTR; “Service Notice” best responseEnd of Year Calendar with Upcoming Rebrand DatesMessage testing – Coming Q4 (Search, Online)
Rebranding 32
Phase 2-New Audiences• Self-Hosters EM
– Objective: Inform changes to seal and encourage update– Target Audience: Self-hosters (2300, 3 different segments)– Theme: Informative; Encourage customers to call rep– Drop Date: 2/15/12 (TBD)
• Code Signing EM– Objective: Inform customer of product name changes w/ rebranding– Target Audience: Current Code Signing Customers– Theme: Informative: Get prepared– Drop Date: TBD
• Expired customer Winback EM— Objective: Encourage previous top customer to come back— Target Audience: Best expired customers (ie-Loyalty model)— Theme: Great News! New Changes!— Offer: TBD— Drop date: 4/25/12* *Contingent on seal switch date
Phase 2-Updates•Microsite Update
– Objective: Drive traffic to site
– Target Audience: Existing retail and enterprise customers
– Theme: Get prepared for great things in April (new customer video)
– Offer: Interactive Game w/ incentive (TBD)
– Due Date 3/25/12
Phase 2-New Campaigns• Rebrand Awareness (Banners)
– Objective: Introduce and drive awareness of the new seal– Target Audience: Existing customers and prospects– Theme: Same check, new name– Offer: More info (link to microsite)– In Market: Jan ’12-Apr ‘12
• Rebranding Reminder EM + DM– Objective: Keep seal change top of mind– Target Audience: Existing VeriSign Retail & Enterprise– Theme: Get prepared– Offer: Webinar link + Interactive game on microsite (Webinar flash drive included in DM)– EM Drop Date: 3/25/12*; DM In home Date: 4/15/12*
• Post the Seal Campaign (EM + DM)– Objective: Encourage customers to post new seal– Target Audience: Existing VeriSign Retail & Enterprise(TDM & BDM)– Theme: Gain an edge (BDM); Be ready (TDM)– Offer: Discount?– EM Drop Date: 5/15/12*; DM In Home Date: 5/31/12*
*Contingent on seal switch date