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Similar to Windows 9 Campaign Targets IT Professionals
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Windows 9 Campaign Targets IT Professionals
- 3. Entity Goal 15% Windows users purchase/upgrade Windows 9 after it launched one year. Competence Core Business
- 4. Strengths No.1 operating system - Windows Strong brand recognition Strong revenue growth Strong distribution channels Weakness Mature PC market Struggled in mobile market Bing is not worth a bean Fail in Windows 8 Security issue Opportunities Cloud based services Acquisition and investment Diversified products Windows 9 Threats Intense competition Open source software Law/regulation issue
- 5. Windows 90.99% Mac 7% Linux 2% Windows 8.1 6% Windows 8 6% Windows 7 50% Windows Vista 3% Windows XP 25%
- 8. 55% Revenue from Enterprise 44% Revenue from North America Revenue from Commercial side: 59.55%
- 12. • Microsoft.com support system landing page experience • IT Pro tracker to encourage active participation • Paid media with major partner • Email blasts through CRM systems • Launch press and media event • Key conferences for IT professionals
- 13. Windows 9 support system Dedicated to FAQs Focused on empowering IT Pros To assist IT Pros in assisting others in their offices and lives. Videos available for FAQs Videos available to learn new skills Posted by Microsoft IT Pros Provide learning experience Assistance will be available at the touch of a button to those who have additional questions.
- 17. 9/30: Windows 9 Announcement 11/11 Windows 9 Release 5/1: Windows 9 Main Push Complete Post Campaign: Elimination of all programs with the exception of support system 9/1: Digital Strategy Production Kickoff 11/11: Microsoft Support System Launch 1/1: Microsoft Support System Maintenance 9/1: Creative Kickoff 11/1: Paid Media Launch 11/11: Email Blasts Launch 2/1: Paid Media Push Complete 2/15: Email Blasts Maintenance 9/1: Social Engagement Strategy Kickoff 11/11: Social Engagement Launch 1/1: Social Engagement Maintenance 11/10: Windows 9 Launch Event 5/12: MSFT Tech Ed NA 8/24: VM World 11/20: Tech Week LA 1/7: CES 9/1: Event production kickoff
- 18. Q1 Cost (Sept-Nov) Q2 Cost (Dec-Feb) Q3 Cost (Mar-May) Q4 Cost (June-Aug) Creative & Messaging $245,000 $110,000 $77,000 $77,000 Digital $949,440 $559,440 $419,440 $419,000 Advertising $240,000 $240,000 $190,000 $190,000 Social $210,000 $135,000 $135,000 $135,000 Events $1,500,000 $220,000 $220,000 $220,000 Total Per Quarter $3,144,440 $1,264,440 $1,041,440 $941,440 Total Spend $6,391,760
- 19. Number of Impressions Number of Impressions Purchasing (estimated 20%) Number of People Influenced (estimated 20) Estimated Cost of Purchase ($35/ activation) Digital Estimated ½% of IT Pros 29,821 5,965 119,300 $4,175,500 Advertising Estimated 2% of IT Pros 119,282 23,857 477,140 $16,699,900 Social Estimated 10% of IT Pros 596,410 113,882 2,277,640 $79,717,400 Events Includes media impressions 600,000 120,000 2,400,000 $84,000,000 Total 1,645,513 263,704 5,274,080 $184,592,800
- 22. DESCRIPTION Q1 COST (Sept - Nov) Q2 COST (Dec-Feb) Q3 COST (Mar-May) Q4 COST (June-Aug) Windows 9 Launch - Creative & Messaging Development of a creative look and feel for the Windows 9 Launch Campaign $75,000.00 $0.00 $0.00 $0.00 Creative team to provide graphic banners, email blast headers, consumer landing experience graphics, social engagement graphics, etc @ $25,000/ month $75,000.00 $75,000.00 $50,000.00 $50,000.00 Development of brand messaging for the Windows 9 Launch Campaign $60,000.00 $0.00 $0.00 $0.00 Messaging team to provide taglines, copy, and CTAs for landing experience, social engagement, digital strategy, etc. @ $15,000/ month $35,000.00 $35,000.00 $27,000.00 $27,000.00 TOTAL $245,000.00 $110,000.00 $77,000.00 $77,000.00
- 23. DESCRIPTION Q1 COST (Sept - Nov) Q2 COST (Dec-Feb) Q3 COST (Mar-May) Q4 COST (June-Aug) Windows 9 Launch - Digital Development of a consumer landing experience page on Microsoft.com: - Assumes a landing page with at least (4) subsections with at least (5) subpages stemming from each - Assumes integration with social media sites for video, live social updates, etc. $250,000.00 $0.00 $0.00 $0.00 Maintenance of the FAQ subsection of the landing page: - Assumes a team of professionals answering questions, posting the most frequent questions to the site with an associated brand compliant graphic @ $50,000/ month $150,000.00 $150,000.00 $100,000.00 $100,000.00 Video Production: - Assumes (1) 1:30 video posted per week for the first two months and (1) 1:30 video posted per month for the remaining (8) months @ $30,000/ video - Assumes (5) videos produced in pre-production for support system launch @ $30,000/ video including post- production - Includes production team, extras, lead actor, etc. for (1) day shoot per video $270,000.00 $180,000.00 $90,000.00 $90,000.00
- 24. DESCRIPTION Q1 COST (Sept - Nov) Q2 COST (Dec-Feb) Q3 COST (Mar-May) Q4 COST (June-Aug) Windows 9 Launch - Digital 24 Hour Assist - Personnel Fees: - Assumes that over a 6 month period 114 million people worldwide will have installed Windows 9. Because the US has 4.5% of the worlds population this assumes 5 million activations within the US. The US census shows that 1.6% of the US population works in an IT capacity. - Approximately 82,000 IT professionals will have installed Windows 9 over a (6) month period. If 20% of those use the 24 hour assist 16,416 customers will call into the center over a 6 month period. - If each person uses the help button an average of (2) times for 20 minutes each the call center will have to allow for approximately 10,944 hours of call time @ $20/ hour $109,440.00 $109,440.00 $109,440.00 $109,440.00 24 Hour Assist Call Center: - Assumes $30,000/ month in call center fees (rent, workers comp, security, etc) $170,000.00 $120,000.00 $120,000.00 $120,000.00 TOTAL $949,440.00 $559,440.00 $419,440.00 $419,440.00
- 25. DESCRIPTION Q1 COST (Sept - Nov) Q2 COST (Dec-Feb) Q3 COST (Mar-May) Q4 COST (June-Aug) Windows 9 Launch - Advertising Paid Media: - Assumes utilization of creative and copy from overall campaign. Will target both channel partner websites and relevant blogs. $150,000.00 $150,000.00 $100,000.00 $0.00 Email Blasts: - Input of consumers interacting with the landing experience into a CRM system and emailing to these consumers once per week @ $30,000/ month $90,000.00 $90,000.00 $90,000.00 $90,000.00 TOTAL $240,000.00 $240,000.00 $190,000.00 $90,000.00
- 26. DESCRIPTION Q1 COST (Sept - Nov) Q2 COST (Dec-Feb) Q3 COST (Mar-May) Q4 COST (June-Aug) Windows 9 Launch - Social Tracking System Development: - Includes integration with various social media outlets and unlimited guest participation $75,000.00 $0.00 $0.00 $0.00 Social Engagement Team: - Assumes at least (2) engagement activities per week @ $25,000/ month $75,000.00 $75,000.00 $75,000.00 $75,000.00 Industry Leaders: - Includes engagement fee of $10,000/ influencer paid to participate. Assumes (2) participants per month $60,000.00 $60,000.00 $60,000.00 $60,000.00 TOTAL $210,000.00 $135,000.00 $135,000.00 $135,000.00
- 27. DESCRIPTION Q1 COST (Sept - Nov) Q2 COST (Dec-Feb) Q3 COST (Mar-May) Q4 COST (June-Aug) Windows 9 Launch - Events Launch Event: - Assumes a launch event of 400 people in NYC for (3) hours. Includes catering, beverages, A-list entertainment, consumer interaction points, venue fee and AV. $1,200,000.00 $0.00 $0.00 $0.00 Conference Events: - Assumes participation by about 150 people per event. Includes staff, catering, beverages, AV, consumer interaction points for exclusive events @ $200,000/ event $200,000.00 $200,000.00 $200,000.00 $200,000.00 Conference App Development: - Includes a mobile app for use at multiple events which will allow guests to hunt for exclusive events onsite. Also includes updates to the app per event. $100,000.00 $20,000.00 $20,000.00 $20,000.00 TOTAL $1,500,000.00 $220,000.00 $220,000.00 $220,000.00 CAMPAIGN TOTAL $3,144,440.00 $1,264,440.00 $1,041,440.00 $941,440.00
- 28. Percentage of IT Pros in the United States Other Professions IT Pros
- 29. Cluster 4 (Prudent Followers) Cluster 2 (Peer Influenced)Cluster 1 (Innovation Seekers) Cluster 5 (Cost Focused) Cluster 6 (Change Averse) Cluster 3 (Vendor Loyal) • Index high on sr. decision makers. • Place high emphasis on peer and partner tech recommendations. • Early adopter mindset and place high priority on new technology categories including cloud, mobile and analytics. • Actively seek out new technology information and have high cloud understanding. • More likely than other clusters to include decision makers. • Work in organizations that embrace the latest technology. • Place priority on all things cloud and have high brand affinity for Microsoft within public, private and hybrid. • Organizations are on the forefront of supporting BYOD and new data types. • More likely to have mid to low level tactical IT Pros. • Directly involved in implementation of IT priorities. • Technology decision making emphasizes proven and trusted solutions. • Conservative on emerging techs and sit in less tech forward industries. Cloud, especially public, is a lower priority. • Index high on low level IT Pros who want to maintain status quo. • Do not prioritize new technologies and dis-interested in technology overall. • Lack of interest in technology career growth and low job satisfaction. • Index high on mid Level IT Pros. • Make IT decisions largely on the basis of existing vendor relationships. • New technology is a moderate priority, although cloud budget momentum is strong. • Less positive towards Microsoft and most receptive to Amazon and VMware. Six Distinct IT PRO segments: • More likely to have mid to low level IT Pros who have lower level of authority and influence, with high number of IT Implementers. • Emphasize cost first as tech decision factor. “Old school” tech mind-set. • Cloud laggards with a strong affinity for VMware. 21% 9% 12% 20% 21% 17%
- 30. Source: The Next Web / Net Application
- 31. Source: National University of Singapore