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Compelling Messages &
  Metrics (M&Ms) Will Make
Your EBC A Strategic Asset
     ABPM National Conference
  Denver Colorad...
Executive Briefing Centers
  Powerful display of “One
  Unisys” messaging
  Showcase our and end-
  to-end solutions and
 ...
Agenda
 EBCs Evolution
 Messaging Strategy
 Mission and Objectives
 Strategies and Tactics
 Metrics Strategy
EBCs Evolution
 CEO Top of Mind Issues
 Created Advisory Board to obtain cross BU support
  •   Corporate Advertising
  • ...
CEO Top of Mind Issues
                      1. Customer Loyalty and
                         Retention (40%)
      ?     ...
Messaging Strategy
  Reflect a “Unified Brand”
   • Inclusive strategy
  Embody Customer Intimacy
   • What they think, se...
Brands Operate on Multiple Levels
   Create links to customers
    • Personality and performance differentiation
    • Bui...
Brand Equity - Managed on Two Dimensions




      Performance                    Perception


  •   Market share/ penetra...
EBCs - Reflects A Unified Unisys Brand


                             Unisys                                     Company

...
EBCs - Embody Unisys Operating Principles

  External Obsession (holistic perspective)
  Best or Nothing (confidence and d...
Mission Statement
                To create a

   Physical and Experiential Embodiment

        Of the Unisys Brand Promis...
Target Audiences Influenced By Centers

 1. Customers and prospects
    •   Physical manifestation of what Unisys is and c...
Objectives
 1. To create a physical environment that personifies
    our Brand Character and Brand Value Proposition
 2. T...
Objective 1

  To create a physical environment that
  embodies our Brand Value Proposition,
  Promise and Character
   • ...
Supporting Strategies
  Remodel and upgrade physical layout to typify state of the
  art technology and materials
   • Tra...
Naming Implementation
Mt. Everest (Board Room)
 • Picture and live web cam/weather patterns
Mt. Denali (Terrace Room)
 • P...
Objective 2
  To deliver a consistent experience commensurate
  with target audience value
   • Establish consistent proce...
EBC Web Site
“Unisys Guide” Considerations
  Special Messaging when trip plans are being
  coordinated
   • Pre travel Email from CRE
 ...
Service Tiers Inside the Center
                             Agent             Coordinator       Guide
 Room Scheduling
...
Service Segmentation


                                 Agent               Coordinator   Guide

 Field Sales    (Summit ...
“Pinnacle Club”
  Annual Meeting at the Center for Client
  Recognition
   • All regions/BU’s
  Opportunity to spend a Day...
Pinnacle Club Wall in EBC
Objective 3
   To develop content that communicates the
   breadth and depth of Unisys
   •   Cross BU – “One Unisys” Mess...
Marketing Displays
Objective 4
  To build a marketing plan that creates
  demand equal or greater than capacity
   • Continuous messaging thr...
Communications Plan
                                      Jan   Feb   Mar   Apr   May   Jun   Jul   Aug   Sep   Oct   Nov ...
EBC Positively Impacts Unisys Reputation.
                                                     Results
                   ...
2002/2003 EBC Utilization & Revenue
Impact Metrics
18                                                           17
       ...
Siebel Campaign Parameters
  First step
   • Briefing request form & mandatory Siebel SFA fields
  Campaign Parameters
   ...
Revenue Influenced 2003
 47 Accounts:
   $35 Million in closed revenue associated with original
   briefing opportunities
...
2002 & 2003 Revenue Impact Metrics
  EBC revenue impact
   • 2002 – Revenue impacted greater than $45 Million
   • 2003 – ...
Executive Briefing Centers
  Powerful display of “One
  Unisys” messaging
  Showcase our and end-
  to-end solutions and
 ...
Questions & Comments
Thank You!         !


   Compelling Messages &
  Metrics (M&Ms) Will Make
Your EBC A Strategic Asset
     ABPM National C...
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Metrics And Marketing ABPM Conference Presentation Final

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Compelling Messages and Metrics will make an Executive Briefing Center program a Strategic Asset

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Metrics And Marketing ABPM Conference Presentation Final

  1. 1. Compelling Messages & Metrics (M&Ms) Will Make Your EBC A Strategic Asset ABPM National Conference Denver Colorado, April 22, 2004 Alan G. Chute Ph.D. Unisys Strategic Marketing VP
  2. 2. Executive Briefing Centers Powerful display of “One Unisys” messaging Showcase our and end- to-end solutions and What We Do for our clients EBC investments produced high client satisfaction ratings and impacted revenues metrics
  3. 3. Agenda EBCs Evolution Messaging Strategy Mission and Objectives Strategies and Tactics Metrics Strategy
  4. 4. EBCs Evolution CEO Top of Mind Issues Created Advisory Board to obtain cross BU support • Corporate Advertising • GO • GI • GMS • Global Sales • S&T • GIS • Facilities • Corporate Communications • Corporate Identity Benchmarks & Best Practices • Association of Briefing Center Managers • Site Visits to CSC, Microsoft, Cisco, Nortel Networks, EMC, AT&T Avaya, Lucent and others
  5. 5. CEO Top of Mind Issues 1. Customer Loyalty and Retention (40%) ? ! 2. Reducing Costs (30%) 3. Mergers and Acquisitions (30%) 4. Engaging employees in the company’s vision/values (29%) The Conference Board Research Report 1244-99-RR The CEO Challenge: Top Marketplace and Management Issues
  6. 6. Messaging Strategy Reflect a “Unified Brand” • Inclusive strategy Embody Customer Intimacy • What they think, sense, feel Communicate Operating Principles Maximum ROI • Demand Creation • Asset Utilization • Customer Satisfaction
  7. 7. Brands Operate on Multiple Levels Create links to customers • Personality and performance differentiation • Build loyalty Contribute to financial performance • Increase sales/market share • Ability to attract price premium Provide business leverage • Mergers, acquisitions Communicate vision • Internally as an expression of the soul and direction of a company • Externally as beacon to customers, competitors and regulators
  8. 8. Brand Equity - Managed on Two Dimensions Performance Perception • Market share/ penetration • Awareness • Customer satisfaction • Beliefs • Market position • Value
  9. 9. EBCs - Reflects A Unified Unisys Brand Unisys Company GO GIS S&T ETS Business Units Systems Integration Outsourcing Infrastructure Solutions Server Technology Competencies Consulting Financial Public Communi- Transport- Commercial Media Target Markets Services Sector cations ation
  10. 10. EBCs - Embody Unisys Operating Principles External Obsession (holistic perspective) Best or Nothing (confidence and drive) Invent the Future (breakthrough thinking delivered just in time) Be bold (courage to change the rules) Team for speed (partnerships) Deliver or die (earning the right to serve, every day) Absolute Integrity
  11. 11. Mission Statement To create a Physical and Experiential Embodiment Of the Unisys Brand Promise That Leads to Understanding, Preference, Advocacy and Contribution to Profitable Revenue
  12. 12. Target Audiences Influenced By Centers 1. Customers and prospects • Physical manifestation of what Unisys is and can do 2. Analysts, Media and Industry Consultants • Influence public opinion of Unisys 3. Partners and Suppliers • Relationship management 4. Employees • Source of pride 5. Potential employees • Forming a first impression
  13. 13. Objectives 1. To create a physical environment that personifies our Brand Character and Brand Value Proposition 2. To deliver a consistent experience commensurate with target audience value 3. To develop content that communicates the breadth and depth of Unisys’ performance 4. To build a marketing plan that creates demand equal or greater than capacity
  14. 14. Objective 1 To create a physical environment that embodies our Brand Value Proposition, Promise and Character • Dynamic Business Integration– helping clients envision and progressively achieve secure, high performing, integrated business environments, based on their goals • Precision thinking, relentless execution to drive your vision forward. • Trusted advisor, dependable partner
  15. 15. Supporting Strategies Remodel and upgrade physical layout to typify state of the art technology and materials • Transform 70’s look and feel with 00’s fusion of chrome and glass • Integrate Bio Metrics, plasma screens, collaborative conferencing, virtual briefings • Interactive Kiosks that are updated daily Rename rooms to support Brand Promise • ABPM Guidelines • Stand the test of time • Avoid advertising slogans • Culturally inclusive • Consider geographic relevance Agreement on Names • Tallest mountain in each Regions we support
  16. 16. Naming Implementation Mt. Everest (Board Room) • Picture and live web cam/weather patterns Mt. Denali (Terrace Room) • Picture and live web cam/weather patterns Mt. Aconcagua (Video Conference Room) Mt. Kilimanjaro (eAction Room) Mt. Elbus (eBusiness Room) “Reaching New Heights”
  17. 17. Objective 2 To deliver a consistent experience commensurate with target audience value • Establish consistent process and procedures and post on EBC web site • Tiered approach to level of service - Differentiation between Lobby and Briefing Center • Leveraging the metaphor of “reaching new heights”
  18. 18. EBC Web Site
  19. 19. “Unisys Guide” Considerations Special Messaging when trip plans are being coordinated • Pre travel Email from CRE • Electronic “Pre Briefing” package - Welcome letter, weather advisory, points of interest, driving directions (when applicable), capabilities explanation, etc • In hotel room greeting from BU President and Sales Executive (where quality can be assured) • Briefing Package in Limo/Van from hotel or airport to Center - Annual Report, Exec Magazine • Electronic Welcome upon arrival • Personally engraved Unisys Carabineer key chain • Follow up Satisfaction Survey within 48 hours of visit
  20. 20. Service Tiers Inside the Center Agent Coordinator Guide  Room Scheduling  Food, beverage  Executive Dining  Restaurants and Entertainment  Special Events  On demand support M-F; 9to 5 M-5; 24 hrs 24 by 7  Simple logistics support Vans, limos Reservations Changes Complex Planning Speaker sourcing  “Unisys Guide”
  21. 21. Service Segmentation Agent Coordinator Guide  Field Sales (Summit Club for High Performers)  Customers (Based on Revenue Potential)  Board of Directors  Analysts (Based on Tiers)  Alliance Partners  Employees/ Prospects  Community At Large
  22. 22. “Pinnacle Club” Annual Meeting at the Center for Client Recognition • All regions/BU’s Opportunity to spend a Day with CEO and Executive Team members Provides Opportunity to film/photograph for multi-use content development Provides visibility for Center
  23. 23. Pinnacle Club Wall in EBC
  24. 24. Objective 3 To develop content that communicates the breadth and depth of Unisys • Cross BU – “One Unisys” Message • Continually refreshed and presented via interactive kiosks • Sourced from EBC Advisory Board, Marketing and Corporate Communications Departments
  25. 25. Marketing Displays
  26. 26. Objective 4 To build a marketing plan that creates demand equal or greater than capacity • Continuous messaging throughout the year - Virtual Tour - Customer of the Week - What’s New • Build interest in web visit via weekly prize of engraved Unisys Summit Carabineer Key Chain • Website calendar to report utilization
  27. 27. Communications Plan Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Media/Vehicle Annual Sales Kick off Meetings EBC Website .COM Feature Article Sales Incentives Meetings (travel to 3) Mid Year Update Conferences (travel to 3) Weinbach on UBT Grand Opening Mention in Message UU Computer Based Training Sales Training Mandate Flash Anumiation Announcements Targeted Groups Global Sales Website Permanent Link Features Executive Magazine Feature
  28. 28. EBC Positively Impacts Unisys Reputation. Results 4.8 Client overall satisfaction 4.6 Good use of time 4.8 Helped understand Unisys 4.1 strategic direction 4.8 Client received desired information 4.6 Client SRep Questions adequately answered 4.5 People were appropriate 4.8 4.4 Gave greater confidence in Unisys 4.6 Goals were met 4.6 1 2 3 4 5 Strongly Disagree Strongly Agree
  29. 29. 2002/2003 EBC Utilization & Revenue Impact Metrics 18 17 16 16 16 15 14 14 14 14 12 12 10 10 9 2002 8 8 2003 6 6 5 4 4 4 3 3 3 2 2 2 2 2 1 1 0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct * Nov * Dec * *forecasted Q1- Q4 2002: 46 Events Q1- Q4 2003: 126 Events 2004: 160Events* • $45 M Closed Revenue • $1.2 B Opportunity • $119 M Closed Revenue
  30. 30. Siebel Campaign Parameters First step • Briefing request form & mandatory Siebel SFA fields Campaign Parameters • 18 month sales cycle • Preceding 3 month window & post-meeting 3 month window Report structure • Revenue tied to initial briefing goals - Siebel opportunity ID received relating to business objectives - Opportunity ID flagged in the Siebel campaign • Opportunities as a result of the briefing - New opportunity ID’s beyond original business objectives - Opportunities spanning 3 months prior and 3 months past the dates for the opportunities provided in the previous report. - Satisfies marketing dashboard requirements
  31. 31. Revenue Influenced 2003 47 Accounts: $35 Million in closed revenue associated with original briefing opportunities $84 Million in closed revenue above and beyond original briefing opportunity Above & Beyond Original 0 10 20 30 40 50 60 70 80 90 Closed Revenue in millions of dollars
  32. 32. 2002 & 2003 Revenue Impact Metrics EBC revenue impact • 2002 – Revenue impacted greater than $45 Million • 2003 – Revenue impacted greater than $119 Million • 2003 – Revenue Pipeline greater than $1.2 Billion Revenue Metrics key to expansion of EBC model to other sites • Q4 2004 NYC EBC launched • New EBCs identified in Strategic Plan for 2004/5
  33. 33. Executive Briefing Centers Powerful display of “One Unisys” messaging Showcase our and end- to-end solutions and What We Do for our clients EBC investments produced high client satisfaction ratings and impacted revenues metrics
  34. 34. Questions & Comments
  35. 35. Thank You! ! Compelling Messages & Metrics (M&Ms) Will Make Your EBC A Strategic Asset ABPM National Conference Denver Colorado, April 22, 2004 Alan G. Chute Ph.D. Unisys Strategic Marketing VP alan.chute@unisys.com

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