The document outlines five marketing strategies: 1) retaining existing customers, 2) supporting new products/markets, 3) opportunistic markets, 4) new product segments, and 5) synergies across units/customers. It then discusses incubating innovation through maintaining operations, engaging employees, testing ideas, and ensuring ideas solve large customer problems. Finally, it describes e-marketing framework phases from research to post-launch and six steps for social media success from understanding audience to sharing excellent content.

1. Beyond Traditional Marketing By Phil Biggs October 2010 © One World Partners, LLC 2010, All Rights Reserved

2. An Enterprise Marketing Planning Process Linking Strategies… Strategy One Radiate within current base and secure existing customers Strategy Two Stimulate and support targeted new products and markets Strategy Three Be more opportunistic by being proactive in selected markets Strategy Four Build out a new product segment that covers all customers or markets Strategy Five Promote synergies among all operating units and customer segments © One World Partners, LLC 2010, All Rights Reserved

3. Incubating Innovation… To promote ongoing innovation, first you must maintain focus on day-to-day operations by confirming and communicating output metrics. Engage a majority of employees – not just a small group. Small groups – more flexible tries; large groups – better implementation Encourage engineers and product managers to devote 15% of their workweeks to new ideas. Run inexpensive, quick tests to make sure you are on the right track. Compare interdepartmental findings with customer surveys. Remember to think big when developing new ideas. Tackle the big issues that are customer-focused as well as socially viable In the end, innovation must solve a large customer problem. Innovation must reside in a service category that matters © One World Partners, LLC 2010, All Rights Reserved

4. E-Marketing As A Business Differentiator… Use and leverage of the internet and website marketing is no longer something you might “get around to doing,” it is a necessary tool and essential channel of distribution in the 21st century economy. Here is a framework to begin the process: Phase I Market Research (Who are target markets and users?) Phase II Observation phase (Needs, collaging, shadowing…) Phase III Synthesis (Patterns, framework, linking, draft outputs) Phase IV Prototyping(Cool markets, demographic drivers, testing) Phase V Launch (User laboratories, testimonials, feedback loops, pricing) Phase VI Post-Launch Activities (Cycle plan, contingencies, refresh, measure, correlate) © One World Partners, LLC 2010, All Rights Reserved

5. Leveraging Social Media 6 Things You Must Do To Be Successful in Social Media Networking, according to Ford Motor Understand your audience Learn from past campaigns Set goals & measure Integrate with other sites Always look forward Share excellent content © One World Partners, LLC 2010, All Rights Reserved