1. Challenge: Maintain focus on marketing program execution while managing an increasing number of
requests from internal departments for creative assistance with fliers, handouts, brochures, etc.
Solution: Equip other areas of the company with readily accessible and appropriately branded templates
for use in Word and PowerPoint. These templates, coupled with the brand standards guide and
photography/logo files, enables department to create their own materials in compliance with corporate
brand standards.
Results: With 24/7 access to the templates and other tools via the Intranet and Brand Site, this flexible,
worldwide solution benefits all areas of the business—from marketing and sales to human resources and
product management.
Marketing Solutions for Branding

2. Challenge: Coordinate and leverage worldwide the efforts of local public relations agencies.
Solution: Monthly global PR conference calls, a weekly news release schedule, and a PR Extranet
(pictured below), have made it easier for articles, case studies and emerging issues to be shared company
wide.
Results: PR efforts are more cost effective when content is shared across regions. For example, a set of
bylined articles were developed in the US and printed in a retail publication. These articles were then shared
with Zebra agencies in EMEA, China and Latin America, and are being pitched to their regional media
outlets. Similarly, North America is gaining good insights from EMEA’s experience with media coverage of
food safety issues.
Marketing Solutions for Global PR

3. Challenge: Zebra’s RFID microsite was rich in content that was difficult to unearth. Too much “real estate”
was focused on products while basic mandate information was buried several pages deep. As a result, the
business development team was spending too much time educating the general public and not enough
time working with potential customers.
Solution: Identifying two basic “personas” – those with an RFID compliance mandate and those without –
enables Zebra to address those most likely to buy with very focused information while still providing rich
content for those interesting in learning about the technology.
Results: The microsite transformation more clearly directs visitors to the content they need. Overall site
traffic in the first month increased 21%. Significantly, visits to the FAQ on Compliance Mandates page
increased 63% and visits to the FAQ on RFID Basics page increased 84% in the same period.
Marketing Solutions for RFID Thought Leadership
Before (left):
- Too much space devoted to products
- Resources are a jumble of information
- News section adds limited value for all
the space it occupies
After (right):
- Mandate content clearly identifiable
- “Learn about” section for beginners
- More prominent promotion of webinars and offers increases lead generation

4. Challenge: Retailing giant Wal-Mart ‘s mandate for carton labeling with radio frequency identification
(RFID) is coming due for their second tier of suppliers. But just what companies are in this “next 300”? With
no lists available, Zebra’s challenge was to build a list of mandated Wal-Mart suppliers and their key internal
decision makers.
Solution: Zebra’s RFID team is much sought-after for their expertise, and they are frequently caught up in
lengthy conversations with potential customers. The Marketing team insisted that a different approach was
needed for the next event. The goal: drive traffic to the Zebra booth and collect as many business cards as
possible. First, Zebra and customers shared their “first 300” RFID compliance knowledge in a “Top Ten Tips
for the Next 300” news release which reinforced Zebra’s RFID leadership and experience. Then key
exhibitors at the show were given Velcro- and easel-backed booth signs promoting their status as Zebra
RFID Partners. This helped ensure the Zebra logo was displayed prominently throughout the show hall.
Finally, to drive booth traffic, Zebra inserted a flier into every registration packet announcing a drawing at
the show for a video iPod. At the booth itself, a few strategically-placed signs promoted the drawing. Zebra
also pre-loaded portable USB drives with RFID information and a special offer for show-goers. This made a
trip to the Zebra booth worthwhile even for the unlucky, as every qualified visitor took home a Zebra-
engraved USB drive.
Results: Attendees were lined up six-deep at the Zebra booth for the duration of the show. The RFID team
returned home with 180 new companies to add to their next 300 database, which now includes 297 of the
300 mandated companies! Others were not as successful: One company reported collecting 47 names,
and an industry magazine contacted Zebra to see if we would be willing to share our “next 300” list.
Marketing Solutions for RFID Success

5. Challenge: White paper offers deliver leads for companies often in the early stages of research. Zebra
wanted to identify prospects for its wireless warehousing solutions that were further along the sales cycle
and ready to be pushed to the field for follow up.
Solution: Marketing worked with channel partners to identify two different offers they could deliver: a
free warehouse productivity consultation and a free printer “test drive.” As both of the offers require a site
visit, participating partners had to agree up front to follow up and to share lead results with Zebra.
Results: The offers had similar open rates, but the printer test drive had higher click-through rates. With a
significant commitment required to qualify as an opportunity, the email was successful in generating six
highly qualified opportunities including four appointments. A similar email campaign in the retail space also
employed telemarketing follow-up, uncovering an additional 6 opportunities including two at Tier 1 retailers.
Marketing Solutions for Lead Generation

6. Challenge: Ensure channel partners could readily identify – and prioritize -- materials from Zebra amidst all
the mailbox and inbox clutter.
Solution: A channel partner look and feel was created to identify all partner-facing materials from Zebra.
The subtler tone-on-tone silver stripes evoke the corporate brand stripes but in a way that places the
partner first – a reference to the Zebra PartnersFirst®
program name.
Results: Branded folders carry the new designs and can be overprinted in black for specific events or
programs. Templates in PowerPoint and Word offer the Channel Marketing team the flexibility to create
communications and promotional materials in record time – an essential component to a successful field
marketing organization.
Marketing Solutions for Channel Communications

7. Challenge: With more than 60,000 companies selling to the U.S. Department of Defense, Zebra needed
to find a way to inexpensively identify companies currently addressing the DoD’s unique identification (UID)
labeling mandate.
Solution: Marketing created a UID in 1-2-3 campaign theme to drive awareness of the ease of Zebra’s UID
compliance labeling solution. While the campaign is still in development, Zebra wanted a way to start
capturing interest during its heavy trade show season. Several easel-backed signs were created and
shipped to trade shows where manufacturers and other government suppliers could be in attendance. The
signs were not intended to change focus from the show’s original intent, merely to catch the eye of
someone who is aware of a UID mandate at their company.
Results: The first show to include the UID sign was the Sapphire/ASUG show in late May. The sign display
was directly responsible for capturing the attention of an employee at Lockheed Martin. After speaking with
our knowledgeable booth staff, this individual identified an opportunity for Zebra to sell approximately 80
printers and supplies to help Lockheed Martin address their UID labeling needs.
Marketing Solutions for UID Sales Leads