Eleven Agency_REACH_R2

PROJECT
DATE CLIENT
JULY 2008 MICROSOFT CORPORATION
The Eleven Agency
Selected Case Studies

INTRODUCTION
The Eleven Agency has an exciting history of producing the extraordinary, founded on the
guiding principle of Eleven; taking everything on step further, One Louder.
The partnership with Microsoft is a dynamic and impressive corduroy of events, trainings and
deliverables. Currently, The Eleven Agency manages two major marketing initiatives; Microsoft
REACH and Microsoft Windows Gurus. Microsoft REACH is the premier retail marketing team,
which supplements the Microsoft Retail Execution team, creating and developing materials to
be delivered at trainings and events. Microsoft Windows Gurus is the public facing account
marketing team, charged with delivering the “wow” moment during the purchasing process.
This case study briefly reviews the two marketing teams, as well as events, training and
marketing initiatives which the Eleven Agency have undertaken on bthalf of Microsoft and it’s
channel partners.
The Eleven Agency
Case Studies: Microsoft Corporation
Program Quick Notes
Programs Highlighted
Microsoft REACH
Microsoft Windows Guru
Services Reviewed:
Channel Training
Retail Training
Customer Facing Events
Assisted Sales Days
Trade Show Support
High Profile Channel
Events/Retailer Meetings
Specialist Training Tours
Event Management
Training Video Production

OBJECTIVE Extensive program to engage the retail channel directly with trained Microsoft Windows and
Office specialists; to effectively engage customers in selected retail accounts, improving the
presence and goodwill of Microsoft, while providing a tangible resource for the retail sales
associates and technical staff.
STRATEGY To execute, The Eleven Agency began with a nationwide search for individuals who have the
innate ability to speak professionally, comfortably while communicating with various types
customers and retail associates. To allow them to be an effective resource, Gurus are to be
trained by Microsoft’s Product Specialists and Group Marketing Managers, providing sales and
marketing information, relating specifically Windows Vista and Microsoft Office. This includes a
comprehensive review of all current Microsoft consumer offerings. Final training and mentoring
is to be provided by Microsoft REACH, engaging in retail logistics, messaging and retail protocol.
RESULT The Microsoft Windows Gurus current consists of 26 highly trained marketing and sales
professionals, who are assigned to various retail channel accounts and marketing regions.
Gurus are involved directly with the customer retail experience, assisting in the sales process,
educating retail sales associates on the positive aspects of Microsoft Windows Vista and
Microsoft Office while being an impactful resource for both customers and retail employees
alike, resulting in a memorable and long-lasting experience.
Continuing feedback has been tremendously positive, with a large collection of customer
comments, responding to their experiences with the Windows Gurus.
Client: Microsoft US Retail Execution
Program Quick Notes
Program Start:
August 2007
Team Market and Size:
Nationwide, composed of 26
gurus, in selected partner retail
channel stores and regional
marketing areas.
Support Team:
Microsoft REACH (t11a)
MSFT Product Specialists
Types of Trainings:
Classroom Style Trainings
Face-to-Face
Products:
Windows Vista
Office 2007
XBOX 360
Zune
Windows Live OneCare
Windows Live

Execution Gurus are placed in selected retail locations across the country, with continuing
mentorship by Microsoft REACH, are tasked to provide training and assisted sales of
Microsoft products, services and partner solutions.
Windows Guru @ Retail
Program Quick Notes
Impact at Retail:
With the introduction of the
Windows Gurus, overall sales
of PC based computers
noticeably increased, overall
brand goodwill has improved
with the permanent presence of
a Microsoft representative in
the retail store.
Other Elements:
Microsoft selected retail
locations across the US and
Norway, to introduce the guided
Microsoft Experience, which
includes a demonstration table,
and additional point of
purchase display materials.
Logistical Management:
The Eleven Agency is providing
all logistical and technical
support, as well as continued
training, personal growth and
internal achievement programs
for each Windows Guru.

OBJECTIVE REACH was designed to drive the revenue of Microsoft products and services, while
enhancing and improving the customer’s partner experience, through various training events,
tradeshows and account requested trainings.
STRATEGY To hire enthusiastic, personable and professional individuals who have the right combination of
technical experience, the ability to engage an audience memorably, and create the excitement to
better recommend, sell and support Microsoft Products. To facilitate this, build an effective
management and resource structure, driven to deliver exceeding results, while encouraging
personal growth within the team. Individuals are chosen for their immense potential and stand
out personality, each member complementing the others, to build a solid cohesive team.
RESULT REACH current consists of a 10 person training team, which currently supplements Microsoft’s
in-house training team with high quality, experience trainers and product evangelists. Since it’s
inception, REACH has executed or hosted over 200+ events on behalf of Microsoft, attended by
over 75,000 participants. Though RSA evaluations, REACH Team currently maintains a 92%
positive rating for events and tradeshows. REACH has garnered many accolades and
complements from many Microsoft employees, as well as retail channel partners, who have
utilized or participated in a REACH related channel event.
Microsoft REACH
Retail Evangelists: Educating ▪ Assisting ▪ Coaching ▪ Helping
Program Quick Notes
Types of Trainings:
Large Scale Corporate Events
Trade Show Support
Remote Training
Web-based Training
ExpertZone-based Training
Products:
Windows XP
Windows Vista
Windows Mobile
Windows Live
Office 2007
XBOX 360
Zune
Consumer Software and
Hardware
REACH Team Roles:
Evangelist
Product Specialist
Technical Training Specialist
Program Executive

OBJECTIVE To support and activate Microsoft’s booth presence at industry and vendor tradeshows.
Ensure Microsoft is recognized as a premier participant with a relevant and memorable
message at each event.
STRATEGY Microsoft REACH, with the support of The Eleven Agency, provides creative, logistics and
personnel (technical and spokesperson) to execute professional marketing and training events
that deliver against Microsoft’s product goals, brand messaging and training objectives.
RESULT Supported 13 Major Tradeshows in 2006, with a continued trend in 2007 and 2008.
42,000+ total attendees per year, at REACH tradeshow events.
Participant effectiveness scores of 95%+ achieved.
REACH @ Trade Shows
Program Quick Notes
Recent Events
Best Buy Digital Imaging Summit
Circuit City Back to School 2008
Best Buy Achievers
Best Buy Windows Summit
Circuit City Summer Rally
La Curacao Zune Training
Staples Global Sales Manager Meeting
Digital Convergence Expo
AAFES CONUS Learning Seminar
Circuit City HDX
Sam’s Club Blue Vest Training
Circuit City First Ever Games
Staples Easy Mobile Tech Training
GameCrazy
GameStop Managers Shows
Mecca Annual Dealer Show
Harrah’s Great Gift Wrap

OBJECTIVE To support and activate Microsoft’s participation in Corporate/Partner Events.
Deliver maximum impact and ROI at key large-scale events, while building brand goodwill.
STRATEGY REACH team provides the creative, logistics and personnel to execute innovative, impactful and
professional events that deliver against Microsoft’s product goals, brand messaging, marketing
and training goals.
Develop custom event theme props and interactive experiences that “make a bold promise and
deliver against it,” effectively “taking it to Eleven” in the hearts of the audience.
RESULT 5 large-scale events supported in 2006, with similar figures in 2007.
2500 + total participants.
Exceedingly superior feedback from participants and partner management
REACH @ Partner Events
Recent Partner Shows
CompUSA Managers Show,
Las Vegas NV – “Great Duos”
Best Buy Extreme Summit,
San Diego CA –”Knowledge
Gives you the Freedom to
Connect with the Customer”
Best Buy Digital Imaging
Event, Cheyenne Resort,
Colorado Springs, CO-”Take
your Digital Experience to New
Heights”
Circuit City ”2B1 Get Up and
Go” Training Event, Kansas
City MO
Best Buy Achievers, Orlando,
FL-”Get Ready to Rock”

REACH @ Partner Events
Additional Images

OBJECTIVE • The Eleven Agency provided logistical, creative, and personnel, executed Microsoft’s presence
at Best Buy Achievers, a retail sponsored tradeshow.
• The theme for 2008 was – “Bring It On!” – Reflecting on a challenging year ahead….
• REACH was tasked to “Transform RSPs into ‘Heroes’ by showing them how Vista with Service
Pack 1 is great for Memories, Productivity, Communications, and Gaming.”
STRATEGY Integrated Microsoft hardware in every station whenever possible.
Design and implement included four stations, each encompassing Microsoft hardware, with a
specialized REACH trainer at each position.
The Eleven Agency managed vendors and staff to execute the primary Microsoft Booth.
RESULT 73% of all attending Best Buy Achievers associates visited the booth.
90% of all RSA who visited the booth, felt that the information provided would help them
sell more Microsoft Hardware and Software.
Other vendors frequently asked booth staff, how Microsoft was able to generate the high
level of excitement while providing relevant product training.
Best Buy Achievers – “Heroes”
Microsoft REACH – Retail Sponsored Tradeshow
Best Buy Achievers
Orlando, Florida
Date
April 1 – April 3, 2008
Audience
Participants considered the top
performing associates at each
of the many Best Buy retail
locations across the country
and are invited to attend this
corporate sponsored
tradeshow.
Program Elements
REACH was charged with
creating exciting and engaging
training and marketing
messages to be delivered to
the achievers. Giveaways
were provided to reward
participation, focused on the
Microsoft Hardware. US Retail
Execution was also on site,
providing program support,
while staffing the other
Microsoft sponsored booths.

OBJECTIVE • Educate and create excitement around Microsoft Windows Vista with Service Pack 1, Office
2007 and Live OneCare.
• Equip Staples attendees with tools to increase the sales of Microsoft products by providing up-
to-date knowledge of the products to help dispel misconceptions and to create selling points for
all MS products.
STRATEGY The Eleven Agency was charged with creating the graphics in accordance to the overall theme of
the booth as well as the event. This included the outfits which the trainers wore during the event.
Microsoft REACH trainers were to provide actionable demonstrations and trainings, in addition to
a scheduled presentation, created just for the Staples audience.
Each station was to be self-contained, positioned to provide all the desired deliverable content.
RESULT Despite the less then expected traffic, the client was pleased with the overall
performance of The Eleven Agency in both the show logistics and staffing. REACH
trainers were able to effectively approach the retail sales associates who were attending;
and based on their own accounts, were responsive to the trainings and appreciative of
the attention given to them.
Staples Global Sales Meeting
Microsoft REACH – Retail Partner Event
Staples GSM &
Suppliers Meeting
Date
Spring 2008
Audience
Participants are considered
managing and sales staff from
retail locations across the
nation.
Products Covered
Windows Vista SP1
Office 2007
Windows Live OneCare
Program Elements
REACH was requested to
creating engaging and
informative training
demonstrations, which
associates could actionably
take back to their retail stores.

Custom Event Theme
Logo Design and Creative
Custom Design
Logo & Themes
The Eleven Agency has provided
clients such as Microsoft and
channel partners with custom
designed themes to complement
events and tradeshow deliverables.

OBJECTIVE The Eleven Agency executed specific trainings to provide Windows Vista System Builder
demo/product compliance, merchandising & training support to select computer specialty
retailers nationwide at launch.
Increase Awareness, Knowledge & Sales of Microsoft Windows Vista and Office 2007
STRATEGY • Merchandising - 163 stores merchandized , Microsoft REACH conducted 1-2 hour store visits
to complete merchandising goals requested by the client.
• Face to Face (F2F) RSA Trainings - 53 Stores to be conducted, 1- 2 hour F2F Training Visits,
which includes assisted sales, role playing with sales staff and specific product sales training.
• Remote RSA Training - 110 Stores received remote training, delivered through digital medium
to specific channel accounts.
• Mystery Shop - Conducted 50 mystery shops in select locations to gauge Windows Vista
Readiness post launch.
RESULT Goals and expectations were exceeded, as the program came to a close, there was a large
amount of feedback from RSAs and that from the client. The final figures are as follows:
• 350+ RSA’s received in person training
• 106% - (53 locations) received a F2F visit and training
• 100% - 163 total merchandising visits
• Over 59% completed during the first week program window.
System Builder Training
Client: Microsoft OEM System Builder Marketing Group
Program Quick Notes
Markets:
System Builder Retailers
(approx. 163 stores)
Program Timing:
January 31st – February 24th
2007
Demand Generation:
Coverage
163 Computer Specialty
Retailers visited
53 Face to Face training
locations
110 Remote training locations
26 Retail Chains
8 with 5+ locations
Other Elements:
“Buy Local” Promotion for
System Builders was
introduced and incorporated in
designated chains* during Face
to face Visits

OBJECTIVE The Eleven Agency executed the retail initiative to increase the visibility of Windows Live
OneCare nationwide at OfficeMax retail locations.
Train, evangelize and demonstrate effectively, the product’s outstanding software protection
and performance features and complementary features that work with Windows Vista and XP
to customers and retail sales associates.
STRATEGY Evangelize and effectively train retail sales associates to the
features and tools of the service. Actively engage customers who
are shopping for a computer hardware or software. Collect
relevant and comprehensive data in respect to Windows Live
OneCare.
RESULT REACH trainers successfully demonstrated to customers and associates in this retail channel
account; effectively driving sales of Windows Live OneCare, in addition to training associates to
better market and sell this protection service. Overall feedback was excellent, with all audited
managers submitting very positive feedback and comments on the performance of the trainers.
• 96.4% rating received by program trainers by store associates.
• 440 associates were trained , exceeding all program goals.
• 224 customer demonstrations were completed
• 72 units of Windows Live OneCare were sold during the assisted sales days.
OneCare Live Demo Days
Client: Microsoft Live OneCare
Program Quick Notes
Markets:
153 OfficeMax retail locations,
in 13 metropolitan markets.
Program Timing:
June 16 – June 27, 2008
Program Elements:
Over 600 demonstrations were
preformed over the course of
the 11 days. REACH team was
thoroughly trained on this
protection service, and quickly
mobilized to create consistent
and personable experiences
nationwide.

OBJECTIVE The Eleven Agency executed a Xbox Live online technical demo at select Circuit City locations,
to bring awareness and education to customers and retail sales associates of the many
aspects and interactive features of the Xbox Live online services, in an guided and engaging
gaming experience.
STRATEGY Microsoft REACH co-developed the technical and logistical requirements of the demonstration,
also tasked to test the in-store demo program in Redmond, before market deployment.
Trainers were assigned to specific marketing regions, to actively engage RSA s throughout the
store on Xbox Live, as well as participate with customers in a tour of the online features.
Xbox units were pre-loaded with content to complement the predetermined deliverables,
providing a consistent and customer friendly experience, for all ages, which included real-time
online communication services provided by Xbox Live.
RESULT Goals and expectations were exceeded, with an impressive impact on Xbox related sales, a large
number of staff formally trained in Face-to-Face demonstrations, over three weekend period.
• 211 Xbox related items sold. (Accessories, Consoles, Games, Subscription & Point Cards)
• 203 customers experienced a guided demonstration of Xbox Live.
• 166 RSPs were trained during the demonstration period.
• 94% of associates felt that the trainer was able to provide information to increase their sales.
Xbox Live Demonstration Days
Client: Microsoft Xbox Live Marketing Group
Program Quick Notes
Markets:
10 Circuit City Marketing Areas
Program Timing:
July 14 - July 28, 2008
Demand Generation:
Demo days typically lasted 7+
hours per visit, involved RSA
from various departments
throughout the store. Averaged
7 customer and 5.7 associate
demos per visit. Total of over
369 demonstrations preformed.
Other Elements:
Trainers were required to setup
a Wireless Broadband router at
each location to enable online
capabilities for the demo, as
well as work with the Medusa
SMC to effectively utilize the
display at each location.

OBJECTIVE The Microsoft Tablet PC Sales & Awareness Program
was designed increase sales of Tablet PCs by:
Educating Retail Sales Professional’s (Informal &
Formal Training Sessions)
Generating consumer awareness on the features &
benefits of Microsoft XP Tablet PC Edition
STRATEGY Nationwide coverage of Consumer Electronics
Retailers at key selling times with qualified
candidates.
Stand out from the crowd in the CE retail aisle
Seed Tablet PC knowledge with RSPs
Develop and hire against position profile
Increase consumer interest and participation by:
Placing a Program Awareness Rep at the store
front to promote the event
Utilize an exciting sweepstakes campaign
Train 2+ RSPs each demo week-end
Obtain approval and deliver formal trainings
(Sunday mornings)
RESULT 12 Week demo campaign, 1,300 demo days
Performed 45,000+ consumer demonstrations
Trained 3,100+ RSPs
Sold 625 Tablet PCs (Goal 500)
75%+ attached with retailer “insurance” policy
Windows Tablet PC Awareness
Program Quick Notes
Markets:
100 Select Best Buy for
Business, Circuit City,
CompUSA and other locations,
key markets
Program Timing:
Fridays-Sundays in May-June
2005
Demand Generation:
Consumer Sweepstakes
Sales Rep Awareness
Demo calendar posted on
Microsoft.com
Other Elements:
Trained Tablet PC
demonstrators, equipped with
Tablet PCs; 200,000
Sweepstakes cards distributed,
30,000 processed

Verizon Mid-West Demo Days
Client: Microsoft Windows Mobile
Program Quick Notes
Markets:
Regional Training Program in
73 retail locations nationwide,
Program Timing:
Training Components:
Highlighted the following
features and benefits of
Windows Mobile 6 and
complementary hardware.
Microsoft REACH. Trainers
were provided active phones to
demonstrate and train with for
the duration of the program.
OBJECTIVE The Eleven Agency executed a Regional Retail Product Demonstration Program on behalf of
Microsoft Windows Mobile to demo and provide assisted sales of Windows Mobile powered
devices such as the UT Starcom VX6800, UT Starcom SMT5800 and the Samsung SCH-i760.
This portion of the demonstration days, were held in the Verizon Mid-West marketing
region, which included: Illinois, Ohio and Minnesota.
STRATEGY Perform 10 consumer demos at each selected Verizon retailer, 740 total.
Train approximately four RSA at each location, with a program goal of 300 trainings.
Increase sales of the featured Windows Mobile Powered Phones through interactive demos,
while being a knowledge resource for customers looking for additional software support.
RESULT The program, the first in a two part series involved REACH trainers participating in Verizon
Wireless accounts to the Mid-West, actively engaging customers and retail sales associates, to
provide a complete assisted sales process. Store managers overwhelmingly approved and
appreciated the time that each trainer spent at each retail channel location.
• 356 sales associates were trained in the program duration, exceeding program goal.
• 51 Windows Mobile devices were sold as part of the assisted sales.

OBJECTIVE The Eleven Agency executed a Regional Retail Product Demonstration Program on behalf of
Microsoft Windows Mobile to demo and provide assisted sales of Windows Mobile powered
devices such as the UT Starcom VX6800, UT Starcom SMT5800 and the Samsung SCH-i760.
This portion of the demonstration days, were held in the Pacific Northwest, which
represented Oregon and Washington State.
STRATEGY Perform 25 consumer demos at each selected Verizon retailer, 575 demonstrations total.
Work with Data Sales Consultants (DSC) to provide a complete sales experience.
Train approximately four RSA at each location, with a program goal of 100 trainings.
Collect relevant data and information regarding each demo day.
Increase sales of the featured Windows Mobile Powered Phones through interactive demos.
RESULT The program, included working with the Data Sales Consultants, in addition to a joint marketing
campaign between Microsoft and Verizon Wireless. The program garnered very positive
feedback, DSCs were inquired to the continued communications and presence of the trainers
in the future and to help close larger corporate sales. Impressive figures resulted , including:
• 46 devices were sold during the five assisted sales days.
• 128% of projected associate trainings completed. (128 RSA trained, 100 was goal)
Verizon Pacific-NW Demo Days
Client: Microsoft Windows Mobile Marketing Group
Program Quick Notes
Markets:
Midwest and Pacific Northwest
Verizon Marketing Regions
Program Timeframe:
Program Elements:
Trainers worked with Data
Sales Consultants, to provide
an exceptional experience.
Microsoft REACH developed
internal training materials, and
demos content for each
product, specifically on
Windows Mobile and featured
hardware in the enterprise and
consumer environment to
highlight each product
effectively and concisely.

OBJECTIVE The Eleven Agency partnered with HTC to execute in-market training events to promote the
launch of the AT&T Tilt Smart Device to exclusively invited AT&T employees
STRATEGY Executed 9 events in 7 week time period, Generated excitement with themed lighting and décor,
giveaways and goodie bags complete with the AT&T Tilt Device.
Provided a clear and concise training presentation, interactive breakout sessions and sales
materials to educate attendees on the key selling points/differentiators of the Tilt
RESULT 910 AT&T employees trained
Effectiveness scores of 91% achieved for the program.
90 panoramic photo contest entries received
AT&T “Tilt Your World” Launch
Client: HTC & Microsoft Windows Mobile
Program Quick Notes
Markets:
Nine National Markets
Program Timing:
September-November 2007
Program Elements:
Created and managed web-
based registration system
Hosted breakfast, lunch,
appetizer registration check-in
(dependent on start time)
Panoramic photo contest and
photo gallery website
Jeopardy style knowledge
contest and Zune giveaway

OBJECTIVE The Eleven Agency partnered with HTC America, Sprint and Qualcomm to execute in-market
B2B Dealer Appreciation events to support the launch of the new Sprint “Mogul” Smart Device
STRATEGY Executed 11 events in 4 weeks for Sprint B2B employees. Produced a concise training
presentation to effectively inform and generate lasting excitement for the HTC Mogul.
Incorporated “Mission: Possible” Spy Theme throughout event and provided themed goodie
bags complete with Mogul Device
RESULT A total of 899 Sprint B2B employees attended from various sprint marketing regions.
Event effectiveness scores of 95% achieved
Sprint & HTC “Mogul” Launch
Client: HTC, Sprint &Qualcomm
Program Quick Notes
Markets:
Eleven National Markets
Program Timing:
June - July 2007
Program Elements:
Spy Theme activated with
music, signage and “spy
gear” décor
Hotel catered hot and cold
appetizers and open
bar/cocktail reception
provided for evening event

OBJECTIVE The Eleven Agency partnered with Microsoft and Sprint to execute in-market training events on
Windows Mobile Smart Devices.
STRATEGY Executed 14 (2 sessions per market) College themed events in line with Microsoft Windows
Mobile for select Sprint employees. “It’s Good to be Smart” Trainers completed 4 hours of in
store demo trainings in market the day after event. Provided hotel catered breakfast and lunch,
themed backpacks for all attendees and various prizes throughout.
RESULT 229 total Sprint associates trained, during the promotional period.
It’s Good to be Smart Training
Program Quick Notes
Markets:
Twelve National Markets
Program Timing:
April - May 2007
Program Elements:
Utilized web-based invitation
system for registrations.
Hosted breakfast & lunch for
each session.
Activated theme by
incorporating signage and
other décor items
Sales Pitch contest
Spirit Contest

OBJECTIVE The Eleven Agency partnered with Microsoft Windows Mobile, HTC & T-Mobile to execute in-
market training events to promote the launch of the T-Mobile Dash Smartphone to exclusively
invited T-Mobile sales associates in all channels.
STRATEGY Executed 14 stunning Mardi-Gras (“The Big Easy”)
themed events in line with Microsoft Windows
Mobile, HTC & T-Mobile Product and training goals
and brand messaging. Produced a concise &
interactive training experience to effectively inform
and make a memorable experience for the T-Mobile
Dash. Provided high value hotel catered themed-
lunches, goodie bags complete with a Dash for all
attendees and various prizes throughout.
RESULT 1,284 T-Mobile associates trained
Event effectiveness scores of 95% achieved
T-Mobile Dash Launch Event
Program Quick Notes
Markets
14 National Launch Markets, in
6 weeks.
Program Timing
Fall 2006
Program Elements
Interactive learning
experience including contests
Table leaders provided to
each table allowing one-on-
one training as needed
Web-access for 100+
participants at all events to
maximize device experience

OBJECTIVE The Eleven Agency partnered with Microsoft, HTC and T-Mobile to execute in-market launch
and training events to create excitement and enthusiasm for the T-Mobile “Wing” Device, the
event was named themed “Rise Above”
STRATEGY Executed 10 events in 4 weeks in line with Microsoft Windows Mobile for select T-Mobile
employees. Provide hotel catered breakfast and lunches, themed goodie bags complete with
“Wing” Device for all attendees, as well as Educated attendees with interactive training
presentation and breakout sessions.
RESULT A total of 1227 T-Mobile associates were trained
Final attendance rate across all events at or above 80% of projection.
T-Mobile Wing Launch Event
Program Quick Notes
Markets
10 National Launch Markets
Program Timing
May-June 2007
Other Elements
Created Rooftop Rendezvous
Email address to generated
evites and manage online
registration process
Hosted breakfast
registration/check-in process
Managed logistical
responsibilities, such as sound,
lights & AV and music playlist

OBJECTIVE The Eleven Agency partnered with Microsoft, HTC and T-Mobile after successful launch of the
Wing, to execute in-market training events to help create excitement around the launch of the
T-Mobile “Shadow” Device, themed “Rooftop Rendezvous”
STRATEGY Executed 10 events in 5 weeks in line with Microsoft Windows Mobile for select T-Mobile retail
employees across various nationwide marketing territories.
Generated excitement through distribution of T-Mobile “Shadow” Device to all attendees and
giveaways throughout Incorporated interactive breakout sessions to enhance learning
experience, and provided hotel catered breakfast and lunches.
RESULT At or above 80% attendance rate at all events with 4 cities receiving over 100% of planned
scheduled attendance.
650 total T-Mobile associates trained in 10 marketing regions.
T-Mobile Shadow Launch Event
Program Quick Notes
Markets
10 National Launch Markets
Program Timing
Sept -Oct 2007
Other Elements
Hosted breakfast
registration/check-in,
Incorporated theme of “Rise
Above the Chaos” with
signage, lighting and other
décor items
Massage chair stations were
used in select cities to help
create a more relaxing
environment.

CONCLUSION
The Eleven Agency’s partnership has tangibly enhanced Microsoft’s retail positions, providing
for measurable gains in many different marketing/sales metrics, including brand goodwill and
sales improvements. Selective hiring and stringent standards in performance ensures that all
agency staff exceed expectations; “Taking it to Eleven” as prescribed for all employees.
Microsoft REACH has taken the role from supplementing the US Retail Execution team, to
providing comprehensive program execution, from creative, logistics, and even the subject
matter is sometimes independently created with client approval. REACH’s team of
Evangelists, Product and Technical Training Specialists permits the development of engaging
and exciting content, from sell sheets to presentations, participating on Go-To-Market calls; the
team continues to execute deliverables with a impressive approval rating.
Microsoft Windows Gurus, a program instituted as part of a continuing initiative to improve the
quality of the Windows buying experience, as since it’s implementation, has improved the
standing of Microsoft in the retail channel, while providing an invaluable resource of which retail
partners can communicate directly with. Their presence in the retail environment has helped
numerous customers and retail sales associates, committing to a positive Windows or Office
purchasing experience.
REACH and Gurus both provide continued support in the retail channel, and are widely
respected by the accounts of which they participate in, either through a training or involving
direct product support.
The Eleven Agency
Case Studies: Microsoft Corporation
Programs
Microsoft REACH
Total Team Size:
Over 30 Eleven Agency
employees currently work
under the Microsoft contracts.
The Eleven Agency currently
employs over 1000 employees
under various non-Microsoft
contracts.
Services:
Channel Training
Retail Training
Customer Facing Events
Assisted Sales Days
Trade Show Support
High Profile Channel
Events/Retailer Meetings
Specialist Training Tours
Event Management
Training Video Production
Types of Trainings:
Large Scale Corporate Events
Trade Show Support
Remote Training
Web-based Training
ExpertZone Training

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