This document outlines a proposed $15 million integrated marketing communications plan for Informatica to achieve its goals of growing revenue to $3 billion within 5 years. Key elements of the plan include public relations campaigns to elevate Informatica's brand and solution story, direct marketing to target C-suite executives, and spending on trade shows, events and sponsorships including Informatica World conference. The budget allocates funds across sales promotion, public relations, direct marketing, events and the internet.

1. CLIENT:
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2. TEAM:
Garrett Blanton
Athena Kahl Esther Au
Scott Picanco
Brandon James
Angelica Monterrubio Yesenia de laTorre
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3. EXECUTIVE SUMMARY
• Founded 1993
• Global Presence in 27 Countries
• Over 4,400 Customers in 82 Countries
• 2010 Revenue: $650 Million
• 20% PerYear Growth Rate
#1 Independent Leader In Data Integration
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4. EXECUTIVE SUMMARY
• Informatica is the world’s number one independent provider
of data integration software.
• Informatica was featured/mentioned in 3,604 articles globally
• 18 Company, Executive and Customer Awards
# 1 in Customer Loyalty Rankings (5Years in a Row)
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5. EXECUTIVE SUMMARY
• During the past event there was 933 tweets reaching more
than 75,000 people.
• 802 interactions in 2011 (briefings, inquiries, events)
• Nearly three dozen analyst reports and blogs featuring or
mentioning Informatica, including:
Informatica Analyst Conference Highlights
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6. EXECUTIVE SUMMARY
• Our marketing objective is to continue to elevate the
Informatica story from being a product focused story to being
more of a solution story, which we hope will resonate more
strongly with customers, partners, and the media.
• Increase the number of major media articles from 60 in 2011
to 90 in 2012.
Eyedea Objectives
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7. EXECUTIVE SUMMARY
• Eyedea has developed an integrated brand communications
plan that will accomplish the marketing objectives using a
perfect mix of business to business advertising strategies and
tactics to ensure the growth of the Informatica brand to $3
billion annually within five years and with a budget of $15
million.
• Expand Informatica more regionally, develop a deeper
expertise in verticals, which include financial services, public
sectors, government, and healthcare.
Integrated Brand Communications
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8. COMPETITORS
• IBM
• SAP
• Hand Coders
Big Data Competition
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9. COMPETITORS
• IBM offers its market-leading data integration platform, Info
Sphere Information Server, to help ensure trusted information
is used in critical business initiatives.
• IBM Big Data Products: IBM InfoSphere Information Server,
IBM InfoSpohere DataStage, IBM InfoSphere Change Data
Capture, IBM InfoSphere Federation Server
IBM
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10. COMPETITORS
• IBM InfoSphere DataStage integrates data on demand with a
high performance parallel framework, extended metadata
management, and enterprise connectivity.
• IBM has a significant global presence, operating in more than
170 countries, with an increasingly broad-based geographic
distribution of revenue.
• IBM's customers will voluntarily and willingly use their logo to
enhance their own brand of advertising.
IBM
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11. COMPETITORS
• German software corporation that makes enterprise software
to manage business operations and customer relations.
• SAP stands for Systems,Applications, and Products in Data
Processing.
• SAP was founded in 1972 and its headquarters are located in
Walldorf, Germany
• SAP is the 3rd largest market leader in enterprise application
software that creates applications for business to better
manage their operations
SAP
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12. COMPETITORS
• The brand positioning of SAP is “Sustainability at SAP.”The
company has stated that they want to be known to the
customers for running the world better.
• The key product features and benefits for SAP Product
Lifecycle Management fall under four categories.
• The benefits of the products and services are to reduce
business’ inventory and materials costs, and improve visibility of
the company.
SAP
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13. PROBLEMS & OPPORTUNITIES
• Informatica is not in at the top of the brand ladder of C-Suite
executives.
• Hand coders can do it for cheaper
• You must pay yearly licensing fees and support fees to
Informatica
Key Problems:
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14. PROBLEMS & OPPORTUNITIES
• Customers no longer have control of their data; it is all moved
to Informatica’s cloud that can be accessed by employees.
• Security. Cloud computing is subject to hackers and data can
be leaked or stolen.
• Privacy. The responsibility of a company’s or even the
government’s data can be a big risk and liability.
Key Problems:
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15. PROBLEMS & OPPORTUNITIES
• #1 in service and support 6 years in a row!
• Best return on data
• Strong financial growth many years in a row
• A track record of continuous innovation
• The most neutral trusted partner
• Customers no longer need to have large server rooms and IT
infrastructure with Informatica’s cloud computing.
Key Opportunities:
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16. MARKETING OBJECTIVES
• Grow Informatica to $3 Billion in revenue within five years.
• Increase the marketing source pipeline from 25% of total pipeline
in 2011 to 30% in 2012.
• Increase the number of visits to Informatica’s website from 1.6
million visits in 2011 to 2 million in 2012.
Objectives
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17. MARKETING OBJECTIVES
• Ensure the Informatica World 2012 is the premier customer event
for data integration. Grow attendance of Informatica World
from1,200 in 2010 to 2,000 in 2012.
• Continue to elevate the Informatica story from being a product
focused story to being more of solution story, which will resonate
more strongly with customers, partners and the media. Increase
the number of major media articles from 60 in 2011 to 90 in
2012.
Objectives
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18. COMMUNICATION OBJECTIVES
• Brand Awareness: To increase target audience brand awareness
by 5% points over benchmark by end of campaign.
• Key Message Awareness: To increase target audience key message
awareness by 10% points over benchmark by end of campaign.
• Brand Liking:To increase target audience Brand liking awareness
by 10% points over benchmark by end of campaign.
Objectives
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19. COMMUNICATION OBJECTIVES
• Brand Preference:To increase target audience Brand Preference
by 5% points over benchmark by end of campaign.
• Intent-to-purchase: To increase target audience Intent-to-
Purchase awareness by 10% points over benchmark by end of
campaign.
Objectives
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20. CREATIVE STRATEGY
• Create Informatica’s media mix to grow brand equity and
generate leads throughout the 2012-2013 fiscal years.
• Reposition Informatica as “The Solution” to all data integration
problems.
Objectives
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21. CREATIVE EXECUTION
• Our rational for spending $15 Million is to reach our goal of
expanding more regionally, develop a deeper expertise in
vertical (financial service & public sectors) and gain greater
acceptance in social media, blogs, websites, and events.This
type of campaign will reach out to boarder markets especially
the C-suite level people.
CampaignTheme
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22. CREATIVE EXECUTION
• Idea will reposition Informatica as “The Solution” to all data
integration problems.
• Use a clear, smooth, straight to the point slogan.
• When a customer has a problem with data integration, the first
thing we want them to remember is Informatica, because they
guarantee the best return on data.
• Informatica will be known as “The Solution” to all consumers.
CampaignTheme & Rational
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23. $15M BUDGET
Sales Promotion $1.5M Public Relations $2,940,000
Direct Marketing $3M Campaign Evaluation $60,000
Trade Shows/Events/Sponsorships $5.85M Contingency $150,000
Internet $1.5M
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24. 10%
20%
20%0%
39%
1%
10%
$15M BUDGET
Sales Promotion $1.5M Public Relations $2,940,000
Direct Marketing $3M Campaign Evaluation $60,000
Trade Shows/Events/Sponsorships $5.85M Contingency $150,000
Internet $1.5M
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25. $15M BUDGET
• In order to accomplish each of our key objectives we will be
using a broad range of advertising campaigns to effectively
target the C-Suite level.
• Our campaigns will also reach IT buyers, data analysts, and
data architects. People who make an impact with decision
making for large enterprises.
Explanation Of Budget
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26. SALES PROMOTION
• To entice 25% of Fortune 500 chief technology officers and
chief financial officers to download Best Return on Data white
paper and respond to Best Return On Data analysis offer by
end of campaign 2012.
• To persuade a larger audience (at least 10% increase) of
business analysts, data architects, database administrators,
executive sponsors of data integration, chief architects, and
data architects to attend Informatica World 2012
• Offer trade promotions in efforts to obtain distribution for
potential new products.
Objectives
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27. SALES PROMOTION
• Develop a high valued tiered sweepstakes offer to assure
multiple winners and high participation to leverage the brand.
• Invest reasonably in Informatica World 2012 by providing
extra promotional events that offer hands-on experience
• Offer prizes, travel awards, other non-
cash rewards to build
brand equity for attendees of Informatica World 2012
• Utilize a direct marketing campaign to target C-level
executives with special offers.
Strategies
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28. SALES PROMOTION
• Review corporate gift regulations for Fortune 500 companies.
Use UPS to target C-level executives and deliver additional
discounted invitation to Informatica World 2012
• Run 6 full-page print advertisements enticing the C-Suite, data
architects,
chief financial officers and chief technology officers
to download the Best Return on Data white paper, view
analyst reports, attend webinars, and to speak to an
Informatica sales representative
• Hands-on contest at Informatica World of who is the fastest
time assembling a data server.
Tactical Programs
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29. DIRECT MARKETING & PRINT
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30. SALES PROMOTION
Budget Details & Calendar: $1.5 Million of theTotal Budget
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31. PUBLIC RELATIONS
• To convince Fortune 500 C-Level executives that Informatica
provides the best return on data by the end of 2012.
Objective
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32. PUBLIC RELATIONS
• For Informatica to have a bigger impact on C-Suite
management from the public by increasing Informatica’s good
news on social media, such asTwitter, Facebook, LinkedIn, as
well as websites & blogs with news about Informatica by 50%
in 2012.
Strategy
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33. PUBLIC RELATIONS
• To have one unified Facebook, LinkedIn, andTwitter, so all
brand awareness messages are aligned so there is no
communication failure.
• Hire an outside Public Relations agency to answer important
questions about Informatica product launches and Informatica
events.The goal is to make sure the publics view of
Informatica is positive.
• Hire a design firm to custom make a Facebook Business page
that engages the current clients and prospective customers
Tactical Programs
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34. PUBLIC RELATIONS
• Hire a design firm to custom make aTwitter Business page
with clear calls to action.
• Start a Twitter campaign using a hashtag to promote
awareness of the Informatica brand “#Informatica”
• Custom designed LinkedIn Business page with detailed
information about all Informatica’s big data solutions and
products.
Tactical Programs
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35. PUBLIC RELATIONS
• Custom Facebook Business Page.......................$25,000
• CustomTwitter Business Page................................$3,000
• Custom LinkedIn Business Page............................$7,000
• Custom Informatica Blog........................................$40,000
• Public Relations Agency.....................................$2,870,000
Budget Details: $2.94 Million of theTotal Budget
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36. PUBLIC RELATIONS
Budget Calendar
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37. DIRECT MARKETING & PRINT
• Increase brand awareness of Informatica’s guarantee of their
high Return On Data (ROD) to C-Suite company employees
throughout the 2012-2013 FiscalYear.
Objective
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38. DIRECT MARKETING & PRINT
• Mix of seasonal print advertisement in top 3 business
magazines, and a mail catalog with survey/link to webpage for
additional content.
Strategy
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39. DIRECT MARKETING & PRINT
• During the first quarter of the fiscal year, Informatica will
create and mail a catalogue to the C-Suite level.
• During the second quarter of the fiscal year, Informatica will
advertise its brand as “The Solution to data integration
problems” in Forbes, Fortune 500, Bloomberg Business Week
Entrepreneur, Fast Company,The Economist, and Harvard
Business Magazine.These ads will be one page and 2/3rds
page, 4 insert, full color ads.
Tactical Programs
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40. DIRECT MARKETING & PRINT
• Forbes: Four Inserts, 2/3rd pages, full color.....................$320,560
• Bloomberg Business Week: Four Inserts, 2/3rds..........$418,400
• Fortune 500:Worldwide Rates, Four Inserts................$732,800
• Catalog by Core 3 Creative: 750 full color 32page........$3,500
• Harvard Business Magazine, Four Inserts, 2 page.......$359,180
• Catalog by Core 3 Creative: 900 full color 32page........$4,500
Budget Details: $3 Million of theTotal Budget
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41. DIRECT MARKETING & PRINT
Budget Calendar
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42. TRADE SHOWS, EVENTS &
SPONSORSHIPS
• Ensure Informatica World 2012 is the premier customer event
for data integration. Grow attendance from 1,200 in 2010 to
1,500-2,000 in 2012.
• Generate sales by having brand awareness and interest of the
product and services being presented.
• Develop customer relationships with current as well with new
customers.
Objectives
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43. TRADE SHOWS, EVENTS &
SPONSORSHIPS
• Increase brand awareness and well educate customers about
the products and services
• Increase Informatica’s image rating by being #1 in customers’
mind for data integration services.
Objectives
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44. TRADE SHOWS, EVENTS &
SPONSORSHIPS
• Attend other events that will give the opportunity of exposing
the products and services such as
• Disaster Recovery, Business Continuity, Data Protection
Strategies, Florida
• Business Intelligence/Master Data Management Strategies,
Illinois
• Gartner Application Architecture, Development & Integration
Summit, LasVegas
Strategies
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45. TRADE SHOWS, EVENTS &
SPONSORSHIPS
• Offer a high value incentive to attendants of Informatica World
• Sponsor conferences that will provide customers with
information regarding data integration.
• Participate in community events such as relay for life & breast
cancer, then follow up with event attendees.
• Community Sponsorships &Triathlon
Strategies
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46. TRADE SHOWS, EVENTS &
SPONSORSHIPS
• Have an after conference for event attendees
• Have an after party after every event presented by Informatica
with entertainment
• Demonstrations of the functions of the product will be
presented by technical experts
• Create a Customer Relationship Management (CRM) system
that will be used by the sales department with attendees’
information and their possibility of purchasing the product
(high, medium, low).
Tactical Programs
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47. TRADE SHOWS, EVENTS &
SPONSORSHIPS
• Give out a press conference whenever there is a new product
coming up or there have been changes in procedures of
product use.
• Provide webinars on a weekly basis on topics that customers
are confused about the product and how to better make use
of the product.
• Create a Rewards program to increase attendance.
Tactical Programs
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48. TRADE SHOWS, EVENTS &
SPONSORSHIPS
• Informatica World............................................................................................................ ........$2,000,000
• TradeTech Canada.......................................................................................................................$130,000
• Disaster Recovery/Business Continuity/Data Protection Strategies................$400,000
• Business Intelligence/Master Data Management Strategies .................................$420,000
• Gartner Application Architecture, Development & Integration Summit .....$420,000
• Post Conference ...........................................................................................................................$400,000
• Community Events ......................................................................................................................$200,000
• Sponsorships ...................................................................................................................................$500,000
Budget Details: $5.85 Million of theTotal Budget
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49. TRADE SHOWS, EVENTS &
SPONSORSHIPS
• Community Sponsorships..........................................................$200,000
• Customer Relationship Management System (CRM)...$30,000
• Demonstrations..................................................................................$20,000
• Webinars ............................................................................................$400,000
• Press Conferences ........................................................................$200,000
• Rewards Program .........................................................................$200,000
Budget Details: $5.85 Million of theTotal Budget
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50. TRADE SHOWS, EVENTS &
SPONSORSHIPS
Budget Calendar
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51. INTERNET
• Increase the number of visits to Informatica’s website from 1.6
million visits in 2011 to 2 million in 2012.
• Decrease the bounce rate to the Informatica homepage by
15% by the end of 2012.
• Convince 25% of monthly visitors to download and interact
with an online demo about Informatica’s Best Return On Data
by the end of 2012.
• Increase the Internet lead pipeline of C-Suite executives by
20% in 2012.
Objectives
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52. INTERNET
• Use an interactive demo focused on Informatica’s Best Return
On Data to focus on new C-Level prospects.
• Implement a website redesign to stimulate site traffic for lead
generation while decreasing the bounce rate.
• Use a mix of rich media pay-per-click ads to reach IT buyers,
data analysts, data architects, and chief information officers.
• Leverage search engine optimization tactics in order to be
found on the first page of the organic search engine results for
keywords related to big data integration.
Strategies
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53. INTERNET
• Create an interactive demo focused on Informatica’s Best
Return On Data that exists on the homepage.
• Email campaign encouraging people to view the interactive
demo on the homepage driving traffic to the site.
• Launch a Google AdWords Pay-Per-Click campaign.
• Linked-In Pay-Per-Click campaign targeting only the C-Suite.
Tactical Programs
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54. INTERNET
• Facebook Pay-Per-Click campaign targeting IT buyers, data
analysts, and information officers.
• Re-design the Informatica website using less clutter, clearer
calls to action, a more user-friendly site structure & navigation.
• Leverage the latest proven SEO technologies to obtain
maximum organic search engine results while engaging the
customer through exciting on-line content about Informatica’s
best return on data.
Tactical Programs
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55. INTERNET
• Reach your exact audience with LinkedIn Ads.
• Facebook Ads allow you to easily advertise to a target
audience driving traffic to the Informatica website
Strategies
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56. INTERNET
• Interactive demo for lead generations...............$100,000
• Email campaign to drive traffic to demo..........$130,000
• Google AdWords campaign....................................$520,000
• LinkedIn Pay-Per-Click campaign...........................$225,000
• Facebook Pay-Per-Click campaign........................$275,000
• Website re-design.........................................................$100,000
• Search Engine Optimization....................................$150,000
Budget Details: $1.5 Million of theTotal Budget
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57. INTERNET
Budget Calendar
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58. CAMPAIGN EVALUATION
• Determine the effectiveness of the brand communication
objectives.
• Track Informatica’s ROI.
• Justify the programs and budgets
Objectives
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59. CAMPAIGN EVALUATION
• First test Informatica’s positioning concepts to determine
competitive positioning.
• Test the creative concepts, to determine the most effective
way to communicate the brands position.
• Test creative executions to ensure they deliver the brand
message.
• Determine which media vehicles are most effective in
delivering the brand message.
Methodology &Timing
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60. CAMPAIGN EVALUATION
Methodology &Timing
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61. CAMPAIGN EVALUATION
• Wave #1 = Pre-Campaign
• Wave #2 = Post-Campaign
Budget Details: $60,000Total Budget
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62. CAMPAIGN EVALUATION
• Measuring how well each part of
the campaign has done will be
$30,000 per wave.
• Total $60,000 (0.4% of the $15
Million Budget)
Budget Details
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63. $15M BUDGET SUMMARY
Sales Promotion $1.5M Public Relations $2,940,000
Direct Marketing $3M Campaign Evaluation $60,000
Trade Shows/Events/Sponsorships $5.85M Contingency $150,000
Internet $1.5M
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64. 10%
20%
20%0%
39%
1%
10%
$15M BUDGET SUMMARY
Sales Promotion $1.5M Public Relations $2,940,000
Direct Marketing $3M Campaign Evaluation $60,000
Trade Shows/Events/Sponsorships $5.85M Contingency $150,000
Internet $1.5M
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65. TEAM:
Questions?
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