Alan Chute presented on making Executive Briefing Centers (EBCs) a strategic asset through compelling messages and metrics. EBCs showcase Unisys' unified brand and end-to-end solutions. The presentation covered evolving EBC strategy to embody the brand, developing content and experiences to communicate capabilities, and implementing metrics to show high client satisfaction and impacted revenues. Metrics from 2002-2003 demonstrated over $119 million in closed revenue and a $1.2 billion revenue pipeline, proving the value of EBC investments.

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. 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. Agenda
EBCs Evolution
Messaging Strategy
Mission and Objectives
Strategies and Tactics
Metrics Strategy

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. 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. 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. 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. Brand Equity - Managed on Two Dimensions
Performance Perception
• Market share/ penetration • Awareness
• Customer satisfaction • Beliefs
• Market position • Value

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. 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. 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. 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. 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. 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. 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. 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. 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. EBC Web Site

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. 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. 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. “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. Pinnacle Club Wall in EBC

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. Marketing Displays

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. 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. 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. 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. 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. 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. 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. 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. Questions & Comments

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