This document provides a campaign plan to promote Microsoft's new Surface tablet and Microsoft stores. The plan includes research on the Surface and its main competitor the iPad, key messages focusing on exclusivity, objectives to promote the Surface and stores, and tactics like media outreach, giveaways, and an in-store launch event. The target audience is professionals aged 35-50 with the goal of presenting the Surface as a competitor to the iPad and drawing people to Microsoft stores in the short and long term.

1. TABLE OF CONTENTS
CAMPAIGN SITUATION 2pg
 Research-2pg
 Key Messages -4pg
TARGET 4pg
OBJECTIVE AND STRATEGY 5pg
TATICS AND CALENDAR 7pg
MEASUREMENT APPROACH 12pg
BUDGET 13pg
WORK CITED 16pg

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CAMPAIGN SITUATION:
Microsoft’s newest product, the Surface, is a tablet meant to compete directly
with Apple’s iPad. Along with this new product Microsoft has opened Microsoft stores
across the United States. A campaign plan has been compiled in order to promote the
Surface alongside these stores.
Research:
The research begins with differentiating the Surface with its main competitor the
iPad. In order to compete with Apple, Microsoft has to meet the need for a tablet in a
different want to create want. Physically the Surface is longer, narrower, and weighs
more than the iPad, but by less than (Kwan). The iPad beats the Surface in visual
resolution; however the Surface has double the RAM. A reoccurring complaint with the
iPad is the incompatibility of memory sticks. Apple has yet to address the needs of
consumers wanting to use external hard drives. The surface meets this need with a
microSD slot and a USB port.
The biggest physical difference between Microsoft’s Surface and Apple’s iPad is
accessories. For the iPad accessories such as covers, keyboards, and stands can be
bought to accompany the tablet. However for the Surface, there is no need for these
add-ons, they are part of the product. The Surface’s attached cover comes with the dual
purpose of becoming an optional keyboard. The Surface is touch screen like the iPad,
but recognizes people’s discomfort with touchscreen keyboards. The Surface also has a
built in kick stand.

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In online reviews the Surface never comes out a true victor over the iPad. While
the effort to branch out into physical products is praised the execution is scrutinized.
The kick stand’s limited positioning does not allow for easy viewing, apps are limited,
and even those the cover keyboard is better than touch screen it is still not as easy or
accurate as keyboards bought as attachments to the iPad. The biggest complaint about
the surface is not only the lack of apps, but the quality of available apps (Lu).
App which stands for application, is a huge part of the tablet market as a whole.
In June Apple Announce that 30 billion apps had been downloaded from the Apple
Store. This is triple the amount downloaded in 2011. The desirability of apps has grown
exponentially (Cocotas).
However, even with these negative reviews not all the feedback leaned toward
Apple. As mentioned early iPad users have been frustrated with the inability of the iPad
to work with external hard drives or memory devices. Tablet users appreciate the SD
Slot and USB port in the Surface. Also a key point came up in most reviews; the
Surface is good for specific needs (likely people who want to use Microsoft software on
their tablets) which can be useful in finding the appropriate target audience.
Who buys tablets? Who would buy a non-Apple tablet? Of people who are
connected to the internet in the United States, 31% own a tablet of some kind. While in
the past technological products have been targeted toward a younger generation tablets
are experiencing trend growth in the middle-aged population. There is not a significant
difference in buying habits between men and women for the tablet, but economically
higher income individuals are buying tablets (Horan).

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Key Message:
The key message of the campaign will be that the Surface is not for just anyone.
This campaign takes the negative feedback that the Surface is better for selective uses
and turns it into message of envy. To highlight the message the campaign has a slogan
“A Surface Only a Few Can Touch”. Much of the Apple phenomenon has to do with
keeping up and have what everyone else has. What if the Surface became to product
everyone wanted, but only an exclusive few had access to. While the campaign does
not want this to be the reality it is certainly an image that can evoke emotion and
differentiate the competition. The slogan is the embodiment of the campaign’s key
message; not everyone can have this so to own it is to have high status and not be part
of a crowd.
TARGET:
This is a national campaign so the target audience is national. Based on the
demographics the main target audience of the campaign will be professionals between
the ages of 35 and 50 with a high income. The age and income are based on people
who are already buying tablets, but the professional aspect is added to help narrow the
target to people interested in using their tablets on a professional capacity.
Based on the success of Microsoft software in the professional world it would
make sense that professionals would want the tablet that works best with the software.
This target audience is also less likely to care about apps which is a particular
weakness in the Surface.
A secondary audience for the campaign might be educational boards. Apple’s
iPad has begun to work its way into classrooms and this is an area the Surface may

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have a competitive edge. On top of the performance of Microsoft software on the
Surface, the lack of apps may be a positive for schools because they do not want
students downloading distractions. Also the Surfaces capability to connect with other
hard drives makes it more desirable for school work. This secondary audience could be
a good way to reach the primary audience. Children can expose parents to the Surface
and create knowledge and loyalty.
OBJECTIVE AND STRATEGY:
The overall goal of the campaign is to draw customers to the new Microsoft
stores where the tablet Surface is being sold. However, do to the fierce competition of
the Apple iPad a necessary secondary goal is to become more desirable than the
Apple iPad.
While the campaign has an overall goal this goal can be broken into long and
short term objectives. The immediate objective of the campaign is to present the
Surface as a competitor to the iPad and to draw people to Microsoft stores. The long
term objective is to have the Surface replace the iPad as the best known and most used
tablet and to create a demand for Microsoft Stores.
The campaign strategy is to use different tactics that build off of each other and
stay consistent within the campaign message to reach objectives. The tactics include;
new media, traditional media, giveaways, a long term program and an in-store event.
The greatest emphasis will be on the in-store event and the long term program. The
traditional media and new media will act as support of the in-store event and long term

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program. The in-store event is to launch the Surface as a real competitor against the
iPad and draw people to the store. The program is to help the Surface stay competitive
for the long run and to not only keep people coming to the physical store, but create a
need for more physical stores.
The in-store event is a black tie cocktail party in the actual store. The idea of the
event is to create an exclusive feeling among guests, cater to the profession image of
the Surface, give people a reason to come to the physical store, and introduce Microsoft
Concierge. As of now the Microsoft stores are considered copycat Apple stores and this
goes against the image of the campaign and works against the popularity of the
Surface. This event will refresh the image of the Surface while the image is still
moldable.
The long term program is to continue the differentiation process of between the
Surface and iPad. The program is called Microsoft Concierge. While the objective is to
differentiate from Apple, Microsoft Concierge works similarly to the Apple Genius Bar
except the image is more business professional and it will highlight flexibility in terms of
services offered and availability.
In terms of new media the Surface, the company Microsoft, Microsoft Store, and
Microsoft Concierge will each have their own Facebook, Twitter, and YouTube
accounts. The Surface will also have a Pinterest, the Microsoft Store will have
Foursquare, and Microsoft Concierge will have a blog. While having all these accounts
can lead to inconsistency and confuse the hope is to better reach specific audience and
create connection to different aspects of Microsoft.

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The traditional media being targeted will include popular talk shows and national
newspapers. However special attention will be made toward trade association
publications, radio talk shows, financial and business television shows, and business
magazines.
The giveaway tactic is the only portion of the campaign even partially directed
toward the secondary audience. Certain schools, industry leaders, and well known
media people will receive free Surfaces and their experiences will be tracked for future
promotions and campaigns.
TATICS AND CALENDAR:
The general idea and purpose of each tactic has been stated. However the
details of the tactics are crucial. The first tactic initiated in the campaign is new media.
When the campaign reaches out to the traditional media the new media should be in
place to as a resource and help fully create the new Microsoft image.
As previously mentioned the company Microsoft, Microsoft stores, the Surface,
and Microsoft Concierge will each have their own social media accounts. There are
draw backs to this plan if the accounts are not properly managed; however if done right
this approach to new media can create continuity while give life to the different aspects
of Microsoft.
In order to avoid confusion or create dissonance between the company
Microsoft, Microsoft stores, the Surface, and Microsoft Concierge all accounts should
have a link back to Microsoft’s main website in order to avoid confusion. Also care be
taken to avoid contradiction and an effort can be made to refer to the other sections’

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social media to create unity. For instance if someone tweeted to the Microsoft
Concierge twitter about how much they enjoyed the Surface the person could receive a
thank you tweet and also be advised to look at Surface Twitter. The response tweet
would include the Surface twitter handle.
While he company Microsoft, Microsoft stores, the Surface, and Microsoft
Concierge all have a Facebook, Twitter and YouTube account some of these divisions
have other new media accounts; the reason being that the nature of each section leads
it to suiting certain media better.
Only the Microsoft store has a Foursquare because it is a physical location.
Foursquare allows people to check-in to a location online. As people check-in to a
particular location they obtain different statuses and companies can rewards for these
statuses. While theoretically this could also work for Microsoft Concierge it is more
important to reward people for visiting the store where the concierge is located.
Microsoft Concierge does have a blob. This account allows posts, videos,
articles, and photos to be found in one location with customized style. This is necessary
for Microsoft Concierge because this allows for posting of helpful articles or advice, how
to videos, responding to customer needs and feedback, and for posting photos of
satisfied customers.
The second tactic implemented would be traditional media. Television talk
shows aimed toward investors such as Squawk Box, Money, and Forbes on Fox will be
the target to represent the campaign on television. Radio talk shows of political and
financial nature will be targeted. Major newspapers such as the; New York Times, Wall

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Street Journal, Chicago Tribune, LA Times, USA Today, and Newsday will be
aggressively approached. Trade publications of high income professions such as; law,
commercial or retail real estate, finance, and other of similar income fields will be very
important to reach. Magazines are going to be a major aspect the traditional media
outreach. Fortune Magazine, Business Insider, and Forbes will be considered must
reach publications.
All of the targets mentioned will be reached out through an electronic press kits
(EPKs) and traditional media kits. Each medium with receive kits about the slogan, in-
store event, Microsoft Concierge, and the Surface. Every kit will include a press release,
fact sheet, pictures, a backgrounder, and a feature story. The in-store event EPKs will
also include a Video Press Release (VNR) while the traditional media kit will have press
passes to the in-store event for the store closest to the individual media outlets. The
Surface and Microsoft Concierge media kits will include brochures.
The radio media targets will receive an audio press release on top of the EPK
and traditional media kit. The radio, trade publications, select television media and
business magazines will receive actual Surfaces. The heaviest emphasis is being made
of business magazines, trade publications, and radio because these are media that are
popular with older professionals.
The third tactic, giveaways, was mentions when discussing traditional media.
The radio, trade publications, select television media and business magazines were all
selected to receive free Surfaces because they are the most important media to the

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campaign. The best way to prove the effectiveness and hence newsworthiness to the
media is to let the see for themselves.
Lawrence Academy in Massachusetts, The Madeira School in Virginia near
Washington D.C., The Masters School in New York, San Domenico School in California,
and Northside College Preparatory in Illinois are some of the most elite high schools in
the country which set standards for other school. These five schools have been
selected to enter a partnership with Microsoft to receive free Surfaces to be used as
part of the curriculum to help make the Surface a standard in education. The elite
reputation of the schools coincides with the campaign message and beings to compete
with Apple on a front they are also newly exploring, education. If the top students in
America use the Surface so should the top professionals.
The fourth tactic is the in-store event. The black tie cocktail requires an invitation
or guest pass to attend. Tickets do not cost money, but require registration on the
Microsoft website or in the stores before the event date. The event is taking place
simultaneously in every store. Each store will have a host, a CEO from the general
area. The main party, the most exclusive, will take place at The Shops at Columbus
Circle Microsoft store location. While the other stores will allow anyone to register this
store is invitation only. Top CEOs will be invited to this location. Guests at all locations
will receive a Surface to use for the evening.
The event will start out with an address from Microsoft CEO, Steve Ballmer at
The Shops at Columbus Circle location. All the other locations will be streaming the
address live on the Surfaces given to the guests for the evening. Following the address

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guests will turn their attention to their location’s host. The hosts will introduce the
Microsoft Concierge, offer a toast, and then open the floor to mingling, browsing,
networking, and shopping.
Throughout the event caters will provide hors d'œuvre and refreshments, the
Microsoft Concierges will be available to answer questions, and the Surface can be
used to exchange information, take notes, or simple be explored. At the end of the
night guests will receive Flash Drives to save information from the Surface and a gift
basket. The basket will include a Microsoft gift card, treats from the catering company,
the business card of the host and something from that host’s company.
The final tactic is Microsoft Concierge. Microsoft Concierge is a customer service
program available within the Microsoft Store. There is a Concierge Desk where
concierge workers, referred to as Concierge, are available without appointment to be a
support system to customers. Companies that invest in the Surface can also have
concierge service come to them. It is comparable to the Apple Genius Bar; however
Concierges are trained to treat customers with extreme care and have professional
attitudes. This will create comfort for those unsettled by the hectic and laid back culture
of Apple.
The in-store event will take place December 21, 2012. The month leading up to
this event will be the crucial point for media attention. The official media blitz will begin
on November 21, 2012 with American Bar Association’s publication ABA Journal,
Forbes, and Business News New Jersey featuring stores on the in-store event and

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Surface. On November 12, 2012 a spokesperson for the event will appear on Forbes on
Fox. After that Steve Ballmer take over appearances until the day of the event.
MEASUREMENT APPROACH:
The measurement approach for the objectives will change over periods of time.
Throughout the entire campaign measurement will be taken. However there are certain
points when extra evaluation must take place.
Most new media sites track activity so measuring the progress of this section of
the campaign will be relatively easy, but important. By checking the provided statistics
weekly the campaign can adjust the new media approach where necessary.
News clipping services, Google Alerts, and doing searches is how traditional
media will be tracked. A news clipping service is paid to track all media mentions and
this service will be used for a year for a weekly basis from the beginning the campaign,
November 21, 2012. This is to measure the short and long term effects of the campaign.
Google Alert is a free service that allows users to create alerts. For an alert, key words
are entered and any online material about the key words are emailed to the user as
frequently as requested. For the first month of the campaign alerts will be monitored
constantly. After the in-store event alerts will be monitored on a daily basis for two
months. After those two months alerts will be monitored weekly. The last tracking
method for media will be online searches. Sporadically throughout the campaign
manual online searches with key words will be done to see what appears on first three
pages of a search. Searches will be frequent during the beginning of the campaign and
begin to decrease as the campaign continues. The Google alerts and searches will also
monitor and measure public opinion.

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The giveaway success will be measure by media mentions, school partnerships
formed, and inquires that come in from professionals of businesses linked to the
schools. A part of the purchase process of the Surface a representative will ask where
the customer heard about the Surface.
The in-store event will be measured by the attendance, spike in sales for three
weeks after the event, event mentions in new and traditional media, and store
congestion throughout the four weeks following the event.
The Microsoft Concierge program will require constant measurement mostly from
customer feedback. This program is for the customers and used after purchases so
customer loyalty will be the true test. Returning customers, store congestion, customer
reviews (especially online reviews) will be used to measure the success of the Microsoft
Concierge program.
BUDGET:
The campaign has a budget of 30 million dollars for staffing, new media,
traditional media, the school giveaways, evaluation, the in-store event, and launching
the Microsoft Concierge program. This seems like a hefty budget, but for the importance
of the campaign, size of the company, and work involved it is necessary.
The campaign as it is lasts a year due to measurement. Five million dollas of the
budget will go toward campaign staffing. This includes the campaign development, new
media management, event planning, program designing, and success tracking for a
year.

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The school giveaways take up another five million dollars from the budget. Not
only are Surfaces being given away, but promotional material needs to be collected and
developed from the effort and relationships need to be formed and kept
The budget allots one million dollars for new media to create content, promote,
and develop. Most of this budget will go toward creating content; videos, articles, and
photos. A much larger portion of the budget is going toward traditional media with seven
million dedicated to it. Between creating media kits, distributing kits, travel, and giving
away free Surfaces this budget is quickly used.
The in-store event takes up the most of the budget costing ten million dollars.
With almost 70 locations to cater, find hosts, hiring security and staff, and documenting
for future promotions the hefty budget is necessary. Plus creating the tickets, gift
baskets, and attracting high end executives escalates the cost more so.
Launching Microsoft Concierge costs include; program development, staffing,
training, and branding. To do all of this 2.5 million dollars of the budget is dedicated to
this program.
The final part of the budget goes toward evaluation.$ 500,000 is being dedicated
to tracking the success of the campaign. While this is the smallest portion of the budget
it is not the least important. Most of the budget goes toward clipping services. However,
other costs include creating reports and developing solutions.
The chart below breaks down the budget.

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16%
16%
3%
23%
32%
8%
2%
Sales
Staffing School Giveaway New Media Traditional Media
In-Store Event Microsoft Concierge Evaluation

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WORK CITED:
Cocotas, Alex. "CHART: More Than 30 Billion Apps Have Been Downloaded In The
App
Store." Business Insider. 23 2012: n. page. Print.
<http://www.businessinsider.com/more-
than-30-billion-apps-have-been-downloaded-in-the-app-store-2012-8>.
Horan, Pam. "A Portrait of Today’s Tablet User, Part I of III: Introduction & Overall
Tablet
Audience." Online Publisher Association. 18 2012: n. page. Print.
<http://www.online-
Kwan, Michael. "What Should You Buy? Microsoft Surface RT vs. Apple iPad 4 ."
Mobile
Online. 26 2012: n. page. Print. <what-should-you-buy-microsoft-surface-rt-vs-
apple-iPad-
4>.
Lu, Alan. "Microsoft Surface RT review." Computer Active. 23 2012: n. page. Print.
<http://www.computeractive.co.uk/ca/review/2226096/microsoft-surface-rt-
review>.