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Comdial 2000 Media Proposal

Comdial 2000 Media Proposal. Wednesday, January 12, 2000. Overview Parameters Budget Timing Geographic Coverage Target Audience Review Objectives Strategies Tactics Digital 1/0 Media Selection Process Media Evaluation Criteria Schedule Development Process. Recommended Schedule

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Comdial 2000 Media Proposal

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  1. Comdial 2000 Media Proposal Wednesday, January 12, 2000

  2. Overview Parameters Budget Timing Geographic Coverage Target Audience Review Objectives Strategies Tactics Digital 1/0 Media Selection Process Media Evaluation Criteria Schedule Development Process Recommended Schedule Digital 1/0 Rankers Digital 1/0 Summary Vehicle Selection Rationale Flowchart/Schedule Budget Summary Online Discussion Value Added Merchandising Appendix Closing Dates Rec/Not Rec Circulation Comparison Editorial Comparison Publication Duplication Table of Contents

  3. Overview • Purpose of this plan is to continue the effort started in Q4 ‘99 to build brand awareness of Comdial among it’s target audiences • This plan will use a mix of horizontal and vertical media to reach the target audience • Target audiences will be reviewed in terms of their influence on determining telecommunications solutions • Including a re-visit of 1999 analysis

  4. Parameters • Timing: March 2000 through November 2000 • Budget: $1,380,000 NET • Geographic Coverage • Domestic U.S. • Ad Unit: Page 4C

  5. Target Audience Review • Job Titles/Functions • Corporate and Senior Management (CxO) • IT Management • VP, Senior level IS/IT • MIS/IT Staff • Functional Management • Telecom Managers • Office Managers • Vertical Market Management • Directors, Owners, Administrators of nursing and assisted living facilities • Directors, Managers, Property Managers of hospitality locations • Real estate brokerage Office Managers/Division Managers • Call Center Directors

  6. Target Audience Review • Vertical Markets • Assisted Living • Hospitality • Call Centers • Real Estate Brokerages

  7. Target Audience Review • Establish the influence each audience has on the adoption of a Comdial business solution • Examine the mindset of each audience as it relates to their functional area in a corporation • Corporate and Senior Management • IT Management • End Users • The Channel From 1999

  8. Target Audience: Corporate (CxO) and Senior Management • Involvement with Technology (A.T. Kearney) • Over 50% assert that “technology decisions are an integral part of the strategic decision process” • 91% say technology investment is important in helping realize corporate goals and objectives • 69% have knowledge of working technologies in their company and the impact it has on performance • 40% of CEOs and senior executives spend more than 10% of their time on technology issues for their companies From 1999

  9. Target Audience: Corporate and Senior Management (Cont.) • Initiators of IT Projects/Solutions • 46% are non-IT business managers • 37% are IT managers • 17% are board level management • Telecommunications is identified by top management is the second most significant technology that will have the greatest impact on their business in the future. Networking is first. From 1999

  10. Target Audience: Corporate and Senior Management (Cont.) • Involvement with Technology (Fortune Study) • 47% of non-technical mangers are more likely than two years ago to express opinions on technology business solutions • 70% of top managers (CEO, CIO, CFO, Chairman, senior VP) are directly involved in determining corporate technology solutions • 60% of top managers are involved in brand/product selection From 1999

  11. Target Audience: IT Management • Primary evaluator and implementers of technology solutions • CIO and IT Directors are part of the “management team” that define technological solutions for corporate business objectives • Targetable by technology functional area • High pain point due to pressures from above and pressures from users • 96% (85% in 2000) specify a technology need • 69% (92% in 2000) recommend vendor From 1999

  12. Target Audience: Convergence of IT and Top Management 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% IT Tech InvolvedCorporate Mgmt. % Involved Tech InvolvedLine of Business Determining Setting Creation Technical Specifying/ Recommending Final Needs Business Info Sys Evaluation Selecting Acquisitions Approval for Goals, Budget Strategies or Specs Brands/Vendors Acquisitions Base = Total Study Simmons CompPro VII - 1999 From 1999; Updated for 2000

  13. Target Audience: End Users • Primary users of technology • Looking for better ways to do their job but not completely empowered to implement better ways • Concerned with productivity • Looking for niche-specific applications to support their functional area • Effect technology product sales both directly and indirectly From 1999

  14. Target Audience: The Channel • Will sell what is easiest to sell • Need manufacturer support • Need strong market support for distributed product • 82% of VARS place a high value on the level of end user promotion (CMP) • This audience needs to know that if they take on a new product line that it will receive proper support in the marketplace From 1999

  15. Target Audience Review • Top Down versus Bottom Up • Top Management can have enormous effect on technology issues that support their business mission • Top Management can greatly affect stock market valuation • End users want a product that works. Don’t care about P/E issues and “business mission” • The IT audience has strong influence on sales. Enterprise-wide • The end user audience has an influence on divisional/departmental sales From 1999

  16. From 1999

  17. Target Audience Review • Acknowledging top management's role in determining technology solutions, use business print titles that are effective in reaching this audience • Acknowledging IT’s role in product selection and evaluation, use IT print journals • Support print program with IP media (online media) • Web site sponsorship • Banner ads • Email Sponsorships From 1999

  18. Target Audience Review • Functional Management • Defined as telecom managers and office managers, these titles are instrumental in the details of selecting a telecommunications solution • This is where the CxO statement: “Our phone system &$#@*’s! Get this thing fixed!” translates into actual product exploration, evaluation, and consideration • These titles are the “go to” types within an organization….the one end users call when they have a problem. They are therefore in serious need of an “out” to their telecommunications problems • Comdial must get in front of this audience and give them that “out”

  19. Target Audience Review • Vertical Market Management • Specific and individual needs for telecommunications solutions • Very influential as in many cases, there are not centralized IT structures in place • The inherent “satellite” or “smallness” of vertical market location and needs necessitate specific solutions • These specific solutions are are covered in depth by vertical trade journals

  20. Target Audience Review • What about the End User? • Large waste factor to job titles that have no effect on either IT/telecommunications or top management issues • Minimal reach to top management • No reach to IT • Buying interests are with products specific to the vertical (in assisted living: bathing lift products, furniture, incontinence products, laundry and supplies) • Reach to this audience will happen through vertical market program in vertical markets as well as spill from top management media vehicles (2000) From 1999

  21. Target Audience Review • What about the Channel? • Reach to this audience is important but not within the limited launch budget and primary objective framework. Spill reach will be achieved through IT books • The most important concern to this audience is “Can I move this product?” The product can’t be moved if it isn’t known. • VARS want to see heavy awareness building programs • VARS want product promotion in the marketplace • VARS want their job made easy • Net: Comdial channel must have confidence that it’s customer base is familiar enough with the brand name to make the channel sale easy from the perspective of awareness. This is achieved via primary target advertising (2000) From 1999

  22. Target Audience Review: Summary • Continue to achieve reach to: • Corporate and Senior Management • IT Management • Functional Management • Telecom Managers • Office Managers • Vertical Market Management • Directors, Owners, Administrators of nursing and assisted living facilities • Directors, Managers, Property Managers of hospitality locations • Real estate brokerage Office Managers/Division Managers • Call Center Directors • No specific reach to: • End Users, other than spill • The Channel

  23. Objectives • Develop a media program that targets those having influence (both solution approval and solution evaluation) over their company’s business processes and telecommunications needs • Sustain a maintenance level media program continuing efforts started in 1999 • Choose media based on their ability to reach the target audience • Seek budget-extending, value-add programs capitalizing on trade show and seminar events

  24. Strategies • Deliver a top level flighted brand awareness program • Maximize exposure with weekly business journals • Support brand building efforts with longer shelf life media • Monthly print media that reach the individual target audience titles • Select media that is editorially suited to those companies that are in need of specific telecommunications solutions • Continue awareness to the IT “evaluator” audience

  25. Strategies • Maximize target audience coverage within specified vertical markets • Using specific vertical trade journals • Develop high frequency levels in flight across key target segments to achieve objectives • With budget in mind, develop a schedule consisting of compressed flights to maximize awareness

  26. Strategies • Ensure relevant context for message positioning: • Business Methods Business Success • Technology Solutions Technology Success • Use business focused media for relevant alignment with Comdial’s business benefits • Use technology focused media for relevant alignment with Comdial’s technology benefits

  27. Strategies • Establish exacting criteria for media evaluation • Ensuring effective and cost-efficient reach of all target audience segments • Institute specific process for measuring, rating, and selecting media using these criteria • Establish Metrics  Evaluate  Score  Select

  28. The Digital 1/0 Selection Process • Numerical evaluative process placing strategic selection criteria behind the numbers • Establishes and controls the selection process parameters • Provides logical rationale for media selection • Captures qualitative evaluators and translates to quantitative

  29. The Digital1/0 Selection Process • Measurement criteria translated into logical (the 1/0) values • Setting minimum thresholds for each measurement • Example - for business publications, target audience threshold settings are: • 30% + of circulation must be Cxo’s • 95% of circulation must be qualified within one year • Media ranked by cumulative ratings across multiple criteria • Detailed ratings and threshold values shown in Appendix

  30. The Digital 1/0 Selection Process • Selection process also includes consideration of external factors, including media relationships, relative market position and past performance • Recommendation based on media with highest ratings, incorporating • Mix of business, telecom and vertical publications • To insure relevant context messaging

  31. Media Evaluation Criteria • Target audience coverage • Percent of circulation that matches target audience definition (job title) • Percent of circ reaching companies with fewer than 500 employees • “Plan to buy/involved in purchase of” rankings from syndicated research • personally involved in purchasing telecommunications products • personally involved in purchasing communications/fax software • "plan to buy" telecommunications hardware • “plan to buy" Internet telephony software

  32. Media Evaluation Criteria • Editorial quality • Measured by ratio of ads to editorial content and growth in ad pages • Topic Affinity. Does the medium cover the relevant issues? • Circulation Vitality • Measured by percent re-qualified within one year • Measured by percent direct written request/paid • Cost-efficiency • Measured by cost per thousand on total circulation

  33. Schedule Development Process • 1999 launch level “run rate” was $270K/mo. • The 2000 budget will yield run rates: • $138K/mo. for ten month period (Feb.-Dec.) • $230K/mo. For six month period (March-May; Sept.-Nov.) • Two, three month flights are recommended to achieve acceptable run rate for maintenance campaign • Using recommended media, maximize impact by determining effective in-flight frequency • Establish criteria corresponding to issue frequency: • Weeklies: Minimum 2 out of 4 insertions • Bi-Weeklies: Minimum 2 out of 2 insertions • Monthlies: Minimum 6 insertions

  34. Digital 1/0 Criteria: The Numbers • Top Management Ranker • IT Management Ranker • Under 500 Employees Ranker • Involved in Purchasing Telecommunications • Will Purchase CTI in Next 12 Months • Will Purchase Communications/Fax in Next 12 Months • Digital 1/0 Summary: Business/IT • Digital 1/0 Summary: Telecom • Digital 1/0 Summary: Call Center • Digital 1/0 Summary: Vertical Markets

  35. Digital 1/0 Criteria: Top Management Ranker Source: Intelliquest CIMS v6.0

  36. Digital 1/0 Criteria: IT Management Ranker Source: Intelliquest CIMS v6.0

  37. Digital 1/0 Criteria: Under 500 Employees Source: Intelliquest CIMS v6.0

  38. Digital 1/0 Criteria: Involved in purchasing Telecommunications Source: Intelliquest CIMS v6.0

  39. Digital 1/0 Criteria: Will purchase CTI in next 12 months Source: Intelliquest CIMS v6.0

  40. Digital 1/0 Criteria: Will purchase Communications/Fax in next 12 months Source: Intelliquest CIMS v6.0

  41. Digital 1/0 Summary: Business/IT

  42. Digital 1/0 Summary: Telecom

  43. Digital 1/0 Summary: Call Center

  44. Digital 1/0 Summary: Verticals

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