‘Relegen’ & ‘assetDNA’

1. Marketing plan FY12/13 ‘Relegen’ & ‘assetDNA’

2. Background The overarching objective, for marketing, for the financial year ending in Jun 2012, will be to establish the foundation upon which Relegen will build it’s ‘asset intelligence’ technology brand. Whilst there is work to be done in building Relegen’s brand [awareness] in the Engineering Services marketplace, the marketing priority, for this period, will be Relegen’s technology solution. With Relegen’s technology solution to date, there has been little focus on sales & marketing with most activities undertaken in an adhoc manner. The bulk of resources has gone into securing sales, through personal networks, & developing bespoke, client-specific applications. However, Relegen is now looking to commercialise it’s technology & shift product development from ‘one off’ applications to a universal application hosted in the ‘cloud’. A product delivered as an online service will significantly broaden the appeal of Relegen’s offering, opening new market segments & minimising geographical boundaries. As a consequence marketing will play a far greater role in generating sales in the future. A broader target market will require a level of brand awareness & some market segments will be expected to identify, research & purchase product without a personalised sales call. In order to effectively support the new opportunities offered the marketing focus for F12 will be to develop a competitive & sustainable market position, rationalise the current brands so that they can be protected & supported in a global marketplace & as resources are limited refine the target market with which we communicate.

3. assetDNA marketing strategy [Elisa’s thoughts on how we execute] Our long term goal is to create & take control of a large mainstream market with our assetDNA technology. That is, we want assetDNA to become the leading asset intelligence technology solution, globally. Therefore, the job at hand is to transition our offering from an initial market base of early adopters to a new mass market. However, we need find a way to do this whereby our limited resources can be utilized to maximum affect. In order to do this, the most effective way is to tightly define our positioning & point of attack [this is ‘asset intelligence’], drill down into market segmentation & narrow the focus to a smaller or single specific target market & focus all resources on achieving a first product strategy & establish a dominant leadership position. Then we use this established leadership position to target other market segments until we have a clear leadership position at all levels of the market. To do this, we must remove the barriers to entry for these first set of customers, make them successful, share these successes, then, use these successes to target customers in other market segments. i.e. a step by step carefully executed methodical approach.

4. Strategic marketing priorities for FY12 • Define our positioning strategy, document & communicate internally • Define & prioritise our market opportunities, document & communicate internally • Industry sectors [E.g. Mining, Oil, Gas, Manufacturing, Law enforcement, • Product usage [E.g. Inspection & test, OH&S, Issue & Receipt] • Type of client [E.g. Government, Enterprise, Small Business, Consumer] • Geographical [E.g. Australia, South Africa] • Separate our Relegen engineering services & assetDNA [asset intelligence] technology brands • Re-focus Relegen on ‘engineering services’ position • Rebrand baseLINE to assetDNA, establish it as the global-leading asset intelligence technology solution • Move away from only developing bespoke offerings [i.e. Develop custom solution, sell to one client] to a commoditised product offering [develop generic offering, sell to many clients] that meets the needs of the opportunities defined • Develop our partner program in line with the market opportunities that we have identified [E.g. If Oil & Gas a priority how can we raise awareness with sales partners in this sector as quickly as possible]

5. Tactical marketing priorities FY 12/13 • Develop a sales and marketing plan in line with our objectives • Re-cast Relegen & assetDNA websites in line with our overall strategy • Develop assetDNA & Relegen sales collateral • Start building a case study library to share our successes and facilitate word-of-mouth • Lead-generation – showcasing our solution on lead-gen websites , raise awareness/exposure about our technology [works well with SEO & websites] • Develop a media relations program [schedule of announcements, database, template, boilerplates, newsletter, case studies, blogs, editorial opportunities, announcements around tradeshows media kit] • Develop a tradeshow program & speaking opportunities , media opportunities, & associated marketing & sales opportunities • Measure marketing performance in terms of lead-generation, campaign effectiveness, sales performance • STOP HERE FOR FY 12/13 • Funding – The development of new sales collateral including a website will require additional marketing funds.

6. Marketing plan outline

7. Market category & positioning • Objective [What we want to achieve] • Create clearly defined market positions for our brands – positions that are uniquely ours to claim & where we can ‘lead’ • Strategies [How we will achieve it] • By undertaking a market category & opportunity analysis & identifying where we should best position ourselves for growthi.e. narrow down from a number of broad opportunities to a specific area of focus • By developing our differentiated positioning & brand strategy & aligning our products, marcomms & sales model with this • Key actions, Timing, Budgets • Cease all new references to our technology solution as an enterprise asset management tool & positioning it as an ‘asset intelligence’ technology [IMMEDIATE | $NIL – Use internal resources] • Develop positioning statements for our Relegen & assetDNA brands [Refer to ‘Brand strategy section’ | DRAFT FOR REVIEW SEPT, 11 | $NIL – Use internal resources] • Communicate internally, review & test all outgoing messages against these guides [ONGOING | $NIL – Use internal resources]

8. Relegen positioning statement • Insert Relegen & asset DNA positioning statements • Focus Relegen just on engineering services for defence

9. assetDNA positioning statement

10. Target markets [Who we sell to] • Objective [What we want to achieve] • Have a specific & clearly defined target market [s] to whom we pitch our offerings to • Strategies [How we will achieve it] • Decide & document who are our ideal initial target customers – a specific market niche & focus all resources on achieving a dominant leadership position [Vertical + geographically] • Defence, Mining & Minerals Processing, Manufacturing, Law Enforcement & Security [CONFIRM, FY12/13] • Australia & South Africa [FY12], UK, Canada, Brazil, Saudi Arabia [FY13] • By defining who are our ‘ideal’ customers [what who we sell to], segmenting them by business need, & executing a communications program that engages them & drives adoption • Key actions, Timing, Budgets • TBD

11. Our target market [for assetDNA] • Our target markets for FY 12/13 will be: • Industry sectors: • Defence • Defence-related industries • Mining • Law Enforcement & Security • Other Government [E.g. Fire, Utilities] • Oil & Gas [F13+] • Manufacturing [FY13+] • Engineering [FY13+] • Product usage: • Inspection & test [production line, equipment, rounds, work orders] • Certification • OH&S • Issue & receipt • Asset lifecycle management & maintenance • Brand protection • Asset security • Customer Relations Management [e.g. My Car World] • Type of client: • Medium-to-larger enterprises [Direct] • EAM & ERP vendors [e.g. IFS] selling an OEM partner arrangement] • Industry-specific consultants [selling our other partnership arrangements e.g. 3M - Solution Provider] • Small businesses & consumers [F13+] • Geographical regions • Australia & New Zealand & South Africa [FY12] • Canada, Brazil, Saudi Arabia [FY13] • TURN THIS SLIDE INTO A TABLE/CALENDAR

12. Product & price • Objective [What we want to achieve] • Clearly define, differentiated & compelling product offerings that are aligned with our positioning & brand strategies and accelerate adoption with new clients & build loyalty with existing. • Strategies [How we will achieve it] • Determine feasibility for commodity products from existing solutions developed to date [and most appropriate method of deployment – on-premises or cloud]: • An armory inventory management system • A issue & receipt for PPE • Inspection & test for a production line • Rounds data collection • STORM – steamlined online risk management system • MyCarWorld.com ?? • Develop specifications for the new cloud offering – what it does, who it’s for [will it work for any of the above?] how will it operate?

13. Product & price [to set expectations in the marketplace] • Develop off the shelf product for Setons & other retailers [Either LE or subscription, bag of tags & use mobile phone for scanning tool] • Retail solution (purchases $5k-$20k) [FY13+] • Cloud application, DIY, very easy-to-use, little to no maintenance required, sold online or through retailers [who may well with their own tags] • Future development of an off-the-shelf product SME subscription + tags bundle [Wasp Technologies] [FY13+] • Ensure purchase decision is made online with no Relegen sales or support either online or through a third-party retailer •  Business solution (purchases $30k-$50k) [This is the cloud-based solution] [FY13+] • Core functionality, hosted in the cloud or on-premises. A little bit of cusomisation, Spell our inclusions, support, what is & what is not included.....Set expectations Convince them that assetDNA is a cost effective, solution, easy to deploy & will meet their specific needs. • Get them to sign up for a trial (ie get started straight away with no risk) or get them to request a GoTo Meeting • Enterprise solution (purchases $100k+) • Expect some degree of customerisation...Highlight we have an offering that is different from competitors though still relevant to their needs 2. Convince them we have something worthy of further investigation ie primarily a phone call or an email requesting a meeting • For those with more time, those keen to get answers there & then or those not keen to give their identity away ensure the sales process can be conducted online sales experience • $1M+ bespoke, customised solution, • OR, Home > SME > Corporate

14. Product & price points

15. Product ideas… • AssetDNA solutions • assetDNA for Defence [Custom, on-premises] • assetDNA for enterprises [Custom solutions - Cloud or On-premises] like AC&BP and Bengalla etc]] • assetDNA for collections [SaaS or Custom] • assetDNA for insurers [SaaS only] • assetDNA for OEMs [Like My Car world – SaaS] • assetDNA for small business [SaaS only] • assetDNA for home owners [Smart phone app + Saas]

16. Branding • Objective [What we want to achieve] • Be the leading & most widely recognised brands in our category[s] through differentiation & compelling & consistent messaging. • Strategies [How we will achieve it] • By differentiating our engineering services & technology brands • By re-focusing Relegen on ‘engineering services’ position [& developers of assetDNA] & re-branding baseLINE to assetDNA, the leading asset intelligence technology solution • By aligning our product roadmap with our brand strategy & ensuring our solutions are right-priced to accelerate adoption throughout our target markets • By creating a strong brand identity that is unique, distinctive, easily recognisable & recalled [retain equity to date and make stronger] • Protect our brands & help everyone associated with them be brand ambassadors [templates that are easy to use and guides to help everyone apply them consistently • By ensuring the delivery of our brand promises at every customer touch-point • By uncovering ways to drive preference across our target markets & loyalty in our client base • Key actions, Timing, Budgets [See next slide]

17. Branding continued… • Key actions, Timing, Budgets [From previous slide] • Ensure ‘Relegen’ trademark is owned [Australia only? | $TBC] • Ensure URLs are for ‘Relegen’ & ‘assetDNA’ owned in our target markets [TBD, $TBC] • Ensure our assetDNA patent is protected [Target market? Or globally | $TBC] • Rectify logo usage & colour inconsistencies [COMPLETE] • assetDNA logo development [need the small version perfected] • Develop a brand manual to guide & protect our brand identity & help our people & partners to apply these rules consistently & be brand ambassadors [DRAFT FOR REVIEW NOV, ’11 | $500] • Logo usage, email signatures, easy-to-use templates , simple rules, creating a central place on the shared drive – a single source of truth ...Screensaver etc • Align the branding in the software with the brand strategy • Develop a standard for presentation & communication templates • [Move to sales collateral] Develop ‘Relegen’ & ‘assetDNA’ elevator pitches [short – 50 words, medium – 100 words, longer – 250 words] & share with staff & channel partners to help them spread the word about our brands, consistently [DRAFT FOR REVIEW SEP, ’11 | $NIL – Use internal resources]

18. Marketingcommunications mix

19. Websites • Objective [What we want to achieve] – Website & SEO • Have a highly-visible & ‘living’ web presence, that is easy-to-find & navigate, compelling, relevant, engaging & serves the purpose of a 24/7 self-service evaluation, sales & customer support tool, & scalable for a future global audience. • Strategies [How we will achieve it] • Re-engineer Relegen & assetDNA websites as integrated but clearly differentiated & aligned with positioning and brand strategies • Significantly increase assetDNA web traffic [100%] from visitors in our target markets • Build an effective web lead capture mechanisms that will generate a minimum of 10 real web leads per month by June 30, 2012 • Improve web ranking through SEO. Ensure we are ranked No 1 in searches for ‘asset intelligence’ & on the first page for ‘EAM’ & ‘asset management’. Ensure majority of Google searches on key words return a result on first page by Q4 F12. • Acquire 10-15 links per quarter.... • Report monthly on performance & metrics • Provide social integration where appropriate [Facebook, Twitter, LinkedIn , YouTube etc] WEBSITES SALES TOOLS LEAD-GEN ASSOCIATIONS AWARDS MULTI-MEDIA DIRECT MARKETING SOCIAL MEDIA WORD-OF-MOUTH TRADESHOWS THOUGHT-LEADERSHIP MEDIA RELATIONS ADVERTISING

20. Websites • Key actions, Timing, Budgets [From previous slide] • Investigate & appoint website development service provider to help us re-cast Relegen & assetDNA websites • Develop the new website architecture & navigation [DRAFT FOR REVIEW OCT, ’11 | $NIL] • Re-write content for both sites with clearly differentiated features & benefits [DRAFT FOR REVIEW NOV, ’11 | $NIL] • Build effective lead capture mechanisms [E.g. Register for a free live webinar & Register for a free 30-day trial] • Develop evaluation support resources [e.g. online instruction video for set up &/or pre-populated fields etc] • Investigate SEO service providers [ideally same as web development service providers?] to help us continuously improve the visibility of our websites by creating new links regularly (e.g. Engineers Australia, Asset Management Council, Consultants, Tradeshows, Blogs, online newsletters, partners, listings in online directories etc), • Develop our keywords list (e.g. construction, O&G, Mining etc as well as by topic asset management, issuance, security etc) • Ensure websites are continually refresh with new news to keep it living • Develop reporting metrics & implement monthly Google Analytics report WEBSITES SALES TOOLS LEAD-GEN ASSOCIATIONS AWARDS MULTI-MEDIA DIRECT MARKETING SOCIAL MEDIA WORD-OF-MOUTH TRADESHOWS THOUGHT-LEADERSHIP MEDIA RELATIONS ADVERTISING

21. Sales tools • Objective [What we want to achieve] • To produce high quality sales collateral that our sales people & partners can use to support their sales activities • Strategies [How we will achieve it] • Develop high-quality brochures & catalogues as leave-behinds • Key actions, Timing, Budgets • Develop a customer-ready ‘Introducing assetDNA’ PowerPoint presentation [COMPLETE, $NIL] • Develop an ‘Introducing assetDNA’ brochure [Electronic & hard copy?] • Develop an assetDNA tags catalogue/buyers guide[Electronic only] • Develop solution brochures [E.g. Weapons tracking, Mining, Hire, Manufacturing] [Electronic only] [COPY COMPLETE BY 30th OCTOBER, PDF PRODUCTION NOVEMBER, $500 FOR LAYOUT] WEBSITES SALES TOOLS LEAD-GEN ASSOCIATIONS AWARDS MULTI-MEDIA DIRECT MARKETING SOCIAL MEDIA WORD-OF-MOUTH TRADESHOWS THOUGHT-LEADERSHIP MEDIA RELATIONS ADVERTISING

22. Lead-generation • Objective [What we want to achieve] • To generate an increasing number of the right kind of leads for assetDNA • Strategies [How we will achieve it] • Showcase [and possibly sell] our technology on lead generating websites & applications marketplaces, online communities… • Key actions, timing & budget [How we will achieve it] • Investigate lead generation services like http://www.lgco.com.au/ | Strikeforce sales - http://www.strikeforcesales.com.au • Investigate online software evaluation centres like Capterra - http://www.capterra.com/ | http://www.technologyevaluation.com/ | http://www.ferret.com.au/ WEBSITES SALES TOOLS LEAD-GEN ASSOCIATIONS AWARDS MULTI-MEDIA DIRECT MARKETING SOCIAL MEDIA WORD-OF-MOUTH TRADESHOWS THOUGHT-LEADERSHIP MEDIA RELATIONS ADVERTISING

23. Lead-generation continued • Key actions, timing & budget [How we will achieve it] – Continued • Check out: http://www.getapp.com/ | http://cmmsmarketplace.com/ • Investigate selling subscriptions to our SME cloud solution though small business marketplaces like: • Web central - http://www.applicationmarketplace.com.au/ • T-Suite [Telstra] - http://www.telstrabusiness.com/business/portal/online/site/productsservices/tsuiteapplications.11003 • ComponentSource - http://www.componentsource.com/index.html • NEC Applications Net - http://www.applicationsnet.com/ • SAP services marketplace - http://www.sap.com/services/more/servsuptech/index.epx WEBSITES SALES TOOLS LEAD-GEN ASSOCIATIONS AWARDS MULTI-MEDIA DIRECT MARKETING SOCIAL MEDIA WORD-OF-MOUTH TRADESHOWS THOUGHT-LEADERSHIP MEDIA RELATIONS ADVERTISING

24. Industry associations • Objective [What we want to achieve] • To align ourselves with industry associations that support our efforts to raise build awareness for our technology and expertise • Strategies [How we will achieve it] • Investigate member associations bother here and overseas and propose the most beneficial memberships • Key actions, timing & budget [How we will achieve it] • Investigate: • http://www.amcouncil.com.au/business-directory.html • International society of Engineering Asset Management • Centre for Intelligence Maintenance Systems • Asset Management Technical & Professional Network • Asset Management Council Australian WEBSITES SALES TOOLS LEAD-GEN ASSOCIATIONS AWARDS MULTI-MEDIA DIRECT MARKETING SOCIAL MEDIA WORD-OF-MOUTH TRADESHOWS THOUGHT-LEADERSHIP MEDIA RELATIONS ADVERTISING

25. Industry awards • Objective [What we want to achieve] • To align ourselves with industry associations that support our efforts to raise build awareness for our technology and expertise • Strategies [How we will achieve it] • Investigate member associations bother here and overseas and propose the most beneficial memberships • Key actions, timing & budget [How we will achieve it] • Investigate: • Mining Prospect Awards • Asset Management Awards [Asset Management Council] • Australian Defence Magazines Top 40 Australian Defence Contractors Awards • Telstra Business awards WEBSITES SALES TOOLS LEAD-GEN ASSOCIATIONS AWARDS MULTI-MEDIA DIRECT MARKETING SOCIAL MEDIA WORD-OF-MOUTH TRADESHOWS THOUGHT-LEADERSHIP MEDIA RELATIONS ADVERTISING

26. Multi-media • Objective [What we want to achieve] • To have an introductory high-level multi-media overview of our offerings • Strategies [How we will achieve it] • Relegen engineering services multi-media overview • assetDNA technology solution multi-media overview • Key actions, Timing, Budgets • Write scripts, investigate production services, direct production • Publish to websites, YouTube channel, distribute on DVD WEBSITES SALES TOOLS LEAD-GEN ASSOCIATIONS AWARDS MULTI-MEDIA DIRECT MARKETING SOCIAL MEDIA WORD-OF-MOUTH TRADESHOWS THOUGHT-LEADERSHIP MEDIA RELATIONS ADVERTISING

27. Direct marketing • Objective [What we want to achieve] • Develop & execute an integrated communications program that raises brand awareness in line with the key elements of our positioning & brand strategy, that generates the right quality of leads, drives preference, adoption & loyalty. • Strategies [How we will achieve it] • Directly marketing to our prospects with compelling & relevant information, strong calls to action & that moves them to buy • Engages with our customer base to ensure they get best return on their software investment, keep current & continue to buy • Key actions, Timing, Budgets [Refer to next slide] WEBSITES SALES TOOLS LEAD-GEN ASSOCIATIONS AWARDS MULTI-MEDIA DIRECT MARKETING SOCIAL MEDIA WORD-OF-MOUTH TRADESHOWS THOUGHT-LEADERSHIP MEDIA RELATIONS ADVERTISING

28. Direct marketing • Key actions, Timing, Budgets [From previous slide] • By ensuring salesforce.com is our single source of truth for all our lead & customer data • Publish to websites, YouTube channel, distribute on DVD • Develop a sales & marketing database [a single source of truth for all our lead & customer data] • Publish a quarterly newsletters [Will we need 2 newsletters in the future given there might be different target audiences? – Relegen & assetDNA?], Develop a web lead email trail program, Develop a tech tips or some other value-added regular communication with existing users [to ensure they are successfully using assetDNA so they [pay to] keep current & tell others about us], Develop a public/group ‘assetDNA’ demo webinar program – bi-monthly • Devise quarterly sales stimulus campaigns WEBSITES SALES TOOLS LEAD-GEN ASSOCIATIONS AWARDS MULTI-MEDIADIRECT MARKETING SOCIAL MEDIA WORD-OF-MOUTH TRADESHOWS THOUGHT-LEADERSHIP MEDIA RELATIONS ADVERTISING

29. Campaigns • Still to build into plan… • Promotions & campaings • Crossgrades • Freebies • Sales stimulus to act now…

30. Social media • Objective [What we want to achieve] • Develop & execute an social media strategy that supports our efforts to increase awareness of our brands & solutions, generate leads and engages with our target audiences and user communities. • Strategies [How we will achieve it] • By investigating & proposing best way to utilize social media sites and integrate into our outbound marketing communication program • Key actions, Timing, Budgets [Refer to next slide] • Update Relegen company description on LinkedIn [DRAFT BY SEPT, 11 | $NIL USE INTERNAL RESOURCES] • Research best ways to utilize Facebook, YouTube, Twitter etc • Propose way forward XXXX WEBSITES SALES TOOLS LEAD-GEN ASSOCIATIONS AWARDS MULTI-MEDIA DIRECT MARKETING SOCIAL MEDIA WORD-OF-MOUTH TRADESHOWS THOUGHT-LEADERSHIP MEDIA RELATIONS ADVERTISING

31. Encouraging word-of-mouth & referrals • Objective [What we want to achieve] • Share our customer successes, encourage word-of-mouth and referrals [the most powerful form of marketing, especially for start-ups with limited resources] • Strategies [How we will achieve it] • By building a case study library • By considering the offering of incentives in exchange for a ‘testimonial’ • By encouraging customer referrals by making it easy to forward/ share web links • Key actions, Timing, Budgets • Finalize & publish Customs case study [Electronic & hard copy?] • Develop & publish Bengalla case study • Identify others to develop & publish • Explore the establishment of a user community forum. Encourages self-help & can help alleviate support requests [Could provide the engine for an internal company forum – e.g. Customs, AIMs or a public forum across companies to share best practice] WEBSITES SALES TOOLS LEAD-GEN ASSOCIATIONS AWARDS MULTI-MEDIA DIRECT MARKETING SOCIAL MEDIA WORD-OF-MOUTH TRADESHOWS THOUGHT-LEADERSHIP MEDIA RELATIONS ADVERTISING

32. Our tradeshow participation • Objective [What we want to achieve] • Attend select tradeshows that raises brand awareness & generate the right kind of sales leads in our target markets • Strategies [How we will achieve it] • By reviewing & carefully selecting a smaller number of tradeshow to attend [no more than 3 per annum] which offer best ROI • Resources sector [Marcus Evans Mining technology Summit, Oil & Gas conference, AIMEX, other international shows] • IT & technology[Marcus Evans CIO Summit, LG IT Conference, CeBit] • Safety [The Safety Show] • Defence [Pacific, Land Warfare, Defence & Industry Conference] • Asset Management & Maintenance [ICOMS, Mainstream] • Devise new ways to generate higher quantity & quality of leads from Tradeshows [Leads need to be of sufficient value as to generate a positive ROI within 1yr for each show attended] • Key actions, Timing, Budgets [Refer to next slide] WEBSITES SALES TOOLS LEAD-GEN ASSOCIATIONS AWARDS MULTI-MEDIA DIRECT MARKETING SOCIAL MEDIA WORD-OF-MOUTH TRADESHOWS THOUGHT-LEADERSHIP MEDIA RELATIONS ADVERTISING

33. Our tradeshow participation • Key actions, Timing, Budgets [Refer to previous slide] • Ensure for all tradeshows attended take advantage of opportunities for speaking engagements or the submission of papers • Leverage all media opportunities associated with the show • Write & post media releases about participation, pitch 1;1’s interviews + handout media kits to journalists attending the show • Pre- advertise our attendance to both likely attendees & relevant existing clients • E-mail signatures, e-mail mailouts, newsletters • Attempt to set up sales appointments in advance with either speakers, attendees or other exhibitors • Provide a targeted sales pitch • Provide an easy means of registering interested parties • Record all lead data in Salesforce & ensure appropriate & timely follow up post event WEBSITES SALES TOOLS LEAD-GEN ASSOCIATIONS AWARDS MULTI-MEDIA DIRECT MARKETING SOCIAL MEDIA WORD-OF-MOUTH TRADESHOWS THOUGHT-LEADERSHIP MEDIA RELATIONS ADVERTISING

34. Establishing thought leadership • Objective [What we want to achieve] • To position ourselves as the experts, build credibility & trust, in support of our aims driver preference, adoption & loyalty • Strategies [How we will achieve it] • xxx • Key actions, Timing, Budgets • Develop an ‘Asset Intelligence ‘ white paper & publish to website [offer as a free download with form to capture leads] • Develop an ‘Asset Intelligence‘ page/definition on Wikipedia • Propose whether to start our own blog [will demand more writing resources] or contribute to others [at least initially] • Develop & place two articles in XXXXX • Article placement in ‘http://theasset.amcouncil.com.au/ , Engineerings Australia Journals, Ontarget [DMO Journal], The TEC Blog http://blog.technologyevaluation.com/ • SMH Small business – contribute to cloud articles and more… • Commit to 2 speaking engagements [1 already scheduled for 2012 Mining Technology Summit] WEBSITES SALES TOOLS LEAD-GEN ASSOCIATIONS AWARDS MULTI-MEDIA DIRECT MARKETING SOCIAL MEDIA WORD-OF-MOUTH TRADESHOWS THOUGHT-LEADERSHIP MEDIA RELATIONS ADVERTISING

35. Media relations • Objective [What we want to achieve] • To plan & execute a media relations program to engage with industry influencers so they too, in turn, will write about us. • Strategies [How we will achieve it] • Look to initiate a media program to keep industry influencers informed • Investigate PR agencies with strategic relationships with verticals media • Key actions, Timing, Budgets • Develop a Relegen press release template & boilerplate [OCT, ‘11, • Start compiling a list of media targets • Look to initiate a media program to keep industry influencers informed • Post ‘news’ releases [on our website] • Start building a calendar of free editorial opportunities on topical issues • Target & pitch 1:1 interviews & commentaries to key media WEBSITES SALES TOOLS LEAD-GEN ASSOCIATIONS AWARDS MULTI-MEDIA DIRECT MARKETING SOCIAL MEDIA WORD-OF-MOUTH TRADESHOWS THOUGHT-LEADERSHIP MEDIA RELATIONS ADVERTISING

36. Editorial??

37. Advertising [Online + print] • Objective [What we want to achieve] • Advertise in a select number of magazine & journals that raises brand awareness & generates the right kind of sales leads in our target markets • Strategies [How we will achieve it] • By carefully selecting on-line or print advertising placement • Key actions, Timing, Budgets • The mining chronicle • http://www.austdefencesuppliers.com.au WEBSITES SALES TOOLS LEAD-GEN ASSOCIATIONS AWARDS MULTI-MEDIA DIRECT MARKETING SOCIAL MEDIA WORD-OF-MOUTH TRADESHOWS THOUGHT-LEADERSHIP MEDIA RELATIONS ADVERTISING

38. Sales & distribution model • Objective [What we want to achieve] • Build strong in-house sales expertise & cultivate & develop a strong, growing channel of engaged channel partners • Strategies [How we will achieve it] • Understand the various sales channels that are available, identify potential channel partners, pitch & recruit • Drive engagement & performance • Key actions, Timing, Budgets • Partner logo’s • Develop a customer-ready presentation for use by partners • Ensure all partners have a signed agreement • Complete assetDNA sales toolkit • Create partner portal [for resources] that hangs off the new assetDNA website • Create a Partner News Blog to keep them up-dated & on the same page at all times • Explore opportunities utilising Partner network & cooperative marketing funds.

39. Community Partners • We will not actively invest in recruiting these • Certified Agents • Asset management specialists • Assetic, Assetivity – look for more on http://www.amcouncil.com.au/business-directory.html • Vendor-independent hardware resellers, for example • Warp Systems • Harris Technology?? • Interdev - http://www.interdev.com.au • RFID vendors & any other tagging vendor • Barcoding vendors • Wasp Barcodes • MrScanman • Solution partners • Investigate SAP, Microsoft alliance programs

40. OEM potential partners • ERP • TechnologyOne • Netsuite • EAM • ABB [Mincom • Industry specific EAM solutions – e.g. Utilities, power, Telecommunications [E.g. GE Small world]

41. Measurement • Objective [What we want to achieve] • Continual improvement in marketing & sales performance • Strategies [How we will achieve it] • By raising visibility around efforts that do & don’t work • By essentially stopping initiatives what don’t work, starting new initiatives, continue successful initiatives & find ways to improve • Key actions, Timing, Budgets • Refine weekly reports in salesforce.com • Leads • Sales pipeline • Google analytics

42. Marketing action plan summary • Refer to ‘Marketing Action Plan & Budget Summary.docx’

43. www.relegen.com