HP Enterprise Group Marketing
Channel Implementation Guide
Global EG ISS 4132004#3
Sally Chasanoff – Channel Campaign Manager
August 1, 2013
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Content
Contacts
Campaign Overview
- Background
- Concept
- Messaging
Campaign Tactics
- Communication tools & tactics
- Translations
- CTA’s/Sales readiness
- Sample of available tactics
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Contacts
Global:
• HP WW Campaign Manager: Sally Chasanoff
Regional:
• EMEA: Marjolein Weel
• AMS: Lynn Defrees
• APJ: Carolyn Drury
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© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Campaign Overview
Background
Concept
Messaging
Proof Points
© Copyright 2013 Hewlett-Packard Development Company, L.P.
The information contained herein is subject to change without notice.
Campaign background
• Initiative supported:
−
HP Just Right IT partner transactional promotion
• Objectives:
−
Demonstrate the value of HP servers that are designed to address small and mid-size business customers—no
matter their IT demands—by showing that HP ProLiant Gen8 servers deliver for essential operations (the e-series)
and high-performance demands (the p-series).
• Target audience:
−
CIO, Data Center Manager, Technology Influencers, CFO
• Products:
−
HP ProLiant Gen8 servers
−
Primary: HP ProLiant Gen8 e-Series Servers for day-to-day essentials and HP ProLiant Gen8 p-Series Servers
for high-performance needs
−
Secondary: HP ProLiant Gen8 p-Series Servers featuring HP SmartDrives and HP iLO Management Engine
• CTA:
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−
Core CTA: Contact us
−
Optional CTA: View HP white paper: “HP ProLiant Gen8 Servers pave the way for growing small and mid-size
companies”
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Campaign concept (1/2)
Value Proposition:
• In the face of ever-expanding workloads, you need an IT infrastructure that responds to rising demands. Whether
you’re focused on the day-to-day essentials of running a business or you need the capacity to create a private cloud
or manage a data center, your solution can start with HP ProLiant Gen8 e-Series or HP ProLiant Gen8 p-Series
servers.
• The HP ProLiant Gen8 e-Series Servers for day-to-day essentials
• The HP ProLiant Gen8 p-Series Servers for the high-performance needs of a growing businesses.
Customer Insight/Rationale:
• SMB’s IT infrastructures are facing new challenges. IT administrators are beginning to realize that technology, even if
it is only a few years old, is struggling to keep up with today’s IT demands. Small to medium businesses need the
capacity to adapt as their business demands evolve and grow. Most importantly, they need to meet these needs
without incurring all the costs associated with managing the changing IT demands.
− “I need a choice of servers that can help me keep up with my IT demands.”
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© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Campaign concept (2/2)
Headline:
• Servers for today’s SMB
Subhead:
• Keep up with growing IT demands
Imagery:
• HP ProLiant Gen8 e-Series Servers
• HP ProLiant Gen8 p-Series Servers
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© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Message map
JRIT
message
Technology made easy for your growing business
Campaign
Message
In the face of ever-expanding workloads, you need an IT infrastructure that responds to rising demands. Whether you’re
focused on the day-to-day essentials of running a business or you need the capacity to create a private cloud or
manage a data center, your solution can start with HP ProLiant Gen8 e-Series or HP ProLiant Gen8 p-Series servers.
Campaign
Headline
Servers for today’s SMB
Subheadline
Keep up with growing IT demands
Customer
pain points
1. Limited IT resources
2. Lack of infrastructure capacity for growing business demands
3. Budget
HP’s solution
to pain points
Depending on customers’ IT demands, HP offers a choice of servers to meet their needs:
• Core operations—HP ProLiant Gen8 e-Series is designed to support essential business needs.
• High performance—HP ProLiant Gen8 p-Series Servers are ideal for supporting internal cloud environments
managing data centers.
• Efficiency—HP ProLiant Gen8 p-Series Servers feature HP SmartDrives to expedite maintenance and reduce errors.
• Easy management—HP ProLiant Gen8 p-Series Servers feature HP iLO Management Engine with automatic
monitoring.
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© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Co-branded
campaign tactics
Communication Tools & Specifications
Translations
CTA’s/Sales Readiness
Sample of Available Tactics
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Communication tools & tactics
All tactics can be found on Partner Marketing Center here,
Marketing Depot here, and Comoda here :
Folder: Global EG ISS 4132004#3
Link: https://www.hppreferredpartners.com/campaigns/detail-view.hp?content_id=1120
Demand
generation
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eDM from distributor to
reseller (generic on JRIT)
eDM from reseller to
customer (by product/BU)
DM postcard from reseller
to customer (by product/BU)
Sales and
marketing
tools
Channel training
PowerPoint®
(by product/BU)
Customer overview
(by product/BU)
Telescript
Value proposition
(printed and filmed)
Other
Channel
announcement email
Channel
Implementation guide
Copy deck
(translated)
Campaign
Introduction video
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Overview of available tactics
All tactics can be found on PMC, Marketing Depot, and
Comoda.
Category
Direct Marketing
Tactics
eDM
Specifications
JPG, source file
Postcard
JPG, source file
Sales and Marketing Tools Channel training presentation
(by product/BU)
Customer overview (by product/BU)
Other
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PowerPoint®
PowerPoint
Telescript
8.5” x 11” Word document
Value proposition (printed and filmed)
PDF
Channel implementation guide
PowerPoint
Channel announcement email
JPG, source file
Copy deck (translated)
8.5” x 11” Word document
Campaign introduction video
www.hp.com/go/promo/transactional
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Campaign CTA
Gated and non-gated CTAs
Core CTA (gated)
• Contact us
Optional gated CTA
• HP white paper: “HP ProLiant Gen8 Servers Pave the way for growing small and mid-size
companies”- here
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© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Translations
•
•
•
•
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Translations need to be carefully checked and amended, for example, CTA (call to action).
Copy decks are available for translation on August 1, 2013.
Global EG ISS 4132004#3
Link: https://www.hppreferredpartners.com/campaigns/detail-view.hp?content_id=1120
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Sample of available tactics (1/2)
Video
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eDM
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Postcard
End
PowerPoint is a U.S. registered trademark of Microsoft Corporation.
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.