HP Enterprise Group Marketing
Channel Implementation Guide
Global EG HPN 4132004#2
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:
−
Show that HP stands out among the competition and keeps mobile workers connected and productive with the HP
Small Business Wireless Network Solution.
• Target audience:
−
CIO, Data Center Manager, Technology Influencers, CFO
• Products:
−
HP Small Business Wireless Solution
−
Primary: HP M220 802.11n Access Point for centralized management of multiple access points, and the HP 1910
Switch Series with functionality for today and advanced features to support growth
−
Secondary: Quick Setup Wizard to save time on configuration
• CTA:
5
−
Core CTA: Contact us
−
Optional CTA: View HP brochure: “HP networks for today’s mobile workforce”
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Campaign concept (1/2)
Value Proposition:
• The HP Small Business Wireless Network Solution helps you respond to the changing expectations of a mobile
workforce, with advanced networking technology that’s simple to manage and designed to keep employees connected
and productive, anytime, anywhere.
• HP M220 802.11n Access Point enables centralized management of multiple access points, and Quick Setup Wizard
saves you time on configuration.
• The HP 1910 Switch Series delivers functionality for today and advanced features when you scale up for the future.
Customer Insight/Rationale:
• Small businesses are embracing technologies that help them innovate, compete, and grow. However, they are
challenged by limited IT resources and growing security concerns. Many existing network infrastructures are not able
to handle the bandwidth demands of wireless devices and promising technologies such as cloud computing, impacting
the user experience and workforce productivity. Small businesses can meet the demands of a growing mobile
workforce, enhance workforce productivity. Small businesses can meet the demands of a growing mobile workforce,
enhance workforce productivity, and increase business agility and competitiveness with innovative, secure, highbandwidth network infrastructure from HP.
− “I need a solution to support the bandwidth demands of wired and wireless devices that enable employees to
conduct business anytime, anywhere.”
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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:
• Unleash the power of a mobile network
Subhead:
• Bring fast, reliable wireless networking to your workforce
Imagery:
• HP M220 802.11n Access Point
• HP 1910 Switch Series
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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
The HP Small Business Wireless Network Solution helps you respond to the changing expectations of a mobile
workforce, with advanced networking technology that’s simple to manage and designed to keep employees connected
and productive, anytime, anywhere.
Campaign
Headline
Unleash the power of a mobile network
Subheadline
Bring fast, reliable wireless networking to your workforce
Customer
pain points
1. Limited IT resources
2. Insufficient bandwidth for wireless devices and new technologies
3. Capacity to meet future needs
HP’s solution
to pain points
The HP Small Business Wireless Network Solution helps SMBs save money and increase productivity:
• Easy to manage—HP M220 802.11 Access Point allows the user to centrally manage multiple access points as a
single entity.
• Easy to set up—Quick Setup Wizard with five use cases simplifies initial configuration and saves time.
• Built for growth—The HP 1910 Switch Series to scale up and future proof their networks as network needs grow.
• Confidence—A lifetime warranty covers the switch, access point, and power supply.
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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 HPN 4132004#2
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
Sales and Marketing Tools Channel training PowerPoint (by
product/BU)
Customer overview (by product/BU)
Other
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Specifications
JPG, source file
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 brochure: “HP networks for today’s mobile workforce”- 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 HPN 4132004#2
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.