Bully & Juvie MRD Judy Barker, Global Product Manager Bjorn Barnard, Global E-Team Manager Barbara Van Gennep, Global Marcom Manager January 23, 2013 A DIVISION OF ACCO BRANDS MRD Contents The Product Addressing pain points Who Target market & audience Where Global or regional When Key dates & deadlines What Naming & packaging Key messages & features How Foundation assets & tactics Campaign Campaign Objectives 2 Confidential Bully: Rugged Carry Case & Stand for iPad Bullie: K67792AM (charcoal) Bullie: K67793AM (sky) SRP: $54.99 Value Don’t lose a minute of valuable learning time due to broken iPads Features Stands up to abuse from K-6 graders in a shared use environment Padded case cushions and protects tablets when they are dropped Convenient handle is perfect for children to safely carry the iPad Handle doubles as a stand Fits iPad 2 – 4th gen Screen Protection, Personalization pocket and Stylus holder Preserves access to all ports 3 Confidential Bully Junior: Rugged Security Case, Lock & Stand for iPad Mini Bullie JR: K67795AM (grass) SRP: $ Value Don’t lose a minute of valuable learning time due to broken iPads Features Stands up to abuse from K-6 graders in a shared use environment Padded case cushions and protects tablets when they are dropped Convenient handle is perfect for children to safely carry the iPad Handle doubles as a stand Fits iPad 2 – 4th gen Screen Protection, Personalization pocket and Stylus holder Preserves access to all ports 4 Confidential Juvie: Rugged Security Case, Lock & Stand for iPad Mini Juvie w/Lock: K67794AM (sunshine) SRP: $?? Value Don’t lose a minute of valuable learning time due to stolen or broken iPads Features Stands up to abuse from K-6 graders in a shared use environment Padded case cushions and protects tablets when they are dropped Included ClickSafe locks secures the iPad in one click to prevent theft Convenient handle is perfect for children to safely carry the iPad Handle doubles as a stand Fits iPad 2 – 4th gen Screen Protection, Personalization pocket and Stylus holder Preserves access to all ports 5 Confidential Juvie: Rugged Security Case& Stand for iPad Juvie: K67796AM (sunshine, no lock) SRP: $79.99 6 Confidential Value Don’t lose a minute of valuable learning time due to broken iPad mini tablets Features Stands up to abuse from K-6 graders in a shared use environment Padded case cushions and protects tablets when they are dropped ClickSafe-ready lock secures iPad in one click to prevent theft (lock sold separately) Convenient handle is perfect for children to safely carry the iPad mini Handle doubles as a stand Fits iPad 2 – 4th gen Screen Protection, Personalization, Stylus holder Preserves access to all ports Consumer Insight Pain Points Environmental Theft (of device) Breakage Background Noise Germ Protection Cleanliness Student Protection (content) Identification Power Durability Charging Dexterity Special Needs Indoor/outdoor Usage 7 Confidential Consumer Insight Target Market Primary User Single Use, Multi-User Tablets are primarily used by students in K-12 Education with focus on younger grades Primary Decision Maker IT Manager Influencers Educators, Principals and PTA 8 Confidential Where? Global launch Europe, America’s, Asia, Australia Launch type Hero – A new product offering for Education/Security Channels B2B Education (primary) B2C (secondary) Kensington.com SUMU K-12 Classroom Technology Education Technology • 9 Confidential When? Launch date/web live Global: February 19, 2013 Press announcement date Global: February 19, 2013 Campaign assets delivery Global delivery date: January 20, 2013 Sample availability Renderings for packaging February 8, 2013 In stock date April 1, 2013 Sales training US: TBD EU: TBD 10 Confidential What? Naming & Theme Naming Consideration for using BlackBelt existing naming as Bullie/Juvie have similar ID Consideration for a new name to promote product attributes such as ToughGrip, KidTuff, GreatGrip. Or a highly distinctive name such as Discover Search results returned ToughGrip & GreatGrip as moderate risk and KidTuff and Discover as high risk. Campaign Theme Best in Class: Complete your 21your 21st century classroom Campaign speaks to Education market (K-6) where tablet protection, security, productivity and portability are needed Best products for attach onto tablets and classroom technology Best in class programs to drive loyalty in channel and end users New markets are evolving around single purpose, multi-user where security and locking solutions are required for the classroom environment 11 Confidential What – Packaging Bully packaging will utilize sleeve structure similar to folio allowing customer to feel ruggedized case. 12 Confidential Juvie packaging will utilize closed box structure (similar to lunch box) as ClickSafe lock included. While still allowing customer to feel ruggedized case. What? – Features & USPs Key features (rank in order of priority 1 to 10) Rank Feature Benefit Bully Juvie 1 Rugged case Cushions & protects tablet from drops X X 2 Integrated handle Converts to stand, convenient to carry and to transport X X 3 4 Screen protection Stylus holder Helps prevent scratches Built into case, easy to access stylus X X X X 5 Built in security anchor Prevents tablet from theft X X 6 ClickSafe lock 7 Personalization pocket One click tablet security Ability to customize and add contact & identification information X X 8 Built in port access Preserves all access to ports X X 9 10 13 Confidential X How? Foundation Assets Need Info PUBLIC RELATIONS Media Alert – full press release will be developed with education initiative STATUS w/Amy Call w/legal on 1/24/13 COPY & MESSAGING Product catalog copy (200 & 50 words, F&B’s) Category messaging In-the-works Need more info PHOTOGRAPHY Key visual (combination of lifestyle & product) Product photography Environment photography – Need in use photo Merchandising Product overview (similar to SureTrack Mouse) Education video (update with Bully & Juvie images and product video if produced) NAMING TuffGrip, ToughGrip, GreatGrip VIDEOS Confidential Emily to share with Judy Need new photography to proceed COLLATERAL Sales deck Tech Spec w/Judy √ Education market brochure In-the-works What’s new education flyer √ WEB Shot list in the works Shot list in the works Home page banner Requested Education vertical page updates Microsite for education TBD List updated: 01/23/2013 14 STATUS Bjorn to define Web Optimization & Planning Kensington.com Place under Security & Tablet categories Create new category for education market or create microsite KeyWords Ruggedized case, rugged iPad case, kid tough iPad case, iPad case, education iPad cases, tuff case SEO Bjorn to define SEM Bjorn to define 15 Confidential Campaign Objectives 16 Confidential Campaign speaks to Education market (K-6) where tablet protection, security, productivity and portability are needed Promote as best products for attach onto tablets and classroom technology Promote best in class programs to drive loyalty in channel and end users Ensure global transferability