1 Direct and Channel Marketing: Brand Transition Communications and Readiness February 3, 2012

1

Direct and Channel Marketing:Brand Transition Communications and Readiness

February 3, 2012

Communication Goals & Objectives(Direct and Indirect Communications)• Objective: Encourage positive adoption of the SYMC brand and new seal among

customers; Effectively communicate brand change and rationale to customers.• Goals– For end customers

• Ensure high awareness of Symantec Merger & New Seal• Ensure we build effective, compelling messages that reinforces the points that customers care about:

– Symantec is investing in the SSL product– My sales / support representatives will stay the same– A new seal is coming, there is nothing I need to do

• 3 B’s: Be transparent, build a relationship, be open and listen– For Channel partners:

• Maintain revenue, ensure channel readiness and satisfaction

• Marketing Performance Indicators:

– Awareness of product branding & upcoming seal changes*

– Attitudes towards branding changes (likelihood to do business)*

– Channel readiness & satisfaction: • Tier 1 (100%), Tier 2 (90%), Tier 3 (50%); sustain NPS of 39.2%

Re-branding Plan 2

*From research.

Consolidated Timeline – To End Customer & Influencer

Stage 1 :: Remind Stage 2 :: Assure Stage 3 :: Empower

Sept ‘11 Oct ‘11 Nov ‘11 Dec ‘11 Jan ‘12 Feb ‘12 Mar ‘12 Apr ‘12

10/6

DEDICATED:8/29, 9/19, 9/22 drops 5/15

Re-branding Plan

Branding

CustomerComms

LeadGen

Web

Norton

Broad Messaging-Online Ads

Rebranding Microsite: Great things w/ Symantec & Seal changes (Cust video, resources, timeline)

Webinar Invite:Rebranding

Announcement EM

10/6-2/15: ONGOING UPDATES

Rebranding Microsite: Seal Changes Get Prepared

3/25-4/30: ONGOING UPDATES

Renewal Landing Page Message: Persistent Promo of change + CTA to Microsite

Holiday DM

12/1 Reminder EM

3/25

Post the Seal EM

New Seal-Post ItDM5/31

Webinar: Rebranding 9/23

Code Signing EM

TBD

All other

Newsletter inclusion

Lead nurture update: Promote new seal

Symantec.com & VeriSign.com-Awareness; Increase adoption (post seal); drive to microsite

Norton Co-marketing-TBD

In Console and renewal notices Reminder DM

4/15

May ‘12

Self-Hosters EM

Early March (3/5)

*Items in gray are complete

IP Targeted Online Ads

All customer touch-points updated with Symantec look-and feel

Message test

Direct Marketing Vehicles (October – April)

Area Mediums Planned Impressions Targeted

DR Advertising Base IP targeting Feb-April; Broader TDM /BDM Jan-April

Targeted seal: 37.8k unique domains(Impressions est at 11.7m current: Feb-Mar)**Broad-based: 47mm WW (Jan-April)

Lead Generation Newsletter inclusion January-April, All other mediums April Onward

~1.5mm newsletter impressions thru March; ramping in April

Customer Marketing Dedicated Re-Brand: email, direct mail, webinars, videosOther touch points: on-boarding, renewals etc.

Estimated impressions: 680k total impressions400k dedicated comms280k touch-point updates

On-site / high engagement visitors

Microsite, webinar, videos, splash ~20khigh-engagement prospects (20k to SYMC splash; 2k cust microsite); 1-2 minutes on microsite, 20% open rate

In-Product Messaging Console, renewal landing pages ~5k depending on page an portal

Web Home page promotion on VeriSign.com, inclusion on Symantec.com

VeriSign.com: ~70k unique visitors to home pages WW each month; 500k total ; Symantec.com/Norton.com (see high-engagement stats)

~60mm total impressions: 47mm general; 13mm rebrand topical; 400k rebrand dedicated

Re-branding plan

Rebrand Samples (since December)

Presentation Identifier Goes Here 5

Calendar launched WW; Microsite updates in key international countries

Q4 Creative-Rebrand-Open for Business


Q4 Creative-Rebrand-Security


Target: TDM


Q3 (Dec)/Q4 TDM Advertising Campaign Creative

VeriSign.com Home Page Tile Creative

Online Marketing 9

Current Creative

New Creative

Integration into Norton Stuff Campaign (sample)


Channel Readiness Strategy


11

Brand Transition

Awareness &Campaigns

Programs / Offers

ReadinessAnd Roll Out

Two-Tier ResellerEnablement Plan

Channel Readiness Plan by Tier (Phase I)Milestone Tier 1

36 Accounts$12M

Tier 2154 Accounts

$4.8M

Tier 3636 Accounts

$1.2M7000+ Non-stakeholders

**Awareness Only**

08/17/11Initial Invite to Webinar thru Partner Enews

X X X X

09/06/11Light partner communication with FAQs

X X X X

08/29/11Webinar #1 “What does it mean for the channel?”

X X X X

10/3611Webinar #2- Win with EV X X X X

10/3/11Early Adopter Program X

5 accounts hand selected

-- -- --

10/3/11Partner Net Kit PostingKit includes branding materials, logo, direction, link to Campaign Creator materials

X(Migration in May 2011)

X(Migration in July 2011)

X(Migration in August 2011)

---

10/3/11Campaign Creator tools listed for through channel communications

X X X X

10/3/11-03/01/12Regional Roadshow for Rebranding BootcampMDF Planning for Rebrand

XIn person training, enablement

materials, thru channel documents

-- -- --

01/05/12Webinar #3Rebranding Bootcamp

-- X X X

Channel Rebranding Plan 12

Current Channel Successes & Timeline -- 2011

June 2011:• EMEA Partner Roundtable Training and Next Steps

August 2011:• Formal training as part of Fall Launch• Formal release of Brand Transition Resource Partner Kit

September 2011:• Enom and Tucows Video Shoots• APAC Partner Roundtable Training and Next Steps• Localizations of Brand Transition Resource Partner Kit in 11

languages


Current Channel Successes Timeline 2011 - continuedOctober 2011:• Partner Support Center global call out campaign• Formal Partner Communication Email Blast• Follow-up communication in October Trust Services Partner eNews

– Brand Transition Partner Quiz with iPad2 giveaway

– Partner Video (Bernard and Partner Success Clips)

• EMEA Sales and Partner Field Training• Kick off Early Adopter Program

November 2011:• India Partner Roundtable and Next Steps

Decemeber 2011:• Partner Communication on Posting Awareness Banners• Pop-Up Banners shipped to Partners (for lobbies and events)Presentation Identifier Goes Here 1

4

15

Current Channel Successes Timeline 2012

January 2012: • Iframe on Brand Transition Available to Partners (Partner-

Centric)

February 2012: • Website Security Solutions – Partner Sell Sheet• Partner Advantages Overview – Promote the Norton Secured

Seal• Iframe on Brand Transition Available to Partners (End-User

Centric)• Web Banners• Print Ad

Presentation Identifier Goes Here

Tactics and Samples• Awareness & Campaigns

– Pull-Up Banners

– HTML Banners

– Partner Success Stories-video, podcast, and written

– Ad Placement – channel pubs and websites

– Partner Guest Blogs

– Early Brand Transition (by Partners)

– Events (Parallels, WHD, HostingCon)

• Readiness & Roll Out– New Symantec Norton Secured Seal Sell Sheet

– Training/Webinars

• Two Tier Enablement– iframe with resources and links (

• partner centric and end user centric)

• Programs & Offers– VGR 5% rebate

– Early Adopter – 3 partners on board

• Collateral– Website Security Solutions – Partner Sell Sheet

– Partner Advantages – Overview (New Norton Secured Seal)


Partner Success Story

Partner iframe -Two Tier

Pull-up Banners

Sell Sheet

Appendix

Re-branding Plan 17

Customer Communications Complete

Re-branding Plan 18

Communication Strategy• Objective: Encourage positive adoption of the SYMC brand and new seal among

customers; Effectively communicate brand change and rationale to customers.

◦ Be Transparent◦ Build Relationship◦ Be Open & Listen

19

3 B’s

• Approach: Create a dialogue worth continuing (Retail + Enterprise WW)

Sept – Oct ‘11Announce the

great news!• Webinar

Preview & Microsite

Launch – Sept ’11

• Announcing Change – Oct

’11

• Vulnerability Scanning (Oct

‘11)

Nov ‘11-Mar ’12Reminder of

what’s coming• Reminders in

existing cust com (Holiday Message, etc)

• Almost Here; What’s coming

(Dedicated communication) – Mar ’12

Apr ‘12-May ’12New seal, now

what• Value of Seal

(EA and Best Customer Feedback

proof points) – April ’12

June ‘12 + Ongoing Outreach Program

• Feedback Survey – Qtrly

• Reminder of – Customer Center –mention w/in renewals June-

Sept ‘12

Pre-Big Bang Big Bang Post-Big Bang

Re-branding Plan

Communication Plan - High Value

Self-Hosters Plan

Stage 1 :: Notify Stage 2 :: Remind & Encourage

Feb ‘12 Mar ‘12 Apr ‘12 May ‘12 Jne ‘12 Jly ‘12 Aug‘12 Sept ‘12

2/15; mention sales rep will be in contact

Q3 Q4

EM (3/25) + DM (4/15) -Targeted message around value & benefit

Calls made throughout May ‘12 -Use spiff to incentivize sales/telemktg team-Offer Self host kit

5/31 -Incentive included + mention to call rep for special kit

Strategy: Notification and personalized approach

Calls made throughout Aug ‘12 -Target only those non-compliant

Calls made throughout Oct ‘12 -Target only those not working w/ a rep to be compliant

Mar ‘13 -Target only those non-compliant. & not working w/ a rep

Stage 3 :: Alert

NEWDedicated

TargetedExistingRebrand Elements

Notify EM

Rebrand Reminder EM & DM

Outbound Call

Post the NEW Seal

Follow up Outbound

Call

Final Outbound

Call

Final EM Notice

Author

Looks right. Make sure these are consolidated with other communications and they are segmented out so we don't over do it. I say phone calls for just top tier. As I recall an outbound call can be pricey. Sometimes $20-$60/hour. You really don't want to waste your money unless it's a big exposure for us. And you don't want to destroy the relationship if it's an important one.

Author

These are top tier. I think we want to:Make sure they are aware and in compliance, but build a positive relationship. We may have to be flexible here. Allowing self hosting, but with the acurate seal. What's in it for them. They may be worried about changing this without stats and data. Why would they change before the live date if they high high revenue generation.

Communication Plan - Medium Value

Self-Hosters Plan



3/17; mention to reach out to support if need help

-Encourage to install new code

Q3 Q4


Calls made throughout May ‘12 -Encourage compliance & provide instructions


Strategy: Notification and low personalized approach


Stage 3 :: Alert

NEWDedicated


Notify EM


Guided VM

Post the NEW Seal

Final EM Notice

Aug-Sept ‘12 -Target only those non-compliant. & not working w/ a rep

Follow up Guided VM

Communication Plan - Low Value

Self-Hosters Plan



3/17; mention to reach out to support if need help

-Encourage to install new code

Q3 Q4



Strategy: Notification and no personalized approach


Stage 3 :: Alert

NEWDedicated


Notify EM


Post the NEW Seal

Final EM Notice

Webinar Invitation & PPT• Objective: Inform customers of

upcoming changes prior to GA

• Webinar Content: Union has created great things for you now and coming soon.

• Target Audience: Active VeriSign Retail & Enterprise customers

• Mail Qty: 47K; 206 responses (as of 9/9); 18.47% open, 2.6% conversion

• Webinar Invitation: Sent 8/29; Follow up 9/19 and 9/22

• Webinar: 9/23

• International Plans: Translate tapes for usage

Announcement Email

• Objective: Announce changes to existing customers-time to GA announcement


• Content:

• Focus on positive adoption of VeriSign in merger

• Customer video

• Mention seal change only & emphasize things that stay the same

• Direct folks to microsite for more info

• Email from Fran

• Drop date: 10/6, remail to non openers on 10/31 (Opens 21% and 13% WW)

• Mail qty: 47K US & Canada alone; 102K WW {excludes code signing)

Microsite

• Objective: Provide existing customers with one source for information about rebranding

• Target Audience: Active VeriSign Retail & Enterprise customers• Content:

• Home Page• Overview• What’s New (ie-share product launches, stats around

seal)• FAQs• Customer video• Community –Symantec Connect

• Product Page• Product info• Timeline of changes since merger

• Tools & Resources• Launched: 10/4

Microsite to be hosted on

VeriSign.com (designed for EV)

http://symantec.loomisdev.com/transition/index.html

http://symantec.loomisdev.com/transition/index.html

Microsite Highlights • Community– New US group

created on Symantec Connect and directed from microsite-group will live after rebranding comm complete and repurposed – Allen Kelly to manage

• Ask the Expert– Emails directed

to Allen Kelly

Holiday DM


• Objective: Support customer loyalty with an end-of-the year thank you gift


• Content:

• Letter: Year in review of changes and those to come

• 2012 Calendar with information about

• Persistent visibility of seal from April 2012+

• In Home date: 12/1

• Mail qty: 47K US & Canada alone; 102K WW {artwork provided to EMEA and APAC)

Touch Point Updates


60 Day Renewal Notice

Welcome

Renewal DM

BuckslipHow to-PtS EM

Q4 New TDM Advertising Campaign Creative


Target: TDM – Like no other CA (LP in development)

Q3 (Dec)/Q4 New TDM Advertising Campaign Creative


Target: TDM – Beyond SSL

New Knights Creative Landing Page


Performance to date in Q3’ 2011 Customer Webinar – Sept 23

420 sign-ups, 180 attendees, 64% felt excited or better; 30% the sameAfter viewing, 75% are more likely to post the seal

New home page banners on VRN.com and SYMC.com & seal page13k visitors to Symantec splash page on

Microsite launched – Oct 6th

2.2k visitors, average time on site, ~2:00 except for FranceAll trigger-based communications updated in SYMC look and feelRebrand Announcement – Oct 6th – Oct 31st to 145k

Initial mail 21% open rate; 1.4% CTR; “Service Notice” best responseEnd of Year Calendar with Upcoming Rebrand DatesMessage testing – Coming Q4 (Search, Online)

Rebranding 32

Phase 2-New Audiences• Self-Hosters EM

– Objective: Inform changes to seal and encourage update– Target Audience: Self-hosters (2300, 3 different segments)– Theme: Informative; Encourage customers to call rep– Drop Date: 2/15/12 (TBD)

• Code Signing EM– Objective: Inform customer of product name changes w/ rebranding– Target Audience: Current Code Signing Customers– Theme: Informative: Get prepared– Drop Date: TBD

• Expired customer Winback EM— Objective: Encourage previous top customer to come back— Target Audience: Best expired customers (ie-Loyalty model)— Theme: Great News! New Changes!— Offer: TBD— Drop date: 4/25/12* *Contingent on seal switch date

Phase 2-Updates•Microsite Update

– Objective: Drive traffic to site

– Target Audience: Existing retail and enterprise customers

– Theme: Get prepared for great things in April (new customer video)

– Offer: Interactive Game w/ incentive (TBD)

– Due Date 3/25/12

Phase 2-New Campaigns• Rebrand Awareness (Banners)

– Objective: Introduce and drive awareness of the new seal– Target Audience: Existing customers and prospects– Theme: Same check, new name– Offer: More info (link to microsite)– In Market: Jan ’12-Apr ‘12

• Rebranding Reminder EM + DM– Objective: Keep seal change top of mind– Target Audience: Existing VeriSign Retail & Enterprise– Theme: Get prepared– Offer: Webinar link + Interactive game on microsite (Webinar flash drive included in DM)– EM Drop Date: 3/25/12*; DM In home Date: 4/15/12*

• Post the Seal Campaign (EM + DM)– Objective: Encourage customers to post new seal– Target Audience: Existing VeriSign Retail & Enterprise(TDM & BDM)– Theme: Gain an edge (BDM); Be ready (TDM)– Offer: Discount?– EM Drop Date: 5/15/12*; DM In Home Date: 5/31/12*

*Contingent on seal switch date

Documents

1 Direct and Channel Marketing: Brand Transition Communications and Readiness February 3, 2012