FY09 Shows and EventsStrategy and Plan

June 2008

2eCopy Confidential

Lots to choose from

Which shows should we attend? At what level of investment?Where will we get the biggest return?

3eCopy Confidential

How did we get here?

Discovery Design Implementation

CurrentEvents/Shows

EventsArchitecture

ConsiderationCriteria

ParticipantProfile

Event/AudienceMapping

AttractivenessRating

EventMapping

FY09Strategic

Plan

Standards& Guidelines

4eCopy Confidential

eCopy events architecture

Strategic events eCopy message dominant

Few of these Selected for strategic value Significant investment Managed centrally (Corporate)

Trade shows eCopy message prominent

Many of these Wisely chosen and executed Moderate investment

Tactical events eCopy message visible

Many, many of these Opportunistic Limited investment

TA

CT

ICA

LS

TR

AT

EG

IC

eCopy Paper Connection Forum Analyst events Executive forums Premier partner or industry shows

Industry shows Partner (ISV) shows

Partner (ISV) sales events (nat’l) OED sales meetings (nat’l) Roadshows (local)

SH

OR

T C

YC

LE

LO

NG

CY

CL

E

5eCopy Confidential

Criteria for consideration

• Thought leadership– peer-to-peer interaction – building awareness in the market

• Industry presence– maintaining visibility as the market leader– elevating interest in eCopy solutions

• Partner leverage– building partnerships/meeting expectations– getting in front of their users– generating interest in eCopy solutions

• Influence and training– capturing user and/or channel mindshare– taking advantage of opportunityT

AC

TIC

AL

ST

RA

TE

GIC AWARENESS

INTEREST

LOYALTY

MARKET TRACTION

Audience profile alignment plus:

6eCopy Confidential

FY09 strategic events

OEDsUsers &

ProspectsIT

MgmtFinanceMgmt ISVs

VARs& SIs

Press and/or

Analysts

End Users 3rd Parties

Thought leadership – awareness

Industry presence – interest

Partner leverage – interest

Influence/training – loyalty

These events are managedby Corporate

LegalMgmt

ePCF (600)

Mid-sized Enterprise* (2)

Print & Imaging Summit*

AIMM* (10,000)

ILTA* (1,000)

MS SharePoint (4,500)

EMC World (9,500)

eCopy Developer Summit

XXXX

X

X

XXXXX

X

X

X

XX

X

X

XXX

XXX

X X

XXXXXX

*Currently not budgeted

7eCopy Confidential

FY09 trade shows

OEDsUsers &

Prospects ISVsVARs& SIs

Press and/or

Analysts

End Users 3rd Parties

ARMA (4,000)

INDUSTRY SHOWS

Interwoven GearUP

Cranel Partner Summit

Open Text Livelinkup*

IBM Partner World

Oracle OpenWorld

RSA Conference 2009

PARTNER EVENTS

ITMgmt

FinanceMgmt

X X XX

XXXXXX

X

XXXX

XXXXXX

Thought leadership – awareness

Industry presence – interest

Partner leverage – interest

Influence/training – loyalty

XXX X

*Now named Content World

8eCopy Confidential

FY09 tactical events

OEDsUsers &

Prospects ISVsVARs& SIs

End Users 3rd PartiesOEDPartnerSales

ITMgmt

FinanceMgmt

MS WW Partner Conference

Interwoven Sales Kick-off

Westbrook Summit

Hyland Summit

Microsoft Tech Ed

SharePoint User Group Mtgs

Microsoft Federal Seminars

MS/Canon Seminars

Canon Sales Meeting

Ricoh Sales Meeting

Toshiba Sales Meeting

Konica-Minolta Sales Meeting

Xerox Sales Meeting

IKON Solutions Forum

XX

XXXXXXX

XX

XXX

X

XXX

X

XXXXX

X

Thought leadership – awareness

Industry presence – interestPartner leverage – interest

Influence/training – loyalty

9eCopy Confidential

Attractiveness rating

Strategic events Targets an eCopy vertical segment or horizontal solution Show sponsorship – premium High-visibility speaking role/speaker on behalf of eCopy Booth space – 10’x20’ (or larger) Promotional/buzz activities pre-event and at show Pre-event prospect and/or post-event attendee list

Trade shows

Tactical events

Targets an eCopy vertical segment or horizontal solution Show sponsorship – general Visible speaking role Booth space – 10’x10’ Promotional activities pre-event and/or at show Pre-event prospect and/or post-event attendee list

Targets an eCopy vertical segment or horizontal solution Sponsorship Visible speaking role Booth space – optional tabletop Promotional activity at show Post-event attendee list

Must meet 4 of 5 criteria

Must meet 2 of 5 criteria

Must meet 1 of 5 criteria

10eCopy Confidential

FY09 calendar

Q1July

AugustSeptember

Q2October

NovemberDecember

Q3January

FebruaryMarch

Q4AprilMay

June

STRATEGIC TRADE SHOWS TACTICAL

ILTA*Mid-size Ent West*

MS WW Partner Conf

SharePUsers; Ricoh; Hyland

ePCFOracle OpenWorldP&I Summit*

ARMA; OpenText Live Xerox; IKON Summit

AIIM*; MS SharePoint

Interwoven Sales Kick-offKonica-MinoltaToshiba

IBM Partner WorldEMC World; Ent. East*

Interwoven; RSA Conf.Cranel Partner

MS Federal; MS/CanonWestbrook SummitCanon; MS Tech Ed

*Currently not budgeted

11eCopy Confidential

Standards and guidelines

Support structure Order through fulfillment house: Equipment – specified per show/event Booth properties – physical booth, standard signage Signage and banners – custom Giveaways, premiums, promo items, and easels Lead capture forms

Marketing

Processes

Coordinate per approved plan: Partner participation/communication Show sponsorship Podium speaking role and/or presentation Pre-event list acquisition – event or sourced Pre-event and on-site promotional/buzz activities Post-event follow-up

Adhere to established processes: Event approvals, budgeting and timeline Exception approval – event that doesn’t meet criteria Ordering through fulfillment house Lead capture and reporting Post-event brief

Checklists available for:Trade showsTactical events

Roles and responsibilities:Strategic – Corporate managedTrade shows – Business managedTactical – Sales managed

Messaging and design:Must adhere to Messaging Guide and Graphic Standards

12eCopy Confidential

Roles and responsibilities

Strategic Events Tradeshow Events Tactical Events

All event planning Pre-show/post-show e-mail assistance

Custom premium giveaway form

Custom booth graphic

Review of collateral and presentations

Library of existing generic booth graphics and banner stands to choose from

Review of collateral and presentations

Event strategy

Event planning/logistics

Speaker presentations

Work the event

Post-event wrap-up

Event logistics

Work the event

Post-event wrap-up

CorporateMarketing

Strategic Alliancesor Sales

13eCopy Confidential