Get Noticed! Attract Members! Support Adoption!

It's All About XBRL Jurisdiction Marketing

Brad J. Monterio – Colcomgroup, Inc.December 4, 2007

Vancouver, British Columbia, Canada

Jurisdiction Marketing

SOME INITIAL THOUGHTS…Marketing is about communicating valueMarketing isn’t a magic pillMarketing is the champion of your audience’s needs

Marketing doesn’t create truth where truth doesn’t exist

The more you know about your audience, the more effective your marketing

Jurisdiction Marketing

HIGHLIGHTS COVERED TODAYDefine Your Marketing StrategyLeverage Cost Effective Tools on Limited Budgets

Match Core Messages to Stakeholder Needs

Define Your Marketing Strategy

DEVELOP A WRITTEN PLAN

•It all starts with:–Knowing your organization–Knowing your members–Knowing your stakeholders

Define Your Marketing StrategyKnow your organization - perform a SWOT analysis–Strengths, Weaknesses, Opportunities and Threats

Understand the current landscape and adapt–Regulatory and legislative–Business sectors

•Financial services/banking

–Technology

Define Your Marketing StrategyIdentify measurable objectives

–Number of members•New and renewing members

–Dues–Targets by member type

Include qualitative goals–Increase brand awareness

•Media outreach•Third party outreach•Regulatory and government affairs

Define Your Marketing StrategyUnderstand your current members

–Define by type (e.g., tool vendor)–Understand their goals, needs and wants

Know your external stakeholder groups–Define by stakeholder type (e.g., regulator)–Understand their goal, needs and wants–Determine where they get their information; who influences them

Define Your Marketing StrategyDevelop a compelling value proposition

–“What’s In It For Me?” (WIIFM)•Why join the jurisdiction?•What you will accomplish for them?•How will you drive adoption among end users?

Target your outreach to those audiences –Marketing communications–Media outreach

Cost Effective Tools

Media relationsThird party outreach

Cost Effective Tools

Why Media Relations?Costs less than other marketing and advertising activities… and often more effective

Communicates action and milestonesBuilds brand awarenessAttracts members and observersPositions you better against competitive efforts

Cost Effective Tools

Third Party Outreach to Who?Regulatory agencies (e.g., stock exchanges, securities regulators)

Professional associations (e.g., investor relations professionals)

Trade associations (e.g., banks)Investor organizationsLearning institutions (e.g., accounting departments)

Cost Effective ToolsWhy Third Party Outreach?Leverages partner’s:

–Brand awareness and reach–Members–Influence–Marketing and promotional budgets–Credibility

Builds brand awarenessAttracts members and observersEducates and informs stakeholders

Developing Core Messages

Why?–Ensure consistency–Communicate value proposition–Demonstrate action

Developing Core Messages

Develop separate message sets for each group:–Regulatory agencies–Tool Vendors–Accounting firms–Financial services companies–Consulting firms–Business and financial executives etc.

Use targeted messages in marketing, media and third party outreach

Questions?

Brad MonterioSenior Vice PresidentColcomgroup, Inc.Tel: 646 536 5104 or 917 593 4130E: bmonterio@colcomgroup.com