Sage ERP X3 version 6.2 Product Launch Positioning and Messaging and Launch Activities Update

Sage North America – 2011

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Document Objective

The objective of this document is to provide all employees involved in Sage ERP X3 activities with a common understanding of the 6.2 release positioning and messaging, launch schedule, deliverables and planned marketing activities.

Contents

Launch Messaging Overview.............................................................................................. 3

Sage ERP X3 Product Summary .......................................................................................... 4

Version 6.2 Release Objectives .......................................................................................... 5

Go-to-Market Goals ........................................................................................................... 6

Target Customer ................................................................................................................ 7

Release Messaging ............................................................................................................. 8

Launch Communication ..................................................................................................... 9

Most Important Brand Message ...................................................................................... 11

Marketing Launch Timeline ............................................................................................. 12

Appendix: Launch Activities Update

Press & Influencers Briefing ............................................................................................. 14

Global Launch Event ........................................................................................................ 16

N.A Launch ....................................................................................................................... 17

Sales Information ............................................................................................................. 18

Partner Information ......................................................................................................... 19

Customer Information ..................................................................................................... 21

Employee Information ..................................................................................................... 23

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Launch Messaging Overview

Primary Goal Core Message / Positioning (N.A)

New Customers

Make the target audience consider Sage ERP X3 as a credible alternative to the leading products in North America.

“Consider This:”

Best functionality out of the box

Best usability

Most cost-effective and flexible solution:

Standard: affordable, fast to deploy

Premium: flexible, highly scalable

Customers Upgrade “Consider This:”

Extended collaboration: Netvibes

Increased productivity: Sage Search

Extended integration: Saleslogix, Preactor, Version One

Simplified global management

Partners Adopt Sage ERP X3 Standard Edition

“Consider This:”

Serve advanced distribution and manufacturing requirements at competitive software and deployment cost in the mid-market.

Get into the enterprise ERP market with safe and progressive investment.

Press & Analysts

Consider Sage ERP X3 as a credible player in the mid-market

“Consider This”

Focused on mid-sized businesses (functionality without Tier-1 complexity)

Focused on user experience (usability)

Focused on technology that serves business needs (web, best scalability, best flexibility)

Focused on value to customers (cost-effectiveness, Standard Edition)

Employees Educate on the Sage ERP portfolio, build excitement on the Sage strategy

Frank & Bill’s Excellent Adventure:

The new kids in town

Conquering a new market

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Sage ERP X3 Product Summary

Sage ERP X3 offers the full power of enterprise-class ERP, in a simple and flexible package, designed to meet the exclusive requirements of mid-sized companies with complex business processes, yet limited resources and investment capabilities.

It is designed to support advanced and industry-specific processes across finance, sales, CRM, purchasing, inventory and manufacturing management within one singular software design that is cheaper, faster to deploy and simpler to manage.

A Web-native management system, Sage ERP X3 easily connects employees, partners, suppliers and customers and can accelerate all business exchanges, within and outside the company, locally and internationally.

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Version 6.2 Release Objectives

Sage ERP X3 Version 6.2 introduces over 300 functional enhancements1 and new

capabilities that are taking the product to a new competitive edge in three key areas:

The best functionality out of the box: Sage ERP X3 version 6.2 supports new areas of business (sub-contracting, project-based manufacturing management) and improves the management of distributed and global organizations (multi-chart of account, multi-country) dramatically, within one singular software design

The best usability: Sage ERP X3 version 6.2 brings an entirely new ERP user experience, through visual process flows and a new collaborative workspace (Sage Enterprise WebTop), connected to partners, suppliers and customers, accessible to Web and mobile users.

The most cost-effective and flexible solution: Sage ERP X3 version 6.2 comes in two configurations to accommodate customer-specific requirements, faster and better.

Standard Edition offers a predefined implementation framework designed to help accelerate the deployment of the solution in smaller businesses (less than 50 users) with domestic operations. With Standard Edition, Sage ERP X3 version 6.2 delivers a feature-packed solution that is easier to use and faster to implement, thus reducing the overall cost of ownership.

For customers who value flexibility most, Sage ERP X3 Premium Edition offers tremendous scalability and capability to customize or expand their solution. Designed for growth, Premium Edition can be configured to support thousands of users and offers a large choice of options for advanced functionality, connectivity and volume processing.

1 Read the Product Highlights and Release Note for a comprehensive view of the

Version 6.2 new features and product editions.

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Go-to-Market Goals

The success of Sage ERP X3 version 6.2 will be determined by:

The ability of the new release to increase the awareness of the solution in the North American mid-market, through its innovative features and marketing.

The adoption of the release by partners and the expansion of the Sage ERP X3 channel in the core mid-market, through the launch of Standard Edition.

The growth of the product market share in the upper mid-market, through the positioning of Premium Edition in large companies and global organizations.

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Target Customer

Sage ERP X3 focuses on new customer acquisition in the core and upper mid-market – or companies with 50 to 2,500 employees – in the distribution, manufacturing and process manufacturing industries.

C-Level executives are the primary audience of the Version 6.2 launch. They are responsible for the overall organizational performance of their company, from revenue growth to internal efficiencies, from supply chain to customer service, with specific goals to drive and measure results.

They are not likely to consider Sage a credible ERP player in the mid-market and perceive the Sage brand as dedicated to small business accounting. They never heard about Sage ERP X3.

Common challenges:

Sustain revenue growth in competitive markets.

Improve speed and quality.

Streamline business processes while preserving the company agility to change directions as markets evolve.

Manage increasingly complex operations with limited resources and staff

Common project triggers:

Capacity: company growth inhibited by outdated management systems

Competition: competitors achieving better performance or introducing innovative products and processes through newer technology.

Strategic change: acquisition/merger requiring common management practices and systems.

Key benefits expected from a new ERP implementation:

Productivity gains and cost reduction.

Internal and external business processes optimization, real-time processing of information.

Simplified view of distributed operations and better insight.

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Release Messaging

The release messaging articulates the key benefits of the Sage ERP X3 solution, supported by the new features in Version 6.2:

Functionality

Streamlined operations across all areas of business, locally and internationally:

Singular functional integration across finance, supply chain and manufacturing management

Configurable, automated workflow

Sage Visual Processes1

Integrated multi-legislation1, multi-company management

Better business insight and reduced risk:

User-defined dashboards and real-time analytics

Embedded business intelligence across all functions

Traceability and audit tools

Flexibility

Enhanced usability and collaboration, inside and beyond your business:

SOA/Web-native architecture

SOAP/REST1 Web Services

Sage Enterprise Webtop powered by Netvibes™

Role-based visual process flows1

Scalable, flexible technology to grow and adapt to change:

Flexible parameterization and integrated development environment

N-Tier architecture scales up to thousands of concurrent users

Multi operating system and database

Affordability

Reduced cost and fast return on investment:

Standard Edition1: a cost-effective configuration with pre-defined workflows and

pre-built implementation templates, at an affordable cost per user.

Simplified system administration and maintenance

Strong functional integration, reducing the need for complementary third party applications.

1 New or improved with Version 6.2

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Launch Communication

“Consider This”

The primary goal of the Version 6.2 launch messaging is to make the target audience consider Sage ERP X3 as a credible alternative to the leading products in North America.

The messaging recognizes the product position as outsider in North America, turning it into an advantage to raise curiosity and differentiate our approach of mid-market ERP.

It calls for consideration in a humble tone, based on undeniable facts rather than unverifiable promises. Facts may be used in context, to demonstrate the overall credibility and performance of the solution, or tied to key benefits of the product.

Messaging map

Supporting the overall product performance and brand credibility:

Context Consider This:

Brand Credibility Over 170,000 users are using Sage ERP X3 daily

6.2 million businesses are using a Sage solution

Sage is the third largest ERP vendor worldwide1

Product Performance 75% of our customers recording increased profitability attribute this to Sage ERP X3.

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72% of the Sage ERP X3 customers are noticing significant improvement in management processes.

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80% of our customers see the product as a significant improvement or new competitive edge for their company.

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89% of our customers think that commitments made at the start of their project have been met.

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Customer Experience Golden Artists Colors increased inventory turns by more than 10% after the implementation of Sage ERP X3.

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Satellite Industries deployed Sage ERP X3 internationally in less than eight weeks.

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Ganong Bros. achieved full return on investment by the end of the first year after implementing Sage ERP X3, through labor savings and improved accuracy.

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1 Gartner, 2010

2 Ernst & Young Product Performance Survey, 2010

3 Approved customer testimonial

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Supporting the product benefits:

Key Benefits Consider This:

Streamlined operations 40% of mid-sized businesses don’t have standardized procedures for order management and fulfillment across similar businesses within the enterprise.

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Sage ERP X3 can streamline processes across all areas of business, within one singular software design.

Better business insight and reduced risk

Only 34% of mid-sized businesses have real-time visibility on the status of all processes, from quote to cash.

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Sage ERP X3 offers embedded BI across all functions, in real time.

Scalable, flexible technology

One manufacturer out of five has interoperability issues across multiple locations

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Sage ERP X3 can manage multiple sites or companies out of one single software instance, locally and internationally.

Enhanced collaboration and ease of use

Less than half of the ERP users in mid-sized businesses can access their information through the Internet, without special software.

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Sage ERP X3 is accessible to Windows and Web users alike, through a simple Internet connection.

Reduced costs and fast ROI

Best-in-class businesses achieve 17% inventory reduction and 22% reduction in operating costs with ERP.

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(Forester is conducting a survey on Sage ERP X3 customers to assess the Total Economic Impact of the solution.)

1 Aberdeen – ERP in SME, 2010

2 Aberdeen – Top Business Drivers for Manufacturing, 2010

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Most Important Brand Message

A compelling brand story will help anchor Sage ERP X3 in the ERP mid-market, fostering trust in the company strategy and continued investment in the solution.

The Sage brand story reflects the company focus on customer experience. It translates in the following brand and product messages, consistent with the Sage ERP X3 launch communication:

Sage brings a different approach to ERP…

That is worth considering when selecting a new system:

Focused on mid-sized businesses Best functionality out of the box, to manage sophisticated business processes without Tier-1 ERP complexity

Focused on business rather than technology

Best flexibility, with a Web-native architecture serving mid-sized businesses’ needs for growth, scalability, accessibility and simple deployment.

Focused on user experience Best usability, with visual process flows by role and a new collaborative workspace accessible to Web and mobile users.

Focused on value to the customers

Best TCO, with a low cost per user, a predefined template to accelerate implementation, and integrated tools to simplify the system administration and maintenance.

Inspired by You Sage ERP X3

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Marketing Launch Timeline

March 15-16 – Channel Marketing internal briefing

May 3-4 – Sales internal briefing and toolkit

May 16-20 – Press and influencers pre-briefing

May 26 – Global Launch Event, London

Press , analysts and strategic partners briefing

June 2 – North American Launch

New customers

Web platform Go-Live and lead generation activities

June 9 – Employee campus events

July 10-12 – NA Partner Briefing (Summit)

Product release deep dive

Launch of the NA Partner Advisory Council

July 13-15 – NA Customer Briefing (Summit)

Product release highlights and roadmaps

Q1FY12 – UMM re-launch

Web platform revamp, with focus on the upper mid-market and Premium Edition

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Appendix

Press and Influencers Briefing Update

Global Launch Event Update

N.A Launch and Lead Generation Update

Partner Information Update

Customer Information Update

Employee Information Update

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Press & Influencers Briefing

Lead: Melody Chalaban

Primary goal: get influencers to consider Sage ERP X3 as a credible player in the ERP mid-market in North America

Messages:

“Consider This”

We’re focused on mid-sized businesses (functionality without Tier-1 complexity)

We’re focused on user experience (usability)

We’re focused on technology that serves business needs (web, best scalability, best flexibility)

We’re focused on value to customers (cost-effectiveness, Standard Edition)

Planned press & analyst briefings, May 16-20

Phone briefings:

Chris Chiappinelli – Managing Automation – TBD

Seth Fineberg – Accounting Today – 5/16

Chris Kanaracus – IDG news service syndicates stories to Computerworld, CIO, NetworkWorld, PC World, Macworld and Infoworld) – TBD (he asked us to contact him closer to announcement)

Mark Cox – eChannelLine – TBD

Rick Whiting – CRN – week of May 18

Kristin Craik – Business Review Canada – TBD (she asked us to contact her closer to announcement)

Kathleen Lau – ComputerWorld Canada – TBD

Interest from:

Automation World

APICS

TheVARGuy

Manufacturing Business Technology

DC Velocity

Analysts:

Bob Anderson – Gartner – 5/13

China Martens and Tim Harmon – Forrester – 5/20

Ray Wang, Jeff Ashcroft, Frank Scavo – Constellation Research Group – 5/20

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Cindy Jutras – Mint Jutras – 5/12

Julie Fraser – Cambashi – TBD

Kevin Prouty and Nick Castellina – Aberdeen – 5/16

Analysts who’ve RSVPed for the global press conference

PJ Jakovljevic and Gabriel Gheorghiu – TEC

Bob Anderson – Gartner

China Martens – Forrester (tentative)

Albert Pang – Apps Run The World

Kevin Prouty and Nick Castellina – Aberdeen

Cindy Jutras – Mint Jutras

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Global Launch Event

Lead: Agnes Noel (France)

Details to be communicated by the global team at further date.

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N.A Launch

Lead: Tracy Strauss

Web Launch

An informative, engaging and interactive launch experience on the Web that includes:

Product Overviews

In depth Demo’s

Customer testimonials

Go-live: June 2nd

Lead Generation

Leveraging the Web platform to drive demand through repeat lead generation campaign throughout the summer:

Target:

5 Key Verticals – Food & Beverage, Chemicals, Hard Goods Manufacturing, Wholesale Trade and Life Sciences

UMM (Revenue - $100M - $1Billion, Employee Size – 500 – 2,500 employees, Users – 50+)

Core (Revenue $30M - $100M, Employee Size – 50- 500 employees, Users – 10-50)

Campaigns:

Campaigns targeting both UMM and core audiences

Vertical

Monthly campaigns focusing on 5 key verticals for Sage ERP X3

Staggered daily drops to control lead flow

PPC

Purchase and retarget keywords for X3 to launch hub

Banners

Banner/online advertisements driving to the X3 launch hub (internal and external sites)

Organic

Optimize SEO and social media strategies to drive leads organically

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Sales Information

Lead: Jean Huy

Direct Sales, Channel Sales, Pre-Sales

Sales Information Kit available and distributed online, including

Release Highlights

Positioning and Messaging

Brochure and video presentation

Customer Presentation Templates

Configuration and Pricing

Implementation Methodology Kit

The sales kit is available to N.A sales and partners at partners.sageerpx3.us

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Partner Information

Lead: Skip Hulme

New Partners | Brent Pieterick

Partner Information Kit available.

Ongoing 1-1 recruitment approach lead by the channel sales team

Sage ERP X3 Partners | Jean Huy

New launch information pad and sales kit included in the Sage ERP X3 Partner Resources Site.

On-going blogging to the Sage ERP X3 partner community on partners.sageerpx3.us

Release updates

Feature highlights

Marketing activities

Partner Advisory Council – July 10, 2011 | Skip Hulme

6.2 product update, and discussion on product directions and marketing

Amy Knust, BKD Technologies

Joe Noll, RKL eSolutions

Tim Baker, Blytheco

Dennis Karus, Software Link

Paul Frydman, SWK Technologies

Chaim Cohen, Net@Work

Jean Desbiens, Tangerine Software

Shawn Ostheimer, The Answer Company

Josh Thigpen, NexTec Group

George Braun, TGO Consulting

Roberta Longley, CA-Plus

Paraman Srivatsalan, BAASS Business Solutions

Partner information track, Insights – July 11-12 | Matt Groom (coordinator)

Sage ERP X3: A Global Solution for Global Customers Supported by a Global Organization

Christophe Vanackere | This session will focus on the global strategy, vision, product positioning, development, and support that exists for Sage ERP X3.

Sage ERP X3: The Road Ahead

Jean Huy, Skip Hulme | The Sage ERP X3 product direction and roadmap.

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Sage ERP X3: Implementation Methodology - Facilitating a Successful Installation

Jay Paquette, Chris Williamson | A variety of implementation support services are available to our clients. Which services are utilized, and to what extent, will vary for each project in order to achieve a successful implementation given the specific goals, available resources, and desired timeframe. Sage utilizes a practical project methodology based on the popular Goal Directed Project Management (GDPM) standard, designed so that the client can focus on business results. Discover the pre-specified phases of the Sage ERP X3 implementation and what services are provided in each.

Sage ERP X3: Review of the New Functionality in Version 6.2

Randy Bacchus, Skip Hulme | This session will review the new features included in version 6.2 of Sage ERP X3, their benefits to the overall Sage ERP X3 product, and how they address the unique needs of your individual customers.

Sage ERP X3: Sales and Marketing Resources Roundtable

Jean Huy, Matt Groom | This session is an opportunity to review the current sales and marketing material available, receive guidance on how to use the resources, and provide feedback to the Sage ERP X3 marketing team on what's missing from the marketing toolkit.

Sage ERP X3: Introducing Sage ERP X3 Standard Edition

Skip Hulme, Jean Huy | The new Standard Edition and how is it specifically designed to meet the needs of manufacturers and distributors in the core mid-market.

Sage ERP X3: Fascinating the C-Executive in 15 Minutes or Less!

Chet Childers | You have 15 minutes to capture the C-executive's attention and pique their interest in Sage ERP X3. How do you do that and achieve a successful sale? Discover how to utilize the entire range of capabilities in Sage ERP X3 from dashboards, business intelligence, workflows, and visual processes to capture the C-executive's imagination on streamlining operations, reducing costs, and improving revenues!

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Customer Information

Lead: Matt Groom

Customer information track, Summit – July 13-15 | Matt Groom (coordinator)

Skip Hulme | Sage ERP X3: An Introduction to Sage ERP X3

For customers who have only heard about Sage ERP X3, but have never seen it in action, this session is designed to help customers learn how the software's industry-specific functionality can address their unique needs and find out how Sage ERP X3 can help grow their business.

Laurie Schultz | Sage ERP X3: Ask the Execs

A "town hall" style discussion about the Sage ERP X3 product line for customers to provide us with feedback on the product roadmap, discuss product issues, and make suggestions on how Sage ERP X3 can be improved.

Jean Huy, Skip Hulme | Sage ERP X3: The Road Ahead

The Sage X3 product vision and direction.

Chris Williamson, Ron Book | Sage ERP X3: Successfully Migrating to Sage ERP X3 v6

For customers to learn how to plan and budget for a successful migration. Tools, techniques, and methodology will be discussed.

Allan Fine | Sage ERP X3: Business Intelligence -- Turning Information Into Insight

Sage ERP X3 v6 features an embedded business intelligence engine, powered by leading Business Objects technology, which allows users to analyze their business performance on-the-fly by simple drag-and-drop of aggregated data that is updated in real-time with the flow of daily operations. This session will discuss the need for management reporting and will review the various inquiry and reporting options available -- from Crystal Reports and Business Statistics to user-defined inquiries and dashboards -- to extract meaningful information from your Sage ERP X3 system.

Randy Bacchus | Sage ERP X3: Tips and Tricks for Customers - Basic Navigation Tips, Shortcut Keys, Left List Settings and More

Customers will learn how peers are applying Sage ERP X3 technology to positively impact their business operations. Real life experiences of three Sage ERP X3 customers in this panel session.

Chris Williamson, Ron Book | Sage ERP X3: Post-Implementation -- Guidelines for Optimizing Your ERP System

This session is to help customers identify potential areas for improvement that will optimize their Sage ERP X3 system. Gain insight on how to conduct periodic reviews of

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software performance and assess how well the project has met the critical success factors they identified at the beginning of your project.

Dominique Bopp | What's New in Version 6.2 - Sage ERP X3's new embedded search engine and integration with Sage Saleslogix.

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A new option within Sage ERP X3 is an embedded search engine. In this session, this new option will be demonstrated: the Meta data definition for indexing, the indexation process, and the search by itself.

Dominique Bopp | What's New in Version 6.2: Increased traceability and security functionality within Sage ERP X3

This session covers two areas of functionality that are available in Version 6.2 of Sage ERP X3. The first is an embedded search engine and second is an interface with Sage Saleslogix.

Allan Fine | What's New in Version 6.2: Increase your mobility with the Sage Enterprise Webtop

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Introducing the Sage Enterprise Webtop, a component that allows users to connect to Sage ERP X3 through web services on customizable dashboards via the Netvibes publishing platform.

Bill Newcomer | What's New in Version 6.2: Digging deep into the new subcontracting functionality in Sage ERP X3

This session provides an in-depth look at the subcontracting functionality and how it delivers improved efficiency and control for customers’ operations.

Dominique Bopp | What's New in Version 6.2: The Sales Signature Pre-setting

This session will focus on workflow and signature available in Sage ERP X3 Version 6.2.

Randy Bacchus | Sage ERP X3: “Process Maps” – Building Basic Process Flow Maps for Sage ERP X3 and Working with the Portal

This session will demonstrate the capabilities of the Visual Process Editor along with the Sage ERP X3 user portal.

Skip Hulme, Jean Huy | Sage ERP X3: Influence the Design of Future Versions

This roundtable session is an opportunity to discuss what features are currently not part of Sage ERP X3 but that customers would like to see incorporated into future product releases.

1 Depending on demo availability.

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Employee Information

Lead: Winnie Cheung

Objectives:

Educate on the Sage ERP portfolio, build excitement on the Sage strategy.

Format

Campus Launch Party – June 9th

Theme - Frank & Bill’s Excellent Adventure

Movie Theme Posters

Coming soon to a campus near you!

Two enthusiastic thumbs up!

This summer’s biggest blockbuster!

Giveaway - re-usable fountain drink up

Activities - Movie trivia game