Isadora Busch Andrew Davis Aleksandra Karichkina Kiely Pieper Lucas Morales Yvonne Nguyen Morissa Romero Geoff Rossi

It is closer than you think.

AGENDA Executive summary

Situation Analysis

Key Problems/Opportunities

Marketing Objectives/Strategies

Communications Objective

Creative Strategy

Media Plan

Print Advertising

Digital Advertising

Sales Promotion

Events/Sponsorships

Direct Marketing

Public Relations

Campaign evaluation

Budget Summary

Executive Summary

Objective

Target Audience

Millennials (20-29) currently working or planning to work in the information technology industry

Strategy

Use a brand communications mix of Print and Digital Advertising, Events/Sponsorships, Sales Promotions, PR, Internet/Social Media, and Direct Marketing , to deliver the key message: Tomorrow Starts Here and It’s Closer Than You Think

Budget

$3 Million for 2015

To increase millennials (20-29) awareness of Cisco’s leadership in the Internet of Everything and mobility market.

MARKET OVERVIEW

The revenue generated by the Internet of Things’ suppliers is estimated to reach $309 billion per year by 2020.

Brand Overview

Cisco’s value proposition

Connecting people around the world easier and faster

Cisco’s key product features

The next step in the evolution of the internet and helping change the way we work, live, play and learn

Customer Profile

Primary Target

Secondary Target

Millennials (20-29 year olds) who are currently working in the IT industry

Millennials (20-29 year olds) who are planning to work in the IT industry

Competition

HP

IBM

Oracle

Product innovation in core markets Focus on cloud, security, and big data

Wide range of ways to get involved and be heard

Flexible , comprehensive, modern, and secure

Dedication to every client

Trust and personal responsibility in all relationships

Key Problems/Opportunities

Cisco must find an effective way appeal to new business customers in the 20-29 years-old demographics (millennials) Increase congruence between Cisco’s brand identity and brand image Become a more customer-centric company

Problems

Integrated architectural approach Internet of Everything Bring your own device; mobility market

Opportunities

Marketing Objectives

To develop a plan for a millennial-focused brand experience program Create awareness for Cisco's leadership position in the Internet of Everything To create a series of customer engagement programs that align millennial's to Cisco's Mobility market space To create an advertising campaign to communicate Cisco's vision To monitor, measure ,and influence on change management values.

Marketing Strategy To use a brand communications mix of: Public Relations/Social Media Digital and Print Advertising Events/Sponsorships Sales Promotions Direct Marketing

Communications Objective

Brand awareness To increase target audience unaided brand awareness by 10 percentage points Key Message Awareness To achieve 50 percent target audience unaided awareness by end of campaign Liking To increase target audience brand liking by 10 percentage points Preference To increase target audience brand preference by 10 percentage points Intent-to-purchase To increase target audience intent-to-purchase by 10 percentage points

Creative Strategy

It is closer than you think.

Simplify Change Capture Simplify the

IT industry for a better understanding

Change the people’s vision of the IT industry

Capture their attention with fun, excitement,

and thrill

It is closer than you think.

Budget Total ( Print/Digital ) $1,711,500 Millennials (20-29) who are working

or planning to work in the IT industry

PRIMARY: North America (U.S. & Canada) SECONDARY: Brazil, Russia, India

Average Frequency of five exposures to the ad message for both audiences

[

[ [

At least 70% of primary audience

At least 65% of secondary audience

[

DIGITAL ADVERTISING [

• Twitter • Facebook • Pandora

DIGITAL ADVERTISING [

PROMOTION

SalesPromotion

To raise awareness, create buzz, and build long-term brand preference for Cisco among millennials

Objective

Strategy

• “World of Tomorrow” contest • To achieve sales promotions objectives by using franchise-building promotion

Create “World of Tomorrow” Facebook page in five major countries for the Cisco market United States, Canada, Brazil, Russia, & India “What’s your image of tomorrow? How do you see the future? Cisco wants you to share your vision of the future by providing us an original image or sketch with a brief description of how you think the World of Tomorrow will be like.” All submissions for the World of Tomorrow contest will be made through the Facebook pages

1st place: $10,000 + the opportunity to present his/her World of Tomorrow winning idea to John Chambers at Cisco’s headquarters in San Jose, California with all expenses paid (Grand Prize) 2nd place: $5,000 3rd place: $3,000 4th-10th place: $1,000

Budget Total $150,000

10 Winners will be awarded the following prizes

Sponsorships

&

Events / Sponsorships

• To reach out to millennials from college throughout the world and make them more aware about Cisco. • Inspiring them to reach out to Cisco

• Traveling across the nation to the top 10 IT schools • Go to multiple countries that have Cisco headquarters • Send reps from our closest sights.

Budget Total $600,000

• Educate millennials about Cisco • Educate millennials about the World of Tomorrow • Available Jobs for millennials coming out of college • Cisco’s great working environment • Hand out flyers and have email sign-ups

Discuss with students the future of Cisco as well as their future with Cisco

We will be visiting the top 10 IT colleges in the US (Fall & Spring):

• California Institute of Technology

• Camegie Mellon University

• Cornell University

• Georgia Institute of Technology

• Massachusetts Institute of Technology

• Purdue University

• West Lafayette Campus

• Standford University

• University of California at Berkeley

• University of Michigan

• Ann Arbor

• University of Illinois at Urbana-Champaign

We will also be visiting colleges in Brazil, Russia, India, and Canada:

• University of San Paulo (Brazil) - Fall

• Bauman Moscow State Technical University

(Russia) - Spring

• Bannari Amman Institute of Technology

(India) – Spring

• McGill University (Canada) – Spring

Objective

To get millennials to sign up at college events so that we can send them email blasts

Strategy

• Personalized email blasts to contact interested and capable IT or business students from top colleges around the world • Personalized email blasts to contact Cisco database of millennials Budget Total

$71,400

Public Relations

Build awareness and generate positive publicity for the Cisco brand

among millennials (20-29) who are currently working in the IT industry

or planning to work in the IT industry

• Conduct a global research on millenials • Have a big media event with the findings of the research • Use social media to engage with millennials and build relationships

Budget Total $299,990

• Facebook, Instagram, Twitter, LinkedIn • Generate publicity about World of Tomorrow contest & college booths • Use social media channels to engage and build relationships with millennials

Public Relations

Use a trusted research company to gather information on over 1000 millennials globally and collected data

• Host a media event in New York, at Conrad Hotel located in lower Manhattan for press release promoting World of Tomorrow research findings • CEO John Chambers will serve as guest speaker for media event • Lunch will be provided for journalists of key publications in IT industry

Objective Percentage Points a) Brand awareness 10 b) Key message awareness 50 c) Brand liking 10 d) Brand Preference 10 e) Intent-to-purchase 10

• Perform a pre-campaign and a post- campaign survey • Distributed online and through email to 5,000 current Cisco customers worldwide • Goal for both pre and post-campaign surveys will be 300 respondents • Automatically entered for a drawing (Visa gift cards & Apple iPads) after completion of survey

• Pre-campaign survey will be distributed the first week of January 2015 and tabulated by February 1, 2015 • Post-campaign survey will be distributed in January 2016

Budget Total $62,198