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Part I: Management Summary Part II: Audience, Message, and Outcome A. Positioning Statement B. Communication Goals C. Target Audiences and Distribution Channels D. Primary Message E. Major Messages F. Approach G. Programs/Channels H. Measure I. Budget Part III: Communication Events [07/13/99 CJ updated for 09/15/99 worldwide release]
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Information Consumers will state that they cannot do their job as effectively and efficiently without continuous access to Portico. Portico is intended to complement, rather than replace, other portal sites within the company. Portico will organize the access to enterprise information and relieve functional, business and project portal site owners of the need to provide this information. Long term, Portico will be seamlessly integrated with business and functional portals possibly presenting them visually in Portico, or perhaps sending Portico components to other portals, depending on the business or functions needs.
D. Primary Message
Value proposition: Portico has significant value to HP information consumers because it provides relevant, timely and complete information access anytime, anywhere. Using the Sherlock Search Engine as the key to finding this information, Portico will provide a powerful search capability that will return relevant, organized and appropriate results. Portico also will provide enterprise-wide business news and information. Portico will enhance an information consumers job to the point that Portico will become a necessary tool to access the vast amount of information that resides within HP. One sentence key message to be delivered: "Portico provides you with a powerful, accurate and reliable information resource that is capable of accessing useful and frequently needed information and services throughout HP.
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E. Major Messages
In addition to the key message above, we need specific messages for each audience. Partner Portal Teams: 1. 2. 3. We want to work together to provide HPs information consumers with the best tools to find the information they need. Portico will make your job easier, because it will provide access to company-wide information so you will no longer have to provide that information. In a future release, your portal can be integrated with Portico for your users
Site and Geographic IT organizations: 1. 2. We need your help in letting HPs information consumers know about Portico (customer visits, communication) We want to work together to provide HPs information consumers with the best tools to find the information they need.
Support Partners: 1. 2. Portico integrates the existing Sherlock search engine into an enterprise portal format Well be using an email support model for receiving user inquiries
F. Approach
Because we want to reach all HP employees worldwide, we must rely on a variety of tools and resources. We will capitalize on E:BIS contacts and relationships with IT managers worldwide. We will rely on them to help spread the word about Portico. In addition, we will communicate through standard HP employee communication channels, such as Newsgrams and site newsletters to distribute information more broadly. We will enlist the help of business and site communicators to spread the word. We hope to visit all major HP sites to present information at coffee talks and demo Portico, as budget allows.
G. Programs/Channels
E:BIS Marcom will be the primary channel to reach site and business IT managers and employees. We will use email messages, web postings, newsletters, and presentations to reach this audience. Portal and web site partners will need to be persuaded that Portico will make their lives easier and it is not usurping their territory. This will best be communicated in face-to-face meetings or audio conferences. Presentation materials with talking points will be created to ensure consistency of messages. End users will need to be targeted with a variety of vehicles. We hope to use incentives such as prizes or trinkets to encourage visits to Portico.
H. Measures
The success of Portico will be measured according to the Portico Metrics Plan. In addition, end users will be surveyed on an annual basis, beginning approximately 6 months after Portico is released to users worldwide.
I. Budget
The Portico communication budget will cover brochures, posters, collateral, and travel for site visits.
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Audience
End users Site/Busi IT Mgrs; E:BIS Site IT, Rgnl Teams, CPT, IT Mgrs Partner Portal Teams
Channel Intermediary
HP Communications E:BIS Marcom CPT Marcom
Message
Teaser its coming! Pre-announce Portico Portico is coming in July Positioning vs Sherlock Introduce Portico, ask for feedback, Portico will make their jobs easier Introduce Portico, ask for feedback, Portico will make their jobs easier Pre-announce Portico
Medium
Measure magazine E:BIS Insight Newsletter CPT Partner Forum E-mail; Presentation for meetings, one-onones Audio conference E:BIS Insight Newsletter Newsgram
Cost
Owner/ Support
Kevin CJ CJ
Draft Due
Done
X X X
Ongoing
NA
Apr99
Web site managers Site/Busi IT Mgrs; E:BIS WW employees WW IT Support Mgmt WW employees Preview Release Audience I
HP Communications
Jun99
E:BIS Marcom
Jun99
HP Communications
Announce user survey and request participation Preliminary Portico Support Strategy - similar to Sherlock support strategy Remind users of Sherlock; Portico coming soon Introduce Portico and request feedback on Jul release
CJ
Jun99
WWUSP
Lorna
Jul99
E:BIS Marcom
Sherlock Poster
~$7k
CJ
Jul99
E:BIS Marcom
CJ
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Timing
Aug99 Wed Aug 11
Audience
Site/Busi IT Mgrs; E:BIS Preview Release Audience II CS-PRC; Geo. Support Centers Site IT, Regional Teams, CPT, IT Managers End users
Channel Intermediary
E:BIS Marcom E:BIS Marcom
Message
Pre-announce Portico Introduce Portico and request feedback on Aug release Demo with Q&A
Medium
E:BIS Insight Newsletter Email
Cost
Owner/ Support
CJ CJ
Draft Due
Done
X
Wed Aug 04
C. Springs PRC
CJ
Mon Aug 02
CPT Marcom
CJ
Mon Aug 23
Mon Aug 30
Pre-announce Portico. Build the stage with a message like coming soon to a desktop near you
E-mail Post to Web (Sherlock, HP.Now, E:BIS, CPT; service catalog) Newsgram E-mail Post to Web Newsgram Brochure Datasheet $4k for 15,000 $7-10k Travel to sites
Joan CJ
Mon Aug 23
Wed Sep 15
End users
Announce Portico and its features and benefits Brochure/datasheet for distribution at road shows; Down loadable from web? Announce Portico Road show - coffee talks; table in cafeterias Announce Portico Announce Portico and its features and benefits
Joan CJ CJ
Fri Sep 03
Wed Sep 15
End users
E:BIS Marcom E:BIS Marcom Site IT, Site Mgmt E:BIS Marcom HP Communications
CJ CJ, Joan, Team members CJ Joan (Lila) See road show schedule Sep 15? Jul 23
Oct 99 Sep/Oct
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Timing
TBD TBD
Audience
GATMs End users
Channel Intermediary
E:BIS Marcom GATM channel E:BIS Marcom
Message
Presentation at GATM "Service of the Month" talks If budget permits, develop branding/name retention for Portico by developing collateral such as key chains, hats, shirts, magnets, mugs Create a Portico screen saver that users can download Publicize a "Did you know" message that highlights the features/benefits of Portico Solicit help to create a "Virtual Sales Force" (be very specific on actions requested and incentive) Establish a partnership with key sites to have help desk/desktop agents promote Portico to end users. Partner for Beta with Roseville and Colorado Springs. Employ an incentive scheme If budget permits, attend the APIT Road show to showcase the value and benefits of Portico (98 show covered Australia, Singapore, China & Japan)
Medium
Demo with Q&A Log-in contest Incentive to attend road shows Portico site InfoLine
Cost
Owner/ Support
CJ
Draft Due
Determine dates CJ to investigate budget; check into db count
Done
CJ
TBD TBD
Portico engr HP Communications, Site/Business communicators E:BIS Marcom Site IT, GATM's, Admins E:BIS Marcom Site IT
CJ Joan
TBD
TBD
APIT Organization
Demo
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