© 2006 SWITCH

Communication Concept

Marketing & PR

© 2006 SWITCH 2

Key Data

• Commissioned by: Management

• Duration: December 2005 - May 2006

• Implementation: 5 full-day workshops

• Participants: extended Management (9 persons)

• Validity: 2 - 3 years

© 2006 SWITCH 3

Project Aims

• Targeted deployment of communication instruments to achieve SWITCH’s corporate aims.

• Stringent use of message and appearance to sustainably strengthen SWITCH’s image profile.

• Creating a uniform understanding of the concepts of Marketing and Communication.

• Raising awareness of the status and importance of marketing and communication as a strategic management tool.

• Achieving a high acceptance of the concept established and the communication activities defined and making them binding.

• “The journey is the reward”.

© 2006 SWITCH 4

Purpose

A communication concept governs:

• SWITCH’s communication work, in a binding manner

• Who communicates what to whom, and when and how

• External and internal communication

A communication concept does not govern:

• upwards: the higher-level corporate or marketing strategies which specify the guidelines to be followed by a communication concept

• downwards: elaboration of the details of individual communication activities

© 2006 SWITCH 5

Steps to establish a c. concept

1. Analysis of the starting situation

2. Target group analysis and communication requirements

3. Potential to differentiate from competitors

4. Positioning and image profile

5. Principal message and ancillary messages

6. Key actions

7. Communication budget

8. Responsibilities

9. Efficiency review

© 2006 SWITCH 6

Strategic prerequisites for communication

>Summary of most important issues.

Analysis of starting situation

Strategic options(by division)

Need for action for communication

Corporate Actual:Target:

Network Actual:Target:

NetServices Actual:Target:

Security Actual:Target:

Internet Domains Actual:Target:

Other Actual:Target:

© 2006 SWITCH 7

Target group analysis

Target group Importance Attitude / needs

Need for action

Company Actual:

Target:

Procurement market

Actual:

Target:

Sales market Actual:

Target:

Economic, political environment

Actual:

Target:

>Summary of most important issues.

© 2006 SWITCH 8

Potential to differentiate from competitors

Crite-rion

Potential to differentiate or leverage the profile

Need for action

Quality Be part of the club,We enable access to tailored services thanks to international co-operations with other NRENs (Internet2, GEANT2, AAI on European scale, SCS TERENA, EduRoam)Quality independent of price. Perfectly tailored and long-lasting services. Short ways to the designer.

Better visibility of international activitiesBetter visibility of high quality services

Image Peer-to-peer relationships, closeness to universities, commercial independence, neutrality, innovative, unconventional image.

Enhance club feeling

Price Prices for network connectivity are competitive.

- - -

© 2006 SWITCH 9

productoriented

active

passive

Positioning of SWITCH

Zone to be aimed for?

!Failure to attain financial objectives

Inefficientmarket development!

Not producing what the

market needs

!

Outstripped by the competition !

Permitted zone

requirementsoriented

© 2006 SWITCH 10

Image profile (Excerpt)

Actual Profile Target Profile

© 2006 SWITCH 11

Principal message

Our passion for technology

links people in the internet and provides

electronic access to education and

research in Switzerland.

© 2006 SWITCH 12

Strategy (Excerpt)

• Configure overall communication (print, web, events) to be more benefit-oriented and more personal, unconventional, emotional and active.

• Collect customer needs and customer satisfaction.

• Raise awareness of the importance of international networking compared with a national approach.

• Provide a documentation package for customer care, customer acquisition and for other stakeholders.

• Intensify communication with main target groups.

© 2006 SWITCH 13

Key actions

Brand identity• Branding• Visual Identity• Corporate Design GuidelinesEvents• Community Meeting• Domain pulse• SWITCH EventsPrinted documents• Annual Report• Image Brochure• SWITCHjournalMiscellaneous• Short films• Range of merchandising items• Website

Implementation in the first half of 2007

•End User Meeting•KAM Event

•Brochures and Documentation•Newsletter

•CRM Tool•Customer Satisfaction Barometer

© 2006 SWITCH 14

Communication BudgetMassnahmen Network NetServices Security ID MK&PR Total 2007Events

CC-MeetingKAM-EventSWITCH Event / 07 = Jubilum 20 Jahre SWITCHSWITCH Innovation AwardDomain pulse

PublikationenGeschftsberichtImagebroschreSWITCHjournalWeihnachtskartenE-Conferencing BroschreAAI BroschreENUM BroschreSWITCH Internet DomainsNewsletter IDIhr Internet AuftrittDein Internet Autritt

DiversesDiverse Kurzfilme Film "Wie funktioniert das Internet?"WebsiteMerchandising SortimentCRM-ToolSWITCH KPIKundenzufriedenheitsbarometer IDBranding / Visual IdentityGebudebeschriftung WerdstrasseMitarbeiterschulungVersand Pressemitteilungen / Medienbeobachtung

Total

© 2006 SWITCH 15

Contact matrix

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ZielgruppenMassnahmenEvents

CC-Meeting x x x X x x xEnduser Meeting x X xKAM-Event x x X XSWITCHevent/SWITCH Innov. Award x x x x x X x x X x x x X X X X X x x x X X X X X X X X x x x x x xDomain pulse (in der Schweiz) x x X x X X x x x x x X x

PublikationenGeschftsbericht x x x x x x x X X X X x X X X X x X X X X X X X X X X x x x x xImagebroschre x x x x x X X x x x x x x x X X X X x x x x x x x x x x x x x x x x xSWITCHjournal x x x x x x x x x X x x x x X X X X X x x x x x x x x x x x x x x x x xWeihnachtskarte x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x x xe-Conferencing Broschre x x x x X X X x x x x xAAI Broschre x x x X X X x x x x xENUM Info Broschre x x x x x X X xInternet Domains Broschre x x x x x x X X XNewsletter ID x X XIhr Internet Auftritt x x x x x X XDein Internet Auftritt x x x x x x X

Persnliche Kontakteauf Stufe GL 47 2 2 4 1 1 1 32 1 1 1 1auf Stufe Bereichsleiter 56 2 2 2 2 2 2 16 16 5 1.0 1 1 1 1 2auf Stufe Generalsekretr 27 1 1 16 1 1 1 1 1 1 1 1 1auf Stufe Prsident/Ausschuss 29 2 1 1 16 1 1 1 1 1 1 1 1 1auf Stufe Stiftungsratauf Stufe Team Leader / Mitarbeiter X x X x X XPressekontakt durch MK&PR 20 10 10

DiversesDiverse Kurzfilme x x x x x x X X X x X X x x x x xFilm "Wie funktioniert das Internet?" x x x x x x X X X xMedienmitteilung/Pressekonferenz x x x x x x x x x

Beschaf-fungsmarkt

Unterneh-mung

Absatzmarkt Umfeld

© 2007 SWITCH 16