a division of acco brands. 2 confidential v1.1 mrd contents key stakeholders product overview ...

A DIVISION OF ACCO BRANDSDate

Project Name - MRD

Marcom Team E-Team GPM/RPM

2 Confidential V1.1

MRD Contents

Key Stakeholders Product Overview Who?

Target market & audience

Category considerations Where? When? What?

Theme Packaging Key messaging

How Foundation assets & tactics Web launch Activity

Campaign objectives Next steps

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Key Stakeholders

Team Member Department

Barbara Van Gennep Global Marcom Manager

Amy Turpie Marcom Manager

Name E-Team Manager

Magda Kijek EU Marcom Manager

Name GPM (category)

Name RPM (category)

Jeff Smith America’s Marketing Director

Name TBD

Name TBD

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Product Overview

Copy goes here…

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Who: Target Market & Audience

Copy goes here…

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“Laptop for work, tablet for play. Tablets are expensive toys and are great fun – but not for actual working unless you are in sales and use it to present”

“Tablets have a place but they are a nice to have addition to the laptop/PC but not a replacement”

Who: Persona’s

“Absolutely need a laptop for word processing, spreadsheets and bill paying/personal banking”

“Tablets are a cool addition to laptops, more fun for e-mailing, browsing, social networking but NOT for serious work”

“If an iPad had storage and external device hubs, it would be more useful, but if it had that it would be a laptop. Frankly, I don’t think the iPad offers enough features for it to replace the laptop”

“For many professionals a tablet can be more than enough for 90% of the time but a laptop is still essential when you need to prepare something long and have ‘real’ work to do”

“I’m trying to decide which solution is best for us – it’s time to upgrade across the department. I don’t think tablets offer the full functionality required but I want something that offers more flexibility than a notebook

“I can start up my Ultrabook far quicker at home if I need to check up on something for work. Far quicker than the old notebook ever was”

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Category Considerations

Family considerations Product range for consideration

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Where?

Global launch Europe, America’s, Asia, Australia

Launch type Low key (hero, core or non-core

Channels B2B Retail & eTail Kensington.com

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When?

In-stock date Date goes here

Building the Buzz (Channel & Press) Date range goes here

Launch date (web live) US: date EU: date

Press Announcement date US: date EU: date

Campaign assets Global campaign assets target delivery: date goes here

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What? Theme

Campaign Theme Theme should be focused around:

Copy goes here

Umbrella campaign details if needed here

Campaign Identity Copy goes here

Product and family name Copy goes here

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What? - Packaging

Icons Describe what’s needed

QR code Links to where and list content

Structure Considerations Other input on existing or new structure

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What? - Packaging

Add existing packaging images here for reference Add other input on packaging as needed

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What? – Key Messages

Key message Key message Key message Key message

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How? – Foundation Assets

PUBLIC RELATIONS  STATUS

Press Announcements

Social media plan to create buzz

Events/press tour

Product Review Plan Sample for Press

BETA seeding program Seeding Camp

COPY & MESSAGING

Catalog copy, F&Bs

Category messaging

New feature logo/s & explanations

PHOTOGRAPHY  

Key visual (horizontal & vertical)

Marketing photography  

Environment photography

Components photography

VIDEOS STATUS 

Lifestyle/use cases video

QSG/how to install & use video

COLLATERAL/Training

Tech Spec

Sales guide

Training kits

WEB

Landing page

Home page banner

MERCHANDISING

POS display

Plan-O-Gram

Last updated: 00/00/0000

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How? – Web Launch Activity

List web activities here SEO/SEM information

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Campaign Objectives

To launch our (product name) under one umbrella so we can deliver a single credible story

To support sales teams/partners & customers with assets, marketing materials and a sales deck to drive revenue and capture market share early

To be first to market with a full family range and convincing campaign/program

To communicate that Kensington is aligned with market trends and addressing the needs of the end consumer in emerging markets

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Next Steps

Action Responsibility Comment