Your Business on a Mac Channel Messaging Kit U.S.

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2 2 Contents Getting Started Messaging Assets Campaign Assets Additional Assets Choose Your Messaging 3 Headlines and Taglines 4 Web Page Outline 8 Sales Tools 12 Review Sample Layouts 3 Copy Blocks 5 Web Page Outline with Messaging 9 Supplemental Resources 12 Follow Usage Guidelines 3 Key Features 7 Sample Banner Ads 10 Sample HTML 11

3 3 Getting Started This Your Business on a Mac messaging kit provides overarching messaging and resources to help you communicate to potential and existing customers about why Mac is the ultimate computer for business. The Mac provides the creativity, compatibility, and security needed to help successfully run a business. This kit is designed specifically for communications with small and medium businesses. Choose Your Messaging This Channel Messaging Kit provides sample messaging content to help you develop your own marketing campaigns. Choose the headline, tagline, and content you would like to include in a web, , direct mail, or catalog campaign to communicate to customers about Mac solutions for business. Content from the Messaging Assets section can be copied directly out of this kit (via this PDF) in full, or shortened to fit the appropriate space in your marketing materials. Review Sample Layouts Once you ve chosen the messaging you need for your marketing campaign, you can then develop collateral to deliver that message to customers. Sample layouts included in this kit can be used as a guide for creating your own web page, banner ad, or HTML . Be sure to include your company logo and contact information on all marketing materials. Supplement your materials with approved design assets from Apple Sales Web (ASW). Follow Usage Guidelines Your Business on a Mac Channel Messaging Kit is meant for reference purposes only and should not be distributed directly to customers. Use of the content within this document is allowed for the creation of customer-facing messaging and marketing opportunities, which may include sample web pages, banner ads, and HTML layouts. Help uphold the excellence of Apple marketing communications by following the relevant Apple guidelines before launching a campaign to your customers. Be sure to reference the latest Apple Identity Guidelines. Product asset kits contain their own recommendations for marketing standards. Be sure to review these guidelines, as applicable. These important resources can be obtained from ASW.

4 4 Messaging Assets Instructions Headlines and Taglines Primary Recommendations Compatible The messaging on these pages can be used to communicate with your customers about Mac solutions for business. Choose the content that best fits your needs, for inclusion in web, , direct mail, or catalog campaigns. Copy and paste this content into your own marketing materials, abbreviating or combining as needed. Headlines and taglines work in pairs. These options can be used at the top of your web landing page, to introduce your marketing materials to customers, or to grab the attention of customers in direct s and mailers. Targeted, concise headlines and subheads can attract customer attention and communicate a key message about Apple solutions to help drive sales. Your Business on a Mac. Creative. Compatible. Highly secure. Creative Marketing with style. Easily create stunning documents, spreadsheets, and presentations. Get your business noticed. Connect with your customers using built-in, powerful tools. Put your best foot forward. Stay organized and efficient. Enable innovation across every area of your business. Fits in. Stands out. Compatible with your existing PC network. Works well with others. Shares most networks, printers and files seamlessly with PCs. Runs the software you need. From accounting and finance to marketing, sales and productivity you can get it all on the Mac (some software sold separately). Highly Secure Highly secure by design. Built-in defenses. No PC viruses. Your business can never be too safe. Spend more time running your business and less time dealing with viruses, spam, and malware. Trust the #1 computer in customer satisfaction. Get real value. Spend less on support. Do more.

5 5 Messaging Assets Copy Blocks These three lengths of copy blocks are provided for you to choose from, including short, medium, and long options. Short Option Ideal for use in s, direct mailers, or other marketing materials that drive customers to your website, or as talking points when speaking with customers. Need to shift your business into high gear? Time to consider the Mac. It gives you the tools you need to make your business stand out and stay productive, the security to keep your business safe, and the compatibility to fit right in with your current technology investments. The Mac also tops the charts in reliability and customer satisfaction, so it delivers real value to your business. Medium Option Ideal for use in s, direct mailers, or other marketing materials that drive customers to your website or your retail location. Need to shift your business into high gear? Time to consider the Mac. It gives you the tools you need to make your business stand out and stay productive, the security to keep your business safe, and the compatibility to fit right in with your current technology investments. The Mac also tops the charts in reliability and customer satisfaction, so it delivers real value to your business. With the Mac, you get the resources you need to empower your business, from accounting and finance to marketing, sales and productivity tools that are easy enough for almost anybody to use. The Mac is designed to help you get work done efficiently with one-of-a-kind features like Quick Look and Cover Flow to help you stay organized. The Mac also helps keep your team coordinated and in sync with built-in solutions for , calendaring, and contacts all at no extra charge. Incorporating the Mac into your existing PC network is easier than ever with Mac OS X. The Mac is highly compatible. Native support for Mac and Windowsbased networks means that it fits right in and lets you leverage your existing technology investments. It runs Microsoft Office and Windows applications (sold separately), connects to virtually any server, shares files with nearly any computer, and seamlessly accesses most printers and other network services. All this, plus built-in security features such as an applicationbased firewall, built-in VPN client, strong encryption tools, and integrated Internet security. The Mac offers everything a business requires, with features that streamline business operations, boost productivity, support collaboration, and enable easy creation of stunning digital content.

6 6 Messaging Assets Copy Blocks continued Long Option Ideal for use on your website as business-specific web page content. Need to shift your business into high gear? Time to consider the Mac. It gives you the tools you need to make your business stand out and stay productive, the security to keep your business safe, and the compatibility to fit right in with your current technology investments. The Mac also tops the charts in reliability and customer satisfaction, so it delivers real value to your business. With the Mac, you get the resources you need to empower your business, from accounting and finance to marketing, sales and productivity tools that are easy enough for almost anybody to use. The Mac is designed to help you get work done efficiently, with one-of-a-kind features like Quick Look and Cover Flow to help you stay organized. The Mac also helps keep your team coordinated and in sync with built-in solutions for , calendaring, and contacts all at no extra charge. The Mac equips your business to market with style, ease, and minimal expense. With every new Mac, you get the ilife suite of applications at no extra charge so you can create marketing and advertising materials, podcasts, or design and publish websites that wow your customers. You get imovie 09, which makes it easy to create attention-grabbing videos on your own to promote your business all without complex applications, large budgets, or professional assistance. The Mac also runs the iwork suite of tools (sold separately), including Pages 09, Numbers 09, and Keynote 09 to power the creation of stunning documents, spreadsheets, and presentations. Incorporating the Mac into your existing PC network is easier than ever with Mac OS X. The Mac is highly compatible. Native support for Mac and Windowsbased networks means that it fits right in and lets you leverage your existing technology investments. It runs Microsoft Office and Windows applications (sold separately), connects to virtually any server, shares files with nearly any computer, and accesses most printers and other network services. The Mac also supports Microsoft Exchange Server and Active Directory, so it easily fits into your Windows infrastructure. With the Mac, you won t get PC viruses. And its built-in multilayered system of defenses helps keep your business safe. Mac OS X also has you covered with robust built-in security features such as application-based firewall, VPN client, strong encryption tools, and integrated Internet security. It also helps you keep your data secure with Time Machine, which automatically saves up-to-date copies of everything on your Mac for easy recovery using a additional hard drive, sold separately. The Mac offers everything a business requires, with features that streamline business operations, boost productivity, support collaboration, and enable easy creation of stunning digital content.

7 7 Messaging Assets Key Features Key features are high-level messages for communicating to business customers, in concise bullet format. They can be used in full or shortened, and are ideal for use as side content on a web page or in s and other marketing materials providing easy-to-digest messaging points that can catch a customer s attention quickly. Run your business with style and efficiency. With the Mac, you can create stunning documents, spreadsheets, and presentations, or tap into a vast array of finance, marketing, sales and productivity software. And with imovie 09, included with every Mac, almost anybody can deliver video that captures the attention of a wide variety of audiences. Fit in and stand out. Incorporating the Mac into an existing PC network is easier than ever. The Mac can connect to virtually any server, share files with nearly any computer, and seamlessly share most printers and other network services. Make your business safer than ever. The Mac provides layers of protection built-in so your business can rely on comprehensive security reducing your worries. Collaborate with ease. The Mac gets your team working together quickly with built-in solutions like , calendaring, shared address book, video chat and more.

8 8 Campaign Assets Instructions All marketing materials you send your customers such as banner ads, s, and direct mailers should drive them to a page on your website that speaks specifically to their needs, often referred to as a landing page. It is valuable to give your customers all the resources and information they need in one central location. A landing page shows customers that you are familiar with their unique requirements and dedicated to providing personalized service. Samples from this kit display the basic layout for marketing collateral to be used as a guide, and to be supplemented with your logo and design assets from Apple Sales Web. Web Page Outline All communications should drive your audience to a landing page on your website, where they can see content specific to business customers. This outline shows the different content areas for a basic landing page. It is followed by another outline example that includes messaging assets from this kit. Your Information Your website navigation and graphics Your company logo Your company name and contact information Headline Tagline Main Content Area Include concise messaging about Apple solutions for your particular audience. To help users read your information more easily, consider starting each paragraph with a short introductory statement in bold. Approved product Approved product Approved product Supporting statement in bold. You can also include approved product throughout the page to help illustrate your message. Call to Action Key Features Approved product Apple Authorized Reseller logo

9 9 Campaign Assets Web Page Outline with Messaging Your Information This web page outline shows how the messaging provided in this kit can be used to fill in a basic landing page on your website. Your Business on a Mac. Creative. Compatible. Highly Secure. Approved product Contact us to get details on deploying the Mac in your business, or to schedule an onsite consultation. The Mac. Business powerhouse. Need to shift your business into high gear? Time to consider the Mac. It gives you the tools you need to make your business stand out and stay productive, the security to keep your business safe, and the compatibility to fit right in with your current technology investments. The Mac also tops the charts in reliability and customer satisfaction, so it delivers real value to your business. Approved product Approved product Run your business with style and efficiency. With the Mac, you can create stunning documents, spreadsheets, and presentations, or tap into a vast array of finance, marketing, sales and productivity software. And with imovie 09, included with every Mac, almost anybody can deliver video that captures the attention of a wide variety of audiences. Fit in and stand out. Incorporating the Mac into an existing PC network is easier than ever. The Mac can connect to virtually any server, share files with nearly any computer, and seamlessly share most printers and other network services. Make your business safer than ever. The Mac doesn t get PC viruses. And its built-in multilayered system of defenses helps keep your business safe. Mac OS X also has you covered with robust built-in security features such as application-based firewall, VPN client, strong encryption tools, and integrated Internet security. It also helps you keep your data secure with Time Machine using an additional hard drive, sold separately. Collaborate with ease. The Mac gets your team working together quickly with built-in solutions for , calendaring, shared address book, video chat, and more. The Mac offers everything a business requires, with features that streamline business operations, boost productivity, support collaboration, and enable easy creation of stunning digital content. And Macs top the charts in reliability and customer satisfaction. That s real value for your business. Business, with style. With the Mac, you can market and run your business with style and ease. Streamlined compatibility. The Mac easily shares resources on your network. It even runs Windows applications. Stress-free security. With the Mac, your business can rely on comprehensive security. Easy collaboration. The Mac comes complete with collaboration tools to help your team stay coordinated and in sync. Approved product Apple Authorized Reseller logo

10 10 Campaign Assets Sample Banner Ads Leaderboard / horizontal With a landing page in place on your website, the next step is to focus on creative ways to drive customers there. Banner ads are an effective way to do this. The following samples illustrate how you can use the messaging provided in this kit to develop compelling banner ads. They are in outline form and should be used as a guide only. Consider placing your banner ads on other websites frequented by decision-makers. Skyscraper Approved product Your logo Mac OS X Highly Secure by Design Vertical rectangle Built-in defenses. No PC viruses. Your logo Your Business on a Mac Your logo Copyright information. Your logo Marketing with Style Approved product Creative. Compatible. Highly secure. Stunning documents. Powerful spreadsheets. Creative presentations. Fits in. Stands out. Apple Authorized Reseller logo Apple Authorized Reseller logo Compatible with your existing network. Copyright information. Copyright information. Apple Authorized Reseller logo Copyright information.

11 11 Campaign Assets Sample HTML Another way to drive traffic to your website landing page is by sending a designed HTML to current and previous customers, or to purchased lists of potential customers (from verified opt-in lists only). s that are formatted in HTML and include graphics can be more effective at catching the eye of previous and potential customers. The following sample illustrates how you can use the messaging provided in this kit in an , and should be used as a guide only. From: Reseller Name Subject: Mac for your business. Solutions from <Reseller Name> To: Reseller Contact List Your Business on a Mac. Creative. Compatible. Highly secure. Approved product Need to shift your business into high gear? Time to consider the Mac. It gives you the tools you need to make your business stand out and stay productive, the security to keep your business safe, and the compatibility to fit right in with your current technology investments. The Mac offers everything a business requires, with features that streamline business operations, boost productivity, support collaboration, and enable easy creation of stunning digital content. And, the Mac tops the charts in reliability and customer satisfaction, so it delivers real value to your business. Learn more link to your landing page > Your company name Your website URL Your address and phone number Your logo Apple Authorized Reseller logo Link to unsubscribe from future s Copyright information Physical address of sender

12 12 Additional Assets Sales Tools There are a number of supporting materials that can help your marketing and sales efforts. You can gain additional inspiration, messaging, and information about Apple for business from the resources available to you. To access these resources, see Small Business Campaigns in Apple Sales Web, located under the Sales Tools/Campaigns section. Supplemental Resources To supplement the information included in this kit, there are a variety of other resources available on ASW to help you communicate, market, and sell Apple solutions. Contact your Channel Program Manager or Apple Account Representative if you need assistance accessing these resources. Product and Channel Assets Other asset kits, including copy blocks, product details, and image files for specific Apple solutions are located on ASW. There you can find kits on the products most relevant to small and medium business customers. : Mac OS X Snow Leopard Mac Book and MacBook Pro MacBook Air imac Mac Pro Mac OS X Snow Leopard Server Xserve Training and Certification Materials Business customers may be interested in learning about the training and certification opportunities provided by Apple. Knowing about these types of services can help encourage customers to adopt Apple solutions for their business. Refer to training.apple.com for more information. Videos Rich media video content, including Apple product feature tours, are available and can be used with express permission from Apple. The content from these videos can help increase your sales at point of purchase, or can be used on your sales training intranet for quick feature tips when speaking to customers. Please contact your Channel Program Manager or Apple Account Representative for more information. TM and 2010 Apple Inc. All rights reserved. March 2010 L418460A-US