MARKETING PLAN. Contract Marketing: Working Together to Ensure Wide Acceptance

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1 Cntract Marketing: Wrking Tgether t Ensure Wide Acceptance AT&T understands the imprtance f develping an effective marketing plan fr the prpagatin f TEX-AN NG prducts and services. Wrking in cnjunctin with DIR, we will begin a series f statewide seminars and training classes t ensure that: Our teams get the required TEX-AN NG knwledge Our custmers develp a gd understanding f the services and benefits f the cntract AT&T invites DIR t actively participate in these marketing activities. The AT&T marketing and sales strategy has three cmpnents: Internal educatin Sales and Supprt Teams External educatin Custmers and DIR Staff Technlgy platfrms Tls t facilitate effective cmmunicatins AT&T has a large presence within the State f Texas. We plan t leverage ur substantial sales frce t prvide educatin and infrmatin t custmers. This effrt will result in the adptin f TEX-AN NG prducts and services. AT&T Gvernment/Educatin and Medical Channels In an effrt t better serve ur Public Sectr custmers, AT&T realigned ur sales persnnel int tw divisins within ur ttal sales frce that we call the Gvernment/Educatin (G/E) market and the Medical market. Within the G/E sales segment, AT&T is able t unify ur utreach t the State f Texas Agencies, plitical subdivisins, schls, institutins f higher learning, sme medical facilities assciated with gvernment entities and ther qualified rdering entities. Internal Educatin - Sales Infrmatin and Marketing Website AT&T will maintain an internal TEX-AN NG website that includes current prduct and pricing infrmatin that enables ur sales persnnel t find useful details abut the prducts available under the TEX-AN NG cntract. This website will be the central repsitry fr TEX-AN NG sales infrmatin. Sales Reference Guide AT&T will develp a Sales Reference Guide fr use by Accunt Managers, as well as Technical Sales Cnsultants and supprt persnnel. The Sales Reference Guide will cntain prduct infrmatin and implementatin methds t help ur sales peple qute apprpriately priced TEX- AN NG prducts and services t custmers wishing t purchase via the DIR cntract. This Sales 1

2 Reference Guide will be made available t ur sales frce n the internal AT&T prduct infrmatin website. Rad Shws The AT&T Marketing Plan includes a series f traveling wrkshps t ur statewide ffices t assure apprpriate understanding f ur prducts and prices by ur sales persnnel and t answer questins specific t a gegraphic area. These wrkshps are perfrmed at regular intervals and infrmatin frm the rad shws will be available fr review by the sales persnnel. They will find this infrmatin n the internal TEX-AN NG website. AT&T TEX-AN NG Marketing Plan The gal f the AT&T TEX-AN NG marketing plan is t prmte TEX-AN NG, Mbility and G DIRect services and educate ur utside sales frce. The AT&T Custmer Relatinship Manager and the accunt team dedicated t DIR will als perfrm the rle f Subject Matter Experts and make themselves available t custmers and salespeple t answer questins and explain cntracts. Sales persnnel will be able t funnel questins and issues t the apprpriate persn. Regular Updates AT&T perfrms regular update sessins with ur inside sales staff t assure a cmplete understanding f the pricing and reprting requirements as delineated in ur existing cntracts. We als have Vertical Segment Advcates that target specific sectrs t facilitate accunt team expertise and act as an advcate fr a particular custmer base. These individuals are selected because f their familiarity with their market segment. We have educatin advcates and healthcare advcates wrking in the public sectr at this time. External Educatin Custmers and DIR Staff Training An effective prgram fr custmer awareness and training will play a key rle in the success f TEX-AN NG. During the first mnths after cntract award, AT&T will dispatch a team t prvide verview training abut the new cntract fr custmers lcated thrughut the state. At the same time, we will cnduct fcused sessins aimed at particular clients with special needs and requirements. These prgrams will play a key rle in advancing the wide custmer acceptance f the TEX-AN NG cntract. After ur initial training blitz, we will cntinue t cnduct TEX-AN NG cntract seminars/webinars t assure that ur custmers have the latest infrmatin. AT&T will deliver a well defined training prgram designed t prvide rientatin, training, and educatin n TEX-AN NG prducts and services t a brad range f custmers and end-users as well as t DIR persnnel. We will prvide rientatin n TEX-AN NG t DIR s custmers and direct-bill custmers thrughut the State. 2

3 AT&T will prvide extensive and nging training t supprt the administrative functins f the DIR billing team and the sales/rder functins f the DIR Netwrk Slutins team. All training initiatives and events will include prir ntificatin t DIR persnnel f curriculum and will include sufficient time fr DIR t schedule and participate if desired. Website AT&T will develp a new TEX-AN NG ( website that will detail the current prduct ffers and will be created upn cntract executin. Trade Shws AT&T will participate in a variety f trade shws arund the state. In particular, AT&T will actively participate in DIR-spnsred trade shws such as: Pwer t Purchase DIR Security Frums DIR Educatinal Prgrams AT&T is an assciate member f the Texas Assciatin f State Systems fr Cmmunicatins and Cmputing (TASSCC). We will leverage ur participatin at the annual cnference t shwcase TEX-AN NG prducts and services. Plitical Subdivisins and educatinal rganizatins als hst ther events arund the state. AT&T will wrk t integrate TEX-AN NG prducts and services int these events. Technlgy Platfrms Tls t facilitate effective cmmunicatins AT&T will use a variety f different appraches t maximize ur training effrt n the new cntract, including: Seminars/webinars Bulletins AT&T Cnnect web meeting Infrmatin n the TEX-AN NG website AT&T will use effective and apprpriate methds fr end-user and prduct type training as part f ur transitin plans fr custmers. We will prvide training in varius frms fr new r replacement services added t the cntract as apprpriate. We can als prvide end-user type training t supprt transitin r implementatin f a new service r tl. DIR reserves the right t review and mutually agree t mdificatins f marketing materials as deemed apprpriate. 3

4 AT&T Resurces dedicated t TEX-AN NG Marketing: AT&T has a Lead Marketing salespersn (and a back-up) dedicated t lead and crdinate marketing effrts. This persn will draw frm accunt teams, supprt persnnel, and crprate marketing resurces as needed. AT&T will deply teams t meet specific marketing gals and timelines as apprpriate. Initiatives will include, but nt be limited t: Trade shws AT&T custmer events in persn AT&T custmer events via webinar Marketing campaigns AT&T will wrk with DIR t jintly market TEX-AN NG prducts and services. AT&T Resurces dedicated t TEX-AN NG Sales: AT&T emplys hundreds f dedicated resurces assigned t supprt the State f Texas Agencies, Lcal Gvernment, and Educatin markets. AT&T aligns lcal resurces int segments fcusing n State Gvernment t supprt the requested TEX-AN NG services. AT&T is able t unify ur utreach t the State f Texas Agencies, Plitical Subdivisins, schls, institutins f higher learning, and ther qualified rdering entities by prviding a lcal dedicated accunt team with familiarities in these markets as well as varius ther skilled resurces. AT&T Sales ffice related t TEX-AN NG Prgram: AT&T has many ffices arund the State; the sample belw cnsists f 15 ffices that will be used t supprt sales effrts fr TEX-AN NG prgram. Sales Offices Street City State ZIP 5601 Legacy Dr. Plan TX Hustn St. Frt Wrth TX S. Akard St. Dallas TX West Lp Suth Bellaire TX Texas Ave. El Pas TX Eddy St. Amarill TX W Missuri Ave. Midland TX Avenue R Lubbck TX E Huntland Dr. Austin TX N. Saint Mary s St. San Antni TX McPhersn Rd. Lared TX

5 Sales Offices Street City State ZIP 721 Beech Ave. McAllen TX McCullugh Ave. San Antni TX S. Padre Island Dr. Crpus Christi TX S Lamar Blvd. Austin TX AT&T Planned marketing effrts in each year by TEX-AN NG market segment: AT&T will wrk with DIR t determine the apprpriate level f marketing activity. AT&T invites DIR t actively participate in all f these marketing activities. Year One Events (12 mnths after cntract signature) State Gvernment 2-3 State Agency rad shws DIR events as apprpriate Pwer t Purchase Infrmatin Security Frum Other DIR spnsred events TASSCC Annual Cnference 2011 in San Antni CONSEC 2011 Texas Hmeland Security Cnference Texas Hurricane Annual Cnference Lcal Gvernment At least five reginal rad shws distributed arund the state Fr example: Texas Municipal League Annual Cnference 2011 Assciatin f Public-Safety Officials Annual Cnference Texas Plice Chiefs Assciatin Annual Cnference 2011 Texas ISD Chiefs f Plice Annual Cnference

6 NENA Texas 2011 Texas Technlgy Frum erepublic Digital Cities Awards Gala Webinars as apprpriate Other Plitical Subdivisin events as apprpriate Educatin Events (fr example) Educause ELI 2011 Texas Cmputer Educatin Assciatin (TCEA) 2011 ACUTA 2011 Hustn ISD Technlgy Fair Lubbck ISD Fundatin fr Excellence RESC Events Technlgy Integratin Cnference Regin 5 Other RESC Events Higher Educatin (fr example) ACUTA 2011 University f Hustn Tech Fair Year Tw Events (after initial year) Year tw events will fllw the apprximate schedule, but AT&T intends t add events as apprpriate. We will participate in Texas and reginal events where pprtunities exist t include the TEX-AN NG services. 6