Adobe Public Relations (PR) Guidelines

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1 Adobe Public Relations (PR) Guidelines Adobe Partner Connection Reseller Program and Adobe Partner Connection Distributor Program Thank you for participating in the Adobe Partner Connection Reseller or Adobe Partner Connection Distributor program. These programs give our valued channel partners a unique opportunity to take advantage of Adobe public relations support through press releases and other public communications efforts. Following are guidelines for each level within these Partner Connection programs, including a general description of Adobe PR support and benefits associated with each level, channel partner responsibilities and content requirements, as well as Adobe approval processes. Partners wishing to issue a press release regarding their membership in the program, or reference their relationship with Adobe, must adhere to the guidelines below in order to obtain approval and support from Adobe. Adobe Partner Connection Portal German: Spanish: French: English: Italian: Adobe Partner Connection Help Desk Telephone (all countries in EMEA): +44 (0) Toll free numbers: Germany: UK: France: If there are any questions regarding your partner program membership, please contact the Partner Help Desk or your Adobe Channel Account Manager for additional guidance. PR Guidelines for the following partner levels are outlined in this document: - Registered Reseller - Certified Reseller - Gold Reseller - Platinum Reseller - Distributor Registered Reseller Description of Adobe PR support and benefits: Registered Reseller is the entry level membership in the Adobe Partner Connection Reseller Program. Partners at this level may communicate directly to their customers that they offer Adobe products and solutions; however, Adobe does not support or approve partner press releases at this level. Registered Resellers may represent their membership in the program via direct communications such as or newsletters. - <Company Name> is a Registered Reseller in the Adobe Partner Connect Reseller Program in relevant countries* and is pleased to be able to offer a wide range of Adobe products and solutions.

2 Certified Reseller Description of Adobe PR support and benefits: As the next level of membership in the Adobe Partner Connection Reseller Program, Certified Resellers may issue a press release regarding their participation in the program. Adobe will review the announcement and provide a supporting quote for the partner to include in the release, typically from the regional sales director level. The press release may not include the Adobe stock symbol or boilerplate information. In addition, the release must not reflect a joint announcement. The release should read as though the Certified Reseller is taking action, not Adobe. - Sample headline: <Company Name> Joins Adobe Partner Connection Reseller Program as Certified Reseller - Sample description: <Company Name> is a Certified Reseller in the Adobe Partner Connection Reseller Program in relevant countries*, and is pleased to offer its customers a full range of Adobe products and solutions. - Sample Adobe quote from regional sales director: As a Certified Reseller, <Company Name> has demonstrated knowledge of Adobe products, and we are confident in <Company Name s> ability to recommend the best Adobe-based solutions that help its customers achieve their business goals. - Relationship, work with, work together, and team are all appropriate words that may be used to characterise the Certified Reseller s relationship with Adobe. - Certified Reseller contacts Adobe Channel Account Manager and provides draft of press release, along with key message(s) for Adobe quote - Adobe Channel Account Manager provides regional Adobe PR with draft of press release for review - Regional Adobe PR manager reviews press release, and develops/edits supporting quote from regional sales director level spokesperson - Regional Adobe PR manager delivers approved quote and press release to Adobe Channel Account Manager - Adobe Channel Account Manager delivers approved quote and press release to Certified Reseller and obtains final version of the release in advance of distribution, sends the final version to Regional Adobe PR manager Minimum turnaround time: 5 business days

3 Gold Reseller Description of Adobe PR support and benefits: Gold Resellers are encouraged to issue a press release regarding their participation in the Adobe Partner Connection Reseller Program. Adobe will review the announcement and provide a supporting quote for the partner to include in the release, typically from the senior sales director level in EMEA. The press release may not include the Adobe stock symbol or boilerplate information, and should not be positioned as a joint announcement; however, the relationship may be blogged or tweeted about by approved regional Adobe channel spokespeople and/ or regional Adobe PR. - Sample headline: <Company Name> Attains Gold Reseller Level in Adobe Partner Connection Reseller Program - Sample description: <Company Name> is a Gold Reseller in the Adobe Partner Connection Reseller Program in relevant countries*, providing sales expertise and services to its customers on a full range of Adobe products and solutions. - Sample Adobe quote from senior sales director in EMEA: As a Gold Reseller, <Company Name> is committed to providing a superior level of service and expertise for its customers. Having demonstrated proficiency in Adobe products, <Company Name> is well positioned to provide its customers with customised solutions that help meet business objectives. - Relationship, work with, work together, and team are all appropriate words that may be used to characterise the Gold Reseller s relationship with Adobe. - Gold Reseller contacts Adobe Channel Account Manager and provides draft of press release, along with key message(s) for Adobe quote - Adobe Channel Account Manager provides regional Adobe PR with draft of press release for review - Regional Adobe PR manager reviews press release, and develops/edits supporting quote from regional sales director level spokesperson - Regional Adobe PR manager delivers approved quote and press release to Adobe Channel Account Manager - Adobe Channel Account Manager delivers approved quote and press release to Gold Reseller and obtains final version of the release in advance of distribution, sends the final version to Regional Adobe PR manager - Regional Adobe channel spokespeople and/or regional Adobe PR may blog/tweet about relationship after press release is distributed by Gold Reseller Minimum turnaround time: 7 business days

4 Platinum Reseller Description of Adobe PR support and benefits: Adobe PR will work with Platinum Resellers to issue a press release regarding their partnership and participation in the Adobe Partner Connection Reseller program. Adobe will review the announcement and provide a supporting quote for the partner to include in the release, typically from the sales and marketing Vice President level in EMEA. The Platinum Reseller is responsible for issuing the press release; however, the release may be posted on the regional Adobe press room, and the relationship may be blogged or tweeted about by approved regional Adobe channel spokespeople and/or regional Adobe PR. - Sample headline: <Company Name> Named Platinum Reseller by Adobe - Sample description: <Company Name> is a Platinum Reseller, the highest level of membership in the Adobe Partner Connection Reseller Program in relevant countries*. As a key partner within the program, <Company Name> has a proven history of providing essential advisory and implementation services on the full range of Adobe products and solutions. - Sample Adobe quote from sales and marketing Vice President in EMEA: As a Platinum Reseller, <Company Name> has closely aligned with Adobe s business, playing a key role in identifying solution opportunities that help customers reach their business potential. We look forward to working closely with <Company Name> to deliver solutions that provide the best customer experiences possible. - Relationship, work with, work together, and team are all appropriate words that may be used to characterise the Platinum Reseller s relationship with Adobe. - Platinum Reseller contacts Adobe Channel Account Manager and provides draft of press release, along with key message(s) for Adobe quote - Adobe Channel Account Manager provides regional Adobe PR with draft of press release for review - Regional Adobe PR manager reviews press release, and develops/edits supporting quote from regional sales director level spokesperson - Regional Adobe PR manager delivers approved quote and press release to Adobe Channel Account Manager - Adobe Channel Account Manager delivers approved quote and press release to Platinum Reseller and obtains final version of the release in advance of distribution, sends the final version to Regional Adobe PR manager - Regional Adobe PR manager works with local web team to post press release on regional press room site in conjunction with Platinum Reseller distributing the release - Regional Adobe channel spokespeople and/or regional Adobe PR may blog/tweet about relationship after press release is distributed by Platinum Reseller Minimum turnaround time: 10 business days

5 Distributor Description of Adobe PR support and benefits: Distributors may issue a press release regarding their participation in the Adobe Partner Connection Distributor Program. Adobe will review the announcement and provide a supporting quote for the partner to include in the release, typically from the regional sales director level. The press release may not include the Adobe stock symbol or boilerplate information. In addition, the release must not reflect a joint announcement. The release should read as though the Distributor is taking action, not Adobe. - Sample headline: <Company Name> Joins Adobe Partner Connection Distributor Program - Sample description: <Company Name> is a Distributor in the Adobe Partner Connection Distributor Program in relevant countries*, and is pleased to offer approved Adobe Partner Connection Resellers a full range of Adobe products and solutions. - Sample Adobe quote from regional sales director: We are pleased that <Company Name> has joined the Adobe Partner Connection Distributor Program, and value <Company Name s> ability to help make it easier for approved Adobe Resellers to bring powerful solutions to their customers. - Relationship, work with, work together, and team are all appropriate words that may be used to characterise the Distributor s relationship with Adobe. - Distributor contacts Adobe Channel Account Manager and provides draft of press release, along with key message(s) for Adobe quote - Adobe Channel Account Manager provides regional Adobe PR with draft of press release for review - Regional Adobe PR manager reviews press release, and develops/edits supporting quote from regional sales director level spokesperson - Regional Adobe PR manager delivers approved quote and press release to Adobe Channel Account Manager - Adobe Channel Account Manager delivers approved quote and press release to Distributor and obtains final version of the release in advance of distribution, sends the final version to Regional Adobe PR manager Minimum turnaround time: 5 business days *Countries: Andorra, Greece, Netherlands Austria, Guernsey, Norway Belgium, Hungary, Poland Bulgaria, Iceland, Portugal Cyprus, Ireland, Czech Republic Isle of Man, Romania, Denmark Italy, Russian Federation, Estonia Jersey, San Marino, Faroe Island Latvia, Slovakia, Finland Liechtenstein, Slovenia, France Lithuania, Spain, Germany Luxembourg, Sweden, Gibraltar Malta, Switzerland, Great Britain Monaco, Vatican City State Adobe Systems Software Ireland Limited 4-6 Riverwalk Citywest Business Campus Dublin 24 Ireland Adobe and the Adobe logo are registered trademarks of Adobe Systems Incorporated in the United States and/or other countries Adobe Systems Incorporated. All rights reserved. Printed in the USA. Part# /11

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