DO BEAUTIFUL BUSINESS

Beautiful accounting software www.xero.com XERO AUSTRALIA DO BEAUTIFUL BUSINESS Campaign Partner Pack

AUSTRALIA About the campaign 1 Campaign facts 2 Where you will see it 2-3 How you can get involved 4 Social media guidelines and examples 7 Something extra for our Gold partners 8 Want more? 8

ABOUT THE CAMPAIGN Melbourne, Australia For the first time in Xero history we ve invested in a radio, outdoor and print campaign targeted at Australian small business owners. The campaign objectives are simple: increase Xero brand awareness and build understanding and credibility about our online accounting software. Every piece of the campaign has a clear call to action: visit xero.com to learn more about Xero, our product, partners, add-ons, customers stories and more. Our campaign is called Do Beautiful Business. We know that small business owners don t go into business because they love accounting software, they go into business because they re passionate about their craft, idea, skill or industry. We believe that Xero helps them achieve that and do business beautifully, no matter what business they re in. The key reason we committed to this campaign was that many of our Partners told us that if clients knew more about Xero, it would be easier to turn those clients into Xero customers. We re supporting our Partner base by helping to spread the word about exactly what Xero is and what it can do. This campaign pack gives your team some tips on how to get the most out of this campaign by adapting it to your language and style and making it your own.

WHERE YOU WILL SEE IT RADIO Sydney Radio - 2GB, 2WS, Smooth FM Melbourne Radio - 3AW, Gold FM, Smooth FM METROPOLITAN NEWSPAPERS 10 Melbourne 10 Sydney OUTDOOR POSTERS IN SMALL BUSINESS HUBS Street A0 posters across Sydney (400 locations) Street A0 posters across Melbourne (400 locations) Street talk Sydney 70 locations Street talk Melbourne 80 locations Portrait posters - National - 50 site packs DIGITAL DISPLAY ADS Fairfax News, Yahoo, Facebook, National SOCIAL MEDIA & PR During the campaign period Xero will post more content specifically for Small Business owners, such as small business guides, case studies, product tips and tricks and add-on partner news. We encourage you to share this content to your clients within your own social network. Our above line activity will be strongly supported by Search Engine Marketing (SEM) to drive traffic to xero.com. This means you and your clients will see more ads for Xero when you re surfing the web.

CAMPAIGN FACTS Melbourne, Australia 2.1 million small business owners in Australia 60% of small business owners are located in Sydney and Melbourne 1.2 million small business employ more than one full-time employee

HOW YOU CAN GET INVOLVED We encourage you to make the Do Beautiful Business expression part of your business promise. After all, you re right in the thick of things with small business owners, and the more small business owners who understand the rationale behind the campaign and make it their own, the better. What we don t believe in are strict rules about how to use this campaign or a long list of do s and don t s. We d rather give you some examples of how we think the campaign tagline would work in your business and encourage you to use it in your promotions, communications and conversations. Here s the most important thing, though: make sure you use your Partner logo on any material you produce. This will make it super-clear that you re the genius behind the ad, so your potential clients know exactly who to get in touch with. Here are some examples of how we think you can work the Do Beautiful Business tagline into your promotions:

SUGGESTED AD LAYOUTS A5 Advert Your logo Primary message Extended message Do beautiful business with Abacus Smith and Xero At Abacus Smith, we believe beautiful business starts with good looking numbers. Xero is online accounting software that gives us a live view of your business finances. So no matter what you do or where you do it, with Xero we can help you do beautiful business. Call to action www.abacussmith.com.au 1 800 555 1234 Xero partner badge GOLD PARTNER Twitter hashtag #DoBeautifulBusiness A6 Advert Your logo Primary message Do beautiful business with Abacus Smith and Xero Call to action www.abacussmith.com.au 1 800 555 1234 Twitter hashtag #DoBeautifulBusiness GOLD PARTNER Xero partner badge

GOLD XERO AUSTRALIA PAGE 6 SUGGESTED AD LAYOUTS A5 Advert Short testimonial Xero has really cut my accounting time by 80%. It gives me goosebumps thinking about all that extra time I have. Bridget Labus Co-founder of Sixth Course Primary message Extended message Do beautiful business with Abacus Smith and Xero At ABC Accountants we believe beautiful business starts with good looking numbers. Xero is online accounting software that gives us a live view of your business finances. So no matter what you do or where you do it, with Xero we can help you do beautiful business. Your logo 1 800 555 1234 www.abacussmith.com.au Call to action Twitter hashtag #DoBeautifulBusiness GOLD PARTNER Xero partner badge A6 Advert Short testimonial Xero has really cut my accounting time by 80%. It gives me goosebumps thinking about all that extra time I have. Bridget Labus Co-founder of Sixth Course Primary message Do beautiful business with Abacus Smith and Xero Your logo www.abacussmith.com.au 1 800 555 1234 PARTNER Xero partner badge Call to action

SOCIAL MEDIA GUIDELINES & EXAMPLES TWITTER We will be sharing lots of content on Twitter that your clients will find valuable and useful. to spread the word, retweet your favourite stuff to your followers! Take a look at our Twitter feed to see what we ve got. Examples Do you worry about not having control of your business if you go away? With @xero you can do beautiful business wherever you are. With @xero I ve helped my clients to regain their time so that they can get on with doing beautiful business #dobeautifulbusiness How much time do you spend doing your accounts? With @xero I can help you get back to doing beautiful business. #dobeautifulbusiness YOUR FACEBOOK PAGE We will be sharing lots of useful content on our Facebook page. Share them by clicking the share button on anything you like. Take a look at our Facebook page > Example Have you spotted the Xero banners plastering the streets? We work with Xero to help you do beautiful business [Take a photo with the banners] YOUR LINKEDIN We ll be putting lots of content that was well-received on other networks on our LInkedin. Take a look and share them with your network and you can really add some value by adding your own commentary. Take a look at our Linkedin page > If you re not sure about your current partner status, simply log into My Xero for Partners or contact your account manager. GOLD PARTNER When using the partner badge, it should have a minimum clear space around it. This space is equal to the width of the x in the Xero logo. Never place the colour logo on a coloured background.

SOMETHING EXTRA FOR OUR GOLD PARTNERS If you re a Gold partner you might be eligible for a contribution from our Co-operative Advertising Fund. If you want to take advantage of the fund, take a look at the guidelines first. Once you ve read the guidelines, fill out the request form and submit it to aumarketingteam@xero.com for pre-approval. Once we ve approved funding, you can invoice Xero Australia Pty Ltd for the approved costs. Send invoices to accountsau@xero.com. MAKE SURE YOUR INVOICE INCLUDES THE FOLLOWING DETAILS: Made payable to: Xero Australia Pty Ltd 1/6 Elizabeth Street Hawthorn VIC 3122 Contact person: Your name Your email address WANT MORE? We re happy to give you some A2 campaign posters from our current outdoor poster campaign. These tell a great story when they re placed next to each other. Contact aumarketingteam@xero.com with your company name, contact person and postal address and we ll get some shipped out to you.

ENQUIRIES: Penny Elmslie Head of Marketing AU penny.elmslie@xero.com +61 408 715 988 Beautiful accounting software www.xero.com