Transcript Channel Program Branding

Channel Program Branding
Good to Great 2008
© 2007 American Power Conversion Corporation. All rights reserved. All trademarks provided are the property of their respective owners.
How the Branding Discussion Started
 Channel Programs team engaged Art Silva for
creative brief to launch program and Capitalize
2008
 Need for simplified messaging
 Need for consistent nomenclature
 Need for scalable program as environments and
disciplines are added to portfolio
 Need for collateral materials to support program
 Need for web development support
Confidential – Internal Use Only
© 2007 American Power Conversion Corporation.
Current Brand Awareness
EMEA – Reseller Awareness Survey
• Q: Are you a member of Reliability Provider Program?
Not Sure
No
Yes
Year of survey
2007
Bars show counts
2006
2004
0%
Confidential – Internal Use Only
© 2007 American Power Conversion Corporation.
25%
50%
75%
100%
Current Brand Awareness
3 months 4 to 6
7-9
10-12
13. W he n wa s the la s t time :
or less
months months
months
Your company sold or recommended APC products?
89%
5%
1%
2
You attended an APC live training event?
30%
15%
4%
16
You attended an APC web seminar?
38%
20%
5%
15
You saw or spoke with an APC representative?
52%
13%
3%
12
You received
APC
93%
3%
0%
2
• Q: Are communication
you a member from
of one
of via
theemail?
following programs?
You received communication from APC via mail?
83%
8%
2%
3
NAM – Reseller Awareness Survey
14. Are y o u a me mb e r o f o ne o f the fo llo wing p ro g ra ms ?
Reliability Provider Program
Authorized Reliability Provider
Certified Silver Reliability Provider
Certified Gold Reliability Provider
Confidential – Internal Use Only
© 2007 American Power Conversion Corporation.
Yes
No
25%
20%
10%
7%
21%
25%
44%
46%
Not Sure
54%
55%
47%
47%
Current Brand Issues
 Current brand is recognized in market at gold level only
 Current nomenclature doesn’t flow
 Current nomenclature doesn’t speak to program
expectations
 Doesn’t allow for program to be scaled to include =S=
 Current program tiers are weak - most people think
about volume based recruitment vs. quality
Confidential – Internal Use Only
© 2007 American Power Conversion Corporation.
Risk to Changing
 Internal existing program collateral/web sites
 Partners have promoted current brand
 Collateral materials
 Web sites
Confidential – Internal Use Only
© 2007 American Power Conversion Corporation.
Why Would Change Be Good
 Corporate re-branding effort underway =S=
 Global standardization – chance to drive global consistency
 Many examples throughout the global of different
program names, logos and definitions
 Revisiting all elements of the program structure
 Realign to execute against partner competencies
 Realignment effort vs. demotion - most gold today's won't be
the gold partners of tomorrow
 New innovative approach to investing in our partners - we
have a new engine, interior, tires, etc...why would be put it
into an old shell?
Confidential – Internal Use Only
© 2007 American Power Conversion Corporation.
Other Program Brands
Channel
Company
Cisco
Program Name
Tiers (lowest to highest)
Cisco Resale
Partner Program
Select
Premier
Silver
Member
Advanced
Premier
Business
Gold
Platinum
Registered
Certified
Gold Certified
Associate
Advantage
Premier
Advantage
Premium
Partner
Certified
Elite
Certified
Advantage
Registered
Silver
Gold
Registered
Associate
Premier
Bronze
Silver
Gold
Level A
Level B
IBM PartnerWorld
HP PartnerOne
Program
HP
Microsoft Partner
Program
Microsoft
EMC Velocity
Partner Program
EMC
Nortel Partner
Advantage
Nortel
Oracle
PartnerNetwork
Oracle
Symantec Partner
Program
Symantec
Intel Channel
Partner Program
Intel
Liebert Network
Solutions Partner
Liebert
Power Alliance
Eaton/Powerware Program
IBM
Confidential – Internal Use Only
© 2007 American Power Conversion Corporation.
Gold
Signature
Platinum
Platinum
Branding Recommendations
BETTER
BENEFITS
 Existing branding/materials can be utilized for Silver and Gold
levels
RISKS
 Nomenclature doesn’t flow
 Nomenclature doesn’t speak to program expectations
 Realignment effort vs. demotion
Registered
Partner
Confidential – Internal Use Only
© 2007 American Power Conversion Corporation.
Select
Partner
Silver
Partner
Gold
Partner
Branding Recommendations
BEST




Realign to execute against partner competencies
Nomenclature flows
Consistency with industry standards
Scalable program as environments and disciplines are added
to portfolio (=S=)
Registered
Partner
Confidential – Internal Use Only
© 2007 American Power Conversion Corporation.
Select
Partner
Premier
Partner
Elite
Partner
Partner Level Descriptions
Environments
Select
Premier
Competency (Products to Solutions)
Confidential – Internal Use Only
© 2007 American Power Conversion Corporation.
Elite
Technical
X
Sales
Disciplines
P
Registered
or
X
Sales
Products
P
Program Level
Registered Partner
Select Partner
What's is
expected of
Partner
Register on line, complete
profile, complete
foundation training (~ 1
hour)
Register on line, complete
profile, complete
foundation training (~ 1
hour), complete 2 elective
in any discipline (100%
online)
Com petency
Familiar w ith breadth of
APC portfolio
Familiar w ith breadth of
Develop sales know ledge across
APC portfolio and
discipline or specific environment
selected additional
courses in specific
environments/disciplines.
Certification
Program Level
Descriptions
Prem ier Partner
Elite Partner
Environm ent OR Discipline
Certified Wiring
Certified Sm /Med
Certified Large Data
Specific
Closet
Data Center
Center
Partner has com m itted to and
Partner is
Partner has
successfully com pleted either a
"registered" w ith
"selected" and
com plete environm ent path
APC. They have
successfully
across all disciplines (sales only) Partner has com m itted to and successfully com pleted both the
provided valid contact com pleted a few
or a com plete discipline path
sales and technical path in an environm ent. Partner is
inform ation and
courses of interest to
across all environm ents.
considered an Elite Partner in their relevant environm ent.
profile inform ation.
their business.
Partner is considered a Prem ier
Partner is considered Partner is considered
Partner in their relevant
a Registered Partner. a Select Partner.
environm ent/discip
Confidential – Internal Use Only
© 2007 American Power Conversion Corporation.
Register on line, complete profile,
complete foundation training (~ 1
hour), complete sales courses in
selected environment or selected
discipline (100% online)
Register on line,
complete profile,
complete foundation
training (~ 1 hour),
complete sales and
technical courses in
WC environment (50%
online, 50% ILT)
Develop sales and
technical know ledge
across WC
environment Configure solutions
w ith minimal
assistance from APC
Register on line,
complete profile,
complete foundation
training (~ 1 hour),
complete sales and
technical courses in
Sm/Med DC environment
(50% online, 50% ILT)
Develop sales and
technical know ledge
across Sm/Med DC
environment - Design
solutions w ith minimal
assistance from APC
Register on line,
complete profile,
complete foundation
training (~ 1 hour),
complete sales and
technical courses in
Large DC environment
(25% online, 75% ILT)
Develop sales and
technical know ledge
across Large DC
environment - Design
solutions w ith minimal
assistance from APC
Partner Level
Registered Partner
Select Partner
Premier Partner
Certification
-
-
-
Partner Benefits
Partner
ResellerPortal
Locator
X
X
X
X
X
X
Listing
X
X
X
X
X
X
Elite Partner
Certified Sm/Med Data
Certified Wiring Closet
Center
Certified Large Data
Center
Product Access
≤75kW
≤75kW
≤75kW
≤75kW
≤160kW
≤250kW
Rebate Program
PayBax
PayBax
PayBax
Growth Incentive
Growth Incentive
Growth Incentive
X
X
X
X
X
X
X
X
X
X
X
Identify
X
X
X
X
X
Solutions
X
X
X
X
X
Design
Marketing
Development
Funds
Dedicated Sales
X
X
X
X
X
X
Support
X
X
X
X
Try and Buy
Program
Services
Partner
Program
Priority Tech Support
X
X
X
X
X
X
X
and Sales Support
X
X
X
X
X
X
X
Agent
Program
Opportunity
Registration Program
Leads Program
Confidential – Internal Use Only
© 2007 American Power Conversion Corporation.
Next Steps
 Country/Zone Approval
 Creative to begin work of Channel Program Scope of Work
Category
Program
Program
Program
Program
Program
Program
Program
Program
Program
Program
Program
Program
Program
Program
Program
Program
Program
Program
Program
Program
Program
Program
Event
Event
Event
Event
Event
Event
Event
Event
Event
Event
Event
Type
Support
Marketing
Marketing
Marketing
Support
Support
Marketing
Marketing
Marketing
Marketing
Marketing
Description
deliverable
Video - Business Drivers/Value Prop (Foundation)
5-10 minute headshot video
Video - Introduction (Foundation)
5-10 minute headshot video
Video - Program Overview (Foundation)
5-10 minute headshot video
Web Ads
design
Print Ads
design
Editorials (APC Print)
design
Internal Publication Promo Ads (AA)
design
POD Partner Portal: Look and Feel (header, footer, banner)
design
POD Partner Portal: Internal Editorial & Promos
design
Visual for Program Levels
graphics
Certification Level Icons/Badges (WC, SMDC, LDC, Service, Recycling)
graphics
Try and Buy + Paybacks + TradeUPS Logo or Graphic treatment
graphics
Program Level Logos
graphics
Posting of updated ads/graphics
dire
Partner Page Development (New program content addition)
dire
POD Partner Portal: Authentication Bridge
dire
Reseller Locator (Logic Update to match new program levels)
dire
Program Overview Brochure (Program Structure, Messaging, Requirements, Enablement)
indesign offset print and stock
Presentation - Program Fundamentals/Prerequisites (Foundation)
release of new ppt file brand
Program Benefits Design template (Service, ORP, Paybacks, MDF, Try and Buytemplate
etc..)
Step-by-Step Guide (Individual, Company Level)
template
POD Partner Portal: Email Invite
template design
Signage (trends/opportunity / program highlight)
design
Banner Ads (various sizes)
design
Email Blast Invite
e-dm template
Video Invite (3-5 Minute Trends = Opportunity, Come learn how, Aaron on screen)
e-dm w/ video (can do?)
Partner Page Development (Adding event marketing content)
dire
Event Presentations
new brand ppt file when available
PDF Flyer Invite
pdf version of email blast invite or web page
Event/Promo Registration Page
promo page link into ccentral
DVD for Video Invite
same video on media
Event Name / Logo / Look and feel
Sherman polling name
Video loop - Voice of Partner Testimonials/ Alliances etc… TBD
montage of short VOP, Alliance, etc clips
Confidential – Internal Use Only
© 2007 American Power Conversion Corporation.
Request Type
Creative
Creative
Creative
Creative
Creative
Creative
Creative
Creative
Creative
Creative
Creative
Creative
Creative
Web Development
Web Development
Web Development
Web Development
Creative
DCU
Creative
Creative
Creative
Creative
Creative
Creative
Creative
Web Development
Creative
Creative
Creative
Creative
Creative
Creative