Telstra Pitch Work

1. TELSTRA ENTERPRISE
FY 2015 Marketing Program
April 2014

2. THE TASK
To create and implement a
customer nurture program that
drives increased customer advocacy
in priority C-Suite executives within
Australian business enterprises.

3. THE BUSINESS
OBJECTIVES
Through a single minded and unrelenting
focus on building and harnessing the value
of customer advocacy, Telstra Enterprise will
meet and exceed growth targets via:
Mobility: Growing market share and increasing our ARPU.
Acquisition: Securing critical win backs and increasing market share.
Core: Increase revenues by demonstrating value.
Global: Building our pipeline in a global market.

4. SIZE / SCALE
INDUSTRY VERTICAL
PRODUCT NEED
LIFECYCLE
INDIVIDUAL
C-SUITE
PERSONAS
THE TRADITIONAL APPROACH TO C-SUITE MARKETING
Qantas / NAB
SIZE / SCALE
INDUSTRY VERTICAL
Retail, Transport and L
Mobility, NAS etc
PRODUCT NEED
Growth / Retention / Winback
CEO vs COO
LIFECYCLE
INDIVIDUAL
C-SUITE
PERSONAS
Qantas / NAB
Retail, Transport and L
Mobility, NAS etc
Growth / Retention / Winback
CEO vs COO
CUSTOMER
TARGETING

5. PERSON-TO-PERSON
ENGAGEMENT
For a viable and effective Nuture campaign, we do need to take all these different customer
perspectives into account:
Affects planning – targeting, prioritisation, preparation
Shapes Knowledge – relevance, depth, solutions
Drives activity and outcomes – where the rubber hits the road
But to truly Nurture - build the capacity to drive trust and create true advocacy - we need
to go another level down. We need to get more personal.
B2B Marketing is yesterday…today its critical to deliver Person - to - Person marketing

6. MARKETING TO
THE C-SUITE
Always on.
While most C-Suite decision makers strive to maintain a
healthy work-life balance they don’t necessarily turn off
completely at home or while travelling. Providing people
with a choice of when they want to consume your content
is a distinct advantage. Also it helps if the content is
designed with ‘after-hours’ appeal.
Know who your talking to.
Roles and responsibilities are changing frequently and
multiple stakeholders and influencers impact decision
making. Using the insights we have about the individuals,
not just their title and role, opens up an opportunity to
create some smart, personalised communications.
Become Collaborators.
Encouraging and facilitating conversations among the
decision makers will help position Telstra as an enabler
who not only understands the value of group decision
but how to get there.
The customer decision journey
is changing.
Building trust goes beyond marketing communications.
Many of the ‘moments of truth’ are related to service
delivery and brand experience. Harnessing internal
resources and knowledge to deliver great service is
critical If there have been issues we need to be ready
to address them with the audience.

7. THE
CHALLENGE
Shifting the Approach
FROM TO
Tech/Solutions lead Business focused
Information Overload Clarity/Simplicity/Relevant
Mass Message Bespoke/Personalised
Pushed content Permission based content
Scheduled commitment My choice
Supplier Trusted partner

8. THE BIGGEST SHIFTS
C-Level executives already have Trusted Advisors
š Body Engaged Leadership team (other C- Level targets)
š Internal experts (Innovation, Market analysts with total focus)
š External Consultants (Advisors, Industry Experts, ICT partners)
We need to assemble the right team with the
capacity to meet this order of thinking and advice
š Academic and Experts
š Internal Subject Matter Champion
š Passionate Customer Advocates
We will harness their knowledge and expertise
in innovative ways
š Our clients can tap the content they need
š How they want it, when they want it

9. CHANGING
THE GAME
Demands of the business demand a
smart approach.
Product sales, winback, global connections and
mobility all critical
We need to find ways where unified Nuture program elements
deliver against multiple objectives to a diverse range
of C-Suite exectutives- people
ADVOCACY 3
Harness existing passionates
to support engagement (and
continue to support them).
ADVOCACY 2
Shift passives to advocates -
through person to person value.
ADVOCACY 1
Drive reappraisal by Rejectors -
through existing advocates to
drive reappraisal.
AUSTRALIA OUT ACQUISITION /
CORE - TIER 3 WINBACK
MOBILITY

10. NURTURE
PROGRAM
FUNDAMENTALS
1. INSIGHTS
š Curated for me and delivered
when and how I want
it - always on
š Existing information
and insights simplified,
repackaged and enhanced
2. INSPIRATION
š Spark my interest initiatives
above and beyond and always
on approach
š Harnessing internal and
external and external experts
and advocates to drive value
3. INNOVATION
š Harness insights derived from
C - suites engagement in content
š Apply to inform the ongoing
communications strategy
š New White Papers
delivered with impact

11. WHAT THE
C-SUITE WANTS
To truly gain influence with the C-Suite we need
to make a step change in our approach.
“Give me content that engages me, that’s got breadth and depth.
That I can access how I want, when I want, and easily share with
colleagues. But most of all give me content that’s relevant to my
current challenges. That will shed light on a hidden opportunity or
point out a looming threat. Content and ideas that help me move
forward and take my business to the next level”.

12. STRIDE

13. HIT YOUR STRIDE
A customer driven, integrated program delivering
insights, thought leadership and industry and
commercial content in a highly relevant and bespoke
style that is easily accessible, understandable and
shareable.
Like our content, the name is a clear signal of intent. It’s future focused, bold and to the point.
STRIDE is about empowering the C-Suite with knowledge and insights and enabling them to
make important decisions about the future of their business with confidence.
STRIDE is about igniting their thinking, opening their eyes to new possibilities and helping
them reach their full potential.

14. WHAT IS THE
C-SUITE EXPERIENCE
STRIDE is a program that’s in step with your business. It will connect
you with insights, answer your questions and stimulate your thinking
with new ideas to grow your business.
Your Business Insights Network, combines the immediacy of a multi-media news channel, with rigorous
thought leadership. Interactive self-help tools with opportunities to have your questions answered by experts.
Most importantly it’s a program where you get to set the agenda. You get to chose the insights and content
you receive that are relevant to your business. At a time that suits your busy schedule.
STRIDE will also evolve. The more it gets to know about you and your business, the better it will be able to
provide you with pertinent content and insights.

16. PROGRAM
ARCHITECTURE

17. THE BUSINESS
RESPONSE TEAM
Building trust relies on visibility and access to
personal relationships.
With people who can help plan your business strategies, create your future with less risk and turn
your plans and dreams into business reality.
The people who can do this are the gurus, hotshots, geniuses, the Enterprise experts, consultants
and engineers that help make Telstra Brilliant. We want them to lead the conversation with our
customers and help demonstrate how Telstra Enterprise is bringing our value proposition to life.
We’re calling them THE BUSINESS RESPONSE TEAM. They’re our virtual team of subject matter
experts and they’re at the heart of t he nurture program.

18. The Business Response
Team will:
š Develop topical content and conversations
that demonstrate Telstra’s
depth of knowledge.
š Provide insight and commentary on
customer outcomes in the 180 videos.
š Respond to client questions/challenges/
opportunities posted on RAPID.
š Deliver internal external
speaking engagements.
š Participate in client insights workshops.
š Demonstrate our value by developing
relevant case studies.
š Provide increased support to Account
Executives solution selling to clients.
Benefits for the Business
Response Team include:
š Developing their presentation, work
shopping and leadership skills.
š Becoming proficient at using social
media as a business tool.
š Building their personal profiles
internally and externally.
š Increasing their network and uncovering
new personal and business opportunities.

20. ENABLING
THE TEAM
We recommend a program to clarify and manage the
expectations of this community of experts, ensure
they are equipped and enabled, support their activities
and promote their visibility.
Identification
Initial nominations from GMs and key executives to draw up a short list of potential candidates.
Review process
Seek for other sources of talent on an on-going basis.
Endorsement
From a high level sponsor E.g. Brendon Riley, Global Enterprise Services.
Invitation email
To explain the role, the benefits and the expectations of being a Telstra Expert.
Gain commitment
Count me in.
A launch event
Provide the inspiration to be part of something special. Provide the context and strategy for
the program. Get them excited about the possibilities both professionally and personally.

21. SUPPORTING
THE TEAM
Developing Expertise Workshops
Help Subject Matter Experts (SME’s) develop and share knowledge and skills around
specific topic areas and Telstra’s industry solutions value propositions. (Growing My
Enterprise, Understanding My Customers, Working Smarter Safer).
Social Business Workshops
Help SME’s identify their unique area of expertise, build their profiles and confidence,
and get SMEs excited about using social media to enhance their reputation and areas
of expertise.
LinkedIn Experts
Connect the community of experts to share news, updates, content, case studies
and customer experiences.
Internal Communication
Develop a directory of experts, with profiles, photos, tags linking to their areas of
expertise etc. Support with internal communications plan, posters, events, etc.
Turn our experts into Telstra “Heroes”.
Reward Recognition
Linked to SME’s performance as social and customer advocates.

22. L AD R

23. LEADER
Telstra Leader is your own
digital newspaper.
An easily published digital newspaper containing relevant curated content
delivered daily to C-Suite executives. The content specifically formulated
and published on-demand using a web-authoring tool. It enables C-Suite
executivesto choose their areas of interest that can help them stay
abreast of the ever changing business landscape.
By tapping the knowledge of the Telstra Business Insights Network Leader
will help build a platform for better relationships.
The online service experience will be supported by a team of e-consultants
whocan assist clients as they build their interest profile. The backend
system will automatically add the relevant list of contributors and sources
and Leader is ready to actively connect the clients with what they need
to know.
As a permission-based system, we are no longer solely reliant on ongoing
EDM prompts or banners to drive involvement. Rather, the users desire
to continue to consume quality content will drive engagement and
opportunity.

24. CONTENT
AGGREGATION
PRINCIPLE

25. PERSONALISING
YOUR TELSTRA
LEADER

26. PERSONALISATION
PAGE

27. IPAD
INTERFACE

29. MOBILE
INTERFACE

30. YOUR THREE MINUTE
BUSINESS DOWNLOAD

31. 180
Video bites for the C-Suite.
C-Suite executives are time poor. More and more, these business
leaders and decision makers are saying they prefer video over static
white papers, case studies and even live demos.
They are highly receptive to short bite-sized content, which they
watch on any of the multiple devices they carry. 180 is a series of
3-minute video segments focused on business issues, challenges
and opportunities linked to key Enterprise program areas.
Hosted by a profile business journalist (think Mercedes Ruehl, BRW
Journalist) the videos will be released weekly and delivered to C-Suite
executives at a time, and on a device of their choosing.

32. SETTING YOUR
180 VIEW TIME

33. 180
MOBILE PHONE
VIEWING

34. 180 TOPICS
Initial topics would focus on business and industry
issues affecting Telstra customers. Topics would be
grouped under the three customer outcome priorities
‘Grow my Enterprise’, ‘Know my Customer’ and ‘Working
Smarter Safer’. For example:
Grow my
Enterprise
Know my
Customer
Working
Smarter
Safer
š Beyond borders
– Going global.
š The new science
of marketing.
š Media – Growing
audiences to
find new revenue
streams.
š Manufacturing –
The last frontier
for digital.
š Financial Services
– Improving the
cross sell.
š The strategic CIO.
š How well do you
know your
customer?
š The power of
data to change
decision making.
š Differentiating
through insights.
š Retail: Delivering
the omnichannel
experience.
š How intelligent are
your predictions?
š Make it personal –
the new service
experience.
š Collaboration –
the key to a
smarter supply
chain.
š How optimised is
your supply chain?
š Tracking assets,
safety and
compliance.
š Optimising
assets; protecting
workers.
š What’s next for
productivity?
š Automating
the monitoring
process.

35. DISTRIBUTED
CONTENT

36. AMBIENT
MEDIA

37. RAPID

38. RAPID
Busy executives want expertise, information
and answers at their fingers tips.
Rapid is a live wiki based platform designed to allow customers and prospects
to tap the breadth of expertise within the Telstra Business Response Network.
C-Suite executives or their support teams can login and request advice or
support around key issues facing their business in real time.
The one-to-many system can then self select the right people within the
network based on the nature of the question asked. Alternately, customers
can self-select individuals with high ratings or specific expertise should
they wish.
System smarts will ensure performance is tracked and showcased to assist
customer knowledge and confidence.
Rapid will also be available to assist Account Executives gain ready access
to issues affecting their client relationships.

39. HOW IT
WORKS

40. RAPID

42. VITAL
Enterprise level customers are
constantly seeking ways to drive
increased efficiency through
improved performance, or harness
new emerging opportunities.
Vital is a two-tiered diagnostic tool to help lift engagement
between customers and Telstra Enterprise.
Tier One is an online self-diagnostic tool that will focus on business
critical issues - security, mobility, and global expansion – and helps
clients assess their level of current performance and readiness to take
on emerging challenges. Data collected from Leader and 180 will be
used to identify new issues to be created within the Vital self-audit suite.
Tier Two is an AE-led offer to clients who’ve been identified through
their self-diagnosis. This would take the form of a hands deep dive
consultancy project with key members of the Business Response
Network with the outcome being a tailored business solution.

43. INFORMED
EXPERIENCES
Given the content-led engagement strategy, Telstra Enterprise will have
– like never before – real time data about what its customers are focused on:
š From selected subjects and viewed stories within Telstra Leader
š From viewed and shared video content from 180
š From queries and conversations within Telstra Rapid
This knowledge will be shaped to create and deliver a suite of experiences for customers,
driven by customers and fulfilled by Account Leads and the Business Response Networks.
HOME GROUND
š Identify when C-Suite
executives within same
organisation are focused
on similar issues/content
š AE offers an in-house event
experience at customers HQ
including key members of the
Telstra Response Network
PERSPECTIVES
š When C-Suite executives from
different non-competitive
businesses are focused on
similar issues/content
š Use TEC or in-house
Telstra environment to
host and workshop issues,
harnessing the experience
and expertise of the Telstra
Response Network
HOTSPOT
š Top rating content each
month from Leader and
180 will be identified as the
subject matter for a deeper
dive for C-Suite clients
š Virtual connection, as well
as opportunity for AE’s to
invite qualified customer
to the live hangout
EDGE
š A series of quarterly roadshow
events focused on emerging
issues, whitepapers, or
business innovation.
š Invitation will again be
informed by content usage,
and will create another
opportunity to position and
promote members of the
Telstra Response Network

44. NURTURE
PROGRAM ROLLOUT
Q1. REVIEW
AND LAUNCH
š Repurpose Content
š Create new, on-strategy
content
š Subject Matter Expert
engagement, mentoring
and motivation
Q2. ON
BOARDING
š Our People
š Our Partners
š Our Audience
š C-Suite
š Influencers
Q3.
ENGAGEMENT
š Embedded
communications
š Service support
š New Offers
Q4.
MOBILIZATION
š Use insights gained to
generate additional value
š Continue to harness
advocacy
š Tailored events and
experiences

45. Q1 REVIEW / BUILD Q2 ACTIVATION Q3 ENGAGEMENT Q4 MOBILIZATION
BUSINESS
RESPONSE NETWORK
LEADER
180
RAPID
VITAL
INFORMED
EXPERIENCES
People Audit Support Training
Profi ling Monitor New Recruits
Support / Training Reward
Design Go Live
Talent ID
Design
Design
Weekly EPS
Promote
Monitor
Measure
Promote
Monitor
Homeground Events As Required
Perspective Events As Required
Build Client Recruit
Research
Build
Build
Filming Filming Filming
New Issue
Based Tool
New Issue
Based Tool
Team Kick Off
Program Kick Off
Recognition
Reward
Recognition
Test Monitor Measure
Edge
Series
Edge
Series
Edge
Series
Hot Spot Hot Spot Hot Spot Hot Spot Hot Spot Hot Spot Hot Spot Hot Spot
Design
Test
Test
Monitor Measure
PROGRAM
ROLL OUT

46. ADVOCACY MOBILITY GLOBAL CORE WINBACK
LEADER X X X X X X X X X X -
180 X X X X X X X X X X X X
RAPID X X X - - X X
VITAL X X X X X X X X X X X X X
INFORMED
EXPERIMENTS X X X - - X X -
STRIDE -
DELIVERING
VALUE
The creation and implementation of the unified Stride Program will deliver
value across all areas of the Enterprise Business.
Content led strategy will ensure all clients have ready access to insights that
support their needs wherever their business issues lie. Content focus on
Mobility and Global within Leader and 180 will support these mission critical
areas. The Vital product offering will provide ready assistance to lower Tier
customers.

47. RESULT AREA MEASURE TOOL
REACH
Client Views
Client Registration
Online Reporting
ENGAGEMENT
Client Views
Client Dwell Time
Client Participation
(Digital Live Experiences)
Online Reporting
Online Survey
Readership
ADVOCACY
Sharing
Online Sentiment
NPS Score
Online Reporting
Online Social Tracking
Telstra NPS Tracking
SALES
% Lift By Customer
% Lift By Product
Telstra Sales
Data
STRIDE -
MEASURING
SUCCESS
Imagination will work closely with the Enterprise Marketing team to develop, capture
and harness key data and insights from the Stride program.
Measurement of Stride will focus on four key areas with substantial hard measures
- viewership, brand engagement time, and attitudinal shifts able to be captured
via on-line reporting tools. This will be supported by existing Telstra measurement
systems.

48. Katrina Rae
Business Director
Adam Jeffrey
Creative Strategist
Lyndon Hale
Digital Creative Director
Gerry Breislin
Communication Director
Mark Davies
Head of Digital Production
Trevor Smith
Production Director
Sandy Madden
Senior Screen Producer
Louisa Ryan
Production Director
DELIVERING
THE
PROGRAM
Our Team
Our Specialists

49. THANK YOU

50. CONTACT US
Katrina Rae
Business Director
email- katrina.rae@imagination.com
mobile- 0432 931 534
work- +61 2 8572 8773
© 2013 The Imagination Group Limited (‘Imagination’). To the best of our knowledge the information contained in
this document is correct at the time of going to press. We do not accept any liability for errors or omissions. This
document is not in any way to be published or circulated or reproduced in whole or in part. It has been prepared
by Imagination solely for use by it in the presentation of ideas and images to its clients and is for discussion
purposes only. To the extent that material used in this document has originated with Imagination, the copyright
to that material vests in Imagination. Copyright in other material used in this document vests in third parties
and is not licensed for publication. Any person acting contrary to this warning does so at their own risk and may
incur liability to third parties by doing so. They may also be liable to indemnify Imagination against claims made
and damages awarded against it, and related costs incurred by it, in respect of allegations of breach of third
party rights.