Brand Product Job No.

Date
IBM Lotus IBM Lotus IBM-0612 06.06.2011
Task Success Criteria
Invite people to IBM Lotus Forum, create buzz, get people to buy # of registration forms , # of attendees, # of opportunities/leads/wins*

Why is this brief here?

IBM is losing its market share. We need to establish a stronger sense of differentiation in the social applications
segment. IBM is organizing regular Lotus Forum in Moscow on September 20-21, 2011 with the focus on social
business.

Existing barriers that prevent engagement with Lotus: low understanding of IT & business value of Lotus products.

Competitive insights: Microsoft “easy implementation, low cost, fast investments return”. Microsoft is doing IT Case
Cup, Education Laboratories, market education, awareness programs, partner win back, paid programs.

Who are we trying to influence?

CxO -1, CIO, LOB, IT Managers, director, architects.

Purchase influencers: Higher level managers, BP's, customer references, social media

What do we want them to DO as a result of this communication?

Complete registration form for Event and attend event. Complete Event Feedback Form during/after Event with budget
confirmation and business areas selection were they need solution for improvement. Meet BP and sales during Event
to discuss how to buy.

How do we expect communications to work towards achieving this?

We need to use social media in our communication to attract people to the event from the social space.

What are we trying to convey?

Innovative features of Lotus in Social Software help to serve the needs of your company and your customers

What will help people to KNOW this? What will help people to FEEL this?
LotusLive, Joint Sale, Cloud, Cognos, Notes, Domino, Social media activity
Connections, Traveler, Customized Solutions, WS Portal,
Sametime, Quickr.

*Product sales cycle normally - 6-12 months after the event

Mandatories Channel Supporting Materials

Lotusphere Social Business look & feel HTML landing page, web banner, DM S:\IBM\Lotus Forum
invite + letter, Agenda template, Rollup
+ BP rollup

Account Director Planning Director Creative Director

Creative Development Time Final Review Date Client Presentation Date Final Deadline Production Budget
15.06.2011
New Idea Generation: Inspiration

Use this space for anything that you think could give creative people inspiration in solving the brief. Visual as well as
verbal. For example: links to relevant material on the web, books, articles, movie references, music, art, TV,
celebrities, a ‘rant’ you have written, thoughtstarters, pieces of advertising, any material which fleshes out the target
audience, or anything else which could help.