In order to achieve peak performance marketing, it is essential to have a plan. And not just any old plan: it needs to be robust, dynamic, realistic and aligned with corporate objectives – in other words, a masterplan. Ian will call on his vast experience of strategic marketing providing key insights on excellence in strategic marketing planning, and actionable learning points. This session will cover: Setting aims and objectives Engaging and aligning with wider organisational thinking Understanding measurement and ROI Tactical thinking and learning from past experience

1. Devise your Strategy
for Success
Ian Symes
Marketing Director, UK & Ireland
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1

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3. “If you don’t
know where you
are going, any
road will get you
there”
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3

4. OBJECTIVE
TACTICS
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5. TOP Sponsors
Tier 1 Partners
Tier 2 Supporters
Tier 3 Suppliers McCann
Airwave Crystal CG Worldgroup Ticketmaster Atkins Populous
Nielsen Trident BCG Holiday Inn Freshfields GSK
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5

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7. • VISION
• STRATEGY
• EXECUTION
• METRICS
• Every Cisco organisation/program/initiative has one
• Built from the corporate VSEM
• Every individual has MBOs that cascade from the VSEM and their
manager’s MBOs
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7

8. • 94 Sites
• 1800 Wireless Access Points
• 16500 IP Telephones
• 65000 Active Connections
• 80000 Data Ports
• 6,000 LOCOG employees
• 21,000 Athletes and Officials
• 22,000 Press and Media
• 70,000 Volunteers
• 10.8m Ticket Holders
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 8

9. • British Innovation Gateway
• $500M investment to
stimulate development of UK
Technology business
• 2 Sites – Shoreditch & the
Olympic Park
• The National Virtual
Incubator (N.V.I.)
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 9

10. • 65,000 Employees
Worldwide
• 3500 UK Employees
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11. 1 Advertising
2 Social Influence
3 Sustainability Partner for London 2012
4 CXO Engagement Program
5 Partner Engagement Program
6 PR
7 London 2012 themes across business
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11

12. • Print
• Web
• Digital Advertising
• On-Line TV
• SMB Seminars
• CXO Dinners
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13. • Cisco Partner Village
• Cisco Theatre ‘Architectures for
Business Transformation’
• ‘Ask the Expert’ Cisco stand incl.
Demos/ Genius bar
• Roger Black keynote
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14. Linked In Group discussion
TDMs Business Ready Webinars
Blogging programme Position Cisco as innovative brand
& Micro Blogging Young
Engineer
BDMs Understand Cisco crucial role in
making London 2012 happen
Position Cisco as innovative brand
Blogging programme Students
Partners Micro Blogging
Understand Cisco crucial role in
making London 2012 happen Position Cisco as innovative brand
International
Audience
Business Ready Webinars
Public
Blogging programme
Sector Position Cisco as innovative brand
Understand Cisco crucial role in End Users
making London 2012 happen
Business Readiness Checklist
CxO
Understand Cisco crucial role in
making London 2012 happen Brand awareness & relevance
The rest of the world
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 14

15. o Website: The hub for all Cisco
partnership activation – content are
Website
developed for syndication
o Social Networking: Facebook page,
Social
Twitter and Linked In Promotion
Networking
o Virtual Events: Business Ready
Webinars series & Cisco Interviews
o Blogging & Micro blogging: Digital
Promoting London 2012 activities on Comms
Social Media channels outside our Online Virtual
official channels Community Events
o Mobile Apps: Develop mobile Apps
that enrich Cisco digital experience
and adds value to our target audience
Blogging &
Mobile
o Online Community: Linked In Apps
Micro
blogging
Business Ready discussion group
o Promotion: Newsletter, Media Buy &
Search Engine Optimization
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15

16. Develop a digital experience that adds value to our target audience,
enhance our brand – in a way that support & show case London
2012 sponsorship and activition
• The website consist of four key www.cisco.co.uk/london2012
categories: Work, Live, Learn and Play
• The content is designed to explain the
role of Cisco in delivering the Olympics,
focussing on the technology, the network
approach and sustainability.
Examples:
• Case Studies: case studies of Cisco
previous partnerships sit, for BDM’s &
TDM’s
• Games Readiness Checklist of the top 10
issues facing CEOs in the run-up to the
Games.
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 16

17. A series of high profile WebEx based interviews
• Delivered monthly
• Live stream online on
www.cisco.co.uk/london2012
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18. Plan for success webinar aim to help business get ready for London
2012 – The webinar series is designed to inform, educate and
connect businesses across the UK.
• Every webinar we invite a
Industry experts as a guest
speakers and a customer
• The effect the Games will have on
your business
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 18

19. Promoting London 2012 activities on Social Media channels outside our
official channels – Through blogging and Micro blogging on : Twitter,
Linked In & Facebook
• To engage with our target
audience in a personal level, build
relationships and amplify
sponsorship – through promoting
London 2012 activities
• We trained London 2012 team on
Social Media and blogging so
each one of them can write about
what they do in more personal
and engaging way, in order to give
our story a personal touch
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 19

20. Cisco Teams Up With STEMNET to Challenge School Children to a Design
Website for Paralympics GB's Rachel Morris Ahead of the London 2012
• School children across the United Kingdom are
being challenged to design an online presence for
Rachel Morris as part of the latest STEM Challenge
• We invited 11-14 year old school children to design
an official web presence that will help raise the
profile of Rachel Morris, one of Britain's leading
Paralympians
• The Challenge has been put together with the aim
of harnessing school children's excitement about
the connectivity of the internet by building an
interesting, informative and educational website that
raises awareness of Rachel Morris, her sport and
her disability
• Cisco is passionate about supporting education in
the UK.
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 20

21. • Each marketing activation has it’s own ROI measurement
• CTR, Hits, Dwell Time, etc.
• But the real ROI is to understand what combinations of
communication and interaction create the greatest desired effect
with your target audience?
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 21

22. • Dream big in your Vision
• Your VSEM is living, not fixed
• Deliver a few things fantastically, not a lot at mediocre level
• Find the connections between activities...that’s the value add
• Measure for improvement, not ego
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 22

23. Thank you.