FY17 EMEA Marketing Plan for PartnersSeptember 28, 2016

1

Print Strategy – Transform The Business

2

Brand & GTMcoverage

Leading coststructure & quality

Technology IP People &know how

2

Lead 3D printing

Supplies growth

Capture copier pages

Home Office GraphicsReignite the home Transform graphics industries

to digital

HP Confidential

Office Printing Solutions Strategic Business Priorities

3

Grow profitable officemarket share Capture copier pages Managed Services

acceleration

JetIntelligence

PageWide

Most Secured

LaserJet AND PageWide

Serviceability & reliability

Focused channel strategy

Solutions

Scale

Business intelligence

HP Confidential

Commercial Marketing Priorities

Accelerate MPSby differentiating

with Security

Establish A3 via the

ContractualChannel

Continue to grow PageWide and Value Pages

The office is changingTrends driving change

Collaboration and space design

Your officeis where you are Security

Cost and eco conscious

Automate paper based processes

Transactional and contractual

5

From: Printer-centricassets

6

To: Printing-experience-centriccontent

Self Discovery

Content marketing strategyThe five key target audiences are:

Freq

uen

cy o

f co

nte

nt

Pre-Journey

Always-on contentThought leadership, informative content that drives credibility and positive brand perceptions (e.g. third party developed content)

Seeks information to solve business problems and are influenced by peers, experts and vendors in their networks.

On and off contentLower funnel and product specific content that facilitates identification and selection of a particular solution (e.g. HP branded content)

How will we reach them?

Primary target: millennial ITDM Secondary targets

ITDMs CXOs BDMs Office Managers Channel partners

Content pillarsOverarching ITDM insight: From Cop to Co-Op

Security Best Services Partner Design for Evolving Workplace

• 53% of IT managers realize printers are vulnerable to cyber crime yet few are taking immediate protective action.

• Today Security is the #1 ITDM concern – up from #7 in 2015.

• Let somebody else worry about printing.

• I control my costs.• And I add value to the business

with solutions like workflow

• My users work everywhere all of the time.

• Space is shrinking.• Being socially responsible is

important.

Drive value shareGrow managed print services

Grow managed print services Drive share across portfolio with differentiated solutions

Security servicesDevice/data/document protection

A3 – Contractual Programs Subscription services

PageWide (hero)OJ Pro, LaserJetA3 transactional

JetAdvantage Solutions

Insi

gh

tO

bje

ctiv

eIn

clu

des

© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

Content development: types, sources and vehicles

Always-On Content (70% of Content)Engaging, value-add content that includes thought leadership pieces, customer success stories, & office/tech trend articles.

HP/Product Content (20% of Content)Educational & useful product content that resonates with ITDMs / other business audiences —e.g. HP/Product news, demos & FAQs.

Hero content (10% of Content)Entertaining & emotional tentpole content that defines the HP brand and reaches a broad audience.

SOURCES

AR/PR

Specialized agencies

Core content agency

Content Service Provider

VEHICLES

Media

Events

Campaigns

hp.com

Nurture

Hubs

So

cial

#1 Business Themes

#2 Biz&IT-Related

"HP LaserJet Ent 553"#5 HP Product

“Protet your weakest link"#3 HP Point of View

‘Printers that protect" #4 HP Solution

5-BOX FRAMEWORK FOR CONTENT DEVELOPMENT

Specific

General

WW Commercial Print Content plan

11

#1Business Themes

#2Biz&IT-Related

#3 HP Point of View

#4HP Solution

#5 HP Product

Sep Oct Nov Dec Jan Feb Mar

Managing business risks

Your network is only as secure as your weakest link.

Upcoming Canada/EU regs

have major IT implications

Printers have the same security

vulnerabilities as PCs, & more…

Make your network compliant

Printers that protect

HP Print Security Solutions

HP EnterpriseMFPs

HP JetAdvantage Security Manager

Office of the Future

“New IT” must drive business outcomes

Leverage innovation in print

HP Business Printing

PageWide

___as a Service

In-house vs. outsourcing

Security considerations

critical when choosing a vendor

How to keep pace with digital imperatives

Evaluate ROI of print

management

Ensure security standards part of

your RFPs

Enable secure work anywhere, anytime

Best servicespartner

Secure MPS JA Solutions

mSKUs LJ 600 series HP MPS + MFPs

3 pillars alignmentSecurityBest Services PartnerEvolving workplace

9/29/16

Example: Content build – topic #1: Weakest link“Snackable” refreshed content pieces from recent security whitepapers

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Managing business risks

Your network is only as secure as your weakest link.

Printers have the same security

vulnerabilities as PCs, & more…

Printers that protect

HP EnterpriseMFPs

#1Business Themes

#2Biz&IT-Related

#3 HP Point of View

#4HP Solution

#5 HP Product

Animated Infographic:Security Vulnerabilities of Printers (Ponemon)

Hub - Article:“How Great Is Your Risk?” – from IDC Business Value of Print Security

C-level Blog/Web Article: “Defining Print Security“ –the risk is greater than you think”

Hub - Fact Sheet:How to Prioritize Printer Security (SME interview)

Hub - Webinar Tip Sheet: Think Your Network Is Safe? – top 10 insights from on-demand webinar

Existing gated whitepapers, On-demand webinars & survey (Secure Print Analysis)

Mini-whitepaper:HP POV on Print Security requirements (supported by Ponemon, IDC, Red Tiger+)

HP Brochures, HP.comHP Secure hardware, software & services

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