© 2011 Autodesk

FY14 Q1 AutoCAD LT “Light It Up”Global New Seats Promotion Playbook

Feruary 2013

© 2011 Autodesk

Overview

Autodesk will launch a global campaign to drive new seat adoption of AutoCAD LT®.

This campaign will accelerate the awareness and adoption of AutoCAD LT by delivering a consistent campaign look and feel worldwide, plus campaign theme and tagline across all Geos in Q1 to support a compelling discount for new seat purchases and upgrades in Q1.

Drive demand for AutoCAD LT new seats and upgrades by featuring a prominent offer that is adaptable by region.

Use the assets to create a multi-touch contact strategy (including emails, landing pages, banners, social media messages, etc.) to drive sales and generate Marketing Qualified Leads (MQLs).

Leverage the reasons professionals use AutoCAD LT to speak to why prospects should buy.

Deliver promotional copy that motivates the price-sensitive target audience to purchase AutoCAD LT now (in Q1).

Optimize response by creating a consistent end-to-end promotional experience from initial email/banner click through to the promotional landing page.

Entice on-going SEM program traffic by including the promotion on the Global Initiative LT landing page.

Use approved imagery and copy to ensure a globally consistent look and feel.

Professionals in small businesses of 1 to 9 employees who require software for 2D drafting and detailing who do not currently use AutoCAD LT or are noncurrent LT users.

May be considering LT, have used AutoCAD previously as employees in larger businesses or they have used low-cost competitor solutions.

Titles being targeted are Draftsperson, 2D Drafter, Architect, Engineer, Designer, Interior Designer, Builder, Contractor, CAD Manager, Planner, Land Planner.

AutoCAD LT offers users a cost-effective 2D design solution that is trusted by millions of professionals.

Autodesk LT 2013

Americas, APAC, and EMEA: February 7 until March 25, 2013

OBJECTIVES

STRATEGY

TARGET AUDIENCE

MESSAGING STRATEGY

PRODUCT FOCUS

TIMING

CALL TO ACTION

Assets will drive to a promotional Landing Page where they can choose to “Buy Now” or proceed to a “Free Trial.”

Secondary CTA is to link to product info landing page, including the limited time offer, they should be encouraged to purchase now.

AutoCAD LT. BIG IMPACT. SIMPLE BUDGET.

LOCATION OF ASSETS

Partner Portal : Sales & Marketing / Campaign & Promotions / AutoCAD LT / Q1 AutoCAD LT New Seats

© 2011 Autodesk

THEME & POSITIONING

AutoCAD LT. BIG IMPACT. SIMPLE BUDGET.The worldwide AutoCAD LT campaign is designed to lead with a monetary discount and a theme that echoes the appeal of the offer.

The target audience for AutoCAD LT is typically smaller businesses that rely mostly on peers and other third-party reviews for recommendations. They are seeking affordable software they can trust.

This campaign theme delivers on multiple levels. First, the “Product You Need” statement conveys that AutoCAD LT is necessary software for professionals. More importantly, by saying “Price You Want,” it delivers a compelling reason to act now. The theme begs the question, “Isn’t it time you purchased AutoCAD LT?”

© 2011 Autodesk

AUTODESK CAMPAIGN TACTICS

FOR END USER Purchase drivers for end users:Promotional offer across the quarter for New seats sales

• Web visibility through search engine marketing and SEO• External emails• Installed base and prospect emails to announce the promotion• Social media presence through advertising• Traffic driven to the Online store, where the promo is accessible• Trial to purchase:

- 4 automessages during the trial - In trial marketing : promotes the special offer each time the user runs the trial software to accelerate the

purchasing decision

FOR CHANNEL Purchase drivers for channel:• Ease of selling• Post purchase discount as a compelling event

Subdistributors and Top Corporate resellers:• Continue on annual planning with a quarterly review of activities• Floor animation with the VAD• Dedicated sales and marketing tools for retailers/etailers: • POS toolkit for shops and cash&Carry, web toolkits for etailers• Maintain one to one direct relationship at local level

IT resellers:• Basic IT reseller toolkit

© 2011 Autodesk

END USER COMPELLING EVENTS

R-2 MULTI-STEP LEGALIZATION

• Countries: CIS, Turkey• From February 7 until March 25, 2013• Special price for purchasing older licenses of software (up to 55% discount)• Eligible products : AutoCAD LT 2009 Commercial New seats

New Seats MIR Offer End User purchasing period : from February 7 until March 25, 2013Country scope: all European Economic Area countries and Switzerland. Extension in other countries planned but not finalized yet. Eligible products : Commercial AutoCAD LT 2013 new seats (single license, additional seats, Subscription in a Box and 5 packs)Rebate value: £250 in UK, €300 in other EEA countriesRebate Center URL : www.autodeskrebate.com/autocadltRebate eligibility conditions :

Rebate requests needs to be fully completed online by the end customer within 30 days from the purchase date of the new seats indicated in the proof of purchase and at any event before March 29th, 2013

All requests submitted after March 29th, 2013 will be rejected even within the 30 days request period. All incomplete or incorrect requests will be rejectedRebates apply to a maximum of five licenses per purchaser, are not transferrable and must be claimed online by the end

customer at  www.autodeskrebate.com/autocadlt

Upgrade MIR Offer End User purchasing period : from February 7 until March 25, 2013Country scope: all European Economic Area countries and Switzerland. Extension in other countries planned but not finalized yet. Eligible products : Commercial AutoCAD LT 2013 Rebate value: £170 in UK, €200 in other EEA countriesRebate Center URL : www.autodeskrebate.com/autocadltRebate eligibility conditions :

Rebate requests needs to be fully completed online by the end customer within 30 days from the purchase date of the new seats indicated in the proof of purchase and at any event before March 29th, 2013

All requests submitted after March 29th, 2013 will be rejected even within the 30 days request period. All incomplete or incorrect requests will be rejectedRebates apply to a maximum of five licenses per purchaser, are not transferrable and must be claimed online by the end

customer at  www.autodeskrebate.com/autocadlt

© 2011 Autodesk

Timeline

Mar

End user

Channel

FY 14 H2 MIR on New Seats and Upgrades

Search engine MarketingOnline presence

Social media

VAD activitiesPotential VCP activities

Channel toolkit for Q1

Feb

March 30th 2013Last rebate request

Toolkit update for Q1

Other resellers activities

© 2011 Autodesk

EMEA ASSETS OVERVIEW

7

Partner Emailer*

Promobox*

1 Not published on Partner Portal, Autodesk usage only* Recommended usage for participating resellers

Promo Landing Page1

Banner Ads*

Autodesk/external Emailer*

© 2011 Autodesk

CONTACT STRATEGY

Paid Search (Promo, Purchase keywords)

Purchase

How to Buy &Online Store

LT Trial Download

Follow up

AutoCAD Family page

Autodesk website HP, Product center, Promo box

External Banner

Paid Search (Product, branded keywords)

Social Media advertising

In Trial Marketing

Channel traffic drivers

eDMs

Paid search (Trial keywords)

Social Media

Promo landing page

Product Info landing page

© 2011 Autodesk

IMAGERYTo create a campaign that resonates with your customer and prospects, the appropriate imagery must accompany the messaging on all communication pieces.

Filename: autocad_lt_2013_boxshot

This is the hero image for this campaign. Both high-resolution and low-resolution imagery have been provided. The high-resolution image is required for print materials.

The images above are available on DAM for this demand generation initiative. The designated imagery must be used across the respective industry global campaigns for the purpose of consistency, and may not be substituted with other images.

Images should be presented as the focal point and hero of the communication piece and should never be laid out as a montage of thumbnails, as this dilutes the overall message and impact of the communication piece.

For more information on the images available, search by file name to locate the image on DAM and click the information button. Each image is available in high-resolution quality to support large-scale print projects such as wall-size banners, as well as at lower resolutions for the web. All image rights are owned by Autodesk, and must be cited when indicated on DAM.

LOCATION DAM (search by file name)

Filename: AutoCAD_LT_and_LT_for_Mac_2013_16x9

Required credit: Image courtesy of Castro Mello Architects

This is a secondary image you can use to promote AutoCAD LT. Both high-resolution and low-resolution imagery have been provided. The high-resolution image is required for print materials

Filename: AutoCAD_LT_and_LT_for_Mac_2013

Required credit: Image courtesy of Castro Mello Architects

This is a secondary image you can use to promote AutoCAD LT. Both high-resolution and low-resolution imagery have been provided. The high-resolution image is required for print materials.

© 2011 Autodesk

AUTODESK/EXTERNAL EMAIL STEP 1*

TARGET AUDIENCE

SUBJECT LINE

CALL TO ACTION

Small Business professionals who require 2D drafting and do not currently use AutoCAD LT.

Indicated in the Master content and the reseller copy document. Consider subject line testing—select two subject lines and blast the

email to a small portion of your list to see which performs best. Then, after you see the results, drop the balance of your list.

The template includes a “Act Now” button that should drive to the How to Buy Page where they can get more details around how to purchase AutoCAD LT

MEASUREMENT Requirement: Create marketing URLs and set up Site Catalyst campaign codes for all the email shots:

Initial announcement AutoCAD LT Expand the Base campaign Reminder announcement AutoCAD LT Expand the Base campaign External email (1 URL and Site Catalyst code per database and shot)

AutoCAD LT Win new Customers campaign

TEMPLATE A template has been provided for you that prominently features the offer and AutoCAD LT box shot. Typically when selling software, it’s a best practice to feature the product.

This template is to be used for both Installed base and prospects email shots, as well as for external database emails and can also be used by resellers*.

* Recommended usage for participating resellers

eDM templates source files include complete copy and imagery

© 2011 Autodesk

RESELLER EMAIL STEP 1*

TARGET AUDIENCE

SUBJECT LINE

CALL TO ACTION

Small Business professionals who require 2D drafting and do not currently use AutoCAD LT.

Select a subject line that you believe will resonate best with your audience. Consider creating your own that is based on your offer (for example, “€300 Mail in Rebate on design software”).

Consider subject line testing—select two subject lines and blast the email to a small portion of your list to see which performs best. Then, after you see the results, drop the balance of your list.

The template includes a “Act Now” button that should drive to the partner’s own webpage where the prospect can purchase AutoCAD LT.

MEASUREMENT Requirement: Create marketing URLs and set up Site Catalyst campaign codes.

TEMPLATE A template has been provided for you that prominently features the offer and AutoCAD LT box shot. Typically when selling software, it’s a best practice to feature the product. The template comes with the campaign headline and copy in layout. You just need to update the offer and disclosure copy based on what is approved for your market.

* Recommended usage for participating resellers

eDM templates source files include complete copy and imagery

© 2011 Autodesk

AUTODESK/EXTERNAL EMAIL STEP 2*

TARGET AUDIENCE

SUBJECT LINE

CALL TO ACTION

Small Business professionals who require 2D drafting and do not currently use AutoCAD LT.

Indicated in the Master content and the reseller copy document. Consider subject line testing—select two subject lines and blast the

email to a small portion of your list to see which performs best. Then, after you see the results, drop the balance of your list.

The template includes a “Act Now” button that should drive to the How to Buy Page where they can get more details around how to purchase AutoCAD LT

MEASUREMENT Requirement: Create marketing URLs and set up Site Catalyst campaign codes for all the email shots:

Initial announcement AutoCAD LT Expand the Base campaign Reminder announcement AutoCAD LT Expand the Base campaign External email (1 URL and Site Catalyst code per database and shot)

AutoCAD LT Win new Customers campaign

TEMPLATE A template has been provided for you that prominently features the offer and AutoCAD LT box shot. Typically when selling software, it’s a best practice to feature the product.

This template is to be used for both Installed base and prospects email shots, as well as for external database emails and can also be used by resellers*.

* Recommended usage for participating resellers

eDM templates source files include complete copy and imagery

© 2011 Autodesk

RESELLER EMAIL STEP 2*

TARGET AUDIENCE

SUBJECT LINE

CALL TO ACTION

Small Business professionals who require 2D drafting and do not currently use AutoCAD LT.

Select a subject line that you believe will resonate best with your audience. Consider creating your own that is based on your offer (for example, “€300 Mail in Rebate on design software”).

Consider subject line testing—select two subject lines and blast the email to a small portion of your list to see which performs best. Then, after you see the results, drop the balance of your list.

The template includes a “Act Now” button that should drive to the partner’s own webpage where the prospect can purchase AutoCAD LT.

MEASUREMENT Requirement: Create marketing URLs and set up Site Catalyst campaign codes.

TEMPLATE A template has been provided for you that prominently features the offer and AutoCAD LT box shot. Typically when selling software, it’s a best practice to feature the product. The template comes with the campaign headline and copy in layout. You just need to update the offer and disclosure copy based on what is approved for your market.

* Recommended usage for participating resellers

eDM templates source files include complete copy and imagery

© 2011 Autodesk

AUTODESK/EXTERNAL EMAIL STEP 3*

TARGET AUDIENCE

SUBJECT LINE

CALL TO ACTION

Small Business professionals who require 2D drafting and do not currently use AutoCAD LT.

Indicated in the Master content and the reseller copy document. Consider subject line testing—select two subject lines and blast the

email to a small portion of your list to see which performs best. Then, after you see the results, drop the balance of your list.

The template includes a “Act Now” button that should drive to the How to Buy Page where they can get more details around how to purchase AutoCAD LT

MEASUREMENT Requirement: Create marketing URLs and set up Site Catalyst campaign codes for all the email shots:

Initial announcement AutoCAD LT Expand the Base campaign Reminder announcement AutoCAD LT Expand the Base campaign External email (1 URL and Site Catalyst code per database and shot)

AutoCAD LT Win new Customers campaign

TEMPLATE A template has been provided for you that prominently features the offer and AutoCAD LT box shot. Typically when selling software, it’s a best practice to feature the product.

This template is to be used for both Installed base and prospects email shots, as well as for external database emails and can also be used by resellers*.

* Recommended usage for participating resellers

eDM templates source files include complete copy and imagery

© 2011 Autodesk

RESELLER EMAIL STEP 3*

TARGET AUDIENCE

SUBJECT LINE

CALL TO ACTION

Small Business professionals who require 2D drafting and do not currently use AutoCAD LT.

Select a subject line that you believe will resonate best with your audience. Consider creating your own that is based on your offer (for example, “€300 Mail in Rebate on design software”).

Consider subject line testing—select two subject lines and blast the email to a small portion of your list to see which performs best. Then, after you see the results, drop the balance of your list.

The template includes a “Act Now” button that should drive to the partner’s own webpage where the prospect can purchase AutoCAD LT.

MEASUREMENT Requirement: Create marketing URLs and set up Site Catalyst campaign codes.

TEMPLATE A template has been provided for you that prominently features the offer and AutoCAD LT box shot. Typically when selling software, it’s a best practice to feature the product. The template comes with the campaign headline and copy in layout. You just need to update the offer and disclosure copy based on what is approved for your market.

* Recommended usage for participating resellers

eDM templates source files include complete copy and imagery

© 2011 Autodesk

AUTODESK/EXTERNAL EMAIL NEW SEATS*

TARGET AUDIENCE

SUBJECT LINE

CALL TO ACTION

Small Business professionals who require 2D drafting and do not currently use AutoCAD LT.

Indicated in the Master content and the reseller copy document. Consider subject line testing—select two subject lines and blast the

email to a small portion of your list to see which performs best. Then, after you see the results, drop the balance of your list.

The template includes a “Act Now” button that should drive to the How to Buy Page where they can get more details around how to purchase AutoCAD LT

MEASUREMENT Requirement: Create marketing URLs and set up Site Catalyst campaign codes for all the email shots:

Initial announcement AutoCAD LT Expand the Base campaign Reminder announcement AutoCAD LT Expand the Base campaign External email (1 URL and Site Catalyst code per database and shot)

AutoCAD LT Win new Customers campaign

TEMPLATE A template has been provided for you that prominently features the offer and AutoCAD LT box shot. Typically when selling software, it’s a best practice to feature the product.

This template is to be used for both Installed base and prospects email shots, as well as for external database emails and can also be used by resellers*.

* Recommended usage for participating resellers

eDM templates source files include complete copy and imagery

© 2011 Autodesk

RESELLER EMAIL NEW SEATS*

TARGET AUDIENCE

SUBJECT LINE

CALL TO ACTION

Small Business professionals who require 2D drafting and do not currently use AutoCAD LT.

Select a subject line that you believe will resonate best with your audience. Consider creating your own that is based on your offer (for example, “€300 Mail in Rebate on design software”).

Consider subject line testing—select two subject lines and blast the email to a small portion of your list to see which performs best. Then, after you see the results, drop the balance of your list.

The template includes a “Act Now” button that should drive to the partner’s own webpage where the prospect can purchase AutoCAD LT.

MEASUREMENT Requirement: Create marketing URLs and set up Site Catalyst campaign codes.

TEMPLATE A template has been provided for you that prominently features the offer and AutoCAD LT box shot. Typically when selling software, it’s a best practice to feature the product. The template comes with the campaign headline and copy in layout. You just need to update the offer and disclosure copy based on what is approved for your market.

* Recommended usage for participating resellers

eDM templates source files include complete copy and imagery

© 2011 Autodesk

PROMO BOX* Use the promo box template provided to drive demand and generate leads. Link it to a campaign Landing Page.

CALL TO ACTION

MEASUREMENT

The template includes a “Act Now” button that should drive to the How to Buy Page where visitors can get more details around how to purchase AutoCAD LT.

• Requirement: Create marketing URLs and set up Site Catalyst campaign codes under the AutoCAD LT Expand the Base Q4 campaign.

INSTRUCTIONS • Promo box should be published on • AutoCAD LT product centers, • AutoCAD LT Online resellers pages• AutoCAD LT trial download pages, • AutoCAD LT trial thank you page, • AutoCAD LT product info landing page.

• Its content can be reused as kicker text for the local Autodesk homepage.

SOURCE FILESUPPLIED

• Photoshop template PSD• Word Document• Preview JPG

OUTPUT SPECIFICATION

• 276 x 163 px• No fonts are supplied in the source files

Software version: CS5

* Recommended usage for participating resellers

© 2011 Autodesk

WEB BANNERS*Use one or both of the banner templates provided to drive demand and generate leads. Link it to a campaign Landing Page.

SIZES PROVIDED

CALL TO ACTION

MEASUREMENT

160x600 728x90

The template includes a “Learn more” button that should drive to the promo landing Page where visitors can get more details around the rebate offer

• Requirement: Create marketing URLs and set up Site Catalyst campaign codes under the AutoCAD LT Win New customers Q4 campaign.

* Recommended usage for participating resellers

PURPOSE • Online advertising banners that direct traffic to the campaign landing page are to be used when your media plan includes banner advertising in addition to search. Static and animated gif banner ads have been created.

SOURCE FILESUPPLIED

• Photoshop template PSD• Word Document• Preview JPG

OUTPUT SPECIFICATION

• No fonts are supplied in the source filesSoftware version: CS5

© 2011 Autodesk

SOCIAL MEDIA

20

Asset Type Marketing URL Preferred Short URL (Bit.ly, tiny url, Twitter url, etc.)

Q3 AutoCAD LT Offer Landing Page www.autodesk.com/autocadlt-savenow http://bit.ly/eb8y1R

Buy Now Button Create your own URL Create your own short URL

Free Trial Create your own URL Create your own short URL

Promo Box on AutoCAD LT Landing Page www.autodesk.com/autocadltstart

Sample Twitter Below is a sample hash tag and sample tweet.

Sample hash tag #ACADLT

Sample tweet Save €300 of AutoCAD LT 2013 when you buy before March 25, 2013. http://bit.ly/sampleurl(140 characters max allowed including spaces)

A Social Media cheat sheet template is provided so you can populate it with your campaign copy and any URLs you set up in order to drive demand from relevant social network sites, blogs, Twitter, etc.

You can use social media to drive traffic to your Landing Page to learn more or Buy Now. Refer to the copy documents for suggested language. Use the cheat sheets to create your regional social media blitz. Below are some examples of how you might incorporate social media into your campaign.

Sample URLsHere are sample URLs and short URLs. You need to create your own URLs for tracking purposes. Short URLs are good for Twitter or any other medium where you are limited by the number of characters.

© 2011 Autodesk

RECOMMENDATIONS FOR CHANNEL ENGAGEMENT

HOW CAN OUR CHANNEL BEST BENEFIT FROM THE

CAMPAIGN

Distributors Tighten the relationship with open channel partners on Autodesk

Top NARs, Corporate resellers : Specific activities to boost the LT volumeAnnual planning with a quarterly review of local activitiesDedicated tools for retailers/etailers : POS toolkit for shops and cash&carry, web toolkits for etailers

IT Resellers : Help to sell more than one seatRegular information through VAD in Channel newslettersBasic reseller toolkit

CHANNEL RECOMMENDED ACTIONS

VADs : Focus the LT plans towards Open Channel and volume resellersCommunicate actively the AutoCAD LT promotion to all resellers Ensure all resellers have built and implemented a strong AutoCAD LT plan

Corporate resellers, volume retailers and etailers : Follow up on the requests and MQLsReference AutoCAD LT 2013 MIR offer on website and/or catalog Distribute the cheat sheet to sales forceAdvertise AutoCAD LT 2013 MIR offer on homepage Email/newsletter about the MIR offer to the reseller contact listWeb syndicationOrganize Call out daysInsert / Inlay the print ad in the catalog Hand out promo flyer to shop prospects and event attendeesDisplay the poster at the reseller locationPlan local media placement Talk about AutoCAD LT and MIR in discussion forums, blogs, social media posts

© 2011 Autodesk

Overview