Portico Communication Plan 30-Jul-11

Part I: Management Summary Part II: Audience, Message, and Outcome A. Positioning Statement B. Communication Goals C. Target Audiences and Distribution Channels D. Primary Message E. Major Messages F. Approach G. Programs/Channels H. Measure I. Budget Part III: Communication Events [07/13/99 CJ updated for 09/15/99 worldwide release]

Part I: Management Summary

HP employees are presently overloaded with information that is unnecessary, irrelevant, untimely and incomplete. Searching for information and services at HP is a difficult and disjointed process. In addition, HP information storage expenses are very high. Portico, the gateway to HPs global intranet, will address the information overload problem within HP and provide easier and more efficient information access to HP information consumers, otherwise known as end users. (End users include everyone within HP, from individual contributors to high level managers who consume information and services.) The first release of Portico is scheduled for July 1999 and will be targeted for testing audiences (E:BIS, internal HP communicators, Portico partners and sponsors), with worldwide release in September 1999. Portico will initially will be delivered via a partnership between E:BIS, HP Communications and Human Resources and will integrate both useful information and processes from HP.Now, Persweb and the Sherlock search engine. Later Portico releases will include additional partners, information and services from the businesses, functions and geographies. The HP information consumer will find that continuous access to Portico is essential to perform his/her job at HP.

Part II: Audience, Message and Outcome

A. Positioning Statement
Given the all-encompassing vision of Portico, combined with the proven benefits and features of HP.Now and Sherlock, Portico will become a powerful resource for Information Consumers. Through a series of directed and strategic deliverables and communication efforts, Portico will become very visible to end users and will become their number one choice to access the vast amount of information that resides within HP. Portico will be the starting point for HP employee enterprise-wide information needs because it: Offers easy access to useful, frequently needed information and services; Is customizable, as needed, for individual and group needs; Provides search capability that brings relevant, organized, and appropriate results; Provides search and organization capability for personal storage space in addition to the HP intranet; and

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Integrates essential business processes.

Information Consumers will state that they cannot do their job as effectively and efficiently without continuous access to Portico. Portico is intended to complement, rather than replace, other portal sites within the company. Portico will organize the access to enterprise information and relieve functional, business and project portal site owners of the need to provide this information. Long term, Portico will be seamlessly integrated with business and functional portals possibly presenting them visually in Portico, or perhaps sending Portico components to other portals, depending on the business or functions needs.

B. Communications Goals (also see Communication Events in Section III)

Service Strategy: Create a strong awareness of Portico with end users and site/geographic IT organizations Introduce Portico to partner HP portal teams Increase usage over that of Sherlock, HP.Now and Persweb Desired outcome for this communication plan: 60% of our target market will be using Portico by the end of FY00 Usage of Portico will increase to ~30,000 within the same time period All Geographic and Site IT groups support and promote Portico

C. Target Audiences and Distribution Channel(s)

There are several primary audiences for Portico: End users - Anyone within HP who is, or could be, an information consumer, including individual contributors through senior managers. Partner HP Portal Teams - Other teams within HP that are presently managing portals or web sites focused on businesses, functions, sites and geographies (Roadmap, FinanceNet, ECSO home page, etc.) Site and Geographic IT organizations - Not only are they a direct link to the end users, they are crucial to the successful implementation of Portico and must be addressed in their own right. The primary distribution channel to IT organizations will be the standard CPT communication vehicles. Support Partners - Infrastructure and end-user support partners (AIT/ECIS, E:BIS WWUSP and AIT/PRC-CS)

D. Primary Message
Value proposition: Portico has significant value to HP information consumers because it provides relevant, timely and complete information access anytime, anywhere. Using the Sherlock Search Engine as the key to finding this information, Portico will provide a powerful search capability that will return relevant, organized and appropriate results. Portico also will provide enterprise-wide business news and information. Portico will enhance an information consumers job to the point that Portico will become a necessary tool to access the vast amount of information that resides within HP. One sentence key message to be delivered: "Portico provides you with a powerful, accurate and reliable information resource that is capable of accessing useful and frequently needed information and services throughout HP.

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E. Major Messages
In addition to the key message above, we need specific messages for each audience. Partner Portal Teams: 1. 2. 3. We want to work together to provide HPs information consumers with the best tools to find the information they need. Portico will make your job easier, because it will provide access to company-wide information so you will no longer have to provide that information. In a future release, your portal can be integrated with Portico for your users

Site and Geographic IT organizations: 1. 2. We need your help in letting HPs information consumers know about Portico (customer visits, communication) We want to work together to provide HPs information consumers with the best tools to find the information they need.

Support Partners: 1. 2. Portico integrates the existing Sherlock search engine into an enterprise portal format Well be using an email support model for receiving user inquiries

F. Approach
Because we want to reach all HP employees worldwide, we must rely on a variety of tools and resources. We will capitalize on E:BIS contacts and relationships with IT managers worldwide. We will rely on them to help spread the word about Portico. In addition, we will communicate through standard HP employee communication channels, such as Newsgrams and site newsletters to distribute information more broadly. We will enlist the help of business and site communicators to spread the word. We hope to visit all major HP sites to present information at coffee talks and demo Portico, as budget allows.

G. Programs/Channels
E:BIS Marcom will be the primary channel to reach site and business IT managers and employees. We will use email messages, web postings, newsletters, and presentations to reach this audience. Portal and web site partners will need to be persuaded that Portico will make their lives easier and it is not usurping their territory. This will best be communicated in face-to-face meetings or audio conferences. Presentation materials with talking points will be created to ensure consistency of messages. End users will need to be targeted with a variety of vehicles. We hope to use incentives such as prizes or trinkets to encourage visits to Portico.

H. Measures
The success of Portico will be measured according to the Portico Metrics Plan. In addition, end users will be surveyed on an annual basis, beginning approximately 6 months after Portico is released to users worldwide.

I. Budget
The Portico communication budget will cover brochures, posters, collateral, and travel for site visits.

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III. Communication Events

Timing
Mar99 Apr99 Apr99

Audience
End users Site/Busi IT Mgrs; E:BIS Site IT, Rgnl Teams, CPT, IT Mgrs Partner Portal Teams

Channel Intermediary
HP Communications E:BIS Marcom CPT Marcom

Message
Teaser its coming! Pre-announce Portico Portico is coming in July Positioning vs Sherlock Introduce Portico, ask for feedback, Portico will make their jobs easier Introduce Portico, ask for feedback, Portico will make their jobs easier Pre-announce Portico

Medium
Measure magazine E:BIS Insight Newsletter CPT Partner Forum E-mail; Presentation for meetings, one-onones Audio conference E:BIS Insight Newsletter Newsgram

Cost

Owner/ Support
Kevin CJ CJ

Draft Due

Done
X X X

Ongoing

NA

Joan Debbie Khalid Debbie Khalid CJ X

Apr99

Web site managers Site/Busi IT Mgrs; E:BIS WW employees WW IT Support Mgmt WW employees Preview Release Audience I

HP Communications

Jun99

E:BIS Marcom

Jun99

HP Communications

Announce user survey and request participation Preliminary Portico Support Strategy - similar to Sherlock support strategy Remind users of Sherlock; Portico coming soon Introduce Portico and request feedback on Jul release

CJ

Jun99

WWUSP

Email

Lorna

Jul99

E:BIS Marcom

Sherlock Poster

~$7k

CJ

Jul99

E:BIS Marcom

Email

CJ

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Timing
Aug99 Wed Aug 11

Audience
Site/Busi IT Mgrs; E:BIS Preview Release Audience II CS-PRC; Geo. Support Centers Site IT, Regional Teams, CPT, IT Managers End users

Channel Intermediary
E:BIS Marcom E:BIS Marcom

Message
Pre-announce Portico Introduce Portico and request feedback on Aug release Demo with Q&A

Medium
E:BIS Insight Newsletter Email

Cost

Owner/ Support
CJ CJ

Draft Due

Done
X

Wed Aug 04

Tue-Thu Aug 17-19 Wed Sep 01

C. Springs PRC

Teleconference NetMeeting CPT Partner Forum

CJ

Mon Aug 02

CPT Marcom

Present Portico to Partners

CJ

Mon Aug 23

Mon Aug 30

E:BIS Marcom Site IT

Pre-announce Portico. Build the stage with a message like coming soon to a desktop near you

E-mail Post to Web (Sherlock, HP.Now, E:BIS, CPT; service catalog) Newsgram E-mail Post to Web Newsgram Brochure Datasheet $4k for 15,000 $7-10k Travel to sites

Joan CJ

Mon Aug 23

Wed Sep 15

End users

E:BIS Marcom Site IT E:BIS Marcom

Announce Portico and its features and benefits Brochure/datasheet for distribution at road shows; Down loadable from web? Announce Portico Road show - coffee talks; table in cafeterias Announce Portico Announce Portico and its features and benefits

Joan CJ CJ

Fri Sep 03

Wed Sep 15

End users

Wed Sep 15Thu Sep 30 Sep-Dec

End users End users

E:BIS Marcom E:BIS Marcom Site IT, Site Mgmt E:BIS Marcom HP Communications

Portico Poster Demo with Q&A

CJ CJ, Joan, Team members CJ Joan (Lila) See road show schedule Sep 15? Jul 23

Oct 99 Sep/Oct

Site/Busi IT Mgrs; E:BIS End users

E:BIS Insight Newsletter Measure magazine -Dr. Cyberspace

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Timing
TBD TBD

Audience
GATMs End users

Channel Intermediary
E:BIS Marcom GATM channel E:BIS Marcom

Message
Presentation at GATM "Service of the Month" talks If budget permits, develop branding/name retention for Portico by developing collateral such as key chains, hats, shirts, magnets, mugs Create a Portico screen saver that users can download Publicize a "Did you know" message that highlights the features/benefits of Portico Solicit help to create a "Virtual Sales Force" (be very specific on actions requested and incentive) Establish a partnership with key sites to have help desk/desktop agents promote Portico to end users. Partner for Beta with Roseville and Colorado Springs. Employ an incentive scheme If budget permits, attend the APIT Road show to showcase the value and benefits of Portico (98 show covered Australia, Singapore, China & Japan)

Medium
Demo with Q&A Log-in contest Incentive to attend road shows Portico site InfoLine

Cost

Owner/ Support
CJ

Draft Due
Determine dates CJ to investigate budget; check into db count

Done

Shirts: $23-30 ea.

CJ

TBD TBD

End users End users

Portico engr HP Communications, Site/Business communicators E:BIS Marcom Site IT, GATM's, Admins E:BIS Marcom Site IT

CJ Joan

TBD

Site IT, GATM's, Selected Admins Site IT Mgmt

E-mail Post to Web

TBD

Face-to-face mtgs Email

TBD by APIT (05/98 last year)

Engr, Firstline Mgrs, IT Professionals

APIT Organization

Demo

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