Compelling Messages &Metrics (M&Ms) Will Make

Your EBC A Strategic Asset

ABPM National Conference

Denver Colorado, April 22, 2004

Alan G. Chute Ph.D.

Unisys Strategic Marketing VP

Executive Briefing Centers

Powerful display of “One

Unisys” messaging

Showcase our and end-

to-end solutions and

What We Do for our

clients

EBC investments

produced high client

satisfaction ratings and

impacted revenues

metrics

Agenda

EBCs Evolution

Messaging Strategy

Mission and Objectives

Strategies and Tactics

Metrics Strategy

EBCs Evolution

CEO Top of Mind Issues

Created Advisory Board to obtain cross BU support• Corporate Advertising

• GO

• GI

• GMS

• Global Sales

• S&T

• GIS

• Facilities

• Corporate Communications

• Corporate Identity

Benchmarks & Best Practices

• Association of Briefing Center Managers

• Site Visits to CSC, Microsoft, Cisco, Nortel Networks, EMC, AT&T Avaya,

Lucent and others

? !

CEO Top of Mind Issues

The Conference Board Research Report 1244-99-RR

The CEO Challenge: Top Marketplace and Management Issues

1. Customer Loyalty and

Retention (40%)

2. Reducing Costs (30%)

3. Mergers and

Acquisitions (30%)

4. Engaging employees

in the company’s

vision/values (29%)

Messaging Strategy

Reflect a “Unified Brand”

• Inclusive strategy

Embody Customer Intimacy

• What they think, sense, feel

Communicate Operating Principles

Maximum ROI

• Demand Creation

• Asset Utilization

• Customer Satisfaction

Brands Operate on Multiple Levels

Create links to customers

• Personality and performance differentiation

• Build loyalty

Contribute to financial performance

• Increase sales/market share

• Ability to attract price premium

Provide business leverage

• Mergers, acquisitions

Communicate vision

• Internally as an expression of the soul and direction of a company

• Externally as beacon to customers, competitors and regulators

Brand Equity - Managed on Two Dimensions

Performance Perception

• Market share/ penetration

• Customer satisfaction

• Market position

• Awareness

• Beliefs

• Value

EBCs - Reflects A Unified Unisys Brand

Business UnitsGO GIS S&T ETS

Solutions

Competencies

Systems Integration

Outsourcing

Infrastructure

Server Technology

Consulting

CompanyUnisys

Financial

Services

Public

Sector

Communi-

cations

Transport-

ation

Commercial Media Target Markets

EBCs - Embody Unisys Operating Principles

External Obsession (holistic perspective)

Best or Nothing (confidence and drive)

Invent the Future (breakthrough thinking delivered

just in time)

Be bold (courage to change the rules)

Team for speed (partnerships)

Deliver or die (earning the right to serve, every day)

Absolute Integrity

Mission Statement

To create a

Physical and Experiential Embodiment

Of the Unisys Brand Promise

That Leads to Understanding, Preference,

Advocacy

and Contribution to Profitable Revenue

Target Audiences Influenced By Centers

1. Customers and prospects

• Physical manifestation of what Unisys is and can do

2. Analysts, Media and Industry Consultants

• Influence public opinion of Unisys

3. Partners and Suppliers

• Relationship management

4. Employees

• Source of pride

5. Potential employees

• Forming a first impression

Objectives

1. To create a physical environment that personifies

our Brand Character and Brand Value Proposition

2. To deliver a consistent experience commensurate

with target audience value

3. To develop content that communicates the breadth

and depth of Unisys’ performance

4. To build a marketing plan that creates demand equal

or greater than capacity

Objective 1

To create a physical environment that embodies our Brand Value Proposition, Promise and Character

• Dynamic Business Integration– helping clients envision and progressively achieve secure, high performing, integrated business environments, based on their goals

• Precision thinking, relentless execution to drive your vision forward.

• Trusted advisor, dependable partner

Supporting StrategiesRemodel and upgrade physical layout to typify state of the art technology and materials

• Transform 70’s look and feel with 00’s fusion of chrome and glass

• Integrate Bio Metrics, plasma screens, collaborative conferencing, virtual briefings

• Interactive Kiosks that are updated daily

Rename rooms to support Brand Promise

• ABPM Guidelines

• Stand the test of time

• Avoid advertising slogans

• Culturally inclusive

• Consider geographic relevance

Agreement on Names

• Tallest mountain in each Regions we support

Naming Implementation

Mt. Everest (Board Room)

• Picture and live web cam/weather patterns

Mt. Denali (Terrace Room)

• Picture and live web cam/weather patterns

Mt. Aconcagua (Video Conference Room)

Mt. Kilimanjaro (eAction Room)

Mt. Elbus (eBusiness Room)

“Reaching New Heights”

Objective 2

To deliver a consistent experience commensurate

with target audience value

• Establish consistent process and procedures and post on

EBC web site

• Tiered approach to level of service

- Differentiation between Lobby and Briefing Center

• Leveraging the metaphor of “reaching new heights”

EBC Web Site

“Unisys Guide” ConsiderationsSpecial Messaging when trip plans are being coordinated

• Pre travel Email from CRE

• Electronic “Pre Briefing” package

- Welcome letter, weather advisory, points of interest, driving directions (when applicable), capabilities explanation, etc

• In hotel room greeting from BU President and Sales Executive (where quality can be assured)

• Briefing Package in Limo/Van from hotel or airport to Center

- Annual Report, Exec Magazine

• Electronic Welcome upon arrival

• Personally engraved Unisys Carabineer key chain

• Follow up Satisfaction Survey within 48 hours of visit

Service Tiers Inside the Center

Agent GuideCoordinator

Room Scheduling

Food, beverage

Executive Dining

Restaurants and Entertainment

Special Events

On demand support M-F; 9to 5 M-5; 24 hrs 24 by 7

Simple logistics support

Vans, limos

Reservations Changes

Complex Planning

Speaker sourcing

“Unisys Guide”

Service Segmentation

Agent GuideCoordinator

Field Sales (Summit Club for High Performers)

Customers (Based on Revenue Potential)

Board of Directors

Analysts (Based on Tiers)

Alliance Partners

Employees/ Prospects

Community At Large

“Pinnacle Club”

Annual Meeting at the Center for Client

Recognition

• All regions/BU’s

Opportunity to spend a Day with CEO and

Executive Team members

Provides Opportunity to film/photograph for

multi-use content development

Provides visibility for Center

Pinnacle Club Wall in EBC

Objective 3

To develop content that communicates the

breadth and depth of Unisys

• Cross BU – “One Unisys” Message

• Continually refreshed and presented via

interactive kiosks

• Sourced from EBC Advisory Board, Marketing

and Corporate Communications Departments

Marketing Displays

Objective 4

To build a marketing plan that creates

demand equal or greater than capacity

• Continuous messaging throughout the year

- Virtual Tour

- Customer of the Week

- What’s New

• Build interest in web visit via weekly prize of engraved

Unisys Summit Carabineer Key Chain

• Website calendar to report utilization

Communications Plan

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Media/Vehicle

Annual Sales Kick off Meetings

EBC Website

.COM Feature Article

Sales Incentives Meetings

(travel to 3)

Mid Year Update Conferences

(travel to 3)

Weinbach on UBT

Grand Opening

Mention in Message

UU Computer Based Training

Sales Training Mandate

Flash Anumiation Announcements

Targeted Groups

Global Sales Website

Permanent Link

Features

Executive Magazine Feature

EBC Positively Impacts Unisys Reputation.

4.6

4.8

4.5

4.6

4.8

4.8

4.4

4.1

4.6

4.8

4.6

1 2 3 4 5

Goals were met

Gave greater confidence in Unisys

People were appropriate

Questions adequately answered

Client received desired information

Helped understand Unisys

strategic direction

Good use of time

Client overall satisfaction

Client

SRep

Results

Strongly Disagree Strongly Agree

2002/2003 EBC Utilization & Revenue Impact Metrics

4

6

14

5

32

3

12 2

1

4

12

14

9

1617

8

14

1615

10

32

0

2

4

6

8

10

12

14

16

18

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

2002

2003

Q1- Q4 2002: 46 Events

• $45 M Closed Revenue

Q1- Q4 2003: 126 Events

• $1.2 B Opportunity

• $119 M Closed Revenue

2004: 160Events*

* * **forecasted

Siebel Campaign ParametersFirst step

• Briefing request form & mandatory Siebel SFA fields

Campaign Parameters

• 18 month sales cycle

• Preceding 3 month window & post-meeting 3 month window

Report structure

• Revenue tied to initial briefing goals

- Siebel opportunity ID received relating to business objectives

- Opportunity ID flagged in the Siebel campaign

• Opportunities as a result of the briefing

- New opportunity ID’s beyond original business objectives

- Opportunities spanning 3 months prior and 3 months past the dates for the opportunities provided in the previous report.

- Satisfies marketing dashboard requirements

Revenue Influenced 200347 Accounts:

$35 Million in closed revenue associated with original

briefing opportunities

$84 Million in closed revenue above and beyond original

briefing opportunity

0 10 20 30 40 50 60 70 80 90

Original

Above & Beyond

Closed Revenue in millions of dollars

2002 & 2003 Revenue Impact Metrics

EBC revenue impact

• 2002 – Revenue impacted greater than $45 Million

• 2003 – Revenue impacted greater than $119 Million

• 2003 – Revenue Pipeline greater than $1.2 Billion

Revenue Metrics key to expansion of EBC model

to other sites

• Q4 2004 NYC EBC launched

• New EBCs identified in Strategic Plan for 2004/5

Executive Briefing Centers

Powerful display of “One

Unisys” messaging

Showcase our and end-

to-end solutions and

What We Do for our

clients

EBC investments

produced high client

satisfaction ratings and

impacted revenues

metrics

Questions & Comments

Compelling Messages &Metrics (M&Ms) Will Make

Your EBC A Strategic Asset

ABPM National Conference

Denver Colorado, April 22, 2004

Alan G. Chute Ph.D.

Unisys Strategic Marketing VPalan.chute@unisys.com

Thank You!!