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GLOBAL COMMUNICATIONS &
PRODUCT MARKETING
PORTFOLIO
JOHN BENTHAM
22108 North 119th DriveSun City, Arizona 85373 US+1 (512) 828-1930 [email protected]://linkedin.com/in/bentham
Global Communications & Product Marketing Portfolio
Market Positioning The Who, Why, What & Where of Your Business
Launching Point Meridian, a marketing services company, required an analysis of its position within the local competitive market space. From this positioning document, sprang our market segmentation, all the collateral design elements and the voice and tone of our copy. Here are excerpts from Point Meridian’s Market Position Statement S.W.O.T. Analysis.
Opportunities There are several key areas of differentiation from our competitors; capitalizing on these will set Point Meridian apart as a value-added marketing service provider:
1. Few agencies in Austin offer a full suite of marketing services like Point Meridian.2. With the economy in recession (Q1, 2003), companies have laid off many of their marketing
resources and are more apt to outsource tactics and even some strategy development.3. The Austin start-up environment lends to outsourced opportunities of non-core
competencies.4. Many small businesses have a disconnected or poorly organized sales and marketing process.
Point Meridian offers end-to-end integration and support for clients desiring these services.
Excerpts from Point Meridian’s Market Position Statement, Market Differentiation…
Zenith PointSM Client Satisfaction Program The Zenith Point program tracks a client’s project from concept through delivery and provides them with sign-off authority at each milestone; this ensures accountability to the client and an ongoing communications vehicle.
John Bentham
Global Communications & Product Marketing Portfolio
Excerpts from Metadot Corporation’s Market Position Statement, S.W.O.T. Analysis…
Portal Server Extensibility & Enhancements One of the more logical ways of growing revenue is by creating products that capitalize on the existing successes at Metadot, by extending the use of the portal server as new products or into new markets. Research will bear these areas out as growth opportunities, but here are a couple ideas:
Designated Use Releases Think of “designated use” as the bundling of the portal server’s existing features into a new product for a specific use. For example, creating a release of the portal server software that caters to discussion groups with features that may include forums, news channel feeds, document and page subscriptions (email notification when a web page or document is changed), document version control, etc.. To save on host resources, all other features are modularized and coded out. Other possibilities include:
• A small footprint release for project managers • A content management release that eliminates some lesser used features • A software collaboration tool that includes CVS features • The front-end to an e-commerce engine
“Designated use” releases will provide a much more defined product and make the targeting of vertical markets easier.
Product Bundling
Another way of extending Metadot’s product line into new markets and thereby growing revenue is through bundling. Several hardware and software companies already offer products that are complementary to Metadot’s portal server. In fact, Metadot uses this same tactic when it bundles MySQL, Apache, Perl and Metadot Portal Server together for its own customers. The following are examples of product bundles that may represent opportunities for Metadot:
Hardware/Software Bundling Several computer companies sell their hardware products with pre-installed Linux. Metadot should research opportunities to have the portal server software preinstalled and integrated onto these server systems.
Software Package Bundling Open source products that are typically installed together could be bundled (MySQL, Suse, Apache, etc.). Metadot should engage with the vendors that it most commonly shares its installation with, for the purpose of having its product bundled.
Application Bundling Similar to Software package bundling, this requires that the bundled products be integrated into a unified tool. For example, combining the Metadot Portal Server with Meet-O-Matic (meeting scheduling software) Mozilla, IRC and Gnome Meeting to create a comprehensive collaboration tool.
John Bentham
Global Communications & Product Marketing Portfolio
Business Strategy High-Impact, Visionary Growth Strategies Cover of the Virtual Technical Support Center business
plan, which I authored. With projected annual expense reductions and GP of $127,000, the plan was approved by Senior Management and implemented.
Cover of the Parametric Part Number Database business plan for which I was the primary author. Projected annual expense reductions and GP was over $4.3 million. The plan was approved by Senior Management and implemented.
John Bentham
Global Communications & Product Marketing Portfolio
Cover of the Internet Marketing Solutions business plan,
which I proposed as a spin-off company from within Avnet. The company was to provide internet based marketing products and services to Avnet’s customer base with the overall objective being demand creation – the more end products Avnet’s customers sold, the more components they would need from Avnet. The proposal included product and service definitions, pro forma income statements, marketing, sales and operating models with risk assessment scenarios. First year target revenue projections were $2.6 million at 38% net profit. While Avnet did not accept my proposal in 1999, it did launch a similar model in 2002.
John Bentham
Global Communications & Product Marketing Portfolio
Product Marketing & Communications Comprehensive Product Marketing Strategies Logo and product sample from the launch of Avnet Avenue™, a go-to-market strategy and campaign to position Avnet’s design centers, product evaluation kits and engineering capabilities. As a result, Avnet realized a substantial increase in design wins and credibility with its suppliers. I directed the following activities in North America, EMEA and Asia Pacific:
• Global branding • Product and service launches • Public relations • Internal communications • Advertising • Web site deployment • Product packaging • Multinational collateral development
John Bentham
Global Communications & Product Marketing Portfolio
Branding Effective Marketing & Communications for Global Target Audiences Avnet Design Services, a $680 million division of Avnet, provides
concept through production engineering services for its customers. To help get ADS off the ground, I wrote the global marketing comm-unications strategy whose cover is shown below. The Global Media Plan included a Market Position Statement, a staffing proposal, media schedule, PR strategy and a budget. PR coverage return on investment for each geographical region was as follows:
North America
Value of PR coverage was $199,447 ROI for the region was 552%
EMEA
Value of PR coverage was $51,830 ROI for the region was 524%
Asia Pacific
Value of PR coverage was $139,431 ROI for the region was 1,408%
All Regions Combined
Total value of PR coverage was $390,708 Average ROI for all regions was 699%
John Bentham
Global Communications & Product Marketing Portfolio
Excerpts from the evaluation of Avnet Design Services’ global image campaign.
Target Market – China/Taiwan/Singapore The graphic of the apple tree and the idea of “picking apples,” is not immediately understood in this context.
Target Market – Germany
The text and image work well and were described as effective. One evaluator found the ad humorous and described it as the better of the two ads in no small measure because of the more inventive use of the ladder as a tree trunk. “Climb above your competition” is clearly reflected by the upright ladder.
Target Market – France
The correlation between “picking parts” and “picking apples” (which in turn justifies the image of the tree) is not readily understood, even by the target audience.
Target Market – Holland
In Dutch “pick” means “to steal”. The evaluations were considered when launching the global image campaign into the target markets.
John Bentham
Global Communications & Product Marketing Portfolio
Sample cover letter, business card, thank you note and email signature with red bar branding elements.
John Bentham
Global Communications & Product Marketing Portfolio
John Bentham
The next few pages are collateral samples that were developed after the Market Position Statements had been completed. They reflect the company’s own unique voice & tone, and their particular style and branding elements. Other reference materials including business plans, competitive analyses, collateral examples, target market analyses and campaign development strategies are available on request.
BACKGROUNDER
“WE PROVIDE
TECHNICAL
SOLUTIONS TO
HELP
CUSTOMERS
WORLDWIDE
GET THEIR
PRODUCT TO
MARKET
FASTER.”
Avnet Design Services is the technical element of
Avnet Electronics Marketing (Avnet EM). With our
engineering focus, we provide technical solutions to
help customers worldwide get their product to
market faster. With four design centers in the
United States and locations in Canada, England,
Germany, India, Israel, New Zealand, and
Singapore, we provide immediate access to one of
the industry’s brightest and most experienced
design engineering teams.
Avnet Design Services is comprised of three distinct
elements. Design Support Services is the traditional
engineering support model provided through
Application Engineers (AEs) deployed
geographically, Customer Field Application
Engineers (CFAEs) dedicated to vertical market
segments, and dedicated AEs for specific supplier
requirements. Marketing provides the strategic
direction and identifies key target markets for our
development boards, technical training, design
partners, and branding activities. Design Center
Services offer customers global access to our three
primary offerings: System Design Services provides
fee based board level solutions to customers who
wish to augment their engineering teams or utilize
Avnet Design Services as their outsourced
engineering partner. FPGA and ASIC Design
Services provides fee based ASIC, FPGA, and
custom product design to accelerate customers
complex product development schedules. RF
Design Services provides applications and
reference designs from concept to pre-production
testing for customers seeking a wireless solution.
AVNET DESIGN SERVICES
Ultimately, it is our mission to help customers
develop leading-edge products and then get them to
market faster by utilizing our extensive value added
service offering. And with our unique focus on
suppliers, we aggressively promote the use of high
technology differentiated products through our
broad customer base, system design knowledge,
and early customer engagements in engineering.
We provide complete electronic engineering
assistance for numerous applications ranging from
consumer products to high-end telecommunications
systems. Here are some selections from our design
portfolio:
• PDAs
Turnkey Design with O.S.
• Multimedia Peripherals
Network Attached Devices
• High End Processor Control
ARM®, StrongARM™, MIPS®
• Embedded Operating Systems
Windows® CE, Linux, Microware
• White Goods
Control and Motor Function
• Power Supplies
Metering and Control
• Telecommunications
OC192, ADSL, VoIP, UTOPIA
• Internetworking
10/100/1000 Ethernet, GigaBlaze®
• Bluetooth Appliances
Reference Design Kit
• Set Top Box
PowerPC™, TriMedia
• High Speed I/O
IEEE 1394, USB, PCI, CPCI, LVDS
BACKGROUNDER
REGIONAL CONTACTS North America Jim Schaeffer
Sr. VP, Americas
+1 (949) 789-4180
Warren Miller
VP, Strategic Marketing
+1 (408) 942-4789
Europe Tesfay Embaye
VP, Demand Creation
+49 89 45 110 166
Asia Harley Feldberg
President, Avnet Asia
+65 580 6000
DESIGN CENTERS All Regions Rafael Cruz
VP, Design Centers
+1 (847) 797-7438
MARCOM All Regions John Bentham
Director, Global MarCom
+1 (480) 643-7519
Avnet and the AV logo are registered trademarks of Avnet, Inc. Avnet Avenue and Avnet Avenue logo are trademarks of Avnet, Inc. All other trademarks are property of their respective owners. 5/01 Avnet Avenue Backgrounder
FACT SHEET
MISSION Avnet Design Services will be the best-in-class technical solutions provider of engineering design services and the distribution of intellectual property, enabling customers to reach their markets first with the best technology and leading edge solutions.
HEADQUARTERS Headquartered in Phoenix, Arizona, Avnet Design Services has design
centers and field engineers in North America and design center locations in Canada, England, Germany, India, Israel, New Zealand and Singapore.
FOUNDED Avnet Inc. has always had design centers and field engineers in North
America, but with the 1996 acquisition of VSI in New Zealand, and the 2001 acquisition of RDT, Avnet Inc., through Avnet Design Services, is now able to offer full design services including LSI Logic and Philips ASICs designs.
VALUE PROPOSITION Avnet Design Services offers highly-specialized semiconductor design and
engineering expertise. As a value-add, Avnet Design Services design experts will also integrate a host of pre-configured semiconductor modules into existing boards, which reduces the adaptation period that slows development. The resulting shortened transformation time will optimize existing designs, improve performance and density, power consumption and reliability and decrease time to market.
PRODUCTS/SERVICES Avnet Design Services provides products across three elements of design: Systems Design: hardware solutions, software driver and O.S. integration,
reference design and starter kits and IP development. FPGA/ASIC Design: chip level solutions, VHDL/Verilog design, backend
services, IP integration, technology migration. RF Design: Bluetooth applications, reference designs. PARTNERS/CLIENTS Partners include: Intel, LSI Logic, Philips, Motorola and Xilinx.
Clients include: Bizfōn, Dotcast, Extreme Networks, Juniper, Mercury Computer Systems, TiVo and Web TV.
LEADERSHIP North America: Jim Schaeffer, Sr. VP, Americas Europe: Tesfay Embaye, VP, Design Services
Asia: Rafael Cruz, VP Design Centers (acting) Harley Feldberg, President, Avnet Asia
Design Centers Global: Rafael Cruz, VP, Design Centers CONTACT INFORMATION Warren Miller, VP, Strategic Marketing
Avnet Design Services +1 408-942-4789 [email protected]
John Bentham, Director, Global Marketing Communications Avnet Design Services
+1 480-643-7519 [email protected]
AVNET DESIGN SERVICES
servicedebutlimited release
RF Design
The RF Design Services offered by Avnet DesignServices, the engineering arm of Avnet, Inc. a $10B electronicsdistributor, helps customers specify, develop and design wirelesssystems. Knowledgeable RF engineers work as part of acustomer’s design team to extend their resource and knowledgebase during the critical implementation phase, enabling them tohit aggressive time to market milestones. Our RF engineers areexperts in wireless technologies including BluetoothTM, GSM, DECT and IrDA. Our engineers have extensive commercialdesign experience and are customer focused. Whatever your RFdesign needs, our experienced design team can get you to marketin the shortest possible time.
State-of-the-Art Equipment
• Rohde & Schwarz CMU200 Universal Radio Communication Tester (w/ BluetoothTM option)
• HP 8920A RF Communication Test Set • HP 1652B Logic Analyzer • Agilent E4407B ESA-E Series Spectrum Analyzer • HP 8753D Network Analyzer • HP 8657A Signal Generator • SMIQ03 3.3GHz Vector Signal Generator • IFR 2025 2.51 GHz Signal Generator • Agilent 54622D Mixed Signal Oscilloscope • HP 54616B Oscilloscope • Tektronix TDS3034 Oscilloscope • TopWard 6303D Dual Tracking DC Power Supply • Agilent 85024A HF Probe
RF Design Services reduces your time to market. First and foremost, we match your project with the
right person from the RF Design team. On average, ourengineers have more then eight years of design experience inwireless technologies – some with extensive knowledge ofBluetooth.
Our RF Design Services not only providesexperienced engineers, we also provide tools and techniques.For example, our Bluetooth Design Center developed theBluetooth Starter Development Kit. This development kit isa professional development tool for host based Bluetoothapplications. It is a reprogrammable development andprototyping hardware platform that can help shorten andsimplify your design cycle at an affordable cost.
Our RF Design team focuses on providing completeturnkey solutions including conception and specification,design and implementation, and meeting user acceptance andtype approval testing. Our engineers can also createinnovative wireless solutions ranging from componentevaluation and recommendation, to code writing. We willwork with you in every phase of the product developmentprocess, including design engineering, test validation,sourcing of components, and delivery of the final product.
Using state-of-the-art technology, developmenttools, facilities, concepts and techniques we can help youconquer the challenges of today’s wireless world andprovide you with the competitive advantage of being first tomarket.
Our RF Design team is unique among designservices organizations. By combining RF Design Serviceswith our traditional distribution services, we have all theresources necessary to complete your design quickly and tohelp ensure your success in the market. We work as yourbusiness partner to provide value beyond conventionaldesign services.
BluetoothTM Starter Development Kit
This development kit is a professional development tool for host based Bluetooth applications. It is a reprogrammable development and prototyping hardware platform that can help shorten and simplify your design cycle at an affordable cost.
AvnBLU
Contact Information:
Asia North America Block 5012 2211 South 47th St. Ang Mo Kio Ave 5 Phoenix, Arizona 85034 #04-02 TECHplace 2 United States Singapore 569876 Tel: +1 (866) AVNET RF Tel: +65 481 6776 Fax: +65 482 6776 Europe [email protected] 79 Rue Pierre Sémard BP90 Châtillon Cedex, 92323 France Tel: +33 1 49 65 2500 www.ads.avnet.com
RF Design
Target Customers: If any of these characteristics
apply to your company, the sooner you contact Avnet Design Services the more design time you can save. �� A design that needs to be
economized, but no time to look into integration options or lower cost alternatives.
�� A need for a full service provider.
Someone who will take your requirements and implement the design from ground up, stage your prototype builds and get you ready for volume manufacturing.
�� Inexperienced in or new to
wireless and hope to get a jumpstart in wireless design.
Our Specialties Include: �� Turnkey Solutions
• All electronic components in BOM
• Material management (frees customers from shortages of components and reduces downtime)
�� Comprehensive Technical Support (development resources to shorten design cycle)
�� Global Channel Support (regardless of production sites)
Avnet – Committed to Leading Edge Wireless Technology “EDB is very pleased with Avnet Asia’s commitment to continuallyvalue-add to the electronic manufacturers’ supply chain in Singapore,even from the early product design stage. This center will further strengthen Singapore’s reputation as a leading integrated logistics hub.”
Tan Chek Ming, Director of ServicesDevelopment Division, Economic Development Board (EDB)
“Having Avnet as our official Asia Pacific distributor of Bluetoothproducts provides us with many advantages. Because of their extensiveknowledge in global distribution and the fact that they are specialists inRF and Bluetooth technologies, we are confident that Avnet will deliverBluetooth solutions to their customers.”
Rund Van der Linden, Senior VPPhilips Semiconductor
et and the AV logo are registered trademarks of Avnet, Inc. Avnet Avenue and Avnet Avenue logo are trademarks of Avnet, Inc. All other tradeETOOTH is a trademark owned by Bluetooth SIG, Inc. and licensed to Avnet, Inc.
The Complete Solution: We can work with you in every
phase of the product development process, from design to delivery of the final product.
Some of the services we provide as part of the complete solution are plug and play modules, customization solutions, and pre-type approval testing.
marks are property of their r
espective owners. 4/01 ADS-Service Debut /RF Design
Copyright 2003, Point Meridian Corp. The Point Meridian logo is a trademark of Point Meridian Corp. Zenith Point is a servicemark of Point Meridian Corp. Backgrounder, Rev. 3, 06/03
BACKGROUNDER
POINT MERIDIAN CORPORATION
Founded in March of 2003 and based inAustin, Texas, Point Meridian provides awide range of marketing services toclients in the hi-tech, banking and non-profit sectors.
From concept to development toexecution and follow up, Point Meridianhelps businesses achieve their marketing objectives through a variety of strategiesand tactics.
LEAD GENERATION & MANAGEMENT • Prospect acquisition • Lead generation • Lead qualification & management • Closed loop marketing • Campaign reporting & analysis LEAD GENERATING SERVICES
• Direct mail services • Fulfillment services • Interactive marketing • Call center operations • Event & seminar planning
DATABASE MARKETING STRATEGY • Client data hosting • Compare & contrast of market data • Scalable & customizable solutions
CONTACT INFORMATION Point Meridian CorporationNancy Moran, CEO & David Godwin, President & John Bentham, VP Marketing 716 Congress Avenue Managing Partner Managing Partner & Business Development Suite 200 P. +1 (512) 349 3100 P. +1 (512) 349 3100 P. +1 (512) 349 3100 Austin, Texas 78701 F. +1 (512) 349 3101 F. +1 (512) 349 3101 F. +1 (512) 349 3101 P. +1 (512) 349 3100 [email protected] [email protected] [email protected] F. +1 (512) 349 3101
www.pointmeridian.com
“Marketing services for every latitude”
MARKETING COMMUNICATIONS STRATEGY • International & domestic marketing
communications • Brand development • Competitive scouting & market
intelligence • PR management & media relations • Collateral development • ROI metrics
CAMPAIGN STRATEGY DEVELOPMENT • Top-down approach to strategy
development • Seamless integration with other
marketing elements • Consistent messaging • Tactical execution
REPORTING & ANALYSIS • Secure client extranet • Customizable formats • Establishment of ROI metrics
All projects and services are backed by the company’s integrated Zenith PointSM
Client Satisfaction Program, which assures accountability to client requirements.
Copyright 2003, Point Meridian Corp. The Point Meridian logo is a trademark of Point Meridian Corp. Zenith Point is a servicemark of Point Meridian Corp. Fact Sheet, Rev. 3, 06/03
FACT SHEET
POINT MERIDIAN CORPORATION
MISSION FOUNDED VALUE PROPOSITION PRODUCTS & SERVICES
CLIENTS LEADERSHIP & CONTACT
INFORMATION
“Marketing services
that give you latitude”
Point Meridian will provide measureable and high valuemarketing services that enable clients to achieve their objectivesand reduce their time to market. The company was founded in March of 2003 and is based inAustin, Texas. Point Meridian is a Woman-Owned Small Business. Point Meridian provides a wide range of marketing strategiesand tactics to clients in the hi-tech, banking and non-profit sectors. All services are backed by the company’s Zenith PointSM Client Satisfaction Program which assures accountabilityto client requirements. • Lead Generation & Management • Database Marketing Strategy • International & Domestic Marketing Communications Strategy• Campaign Strategy Development • Reporting & Analysis Dell, Thomson Delphion, State Bank, Xerox Federal Credit Union Nancy Moran, CEO P. +1 (512) 349 3100 • [email protected] David Godwin, President P. +1 (512) 349 3100 • [email protected] John Bentham, VP of Marketing & Business Development P. +1 (512) 349 3100 • [email protected]
Digital Press Kit available at www.pointmeridian.com
Copyright 2003, Point Meridian Corp. The Point Meridian logo is a trademark of Point Meridian Corp. Marketing Communications Strategy Service Brief, Rev. 3, 06/03
service brief
Marketing Communications Strategy
Smart businesses are always looking to the horizonfor new opportunities. But when their gaze extendsbeyond the Atlantic or Pacific, they’re often facedwith marketing decisions in uncharted territory.
At Point Meridian, we understand the uniquechallenges of communicating your brand across international boundaries, as well as right here in ourown back yard. Our strategies and expertise willassure that your message contributes positively toyour brand. Here’s how we can help:
INTERNATIONAL & DOMESTIC MARKETING COMMUNICATIONS
• Advance objective planning • Lead time analysis • Target audience selection • Ethnic & cultural content evaluations • Language translations
BRAND DEVELOPMENT • Brand awareness benchmark research • Market penetration strategies • Brand image consistency • Brand transition strategies
CONTACT INFORMATION John Bentham, VP Marketing Point Meridian Corporation & Business Development 716 Congress Avenue, Suite 200 P. +1 (512) 349 3100 Austin, Texas 78701 F. +1 (512) 349 3101 P. +1 (512) 349 3100 [email protected] F. +1 (512) 349 3101
www.pointmeridian.com
COMPETITIVE SCOUTING & MARKET INTELLIGENCE • Competitive analysis • Event scouting
PR MANAGEMENT & MEDIA RELATIONS • Media & PR relationship management • Publication selection and placement strategies • Corporate identity documents
COLLATERAL DEVELOPMENT • Branding consistency & use • Position & tone development • International collateral requirements • Digital press kits
ROI METRICS • PR • Brand awareness • Lead acquisition & conversion • Interactive marketing communications
With solid experience in North America, WesternEurope, China and the Asia Pacific region, we know what it takes to provide effective and compellingcontent to your audience.
Point Meridian – “Marketing strategies that communicate on every latitude”.
