Sotto PR Proposal Presented by McKenzie Worldwide: Megan McKenzie, President & CEO Kathleen Mazzocco, Vice President Brian Edwards, Account Director

Agenda  Introductions, agency overview  Sotto’s business goals, SWOT analysis  Initial PR/AR program  Local market outreach  Vertical & customer programs  Next steps

Agency Overview  High touch, high-tech, boutique PR agency  Mission: Helping build and sustain brands that people trust  World-class experience with business, trade, vertical media and analysts  Extensive experience working with companies at all phases of the adoption curve  Track record  Innovative thinking and creative implementation of ideas  Results-oriented approach supports clients’ key business objectives  Satisfied clients; long-term PR partnerships  Budget flexibility, transparency and accountability

Past/Present Clients

Chasm-Based PR Strategies Innovators | Early Adopters | Early Majority | Late Majority | Laggards

Innovators PR Strategies  Goal: Get off the ground  Create solid foundation among technology enthusiasts  Demonstrate success  Educate influencers  PR Approach  Articulate technology breakthroughs, benefits  Tech analyst focus  Technical publications, bloggers  Educate about the problem  Duration: 3-6 months (or more)

Early Adopter PR  Goal: Appeal to Visionaries  Demonstrate dramatic competitive advantage via revolutionary breakthrough  Highlight customer successes  Build momentum  PR Tactics  Move to case-study approach – customer wins, results  Announce new partnership deals  Focus on business and vertical media  Conduct market studies showing need/benefit  Refine messaging  Establish segment leaderships  Build word of mouth campaigns  Duration: 2-3 years

Early Majority PR  Goals: Become established, credible, known  Be seen as a clear leader  Demonstrate superior performance, execution  Product, market maturity  PR Tactics  Comprehensive PR program  Regular tours, editorial boards  Contributed articles  Speaking engagements  Competitive  Full-scale product launches  Engage on issues, define trends  Duration: 3-5 years

On Main Street PR  Goal: Manage perception, build brand  Avoid being seen as evil  Give company a face, personality  Control messaging, protect brand  PR Tactics  Exert strong messaging discipline  Maintain open relationship with influentials  Continue to be proactive  Own the discussion  Use star power to move the bar  Duration: 10 years +

Sotto S.W.O.T. Analysis InternalExternal Strengths  Management, technical team  Well-articulated business benefit  Strong partner relationships  Solid funding Opportunities  Hit the SMB sweet spot  Build perception as wireless innovator  Generate buzz through partners Weaknesses  New offering may be confusing  Limited handset choices  No track record, customer base  No awareness or brand  A start-up Threats  Existing wireless contracts too hard to break  Large operators put together similar offerings  Technology bugs, failures  Me too competitors

Messaging Architecture Business problem Message themes Communication goals Audiences Product Messages Customers Delivery Sound bites Audiences Event Message themes Market dataBenefitsOther proof points Other PR products & eventsTop stories Relevance Consistency Authenticity

Sotto “Innovators” PR Program  Analyst relations  Launch company/product  Local market launches  Top outlets in market  Tech trade focus  Reviews  Technology dives  Product upgrades, features  Partner deals

Sotto “Visionaries” PR Program  Line of business analysts  Customer wins, case studies  Business press  Vertical media, analysts  Local launches  New media buzz campaigns

PR Tracking & Measurement  Web-based dashboard to aggregate and measure coverage globally in real time  On-demand tool (or Sotto- based solution)  Analyze volume, tonality, messaging vs. competition  Monthly roll-up reports  Use to set goals and metrics  Mobile alerts

Working Together  Teamwork  Consider us a key part of your core business team  Close partnership + open dialogue = great PR results  Weekly meetings, conference calls  Monthly status reports  Measuring results  Map results to PR goals  Quality versus quantity  Track achievement of key messages in all coverage  Monthly coverage analysis  Quarterly PR review and meeting with executive team to establish new goals

Success Factors: What We Need From You  Clearly identify goals, expectations  Weekly meetings/conference calls with Rich Maganini, marketing team, global PR teams  Provide MWW with Sotto marketing and business plans, research, etc.  Provide MWW with timely access to long-term planning and anticipated events  MWW to attend pivotal marketing/business meetings  Timely access to spokespeople for media opportunities

Your Team  Megan McKenzie  Account champion, team lead  Brian Edwards  Technology stories, reviews program

Next Steps? We want to be your strategic PR partner!