Security Weaver PR Proposal February 21, 2007 Presented by McKenzie Worldwide

Agency Overview  High touch, high-tech, boutique PR agency  Mission: Helping build and sustain brands that people trust  World-class experience with business, trade, financial services and venture media and analysts  Extensive experience working with technology companies of all sizes  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

What Makes Us Different  Senior people work on your business – hands on  Extensive experience with technology companies in all phases and many segments  Deep technical understanding  Fast, nimble, responsive, scalable  Efficient, low overhead  Understand new media landscape

Agency Fit with Security Weaver  Understanding of security space as well as governance, risk and compliance issues  Understanding of SAP (former client)  Passion for technology  Strong relationships in vertical, trade, business, new media  Trusted partner  Strategic thinking  Long-term view, ability to scale with you

Agency Capabilities  Strategic planning and counsel  Media relations  Analyst relations  Corporate communications, branding, messaging  Executive, spokesperson coaching/media training  Editorial and production services  Event management, Global PR coordination  Internet/online programs (blogs, podcasts, etc.)

Security Weaver PR SWOT  Strengths:  Innovative solution  Deep domain expertise  Solid market opportunity  Solid success story with AIG Retirement Services customer to build upon  Opportunity to leverage SAP NetWeaver Partner relationship  Executive team track record, vision, leadership  Weaknesses:  Limited brand recognition  Limited customer base  Some customer resistance – need to educate market

Security Weaver PR SWOT  Opportunities  Establish Security Weaver as thought leader in space  Educate the market on advantages of Security Weaver solution  Establish company as expert in providing industry-leading controls and compliance solutions for SAP environments  Target SAP ecosystem and publications that follow SAP  Threats  Incumbent players roll out similar technology  Competitive FUD  Failure to execute

2007 PR Plan Recommendations Our recommended PR program approach:  Messaging  Proof points  Quotable customer references  Analyst Relations  Media Relations (strong GRC and vertical trade program)  Speakers Bureau/Events  Measurement and program evaluation  Closed loop

2007 PR Plan Proposal First 30 Days (February/March):  Kick-off meeting with Security Weaver executives  Planning session with Neil McConnell  Begin planning for top Security Weaver events  SAP GRC ’07 (Las Vegas) – March  SAP Admin ’07 (Las Vegas) – March  SAPPHIRE ’07/ASUG (Atlanta) – April  SAP Tech Ed  Etc.  Messaging workshop with exec team  Refine messages, create messaging architecture (see Appendix)  Spokesperson/messaging training  Develop list of speaking opportunities to pursue and begin process of placing SW execs on panels, talks throughout 2007  Identify/prioritize analysts  Prioritize GRC and industry-specific publications to pursue  Develop 2007 editorial calendar of news opportunities  Recommend updates/edits to website

2007 PR Plan Proposal First 60 Days (March/April):  Priority: SAP GRC ’07 (Las Vegas) – March  Develop announcement plan, press release(s) for SAP GRC  Secure 1:1 meetings with select analysts/media at event  Test messaging with select analysts, customers  Incorporate analyst/customer feedback  Identify/prioritize analysts to brief in April  Begin editing/writing white papers, product briefs with industry-specific introductions (map to SW’s priority verticals)  Continue outreach to secure speaking opportunities for SW execs in 2007  Ongoing media relations/story placement  Develop Top 10 story ideas (trends, major themes) to place in 2007  Develop calendar of contributed articles to write for 2007

2007 PR Plan Proposal First 90 Days (April/May):  Priority: SAPPHIRE ’07/ASUG (Atlanta) – April  Develop SAPPHIRE/ASUG announcement plan press release(s)  Develop onsite briefing strategy (analysts/media)  Identify top target analysts  Secure initial strategic briefings with analysts and manage ongoing relationship with these key influentials  Secure positive analyst endorsements of Security Weaver solution, technology, strategy and benefits  Drive analyst reports, case studies that highlight benefits of Security Weaver solution  Obtain analyst quotes for press releases, stories  Engage analysts for strategic counsel and feedback  Incorporate analyst/customer feedback

2007 PR Plan Proposal Note: After 3-month trial period we will discuss potentially moving forward in ongoing relationship. Ongoing 2007 PR activities would include:  PR strategy meetings/calls with Neil McConnell, other SW execs  Analyst Relations  Continue to expand and enhance relationships for SW with targets  Secure positive analyst reports, mentions of SW  Media Relations  Ongoing placement of contributed articles ghostwritten for SW exec in target pubs  Ongoing pitching of Top 10 story ideas to target pubs  Securing articles about SW  Vertical Trade editor relationship building  GRC publications  Vertical industry publications that map to customer stories  Computer trade publications  Customer success stories  Security Weaver quoted as expert source  Vertical industry how-tos  New Media  Development of calendar of podcasts for 2007  Development of blog strategy for SW  Writing Services  Ongoing development of press releases, materials, etc. as needed  Speaking Opportunities  Development of master calendar for 2007 speaking opportunities for SW  Booking SW execs into speaking and panel opportunities  Event Support  PR support at events as appropriate  Development of event announcement plans, 1:1 onsite meetings with analysts, press, etc.

Measurement  Vocus  Detailed records on more than 800,000 influentials  Relationship management for tracking interactions  Automated mailings and follow up  Results tracking and analysis

Working Together  Teamwork  Consider us a key part of your core business team  Close partnership + open dialogue = great PR results  Weekly in-person 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  PR review and meeting with executive team to establish new goals

Success Factors: What We Need  Clearly identify goals, expectations  Weekly meetings/conference calls  Provide MWW with marketing and business plans, research, etc.  MWW to attend pivotal marketing/business meetings  Timely access to spokespeople and customers for media opportunities

PR Budget  Initial 3-month PR retainer ($5K month*)  Strategic PR Counsel  Messaging Workshop  Media/Messaging Training  PR Planning  Media Relations  Analyst Relations  Writing Services  Press Release Writing  Materials development  Coverage Analysis *Note: 1.Budget estimate does not include direct costs (telephone, postage, travel, wire transmission fees, etc.) which typically average about 10% of base monthly budget).

We’re looking forward to being your strategic PR partner! Megan McKenzie Direct: Mobile:

Appendix

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