Wrap the Beltway: Integrated Marketing Program September — December 2007

What This Campaign Will Accomplish: Targets & Objectives Buyers & Influencers Position BE as a thought leader and provider of choice to spark dialogue & generate leads Candidates Raise profile as employer of choice to increase the pipeline of candidates Increase investment in platform programs, particularly in exclusive thought leadership and sponsorship opportunities; leverage renewed business focus on priority solutions to drive more discipline in marketing spend. Build awareness and preference for BearingPoint as Management and Technology Consultants who get amazing things done. Differently. Build senor client relationships. Position BearingPoint as a leader in the public sector space Motivate the employee base Drive recruitment Enhance market competitiveness Solution thought leadership Integrate marketing, PR, AR, Sales Enablement and Internal Communications Deliver proof points – customer references Employees Foster pride and motivate employees to help boost retention

What This Campaign Will Accomplish: Messaging and Positioning Declare Demonstrate Deliver We are Management & Technology Consultants who get things done. Differently. RADIO Ads: Navy, NAVAIR, Army, Air Force, TSA, NOAA TV WEB Thought Leadership Whitepapers, Solution Maps, Case Studies Providers of choice in: Information Sharing Security & Identity Management Performance & Accountability PRINT

Media Selections: Targeted Reach, Topic Alignment, & Prestige Radio TV Web Print

High-Visibility, High-Impact Program 228 TV spots on local broadcasts 210 Radio spots on WTOP and WFED 16 Print ads in GovExec, FCW, WashTech 60 Pre- and post-campaign brand survey interviews AND Significant web presence via media partners & BE.com Print ad breakdown: 6 FCW, 5 GovExec, 5 WashTech, Including 2 thought leadership advertorials TV: Comcast Spotlight (CNBC, CNN, Headline News, MSNBC, Fox News, and Discovery)

Print Ads: Client Successes Profile Our Results, Approach, People

Radio & TV: Driving Brand Awareness with High-Frequency Air Cover Bring BE brand to life and highlight key differentiator– client commitment Helps make all other media channels more effective Radio Drives home new tagline and links BE brand to key capabilities :30 and :60 second spots

Web: Highly-Targeted Lead Generation Features our thought leadership and generates leads Home page sub-features Landing pages Microsite Web banners Email sponsorships Podcasts Webcast with Government Executive Paid Search (key words) Email pushes

Making It Happen: The Power of a Fully-Integrated Team Leverage all venues and content to: Increase the pipeline of candidates Re-recruit alumni Drive preference and generate leads by investing in complimentary: Content to give thought leaders a voice Sponsorships to foster relationships Multi-channel program for launch, rollout and sustained momentum to: Educate: Cascading communications via email, voicemails, podcasts; office environmentals Engage: Involve employees through “outer loop” creative samples; “inner loop” intranet resources, newsletters, and calls; and “Beltway Bandit” SME features Influence market perceptions through positive media & analyst coverage PR: Exclusive feature, ongoing pitches on key themes in priority pubs AR: Proactive updates on content and capabilities, invitations to hosted events Turn interest and dialogue into opportunities Sales tools: Messaging, calendar, Q&A Telesales qualification of web, 866#, and event leads Field Marketing Field Marketing Recruiting & Alumni Recruiting & Alumni Sales & Telesales Sales & Telesales Program Integration Model Field Marketing: Drive preference and generate leads by investing in complimentary: Content to give thought leaders a voice Sponsorships to foster relationships Sales: Turn interest and dialogue into opportunities Sales tools: Messaging, calendar, Q&A Telesales qualification of web, 866#, and event leads PR/AR: Influence market perceptions through positive media & analyst coverage PR: Exclusive feature, ongoing pitches on key themes in priority pubs AR: Proactive updates on content and capabilities, invitations to hosted events Internal Communications: Multi-channel program for launch, rollout and sustained momentum to: Educate: Cascading communications via email, voicemails, podcasts; office environmentals Engage: Involve employees through “outer loop” creative samples; “inner loop” intranet resources, newsletters, and calls; and “Beltway Bandit” SME features Recruiting/Alumni: Leverage all venues and content to: Increase Placeholder Internal Communications Internal Communications Public Relations & Analyst Relations Public Relations & Analyst Relations 9

Key Take-Aways Wrap the Beltway exemplifies our integrated marketing approach: Multi-channel programs built around core thought leadership Differentiated messaging and solutions Early stakeholder input Robust internal communications Lock-step coordination among all Marketing teams