Shift campaign Usage guidelines Microsoft 365 Studio October 2018

Contents 03 Campaign information 05 Language assets 10 Visual assets 19 Digital marketing assets 29 Email template 30 PowerPoint slides

Overview The Shift campaign is designed to create top-down/bottom-up awareness, urgency, and intent among ITDMs, IT Pros, and BDMs to update their software and hardware together and to move from on-premises solutions to a cloud experience that's kept current. They can do this simply by shifting to a modern desktop—deploying Windows 10 and Office 365 ProPlus kept up to date. To make that happen, we need to shift perceptions among our audience that shifting to a modern desktop is a benefit, so the campaign focuses on what they gain by upgrading technology. The messaging will gradually increase in urgency as we approach end of support (EOS) for Windows 7 and Office 2010.

Campaign disclaimer (rules of the road) To ensure campaign consistency across multiple audiences, geographies, and channels, all campaign creative will be managed by the Microsoft 365 Studio. This document contains the specific verbiage and visuals that are approved for use by teams outside of the Microsoft 365 Studio. Any usage of “Shift” messaging or visuals not explicitly outlined in this document needs to be approved by the Microsoft 365 Studio.

Language assets

Enterprise messaging If you use the word “Shift,” use it only as shown below. Campaign line Usage Shift to a modern desktop with Microsoft 365 Should be used wherever possible (websites, blog posts, etc.) Make the shift to a modern desktop Should be used when the preferred message is too long and/or body copy is present (posters, banner ads, etc.) Make the shift Should be used only when space is extremely limited or other supporting messaging is in close proximity (swag, event banners, etc.) Call to action Learn more at microsoft365.com/shift

SMB messaging If you use the word “Shift,” use it only as shown below. Campaign line Usage Shift to a modern desktop with Microsoft 365 Should be used in any instance when Microsoft 365 can be offered Shift to a modern desktop with Windows 10 and Office 365 Should be used in any instance when Microsoft 365 cannot be offered Make the shift to a modern desktop Should be used when the preferred message is too long and/or body copy is present (posters, banner ads, etc.) Make the shift Should be used only when space is extremely limited or other supporting messaging is in close proximity (swag, event banners, etc.) Call to action Learn more at microsoft365.com/shift

Wording Do Don’t “a modern desktop” “the modern desktop” “a modern desktop with Microsoft 365” “Microsoft 365 modern desktop” “modern desktop”* “Modern Desktop”** EOS - end of service for Windows 7 and Office 2010 EOL – end of life *If phrase begins a sentence or is used in a title, then “Modern” is capitalized. **Reminder: Microsoft style is sentence capitalization, not title capitalization. But if the content style has been determined to be title capitalization, then modern desktop must match.

Modern desktop definition A modern desktop is Windows 10 and Office 365 ProPlus kept up to date, giving you the most productive and secure computing experience, with the lowest total cost of ownership. Pillars Most productive Empower your people to collaborate in real time and leverage the intelligence of the cloud with the latest from Office 365 and Windows 10. Most secure Ensure your users are protected with security capabilities that respond to the latest threats. Lowest TCO Simplify the process of keeping devices up to date while saving time, reducing costs, and gaining control.

Visual assets

Campaign graphic This graphic represents the Shift campaign. It communicates simplicity and an upward and forward trajectory. In groups, it represents collective evolution, order, and direction. Download the high-resolution version here. Blue graphic White graphic

Usage of the graphic Place the graphic on the right upper side of the document Use generous margins Try to keep ‘modern desktop’ in the same line Keep the graphic in proximity with the tagline Avoid placing the graphic too close to the Microsoft 365 logo Design based on a grid View the Microsoft Grid Guidelines

Things to avoid Make the shift Don't place the graphic too close to the Microsoft 365 logo. Don't use a logo configuration for the graphic and the messaging in any way. Don’t use the graphic by itself. It will always need the Shift messaging. Don't change the color of the graphic. Make the shift Make the shift Don't place the graphic on top of an image. Don't use the graphic close to a line of copy. Don't use imagery inside of the graphic. Don't use transparency in the graphic.

Color This campaign relies on color for recognition. Only use these color combinations in the campaign. Background color Microsoft blue White Light gray R0 G120 B212 Hex #0078D4 C100 M30 Y0 K0 Pantone 3005 R255 G255 B255 Hex #FFFFFF C0 M0 Y0 K0 R234 G234 B234 Hex #EAEAEA C6 M4 Y3 K0 Type color White on blue Black on white Black on light gray

Typography Shift to a modern desktop with Microsoft 365 26 16 Setting type properly makes the design strong and the message clear. Avoid using more than three sizes. Whenever possible, use Segoe Semibold for headlines and Segoe Regular for body copy. Example of good type setting Shift to a modern desktop with Microsoft 365 H1 26 A modern desktop is Windows 10 and Office 365 ProPlus kept up to date, giving you the most productive and secure computing experience, with the lowest total cost of ownership. 16 B1

Device photography Files can be downloaded here. Dell HP Lenovo Surface

Device-only photography Files can be downloaded here. Surface HP Lenovo Dell

Screens Files can be downloaded here. Desktop/laptop Surface

Digital marketing assets The next several slides show the building blocks to create digital marketing assets.

Shift to a modern desktop with Microsoft 365 Paid social media, copy by pillar Security Post copy: Shift to the most secure, most productive experience. Shift to a modern desktop with Microsoft 365. Headline: Protect what you've built Link description: Discover how to work more securely. CTA: Learn more Lowest cost Post copy: Shift to a modern desktop and simplify the process of keeping devices up to date. Save time, reduce costs, and gain control. Headline: Lower your costs Link description: Shift to a modern desktop with Microsoft 365. CTA: Learn more Productivity Post copy: Boost your productivity with Microsoft 365. You get the richest app experiences, enhanced by the cloud. Headline: Get even more done Link description: Shift to a modern desktop with Microsoft 365. CTA: Learn more

Shift to a modern desktop with Microsoft 365 Organic social media, copy by pillar Security Facebook post copy: Shift to the most secure, most productive experience. Shift to a modern desktop with Microsoft 365. LinkedIn post copy: Shift to the most secure, most productive experience. Shift to a modern desktop with Microsoft 365. Twitter post copy: Shift to the most secure, most productive experience. Shift to a modern desktop with @Microsoft365. Lowest Price Facebook post copy: Shift to a modern desktop and simplify the process of keeping devices up to date. Save time, reduce costs, and gain control. LinkedIn post copy: Shift to a modern desktop and simplify the process of keeping devices up to date. Save time, reduce costs, and gain control with Microsoft 365. Twitter post copy: Shift to a modern desktop and simplify the process of keeping devices up to date. Save time, reduce costs, and gain control with @Microsoft365. Productivity Facebook post copy: Boost your productivity with Microsoft 365. You get the richest app experiences, enhanced by the cloud. LinkedIn post copy: Boost your productivity with Microsoft 365. You get the richest app experiences, enhanced by the cloud. Twitter post copy: Boost your productivity with @Microsoft365. You get the richest app experiences, enhanced by the cloud.

Shift to a modern desktop with Microsoft 365 Paid display copy Static banner copy Headline: Shift to a modern desktop with Microsoft 365 CTA: Buy now -> Animated banner copy Frame 1: Shift to the most secure Frame 2: most productive experience. Frame 3: Shift to a modern desktop with Microsoft 365 CTA: Learn more -> Banner ad Display ad

Shift to a modern desktop with Windows 10 and Office 365 Paid social media, copy by pillar Security Post copy: Shift to the most secure, most productive experience. Shift to a modern desktop with Windows 10 and Office 365. Headline: Protect what you've built Link description: Discover how to work more securely. CTA: Buy now Lowest cost Post copy: Shift to a modern desktop and simplify the process of keeping devices up to date. Save time, reduce costs, and gain control. Headline: Lower your costs Link description: Shift to a modern desktop with Windows 10 and Office 365. CTA: Buy now Productivity Post copy: Boost your productivity with Windows 10 and Office 365. You get the richest app experiences, enhanced by the cloud. Headline: Get even more done Link description: Shift to a modern desktop with Windows 10 and Office 365. CTA: Buy now

Shift to a modern desktop with Windows 10 and Office 365 Organic social media, copy by pillar Security Facebook post copy: Shift to the most secure, most productive experience. Shift to a modern desktop with Windows 10 and Office 365. LinkedIn post copy: Shift to the most secure, most productive experience. Shift to a modern desktop with Windows 10  and Office 365. Twitter post copy: Shift to the most secure, most productive experience. Shift to a modern desktop with #Windows10 and @Office365. Lowest Price Facebook post copy: Shift to a modern desktop and simplify the process of keeping devices up to date. Save time, reduce costs, and gain control. LinkedIn post copy: Shift to a modern desktop with Windows 10 and Office 365, and simplify the process of keeping devices up to date. Save time, reduce costs, and gain control. Twitter post copy: Shift to a modern desktop with #Windows10 and @Office365, and simplify the process of keeping devices up to date. Save time, reduce costs, and gain control. Productivity Facebook post copy: Boost your productivity with Windows 10 and Office 365. You get the richest app experiences, enhanced by the cloud. LinkedIn post copy: Boost your productivity with Windows 10 and Office 365. You get the richest app experiences, enhanced by the cloud. Twitter post copy: Boost your productivity with #Windows10 and @Office365. You get the richest app experiences, enhanced by the cloud.

Shift to a modern desktop with Windows 10 and Office 365 Paid display copy Static banner copy Headline: Shift to a modern desktop with Windows 10 and Office 365 CTA: Buy now -> Animated banner copy Frame 1: Shift to the most secure Frame 2: most productive experience. Frame 3: Shift to a modern desktop with Windows 10 and Office 365 Banner ad Display ad

Shift to a modern desktop with Windows 10, Intel® vPro™ platform, and Office 365 Paid social media, copy by pillar Security Post copy: Be more productive.  Shift to a modern desktop with Windows 10, Intel® vPro™ platform,  and Office 365. Headline: Get more done faster, from anywhere Link description: Discover how much more you can achieve. CTA: Buy now Lowest cost Post copy: Save time, reduce costs, and gain control with Windows 10, Intel® vPro™ platform, and Office 365.  Headline: Lower your costs Link description: Shift to a modern desktop. CTA: Buy now Productivity Post copy: Boost your productivity with Windows10, Intel® vPro™ platform, and Office 365.  Headline: Get even more done Link description: Shift to a modern desktop.  CTA: Buy now

Shift to a modern desktop with Windows 10, Intel® vPro™ platform, and Office 365 Organic social media, copy by pillar Security Facebook post copy: Be more productive. Shift to a modern desktop with Windows 10, Intel® vPro™ platform, and Office 365   LinkedIn post copy: Shift to the most secure, most productive experience. Shift to a modern desktop with Windows 10, Intel® vPro™ platform, and Office 365.  Twitter post copy: Shift to the most secure, most productive experience. Shift to a modern desktop with #Windows10, Intel® vPro™ platform, and @Office365.  Lowest Price Facebook post copy: Save time, reduce costs, and gain control with Windows 10, Intel® vPro™ platform, and Office 365.  LinkedIn post copy: Save time, reduce costs, and gain control with Windows 10, Intel® vPro™ platform, and Office 365.  Twitter post copy: Save time, reduce costs, and gain control with #Windows10, Intel® vPro™ platform, and @Office365.  Productivity Facebook post copy: Boost your productivity with Windows 10, Intel® vPro™ platform, and Office 365. LinkedIn post copy: Shift to a modern desktop, and boost your productivity with Windows 10, Intel® vPro™ platform, and Office 365. Twitter post copy: Shift to a modern desktop, and boost your productivity with #Windows10, Intel® vPro™ platform, and @Office365.

Shift to a modern desktop with Windows 10, Intel vPro platform, and Office 365 Paid display copy Static banner copy Headline: Shift to a modern  desktop with Windows 10, Intel®  vPro™ platform, and Office 365 CTA: Buy now -> Animated banner copy Frame 1: Shift to the most secure Frame 2: most productive experience. Frame 3: Shift to a modern desktop with Windows 10, Intel®  vPro™ platform, and Office 365 Banner ad Display ad

Email template Download here

PowerPoint template Please use one of the following slides as your title slide.

Shift to a modern desktop with Microsoft 365 Learn more at microsoft365.com/shift

Shift to a modern desktop with Microsoft 365 Learn more at microsoft365.com/shift

Resources Microsoft 365 marketing guidelines Microsoft 365 illustration library Microsoft 365 illustration guidelines Microsoft 365 illustration files, blue and gray Microsoft 365 illustration files, white

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