© 2006 SWITCH Communication Concept Marketing & PR

© 2006 SWITCH 2 Key Data Commissioned by:Management Duration: December May 2006 Implementation: 5 full-day workshops Participants: extended Management (9 persons) Validity:2 - 3 years

© 2006 SWITCH 3 Project Aims Targeted deployment of communication instruments to achieve SWITCH’s corporate aims. Stringent use of message and appearance to sustainably strengthen SWITCH’s image profile. Creating a uniform understanding of the concepts of Marketing and Communication. Raising awareness of the status and importance of marketing and communication as a strategic management tool. Achieving a high acceptance of the concept established and the communication activities defined and making them binding. “The journey is the reward”.

© 2006 SWITCH 4 Purpose A communication concept governs: SWITCH’s communication work, in a binding manner Who communicates what to whom, and when and how External and internal communication A communication concept does not govern: upwards: the higher-level corporate or marketing strategies which specify the guidelines to be followed by a communication concept downwards: elaboration of the details of individual communication activities

© 2006 SWITCH 5 Steps to establish a c. concept 1.Analysis of the starting situation 2.Target group analysis and communication requirements 3.Potential to differentiate from competitors 4.Positioning and image profile 5.Principal message and ancillary messages 6.Key actions 7.Communication budget 8.Responsibilities 9.Efficiency review

© 2006 SWITCH 6 Strategic prerequisites for communication >Summary of most important issues. Analysis of starting situation Strategic options (by division) Need for action for communication Corporate Actual: Target: Network Actual: Target: NetServices Actual: Target: Security Actual: Target: Internet Domains Actual: Target: Other Actual: Target:

© 2006 SWITCH 7 Target group analysis Target groupImportanceAttitude / needs Need for action CompanyActual: Target: Procurement market Actual: Target: Sales marketActual: Target: Economic, political environment Actual: Target: >Summary of most important issues.

© 2006 SWITCH 8 Potential to differentiate from competitors Crite- rion Potential to differentiate or leverage the profile Need for action QualityBe part of the club, We enable access to tailored services thanks to international co-operations with other NRENs (Internet2, GEANT2, AAI on European scale, SCS TERENA, EduRoam) Quality independent of price. Perfectly tailored and long-lasting services. Short ways to the designer. Better visibility of international activities Better visibility of high quality services ImagePeer-to-peer relationships, closeness to universities, commercial independence, neutrality, innovative, unconventional image. Enhance club feeling PricePrices for network connectivity are competitive.- - -

© 2006 SWITCH 9 product oriented active passive Positioning of SWITCH Zone to be aimed for? ! Failure to attain financial objectives Inefficient market development ! Not producing what the market needs ! Outstripped by the competition ! Permitted zone requirements oriented

© 2006 SWITCH 10 Image profile (Excerpt) Actual Profile  Target Profile 

© 2006 SWITCH 11 Principal message Our passion for technology links people in the internet and provides electronic access to education and research in Switzerland.

© 2006 SWITCH 12 Strategy (Excerpt) Configure overall communication (print, web, events) to be more benefit-oriented and more personal, unconventional, emotional and active. Collect customer needs and customer satisfaction. Raise awareness of the importance of international networking compared with a national approach. Provide a documentation package for customer care, customer acquisition and for other stakeholders. Intensify communication with main target groups.

© 2006 SWITCH 13 Key actions Brand identity Branding Visual Identity Corporate Design Guidelines Events Community Meeting Domain pulse SWITCH Events Printed documents Annual Report Image Brochure SWITCHjournal Miscellaneous Short films Range of merchandising items Website Implementation in the first half of 2007 End User Meeting KAM Event Brochures and Documentation Newsletter CRM Tool Customer Satisfaction Barometer

© 2006 SWITCH 14 Communication Budget

© 2006 SWITCH 15 Contact matrix

© 2007 SWITCH 16