1. Get Noticed! Attract Members! Support Adoption! It's All About XBRL Jurisdiction Marketing Brad J. Monterio – Colcomgroup, Inc. December 4, 2007 Vancouver, British Columbia, Canada

2. SOME INITIAL THOUGHTS…  Marketing is about communicating value  Marketing isn’t a magic pill  Marketing is the champion of your audience’s needs  Marketing doesn’t create truth where truth doesn’t exist  The more you know about your audience, the more effective your marketing

3. Jurisdiction Marketing HIGHLIGHTS COVERED TODAY  Define Your Marketing Strategy  Leverage Cost Effective Tools on Limited Budgets  Match Core Messages to Stakeholder Needs

4. Define Your Marketing Strategy DEVELOP A WRITTEN PLAN It all starts with: –Knowing your organization –Knowing your members –Knowing your stakeholders

5. Define Your Marketing Strategy  Know your organization - perform a SWOT analysis –Strengths, Weaknesses, Opportunities and Threats  Understand the current landscape and adapt –Regulatory and legislative –Business sectors Financial services/banking –Technology

6. Define Your Marketing Strategy  Identify measurable objectives –Number of members New and renewing members –Dues –Targets by member type  Include qualitative goals –Increase brand awareness Media outreach Third party outreach Regulatory and government affairs

7. Define Your Marketing Strategy  Understand your current members –Define by type (e.g., tool vendor) –Understand their goals, needs and wants  Know your external stakeholder groups –Define by stakeholder type (e.g., regulator) –Understand their goal, needs and wants –Determine where they get their information; who influences them

8. Define Your Marketing Strategy  Develop a compelling value proposition –“What’s In It For Me?” (WIIFM) Why join the jurisdiction? What you will accomplish for them? How will you drive adoption among end users?  Target your outreach to those audiences –Marketing communications –Media outreach

9. Cost Effective Tools  Media relations  Third party outreach

10. Cost Effective Tools Why Media Relations?  Costs less than other marketing and advertising activities… and often more effective  Communicates action and milestones  Builds brand awareness  Attracts members and observers  Positions you better against competitive efforts

11. Cost Effective Tools Third Party Outreach to Who?  Regulatory agencies (e.g., stock exchanges, securities regulators)  Professional associations (e.g., investor relations professionals)  Trade associations (e.g., banks)  Investor organizations  Learning institutions (e.g., accounting departments)

12. Cost Effective Tools Why Third Party Outreach?  Leverages partner’s: –Brand awareness and reach –Members –Influence –Marketing and promotional budgets –Credibility  Builds brand awareness  Attracts members and observers  Educates and informs stakeholders

13. Developing Core Messages  Why? –Ensure consistency –Communicate value proposition –Demonstrate action

14. Developing Core Messages  Develop separate message sets for each group: –Regulatory agencies –Tool Vendors –Accounting firms –Financial services companies –Consulting firms –Business and financial executives etc.  Use targeted messages in marketing, media and third party outreach

15. Questions? Brad Monterio Senior Vice President Colcomgroup, Inc. Tel: 646 536 5104 or 917 593 4130 E: bmonterio@colcomgroup.com