You have a great product that can benefit many. But the question is, how do you communicate those benefits. Many people focus on features. But features "tell" while benefits "sell." Developing the right message with an acute understanding of your audience is your priority. Then, it is time to create a message map. This is literally a way to combine your features and benefit in an easy to understand way. And if you share your map, it means more communication consistency for all who use it.
Tripp Frohlichstein shares insights on improving your communication skills to better describe and sell your product.
About the Speaker
After spending more than a decade in television news, Tripp Frohlichstein started MediaMasters, Inc in 1986. He has traveled worldwide training thousands of people on how to develop and map their message, how to be interviewed by reporters and how to give more effective presentations.
Upcoming Events
Would you like to lead innovation efforts within your company? Attend upcoming product innovation course. Visit: http://bit.ly/CILCourse
Want To Certify Your Team?
If you have a product team of 10 or more that you want to certify, contact AIPMM at certification@aipmm.com.
About AIPMM
The AIPMM is the trusted authority for product management knowledge. It is where product professionals go for answers. With members in over 75 countries, it is the worldwide certifying body of product leaders.
It is the world's largest professional organization of product managers, brand managers, product marketing managers and other product team professionals who are responsible for guiding their organizations, or clients, through a constantly changing business landscape.
AIPMM's certification programs are internationally recognized because they allow product professionals to demonstrate their expertise and provide corporate members an assurance that their product management and marketing teams are operating at a high competency level.
Visit http://www.aipmm.com.
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12. 1. Excuse me, I have five pages. May I use
the Xerox machine?
Compliance: 60%
Dr. Ellen Langer (Harvard) Study
13. Dr. Ellen Langer (Harvard) Study
1. Excuse me, I have five pages. May I use
the Xerox machine?
Compliance: 60%
2. Excuse me, I have five pages. May I use
the Xerox machine because I’m in a rush?
Compliance: 94%
14. 3. Excuse me, I have five pages. May I use
the Xerox machine because I have to make
some copies?
Compliance: 93%
Dr. Ellen Langer (Harvard) Study
2. Excuse me, I have five pages. May I use
the Xerox machine because I’m in a rush?
Compliance: 94%
1. Excuse me, I have five pages. May I use
the Xerox machine?
Compliance: 60%
15. Dr. Ellen Langer (Harvard) Study
3. Excuse me, I have five pages. May I use
the Xerox machine because I have to make
some copies?
Compliance: 93%
2. Excuse me, I have five pages. May I use
the Xerox machine because I’m in a rush?
Compliance: 94%
1. Excuse me, I have five pages. May I use
the Xerox machine?
Compliance: 60%
88. PROVIDING
VALUE TO
OUR
CUSTOMERS
BUNDLING
AND CHOICE
CUSTOMER
CARE
FOUNDATION
FOR GROWTH
Competitive
Advantage
More
Efficient
Operations
Improved
Balance
Sheet
Strong
Management
Team With Clear
Strategies
EMPLOYEE
COMMITMENT
•Pride In Company
•Customer Focused
Philosophy
•Training & Development
•Recognition & Award
Program
•Career Paths
QUALITY
SERVICES
93. PROVIDING
VALUE TO
OUR
CUSTOMERS
BUNDLING
AND CHOICE
Simplified
Message
$39.99 Video
$29.99 HSI
$29.99 Phone
$99.97
Single Product •Pricing For 3 Mos.
•Two Product Pricing For 6 Mos.
•Triple Play Pricing for 1 Yr.
Value
Packaging
•Savings
•Convenience
•Choice
Informed
Marketing
•Improves Return On
Marketing Spend
•Right Services For Each
Customer
•Improves Satisfaction
Fuels
Growth
•Improves Satisfaction
Of Loyalty
•Improves Video
Retention
•Sustains HSI
Momentum
CUSTOMER
CARE
Continuous
Improvement
Team
End-To-End
Customer
Experience
Centers Of Excellence
•Right Call, Right Agent
All The Time
•Billing
•Repair
•Sales & Retention
•Virtualized &
Redundant Network
•24-Hour Support
Technical Operations
•Truck Roll Reduction Initiative
•More Efficient Dispatch
•eQA Live Ensures HSI
Innovation
•e-Care
•Chat
•Self-Help
•Full Service
FOUNDATION
FOR GROWTH
Competitive
Advantage
•Triple Play Ability Today
•Technical Innovation
•Local Presence &
Content
More
Efficient
Operations
•Asset Sales
•Focus On Highest
Return Capital &
Operating
•Focus On Excellence
Improved
Balance
Sheet
•Reduce Near-Term
Maturities
•Enhance Liquidity
•Reduce Total Debt
Strong
Management
Team With Clear
Strategies
•Increase Phone Penetration
•Drive Bundled Services
•Market Consistently
•Provide Value-Added
Features
•Invest In Initiatives With
Highest Returns
EMPLOYEE
COMMITMENT
•Pride In Company
•Customer Focused
Philosophy
•Training & Development
•Recognition & Award
Program
•Career Paths
QUALITY
SERVICES
Video
•Choice
•Digital Tiers
•On Demand
•HDTV
•DVR
Phone
•Value
•Savings
•Simplicity
•Convenience
Enables Triple
Play Bundle
High-Speed
Internet
•Self-Install
•Home Page
•Content &
Features
•Speed
•Security Suite
Charter
Media &
Charter
Business
94. Charter sells cable systems to Cobridge!
St. Louis Business Journal!
Date: Friday, October 22, 2010, 10:12am CDT - Last Modified: Friday, October 22, 2010, 11:26am CDT!
Charter Communications Inc. said Friday it wrapped the sale of cable systems serving
approximately 65,000 customers in seven states to Cobridge Communications LLC, an affiliate of Los
Angeles private equity firm The Gores Group.!
Charter President and CEO Mike Lovett said in a statement. “Our primary focus is to provide value
to our customers and enhance their experience with Charter, and more tightly clustered systems
allow us to more effectively achieve this.”!
95. Charter sells cable systems to Cobridge!
St. Louis Business Journal!
Date: Friday, October 22, 2010, 10:12am CDT - Last Modified: Friday, October 22, 2010, 11:26am CDT!
Charter Communications Inc. said Friday it wrapped the sale of cable systems serving
approximately 65,000 customers in seven states to Cobridge Communications LLC, an affiliate of Los
Angeles private equity firm The Gores Group.!
Charter President and CEO Mike Lovett said in a statement. “Our primary focus is to provide value
to our customers and enhance their experience with Charter, and more tightly clustered systems
allow us to more effectively achieve this.”!
Huh?
99. Sustained
Growth
Growth
Initiatives
Strong Customer
Growth
15th Consecutive
quarters of
Double Growth-
Best in Industry
2Q Earnings
+10.1% to $624
million (before one-
time item)
EPS
10.8% to $1.3
(before one-time
item)
2Q Revenues
+6.5% to $4
billion- highest
quarterly revenue
in Ameritech's
history
One-Time Charge
•After-tax $87 million or
16 cents a share
•Workforce restructuring
at one of our overseas
investments
•Goals to improve
productivity & prepare for
continued success in more
competitive markets
Cellular Customers
•+31% to 2.9 million
•+148,000 in quarter,
+344,000 in first half
for the best growth in
Ameritech's history
Paging Customers
+38% to 1.3 million
Call
Management
Services
+22%
Telephone Lines
•+3.3% to 20 million
•+642,000 over 12
months
Long Distance
•$9 billion opportunity
•Opened local markets wider
than anywhere else
•Done everything to meet the
letter & spirit of Telecom
Act
•FCC ruling on Michigan by
August 19
•We will persist until we
gain entry
Cable TV
•42 franchises
•2 million population
•Up & running in 26
communitiies
•3 of 10 take rate
where marketed
Security
Monitoring
+42% to 566,000
AMERITECH FINANCIAL MESSAGE 2Q97
100. IMPROVING THE
CUSTOMER
EXPERIENCE
Delivering World-
Class Service:
Faster And More
Accurate
Serving Great
Tasting Food
Training And
Rewarding Our
Managers And
Crew
Maintaining
Marketing
Momentum
We're Serving More
Than 1 Million New
Guests Each Day In
Our Restaurants
By Continuing To Serve 70
Additional Guests/Day, We
Expect The Average
Restaurant's Operating
Cash flow To Be Up At
Least $12K...And Likely
More If We Continue This
Momentum
We're Re-Energizing Our Brand
By Marketing To Key Customer
Targets (Young Adult Males,
Women And Moms With Kids)
FOCUS
•I'm Lovin' It Activation
•Dollar Menu Execution
•Consistent Merchandising Execution
•Rollout In 2004:
•Promotional Focus On Young
Adult Males
•Healthy Lifestyles (e.g.,
Stepometer, Go Active
With Olympic Tie-In)
We're Attracting More
Guests To Our Restaurants
By Improving The Taste Of
Our Food And Add New,
Relevant Food News
FOCUS
•Core Menu Improvements; Filet, Vertical
Cabinet Management
•Execution Of Salads, McGriddles, New
Nuggets
•10 More Units Of Each/
Week Generates $ In
Additional Annual Profit
•Rollout In 2004
•New Salad Flavors, Chicken
Breast Strips, Apple Dippers
And Milk Chugs
•While We've Made Progress,
Service Remains Our #1
Opportunity For Growing
Guest Counts
•ROIP Is The Foundation Of
Our Ops Focus
FOCUS
•Automations: Bun Buffer,
Automated Beverage System, Arch
Fry And Handheld Order Taker
•Service "Bundle" ...Emphasis On:
•Restaurant Layout
And Labeling
•Positioning
•Service Diagnostic
Tools
•Restaurant Optimization (Garner)
Including core Menu
•POS Migration Plan Including
Cashless
We're Training All
Of Our Managers
And Crew So They
Can Deliver On the
Experiences Our
Guests Desire
FOCUS
•Seed Store Training (700
Restaurants)
•HU Revitalization, MDP
•Rollout In 2004
•Training Around 12
Systems (Modules
And Workshops)
•New Menu Orientation
MCDONALD'S MESSAGE MAP
101.
102. Getting
It
Right
By having the
right staff
For
Members
For
Employers
For
Taxpayers
Retirees
•Secure benefit-cannot outlive
•Prevent poverty
•Get checks on time
•Maintain purchasing power
via cola
•Low cost administration
•Easy/immediate access to
info i.e. tax documents, current
beneficiaries
•Quickly connect to right
person when calling in
•Serving more than 16,000
•Provide retirement, disability
and survivor benefits
•Take guesswork out of
retirement planning because
based on working career
•Investment philosophy of
diversification and long term
investing reduces risk
•Professional money and
administration management.
•Gives members dignified way
to leave workforce
Education
•Pre-retirement seminars
•Secure member website
•Onsite member education (benefit
fairs, presentations
•Webinars
•Annual meeting
•Newsletters
Education
•Administrative workshops
(regional)
•Website
•Webinars
-•On-site Visits:
-Eclipse training
-Board meetings
-Work sessions
-Committee meetings
•Annual meeting
•Pre-retirement seminar for
HR
•Newsletters
•Flexibility to elect different benefit levels to
tailor to employees
•LAGERS plan can attract/retain good
people
•Gives members incentive to stay during
most productive years yet leave workforce
when time is right
•Potential to keep better employees =
higher quality services
•Low admin cost (less than 1¢/10 dollars
of assets-better than nat'l average)
•Higher investment returns than average DC
plans which lowers employer contribution
rates
•Lower investment risk due to ability to have
long term strategy
•Enables better budget planning=stability to
employer contribution rates(5 year
smoothing/1% cap)
Service
•Eclipse (state of the art reporting
system)
•Dedicated benefit specialist and
accounts analyst=faster service
and specific expertise on YOUR
benefits
•Detailed annual statement to
share with auditors, public,
budgeting and planning
•Web
•We look for cost savings (less
paper, Eclipse, we do work so
you don't have to...or can't, lean
LAGERS staff)
•Budget consistency for
employers=less impact on other
services (i.e. no last minute
contributions to pension fund
requiring cuts in other services-
i.e. street repair)
•Budget consistency for
employers=less impact on
other services (i.e. no last
minute contributions to
pension fund requiring cuts in
other services-i.e. street
repair)
•Good stewards of taxpayer
money-low admin costs,
diversified/long term
investments to reduce risk
•Excellent funding
process(83.5%prefunded)
so no surprises (i.e. won't
need more tax money
quickly)
•On avg., 60+% of pre-
funding from investment
return
•More than 9 out of 10
retirees stay in MO and their
money stays here too
•Taking care of the people who
take care of you
•Potential to keep better
employees = higher quality
services
•Investment fees less than
1% (performance based-so if
don't meet benchmarks,
fees lower and if exceed
benchmark, fees higher)
•People stay-good place to
work
•Extensive experience-xx
years
combined
•On going employee
education, certification and
development
•Right staff-staffed right (i.e.
do own administrative work
vs. hiring extra assistants)
LAGERS
MESSAGE
MAP
10-30-12 V1
Our mission...to provide retirement, survivors and disability benefits to
Missouri Local Government Employees in the most efficient and
economical manner possible, while providing superior service and
fulfilling fiduciary obligations.
Employers seek
us out-we don't
actively try to
"sell"
Awards:
•Certificate of Achievement
for Excellence in financial
reporting
•Public Pension Standards
Award for funding and
administration
•Communication award for
our website
Won Excellence in
Financial Reporting
award 30+ years in a
row, more than any
other public fund in
North America
103. Investment
Philosophy:
Getting it
Right
Diversification Long Term
Manager
selection
Quantitative
Approach to
selection
Our mission...to provide retirement, survivors and disability benefits to
Missouri Local Government Employees in the most efficient and
economical manner possible, while providing superior service and
fulfilling fiduciary obligations.
"infinite"
Investment
horizon (so
don't have to
time the
market)
Approved by
board
representing
members
•Not
relationship
oriented so
no
sweetheart
deals
Constant
Monitoring
Of managers
to make sure
they are
sticking to
philosophy
and business
operations
Of Assets on
a regular
basis-
whether
minute by
minute if
needed or
month by
month
Will follow
good money
managers if
they move
Not
relationship
oriented -
only about
the
investments
LAGERS Staff
•Multiple assets-
Stocks, bonds, treasuries,
commodities,
real assets (i.e. pipelines),
private equity, real estate,
trees, foreign investments
Risk
Awareness
•Risk set at board
level-then set target
return based on risk
level
•Monitored on long
term basis-(i.e. look
at risk over 5 plus
years)
Realistic
assumptions (see
Brian)
Quarterly
review of
risk with
LAGERS
board
Decision on
what to
invest in
made
internally,
then
manager
found (no
sales pitch
from firms)
Clear guidelines
for CIO
•Less speculation
•CIO work looked
at as a skill not an
art
•Flexibility to take
advantage of
market
opportunities
Qualified/Experienced
•3 total-all master
degrees
•1 CPA
•1CFA(Chartered
Financial Analyst)
•2 CAIA (Chartered
Alternative Investment
Analyst
•30+ years total
investing experience
Internal
auditor
monitors
investment
operations
Fees based on
performance
•Investment fees less
than 1% (performance
based-so if don't meet
benchmarks, fees lower
and if exceed
benchmark, fees
higher)
Solid performance
fiscal 2012
1 yr-3.58
5 yr.-
30 yr.-
Will not invest in companies
on Fed Government list
doing business in prohibited
countries
104. Getting it Right-
Fair for
employees,
employers and
taxpayers
Fair, modest
benefit
structure
Of 16,000+ retires,
all but a couple less
than $100,000 year
•Average monthy
benefit-$855
•Avg length of
employee
5-10 yrs=$234/mo
10-15 yrs=$531/mo
15-20 yrs=$859/mo
20-25 yrs=$1259/mo
25-30 yrs=$1873/mo
30+ yrs=$2334
LAGERS part of three
legged stool-
social security and
personal savings are
other two
Have served
public in many
ways-deserve a
fair pension
•Police
•Fire
•Dispatchers
•EMTs
•Road and bridge workers
•City planners
•Public health
•Utility workers
•Election officials
•Librarians
Often lower salaries
for being in
government and have
earned their LAGERS
pensions (based on
how long they work,
what they earned)
Pensions provide
economic stability
For
employee
For Missouri
95% of
pension
payments
stay in
Missouri
helping
business
For
employers
Cost
effective
(cite
studies
i.e. better
bang for
buck))
NIRS study showed
•$1 contributed by
taxpayers in MO over
30 years=$5.43 in
spending (dollar is
spent several times)
For those (public
employees) who say
"not fair, we don't have
a pension like that"-you
can have it-tell
employer to contact
LAGERS
For those (private
employees) who say "not
fair, we don't have a pension
like that"-state law only
allows us to represent public
employees-however, it is up
to private employer to adopt
a LAGERS like structure
It's not fair!
105. 1
Is your LAN
ready for
tomorrow's
challenges?
2
Optical LAN
addresses
IT needs
with better
technology
5
Optical LAN
saves
money
4
Optical LAN
strengthens
security to
prevent
leaks
3
Optical LAN
improves
sustainability
to save energy
and money
6
Optical LAN is based on
proven GPON technology
used by millions
2A
Simplifies
your LAN,
which means
less hassle
2B
Outperforms
copper-
based LAN
2C
Converges
all building
networks into
one
2D
Tellabs has invested
for years in Optical
LAN to build leading
products
5A
Lower total
costs of
ownership by
up to 70%
5B
Consume
80% less
energy
5C
Reduce
space needs
by up to 90%
5A2
Lower operating expense
-- Save on maintenance
contracts 5% average
(vs. Cisco SmartNet up
to 18% per year)
-- Save 8-10 minutes per
move/add/change (In HQ
move, Deltek saved >50
hours)
-- Gain tax benefits of
LEED accreditation
5A1
Lower capital expense
-- Fewer devices, for
example, Sandia
removed 600 Ethernet
switches and installed
only 14 OLTs in its data
center. It moved from 2
switches per building to
19 buildings per switch
-- Eliminates wiring
closets
-- Lower initial cost
-- Fiber costs less than
copper and is simpler to
install, has a life of 25
years+
4B
All-Secure
PON offers
the ultimate
in security
4B1
So secure, it's certified by the US military and used in
military and intelligence secret IP networks
3B
Optical LAN consumes up to 80% less
energy. About 1/3 of savings are due to
fewer devices, 2/3 from reduced cooling load
3A
In a new high-performance or LEED-accredited
building, reduce overall costs:
-- eliminate wiring closets
-- reduce electrical needs, including uninterruptible
power suppliers (UPS)
-- reduce HVAC load
-- reduce structural needs
-- less plastics to reduce fire risk
3C
Optical LAN is less resource intensive:
-- Prop or photo: compare size of copper cables to
fiber optic cables
-- Sandia recycled $70,000 worth of copper after
installing Optical LAN
6A
-- GPON technology has been
deployed in networks successfully for
more than 10 years
-- Verizon has deployed GPON to
millions of homes and businesses
with its FiOS service
6B
Optical LAN is deployed by 19 U.S. government
agencies, including:
-- Dept. of Defense
-- Dept. of Homeland Security: St. Elizabeth's,
largest government IT contract ever
-- Dept. of Energy-Sandia has deployed the world's
largest passive Optical LAN in 265 buildings on its
13-square-mile campus
6C
Enterprise customers are using Optical
LAN successfully:
-- Deltek
-- American College of Radiology
-- San Diego Public Library
6D
Backed by new industry
association APOLAN
-- Provides education and
guidance on Optical LAN
-- Founders include Corning,
IBM, Tellabs, TE Connectivity,
3M and Zhone
-- Multiple vendors are
embracing APOLAN
Optical LAN:
TECH BUYER
Me/ssage Map
7/15/13
2A1
Optical LAN /directly replaces copper-based LAN
with all the same features and functionality.
-- Optical LAN avoids "planned obsolescence"
-- Fiber optics have a life of 25+ years
-- Our carrier-class GPON equipment is typically
expected to be in networks 15 to 20 years
-- Avoid replacing copper cables every few years
-- Avoid replacing discontinued Ethernet switches
-- A single system serves a 13-sq-mile campus with
60,000 ports at Sandia
-- Building an Optical LAN with 100,000 endpoints
for DHS (Dept. of Homeland Security) at St.
Elizabeth's
2A3
Easy to use graphical interface on network
manager saves time
-- Deltek technician saves 8-10 minutes on
each move/add/change
2A2
Avoid the hassles of wiring closets
-- Fewer switches mean fewer problems with fans,
NIC (network interface card) interfaces, etc.
-- Upgrade, rather than replace, equipment to
increase bandwidth; use the same fiber optics
-- Fewer wiring closets due to 300X more reach
with Optical LAN (30km vs. 100m)
2B2
More bandwidth and speed
-- 1 Gig to the desktop
-- PON supports 10G and beyond
-- Right-size ONTs, including Mini-
ONT that fits into wall or cubicle
raceway
-- 1 ONT can serve up to 24 desks
-- ONTs can handle analog and
digital phones
2B1
Optical LAN helps you get
ready for the 7X to 10X growth
in data and video traffic that's
expected, driven by trends
such as wireless/BYOD (bring
your own device), collaboration
software, cloud computing,
videoconferencing and other
new technologies
2B3
Higher availability:
-- Optical LAN has
unplanned downtime
of about 5 minutes
per year, vs. about 9
hours per year
downtime for copper-
based LAN
-- An Optical LAN
network can be
designed with no
single point of failure
2C1
Optical LAN
handles wireless
access points,
surveillance,
security, building
automation, plus:
-- Voice: handles
analog and VoIP,
can migrate
gracefully from
analog to IP
-- Video: RF and IP
-- Data
3D1
Tellabs' Optical LAN
technology firsts
-- First enterprise specific
OLTs
-- First small form-factor OLT
for lower-density deployments
-- First JITC certification
-- First remote ONT powering
-- First POE+ ONTs
-- First AS-SIP
-- First All-Secure PON
-- First in-wall/in-cubicle Mini-
ONT
-- First integrated Optical
Distribution Hub
-- First BICSI-approved OLAN
training
-- Patents on redundancy
5B1
-- Fewer
devices
-- HVAC
savings
-- Less
electrical
service and
UPS
(uninterruptible
power supply)
need
5C1
1. In an existing building, gain storage space.
Reduce cooling and electrical needs.
2. In a new high-performance or LEED-accredited
building, reduce overall costs:
-- eliminate wiring closets
-- reduce electrical needs, including uninterruptible
power supply (UPS)
-- reduce HVAC load
-- reduce structural needs
-- reduced plastics curbs fire risk
4A2
Copper LANs act like antennas, so communications on a
copper-based LAN are easily intercepted due to EMI &
RFI. (electromagnetic and radio freqency interference).
It's nearly impossible to tap into fiber optics.
4A
Fiber is more
secure than
copper
4B2
Military: Optical LAN eliminates bulk encryption
and hardened PDS (protective distribution
system)
106. 1
Is your LAN
ready for
tomorrow's
challenges?
2
Optical LAN
addresses
IT needs
with better
technology
5
Optical LAN
saves
money
4
Optical LAN
strengthens
security to
prevent
leaks
3
Optical LAN
improves
sustainability
to save energy
and money
6
Optical LAN is based on
proven GPON technology
used by millions
2A
Simplifies
your LAN,
which means
less hassle
2B
Outperforms
copper-
based LAN
2C
Converges
all building
networks into
one
2D
Tellabs has invested
for years in Optical
LAN to build leading
products
5A
Lower total
costs of
ownership by
up to 70%
5B
Consume
80% less
energy
5C
Reduce
space needs
by up to 90%
5A2
Lower operating expense
-- Save on maintenance
contracts 5% average
(vs. Cisco SmartNet up
to 18% per year)
-- Save 8-10 minutes per
move/add/change (In HQ
move, Deltek saved >50
hours)
-- Gain tax benefits of
LEED accreditation
5A1
Lower capital expense
-- Fewer devices, for
example, Sandia
removed 600 Ethernet
switches and installed
only 14 OLTs in its data
center. It moved from 2
switches per building to
19 buildings per switch
-- Eliminates wiring
closets
-- Lower initial cost
-- Fiber costs less than
copper and is simpler to
install, has a life of 25
years+
4B
All-Secure
PON offers
the ultimate
in security
4B1
So secure, it's certified by the US military and used in
military and intelligence secret IP networks
3B
Optical LAN consumes up to 80% less
energy. About 1/3 of savings are due to
fewer devices, 2/3 from reduced cooling load
3A
In a new high-performance or LEED-accredited
building, reduce overall costs:
-- eliminate wiring closets
-- reduce electrical needs, including uninterruptible
power suppliers (UPS)
-- reduce HVAC load
-- reduce structural needs
-- less plastics to reduce fire risk
3C
Optical LAN is less resource intensive:
-- Prop or photo: compare size of copper cables to
fiber optic cables
-- Sandia recycled $70,000 worth of copper after
installing Optical LAN
6A
-- GPON technology has been
deployed in networks successfully for
more than 10 years
-- Verizon has deployed GPON to
millions of homes and businesses
with its FiOS service
6B
Optical LAN is deployed by 19 U.S. government
agencies, including:
-- Dept. of Defense
-- Dept. of Homeland Security: St. Elizabeth's,
largest government IT contract ever
-- Dept. of Energy-Sandia has deployed the world's
largest passive Optical LAN in 265 buildings on its
13-square-mile campus
6C
Enterprise customers are using Optical
LAN successfully:
-- Deltek
-- American College of Radiology
-- San Diego Public Library
6D
Backed by new industry
association APOLAN
-- Provides education and
guidance on Optical LAN
-- Founders include Corning,
IBM, Tellabs, TE Connectivity,
3M and Zhone
-- Multiple vendors are
embracing APOLAN
Optical LAN:
ECONOMIC
BUYERS
Message Map
8/2/13
2A1
Optical LAN /directly replaces copper-based LAN
with all the same features and functionality.
-- Optical LAN avoids "planned obsolescence"
-- Fiber optics have a life of 25+ years
-- Our carrier-class GPON equipment is typically
expected to be in networks 15 to 20 years
-- Avoid replacing copper cables every few years
-- Avoid replacing discontinued Ethernet switches
-- A single system serves a 13-sq-mile campus with
60,000 ports at Sandia
-- Building an Optical LAN with 100,000 endpoints
for DHS (Dept. of Homeland Security) at St.
Elizabeth's
2A3
Easy to use graphical interface on network
manager saves time
-- Deltek technician saves 8-10 minutes on
each move/add/change
2A2
Avoid the hassles of wiring closets
-- Fewer switches mean fewer problems with fans,
NIC (network interface card) interfaces, etc.
-- Upgrade, rather than replace, equipment to
increase bandwidth; use the same fiber optics
-- Fewer wiring closets due to 300X more reach
with Optical LAN (30km vs. 100m)
2B2
More bandwidth and speed
-- 1 Gig to the desktop
-- PON supports 10G and beyond
-- Right-size ONTs, including Mini-
ONT that fits into wall or cubicle
raceway
-- 1 ONT can serve up to 24 desks
-- ONTs can handle analog and
digital phones
2B1
Optical LAN helps you get
ready for the 7X to 10X growth
in data and video traffic that's
expected, driven by trends
such as wireless/BYOD (bring
your own device), collaboration
software, cloud computing,
videoconferencing and other
new technologies
2B3
Higher availability:
-- Optical LAN has
unplanned downtime
of about 5 minutes
per year, vs. about 9
hours per year
downtime for copper-
based LAN
-- An Optical LAN
network can be
designed with no
single point of failure
2C1
Optical LAN
handles wireless
access points,
surveillance,
security, building
automation, plus:
-- Voice: handles
analog and VoIP,
can migrate
gracefully from
analog to IP
-- Video: RF and IP
-- Data
3D1
Tellabs' Optical LAN
technology firsts
-- First enterprise specific
OLTs
-- First small form-factor OLT
for lower-density deployments
-- First JITC certification
-- First remote ONT powering
-- First POE+ ONTs
-- First AS-SIP
-- First All-Secure PON
-- First in-wall/in-cubicle Mini-
ONT
-- First integrated Optical
Distribution Hub
-- First BICSI-approved OLAN
training
-- Patents on redundancy
5B1
-- Fewer
devices
-- HVAC
savings
-- Less
electrical
service and
UPS
(uninterruptible
power supply)
need
5C1
1. In an existing building, gain storage space.
Reduce cooling and electrical needs.
2. In a new high-performance or LEED-accredited
building, reduce overall costs:
-- eliminate wiring closets
-- reduce electrical needs, including uninterruptible
power supply (UPS)
-- reduce HVAC load
-- reduce structural needs
-- reduced plastics curbs fire risk
4A2
Copper LANs act like antennas, so communications on a
copper-based LAN are easily intercepted due to EMI &
RFI. (electromagnetic and radio freqency interference).
It's nearly impossible to tap into fiber optics.
4A
Fiber is more
secure than
copper
4B2
Military: Optical LAN eliminates bulk encryption
and hardened PDS (protective distribution
system)
107. 1
Is your LAN
ready for
tomorrow's
challenges?
2
Optical LAN
addresses
IT needs
with better
technology
5
Optical LAN
saves
money
4
Optical LAN
strengthens
security to
prevent
leaks
3
Optical LAN
improves
sustainability
to save energy
and money
6
Optical LAN is based on
proven GPON technology
used by millions
2A
Simplifies
your LAN,
which means
less hassle
2B
Outperforms
copper-
based LAN
2C
Converges
all building
networks into
one
2D
Tellabs has invested
for years in Optical
LAN to build leading
products
5A
Lower total
costs of
ownership by
up to 70%
5B
Consume
80% less
energy
5C
Reduce
space needs
by up to 90%
5A2
Lower operating expense
-- Save on maintenance
contracts 5% average
(vs. Cisco SmartNet up
to 18% per year)
-- Save 8-10 minutes per
move/add/change (In HQ
move, Deltek saved >50
hours)
-- Gain tax benefits of
LEED accreditation
5A1
Lower capital expense
-- Fewer devices, for
example, Sandia
removed 600 Ethernet
switches and installed
only 14 OLTs in its data
center. It moved from 2
switches per building to
19 buildings per switch
-- Eliminates wiring
closets
-- Lower initial cost
-- Fiber costs less than
copper and is simpler to
install, has a life of 25
years+
4B
All-Secure
PON offers
the ultimate
in security
4B1
So secure, it's certified by the US military and used in
military and intelligence secret IP networks
3B
Optical LAN consumes up to 80% less
energy. About 1/3 of savings are due to
fewer devices, 2/3 from reduced cooling load
3A
In a new high-performance or LEED-accredited
building, reduce overall costs:
-- eliminate wiring closets
-- reduce electrical needs, including uninterruptible
power suppliers (UPS)
-- reduce HVAC load
-- reduce structural needs
-- less plastics to reduce fire risk
3C
Optical LAN is less resource intensive:
-- Prop or photo: compare size of copper cables to
fiber optic cables
-- Sandia recycled $70,000 worth of copper after
installing Optical LAN
6A
-- GPON technology has been
deployed in networks successfully for
more than 10 years
-- Verizon has deployed GPON to
millions of homes and businesses
with its FiOS service
6B
Optical LAN is deployed by 19 U.S. government
agencies, including:
-- Dept. of Defense
-- Dept. of Homeland Security: St. Elizabeth's,
largest government IT contract ever
-- Dept. of Energy-Sandia has deployed the world's
largest passive Optical LAN in 265 buildings on its
13-square-mile campus
6C
Enterprise customers are using Optical
LAN successfully:
-- Deltek
-- American College of Radiology
-- San Diego Public Library
6D
Backed by new industry
association APOLAN
-- Provides education and
guidance on Optical LAN
-- Founders include Corning,
IBM, Tellabs, TE Connectivity,
3M and Zhone
-- Multiple vendors are
embracing APOLAN
Optical LAN:
GREEN
BUYER
Message Map
7/15/13
2A1
Optical LAN /directly replaces copper-based LAN
with all the same features and functionality.
-- Optical LAN avoids "planned obsolescence"
-- Fiber optics have a life of 25+ years
-- Our carrier-class GPON equipment is typically
expected to be in networks 15 to 20 years
-- Avoid replacing copper cables every few years
-- Avoid replacing discontinued Ethernet switches
-- A single system serves a 13-sq-mile campus with
60,000 ports at Sandia
-- Building an Optical LAN with 100,000 endpoints
for DHS (Dept. of Homeland Security) at St.
Elizabeth's
2A3
Easy to use graphical interface on network
manager saves time
-- Deltek technician saves 8-10 minutes on
each move/add/change
2A2
Avoid the hassles of wiring closets
-- Fewer switches mean fewer problems with fans,
NIC (network interface card) interfaces, etc.
-- Upgrade, rather than replace, equipment to
increase bandwidth; use the same fiber optics
-- Fewer wiring closets due to 300X more reach
with Optical LAN (30km vs. 100m)
2B2
More bandwidth and speed
-- 1 Gig to the desktop
-- PON supports 10G and beyond
-- Right-size ONTs, including Mini-
ONT that fits into wall or cubicle
raceway
-- 1 ONT can serve up to 24 desks
-- ONTs can handle analog and
digital phones
2B1
Optical LAN helps you get
ready for the 7X to 10X growth
in data and video traffic that's
expected, driven by trends
such as wireless/BYOD (bring
your own device), collaboration
software, cloud computing,
videoconferencing and other
new technologies
2B3
Higher availability:
-- Optical LAN has
unplanned downtime
of about 5 minutes
per year, vs. about 9
hours per year
downtime for copper-
based LAN
-- An Optical LAN
network can be
designed with no
single point of failure
2C1
Optical LAN
handles wireless
access points,
surveillance,
security, building
automation, plus:
-- Voice: handles
analog and VoIP,
can migrate
gracefully from
analog to IP
-- Video: RF and IP
-- Data
3D1
Tellabs' Optical LAN
technology firsts
-- First enterprise specific
OLTs
-- First small form-factor OLT
for lower-density deployments
-- First JITC certification
-- First remote ONT powering
-- First POE+ ONTs
-- First AS-SIP
-- First All-Secure PON
-- First in-wall/in-cubicle Mini-
ONT
-- First integrated Optical
Distribution Hub
-- First BICSI-approved OLAN
training
-- Patents on redundancy
5B1
-- Fewer
devices
-- HVAC
savings
-- Less
electrical
service and
UPS
(uninterruptible
power supply)
need
5C1
1. In an existing building, gain storage space.
Reduce cooling and electrical needs.
2. In a new high-performance or LEED-accredited
building, reduce overall costs:
-- eliminate wiring closets
-- reduce electrical needs, including uninterruptible
power supply (UPS)
-- reduce HVAC load
-- reduce structural needs
-- reduced plastics curbs fire risk
4A2
Copper LANs act like antennas, so communications on a
copper-based LAN are easily intercepted due to EMI &
RFI. (electromagnetic and radio freqency interference).
It's nearly impossible to tap into fiber optics.
4A
Fiber is more
secure than
copper
4B2
Military: Optical LAN eliminates bulk encryption
and hardened PDS (protective distribution
system)
108. Tellabs helps
customers
succeed by
increasing
energy-efficiency
Tellabs equipment increases
energy-efficiency and reduces
and operating expenses
Tellabs makes networks more energy-efficient
-- Many products combine previously separate network elements, which reduces power consumed per bit.
-- Tellabs 8000 INM reduces redundant managers and servers (quantification TBD).
-- Optical LAN uses up to 80% less power than an active-Ethernet architecture.
-- Optical LAN has greater end-user aggregation capacity, which reduces overall per-user energy use.
Example: In aFTTD LAN serving 2,000 users, active-Ethernet consumes more than 10 watts per user,
while optical consumes less than 2 watts per user. We estimate the optical LAN saves $72,000 in
annual utility costs -- which doubles if you add in energy savings from cooling.
-- Optical LAN replaces active Ethernet elements with passive optical splitters, which use less energy
Example: A passive optical splitter uses no energy at all, and replaces a work group switch that uses
2,000 - 4,000 watts.
-- Optical LAN reduces carbon emissions over active Ethernet by about 70%.
Example: If 10,000 office buildings use Optical LAN, it would save 1.65 million tons of CO2, which is
similar to removing 110,000SUVs/trucks from the road every year. (Math: Active Ethernet in one
building uses 40.5 KWH, compared withGPON using 12.5 KWH. Using U.S. Dept. of Energy estimates,
each KWH generates 1.35 in CO2 emissions, per hour. Multiply by 8,760 hours/year for annual figure.
SUV/truck at 15 mpg, 20,000 miles per year emits 15 tons of CO2.)
-- Tellabs' Optical Network Terminals (ONTs) have a built-in standby mode that reduces power consumption
by nearly half (45%).
Our industry can
benefit by helping
others to increase
energy-efficiency
We see a huge growth opportunity for information and communications technology (ICT) in saving
energy.
-- A report called Smart 2020, written by an independent non-profit, The Climate Group, and the
Global e-Sustainability Initiative (GeSI), details the potential savings achievable by the year 2020
from applying ICT. The consulting firmMcKinsey & Company conducted independent supporting
analysis. Some of their conclusions:
-- TheICT sector could help save $800 billion annually in energy use through applications such as:
-- smart building use and design
-- smart logistics
-- smart electricity grids
-- smart industrial motor systems and
-- replacing physical products with virtual equivalents
-- Those energy savings would reduce total global man-made carbon emissions by as much as 15%
(compared with business as usual)...or about 5X the total carbon emissions of theICT industry
-- Tellabs helped Brazilian railroad MRSLogistica centralize its management system to enable
"smart logistics." Now MRS can put more trains on the tracks, increasing its revenue and its profit
potential. Compared with trucks, trains save energy and reduce carbon emissions.
Customers
want a more
energy-
efficient
network
Customers have set energy-efficiency goals.
-- 74% of our revenue is from customers who focus on sustainability.
-- We believe thatVerizon's goal of 20% energy reduction is in line with the
industry's capability.
-- British Telecom 2010 goal: 70% of competitive contracts will have used energy
use considerations to award business.
-- Vodafone is engaging suppliers to help reduce greenhouse gas emissions 50%
by 2020.
-- U.S. Government: Executive Order 13423 andEPACT 2005 guidance mandate
federal agencies purchase energy-saving electronics equipment.
-- It will take work up and down the supply chain to achieve these goals.
-- Customers' desire to increase density and reduce costs will result in more
energy-efficient networks -- and architectures. Optical andROADM technologies
provide higher bandwidth capabilities with less power than equivalent electrical
technologies.
Energy savings reduce customers' operating expenses
-- Network equipment can consume around 80% of the energy
used in an average service provider.
-- Energy can represent as much as one-third of a service
provider's operating expenses.
-- Customers tell us for every watt of energy they save in the
network, they save between 1.4 and 2.4 watts in cooling.
Energy-Efficiency Message Map
August 15, 2011
Tellabs 8800 multiservice router series
-- Reduces overall power consumption up to 50% compared with the
previous network.
-- Established aTEER in 2010. By the end of 2010,Tellabs 8800
innovations were about 80% more energy efficient than previous
platforms. *
Tellabs 7100 optical transport system
-- Reduced Verizon's network energy consumption up to 65%, compared
with previous network architecture. [Source: Customer case study in
Telephony Magazine, 2006]
-- Established aTEER in 2010. In a transponder configuration, theTellabs
7100 is about 3.5X as energy efficient (compared with the previous
linecard). *
Tellabs 8600 managed edge system
-- By 2011,Tellabs 8600 innovations will be more energy efficient -- as
much as 3X -- when compared with 2010 platforms. *
-- Established aTEER in 2010. By 2012,*
-- the 8630 will be about 2X as energy efficient
-- the 8660 will be more than 2X as energy efficient
-- the 8611 will be about 70% as energy efficient as the 8620
* About our methodology:
Tellabs measures energy-efficiency using the industry methodology,
defined by ATIS (Alliance for Telecommunications Industry Solutions).
We follow ATIS standards to calculate aTEER (Telecom Energy
Efficiency Ratio) for key products.
Tellabs uses the TEER to help benchmark our progress. Because
products are highly configurable, actual results may vary by
application. To avoid confusion caused by varying application and to
represent our products accurately,Tellabs does not releaseTEER
values.
These energy efficiency saving statements are based onTellabs´
current estimates and plans which may change.
Tellabs is part of industry collaborations to improve energy-efficiency
-- One of 5 vendors (only Passive Optical Networking vendor) working with
Department of Energy and EPA as stakeholder to develop energy-efficiency
standards for Small Network Equipment
-- Tellabs is one of several partners working on the Scalable Advance Ring-
based passive Dense Access Network Architecture (SARDANA) project. This
three-year global research project demonstrates that a Long-Reach Passive
Optical Network (LR-PON) consolidates the number of central offices,
(merges metro and access segments), reduces number of network elements
and increases energy-efficiency as traffic increases.
-- Tellabs participates in Alliance for Telecommunications Industry Solutions
(ATIS) work to establish industry standards for energy-efficiency.
Tellabs SmartCore™ 9100 Platform
-- Will benchmark aTEER in 2011.
--
1
4
4A
2
3
4B
4C
2B
4D
3A
2A
4E
3B
Note
112. *Unique services: Adult Down Syndrome Center,
hospital-based Executive Health Program,
freestanding Vascular Access Center, comprehensive
Congestive Heart Failure Management Program
BROAD RANGE
OF SERVICES
20+ convenient locations across
St. Louis and St. Charles counties
(urgent care, imaging centers, skilled
nursing facility, rehab hospital) plus
home health & hospice
1,000+ physicians
in 60+ specialties
Key services: heart care, cancer care,
orthopedics, brain and spine, women’s
services/maternity, urgent care
QUALITY
PATIENT CARE
State-of-the-art
technology,
including
electronic records
and informative
website
*Friendly
atmosphere,
everyone
treated like
family
*Recognized for better patient results:
• America’s 50 Best Hospital
• Women’s Health
• #1 in MO for overall cardiac care,
Best in St. Louis for cardiac
surgery (HealthGrades, 2011)
Patient and family resources:
patient relations representative,
social services, support groups,
pastoral care for all faiths
Emphasis on patient safety:
door-to-balloon– 100% w/in
90 min. in 2009 and 2010
1 out of 3 physicians
on “Best Doctors” list
*FACES and family-
friendly culture with
patient satisfaction
commitment and training
450 volunteers
who contribute
an average of
79,000 hours
a year
*Experienced, dedicated employees
(high retention rate, almost 600 20+
years, high satisfaction ratings),
frequently a “Best Places to Work”
award recipient, recognition programs
Strong
philanthropic
base of
support
EXCEPTIONAL
PEOPLE
COMMUNITY
COMMITMENT
*Only St. Louis Spirit
of Women Hospital–
committed to women’s
health excellence and
outreach
Community outreach program: free
health risk assessments (HealthAware:
heart, stroke, spine, sleep, diabetes),
health fairs, classes, mammography
van, Passport to Wellness
*Largest Chesterfield
employer (approx.
3,500 total employees)
Faith-based, not-for-
profit—Pediatric Care
Center, charity care
IMPROVING THE QUALITY
OF LIFE FOR PATIENTS
AND THE COMMUNITY
3-1362
* Distinguishing
point
St. Luke’s Hospital Message Map (8.1.2011)
115. HELP OUR
CLIENTS
BE
MORE
SUCCESSFUL
Food
Safety
In process of
improving
employee
engagement
Quality
Broadest Drug
Development
Portfolio
Outstanding
Employees
Expertise
# PHD's,
RNs, etc
Global
In around
50
countries
From discovery
through
commercialization
Better
Decision
Faster
Accurate
Data
Improving
client service
experience
Looking
at hiring
CAIR
Xcellerate
Xcellerate
Access to huge
amount of data so
can
-see trends over
time
-accelerate patient
enrollment
-most effective
investigators
Program
management=
-more effective
outcomes
-faster
-save money(?)
Client
Partnerships
Better
relationships=smoother
process
Find more
people for
trialsDeep
scientific/
technical/
expertise
Nutritional
chemistry
More
Profitable
Improve
Lives
Foundation
for
Growth
Stable
company
Shareholder
stuff
Contributed to
development
of 1/3 of
prescription
drugs on
market
including the
top 30
i.e. 7
weeks vs.
7 month
story
Expansive
proprietary
information=
saving time
and money
i.e.-client
looking for
study on
cancer-
-can find best
performing
investigators,
worldwide,
who enroll
patients
quickly
Clients
consider this
a competitive
tool
Discovery
Services
Variant
Analysis-
From
months to
90 min.
Deep
Understand
of Client
Needs
-CoSource
-Asset xfer
-Staffxfer
-Molecule
development
Examples
Thought
Leaders
117. Bad Debt
collection
more
accurate
Same as
25 other
states
Only
adjusted in
rate case –
no surcharge
Gas co. already
collect bad
debt through
rates
90% of
difference is
reconciled
in next case
Customers
could see
savings
Bad debt
impacted by
CWR, gas cost,
weather
Lowers costs
for customers
Small ISRS rate
increases make
general rate
increases more
gradual
We will
continue to ask
for small ISRS
rates 2x a year
Less repairs
means
money
saved
ISRS
averages 1%
of customer
bills
Last ISRS
increase
was 60
More time
between cases
decreases cost
to customers
General rate
cases can cost
more than
$1million
Good for
Laclede
New pipes
mean less
repairs
Less repairs
means money
saved
Less time spent
on rate cases
allows LG staff to
focus on other
priorities
Improves
gas safety
Modern
infrastructure
= safer
system
Laclede has
replaced 415 mi.
so far, 785 mi.
left to go
Many
pipelines are
up to 100
years old
SB240 will allow
gas companies to
continue
acceleration of
program
Laclede
replaced 41
miles in 2012
Creates jobs
Laclede
added 150
new jobs in
2 years
Will expand
program in
KC after
acquisition
Maintains
regulatory
oversight
Parties can
still request
a rate
decrease
All ISRS
must be
approved
by PSC
Can’t collect
ISRS after 5
yrs w/o a
rate case
No change in
rate process –
only inc. from
3 to 5 yrs
SB240 is good
for Missouri
Prevents
overcollection
of bad debt
118. UNITED WAY
BUILDS A STRONG
COMMUNITY
UNCOMMON
EFFICIENCY
Raised
$68.8
Million
(In 2007)
Nearly 200
Agencies
Supported
OTHER
UNITED WAY
SERVICES
United Way
Builds Healthier
Business
BoardLinkStLouis
100 Neediest
Cases
Volunteer Center
Community
Enhancement
Grants
Healthy Individuals
Healthy Families
Healthy
Neighborhoods
Healthy
Workplaces
A Healthy Region
UNITED WAY OF
GREATER ST. LOUIS
HELPS PEOPLE/
STRENGTHENS OUR
COMMUNITY
Protect Children
& Strengthen
Families
Promote Healthy
Minds And Bodies
Meet Basic &
Emergency Needs
More Than 90
Cents Of Every
Dollar Contributed
Helps People
•Families
•Kids
•Elderly
•Abused Women
•People With
Disabilities
•Treatment for
Addictions
•Basic Needs (Food, Shelter)
Agencies Track
Results To Assure
Programs Are
Working
Nurture
Children
& Youth
Promote Financial
Stability &
Independence
Prevent Illness &
Promote Wellness
Keep
Citizens
Safe
LOCAL
MONEY RAISED
HERE, STAYS HERE
Helps One In
Three People In
Our Region (1
Million/Year)
Provides Services
For People In 16
Missouri And
Illinois Counties
Almost
Everyone You
Know Is
Touched
COMMUNITY VOLUNTEERS
DECIDE HOW TO
DISTRIBUTE MONEY TO
HELP PEOPLE
400 Hundred Qualified
Volunteers Serve On
Investment Panel
From All
Walks Of
Life
Volunteers Carefully
Distribute Donations To
Quality Agencies
The United Way Raises
Funds Almost Three Times
More Efficiently Than Most
Non-Profit Groups
2-1-1
Missouri
Quality Standards:
•Governance/Board
•Finances
•Programs
•Administration
Contact Us By Visiting: www.stl.unitedway.org
To Run A United Way Campaign In Your Business Call RJ Crunk At 314-539-4101 Revised 3/1/08
119. Website:
helpingpeople.org
Donate:
Web: helpingpeople.org
Phone: (314) 539-4101
Find help:
Phone: 2-1-1
211helps.org
To run a campaign:
Phone: (314) 539-4101
R.J. Crunk
United Way builds a
stronger and healthier
community
Donations go
to help people
More than 90 cents
of every dollar
helps people
Healthier community
means healthier business
- Keep citizens safe
- Meet basic and emergency needs
- Prevent illness and promote wellness
- Promote healthy minds and bodies
- Nurture children and youth
- Promote financial stability and independence
- Protect children and strengthen families
Trained volunteers
decide how to distribute
money to help people
400 trained volunteers
from all walks of life
Quality standards:
- Governance/Board
- Finances
- Programs
- Administration
Volunteers visit
agencies to evaluate
first-hand
United Way
of Greater St. Louis
helps people
16 counties in
Missouri and Illinois
Raised $72.02 million
in 2012
More than $1 million
invested into our region
each week
Donations stay
in our region
More than 170
local agencies
Community partnerships
and programs
- United Way 2-1-1 Missouri and Illinois
- Volunteer Center
- 100 Neediest Cases
- Community enhancement grants
- Early childhood education
- Financial stability
1 in 3 people
helped
(1 million/year)
- Basic needs (food, shelter, etc.)
- Children
- Adults
- People with disabilites
- People with health problems
- Treatment for addiction
UNITED WAY OF GREATER ST. LOUIS
2013 MESSAGE MAP
120.
121. Home base - Helping People - on every webpage
(Five times on this page)
122. HELPING
PEOPLE
ACCESS TO
LONG-
TERM
NEEDS
Red Cross
Mental Health
Counseling
Manage Cases To Make
Sure People Get Help
Connect With
Other Agencies
•Catholic Charities
•Salvation Army
•Medical
•Housing Authorities
•Goodwill
MEET
IMMEDIATE
NEEDS
Roof Over
Head
Shelter
500,000
People
Food
Medication
Access To
Healthcare
Clothing
RED CROSS
WORKERS
Large Number
Available
Immediately
Well-Trained
Hundreds
Of
Thousands
WORK WITH
PARTNERS
IMPROVEMENTS
SINCE KATRINA
Community
Groups
•Civic
•Faith Based
•Community
Will Have
Supplies In
Advance
Trained To
Support Red
Cross Efforts
Easier Because
People Helped In
Own Community
Government
Agencies
City FEMA
EMA
Transportation
Health
Department
Expanded
Diversity
Training
More Emergency
Response
Vehicles
Better Interagency
Coordination
Preposition
SuppliesBaby
Supplies
1 Million Debit
Cards
A Million
Meals A Day
Cots &
Blankets
Telecommunications
IT Infrastructure Can
Handle 2 Million
Families
Better Internal
Communications
Satellite
Communications
Pilot Program In
21 Cities/9 Key
Risk States
Expanded
Phone Capacity
Fewer Busy
Signals
Handle 100,000
Families/Day
Info
Hotline
Capacity
Up 30%
Safety
Red Cross Message Map
123. Creative
Solutions
Compassion
Dedication
Experience
and Expertise
Strengthen
Kids
Families
Keep Kids
Safe
Help Kids
Heal
Remedial
Education
&Social Skills
Agency/
Community
Partnerships
Involvement
Advocacy
Awareness
and
Education
Impact on
Multiple
Generations
Washington
University /
Brown School
Partnership
PathBuilders Legislature
• Boards
• Donors
• Volunteers
• Legislative
• State Agencies
• Media
• Community activities
• Academic
• Other agencies
• United Way
• Teen mentoring
• Counseling/Therapy
• Parenting education
• Foster care
• Permanencies
• Therapeutic Day Treatment
• Counseling/Therapy
Family Resource Center
Message Map
May 26, 2011
Use a Holistic
Approach with
Kids
Engage the
Community
Serve with Skill
and Passion
Giving abused kids
a chance for a
better life through
treatment and
prevention
Work to Break the
Cycle of Abuse
• Pregnancy prevention
• Education completion
• Employment
• Parenting skills
Parent
Coaching
Intensive
Intervention
• Connect with resources
for daily living
Parent
Education
Teen Mom
Mentoring
Counseling/
Therapy
• 10,000 children and family
members served annually
• 150,000 served since 1974
Strengthen
Families
• Evidence-based practices
• Research
• 300-500 chronic abuse
families in St. Louis
• Use 65% of resources
• Funding
• Bureaucracy
• Policy
• Innovation
• Systematic
124. Creative
Solutions
Compassion
Dedication
Experience
and Expertise
Strengthen
Kids
Families
Keep Kids
Safe
Help Kids
Heal
Remedial
Education
&Social Skills
Agency/
Community
Partnerships
Involvement
Advocacy
Awareness
and
Education
Impact on
Multiple
Generations
Washington
University /
Brown School
Partnership
PathBuilders Legislature
• Evidence-based practices
• Research
• 300-500 chronic abuse
families in St. Louis
• Use 65% of resources
• Funding
• Bureaucracy
• Policy
• Boards
• Donors
• Volunteers
• Legislative
• State Agencies
• Media
• Community activities
• Academic
• Other agencies
• United Way
• Teen mentoring
• Counseling/Therapy
• Parenting education
• Foster care
• Permanencies
• Therapeutic Day Treatment
• Counseling/Therapy
Family Resource Center
Message Map
May 26, 2011
Use a Holistic
Approach with
Kids
Engage the
Community
Serve with Skill
and Passion
Giving abused kids
a chance for a
better life through
treatment and
prevention
Work to Break the
Cycle of Abuse
• Pregnancy prevention
• Education completion
• Employment
• Parenting skills
Parent
Coaching
Intensive
Intervention
• Connect with resources
for daily living
Parent
Education
Teen Mom
Mentoring
Counseling/
Therapy
• 10,000 children and family
members served annually
• 150,000 served since 1974
Strengthen
Families
• Innovation
• Systematic
126. REORGANIZE TO
BETTER HELP
CUSTOMERS
SUCCEED IN
THEIR MISSIONS
Align By Mission
Areas
Biz
development
to can be
more
proactive
Defined Roles And
Responsibilities
Improves
communication
channels
People know
their roles and
who to talk to
Each leader
comes from
service-officer
level
-Have established relationships
-Established credibility
-Peer to peer level with customers
-Understand customer's daily life
-Customers appreciate senior
Attention from their point of view
Provide
common
direction
IAD
Naval
First time with
BD leadership
Will help focus
on customer
needs
Will bring
business areas
together
So many now -
will be more
cohesive
Consistent
messages to
customer
Will sustain and
reinforce good
relationships
Focus more on
overall solutions vs.
individual product
One
package=one
message to army
Consoidate by
biz, not
geography
-more efficient
-better coordination
Reduce
confusion
about IDS
business
BD people can better help
customers which helps IDS
meet internal goals and
results
Integrating IDS
& SBA MD
efforts = more
efficient
Improve
Customer
Relationships
Through
Better Coordination
Strategic
Planning
Leadership
Initiating
comprehensive
marketing
program (CFM)
i.e. fact sheets for trade
shows - or advertising
campaigns help customers
better understand how IDS
helps them
i.e. -customer visits,
strategic customer
contact plans
Launch CI
program
=better customer
focused products
BD Processes assures
internal order and support
for employee so they can
do their jobs
More Satisfied
Employees
-Addresses imput from EOS
survey of leadership and
career development
Happier employees=better
customer focus
MD
127. Orthodontists
are experts in
creating healthy,
beautiful smiles.
Orthodontic treatment can
improve a patient's dental
health, overall health, facial
appearance and self-esteem
Specialized
training
New
technologies
The AAO offers a variety
of ways to learn more
about treatment and
locate an orthodontist
Orthodontists
have 2 to 3
years of
specialized
training,
beyond dental
school, to
learn the
proper way to
align and
straighten
teeth
Only those with
this education
may call
themselves
“orthodontists,”
and only
orthodontists may
be members of
the American
Association of
Orthodontists
Today's braces are smaller, sleeker, more
stylish and less noticeable than ever
before - some forms of treatment are next-
to-invisible
Smaller
brackets tend
to be more
comfortable
for patients
Today's
improved
wires last
longer so
patients don't
have to come
in for
adjustments
as often as in
the past
95 percent of orthodontists believe that they
have enhanced the self-esteem of their
patients through orthodontics. This is
confirmed by numerous anecdotes and
testimonials from their patients
Orthodontic
treatment not
only creates
beautiful
smiles, but
can boost your
health and
overall self-
esteem
1-800 www.facebook.com/
AAOBraces
ask your
dentist for a
referral
braces.org
Twitter
(@braces)
128. SHOES THAT
TAKE YOU
ANYWHERE
Design From the Inside
Out
Emotionally
Connecting with
Customers
Modern Lifestyle
Brand
Schering
Plough
Trusted Brand
Ongoing
Consumer
Insights
Research
& Testing
Innovation
Materials
Brand Muses
Warm,
rich,
bright
colors
--Relaxed
confidence
--Youthful
spirit
--Spontaneity
--Inspiring
Natural
Materials
Handcrafted
Unexpected
details (i.e.
plaid lining)
Comfort
Insole
technology
Technical
expertise
Visible
and
tactile
Unique Style
Reimagining
the Power of
the Brand
Consistent
POV
New
Marketing
Materials
Updated
men's
and
women's
shoe
offerings
--Modern fashion
perspective
--Relaxed classics
--Playful style
--Everyday active
--Logo
--Packaging
--Color palette
--Icons for
clarity
--Brand
positioning
--Advertising
--Website
--Social media
--Dr. Scholl's
Shoes
--Dr. Scholl's
Advanced
Comfort Series
Value
Superior
affordability
at $30-70
Superior
comfort
technology
Quality
materials and
craftsmanship
Beyond
expectations
Longlasting
Trusted,
Known Brand
Innovative
HealthyComfort
Heritage
of
delivery
products
that are
good for
you
97%
awareness,
76% trust
Technical
expertise
Communications
--Research
--In-store
--PR
--Grassroots
--Advertising
--Social Media
--Philanthropy/
Community
Nostalgia
--Trusted honesty
--Authentic and
genuine
--Simple pleasures
--Optimism
Creating a
Brand People
Love
Product
Designed to
Meet
Consumer
Needs
Active
lifestyle
needs
Relaxed
classics
--Everyday
athletic
--Everyday
essentials
--Well-being
--Relaxed
--Playful
--Outdoors
--Lord & Taylor
--Belk
--Sears
--Walmart
--Zappos
Where
they shop
Shared
Mindset--Busy
--Family
--Trend-
Awareness
--Budget-
conscious
--Optimistic
129. Shoes that take you!
anywhere
Connecting with!
customers
Showing up
Where they!
shop
Shared mindset
Busy !
family!
Trend awareness!
Family!
Budget conscious!
Optimistic
Active lifestyle needs
Everyday athletic!
Everyday essential!
Well being!
Relaxed classes!
Playful!
Outdoors
Talking with
Social media
In-store
Traditional!
advertising
Listening to
Research
Insights
Design from the inside out
Innovation
Schering Plough
Trusted brand
Materials
Research and testing
Ongoing Consumer insight
Comfort
Insole technology
Technical expertise
Producing understandable consumer
benefits=just works
Visible and tactile
Unique style
Unexpected details
I.e. Inside of shoe plaid
Handcrafted
Materials
Modern lifestyle brand
Emotional connection
Nostalgia
Advertising
Creating brand!
consumers love
Re-imagining power of brand
One consistent POV
Updated men's and women's!
shoe offerings
New marketing materials
Logo!
Packaging!
Color Pallate!
Icons for clarity
Value
$30-$70!
Quality!
Technology!
Widely available!
Trusted known brand
76% trust
Heritage over 100 years
Quality
97% awareness
130. Naturalizer designs women’s
“Go to Shoes”
Delivers confidence & comfort
We believe shoes are
comfortable when they
are a perfect fit
Our styles are ageless
Women can & want to
wear them
Designed for her life
From Day to Night
From work to play/from
weekday to weekend
You can find Naturalizer styles in
over 60 countries, which
undoubtedly means our style is
fresh & crosses cultural lines
We are reliable: she knows
exactly what she is going to
get when she purchases a
pair of Naturalizer’s
Naturalizer does not
sacrifice style for comfort
Designed from a Woman’s
perspective, using details &
materials she will love!
Designed with the
season’s trend-right looks
Paradise Island
Tribal Beat
Mod Couture
Traditional
basket weave,
macramé &
stitching
Multicultural/ethniInfluenced by
safari styles
Influenced by
nature
Intense tropical
brights. Hot colors
Lots of prints
and patterns
Mid to late 70’s
retro influence
Bold, uncluttered lines
Modern, clean details
They feel as good at the end of the
day as they do at the beginning
N5 Technology
in all shoes
Breathable Lining
Lightweight material
Flexible soles
Balanced heel toe
Extra cushioning
Helps her do more
of what she wants
to do in the styles
she loves to wear
Well constructed,
delivering timeless pieces
Good valued shoes in a
range of styles for every
occasion in her life.
131. ENHANCED
FITNESS FOOTWEAR
EXPERIENCE FOR
ACTIVE CONSUMERS
Shoes For Wide
Variety of Activities
Running, walking,
hiking, toning, the
gym (treadmill,
elliptical, etc.)
20 nationally
recognized
brands
Find the Right
Shoe for What You
Do
Stores located in centers
where active consumers
shop
Knowledgeable
store associates
Receive
training
in nearly
all
brands
carried
Part of local
fitness
community
Provide authentic
expertise on
selecting footwear
Treadmills in stores for
wear testing before
purchasing
MindBodySoleShoes.com
enables advance research
Most styles range
from $85-$120
Select styles
slightly above and
below for specific
consumer needs
A Place to Connect
with Local Fitness
Community
Cater to customers
seeking advice and
motivation in addition to
footwear
Local Sole -- community
touchstone for info to
further fitness programs
local
running,
walking and
hiking clubs
group
fitness
classes
personal
trainers
Online Mind Body Sole
community through
Facebook
Mind Body Sole
Solemates customer
referral program
consumers can earn
free shoes for
referring friends
Testing a Way to Meet
Consumers' Fitness
Footwear Needs with
Dedicated Store
Active and healthy
lifestyles are priority for
today's consumers
One of the most critical
pieces of equipment for any
workout or physical activity
at any level is the shoes
Opening 5
stores is the
right investment
Enhance
understanding
of how people
shop for fitness
footwear
Create key
learnings
applicable
across healthy
living platform
company-wide
Nike
Reebok
ASICS
Skechers
New Balance
Avia
Saucony
adidas
K-Swiss