Presentation on theme: "A DIVISION OF ACCO BRANDS. 2 Confidential MRD Contents The Product Who Target market & audience Consumer insights Where Global or regional."— Presentation transcript:
2 Confidential MRD Contents The Product Who Target market & audience Consumer insights Where Global or regional When Key dates & deadlines What Naming & packaging Key messages & features How Foundation assets & tactics Web optimization Campaign Campaign Objectives
3 Confidential KeyCover Hard Shell iPad Keyboard K39744WW (with screen protector) SRP: $????? K39785US (without screen protector) SRP: $???? Value Hard Shell case that protects your iPad and acts as a stand Features Tablets snaps securely in place provides the ultimate in protection for the corners of your iPad Tactile keyboard with high-performance keys optimized for touch typist Bluetooth® keyboard delivers wireless operation Tablet can be viewed in landscape or portrait Auto /Wake sleep function Dark anodized hard case finished with doomed feet to prevent case from sliding Screen protector to provide the ultimate screen protection Compatible with iPad 4 gen iPad 3 rd gen or iPad 2
4 Confidential Who? Primary user Mobile professional Other??? Usage Durability Protection Productivity Indoor & outdoor Competition Zagg, ZAGGkeys Pro & Pro Plus Logitech, Other Half or Your iPad Speck (?) Belkin (?) Targus (?) Griffin (?)
5 Confidential Where? Global launch Europe, America’s, Asia, Australia Launch type Hero – A new product offering Channels B2C (primary for Europe) Online & Distribution/B2B (primary for US) Kensington.com Kensington.com B2B Retail
6 Confidential When? Launch date/web live US: Monday, February 11, 2013 (K39785 w/o screen protector) EU: Monday, February 11, 2013 (K39774 with screen protector) Press announcement date Global: Same dates as Web Live Campaign assets delivery Global delivery date: ASAP Sample availability February 8, 2013 ( In stock date February 8, 2013 Sales training US: TBD EU: TBD
7 Confidential What? Naming Naming Need name to promote new line of hard shell cases and differentiate from KeyFolio line KeyCover selected and used as common law TM. Name continues to emphasize keyboard folio with a new hard shell cover for protection Other names considered KeyClip (available) & KeyStand (considered high risk/not available)
8 Confidential What – Packaging Evolved KeyFolio structure to: Allow customer to feel/see hard shell case Optimize size of retail pack per peg
9 Confidential What? – Features & USPs Key features (rank in order of priority 1 to 10) Rank FeatureBenefitK39744K39775 1Hard case frame 360˚ protection, cushions & protects tablet (and corners) from dropsXX 2Soft touch finishPrevents fingerprints or smudgesXX 3Anodized bottom with rubber feetEnsures stability and no slipsXX 4Bluetooth keyboard Wireless operation, enables automatic wake/sleep modesXX 5Pop up standAllows for portrait and landscape viewingXX 6Screen protectionHelps prevent scratchesX 7High performance keysComfortable & optimized for touch typistXX 8Rubberized keysHelps protect screen from scratchesXX 9Built in port accessPreserves all access to portsXX 10Aluminium back coverMatches aesthetics of iPadXX
10 Confidential How? Foundation Assets Go Live: Mon, Feb. 11 for web page and press release only. All other assets delayed till more information is available. PUBLIC RELATIONS STATUS Media Alert - KeyCover Add’l releases to come for QuickOffice, KeyCover iPad Mini, Backlit Keyboard Broadcast on 2/11 COPY & MESSAGING Product catalog copy (200 & 50 words, F&B’s) √ Headlines – for use on Web banners and email marketing see pgs 11 & 12 √ Web Optimized Content (WOC)w/Cory PHOTOGRAPHY Key visual – same as Web banner Product photography – Packaging√ Product photography – OtherWaiting for GPM input Environment photography – Need more input from GPM on key user, etc. Waiting for GPM input VIDEOSSTATUS Designer interview & product overview video once family of products are available including backlit and wait maybe for iPad 5 roll??? Amy coordinating CAD AnimationDue week of 2/18 for review COLLATERAL Sales deckw/Bonni Tech Spec√ Other WEB Home page banner√ Product pageGo live on 2/11 Email marketingAnne coordinating SEO/PPCBjorn to coordinate MERCHANDISINGTBD List updated: 02/08/2013
11 Confidential Catalog Copy – 200 Words KeyCover™ Hard Shell Keyboard for iPad The high-performance keyboard case that protects your iPad and screen Snap your iPad into the Kensington KeyCover and you’ll be adding a protective, stylish aluminum case plus the productivity of a wireless Bluetooth keyboard. The Kensington KeyCover Hard Shell iPad Keyboard beautifully complements the aluminum back of your iPad for the perfect combination of aesthetics and 360 ° hard-shell protection with extra protection for the iPad corners. The anodized soft-touch finish resists fingerprints and smudges so it always looks smart. And the bottom feature rubber feet that not only add stability but ensures that the KeyCover doesn’t get scratched or damaged. Inside, the KeyCover features a wireless Bluetooth keyboard with high-performance keys optimized for the touch typist. Nothing makes emailing, surfing the web, and working easier and more satisfying than a real, high-performance keyboard. And the touch-typist optimized keyboard on the KeyCover really delivers. What’s more, the tactile keyboard with shortcut keys help you work more efficiently. There’s even built-in protection to shield your iPad Retina display from scratches. Snap your iPad 4 gen, iPad 3 rd gen or iPad 2 into the KeyCover in either landscape or portrait modes and get ready to enjoy hands-free viewing of videos, movies and games. For added convenience, the KeyCover automatically wakes your iPad when you open it and puts it to sleep when you close the cover. And of course, the KeyCover fits your iPad perfectly and maintains access to all ports, speakers and both front and rear camera. Protect your iPad, maximize your productivity and add a flash of beautiful brushed aluminum with the Kensington KeyCover Hard Shell iPad Keyboard.
12 Confidential Catalog Copy – 50 Words, F&B’s & Tech Specs KeyCover™ Hard Shell Keyboard for iPad The high-performance keyboard case that protects your iPad and screen Snap your iPad into a protective, stylish aluminum case while adding the productivity of a wireless Bluetooth keyboard. The Kensington KeyCover Hard Shell iPad Keyboard beautifully complements the aluminum back of your iPad for the perfect combination of aesthetics and 360 ° hard-shell protection. Inside the KeyCover features a wireless Bluetooth keyboard with high-performance keys optimized for the touch typist. KeyCover securely holds your iPad in both landscape and portrait modes so you can enjoy hands-free viewing. There’s even built-in protection to shield your iPad Retina display from scratches. Features & Benefits iPad snaps securely in place for 360 ° protection and the ultimate shield for the corners of your iPad Tactile keyboard with high-performance scissor keys optimized for touch typist Removable Bluetooth® keyboard delivers wireless operation Sleek aluminum hard shell with dark anodized finish resists fingerprints and smudges Rubber feet for stability Screen protector delivers the ultimate protection for the Retina display iPad securely snaps into KeyCover in both landscape and portrait modes Automatic wake and sleep modes when KeyCover is opened or closed Pop up stand supports tablet in typing mode Easy access to I/O ports, speakers, front and back cameras Compatible with iPad 4 gen, iPad 3 rd gen or iPad 2 iPad not included Tech Specs Bluetooth: V3.0 Working time: 120 hours; Standby time: 200 days Battery capacity: 380 mAh
13 Confidential Suggested Campaign Headlines Wait no more – Perfection Delivered Perfection Delivered The most beautiful keyboard case ever The cleverest keyboard case ever Designed without compromise Kensington Keyboard Cover–Get the edge Kensington Keyboard Cover–Giving you the edge Get your edge on! Kensington Keyboard Cover– Filling the void That bit X-tra! Supported by these bullets Lightweight anodised aluminium shell Hidden portrait/landscape viewing stand Full sized keys
14 Confidential Suggested Campaign Headlines And even more headlines… 360˚ protection is a beautiful thing. Productivity never looked so good. The real beauty is what it can do for your productivity. If you think it’s beautiful now, wait until you open it up. Productivity with a hard shell cover. The hard shell cover with sleep, wake, and GTD modes. (GTD = Get Things Done, does this make sense as it’s a book, on-line site, etc) Get more done and look great doing it. Just click it in and go for the ultimate productivity tool. Make your case with the ultimate productivity tool.
15 Confidential Web Optimization & Planning Kensington.com Place under Tablet category Place under Browse by Device/Apple KeyWords Hard shell case, ruggedized case, rugged iPad case, iPad case, aluminum case SEO Bjorn to define SEM Bjorn to define
16 Confidential Campaign speaks to mobile user offering protection, productivity and portability Part of overall family campaign with other products launching for backlit keyboard, iPad Mini, QuickOffice Promote as best protection product from KTG Deliver prepared digital and print demand generation materials suitable for targeted channel activity Ensure global transferability Campaign Objectives