1. Flash: Your data demands more Grid Campaign Guide
Cara Maguire
October 2016

2. Overview Intro Campaign Type Grid campaign Objectives
Launched October 2016
Access :
Campaign Type
This is a nurture campaign, designed to tell the Flash story through three modules, to build customer enagement over a multi-week period.
Each module comprises a microsite, s, social media posts and web banners.
Module 1 : Awareness/Thought Leadership (Gartner Magic Quadrant)
Module 2 : Solution Benefits (AFF, EF, SolidFire)
Module 3 : Validation (customer succes stories)
Grid campaign Objectives
Campaign Objectives
Create awareness about the simplicity of NetApp's flash solutions
Educate existing and potential customers on the flash solutions available to address different enterprise needs
Create awareness on how existing customers benefited from NetApp's flash solutions and how one can achieve the same success. 
Target Customer Audience
Enterprises and large SMBs
Strategic and business personas
Supported Products
NetApp All Flash FAS, NetApp SolidFire and NetApp EF-Series
Campaign Express Components
Automated Grid Campaign:
co-branded microsite
Co-branded customisable nurture
Web banners
Integrated social media
CTA assets: Module 1
Gartner sizzle video
Link to GMQ paper
CTA assets: Module 2
Flash sizzle video
Infographic
Whitepaper
CTA assets: Module 3
Flash compilation video
Success stories x3
Languages Available
US English
Others under discussion
© 2016 NetApp, Inc. All rights reserved NetApp and Partner Confidential ---

3. Grid campaign – nurture flow
This campaign will have 3 separate modules, each comprising a microsite, s, social posts and web banners.
This creates a nurture flow to build customer engagement over time, rather than a one-shot approach.
The automated 3 site Nurture Flow spans 12 weeks
Microsite
s + Social Posts + Banner
Awareness /
Thought Leadership
Focus : Gartner Magic Quadrant
Get your brand and solution on customer radar. Demonstrate leadership in solution area.
Microsite
s + Social Posts + Banner
Solution Benefits
Focus: AFF, EF, SolidFire
State customer pain points and explain how your solution resolves challenges.
Microsite
s + Social Posts + Banner
Validation
Focus: customer case studies
Validated proof that the solution resolves customer pain points.
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4. Awareness / Thought Leadership
Module 1
Thought
Leadership
Module 1
Awareness / Thought Leadership
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5. Co-branded Microsite, with CTA assets – showcase solution expertise
Module 1
Thought
Leadership
Link to Gartner Magic Quadrant article and paper
Partner company information and contact details
Customer name capture for follow-up discussions
Video – Gartner sizzle reel
© 2016 NetApp, Inc. All rights reserved NetApp and Partner Confidential ---

6. Fully customizable, co-branded Emails – drive traffic to microsite
Module 1
Thought
Leadership
Partner to end-user s 1 2
© 2016 NetApp, Inc. All rights reserved NetApp and Partner Confidential ---

7. Pre-set, customizable Social Media posts – drive traffic to Microsite to capture additional leads
Module 1
Thought
Leadership
Posted by customers from microsite
When a customer clicks on a social icon on the campaign landing page, this text appears in their own social page
Posted by Partners to their own SoMe accounts
Partners can edit, schedule and launch these posts prior to launch
 Touch Point 1
Descriptor (Facebook, LinkedIn)
Learn why NetApp was named a leader in Gartner's 2016 Magic Quadrant for solid-state arrays. Get your complimentary report now.
Tweet 1
Learn is named a leader for solid-state arrays. Get your comp report.
Tweet 2
Discover is named a leader for solid-state arrays. Get your comp report now!
Tweet 3
named a leader in 2016 Magic Quadrant for solid-state arrays. Get your comp report!
Tweet 4
You should recognized as a leader in solid-state arrays Get your comp report.
 Touch Point 2 (reminder)
Descriptor (Facebook, LinkedIn)
Learn why NetApp is recognized as a leader by Gartner in its 2016 Magic Quadrant for solid- state arrays. Get your complimentary report today!.
Tweet 1
Get your comp report named a leader in solid-state arrays
Tweet 2
Discover was named a leader for solid-state arrays Get your comp report now!
Title (Facebook, LinkedIn)
NetApp recognized as a leader for solid-state arrays
Descriptor (Facebook, LinkedIn, Google+)
Learn why NetApp is recognized as a leader by Gartner in its 2016 Magic Quadrant for solid-state arrays. Get your complimentary report today!
Twitter
NetApp is named a leader by Gartner for solid-state arrays. Get your complimentary report now!
© 2016 NetApp, Inc. All rights reserved NetApp and Partner Confidential ---

8. Module 2 Solution Benefits
© 2016 NetApp, Inc. All rights reserved NetApp and Partner Confidential ---

9. Co-branded Microsite, with CTA assets – showcase solution expertise
Module 2
Solution
Benefits
Partner company information and contact details
Customer name capture for follow-up discussions
Infographic :
Top Three Benefits of All-Flash Arrays
Whitepaper :
Increasing Enterprise Application
Performance with Flash Storage
Video – Flash, Your Data Demands More sizzle reel
© 2016 NetApp, Inc. All rights reserved NetApp and Partner Confidential ---

10. Fully customizable, co-branded Emails – drive traffic to microsite
Module 2
Solution
Benefits
Partner to end-user s 1 2
© 2016 NetApp, Inc. All rights reserved NetApp and Partner Confidential ---

11. Pre-set, customizable Social Media posts – drive traffic to Microsite to capture additional leads
Module 2
Solution
Benefits
Posted by customers from microsite
When a customer clicks on a social icon on the campaign landing page, this text appears in their own social page
Posted by Partners to their own SoMe accounts
Partners can edit, schedule and launch these posts prior to launch
 Touch Point 1
Descriptor (Facebook, LinkedIn)
NetApp provides flash solutions to simplify your data center and address storage requirements without compromising on the efficiency and reliability of your IT operations.
Tweet 1
Simplify your #datacenter #flash & don't compromise on operational efficiency, flexibility & reliability
Tweet 2
Did you #flash solutions simplify #datacenters? Never compromise on operational speed & efficiency.
Tweet 3
It's #flash solutions simplify #datacenters without compromising on operational speed and efficiency
Tweet 4
Want #flash solutions that deliver robust data management capabilities and maximize performance?
 Touch Point 2
Descriptor (Facebook, LinkedIn)
NetApp gives you the flash advantage with solutions to simplify your data center and address storage requirements without compromising on the speed, efficiency and reliability of your IT operations.
Tweet 1
Get #flash solutions that deliver robust #data management capabilities and maximize performance
Tweet 2
Did you #flash solutions simplify #datacenters - never compromise on operational efficiency again!
Title (Facebook, LinkedIn)
Get the flash advantage with NetApp
Descriptor (Facebook, LinkedIn, Google+)
NetApp provides flash solutions to simplify your data center and address storage requirements without compromising on the efficiency and reliability of your IT operations.
Twitter
NetApp #flash solutions simplify #datacenters without compromising operational speed, efficiency and reliability
© 2016 NetApp, Inc. All rights reserved NetApp and Partner Confidential ---

12. Module 3 Validation Module 3 Validation
© 2016 NetApp, Inc. All rights reserved NetApp and Partner Confidential ---

13. Co-branded Microsite, with CTA assets – showcase solution expertise
Module 3
Validation
Partner company information and contact details
Customer name capture for follow-up discussions
Video – Flash compilation video (AFF, EF)
Citirix, Apache, Western Oregan Uni
Success Stories :
Maximus(Canada) – EFF PPDEA (Shanghai) – AFF Hedgeserv (US) – SolidFire
© 2016 NetApp, Inc. All rights reserved NetApp and Partner Confidential ---

14. Fully customizable, co-branded Emails – drive traffic to microsite
Module 3
Validation
Partner to end-user s 1 2
© 2016 NetApp, Inc. All rights reserved NetApp and Partner Confidential ---

15. Pre-set, customizable Social Media posts – drive traffic to Microsite to capture additional leads
Module 3
Validation
Posted by customers from microsite
When a customer clicks on a social icon on the campaign landing page, this text appears in their own social page
Posted by Partners to their own SoMe accounts
Partners can edit, schedule and launch these posts prior to launch
 Touch Point 1
Descriptor (Facebook, LinkedIn)
Learn how enterprises worldwide, across every industry enjoy the simplicity, reliability and flexibility of a NetApp flash-run datacenter.
Tweet 1
Enterprises enjoy the simplicity, reliability and flexibility of flash-run #datacenter. You can too.
Tweet 2
Customers discover the benefits of flash-run #datacenter. You could be next in line.
Tweet 3
Discover how enterprises worldwide reap the benefits of flash-run #datacenter. You can too, start today!
Tweet 4
Simplify your #datacenter and enhance performance #flash solutions. Start now to reap the benefits.
 Touch Point 2
Descriptor (Facebook, LinkedIn)
Get the scoop on how enterprises worldwide reap the benefits of a NetApp flash-run datacenter. Be next in line to simplify IT operations while gaining maximum performance.
Tweet 1
Discover how you can reap the benefits of flash-run #datacenter
Tweet 2
Enterprises enjoy the simplicity, reliability and flexibility of flash-run #datacenter. Be next in line.
Title (Facebook, LinkedIn)
Customers reap the benefits of a NetApp flash-run data center
Descriptor (Facebook, LinkedIn, Google+)
Learn how enterprises worldwide, across every industry, enjoy the simplicity, reliability and flexibility of a NetApp flash-run datacenter.
Twitter
Enterprises enjoy the simplicity, reliability and flexibility of flash-run #datacenter
© 2016 NetApp, Inc. All rights reserved NetApp and Partner Confidential ---

16. Web banners – drive traffic to Microsite to capture additional leads
300x250
160x600
728x90
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17. Drive partner adoption
Leverage the Partner on-boarding OFT to encourage partners to run the campaign
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18. Analytics - access to detailed tracking and reports, in real-time
Leads
Visits
CTAs
Sources
Opens
Opt-outs
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19. Campaign Express Channel-ready, lead generation campaigns
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Campaign Express
Ready-to-execute, customizable, co-branded campaigns empower you to tell a compelling story to target net new customers, or your existing installed base, through responsively designed microsites.
Targeted s, integrated social media, and web banners drive traffic to the microsite and capture leads.
Real-time lead alerts and analytics enable immediate lead follow-up and analysis of campaign performance.
The Concierge support team will build, implement, and launch the campaigns for you, at no cost!
Channel ready. Designed for your success.
Drive revenue growth and real-time lead generation with turn-key, automated campaigns.
The Concierge team will do it all for you, at no cost!
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Learn more :
Concierge support :
Customizable s
Drive traffic to microsite
Showcase expertise and generate leads
Campaign flow
Automated Microsite
Integrated
Social Media
Co-branded
Web Banners
© 2016 NetApp, Inc. All rights reserved NetApp and Partner Confidential ---