1. Wrap the Beltway: Integrated Marketing Program
September — December 2007

2. What This Campaign Will Accomplish: Targets & Objectives
Buyers & Influencers
Position BE as a thought leader and provider of choice to spark dialogue & generate leads
Candidates
Raise profile as employer of choice to increase the pipeline of candidates
Increase investment in platform programs, particularly in exclusive thought leadership and sponsorship opportunities; leverage renewed business focus on priority solutions to drive more discipline in marketing spend.
Build awareness and preference for BearingPoint as Management and Technology Consultants who get amazing things done. Differently.
Build senor client relationships. Position BearingPoint as a leader in the public sector space
Motivate the employee base
Drive recruitment
Enhance market competitiveness
Solution thought leadership
Integrate marketing, PR, AR, Sales Enablement and Internal Communications
Deliver proof points – customer references
Employees
Foster pride and motivate employees to help boost retention

3. What This Campaign Will Accomplish: Messaging and Positioning
Declare
Demonstrate
Deliver
We are Management &
Technology Consultants who get things done. Differently.
RADIO
Ads:
Navy, NAVAIR, Army, Air Force, TSA, NOAA TV
WEB
Thought Leadership
Whitepapers, Solution Maps, Case Studies
Providers of choice in:
Information Sharing
Security & Identity Management
Performance & Accountability
PRINT

4. Media Selections: Targeted Reach, Topic Alignment, & Prestige
Radio TV
Web
Print

5. High-Visibility, High-Impact Program
228 TV spots on local broadcasts
210 Radio spots on WTOP and WFED
16 Print ads in GovExec, FCW, WashTech
60 Pre- and post-campaign brand survey interviews
AND Significant web presence via media partners & BE.com
Print ad breakdown: 6 FCW, 5 GovExec, 5 WashTech, Including 2 thought leadership advertorials
TV: Comcast Spotlight (CNBC, CNN, Headline News, MSNBC, Fox News, and Discovery)

6. Print Ads: Client Successes Profile Our Results, Approach, People

7. Radio & TV: Driving Brand Awareness with High-Frequency Air Cover
Bring BE brand to life and highlight key differentiator– client commitment
Helps make all other media channels more effective
Radio
Drives home new tagline and links BE brand to key capabilities
:30 and :60 second spots

8. Web: Highly-Targeted Lead Generation
Features our thought leadership and generates leads
Home page sub-features
Landing pages
Microsite
Web banners
sponsorships
Podcasts
Webcast with Government Executive
Paid Search (key words)
pushes

9. Making It Happen: The Power of a Fully-Integrated Team
Leverage all venues and content to:
Increase the pipeline of candidates
Re-recruit alumni
Drive preference and generate leads by investing in complimentary:
Content to give thought leaders a voice
Sponsorships to foster relationships
Multi-channel program for launch, rollout and sustained momentum to:
Educate: Cascading communications via , voic s, podcasts; office environmentals
Engage: Involve employees through “outer loop” creative samples; “inner loop” intranet resources, newsletters, and calls; and “Beltway Bandit” SME features
Influence market perceptions through positive media & analyst coverage
PR: Exclusive feature, ongoing pitches on key themes in priority pubs
AR: Proactive updates on content and capabilities, invitations to hosted events
Turn interest and dialogue into opportunities
Sales tools: Messaging, calendar, Q&A
Telesales qualification of web, 866#, and event leads
Field Marketing
Field Marketing
Recruiting & Alumni
Recruiting & Alumni
Sales & Telesales
Sales & Telesales
Program Integration Model
Field Marketing: Drive preference and generate leads by investing in complimentary:
Content to give thought leaders a voice
Sponsorships to foster relationships
Sales: Turn interest and dialogue into opportunities
Sales tools: Messaging, calendar, Q&A
Telesales qualification of web, 866#, and event leads
PR/AR: Influence market perceptions through positive media & analyst coverage
PR: Exclusive feature, ongoing pitches on key themes in priority pubs
AR: Proactive updates on content and capabilities, invitations to hosted events
Internal Communications: Multi-channel program for launch, rollout and sustained momentum to:
Educate: Cascading communications via , voic s, podcasts; office environmentals
Engage: Involve employees through “outer loop” creative samples; “inner loop” intranet resources, newsletters, and calls; and “Beltway Bandit” SME features
Recruiting/Alumni: Leverage all venues and content to:
Increase
Placeholder
Internal Communications
Internal Communications
Public Relations & Analyst Relations
Public Relations & Analyst Relations 9

10. Key Take-Aways
Wrap the Beltway exemplifies our integrated marketing approach:
Multi-channel programs built around core thought leadership
Differentiated messaging and solutions
Early stakeholder input
Robust internal communications
Lock-step coordination among all Marketing teams