Brand Strategy Scorecard

1. Brand Strategy Scorecard Brand Strategy ScorecardObjective 1 - Increased Sponsorship and Commitment to Branding from Senior ManagementPrograms, Initiatives, & Actions Key Performance Indicators & Metrics Target Timeframe to Achieve GoalsSponsorship for Branding Programs Budget Approved and Level of Time Commitment Increase Branding Budget by 5% for 2012Key Note Speaking Engagements # of Conferences Attended & Speaking Engagements Key Note talks at 4 Conferences for 2012Enforce Branding Values Among Staff # Internal Brand Perception Surveys Completed Collect Surveys from all Employees by Q2 2012Objective 2 - Achieve Commitment to Brand Values from Customer-facing StaffPrograms, Initiatives, & Actions Key Performance Indicators & Metrics Target Timeframe to Achieve GoalsMarketing Collateral & Presentations Update all Documents and Presentations Complete Overhaul by end of Q1Sales Scripting Sales Staff use New Brand Messaging 80% staff using correct messaging by end Q2Customer Service Training Customer Service Quality Assurance metrics Increase QA Metrics by 15% by start of Q4Objective 3 - Improve Awareness of Brand Attributes and Differentiators among Key Media SourcesPrograms, Initiatives, & Actions Key Performance Indicators & Metrics Target Timeframe to Achieve GoalsIncrease Brand Impressions in Industry Trade Journals # New Articles Written in Selected Trade Journals 50 New Articles in Key Trade Journals Each QuarterRelationships with Analyst Firms # Analyst Firms who Cover our Products/Services Partner or Establish Relationship with 5 New FirmsImprove Brand Messaging for Key Attributes/Differentiators 100% of Articles/Reports contain key brand attributes Implement PR Quality Assurance Process ImmediatelyiPhone Application # of Mobile Application Installs 10,000 Mobile Application Installs by end of Q1 2014

2. Send SMS Alerts to Opt-In List # of Subscribers that Visited the Landing Page/Message 25,000 Subscribers visit the Page per Text by Q2 2014Objective 4 - Establish Market Research Data Benchmarks for Customer Satisfaction, Brand Preferences and AwarenessPrograms, Initiatives, & Actions Key Performance Indicators & Metrics Target Timeframe to Achieve GoalsBenchmark Current Satistfaction Level Customer Satisfaction Survey Results Establish benchmarks in Q1 2012Understand Brand Perceptions Brand Perception Survey Results Establish benchmarks in Q2 2012 Send SMS Alerts to Opt-In List # of Subscribers that Visited the Landing Page/Message 25,000 Subscribers visit the Page per Text by Q2 2014Objective 4 - Establish Market Research Data Benchmarks for Customer Satisfaction, Brand Preferences and AwarenessPrograms, Initiatives, & Actions Key Performance Indicators & Metrics Target Timeframe to Achieve GoalsBenchmark Current Satistfaction Level Customer Satisfaction Survey Results Establish benchmarks in Q1 2012Understand Brand Perceptions Brand Perception Survey Results Establish benchmarks in Q2 2012