Advertising plansbook for the transition of the Michigan Department of Technology, Management & Budget to Microsoft Office 365

1. MICROSOFT
OFFICE 365 AT
THE DTMB

2. NEEDS & REQUESTS
• Have every state agency working at efficient
operational capacity
• Reduce IT management costs and allow IT
department more flexibility

3. NEEDS & REQUESTS
• Allow the state’s workforce to be more
productive out of office
• Real-time, cross-agency collaboration using
instant messaging, video conferencing and
productivity tools
• Translate “tech lingo” to simple language for
end users
• Emphasize the importance of the mailbox
storage capabilities offered by Microsoft Office
365

4. GOALS
• Inform end users or
new features delivered
in Microsoft Lync and
SharePoint
• Help end users
understand how the
cloud works and why it
was the right choice for
DTMB

5. GOALS
• Make end users aware of mobile accessibility to
work email, documents and communications
• Help end users adopt to Microsoft Office 365
with confidence
• Erase security concerns about cloud-based
services
• Minimize frequency of questions asked to IT
staff regarding Microsoft Office’s new features
and applications

6. COMPANY
HISTORY
& EVALUATION

7. HISTORY
• Merger of Department of Technology & Department of
Management and Budget in March 2010
• Goal of merger
• Streamline IT services
• Save money
• Start “MiCloud” Program à Switch to Microsoft Office 365
in 2013

8. GOALS & MISSION
MISSION: Help Michigan become leader in software
advancement
SIX MAIN GOALS:
• Customer Service Excellence
• Operational Efficiency
• Accountability & Performance
• Expertise & Commitment
• Shared Services
• Innovation & Leadership

9. CONSUMER
EVALUATION

10. • Millions of users engaged in Microsoft Office
365 worldwide
• Started with small businesses, later adapted for
larger corporations
• Employee numbers in the thousands

11. EXAMPLES
LIBERTY MUTUAL INSURANCE: 50,000 employees
across the U.S.
• Need: better way to communicate, share
information, regardless of location
• Solution: adopt Microsoft’s Lync services,
which include the voice call, instant messaging
and web conferencing features included in
Microsoft Office 365 package

12. EXAMPLES
STERIA: International IT services corporation based
in Paris
• Need: cloud services, but also wanted to make
sure their staff could adjust to the transition
• Solution: adopt entire Microsoft Office 365
package, including “Cloud Vantage Services”
to keep employees engaged and
knowledgeable about the transition

13. THE MOVE TO GOVERNMENT
• Large corporations do not differ greatly from
government sector
• All are experiencing major cutbacks
• Demand better communication, more data and
heightened security

14. MICROSOFT OFFICE 365 IN THE PAST
• First to adopt Microsoft Office 365: State of Minnesota,
2010
• 70 state departments and 35,000 employees
• Office of Enterprise Technology (OET) began process
• Need: to make server more accessible to all state
employees
• Solution: move 100 percent of employee mailboxes
to the new Microsoft Office 365 system, transition 50
percent of its sites to SharePoint Online, add 5,000 of
its 35,000 employees to Lync Online within 2 months

15. SURVEY INFORMATION
• 73% female and 23%
male
Participant Ages
• 58% born after 1970,
42% born before 1970
• Majority race was
> 43 years
Caucasian, and more
< 43 years
than half of the
participants were
married
• 82% of the employees
surveyed worked at
Human Services

16. COMPETITIVE
EVALUATION

17. • Security Concerns
• Hackers
• IT Staff
• Realistic timeframe of software implementation
• Current end user workloads

18. MARKETING
ENVIRONMENT
& EVALUATION

19. • Cloud computing trend in technology sector
• Companies looking for ways to save time,
money and effort
• Trends in cloud computing
Don’t get rid of IT department
Tailor cloud services

20. • Preparedness
• Most important part of switching to cloud: give
up control
• In government, cities most commonly switching
to cloud, followed by counties
• Staff will resist change – give support

21. PROBLEMS &
OPPORTUNITIES

22. PROBLEMS
✗ Cloud server outages
✗ Poor IT staff training
✗ FAQ’s

23. OPPORTUNITIES
✓ Increased operational efficiency
✓ Mobile accessibility
✓ Email storage space
✓ IT Staff can focus on being
innovative and improving
communications

24. GENERAL
FINDINGS

25. RESEARCH
• Conducted in-depth interviews with people who
have recently gone through technology change
or are experienced with cloud software
• Survey sent to state of Michigan employees
• Asked about confidence, proficiency and
concerns in a number of areas relating to the
switch to cloud software
“One thing that they will have to get used to, but will benefit from,
is collaborating on documents in real-time. Team members can
access shared documents and make edits at the same time.”

26. RESULTS
• Highly concerned with privacy
• Comfortable with changes, new experiences and
learning about new technology
• Lack of awareness of Microsoft Office 365 transition

27. LACK OF KNOWLEDGE OF CLOUD SOFTWARE

28. LACK OF KNOWLEDGE OF MICROSOFT OFFICE 365

29. MOST BENEFICIAL MARKETING MATERIALS

30. MARKETING

31. OBJECTIVES
TARGET AUDIENCE
• Primary Audience
• Early Majority (Ages 25-44)
• Secondary Audience
• Late Majority (Ages 45-64)

32. OBJECTIVES
INTENDED EFFECTS
• Reach 60% of the 46,000 State of Michigan
employees at the end of the six-month
adoption period
Marketing Reach
18400,
40% Reached
27600, Not Reached
60%

33. OBJECTIVES
MEASUREMENT
• Unique visitors/pageviews
to DTMB website
• Views on YouTube videos
• Facebook reach/Twitter
retweets & favorites
• Conversion rate in email
newsletter

34. STRATEGY & EXECUTIONS
VIDEO 1: HOW TO USE MICROSOFT OFFICE
365
• What is the cloud?
• Overview of Microsoft Office 365
• Lync
• Sharepoint
• Exchange
• Security in the cloud
• Resources for help & tech support
[INSERT VIDEO HERE]

35. STRATEGY & EXECUTIONS
VIDEO 2: THE REASON FOR THE SWITCH
• DTMB senior level exec explains why SOM is
switching to the cloud
• Streamline services
• Conserve budget resources
• Eliminate need for purchasing additional
programs in current software
• Mobile access
• Enhanced collaboration & teamwork

36. STRATEGY & EXECUTIONS
VIDEO 3: MEET THE HELP DESK
• Video bios on help desk staff
• 20-30 seconds long
• Discuss position/title
• Discuss how long they have been working for the
SOM
• Offer support & guidance through software transition

37. STRATEGY & EXECUTIONS
VIDEO TUTORIALS
• Recorded video tutorials explaining basics of
Exchange, Lync and SharePoint
• IT Staff member leadership
• Screenshots
• Online web guides
• Configuration
• Setting up mobile access
[ADD TUTORIAL EXAMPLES HERE]

38. ADVERTISING

39. OBJECTIVES
• Create support booklet to decrease number
of employees who are “not at all confident”
in cloud services
• This will increase target market confidence in
cloud services.
• Increase target audience awareness and
understanding of Microsoft Office 365 tools
by breaking down features

40. OBJECTIVES
• Increase % of target market not concerned
with additional security threats by creating 2
safety posters
• Posters will increase the % of target audience
that is “not concerned with additional
security threats”
• Achieve these objectives by making our
target audience more confident during their
platform transition

41. STRATEGY & EXECUTIONS
POSTERS

42. STRATEGY & EXECUTIONS
BOOKLET
• 14 pages long
• Ample white space and photos
• Full-color 5.5x8.5” inches

43. STRATEGY & EXECUTIONS
BOOKLET
• 100 booklets to each agency
• Reference guide and supplementary material
• Focus on increasing confidence in cloud
services and increase awareness and
understanding of Microsoft Office 365

44. PUBLIC
RELATIONS

45. OBJECTIVES
• Raise awareness about Microsoft Office 365
software features from 20.6 percent to 70
percent in six months – e-newsletter
• Cut the lack of awareness about the transition in
half from 35.15 percent to 17 percent in three
months – internal news release
• Inform Michigan residents about the State of
Michigan’s successful transition to Microsoft
Office 365 by making contact with 50 percent or
more of Lansing print and television media –
external news release with case study

46. STRATEGY & EXECUTIONS
E-NEWSLETTER
• Six monthly e-newsletters
• Each highlights a program/feature in Microsoft
Office 365 (Lync, SharePoint, Exchange, the
cloud, etc.)
• Sent out to all state agency employees
• Questionnaire/survey sent out at the end of each
month to gain insight on employee opinions
• Measured by Genius Mailer – tracks delivery
rates, opening rates, bounce rates

47. STRATEGY & EXECUTIONS
INTERNAL NEWS RELEASE
• Sent out to state agency employees before
implementation of Microsoft Office 365
• Designed to instill knowledge in employees
about the transition
• Include images of software
• Measured by Genius Mailer
• Decide whether or not it is necessary to send
another one

48. STRATEGY & EXECUTIONS
EXTERNAL PRESS RELEASE
• To announce the conclusion and success of the
transition, issue press release and supporting
case study to Lansing print and television media
– ex. WLNS, WILX, Detroit News (Lansing),
MLive, etc.
• Case study will outline the steps taken and
success rates, measured by the other marketing,
advertising and public relations tactics

49. STRATEGY & EXECUTIONS
EXTERNAL PRESS RELEASE
• Inform residents of Michigan about success
of the transition to instill sense of reassurance
and confidence in the state government
• When state agencies are working hard and doing
a good job, the people should be informed of
their accomplishments
• Minnesota and Texas have used similar strategy

50. EVALUATION

51. MARKETING
MARKETING GOALS
• Educate employees about Microsoft Office 365
software
• Features of Lync, Sharepoint & Exchange
• Cloud services
• Security in the cloud
• Inform employees about software transition
• Create a positive outlook toward Microsoft Office
365 & transition

52. MARKETING
MARKETING GOALS
• Reach 60% of 46,000 employees at the end of six-
month adoption period
• Primary Audience à Early Majority (Ages 25-44)
• Secondary Audience à Late Majority (Ages 45-64)
Marketing Reach
18400,
40% Reached
27600, Not Reached
60%

53. MARKETING
MARKETING GOALS
• Measuring Effectiveness
• Video series
• Facebook reach/Twitter RT’s & favorites
• Unique visitors/pageviews to DTMB website
• YouTube views
• Conversion rates in email newsletter
• Video Tutorials
• Post video tutorial survey

54. ADVERTISING
ADVERTISING GOALS
• Increase target audience confidence in cloud
services
• Increase target audience awareness and
understanding of Microsoft Office 365 tools
• Increase the percent of people in our target
audience not concerned with additional security
threats

55. ADVERTISING
INTENDED ADVERTISING EFFECTS
• Decrease % of employees that responded as “not at
all confident” in cloud services by 50%
• Increase % of employees that are “not concerned with
additional security threats” by 200%
• Increase target audience awareness and
understanding of Microsoft Office 365 tools by 400%
• Effectiveness of our advertising tactics will be
measured through a final survey
• Survey will be sent to state of Michigan employees six
months after the campaign has been implemented

56. PUBLIC RELATIONS
TACTIC 1: INTERNAL NEWS RELEASE
• Goal: to make employees aware of the transition
to Microsoft Office 365 and change attitudes
about the software
• Rationale: 35.2% of state agency employees had
not heard about the transition to Microsoft Office
365
• Measurement: Genius Mailer

57. PUBLIC RELATIONS
TACTIC 2: MONTHLY E-NEWSLETTER
• Goal: improve employee knowledge of the
Microsoft Office 365 software
• Rationale: e-mail is an effective way to share
information and encourage company and client
interaction (Pomer, 2011)
• Measurement: distribution of surveys at the end
of each month, as well as Genius Mailer e-mail
vendor

58. PUBLIC RELATIONS
TACTIC 3: EXTERNAL PRESS RELEASE ACCOMPANIED
WITH CASE STUDY
• Goal: inform residents of Michigan of the successful
transition to Microsoft Office 365 and instill
confidence in the state government
• Rationale: when state agencies are working hard and
doing well, people should be informed of their
accomplishments. Puts a sense of pride within the
people of Michigan
• Measurement: Genius Mailer to track media outlet
opening rates

59. BUDGET

61. MARKETING
• Video 1: How to use Microsoft Office 365 à
$700
• Video 2: The Reason for the Switch à $760
• Video 3: Meet the Help Desk à $760
• Jimmy Johns lunches for 3 IT staff members
conducting video tutorials à $27.66
MARKETING BUDGET TOTAL: $2,247.66

62. ADVERTISING
• 5,000 5.5x8.5” full-color booklets à
$1,116.17
• 100 24x36” full-color posters à $624.84
• Miscellaneous stock photos à $282
ADVERTISING BUDGET TOTAL: $2,023.01

63. PUBLIC RELATIONS
• Genius Mailer service
• Template design à $200
• Advanced setup à $450
• Additional training à $100
• IP address à $600
• PG sending à $3,000
PUBLIC RELATIONS BUDGET TOTAL: $4,350

64. IN CONCLUSION

65. • Efficient & successful employees à efficient
& successful state of Michigan

66. • Increase confidence & understanding of
Microsoft Office 365
• Increase confidence & understanding of
cloud software
• Inform employees of transition
• Reassure employees of safety measures
• Careful to not overwhelm employees with
unnecessary information
CONFIDENCE, TRUST
& REASSURANCE