A DIVISION OF ACCO BRANDSJanuary 23, 2013

Bully & Juvie MRD

Judy Barker, Global Product ManagerBjorn Barnard, Global E-Team ManagerBarbara Van Gennep, Global Marcom Manager

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MRD Contents The Product

Addressing pain points

Who Target market & audience

Where Global or regional

When Key dates & deadlines

What Naming & packaging Key messages & features

How Foundation assets & tactics

Campaign Campaign Objectives

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Bully: Rugged Carry Case & Stand for iPad

Bullie: K67792AM (charcoal)Bullie: K67793AM (sky)SRP: $54.99

Value Don’t lose a minute of valuable

learning time due to broken iPadsFeatures Stands up to abuse from K-6 graders

in a shared use environment Padded case cushions and protects

tablets when they are dropped Convenient handle is perfect for

children to safely carry the iPad Handle doubles as a stand Fits iPad 2 – 4th gen Screen Protection, Personalization

pocket and Stylus holder Preserves access to all ports

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Bully Junior: Rugged Security Case, Lock & Stand for iPad Mini

Bullie JR: K67795AM (grass)SRP: $

Value Don’t lose a minute of valuable

learning time due to broken iPadsFeatures Stands up to abuse from K-6 graders

in a shared use environment Padded case cushions and protects

tablets when they are dropped Convenient handle is perfect for

children to safely carry the iPad Handle doubles as a stand Fits iPad 2 – 4th gen Screen Protection, Personalization

pocket and Stylus holder Preserves access to all ports

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Juvie: Rugged Security Case, Lock & Stand for iPad MiniJuvie w/Lock: K67794AM (sunshine)SRP: $??

Value Don’t lose a minute of valuable

learning time due to stolen or broken iPads

Features Stands up to abuse from K-6 graders

in a shared use environment Padded case cushions and protects

tablets when they are dropped Included ClickSafe locks secures the

iPad in one click to prevent theft Convenient handle is perfect for

children to safely carry the iPad Handle doubles as a stand Fits iPad 2 – 4th gen Screen Protection, Personalization

pocket and Stylus holder Preserves access to all ports

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Juvie: Rugged Security Case& Stand for iPad

Juvie: K67796AM (sunshine, no lock)SRP: $79.99

Value Don’t lose a minute of valuable

learning time due to broken iPad mini tablets

Features Stands up to abuse from K-6 graders

in a shared use environment Padded case cushions and protects

tablets when they are dropped ClickSafe-ready lock secures iPad in

one click to prevent theft (lock sold separately)

Convenient handle is perfect for children to safely carry the iPad mini

Handle doubles as a stand Fits iPad 2 – 4th gen Screen Protection, Personalization,

Stylus holder Preserves access to all ports

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Consumer Insight

Environmental Theft (of device) Breakage Background Noise Germ Protection Cleanliness Student Protection (content) Identification Power

Usage Durability Charging Dexterity Special Needs Indoor/outdoor

Pain Points

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Consumer Insight

Primary User Single Use, Multi-User Tablets are

primarily used by students in K-12 Education with focus on younger grades

Primary Decision Maker IT Manager

Influencers Educators, Principals and PTA

Target Market

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Where?

•

Global launch Europe, America’s, Asia, Australia

Launch type Hero – A new product offering for Education/Security

Channels B2B Education (primary) B2C (secondary) Kensington.com

SUMU

K-12 Classroom Technology

Education Technology

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When?

Launch date/web live Global: February 19, 2013

Press announcement date Global: February 19, 2013

Campaign assets delivery Global delivery date: January 20, 2013

Sample availability Renderings for packaging February 8, 2013

In stock date April 1, 2013

Sales training US: TBD EU: TBD

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What? Naming & Theme Naming

Consideration for using BlackBelt existing naming as Bullie/Juvie have similar ID

Consideration for a new name to promote product attributes such as ToughGrip, KidTuff, GreatGrip. Or a highly distinctive name such as Discover

Search results returned ToughGrip & GreatGrip as moderate risk and KidTuff and Discover as high risk.

Campaign Theme Best in Class: Complete your 21your 21st century classroom Campaign speaks to Education market (K-6) where tablet

protection, security, productivity and portability are needed Best products for attach onto tablets and classroom technology Best in class programs to drive loyalty in channel and end users New markets are evolving around single purpose, multi-user

where security and locking solutions are required for the classroom environment

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What – Packaging

Bully packaging will utilize sleeve structure similar to folio allowing customer to feel ruggedized case.

Juvie packaging will utilize closed box structure (similar to lunch box) as ClickSafe lock included. While still allowing customer to feel ruggedized case.

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What? – Features & USPs

Key features (rank in order of priority 1 to 10)

Rank  Feature Benefit Bully Juvie

1 Rugged case Cushions & protects tablet from drops X X

2 Integrated handleConverts to stand, convenient to carry and

to transport X X

3 Screen protection Helps prevent scratches X X4 Stylus holder Built into case, easy to access stylus X X

5 Built in security anchor Prevents tablet from theft X X

6 ClickSafe lock One click tablet security X

7 Personalization pocketAbility to customize and add contact &

identification information X X

8 Built in port access Preserves all access to ports X X

910

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How? Foundation Assets Need Info

PUBLIC RELATIONS  STATUS

Media Alert – full press release will be developed with education initiative

w/Amy

NAMING

TuffGrip, ToughGrip, GreatGrip Call w/legal on 1/24/13

COPY & MESSAGING

Product catalog copy (200 & 50 words, F&B’s)

In-the-works

Category messaging Need more info

PHOTOGRAPHY  

Key visual (combination of lifestyle & product) Product photography Shot list in the

works Environment photography – Need in use photo

Shot list in the works

Merchandising TBD

VIDEOS STATUS 

Product overview (similar to SureTrack Mouse)

Emily to share with Judy

Education video (update with Bully & Juvie images and product video if produced)

Need new photography to

proceed COLLATERAL

Sales deck w/Judy

Tech Spec √

Education market brochure In-the-works

What’s new education flyer √

WEB

Home page banner Requested

Education vertical page updates

Microsite for education Bjorn to define

List updated: 01/23/2013

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Web Optimization & Planning

Kensington.com Place under Security & Tablet categories Create new category for education market or

create microsite KeyWords

Ruggedized case, rugged iPad case, kid tough iPad case, iPad case, education iPad cases, tuff case

SEO Bjorn to define

SEM Bjorn to define

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Campaign speaks to Education market (K-6) where tablet protection, security, productivity and portability are needed

Promote as best products for attach onto tablets and classroom technology

Promote best in class programs to drive loyalty in channel and end users

Ensure global transferability

Campaign Objectives