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How Savvy, Data-Based Strategic Communications

Can Earn You a Seat at the Table

Oct. 3, 2019

Therese Van Ryne

Global Director – PR, Thought Leadership & Advocacy

ZEBRA TECHNOLOGIES

Agenda

• Evolving strategy & messages from data & analytics

• Using data to help you better understand & reach your audience

• Tips for maximizing your budget & gaining executive buy-in

• Ways to set measurable, achievable goals & report your successes

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ZEBRA TECHNOLOGIES 33

Who is Zebra?

Vision

Enterprise Asset Intelligence: when

every asset and worker on the edge is

visible, connected and optimally utilized

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ZEBRA TECHNOLOGIES

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Evolving Strategy from Data & Analytics

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TODAY: Public Relations, Thought Leadership & Advocacy

Sharpening Zebra’s performance edge by

enriching and expanding sources of growth

Building awareness and relevance of our

core portfolio with PR support including

NPI and the use of the customer reference

program to build preference for Zebra

Building awareness and relevance in our

adjacencies with PR support including thought

leadership to achieve new reach in new categories

and market segments

Role within Zebra’s Vision of Marketing

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TODAY: Public Relations, Thought Leadership & Advocacy

Role in PESO Model Based on What Media Care About/Where We See Traction

KEY TAKEAWAYS

• Journalists globally have limited interest in writing about 2, 3 and 4.

• To drive awareness in these areas, we will prioritize our customer reference and thought leadership programs.

• Paid, Shared and Owned channels will also play a greater role to drive awareness of 2, 3 and 4.

1 2 3 4 5 6 CORP

A B

PAID X X X X X X

EARNED X X X X X

SHARED X X X X X X X

OWNED X X X X X X X X

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BENCHMARK: People Spend

• Determining current level of

internal staffing to cover PR.

• Determining corporate-

focused PR staff and more

regional-based PR staff vs

the Target group.

[All data from current fiscal year unless stated otherwise]

Zebra Technologies

Target Group All Hardware

Total Marketing Staff X X X

Average Marketing Staff X X X

Staff Distribution (mean %)

Product Marketing X% X% X%

Partner Marketing X% X% X%

Direct Marketing X% X% X%

Web Site X% X% X%

Field Marketing X% X% X%

Event Marketing X% X% X%

Industry and Audience Marketing X% X% X%

Campaign Management X% X% X%

Sales Enablement X% X% X%

Public Relations X% X% X%

Corporate Business Unit Regional

Staff Categories Zebra Target

Group

Zebra Target

Group

Zebra Target

Group

Public Relations X% X% X% X% X% X%

IDC Research: Zebra vs Target & All Hardware

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BENCHMARK: Program SpendIDC Research: Zebra vs Target & All Hardware

• Determining overall

program spend vs

Target and All Hardware

groups.

0%

5%

10%

15%

20%

25%

30%

35%

Zebra Technologies Target Group All Hardware

Program Spend Comparison

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How We Will Optimize PR Agency Global Spend Maximize our Internal Team/Resources

#1:

Media Outreach

Strategy

#2:

Proactive Media

Relations

#3:

Translations/

Content

Localization

#4:

Measurement/

Analytics

#5:

Press

Release/Byline

Development

2018 – 1H’19: AGENCY SUPPORT

2H’19: AGENCY SUPPORT

2020: AGENCY SUPPORT

INTERNAL SUPPORT

SAVING $X

INTERNAL SUPPORT

SAVING AN ADD’L $X

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• Internal local language support = rely

on our agencies for translation &

customization

• Percent of company’s total revenue

• Percent of our agency spend

• Percent of total placements generated

PR Agency Footprint

Reviewed countries where Zebra has a proactive PR program

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Right Strategy, Alignment and Resource Model for the Future

• Earned media has critical role to play in achieving our marketing vision.

• Based on PESO model, we will focus on customer references and thought leadership to

drive earned media for certain products and solutions.

• IDC research helped us benchmark our staffing and budget levels.

• Our planned optimization depends on insourcing some work such as copy writing and

analytics.

• Careful consideration required for future geographic spend and tech/vertical (including

M&A) adjacent expansion due to higher costs to support countries in which we don’t have

internal local language support.

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Using Data to Better Understand &

Reach Your Audience

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• By combining our PR, thought leadership and advocacy onto one global team, we align our storytelling,

messaging approach and maximize our resources to reach our target audiences.

• Our key PR objective is to secure positive coverage for Zebra and grow our brand awareness in sources

such as print, online, broadcast and digital platforms using our full toolkit.

• Many companies are reducing the number of press releases they issue to focus more on long-form,

branded journalism posts to drive coverage in a cost-effective way.

2019 PR Strategic OverviewExpanding our storytelling approach

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• Average cost to produce, distribute and track press releases globally

• Earned media impression analysis to determine best performing categories

Data Drives Evolution in Global PR StrategyUsing more tools in our PR toolkit

Traditional Approach

Press releases – posted to Businesswire; used for majority of

news globally

Media advisories – one-page announcements used on

limited basis for secondary news

Blog posts – used in old format mostly in one region, not

easily accessible globally on zebra.com

Bylines – longer form narratives written by Zebra widely

pitched to trade publications; often used globally

Going Forward Approach

Press releases – used for tier one announcements; posted on

Businesswire and zebra.com

Media advisories – used for lower tier news and events;

coupled with a media pitch to invite journalists for briefing

Blog posts – used globally with easier access to drive news,

exploring online branded journalism site too

Bylines – used globally to promote current news trend, POV or

plant a seed for a new market need prior to a product launch

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In Summary

• Less press releases will save cost

• Use our budget more strategically to

build our brand awareness

• Drive a storytelling approach to

create a destination

• Our PR toolkit will fuel our regional

social channels & paid campaigns

• Ultimately, our PR cost savings gives

us additional budget to focus on other

integrated marketing activities

PR ≠ press release

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Tips for Maximizing Budget &

Gaining Executive Buy-In

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TED Thought Leadership Partnership

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TED Thought Leadership Partnership

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Audience Response

28 Respondents (20% of attendees)

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18

21

3

Do you feel more positive

about Zebra Technologies

as a result of their

partnership with TED?

16 of 18 positive responses

Do you feel you have a better understanding

of what Zebra Technologies does and what

they stand for after the event?

YES NO

Have you heard about Zebra

Technologies before?

YES NO

VERBATIMS:

- Amazing company with innovative approach to thought leadership!

- The technology and devices that enable goods to be tracked as they move around the world.

- Technology company that build products we see often but don’t know who made them.

- They build technologies that connect, data, assets and people.

- They are everywhere!

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Customer Reference Program

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Zebra Your Edge Blog

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Ways to Set Measurable, Achievable

Goals & Report Your Success

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38% 58% 4%

S E N T I M E N T

Positive Neutral Negative

X%POSITIVE / NEUTRAL SENTIMENT

XGLOBAL UNIQUE EARNED

MEDIA PLACEMENTS(+29% vs Q2 Goal: 1,000; +28% vs Q1’18: 1,017)

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(2019 Goal: 85% positive/neutral; -4% vs Q1’18) Global Share of Voice

(2019 Goal: 55% global SOV in targeted publications)

77%

10%

4%3%

6%

Q2 SOV0 50 100 150 200 250 300 350

Performance Edge

Software

Internet of Things

Channel Partners

MESSAGE PENETRATION(2019 Goal: 65%)

Global Public Relations

Media Results

XCUSTOMER WIN & THOUGHT LEADERSHIP PLACEMENTS

XPRESS RELEASES (14) & MEDIA ADVISORIES (12)

(2019 Goal: Decrease PR & Increase MALY: 20 PR, 0 MA)

(2019 Goal: Develop baseline globally)

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Tips to Measuring Global

Share of Voice

• Alignment on key competitors

• Global media lists

• Key terms translated into key

languages

• Regional SOV charts

• SOV options

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Key Takeaways

• PR strategy alignment to business &

marketing strategy

• Use data to support your staffing,

agency & content needs

• Enhance your basic PR toolkit with

thought leadership activities

• Measure, report your results in a

format business leaders understand

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Questions

ZEBRA TECHNOLOGIES

@ThereseVanRyne

Thank You

ZEBRA and the stylized Zebra head are trademarks of Zebra Technologies Corp., registered in many jurisdictions worldwide. All other trademarks are the

property of their respective owners. ©2019 Zebra Technologies Corp. and/or its affiliates. All rights reserved.

Contact

Therese Van Ryne

Therese.Vanryne@zebra.com

@ThereseVanRyne

https://www.linkedin.com/in/theresevanryne/