m i t e l marketing quick start guide - steven de...

Marketing Quick Start Guide

Your All-in-One Reference for Mitel U.S. Marketing Tools & Services

M I T E L

2009/2010

To get started, register for a Mitel OnLine (MOL) account at www.mitel.com>Register. Already have an MOL account?

Just go to www.mitel.com>Login.

For Mitel Marketing resources, programs and services go to:

Mitel OnLine>Sales>US Marketing

For information on the Mitel U.S. Partner Program, visit:

Mitel OnLine>Sales> Mitel PARTNERprogram (US)

To order Mitel marketing material and collateral, visit:

Mitel OnLine>Sales>eCollateral

To create your own co-branded Mitel collateral, visit:

www.mitelmarketing.com

To order Mitel promotional items, visit:

www.mitelpromo.com

To contact the Mitel U.S. Marketing team:

E-mail [email protected] or call 602-231-5161

Mitel U.S. Marketing Quick Links

In today’s non-stop, always on, constantly changing marketplace, time is of the essence. You need quick, easy access to answers, and to the tools you need to take advantage of new opportunities before your competition does. That’s why we created the Mitel Marketing Quick Start Guide – your all-in-one reference for the tools and services provided through Mitel’s U.S. Channel Marketing team – to help you get the information you need … fast!

• Going to Market with Mitel . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 The Mitel Message Mitel Image Library & Corporate Identity Guidelines Working with Mitel Marketing: Local Presence, Global Reach

• Marketing Resource Program . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 Customized Communications Promotional Items Presentations Trade Show Booths

• Marketing Literature . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18 Customer Experiences Marketing in a Box

• Marketing on Mitel OnLine . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22 PARTNERlocator Marketing Toolkit eBusiness Tools Online Content

• Supplemental authorizedPARTNER Programs . . . . . . . . . . . . . . . . . . . 28 Mitel U.S. Marketing Development Funds/Co-op Program (MDF) Exclusive Business Partner Program Awards & Incentive Programs

• Quick Guide to Ordering Mitel Collateral . . . . . . . . . . . . . . . . . . . .. . . 38 eCollateral Mitel Co-branded Collateral Tool

Quick! Let’s Get Started!

Going to Market with Mitel

As a valued Mitel authorizedPARTNER, you are a key component in Mitel’s overall go-to-market strategy. The Mitel U.S. Channel Marketing team is here to serve you as your one-stop ad shop. Utilizing us as your in-house advertising agency, we can help enhance your marketing program with cost-effective, results-oriented programs, promotions and creative campaigns to stretch your advertising dollars, expand your market footprint, increase sales and boost your bottom line with a competitive Partner Program featuring compelling channel incentives to help grow your business to our mutual benefit.

The Mitel Message: Why MitelThe creation of a strong brand image doesn’t happen overnight. It takes the consistent and creative use of all available marketing and communications resources to create a focused position and identity in the minds of consumers and customers. And that includes you, our valued business Partners.

4 • Marketing Quick Start Guide

Why MitelSmart Business Communication Solutions

Marketing Quick Start Guide • 5

Our marketing message is simple, and one you can easily incorporate into your own marketing mix:

Mitel makes communicating and collaborating easy by delivering smart business communication solutions

and applications for organizations of all sizes.

The delivery of this message is communicated by simply stating who we are, what we do and how we do it:

These core messages are at the heart of the marketing materials and collateral created to help you sell and promote Mitel’s award-winning portfolio of smart business communication solutions, and are summarized in an easy-to-use sales presentation kit to help your prospects and customers understand “Why Mitel” is the best solution for all of their communications needs. Copies of the “Why Mitel” sales presentation tool may be requested by contacting [email protected], or calling the U.S. Marketing department at 602-231-5161.

Mitel Image Library & Corporate Identity GuidelinesTo ensure brand success, Mitel provides its authorizedPARTNERs with the opportunity to use the official Mitel corporate logo and affiliated product signatures and images to help show customers they represent Mitel products and services. We also offer our authorizedPARTNERs the ability to download low-resolution copies of product and lifestyle imagery, as well as to order high-resolution images directly from your desktop.

The Mitel Image Library is your source for obtaining official Mitel logos, product and lifestyle imagery, and other graphic elements, along with Mitel’s Corporate Identity Guidelines for the correct and effective use of these items, which Mitel encourages you to use in your advertising and promotional materials. The Mitel Corporate Identity Guidelines and Image Library are available on MOL>Corporate>Corporate Identity. For additional information or interpretation of the guidelines, please contact Mitel U.S. Marketing at [email protected], or call 602-231-5161.



In addition to using the official Mitel corporate logo, eligible Partners can show prospects and customers their commitment to Mitel’s award-winning solutions portfolio with a special Mitel logo designating your company as a Silver, Gold, Platinum, or Diamond-level dealer. Partners achieving these sales levels may request a logo by contacting the U.S. Marketing team at [email protected].


Working with Mitel Marketing: Local Presence, Global ReachThe Mitel U.S. Marketing team works closely with Mitel’s global sales and marketing organization, providing our authorizedPARTNERs with unparalleled resources and access to the tools and services they need to successfully market their business and generate greater sales of Mitel products.

At Mitel, we give our customers and, more importantly, our partners, what they want – choice – offering a variety of marketing strategies and materials to achieve your goals, including specialized Solutions Marketing support for vertical markets. Mitel’s vertical marketing team provides in-depth market sector expertise to execute tailored strategic market development strategies and campaigns to help you:

Develop value propositions and customized messaging based on • current Mitel solutionsDevelop new applications required within the sector that can solidify • the propositionUnderstand the competitive landscape within the sector and develop • appropriate differentiation strategiesEducate and train your sales force on how to sell within respective markets• Develop targeted sales collateral positioning Mitel• Facilitate and represent Mitel at key sector events, forums and • discussion groupsDrive lead generation plans and programs• Assist sales executives with large account opportunities within • specific market sectors


We can also help support your communications efforts with a variety of programs covering public, media and industry analyst relations and investor communications through Mitel’s Strategic Marketing team. If you have a recent customer win you’d like to feature in a news release, or a customer you would like to highlight in a customer experience story or case study, or have other media and analyst outreach initiatives, you can contact the Strategic Marketingteam at www.mitel.com>Newsroom>Newsroom Contacts.

Hospitalitysolutions

Financial Services

Solutions

AutomotiveSolutions

Marketing Resource Program

The Mitel U.S. Marketing Resource Program (MRP) provides the U.S. Sales Channel with the best possible tools to help you increase market share and build your company identity in your local market. Logon to MOL>Sales>US Marketing and click on www.marketing-program.net to see sample collateral available for order through eCollateral; “do-it-yourself” templates and tools for creating your own co-branded materials; as well as those that can be customized for you by the U.S. Marketing team to meet your specific needs, including posters, direct mail pieces, print ads and promotional merchandise.

Customized CommunicationsReach potential and existing customers with high-quality, cost-effective marketing materials that complement your own marketing strategy while building on the Mitel brand. Mitel U.S. Marketing can help you quickly create customized, co-branded collateral pieces designed to accurately reflect Mitel messaging and branding while generating increased awareness of your own company brand. Contact [email protected] for assistance with customizing any of the following materials.

PostersGrab attention with high-impact posters showcasing Mitel business communications solutions and Mitel corporate messaging. Our vibrant, full-color posters are ideal for framing or mounting in your front office entry or showroom. Mitel posters can be ordered and/or co-branded with your company logo by contacting [email protected].



Print AdsProfessionally designed print ads are available in either four-color for magazines, or black and white for newspapers. Print ads can be customized with your company logo and contact information, and formatted to meet a publication’s production specifications. Contact [email protected] to assist you in creating custom advertisements.

Pull-Up BannersMitel pull-up banners are extremely versatile displays that provide the quickest and easiest way to promote Mitel products and services at exhibitions, trade shows and other events. Quality, customized graphics and materials are used to achieve the professional look needed to stand out against the competition. All pull-up banners are 3’ wide x 7’ tall and are easily portable in convenient shipping cases. Mitel banners can be ordered and/or co-branded with your company logo by contacting [email protected].


By Invitation OnlyPlanning a get-together for your customers? Let Mitel U.S. Marketing help you generate awareness for your next special event with customized PDF invitations to promote an open house, technology expo, product demos, training opportunities and more. Or you’re invited to use the template available on MOL>Sales>US Marketing to create your own.

Personalize this invite with your own event information.


Vehicle GraphicsYour car, truck, van, or entire fleet can provide advertising exposure for your business at all hours of the day and night. Mitel’s full-color graphics turn your vehicle into a rolling billboard, helping to build awareness for your company with every trip. Vehicle graphics can easily be customized with your company logo and contact information. To order, contact [email protected], or call 602-231-5161 ext. 22337.

Promotional ItemsNeed gifts or trade show premiums? Visit the Mitel Global Webstore at www.mitelpromo.com to order Mitel promotional items such as shirts, hats and pens, as well as unique gift sets and much more. You can also order your own company items, or co-brand Mitel-logo items. Just click on the Mitel USA link, or for assistance, call 800-545-1113.

PresentationsAn official Microsoft® PowerPoint® template, which includes the Mitel corporate logo, has been designed and must be used by Mitel authorizedPARTNERs when creating PowerPoint presentations highlighting Mitel products and/or services. The template can be downloaded from MOL>Corporate>Corporate Identity>Mitel Presentation Template.

Trade Show BoothsMitel’s Portable Booth Program features two different booth sizes to meet your requirements for trade shows and other events: 10’ x 10’ back wall model, or 8’ tabletop. All booths are Nomadic pop-ups with full photomural color panels that snap onto self-locking frames made of lightweight aluminum, making them quick and easy to setup, pack and transport.



There is no charge for use of the booths. Mitel coordinates all shipping to and from your office with our preferred transportation provider at no charge to you. To order booths, simply complete the Portable Booth Request Form on MOL>Corporate>Portable Booth Program. You will receive an e-mail or fax confirmation within 48 hours. If you do not receive a confirmation, please contact Mitel U.S. Marketing at 602-231-5161 ext. 22337. Please note that booths are available on a first-come, first-served basis. Booth request forms should be submitted as early as possible, to guarantee availability.

Place Mitel products and services into the palms of your prospects with vivid, vibrant imagery and informative content that clearly and professionally presents our – and your – company brand and image. Mitel offers a variety of brochures, overviews, data sheets and other collateral material in print or downloadable Portable Document Format (PDF) files to enhance your marketing and sales efforts, featuring:

Corporate:• Broad overviews of Mitel, our products, services and solutionsProduct:• More in-depth look at specific Mitel product offerings, including communications systems, business applications, endpoints and moreVertical Markets:• Targeted information for specific business sectors, including solutions for the hospitality, automotive, health care, education, professional services and other industriesDivisions:• Literature to support various Mitel divisions and programs, including Mitel DataNet CommSource, NetSolutions® and TotalSolution® Direct Mail: • High impact, full-color 9” x 6” postcards for use as part of an effective advertising campaign, or as individual mailerspresence e-Magazine• : Targeted at the C-level and directors of IT, presence provides insights into changing technologies and their impact on businesses with a soft-sell on how Mitel uses new technologies. presence is available online at www.mitel.com/presence, and is available by subscription for free.Mitel Report:• Published quarterly, this free newsletter is mailed directly to Mitel authorizedPARTNERs. Content includes interviews with top Mitel executives; discussion of current industry trends and developments from leading industry analysts; Mitel product news; and featured Customer Experiences.

Most marketing literature can be ordered and co-branded with your company logo and contact information through eCollateral, Mitel’s online ordering tool at MOL>Sales>eCollateral. Partners may also use the Mitel Co-Branded Collateral Tool at www.mitelmarketing.com to co-brand literature available there. (For directions on using eCollateral and the Mitel Co-Branded Collateral Tool, see pages 38-39.)

Marketing Literature


www.mitel.com THIS DOCUMENT IS PROVIDED TO YOU FOR INFORMATIONAL PURPOSES ONLY. The information furnished in this document, believed by Mitel to be accurate as of the

date of its publication, is subject to change without notice. Mitel assumes no responsibility for any errors or omissions in this document and shall have no obligation to

you as a result of having made this document available to you or based upon the information it contains.

M MITEL (design) is a registered trademark of Mitel Networks Corporation. All other products and services are the registered trademarks of their respective holders.

© Copyright 2008, Mitel Networks Corporation. All Rights Reserved. GD 12072 PN 51011131RA-EN

For more information on our worldwide offi ce locations, visit our website at www.mitel.com/offi ces

U.S. HeadquartersTel: 480-961-9000Fax: 480-961-1370

Americas HeadquartersCorporate Headquarters Tel: +1 613-592-2122Fax: +1 613-592-4784 Europe, Middle East andAfrica Headquarters Tel: +44 (0) 1291 430000Fax: +44 (0) 1291 430400

Asia Pacifi c Headquarters Tel: +852 2508 9780Fax: +852 2508 9232

Companies don‘t make decisions, people do. That is why Mitel is leading

the way toward a new and more personalized approach to communications

for enterprise and small business. Our innovative solutions, applications

and desktop appliances enable you to access, process and control your

communications and information naturally, simply and effi ciently. Our

solutions allow you to collaborate over distance and time and to interact

with your customers, colleagues and partners as never before. By combining

the power of voice, data and video over converged high speed networks,

Mitel provides you with fl exible and personalized tools that let you leverage

the latest advances for personal and organizational advantage.

Outsource Your Communications with the TotalSolution Program

THE TOTALSOLUTION PROGRAM HAS GROWN STEADILY SINCE ITS INCEPTION OVER 20 YEARS AGO

AND CURRENTLY 80% OF OUR CUSTOMERS ARE UNDER A TOTALSOLUTION PROGRAM CONTRACT.

WHERE TO BUY When your company is ready to acquire a comprehensive advanced communications system, contact your local

provider. Our representative will thoroughly analyze your needs and provide your company with a system and

fi nancial program designed to meet your present and future needs. With the TotalSolution Program, you have the

security of dealing directly with the manufacturer of your advanced communications system.

Managed Services TotalSolution Program

When you purchase or lease communications equipment,

you assume the risks and responsibilities associated

with the ownership and operation of that system. The

TotalSolution Program considers all the costs associated

with the operation of your communications system

and protects you from the risks and uncertainties

associated with ownership and management of advanced

technology. Outsource your telecommunications to

TotalSolution and focus your attention on your business,

secure in the knowledge that your requirements for

an effective telecommunications system are being met,

both now and in the future.As the chart illustrates, if you purchase or lease a system,

it is important for you to also consider all the costs to

operate your system, not just the purchase price. In many

cases these costs can ultimately equal or exceed the

original acquisition cost. With TotalSolution, you will

know exactly what it will cost you to maintain, operate

and expand your system. These costs remain fi xed

for up to eight years, regardless of fl uctuations in the

cost of equipment and labor, effectively ensuring your

investment protection!

THE GOAL OF OUR MANAGED SERVICES PROGRAM IS TO PROVIDE FULL SUPPORT OF YOUR

COMPANY’S COMMUNICATIONS NEEDS IN THE FUTURE AS WELL AS TODAY. WE OFFER YOU

ACCESS TO A COMPREHENSIVE SERVICE AND SUPPORT PROGRAM CALLED TOTALSOLUTION.

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www.mitel.com

The scalable platform for business and residential

applications

EXPERIENCE

CUSTOMER

The Sedona Group: UsingIP-Powered Applications toImprove Business ProcessesFounded in 1986, The Sedona Group provides workgroup management

services to companies throughout the United States. From its three-building

campus in Moline, Illinois, The Sedona Group employs over 250 professionals

and operates a network of 34 branch offices throughout the United States.

The company helps its clients attract talent to fill thousands of clerical, IT,

engineering, and light manufacturing positions. In addition, The Sedona

Group provides outsourced billing services to medical practitioners around

the country, and employs its own engineering group to handle specific

projects in-house for a select group of clients. In this dynamic business environment, diverse client needs dictate that The

Sedona Group perform its job functions as seamlessly and rapidly as possible

to meet customer expectations. “We have little room for error in how we operate,” says Dave Buzzell, chief

information officer for The Sedona Group. “In the vast majority of cases, our

clients have immediate needs that need to be addressed. It is our job to

ensure that we maximize all of our resources to ensure that our customers’

requirements are met.”In previous years, this mandate had been more challenging to achieve. Its

previous telephone system provided basic features and functionality, but it

proved to be inflexible as the company began to expand. Costs for moves,

adds, and changes began to escalate, and what was once considered to

be a very reliable voice communications platform soon seemed woefully

inadequate and unable to handle the frenetic growth that The Sedona Group

was experiencing.

ABOUT THE SEDONA GROUPType: Workforce management services

Location: Three-building campus inMoline, IL, plus 34 branch offices aroundthe United StatesStaff: 250

Website: www.sedonagroup.comCUSTOMER NEEDS• Improve network management• Improve customer service experienceand service-level delivery• Standardize phone network across

offices and branches• Reduce travel and other business-related expenses

“We have estimated that ourMitel communications systempays for itself at least ten times

over every year, and we expectthis trend to continue.”– Dave Buzzell, Chief Information Officer,

The Sedona Group

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EXPERIENCECUSTOMER

Corporate Travel Provider Maximizes

Efficiency with Integration of Virtual

Contact Center

As Carlson Wagonlit Travel (CWT) continued to grow as a significant player

in the travel management marketplace and became the second-largest

corporate travel management provider in North America, its workforce

dynamic also changed. Because corporate travel is relationship-oriented,

CWT devotes small teams to each customer rather than operating large,

somewhat impersonal call centers. It also often places its consultants at a

customer’s premises.

Thus, not only are CWT employees a critical aspect of its success, but they also

comprise the company’s largest single investment. “Labor is in excess of 50

percent of our cost structure,” said Sherry Saunders, CWT’s VP of corporate o -

perations, “and this drove us to look for new ways to maximize the efficiency

of our labor pool.”

A Better Way to SOHO

CWT supports its travel consultants by making it comfortable and productive

to work from home. However, the cost of supporting small office / home office

(SOHO) workers was immense.

In fact, says Saunders, “a typical home office had one to three phone lines,

depending on the client it served – so the average line charges for each home

office were U.S. $225* per month.” With plans to grow to 40 SOHOs, CWT

was eager to find a better solution

*US dollar conversion (Canadian to US) are an approximation based on the exchange

rate in July 2006.

ABOUT CARLSON

WAGONLIT TRAVEL

Type: A recognized world leader in

business travel management and

consulting services, designing and

implementing superior travel solutions for

institutions and companies

Customers: Small, medium and large

corporate clients

Canadian operations: Mississauga,

Vancouver, Calgary, Winnipeg,

Ottawa, Montreal

Employees: 300 in Canada

Website: www.carlsonwagonlit.com

CUSTOMER NEEDS

• Standardized phone network across all

Canadian operations

• Improved call handling efficiencies

• Improved customer experience and

service level delivery

• Ability to customize solutions by

customer need

• Cost-effective solution to support

travel consultants in small offices /

home offices (SOHOs)

• Reduce costs of maintaining

telecommunications infrastructure

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Customer ExperiencesWhile we do a good job of tooting our own horn, our customers do it even better! Let them help you convince your prospects why Mitel is their trusted IP communications provider of choice. Our library of video and printed Customer Experiences provides compelling case studies highlighting how Mitel solutions help solve common business communications challenges. You and your customers can learn more about our customer’s firsthand experiences with Mitel products and services by easily downloading video case studies or PDFs of printed formats at www.mitel.com>Customer Experiences where case studies are conveniently organized by Solutions or Industry.

Help us share your customer success stories! Mitel is always working to expand its collection of case studies, and Customer Experiences are a great way to publicize your business, as well as an opportunity for your valued customers to receive positive, free publicity. Customer Experiences are also a great reference to help your sales associates close deals. Put your customer in the spotlight. If you feel you have a viable candidate for a video or printed CustomerExperience, please contact Mitel U.S. Marketing at [email protected], or call 602-231-5161.


Marketing in a BoxMitel authorizedPARTNERs can “try before you buy” Mitel collateral with the delivery of our annual Marketing in a Box, shipped directly to your office! Mitel’s Marketing in a Box helps keep you up to date on the most up-to-the-minute material available to help you sell Mitel’s industry-leading IP communications solutions. Inside you’ll find samples of the latest brochures, data sheets, demo CDs, Customer Experiences, DVDs and more produced by Mitel U.S. Marketing. We also include a few unique promotional items that you can order, too, to complement your collateral choices. For more information, contact [email protected], or call 602-231-5161.


Unified Communications to help customers...

Marketing In A Box

SaveMoney

StayConnected Anytime, Anywhere

BeGreen

Excel inCustomerService

MITEL

Marketing onMitel OnLine


Mitel Marketing assistance is available 24/7 via MOL>Sales>US Marketing. This dedicated portal provides authorizedPARTNERs with all the tools of the trade you need to effectively market your business and Mitel’s award-winning solutions portfolio.

PARTNERlocatorMitel helps customers find you with our PARTNERlocator on www.mitel.com>Strategic Partners and Resellers>Mitel PARTNERlocator. With enhanced functionality, visitors on Mitel.com can find the nearest Mitel authorizedPARTNERs in their area by clicking on their region in the interactive world map or selecting it from the Region List. Results are displayed for each state listing all the partners in that area. The customer/prospect can then sort the results by dealer name, or partner level. Each dealer has a “More Info” page that includes:

Company logo • (EBP and Diamond-level only)Partner address(es) • Partner phone • number(s)Technical certifications • Applicable Platinum/• Gold/Silver and/or EBP logo designations Company Web site • URL (EBPs only)


Partner Web Site ToolLet us build it and they will come! Beginning fall of 2009, Mitel U.S. Marketing will offer a customized Web site design service and portal for authorizedPARTNER Web sites, featuring syndicated Mitel content, so whenever we update our Web site, your site will be automatically updated with the latest Mitel product information, too.

Marketing ToolkitTargeting new customers, retaining existing customers or simply targeting growth, the Mitel Marketing Toolkit will help you reach your objectives. The Mitel Marketing Toolkit is designed to assist Mitel authorizedPARTNERs with both marketing campaign planning and resources. The toolkit includes:

Campaign Planner tool and checklist • Marketing communications templates (including ads, direct mail • and e-mails, etc.) that can be customized with your business logo and contact information Resources to assist you in planning events, public relations and • social media tips Mitel marketing contacts and design support for co-branding and • customizing ads

Get the tools you need at MOL>Sales>US Marketing.


eBusiness ToolsMitel provides its authorizedPARTNERs with a variety of dynamic, cost-effective, easy-to-use e-marketing tools to help you reach customers and prospects before your competition does, build your business, stretch your marketing budget and be green.

Mitel E-mail Co-Branding ToolsMitel provides Partners with customer-centric tools that allow you to effectively market Mitel products, services and solutions via e-mail.

Standard E-mail Co-Branding ToolIdeal for individual or small e-mail campaigns, Mitel’s Standard E-mail Co-Branding Tool provides you with a variety of pre-designed HTML e-mail templates you simply add your company logo and contact information to, and send directly to your customers. Go to www.mitelmarketing.com, or see page 39 for directions on using this handy tool.

Advanced E-mail Co-Branding ToolTo reach literally thousands of prospects and/or existing customers, Mitel’s Advanced E-mail Co-Branding Tool provides the perfect balance of ease-of-use and sophistication to help you create, deliver and track personalized, professional e-mail marketing messages. The Advanced E-mail Co-Branding Tool features:

Advanced HTML e-mail and content creation tools for designing • your e-mails Preloaded with templates and ready-to-send Mitel product messages • Real-time tracking and graphical reporting for results-oriented analysis • of e-campaigns Whether you need to reach 100 or 100,000 customers, kick off your • next e-mail campaign with the right tool for the job at MOL>Sales>US Marketing.


Mitel Customized Campaign ManagerPut a little “Voodoo magic” in your marketing efforts with customized Mitel Video Sales Messages (VSMs) powered by Voodoo. Build your own custom e-mail campaign with embedded video links using the dynamic Web-based Voodoo Campaign Manager which includes a growing library of Mitel product and application messages. This is an easy-to-use and effective tool that can be used to customize marketing messages to prospects and existing customers; receive instant sales leads as viewers click through your message; and track overall results of your campaigns. Use of the Mitel Video Sales Campaign Manager powered by Voodoo is reimbursable through Mitel’s Marketing Development Funds co-op program for eligible dealers at 50% and 100% for Exclusive Business Partners. To get started, contact [email protected].

Flip BooksYour customers will flip when you send them one of our new, interactive e-collateral pieces with video, voice, flash and linking capabilities. With this exciting new format you can:

Easily flip through • the collateral and zoom in on content Use the embedded • search feature to find the information you’re looking for quickly and easilyForward a link to the • flip book via e-mail to your customers with the “Tell a Friend” featurePrint or download • a PDF copy of the collateral

Flash AdsYou and your customers will be all a “twitter” about Mitel after seeing our flash ads on social networking sites like YouTube. You can also use our series of 30-second flash ads to promote Mitel to everyone in your e-address book. Embed links in your auto signature to show your customers who we are and what we do with ads featuring Mitel Mobility, Unified Communications, TeleCollaboration, Managed Services and Customer Interaction. You can also link to Mitel flash ads from your Web site. To see and download available ad files, go to MOL>Sales>US Marketing.

Mitel Webisodes Visit “The 16th Floor” and find out how Mitel saves the day for a customer using a system from our competitor, BigCo, in this informative and entertaining four-part, Web-based mini-series. Available for viewing on www.mitel.com, MOL and YouTube, it tells the story of how Mitel Mobility Solutions and applications including Audio and Web Conferencing and Mitel Business Dashboard work to help companies gain competitive advantage. Show your customers what they can gain from Mitel’s smart business communication solutions by linking to MOL>Sales>US Marketing.


Online Content & Resources Blogs:• Go “Mitel Channel Surfing” each week with Steven De Korne, Vice President, U.S. Marketing, to stay ahead of the wave with what’s up in the U.S. Channel.Mitel Channel News: • The MOL home page now features a Channel News banner you can click on to get daily updates from your source for sales success in the U.S. channel, including information on product launches, current promotions, and Mitel news and events. Then watch your e-mail every other week for a recap and link to the latest edition of Mitel Channel News.Mitel Channel News Network:• Starting 2Q09, tune in to Mitel’s new monthly newscast, “live” from Mitel’s U.S. headquarters in beautiful downtown Chandler, Arizona.Mitel On-Demand Webinars & Podcasts: • Watch informative, pre-recorded Webinars on your schedule presented by Mitel subject matter and industry experts on a variety of topics, including Mitel’s exclusive “Discovery Series.” Check out the calendar of upcoming Web events at MOL>Events>Webinars.Mitel Newsroom: • Hot off the press! Stay up to date and share Mitel news with your customers by visiting www.mitel.com>Newsroom to access the latest Mitel press releases and electronic press “clippings” featuring news coverage about Mitel.Application Demos: • Learn more about the features and functionality of Mitel’s powerful business software applications through our flash-based demos. Dynamic visuals and informative content will help you convey the benefits of Mitel products to your customers. To view available demos, visit www.mitel.com>Resources and select Flash Demos from the drop-down box.User Guides: • As part of its commitment to protecting our environment, Mitel provides downloadable “green” User Guides for its business phone portfolio via www.mitel.com>Resources. Select Guides in the drop-down box.


Mitel offers additional supplemental programs to support our dealer sales channel, allowing you to further promote the Mitel brand while advancing your own company’s marketing and advertising efforts. We also offer one of the industry’s most profitable awards and incentive programs to encourage your sales success.

Mitel Marketing Development Funds/Co-op Program (MDF)Now you know how Mitel’s U.S. Marketing Resource Program can help you to create a successful advertising campaign, but did you know Mitel can also help you to save money while doing so? By following a few simple guidelines, Mitel may reimburse 50% of your marketing and advertising-related expenses for qualifying materials. Mitel’s Marketing Development Funds Program allows you to simultaneously reach more people and channel profits into growth activities beyond advertising by providing the resources to make your advertising ideas a reality! Call us to see if they qualify!

Supplemental authorizedPARTNER Programs


MDF Program Timetable

Eligibility**

January 2008 - April 2009

Account Accrual Period

February 2009 - January 2010

Qualifying Reimbursement Period*

May 2009 - April 2010

*Qualifying reimbursement period will extend to June 15, 2010**2011 MDF Program will be on a 12 month cycle, May 2010 - April 2011

MDF Program Timetable


Program GuidelinesThe Mitel Marketing Development Funds (MDF) Program is a co-operative marketing program designed to provide you with additional resources to make your advertising ideas a reality! The program is open to any Mitel authorizedPARTNER that accumulates $650,000 ($450,000 for Exclusive Business Partners) or more in sales from January 2008 through April 2009. Using the guidelines below, Mitel may reimburse 50% of your marketing and advertising-related expenses for qualifying opportunities and materials, and 100% of training costs.

Program ComponentsMarketing Development Funds can be used toward qualified expenses related to the following activities. All MDF submissions must be pre-approved by the Mitel U.S. Marketing department. Only pre-approved activities and/or materials will be considered for reimbursement.

Marketing Programs: Related expenses eligible for reimbursement include but are not limited to the following activities and items:

Placement of qualifying print ads in general interest newspapers, • business magazines, trade journals and consumer publicationsPlacement of qualifying out-of-home advertising (billboards, transit, • sports arena displays)Placement of qualifying broadcast ads (TV or radio)• 100% costs of qualifying dealer collateral (brochures, etc.) • featuring/highlighting Mitel products and servicesPre-approved trade shows attended with approved Mitel • trade show materialsAssociated costs for Mitel End-user Forums and open houses, • provided a Mitel representative is present or speaking at the event and only Mitel products are featured


Training and Learning Development: Dealers are eligible to use up to 50% of their total MDF toward training and learning development. The 50% limitation applies to total accrued funds available at the end of each quarter, not annual accrual. For example, if at the end of a quarter, you have accrued $4,000 in MDF, 50% of that total, or $2,000, would be eligible for use on training. The remaining $2,000 could be used toward qualified marketing programs as defined above. Accrued funds may not be transferred between training and learning development and marketing programs.

Training and learning development reimbursement is only offered for instructor-led training through Mitel University. Other training or learning development through alternate parties or vendors is not eligible for reimbursement. MDF may only be used for class registration fees. Travel and other related expenses are excluded. Training and learning development meeting the above requirements are eligible for 100% reimbursement of cost.

Business Development: Mitel MDF can be used to help build your business through the Mitel Demo Kit Program and informative End-user Forums. The Demo Kit Program offers greatly reduced pricing on a wide variety of Mitel products, and with its no- or low-cost software upgrades, helps you keep your demonstration systems current virtually free of charge. Fifty percent of costs used for purchases made through the Demo Kit Program are eligible for reimbursement through co-op. For more information on the Mitel DemoKit Program, logon to MOL>Sales>PARTNERprogram>Mitel Demo Kit Program.

By hosting informative End-user Forums you can showcase your company and Mitel’s industry-leading IP solutions and receive up to 50% reimbursement of event-related costs. Mitel’s U.S. Marketing team is available every step of the way to help promote and ensure your event’s success, with meeting planning resources from customized, co-branded invitations to catering arrangements. Forums can also be held at one of Mitel’s Solution Showcase locations (see page 35 for more details).

Mitel Exclusive Business Partners are eligible for 100% reimbursement of the cost associated with leads generated through the Mitel EBP Lead Program. EBPs are also eligible for 100% MDF reimbursement for other business development expenses, including End-user Forums, vehicle graphics ordered through the Mitel Marketing Resource Program and purchases made under the Mitel Demo Kit Program.


Excluded ItemsIf you have a marketing opportunity not listed above, please feel free to contact Mitel U.S. Marketing at [email protected] to discuss eligibility. Pre-approval in writing is required by Mitel’s U.S. Marketing department. The following items are excluded from eligibility for MDF co-op reimbursement:

Creative costs such as agency fees, model fees, graphics, artwork, scripts • and concept developmentCosts associated with in-house telemarketing campaigns • Yellow pages media placement• Classified advertisements• Media placement paid for by trade or barter• Sponsorships or contributions to charitable organization• Trade show costs not pre-approved or facilitated through the • Mitel U.S. Marketing departmentPromotional items purchased through the Mitel Global Webstore • (www.mitelpromo.com)Lead development not generated through Mitel’s Business • Development groupTraining or learning development not conducted through • Mitel University (alternate parties or vendors)Anything not pre-approved by the Mitel U.S. Marketing department•

MDF Co-op EligibilityThe Mitel Marketing Development Funds Program is exclusively for those currently authorized and qualified Mitel dealers who have accumulated $650,000 non-EBPs; $450,00 for EBPs or more in sales from the previous year. MDF co-op credits are earned only on shipments from Mitel warehouses, and are related in direct proportion to actual dollars purchased, not sales quotas.


Accrual PeriodThe current MDF program began May 1, 2009 and runs through April 30, 2010. Mitel “banks” Marketing Development Funds for individual dealers in an accrual fund. Your account accrual period starts February 1, 2009 and ends January 31, 2010. Funds are reimbursed in the form of a co-op credit applied to your wholesale account. Credits accumulate within the fiscal year and are issued quarterly, the fifth week after the end of each fiscal quarter. Eligible authorizedPARTNERs can check their co-op balance at any time through their Mitel OnLine PARTNERmarketing Statement (MOL>Sales>PARTNERmarketing>Statement and Balances.)

Individual dealer funds are determined as follows:

Dealers start the year with1% of their Q4 sales from the previous year. • At the end of each quarter of the current year (through Q3), 1% of that quarter’s sales is added to your MDF account.Exclusive Business Partners receive an additional 1% of each quarter’s • sales added to their MDF account.Dealers achieving over $1,750,000 in purchases during the qualifying four • quarters of the eligibility period (January 2008 through April 2009) receive an additional .5% of each quarter’s sales added to their MDF accounts.

MDF ReimbursementMDF co-op credit claim invoices for the current eligibility period must be dated no later than April 30, 2010 and submitted by May 31, 2010. Claims submitted after this date will not be honored. Credits do not “carry over” from year to year (no exceptions). MDF reimbursements are subject to limits based on the following criteria:

Dealers achieving between $650,000 and $999,999 in purchases for the • previous year are eligible for up to a maximum of $20,000 in MDF co-op credits for the year.Dealers achieving between $1,000,000 and $1,750,000 in purchases for • the previous year are eligible for up to a maximum of $30,000 in MDF co-op credits for the year.Dealers achieving over $1,750,000 in purchases for the previous year are • eligible for up to a maximum of $45,000 in MDF co-op credits for the year.Dealers achieving over $4,500,000 in purchases for the previous year are • eligible for up to a maximum of $65,000 in MDF co-op credits for the year.


Mitel will reimburse qualified dealer advertising and media expenses in an amount equal to the total accrued MDF co-op credits, up to a maximum of that dealer’s respective MDF cap. All MDF reimbursement claims must be fully documented as follows:

Print Ads:• Submit a copy of each ad run, showing newspaper and/or magazine name and date of ad, along with an invoice reflecting your 100% net cost for the ad.Broadcast Ads (Radio/TV):• – Send the script identifying the commercials devoted to Mitel products, station affidavits of dates and times aired, a video tape of TV commercial or audio tape of radio commercial, along with the station invoice reflecting your 100% net cost for the ad.Out-of-Home:• A photograph clearly showing the entire ad, as well as an invoice reflecting your 100% net cost for the ad.

MDF co-op credit claims must be submitted through your PARTNERmarketing Statement on MOL. After an activity has been pre-approved, click on the “REIMBURSEMENT” button next to the claim listed in the statement to add all invoices and support documentation. You may also fax your information to:

Mitel U.S. MarketingAttn: Mike MessinaFax: 602-231-5163Direct: [email protected]


Exclusive Business Partner ProgramThe Mitel Exclusive Business Partner program provides authorizedPARTNERs with strategic advantages in selling and servicing Mitel’s comprehensive portfolio of smart business communication solutions and includes a wide range of comprehensive benefits for their exclusivity with Mitel. Program benefits include:

Discount incentives • gAll EBPs receive a “plus 1” level increase and extra 1% discount from Mitel discount schedule gEBPs eligible to receive another “plus 1” level on the discount schedule if tracking at a 15% increase over prior year and tracking at minimum of $1.1 millionBest practice sharing (benchmarking)• Operational reviews• Enhanced marketing support • gLogo differentiation gPrivate EBP portal on MOLBroader use of MDF co-op dollars • g$450,000 entry level (vs. $650,000 for non-exclusives) g2% co-op (vs. 1% for non-exclusives)EBP Leads Program • gFree annual 30-day marketing blitzExecutive Mentoring Program• Annual EBP sales retreat• Access to Mitel Competitive Intelligence• Web-based Sales Engineering training and Sales Webinars• Demo equipment incentives• Mitel Managed Services discounts • gOption to offer TotalSolution® leasing program (not available to non-exclusives) gReduced technical training costs Eligibility for Mitel President’s Club Trip •

To be eligible for the program, Partners must agree to propose and sell Mitel products to all new customers. A Partner is still allowed to sell another manufacturer’s product to their existing base as long as the base account already has the other product installed in a minimum of one location. For more information on the Mitel U.S. EBP program, contact [email protected].


Mitel Solution ShowcaseBesides word-of-mouth, the best way to market is see-feel-touch. Mitel brings its “high touch” customer focus to a whole new level by offering authorizedPARTNERs the opportunity to visit one of our world-class Solution Showcases with prospective and existing Mitel customers. The facilities offer professional meeting space with audio-visual equipment for presentations, along with a complete demonstration area for a hands-on experience on Mitel’s complete portfolio of applications, desktop appliances and platforms. Solution Showcases are located in over 60 different cities and Mitel offices nationwide. To request a visit, contact your Regional Account Manager. Learn more about Mitel’s Solution Showcase at MOL>Corporate>Customer Visit Program.


Awards and Incentive ProgramsMitel provides its authorizedPARTNERs with a structured incentive program based on annual wholesale revenues to help you get the rewards and recognition you deserve for your sales success! Qualification is based on the following levels for FY2010 for awards presented in June 2010:

SILVER: For dealers with $500,000 to $749,999 in wholesale/net purchases

GOLD: For dealers with $750,000 to $999,999 in wholesale/net purchases

PLATINUM: For dealers with $1M to $1,749,000 in wholesale/net purchases

PLATINUM PLUS: For dealers with $1.75M to $2,499,999 in wholesale/net purchases

PLATINUM ELITE: For dealers with $2.5M to $3,499,999 in wholesale/net purchases

DIAMOND: For dealers with $3.5M in wholesale/net purchases

AuthorizedPARTNERs who achieve Silver and above levels are also recognized at Mitel’s annual Business Partner Forum.

Platinum ClubMitel authorizedPARTNERs achieving Platinum level (a minimum of $1,000,000 in annual wholesale/net purchases) are eligible for additional rewards, including Mitel’s annual Platinum Club trip. The week-long trip includes free round-trip airfare and accommodations for two at a luxury destination. Qualification is based upon year-over-year growth in wholesale/net purchases. To be eligible for the FY2010 Platinum Club trip:

Dealers that purchase between $1,000,000 and $1,999,999 must grow a • minimum of 15% from FY2010 over FY2009Dealers that purchase between $2,000,000 and $2,999,999 must grow a • minimum of 10% from FY2010 over FY2009Dealers that purchase $3,000,000+ must grow a minimum of 5% from • FY2010 over FY2009

Eligible attendees are partner principals and/or those in your sales organization at the sales manager level and above.


Annual Business Partner ForumAn industry leader in recognizing the sales success of its direct and dealer distribution channel, Mitel is pleased to host its annual Business Partner Forum. Held in June of each year, the purpose of the conference is to recognize and reward our valued business and channel partners for their contributions to the sales success of the Mitel U.S. distribution channel. Informative general and breakout sessions during the two-and-a-half-day event are designed to provide you with product previews, marketing and sales strategies to use throughout the year. The conference also offers our channel an unparalleled opportunity to network with Mitel’s executive and sales leadership team, regional sales managers, sales engineers and your peers. Also included during the Forum is an exclusive Technology Expo where you can gain valuable hands-on product knowledge on the latest innovations and solutions available through Mitel’s third-party vendors from DataNet CommSource.

The highlight of the Forum is our annual awards program during which dealers are recognized for achieving the previous year’s sales levels by attaining Silver, Gold, Platinum, Platinum Plus, Platinum Elite and Diamond status. The top award is presented to our Dealer of the Year. Sales criteria are determined and announced during third quarter.

Quick Guide to Ordering Mitel Collateral


To order Mitel collateral pieces, go to:

MOL>Sales>eCollateral

Order your Mitel and co-branded collateral material quickly and easily through the eCollateral online ordering system. First-time users will need to click on “Register” on the login page to create an account. After you’ve created an account, before placing an order, we recommend you check both your Business Profile and Variable Profile under My Account to ensure the accuracy of the information you enter. How to Order 1. Login with your logon ID and password (case sensitive). 2. To find the item(s) you need, browse the catalog by category from the drop-down box in the navigation bar at the top or scroll over the Shopping Cart menu on the left. • On the product page, select the language you need from the Shopping Cart menu on the left, and enter the number of packs you wish to order. Click on Add to shopping cart.* • Review your selections on the Shopping Cart page and click on Continue shopping or Checkout to proceed.3. To complete your order, click on Checkout.4. Create or select shipping address, then click on Next.5. Select shipping method (overnight, ground), then click on Next.6. Review your Order Summary and complete Payment Information.7. Click on Order Now.8. Print the Order Confirmation page for your records. You will also receive an e-mail confirming your order.

You can check the status of your order by clicking on the Order Status tab in the Shopping Cart tool bar. Once your order ships, you will receive an e-mail containing a tracking number in case you need to track your shipment. For assistance or questions about using eCollateral, call 1-800-203-7982 or contact the Lowe Martin Contact Center at [email protected].

*Note: Collateral available for order in packs of 25 only unless otherwise specified.

Quick Guide to Using the Mitel Co-Branded Collateral Tool


To co-brand your own Mitel brochures, e-mails and postcards, visit www.mitelmarketing.com and use the following instructions:

1. Select the product for which you would like to create a customized PDF.

• Brochure Tool • E-mail Tool • Postcard Tool

2. (For Brochure and Postcard tool) Select output quality. High-resolution PDFs are for professional printing (press) and are larger in file size. Low-resolution PDFs are for desktop (in-house) printing and are smaller in file size, which make them ideal for e-mail distribution.

3. (For Brochure and Postcard tool) To ensure proper logo placement, follow the Logo specs. A JPG logo must be uploaded in order to create a customized PDF, the application will not work unless this is done.

Specs a. 300dpi or higher required b. JPG c. 600x300 (required)

4. (For E-mail tool) Logo specs a. 72dpi b. JPG c. 200x200 (required)

5. (All tools) Select the Browse button to locate your company logo. Once you have located the logo, select Open (from the pop-up menu) and the file name will be displayed in text field. Select Upload to upload the logo.

6. (For Brochure and Postcard tool) Enter your company name in the first field and contact information (i.e. address, phone number, etc.) in the next three fields. The last field is for your company Web site address, this field will display in bold on the PDF.

7. (For E-mail tool) Enter your e-mail address in the third field. Fourth field enter your to e-mail address. If more than one e-mail address is entered, separate e-mail addresses with a semicolon. Field 5, enter your e-mail subject.

8. (For Brochure and Postcard tool) Select Generate PDF and wait for the document to be created. Once created, a new browser window will open, displaying the customized PDF you have just created. You will then have the option to Save a Copy of the PDF or close the browser window to discard the document.

9. (For E-mail tool) Select preview e-mail or generate e-mail to create e-mail. Once created, e-mail is sent to your list of e-mail addresses.

Logo Template Instructions 1. Open the Logo Template Photoshop file

(Adobe Photoshop or similar graphic design program required). This template file will provide a canvas where you can position your logo.

2. Open your company’s high-resolution logo (300dpi or higher required) in Photoshop and place it into the Logo Template file. Then click Save As and select the JPG format. This will ensure that the logo you are adding is at 300dpi (required) and that the size of the jpg is 600x300 (required).

3. Remember, the logo that is added can be previewed when the PDF is generated. If you are not satisfied with the placement or size, simply close the PDF, edit your logo appropriately, and upload the logo again. Once you are satisfied with the PDF, simply click Save As in the file menu and save the file onto your computer.

4. Please see www.mitelmarketing.com for additional instructions and examples on placement.

www.mitel.com THIS DOCUMENT IS INTENDED AND PROVIDED FOR USE BY THE MITEL U.S. SALES CHANNEL ONLY. The information furnished in this document, believed by Mitel to be accurate as of the date of its publication, is subject to change without notice. Mitel assumes no responsibility for any errors or omissions in this document and shall have no obligation to you as a result of having made this document available to you or based upon the information it contains.

M MITEL (design) is a registered trademark of Mitel Networks Corporation. All other products and services are the registered trademarks of their respective holders.

© Copyright 2009, Mitel Networks Corporation. All rights reserved

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