Developing, Integrating and Driving the Answers Campaign in the U.S. by KODE Associates, Inc.

How can disease be detected before it strikes?

How can you manufacture customized products at affordable prices?

How can you power a planet hungry for electricity without damaging it?

Developing, Integrating and Driving the Answers Campaign in the U.S.

Siemens Answers USA Implementation Executive Summary The Strategy: It is no longer sufficient to build just a media plan to promote your brand. Successful brands must develop integrated communications plans that reflect the new way audiences absorb and process information. Following this philosophy, the U.S. set out to implement the Answers brand platform to engage customers and employees in multiple ways from print, OOH and online to thought leadership events and internal communications. I. Core Brand Campaign page 1 Along with 39 countries around the world, “Siemens Answers” was launched in the U.S. to engage customer targets and key stakeholders in a variety of media vehicles. This section includes: • Print Advertising • The Airport Experience – OOH advertising • Online Activity II. Government & Opinion Leader Programs page 19 With the public sector (government, opinion leaders and influencers) generating approximately 20% of Siemens U.S. revenue, strengthening the power and credibility of the Siemens Brand in the wake of compliance issues with these audiences is key. This section includes: 1) Communications aimed at government opinion leaders and influencers 2) Communications aimed at end-users and buyers to support specific government contracts and current RFPs around energy and security opportunities Communications examples addressing these goals include: • Print Advertising – Government print vehicles plus DC urban & suburban newspapers • Radio Advertising – National Public Radio and key local DC stations • Online Advertising – Geared to government audiences, placed on key sites • Narrative Marketing – 30-second “news-focused” spots telling Siemens Answers “stories” relevant to the public sector III. Customer Engagement: Hot Spots/Thought Leadership Events page 30 In the U.S., we have focused on hot spots, including trade shows and thought leadership events, to enhance the Siemens brand and build credibility. • Integrated Marketing Program for Exiderdome in the U.S. • Customized Answers Branding for 2008 American Association of Airport Executives • Customized Answers Branding for 2008 Sea Air Expo • Integrated Answers Branding at POWER-GEN 2007 in New Orleans • Multiple Trade Show Support (IEEE, MinExpo 2008) IV. Employee Engagement page 51 The Answers campaign was introduced to Siemens 70,000 employees across the U.S. • Organized “Employee Badge Ad” photoshoot in U.S. • Answers campaign launch communications • Organized launch event for Siemens Corporation in Iselin, NJ • Created an online social polling tool to engage employees in open and constructive dialogue • The Values Fest was a blog that allowed participants to use an interactive, online approach to foster conversation between employees at all levels and functions

Siemens Answers USA Implementation Executive Summary V. Answers at Disney page 59 The Answers brand at Siemens-Disney is part of the Siemens global story experience. • Vestibule display at Base21 • Customer briefing room • The Answers sector videos are part of the Explorers Story Experience • Answers promotions running 140 times a week in Times Square all year long VI. Incubator Initiatives page 65 Working with cross-sector teams at Siemens Financial Services and Siemens IT Solutions & Services, Siemens Corporate Marketing in the U.S. partnered with Ogilvy to support SFS and SIS identify key strategic opportunities to enhance target communications and drive business. Currently under development: • SIS: Development of global motif ad concept focusing on Sustainable Business Value • SFS: Developing strategic communications model for SFS globally

Core Brand Campaign

Core Brand Campaign Answers Campaign Strategy The U.S. region acted in the role as the key global partner with Siemens AG CC on the development of the Answers Campaign. The goal was to create one program, one message, and one strong profile for all stakeholders in the U.S., Germany and around the world. In this section: • Print Advertisement • The Airport Experience – OOH • Online Activity

How can you power a planet hungry for electricity without damaging it?

How can we deliver cleaner energy today?

Delivering environmentally friendly energy means: Generating and transmitting power more efficiently while enabling a reliable distribution. Being the only company worldwide that offers solutions covering the entire energy conversion chain, we develop innovative ways to reduce emissions: For instance the world‘s most efficient gas turbine which will enable the combined cycle plant in Irsching to save up to 40,000 tons of CO2 per year while powering a city of 3 million people. www.siemens.com/answers

Answers for the environment.

The Siemens answer: Early detection and prevention.

How can we get a reliable diagnosis right here?

The Siemens answer: The world’s first pocket ultrasound system. For instant insight.

Siemens is combining state-of-the-art laboratory diagnostics with imaging technologies with the goal of allowing disease detection at the earliest stages. Molecular medicine will also contribute to this goal, particularly for diseases like cancer or Alzheimer’s. And advances in healthcare IT will make healthcare systems more efficient – and even enable more specific care for patients. www.siemens.com/answers

With our highly efficient and innovative imaging systems, we provide what modern medicine needs. And we offer it when and where it’s needed most. The ACUSON P10™ ultrasound system provides visual information at the first point of patient contact – reducing delays, when time can be a matter of life and death. www.siemens.com/answers

Answers for life.

How can disease be detected before it strikes?

Finding answers to climate change is one of the greatest challenges of the 21st century. And energy efficiency plays a key role. Our innovations efficiently generate, transmit and distribute the power we need while drastically reducing CO2 emissions. Sustainable and affordable electricity – it’s good for the environment and good for the people who depend on it to power their lives. www.siemens.com/answers

The Siemens answer: An efficient energy conversion chain with the world’s most efficient combined cycle gas turbine, saving up to 40.000 tons of CO2.

The Siemens answer: Efficient energy supply.

How can you manufacture customized products at affordable prices?

How can we meet consumer demands as fast as they arise?

The Siemens answer: The intelligent factory.

The Siemens answer: Digital engineering for more flexibility and lower costs.

Intelligent factories combine virtual product planning with factory automation, resulting in an almost limitless manufacturing flexibility. Siemens can help industries simulate every aspect of production, from product design to production lines, logistics and maintenance. Smarter factories mean better products at better prices for everyone. www.siemens.com/answers

What businesses need today is the ability to react to market needs – quickly and flexibly. We are the only company worldwide providing products and solutions that cover the whole product lifecycle: From virtual product design and development right through to manufacturing. Thus saving valuable time and making products more affordable. www.siemens.com/answers

Answers for industry.

Core Brand Campaign: Airport Experience Strategy Utilizing the corporate launch motifs, the U.S. adapted the messages specifically for airports where large units appear in high traffic areas when audiences have little time to process information. The result: content that was bold and a quick-read. And whenever possible, the experience was extended to other media such as sponsorship of an airportâ&#x20AC;&#x2122;s Wi-Fi capability.

Core Brand Campaign: Airport Experience

OOH and Wireless Sponsorship

Core Brand Campaign: Airport Experience (Pilot Project) Strategy Translate Answers into more visible vehicles that use engaging copy (called technical wit) meant for fast moving environments.

Core Brand Campaign: Airport Experience (Pilot Project)

Core Brand Campaign: Online Brand Experience Strategy Reinforce the online brand experience with messaging that is consistent with other campaign elements, such as print. Incorporate interactivity that allows deep dive, animation and an engaging experience.

Core Brand Campaign: Online Brand Experience

Core Brand Campaign: Online Media Strategy Place advertising on mainstream media and targeted websites such as high-quality blogs. Efficiently track and optimize media buys by concentrating on best performing publications and by eliminating underperforming placements.

Core Brand Campaign: Online Media

Core Brand Campaign: Online Media Google Search Strategy Utilize search for lead generation and branding via strong partnership with Google. Allows for high degree of targeting and accountability (arrows indicate Answers ad placement).

Core Brand Campaign: Online Media Google Search

Core Brand Campaign: Online Tracking and Measurement Strategy Value Modeling of Online Activity (fig. A) Attach a value to each key activity on the website, such as downloads, video views, for granular tracking of post-click activity allowing deep insight into campaign engagement patterns and effectiveness. ROI Progression of Answers Paid Search Campaign (fig. B) Ongoing optimization lowers cost per click in paid search resulting in a pronounced ROI lift over time. usa.siemens.com Dashboard (fig. C) Provide ongoing performance measurement to stakeholders via dashboard summary including traffic, conversion data and competitive benchmarks. Call Center Monitor (fig. D) In cooperation with Siemens Corporate Research, monitor and archive call center tickets in real-time. Cluster service topics. Provide early warning system for potential product, liability or service issues.

Core Brand Campaign: Online Tracking and Measurement

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Core Brand Campaign: Going Beyond Advertising & Advertorials Strategy Increase awareness and credibility of the Answers brand by communicating a variety of global customer stories by partnering with a well-known media publication, National Geographic. Created custom four-page world map pinpointing cites where Siemens technology has an environmental impact. Extended opportunity online by creating a specific page on National Geographic’s website – www.nationalgeographic.com/siemensanswers – which included interactive features such as polling of “Which environmental challenges and goals do you consider to be the most important for your community?”

Core Brand Campaign: Going Beyond Advertising & Advertorials