H P D E S I G N J E T M F P. HP DesignJet MFP Playbook May 2018

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1 H P D E S I G N J E T M F P HP DesignJet MFP Playbook May 2018

2 Welcome to the HP MFP Lighthouse Resource Guide This interactive PDF is designed to provide easy access to the MFP Changes Lighthouse marketing assets and sales tools. This guide can be navigated using the menu on the right. All assets are available through HP Sales Central and Asset Hub. Learn more in the section. Look for the buttons throughout this guide for a direct link to each asset. 2

3 Accelerate installed base replacement by upselling customers from SF to MFP Target Owners or decision makers within the design team of small and medium architect studios. Desired Outcome Have architects understand that with the HP MFPs they can work in a more seamless manner, save time and be more precise in making changes to their designs. Challenges Mature commoditized market, new alternatives to LF printing, low awareness of MFP and it s benefits. Customer Pain Point After a meeting with clients, I don't have an effective way of communicating fast and precisely the ideas reflected on the large format prints so that I can establish credibility and gain acceptance of my creative plans. 3

4 The Campaign No matter where you work, changes are inevitable. This is especially true in the creative field. The HP DesignJet MFP streamlines this process to increase productivity. Packed with built-in smart features, ideas can keep flowing back and forth in no time. This is great for any business, unless of course you work for someone who just can't seem to make up their mind. 4

5 Customer Journey 5

6 Campaign Activation The following pages should be a guide when creating new assets. Please follow accordingly. 6

7 O U R H E A D L I N E C O P Y I S H P S I M P L I F I E D L I G H T S E T I N A L L C A P S T R A C K I N G 7

8 Our body copy is HP Simplified Light set in sentence case with auto leading. 8

9 Button Styles Landing Pages & Banners Social and digital assets + online banners Secondary buttons 9

10 Campaign Color Palette #363E51 HP WHITE 10 HP BLACK #B09098 #F1EEDF #65617E

11 Marketing Assets Video Long Form + :15 Cut Down Format :16:9 CHANGE LONG FORM VIDEO CHANGES :15 CUT DOWN 11

12 Marketing Assets Video 15s Format :1:1 Changes Long form Square Changes :15 Cut down Square 12

13 Marketing Assets Video 15s Format : Vertical Changes Long Form Vertical Changes :15 Cut down Vertical 13

14 14 T A R G E T I N G S O C I A L + D I G I T A L

15 Marketing Assets Paid Social Posts Video Facebook / LinkedIn Post Copy: A COPY: The HP DesignJet MFP helps streamline any creative process, which is perfect for constant client feedback. DISPLAY URL: hp.com/go/changes HEADLINE: Ease the creative process LINK DESCRIPTION: Watch it work. CTA: Learn more Post Copy: B COPY: The contractor needs a change made to the second floor ASAP. HP DesignJet MFP is here to help. DISPLAY URL: hp.com/go/changes HEADLINE: 100 changes. 1 printer. LINK DESCRIPTION: See it move. CTA: Learn more 15

Marketing Assets Paid Social Posts Static Facebook / LinkedIn Post Copy: A Post Copy: B COPY: Adjust blueprints, modify floor plans and share updates in an instant with the HP DesignJet MFP.

16 Marketing Assets Paid Social Posts Static Facebook / LinkedIn Post Copy: A Post Copy: B COPY: Adjust blueprints, modify floor plans and share updates in an instant with the HP DesignJet MFP. DISPLAY URL: hp.com/go/changes HEADLINE: Streamline the process LINK DESCRIPTION: See it in action. CTA: Learn more COPY: With the HP DesignJet MFP, you can make changes and quickly share updates! DISPLAY URL: hp.com/go/changes HEADLINE: Simplify the hard work LINK DESCRIPTION: See it move. CTA: Learn more 16

com/go/changes HEADLINE: Bring on the changes LINK DESCRIPTION: Watch it work.

17 Marketing Assets Paid Social Posts GIF Facebook / LinkedIn Post Copy: A COPY: Never-ending changes have met their match. Share updates instantly with the HP DesignJet MFP. DISPLAY URL: hp.com/go/changes HEADLINE: Bring on the changes LINK DESCRIPTION: Watch it work. CTA: Learn more Post Copy: B COPY: They wanted a second bedroom, then they didn t. Make changes and share updates instantly on a smarter printer. DISPLAY URL: hp.com/go/changes HEADLINE: HP DesignJet MFP is here LINK DESCRIPTION: See it move. CTA: Learn more 17

18 Marketing Assets Install Base 18

19 Marketing Assets Digital Banners 300x250 Dynamic - 19

20 Marketing Assets Digital Banners 300x600 Dynamic - 20

21 Marketing Assets Digital Banners 160x600 Dynamic - 21

22 Marketing Assets Digital Banners 728x90 Dynamic - 22

23 23 RE- T A R G E T I N G S O C I A L + D I G I T A L

Marketing Assets Strong Imapct Social Posts Static Facebook / LinkedIn Post Copy: A Post Copy: B COPY: When printing goes wrong, so does the workflow.

24 Marketing Assets Strong Imapct Social Posts Static Facebook / LinkedIn Post Copy: A Post Copy: B COPY: When printing goes wrong, so does the workflow. Turn woes into wins with the reliably intuitive HP DesignJet MFP. DISPLAY URL: hp.com/go/designjett830 HEADLINE: Improve your process LINK DESCRIPTION: Upgrade to a smarter printer. CTA: Shop now COPY: Frustrations and workload go hand in hand. Don t let your printer be part of that equation. Switch to a stress-free printer DISPLAY URL: hp.com/go/designjett830 HEADLINE: The HP DesignJet 830 MFP has it all. LINK DESCRIPTION: Upgrade to a smarter printer. CTA: Shop now 24

25 Marketing Assets Lead Generating Posts Facebook 25 Important note: This asset contains an offer example. Please make sure to localize the content to display the offer available in your region/country

26 Marketing Assets Lead Generating Posts LinkedIn 26 Important note: This asset contains an offer example. Please make sure to localize the content to display the offer available in your region/country

27 Marketing Assets Gated Content Posts Facebook 27

28 Marketing Assets Gated Content Posts LinkedIn 28

29 Paid Social Without Offer Static Facebook / LinkedIn Post Copy: A Post Copy: B COPY: Discover how the HP DesignJet T830 MFP takes print, scan, copy and sharing capabilities to brand new heights. DISPLAY URL: hp.com/go/designjett830 HEADLINE: Streamline the work LINK DESCRIPTION: Upgrade to a smarter printer. CTA: Shop now COPY: It s time to trade in that old large-format printer and trade up to the streamlined HP DesignJet MFP. DISPLAY URL: hp.com/go/designjett830 HEADLINE: Plus up productivity LINK DESCRIPTION: Upgrade to a smarter printer. CTA: Shop now 29

30 Marketing Assets Product Offer 30 Important note: This asset contains an offer example. Please make sure to localize the content to display the offer available in your region/country

31 Marketing Assets Digital Banners 300x250 Dynamic - 31

32 Marketing Assets Digital Banners 300x600 Dynamic - 32

33 Marketing Assets Digital Banners 160x600 Dynamic - 33

34 Marketing Assets Digital Banners 728x90 Dynamic - 34

35 Marketing Assets 36x x x95 144x36 35

36 Marketing Assets Landing Pages 36

37 Marketing Assets Printer_079_v1 Printer_057_v1 Printer_046_v1 Printer_016_v2 Model_008_v1 A006_109_011_v2 A005_105_123_v2 A005_105_029_v3 A003_101_078_v3 A005_105_009_v1

38 ebook Megatrends report 38

39 Co-Marketing edm Layout Banner Layout 39

40 Marketing Collateral Asset Hub Deconstructed Marketing Assets large source files, LARGE video files, copy block, social media posts, etc. Sales Tools HP Sales Central Sales Tools Datasheets, Playbooks, Case Studies, product and lifestyle images,, Presentations, Catalogs, everything to help sell, and it s mobile friendly too! 40

41 T H A N K Y O U

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