FOR SHORETEL CHANNEL PARTNERS ShoreTel MDF Program ELIGIBLE ACTIVITIES Table of Contents Advertising Billboards, Electronic, Magazines, Newspapers, Trade Journals 2 Demand Generation Services 2 Direct Mail 3 Email Marketing 3 Exhibitions and Shows 4 Hospitality 5 Marketing Consultancy Services 5 Marketing Merchandise, Branded Giveaways 6 Partner-Produced Literature and Brochures 7 Public Relations 7 Seminars, Webinars, and Other Live Events 8 ShoreTel Sales Incentives (SPIFFs) 8 Website Enhancement 9 Dedicated ShoreTel Resource 9 Demo Equipment and/or Internal ShoreTel Systems 10 Recruitment Services for a Dedicated ShoreTel Resource 11 ShoreTel Training 11 Page 1 of 11
ShoreTel supports a number marketing and demand generation activities. Below you will find a comprehensive list of marketing activities that are acceptable to the program. We are open to creativity and out-of-the-box thinking. If a partner comes up with an innovative idea, we d love to hear about it. Advertising Billboards, Electronic, Magazines, Newspapers, Trade Journals Description: Audited and controlled circulation but not limited to magazines/journals, local and national newspapers, TV and Radio. Advertisement must contain reference to ShoreTel branded products in conjunction with Partner approved value add and include the appropriate Partner and ShoreTel logo along with the required trademark information. Concept, design and production costs Net space costs Proposed Ad concept Name of trade journal, magazine or newspaper Ad placement dates media schedule Written approval from ShoreTel of ad mock up Ad as it appears in the publication (tear sheet) Demand Generation Services Description: Services related to inbound/outbound telemarketing for purposes of lead generation. Including but not limited to, audience acquisition, appointment setting, customer/prospect surveying and similar activities for demand generation. Services must be rendered by a third-party professional/or telemarketing agency. Appointment Setting Event Recruitment Lead list purchase Script development Telemarketing agency fees Search Engine Optimization (SEO) Page 2 of 11
Online Pre-Approval Fund Request submission: Required information/documents Partner s detailed plan of campaign with specific objectives Statement of Work Google AdWords (if SEO) Target audience Projected results Online Fund Claim submission: Required information/documents Statement of Work Copy of telemarketing script Results metrics (i.e., number of leads, appointments, event attendees, surveys completed, etc.) Direct Mail Description: Partner developed direct mail newsletter pieces that are lead and response generating, targeted towards end users. Direct mail piece must contain the appropriate Partner and ShoreTel logo. Production costs Printing costs Postage costs Mailing list rentals and/or purchases Proposed direct mail piece concept (including call-to-action) Target audience profile Number of targets to be reached. Written approval of mail piece mock up The completed, original direct mail piece Postal/Distribution invoice with quantities mailed and price per piece Email Marketing Description: Partner-developed email communications (emails, e-vites, newsletters, etc.) that are lead and response generating campaigns targeted towards customers and prospects. Production costs List rentals and/or purchase Email delivery costs Page 3 of 11
Proposed email concept (including call-to-action) Target audience profile Number of targets to be reached The completed, original email communication piece Exhibitions and Shows Description: Display of ShoreTel products at exhibits and tradeshows Multi-vendor events will be prorated accordingly. Cost for booth space rental (can be reimbursed pre-event) Set up costs (electrical, furniture, booth set up, etc) Stand or booth rental, including ShoreTel booth rental. Merchandising - Giveaways ShoreTel literature Badge scanner rental Non- Entertainment costs Small incidentals such as office supplies and snacks are not reimbursable. Description of exhibition Target audience profile Number of projected attendees If multi-vendor, identify vendors. Approved Fund Request number Signed and executed show contract with proof of payment If post event include photograph of exhibition stand showing ShoreTel Signage and the ShoreTel demo equipment. Total number of booth visitors Page 4 of 11
Hospitality Description: Hospitality for customers and/or prospects at sporting or entertainment events. Hospitality must be positioned as being hosted by ShoreTel and the Partner. Includes but not limited to sporting events, customer appreciation events, and open house, No more than 25% of a partner s total available MDF in a given quarter can be applied toward Hospitality MDF claims. Multi-vendor events will be prorated accordingly. Rental / Purchase of hospitality venue Invitation design & printing or email cost Merchandising-giveaways Event branding Catering Non- Events for ShoreTel and/or Partner Employees only Travel expenses Hotel accommodation Entertainment expense beyond package purchased Alcohol Event objectives and agenda Profile of targets, Projected numbers of attendees ShoreTel products and solutions to be promoted (if demo or talk included) Proposal from venue supplier/caterer Proposed invite piece and mock-up graphics Copy of invitation Photographs from the event List of attendees and companies represented Marketing Consultancy Services Description: Partners may contract with a bona fide third-party marketing consultant or consulting firm to assist with the development, execution and analysis of marketing activities for ShoreTel products and partner added value. The proposed consultant must address specific and definable ShoreTel marketing objectives. Page 5 of 11
Planning and development expenses Social Media program development Search Engine Optimization (SEO) Vertical marketing development Promotion of ShoreTel product solution and Partner added value. Non- Retainer fees Detailed Plan with specific objectives Proposed AdWords Statement of Work Statement of Work Summary of completed work Implementation strategy for upcoming quarter (campaign program details) Marketing Merchandise, Branded Giveaways Description: All ShoreTel branded and cobranded merchandise giveaways purchased for the purpose of gaining ShoreTel mindshare. No more than 25% of a partner s total available MDF budget in a given quarter can be applied toward Marketing Merchandise MDF claims. Multi-vendor projects will be prorated accordingly Promotional creative design Cost of products Non- Any item created that violates the ShoreTel branding guidelines and policies Details of planned use for products to be purchased Description of products to be purchased Proposed artwork If ShoreTel Store purchase: Itemized 3 rd Party invoice only All other vendors: Photos of items created/purchased Page 6 of 11
Partner-Produced Literature and Brochures Description: Partner-produced ShoreTel products and solution literature, as well as other marketing assets that include the appropriate Partner logo and ShoreTel logo. Design, production, and print costs. Distribution cost Non-Qualifying Expense: Any item that violates ShoreTel branding and trademark guidelines and/or policies will not qualify. Required information needed with online Pre-Approval Fund Request submission. Design mockup. A collateral distribution strategy A detail of Itemized costs. The completed print piece URL for any web piece Itemized 3 RD Party invoices Public Relations Description: Partners can use their marketing funds to offset some of the costs associated with public relations, including case studies, press releases and success stories Agency fees devoted to ShoreTel projects Press release development Photography or videography associated with the PR project. ShoreTel case study development Non- Retainer fees Monthly management fees Traveling expenses Agency brief and plan Estimated Costs Publication plan Copy of all assets delivered (video, press release, case study, etc.) Placement details (dates, publication platforms, etc.) Page 7 of 11
Seminars, Webinars, and Other Live Events Description: Participation in - or creation of - events conducted for the purpose of selling ShoreTel products in conjunction with the Partner s added value. Room rental costs Audio visual costs Catering Merchandise - Giveaways Evites and/or print invitations and postage Audience acquisition and telemarketing expenses Non- Alcohol Travel and personal expenses Small incidentals such as office supplies Event objectives and agenda Profile of targets (existing or net-new prospects) Projected numbers of attendees ShoreTel products and solutions to be promoted Proposal from venue supplier/caterer Proposed invite piece and mock-up graphics Example of print/online invitation Report showing number of attendees (catering bill must be detailed) ShoreTel Sales Incentives (SPIFFs) Description: Incentives that are intended to drive incremental business for ShoreTel via the partner sales force. All proposed incentives must be discussed and planned in conjunction with ShoreTel. No more than 25% of a Partner s total available MDF budget within one quarter can be applied towards SPIFF MDF claims. Creative / design Promotion Cost of prizes Non- Cash payments Page 8 of 11
Detailed plan showing objectives and targets/goals Participants job titles Number of participants Spiff award strategy (how do participant earn prizes). Program timeline Reward description Summary of results including names of winners goals achieved payout Website Enhancement Description: Partners may use their marketing fund to offset expenses incurred for development of a ShoreTel web microsite, SEO, and SEM. Multi-vendor projects will be prorated accordingly. Consultancy and creative services Web enhancements (integration of ShoreTel assets: videos, digital assets, or graphics) Web analytics specific to ShoreTel products and services (SEO and SEM) Non- Monthly service fees for web maintenance Hardware or software required for implementation Any charges not related to marketing ShoreTel products and services Internally developed home pages Detailed proposal Detailed specifications outlining portion of pages dedicated to ShoreTel Final specification detailing web pages URL where home page is located Page 9 of 11
Dedicated ShoreTel Resource Description: Partners may use ShoreTel MDF for dedicated personnel hired for the exclusive purpose of increasing sales of ShoreTel products or providing engineering/technical support for ShoreTel products. Your business plan supporting the intended hire must be reviewed and approved by your ShoreTel Partner Business Manager or Distribution Business Manager. Partner is responsible for covering all compensation costs over and above available MDF that was agreed upon within a given quarter. No more than 50% or $12,500 of a Partner s total available MDF budget within a given quarter can be applied towards a Dedicated ShoreTel Resource Monthly base salary Non- Any type of promotions or incentives (Spiffs, etc.) Any costs outside of monthly base salary Business plan signed by your ShoreTel Partner Business Manager or Distribution Business Manager Job description detailing Proposed salary Required information needed with online Fund Request submission: Employees offer letter Employee s payroll statements including: Full Name of Employee Name of Employer Pay period Payroll showing gross pay Demo Equipment and/or Internal ShoreTel Systems Description: Partners may use ShoreTel MDF to purchase ShoreTel demonstration systems, or an internal ShoreTel system for company use (not for resale) Demo Equipment and Internal Systems MDF reimbursable at 100%, up to the partners available MDF. Demo and Internal systems funded with ShoreTel MDF cannot be resold. ShoreTel demo systems, and ShoreTel internal equipment Non- Third-party products and services Quotes or purchase orders as proof of performance Page 10 of 11
Strategy detailing purpose and use of equipment Required information needed with online Fund Request submission: ShoreTel or Distributor Invoice Recruitment Services for a Dedicated ShoreTel Resource Description: Partners may use ShoreTel MDF for recruitment assistance in finding a dedicated ShoreTel resource for the exclusive purpose of increasing sales of ShoreTel products or providing engineering/technical support for ShoreTel products. Your business plan supporting the intended hire must be reviewed and approved by your ShoreTel Partner Business Manager or Distribution Business Manager, prior to submitting for final approval. No more than 50% or $5000 of your total available MDF budgets within one quarter can be applied towards a Dedicated ShoreTel Resource Recruitment Service Fees Non- Any costs outside of recruitment fees associated with finding a dedicated ShoreTel resource. Business plan signed by your ShoreTel Partner Business Manager or Distribution Business Manager Detailed job description for the intended position. Proposed salary Required information needed with online Fund Request submission: 3 rd party invoice ShoreTel Training Description: ShoreTel Technical and Certification courses associated with achieving and maintaining partner tier standards. Employee must complete course exam prior to submitting for reimbursement. Tuition Non- Anything other than the cost of tuition Proposed ShoreTel course List of attendees Copy of third party invoices or online receipts Copy of course completion certificate/diploma / dashboard screenshot Page 11 of 11