Capps Van & Truck Rental Marketing Strategy & Marketing Plan (Q4)

1. Capps Van & Truck Rental Marketing Strategy & Marketing Plan (Q4) Presented to Dave Cox, President Bryan Hughes, Director of Rental Operations Submitted by H. Mico Rodriguez Jr SNT/AST/ANR September 6, 2007

2. Competitive Analysis • What is our competition doing?

3. Rack Rates by Market

4. Capps Rack Rates • Notes: • Rack rates for Capps are consistent and competitive for most markets. • Dallas Market able to command higher rate structure, • Competition in S.A/Ast. is driving rates down • Rates are better value because of the fleet mix. • *Enterprise offers discount for weekly rentals

5. Insurance Requirements If renter does not have Liability or Comp/Collision Renter must purchase LDW and SLI If renter has Certificate of Insurance with GL of 1MILL and no Physical Damage. Renter does need to purchase LDW If renter has Certificate of Insurance with GL of 1MILL and Physical Damage. Renter does not need to purchase LDW General Liability not requested as much combined single limit coverage of $500K

6. Coverage Options

7. Comparative Scorecard Factor Capps Penske Ryder Enterprise Budget Bright Long Horn Free Deliv Ltd Free Del SEE ATTACH

8. Target CustomerHeavy User (80 = 20) • Cartage & Delivery Services • Moving Companies • Large Retail Delivery Service • Courier Services • Schools and Churchs • Paper Companies • Landscaping • Building & Plumbing Supply • Production & Film Companies • Catering • Replacement and Overflow • Temporary Fleet Needs

9. Benefits Sought • Dependable Trucks • Familiar Staff (comfort factor) • Dependable & Courteous Service • Ability to respond quickly for replacement and overflow • Fast Roadside Service 24/7 • Automatic Transmission • E-Tracks • Easy Billing Solutions • Free Delivery • Competitive Rates • LDW/SLI • Large Lift gates • Professional Service • Accurate Billing with no unknown charges • Accounts Receivable relationship

10. Positioning Looking at the benefits sought by the target customer usually Dependable trucks, and quick courteous customer service rank high. Capps can provide a quality truck with our new fleet. Secondly, with the operational staff in place and also providing training, Capps can meet our customers expectations. Strategy STRATEGY (Why Capps): Best Fleet available with New Hinos and GMC4500 Tactic (Why Capps today); Understanding Customers Need for timeliness and providing customer service

11. Marketing Plan • Find & Develop (aggressive but attentive) Sellers • Create the right selling structure (CRM) • Coach and train sellers Assist & Support, monitor • Develop incentives and awards • Avoid any communication walls Inform, co-ordinate, push/help • Diffuse technical guidelines on products and selling • Training

12. Action Plan (30 to 60 days)(When in doubt: Just sell) I Existing Accounts • Communicate with current accounts about the transition and address any issues. • Service existing accounts, especially Key and target accounts. Bullet proof you customer from the competition. • Re-establish communication with any accounts who have stopped renting. II Prospecting • Develop prospect lists from the following: Knock on doors Spot opportunities for prospective customers while out on the streets Use Networking opportunities Use internet/phone book to drill down with categories Leverage current customers to convert new customers.

13. Action Plan Continued III Follow up • Call prospects for a face to face • Set up appointments for CNA • Make presentations • Close Ask for the Business IV Set Goals for Q4 and 2008 • Review sales history, personnel and opportunities to set goals

14. 6 Steps towards Sales Successfor the Capps Sales Team TO DO • Be Proactive. • Think Win-Win! • Seek first to understand, then to be understood! • Constantly Sharpen the saw! • Do everything with a purpose…Busy Vs. Billing. • Do what will separate us from our competition. • Be aggressive and ask for our unfair share. We deserve the business as much if not more than the competition. • Remember, this is a marathon not a sprint, and the rewards will come.

15. STEP 2WORK WITH MANAGEMENT • Speak up and communicate with your manager • Protect Capps Best Interest • Sell the value.. • Get the value we deserve.

16. STEP 3Perfecting A System • Files (Complete and clean) • Updated outlook. • Personal Day timer system. • Tickler file for future contacts. • Follow up with prospects. • Signed contracts and forms where necessary. (Certificate of Insurance) • Develop a lead list. • Networking. Does it work for you? • Who are the decision makers at each level of our accounts? • Meet with Manger to brainstorm. • Set expectations for financial responsibilities. (Don’t Chase your money)

17. STEP 4ACTIVITY CHECKLIST Are you doing the things necessary to GROW you business? GOAL SETTING • Are you setting weekly projections using sales tools such as a funnel? • Do you have action plans to reach goals….review your plans. Plan-Do-Review • Are you maximizing the sales hour of the day. Sales first, paperwork last. • Action Level Goals: * Number of face to face goals * Number of phone calls * Number of proposals * Number of service calls * Number of schmooze lunches/breakfasts * Number of new accounts * Correspondence * “Picture” your goals * Reaching your quotas Are you rewarding yourself for success? Do you know where the competition is? Are you a resource to your customer?

18. STEP 5SERVICING OUR ACCOUNTS • Who’s who at all levels of the customer • Thank you notes • Correspondence to confirm agreements • Regular and consistent communications with all accounts. • Tickler file for servicing • Always have a purpose or a reason

19. STEP 6OUR CUSTOMERS Remember “Our customers are people who brings us their wants- it’s our job to listen, understand and fulfill those wants” “Our customers are the most important people in our organization” “Our customers are not dependent on upon us-we are dependent upon them” “Our customers do not interrupt our work-they are the reason we have work” “Our customers are not just cold statistics-they are unique human beings with different emotions, feelings and needs” “Our customers are deserving of the most courteous treatment we can give them” “Our customers may not always be right-but they will always be our customers”

20. GO CAPPS!!!