Direct Marketing Program

1. Direct Marketing Program Conference Call March 8, 2006

2. Program Development 2005 2006 Future Awareness Direct Users to Website Improve Brand Awareness Quantity-Oriented Individual Campaigns Generic Offers Nurture Relevant Offers Plan Oriented Prioritized Targets Tiered Structures Quality-Oriented Synergies Feedback-Loop On-Demand Advance Transparency Plan-Directed Measurable Response to Activities 1:1 Marketing

4. Direct Marketing Program Cannon Shotgun Rifle Needle National Campaigns • Corporate Managed • 4 Times Per Year • Focus on Single Strategic Opportunities • Synergies with Email, PR, Web, Advertising • Subsidies available • Response-Oriented

5. Direct Marketing Program Cannon Shotgun Rifle Needle National Campaigns Target Accounts • Corporate Sponsored • Complements National Campaigns • Select, Limited Targeted Accounts

6. Direct Marketing Program Cannon Shotgun Rifle Needle National Campaigns Target Accounts Affiliate-Select • Select from available “On-Demand” Campaigns • Match to your Marketing Plan/Program • Target As Little as 1 Recipient • True 1:1 Marketing

7. National Campaigns

9. Subsidy Detail

10. Subsidies • Corporate investment $10,000 Per Direct Mail Period • Corporate Sponsored Target-Accounts • Subsidies Based on • Previous year’s sales, % of network • Number of Participating Affiliates • Fit of your list to the program • Your list is your most important asset!

11. Campaign Offer Scenario Corporate Subsidy $500 Affiliate Budget $500 Priority 1 Priority 2 Priority 3 Facility Manager Healthcare Developer Healthcare Architect Healthcare Number of Names 100 500 1000 Names x Cost $1.00/ea $100 $500 $1000 Corporate Subsidized 100 400 0 Affiliate additional budget 0 100 0 Affiliate additional budget 0 0 400 Total Names Based on Funding 100 500 400

12. LIST RELAVANCE 60-30-10 Rule Ensure you are targeting the correct audience • YOUR list =60% of your marketing success • YOUR offer= 30% of your marketing success • YOUR creativity= 10% of your marketing success List Management • 12-18 months old - 30% of your data may be inaccurate. • Inaccurate data • Costly • Junk Mail or Returned Mail

13. LIST RELAVANCE Example List

14. LIST RELAVANCE EXAMPLE CAMPAGIN MAIL PIECE TOTAL 10,000 TOTAL PRINT & MAIL COST $10,000 ($1 PP- FIRST CLASS) CAMPAIGN STATISTICS

15. Campaign Statistics

16. National Campaign Action Plan • Join in conference call as needed • Weekly Conference Calls for Support • Complete your Marketing Plan • Submit to Corporate by 3.20.06 • Must be submitted by deadline for participation in P1 and P2 • Visit Intranet for Direct Marketing Program Details, Downloads, Deadlines and Conference Call Agenda • Marketing Plan can be downloaded from Intranet- under CRM

17. Thank You for Participation!