PRIZM NE Lifestyle Segmentation System

Segmentation—more than a score While there are many powerful applications indirect mail, true segmentation is not a list-scoringmodel. Its purpose is much broader and morestrategic than any one application. Segmentationshould provide your organization with a “linguafranca” for understanding your customers, thoseof your competitors, as well as the marketplace in general. It should also move beyond your internal departments to empower your advertisingagency, direct mail house, primary researchprovider and franchisees.

Integration of your marketing message is perhaps thebest way to cut through the near-constant barrage ofmarket messaging that leads to consumer burnout.To reach today’s marketing-savvy consumer, you needto have the right message, in the right media, andat the right time. Ask yourself—does your outdooradvertising tie into your direct mail campaigns?How about your television and print strategies?Radio? Internet? In-store promotions? Successfulmarketers know the power of integrated marketingand the common language that segmentation can provide for those efforts. Successful marketers use PRIZM NE.

The most accurate and reliable demographic updatesPRIZM NE neighborhood assignments and distributionsare updated annually to reflect the demographicchanges occurring in neighborhoods. Accurate andreliable demographic estimates and projections are critical to this process. Claritas has the mostexperienced staff of demographers in the industrywho tap into hundreds of local government andprivate sources to develop current-year estimates andfive-year projections for thousands of demographicitems at all levels of geography, nationwide. Theaccuracy and reliability of Claritas estimates hasbeen proven time and time again. In fact, severalstate courts have even permitted the use ofClaritas estimates as “admissible evidence” incases involving site location disputes between a parent company and their franchisees.

Begin understanding your best customers and prospects with PRIZM NE segmentation.Call (800) 234-5973 for more information or visit claritas.com.©2006 Claritas Inc. All rights reserved. PRIZM is a trademark of Claritas Inc.

CORP_COL_1045_V2_1006

#43Heartlanders

America was once a land of small middle-class towns, which can still be found today amongHeartlanders. This widespread segment consists of middle-aged couples with working-class jobs living in sturdy, unpretentious homes. In these communities of small families and empty-nestingcouples, Heartlanders pursue a rustic lifestyle where hunting and fishing remain prime leisureactivities along with cooking, sewing, camping and boating.

#18Kids & Cul-de-Sacs

Upscale, suburban, married couples with children—that’s the skinny on Kids & Cul-de-Sacs, anenviable lifestyle of large families in recently built subdivisions. With a high rate of Hispanic and Asian Americans, this segment is a refuge for college-educated, white-collar professionalswith administrative jobs and upper-middle-class incomes. Their nexus of education, affluence and children translates into large outlays for child-centered products and services.

#03Movers & Shakers

Movers & Shakers is home to America’s up-and-coming business class: a wealthy suburban world of dual-income couples who are highly educated, typically between the ages of 35 and 54, often with children. Given its high percentage of executives and white-collar professionals, there’s a decided business bent to this segment: Movers & Shakers rank number-one for owning a small business and having a home office.

(800) 234-5973claritas.com

lifestyle-segmentation

PRIZM NE helps you learn about their likes, dislikes,lifestyles and purchase behavior. This revolutionarymarketing tool provides a sound basis for effectivedecision making across every aspect of consumermarketing. Once you understand your customersand prospects, you will target them more efficiently,tailoring your message and products specifically to them.

What differentiates PRIZM NE is its powerful ability to link household and neighborhood-level segmentassignments. This integrated system provides a seamlesstransition from market planning and media strategy,to customer acquisition, cross-selling and retention.The result? You’ll target more precisely, while stilllinking to geography and syndicated data sources.

This seamless transition between household-levelprecision and the power of neighborhood contextmarks the first time a segmentation system—onecomplete with links to market estimates, syndicatedlifestyle descriptors and media measures, and accessthrough multiple data partners—shares the samesegments for all levels of analyses. Once again, Claritas’commitment to expanding marketing’s frontiersgives you cutting-edge marketing strategy tools.

Know your customers and prospectsthrough segmentationToday’s consumers have high expectations for personalized products and services. They mightconsider your marketing proposition...if you reachthem...and if you offer them what they want…andif it’s on their terms. Your key to survival is to increaseyour odds by finding your most profitable prospectsand then delivering what they need. But, how doyou know your most profitable prospects? How doyou reach them, how do you get them to respond?

Your best approach to is to tailor your marketingstrategies to match your customers’ behaviors.Through our industry-standard PRIZM®, The NewEvolution (PRIZM NE) segmentation system, youwill deliver the right products to the right peoplethrough the right channels—all at the right time!

PRIZM NE distills an ocean of demographic andbehavioral data into an easy way to identify, understandand target your customers and prospects. By definingevery household in terms of 66 demographicallyand behaviorally distinct types or “segments,”

Deliver results with PRIZM NE segmentationYour company depends on you to select the besttargets and maximize results. You can put the 66PRIZM segments to work in a variety of ways to providegreater targeting precision for your marketing efforts.Here’s how PRIZM NE delivers your best consumers.

Find your targetsPRIZM NE links your customer market data with neighborhood demographics, syndicated survey dataand survey market research. It reveals exactly whichtypes of consumers are most likely to use your productor service and allows you to group similar segmentstogether to realize the greatest targeting efficiencyand reach. Any customer file, list or survey can bePRIZM NE-coded. If you don’t have a customerdatabase, Claritas can create surrogate consumerprofiles for you from our storehouse of syndicatedconsumer surveys and marketing data. With PRIZMNE, you’ll find customers who represent your mostprofitable and sustainable opportunities.

Discover what your best targets are likeOnce you have identified and defined your targets, youcan use PRIZM NE to generate a thorough lifestyleprofile that discloses your targets’ predominant lifestyle,hobby and product usage patterns. Armed with thisinformation, you can highlight the products, servicesand communications you know they value. Withsegmentation, you can also find out how your targetsdon’t spend their time and money to avoid makingcostly and ineffective marketing research decisions.

Determine where they livePRIZM NE works with all levels of geography,which means you can discover where your currentcustomers or prospects live and locate more peoplelike them, anywhere in the United States. Accurategeographic information is essential for effectivesite selection, product distribution, media planningand overall resource allocation.

Learn how you can reach themOnce you understand your targets, you can usePRIZM NE segmentation to evaluate the best waysto reach them. For media planning, you can learnwhich magazines and newspapers they read andwhich TV, cable or radio shows they prefer. For directmarketing, you can define selection criteria formailing lists. With PRIZM NE, you can also analyzesite potential and optimize in-store promotions andmerchandise mix.

Make your data actionablePRIZM NE is everywhere. It links with virtually everymajor marketing database in the U.S., making it acommon language for integrated marketing. Consumermarketing surveys, audience measurement systems,compiled direct mail lists and syndicated marketingdatabases all link to PRIZM NE, allowing you to selectsurvey samples by PRIZM NE segments or have yourcompleted surveys or customer data PRIZM coded andprofiled. If your budget doesn’t allow for householddata, PRIZM NE also provides you with an economical,precision targeting alternative, as well as the flexibilityto integrate household data at any time.

You benefit from new statistical techniquesPRIZM has been relied upon by many of thenation’s top companies for decades. Because it hasbeen used so vigorously, we have the benefit offeedback from our clients, which we then include inthe system. The result is a controlled process forproducing the best segmentation system possible.

With the 2000 census data, Claritas statisticians completely rebuilt the previous version of PRIZM byaggressively analyzing new data sources and utilizing advanced statistical techniques to develop anentirely new system. This new version of PRIZMbreaks with traditional clustering algorithms toembrace a new technology that yields better segmentation results; that’s why we dubbed itPRIZM—The New Evolution.

#21Gray Power

The steady rise of older, healthier Americans over the past decade has produced one importantby-product: middle-class, home-owning suburbanites who are aging in place rather than moving to retirement communities. Gray Power reflects this trend, a segment of older, midscale singles and couples who live in quiet comfort.

#65Big City Blues

With a population that’s 50 percent Latino, Big City Blues has the highest concentration of HispanicAmericans in the nation. But it’s also the multi-ethnic address for downscale Asian and African-American households occupying older inner-city apartments. Concentrated in a handful of majormetros, these young singles and single-parent families face enormous challenges: low incomes,uncertain jobs and modest educations. More than 40 percent haven’t finished high school.

#04Young Digerati

Young Digerati are the nation’s tech-savvy singles and couples living in fashionable neighborhoodson the urban fringe. Affluent, highly educated and ethnically mixed, Young Digerati communitiesare typically filled with trendy apartments and condos, fitness clubs, clothing boutiques, casualrestaurants and all types of bars—from juice to coffee to microbrew.

Through PRIZM NE segmentation, you will discover many pieces of behavioral andlifestyle information about your best customers. Knowing where they live, theproducts they purchase, what they like to do in their free time and their mediapreferences helps you communicate more effectively with them. Segmentationalso gives you the ability to find more customers just like them.

Claritas pioneered customer segmentation systems for commercial use over 30 years ago— giving you an insider’s view of your customersand prospects. PRIZM, the first segmentation system of its kind, provides a standard way of sorting the population into similar groups by demographics, lifestyle preferences and consumer behaviors to provide you with actionable target marketing information.

PRIZM

PRIZM

PRIZM

NE

NE

NE

®

®

®

PRIZMNE�

PRIZMNE�

Product PurchasesFoods & Beverages

ClothingHousehold Goods

AppliancesElectronics

Sports EquipmentAutomobiles

LifestylesTravel

VacationsHobbiesSportsMusic

MediaCablePrint

OutdoorBroadcast TV

RadioInternet

NeighborhoodsMaps

High Potential AreasHigh Penetrated Areas

PRIZM NE helps you learn about their likes, dislikes,lifestyles and purchase behavior. This revolutionarymarketing tool provides a sound basis for effectivedecision making across every aspect of consumermarketing. Once you understand your customersand prospects, you will target them more efficiently,tailoring your message and products specifically to them.

What differentiates PRIZM NE is its powerful ability to link household and neighborhood-level segmentassignments. This integrated system provides a seamlesstransition from market planning and media strategy,to customer acquisition, cross-selling and retention.The result? You’ll target more precisely, while stilllinking to geography and syndicated data sources.

This seamless transition between household-levelprecision and the power of neighborhood contextmarks the first time a segmentation system—onecomplete with links to market estimates, syndicatedlifestyle descriptors and media measures, and accessthrough multiple data partners—shares the samesegments for all levels of analyses. Once again, Claritas’commitment to expanding marketing’s frontiersgives you cutting-edge marketing strategy tools.

Know your customers and prospectsthrough segmentationToday’s consumers have high expectations for personalized products and services. They mightconsider your marketing proposition...if you reachthem...and if you offer them what they want…andif it’s on their terms. Your key to survival is to increaseyour odds by finding your most profitable prospectsand then delivering what they need. But, how doyou know your most profitable prospects? How doyou reach them, how do you get them to respond?

Your best approach to is to tailor your marketingstrategies to match your customers’ behaviors.Through our industry-standard PRIZM®, The NewEvolution (PRIZM NE) segmentation system, youwill deliver the right products to the right peoplethrough the right channels—all at the right time!

PRIZM NE distills an ocean of demographic andbehavioral data into an easy way to identify, understandand target your customers and prospects. By definingevery household in terms of 66 demographicallyand behaviorally distinct types or “segments,”

Deliver results with PRIZM NE segmentationYour company depends on you to select the besttargets and maximize results. You can put the 66PRIZM segments to work in a variety of ways to providegreater targeting precision for your marketing efforts.Here’s how PRIZM NE delivers your best consumers.

Find your targetsPRIZM NE links your customer market data with neighborhood demographics, syndicated survey dataand survey market research. It reveals exactly whichtypes of consumers are most likely to use your productor service and allows you to group similar segmentstogether to realize the greatest targeting efficiencyand reach. Any customer file, list or survey can bePRIZM NE-coded. If you don’t have a customerdatabase, Claritas can create surrogate consumerprofiles for you from our storehouse of syndicatedconsumer surveys and marketing data. With PRIZMNE, you’ll find customers who represent your mostprofitable and sustainable opportunities.

Discover what your best targets are likeOnce you have identified and defined your targets, youcan use PRIZM NE to generate a thorough lifestyleprofile that discloses your targets’ predominant lifestyle,hobby and product usage patterns. Armed with thisinformation, you can highlight the products, servicesand communications you know they value. Withsegmentation, you can also find out how your targetsdon’t spend their time and money to avoid makingcostly and ineffective marketing research decisions.

Determine where they livePRIZM NE works with all levels of geography,which means you can discover where your currentcustomers or prospects live and locate more peoplelike them, anywhere in the United States. Accurategeographic information is essential for effectivesite selection, product distribution, media planningand overall resource allocation.

Learn how you can reach themOnce you understand your targets, you can usePRIZM NE segmentation to evaluate the best waysto reach them. For media planning, you can learnwhich magazines and newspapers they read andwhich TV, cable or radio shows they prefer. For directmarketing, you can define selection criteria formailing lists. With PRIZM NE, you can also analyzesite potential and optimize in-store promotions andmerchandise mix.

Make your data actionablePRIZM NE is everywhere. It links with virtually everymajor marketing database in the U.S., making it acommon language for integrated marketing. Consumermarketing surveys, audience measurement systems,compiled direct mail lists and syndicated marketingdatabases all link to PRIZM NE, allowing you to selectsurvey samples by PRIZM NE segments or have yourcompleted surveys or customer data PRIZM coded andprofiled. If your budget doesn’t allow for householddata, PRIZM NE also provides you with an economical,precision targeting alternative, as well as the flexibilityto integrate household data at any time.

You benefit from new statistical techniquesPRIZM has been relied upon by many of thenation’s top companies for decades. Because it hasbeen used so vigorously, we have the benefit offeedback from our clients, which we then include inthe system. The result is a controlled process forproducing the best segmentation system possible.

With the 2000 census data, Claritas statisticians completely rebuilt the previous version of PRIZM byaggressively analyzing new data sources and utilizing advanced statistical techniques to develop anentirely new system. This new version of PRIZMbreaks with traditional clustering algorithms toembrace a new technology that yields better segmentation results; that’s why we dubbed itPRIZM—The New Evolution.

#21Gray Power

The steady rise of older, healthier Americans over the past decade has produced one importantby-product: middle-class, home-owning suburbanites who are aging in place rather than moving to retirement communities. Gray Power reflects this trend, a segment of older, midscale singles and couples who live in quiet comfort.

#65Big City Blues

With a population that’s 50 percent Latino, Big City Blues has the highest concentration of HispanicAmericans in the nation. But it’s also the multi-ethnic address for downscale Asian and African-American households occupying older inner-city apartments. Concentrated in a handful of majormetros, these young singles and single-parent families face enormous challenges: low incomes,uncertain jobs and modest educations. More than 40 percent haven’t finished high school.

#04Young Digerati

Young Digerati are the nation’s tech-savvy singles and couples living in fashionable neighborhoodson the urban fringe. Affluent, highly educated and ethnically mixed, Young Digerati communitiesare typically filled with trendy apartments and condos, fitness clubs, clothing boutiques, casualrestaurants and all types of bars—from juice to coffee to microbrew.

Through PRIZM NE segmentation, you will discover many pieces of behavioral andlifestyle information about your best customers. Knowing where they live, theproducts they purchase, what they like to do in their free time and their mediapreferences helps you communicate more effectively with them. Segmentationalso gives you the ability to find more customers just like them.

Claritas pioneered customer segmentation systems for commercial use over 30 years ago— giving you an insider’s view of your customersand prospects. PRIZM, the first segmentation system of its kind, provides a standard way of sorting the population into similar groups by demographics, lifestyle preferences and consumer behaviors to provide you with actionable target marketing information.

PRIZM

PRIZM

PRIZM

NE

NE

NE

®

®

®

PRIZMNE�

PRIZMNE�

Product PurchasesFoods & Beverages

ClothingHousehold Goods

AppliancesElectronics

Sports EquipmentAutomobiles

LifestylesTravel

VacationsHobbiesSportsMusic

MediaCablePrint

OutdoorBroadcast TV

RadioInternet

NeighborhoodsMaps

High Potential AreasHigh Penetrated Areas

PRIZM NE helps you learn about their likes, dislikes,lifestyles and purchase behavior. This revolutionarymarketing tool provides a sound basis for effectivedecision making across every aspect of consumermarketing. Once you understand your customersand prospects, you will target them more efficiently,tailoring your message and products specifically to them.

What differentiates PRIZM NE is its powerful ability to link household and neighborhood-level segmentassignments. This integrated system provides a seamlesstransition from market planning and media strategy,to customer acquisition, cross-selling and retention.The result? You’ll target more precisely, while stilllinking to geography and syndicated data sources.

This seamless transition between household-levelprecision and the power of neighborhood contextmarks the first time a segmentation system—onecomplete with links to market estimates, syndicatedlifestyle descriptors and media measures, and accessthrough multiple data partners—shares the samesegments for all levels of analyses. Once again, Claritas’commitment to expanding marketing’s frontiersgives you cutting-edge marketing strategy tools.

Know your customers and prospectsthrough segmentationToday’s consumers have high expectations for personalized products and services. They mightconsider your marketing proposition...if you reachthem...and if you offer them what they want…andif it’s on their terms. Your key to survival is to increaseyour odds by finding your most profitable prospectsand then delivering what they need. But, how doyou know your most profitable prospects? How doyou reach them, how do you get them to respond?

Your best approach to is to tailor your marketingstrategies to match your customers’ behaviors.Through our industry-standard PRIZM®, The NewEvolution (PRIZM NE) segmentation system, youwill deliver the right products to the right peoplethrough the right channels—all at the right time!

PRIZM NE distills an ocean of demographic andbehavioral data into an easy way to identify, understandand target your customers and prospects. By definingevery household in terms of 66 demographicallyand behaviorally distinct types or “segments,”

Deliver results with PRIZM NE segmentationYour company depends on you to select the besttargets and maximize results. You can put the 66PRIZM segments to work in a variety of ways to providegreater targeting precision for your marketing efforts.Here’s how PRIZM NE delivers your best consumers.

Find your targetsPRIZM NE links your customer market data with neighborhood demographics, syndicated survey dataand survey market research. It reveals exactly whichtypes of consumers are most likely to use your productor service and allows you to group similar segmentstogether to realize the greatest targeting efficiencyand reach. Any customer file, list or survey can bePRIZM NE-coded. If you don’t have a customerdatabase, Claritas can create surrogate consumerprofiles for you from our storehouse of syndicatedconsumer surveys and marketing data. With PRIZMNE, you’ll find customers who represent your mostprofitable and sustainable opportunities.

Discover what your best targets are likeOnce you have identified and defined your targets, youcan use PRIZM NE to generate a thorough lifestyleprofile that discloses your targets’ predominant lifestyle,hobby and product usage patterns. Armed with thisinformation, you can highlight the products, servicesand communications you know they value. Withsegmentation, you can also find out how your targetsdon’t spend their time and money to avoid makingcostly and ineffective marketing research decisions.

Determine where they livePRIZM NE works with all levels of geography,which means you can discover where your currentcustomers or prospects live and locate more peoplelike them, anywhere in the United States. Accurategeographic information is essential for effectivesite selection, product distribution, media planningand overall resource allocation.

Learn how you can reach themOnce you understand your targets, you can usePRIZM NE segmentation to evaluate the best waysto reach them. For media planning, you can learnwhich magazines and newspapers they read andwhich TV, cable or radio shows they prefer. For directmarketing, you can define selection criteria formailing lists. With PRIZM NE, you can also analyzesite potential and optimize in-store promotions andmerchandise mix.

Make your data actionablePRIZM NE is everywhere. It links with virtually everymajor marketing database in the U.S., making it acommon language for integrated marketing. Consumermarketing surveys, audience measurement systems,compiled direct mail lists and syndicated marketingdatabases all link to PRIZM NE, allowing you to selectsurvey samples by PRIZM NE segments or have yourcompleted surveys or customer data PRIZM coded andprofiled. If your budget doesn’t allow for householddata, PRIZM NE also provides you with an economical,precision targeting alternative, as well as the flexibilityto integrate household data at any time.

You benefit from new statistical techniquesPRIZM has been relied upon by many of thenation’s top companies for decades. Because it hasbeen used so vigorously, we have the benefit offeedback from our clients, which we then include inthe system. The result is a controlled process forproducing the best segmentation system possible.

With the 2000 census data, Claritas statisticians completely rebuilt the previous version of PRIZM byaggressively analyzing new data sources and utilizing advanced statistical techniques to develop anentirely new system. This new version of PRIZMbreaks with traditional clustering algorithms toembrace a new technology that yields better segmentation results; that’s why we dubbed itPRIZM—The New Evolution.

#21Gray Power

The steady rise of older, healthier Americans over the past decade has produced one importantby-product: middle-class, home-owning suburbanites who are aging in place rather than moving to retirement communities. Gray Power reflects this trend, a segment of older, midscale singles and couples who live in quiet comfort.

#65Big City Blues

With a population that’s 50 percent Latino, Big City Blues has the highest concentration of HispanicAmericans in the nation. But it’s also the multi-ethnic address for downscale Asian and African-American households occupying older inner-city apartments. Concentrated in a handful of majormetros, these young singles and single-parent families face enormous challenges: low incomes,uncertain jobs and modest educations. More than 40 percent haven’t finished high school.

#04Young Digerati

Young Digerati are the nation’s tech-savvy singles and couples living in fashionable neighborhoodson the urban fringe. Affluent, highly educated and ethnically mixed, Young Digerati communitiesare typically filled with trendy apartments and condos, fitness clubs, clothing boutiques, casualrestaurants and all types of bars—from juice to coffee to microbrew.

Through PRIZM NE segmentation, you will discover many pieces of behavioral andlifestyle information about your best customers. Knowing where they live, theproducts they purchase, what they like to do in their free time and their mediapreferences helps you communicate more effectively with them. Segmentationalso gives you the ability to find more customers just like them.

Claritas pioneered customer segmentation systems for commercial use over 30 years ago— giving you an insider’s view of your customersand prospects. PRIZM, the first segmentation system of its kind, provides a standard way of sorting the population into similar groups by demographics, lifestyle preferences and consumer behaviors to provide you with actionable target marketing information.

PRIZM

PRIZM

PRIZM

NE

NE

NE

®

®

®

PRIZMNE�

PRIZMNE�

Product PurchasesFoods & Beverages

ClothingHousehold Goods

AppliancesElectronics

Sports EquipmentAutomobiles

LifestylesTravel

VacationsHobbiesSportsMusic

MediaCablePrint

OutdoorBroadcast TV

RadioInternet

NeighborhoodsMaps

High Potential AreasHigh Penetrated Areas

PRIZM NE Lifestyle Segmentation System

Segmentation—more than a score While there are many powerful applications indirect mail, true segmentation is not a list-scoringmodel. Its purpose is much broader and morestrategic than any one application. Segmentationshould provide your organization with a “linguafranca” for understanding your customers, thoseof your competitors, as well as the marketplace in general. It should also move beyond your internal departments to empower your advertisingagency, direct mail house, primary researchprovider and franchisees.

Integration of your marketing message is perhaps thebest way to cut through the near-constant barrage ofmarket messaging that leads to consumer burnout.To reach today’s marketing-savvy consumer, you needto have the right message, in the right media, andat the right time. Ask yourself—does your outdooradvertising tie into your direct mail campaigns?How about your television and print strategies?Radio? Internet? In-store promotions? Successfulmarketers know the power of integrated marketingand the common language that segmentation can provide for those efforts. Successful marketers use PRIZM NE.

The most accurate and reliable demographic updatesPRIZM NE neighborhood assignments and distributionsare updated annually to reflect the demographicchanges occurring in neighborhoods. Accurate andreliable demographic estimates and projections are critical to this process. Claritas has the mostexperienced staff of demographers in the industrywho tap into hundreds of local government andprivate sources to develop current-year estimates andfive-year projections for thousands of demographicitems at all levels of geography, nationwide. Theaccuracy and reliability of Claritas estimates hasbeen proven time and time again. In fact, severalstate courts have even permitted the use ofClaritas estimates as “admissible evidence” incases involving site location disputes between a parent company and their franchisees.

Begin understanding your best customers and prospects with PRIZM NE segmentation.Call (800) 234-5973 for more information or visit claritas.com.©2006 Claritas Inc. All rights reserved. PRIZM is a trademark of Claritas Inc.

CORP_COL_1045_V2_1006

#43Heartlanders

America was once a land of small middle-class towns, which can still be found today amongHeartlanders. This widespread segment consists of middle-aged couples with working-class jobs living in sturdy, unpretentious homes. In these communities of small families and empty-nestingcouples, Heartlanders pursue a rustic lifestyle where hunting and fishing remain prime leisureactivities along with cooking, sewing, camping and boating.

#18Kids & Cul-de-Sacs

Upscale, suburban, married couples with children—that’s the skinny on Kids & Cul-de-Sacs, anenviable lifestyle of large families in recently built subdivisions. With a high rate of Hispanic and Asian Americans, this segment is a refuge for college-educated, white-collar professionalswith administrative jobs and upper-middle-class incomes. Their nexus of education, affluence and children translates into large outlays for child-centered products and services.

#03Movers & Shakers

Movers & Shakers is home to America’s up-and-coming business class: a wealthy suburban world of dual-income couples who are highly educated, typically between the ages of 35 and 54, often with children. Given its high percentage of executives and white-collar professionals, there’s a decided business bent to this segment: Movers & Shakers rank number-one for owning a small business and having a home office.

(800) 234-5973claritas.com

lifestyle-segmentation

PRIZM NE Lifestyle Segmentation System

Segmentation—more than a score While there are many powerful applications indirect mail, true segmentation is not a list-scoringmodel. Its purpose is much broader and morestrategic than any one application. Segmentationshould provide your organization with a “linguafranca” for understanding your customers, thoseof your competitors, as well as the marketplace in general. It should also move beyond your internal departments to empower your advertisingagency, direct mail house, primary researchprovider and franchisees.

Integration of your marketing message is perhaps thebest way to cut through the near-constant barrage ofmarket messaging that leads to consumer burnout.To reach today’s marketing-savvy consumer, you needto have the right message, in the right media, andat the right time. Ask yourself—does your outdooradvertising tie into your direct mail campaigns?How about your television and print strategies?Radio? Internet? In-store promotions? Successfulmarketers know the power of integrated marketingand the common language that segmentation can provide for those efforts. Successful marketers use PRIZM NE.

The most accurate and reliable demographic updatesPRIZM NE neighborhood assignments and distributionsare updated annually to reflect the demographicchanges occurring in neighborhoods. Accurate andreliable demographic estimates and projections are critical to this process. Claritas has the mostexperienced staff of demographers in the industrywho tap into hundreds of local government andprivate sources to develop current-year estimates andfive-year projections for thousands of demographicitems at all levels of geography, nationwide. Theaccuracy and reliability of Claritas estimates hasbeen proven time and time again. In fact, severalstate courts have even permitted the use ofClaritas estimates as “admissible evidence” incases involving site location disputes between a parent company and their franchisees.

Begin understanding your best customers and prospects with PRIZM NE segmentation.Call (800) 234-5973 for more information or visit claritas.com.©2006 Claritas Inc. All rights reserved. PRIZM is a trademark of Claritas Inc.

CORP_COL_1045_V2_1006

#43Heartlanders

America was once a land of small middle-class towns, which can still be found today amongHeartlanders. This widespread segment consists of middle-aged couples with working-class jobs living in sturdy, unpretentious homes. In these communities of small families and empty-nestingcouples, Heartlanders pursue a rustic lifestyle where hunting and fishing remain prime leisureactivities along with cooking, sewing, camping and boating.

#18Kids & Cul-de-Sacs

Upscale, suburban, married couples with children—that’s the skinny on Kids & Cul-de-Sacs, anenviable lifestyle of large families in recently built subdivisions. With a high rate of Hispanic and Asian Americans, this segment is a refuge for college-educated, white-collar professionalswith administrative jobs and upper-middle-class incomes. Their nexus of education, affluence and children translates into large outlays for child-centered products and services.

#03Movers & Shakers

Movers & Shakers is home to America’s up-and-coming business class: a wealthy suburban world of dual-income couples who are highly educated, typically between the ages of 35 and 54, often with children. Given its high percentage of executives and white-collar professionals, there’s a decided business bent to this segment: Movers & Shakers rank number-one for owning a small business and having a home office.

(800) 234-5973claritas.com

lifestyle-segmentation