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Capabilities Presentation
Who is Tribune Direct?
National, full-service direct marketing company with locations in
Chicago, Los Angeles, Ft Lauderdale, Orlando, Allentown & Hartford700+ customers
380 employees
540M direct mail pieces annually
Full suite of direct marketing services including strategic development, database analytics, creative and production
Including shared Mail data support & production
Subsidiary of Tribune Company , a multi-media corporation with businesses in publishing, interactive and broadcasting
Company Profile
Northlake, IL 20 miles west of Chicago.
Irwindale, CA
Portfolio of Services
Creative
Format Development
Layout
Copywriting
Multiple Channel/Version Compositions
Execution
List AcquisitionData PreparationPrint Management
Lettershop ProductionLogistics Mgmt
EmailMessaging
Measurement
USPS In‐Home Mgmt
Personalized URLs
Response Capture
Back‐End Analysis
StrategyClient Consultation
Define Client ObjectivesDevelop Customer Segments
Identify List SourcesEstablish Measurement
Criteria
Database Design & Development
Modeling & Profiling
Web Integration
Trade Area Analysis
Analytics
How are we different?
Multi Channel SolutionsBlend Mail, Email & pURLs
Single SourceOne resource to streamline program execution
National Production NetworkImprove time to market and reducedistribution expense
Innovative ServicesPostal Tracking, Response Modeling, Personalized URLs and Internet-based Reporting Tools
Our EmployeesStrategically focused and customer oriented
Proprietary Internet-based TechnologyDrive operational excellence and efficiencies
Our Partners
Strategic Services
Direct Marketing Strategy
Create clarity from chaosDevelop actionable, relevant campaign strategies from complex customer data to produce profitable results
Integrated Multi-channel SolutionsUse the in-home of direct mail to drive timed, multiple channel messaging
Email and pURL
Test and control developmentCreative, offer, list Campaign segmentation strategies
PlanningDeveloping comprehensive schedules
Drive Positive ResultsInnovation, Implementation, Execution, Evaluation
A Foundation for Success
Analytics
Database MarketingExeculytics™, Demolytics™ & Modelytics™for quick and complete analysis of your best customers
Customer segmentation
Direct response modeling
Customer lifetime value models
Trade area delineation
Drive-time analysis
Carrier route penetration
Urbanization append
120 million household National Resident Database
Licensee of Acxiom’s Infobase™database of 185 million individuals for demographic list selection
Certified list broker with access to thousands of behavioral, response and specialty lists
Database MarketingCRM and Acquisition Strategies
Interweave acquisition prospecting strategies into CRM efforts
Identify best prospects by analyzing current customersDemographic profiling
Geographic profiling
Polygon store location mapping
Carrier route penetration
Store location analysis Response rates, competitive index Customer defection and loyalty
Strategically add prospective customers into CRM campaign or use as a stand alone mailing
Vary offers and piece formats based on analysis to maximize response and ROI
Develop acquisition contact strategy based upon identifying responders
Creative Services
Creative Development
Strategic and tactical services
Direct mail response and ROI focused
Designs optimized for USPS and lettershop production efficiency
Call-to-action oriented Copywriting
Test & Control Implementation and Measurement
Strategic development
Creative review & analysis
Execution
Data Production
Address correction and standardization/DPV
Change of address - NCOA
Merge/Purge and Suppression to remove duplicate records
Segmentation and versioning
USPS presorting to achieve the lowest postage rates
Drop ship distribution analysis and strategy
High speed laser personalization
Cut Sheet & Continuous
Digital Printing
Gift Card Imaging & Affixing
sample pack capabilities
MICR check printing capabilities
Intelligent Inserting with matching capabilities, Letter & Flat sizes
Inkjet with multiple colors 14, up to 8” wide, 600dpi
Bindery with Bowe, cutters, spot glue, folders, Interleave/Merge, Labelaire
Wafer Seal/Stamps
Production Capabilities
Production CapabilitiesVariable Digital Color
4-color variable printing
One-to-one personalization and communication to customers and prospects
Personalize not only by name but by images that reflect who they are and what they like
Communicate to customers based on purchase history, lifetime value, demographics, geography and any other variable
Deliver timely and highly relevant messages and offers to customers and prospects by triggering to customer stages
Include Personalized URLs to drive web response
Production CapabilitiesVariable Digital Color
Full gift card or coupon card production capabilities with data capture and database creationHigher perceived value than coupons to improve response ratesTrackable by using magnetic strips or barcode scanningPlastic or paper card options based on budget and ROIMany programs experience a lift in response by using gift cardsTribune Direct’s Code Tracker™
system analyzes responders
* Based upon 2004 Results, Deloitte & Touche Study, 2005
Production CapabilitiesGift Card / Coupon Card Marketing
National ProductionNetwork
Sophisticated data analysis processes optimizes databases for regional production sourcing
Simultaneously execute programsin multiple locations
Reduce cycle times
Centralized management provides clients with a single point of contact
Localized market entry improves in-home effectiveness
Our internal logistics department effectively plans and executes optimal distribution strategies
Reduce transportation costs
Improve Return on Investment
Chicago | Los Angeles | Allentown | Orlando | Ft. Lauderdale
Postal ProficiencyUSPS Experts
USPS office in our facilities
Optional Procedures Mailer
Postal One compliant
Hold seats on USPS Governmental Committees
Expertise in managing mail flow and USPS processes
MERLIN equipment on-site
Recognized as a National Account
with the United States Postal Service
Integrated Multi-Channel Marketing
Integrated Multi-Channel Marketing
A Unique Approach to Improving ResultsTime channels to the in-home of direct mail
Amplify the effectiveness of direct mail
Improve response rates up to 30%
Low incremental costs
Provide a multi-dimensional experience for responders
Measure response rates by channel
Analyze effectiveness by combination of channels
Email Marketing
* Statistical Fact Book, DMA, 2007
The number of U.S. Email users is projected to rise from 161.5 million in 2006, to 180.8 million in 2010*
Use power of technology to help execute and track online communications that synergize with your direct mail.
Coordinated Multi-Channel campaigns to lift response
Online, Real-Time Response TrackingDelivery and failuresOpens and click through statistics
Forward to a friend applications
Address hygiene and capture
Opt-out capture
Personalized URLs
42% of direct mail recipients prefer to respond online*
Engage respondent with relevant content in direct mail, including apersonalized URL
Capture online response
Generate highly qualified leads
Automatically triggered follow-up email to respondent
Variable email content determined by web activity
Obtain real-time campaign performance measurement and lead distributionCampaigns that utilize relevant graphics and text commonly see a 2-5X lift in response rates**
•The DMA, 2006**PODI, The Digital Printing Initiative
Personalized URLs
www.robbiehass.kaplaninfo.com
Measurement
In-Home Management
Scheduling is reverse engineered from in-home date
Drop Strategy is developed based on:USPS Facility performance (TribTrack™)Logistics time to destinationCost savings
Production scheduled according to drop strategy
Mail Alert is issued to USPS prior to mail arriving at the destination
Monitor trucking POD’s and USPS ASN scans to verify delivery to USPS facilities
Monitor TribTrack™ Planet Code scans and react to any problematic areas
Apply Mail Performance to the next program’s drop strategy
In-Home ManagementTribTrack™ – USPS Planetcode Reporting
Tribune Direct’s proprietary on-line reporting interface
Closely monitor USPS processing of mail campaigns in real time
Proactively manage in-home performance of mail by identifying problematic areas and notifying USPS processing centers
Overlay response data with in-home dates to identify the best day to delivery mail in-home
Customize reporting to your unique needs
Track to the individual mail piece
Target multi-channel messages coordinated with the in-home of mail
Back-end Analysis
Capture RespondersGift/Coupon CardValueCheck™BarcodingMICR encodingMagnetic stripspURLsEmail opens & click-throughs
Analyze the DataBuild responder databaseAnalyze by spend, demographics, geography, etc.Develop reporting
Interpret the ResultsDetermine what information the Responder Analysis represents
Develop Forward StrategiesRefine the direct marketing strategy
CaptureRespondersCaptureResponders
Analyze
Data
Analyze
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InterpretResults
InterpretResults
We are strategically focused with a production mindset
Execute projects on-time and on-budget
Arsenal of customized, patented solutions and processes
Scaleable and stable organization through parent company, Tribune
End-to-End service provider
Technology-driven products
Decentralized production capabilities
Focus on making our clients’ lives easier
Help our customers become better marketers everyday
Why Tribune Direct?
Case Studies
Case StudyMulti-Channel Marketing
BackgroundFamily owned furniture store with 13 Chicago area locations.
“Invitation Only” Friends & Family campaign
SolutionOversized postcard mailed to 200,000 customers and prospects.
Coordinated email broadcast to 45,000 customers and prospects.
Email creative mirrored the direct mail piece
Tribune Direct warehouses their email database
Capture responders
Track open and click-through to capture response and identify various levels of interest
Analyze effectiveness of the coordinated direct mail and email strategy
ResultsClient delighted with results; plans to execute multi-channel program 6x per year
Email click through provided on-line shopping experience prior to visiting the store
Instant results measurement on web response
Case StudyGift Card Marketing & Response Analysis
Background12,400 salons and 25 international brands
Did not have customer database to manage campaign results
Needed to capture direct mail responders and analyze ROI
SolutionDesigned unique bar coded paper/plastic gift cards saving magnetic strip card fees
Worked closely with their IT staff to upgrade salon point of sale systems to capture barcode data
Developed a database of responders and customized campaign analysis reporting
ResultsAchieving response rates up to 11% per campaign
Significantly lowered costs by:
Producing a paper card option vs. plastic cards
Eliminating transaction fees through their gift card system by avoiding a magnetic strip scan
Case StudyIn-Home Management
Background
The 9th largest cable operator in the United States; 1.3 million customers in Illinois, Indiana, Kentucky and Ohio; offers cable TV, high speed internet, and phone service
Needed to effectively measure direct marketing results on a daily basis – unique call volume, response rate, cost per call
Needed a one day (Monday) USPS in-home requirement to maximize call volume and results across 25 markets every week
Solution
Customized PLANET™code reporting to monitor USPS in-home performance by market
Schedule on-going USPS performance review meetings to hold tight mail delivery standards
Overlay response data with in-home dates to identify trends
Monitor USPS performance each weekend and proactively affects problematic areas.
Results
Tribune Direct consistently meets the customers in-home requirements to maximize response
Case StudyWeb Based Ordering
Background
460 stores in 34 states - 400 franchised locations
Corporate office wanted to control brand and message in the marketplace
Supported franchise network by offering pre-packaged direct mail programs to drive traffic
Solution
Partnered with third party vendor to build and private label an Internet-based direct mail ordering tool
Unique features incorporate a prospect database, template pricing, on-line proofing and job history reporting
Orders are placed on site and downloaded to production on a daily basis
Site can be easily customizable
Results
Ease of managing business from hundreds of franchisees by driving ordering to the Internet
Reduced turn-around times by automating list ordering
Case StudyNational Production Network
BackgroundRetail grocery and pharmacy business with 2,500 stores with 18 brandsMakes direct marketing decisions as late as possible based on store sales resultsDesired ease of doing business by working through a single point of contact
Solution Utilize Tribune Direct’s production network for regional and national programsCampaigns up to 9mm pieces, 5 day turn-aroundData production centralized in Chicago with Lettershop production executed in Chicago, Los Angeles, Allentown and OrlandoTribune Direct is developing a centralized vendor mailing on-line ordering and campaign management system to efficiently facilitate programs between vendors and customer
ResultsReduced cycle time of approximately 3 days by producing and distributing regionallyAverage distribution cost savings of 10% by producing mail closer to marketSignificantly Increasing vendor marketing revenues for grocery division by developing a customized on-line campaign management tool