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

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InterpretResults

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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