DNA's Database Marketing and Direct Mail Capabilities

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2004 Roundtable on Strategic Marketing
Denver Newspaper AgencysDatabase Marketing and
Direct Mail Capabilities
Presented by Tony Sollenbarger
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Our Structure

• Dedicated staff of 10 Print and Distribution
  sales reps
• Focused only on targeted advertising products
• Solo mail, TMC, Post-it Notes, Polybags,
  Commercial Print, Preprints, etc.
• These reps work in conjunction with the Retail
  and Classified reps to meet the advertisers
  targeting needs
• Database Team supplies the requested counts
• Print Team coordinates production and delivery
• We have developed relationships with reputable
  design, print and mail house vendors who act as
  extensions of the DNA

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The DNA can take care of the details, start to
finish

• Creative
• The DNA has access to a full staff of artists and
  copywriters who can help create persuasive,
  eye-catching direct mail ads
• Printing
• Whether its postcards, letters, or custom mailing
  pieces, we can assure you the best quality for
  the best price through our long-standing
  relationships with commercial printers
• Distribution
• We find the most efficient way to ship your mail
  and insure timely delivery of your message. Our
  services include labeling, inkjet addressing,
  mail sort, preparation and delivery to the USPS
• Fulfillment
• We can take care of the follow-up

4
The List

• The mailing list is the foundation of a
  successful marketing campaign, accounting for 40
  of a DM campaigns success.
• The DNA can generate a list from a database of
  over 2 million Colorado households with a wide
  variety of demographic and lifestyle information
  appended to it
• Market analysis
• Demographic and geographic profiling of your
  existing customer list find new customers by
  targeting look-alikes
• List selection
• Identification, targeting, and segmenting
  according to your criteria
• Improve your direct mail response rate
• Data processing, hygiene, de-duping, address
  standardization, NCOA
• Reduce costs associated with unwanted or
  unnecessary mailings

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A Wide Variety of Data from Respected Sources for
the List

• Lifestyles (self-reported)
• 75,000 skiers
• 54,000 golfers
• 420,000 subscribers to Health and Fitness
  publications
• 225,000 interested in sports
• Demographics
• Income, age, marital status, children in
  household, lifestyle activities and much more
  from Experian
• Lifestage clusters
• Household level segmentation system grouping
  people by lifestage and level of affluence from
  the Axciom Corporation.
• Collegiate Crowd
• Married Sophisticates wealthy with no kids
• Soccer and SUVs Affluent suburban families

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More Respected Sources for the List

• PRIZM codes
• Geodemographic segmentation system identifying
  neighborhood clusters at ZIP4 level from
  Claritas
• Young Digerati young, urban, upscale
• Winners Circle executive level suburban
  families
• Country Casuals upscale, middle-aged, town
  and country
• County real estate tax records - Home value,
  square footage, date of purchase, and more
• Licensed professionals - A list of all licensed
  professionals, by profession, from the State of
  Colorado Department of Regulatory Agencies
• Subscriber data
• Post/News/NY Times/Wall Street Journal/
  Barrons/Investors Business Daily/Financial
  Times/USA Today
• Classified Private Party users
• Businesses By size, SIC code, location and more
  from Dun Bradstreet
• Credit Scores Bankruptcy, good credit, bad
  credit, no credit we can help ideal for auto
  and mortgage categories
• If we dont have it, we can find it.

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Client List
Comcast Coldwell Banker Christy Sports Century
Communities Carriage House Auto Colorado
Eurosports Colorado Symphony Diversified Mort Don
Massey Cadillac Fidelity First Mort Grand Elk
Ranch Grand Prix Motor Sports Have U Heard Hear
Right Heritage Liquors HGTV Magazine Hyde
Park Kaufman's Big Tall
Loveland Ski Area Kentwood Properties Magnolia
Hotel Monty Nuss Photography North County
Village Richmond Homes RTD Sew Vac Shea
Homes Sovereign Homes Specialty Sports incl
GearDirect.com Colorado Ski Golf
Bicycle Village Steamboat Springs Chamber Triton
Properties
A Better Home Remodeler Accent Windows Advanced
Exercise AIMCO Albertsons All Mort
Solutions Apogee Mort Arizona Tourism BC Surf
Sport Barbara Duncan Batteries Plus Beazer
Homes Belleview Christian School Beltone Hearing
Centers Breckenridge Chamber Brock
Publishing Canyon Casino
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Wheres the Most Potential?

• Real Estate Listing catalogs, relocation,
  Apartment mailings to farm first-time buyers
• Mortgage Credit offers
• Automotive Credit offers, key mailers
• Home Improvement radii around current job sites
• Casinos Shell letters, Players Club offers
• Resorts Season pass offers, return offers for
  guests
• Online click and mail offers in development
• Any business who does not know their customer
  Analyzing and profiling customer-supplied list

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Challenges

• The Big Paradigm Shift learning curve from ROP
  and TMC to solo mail
• Deadlines Clients accustomed to ROP timelines
• Staffing issues PD reps stretched thin with
  multiple products
• Staffing issues 10 dedicated reps vs. 150
  ROP/Classified reps We cant be on every DM
  call
• Training Continuous training needed
• Managing Expectations results, timeline, price
• Price We wont always win on price - Use all
  the DNA resources to package buy

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The Oversized Postcard
6x9, 4/4, 100 C2S, 2 Data Selects, Basic
Creative Design
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Advantages

• Our Clients existing relationship
• They already trust us with their newspaper
  advertising - now we can handle other media
  opportunities, with one rep and one bill also
  opens the door for commercial print opportunities
• Dollar Volume Contracts
• Direct Marketing revenue is counted toward any
  dollar volume contract, effectively lowering both
  their newspaper and direct mail costs
• Postal Discounts
• The client gets the benefit of postal discounts
  because DNA capabilities enable the advertiser to
  receive the lowest USPS discounts
• Colorados best data source
• Demographic and lifestyle information from the
  most respected sources in the industry appended
  to over 2 million households in the state