National Direct Mail Capabilities

1. Capabilities Presentation

2. Who is Tribune Direct?
Company Profile
Irwindale, CA
National, full-service direct marketing
company with locations in
Chicago, Los Angeles, Ft Lauderdale,
Orlando, Allentown & Hartford
700+ customers
380 employees
540M direct mail pieces annually
Full suite of direct marketing services
including strategic development,
database analytics, creative and production
Northlake, IL
20 miles west of Chicago.
Including shared Mail data support & production
Subsidiary of Tribune Company , a multi-media corporation with
businesses in publishing, interactive and broadcasting

3. Portfolio of Services
Strategy
Client Consultation
Define Client Objectives
Develop Customer Segments
Identify List Sources
Establish Measurement
Criteria
Analytics
Measurement
Database Design &
USPS In‐Home Mgmt Development
Personalized URLs Modeling & Profiling
Response Capture
Web Integration
Back‐End Analysis
Trade Area Analysis
Creative
Execution
List Acquisition Format Development
Data Preparation Layout
Print Management Copywriting
Lettershop Production
Multiple Channel/Version
Logistics Mgmt
Compositions
Email
Messaging

4. How are we different?
Multi Channel Solutions
Blend Mail, Email & pURLs
Single Source
One resource to streamline program
execution
National Production Network
Improve time to market and reduce
distribution expense
Innovative Services
Postal Tracking, Response Modeling,
Personalized URLs and Internet-based
Reporting Tools
Our Employees
Strategically focused and customer oriented
Proprietary Internet-based Technology
Drive operational excellence and efficiencies

5. Our Partners

6. Strategic Services

7. Direct Marketing Strategy
A Foundation for Success
Create clarity from chaos
Develop actionable, relevant campaign strategies from
complex customer data to produce profitable results
Integrated Multi-channel Solutions
Use the in-home of direct mail to drive timed,
multiple channel messaging
Email and pURL
Test and control development
Creative, offer, list
Campaign segmentation strategies
Planning
Developing comprehensive schedules
Drive Positive Results
Innovation, Implementation, Execution, Evaluation

8. Analytics

9. Database Marketing
Execulytics™, 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

10. Database Marketing
CRM and Acquisition Strategies
Interweave acquisition prospecting strategies into CRM efforts
Identify best prospects by analyzing current customers
Demographic 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

11. Creative Services

12. 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

13. Execution

14. 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

15. Production Capabilities
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

16. Production Capabilities
Variable 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

17. Production Capabilities
Variable Digital Color

18. Production Capabilities
Gift Card / Coupon Card Marketing
Full gift card or coupon card production
capabilities with data capture and
database creation
Higher perceived value than coupons to
improve response rates
Trackable by using magnetic strips
or barcode scanning
Plastic or paper card options based
on budget and ROI
Many programs experience a lift in
response by using gift cards
Tribune Direct’s Code Tracker™
system analyzes responders
* Based upon 2004 Results, Deloitte & Touche Study, 2005

19. National Production
Network
Chicago | Los Angeles | Allentown | Orlando | Ft. Lauderdale
Sophisticated data analysis processes optimizes databases for regional
production sourcing
Simultaneously execute programs
in 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

20. Postal Proficiency
USPS 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

21. Integrated Multi-Channel Marketing

22. Integrated Multi-Channel
Marketing
A Unique Approach to Improving Results
Time 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

23. Email Marketing
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 Tracking
Delivery and failures
Opens and click through statistics
Forward to a friend applications
Address hygiene and capture
Opt-out capture
* Statistical Fact Book, DMA, 2007

24. Personalized URLs
42% of direct mail recipients prefer to respond online*
Engage respondent with relevant content in direct mail, including a
personalized 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 distribution
Campaigns that utilize relevant
graphics and text commonly see a 2-5X lift in response rates**
•The DMA, 2006
**PODI, The Digital Printing Initiative

25. Personalized URLs
www.robbiehass.kaplaninfo.com

26. Measurement

27. In-Home Management
Scheduling is reverse engineered from in-home date
Drop Strategy is developed based on:
USPS Facility performance (TribTrack™)
Logistics time to destination
Cost 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

28. In-Home Management
TribTrack™ – 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

29. Back-end Analysis
Capture Responders
Capture
Gift/Coupon Card Responders
Responders
ValueCheck™
Barcoding
MICR encoding
Magnetic strips
Develop
Analyze
Analyze
Strategies
Strategies
pURLs
Data
Data
Email opens & click-throughs
Analyze the Data
Build responder database
Analyze by spend, demographics,
geography, etc.
Interpret
Develop reporting Results
Results
Interpret the Results
Determine what information the Responder Analysis represents
Develop Forward Strategies
Refine the direct marketing strategy

30. Why Tribune Direct?
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

31. Case Studies

32. Case Study
Multi-Channel Marketing
Background
Family owned furniture store with 13 Chicago area locations.
“Invitation Only” Friends & Family campaign
Solution
Oversized 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
Results
Client 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

33. Case Study
Gift Card Marketing & Response Analysis
Background
12,400 salons and 25 international brands
Did not have customer database to manage
campaign results
Needed to capture direct mail responders and
analyze ROI
Solution
Designed 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
Results
Achieving 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

34. Case Study
In-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

35. Case Study
Web 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

36. Case Study
National Production Network
Background
Retail grocery and pharmacy business
with 2,500 stores with 18 brands
Makes direct marketing decisions
as late as possible based on store
sales results
Desired ease of doing business
by working through a single point
of contact
Solution
Utilize Tribune Direct’s production network for regional
and national programs
Campaigns up to 9mm pieces, 5 day turn-around
Data production centralized in Chicago with Lettershop production executed in Chicago, Los
Angeles, Allentown and Orlando
Tribune Direct is developing a centralized vendor mailing on-line ordering and campaign
management system to efficiently facilitate programs between vendors and customer
Results
Reduced cycle time of approximately 3 days by producing and distributing regionally
Average distribution cost savings of 10% by producing mail closer to market
Significantly Increasing vendor marketing revenues for grocery division by developing a
customized on-line campaign management tool