Postal Vault - Ball State

					Table of Contents
! # $ % & ' ( )
Executive Summary 2 3 9 11 12 15 21 28 31
PLANNING Susan McElmurry Steve Callender Andrea Beckner Amanda Bennett Jeff Renoe Katie Montag-Niese Mike Owsley Jessica Dinkelman Megan Schoonaert Anthony Hatfield MEDIA Jodi WIllis Mike Panyard Erin Bernethy Shavonne Tate Brian Rodick Lora Tenpenny Kevin Henry Craig Cooley Alex Lascano CREATIVE Nick Allen Drew Wallace Travis Abels Tony Burt Chad Brittian Cody Thompson Ross Tanner Matt Greene Marie Houghland Stefanie Keffaber Asiah Miles Mike Fraser Brad Simpson IMC Randy Williams Angie Puthoff Nick Basham Jamie Cousins Melissa Fraser Shelly Grogg

" Situation Analysis
Primary Research Problems & Opportunities Creative Strategy Creative Executions Media Plan IMC Budget / Recommendations

AdCave Creations is the superhero that will rescue your brand from the dark world of clutter and chaos. In the AdCave, we plunge into deep strategic planning, breakthrough creative ideas, effective media placements and integrated marketing to help new brands defeat the evils of mediocre marketing. Welcome to the AdCave.

ADVISORS Michael Hanley, Dick Shoemaker, Bob Gustafson and Alfredo Marin-Carle PRESENTERS Nick Allen, Shavonne Tate, Mike Panyard, Susan McElmurry, and Jodi Willis EXECUTIVE BOARD Nick Allen - President, Mike Panyard - Vice President, Susan McElmurry - Secretary, Jessica Dinkleman - Treasurer BOOK DESIGN/LAYOUT Nick Basham

*Directors in bold

!"#%&*()$ Executive Summary
Challenge
Identity theft is the fastest growing white collar crime in America. While Americans are responding to the crime by utilizing several popular forms of identity theft protection, many still remain unconcerned about the safety of their mail. Awareness of mail theft as a direct cause of identity theft is low, and the use of a secure mailbox as a form of prevention is essentially non-existent. The goal of AdCave Creations is to reverse this trend. AdCave will establish the concept of mail protection by raising awareness of consumers’ vulnerability to identity theft as a result of their unlocked mail. The secure mailbox category will be established nationally and Postal Vault® will become the brand of choice. AdCave Creations has developed a strategic advertising and IMC campaign that will introduce Postal Vault Systems (PVS) into the market and establish it as the category leader. This campaign will increase consumers’ awareness of identity theft as a direct result of mail theft, thus heightening their concern and driving them to the Postal Vault® Web site for information or purchase.

Research
AdCave found that consumers are aware of identity theft, but not significantly concerned with mail theft. They are highly unaware of the surveys secure mailbox category, and do not consider themselves a target for mail theft. Overall, they feel they have more important things to worry about than the safety of their mail. interviews with These insights led to the creation of a campaign that introduces the home show visitors and question, “What’s protecting your mail?” The target is unaware of the builders direct link between identity theft and mail theft. Therefore, the ads will feature outrageous methods of mail protection to place mail security on the top of the consumers’ minds. These images will be compared sidestore intercepts by-side with the protection of Postal Vault®. Research found that the target responds well to ads featuring subtle humor rather than fear tactics. These ads will humorously introduce the concept of mail focus groups protection without attempting to scare the consumer into making a purchase. AdCave will utilize a media budget focused primarily on nonconcept tests traditional media, such as Internet, postage stamps and shopping bags, supported by traditional television and print executions. Placements will be strategically located in the 11 opportunity markets in mediums such as consumer Web sites, airline magazines and trade publications to reach each of the targeted groups. This campaign will be launched during the NCAA Final Four and conclude during the World Series. These Integrated Marketing Communication (IMC) efforts will enhance consumer interaction with PVS products. Other IMC will include sponsorships with mainstream television shows, presence at consumer home shows and trade expos. AdCave Creations has allocated $15.1 million of the initial $17.5 million budget to media, using $9.4 million on alternative media and IMC and $5.6 million on traditional media. The remaining budget of $2.4 million will be spent on production and contigency.

761 24 13 2 2

Solution
To achieve these goals, AdCave’s efforts will be focused in the 11 opportunity markets where mail/identity theft are most often reported. Homeowners age 25-65 will be targeted in Phoenix, San Diego, Chicago, Dallas, Las Vegas, Miami, San Francisco, New York, Houston, San Antonio and Riverside, CA. The primary target will be segmented into: » Travelers: Secure storage of large quantities of mail is extremely important to this group and would provide the convenience of not having to stop delivery. » Home Business Owners: This group has an increased need for security as they send and receive items that contain sensitive personal business information. » Consumers with a concern for security: Members of this group purchase home security systems, paper shredders, or have been victims of identity theft and actively seek other forms of identity protection. » Retirees: This group receives Social Security checks and prescription drugs through the mail on a regular basis and have a significant need for mail protection. In addition to the consumer market, AdCave will target homebuilders, developers, trade associations and homeowner associations to further the presence of Postal Vault® in new and existing neighborhoods. Mailbox installation companies and retail locations will also be targeted to increase the national distribution of PVS products. Postal Vault’s® direct competitors include The Solar Group, dVault, The Secure Mail Vault, and Identity Theft 911. Postal Vault® also competes with other forms of identity theft protection, such as paper shredders and computer firewalls, as well as non-locking mailboxes. Most importantly, Postal Vault® must overcome consumers’ lack of awareness of the entire category.

2

Situation Analysis !"#$%&'()
Company Background
James and Bobbie Cox founded Postal Vault Systems, Inc. in 1993. Their unique mailbox featured a hinge replacing its top floor that allowed mail to drop down into a large storage area to prevent theft. In January 2000, the company began producing and distributing the product. PVS currently distributes across the United States and plans to someday become an international distributor. The company’s philosophy is to “touch lives and make a difference” by providing a safe, secure product that gives consumers peace of mind and saves them time and money.

Political and Legal Factors
USPS Standard 7B Postal Code
A strict set of standards for secured mailboxes was set forth by the USPS that prevents several companies from becoming certified. Such standards include mailbox design, specifications, dimensions and usability factors. PVS products are USPS certified.

Identity Theft Victims Assistance Act of 2002
Assists victims of identity theft in recovering their losses. It changes the Fair Credit Reporting Act and requires consumer credit reporting agencies to block reporting bad credit that arises from identity theft.

Bobbie Cox

Credit Report Security Freeze
In several states, a security freeze locks access to a credit report and credit score if a consumer falls victim to identity theft.

Historical Sales and Forecast
Sales of Postal Vault® units were estimated at $95,000 in 2003. Sales have been growing annually 300-400 percent, and in 2004, the company reached $2 million in sales. Currently, PVS has sold over 4,000 units in 48 states, with nearly 85 percent of sales generated from online purchases. The company forecasts its sales to reach $11 million in 2008. The market share for PVS is difficult to determine, as there are no national surveys in the mailbox category. According to the United States Postal Service (USPS), there are 60 million “unlocked” curbside mailboxes, and approximately six million mailboxes are replaced every year due to natural disasters or vandalism.

Major Trends
Crime
According to the Better Business Bureau, 8.9 million people fell victim to identity theft in 2005. However, the FTC reported in 2005 that 61 of all reported percent of identity theft victims do not notify the police of the crime. The identity theft crimes are due average victim is in his or her 40s, white, married, college-educated and to mail theft has an annual income of $50,000 to $75,000. Many thieves still obtain personal information through traditional rather than electronic methods, with 90 percent of information being obtained through offline means.

8%

Past Promotional Themes and Budgets
To date, PVS has spent $650,000 on advertising primarily through the primary mediums of newspaper, radio, direct mail and cable television. In 2001, PVS ran a full-page ad in USA Today, but it did not produce the desired results. PVS also ran a nationwide radio promotion with Paul Harvey on the ABC Radio Network in 2004. This promotion was also deemed unsuccessful as consumers were unable to interact with the product. Additionally, PVS pitched the product to the Home Shopping Network, QVC, but was turned down. QVC feared customers would believe they would not receive their purchases if they did not own a Postal Vault®.

Prevention
The U.S. Postal Service recommends that consumers handle incoming and outgoing mail through a Post Office box or remove mail promptly from their personal mailbox. According to the Better Business Bureau nearly 70 percent of consumers shred documents to prevent personal information from being stolen from the trash. This has reduced identity theft from “dumpster diving” to only 1 percent. However, only 31 percent of consumers report using a secure mailbox for their incoming and/ or outgoing mail.

Paul Harvey

Mailbox Need
In a study conducted by the USPS, consumers rate 75 percent of the mail they receive as “valuable.” As personal wealth in the United States increases and suburban America expands, consumers will continue to build new homes and upgrade existing homes. These events trigger the need for mailbox purchases.

3

!"#$%&'() Situation Analysis
Brand Evaluation
January 2006, PVS developed a hybrid composite product line to replace its existing metal fabricated models.

Consumer Perceptions and Attitudes
Focus group participants were pleased with the appearance of the Postal Vault® unit but felt that it did not look durable enough to prevent theft. One commented, “It has ‘hit me’ written all over it.” Focus group participants were asked how likely they were to purchase a secure mailbox. Responses included, “It is on the bottom of my to do list,” and “I have bigger things to worry about…It’s just a mailbox.” It was also found that members of the target could not relate identity theft with mail theft. When asked if a fear appeal would be an effective method to market PVS, participants added that they “have enough things to be afraid of” and would like to see Postal Vault® as more of a solution to the problem of mail tampering, citing that it would provide “peace of mind.”

Security
Every Postal Vault® has extruded anodized aluminum corners and other parts made from recyclable materials. The anti-fishing arm and tamper resistant rear locks deter any instrument or hand from reaching deposited mail.

Decorative panels
Interchangeable panels create new decorative options for homeowners, homeowner associations and developers. These panels can be custom-ordered to include homeowner association emblems, school logos, etc. They are designed to complement one’s home and have the appearance of brick, stucco or marble.

User Satisfaction
To date, there have been no reported break-ins involving Postal Vault® units, and PVS has fixed all quality issues with its manufacturing firm. Several user reviews indicate that PVS customers value the peace of mind they receive while they are away from their homes. Others find value in the customer service and added incentives that accompany a purchase. With a new product line, PVS hopes to establish long-term customer loyalty, as purchasers are now able to customize their unit with removable panels, logos and other user-friendly features.

Storage
All Postal Vault® units feature a large storage capacity to safely store weeks of mail or small to medium sized packages.

New product name and logo opportunity
PVS also presented the challenge to create a new product name and logo. However, through research and evaluation, it was determined that it would be in the company’s best interest to maintain the existing logo and name. Postal Vault® already has an established regional presence, and drastic name changes could be costly to overcome. Through testing, it was found that consumers felt that the term “Postal Vault” accurately represented the product.

Brand Importance and Uniqueness
The PVS brand is part of a relatively indistinct category with numerous competitors. However, consumers who purchase a PVS receive several added incentives. 12 months of identity theft protection from a member insurance company of AIG, which covers mail theft and all forms of identity theft up to $25,000 Exclusive membership in an Identity Theft Awareness and Assistance Program (ITAAP), providing online identity theft educational resources Optional decorative panels to match one’s home Durability and a stable design for consumers who continuously suffer from vandalism and damage, especially in rural areas

Brand Awareness
of respondents do not know how to protect themselves from identity theft

49%

A recent study conducted by the Identity Theft Resource Center (ITRC) found that 49 percent of respondents feel they do not know how to sufficiently protect themselves from identity theft. Additionally, among focus group participants, awareness for the entire secure mailbox category was relatively low. Many regard a secure mailbox as a feature at an apartment complex or condominium, rather than an individual residence. Of 761 survey respondents, 102 claim to own secure curbside mailboxes, but 78 of these respondents are not aware of which brand they own. Only 11 respondents reported owning a Postal Vault®.

Distribution
Most purchases are made directly through the Postal Vault® Web site, which accounts for 85 percent of all sales. PVS also has limited southwest regional retail distribution in Lowe’s, The Home Depot, Elliott’s Hardware, Ace Hardware, Tru-Serve Hardware, Ajax Glass, Meletio Electric, Nob Hill, American Mailboxes, ICM – Postal Products, and kimco.com. However, after nearly one-half of the home improvement stores in each of the 10 opportunity markets were contacted, Elliot’s Hardware in Dallas was the only store that verified its sales of Postal Vault® products.

4

Situation Analysis !"#$%&'()
Target Market
PRIMARY Homeowners with annual HHI $130,000+
Homeowners, rather than renters, have a greater ability to make purchasing decisions regarding mailboxes. Approximately 73.8 percent of all homeowners are between the ages of 25-65, and research shows that homeowners often form opinions through a network of trusted friends or family. To effectively reach the intended audience, all members of the target must be homeowners with $130,000 in annual income. Households with incomes below this represent a small segment of the target and were found to have very little need or desire for a lockable mailbox product. More specific target sub-groups were identified to efficiently allocate resources to specific consumers. The members of these groups are in need of PVS products for various reasons, and may belong to more than one group.

86%

of all identity theft crimes occur among ages 21-60

Consumers age 25-65 make up over half of the U.S. population. Primary and secondary research determined that this initial target was far too broad to effectively reach those that have both a need and the ability to purchase a Postal Vault®. As a result, the primary target has been segmented based on demographics, psychographic characteristics and geographic location.

Primary Target Breakdown
66.2% of the 105.5 million households in the United States are owned rather than rented.

Homeowners (age 25-65), HHI $130,000 Home Age (15-35 years old)

Travelers
Travelers often seek large storage capacity and security for their mail when they are away from home. Nearly 25 percent of adults are frequent travelers and take five or more overnight trips per year. During a shorter travel time, travelers are less likely to stop delivery of their mail. Over half of survey respondents have a family member or friend retrieve their mail when they travel, while 25 percent stop delivery completely.
Meet Tom and Diana Sanders. Tom is a marketing executive for a bank in Chicago and as part of their expansion efforts, Tom must travel to other cities once a month. Even though Diana is at home when Tom travels, she has a full-time job as a travel agent. They live in an affluent neighborhood in Oak Park, Ill., a suburb of Chicago. They enjoy traveling in their spare time. Last year they went to the Virgin Islands for a second honeymoon and they also traveled to San Francisco for their son’s college baseball tournament. Every December they fly to Dallas to have Christmas with their oldest daughter and her husband. Tom enjoys golfing and sailing while on vacation because it is a break from the demands of his job. Diana relaxes by going to the spa and shopping because she sees vacation as a time to splurge. Because they are only gone a few days at a time, the Sanders usually just let their mail pile up.

44.2 % of homes. These homes are the least likely to have covenants in place due to their age.

Travelers

Home Business Owners
50 million Americans with a home office 1.3 million in-home businesses Financially driven with an ability to make high-risk decisions

Consumers with security concern
Consumers who purchase home security systems, paper shredders Have been victims of identity theft

Retirees Age 55-65
21.1% of the US population Will grow by 26% by 2010 55.4% female

Trip Length of 1-6 days: 64% Total 1 billion trips per year Avg. HHI of $70,300 Summer is peak season of travel

Trip Length of 7+ days: 36%

Consumes who do not have a home business *Differentiated through mailing lists

Consumers who are not concerned with security *Differentiated through mailing lists and customer databases

Retirees ages 66+: 16%
200183083-001/Geoff Manasse/Getty Images

Home Business Owners and Work-at-Home Employees
Home business owners have more incoming and outgoing mail than a typical family and also have an increased need for secure items. There are 50 million Americans with in-home offices and approximately 1.3 million home businesses in the United States. Nearly two-thirds of this group say their business is their primary source of income. Those who own a home business have a high level of concern about safety and security, which would create an opportunity to position the Postal Vault® as a must-have product. Additionally, the FTC recently determined businesses can be held legally responsible if they do not protect or dispose of customers’ personal information properly.

5

!"#$%&'() Situation Analysis
Greg Matthews runs a successful wedding photography business from his home outside of Miami. Greg chose to work at home rather than open a studio three years ago when his first child was born. Because wedding photography is rather expensive, most of his clients pay by check or credit card, usually through the mail. Since the post office is far away, Greg prefers to receive business mail at his home address. Because Greg’s photography business is his family’s primary source of income, it is his responsibility to keep his customers satisfied and protect their financial information.
200277798-001/ Nicholas Prior/Getty Images

Geographic
In order to successfully reach the members of these sub-groups, they must meet the following criteria. Research has revealed that ideal Postal Vault® customers: 1. Are homeowners 2. Reside in suburban or rural locations in which curbside mailboxes are common 3. Own existing homes between 12 and 35 years of age, as older homes are less likely to have covenants governing the homeowner’s mailbox decisions 4. Live in areas of higher income ($130,000+) and home value ($200,000+) 5. Reside in neighborhoods or communities without enforced covenants In order to effectively reach these homeowners, zip code lists for each of the opportunity markets will accurately identify the suburban areas and neighborhoods without enforced covenants. Additionally, the technique of “riding the market” will be employed to gain a close-up perspective of specific communities. Targeted neighborhoods will likely be located in the “3rd ring” on the outer edges of metropolitan areas, as shown in the map below of Dallas.

Consumers with a concern for security Members of this target segment include those who utilize online bill paying, home security systems, or have had a personal experience involving mail or identity theft. To prevent mail theft in their neighborhood, 71 percent of Americans retrieve their incoming mail within the first few hours of delivery and 74 percent deposit outgoing mail at the post office or in a secured mailbox. According to a survey of 761 members of the target, the consumers who used paper shredders, computer firewalls and online bill paying to prevent identity theft were on average more concerned about the crime than the respondents who did not take preventative measures.
Kara and Jake O’Brien live in a small rural area outside of Houston. Even though they have a neighborhood watch program, their home was broken into last year while they were on vacation. The burglars obtained a credit card the family had left behind and made several large transactions between billing cycles. Since the incident, the O’Briens have purchased a home security system from ADT and an advanced firewall system for their computer. They feel safer, but are still looking for other ways to protect their family’s financial information.

Age of Home in Dallas by Zip Code Target Cities
Chicago Dallas Houston Las Vegas Miami New York Phoenix Riverside, CA San Antonio San Diego San Francisco

200170126-002/Brooke Slezak/Getty Images

Retirees with disposable income $15,000+
As this group ages, prescription drugs, Social Security and/or retirement checks delivered via the mail will become more prominent in their daily lives and mail security will become a greater issue. This year alone, retirees will average over $17,000 in retirement income. During retirement, travel is a top activity. Reasons for travel include shopping, family and personal business. Over 50 percent of retirees take three to four trips a year, and stay for an average of nine days. As this group ages, they statistically become more discriminating spenders, focusing less on product status and more on quality and value.
Peggy Watson is a recently retired pharmacist that resides in Scottsdale, Ariz. Peggy enjoys crocheting blankets for her two grandchildren, Nicki and Drew. She is also in a book club with other retired women from her neighborhood. She is dependent on Social Security and receives her monthly income through the mail. From the long days of standing on her feet as a pharmacist, she has developed arthritis in her knees. Peggy doesn’t like to make the drive to the city to pick up her pain medication and instead relies on mail-order prescriptions.
ab01998/Arthur Tilley/Getty Images

6

Situation Analysis !"#$%&'()
SECONDARY
The secondary market has been structured to reach a large segment of businesses. This is an opportunity for PVS to increase its distribution to a national level beyond the Internet. While 81 percent of survey respondents said that online availability would not limit them from making a purchase, 43 percent of respondents purchased their current mailbox from a retail location.

Direct Competitors
Lack of Awareness
As this is a new product category, Postal Vault’s® key competitor is the severe lack of awareness among consumers. However, Postal Vault® also directly competes with other secure mailbox manufacturers and this lack of awareness must be overcome before Postal Vault® can aggressively compete for market share with these competitors.

Homebuilders & Developers
In 2005, there were more than 2 million new homes built in the United States. Purchasing agents within these companies make decisions regarding each aspect of the homes they build, including mailbox installation. Research found that homebuilders and developers often work together to construct custom homes, but the developer or homeowner typically chooses the mailbox for the property.

The Solar Group

966299-001/Zigy Kaluzny/Getty Images

Mailbox and Mailbox Post Installation Companies
Companies dedicated solely to the installation of mailboxes and posts exist throughout the country and in each of the opportunity markets. These companies are a small but important factor in increasing the distribution of Postal Vault® products. Targeting this segment through media and IMC approaches will introduce PVS as a profitable extension to any company’s existing product line.

Trade Associations
The National Association of Home Builders has more than 200,000 members in the home building and development industries. Access to these members would provide significant exposure and credibility for Postal Vault®. Most large cities have builder associations that serve the greater metropolitan areas, allowing regions to be targeted.

Gibraltar’s Solar Group is the leading manufacturer of mailboxes in North America, producing approximately four million mailboxes a year. All products are USPS approved. Price: $69.00 to $89.00 Strengths: The Curbside Mailsafe currently has the highest estimated market share for locking mailboxes and sells at a lower price than most secure mailboxes. Products are available at numerous retail locations, online catalogues and several Web sites. The Mailsafe features an outgoing mail clip, which allows for easy access by a mail delivery person. Weaknesses: The two inch opening for incoming mail is too small for bundled mail or packages, yet large enough for theft. The smaller storage area does not allow for extended periods of mail storage or packages.

The Secure Mail Vault

Homeowner Associations
Through homeowner associations, many neighborhoods have established covenants that regulate the visual appeal of the community. Common regulations include home color, presence of pools, children’s playgrounds and mailbox type.

The Secure Mail Vault from Secure Logic™ features a keyless entry system that utilizes a programmable security code. Distributors are located in 24 states and available online. It also has one of the largest drop chutes in its class. Price: $345.00 Strengths: The mail retrieval area is accessed using a programmable code. A large mail chute allows for items of all sizes to travel to the storage area. The Secure Mail Vault also includes a 90-day limited warrantee and a 30-day money back guarantee. Weaknesses: The security code operates on AA batteries and battery failure could leave the consumer vulnerable to mail theft.

Retailers
Most mailboxes are purchased at national chain home improvement stores. Having a product in a national chain store boosts consumer confidence about product quality and the likelihood of purchase.

7

!"#$%&'() Situation Analysis
Identity Theft 911 Online Bill Paying
Many banks, utilities, credit card and insurance companies now allow customers to pay bills online instead of through the mail. However, for customers who use several bill paying services rather than one-stop Web sites, there are multiple login names and passwords to be managed. Identity Theft 911 is an organization that provides the public with information regarding identity theft resolution, education and defense to “take you from panic to peace of mind.” An Oregon-based company that manufactures curbside mailboxes previously partnered with Identity Theft 911. However, it has since removed the mailbox line from the market. Therefore, the company will compete with Postal Vault® only as a source of identity theft assistance and education.

Post Office Boxes
For those who relocate or travel frequently, a Post Office box is a convenient way to establish a central location where mail can be delivered and picked up. However, in rural areas, customers may have to travel long distances to access their local Post Office. The small size of a Post Office mailbox may prohibit large packages from being stored in a secure location.

dVault

Paper Shredders
dVault Company, Inc. designs, manufacturers and distributes unattended package, mail delivery and collection solutions. dVault has used product placement on HGTV’s Fix it Up! and “Designing Spaces,” which reaches approximately 80 million households. Recently, dVault partnered with United Airlines to feature its products on NBC in-flight programming. As of May 2005, over 3 million passengers had ftviewed the programs. dVault is also the supplier of “Confiscated Item Bins” at security checkpoints throughout 429 U.S. airports. Price: $400.00-$750.00 Strengths: dVault accepts larger packages and is available online, in retail locations, and through special order. Customers have the option of ordering dVault Information Systems (DIS), which supplies date and time stamp delivery and tracking functions. Weaknesses: dVault products are more expensive relative to other secure curbside mailboxes and only one dVault model is USPS approved. Paper shredders have been positioned as a smart, simple way to prevent identity theft. The USPS recommends that customers invest in a paper shredder to dispose of important personal information in a safe way. However, paper shredders are only effective in protecting identity once mail has been removed from the mailbox.

Computer Firewalls
A firewall is a program or hardware device that filters information coming through the Internet connection into one’s private network or computer system. Firewalls protect Internet users from viruses, spam, operation system bugs, and hackers who can steal personal information. Firewalls protect consumers who use the Internet, but do not protect against any form of mail theft. Some advanced forms of computer viruses are capable of disabling firewalls.

Marketing Objectives
1. 2. 3. 4. 5. Place a heavy focus on non-traditional media and IMC approaches. Demonstrate to consumers the urgent need for secure mailboxes by establishing a direct connection between mail tampering and identity theft. Establish the secure mailbox category nationally and position Postal Vault® as the industry leader with a high brand value. Align with homebuilders, retailers, homeowner’s associations and mailbox installation companies to further the national distribution of Postal Vault®. Drive consumers to the Postal Vault® Web site to request information and/or make a purchase.

Indirect Competitors
Non-Locking Mailboxes
Research found that most consumers are content with an existing, standard mailbox, available at numerous retail and online locations. However, while some standard mailboxes are constructed of galvanized steel or heavy-duty plastics, others are made of aluminum, which increases the likelihood for damage from vandalism.

8

Primary Research !"#$%&'()
Primary Research
Survey
AdCave developed and distributed a consumer survey to a total of 761 members of the target in 13 states. Relevant findings included: » 69.7 percent of respondents reside in a suburban or rural area and 79 percent own their home. One-third of respondents reside in neighborhoods with covenants governing their mailbox purchases. » Respondents averaged a “5” on a seven-point Likert-scale regarding their overall concern for identity theft. (7 was the highest concern) » Credit card fraud and online transactions are of most concern to the target, while only 3.4 percent of respondents are most concerned with mail theft. » Only 11 percent of respondents are aware of Postal Vault Systems, Inc. » Durability and physical appearance, followed by security, are considered most when purchasing a mailbox. » Respondents would consider purchasing a secure mailbox if they have had a personal experience involving mail theft, are already planning to replace their mailbox or have an increased security need. Home Improvement Store 43.30% » Respondents with higher incomes have a greater level of concern for identity theft, Online Retailer 1.90% 58.40% while those with lower incomes Supplied by neighborhood/complex are slightly less concerned. 35.70% Other 19.10%
17.60% 18.10% 5.90%

Focus Group
AdCave also conducted two focus groups with 16 homeowners ranging in ages from 26 to 64. Participants were asked questions regarding identity theft awareness, use of mailboxes, and creative positioning of PVS. The focus groups also viewed a model of the Postal Vault® (PV101) and shared their feedback on the product. » Participants are aware of identity theft, but do not consider themselves a target. They feel that a personal experience with theft would prompt them to seek forms of protection. » Among participants, a “Postal Vault®” is any mailbox that locks, such as a P.O. box or apartment cluster. » Price is often a deciding factor, but members of the target are willing to invest more in a product guaranteed to last. A rural dweller stated, “My next mailbox will be indestructible.” » None of the participants would purchase the product online, but would consider it at a retail location, where they could see and interact with the Postal Vault® unit. » Many would be likely to invest in a PVS product if it included incentives, such as a lifetime warranty or free installation. » Nearly all participants felt that a fear appeal would be ineffective in positioning Postal Vault®. Responses included, “I would be insulted. I don’t like being told what to be afraid of,” and “I have enough things to worry about.” Many would prefer a more humorous or informational approach.
Focus Group

Curbside Door-side/Door-slot Cluster Other

Type of Mailbox

Where current mailbox was purchased

6% 18% Curbside Door-side/Door-slot Cluster 18% 58% Other

Home Improvement Store 19% 43% Supplied by neighborhood/compl ex 2% Other Online Retailer

36%

9

!"#$%&'() Primary Research
Concept Testing Home Show Intercepts

Interviews with Contractors
Phone interviews were conducted with eight purchasing agents, homebuilders and contractors in five of the opportunity markets. It was found that many homebuilders see little value in providing locking mailboxes to their customers, and often choose cluster models for convenience and affordability. Many make mailbox decisions based on the minimum standards set by the USPS. Because custom builders often work in high-income neighborhoods, the aesthetic appeal of a mailbox is more important than its ability to deter theft. Overall, homebuilders are largely unaware of the brand category.

Concept Testing
AdCave conducted two concept tests with members of the primary target market. These tests consisted of ten different tag line treatments and multiple variations of several print concepts. Through this testing AdCave found: » The current tag line “What’s protecting your mail?” tested the strongest. Participants loved the dual meanings, saying that it “caused them to question the lack of protection for their own mail while explaining what it was that Postal Vault® does.” » Striking visuals with humorous undertones grabbed the audience’s attention much more than the approaches that utilized fear or emphasized emotion. » The target wants to see Postal Vault® positioned side-by-side with a standard mailbox. » After viewing the roughs the target said they were very intrigued, and extremely likely to visit the Web site.

Retail Store Intercepts
Additionally, 13 store intercepts were conducted with customers at Lowe’s, The Home Depot, and Menard’s to discover consumers’ motivations for shopping, their mailbox preferences, and their awareness of mail theft. Participants were not aware of the secure mailbox category or the need for mail security as most shoppers were in need of mailboxes because they had recently moved into a new home, their existing mailbox had been damaged or their neighbors had purchased a more attractive model. Many consumers found a retail location the most convenient way to make a purchase.

Home Show Intercepts
The research team traveled to the annual Indianapolis Home Show in February 2006 and conducted interviews with 24 attendees, homebuilders and contractors. The Indianapolis Home Show is the nation’s oldest and the Midwest’s largest home-focused event with over 750 exhibits. This research revealed several key findings: » Contractors and homebuilders see little profitability in carrying a secure mailbox and feel it should be the homeowner’s decision. » Many consumers felt that owning a secure mailbox would draw attention and make them a more likely target for mail theft. » Several attendees considered mail theft a small contributor to identity theft, and felt that a secure mailbox would not aid in preventing the crime. “A lock is made for picking. If a thief wants in, he’ll get in,” replied one show attendee. » There were no mailbox companies sponsoring booths at the show. This demonstrates an opportunity for PVS to establish a unique presence at such events, which draw large crowds of high-income homeowners.

Key Consumer Insights
Members of the target: » Are aware of identity theft, but not overly concerned. » Do not take action to prevent identity theft unless they have a personal experience with the crime. » Believe they have more important things to worry about than their mailbox or the safety of their mail. » Feel that durability, appearance, and storage are the most important features in a mailbox. » Feel that security, while important, is not a deciding factor in purchasing a mailbox. However, it is an added incentive that should be considered. » Do not value a mailbox as highly as other household items, but are willing to spend more on a mailbox if they see it as an investment that will last. » Do not respond well to advertising with fear tactics.

10

Problems & Opportunities !"#$%&'()
Consumer
Problem: Few consumers are seriously concerned about identity theft or mail theft. Opportunity: Inform the consumer about the trends and problems involved with identity theft and demonstrate the need for a Postal Vault® to act as a method of prevention. Problem: There is little awareness of the secure mailbox category and little brand differentiation within the category. Opportunity: Introduce the secure mailbox category into the market and establish PVS as the leading brand among secure mailboxes by focusing on its unique features and benefits. Problem: PVS has limited retail exposure and consumers do not recognize the value of purchasing a mailbox online. Opportunity: Drive consumers to a redesigned and improved PVS Web site to make a purchase or locate a Postal Vault® retailer or installer. Problem: Consumers do not value their mailbox as much as other necessary household items and are satisfied with less expensive models of non-secure mailboxes. Opportunity: Position the Postal Vault® as a must-have household item with multiple benefits. Problem: It is difficult to locate consumers with the need and ability to purchase a secure mailbox. Opportunity: Utilize research methods that narrowly define the target to identify consumers of higher income levels who live within specifically aged homes in certain geographic locations.

Trade
Problem: Postal Vault® is only available online and in few retail locations. Opportunity: While company marketing and sales teams will boost retail presence, advertising and public relations efforts will increase brand awareness and online purchasing by driving more consumers to the PVS Web site. Problem: Homebuilders of single-family custom homes are unaware of the secure mailbox category as an important and profitable business opportunity. Opportunity: Inform and educate purchasing agents, key decision makers and mailbox wholesalers about the security and features of Postal Vault® as a replacement for standard mailboxes. Problem: Self-installation of the Postal Vault® unit is a complicated task for customers and the current method of providing access to contactors is inefficient. Opportunity: Align PVS with national mailbox installation companies or local installation experts in the opportunity markets while arranging for Postal Vault® retailers to cooperate with these suggested companies.

11

!"#$%&'() Creative Strategy
Business Objective
1. 2. 3. 4. Establish the secure mailbox category nationally and position Postal Vault® as the brand leader. Align with homebuilders/developers, home improvement retailers and mailbox installation companies to further Postal Vaults’® availability. Establish a direct connection between consumer’s vulnerability to identity theft as a result of having an unlocked mailbox. Place an emphasis on non-traditional media and IMC approaches.

Psychographic
The initial target outlined in the case was too broad to effectively reach the ideal audience. Therefore, the target has been segmented into the following subgroups based on the need to secure their mail with a lockable mailbox. 1. Travelers – 64 percent of business and recreational traveling is between one and six nights, with summer being the peak season of recreational travel. During a shorter travel time, travelers are less likely to stop delivery of their mail. 2. Home Business Owners and Work-At-Home Employees – There are 50 million Americans with home offices and 1.3 million in-home businesses in the United States. Those who own a home business are highly concerned about the well-being of their business and family and have a high level of concern about financial safety and security. 3. Consumers With a Concern For Security – Consumers who use online bill paying, home security systems or have been a victim of mail or identity theft. 4. Retirees – Social Security checks and home-delivered prescription drugs are prominent in their lives. This group focuses less on product status and more on product quality and value.
Age of Home in Dallas by Zip Code

Advertising Objective
1. 2. Cognitive – Increase the awareness of mail theft as a precursor to identity theft and position Postal Vault® as the best solution to the problem. Affective – Develop a sense of urgency in homeowners to replace their current mailbox with a Postal Vault® to protect their identity by reducing their vulnerability to mail theft. Conative – The end goal is to drive the target to the PVS Web site to: » Request information about PVS products » Find the location of Postal Vault® retailers and installers » Register for the identity theft newsletter » Purchase a Postal Vault® » Become Postal Vault® brand ambassadors to their friends and colleagues

3.

Target Market
PRIMARY Demographic
Homeowners aged 25-65 with an annual HHI of $130,000

Research found that people in these categories index above average for these lifestyle factors in their daily lives: » Golf » Expensive cars » Boating » Alumni events » Social clubs

Geographic
If three concentric rings were overlaid upon maps of the 10 opportunity markets, the ideal Postal Vault® customer would reside in the third ring from the center. In this third ring are suburbs and small towns where curbside mailboxes are common. The residents of this ring typically have higher family incomes ($130,000), their homes are of higher value and are between 12 – 35 years old. Homes this age would normally not have covenants restricting the type of mailbox that must be used.

12

Creative Strategy !"#$%&'()
SECONDARY Homebuilders and Developers
Many homeowners do not have the opportunity to choose the type of mailbox installed with their new home. Instead, the homebuilder or developer makes the decision about the type and style of mailbox. Primary research found these as the main reasons that homebuilders and developers choose a mailbox: 1. Meets United States Postal Service and developer standards 2. Cost efficiency 3. Model suitable to home value and style.

Retailers
Most mailboxes are purchased at national chain home improvement stores. Having a product in a national chain store boosts consumer confidence about product quality and the likelihood of purchase. Targeted locations include: » Home Depot » Lowe’s » Menards » Ace Hardware Current Perception: “We already offer a variety of mailboxes, including those that lock. Why add another line?” Desired Perception: “PVS products are approved by the United State Postal Service and offer unique, patented safety features that provide our customers with a superior product that bolsters our image.”

Trade Associations
The National Association of Home Builders has more than 200,000 members in the home building and development industries. Access to these members would provide significant exposure and credibility for Postal Vault®. Most large cities have builder associations that serve the greater metropolitan areas, allowing regions to be targeted. Current Perception: “We already have a relationship with a mailbox supplier. Our homebuyers never ask for a secure mailbox.” Desired Perception: “As the demand for secure mailboxes continues to grow it only makes sense to offer the market leader – Postal Vault® - to our customers as an added security measure.

Competitive Frame
Direct
Lack of awareness is the top competitor to Postal Vault®. There is a severe lack of brand recognition among consumers. Postal Vault® does compete directly with several companies that manufacture and distribute secure mailboxes with similar capabilities. » » » The Solar Group and dVault provide similar features on their products. Identity Theft 911 does not manufacture mailboxes but is a public organization dedicated to preventing identity theft. The Secure Mail Vault features a keyless entry system unlike any other competitor.

Homeowner Associations
Many neighborhoods have established homeowner associations that regulate the visual appeal of the community through covenants. Common regulations include home color, presence of pools, children’s playgrounds and mailbox type.

Indirect
As a method to prevent identity theft, Postal Vault® also competes with other forms of identity theft protection. Currently, consumers rely on online bill paying, Post Office boxes, paper shredders and computer firewalls to secure their identity.

Mailbox and Mailbox Post Installation Companies
Companies that install mailboxes and posts exist throughout the country and in each of the opportunity markets. Targeting this segment through media and IMC approaches will introduce Postal Vault® as a profitable extension to their company’s product line.

13

!"#$%&'() Creative Strategy
Positioning
Postal Vault® is currently positioned as “Not only a mailbox, but an entire security system for one’s mail.” Several unsuccessful attempts have been made by PVS to educate the public about identity theft and its products through radio, newspaper and television advertising. However, primary and secondary research has identified that the target markets remain largely unaware of Postal Vault® and the connection between unlocked mail and vulnerability to identity theft. Current Perception: “When I think of how to protect myself from identity theft, my mailbox is at the bottom of the list.” Desired Perception: “When I purchase a Postal Vault®, I will invest in peace of mind knowing that my mail and identity are safe.” Current Perception: “I have more important things in my life to worry about.” Desired Perception: “I spend so much time protecting other parts of my life – setting my home security system, computer passwords, even shredding documents. Yet my mail often sits in my front yard waiting for me – or someone else – to get it. Maybe it’s more important than I thought.” Current Perception: “What matters most is my wife and kids, not my mailbox.” Desired Perception: “By protecting my mail, I am protecting the financial and personal well-being of my family, as well as my business.”

Consumer Promise
Postal Vault® makes it easy for you to put your worries to rest about mail and identity theft. It’s proven to be a completely secure, USPS approved, lockable mailbox dedicated to protecting your family’s mail and financial future.

Claim Support
» » Seventy-one percent of Americans retrieve their mail within the first few hours of receiving it. With Postal Vault’s® large secure storage capacity, mail can be retrieved at the convenience of the consumer. Postal Vault® features tamper-resistant front and rear locks with a patented anti-fishing mechanism, which prevents someone from reaching in through the top of the mailbox and taking stored mail. This feature will appeal to consumers who may have experienced identity theft or have an increased need for mail security, since 35 percent of Americans believe that it is somewhat or very likely that they could have their personal financial information stolen. Postal Vault’s® alliance with the AIG insurance company provides comfort and peace of mind for the consumer as well as full financial protection that covers any form of identity theft. Consumers rely on several methods to protect their identity in many facets of their lives, but disregard the safety of their mail. PVS products are USPS approved. Postal Vault® offers decorative facades to make the product more aesthetically appealing to consumers who are concerned about mailbox appearance. Purchase of a PVS product includes free membership for one year with the Identity Theft Awareness and Assistance Program, or ITAAP.

» » » » »

Tone and Manner:
This campaign will appeal to the target through the use of subtle humor – more like a smile than a belly laugh - to introduce the importance of mail protection as a method of preventing identity theft. The target will be exposed to intriguing visuals of outrageous forms of mail protection. This will demonstrate how truly important mail protection is while drawing similarities between the image and protection capabilities of Postal Vault®. The ads will consist of a standard mailbox retrofitted with various forms of outlandish protection devices compared side-by-side to that of a Postal Vault® in a suburban setting. Concept testing showed that a side-by-side comparison to a standard mailbox was the most effective creative approach because the target is unaware of Postal Vault® and what it does.

Restrictions:
» » » Mention of the free AIG $25,000 insurance policy with the purchase of a Postal Vault®. Build and protect the Postal Vault® brand name. Must direct consumers to www.PostalVault.com.

The Big Idea:
The target is unaware of the connection between mail protection and preventing identity theft. Striking visuals featuring exaggerated forms of mail protection will be used to instill the concept of mail security top of mind with consumers. The visuals combined with the duality of the tagline, “What’s protecting your mail?” will present the problem of mail theft and the Postal Vault® solution.

14

Creative Executions !"#$%&'()
Television
“Mailbox Security Guard” “Anti-Theft Moat”

1

A security guard stands post beside the mailbox outside of Joe’s home. As Joe exits the house, the security guard announces his presence on his walkietalkie. Joe attempts to retrieve his mail but is stopped by the security guard, who informs him that it is protocol to check his identification.

1

Joe exits his house with a look of determination. He carries a garden hose and shovel in his hands.

2

2

Joe breaks ground and starts digging vigorously.

3

The security guard thoroughly examines Joe’s identification as Joe patiently waits to be granted access to his mail.

3

He proudly stands next to his newly “protected” mailbox, surrounded by an “anti-theft” moat.

4

Joe’s neighbor greets him as she approaches her mailbox. She questions his situation and Joe replies with frustration, “Just protecting my mail.”

4

Joe’s neighbor greets him as she approaches her mailbox. She questions his situation and Joe replies with pride, “Just protecting my mail.”

5

His neighbor easily removes her mail from her Postal Vault®, waves goodbye, and goes about her day.

5

His neighbor easily removes her mail from her Postal Vault®, waves goodbye, and goes about her day.

6

“What’s protecting your mail?” “PostalVault.com”

6

“What’s protecting your mail?” “PostalVault.com”

15

!"#$%&'() Creative Executions
Magazine
The print executions will be run in pairs and placed on consequent pages. The unbranded “teaser” ad on the first page will consist of the visual and pose the question: “What’s protecting your mail?”. On the second page, this question will be answered with the introduction of Postal Vault®, followed by product information. Concept testing revealed that the target would prefer for Postal Vault® to be compared side-by-side to a standard mailbox, with the Postal Vault® as the dominant figure. The size restrictions of a standard 8.5 x 11 insert will not allow for an effective visual using this technique, so a two-page placement will be used.

Mail theft is becoming one of the leading causes of identity theft. Introducing Postal Vault®. It’s strong, tough and terrorizes mail thieves. Plus it won’t detroy the neighborhood. Postal Vault® also provides $25,000 in AIG identity theft protection and allows you to customize the exterior to match your home. A secure mailbox from Postal Vault® protects you, your mail and your identity.

16

Creative Executions !"#$%&'()
Magazine

ab17900/Antony Nagelmann/Getty Images

Mail theft is becoming one of the leading causes of identity theft. Introducing Postal Vault®. It’s secure, durable and big enough to store weeks of mail. Plus it won’t challenge the neighbors to a match. Postal Vault® also provides $25,000 in AIG identity theft protection and allows you to customize the exterior to match your home. A secure mailbox from Postal Vault® protects you, your mail and your identity.

Mail theft is becoming one of the leading causes of identity theft. Introducing Postal Vault®. It’s safe, strong and guarantees against break-ins. Plus it won’t rip your clothes to shreds. Postal Vault® also provides $25,000 in AIG identity theft protection and allows you to customize the design to match your home. A secure mailbox from Postal Vault® protects you, your mail and your identity.

17

!"#$%&'() Creative Executions
Magazine Internet
Banner (468x80)

bd0436-004/Chris Windsor/Getty Images

Wide Skyscraper (160x600)

Mail theft is becoming one of the leading causes of identity theft. Introducing Postal Vault®. It’s secure, reliable and safeguards against intruders. Plus it doesn’t require overtime pay. Postal Vault® also provides $25,000 in AIG identity theft protection and allows you to customize the design to match your home. A secure mailbox from Postal Vault® protects you, your mail and your identity.

18

Creative Executions !"#$%&'()
Billboards

Direct Mail
Envelopes will appear to be armed with various forms of protection (e.g. envelope wrapped in barbed wire). However, the recipient will be able to easily open the piece of mail. They will find a brochure about PVS, a newsletter directing them to the Web site and special promotions toward a Postal Vault® purchase.

19

!"#$%&'() Creative Executions
Alternative
Newspaper Ad Bags

Mail Mobile

Golf Cup Ads

Postal Vault® Stamps

Wha t’

ecting your ma prot s

These trucks will be assembled as a form of mobile advertisement. Painted on the sides will be the tag-line, “What’s protecting your mail?” On the rear will be a rotating billboard. This will consist of a brightly lit, multi-image, rotating display. AdCave will place a series of three ads that will rotate every eight seconds.

il?

ww

w.p

ostalvault .

co

m

20

Media Plan !"#$%&'()
Objectives & Strategies (Consumer)
Target
Objective: Establish 75 percent awareness among Postal Vault® prospects on a local level in the opportunity markets and 30 percent nationally. Strategy: Use a mix of alternative and traditional media and IMC to attract the target market and drive them to the PVS Web site.

Objectives & Strategies (Trade)
Target
Objective: Establish awareness of the secure mailbox category among homebuilders/ developers and retail outlets and demonstrate that homebuilders and retailers can benefit by becoming Postal Vault® distributors. Strategy: Use trade magazines supplemented by television and Postal Vault® exhibits at trade shows in all opportunity markets.

Geographic
Objective: Place a combination of non-traditional and traditional media nationally with heavy up in the opportunity markets of high identity/mail theft. Strategy: Provide national campaign and heavy up in opportunity markets focusing on specific demographics of wealthy third-ring suburban areas, where the age of the home is older and home value is higher.

Scheduling/Seasonality
Objective: Provide a pulsing media plan with heavy-up in local opportunity markets. Strategy: Use a mix of traditional media and IMC to effectively reach the trade target.

Geographic
Objective: Place a combination of traditional media nationally with PR and promotions on a local basis. Strategy: Provide national campaign with heavy up in opportunity markets focusing on home builders/developers, homeowner associations and the National Association of Homebuilders.

Scheduling/Seasonality
Objective: Keep Postal Vault® as the solution to mail tampering on the top of the targets’ minds for the duration of the campaign. Strategy: Expose the target to a continuous level of media throughout the campaign with heavy-up at the beginning and end.

Reach and Frequency
Objective: Nationally, reach 50 percent of target households with a frequency of four. Locally, reach 80 percent of target households with a frequency of four. Strategy: Use a combination of media with emphasis on non-traditional media in areas where the target is likely to see them, such as airports, Internet and inflight magazines.

Alternative Media
Per Inquiry Television
Per inquiry television was chosen based on its cost efficiency. The budget is based on inquiries generated, rather than on show ratings. Six cable networks were chosen based on demographic data, remodeling programming and high household numbers. Each station was allocated an equal budget of $50,000.
Vehicle Travel Channel HGTV TLC Discovery Lifetime Comedy Central Total Specifications 30 sec. spot 30 sec. spot 30 sec. spot 30 sec. spot 30 sec. spot 30 sec. spot Cost Per Inquiry $8.50 $8.50 $8.50 $8.50 $8.50 $8.50 Flight Date March ’07 – Nov. ‘07 March ’07 – Nov. ‘07 March ’07 – Nov. ‘07 March ’07 – Nov. ‘07 March ’07 – Nov. ‘07 March ’07 – Nov. ‘07 Cost $50,000 $50,000 $50,000 $50,000 $50,000 $50,000 $300,000

Creative
Objective: Provide media to assist the creative strategy in establishing PVS as the brand choice and industry leader in the secure mailbox category. Strategy: Use innovative and unique alternative media supported by traditional media to demonstrate that Postal Vault® is a viable solution to a problem of which the target is unaware.

Budget
Objective: Fully maximize the $17.5 million media budget by using an effective media mix to efficiently reach the target audience. Strategy: Focus 53 percent of the given budget on non-traditional media such as IMC, Internet and other alternative media. Thirty-two percent will be spent on traditional media, such as print and television. The last 15 percent will be spent on production and contingency.

21

!"#$%&'() Media Plan
Newspaper Bags
AdCave will allocate $400,000 toward the purchase of 20 million newspaper bags that will be used to distribute the newspapers listed below. Ten million bags will be distributed in March to help launch the new product campaign, the last ten million will be distributed in November to end the campaign. This will reach homeowners located in the third ring around the opportunity markets.
Newspapers Chicago – The Chicago Tribune Dallas – The Dallas Morning News Houston – The Houston Chronicle Las Vegas – Las Vegas Sun Miami – The Miami Herald New York – New York Post Phoenix – The Arizona Republic Riverside – Press Enterprise San Antonio – San Antonio Express News San Diego – The San Diego Union San Francisco – San Francisco Chronicle

CitiBank Statement Inserts
AdCave will place inserts in nine monthly statements of CitiBank customers. Inserts will be placed in monthly statements every month throughout the campaign. This is an efficient and direct way to target people who depend on the mail for their monthly statements. This insert will feature product information and lead consumers to the Web site for more information and possible purchase. AdCave will leverage the success of the CitiBank identity theft ad campaign to entice customers to seek additional information about Postal Vault®.
Source CitiBank Audience 2,000,000 Freq 9 Insert $.02 Cost $360,000

Homebuilder Newsletters
To reach homebuilders on a national level AdCave will sponsor the National Association of Homebuilders (NAHB) e-newsletters that are distributed weekly. As an NAHB sponsor AdCave will be able to connect with more than 220,000 members. NAHB’s builder members construct about 80 percent of the nation’s new housing projects. This buy will increase awareness of Postal Vault® by connecting with NAHB’s builder members. AdCave will allocate $250,000.

Newspaper Inserts
Preprinted newspaper inserts will be used to stand out from the advertising clutter in newspapers and will run each month throughout the campaign. Inserts can more effectively create awareness and inquiries than a typical newspaper ad. Newspapers were chosen based on circulation and their reach in the targeted top identity/mail theft cities. Inserts will be distributed to circulation zones in the third ring around metro areas.
Newspaper Arizona Republic Chicago Sun Times Dallas Morning News Houston Chronicle Las Vegas Review Los Angeles Times Miami Hearld Riverside Press-Enterprise San Antonio Express News San Diego Union Tribune San Francisco Chronicle Total Circulation 386,542 215,326 317,164 374,417 194,878 862,921 188,681 143,868 214,337 250,579 108,602 CPM $43.00 $54.00 $52.00 $54.32 $41.35 $77.00 $67.50 $44.00 $58.00 $43.00 $72.00 Frequency 8 8 8 8 8 8 8 8 8 8 8 GRIMPS 3,092,336 1,722,608 2,537,312 2,995,336 1,559,024 6,903,368 1,509,448 1,150,944 1,714,696 2,004,632 868,816 Cost $35,957 $31,900 $48,794 $55,142 $37,703 $89,654 $22,362 $26,158 $29,564 $46,619 $12,067 $435,921

Check Box Inserts
AdCave will allocate $200,000 to place inserts in new orders for personal checks. This is a low cost way to target retirees and many homeowners that rely on personal checks to pay their bills. Since checks are ordered on an as-needed basis, this medium will run throughout the campaign.

Postal Vault® Stamps
Stamps with the PVS logo will be sent to consumers in the suburban and rural areas of the top markets for identity/mail theft. Each mailer will have identity theft facts and Postal Vault® features along with nine stamps. This will reach consumers who receive the mailer as well as those who receive a piece of mail with the stamp. AdCave will allocate $400,000 to this buy.

Golf Cup Ads
Golf cup inserts will be designed to sit at the bottom of a cup. AdCave will select the most popular private and public courses in the opportunity markets. AdCave will feature the Web site on this buy because golfers will be seeing the ad for only the few seconds. They will, however, see the ad 18 times. This buy will target frequent golfers, travelers and retirees. AdCave will allocate $200,000 for this buy.

22

Media Plan !"#$%&'()
Inflight Infomercials
To reach travelers, AdCave will produce a two-minute infomercial that runs on free inflight TV. Infomercials will feature the “What’s protecting your mail?” campaign. They will run on flights to and from the top identity/mail theft cities as well as the top travel destinations. AdCave will allocate $200,000 for this buy.

Caremark Mail-Order Prescription Inserts
To reach retirees that depend on the mail for their prescriptions, AdCave will place inserts inside the prescription packages. This buy will reach consumers in a direct way, at their home. This insert will contain product information and direct the consumer to the Web site. AdCave will allocate $100,000.

Illuminated Airport Advertising
To target travelers, AdCave will run transit ads in the major cities of identity theft and mail theft. AdCave will be running five poster-size illuminated ads in 11 international airports throughout the entire campaign. Airports require that persons traveling arrive up to two hours prior to departure, which gives many people the opportunity to see the advertisements while waiting for their plane to depart.
Airport Chicago O’hare Dallas/Fort Worth International Los Angeles International Sky Harbour International McCarran International Miami International San Francisco International John F. Kennedy International San Diego International San Antonio International Bush Intercontinental Total Location Chicago Dallas Los Angeles Phoenix Vegas Miami San Francisco New York San Diego San Antonio Houston Size Poster Poster Poster Poster Poster Poster Poster Poster Poster Poster Poster Cost/Month Ads/Month $1,500 $1,500 $1,500 $1,000 $1,000 $1,000 $1,000 $1,000 $950 $950 $900 5 5 5 5 5 5 5 5 5 5 5 Cost $60,000 $60,000 $60,000 $40,000 $40,000 $40,000 $40,000 $40,000 $38,000 $38,000 $36,000 $492,000

Internet Word Search
A small portion of the budget has been allocated toward Internet word search on Google.com and Yahoo.com. Because Postal Vault® is a product that is primarily sold over the Internet, AdCave needs to increase organic search results. By sponsoring a paid search on Google, AdCave will reach segments of the target that are already in the market for a mailbox.
Web site Google.com Google.com Google.com Google.com Google.com Google.com Google.com Google.com Google.com Yahoo.com Yahoo.com Yahoo.com Yahoo.com Yahoo.com Yahoo.com Yahoo.com Yahoo.com Yahoo.com Total Keywords Curbside Mailbox Fraud ID Theft Lockable Mailbox Mail Mail Theft Mailbox Secure Mailbox Security Curbside Mailbox Fraud ID Theft Lockable Mailbox Mail Mail Theft Mailbox Secure Mailbox Security Months 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 CPC $0.10 $0.10 $0.10 $0.10 $0.10 $0.10 $0.10 $0.10 $0.10 $0.10 $0.10 $0.10 $0.10 $0.10 $0.10 $0.10 $0.10 $0.10 Cost/Month $1,500 $1,500 $1,500 $1,500 $1,500 $1,500 $1,500 $1,500 $1,500 $1,500 $1,500 $1,500 $1,500 $1,500 $1,500 $1,500 $1,500 $1,500 Cost $13,500 $13,500 $13,500 $13,500 $13,500 $13,500 $13,500 $13,500 $13,500 $13,500 $13,500 $13,500 $13,500 $13,500 $13,500 $13,500 $13,500 $13,500 $243,000

Walgreen’s and CVS Bags
Because 80 percent of retirees receive one or more prescriptions per month, AdCave will purchase the back of Walgreen’s and CVS shopping bags. AdCave will allocate $150,000 to buy as many bags as possible in the top cities for identity/mail theft. The purpose of these bags is to attract interest and drive potential customers to the Web site.

23

!"#$%&'() Media Plan
Internet Banner Ads
Internet advertising will provide a direct link to the Postal Vault® Web site where consumers can easily find more information and ultimately make a purchase. Internet advertising is a cost efficient medium that that is easily targeted at all market tsegments. Web sites such as Expedia.com and Travelocity.com will reach a wide range of travelers. News information sites such as Yahoo.com and CNN.com will appeal to a large number of retirees as well as working members of the target. Better Homes & Gardens (bhg.com) and HGTV.com will reach members of the target that wish to improve their home.
Web site HGTV.com CNN.com Expedia.com Yahoo.com travelocity.com bhg.com Total Ad Type Banner Banner Banner Banner Banner Banner Months 9 9 9 9 9 9 Monthly Traffic 2,900,000 18,500,000 16,471,000 15,000,000 14,560,000 4,203,097 CPM $27.00 $35.00 $25.00 $34.00 $41.00 $45.00 Cost/ Month $1,074 $5,286 $6,588 $4,412 $3,551 $934 Cost $9,666 $47,574 $59,292 $39,708 $31,959 $8,406 $196,605

Direct Mail – Home Business Owners
Direct mail pieces will be sent out to home business owners each month during the campaign. Direct mail is a cost efficient and direct way to target home business owners in the top markets of both mail and identity theft. Pieces about mail security will attract the attention of home business owners due to the large amounts of important mail and packages received on a daily basis.
City (County) Los Angeles/Riverside (Los Angeles) Chicago (Cook) Phoenix (Maricopa) Dallas/ Ft. Worth (Dallas/Tarrant) Miami (Miami-Dade) San Diego (San Diego) Las Vegas (Clark) San Francisco (San Francisco) Houston (Harris) San Antonio (Bexar) New York (New York) Total List Price # of Leads Freq. $4,180 $2,643 $1,795 $2,960 $1,540 $1,723 $1,278 $981 $2,390 $1,153 $1,247 24,586 15,544 10,558 17,046 8,109 10,134 6,390 3,271 14,058 5,767 6,237 8 8 8 8 8 8 8 8 8 8 8 Postage $9,590 $6,062 $4,118 $6,648 $3,163 $3,952 $2,492 $1,276 $5,483 $2,249 $2,432 Cost $80,900 $51,139 $34,739 $56,144 $26,844 $33,339 $21,214 $11,189 $46,254 $19,145 $20,703 $401,610

Traditional Media
Inflight Magazines
Inflight magazines were chosen for their ability to target travelers. Sky, Hemispheres and U.S. Airways Magazine compliment each other and offer very little duplication. Ads will be placed on concurrent pages for the first six months of the campaign during peak travel season. These magazines cover approximately 50 percent of all air traffic in the U.S. Delta Sky is the audience leader in the inflight category and delivers more passengers and readers than any other airline in the world. United Hemispheres delivers coverage of the top five DMAs, brings the highest composition of business travelers and has the highest median HHI. U.S. Airways delivers the best coverage of the northeast “Power Corridor.” These magazines will provide the opportunity to target travelers that do not live in or travel to the cities that are high in identity and mail theft.
Magazine Airline Sky Delta Hemispheres United U.S. Airways America West Magazine & U.S. Airways Total Ad Size Cost/Ad Monthly Audience Insertions Freq CPM Full pg. $34,909 3,650,000 12 2 $7.15 Full pg. $34,909 1,803,000 12 2 $14.47 Full pg. $17,722 1,214,000 12 2 $10.91 Cost $418,914 $418,914 $212,670 $1,050,498

Remnant Newspaper Advertising
AdCave will run quarter page remnant newspaper ads the first week of every month in the same papers as the FSIs and trade show supplement ads. Remnant ads are offered at 85 percent off the open inch rate. This is a cost effective way to reach all segments of the target, especially those that receive Social Security checks at the beginning of the month. This will cost $56,225.

24

Media Plan !"#$%&'()
Newspaper
Newspapers will be used on a local basis to supplement trade shows. Ads will run the five days preceding the show and will announce the presence of Postal Vault® as well as general product information.
Newspaper Arizona Republic Dallas Morning News Houston Chronicle Las Vegas Review Miami Herald New York Post Press Enterprise San Antonio Express News San Diego Union Tribune San Francisco Chronicle Total Market Chicago, IL Dallas, TX Houston, TX Las Vegas, NV Miami, FL Phoenix, AZ San Antonio, TX San Diego, CA San Francisco, CA Total Station TLC HGTV Program Flip That House Trading Spaces Design to Sell Househunters Curbappeal Dream House It Takes a Thief Assembly Required DIY to the Rescue From Junky to Funky Larry King Live Population 320,000 2,062,000 2,009,690 603,000 376,815 8,085,742 449,000 1,214,725 1,101,000 744,230 Circulation 452,016 468,221 527,744 199,299 312,811 678,105 188,228 238,142 354,456 485,668 Ad Size 2 col. x 10” 2 col. x 10” 2 col. x 10” 2 col. x 10” 2 col. x 10” 2 col. x 10” 2 col. x 10” 2 col. x 10” 2 col. x 10” 2 col. x 10” Cost/Ad $7,327 $10,727 $11,798 $3,214 $7,335 $10,338 $3,103 $5,093 $6,018 $10,013 Reach 21.9 20.4 20 22.8 47.9 1.69 46 12 15.5 22.8 Freq 5 5 5 5 5 5 5 5 5 5 GRPs 109.5 102 100 114 239.5 8.45 230 60 77.5 114 GRIMPs 2,260,080 2,341,105 2,638,720 996,495 1,564,055 3,390,525 941,140 1,190,710 1,772,280 2,428,340 CPM 8.10 11.45 11.18 8.06 11.73 7.62 8.24 10.69 8.49 10.31 Cost $36,635 $53,635 $58,990 $16,069 $36,678 $51,690 $15,519 $25,463 $30,090 $50,065 $374,834 Cost $268,800 $204,000 $138,600 $67,860 $20,475 $204,000 $90,180 $50,160 $144,900 $1,188,975 Cost $243,000.00 $243,000.00 $157,500.00 $157,500.00 $157,500.00 $157,500.00 $90,000.00 $54,000.00 $54,000.00 $54,000.00 $225,000.00 $1,593,000.00

Billboard
Billboard advertising is intended to reach all target segments. Billboards will run for the last three months of the campaign in the opportunity markets. This strategy will drive sales and Web site visits after consumers have already been exposed to the campaign.

Population 6,192,400 2,496,000 3686600 1206600 348300 2525400 1220300 2202900 2491200

Months 3 3 3 3 3 3 3 3 3

GRPs 100 100 100 100 100 100 100 100 100

Total Impressions 172,032,000 71,400,000 103488000 34070400 9898000 71400000 34602400 18,088,000 71226400

CPM $4.34 $8.17 $3.76 $5.62 $5.88 $8.08 $7.39 $2.23 $5.82

Cost/Month $89,600 $68,000 $46,200 $22,620 $6,825 $68,000 $30,060 $16,720 $48,300

Cable TV
National cable channels are an effective way to reach specific segments on a large scale. Every week of the campaign, one commercial will run during selected shows. All channels selected will reach specific segments of the target. Cable TV will help establish the lockable mailbox category and position Postal Vault® as the brand leader.

# Months

Daypart

CPP 3000 3000 2500 2500 2500 2500 1000 1000 1000 1000 2500

Reach 1.8 1.8 1.4 1.4 1.4 1.4 2 1.2 1.2 1.2 2

30 sec/$ Freq./Mo. GRPs 5400 5400 3500 3500 3500 3500 2000 1200 1200 1200 5000 5 5 5 5 5 5 5 5 5 5 5 9 9 7 7 7 7 10 6 6 6 10

TRPs 2.07 2.07 1.61 1.61 1.61 1.61 2.3 1.38 1.38 1.38 2.3

GRIMPS (000) 3.726 3.726 2.254 2.254 2.254 2.254 4.6 1.656 1.656 1.656 4.6

Discovery DIY

CNN Total

March to November Primetime March to November Primetime March to November Primetime March to November Primetime March to November Primetime March to November Primetime March to November Late Fringe March to November Primetime March to November Primetime March to November Primetime March to November Primetime

25

!"#$%&'() Media Plan
Spot Television
AdCave will use early morning news shows to reach all segments of the target. These morning shows were selected because of their high ratings and will reinforce the IMC product placements discussed later in the book.
Cities Los Angeles San Francisco Dallas Las Vegas San Diego Miami Phoenix Houston Chicago New York San Antonio Total Station NBC ABC NBC ABC NBC ABC NBC ABC NBC ABC NBC ABC NBC ABC NBC ABC NBC ABC NBC ABC NBC ABC Program Today Show Good Morning America Today Show Good Morning America Today Show Good Morning America Today Show Good Morning America Today Show Good Morning America Today Show Good Morning America Today Show Good Morning America Today Show Good Morning America Today Show Good Morning America Today Show Good Morning America Today Show Good Morning America Months March - November March – November March – November March – November March – November March – November March – November March – November March – November March – November March – November March – November March – November March – November March – November March – November March – November March – November March – November March – November March – November March – November Daypart Morning Morning Morning Morning Morning Morning Morning Morning Morning Morning Morning Morning Morning Morning Morning Morning Morning Morning Morning Morning Morning Morning CPP $ 555 555 272 272 178 178 73 73 124 124 83 83 107 107 141 141 225 225 541 541 46 46 Reach 5.2 4.1 5.2 4.1 5.2 4.1 5.2 4.1 5.2 4.1 5.2 4.1 5.2 4.1 5.2 4.1 5.2 4.1 5.2 4.1 5.2 4.1 30 sec/spot$ 2886 2275.5 1414.4 1115.2 925.6 729.8 379.6 299.3 644.8 508.4 431.6 340.3 556.4 438.7 733.2 578.1 1170 922.5 2813.2 2218.1 239.2 188.6 Freq/Mo. 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 GRPs 20.8 16.4 20.8 16.4 20.8 16.4 20.8 16.4 20.8 16.4 20.8 16.4 20.8 16.4 20.8 16.4 20.8 16.4 20.8 16.4 20.8 16.4 TRPs 4.8 3.7 4.8 3.8 4.8 3.8 4.8 3.7 4.8 3.8 4.8 3.8 4.8 3.82 4.8 3.8 4.8 3.8 4.8 3.8 4.8 3.8 Gross Imps. 24.8768 15.4652 24.8768 15.4652 24.8768 15.4652 24.8768 15.4652 24.8768 15.4652 24.8768 15.4652 24.8768 15.4652 24.8768 15.4652 24.8768 15.4652 24.8768 15.4652 24.8768 15.4652 Cost $103,896.00 $81,918.00 $50,918.40 $40,147.20 $33,321.60 $26,272.80 $13,665.60 $10,774.80 $23,212.80 $18,302.40 $15,537.60 $12,250.80 $20,030.40 $15,793.20 $26,395.20 $20,811.60 $42,120.00 $33,210.00 $101,275.20 $79,851.60 $8,611.20 $6,789.60 $785,106.00

National Trade Magazine
National trade magazines will effectively reach the secondary target of homebuilders. AdCave will run three advertisements in each of these five quarterly magazines in April, August and November. AdCave wants homebuilders to see Postal Vault® and suggest it as the new mailbox for new additions being built.

Magazine 50 Plus Builder Custom Home Options Rural Builder Total

Ad Size Cost/Ad Circulation GRIMPs Insertions Freq Full pg. Full pg. Full pg. Full pg. $1,020 $1,020 $7,479 $3,315 $5,029 15,000 13,027 40,000 25,000 25,035 135,000 117,243 360,000 225,000 225,315 9 9 9 9 9 3 3 3 3 3

CPM $61.20 $70.47 $168.68 $119.34 $180.79

Cost $9,180 $9,180 $67,473 $29,835 $45,261 $160,929

Builder & Developer Full pg.

26

Media Plan !"#$%&'()
Local Trade Magazine
Local trade magazines were selected on the same criteria as national trade magazines but with an emphasis on markets with high mail and identity theft. Local trade magazines have a low CPM and reach large numbers of builders and developers. These magazines are also quarterly and AdCave will run four advertisements in each edition during the campaign period.
Magazine American Builder American Builder The Blue Book of Building & Construction Geography Arizona Edition Nevada Edition New York Ad Size Cost/Ad Circulation GRIMPs Insertions Freq Full pg. Full pg. Full pg. Full pg Full pg. Full pg. Full pg. Full pg. $955 $955 $433 $433 $433 $433 $433 $433 $433 2,000 1,500 47,215 39,515 35,867 24,949 30,489 26,952 27,758 24,000 18,000 566,580 474,180 430,404 299,388 365,868 323,424 333,096 12 12 12 12 12 12 12 12 12 4 4 4 4 4 4 4 4 4 CPM $57.30 $76.40 $11.00 $13.15 $14.49 $20.83 $17.04 $19.28 $18.72 Cost $11,460 $11,460 $5,196 $5,196 $5,196 $5,196 $5,196 $5,196 $5,196 $59,292 The Blue Book of Building & Construction Southern California The Blue Book of Building & Construction The Blue Book of Building & Construction The Blue Book of Building & Construction The Blue Book of Building & Construction Total South Florida Chicago Dallas/Fort Worth Houston The Blue Book of Building & Construction Northern California Full pg.

Media Flow Chart
Medium Direct Mail Builder Newsletters Inflight Magazines Billboards Television - Spot Television - Cable Trade Magazines Alternative Media March April May June July August September October November

Total Media Spending
3% 16% Alternative & IMC Direct Mail Inflight Magazines Trade Magazines Billboard Television Newspaper 62% 3%

8%

1% 7%

27

!"#$%&'() IMC
Integrated Marketing Communications involves reaching the consumer through public relations and promotions. These tactics catch the consumer off-guard and pique their interest in Postal Vault® products. IMC reaches the consumer through alternative media channels and allows the PVS brand to grow in the minds of consumers.

Extreme Makeover: Home Edition
Objective: To increase awareness of Postal Vault® with nationwide viewers of “Extreme Makeover: Home Edition” and drive traffic to the Postal Vault® Web site. Strategy: The Extreme Makeover episode will show viewers the negative impacts identity theft can have on victims. Rationale: Viewers will sympathize with the identity theft victims shown on TV and will want to learn more about identity theft and how Postal Vault® can help prevent it. Tactics: Postal Vault® will donate its premiere model to be featured and installed during an episode of “Extreme Makeover: Home Edition.” By doing this, Postal Vault® will be recognized as a sponsor of the episode and the Postal Vault® Web site will be mentioned during the episode’s broadcast. Cost: $1 million

Promotions
Final Four Postal Vault® “Theft of the Game”
Objective: To use the exposure of the NCAA tournament to promote all Postal Vault® products and kick off the campaign. Strategy: Sponsor the Postal Vault® “Theft of the game” in the NCAA basketball tournament. Rationale: By creating the PVS “Theft of the game,” the public will become familiar with the brand as it is mentioned in replays. Tactics: When a steal occurs in each of the tournament games, one key play becomes the Postal Vault® “Theft of the game.” The exposure from replays will build awareness of PVS and mail theft. By supporting the tournament, Postal Vault® commercials will run as part of the sponsorship throughout the games. PVS will also be mentioned as a sponsor of the NCAA as the games air. During half-time at the games, ten seat numbers will be called and the occupants of each seat will receive a voucher for their own Postal Vault®. Cost: $1.3 million

Lowe’s Safety Days
Objective: To increase awareness of Postal Vault® with consumers who participate in do-it-yourself projects and to increase purchases at Lowe’s stores. Strategy: Lowe’s Safety Days will show do-it-yourself homeowners how simple it is to install a Postal Vault® and how the product can compliment their home and landscaping. Rationale: Postal Vault® will be able to reach consumers with something more than just traditional media; consumers will be able to look at the models and see product demonstrations. Tactics: Partner with Lowe’s to have demonstrations in their stores nationwide. Do-ityourself programs will feature Postal Vault® and employees will show customers how to install a Postal Vault® at their home. Additionally, other products can be featured as part of the “Safety Days” including home security systems from ADT Security Services®, deadbolt locks from Weiser Lock® and home safes from Sentry Safe®. Cost: $200,000

Major League Baseball Postal Vault® “Theft of the Game”
Objective: To use the high ratings achieved by MLB Championship Series and World Series to promote Postal Vault® products and bring the campaign to a close. Strategy: Sponsor the American and National League Championship Series and World Series games and create the Postal Vault® “Theft of the game.” Rationale: By creating the PVS “Theft of the game” the public will become familiar with the brand as it is mentioned in replays. Tactics: As bases are stolen throughout the games, one steal each game will become the Postal Vault® “Theft of the game.” The exposure from replays will build awareness of PVS and mail theft. By sponsoring baseball championship games, Postal Vault® commercials will run as part of the sponsorship throughout the series. PVS will also be mentioned as the games air as a proud sponsor of the World Series. During the games’ seventh inning stretch, ten seat numbers will be called. The occupants of each seat will receive their own Postal Vault®. Cost: $1.3 million

Ultimate Secure Home Give-away
Objective: To generate publicity and buzz about Postal Vault® in the top markets throughout the country. Strategy: The Ultimate Secure Home Give-away will demonstrate a compassionate outreach to identity theft victims, while at the same time increasing awareness of identity theft problems in the United States. Rationale: Consumers will see that local members of the community have been victims of identity theft and realize their own vulnerability.

28

IMC !"#$%&'()
Tactics: Postal Vault® will partner with ADT Security Services®, Weiser Lock® and Sentry Safe® to provide all of the components of a fully secure home. The winner of the secure home will be a homeowner in each of the target cities who has been a recent victim of mail or identity theft. Postal Vault® will donate its premiere model to the homeowner and split costs for installation from a contractor with the other three partners. Press releases will be distributed to all of the local media in the markets, allowing media outlets to create stories on the topic of identity theft. These stories will also give Postal Vault® a positive public relations buzz, since the company is helping identity theft victims. Cost: $150,000 Rationale: Homebuilders will be able to use Postal Vault® as a benefit to consumers for their new homes, which will increase the demand for their homes. Additionally, Postal Vaults® can be tailored to match the homes’ exteriors, further enhancing the aesthetics of the house. Homeowners will view Postal Vault® as another option for their new home; a trend that can quickly spread between neighborhoods. Tactics: Postal Vault® will partner with major homebuilders throughout the major target markets in the United States. Each local homebuilder will receive enough free Postal Vaults® to install in one of their subdivisions featured in the Parade of Homes. Cost: $100,000

Home Show Partnership with Home Builders
Objective: To promote the use of Postal Vault® products by partnering with top home builders at home shows. Strategy: PVS will partner with top home builders like Centex Homes, Pulte Homes and D.R. Horton to promote the use of Postal Vault® products. Rationale: Ninety-eight percent of attendees to home shows are homeowners with an average income of $150,000. Usually, these attendees are looking to upgrade their home in some way. PVS’s presence at these shows is crucial to introducing the product to potential customers. Tactics: A full-sized home is built within each of the home shows’ arenas by the partnering home builder. The homes will feature a Postal Vault® product. Postal Vault® will have a booth displayed around the house and attendees will be able to tour the home and view all the Postal Vault® mail theft security features. Cost: $82,710

“Good Morning America” and “Today Show” Mail Theft Feature Stories
Objective: To use the popularity of morning shows to highlight the growing identity and mail theft problem. Strategy: Pitch a mail theft story that features Postal Vault® products, using Bobbie Cox as the spokesperson. Rationale: The message will reach all segments of the target audiences and increase awareness of identity theft problems to a national audience. Tactics: Bobbie Cox will make guest appearances on both “Good Morning America” and the “Today Show” promoting Postal Vault® products. Feature stories on the morning shows will examine the problems of mail and identity theft and the effects they have on the public. PVS will be positioned in the stories as a solution, along with other tips for consumers to prevent themselves from becoming victims of identity theft. Cost: $50,000

Public Relations
Parade of Homes
Objective: Increase awareness of Postal Vault® among homebuilders and new homeowners. In time, homeowners will start requesting a Postal Vault® with their new home after seeing secure mailboxes used in the Parade of Homes. Strategy: Use the Parade of Homes in top identity theft cities to increase homebuilders’ awareness of Postal Vault® and to increase installations for new homes in the target markets.

Airline Magazine Feature Stories
Objective: To increase awareness of Postal Vault® and to increase traffic to the Web site. Strategy: Suggest ideas for identity theft stories to appear in inflight airline magazines. Rationale: Travelers will learn more about PVS. Additionally, it will create awareness of the Postal Vault® product and identity theft among travelers. Tactics: Postal Vault® will pitch story ideas and/or write magazine stories for the inflight magazines for Hemispheres from United Airlines, Sky from Delta Airlines and U.S. Airways Magazine from U.S. Air. The magazine stories will concentrate on the worries of identity theft, but offer Postal Vault® as a possible solution to consumers. Cost: None

29

!"#$%&'() IMC
Media Kit
Objective: To announce the sponsorships and contests and inform the media of the growing problem of identity theft. Strategy: Send out media kits to major newspapers and television stations in the top markets for identity theft. Rationale: Keep identity theft in the minds of reporters in order to educate the public of the growing problem. This education will spark story ideas and lead to identity and mail theft prevention tactics and products. Tactics: The kit will contain ideas that motivate interest in identity theft and PVS products. The kit will be sent to media outlets in the top identity theft cities. Also, homebuilders will receive media kits to show the full diversity of the product line. The kit will include fact sheets and brochures on identity theft, Postal Vault® product brochures and Ultimate Secure Home information, and a video news release on the PVS product line. Cost: $100,000 Rationale: PVS’s unique product will entice consumers to learn more about their options. Tactics: Send kits to consumers who have requested information from the PVS Web site or registered to win the Secure Home at one of the home shows. Additionally, consumer kits will be sent to homebuilders so they can distribute them to their potential homebuyers. The kit will be packaged in a brown envelope that looks as if it has been tampered with bearing the words.,“Is your mail safe?” Cost: $100,000

Blog
Objective: To increase awareness of Postal Vault® products with consumers who visit the identity theft blogs. Strategy: Use buzz marketing to create interest in Postal Vault® products. Rationale: The blogs will target the segment of consumers with a concern for security as well as those in the primary target who work during the day and use the Internet frequently. Tactics: Hire a team of professional bloggers to visit identity theft blogs on the Internet and post about the benefits of Postal Vault®. The blogs will provide links to the Postal Vault® Web site and can appear in an organic search. Cost: $50,000

Consumer Kit
Objective: To create interest and encourage purchase of Postal Vault® products. Strategy: Send consumer kits to those showing interest in Postal Vault® at trade shows and other promotions.

IMC Schedule
Promotion Final Four Postal Vault® “Theft of the Game” Major League Baseball Postal Vault® “Theft of the Game” Partnership with Homebuilders “Good Morning America” and “Today Show” Mail Theft Feature Stories Airline Magazine Feature Stories Media Kit Consumer Kit Lowe’s Safety Days Extreme Makeover: Home Edition Ultimate Secure Home Give-away Parade of Homes March April May June July August September October

30

Budget/Recommendations !"#$%&'()
Recommendations and Campaign Evaluation
In order to make Postal Vault® products more appealing to members of the target, AdCave Creations recommends the following: 1. Improve the existing Web site to create a more user-friendly interface. An updated Web site is necessary if PVS chooses to use the Internet as its main form of distribution. The Web site address is also included in all creative executions to drive more consumers to make a purchase or request information. 2. Maintain a quality customer service system. Provide current and prospective customers with assistance 24 hours a day, seven days a week. Allow customers to track their purchases from the time of order to the time of delivery. 3. Give customers the opportunity for 30-day trial with a money-back guarantee. Consumers are more willing to make an investment in Postal Vault® if they feel their satisfaction is important and are given the freedom to change their mind. 4. Create alliances with national mailbox installation companies. As an added incentive for purchase, a more diverse and accessible list of installation companies should be available to assist customers with installing their new Postal Vault®. AdCave Creations will use the following methods to ensure campaign effectiveness and success: 1. Track the number of click-throughs to the Postal Vault® Web site from Internet placements. 2. Track the number of visitors to the Web site during and after IMC events and promotions. 3. Track the number of hits to the Postal Vault® Web site and requests for information as new creative executions are released. 4. Track responses of direct mail from consumer and trade mailings. 5. Conduct focus groups and telephone/online surveys during the second and eighth month of the campaign to evaluate awareness of mail theft, identity theft, Postal Vault® products and customer satisfaction. 6. Track sales of Postal Vault® products through Internet and retail outlets on a monthly basis during and after the campaign. 7. Track sales of products within the entire secure mailbox category. 8. Monitor the use of Postal Vault® products as the standardized mailbox in newly built subdivisions and existing neighborhoods with (and without) covenants.

Budget
Category Traditional Media Alternative Media & IMC Production & Contigency Total Price $5,670,469 $9,433,362 $2,396,169 $17,500,000

Final Budget Breakdown
14%

Media IMC Production
31% 55%

31


				
DOCUMENT INFO
Shared By:
Tags: NSAC
Stats:
views:652
posted:12/4/2008
language:English
pages:32
Description: This is the Ball state entry for Postal Vault.