Click on any client below to see samples of my work. Use your forward
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AT&T Wireless
Bextra
Boeing
Canandaigua Wines
Cingular Wireless
Citibank
Clearwire
Conoco-Philips
Del Monte
Dole
Dreyer’s/Edy’s
Häagen-Dazs
McDonald’s
Ocular Sciences
Nestle
Pay By Touch
Riven (Broderbund Software)
Sandisk
Tilia Foodsaver
Visa
Wines of France

AT&T Wireless

Bextra

We want people to…
• Know that they can do more than they can do now
• Have the power to change their lives
• Be engaged by a “brand experience” that entertains and educates them
• Tell family and friends about their experience
• Contact their physician and try the product

Bextra issues the
DO MORE
Challenge

Can you do
more than Dan?

• People try to do more than Dan.
• We conduct an actual
endurance test of things Dan
can do
• Sports:
– At the gym: situps,
running, pullups, pushups,
chinups, bench press
– At the driving range: golf
driving distances
– At the local parks: baseball
hitting and throwing
distance
– At the beach and pool:
how far and fast can Dan
swim

Do More – Events/Activities
• We then set up virtual
challenges and events in
health clubs, at golf
driving ranges, at popular
parks/area for
participatory sports
• We post the results on
Kiosks of Dan and on the
web so people can
measure their
performance against his.

Do More - Prizes
People who do more
than Dan at the
events receive tee
shirts
DO MORE.
I DID MORE
THEN DAN

Do More - Sweepstakes
Win
• At every event, HCP and place
where the “Can You Do More
than Dan?” challenge is
promoted, we have an automatic
entry Sweepstakes to win a
chance to actually goone-on-one
against Dan!
• He’ll make an appearance at your
health club, your neighborhood
park or driving range!

Do More - Sweepstakes
OR Win a Chance to Do More WITH Dan
• Do more “with Dan” get him to make anappearance as prize
• Or tie in with CBS through media to get a trip to go see him. Do more, i.e.,
broadcast of CBS pre-game show
• OR travel with Dan to a game on Sunday and be part of him doing more!

Boeing

Boeing – Name Your Plane Sweeps
The Challenge
• Create a program targeting end consumers with the following objectives:
– Generate awareness of the 7E7 internationally
– Amass significant “Boeing Buzz” among consumers
– Build a database of consumers for future marketing
– Allow consumers to “Name Your Plane” via online voting
The Solution
• Boeing launched an international promotion targeting end customers for
the first time in its history
• Program reached consumers on three continents, primarily target
markets were: USA, United Kingdom, France, Germany, China and
Japan
Note: 200 other countries were allowed to participate
but could not participate in the sweepstakes

Boeing – Name Your Plane Sweeps
Seismicom partnered with AOL Time Warner globally to develop an online
and offline program

Boeing – Name Your Plane Sweeps
Website Snapshot - Contest Page

Canandaigua Wines

Cingular Wireless

Cingular – MEdia Net Launch Campaign
The Challenge
• Develop an internal “channel communication” plan to launch the new MEdia Net service by
Cingular.
• Cut through the clutter of other new initiatives to win the “hearts and minds” of Cingular Sales
Management, Retail Representatives and all other Cingular employees
• Drive MEdia Net consumer attach rate of 35%
• Develop/execute the “best launch campaign”
the company has ever seen:
• In less than 10 weeks
• With $500,000 budget
• Achieve a 200+% increase in employee
participation for the web-based promotion
(vs. all other employee online promotions)

Cingular – MEdia Net Launch Campaign
The Solution
• Highlight the primary benefit of MEdia Net via campaign theme that breaks through the clutter,
is interactive and engaging
– Primary Benefit: With MEdia Net, you’re never more than 1-2 clicks away from the information and
entertainment that matters most to you.
– Campaign Theme: Click, click
• Develop materials that leverage
the theme including actual
“clickers” that were sent out in
all kits and distributed at meetings

Cingular – MEdia Net Launch Campaign
Retail Store and
Sales
Management
partial “Kit”
The Solution contents
• Develop an integrated campaign to reach sales
reps and employees via a variety of touch points
including:
– Retail Store and Sales Management “Kits”
including digital and printed materials
– Product demonstration in “Flash” for use on
computers, online and at meetings
– Product demonstration in “Java” for use on
Cingular phones
– Sales rep events including a live “MEdia Net
Showdown” game show
Flash Animation
Product
Demonstration

Cingular – MEdia Net Launch Campaign
MEdia Net Game Show
“The MEdia Net Showdown”
Show featured Austin Powers costuming,
theme song and 60’s imagery to break
through clutter of sales meetings and
engage audience

Cingular – MEdia Net Launch Campaign
The Solution
• Develop an online promotion that:
– Rewarded participants for learning about MEdia
Net
– Provided instant gratification, excitement and
sense of urgency (code good for 4 iTunes music
downloads to the first 10,000 participants)
– Included overlay to win more than 200 cell
phones
– Utilized a MEdia Net “quiz” for additional
learning/chance to get additional sweepstakes
entry
– Generated viral awareness with a “tell a co-
www.medianetnow.com Home Page
worker” option for chance to get additional
sweepstakes entries
Tell a Co-Worker Page

Cingular – MEdia Net Launch Campaign
The Solution
• Web site and offers were announced via:
– Retail Store and Sales Management Kits
– All-employee email campaign
– Sales representative text message campaign
– Sales meetings/events
– Window wraps and banners in key Cingular
buildings
In-Kit
Announcement
Cingular
Building Banner

When you just want to bask
Give your thumbs the task…
It’s Thumber Time.

Goals
Maximize sales:
• Develop a marketing plan/business strategy to maximize sales of
Cingular messaging plans.
Communicate effectively:
• Deliver integrated campaign for Channel and Consumer efforts.
• Engage, educate, and excite Cingular customers and employees to give
them new reasons to increase their frequency of messaging.
• Create communications that make messaging simple to tell and sell for
sales associates. Track results.
• Thoroughly communicate launch plans throughout the company so
everyone is prepared day one
• Alert senior management to the needs and opportunities of our business
so we are a consistent factor in their decisions

The Barriers
• Confusion/Fear – consumers worry over complex, inadequate plans and
costly overages.
• Relevance – consumers lack understanding of messaging and how it
can enhance their lives.
• Clutter – abundance of sales initiatives competing for attention.
• Limited Support - Internal belief that support not necessary to grow
business

The Strategy
• Break through the clutter of prices, symbols and data; reach channel
employees and consumers in a whole new way.
MAKE AN EMOTIONAL CONNECTION
• Provide a variety of reasons to message and do it in an unexpected
way.
• Use summer-themed “arresting” photography along with fun or funny
“messaging” captions
• Through printed material, email, video, events, etc.…..always…
MAKE THEM SMILE!
:)

Creative Platform
Theme
Key Messaging

It’s Thumber Time!

When they’re putting on a show
Take the video…
It’s Thumber Time.

When you want them to know it
And you just have to show it…
It’s Thumber Time.

When silence is your solemn vow
And you have something to say now…
It’s Thumber Time.

Key Messaging
• Objective: Deliver the “message
is a message” concept simply
and succinctly
• Strategy: Use a combination of Messaging made simple
copy and graphics along with a
supporting lead in or tag line.
• Rationale:
– It communicates that “All 4
kinds of messaging count the
same” and the “One” refers to
“one bucket and one monthly
price”
– The word “All” is inviting and
inclusive
Now you have the freedom to
– The word “All” supports the
“thumb” any way to any one
“all over” network concept
– “All for One” is a rallying cry!

All Employees
Channel Plan

Campaign Focal Point
• The Web site located at www.thumberfun.com will be the home to all of
the key elements of the campaign and all printed, digital and live
elements in the campaign will drive participants to go to the site.
Sat AM Training
Message Push Banner Email Window Clings
Sales Rallies
Poster Tip Card
Thumber Fun Web Site with Flash Video
Get iTunes Music or Video downloads NOW!
Plus, Enter to win Great Prizes!

Web Site
Target:
User Experience All Employees
• View the 90 second video/learn
Key Message:
more about messaging Learn, Earn, Win
• Earn an instant incentive and one
entry into the Thumber Fun
sweepstakes
• Complete a short registration
form
• Earn additional sweepstakes
entries by telling a co worker
about the promotion or by taking
a messaging quiz
• Web site live/offers begin and
end: May 15-July 31

Promotions
Target:
• iTunes Offer: All Employees
– Builds on success of MEdia Net promotion
Key Message:
– Refreshes with option to download video content Learn/Earn/Win
– Participant receives “code” good for 4 music or 2 video
downloads via email after they have viewed video and registered
(within 48 hours)
• Thumber Fun Sweepstakes:
– Participants can earn up to 5 entries online. Ways to enter:
• View video (1)
• Take Quiz (1)
• Tell a Co-worker (up to 3)
– Prizes: Selected to support messaging
and iTunes offer
• New RAZR Phones with iTunes: 100
• Video iPod: 100

Email Campaign
Target:
All Employees
• Series of 4-6 Quick Mail email messages distributed
to all Cingular employees for 4-6 weeks following Key Message:
launch highlights: Reasons/
Go to Web
– Reasons to Message (show 4-6 reasons over 4-6
emails
– New Pricing
– Announce iTunes and sweepstakes offers/Drive to
web site with link.

HQ/Regional Office Announcement
Target:
All Employees
• Two elements will be developed
to support the launch at the Key Message:
headquarters/regional offices Reasons/
Go to Web
• Banners:
– Placed in lobby, lunch room,
key traffic corridors
– Series of four (each with a
different photo/reason to
message)
• Window Clings:
– Oversized window clings
placed at building entry
– Series of four (each with a
different photo/reason to
message)

Launch Kits
Target:
• Launch kits will be developed to deliver “Thumber All Channels
Time” materials and the “Reasons to Message”
Key Message:
campaign.
Go to Web
• Versions developed for each channel:
– COR
– CARE
– Indirect
– VPGM
– Management
• Includes:
– Premiums to use/distribute
at training sessions, printed
materials, digital materials,
video

Printed Kit Materials
Target:
• Printed materials will deliver reasons to message All Channels
campaign, the new pricing plan and sales tips.
Key Message:
Go to Web
• Elements include:
– Instruction Sheet
– Backroom Poster
– Tip Card
– Web Offers Announcement Sheet
– Laminated Reference Sheet (CARE)

Premiums
• Two premiums will be used to support the campaign.
• Items support the campaign theme, are interactive, fun and designed to
live beyond the launch period.
Thumb Wrestling Ring Thumbs Up Pen
Imprint: orange on blue ring Imprint: orange on blue pen
Let Your Thumbs Do The
Talking

COR
Channel Plan

Message Push
Target:
COR Reps
• Series of 6 messages (including text, video, picture)
sent to sales reps prior to launch featuring Key Message:
– New Pricing Go to Web/
Sat training
– Web site offers
– Bonus entry for signing consumers up for Text Alerts
– Saturday am training
• Post launch series of messages will focus on:
– Series of “reasons to message”
– Reminders to sign up consumers for Text Alerts

Text Alerts/Bonus Sweeps Entries
Target:
• To encourage sales reps to start and keep their COR Reps
customers messaging, sales reps will be awarded Key Message:
Sign Customers
1 bonus entry into the Thumber Fun sweepstakes
up for Alerts
for every customer they sign up for Text Alerts from
June 5-July 30.
• Program is designed to start consumers with a form of messaging that
requires no effort or expertise on their part. Once they “get used to
messaging” and see the benefits, they will be more likely to stay with a
messaging plan/reducing churn.
• Details:
– Non-sales rep employees can also receive bonus entries by mailing
a 3x5 card with their favorite reason to message to provided
address.

Sales Meeting Events
• Fun, campy, memorable event
utilizing theme from WWE wrestling
delivers key campaign messages
• Event includes:
– Fastest Texter (to limber up the
thumbs)
– Thumb Wrestling
– Messaging Quiz
• Prizes:
– iTunes Gift Cards
– New RAZR phones
– Video iPod
– Championship “belt”
• Support Elements:
– Thumb Wrestling Rings
– Boxing bell
– Rounds sign (round 1, 2, 3, 4)
– Fake tuxedo and referee Let’s Get Ready to Thumble!
costumes

COR Stores
• In COR stores, campaign will be integrated,
utilizing the same strategy and delivering the
same messages in the “Front” and “Back” of
the store.
• And, for the first time, the MRC will be
“productized” and on the shelf. This MRC on
a J-hook features details on the messaging
plan and a brochure with all the information
necessary to keep consumers messaging (and
reduce churn) $4.99 and $14.99 versions
• “Front of store” elements include:
– T-Stand Poster
– Data Panel
– Rate Plan Brochure
– MRC on a J hook

Public Relations
Consumer Plan

PR Campaign At a Glance
Thumber School
Launch Event
Ongoing Media Relations
Grass Roots Local Market Web
Events Events Site

Thumber School - Launch
• Kick off Thumber School and unveil Cingular’s Texicon – The
Comprehensive Guide to Message Speak
• Conduct an Omnibus poll to underscore that our lexicon is rapidly
changing thanks to messaging, highlight WHY people message and
showcase Cingular’s messaging offering
• Create a Cingular Txt Pert to serve as a spokesperson for national
morning shows
– Unveil the Cingular Texicon (found on the Cingular web site) on air
– Spokesperson teaches on-air host how to send text, picture and
video messages and use mobile IM
– Offer 101 reasons to message and proclaim summer as the 101
days of messaging
– Use compelling visuals such as an oversized white board

Thumber School - Launch
• Conduct a Satellite Media Tour (SMT) with spokesperson
– Book spokesperson on national SMT to extend story
– Spokesperson showcases Cingular text messaging capabilities as
example of an efficient, alternative way of communicating on the go
– Leverage poll results in on-air key messaging
• Outreach: National morning shows, local morning shows

Thumber School – Sample Curriculum
• The Syllabus:
– The Basics
• Abbreviations
Abbreviation Meaning
AAP Always a pleasure
AAR At any rate
AAS Alive and smiling
ADD Address
ADN Any day now
• Smilies and Showing Emotion
– Picture Messaging
– Video Messaging
– Mobile IM

Thumber School Launch - Media
• Develop a Thumber School press kit
– Announcement release on Cingular’s Texicon – The Comprehensive
Guide to Message Speak
– Messaging 101 Program: When, where and why to message!
– Text Messaging Lexicon: cheat sheet on text message shortcuts –
Shorthand Made Simple
– Decoding your messaging plan
– Beyond the Basics: Predictive Text, T9 and more!
• Conduct national and local media relations activities to launch program
– Targeted pitch letter
– Give 101 reasons to message (one for each day of summer)
• Ask people to provide (text in) their amusing/heart warming stories to the
Cingular portal
– Additional stories used in ongoing news bureau

Thumber School – Local Market
• Hold launch event(s) in major market to send adults to Thumber School
– Use Cingular’s Texicon – The Comprehensive Guide to Message
Speak as curriculum
– Teen Thumb Buddies teach adults how to message and WHY to
message
• Highlight scenarios optimal for messaging
– Spokesperson hosts event
– Thumber School t-shirts distributed
– Conduct search for the person in the U.S. who texts the most

Ongoing News Bureau
• Target consumer media outlets with a steady stream of news and
information on the text messaging phenomenon
• Use poll results as an opportunity to establish Cingular as the authority
on text messaging
– Distribute poll results with graphics to broad net of media outlets
(e.g., USA Today Snapshot)
• Utilize “101 Reasons to Message” as ongoing media fodder
• Create a calendar of media outreach opportunities, including:
– Text speak? Decoding the new vernacular
– Messaging and the workplace
– Messaging and dating
– Messaging trends
– Messaging for holidays, birthdays and celebrations
• Create local lexicons for specific regions
– E.g. That’s wkd gd – Boston

Ongoing News Bureau
• As the authority on messaging, offer ongoing information/statistics --
Offer updates on increased usage of text messaging in the US to
consumer/business press
– Provide statistics on text messaging voting for American Idol – ignite
debate
• Announce increases in message traffic in response to major newsworthy
events e.g. Timberlake Super Bowl incident
• Leverage biggest text days of the year – New Year’s / Valentine’s Day to
secure coverage
• Guide to flirting via messaging
• Develop a matte release that details the messaging phenomenon, tips
on messaging and etiquette

Radio Trade-for-Mentions
• Radio Trade-For-Mention overlay
– Develop Thumber Time trade-for-mention program in partnership
with top radio stations in key market
– Use mentions to convey Cingular messages and promote Thumber
Time program
• Search for Thumb Buddies in each market
• Most Txt minutes search
– Leverage outreach to find grassroots events in each market where
Cingular can have a presence

Grassroots Outreach
• Create an educational grassroots machine of teen Thumb Buddies who
attend summer events/festivals and teach adults how to message
• Wearing their Thumber Time Thumb Buddy shirts, the teens are
dispatched on an educational quest
• Teams provide hands-on counsel to adults and hand out promotional
gifts
• Teens are quick and mobile without needing event staging or set-up

Thumber Time In-store
• Create a series of themed in-store educational events in top markets
– Thumber School sessions
– Thumber School T-shirts and buttons
– Thumb-a-thon sales promotions

Thumber Time Portal
• Develop a number of resources and education tools on the Cingular
portal
– Free Text Alerts (news/sports/gossip) to all visitors regardless of
carrier during June; visitors required to register at portal
– Offer free web-to-cell text function across all carriers during June
– Create micro sites to provide “how to demonstrations” by handset
model within the Cingular line
– Provide A-Z lexicon of text message shortcuts
– Encourage people to text or write in with personal messaging stories
e.g. How they use text, funny or human interest stories involving the
medium; Collect stories for leverage within news bureau

Citibank

Citibank Search the Citi
Citibank Search the Citi
The Challenge
• Develop a program to motivate Citibank customers (non-Citibank® Online
users) to sign up for Citibank Online
• Entice current Citibank Online users to navigate through the Citibank site
to learn about various site functions and services
The Solution
• Created an exciting instant win game (with $100,000 in prizes) for
customers by utilizing an actual decoder card distributed in branches, as
well as a virtual decoder for online users only

Citibank Search the Citi

Citibank Search the Citi
Citibank Search the Citi
The Solution
The campaign was separated into 2 games:
• Decoder Card Game
– Decoder Cards (affixed to brochures) were
distributed in approximately 800 Financial
Centers
– 500,000 brochures in total
– Decoder Card Game provided an online game
page so decoders could be held up to the
screen to reveal a message (win or lose)
• Virtual Decoder Game
– Citibank customers were alerted to the Game
via a direct mail piece, as well as online
banners
– Online users without a Decoder Card could
play the Virtual Decoder Game by using a
Virtual Decoder online to ‘click and drag’ over
the screen to reveal a message (win or lose)

Citibank Search the Citi
Citibank Search the Citi
The Solution (cont.)
Citibank Statement Inserts
Direct mail piece to Citibank customers
Poster – displayed at Financial Centers
Brochures - distributed at Financial Centers (contained Decoder Card)
Lapel Ribbons
Online banner ads
Found at seven different site locations
Two versions used

Citibank Search the Citi

Clearwire

What’s the buzz?
We want people to…
• Think something interesting is at hand
• Know that pain is an issue that needs to be dealt with now more than
ever
• Acknowledge that pain is the unseen enemy
• Understand that there is a solution to their problem

Our Plan
• Highlight the primary benefit of Clearwire via campaign theme
that breaks through the clutter, is interactive and engaging
• Primary Benefit: With Clearwire, you’re simply connected at
home, work, or play.
®
H I G H S P E E D I N T E R N E T A C C E S S M A D E S I M P L E . W A Y S I M P L E.

Clearwire
makes connecting
to the internet
as simple as 1-2-3 …
®
H I G H S P E E D I N T E R N E T A C C E S S M A D E S I M P L E . W A Y S I M P L E.

Connecting with consumers in
[market] will be as simple as
connecting the dots…
®
H I G H S P E E D I N T E R N E T A C C E S S M A D E S I M P L E . W A Y S I M P L E.

Connect the Dots
PRE-LAUNCH

Pre Launch
Buzz Generation
Week -2 and Week -1
®
H I G H S P E E D I N T E R N E T A C C E S S M A D E S I M P L E . W A Y S I M P L E.

Use our Connections
Seed modems through Buzz Marketing
• In areas where people have early access, seed 50 Clearwire
modems with pre-selected consumers to create WOM
• Seeded consumers obtain free access through the 90 day
post-launch period
• Utilize already established Buzz Marketing vendor to execute
®
H I G H S P E E D I N T E R N E T A C C E S S M A D E S I M P L E . W A Y S I M P L E.

Hey, what’s that Dot?
• All over the market, people are seeing Dots. Dots on the side
of buildings, dots on billboards and wild postings.
®
H I G H S P E E D I N T E R N E T A C C E S S M A D E S I M P L E . W A Y S I M P L E.

LY
MP CT
SI
NE
ON
C
SIMPLY
CONNECT
Connect
SIMPLY
CONNECT
SIMPLY
CONNECT
SIMPLY
CONNECT
Connect SIMPLY
CONNECT
®
SIMPLY
CONNECT
H I G H S P E E D I N T E R N E T A C C E S S M A D E S I M P L E . W A Y S I M P L E.

Connect the dots and WIN Free
internet for a year!
Newspaper Ad
inviting people to
manually connect
the dots and
register to win
FREE internet!
Dots show the
region of Clearwire
service.
Bring the ad into
the store for your
chance to win.
OR go on line to
connect the dots
and register to win!
www.simplyconnect.com

Connect the Dots
LAUNCH

Dot Lights by Night
®
H I G H S P E E D I N T E R N E T A C C E S S M A D E S I M P L E . W A Y S I M P L E.

One Simple Day
1 day before retail stores open to kick off the launch of
Clearwire,
• 100 people who registered to win by connecting the dots in
the newspaper ad or online during the prelaunch will be
visited by a Clearwire direct and indirect staff who will simply
connect them to FREE Clearwire service (for 1 year)
®
H I G H S P E E D I N T E R N E T A C C E S S M A D E S I M P L E . W A Y S I M P L E.

Spot the DotDrivers
• On one Simple Day Clearwire wrapped VW Bugs
swarm out of a centrally located underground
garage on a mission to solve consumers internet
problems by installing free Clearwire service (for 1
year…getting the bugs out of your internet) to the
first 100 consumers who have registered or call in
during the pre-launch.
®
H I G H S P E E D I N T E R N E T A C C E S S M A D E S I M P L E . W A Y S I M P L E.

And the DotDivers
SIMPLY
SIMPLY
SIMPLY SIMPLY
CONNECT
CONNECT
CONNECT CONNECT
On One Simple Day green dots descend from the sky with
Skydivers delivering Clearwire connections to the first 100
people who registered all over the Launch area.
®
H I G H S P E E D I N T E R N E T A C C E S S M A D E S I M P L E . W A Y S I M P L E.

“Selling messaging is so “I didn’t know messaging
much easier now. I’m going was so much fun. I’m going
to sell more messaging plans” to start doing it more”
Channel Plan
Employee/Management
COR
CARE
Indirect

Connect the Dots Events
®
H I G H S P E E D I N T E R N E T A C C E S S M A D E S I M P L E . W A Y S I M P L E.

Connect the Dots And Win Events
In Parks and high traffic
locations
• People are invited to
Connect the Dots on A
Giant Twister Board.
• Winners win FREE
Clearwire
set up for X months
®
H I G H S P E E D I N T E R N E T A C C E S S M A D E S I M P L E . W A Y S I M P L E.

Giant Connect the Dots Dance Off
• In Malls and in retail -
Connect the Dots and Win
Free Clearwire - TWISTER
MOVES, the game where you
twist, dance and move to the
music!
･Pop any one of the three
•
music CDs into your own CD
player.･Listen to the
commands of the jamminﾕ
DJs and see if you can keep
up by twistinﾕ, dancinﾕ,
jumpinﾕ and turninﾕ!
• Event can also be at college
campuses
®
H I G H S P E E D I N T E R N E T A C C E S S M A D E S I M P L E . W A Y S I M P L E.

See Spot Connect the Dots
• A field day for dogs
and pet owners alike!
• All pet owners are
invited to come to a
central park in town for
a Frisbee toss.
• Dogs get free dot
bandana. Owners get
Free Green dot
Frisbees and throw to
their dogs.
• Owners and Dogs
connecting the most
get FREE Clearwire.
®
H I G H S P E E D I N T E R N E T A C C E S S M A D E S I M P L E . W A Y S I M P L E.

Dot Spotters
Feet on the Street:
• There are Dot Spotters handing
out Candy Dots that have the
full Clearwire story in an
attached brochure and a
removable Green Dot that says
“Connect Me” for people to
wear and be spotted
®
H I G H S P E E D I N T E R N E T A C C E S S M A D E S I M P L E . W A Y S I M P L E.

On the Spot Rewards
Unexpected rewards for people wearing our
Green Dots:
• Our Clearwire Spotters dressed in Green Clearwire
jumpsuits will be connecting them with stuff to
simplify and better their day.
• We may connect you on the spot with Free
Clearwire service or other things to simplify your life
around [market] e.g.,
– Free stuff from our partners (a $X off at Best
Buy); OR Free Clearwire:
– A Free cup of coffee at Tully’s;
– Free Transit payment, etc.
®
H I G H S P E E D I N T E R N E T A C C E S S M A D E S I M P L E . W A Y S I M P L E.

Connect the Dots …. Save a lot!
Newspaper insert:
Connect the Dots -
• A map shows dots indicating where Clearwire stores/retailers are
all over the region.
• Dots on pavement outside of store lead into Clearwire stores and
into Retailers that sell CW.
• Dots can also be used in store as floor graphics and ceiling
danglers in our Indirect stores, e.g., Best Buy, to lead people to
Clearwire
• Save a lot-
• Connect the dots with a pencil to see what you save on Clearwire
when you bring this insert into any Clearwire store
®
H I G H S P E E D I N T E R N E T A C C E S S M A D E S I M P L E . W A Y S I M P L E.

Welcome to The Dot Spot!
• Our Clearwire stores and
Mall Kiosks will be called
Dot Spots.
®
H I G H S P E E D I N T E R N E T A C C E S S M A D E S I M P L E . W A Y S I M P L E.

Hot Shots at Dot Spots
• Tully’s offers free Coffee for one week during launch at all
Clearwire retail stores
®
H I G H S P E E D I N T E R N E T A C C E S S M A D E S I M P L E . W A Y S I M P L E.

Get set for Dot Spots all over town!
®
H I G H S P E E D I N T E R N E T A C C E S S M A D E S I M P L E . W A Y S I M P L E.

Welcome to “Dot Spot” Connection Points
Make Connections HERE!
Consumers can connect with their friends and family at Clearwire Dot Spot
Connection Points
• Convenient Connection Points are set up all over the market area so
consumers can keep connected where they least expect it
• Consumers can demo Clearwire services through various activities
– Upod demos: Consumers run queries on their interests and multiple
website links pop up for their viewing (Ex. I am a mother with young
children who likes to cook – Epicureans.com, Parenting.com, People.com)
– Photo sending: Clearwire reps. take photos of consumers in front of a fun
screen consumers can upload and send to their friends
– Phone call: Make a call to anyone in the world using Clearwires’ VoIP
service
– Games: link to games online
– Email and web surfing
– Mobile station (once in market)
• Dot Spot also offers includes Free Tully’s Coffee, t-shirt giveaway, customer
service desk where consumers can sign up for Clearwire service
®
H I G H S P E E D I N T E R N E T A C C E S S M A D E S I M P L E . W A Y S I M P L E.

ConnecTshirts
Connect the Dots.
Wanna connect?
Simple. Connected.
Handed out all over so we can use everybody as
walking billboards.
®
H I G H S P E E D I N T E R N E T A C C E S S M A D E S I M P L E . W A Y S I M P L E.

Connect the Dots
POST-LAUNCH

Post-Launch
90 Days
Continue Momentum
Convert Consumers to Users
®
H I G H S P E E D I N T E R N E T A C C E S S M A D E S I M P L E . W A Y S I M P L E.

Connect A Friend for Free Month
Email viral effort -Connect the Dots and earn Free Service - Refer
a Friend Program
• Current Clearwire Subscribers receive a dot with a personal
code on it - they hand that dot/code to a friend.
• They earn one month free service each time they refer a friend
who connects to Clearwire:
– Refer 1 friend, earn one month free
– 2 friends, two months free
– 3, three months
– 4, four months
• Referrer gets a credit on their statement.
®
H I G H S P E E D I N T E R N E T A C C E S S M A D E S I M P L E . W A Y S I M P L E.

Connect the Dots and WIN a lot! Geo-caching
• In this GeoCaching activity The Dot Marks the Spot
• Geocaching is an entertaining outdoor adventure where you
use your GPS, or map, to search for hidden containers, called
geocaches, that are hidden around the [Market]
• We’re hiding approximately XXX Green Dots throughout the
market
• People look for clues as to where they are hidden at
simplyconnect.com
• When you find one enter the unique tracking number into the
Clearwire Geocaching site at simplyconnect.com to see what
you win!
®
H I G H S P E E D I N T E R N E T A C C E S S M A D E S I M P L E . W A Y S I M P L E.

Simply Connect. Got Dots? Card
• Card is free with purchase of
Clearwire
• Card has X peel off Dots good
for discounts at partners all over
town:
• Coffee at Tully's
Pizza Hut
Sports Venue
• Dots are removed from card
once the offer has been
redeemed.
®
H I G H S P E E D I N T E R N E T A C C E S S M A D E S I M P L E . W A Y S I M P L E.

Simply Connect.
Free transit rides on di erent routes di erent days.
• Clearwire staffers hand out route maps with dots on them
showing people the routes we will be paying for.
• Transit days happen each - once a week throughout the
summer on different routes
®
H I G H S P E E D I N T E R N E T A C C E S S M A D E S I M P L E . W A Y S I M P L E.

Dot Sponsorship
Lucky seat promo at each home game:
• Place Giant Dots out at the Left Field wall. If a hometown
player connects with a homerun to that Dot, one lucky fan
sitting in a select seat will be selected to win Free Clearwire
Jumbotron - between innings digital board features a Green Dots
moving and being hidden under Baseball caps.
• Fans root for which cap the dots will finally be under.
• A commercial spot may also be run.
®
H I G H S P E E D I N T E R N E T A C C E S S M A D E S I M P L E . W A Y S I M P L E.

Connect the Dots and WIN!
• Fans at the game can instantly
win a chance to finish the
game in a luxurious Clearwire-
equipped skybox.
• Between the 2nd and 3rd
inning of each home game, X
seat numbers are randomly
chosen and shown as dots
connecting on the big-screen.
• The connected winning seat-
holders are then invited to
enjoy the game in style in the
Clearwire Dot Spot luxury
skybox.
®
H I G H S P E E D I N T E R N E T A C C E S S M A D E S I M P L E . W A Y S I M P L E.

Why a Sponsorship?
Sponsorship of Major or Minor League Baseball team in Market, e.g., -
Seattle Mariners, Washington Nationals, Raleigh Mudcats:
• Have promo staff walking around stadium handing out dots and
brochures directing people to come connect the dots at the Dot Spot
set up in the stadium.
• Secure in stadium rights for signage
• Secure real estate in the arena where they can staff and work the
games to demo product … use the product in stadium
• Secure tickets: associates
• Utilize the players from the teams for store openings. Give autographs
®
H I G H S P E E D I N T E R N E T A C C E S S M A D E S I M P L E . W A Y S I M P L E.

Connect the Dots FREE FOR ALL!
• At half time at college or
other sports venues one
person is chosen from
crowd to come down for
a Frisbee toss.
• He/she tosses to land on
FREE
the closest green dot to 90
win Clearwire for 10%
80
70
off for EVERYONE IN
60
THE ARENA!
50
• Each dot he/she lands
40
on he gets another toss.
30
• Each progressive dot
heshe lands on saves an
additional 10% up to
FREE for ALL
®
H I G H S P E E D I N T E R N E T A C C E S S M A D E S I M P L E . W A Y S I M P L E.

Every Wednesday on the Dot
College: “tryvertising” campus events!
• Clearwire sponsors “Wireless Wednesdays” on local
campuses where Clearwire modems can be checked out on
loan free for the day, providing students the flexibility to get
connected anywhere.
• Advertising: Paired with on-campus promotion and sign-ups
for Clearwire student service plan during Back to School.
• Channel: CW incentives and offers can be overlayed (e.g.
Tully’s gift cards redeemed at COR, partner product offer –
Best Buy)
®
H I G H S P E E D I N T E R N E T A C C E S S M A D E S I M P L E . W A Y S I M P L E.

Every Sunday on the Dot
Real Estate Realtor Open Houses: “tryvertising” events!
• Clearwire sponsors “Wireless Sundays” at Realtors open
houses where Realtors can check out Clearwire modems on
loan free for the day,
• Email station and webcam equipped, it allows consumers to
send pictures of the house to their family and friends instantly.
• Unit has a sign, “If you buy this house, you get this service,
FREE for X months…” and there are Clearwire materials
nearby.
®
H I G H S P E E D I N T E R N E T A C C E S S M A D E S I M P L E . W A Y S I M P L E.

We will help our direct and
indirect sales force connect the
dots all over the market, too…
®
H I G H S P E E D I N T E R N E T A C C E S S M A D E S I M P L E . W A Y S I M P L E.

• We will use our theme to instill the Clearwire Values into our
direct and indirect sales force, in addition to training them to
sell Clearwire.
®
H I G H S P E E D I N T E R N E T A C C E S S M A D E S I M P L E . W A Y S I M P L E.

Innovative
-----
-- AN
----- D --
D
N ----Focused
--- A
Visionary --
------- AND ------
------- AND ------
Human
Service ---
----
---- --
Oriented AN D
AN
Value
D- -
----
----
-Conscious --
®
H I G H S P E E D I N T E R N E T A C C E S S M A D E S I M P L E . W A Y S I M P L E.

Connect the Dots and WYNN Las Vegas!
• Win a trip to Wynn Las Vegas or Target:
downloadable itunes! All Sales people
– Create an Extranet/Online training program Key Message:
gets sales force involved in the promotion Learn, Earn, Win
and trains them about the important things
to sell about Clearwire service.
• View the 90 second video/learn more about
the Connect the Dots launch and selling
points
• Take a Connect the Dots quiz
– With each correct answer of a programmed
learning quiz a Dot appears on the Dot
Machine (Slot Machine)
– When three dots appear, you instantly get a
FREE itunes download and an entry into the
Connect the Dots sweepstakes to Win a Trip
to Wynn Las Vegas
• Complete a short registration form
• Earn additional sweepstakes entries by
telling a co worker about the promotion
®
H I G H S P E E D I N T E R N E T A C C E S S M A D E S I M P L E . W A Y S I M P L E.

Let’s Connect! - Sales Event
• Invitation goes out to come to a Let’s Connect Evening
• Invitation contains a dot that says:
• It’s the Hot Spot to be! Be there at 6 on the dot!
• At the event there will be a game of fun programmed learning
emceed by a Clearwire celebrity:
• The “Connect the Dots” game would be a cross between
jeopardy and tic tac toe where teams would answer questions
to try to get the 3 dots across down or diagnonally and try to
block each other.
®
H I G H S P E E D I N T E R N E T A C C E S S M A D E S I M P L E . W A Y S I M P L E.

Post Launch - Dot Spotter Mystery program
• Dot Spotters Mystery shoppers - will visit retail stores and see
if stores are complying with the merchandising guidelines and
if they know about the programs
• If The sales person is doing [X}, they win a $10 spot (Tully’s
Gift Card)
®
H I G H S P E E D I N T E R N E T A C C E S S M A D E S I M P L E . W A Y S I M P L E.

Conoco-Philips

ConocoPhillips – “Game of Life” Promotion
The Challenge
• Bring to life the new advertising theme:
“Life Happens Between Empty and Full”
• Drive 30,000 credit card acquisitions at 14,000
Conoco, Phillips 66, and 76 gas stations
• Drive fuel sales while building customer loyalty
during the August 1 – September 30, 2004 period
• Build traffic to the web sites for the various brands
• Provide instant gratification for consumers while not
requiring much active responsibility for station
operators
• Achieve 100% participation in areas receiving radio
support

ConocoPhillips – “Game of Life” Promotion
The Solution
• Partnered with Hasbro via a license for its classic
“The Game of Life” board game
• Created the “$500,000 Game of Life Giveaway”
• Consumers earned game cards with 8+ gallon gas
purchases made with a credit card
• Consumers got a game card AND $20 in free
gasoline for completing (and being approved for) a
credit card application
• There were instant win
cash prizes of $1,000,
$5,000, $10,000, and
$25 free gas prizes
Scratch-Off
Game Card

ConocoPhillips – “Game of Life” Promotion
Promotional Support
• Full range of retail POS for each of the three
branded stations
• Original web site (www.gameoflifegiveaway.com)
• Direct mail statement stuffers
• Radio support in 15 markets
Cash Register Topper
Counter
Card /
Application
Holder
Pump Topper

ConocoPhillips – “Game of Life” Promotion
Multibrand web site: www.gameoflifegiveaway.com
Direct Mail Bill Insert
Windmaster/160 Yard Sign

Del Monte

SAVE 75c
MANUFACTURER’S COUPON EXPIRES XX/XX/XX
“You’re lucky the
You’re lucky the on any ONE
Pounce® Cat Treat
NEW TASTE Consumer: Coupon good only in the USA on purchase of
brand/size indicated. Void if copied, transferred, prohibited
or regulated. Retailer: Del Monte Foods will reimburse you
®
of Pounce® is so
® for face value of this coupon plus 8¢ handling if redeemed
in compliance with our redemption policy (available upon
request). Cash value 1/100¢. Send coupons to: Del Monte
purr-fect.
Foods, P.O. Box 880101, El Paso, TX 88588-0101. LIMIT
purr-fect.
” ONE COUPON PER PURCHASE. ©Del Monte Foods 2006.
All Rights Reserved.
SAVE 75c
MANUFACTURER’S COUPON EXPIRES XX/XX/XX
on any TWO
Pounce® Cat Treats
Consumer: Coupon good only in the USA on purchase of
brand/size indicated. Void if copied, transferred, prohibited
or regulated. Retailer: Del Monte Foods will reimburse you
for face value of this coupon plus 8¢ handling if redeemed
in compliance with our redemption policy (available upon
request). Cash value 1/100¢. Send coupons to: Del Monte
Foods, P.O. Box 880101, El Paso, TX 88588-0101. LIMIT
ONE COUPON PER PURCHASE. ©Del Monte Foods 2006.
All Rights Reserved.

Dole

Dole Salads – Sales Materials
New Product Launch
November 2003

Dole Salads – Sales Materials
New Product Launch
November 2003

Dreyer’s/Edy’s

Häagen-Dazs

consumer takeaway
“When I want ice cream, I want Häagen-Dazs. I appreciate the high quality
ingredients and range of products. Häagen-Dazs understands who I am
and what I need. It’s simple. No other ice cream will do.”

how do we make the connection?

promise to HD consumer
You’ll enjoy the quality products and experiences that Häagen-Dazs
offers you because Häagen-Dazs understands who you are.

creative strategy
Draw an emotional connection between what is inside Häagen-Dazs and
what is inside you.
Create the impression that a favored Häagen-Dazs flavor is a reflection of
who you are, of your uniqueness, and that you, like Häagen-Dazs, are
made like no other.

who are you?

i am …
the Häagen-Dazs story

on pack
who are you?
• Häagen-Dazs flavor profiles on the inside of the lid of pints and quarts:

on pack
who are you?
• Find the web address on
the bottom of the carton.
• Go online for discounts,
offers, and editorial content
to match your favorite HD
flavors and encourage you
to try new ones.

at pos
take one for all you are.

in print and at pos
i am magazine
• Custom-published digest-sized
magazine with HD flavor profiles,
articles on ingredients and
processes, new usage occasions,
HD history, as well as HD
merchandise and discount coupons
for HD products.
• Use as take-one, magazine and
newspaper insert, online zine, etc.

at pos
i am 4 all that you are…
4-pint carrier
• Use at pos to encourage multiple-
pint purchases
• Offer volume discounts, e.g., 4
pints for the price of 3
• Customize for seasonal and
account specific use. during key
holiday

key account
flavor
postcard

at HD shops
HD shops
• Serve ice cream, sorbet, and frozen yogurt in cups with i am flavor
profiles on outside and who are you/web link on bottom.
• Print HD story on napkins.
• Set up computer kiosks for customers to learn more about the HD
ingredient story and to learn more about flavors.
• Give away i am magazines and tasting cards as take-ones.
• Sell HD merchandise.
• Hang flavor profiles (i.e. i am dulce du leche) on walls and from ceiling.

at HD shops

everywhere you are
introducing … HD lounges
• Create installation to be used as a store within a store, as an event
concession, or as a sampling venue:
• Serve ice cream, sorbet, and frozen yogurt in cups with i am flavor
profiles on outside and who are you/web link on bottom. Print profiles
on snack boxes/wrappers.
• Print HD story on napkins.
• Set up computer kiosks for customers to learn more about the HD
ingredient story and to learn more about flavors.
• Give away i am magazines and tasting cards as take-ones.
• Sell HD merchandise.
• Use HD Lounge for PR opportunities, media entertainment, new
product previews.

everywhere you are
sketch HD lounge

at shops and lounges
flavor
postcard

at shops and lounges
exclusive HD flavor tees for sale
within HD stores at HD lounges

relaxing at home
i am a night in front of the TV
Partner with TiVo to take advantage of TV watching occasion:
• Moments Made Like No Other: Create 5-minute wrap-ups of the week’s
most unique and memorable moments.
• What’s On Your Season Pass: TiVo “tells” each participant which HD
flavors work best for their television lineup.
• Watch and Win: Each week, HD and TiVo present a selected Made
Like No Other schedule. Watch the shows on that schedule, click your
green TiVo button if you see an HD icon on-screen and win Häagen-
Dazs ice cream or frozen yogurt.
• Friday Night Lights: Watch TiVo on specially-selected Fridays. Click
your green TiVo button if you see an HD Light icon on-screen and win
Häagen-Dazs Light ice cream.

sundays
i am a Sunday New York Times reader
• Partner with NYT to capture high-indexing HD consumer activity.
• A Sunday Like No Other: Create special Sunday insert in the NY Times
which contains personal essays from well-known contributors like Maya
Angelou, David Sedaris, Candace Bushnell, etc. Also special i am
crossword puzzles, etc.
• Insert Offer: Now that you’ve had a Sunday day like no other …what
are you doing tonight? Limited-time discount coupon insert for HD
products for same day redemption.
• An Offer Like No Other: Subscribe to The Sunday New York Times
Sunday edition, and get a free pint of HD.

a magical night out
i am a Cirque du Soleil fan
• Clear Channel Entertainment and Cirque
Capitalize on brand synergies between Cirque and HD by sponsoring new show
du Soleil have formed a partnership to
produce a 100-date No. American arena
tour starting 1/06:
– An Event Like No Other: Set up HD
Lounge installation at select Cirque
du Soleil 2006 tour venues.
– Made Like No Other: Create Cirque-
themed flavor and packaging:
Colorful sorbet with Blueberry,
Rasperry, Mango, Lemon, etc.
– Create special entertainment events
for media and key influencers.

a magical night out

licensing
i am an entertainer
Create a unique merchandising/licensing partnership to extend
the brand.
• Exclusive collectible Williams-Sonoma ice cream bowls: Buy the
set of HD i am bowls and receive “cool” gift certificates and
coupons for HD and WS products.
– Program begins during 4Q holiday period.
• Holidays Made Like No Other: Buy any X pints of HD and get a
coupon redeemable for one of X collectible Williams Sonoma ice
cream bowls.

licensing
exclusive HD
merchandise

flavors and uses
i am creative new flavors
• Extend existing partnerships and develop new ones to create
Limited Edition Flavors made like no other :
Myers’s Rum Egg Milano Bar Chai Latte Light
Nog Ice Cream
Mint Milano Light Pink Grapefruit Green
Moët-Chandon Tea Sorbet
Champagne Sorbet
Blueberry Green Tea

flavors and uses
i am creative new uses
• Extend existing partnerships and create new ones to promote
new uses and occasions made like no other.
• Collaborate with PR to identify and tap into industry experts.

uses and flavors
co-branded
custom
published
magazine

uses and flavors
page spread

uses and flavors
page spread

uses and flavors
coupon spread

McDonald’s

Nestle

Target Takeaway
I buy Nestle Frozen Snacks because it makes me feel good
to share something special with my family. They bring
back memories for me and help me create new
memories for my family. My kids love them and so do I.

Promotion Platform

Ahhhhhhhhhhh…..Summer

It’s a truly magical time.

When kids can just be kids.

When adults can be kids again.

When catching fireflies replaces
Nintendo.

When memories are
made…

and summers past are
remembered.

When endless
summer days…

Become endless summer nights.

What makes summer even more magical?

ICE CREAM!

Nestle Frozen Snacks invite you to…
Experience the Magic
Inside Summer

Magic Summer Nights
What’s your favorite memory?
Is it catching fireflies after dark?
Family cook-outs?
Watching the stars ?
Or how about…

Sitting in your pajamas in the “way back”…
Mom and dad in the front…
The speaker hanging from the window…
Watching a movie on the giant screen…
And running to the concession stand during
intermission for giant buttery bags of popcorn,
hot dogs and of course…ICE CREAM!
For today’s moms who grew up in the mid 60’s through early 80’s the drive in
theater is nothing but a fond memory. But we’re going to change all that…

This summer, we’re bringing the
Drumstick Drive-In
“Cinema Under the Stars”
to your town!

The Drumstick Drive-In
• The Drumstick Drive In is a mobile truck tour of “pop-up” drive-in
movie theaters that travel to key markets delivering the “drive-in
movie” experience to families
• Wrapped truck sets up in retailer parking lot and consumers drive in
to watch the show for true “drive-in” experience
• Price of admission is UPC or register receipt from store of purchase
of NFS product
• New product sampling and sales at the “Concession Stand”
• Features all-family movies
• Searchlight projects “Drumstick” image into the sky to attract
attention.
• Retailers can host family BBQ to bring other products into event

Magic Summer Nights – In Store
• POP features images of “product
constellations” (ie: the Drumstick
constellation, the Double Dipper, etc.)
to promote Magic Summer Nights
• Magic Summer Nights activity guide
(could be retailer customized)
displayed on freezer door via suction
cups includes:
– Retailer coupons
– Family cookout recipes
– Star-watching tips and facts

Magic Summer Nights – At Shelf
• High “kid” value in pack premiums
announced with on pack burst
leverage the Magic Summer Nights
theme:
– Drumstick and Tollhouse:
“Glow in the Dark” stars
temporary tattoo
– Crunch and Butterfinger:
“Glow in Dark” product sticks
• On-Wrapper activities:
– How to find constellations
in the night sky
– How to make your own
constellations (poke
pinholes in wrapper and
hold up to a flashlight)

Magic Summer Nights - Media
• FSI promotes Magic Summer nights across portfolio
– Announces the in-pack offer
– Delivers product savings coupons
• Retailer circular promotes Drive-in tour and other retailer sponsored
Magic Summer Nights activities and/or sweepstakes

Magic Summer Nights - Online
Integrate into existing Web sites*:
• Family activities:
– Star-gazing tips (constellation
identification, etc.)
– How to make an indoor “ceiling
constellation”
– How to make a firefly catching kit
– Fireflies fun facts (why they glow,
etc.)
• Drumstick Drive In tour schedule
• Firefly catching game
– Catch virtual fireflies and collect
them in your jar
*Verybestkids.com, Nestle-Icecream.com, Icecream.com

Ocular Sciences

5
ics 5
Like music to your eyes…
d
ome mier
Bi re
P

es
n
Tu
e
Ey

s ic to your
e
uLne mus
T ik
yeremeeyre.s.
EP i
55
s
dic
e
m
Bio
FREE Downloads!
• Each UPC code from your
Biomedics 55 Premier earns you X
Eye Tunes of your choice (mp3s)
from Apple iTunes.
• Each download is a chance to WIN
an Apple .

s ic to your
e
uLne mus
T ik
yeremeeyre.s.
How it works
EP i
55
s
dic
e
m
Bio
• Give music to your eyes:
– Free iTunes! Every box of Biomedics 55 Premier
carries a unique UPC code.
– Go online and enter the code to download your
. FREE iTunes.
– SWEEPS OVERLAY: Each download is a chance to
win an Apple iPod in the Eye Tunes Sweepstakes.
• Possibly partner with Alcon to leverage, extend,
and help defray the cost of their existing iTunes
program, and establish a long-term relationship-
marketing program. (Theme “Music to the Eyes”
lends itself perfectly to their products.)

s ic to your
e
uLne mus
T ik
eremiere.s.
Ey Plus, let’s throw in
ey
P
5
s5 a little extra Eye Candy
c
edi
m
Bio
• When the new Color lenses come out, we can offer
colorful iPod minis in the sweeps.

Pay By Touch

Chicago Promotional Programs

The Personal Touch
• Every effort for Pay by Touch should strive to live up to this. It should
be human and personal.

The Personal Touch: Promotional Ideas
• Tie in with Nate Berkus Associates,
Chicago’s own premiere interior
designer (and Oprah favorite)
• Nate’s philosophy includes “an
intimate expression of yourself” and
“an affordable and meaningful way
for anyone to lovingly assemble and
personalize her space.”

The Personal Touch: Consumer Promotion-Acquisition
• Sign up for Pay By Touch and get a
touchable, huggable, plush Nate
Berkus Bearkus.
– Give yourself the security you need,
and take home a bit of bear comfort.

The Personal Touch: Consumer Promotion-
Activation/Usage
• Use Pay By Touch for your chances to win a $XX,XXX room makeover
by Chicago’s Own Nate Berkus Associates.
– Every use is another chance to win!

The Personal Touch: Employee Program
• Mystery Shopper Program: Employees who deliver the “Personal Touch,”
explaining the security and ease of Pay By Touch, win Nate Berkus
products on-the-spot.
• Stores compete and employees of the store with the most acquisitions or
increase in usage (criteria TBD), win $50 Nate Berkus Gift Certificates.

The Personal Touch: PR/Buzz
• Touch-and-Feel at Jewel! Nate Berkus Associates designs a room on-
tour, which travels to a selection of Jewel-Osco stores.
– Consumers can touch, feel, and experience Nate Berkus designs with a tour
of the trailer.
– Inside, consumers can sign up for Pay By Touch, get their Bearkus, and be
entered to win a room makeover.

And we couldn’t resist
a final touch…

Introducing TouchPoints
• TouchPoints is an ongoing loyalty program designed to inspire usage
throughout the year.
– Each time you use Pay By Touch you earn TouchPoints good toward (TBD);
some thoughts:
• $X store certificates
• A tie in with an airline to earn frequent flier points, etc.
• TouchPoints also serves as an umbrella for:
– Locations where you can find and pay by Pay by Touch
– The actual name of the Pay by Touch Terminals
– Charity overlay program where you can donate your points to “Touch the Lives
of Chicago’s Children.”

Riven

Sandisk

Tilia Foodsaver

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Wines of France

Our Approach
One way to make French wines more approachable is to personalize them—
to establish an emotional connection between the characteristics of our wines
and the characteristics of our target audience.
Here s an example of an internal dialog we want to have
with our target:
What mood are you in?
Mellow? Wild? Indulgent? Thankful?
Adventurous? Inspired? Romantic?
You can indulge them all with wines of
France. In fact, France has as many wines as you have
moods.
First we personally involve them, and then we show them how our wines fit in to
their personal lives. We make them see that there is a French wine for every
mood.
Theme
Based on the above approach, we propose the following umbrella theme for our
marketing efforts:
Indulge your every mood
with wines of France.

The Idea
There s a French wine for every mood. By categorizing our wines by people s
moods, our promotional applications and pr extensions are limitless.
These moods can be played out at all points of customer and distributor contact,
creating involving and flexible merchandising, distributor training kits and sell in
materials:

Web Site
French wines invite you to
Match the mood – not the meal!
We propose adding a mood matcher to the site under the \"Quick, what should I
drink?\"
Perhaps forego matching wine to a meal altogether with the thought being that
there was a mood that led you to making a meal choice to begin with. And
perhaps those meal choices are then easily aligned with mood.
In addition, we would propose incorporating a wine of the month club on the web
which features various French wines. Possibly each month concentrates on a
different region of French wines and educates the consumer on that region and
their wine.
Building a Data Base
We should definitely talk about how the various promotions will help build a
database of interested, engaged consumers. It won't just be from one particular
tactic. We don't need to spell out exactly how we'll be using these names, just
that they will be a valuable asset.