The document discusses the power of multi-channel marketing and integrating different marketing channels. It notes that marketers can track, analyze, and improve their marketing ROI through multi-channel integration and data gathering capabilities. It also discusses that consumers are available through many channels on average, including mail, phone, social media, and that cross-media marketing campaigns using different channels can generate sales lifts of 7-34% compared to traditional approaches.

1. The Power of Multi-Channel Marketing msl Direct Inc. Fully Integrated Multi-Channel Marketing Solution © 2011 mslDirect Inc.

2. Track, Analyze and Improve Marketing ROI

3. Marketers are looking for help “ The industry average for direct mail marketing is 1.3% response rate.” Source: Direct Marketing Association “ 87% of marketers intend to use digital solutions such as PURLS in 2011 to link direct mail to other marketing channels. “ Multi-channel integration, analytics and data gathering capabilities ultimately drive more targeted, cost-efficient marketing programs.” Source: Jupiter Research, February 2009

4. Fact of life… “ 78% of all people read their mail over a trash can .” - USPS/DMA Survey

5. Daily we encounter 2,904 media messages… We may remember 52 of them… But 4 of them we will positively remember! How do YOU cut through the noise to engage your customers more effectively? Your Challenge: Marketing Clutter

6. Well executed Cross Media Marketing campaigns generate a sales lift of 7-34% versus traditional marketing approaches Internet Advertising Bureau How can I accelerate my growth? More Importantly – Improved ROI

7. Social Media 600+ million Facebook users, 700+ billion minutes p/mo 65+ million Tweets p/day Mobile 3,000+ texts sent by teens p/mo [1] 1 in 2 people w/smart phones by end of ’11 [1] Direct Mail 12% drop in mail volume [2] Digital Coupons 60% YoY increase, 1% of total coupon utilization [3] Increased Digital Spend $100 billion projected spend by 2014 [4] [1] Nielsen, 2010 [2] United States Postal Service Annual Report [3] Marx, a Kantor Consumer Promotion Unit [4] Forrester Report Cross Media Drivers

8. Consumers available on an average of 7.2 channels, including: Landline phone Mobile phone (or two if counting voice and text!) Skype Facebook Twitter Personal & business e-mail Membership in online forums A home address for traditional mail Need to be combined with mass media like: Catalogs Magazines Signage Events Traditional broadcast media Today: More Relevant Channels

9. What is Cross Media Marketing ? The use of data for more personal and relevant messaging to the individual across multi-media touches leveraging important “unique” data about the person across multi-media and online interactions to deliver an increase in “high quality” responses Cross Media Marketing Basics

10. Integrated Cross Media Direct Marketing Visual Marketing Mobile Marketing Social Media Marketing

11. The Internet Changed Everything It changed the way buyers buy, and the way sellers sell. It changed the role of direct mail…

12. Leverage your DATABASE What do you know about your constituent? David Scott Past Donor Contribution $100 Gave 5/18/2009 David Scott Past Donor of $100 123 Highway, Suite 456 Pittsburgh, PA 15239

13. The Power of Personalization Generic Image Basic Personalization Generic URL Basic Personalization Leverage your Data Personalized URL Customized Image

14. Initial Email Response channels include email and direct mail Both direct mail piece and email include PURL Email is branded to the campaign PURL is tracked the same way the direct mail is tracked PURL: www.DavidScott.providinghope.com

15. Welcome Page Welcome page branded to campaign Content should reflect that of email or direct mail piece First step to continuing a “personal” online conversation Entry can be via email address, password or continue button www.DavidScott.providinghope.org

16. Survey Page 3-5 Questions to gather information about your respondent All survey information is included within exported lists Any question can be optional or required Generate highly qualified leads www.DavidScott.providinghope.org

17. Profile Page Engage respondent with relevant content in direct mail, including a personalized URL Capture online response Continue “personal” conversation online Generate highly qualified leads www.DavidScott.providinghope.org

18. Thank You Page Thank you page is versioned based on survey responses or donor group Donate now button can be included Thank you email generated and automatically sent to visitor www.DavidScott.providinghope.org

19. Automated Follow-up to Respondents Automatically triggered Follow-up email to each respondent Variable email content determined by survey responses Continued personalized communication solidifies the relationship Automated Follow-up Email

20. Automated Donation Notification Automated triggers sent React immediately to donors Distributed via email or cell phone (text message) Development Representative David Scott just responded to your campaign. Contact information: 123 Anystreet, USA (555)547-1234 Survey Results: May I call you to discuss? Yes

21. Live Campaign Demo | Non-Profit Non-Profit Demo Campaign

22. Reporting and Analytics Campaign Dashboard All visits and online activities are tracked Reports to help “fine tune” your marketing Automated data delivery

23. Email Activity: Open Rates

24. Email Tracking: Cause of Unsuccessful Attempts

25. Email Address Data

27. Study by Dr. Marnie Brow – Sept. 2009 for cross-media marketing campaigns Over 670 total campaigns over 30 industries with an average response rate of 3.28%! Industry # of Campaigns Visit Rate Response Rate Manufacturing 28 13.20% 11.85% Advertising 22 5.61% 3.42% Health Care 22 3.93% 2.10% Printing 84 6.57% 3.55% Education 92 3.24% 2.01% Consulting 6 5.75% 4.19% Real Estate 4 4.54% 2.18% Non-Profits 28 7.69% 4.52% Financial Services 60 4.28% 3.15%

28. 5 Basic Rules for Success Quality of your database The offer matters…. Personal & relevant creative elements – less is more Number of cross media touches (minimum 3 to 4) Timing and relevance to the individual

29. Thank You. For more information please contact: mslDirect Inc. 724.733.9944 © 2010 mslDirect Inc.