The document provides an overview of optimization efforts for Sprint PCS, including goals, topics, and potential optimization sessions over time. Some key initiatives discussed are conducting consumer insights research, testing and optimization, focus groups, analyzing email best practices, and integrated marketing sessions. A timeline is proposed for various strategic optimization elements from defining objectives and research plans to execution, measurement, and reporting.

1. Optimization Efforts
>Ensure Sprint
PCS continues
to flawlessly
lead the wireless
industry ?
>?
Forrester
Modem Client Teams
Conferences
Online Search
x
x
x
x
Sources
Goals Topics
>Industry
Trends
>Legal
Updates
>Competitors
Wireless Target Marketing
x
DMA Emais x
>?
>BPs in
Target
Segmentation
>BP
>Email BPs
>BPs in
Integrated
Marketing
>BPs in
program
valuation
You could start with a slide like this one that gives an overview
of your “optimization efforts”. You should
add/delete/tweak/reformat. I would also add a small paragraph
at the top describing what this is.

2. I would put something like the below elements in a calendar, timeline or
roadmap…(examples of these follow on subsequent slide) These are
the big “optimization sessions”, but you should also include ongoing
stuff like: Data collection, data analysis, presentations, etc.,
• Potential Optimization Sessions
– Consumer Insights
• Combine data and research to check for new insights?
– Test & Optimization Matrix
• Identify hypothesis & setup ’06 plan to test
– Conduct informal focus groups?
• Leverage MM staff
– Modem Email BP Internal Session
• Internal session of MM email clients (global) to go over the most
progressive things each is doing
– Scorecard Review and Optimization
– Data Trend Analysis (every 6-12 months?)
– Plan Pop-up Survey to Sprint Database to gather optimization inputs
– Integrated Marketing Session
• Internal MM discussion on how emails role could/should change in the
overall marketing mix for Sprint PCS

3. Theoretical Timeline
High-Level Strategic Approach
Define Program Objectives
Define Program Elements
Define Research Plan
Define Program Timing
Research
ID Mavens
Month
1 2 3 4 5 6
Media Planning & Execution
Traditional Banner Media (i.e. Autoblog)
Sponsored Content
Measurement & Reporting
Monthly Reports Month 6-12
Final Report with Recommendations Month 13
7 8 9 10 11 12
Recruit Mavens
Asset Generation & Distribution to Mavens
Podcasts
Flash Demos of Technology
Video Interviews
Program Strategy
Program Specifics
Recruitment Plan
Asset Generation Plan
Asset Distribution Plan
High-Level Media Plan

4. 2003 2004 2005 2006+
Demonstrate
value of IFSP
Pursue key ‘ad hoc’
initiatives, distributed
in multiple locations
across the Allianz
Group web-universe,
that selectively
demonstrate the value
of the IFSP proposition
Push integrated
offerings
Introduce user
needs assessment
based propositions
that proactively
direct users to
integrated offerings
Given the online goal, key trend analyses, and Allianz
strategic and brand objectives and plans, an overall
roadmap has been defined
Be personal
advisors
Launch initiatives
that position the
Group and its
companies as
trusted advisors
and partners to
financial services
users
Be pervasive
and persuasive
Develop a global,
pervasive presence
in the digital
universe: provide a
powerful distributed
platform for
pushing Allianz
Group’s constituent
companies’
business offerings
Roadmap Options

5. The four key initiatives for next year will need to be coordinated and
timetabled according to available resources
Allianz
Group and
You
Group
Navigator
Life Events
Organisational
Req’s
Today Q1 Q2 Q3 Q4
2002 2003
 Simplify html coding
 Begin utilizing
Dreamweaver
insertion capabilities
 Upgrade Accucast to
v3.1
 Simplify HTML
coding
 Establish & socialize
distribution calendar
& outline
ramifications of late
submittal
 Establish monthly
meeting
 Begin monthly manual test
of selected campaigns
 Establish and socialize
knowledge base around
key insights
 Automate distribution calendar
 Automate request & checklist
 Combine all channel communications into a single
“integrated” distribution calendar
 Automate “Test & learn”
 Utilize Cross channel analysis tools and reporting
 Incorporate cross channel POV into rules
 Train content
development
employees on
pulling lists from
all databases
 Add dedicated
analytical resource
(1 FTE) reporting to
e-Mail Marketing
 Utilize campaign
management tool to
pull lists from
Datamart and push
through Accucast
 Consider adding
additional analytical
resources to e-Mail
marketing
 Establish
standardized
request form &
checklist
 Establish QA
checklist
 Begin monthly manual test
of selected campaigns
 Establish and socialize
knowledge base around key
insights
 Complete installation of the
Datamart and OLAP
reporting tools
 Automate “Test & learn”
 Utilize cross channel analysis tools and
reporting & incorporate cross channel POV into
rules
 Utilize campaign management’s Test & Learn &
list segmentation functionality
 Complete installation of Campaign Management
system
 Include “desired results” in the
distribution request form
 Conduct regular monthly analysis
against objectives captured in request
forms & distribute (modeled after e-
mail valuation work)
 Include “desired results” in automated request
form
 Implement real time reporting against objectives
 Automate distribution of reporting
TO BE COMPLETED—REQUIRE INPUT ON
RESOURCING EXPECTATIONS
Planning 2003

6. KitchenAid on the Spectrum of CLM
Typical Marketing
Approach
 Mass brand building
advertising
 Trade promotions
 Little to no measurable
direct-to-consumer
communications
 Focus on brand
advertising and trade
promotions
 Small investments in
measurable direct-to-
consumer marketing
 Acquisition investments
driven by expected lifetime
value
 Direct to consumer
marketing – at the
segment level
 Highly differentiated value
propositions and customer
experiences based on
customer value, needs and
mindsets
Information
Assets
 At best, self reported
usage and loyalty from
responders to promotions
 Attitudinal customer
segmentation (limited
actionability)
 Some purchase
information
 Some understanding of
customer value to date –
limited knowledge of LTV
 Segmentation based on
specific product purchases
 Complete transaction
history
 Customer lifetime value
based on past behavior
 Actionable customer
segmentation based on
range of purchases and
behaviors
 Complete transaction
history
 Promotion history – with
response
 Customer lifetime value
based on past behavior
 Segment of one
capabilities
Examples
 Most CPG manufacturers
 Sony
 GM
 Kohler
 Purina
 BMW
 Philip Morris
 Dell
 American Express
 Charles Schwab
 Delta
Mass Marketers Converts
Advanced
Practitioners
CLM Factories
Organizational
Focus/Alignment
 Purely product
 No corporate commitment
to change
 Primarily product
 Corporate commitment to
consider customer focus
 Customer – usually within
product silos
 Customer
Today, KitchenAid is an early convert to CLM. Information assets and organizational
alignment will be key drivers of further evolution.
KA today KA potential
Technology
 Disparate technologies;
systems dedicate to
functional processes
 Disparate technologies;
some integration of dbs
providing view of customer
 Integrated technologies;
integrated dbs for robust
view of individual customer
 Separate customer-level
datamart w/ robust
analytical capabilities
Placeholder

7. Oct
Sep
Aug
Jul Jun
May
Apr
Mar
Feb
Jan
Dec
Nov
Schwab Work Plan 2004/2005 (Updated 12/1)
Schwab.com
Affinity
Campaigns
II Marketing
(Prospecting)
Golf Promotion
AT Campaign TBD
AT P2 AT P3 Campaign
Ski Promotion
3Q PDA 4Q PDA
Active
Trader/Trader CT
Campaigns
Cust. Comm. Tool
(CCT)
SAN Pilot (DM/Print)
Campaigns New York Launch
Digitas Senior Leadership Consulting (ongoing)
PAM Q4
CCT Q3
PAM Q3
StreetSmart Pro
Banners
SAN
1Q PDA/Rollover
Lead Follow-up Pilot
2Q PDA/Rollover
eNewsletter
Lead Follow-up Pilot
PDM Integration
Schwab Cup Strategy
Live Theater
CC Launch Strategy
AOL/PGA
Strategy
PAM Q1 PAM Q2
3Q PDA
Trade Ads
AT TBD
SAN Pilot Support
Rollover
Rollout
CCT Q4
Core Development,
Maintenance,
1-Many Batch Process
CCT Q1
Core Development,
Maintenance,
1-Many Batch Process
CCT Q2
Core Development,
Maintenance,
1-Many Batch Process
Core Team
Homepage Redesign Online Style Guide
Pitch
Ski

8. Focused initiatives that will deliver tangible, cross-
enterprise value: Web Council Roadmap
Revenue/
Value
Generation
Efficiencies/
Productivity
User
Experience/
Brand
Building
All Above
Objectives
(Foundational)
In Progress/
Complete**
Q2 Q3 Q4 Q1
2004 2005
Primary
Objective*
 Cross-Sell/ Up-Sell
Opportunity
Identification
 Online Financial
Impact Surveys
 Sharing of Usability Lab
Resources
 Privacy and Security
Policy Outreach and
Implementation
 Corporate-Wide Market
Data Mgmt
 Asset Leverage Matrix
 Web Development
Process Standardization
 CMS Workflow
Conceptual Map
Development
 Search Engine
Assessment &
Consolidation
 Cross Property SEO &
Keyword Buys
 Corp. Content
Assessment &
Centralized Development
 Web Hosting
Assessment &
Consolidation
 Web Platform
Assessment &
Consolidation
 Vendor Management
Assessment
 Standardized
Vendor Report Card
and Status Sheet
 Aboutschwab Site
Update
 Watchfire Audit
 Web Council Scorecard
 Project Dashboard
 Prioritized Roadmap of
Initiatives
 Council Satisfaction
Survey
 Standardization of Web
Tracking/Reporting
 Corporate Homepage
Assessment
 Online Standards &
Guidelines
 Consolidated Online
Satisfaction Surveys
 Online Corporate
Brand Audit
 Content/Tools/
Functionality Audit
 Online User Scenarios
 Centralized Online
Resource Library
 Website Mapping
* Opportunities categorized based on their “primary” objective, but may have multiple
** Timing reflects recommended project commencement