B.Armour Exec Summary Case Histories

Case Histories for Barbara Armour Integrated Marketing Experience

NOKIA Q4/Q1 large Regional Carrier Promo Recap 4/13/01

Trade Marketing RolesTrade Marketing Roles

• Assist Carrier in gaining increased activations.

• Develop programs to protect the existing base of consumers.

• Partner with all channels to provide maximum sell through efforts.

• Create integrated marketing efforts (advertising, consumer promotions, training, sales incentives) that are fully turnkey for Carrier.

• Maximize the CPH via strategic use of co-op dollars for product launch, promotions, media, sponsorships, loyalty (Consumer), sales training and incentives.

All efforts from concept, program development through field sell in and consumer fulfillment can be handled through your Nokia Marketing Manager and Nokia Account Manager.

Promotion reports are issued weekly to keep you posted on redemptions, POS placement in store and media placement efforts. Database collected on redemptions will be shared with our Carrier at the conclusion of each program. Complete ROI will be presented.

My background covers packaged goods product management (Ralston), field marketing (Anheuser Busch), sales promotions (Pillsbury), consumer loyalty programs (NY Tel/Nynex), sales incentives (NYTel); employee training & reward programs (NY Tel/Nynex), and retail media(Sears) for 23+ years.

A few case histories of my current Nokia work ….


Nokia Race Away SweepstakesNokia Race Away Sweepstakes

Barbara Armour

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Barbara Armour

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MAXIMZING BRAND SPOMOSRED ACTVITIES FOR CARRIERS



Situation:Nokia has a sponsorship relationship with the Indianapolis Motor Speedway and this allowed for a promotional concept to be developed featuring the Brickyard 400 NASCAR event.

Objective:• Develop a promotion for carrier groups that includes a consumer offer with a sweepstakes

overlay.

• Implement a consumer promotion that will assist in moving excess phone inventories.

• Provide a valuable “gift with purchase” premium for the consumer.

• Feature a consumer sweepstakes overlay tied to the Brickyard 400.

Strategies/Tactics:Timing: May/June 2000Theme: “Nokia Race Away Sweepstakes”Offer: Purchase a Nokia phone and receive a $50 Fuel Card good at participating gas stations.Sweeps. Grand Prize:Trip to the Brickyard 400

2nd Prize: Brickyard 400 Apparel

3rd Prize: Nokia Die-cast race cars (1 per retail location)



Strategies/Tactics (cont’d):• Develop a media campaign that included local print and radio options for RSA carriers.

- A :30/:30 taggable radio spot was produced.- A customizable print ad was produced.

• POS kits were sent out to over 6,500 retail locations to support the promotion. POS kits included:

- Counter Cards with Tear Pads- Panel Cards- Ceiling Danglers- Shelf Wobblers- ROP Ad slicks- :30/:30 Radio CD’s

Results:• Over 98,000 phones were sold during the promotion. This averages to 15.1 activations per

store• Over 45,000 $50 Fuel Cards were redeemed, representing 42% redemption• RSA carriers that had success with the promotion began to order programs out of the Idea

Connection playbook. Additional programs ordered included:- Toys ‘R Us- Wal-Mart Gift Cards- GSM Sporting Goods Cash

Case Histories Nokia – Qwest and Cricket

2001-2002 CDMA Technology Launch

Qwest General Market Jan-01 Feb-01 Mar-01 Apr-01 May-01 Jun-01 Jul-01 Aug-01 Sep-01 Oct-01 Nov-01 Dec-01TV : Network & Cable 150 TRP's A 25-49

2 Week Holiday Ride The Light -Spot

Ride The Light -Spot


Mom's Day Dad's Day BTS BTS Holiday 11/25

Holiday

Radio - Contemp, Country, Rock: GRP 125-A18-49

2 Week Holiday Valentines Day Ride The Light -Spot



Holiday

Print - ROP 1/2 Page 2c 2 Week Holiday Valentines Day Ride The Light -Local Student ROP

Ride The Light -Local Student ROP


Holiday

OOH-Boards, Mobile, Shelters, Source Boards/On Campus #75 Showing

2 Week Holiday Valentines Day Ride The Light-Local

Ride The Light -Local


Holiday

Direct Mail-Statment Stuffers, Email Min 250K Per Month

2 Week Holiday Valentines Day Mom's Day Dad's Day BTS BTS Holiday 11/25

Holiday

Website: Qwest+Microsite Ride The Light-Banners + Microsite

Ride The Light- Banners + Microsite

Qwest Hispanic Market 4 DMA TestA 18-49TV/SIN-Telemundo 125 TRP'sM 18-34

Tucson, Denver,Albuquerque


Tucson, Denver, Albuquerque


Tucson, Denver, Albuquerque

OOH Same As Above Same As Above

NOKIA CDMA Fcst. Volume

Actual Vol.

Fcst. MDF MDF ACTUAL

5100 Series- Ongoing: $29.95 /1 Year or $19.95/ 2 Year

POS + WEB TRAINING+ SALES SPIFFS












129,500 137,282 $1,263,114 $1,198,325

Holidays Nokia 5170 W18-49 Gift For Gab $25 Rebate

All States + AllChannels 11/26/00-1/3/01

2002 Gift For Gab

2002 Gift For Gab

Young Adult: Ride The Light-Spring Break- 5170 Series Only A18-24

Minneapolis MN,Portland,OR

Dallas TX,Phoenix, AZ

Tucson, AZ Salt Lake City,UT

Denver, Boulder -CO

6385 Roll Out $39.95 After $25.00 MIR

Call Center & In Store Training + POS


98,250 104,326 $856,740 $827,305

Mothers Day-Nokia 6385 @$29.95 W18-49- 3 Cosmo Color Covers $45.00 Value

Mid -April All States + All Channels

All States + All Channels




71,125 71,114 $620,210 $656,382

Fathers Day - Nokia -7170 Series M35-54 $25.00 MIR

All States +All Channels




49,275 53,889 $429,678 $330,340

Back To School -All handsets A 18-49 Discount NOA + $10 AirTime or $50 MIR- 8175 Series

All States + AllChannels

All States +All Channels

Nokia Original Accessories WITH 5100 Series: DM -Anti-Churn Existing Base

Forecasted Volume 5100 13,200 13,200 13,200 13,200 13,200 6,500 5,500 11,500 11,500 6,500 8,500 13,500 129,500 137,282 $1,129,240 $1,198,325Forecasted Volume 6385 44,000 22,000 4,500 3,500 2,500 4,500 4,500 3,500 4,000 5,250 98,250 104,326 $856,740 $827,305Forecasted Volume 7170 13,750 6,875 6,875 6,875 6,875 6,875 11,500 11,500 71,125 71,114 $620,210 $656,382Forecasted Volume 8175 15,850 5,575 5,575 5,575 8,350 8,350 49,275 53,889 $429,678 $330,340Total Volume 13,200 13,200 57,200 35,200 31,450 16,875 30,725 28,450 28,450 22,450 32,350 38,600 348,150 366,611 $3,384,018 $3,012,352

Qwest + Nokia Anti-Churn Loyalty Drive -Nokia NOA

QWEST NOKIA 2001 BUDGETS

Total MDF SPEND $128,304 $128,304 $555,984 $342,144 $305,694 $164,025 $298,647 $276,534 $276,534 $218,214 $314,442 5.04% -10.90%Motorola $25 MIR NEW POS NEW POS Free

Clip+EarbudFree Clip+Earbud

Samsung Free Phone with2 Years

$29.95 Phone 1Year

$29.95 Phone1 Year

$50 MIR -Clamshell

$75.00 MIRSS54 Series

$9.72 CPH

8.22 CPH


CDMACDMA CARRIERSCARRIERSQwest/NokiaQwest/Nokia

Reward Your Gift For GabReward Your Gift For Gab


Qwest /NokiaQwest /NokiaReward Your Gift For GabReward Your Gift For Gab

Objectives:• Create a push for increased sales of Regional CDMA Carrier service and Nokia Mobile

Phones

• Generate awareness for Qwest Wireless and Nokia phones.

Strategies:• Provide a consumer promotion integrating all distribution channels of Qwest Wireless

• Deliver a call to action for the consumer

• Drive volume from the existing wire line customer base

• Encourage sell-through via communication to sales force


CDMACDMA Carrier/NokiaCarrier/NokiaReward Your Gift For GabReward Your Gift For Gab

Promotional Overview:• Consumers purchase any Nokia handset and Qwest wireless service, sold through Indirect

or Direct retail store between December 1, 2000 and February 28, 2001 and receive a $25 SuperCertificate from GiftCertificates.com

• Consumers fill out the mail-in rebate received at time of purchase and send in along with proof of purchase to Nokia’s fulfillment agency, Target Marketing.

• $25 SuperCertificate, redeemable at GiftCertificates.com for one of over 700 retailers gift certificates is then mailed to the consumer

• Each week as the rebates were received, an order was placed to GiftCertificates.com for blocks of emailable SuperCertificate numbers, each number represented a SuperCertificate, rebates were fulfilled immediately and normally were received by the customer within 1-2 weeks of Target Fulfillment receiving the SuperCertificate order.

Barbara Armour

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Qwest /NokiaQwest /NokiaReward Your Gift For GabReward Your Gift For Gab

Tactics/Support Pieces:• Entice consumers with an attractive and relevant premium offer.• Provide useful sales tools with quality messaging to enhance selling efforts.• Announce the promotion externally with newspaper advertising and radio spots.• Include bill stuffers to Qwest land line customers• Timing: 12/1/01 – 2/28/01• Target: Adults 18 - 54• GiftCertificates.com - User Profile

- Adults 18-49/ Tends to skew slightly female- 50% of users earn $60k+ a year

Results:• Nokia’s Co-op Total Investment = $ 92,000• Total Redemption's, as of 4/20/01: 1,852• 12/1/00 - 2/28/01 Sales: 13,691• Average Sales per week from 12/1/00 - 2/28/01 : 1,141• 9/1/01 - 11/30/01 Sales (12 weeks prior to promotion): 4,508• Average Sales per week from 9/1/01 - 11/30/01: 376• Incremental average sales per week = 765• % increase of incremental average sales per week = 203.5 %• Nokia spend was $ 7.39 per phone sold based on projected spending (through 4/20/01)


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Tearpad


Nokia Original Accessories Nokia Original Accessories Accessories Case Histories Accessories Case Histories

All CarriersAll Carriers

Color GroovesColor Grooves


Color GroovesColor GroovesAll CarriersAll Carriers

Situation:

Nokia research indicated that 73% of color cover sales were coming from fashion forward younger women.

X-press on Color Covers team had excess inventory on 5100 covers and were looking for a clear solution for a go to market plan. NOA team asked me to review to review the inventory to see if we could find a collection concept.

Task: Create a collection concept for miscellaneous covers that needed a clever, thematic, branded approach to speak to women.

Covers were presented by our Calabasas design team in California.We selected four covers that were feminine, retro-mod, and captured the trend towards 70’s nostalgia.

Accessories team agreed that the collections should also utilize our celebrity spokesperson Jennifer Love-Hewitt since she had a serious presence (and good Q Scores) with women 18-34

Final campaign as Color Grooves. Graphics, copy and spokesperson would capture the hip 70’s movement that was such an integral part of the color covers selected to be in the collection.

Barbara Armour

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Qwest agreed to try the program to gain incremental sales in their W18-34 Social Seekers target.


Color GroovesColor GroovesAll CarriersAll Carriers

Objectives:• Assist Nokia in gaining incremental Xpress-on Color Cover distribution in carrier retail stores

via the Color Grooves cover launch.

• Secure orders from the carriers for the new covers and ship POS kits to retail based on the orders received.

• Develop a promotional template to be used for future Xpress-on Color Cover launches.

Strategies/Tactics:• Develop a sell-in brochure and free POS with each order introducing the four new color

covers to the carrier groups. The four covers were:- Lady Bug- Pink Life- Secret Cow- Butterfly


Color GroovesColor Grooves

Strategies/Tactics: (cont’d)• Provide free Custom Program Point of Purchase material for volume commitments

• Program timing: September/October 2000

• Target: Primary: Women 18-34

Secondary Women 35-49 ( those who were in the 70’s)

• Retail POS kits included:- Panel Cards- Static Clings- Shelf Wobblers- :30/:30 Radio CD’s

• A :30/:30 taggable radio spot was produced so carriers could support the launch with local radio.

Results:• The initial allocation of 47,000 Color Grooves color covers has been sold.

• A second printing of Color Grooves Xpress-on covers was scheduled.

• This is the first color covers program with POS available for retailers to order via the Nokia web-site.

Barbara Armour

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Stay Connected Stay Connected Direct Mail Loyalty ProgramDirect Mail Loyalty Program


Stay Connected Stay Connected

Objective:• Recapture the current wireless consumers whose contract is about to expire.

• Generate increased ARPU among the Qwest current wireless consumers.

• Develop rebate form that is packaged with Nokia handsets that allow consumers to receive a $50 or $35 rebate.

• Rebate form is to remain consistent with branded Direct Mail pieces being distributed by Qwest.

Strategy:

• Develop a ongoing Customer Relations program to inform Qwest Wireless Consumers [contract 10 + months] of a program designed to reward those who renew wireless contracts.

• Messaging about increased features and benefits tied to form capturing audience information (name, address, city/state, mobile phone number, age, gender and household income).


Stay Connected Stay Connected

Strategy/Tactics (cont’d):• Consumer Offer:

- To receive a $50 rebate check good toward you Qwest monthly invoice/service bill, purchase a new Nokia 6185 or 5185I Charge and Carry Mobile Phone/Accessory kit, and sign up for an additional 12 months of Qwest Wireless Service.

- To receive a $35 rebate check good toward your Qwest monthly invoice/service bill, purchase a Nokia 6185 or 5185I Mobile Phone, and sign up for an additional 12 months of Qwest Wireless Service.

• Consumers simply mail in their rebate form with proof of purchase to the fulfillment center for verification. The fulfillment center verifies their information and sends a check back to the consumer made payable to Qwest. The consumer, upon payment of their monthly invoice/service bill, sends the rebate check in with their personal check and is credited for the amount of the rebate.

• Timing: 6/29/01 through 10/1/01• Mobile Consumer Profile:

- Male/Female: 25-49- Current large Regional Carrier Wireless Consumer of 11 +months

Results:

• ROI was 12.94 for 1.00 spent. Increase in revenue $5,5568,249

• Decrease in annual churn 1.2% (previously 14%, now 12.8%).


Tearpad From

(Front)

(Back)


Ride The Light Concert Tour 2001Ride The Light Concert Tour 2001


Ride The Light Concert Tour 2001Ride The Light Concert Tour 2001Situation:

• Nokia wanted to develop a branded event for large Qwest Wireless that will increase their Nokia handset / NOA sales and increase Qwest Wireless brand awareness among collegestudents within seven key markets.

Objective:• Open doors for Qwest Wireless on-campus to the young adult market

• Gain Nokia penetration into Direct and Indirect Retail Locations

• Position Nokia as a strategic marketing partner…not just another vendor

• Leverage Nokia’s commitment to Qwest

Strategy/Tactics:• Consumer Offer: Consumer purchases a Qwest Wireless service, Nokia phone or $50 worth

of Nokia Original Accessories (NOA) and receives two VIP tickets to the Ride the Light Tour concert closest to them.

• Develop in store POS that called out the consumer offer and the event. Retail POS kits included:

- Counter Card- Tear pads- Counter Card Lug On- Panel Card- Accessory Shelf Wobblers (Direct Retail locations only)


Ride The Light Concert Tour 2001Ride The Light Concert Tour 2001Strategy/Tactics (cont’d):

• Newspaper Ad Slick for all college newspaper and alternative weeklies

• Program timing: Feb 20 through May 30, 2001

• Target: Primary: Young Adults 18-24

• A :30 promotional radio spot was developed for each market

• A :60 generic concert spot was developed to increase general public ticket sales

• College Grass Roots marketing effort included the distribution of door hangers to all dorm rooms, posters and fliers

• Media included Source Boards on campus; Radio 150 TRPs per week for 4 weeks targeted to A18-24

• Six insertions over six weeks in each of the college newspapers and alternative weekly newspapers

• Web site developed for RTLT to allow consumers to hear reviews of the event, register to win gear, autographed guitars and enter the Roadie for a day sweeps….could also shop for Service Plans and Nokia handset

• Develop Qwest Wireless/Nokia event signage to be displayed on and around the stage, and outside of the venue


Ride The Light Concert Tour 2001Ride The Light Concert Tour 2001Strategy/Tactics (cont’d):

• Ticket Redemption Process

- Consumer signs up for Qwest Carrier Wireless service and buys a Nokia phone or purchases $50 worth of NOA

- Consumer calls a 1-800 #.

- Target Marketing (fulfillment house) collects data (Name, Address, Age, ESN) and issues confirmation number and instructions to receive Ride The Light Tour 2001 VIP tickets at Will Call.

- Consumer goes to Will Call (anytime between 12:00 noon and the start of the concert) with Photo ID and confirmation number.

- Ride The Light Tour 2001 VIP Tickets and Access Badges are issued to consumer.

- VIP Tickets are redeemed at front gate.

- Ride The Light Tour Commemorative Cards are issued to concert goers at gate (one per guest). Card contains website information for “Sweepstakes Entry” for RTLT 2002 Roadie For A Day or RTLT Memorabilia.


Ride The Light Concert Tour 2001Ride The Light Concert Tour 2001Results:

• Total Concert Attendance: 32,414 (projected 36,000)

• Units Sold throughout promotional period: 16,056 (up 2%)

• Generated revenue from accessory purchase that is $50 or greater at Qwest Direct Wireless Retail locations only: $9,493.00

• Generated revenue from ticket sales that was put back into Co-op fund: $220,992.04

• Consumers that participated in the offer and received two VIP tickets: 2,203

• College awareness prior to event at 23%; after event unaided awareness measured at 30%

u Total hits made on server: 74,826, with 38% of the sessions lasting 7 minutes or more

u Media generated over 9MM gross impressions and we locked up key source boards for the remainder of the year on every single campus


Sell Sheet

Table Tent

Panel Card

Counter Card

Shelf Wobbler


Door Hangers

Commemorative

Card

Access Badges Posters

Newspaper Ad


Banners

Stage Scrimms

Stage Skirt


Catch Some AirtimeCatch Some Airtime


Catch Some AirtimeCatch Some AirtimeConsumer Bounce Back ProgramConsumer Bounce Back Program

Objective:

• Provide Qwest with a Nokia Original Accessory program

• Gain increased revenues for Qwest through Nokia Original Accessory Sales

• Increase awareness for Nokia Original Accessory products sold through Qwest Direct

• Bring added value to potential customers

Strategy/Tactics:

• Purchase any one of the four Nokia Original Accessory packs offered through Qwest Wirelessdirect retail location (Clip &Cig Cord Dual Pack $19.99; Headset & Cig Cord Dual Pack $22.99; Case & Cig Cord Dual Pack $25.99; Clip,Cig Cord, Headset Tri Pack $28.99) and receive free airtime. Offer good for new and existing customers.

• Develop in-store POS (Counter Card, Tear pad and Shelf Wobbler) featuring all of the NOA packs that are offered by Qwest Wireless that will call what the offer is to the consumer. [623 storefronts Direct]

• Tag existing ROP with offer for eight weeks

• Timing – August 1- Sept 31, 2001.

• Primary Target Audience: Adults 18 – 49 years of age with active lifestyles


Catch Some AirtimeCatch Some AirtimeConsumer Bounce Back ProgramConsumer Bounce Back Program

Consumer Offer:• Send in the tear pad form, to the fulfillment house, with all of the information filled out on

back (name, address, age, phone number and UPC number) and a copy of the original receipt

• The sent information is verified through the fulfillment house

• A $10 check is sent back to the consumer made payable to Qwest Wireless

• The consumer includes this check with their large Qwest Wireless bill/invoice payment and are credited for that amount

Results:

• Total new customers for 8 week time period= 76,388

• Purchasing Nokia Mobile Phones= 28,263

• Actual units purchased during promo 12,718 for net revenues of $264,744 •Net revenue = Retail Sale Price Less COGS

• Total redemption existing customers 2,234 (<1%)

• Total redemption on offer for new customers 3,255 (25.6%)

• Total cost for program= $62,366 versus net revenues gained of $264,744


Shelf Shelf WobblerWobbler

Counter Card w/Counter Card w/TearpadTearpad

Sell SheetSell Sheet

1 © NOKIA

Case HistoriesJune 12, 2002

CRICKET A18-49 BROADMARKET MEDIA Jan-01 Feb-01 Mar-01 Apr-01 May-01 Jun-01 Jul-01 Aug-01 Sep-01 Oct-01 Nov-01 Dec-01TV : Spot & Cable 150 TRP's A 25-49

2 Week Holiday Mom's Day Dad's Day Last 2 Weeks Aug. BTS

BTS Holiday 11/25

Holiday

Radio - Contemp, Country, Rock: GRP 125-A18-49

2 Week Holiday 2 Weeks Valentines Day

Mom's Day Dad's Day Last 2 Weeks Aug. BTS

BTS Holiday 11/25

Holiday

Print - ROP 1/2 Page 2c 2 Week Holiday 2 Weeks Valentines Day


BTS Holiday 11/25

Holiday

OOH-Boards, Mobile, Shelters, Source Boards/On Campus #75 Showing

2 Week Holiday Mom's Day Dad's Day Last 2 Weeks Aug. BTS

BTS Holiday 11/25

Holiday

Direct Mail-Statment Stuffers, Email Min 250K Per Month

2 Week Holiday 2 Weeks Valentines Day


BTS Holiday 11/25

Holiday

CRICKET Hispanic Market A18-49TV/SIN-Telemundo 125 TRP'sM 18-34

AZ, LA, San Diego, Charlotte, Nashville







NOKIA CDMA / CRICKET 2002 Fcst. Volume

Actual Vol.


5160 Series- $39.95Cricket University Web Based Training,Certification & Sales Spiff -Retail Stores, Call Centers, Dealer Agents

POS + WEB TRAINING+ SALES SPIFFS 5170i

POS + WEB TRAINING+ SALES SPIFFS5170i

POS + WEB TRAINING+ SALES SPIFFS 6370








Nokia 5170i Holidays Unwrap the Savings 11/26/01-1/31/02



Nokia 5170i- Mothers Day @$29.95 W18-49 Fresh Fashion Color Covers (English and Spanish-Upsell )

Mid -April All States + All Channels


In Store Rebate Test 2 Weeks Save $40.00 In Store

6370 Roll Out $49.95 Call Center & In Store Training + POS


Dinenr and a Movie Minority Report Tie In $20 Amex MIR +2 Tickets

Minority Report Tie In $20 Amex MIR +2 Tickets

8270 Roll Out $59.95 with free belt clip. M 35-54



LA-COPA CRICKET EVENT-8270 Focus TV & Print Branding POS In Store

Hispanic Effort -Telemundo Print and TV + POS In Store

Hispanic Effort -Telemundo Print and TV + POS In Store

Fcst. Volume

Actual Vol.


Forecasted Volume 5170 156,000 125,000 105,000 104,500 126,500 136,500 126,500 136,500 156,000 156,500 156,500 156,500 1,642,000 1,833,415 $11,247,700 $11,312,171Forecasted Volume 6370 20,000 20,000 15,000 15,000 15,000 15,000 15,000 15,000 130,000 129,882 $890,500 $922,162Forecasted Volume 8270 20,000 20,000 20,000 15,000 15,000 90,000 97,664 $616,500 $1,308,698Total Volume 156,000 125,000 105,000 104,500 146,500 156,500 141,500 171,500 191,000 191,500 186,500 186,500 1,862,000 2,060,961 $12,754,700 $13,543,030Total MDF SPEND $1,068,600 $856,250 $719,250 $715,825 $1,003,525 $1,072,025 $969,275 $1,174,775 $1,308,350 $1,311,775 $1,277,525 $1,277,525 $12,754,700Motorola $25 MIR NEW POS NEW POS Free

Clip+EarbudFree Clip+Earbud

10.65%+ 6.2% Over Budget

LG $29.95 Flip Phone

$89.95 LG Web Phone

$89.95 LG Web Phone

$6.85 MDF-CPH

$6.57 MDF-CPH 3% Under Budget

BUDGETS CRICKET AND NOKIA 2002 ENGLSIGH AND HISPANIC MARKETS

Barbara Armour

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Barbara Armour

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Minority Report-Brand Sponsor

Barbara Armour

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Nokia Results

2 © NOKIA

$40 SavingsPromotion Date: November 23rd - December 26th

(Promotion extended to Dec. 31st)Promotion/Offer: (Mail In=$40 Rebate on phone; Instant Rebate=1 Month Cricket Service) Pull program offering $40 Savings on the purchase and activation of a Nokia 5170i phone and one month of FREE Cricket Service!Objectives: • Generate trial of Cricket service during holiday season• Generate sales of the recently introduced Nokia 5170i phone• Cut through the various holiday in-store clutterOverview:• Offer valid at Cricket Direct and Indirect stores• Pricing structure varied for two markets: Arkansas ($29.99) and Michigan Markets ($69.99 – No Offer)• POS kits arrived in store November 23rd – Kit

included (1) Counter Display, (3) Wobblers, (1) WindowCling, (1) Display Sheet, (50) Tear Pads, (1) Vinyl Banner,

(1) Flyer & (2) Table Tents• Glitter inks were used to make POS “pop”

- Cricket and Nokia won an award for the POS from theWisconsin Printing Industries Association

It’s that time of year to shop! Buy a cool Nokia 5170i phone today and receive $40 mail-in Savings...plus get your first month of Cricket Service FREE!

Display Sheet

3 © NOKIA

$40 SavingsPROJECTED (Based on 312,000 Handsets)Program Cost: $336,234Offer/Redemption- based on 33% redemption $4,118,400

Free Cricket Service ($29.99) $9,356,880Media Cost: NEEDTOTAL (EST.) COST $13,811,514

ACTUALProgram Cost: $336,234Offer/Redemption (129,816 received)- 41.61% redemption $5,192,640

Free Cricket Service ($29.99) $8,434,688Media Cost: NEEDTOTAL COST $13,963,562

$13,963,562 *281,250 = $49.65 per handset

ARPU=$516; CPGA=$200 $316.00 (ARPU -CPGA)- $49.65

Profitability PER UNIT $266.35 * Actual Handsets Sold During Promotional Period

Counter Display

4 © NOKIA

$40 SavingsKey Learnings:• Promotion was compelling for the consumer due to

both the price point and point of sale (129,816 rebateswere mailed in)

• Promotion ran with $65 Accessory Bonus Promo- Customers could essentially get up to $150 in savings;

increasing redemptions- $29.99 (Arkansas only) or $69.99(Michigan)

• Price points and offer changed several times duringprogram execution process- Added more revision charges to overall project costs

• Ship list for both direct and indirect stores was hard to get- Master list was not complete- Resulted in high volume calls to the Nokia Hotline

• Illustrations were created instead of photography dueto time constraints and photography availability- Saved time and money

• Explored and used new printing capabilities - won an award- Glitter inks and die-cuts used effectively

• Reacted promptly to quick-turn requests from Cricket on program - included concept development, execution and delivery

Window Cling

5 © NOKIA

$40 Savings

Table Tent Wobbler

Vinyl Banner

Flyer

6 © NOKIA

$65 Accessory BonusPromotion Date: December 7th - December 31stPromotion/Offer: (Instant Coupon Offer) Pull program offering $65 in Nokia original accessories FREE (for new customers only) when you buy a Nokia 5170i and Sign-Up for Cricket Service.Objectives:• Gain increased activation of Cricket Service during

holiday season• Leverage accessories (already in store) to act as the added

value offer• Generate sales of the recently introduced Nokia 5170i phoneOverview:• Offer was valid at Cricket Direct stores only• POS kits arrived in market offices December 7th

- Kit included (10) Employee Buttons, (1) Register Marker, (1) Poster & (25+) $65 Coupons• 50,000 $65 Coupons were numbered and tracked to

prevent photocopy redemption- Cricket employees handed coupons to customers and

were redeemed instantly upon purchase• Created different elements than the $40 Savings offer to

prevent clutter in stores

It’s better to give than receive, and Nokia is giving you up to $65 on Nokia original accessories! All you need to do is purchase a Nokia 5170i phone and sign up for Cricket service today!

Poster

7 © NOKIA

$65 Accessory BonusPROJECTED (Based on 50,000 Handsets)Program Cost: $30,620Offer/Redemption- based on 76% redemption $2,470,000

TOTAL (EST.) COST $2,500,620

ACTUALProgram Cost: $27,755

Offer/Redemption- 93.57% redemption $2,882,892

TOTAL COST $2,910,647

$2,910,647 *46,785 = $62.21 per handset

ARPU=$516; CPGA=$200 $316 (ARPU -CPGA)- $61.21

Profitability PER UNIT $254.79 * Actual Handsets Sold During Promotional Period

$65 Coupon

8 © NOKIA

$65 Accessory BonusKey Learnings:• Promotion was compelling for the consumer due to

both the price point and point of sale (93.57% redemption)- Customers redeemed coupon for an average of $61.62 in

free Nokia original accessories• Promotion ran with $40 Savings Promo

- Customers could essentially get up to $150 in savings;increasing redemptions

- Up to 16% of all customers purchasing handsets during the holidays may have taken advantage of the combined offer

• Legal information took several rounds of revisions tobecome finalized

• Three day turnaround on all printing• Ship list was simplified for Direct Stores

- Kits shipped to Market Offices only• Nokia Hotline requests were lower than $40 Savings Program• Redemptions were instant, however, 1% (of 50,000 projected

units) was estimated for stores who were out of accessories- Customers could send coupon in and receive $65

• Reacted promptly to quick-turn requests from Cricket on program- included concept development, execution and delivery

Employee Button

9 © NOKIA

$65 Accessory Bonus

Poster

Register Marker

Employee Button

10 © NOKIA

Fresh Fashion Color CoversLaunch Date: February 25th - March 31st, 2002Product Launch: Design a product launch kit to introduce the new 5170i Fresh Fashion Color CoversObjectives:• Generate interest, trial and purchase of the new Nokia

Fresh Fashion Color Covers• Generate sales of new Nokia 5170i phones

(includes new cover and silver key mat)Overview: • Launch limited to Cricket Direct Stores only• POS kits (English & Hispanic) arrived in stores February 25th

- Kit included (1) Counter Display, (6) Wobblers &(1) Window Cling

• Printing techniques, Foil stamping and die-cuts, were usedto attract customers to the new color coversFresh to Impress!

Introducing five new Nokia 5170i Xpress-on™ color covers -Turning Pink, Sea Spray Blue,Yellow Spin, Glacier White and Indigo Blue

Window Cling

11 © NOKIA

Fresh Fashion Color CoversPROJECTED (Based on 6,000 Covers)Program Est. Cost: $20,000


TOTAL COST $26,910

TOTAL 5,523 Covers Sold @ $12.99 = $ 71,744

Less CPGA=$1.39 = ($8,340)Less Program Cos t= ($26,910)Final Net Revenues= $36,494

Profitability PER UNIT $6.08

Counter Display

Translated into English and Spanish

12 © NOKIA

Fresh Fashion Color CoversKey Learnings:• Project started out as a bundled offer with a reduced price

point, but quickly turned into a product launch only program- Difficulty finalizing offer resulted in incremental costs

• First program to use both English and Spanish versions of POS- 20% of all new projects will be dedicated to Hispanic POS

• POS standards (sizes/colors/placement) were developedand helped HMG/Nokia with “Cricketized” requirements forin store point of sale use

• There were zero Nokia Hotline requests throughoutthe promotion, an improvement from the past.

• Ship list was simplified for Direct Stores- Kits shipped to Market Offices only

• Reacted promptly to quick-turn requests from Cricket on program- included concept development, execution and delivery

Wobbler

13 © NOKIA

Fresh Fashion Color Covers

Wobbler (Spanish) Window Cling (Spanish)Counter Display (Spanish)

14 © NOKIA

Product Launch 6370Launch Date: May 16th - TBD, 2002Product Launch: Design a product launch kit to introducethe new Nokia 6370 phone in Cricket storesObjectives:• Gain increased activation of Cricket Service• Generate interest, trial and purchase of the new

Nokia 6370 phone,targeted to light business users• Highlight product in store through unique merchandisingOverview: • Product Launch for Cricket Direct and Indirect locations

in Denver and Phoenix only• Integrated in store merchandising kit that successfully

co-branded Cricket and Nokia• Teaser/Sell In Brochure arrived in stores March 20th

• POS kits (English and Hispanic) arrived in Market OfficesApril 5th - Kit included (1) Motorized Counter Display,(1) Dummy Phone, (200) Sell Sheets, (6) Wobblers,(2) Window Clings & (1) Vinyl Banner

• Nokia Reps provided training at store level April 1st - April 15th

• Media (TV and Radio) runs May 16th - TBD, 2002

The Nokia 6370 phone has the form and functions you need to get it all done –at home and work. With features like Voice Activated Dialing, Enhanced Phone Book and Calendar, 35 Ring Tones (with up to 10 additional Ring Tones for downloading) and Five Games

Motorized Counter Display

15 © NOKIA

Product Launch 6370PROJECTED (Based on 40,000 Handsets)Program Cost: $255,000Media Cost: $126,000

TOTAL (EST.) COST $381,000

$381,000 40,000 = $9.53 cost per handset

ARPU=$516; CPGA=$200 $316 Cost Per Handset Program - $9.53

Projected Profitability PER UNIT $306.47

Wobbler

16 © NOKIA

Product Launch 6370Key Learnings (To Date):• Teaser Brochures were implemented to announce

6370 to Cricket stores (will be used for all future projects)- Announced product features (voice activated dialing,

enhanced phonebook and calendar)- Announced target market (Local business, Young Families

and Teen & Youth)- Announced media information (Television & Radio)- Announced Cricket U details and training - April 15th Launch

(www.MyNokiaCricketLink.com)• POS was delivered on time and initial response from

Cricket management has been overwhelmingly positive• Cricket moved quickly to develop in store merchandising

guidelines and we must assure these guidelines are maintained(will help on future projects)

• Lifestyle images supplied by Nokia Product Team were not appropriate for Cricket markets

- New photography was needed to fulfill program creative, increasing the Trade Marketing teams cost. Product Teams must address this going forward.• Integrated marketing efforts ensured sales goals were met. Model being adapted for other carrier marketing teams• Utilized co-op, MDF and VIR funding for media efforts rather than buy/get offers

Vinyl Banner

17 © NOKIA

Product Launch 6370

Teaser Brochure – Outside Teaser Brochure – Inside

Sell Sheet – Front Sell Sheet - BackEmployee Button Static Cling

18 © NOKIA

Product Launch 6370

Teaser Brochure (Spanish)

Vinyl Banner (Spanish)

Static Cling (Spanish) Wobbler (Spanish)

Motorized Counter Display (Spanish)

Sell Sheet (Spanish)

19 © NOKIA

Product Launch 8270Launch Date: June 10th - TBD, 2002Product Launch: Design a product launch kit to introduce thenew Nokia 8270 phone in Cricket storesObjectives:• Gain increased activation of Cricket Service• Generate interest, trial and purchase of the new

Nokia 8270 phone• Make the product the HERO in store through unique merchandisingOverview:• Teaser/Sell in Brochure arrived in store April 22nd

• Product arrives in store June 10th in all Cricket Directand Indirect locations except Denver and Phoenix

• POS kits (English and Hispanic) arrived in store May 13th

- Kit included (1) Illuminated Counter Display (Direct) or(1) Counter Card (Indirect), (1) Dummy Phone, (300) Sell Sheets, (6) Wobblers & (10) Employee Buttons

• Nokia Reps provided training at store level May 1st - May 15th in addition to • Cricket U training and incentives beginning May 15 for 8270• Media (TV and Radio): June 10th – July 14, 2002

Experience an exciting new glow with the Nokia 8270 mobile phone. It’s New, Blue, Comfortable and You! The 8270 includes a bright blue screen & keypad, Xpress-on™ color covers, personal ring tones and mobile messaging.

Illuminated Counter Display

20 © NOKIA

Product Launch 8270PROJECTED (Based on 20,000 Handsets)Program Cost: $423,000Media Cost: $2,394,000


$2,817,000 20,000 = $140.85 per handset



Counter Display - Indirect

21 © NOKIA

Product Launch 8270Key Learnings:• Integrated Cricket U training, In Store Merchandising and Sales Incentives were extremely effective on launching the product• Assisted in keeping competitors out• Utilized co-op, MDF and VIR funding for media efforts rather than buy/get offers• All 20,000 units were sold in 3.75 weeks.INTEGRATE INTEGRATE INTEGRATE!

Wobbler

22 © NOKIA

Product Launch 8270

Teaser Brochure - Outside Teaser Brochure - Inside

Sell Sheet - Front Sell Sheet - BackEmployee Button

23 © NOKIA

Product Launch 8270

Sell Sheet - Front (Spanish) Sell Sheet - Back (Spanish)

Wobbler (Spanish)

Counter Display - Indirect (Spanish)

24 © NOKIA

Cricket UPromotion Date: April 26th - December 31st, 2002Promotion/Offer: (Continuity/Sales Incentive Program)A learning and rewards program for Cricket Direct Store employeesObjectives:• Educate the Retail Sales Managers and Store Level

Personnel about Cricket service and Nokia products• Gain increased activation of Cricket Service• Generate interest, trial and purchase of the

Nokia 5170ir, 6370 and 8270 Series phonesOverview: • For Cricket Direct Store locations only• New rules structure and modules for the refreshed

5170i, 6370 and 8270 were loaded onto the systemand available to the field on May 1st, 2002

• This is a learn and earn program to teach featuresand sales techniques to Retail Sales Managers andStore Level personnel

• Redeem 5,000 Cricket U Credits for $25 gift cards to

Best Buy, Darden Restaurants, JC Penney, and Target

Cricket U is designed to increase awareness and knowledge of Nokia mobile products. It is also used as a rewards program to encourage sales among Cricket sales representatives. Log in and graduate today at www.MyNokiaCricketLink.com!

25 © NOKIA

Cricket U 2002 Sophomore YearPROJECTEDProgram Cost: 435,000



TOTAL COST TOTAL Handsets Sold ($433,000/120,000) = 3.67 cost per handset ARPU=$516; CPGA=$159 $357 (ARPU -CPGA)

- 3.67

Profitability PER UNIT $353.33

Profitability On Program = $42,399,600

ROI= $97.93 : $1

Barbara Armour

Typewritten Text

Barbara Armour

Highlight

Barbara Armour

Highlight

Barbara Armour

Typewritten Text

120.000 Units

26 © NOKIA

Cricket UKey Learnings:• Gift Certificates well received• Web site easier to navigate• Training was smoother to follow and reinforced “HOW TO SELL” by focusing on end user benefits• Redemption went much smoother and fulfillment was faster by four business days from last year(average of 6 business days to receive merchandise or travel awards)• Reporting system to Nokia and Cricket management is streamlined and real time• Travel awards will need to be refreshed. •Overall training on the web has been well received once we demonstrated the quickness of the training and the obvious lift in sales.• Store Management and District Management overrides on store employee rewards were also a HUGE help in sell in to the store level

27 © NOKIA

Cricket U

Poster

Brochure

28 © NOKIA

$40 Instant SavingsPromotion Date: May 17th through May 27thPromotion/Offer: (Instant Rebate) Save $40 Instantly! Purchase any mobile phone, activate new Cricket service and receive $40 off your purchase instantly.Objectives: • Generate activation of Cricket service for new customers• Generate sales of the Nokia 5170i, 6370 and 8270 phones• Design promotion to work with Minority Report “Dinner

and a Movie” PromotionOverview:• Offer valid at Cricket Direct and Indirect stores• POS kits arrived in market offices on May 16th – Kit

included (2) Posters, (6) Wobblers, (2) Register Markers• Promotion ran with Minority Report “Dinner and a Movie”

Promotion (offer was combined)

Need a new phone? Or a new service provider? Well wait no more! Cricket is going to take $40 off your mobile phone purchase INSTANTLY when you buy a mobile phone and activate new Cricket service.

Poster - 6370

29 © NOKIA

$40 Instant SavingsPROJECTED (Based on XXX Handsets)Program Cost: $136,340Offer/Redemption- based on XX% redemption $NEED


ACTUALProgram Cost: $TBDOffer/Redemption (129,816 received)- XX% redemption $TBD

Free Cricket Service ($29.99) $TBD

TOTAL COST $TBD

$TBD TBD = $TBD per handset

ARPU=$516; CPGA=$200 $316.00 (ARPU -CPGA)- $TBD

Profitability PER UNIT $TBD

Wobbler - 6370

31 © NOKIA

$40 Instant Savings

Poster - 5170i Wobbler - 5170i

32 © NOKIA

$40 Instant Savings

Poster - 5170i (Spanish) Wobbler - 5170i (Spanish)

Register Marker (Spanish)

Wobbler - 6370 (Spanish)

Poster - 6370 (Spanish)

33 © NOKIA

Minority Report – Dinner and a Movie Promotion Date: May 17th - June 30th, 2002Promotion/Offer: (Entertainment/IVR Rebate Offer)Buy a Nokia 5170i , 6370 or 8270 phone and one month of Cricket service and get 2 (two) FREE tickets to “Minority Report”, plus a $20 Amex Gift Certificate for dinnerObjectives:• Gain increased activation of Cricket Service• Generate interest, trial and purchase of the new

Nokia 6370 or 8270 phone and existing 5170iOverview: • Teaser sheets arrived in stores May 1st

• Product arrived in store May 17th in all Cricket Directand Indirect locations (8270 Product arrives June 10th)

• POS kits (English and Hispanic) arrived in store May 17th

- Kit included (1) Counter Display, (100) Take Ones, (6) Wobblers & (2) Posters

Minority Report is a futuristic thriller featuring the box office sensation Tom Cruise. It’s about a cop (Cruise) in the future working in a division of the police department that arrests killers before they commit the crimes, courtesy of some future viewing technology. Minority Report is directed by Academy Award winner Steven Spielberg. Released by 20th Century Fox.. Product placement and Logo placement for Nokia in this film.

8270 Teaser Sheet - Front

34 © NOKIA

Minority Report – Dinner and a MoviePROJECTED (Based on 20,000-6370 & 20,000-8270 Handsets)Program Cost: $186,576Media Cost: $2,000,000Offer/Redemption- based on 23% redemption $311,144


$2,497,720 40,000 = $62.44 per handset



8270 Poster

35 © NOKIA

Minority Report – Dinner and a MovieKey Learnings:• Redemptions 18.7 % versus projected 23 %• However we met our sales objectives so the lower redemption did not seem to hurt the program • Product placement and logo placement in the movie added a “cool factor” so branded awareness was enhanced, but we did not measure for this. Recommend we do so if we go forward with these types of promos • Stores participated in all POS remained in place even AFTER the promo was over. Some consumers asked for the posters as collectibles.

8270 Wobbler

36 © NOKIA

Minority Report – Dinner and a Movie

8270 Counter Display6370 Counter Display

6370 Poster

6370 Wobbler

37 © NOKIA



38 © NOKIA

Minority Report – Dinner and a Movie

8270 Counter Display (Spanish)

6370 Counter Display (Spanish)

6370 Poster (Spanish)

6370 Wobbler (Spanish)

Case Histories Nouveau Eyewear

2002-2003 Seeing A New Retail Approach

Branding for B2B and B2CSituation:• No definitive one source, look or feel for information and branding on retail eyewear. • Neither the retail partners or consumers knew how many product lines Nouveau Eyewear

carried and which retail outlets carried the Nouveau Eyewear.

Objectives:• Create a unified look and feel across multiple product lines and demographics.• Allow retail partners and consumers to view and gain product information and retail locations.• Create increased

– Brand awareness by 5% -cumulative for all product lines – Calls to sales centers by 10%– Increase traffic to retail partners such as Target, Wal-Mart, Pearle Vision, Costco and Sears Optical.

Strategies:• Develop a clear, concise template with consistent information on demographics, SKU’s

available, features and benefits• Scale look and feel across Online (www.nouveaueyewear.com) Advertising Media, POS, In

Store Training Materials and Catalogs

http://www.nouveaueyewear.com/

Branding for B2B and B2CTactics:• Developed a basic template for the print and online media that could be scaled to www and

all retail outlets.

Logistics: • Began initial work in October 2002 and delivered initial web site and online ads in December

2002 for all 8 product lines.• Efforts required all new product and lifestyle photography with Christie Brinkley, and models

from Van Heusen, Riders, Wranglers, Geoffrey Beene, Nickelodeon and JG Hook plus our own brand of Caravaggio.

Metrics/Results:• Rewarded category management for Wal-Mart in 2003• Increased calls to our inbound sales centers by 14%• Brand awareness numbers undetermined.

New Look and Feel- WWW Screen Grabs & POS…etc.

Clickable left navigation shows specific frames & features!

Case Histories 2003 Nickelodeon Brand Only

Presented By: Barbara ArmourHard Copy Samples of POS Materials Upon Request

Nouveau Marketing TeamOur Job Description

• Assist Chain, Wholesale and Direct customers in gaining increased sales of Nouveau Eyewear.

• Develop programs to protect the existing base of consumers and gain new consumers.

• Partner with all channels to provide maximum sell through efforts.• Create integrated marketing efforts (advertising/branding, consumer

promotions, media plans, product training, sales incentives) that are fully turnkey for our retail buyers/customers..

• Deliver an efficient the Cost Per Frame via strategic use of co-op dollars for product launch, promotions, media, sponsorships, sales training and incentives.

• All efforts from concept, program development through field sell in and consumer fulfillment can be handled through your Nouveau Marketing Director and Nouveau Account Director.

• Promotion reports are issued weekly to keep key Retail Customer teams posted on redemptions, POS placement in store and media placement efforts. Database collected on redemptions will be shared with our Retail Customer at the conclusion of each program.

• Complete ROI will be presented for each marketing program.• All materials created by Nouveau Marketing Team. Nouveau Marketing also

offers fulfillment, printing and direct to store door shipping to make all promotional efforts worry free.

• Funding can be taken from co-op or we can bill direct to your headquarters.

US Vision /JC Penney & Marshall Fields620 Locations

• Counter Cards, Logo Plaques created by Nouveau Marketing Team in all JC Penney & Marshall Fields Optical Locations

• Eyewear launched in April 2003• Nick Accessories Program implemented in the stores in

July 26, 2003 for Back To School. • Kit included a lens cloth and spray cleaner,plus free

Magnetic Picture frame as GWP.• All 24,800 kits have sold as of Oct. 4, 2003, 27 days ahead

of schedule.

Retailer Activity Pearle Vision 868 Locations

• Pearle has been very active in supporting the sales of Nickelodeon eyewear and accessories.

• Franchisee meeting in Monterey CA highlighted Jimmy and SB with 6 FT and 8 FT standees(created by Nouveau Marketing Team) at the entrance to the three day event.

• Pearle distributed 2,500 4c flyers (created by Nouveau MarketingTeam )to sales personnel to announce eyewear and Nickelodeon Accessories Products.

• Nick Accessories Product bundle launching July 25, 2003 has a free photo frame magnet for BTS offer in all Pearle stores. Final sales figures pending since program does not end until Sept 30, 2003.

• Pearle has dedicated SpongeBob duratrans at all 868 locations. Artwork supplied by the Nouveau Eyewear Marketing Team

Pearle Duratrans 2003

Retailer ActivitySears Optical 950 Locations

• In Store Kiosk ( 150 Free Standing Stores) Nick is the Featured Display.

• In Store Banner and Table Tents on all Kiosks July 26, 2003 –Sept. 30 , 2003 for Nick Accessories Program. Free magnetic pictureframes as GWP in each bundle. Sales figures pending.

• 60,000 SpongeBob Coloring Books in all Sears Optical Stores April-June as hand outs to young consumers who visit the Sears Opticalstores for eye exams. We have been asked to re-print 6,000 for September 03.

• Sears/Nick exclusive Product Knowledge contest for all locationsand all employees hit the stores Sept. 18, 2003.

Soak Up The Fun POS

Shelf Dangler

Row Banner Entry Form Tear PadEmployee Buttons

POS Kit Box Stickers

Retailer Activity/ Wal-Mart2040 Locations ( Includes NVI stores)

March 1-March 31, 2003Objectives• Increase awareness for Wal-Mart Vision Centers• Drive traffic to the Wal-Mart Vision Centers• Increase the sales of Nickelodeon Eyewear• Maximize Wal-Mart co-op budget

Strategies• Capitalize on the Nick “Krabby Patty Scavenger Hunt” in apparel, books, toys

and baked goods at Wal-Mart• Extend from an all departments 2 day “retailtainment” to thirty day Vision

Center promotional effort• Tie back to the Eye Exam Month for Wal-Mart Vision Centers to maximize the

timing.


Tactics• Nick Eyewear signage and banners in all optical locations• SB Krabby Patty Scavenger Hunt ( 3/17-3/18) teamed with Wal-Mart Vision

Centers Eye Care Screening Month (3/1-3/31) contest conducted at all Wal-Mart stores in March 2003.

• Nouveau also shipped POS kits for month of March to each store with: Rolls of greeters stickers (capture consumers as they enter the

main store) Wal-Mart employee buttons (mobile advertising in store)Free magnetic picture frames with each completed eye exam.(Available ONLY with eye exam at the Vision Center)DanglersBookmarkers Cross departmental POS included shelf talkers for toys and apparel plus bookmarkers for kids books and cards section.

Vision Center Sales Incentive Overlay• Top 5 stores ( 1 per region) with the highest number of completed eye

exams (79% of all eyewear sales are tied to eye exams) won free SpongeBob Squarepants appearance/event valued at $3,500 each.


RESULTS• Increased sales an average of 22% for same time YAG /comp stores.


.

Find 10 Krabby Patties And Win

Your Picture Here

Greeters Stickers BookmarksEmployee Buttons

Case Histories EarthLink, Inc. 2003-2006

Channel Partners & Promotions

Highly Confidential – Not for copy or distribution

Dell Inc.Dell Inc.Back To School Offer

Dell Marketing Elements Overview

Barbara Armour

2004-2005


Background• Dell will be promoting a special offer on EarthLink High Speed

during the Back to School period – the first major national co-promotion between the two companies during a key Dell selling period

• To capitalize on this key selling period, EarthLink Channel Sales partnered with Dell to offer a “3 Months of EarthLink High Speedfree through Dell” on promotion

• Channel Sales forecasts an incremental 3,000 signups for Dell BTS.

• Total estimated Dell BTS gross adds per month= 2,707.

• This document summarizes Dell’s latest direction on media ad advertising as well as key approval milestones in support of thenational promotion

• Total budget =$209,031 for 3 Months redemption; $59.85 x 2707; added to MAC of $125= $202.29 projected. Includes budget for $47,200 Call Center Training & Spiff activity

• Media- Free from Dell valued at $568,000


Offer & Logistics Cable

July 1-September 30: Three months free EarthLink High Speed Internet Service

• For Cable: We are issuing a Service Voucher valued at $59.85 and made payable to Time Warner or Brighthouse

• This EarthLink Service Voucher is actually a bank check that consumers made payable to Time Warner or Brighthouse Networks, and will use to pay their invoice for EarthLink High Speed Cable Internet service that was installed by Time Warner or Brighthouse Networks

• Weekly feeds from EarthLink Biz Metrics to EarthLink Fulfillment will trigger a Postcard to consumers who have SIGNED UP but are not yet installed. Please advise the consumer they should receive their Postcard within 8 business days of sign up.

• Weekly feeds from EarthLink Biz Metrics to EarthLink Fulfillment will advise EarthLink fulfillment which consumers have been installed. Upon installation, a BACK TO SCHOOL co-branded Envelope and Letter with the EarthLink Service Voucher will be mailed to the consumer.

• They should receive their Service Voucher within 6-8 weeks of actual installation. Consumer should pay all invoices themselves until their EarthLink Service Voucher arrives.

• Consumers are to use the EarthLink High Speed Cable Internet Service Voucher as payment (just as though it were their own check) with their most current unpaid invoice form Time Warner/Brighthouse Networks invoice for EarthLink High Speed Cable.


Offer & Logistics DSL

July 1-September 30: Three months free EarthLink High Speed Internet Service

• Weekly feeds from EarthLink Biz Metrics to EarthLink Fulfillment will trigger a DSL Postcard to consumers who have signed up for DSL service

• The DSL Postcard will advise consumers that upon successful installation, EarthLink will begin issuing net zero billing. Their DSL statement will reflect a charge of $49.95 and a credit of $49.95, thus net zero, free EarthLink High Speed DSL for three days effective from installation date.


Dell Marketing EffortsKey Elements outlined and confirmed by Dell (as of 6/1/2004):

Print– Dell Direct Mail Catalogs:

• Full Page Spread, Main Broadband Page • Banner in “All The Rage” section • Back Cover snipe• Dell projected circulation = 86,000,000 total

– month 1 – 21M, month 2 – 21M, month 3 – 43M– Magazine/Print: Parade and USA Today

• Circulation = 59,000,000– Catalogs In Box: Circulation = 903,600 for Q3

Broadcast– Television (tbd, pending); anticipated - July 3 – July 7

con’t next page


Dell Marketing Effortscon’t

Online– banners on dell.com site homepage = 8 mm hits per month– dell.com “Broadband” page - 100k hits per month– dell.com “New Deals” pages - 4mm hits per months– dell.com “Systems” page - 8 mm views per month

Call Centers– Training and Sales incentives - 3,000 Reps, 8 Call Centers

Direct Store (i.e., Dell Mall Kiosks)– 450,000 Sell In Sheets and POS

Final Dell Media Schedule - July 1 - September 31, 2004 [except TV]Estimated total value: $586,000 (Dell reported)

Gross Impressions (excludes TV): 146,353,000 (Dell reported)


Q3 Dell Calendar

HS BTS OFFER JULY AUGUST SEPTEM BER

ELNK M edia : TV & DM 2 WKS 2 WKS 2 WKSDELL Key PROM O Windows BTS BTS

M ED IACatalogs - Direct M ailed

Sunday paper FSI tbdRebate Check Stubs

Parade M agazineUSA Today

ON LIN E P R ESEN C EIN B OX - OOB E

Drop In Box

R ET A ILM all Kiosks (50) POS

C A LL C EN T ER

Training and Spiff ProgramTotals

THIRD QUARTER

Living The High Life Learn & Earn

dell.com - home page, broadband page, systems page

Summary Calendar – Dell EarthLink Back-to-School Sales Promotion

• Forecast: 2,707 Gross Adds valued at 18 months for DSL and Cable; $476.55 and $305.10 Net LTV respectively.

• Net LTV revenue reflects costs of program and subsidy to RBOC/Time Warner

• All Dell media was bartered = $0 cost to EarthLink for estimated total value: $586,000 (Dell reported)

• Final ROI: Total budget =$209,031 for 3 Months. Net Revenues Received $1,214,184 or $5.80:$1.00

FCST Actual Variance % and $

DSL Net LTV

758$240,817

1855$589,335

+ 144.7%+ $348,518

CableNet LTV

1,949$594,640

2,048$624,849

+ 5.1%+ $30,209

Dell & EarthLink Back To School Results

Barbara Armour

Rectangle


Round 2 Layouts from Dell

Parade Mag

USA Today

Insert

Dell July Catalog Drop In Box & Direct Mail

Banner and Call out for Catalog Pages

Cover

Wireless

Dorm Spread


Call Center ActivitiesProgram Details and Rules • Call Center Reps Earn 500 Airpoints for certifying on the combined

EarthLink High Speed DSL & Cable tutorial

• All certified Call Center Reps earn 100 AirPoints per sign up

• Team Bonus: Any sales (Call Center Reps and their Supervisors) team with 80% certified earn an additional 300 Airpoints each

• Call Center Supervisors earn 50 Airpoints for all certified reps. Supervisors must have 80% of their reps certified by August 30th to earn this bonus

• Call Center Managers earn 1000 Airpoints each month only if:

80% of all reps are certified

Base sales goals are attained

• Each month the top three Call Centers will have a drawing that awards 10,000 AirPoints as follows:

Grand Prize = 5,000

Second Prize = 3,000

Third Prize = 2,000


Dell EarthLink BTS

Media Elements – Detail

Call Centers


EarthLink BTS Efforts

E-Blast Sent To Dell Reps 7/29

27x39 Call Center Banner

8x6 Table Tent

Front & Back

20052005--2006 2006 Great Partner Giveaway Great Partner Giveaway

Nov. 30, 2006B. Armour

Overview The Partner promotion will consist of the following:

Program to run December 3, 2005- February 19, 2006.

Weekly Instant Win Sweepstakes [8 prizes per week valued at $50 per prize] via spin the wheel

One Grand Prize Giveaway awarded week 13

Leverage of multiple partners (EarthLink, Dell, Delta, Hilton,) data bases all in one promotion

Leverage of existing media touch points such as direct mail, and online marketing tactics.

EXECUTIVE SUMMARY

Great Partner Giveaway is designed to allow extended reach for EarthLink and all Partners

The primary benefit for EarthLink will be acquiring new subs fornarrow band and broad band

Game also offers weekly exposure for our VAS and ETV offerings since participants must view the EarthLink offers to gain extra entries into a grand prize drawing

CAMPAIGN OBJECTIVESDrive acquisition/revenue for Channel Partners/EarthLink.

Acquisition cost should be within acceptable set metrics.

Increase EarthLink and Channel Partner awareness across all five of the partners consumer touch points.

Logistics

Awards customers a weekly chance to play instant win smaller prizes game and enter grand prize sweeps Allows consumer to view partner specific offers each week Customers have opportunity to gain additional entries for a Grand Prize by visiting partner links each week. Weekly emails and ads remind consumers of new prizes and chances to gain new prizesPromotion/Prizes

Instant Win prizes awarded weekly @ 8 per week, 96 total prizes 1 Grand prize awarded end of 3 months

Here’s How It Works

Hilton, Homewood, Embassy Suites Hotels

3.75 Million Active Members

Delta Airlines 6.25 Million Active Members and

Home Computer Users

Dell 35 Million Consumers

EarthLink2.3 million opt ins

The PartnersThe Member Strength

Great Partner Giveaway EmailDrives Sign Up

for Channel Sales

Estimated Response Rates

• Projected Universe all partners= 47,300,000• Assume 30% attrition (on list pulls and then

merge/purge)=33,110,000 possible universe• Assume Open Rate of 12%= 3,972,00 per week• Assume Click To Landing Sweeps Page 9%= 357,480 per email,

per week.• Assume registration of 20%= 71,496 weekly play through. Actual

117,233. We did not see our originally estimated number until week 7.• Estimated play volume for 12 weeks of game= 857,952 (1 entry per

week per player, all for first sign ups) Actual = We had 582,745.

Barbara Armour

Rectangle

Media Schedule GPG

Member Site Tile Tracking

Tile Tracking Dec1, 2005-Feb 28, 2006

Total Unique Visits of 15 minutes or more 11,518

MEDIA OBJECTIVES

• Gain media exposure leveraging existing placements to contain costs.

• Direct Mail, Email, Banners and E-Ads will be used with links directly to the game.

• We are not driving or planning for any calls to the Call Center for EarthLink- this is a web based acquistion activity.

Media Tracking

Results • We had 117,233 players and who visited enough to be issued 582,475 sweepstakes entries!• Assume registration of 20%= 71,496 weekly play through. Actual 117,233. We did not see our

originally estimated number until week 7.• Estimated play volume for 12 weeks of game= 857,952 (1 entry per week per player, all for first sign

ups) Actual = We had 582,745.• We had an open rate of 30.3% with a click through rate of 11.8 % for our GPG emails to ELNK

members [gross circ of 1,485,000]• We saw lift for Dell and Delta. See table below.

Snapshots from the Game

Dec. 5, 2005 -Feb. 19, 2006

Game Flow GPG

Delta Hosted Landing Page

ELNK Store Page With GPG Specific Offer

Store Pages wwwearthlink.net/store

Printed Materials

1.6 Mm Dell Preferred Account

Statement Stuffers Jan.-Feb. 2006

Printed Material

32.4 mm HH per monthGatefold Ad Dell CatalogsJan.& Feb. 2006

Announcement Email

Delta6.6mmDec.12,2005

Dell9mmDec.8 2005

EarthLink 1.1mmDec.19, 2005

Weekly Emails Delta Dell Purchasers = 152.8

million circ.8x in Dec. & 8x in Jan.Open Rate=18%Click= .23%

EarthLink= 1.48 million total12/21,12/28,1/4,1/11,1/18, 2/8Open Rate= 30.3% Click Rate = 11.8%

Launching New Technologies

Q4 2006

2

Overview

Situation Analysis:

Launch a new broadband Internet access technology in 2006– High Speed Internet over Power Line.

Targets Adults 18-34; Apartment Units. 71% of this target will migrate from Dial –Up. (Source: Forrester, The State of the Consumers and Technology: Benchmark 2005).

Audience is WEB DNA –tech savvy and eager to adopt –if the quality and price is right.

BBD % of Online HH's 2006 2007 2008 2009 2010Forrester Research 62% 70% 75% 78% 79%Jupiter Research 62% 67% 72% 75% 78%Cowen & Company 71% 80% 87% 91% 93%

3

Overview

Objectives

Gain 2.2 % Market Share penetration in test DMA

Keep MAC under $573.00

Achieve LTV [ARPU] over 18 months @ $629.10

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Segments New Members WEB DNA

Web Lifers

Price Is Right

New Members TECHNO VOGUE

If Only Internet Wary

Will Not Adopt NEW

Dial Up Contents

Will Not Switch

Avg. # Ser-vices & Pro-ducts

Years on Net

HH users

Highest Penetration of Tools &

Services

Average Penetration of Tools& Services

Below Average Penetration Tools &Services

3.0 S&P

4.7 Internet yrs

1.4 HH users

3.8 S&P

5.4 Internet yrs

1.6 HH users

3.4 S& P

6.7 Internet yrs

2.1 HH users

4.2 S& P

6.5 Internet yrs

2.3 HH users

Virus Pro- 89%

Firewalls-63%

Pop-Up blocker - 59%

Games -45%

Parental Controls-22%

Extra Email Storage-20

Home Networking 23%

Parental Controls-19%

Extra Email Storage -17%

Firewalls-52%

Spyware- 31%

Home Networking -24%

Virus Protection -77%

Games-19% Pop-Up blockers-48%

Spam-elim.-27%

Games 30%

Pop-Up Blocker -55%

Spam elim.-39%

Web Hosting-8%

Virus Pro-71%

Firewalls-43%

Spyware -24%

Virus Pro-75%

Parental Controls –16%

Accelerator -7%

Pop- Up Blocker 48%

Firewalls-38%

Spam elim.-31%

3.2 S&P

4.7 Internet yrs

2.2 HH users

Virus Pro-74%

Firewalls-40%

Games 37%

Pop-Up blockers-48%

Spam elim.-30%

Email storage-10%

5.7 S&P

5.3 Internet yrs

2.0 HH users

Virus Pro-81%

Games-41%

Spam elim-40%

Pup-Up blocker-50%

Firewalls-42%

Parental Cont-17%

Spyware blocker-21%

PDA -7%

Accelerator-6%

EarthLink Segments All- BPL Highlighted

4

Overview

Positioning

Broad Band access from any electrical outlet in your apartment building-mobility!

No more need for Home Networking.

No worries about WI-FI Hackers/Identity Theft.

Symmetrical speeds up and down- saves time-ends frustration.

6

Key Touch Points for EarthLink BPL-Telkonet

Online -Apt Page

Banner and Tiles

EarthLink BPL

$34.95 –No Annual Contract

Leasing Office Agents

Training & Incentives

External Print

Apartment Guide and ROP Ads

Apt. Hosted Events-Sponsor

Model Apartment –Wall Plug Ins Paper

Door To Door

Flyers

Door Hangers

Mail Boxes

Flyers

Elevators

TV Loop

Leasing Office Space

Banners Counter Cards

Mobiles Take Ones

7

Logistics

Aug. 15-19- 2006: Announce & Demo product at Trade Show-Broadband & Utilities in Charlotte, NC.

Sept. 1-Sept. 15- Train the Leasing Agents for sell in to prospective tenants.

Aug. 1-Sept. 15- Prepare “blitz” of printed and looped broadcast media for placement within Multi-Dwelling units (Apartments) in upscale and mid-scale Buzzuto properties in Baltimore/ Washington DC, DMA.

Aug. 1-Sept. 15- Prepare Call Center Training & Sales Incentives Programs for deployment.

Aug. 1-Sept. 15- Prepare Outbound Telemarketing Scripts.

Aug. 1-Sept. 15- Prepare online banner ads and tiles.

LAUNCH OCT. 1, 2006- goal of 2.2% market share by Dec.31, 2006.

8

Results & Key Learning’s

Gained 1.37% Penetration in test market in 90 days –all based on in house efforts at the apartment units.

Current results indicate the 18 month commitments are holding.

MAC’s will be over $875 due to lower enrollment.

Leasing Agents were not enough to sell in – indicating that our OBTM push should have been more aggressive to existing tenants.

Welcome baskets and model apts’ with Plug &Surf Nightlights were great branding trinkets.

Door hangers and TV Loops drove more unaided awareness based on phone survey of 1200 residents in Dec. 2006.

Afraid to lose email address, cost and inability to port after leaving apartments reasons for not joining EarthLink.

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Brochures , Posters,

Posters for Elevators, Lobby’s, Conference Rooms

Leasing Agent Brochures, Door Hangers, New Tenant Move In Kits

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Banners, Brochures and Booth- In 4 Weeks

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Welcome Kits (with CD Roms/Sleeves and Quick Start Guides) + ETV Up sell Brochures

CD Sleeve

13

Complete Web Pages for Information, Ordering And Assistance

10

ELNK BOOTH

Barbara Armour 1045 Copper Creek Drive Canton, GA [email protected]

B.Armour Exec Summary Case Histories

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