Capabilities Overview 1 Group G Direct Capabilities Sept 2009 MARKETING SOLUTIONS FOR WHATEVER YOU...

Capabilities OverviewCapabilities Overview1

Group G Direct Capabilities Sept 2009

MARKETING SOLUTIONS MARKETING SOLUTIONS FOR WHATEVER YOU NEED FOR WHATEVER YOU NEED

WHEN YOU NEED ITWHEN YOU NEED IT

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Group G Direct Capabilities

Established in 1998, Group G Direct is an innovative full-service direct marketing solutions provider focused on the needs of Fortune 1000 companies.

We specialize in helping financial service companies that have aggressive marketing goals and who require assistance with program execution and strategic development to meet their objectives.

Group G Direct differentiates itself from other resources through excellence in program management. Our philosophy of working in a true team environment and integrating within the corporate structure of a company continues to prove highly successful for our clients.

Group G Direct

Sept 2009

Our Philosophy


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We are not just a traditional marketing agency. We are a marketing solutions provider.

We focus on a limited number of select clients so we can be responsive to your needs.

We customize our client support team based on the requirements of your project.

We integrate within your corporate structure to understand your business culture.

We become a seamless addition to your cross-functional project teams developing a highly effective working relationship.

Sept 20099

Executive Management


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The Group G Direct Executive Management team has over 40 years of direct marketing experience in the financial services industry.

Geff Rapp - Senior Managing Partner 25+ years of advertising and direct marketing experience specializing in account acquisition, direct mail, telemarketing, usage and activation, custom marketing system design and database marketing applications. Geff heads-up our marketing strategy and creative teams with the benefit and background of both agency and client perspectives.

Greg Olenski - Senior Managing Partner Over 25 years of advertising and direct marketing experience focused primarily on customer relationship management, retention, enhancement services, print/broadcast advertising, integrated online applications and loyalty-based marketing programs. Greg leads our account management group to offer seamless partner integration with team-oriented and turn-key services for flawless execution of programs.

Sept 20099

Our Team


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Our account team is comprised of seasoned marketing professionals with broad experience in managing a variety of financial services

marketing programs. Bernie Coughlin, Production Management – Over 24 years of broad-based direct

marketing experience in account and production management. Handled entire DM programs for major bank, insurance, telecommunications and health care clients mailing millions of DM packages. Responsible for vendor management, trafficking and quality control on production projects.

Martina Kramer, Account Director – 10+ years experience in credit card operations and marketing. Co-brand, new product development, production, creative services and customer service. Prior experience with credit card issuers Advanta, Fleet and Home Depot (Citi).

Brent Vawter, Account Director – 16+ years of experience in credit card marketing. Acquisition, usage and retention, cash programs, operations, portfolio marketing, enhancement services and new product development. Prior experience with credit card issuers GE, Metris, Huntington Bank, Nationwide Bank and Wells Fargo.

Sept 20099

Our Areas of Focus


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• Program Design and Execution▫ Account acquisition▫ Usage / Frequency▫ Loyalty / Retention▫ Enhancement services

• New Product Development▫ Ideation (USP, positioning,

pricing) ▫ Operations / systems support▫ Vendor RFP management /

contract negotiation▫ Product testing and launch

• Campaign Support Services▫ Creative / Copy▫ Print production▫ Web development▫ Training▫ Tracking / Analysis

• Strategic Support▫ Business case development▫ Market analysis▫ Campaign design / Project

planning▫ Financial forecasting

• Channel Management ▫ Direct mail / Statements▫ Call Center / VRU systems▫ Sales collateral▫ Telemarketing▫ Internet / Email▫ Trade shows and conventions▫ In store signage and collateral

• Internal Communications▫ Executive presentations▫ Employee awareness programs▫ Annual report

Sept 2009

Our Financial Services Experience

Consumer Finance• Bankcard/Cobrand• Unsecured Credit• Private Label & Sales Finance• HELOC/2nd Mortgage• Checking/Money Market

Small Business • Credit Card• Leasing• Professional Liability

Insurance• Group Health/Life/Prop Casualty• Credit/AD&D• Affinity

Enhancement Services• Fee Based Products• Reward/Loyalty Programs

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Group G Direct Capabilities Sept 2009

GROUP G HAS MANAGED GROUP G HAS MANAGED DOZENS OF CARD PROGRAMS DOZENS OF CARD PROGRAMS

WORKING WITH MAJOR NATIONAL ISSUERS...WORKING WITH MAJOR NATIONAL ISSUERS...

Our Credit Card Experience


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Sept 2009

Portfolio Marketing


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Group G Direct managed Metris Companies’ consumer credit card portfolio programs from 1998 thru 2004.

At the time a top-ten issuer of MasterCards with 3.5MM accounts and over $9B in receivables under the Direct Merchants Bank brand.

Group G was an integrated part of their Portfolio Marketing team offering strategic input and project management for:

Card Usage Stimulation Cash Programs New Product Development Research and Analysis Activation Statement Marketing Fee-based Cross-Sell Opportunities Bill Payment Internet Strategy

We’ve successfully managed dozens of complex programs requiring coordination with multiple regional sites.

Metris Consumer Card

Sept 2009

Statement Marketing

Responsible for strategy development, creative executions and production management of Home Depot’s private

label credit card statement channel.

Work with specific cardholders segments and promotions to drive increased card use

Implement statement marketing plan and communications to all HD business units

Work with issuing bank resources to maximize use of technology for inserts and statement messaging

Creative design and execution including all print pre-production and delivery to statement vendor

Review of all statement marketing efforts


10 The Home Depot

Sept 2009

Process Re-Engineering

Overhauled sales finance program for Compaq’sConsumer Direct business unit.

Development of RFP and lender identification for a multi-lender, private-label and co-brand bankcard program

Evaluation and coordination of lender responses

Program structuring and lender negotiations

Pro-forma financial analysis

Implementation support for online and telesales originated PC sales including point-of-sale auto decisioning and instant apply-and-buy capabilities

Development of existing customer renewal programs


11 Compaq Financial Services

Sept 2009

Loyalty and Rewards

Group G Direct was an integral part of the success of the Cellular One Rewards program.

Cellular One Rewards was a multi-faceted co-branded credit card program for Cellular One’s Philadelphia-area customers

Group G Direct helped develop the program and managed various aspects including:

Rewards Development and Fulfillment Direct Marketing Campaigns Credit Card Integration Web Platform Development Inbound Telemarketing Data Processing

The program successfully saved millions of dollars in revenue by decreasing attrition across all customer segments


12 Cellular One

Sept 2009

Program Development

Retained as the de facto product management group for strategic planning, market research, product development,

campaign management and credit policy support.

A dedicated team consisting of three senior-level and two manager-level resources was deployed onsite

Developed acquisition and relationship management strategies and supporting program tactics

Designed unique card value proposition geared to the small business market

Re-engineered application processing platform and created risk-based pricing underwriting requirements

Constructed a comprehensive blueprint for integrated customer communications streams


13 Metris Business Card

Sept 2009

Small Business Programs

Group G has supported Advanta in a number of acquisition and portfolio-based programs targeted to small businesses.

Program development and execution support for leading-edge product and promotion efforts.

Strategic business development with affinity and association marketing

Development of call transfer and alternate channel acquisition marketing

Promotion of recurring and automatic payment Identification of third party, affiliate

marketing opportunities Creative and production execution for

targeted portfolio marketing efforts Partnership marketing support


14 Advanta Business Services

Sept 2009

Project Management

Group G provided key project management resources for RBS Credit Card marketing development and implementation

Enhancement products to credit and debit cards

Operational support on processing platform transition New card technology functionalitiesNew card product positions Cross functional implementation as a quasi-RBS employee Worked with multiple 3rd party services providers and integrated their process into RBS operations


15 Royal Bank of Scotland

Sept 2009

Project Management

Group G led project teams to launch Enhancement Services products in multiple different divisions of the bank.

Facilitated all project team meetings and corresponding documentation; created detailed project plans and flows Coordinated all approvals with Legal, Compliance, Credit Policy Committee, IRF Committee and business groupsMade updates to security plans, business continuity plans, SOPs, statements of work, virtual libraryCreated fulfillment materials and customer lettersDeveloped audit processes and tested billing/fulfillment prior to launch


16 Wells Fargo

Sept 2009

Additional Credit Card Projects

Group G has managed key product development, operational and acquisition marketing efforts for leading issuers

Enhancement products strategies

Merchant Services and affluent market support

Portfolio transitions

New Product Launch

Fleet Card and Cobrand integration

Debit Card Integration


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Sept 2009

Other Financial Services Work


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Sept 20099

Insurance

For over 5 years, Group G Direct delivered primary creative and production management solutions for Marsh Affinity Insurance

Programs.

Direct mail package design for a variety of health, life, disability and other insurance products.

Strategic development for new marketing segmentation and approaches

Development of collateral materials including comprehensive product brochures and take-one lead generations.

Logo design, trade fair booth artwork, posters and banners.

Print advertisements for magazines and newspapers.

Program implementation of campaigns.


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Sept 2009

Mortgage HELOC

Group G has worked with mortgage lenders such as Chase Manhattan Bank, Huntington Bank and Nationwide Bank

to help implement direct mail campaigns.

Developed new creative campaign executions

Managed print production and lettershop

Developed response models based on profitability

Wrote data processing specifications and coordinated analytical and vendor files

Assisted in developing strategic alliances for product enhancements

Worked with credit bureaus to develop prescreen strategy and product targeting

Presented new strategic marketing approaches

Quality control and data auditing of campaigns


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Sept 2009

Pre-Qualified Customer Marketing

Assessed, designed and developed a customer pre-qualified marketing channel for Nationwide Bank’s consumer lending

products

Designed marketing campaign structure for Home Equity, Auto lending and Mortgage products

Identified marketable universe and targeting strategies;evaluated credit policy and underwriting for loan products

Assessed operation capabilities and provide gap analysis and implementation roadmaps

Project managed cross functional team for monthly direct mail campaigns to P&C insurance base

Handled campaign data processing specifications and list segmentation Provided weekly tracking and detailed campaign analysis Coordinated and improved creative approaches and executions


21 Nationwide Bank

September 2009

Deposit Account

Group G has worked with Beneficial Savings Bank to create new approaches to sourcing additional deposit account volume outside of

their customer base

Designed new creative campaign executions for savings and money market products

Integrated direct mail effort into bank’s existingbranding and messaging strategy

Identified target audiences and handled list selection and segmentation

Wrote data processing specifications and coordinated analytical and vendor files

Managed all print production and lettershop for a turn-key bank program

Assisted in developing branch communications and training


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September 2009

Beneficial Savings Bank

Business Case Development

Group G was asked to research the viability of creating a Center of Excellence to coordinate management of enhancement

services for all divisions of the bank.Researched current ES operations in various business groups (Business Direct, CDG, Mortgage, Financial, Home Equity, PCM, EFS, Card)Developed detailed 3-year revenue forecast for all products, channels and partners; Reviewed with Wells Fargo Finance teamPrepared final report in custom leather-bound presentationPresented report and recommendations to Senior Executive Management of Card Services


23 Wells Fargo Enterprise

Sept 2009

Total Program Development

Retained by HNB Marketing to assist with all aspects of instituting a direct marketing program to support home equity

originations.A team consisting of four highly experienced people was assembled to meet all HNB’s needs.Developed acquisition strategies and supporting program tactics including:

Offer structure Targeting and prospect lists Creative approach Production and lettershop

management Web file and graphics Campaign results analysis


24 Huntington Bank Home Equity

Sept 20099

New Product Development

Group G managed the creation of several innovative new products through each stage of the internal GE process.

Constructed initial product concepts and value propositionsCreated full business case for internal review and approvalDeveloped overall marketing strategy and positioningCoordinated with various internal GE divisions and key partnersWorked with 3rd party benefits providers and integrated their services into product processHelped manage product implementation


25 GE Consumer Finance

Sept 2009

Program Management

Group G Direct is a trusted partner of CPP NA – a leading provider of assistance products and services throughout Europe

and the US with over 11 million customers worldwide.

Lead new product development efforts

Implement new marketing channel extensions

Provide operations support including claim and billing processes

Develop customer lifecycle strategies

Drive test design and results analysis

Present new member acquisition strategies

Coordinate integration of partners into marketing process

Manage customer retention efforts and strategy


26 CPP North America

Sept 2009

Additional Capabilities


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Sept 2009

Strategic Development

Group G Direct has worked with large corporations to develop comprehensive, detailed marketing strategies.

We evaluate a client’s needs and make recommendations based on their objectives and capabilities.

When a client’s internal resources are limited, Group G Direct can provide qualified partner resources to deliver seamless integration.

Our strategic plans are built down to the tactical level giving clients all the information needed to execute the recommended programs.

Group G Direct can also provide total program management support to implement these tactics.


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Sept 2009

Strategic Clients

Group G Direct developed a strategic business plan for centralizing Wells Fargo’s enhancement service offerings in one internal business group.

Compaq Financial Services retained Group G Direct to reengineer its current retail installment sales loan program.

Nationwide put Group G Direct on their side for integrating the marketing of bank financial services products to their insurance base.

Evaluated the CMS division’s current business process and identified key organizational areas for improvement and redirection. Provided critical input to overall new Business Plan and related strategies.


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Sept 2009

Implementation Support

Unlike many consultants and marketing agencies, Group G’s work doesn’t end with the delivery of a “strategy” document, list recommendations, or creative concepts.

We provide daily, hands-on program management and implementation support as part of our exclusive Total Direct SolutionSM

package. This includes comprehensive, cross-functional

project management support. We work with your internal Marketing, IT, and Operational resources as well as your external business partners to create a focused and highly effective implementation team.


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Sept 2009

The Group G Difference


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Group G’s

Typical Client / Agency Structure

Our Approach

Through our approach, clients benefit from cost and process efficiencies and increased marketing capacity.Through our approach, clients benefit from cost and process efficiencies and increased marketing capacity.

Program Design and Development

Implementation Management and Support

Campaign Support Services

Analytical Support and Model Development

Channel Management

Strategic Planning & Business Case Rationale

Partner Management

Sept 2009

Channel Management


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Sept 2009

Direct Mail

A Group G Direct core competency is the management of the direct mail channel for our clients.

We’ve developed and executed a broad range of programs including: New Account Acquisition Relationship Management Statement Inserts Lead Generation Fulfillment

Our people understand the science of direct mail and our years of experience helps ensure your project mails successfully, on target and on budget.


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Sept 2009

Online Applications

Group G Direct can help you develop or enhance your current online presence.

From acquisition through the lifecycle of a customer, we can build and support programs for:

Online acquisition responses Email, flashcard and banner ad campaigns Customer self-service platform Online bill presentment & payment Retention and loyalty programs

Group G Direct has an existing network of partnerships providing specialized web-based services.


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Sept 2009

Telemarketing

Our expertise in developing and managing telemarketing campaigns can help you maximize your marketing dollars and efforts.

Group G Direct can provide complete TM implementation from vendor selection, price negotiation, set-up and training.

Our experience includes all TM channels including outbound, inbound, VRU and internal Customer Service.

We can also assist with conversational script development, the set-up of ongoing QC processes and TM Rep incentive programs.

Additionally, Group G Direct can help with customer retention based programs implemented through a company’s call center.


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Sept 2009

Campaign Support


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Sept 2009

Our Creative Services

Group G Direct provides a full range of creative services from basic design to integrated campaigns employing multi-media channels.

Some specific services include: Graphic Design and Copywriting Direct Mail Package Development Print Advertisements Web Based Promotions Radio and DRTV Presentations

Our philosophy is to build a creative team based on the specific needs of a client so you have a highly customized pool of experienced talent.


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Sept 2009

Our Print Production

The experienced staff of Group G Direct has collectively supervised hundreds of targeted direct mail campaigns totaling over a billion packages mailed.

Nearly every program we manage utilizes our production management expertise. We understand the nuances of direct mail and can produce cost-effective, impactful printed promotions.

We have established strong vendor relationships that are leveraged to help our clients save money and ensure success.

Let us quote on your direct mail projects. Even if you have competitive bidding processes in place, you may be surprised at the money we can still save you.

We can put your project in the mail faster and less expensively without ever sacrificing quality.


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Sept 2009

Data Processing

Group G Direct is experienced in handling complex data processing needs.

Our team helps manage your programs by: Documenting data processing specifications Coordinating the merge/purge process Incorporating third-party data overlays Enhancing internal customer databases Reviewing/analyzing customer file Modeling and segmentation structures Creating mail and TM files Working with credit bureau extracts and data Negotiating price and services from bureaus

We identify the best resources for each particular project and manage the entire process.


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Sept 2009

List and Bureau Data

Group G Direct managed data and list processing for multi-million piece home mortgage and home equity mailings.

Included credit bureau extracts, customer data and compiled lists along with phone append information.

Established and documented the ongoing data and bureau process for prescreened direct mail campaigns.

Supervised vendor selection and processing, audited all data output and performed lettershop sign-offs.

Additionally, managed the associated telemarketing and web file processing and data requirements.


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Sept 2009

Customer File Analysis

Selected and managed a data processing vendor while coordinating with internal Nextel IT staff.

Developed detailed DP specifications for analyzing Nextel’s customer file for enhanced services promotional offer.

Created selection criteria from customer file to identify appropriate prospects.

Determined targeted product offers based on the customer’s wireless usage profile.

Provided client with project analysis report.


41 Enhanced Services

Sept 2009

Reasons to Use Group G Direct


4255We know financial services – we have executed dozens of marketing initiatives in a variety of financial service disciplines – from product development to loyalty, acquisition, usage, retention and more.

We know marketing - we are veteran practitioners of many marketing mediums from direct mail to telemarketing to the web. We have a great sense of what works to best accomplish your objectives.

We know product development - we’ve launched new products, developed acquisition channels and built unique usage plans to maximize revenue generation.

We know Ops - we understand the technical aspects of financial service operations and can work effectively with Ops teams to implement required program functionalities.

We know how to get things done - and always deliver more than required or expected. Sept 2009

Client Portfolio

Advanta Business Card Ameriprise Financial Beneficial Savings Bank CBS SportsLine CellularOne Chase Manhattan Bank Chevy Chase Bank Compaq Financial Services CPP North America Entertainment Company Fleet Financial FleetCor

GE Financial Services Home Depot Huntington Bank HSBC Marsh MasterCard Metris Companies Nationwide Nextel PNC Bank RBS Wells Fargo

Sept 2009Group G Direct Capabilities

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References

Advanta Corp.Contact: Jim Shreero, Senior Vice-President, Small Business CardsPhone: 215-444-5497

Ameriprise FinancialContact: Ben Collamore, Vice-President, Cards & RewardsPhone: 212-437-8647

CPP North AmericaContact: Margie Fuchs, Vice-President, New Product DevelopmentPhone: 952-541-5837

GE Consumer FinanceContact: Stephanie Meyer, Vice-President, New Product DevelopmentPhone: 262-548-4593

Huntington National BankContact: Karen Maruna, Vice-President, Retail MarketingPhone: 614-480-3112

Royal Bank of Scotland (RBS)Contact: Joseph Hoffman, President and Chief Executive Officer RBS Nat’l BankPhone: 203-551-3408

Wells FargoContact: Michael MacDonald, Vice-President, Enhancement ServicesPhone: 612-215-2411


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Sept 2009

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