This document outlines various promotional marketing strategies for EpiPen in 2010, including direct mail campaigns, partnership programs, and in-school initiatives. The key objectives are to encourage multiple purchases and repurchases, differentiate EpiPen from competitors by offering added value premiums, and motivate anaphylactic patients to recognize EpiPen as the leading brand. Specific strategies proposed include targeted mailers, an optimum points program through Shoppers Drug Mart, branded lesson plans in schools, and an online medical bracelet program to drive consumers to the EpiPen website. Budgets are provided for each proposed program.

1. 1
EpiPenEpiPen®®
Direct to Consumer - PromotionalDirect to Consumer - Promotional
Activation PlansActivation Plans
20102010

2. 2
2010 Objectives
Objective
Encourage multiple purchases
Encourage repurchase among current users
Differentiate EpiPen from competitors by offering added-value premiums to patients and consumers
Rational:
Motivate anaphylactic patients to recognize EpiPen is the leading brand that cares to give more than just
preventable treatment.
Target
Anaphylaxis patients; all demographics; Women 30+ with children
USP:
EpiPen offers consumers added-value premiums to help ensure compliance for anaphylaxis while also
promoting overall well-being

3. 3
Promotional Marketing Strategies
Strategy:
Build awareness and motivate purchase and re-purchase though the following specifically targeted
channels
• ICOM Target Mail
• ICOM Solo Mail
• SDM Direct Mail Optimum Points initiative
• In-School Program
• Partnership with Kozyepi
• Partnering with Dare Foods
• On-pack promotions
• Identification Bracelet Online program

4. 4
EpiPen ‘10EpiPen ‘10
A Direct Mail CampaignA Direct Mail Campaign

5. 5
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3
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Reach Brand
Objectives
via Targeting
Use the survey
to find them
Segment
Provide Multi-Channel Access
Evaluate Results
Opportunity
To create an EpiPen FSI and distribute via ICOM targeted database.
The Opportunity with Direct Mail Programs

6. ICOM Database Methodology Acquisition
• Survey sent to 2 Million individuals nationally twice a year
• Response rate equal or greater than 10%-12%
– 500,000+ respondents every 6 months
• Co-pack thank you packages send to respondents

7. ICOM Coop Target Mail
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Opportunity:
•Increase brand awareness and product adoption by targeting consumers through ICOM offering
Rational:
•Target anaphylactic patients. Example, consumers who indicate usage of Benadryl when
responding to ICOM survey.
•Touch target consumers with consistent value-added EpiPen message and products
•Motivate consumers to purchase EpiPen based on similar category product through an FSI
inserted into a targeted mail ICOM package.
Reach:
•40,000 current Benadryl users identified in ICOM database.
•Measurement:
•Number of responses to unique code offer

8. Solo Target Mail
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Opportunity:
•Increase brand awareness and product adoption by targeting consumers through a single
direct mail piece message solely about EpiPen
Rational:
•Target same anaphylactic patients as ICOM target mail. Example, consumers who indicate
Benadryl as part of ICOM survey database.
•Using our own range of creative design and ICOM targeting and deployment EpiPen can maximise their
abilities to reach targeted consumers
•Target consumers without other competitive and non completive brands to ensure clarity of the program
message
Reach:
•40,000 (using Benadryl respondents for finding similar consumers)
Measurement:
•Unique promo code for a tiered rebate
• Example: Buy 2 get XX back

9. Budget
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Target Mail Direct Mail: $97,000
(based on 40m targeted consumers)
-Creative $9,000
-Management $2,500.00
-Production and Distribution $30,000
-List Rental Fee $32,000
Solo Mail Direct Mail: $114,500
(based on 40m targeted consumers)
-Creative $15,000
-Management $7,500.00
-Production and Distribution $60,000
-List Rental Fee $32,000

10. 10
Shoppers Optimum Vendor Direct Mail ProgramShoppers Optimum Vendor Direct Mail Program

11. Opportunity:
To increase product awareness and purchase though a customized in-store SDM optimum
program
Rational:
Provides KPC with advantage to competitive brands by leverage Optimum
points with purchase
Emphasizes multiple purchase for reward
Reach:
Shoppers Optimum® Members - 11 million+ members
Measurement:
Tracking though number of Optimum points redeemed
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Shoppers Optimum EpiPen Customized Program

12. Shoppers Optimum EpiPen Customized Program
Program Overview:Program Overview:
EpiPen to create a customized Optimum program for one week in 2010 that allows customers to receive
Optimum points with purchase at Shoppers Drug Mart
Program will be held nationally across Canada in Shoppers Drug Mart and Pharmaprix Stores for 7
days/1 week.
EpiPen has the option of increasing their brand presence at SDM stores during duration of the program
through:
1 week ¼ page flyer features
Spotlight Banner on Shoppers Drug Mart Website
Direct Mailer (Can tie this in with the previous Solo DM option)
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13. Budget
Shoppers Optimum Customized Program: $ 57MShoppers Optimum Customized Program: $ 57M (plus cost of points)(plus cost of points)
Management: $7M
Creative: $10M
Program Cost $25M
• In-section POP
• ¼ flyer ad
• Email Banner
• Online Web traffic
• Shipping of FSI material to designated stores
Production: $15M
Note: Cost of points are separate and not included in the estimated budget.
EpiPen to pay $2.50 for each 1000 optimum points redemption
Epipen to pay $5.00 for each 2500 optimum point redemption
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14. 14
In-school ProgramsIn-school Programs

15. MIR
Who is MIR Communications?
• For the past 15 years MIR has offered brand and product awareness into Daycares,
Elementary, and High Schools though their Student of the Year Award annual program. MIR
had two objectives in mind
• Schools and Daycares recognize, trust and respect MIR’s ability to create and deliver quality
initiatives that add value to the learning experience.
• We work with qualified educational experts to ensure campaigns meet with teacher and
caregiver expectations.
• Programs are offered at no cost to schools and Daycares and are distributed on a by request
basis.
• Clients that respect the needs of educators and caregivers allow us to develop programs that
work.
• We utilize a comprehensive up-to-date national network of:
Why develop the Student of the Year Awards?
• To recognize and reward kids for all they achieve within their schools and communities.
• To provide our clients with a unique vehicle to increase brand awareness among students,
parents and educators in a responsible, educational and engaging way
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16. In-School Program
Opportunity:
• To offer EpiPen product awareness in schools trough a multilayered vehicle of product branding,
awareness and usage above competitive brands.
Rational:
• Create a turn-key sponsorship package that has massive reach to parents students and
educators across Canada.
• Target teachers, kids and parents through compelling customized print and classroom
communication tools that offer EpiPen added-value products
• Promote EpiPen product and brand awareness though new avenues to increase EpiPens market
leader image.
Reach:
• Students, teachers and parents of up to 9,000 Elementary Schools
Measurement:
• Tracking on-line nomination for sponsored award
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17. In-School Program
Sponsorship Announcement, posters for schools
• EpiPen to sponsor one of the “Healthy Lifestyle” Student of the Year Award where students can
nominated fellow schoolmates online on designated website.
• To be facilitated by OSL and delivered and placed into school during campaign.
• Posters to communicate both EpiPen product awareness sponsoring award (Healthy Lifestyle)
Branded Teachers Lesson Plans
• Creatively developed interactive workbooks for teachers and student to work on during the campaign
period.
• Booklet both increase brand and product awareness in schools along with award sponsorship
• 4 different books to be created by OSL and MRI and sent to schools annually.
• Sponsorship Prize:
• EpiPen to also give out a sponsorship prize
– $1000.00 cash prize to winner
• A classroom gift basket to the winners homeroom class members filled with EpiPen
premiums
– Gift Bag to include; t-shirts with logo for student and teachers, branded note pads,
pencils, erasers, 1 EpiPen Carrying case (for classrooms EpiPen) and two bean-bag
reading chairs.

18. Budget: In-School Program
Cost for Sponsorship program $80,000
Sponsorship media buy $60,000
• includes production, distribution and facilitation of of award
posters and booklets for schools and classrooms
Management $10,000
• Facilitation of program and all creative materials
Creative $10,000
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19. Partnering with KozyEpiPartnering with KozyEpi

20. 20
Partnering with KozyEpi
Opportunity:
To partner with KozyEpi, creating an
additional revenue stream for EpiPen
products.
Rationale:
- Strengthen EpiPen brand
recognition through its partnership
with KozyEpi
- Provide practical solutions for
increased use of the EpiPen
product
- Increase attention to EpiPen website
Reach: 45,000 (annually)
Measurement: Tracked through online orders

21. Partnering with KozyEpi
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Min Vol Requirement:
25,000 pcs/year
*W/ purchase of 45,000 – 15% discount
Wholesale price:
1) $7.50/pc (classic pouch)
2) $8.63/pc (strap/clip option)
Suggested retail price for each
pouch:
1) $15/pc (classic pouch)
2) $18/pc (strap/clip option)
*For four artwork designs (single print colour)
on the classic EpiPen pouch (junior or senior)
*Additional cost for packing and shipping out
the order
Creative: $5,000
Management $6,500

22. Dare Partnership In Discussion

23. PartnershipPartnership
The EpiPen Partnership Opportunity:
• EpiPen to pay for a portion of the Dare campaign and sponsor the Wagon Wheels Brochure
• In return EpiPen can have a back panel devoted to their message
• Font of brochure can connect Wagon Wheel and EpiPen with message “Wagon Wheels – sponsored
by EpiPen”
• EpiPen to have a message supporting the online brochure message and a link to their website.
The EpiPen Message
• List the commonality between EpiPen and peanut free products
• Main message can communicate added value premiums EpiPen has to offer
– Examples include: EpiPen carry case, medical bracelets, and rebate offers

24. Wagon Wheels ProgramWagon Wheels Program
Opportunity:
• Partner with Wagon Wheels and Bear Paws Cookies on a peanut free wellness brochure that will be
inserted into Bear Paw Cookies Boxes as a spring 2010 program
Rational:
• Target anaphylactic patients and parents of children with peanut allergies within grocer stores though
brochure partnership
• Possible potential for EpiPen mention on POS material or sticker on boxes
• Touch target consumers with consistent value-added EpiPen message though new avenues such as
grocery stores and tier 1,2,3 accounts that sell Bear Paws.
• Creative mail in offers for EpiPen add-value items to generate awareness in new markets and
potentially new stores
• Increased attention to the Epipen Website
Reach:
250M brochures to be inserted into Bear Paw Cookies boxes across country
Measurement:
• Tracked though boxes purchased
• Tracked though number of consumers who took advantage of the online promotional offer

25. Budget
Program Total: TBD
Management: $7,500
Creative: $6000
Production and Shipping: TBD post discussion with Dianne
• XX% pf production based on EpiPen brochures exposure

26. The EpiPen Back-to-SchoolThe EpiPen Back-to-School
KitKit
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27. On-Pack Promotion
Opportunity:
Create a back-to-school kids package full of value-added BST premiums with the EpiPen logo to raise
brand awareness though parents to schools.
Rationale:
Strengthen EpiPen brand recognition though logo placement on school materials in BTS kit
Increase multiple-purchase of EpiPen products by offering added-value premiums though a mail in rebate
program.
Raising in school awareness for kinds with allergies and those students and teachers around them .
Program Overview:
• launch a Summer mail-in or Online rebate program just before back to school
• For every EpiPen bought, consumers can go online and redeem their back to school package
• School kit to include EpiPen pencils, erasers, notepad, pencil case and sticker and/or sticker name
tags for children to place on their binders
• Draws awareness to parents and engages children
• Brings the EpiPen brands into schools through students.
• Increase awareness and interactions with the EpiPen website
Reach:
30M nationally or in specific targeted demographic or stores.
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28. Budget
EpiPen Back-to-School Kit Program $72M
Management $10,000
Creative $4,500
Pin Development $
Unique Code $8,000
Back to school packages $31,000
- Includes labelled Pencils, erasers, folders, name tags, binder ruler
-based on 10M
-$3.10p/unit and includes packaging
Fulfillment $12,000
- $1.20 p/unit shipped
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29. The Online Bracelet Program
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30. Online Engagement Program: Ecommerce
Opportunity:
• EpiPen can create a revenue stream with added-value premiums by hosting an on-line identification
bracelet program.
Rational
• Drive consumers to make multiple purchases of EpiPen to received additional added-value bracelets’
Drive consumers to the EpiPen website and interact with the website while viewing everything EpiPen
has to offer
• Provide practical usage of EpiPen premiums.
• Increase brand awareness by consumers wearing the bracelets with the EipPen logo
Reach:
• 200,000+ dependant on on-pack distribution points (provincially, nationally etc)
Measurement:
• Tracking though on-line data measurements and bracelet redemption
• Narrowing down the demographic of our target market though shipping address to consumers.
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31. Online Engagement Program: Ecommerce
The Program:
• Purchase XX amount of EpiPen’s and receive an online offer to design and personalize your
own identification bracelet which also works as a medical bracelet.
• Each EpiPen product to be supplied with an on-line unique code.
• The consumers can then go online at home to the EpiPen site to use their step-by-step guide
to designing
• their own identification bracelets and adding their name. All bracelets will have the EpiPen
Name.
• The bracelet is part of the medical bracelets line which increases the added –values of the
bracelets to anaphylactic patients. All bracelets to home
– Three Styles to choose from
– Three colours to choose from
– Three Fonts to Choose from
• EpiPen to mail bracelet to consumers home

32. Budget:
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Online Bracelet Program: $102,400
Management $7,500
Creative $5000
Production $69,900
• Bracelet $65,000
– Units (Bracelets) $13.00 each at quantity of 5000
• Start up fee with Laurenshop $300.00
• fulfillment $2000
• shipping $2000
Online campaign and website $20,000
campaign pages
Hosting, tracking and fulfillment

33. Next Steps
• Discussion
• Questions
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