Sample work product. Brand plan development.

1. 2007

2. 2
Category stats
• Channel: catalog industry is ~$143 billion business; 90 billion is consumer, 53 billion is B-to-
B. Sales in DR have grown ~10% yoy, double that of retail and is expected to grow 7%
annually over the next 5 years.
• Consumer: consumer profiles for catalog (as distinct from all of direct) are wealthy. Our
largest segment (%) comes from “Summit Estates”, with net worth $2mm+, is married, has
school age kids and lives in “city and surrounds”. This is a different profile from our typical
Brand b direct consumer
• Competition: We have no direct competitor in the catalog industry. Our closest competitors
are Brookstone, firstSTREET, Frontgate, Sport’s preferred living and Sharper image...we will
have apparel catalog competition
• Multi-channel Synergies:
– -Consumers who receive catalogs are more likely to become multi-buyers online
resulting in 15% more transactions and spend 16% more than those who don’t receive a
catalog
-Of all catalog orders, 43% are processed via telephone and 33% are completed online
– Source: DMA multi-channel marketing report 2005, DMA state of the industry and e-commerce report 2004

3. 3
On to 2007: Key Objectives and Strategies
Objective 1: Drive the core business
• Increase circulation
• Increase revenue of existing books
• Leverage consumer insight
• Use catalogs as vehicle to disseminate loyalty programs
Objective 2: Exploit new opportunities
 Launch new books
Objective 3: Increase brand relevance
• Provide education to consumers
• Test new product ideas
Objective 4: Leverage Institute
• Leverage Institute “content”
• Utilize trainer network

4. 4
Objective 1: Drive the core business
Opportunity:
Grow catalog business and
expand our relationship
with existing consumers
Goal 1:
X million in revenue
across all books
Strategies:
1. Increase circulation
2. Increase revenue of existing
books
3. Leverage consumer insight
4. Use catalogs as vehicle to
disseminate loyalty programs

5. 5
Strategy 1: Increase Circulation
Tactics:
1. Analyze house file to find like names
2. Participate in co-op databases to add names
3. Purchase more lists
4. Mail to X and Enthusiasts names
5. Test and expand print advertising
6. Purchase keywords
Rationale:
We maximize what’s working and apply this model to bigger
universe of names...our universe gets bigger

6. 6
Tactic: Analyze house file to find like names
Description:
• Develop analysis of catalog buyers to determine what characteristics they share
– Develop models based on our current catalog customers
– Use model to activate names within our inactive and requestor files
Consumer / Customer Target:
• Direct customers who are catalog shoppers
• Launch Date / In Market Date: March, 2007
Budget: $X
Description Q1 Q2 Q3 Q4
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Activation Modeling
30000
Cross functional team requirements: brand b – specifically marketing analyst
ROI: 4.5

7. 7
Strategy 2: Increase revenue of existing books
Tactics:
1. Optimize website to improve performance in search engines
2. Leverage promotions and special offers
3. Test and expand email campaigns
4. Expand shipping options
5. Include catalog in all product orders
Rationale:
Leverage what we already own and sweeten the deal for consumers. Use our
expertise in DR media to drive more volume

8. 8
Strategy 3: Leverage consumer insight
Tactics:
1. House file analysis
2. Book analysis
3. Testing matrix-books and seasonality
Rationale:
Find out who’s buying, what they are buying and when they buy.
Allows us to match up consumers with what they need, when they
need it.

9. 9
Objective 2: Exploit new opportunities
Opportunity:
Cast a wider net
Goal 2:
Diversify catalog portfolio
Strategies:
1. Launch new books

10. 10
Strategy 1: Launch new books
Tactics:
1. Enthusiast book
2. Boomer book
3. Women book
Rationale:
Enthusiast segments have much in common.
Will have the ability to target and analyze brand a consumers.
Will target boomers with a brand they know and trust
Get our feet wet with female segment-learn from this

11. 11
Priorities
1. Participate in co-op database
2. Optimize website for search
3. Catalog in every package sent
4. House file analysis
5. Expand shipping options
6. Testing matrix and seasonality
7. Test and expand email
8. Launch women’s catalog
9. Launch boomer catalog
10. Purchase more lists
11. Leverage special offers
12. Purchase keywords
13. Print advertising
14. Utilize trainer network
15. Launch enthusiast catalog
16. Develop educational copy
17. Offer relevant product to our customers

12. 12
Testing 2007
Testing
New Books Enthusiast Women Boomer
Seasonality Apparel
Spring vs.
Holiday
Prospect
Winter vs.
Holiday
Brand B
Winter vs.
Holiday
Brand A
Winter vs.
Holiday
Book Vs. Book Brand A vs. Brand B Holiday
Offers 12 months SAC vs. 6 months SAC
Customer loyalty-rewards
Free shipping
Tiered offers/discounts

13. 13
Catalog Revenue Forecast 2007
0
2
4
6
8
10
12
14
16
Brand A Brand B apparel Prospect btob enthus women Boomer
2006 2007
Brand A Brand B Apparel Prospect B to B Enthusiast Women Boomer Total
2006 4.4 2.2 0.94 0.51 4 0 0 0 12.05
2007 3.87 5.09 1.88 2.05 6.4 0.84 2.25 1.21 22.38
totals 8.27 7.29 2.82 2.56 10.4 0.84 2.25 1.21 35.64

14. 14
Circulation, Revenue, Cost and ROI- detail
2006 Brand A Brand B Apparel Prospect B to B total or average
Circ (millions) 1.80 0.90 0.50 0.50 0.25 3.95
Reponse Rate 0.59 0.59 1.50 0.25 0.40 0.67
AOV ($) 411.00 411.00 125.00 411.00 4000.00
Cost/book ($) 0.72 1.10 1.10 0.90 1.10 0.98
Cost ($) 1.30 0.99 0.55 0.45 0.22 3.51
ROI ($) 3.38 2.22 1.71 1.14 21.82 6.05
Revenue (millions) 4.40 2.20 0.94 0.51 4.00 12.05
2007 Brand A Brand B Apparel Prospect B to B Enthusiasts Women Boomers tot or avg
Circ (millions) 1.60 2.10 1.00 2.00 0.40 0.80 0.50 0.50 8.90
Response rate 0.59 0.59 1.50 0.25 0.40 0.60 1.50 0.59 0.75
AOV ($) 411.00 411.00 125.00 411.00 4000.00 300.00 300.00 411.00
Cost/book (S) 0.70 1.05 1.05 0.75 1.05 1.00 1.10 0.72 0.93
Cost($) 1.12 2.10 1.05 1.50 0.42 0.80 0.55 0.36 7.90
ROI ($) 3.46 2.42 1.78 1.36 22.85 1.05 4.09 3.36 5.05
Revenue (millions) 3.87 5.09 1.88 2.05 6.40 0.84 2.25 1.21 23.59

15. Catalog Production + Drop
Calendar 2006-2007
Jan
2006
Feb March April May June July August Sept Oct Nov Dec
Jan
2007
Feb March April May June July August Sept Oct Nov Dec
drop1 drop2
drop2
Production Apparel Fall
Production B to B Holiday
drop 1
drop 1
drop 2
drop 2
drop 2
drop 3
drop 3
Production Prospect Holiday
Production Brand A Holiday
Production Brand B Holiday
Pro Winter
Brand B Winter
B to B Winter
Boomer Winter
Prospect
Winter
B to B Winter
Brand B Spring
Boomer Winter
Enthusiast Spring
Apparel Spring
Brand B Holiday
Brand A Holiday
drop1 drop2 drop3
Apparel Holiday
Prospect Holiday
drop1 drop2
B to B-Fall
Enthusiast Holiday
Women Holiday
= Drops
= Production schedule;
Brand
Brand
B to B
Apparel
Boomers
Enthusiasts
Prospect
Women
Brand A Winter