1. Proposal for Permission Marketing “Carrying value to our recipients”

2. Objectives REACH THE INBOX! Experience/Knowledge Increase ROI Increase Sales Increase Knowledge Cut expenses in Marketing Dept.

3. Current Marketing Situation APR Counter markets counter days APR REPORTER Word of Mouth Personal Selling Advertising Involvement in Industry Events, Newsletters, Magazines

4. Market Segmentation HVAC PLUMBING AIR CONDITIONING COMMERCIAL RESIDENTIAL GEOGRAPHICAL SALESMAN

5. Workload Ryan Management of customers/profiling, liaison to senior level, Metric Analyzer Dan Template Creation IT help/layout Liason to Listrak Catherine Administrative Construction of Content

6. To Do List Email Acquiring Profiling of Email List Profile Maintenance Template Creation Newsletter Product Announcement (Sales) Email Content Creation Comes from Senior Level & Beth Develop Metrics for Success Click Rate Continual Education in Email Marketing through webinars and Listrak provided programs

7. SWOT Analysis Strengths Market Position Growth Strategy Willingness to invest in technology Weaknesses Slow with Marketing Economy Starting from scratch May be a strength?

8. SWOT Cont. Opportunities Expand into E-Newsletters/E-Marketing Interactive media such as video Threats Competition is already doing! Pierce Phelps Magazine/Newspaper Industry in trouble Ad revenue down as much as 50% Cutting Circulation 6- 8% and RAISING PRICE!! People HATE Spam

9. Email Acquiring Mailing List on Website Email Question on Credit App Call Center when calling on new customers Research Customer’s websites Converting customers to email billing CUSTOMER EMAIL LIST 4.24 Send out “Permission Email” Survey

10. Begin segmentation of customer Obtain Emails not in our system Incentive to customer for completing and receiving an email 2 surveys Electronic Handwritten Sample Survey.doc

11. Target Decision Makers within companies Owners Service Men Buyers

12. Content APR Promotion Email New Product Announcement Newsletter Email Eddie’s Training APR Press Release, Awards, New Branches APR Reporter info APR XVI Rewards Calendar of Events OASIS Promotion Email Newsletter

13. Short Term Goal Increase Sales Dollars Develop Metrics with Terry Increase profitability of Marketing Develop Metrics with Beth and John Gain 2,000 useable AND subscribed customer emails Increase our conversion rates from flyers to emails

14. Long Term Goal 5 Year Plan Email Market “EVERY” customer Decrease in Marketing Expenses Reducing APR Reporter Newsletter costs to set metric (Terry/John) Reduce customers dependency on mailing flyers Use Email Marketing Software to cascade messages to all Employees with email

15. Maintaining Course Quarterly/Semiannual surveys on email marketing to customers to gain feedback Monthly Content meeting with Sales and Marketing to lay out Quarterly plans Oversight from senior team on progress

16. References Vistage; Foss, Troy “How to Use Email to Drive Sales: Get the Highest ROI with Email Marketing” www.vistage.com/featured/how-to-use-email- to-drive-sales.html September 2009www.vistage.com/featured/how-to-use-email- to-drive-sales.html The Wholesaler; Schmitt, Rich “Put Marketing to work on customer- related tech initiatives” December 2008 Elsevier; Kirby, Justin and Marsden, Paul “Connected Marketing the Viral, Buzz, and Word of Mouth Revolution” Burlington, MA 2006 Ezine Article; Crane, Peter “Email Marketing Frequency – How often should my company send emails” http://ezinearticles.com/?Email- Marketing-Frequency---How-Often-Should-My-Company.....February 2009http://ezinearticles.com/?Email- Marketing- FOLIO Magazine Article; Stableford, Dylan “Newspaper Industry Sees Biggest Ad Revenue Decline in More than 50 Years” March 2008