39cents

WELCOME HOME,MARVIN2006 AAF CAMPAIGN

No other AAF team in the United States has the experience of Circle Advertising.

For our work in our second year competing in the National Student Advertising Competition (Yahoo!) we earned:

• Orange County Addy Awards Student Best of Show

• Orange County Addy Awards Student Gold

After only three years of existence, Circle members are the current recipients of:

• AAF’s W. Pendleton Tudor/ADWEEK Media Internship (one nationwide)

• AAF’s Van Stickell Memorial Internship (15 nationwide)

• AAF’s Most Promising Minority Student recognition (40 nationwide)

Additionally, Circle members have experience at the following international advertising agencies:

• TBWA/Chiat/Day• Saatchi & Saatchi• Young & Rubicam• Deutsch• Inferno (London)

WE DELIVERAs well as such regional full service agencies as:

• O’Leary & Partners (Kawasaki)• DGWB (Weinerschnitzel)

Circle members have gained hands-on advertising, public relations, and marketing experience in the corporate marketing departments of these companies:

• 20th Century Fox • Dreamworks• Toyota Motor Company • Interscope Records• MTV Networks • House of Blues• Warner Bros. • Focus Features• Paramount Pictures

Circle Advertising resides in Chapman University’s brand new state-of-the-art Dodge College of Film and Media Arts.* That’s a film school, a dang good one too. Every Circle member has been trained to work a camera. Using our cameras and keyboards we are trained to tell stories and craft campaigns as no other school can. We mesh traditional selling and advertising with non-traditional forms through digital media and viral tactics.

Experienced.

State of the art.

CIRCLE ADVERtIsING.

*Stop reading now unless you like interesting trivia: Chapman University was founded by the Disciples of Christ in 1861 at the hour of Abraham Lincoln’s inauguration in Woodland, California. Our original name was Hesperia College. Fifty-nine years later we moved to Los Angeles where we became California Christian College. Then Mr. Chapman arrived on the scene and helped us grow. With his help we moved to Orange County in 1954. Oh yeah. We changed the name again. Today Chapman University is Orange County’s only private liberal arts program of higher educa-tion with a storied history and a magical future. Our school mascot is the panther. We’ve got a ton of Panther Pride. School spirit. The kind of spirit it takes to create “Welcome Home, Marvin.”

2. MEEt tHE HuMANVELOPEs

4. ExECutIVE suMMARy

6. buILDING tHE FRAMEWORk

7. PRIMARy MARkEt: HOMEbuILDERs

11. sECONDARy MARkEt: REMODELERs

13. CIRCLE bREAks DOWN bARRIERs

14. tERtIARy MARkEt: REtAILERs

16. CREAtIVE stRAtEGy

23. INtERACtIVE

24. PROMOtIONs

25. POsItIONING MRs. COx

26. MEDIA stRAtEGy

31. MEDIA PLAN

32. RECOMMENDAtIONs & buDGEt

tAbLE OF CONtENts

MEEt tHE HuMANVELOPEs

Allow us to introduce Marvin and the Humanvelopes. Before you ask, yes, they’re exactly what you’d think they are, Humans + Envelopes. For them Postal Vault is much more than a home, it’s practically heaven on earth.

MARVIN

Height: 4.5”Width: 5.7”Body Type: Pointed FlapPostage Paid: $.39

Contents: A birthday card, written from Grandma and Grandpa White to their youngest granddaughter Mary Brown. She’s turning 10 and hopes to find a check inside.

Personal: Marvin is an avid stamp collector with a first class sense of direction. He can sense the thought, care and love put into him. He knows the dangers of mail theft, particularly of a personal check. Without a safe home, he is nervous and worried about being stolen.

MANNy MANILA

Height: 11”Width: 8”Body Type: JumboPostage Paid: $3.20

Contents: Confidential

Personal: Manny’s secretive nature and wise ways cause his peers to look at him with great reverence.

PAtRICk tHE PACkAGE

Height: 7”Width: 8”Depth: 4”Body Type: Standard RSC CartonPostage Paid: $5.65

Contents: Daniel Brown’s factory repaired PDA full of important information.

Personal: Patrick is a jovial, if simple, happy young package without a care in the world. Not the brightest package in the Postal Vault, he always means well.

CyNtHIA

Height: 4.1”Width: 7”Body Type: Window Peel & SeelPostage Paid: Pre-paid

Contents: A new credit card, which could be activated by anyone with the right information. Elizabeth Brown is awaiting her arrival with plans to remodel the kitchen.

Personal: Cynthia has a go-out-and-get-it attitude, especially when it comes to shopping. She can’t wait to get in the hands of her owner.

Gus

Height: 4”Width: 6”Body Type: StandardPostage Paid: Pre-paid

Contents: A Social-Security check containing sensitive numbers and other valuable information intended for Grandpa Samuel Brown.

Personal: Gus, hardened by his many years, is disconcerted with the state of mail, unbelieving that anyone would try to steal or violate him.

Circle Advertising knocked on over 800 doors. We conducted surveys with homeowners across the country. We directed two focus groups. We snuck into a members’ only Merrill Lynch identity theft seminar. We interviewed mail theft victims. We read piles of secondary research.

We interviewed senior executives at the nation’s largest residential homebuilders, including the vice president of purchasing for D.R. Horton, the world’s number one homebuilder. We spoke with representatives of The Home Depot and Ace Hardware. We bought a Postal Vault and picked apart the transaction to better understand how to make the best experience for consumers, homebuilders, and retailers.

From all this research we arrived at our first conclusion:

Postal Vault is a high-involvement product stuck in a low- involvement category

Our primary research found three barriers to consumer involvement:

• Consumers don’t think about their mail• They falsely believe their mail is safe• They don’t seek a solution

stRAtEGIC OVERVIEW

“Welcome Home, Marvin” will reach a primary market of Homebuilders and persuade them to include Postal Vault in new home developments. We chose the Postal Vault Top 20, a select group of 20 of the nation’s top Homebuilders. An aggressive program of personal selling supplemented by trade shows and trade advertising featuring the Humanvelopes will generate over $25 million in sales from Homebuilders.

For the consumer market “Welcome Home, Marvin” targets two segments of home Remodelers:

• Webquisitors: Do-it-yourselfers who seek information online

• HirePower: Those who hire professionals for remodeling work

“Welcome Home, Marvin” will reach Webquisitors and HirePower through targeted media buys in cable TV, magazines, Internet and out-of-home.

“Welcome Home, Marvin” also targets home improvement centers and hardware stores with a retailing campaign aimed to make Postal Vault the most compelling choice at the point of purchase.

ExECutIVE suMMARy

GOALs

• Establish the Mail Security System category.• Establish Postal Vault as synonymous with Mail Security

System• Position Postal Vault as an investment in “peace of mind”• Achieve wide and deep national distribution• Generate $25 million in sales to Homebuilders• Generate $10 million in sales from Remodelers

ObjECtIVEs

• Raise awareness of mail theft and its impact on credit rating and overall financial and psychological welfare

• Establish Postal Vault as the industry leader• Convince Homebuilders to install Postal Vault in new

residential developments• Drive Webquisitors to the Postal Vault or Humanvelopes

web site for product information and purchase• Convince retailers to stock and promote Postal Vault

“People who are not in the market for a product have little or no reason to pay attention to an ad. As a result, direct persuasion is also low, and consumers form few if any brand beliefs, attitudes, or purchase intentions. However, these consumers might attend to some peripheral aspects---say, the pictures or colors in the ad or the actors in the commercial---for their entertainment value.”

-William F. Arens, Contemporary Advertising

LAyING tHE FOuNDAtION

tHE bIG IDEA: yOuR MAIL Is NERVOus

By personifying mail with the Humanvelopes, our campaign, “Welcome Home, Marvin” delivers three message points:

• Mail is precious• Mail is vulnerable• Postal Vault provides safety and security for mail

MAIL sECuRIty systEM: OuR PRODuCt CAtEGORy

Our research found no other product like Postal Vault. Partnerships with companies like AIG and IDS make Postal Vault more than a mailbox, but a security system for your mail. We will exploit Postal Vault’s first mover advantage and brand Postal Vault as synonymous with the new category, mail security system.

PRIMARy MARkEt: HOMEbuILDERs

“Welcome Home, Marvin,” targets 20 large residential Homebuilders that construct over 300,000 homes a year in areas with the highest identity theft rates. We target them for maximum impact on sales and profits.

sECONDARy MARkEt: CONsuMER REMODELERs

HirePower and Webquisitors make up 79% of the Remodeler market, projected to spend $305.1 billion in 2007. “Welcome Home, Marvin” uses the Humanvelopes to generate awareness of mail theft and to brand Postal Vault as the preeminent solution.

tERtIARy MARkEt: HOME IMPROVEMENt REtAILERs

“Welcome Home, Marvin” uses personal selling to home improvement and hardware retail stores to educate those channels on the benefits of a mail security system and Postal Vault’s position as the preeminent solution. With a Retail Sales Manager we will compel Retailers to give Postal Vault premium positioning and maximum exposure. Additionally, direct mail will be used to excite retail employees to learn about Postal Vault.

“WELCOME HOME, MARVIN” Is AbOut PERsONAL sELLING

Our campaign to brand the Mail Security System category as synonymous with Postal Vault calls for hiring four national salespeople to penetrate Homebuilders and Retailers:

• National accounts manager (3): Homebuilders• National accounts manager (1): Retailers

The persuasive, interactive nature of “Welcome Home, Marvin’s” personal selling will have the most impact on Homebuilders and Retailers as these sales professionals establish and nurture crucial long-term B-2-B relationships.

INtRODuCING MRs. COx: tHE CLOsER

Mrs. Cox is “Welcome Home, Marvin’s” secret weapon. In addition to positioning Mrs. Cox as a spokesperson for mail security, “Welcome Home, Marvin” depends upon her attendance at key meetings with Homebuilders and to close big deals. In terms of visionary leadership, “Welcome Home, Marvin” positions Mrs. Cox to the Humanvelopes as Walt Disney is to Mickey Mouse.

WE WILL OWN HOMEbuILDER tRADE sHOWs

The nation’s top Homebuilders told us that trade shows are the most effective way to introduce a new product and meet Homebuilders. Thus, “Welcome Home, Marvin” will be the talk of trade shows throughout the year.

Beginning with a premier sponsorship of the nation’s largest Homebuilder trade show, the International Builders’ Show, in Orlando, Fla., “Welcome Home, Marvin” will own 12 Homebuilder trade shows throughout the year.

PROMOtIONs

Three distinct promotions in “Welcome Home, Marvin” utilize a partnership with Netflix and promote the appearance of Mrs. Cox and the Humanvelopes at Homebuilder trade shows.

HALF bILLION IMPREssIONs

“Welcome Home, Marvin” will generate 487 million media impressions.

CALENDAR

We will launch “Welcome Home, Marvin” in February 2007 to coincide with the debut of the Humanvelopes at the International Builders’ Show. “Welcome Home, Marvin” continues through November 2007. We will use phased Push and Pull marketing strategies that will push Postal Vault into proper distribution channels from March through May and then allow Remodelers to pull Postal Vault through those channels from June through November.

WELCOME HOME, MARVIN

With research as the foundation, creative as the frame, and strategy as the cornerstone, Circle Advertising presents an all-inclusive campaign, “Welcome Home, Marvin.”

658,143Remodelers renovating front yard (23% of Remodelers)

INItIAL REsEARCH

We found out how consumers feel about mail theft. We asked hundreds of homeowners questions about mail, mail theft, identity theft, security and the overall value they place on these issues. We found people concerned about identity theft, but the last thing on their mind was their mail, let alone their mailboxes. They simply do not care. We learned that consumers are open to learning about mail theft but it is not on the top of their mind. So we dug deeper.

buILDING tHE FRAMEWORkPOstAL VAuLt, A HIGH-INVOLVEMENt PRODuCt stuCk IN A LOW-INVOLVEMENt CAtEGORy.

CONsuMER AttItuDEs ON MAIL*

“Having a neighborhood that is quiet and closely knit

helps me feel safe”

“... My mailbox??”

“At most, I would spend $100 on a mailbox”

* Circle Advertising Survey, Oct. 2005

HOMEbuILDER INsIGHt

A $175-$350 Postal Vault can be worked in seamlessly to the overall cost of a luxury or move-up home. Luxury home buyers won’t compromise anything in their homes. Not their stoves, their refrigerators, nor their security. Postal Vaults will become an essential addition to a luxury home.

By studying the numbers of homes built by the top 10 Homebuilders in America and 10 remaining “move up” and “luxury” Homebuilders, we developed the Postal Vault Top 20.

The Postal Vault Top 20 provides a consistent primary market, as they comprise over 80% of the homes sold by the top 50 Homebuilders in America.

CONsuMER INsIGHt

Don’t worry! We haven’t forgotten the consumer. Despite their apathetic perceptions of mail theft, Postal Vault is a product that can be valuable to many segments in the consumer market.

We didn’t want to spend all of our energy trying to reverse the consumer’s current perception of mail theft. Instead, we targeted a select group of consumers with whom Postal Vault will most likely resonate: Remodelers, those consumers actively engaged in home improvement projects.

23% of Remodelers are renovating their front yard and in the market to purchase front yard products. By selling to 10% of this group we will reach our consumer sales objectives of $10 million.

2,861,492Total # of Remodelers (4% of total)

71,537,290Total # of homeowners in the U.S.

$11,517,450Revenue from 10% of front yard Remodelers****

HOMEs CLOsED by tOP 50 HOMEbuILDERs**

**builderonline.com, Builder 100 *** based on Simmons Research, Harvard Business Review, and Yankelovich Monitor**** ($658,143 x 10%) x $175 = $11,517,450

309,36279.18%

TOTAL HOMES BUILT: 390,712

81,35020.82%

Homes closed by The Postal Vault Top 20

Homes closed by remaining 50 homebuilders

CONsuMER sALEs PROjECtION***

PRIMARy tARGEt MARkEtOver one million homes are constructed annually. More than 30% of those are built by the Postal Vault Top 20, a group of Homebuilders we have profiled specifically for you. By targeting the Postal Vault Top 20 and capturing 50% of this market, we will reach our sales goals and successfully brand Postal Vault.

HOMEbuILDERs

WELCOME HOME, buILDERsWHAt WE DID

Circle Advertising interviewed:

• CEOs, VPs and other influential decision makers at the top Homebuilders in America.

Then we spoke to:• Land developers• Move up and luxury Homebuilders • National and local Homebuilders.

The most important aspect of personal selling is creating relationships. We’ve initiated these relationships for you. More importantly, we know specific buyers, personally. We developed a strategy that utilizes extensive research and meshes Homebuilders’ buyer personalities.

WHAt WE’LL DO

Through Homebuilder trade shows and personal selling we will build key relationships. Postal Vault will introduce the Humanvelopes as a premiere sponsor of the International Builders’ Show, the nation’s largest Homebuilder trade show. Throughout the year the Humanvelopes will own a piece of 12 Homebuilder trade shows.

To cultivate personal selling relationships we will hire three National Account Managers in charge of three regions in the United States (West, Midwest, East). They will establish and build relationships with the Postal Vault Top 20.

Our primary research told us that purchasing decisions are made at the divisional level. Divisional Purchasing Agents do not respond well to products being filtered down by regional or national offices. To effectively sell Postal Vault, we will create relationships at the national and regional offices, and sell to divisional offices of the Postal Vault Top 20 Homebuilders.

Our primary research revealed that like all good business people, Purchasing Agents are very concerned with their bottom line. Thus, co-op billboard advertising will make Postal Vault more appealing. We will also buy media in trade publications and distribute interactive collateral material at trade shows and through direct mail.

jOb DEsCRIPtION

Title: National Accounts Manager

Qualifications:

• 10-15 years of experience in sales and marketing in the homebuilding industry

• Degree in related field

Job Description:

• Cultivate and maintain relationships with Postal Vault Top 20 homebuilders

• Research and become expert on each account’s products, target market, and values

• Develop customized co-op campaigns as necessary with Postal Vault Top 20

• Travel: Visit each homebuilder quarterly

• Use expense account to nurture relationships with Postal Vault Top 20

• Introduce Mrs. Cox to senior management

WHAt WE LEARNED: tHE buyING PROCEss

Penetrating the Homebuilders market is no easy task. Current vendors have earned loyalty and repeat business. The most effective way to penetrate the Homebuilder market is with personal selling.

We found that the buying process often begins by exposing Purchasing Agents to products at trade shows. Once initial contact has been made, a formal pitch to the Homebuilder is required to demonstrate that their product is “hands down” better than the current vendor’s.

Generally not more than one or two new vendors are put in the same master planned communities at a time. Therefore, it is crucial that National Account Managers convince Homebuilders of the added value Postal Vault brings to their community.

Before a contract is signed, most Purchasing Agents require a face-to-face meeting with the CEO of the vendor to establish trust. We

will leverage Mrs. Cox’s negotiating skill and experience in landing contracts for Frito-Lay to close contracts with our Homebuilders.

Rank Name Units Closed**

1 D. R. Horton 44,005

2 Pulte Homes 38,612

3 Lennar Corp. 36,204

4 Centex Corp. 32,896

5 KB Home 26,937

6 Beazer Homes USA 16,417

7 The Ryland Group 15,101

8 Hovnanian Enterprises 14,586

9 M.D.C. Holdings 13,876

10 NVR 12,749

11 Standard Pacific Corp. 9,091

12 Technical Olympic USA 7,337

13 Meritage Homes Corp. 7,254

14 Toll Brothers 6,627

15 Shea Homes 6,405

16 Weyerhaeuser Real Estate Co. 5,274

17 Mercedes Homes 4,579

18 (21)* The Villages of Lake-Sumter 3,955

19 (23)* Choice Homes 3,822

20 (25)* Taylor Woodrow Homes 3,635

Total 309,362

*Builder Online Top 100 Rank

**Source: Builder Online (2004)

Postal Vault Top 20

Our primary research discovered two participants in the buying process for new housing developments: Purchasing Agents and Project Managers.

Purchasing Agents make the ultimate purchase decisions. They are the daily contact person and they negotiate contracts. Typically, the Vice President of Purchasing acts on the suggestions of the lower-level Purchasing Agent.

Project Managers design and oversee the aesthetics and layout of housing developments. They have major influence on purchasing agents and often recommend products. Thus, they are our secondary Homebuilder target.

PuRCHAsING AGENt:

Age: 25-35 primarily womenSalary: $43,000-$50,000Personal: • Young professional up and comers, promoted from administrative rolls who plan on

moving up the corporate ladder • Junior level staff members with considerable influence on senior staff members due to

market insight and work ethic • Purchase all materials for new homesWhy Postal Vault will appeal to them:• Playful and humorous personality which will respond favorably to the Humanvelopes**

VICE PREsIDENt OF PuRCHAsING:

Age: 45+ primarily maleSalary: $72,000+Personal: • Senior staff members who are the final decision makers in the buying process• Construction background and have spent time in the field• Concerned with each home’s bottom line, yet they will pay a premium price for higher

quality product that has high customer satisfaction ratingsWhy Postal Vault will appeal to them:• View Postal Vault as a durable and low maintenance luxury, high quality item• Find comfort knowing that Postal Vault brings safety and security to any home

PROjECt MANAGER:

Age: 45+ primarily maleIncome: $80,000+Personal: • Design the aesthetic value and lay out of the master plan community• Graduated with engineering degrees• Ensure that all of the elements of each home are consistent throughout the community Why Postal Vault will appeal to them:• Attracted to Postal Vault for its customizability and aesthetic facades**Source: Jonathan Smith, Vice President of Purchasing, D.R. Horton

HOMEbuILDERs WE INtERVIEWED:

Jonathan R. Smith, VP of PurchasingD.R. Horton (#1)*

Jeff Huntington, Purchasing AgentLennar Corporation (#3)*

Brian Bencz, VP of Purchasing and Land DevelopmentStandard Pacific Homes (#11)*

Scott Allen, PresidentMeritage Homes (#13)*

Berry Rehm, Director of PurchasingMeritage Homes (#13)*

Bill Piestesky, VP of Sales and MarketingShea Homes (#15)*

Cathy Huff, VP of Human ResourcesShea Homes (#15)*

Roger Hobbs, Director/President Hobbs Institute/RC Hobbs

Gery Wilde, PresidentWilde Custom Homes

The most memorable

advertisements among office

workers utilize a tactful amount of

humor.

*builderonline.com, Builder 100, 2004 National Ranking

buyER PROFILEHOMEbuILDER

Circle meeting with a divisional president of Meritage Homes

uNDERstANDING tHE HOMEbuILDERs

FILLING tHE NEED

“Welcome Home, Marvin” will assign our National Ac-counts Managers to one of three regions shown below. We found a strong correlation between identity theft rates and new home growth (see graph on right). This correlation is further proof that Postal Vault fills a growing need for the Postal Vault Top 20.

We formed the Postal Vault Top 20 by looking at top Homebuilders who:

• Sell the largest volumes of new homes every year • Build homes in areas with the high identity theft rates

HOMEbuILDERs INtRANEt

No two Homebuilders are alike. With the development of a Homebuilder Intranet, Our National Accounts Managers can store and access the “ins & outs” of each Homebuilder to align sales pitches with the standards of each Home-builder positioning statement and core values.

Here is a sample of the type of valuable information that we gained from our interviews with Homebuilders.

Chart1

Page 1

Identity Theft and Home Development Correlation

0

10,000

20,000

30,000

40,000

50,000

60,000

Pho

enix-M

esa,

Ariz

.

Atla

nta,

GA

River

side

-San

Ber

nadino

, CA

Hou

ston

, TX

Las Veg

as, N

V/A

Z

Chica

go, I

L

Dallas,

TX

Was

hing

ton/

Md.

/Va.

/W.V

a.

Orla

ndo,

FL

Tam

pa/S

t.Pet

ersb

urg/

Clear

wat

er, F

L

St.

Pau

l/Minne

apolis, M

N

Cha

rlotte

/Gas

tonia,

N.C

./Roc

k Hill, S

.C.

Sac

ram

ento

, CA

Det

roit, M

I

Raleigh

/Dur

ham

/Cha

pel H

ill, N

.C.

Den

ver,

CO

Fort M

yers

/Cap

e Cor

al, F

lL

Jack

sonv

ille,

FL

Aus

tin/S

an M

arco

s, T

X

Philade

lphia,

PA

Region

# o

f P

erm

its

0

20

40

60

80

100

120

140

160

180

200

Co

mp

lain

ts p

er

100,0

00

# of Permits

Complaints per 100,000

Oregon

Arizona

New Mexico

Texas

Oklahoma

KansasColorado

Utah

Nevada

California

Idaho

Montana North Dakota

South Dakota

Nebraska

Minnesota

Iowa

Missouri

Arkansas

Mississippi Alabama

Louisiana

Florida

Georgia

Tennessee

Wisconsin

IllinoisIndiana Ohio

Michigan

Kentucky

New Jersey

New York

Conn.R.I.

Mass.

Wyoming

Pennsylvania

Virginia

VirginiaWest

Del.Md.

Carolina

North Carolina

South

St. Paul

Phoenix

Denver

Austin

Atlanta

Charlotte

Raleigh

Washington, D.C.

Chicago

Tampa

Fort MyersOrlando

Jacksonville

Philadelphia

Detroit

Houston

Dallas

Las Vegas

Riverside

Sacramento

“Standard Pacific will pay more for a product, such as Postal Vault, that has a higher quality and customer satisfaction rating.”

-Brian Bencz, Standard Pacific Corp.

sECONDARy tARGEt MARkEtREMODELERs“The home improvement industry is far less cyclical than new home construction . . . As the value of their homes rise, ho-meowners are also seeing their home equity grow and they are willing and more able to increase their spending on renova-tion and home improvement projects.”

-The Joint Center for Housing Studies of Harvard University

Total home improvement product sales in 2005 were estimated at a record of $291 billion* with Do-It-Yourself constituting 51%, or $139.2 billion. 2007 projections place the market at over 305.1 Billion.**

*HIRI** Housing Center’s Remodeling Activity Indicator projects an average annual growth of 5%

21%

44%

35%

WEbquIsItORs (56% of viable consumer market)* Prefer Do It Yourself: over 52%Demographics: Predominantly Baby Boomers (born 1946 –1962)Household Income: $75,000Pre-purchase Behavior: Look online and to home improvement TV for research and ideasRemodeling Budget: $2,000-$3,400

How this market relates to Postal Vault:“I’d like to go online and see what other products like it are out there”

How “Welcome Home, Marvin” reaches them:• Facilitation of online research and search optimization• TV and online advertising

An aggressive consumer outreach program targeting two distinct consumer segments in the Remodeler Market compliments our Homebuilder strategy. Consumers are unaware and uninvolved with mail theft, but that doesn’t mean they shouldn’t become aware. We pinpointed the vi-able consumer markets to most efficiently focus our efforts.

We conducted secondary research through Yankelovich Monitor, Home Improvement Research Institute (HIRI), Roper Reports, Michael Silverstien’s Trading Up and articles from publications such as the LA times, The Wall Street Journal, Media Week and Professional Remodeler. These sources shed light on our primary research and led us to the home Remodeler market.

Through HIRI’s Product Purchase Tracking Study (PPTS), we learned that not all Remodelers behave the same. We found two distinct behavioral styles:

Webquisitors: Remodelers who love to “do-it-yourself” and actively seek out information online and on TV.

HirePower: Remodelers, typically older or female, who do very little of their own research but turn to hired help, retailers and contractors to do it for them.

CONsuMER PROFILE

REMODELER MARkEt

HIREPOWER(44% of viable consumer market)*

Prefer to hire the work: nearly 100%Demographics: Older than Webquisitors, more femaleHousehold Income: $75,000 Pre-purchase Behavior: Consult retail employees, magazines and books for informationRemodeling Budget: $1,500 - $3,000

How this market relates to Postal Vault:“I don’t really know how it works but it sounds like I need it.”

How “Welcome Home, Marvin” reaches them:• Knowledgeable employees at retail level excited about Postal Vault• Print advertising and editorial coverage*21% of home remodelers are budget constrained and not suitable for a premium product (HIRI)

**Source: eBrain***Source: HIRI****Source: Yankelovich Monitor

7 out of 10 households are planning a home improvement project in the next six months.**

44% (up from 33% in 2000), listed home improvements as their number one spending priority in 2006.***

Webquisitors and HirePower hold 79% of the total home remodeling market.***

REMODELER MARKET SHARE

$291 Billion

CIRCLE bREAks DOWN bARRIERsREsEARCH FINDINGs

kEy PsyCHOGRAPHIC FINDINGs

With door-to-door surveys, personal interviews, and focus groups we asked Remodelers what they value. They told us:

• The safety of their family and loved ones• Their memories and heirlooms• Things that remind them who they are

They do not value their mail.

We asked them what made them feel safe at home:

• A safe neighborhood/community• Locks on doors or security systems• Having a man around

*Source: Therma-Tru Home Valuation Study** Circle Focus Group: March 2, 2006

America’s Remodelers don’t realize that the key to all of the things they value most are sitting in an unlocked tin box in their front yard. “Welcome Home, Marvin” does, it is designed specifically to break through all three barriers of consumer involvement.

1. tHINkING AbOut tHEIR MAIL

• They don’t think about mail. • They do worry about identity theft• “We don’t do anything different then we did 20 years ago,

as far as our mail. We haven’t changed a thing, ever.”**

2. I sHOuLD bE NERVOus

• Homeowners think their neighborhood is safe. They don’t realize that mail theft reaches into all communities

• Many haven’t sat down long enough to realize their mail is in danger. Once they do, they are concerned.

• “It’s always been trust, but that’s kind of scary because you know you can’t rely on that anymore.”**

3. I NEED A MAIL sECuRIty systEM

• At this point, Remodelers realize they need to secure their mail. Webquisitors will go online to research and HirePower will ask the local Home Depot sales associate.

• “Right now, anyone can open my mailbox and take anything from it so I need one like that (Postal Vault).” **

Once the first two barriers are broken a product decision must be made. “Welcome Home, Marvin” will raise Remodeler awareness as it breaks the first two barriers and simultaneously brand and convince them to purchase a Postal Vault and . . .

WELCOME HOME, MARVIN.

tHE 3 bARRIERs “I know I should be worried about mail, but that sort of thing doesn’t happen in my area, we live in a pretty nice place.”

- Circle Advertising survey respondent

Oct. 2005

My mail is

precious My mail is

vulnerableI need a

locking

mail

system

I need a Postal Vault

Humanvelopes' Story

The Product

TheHumanvelopes

Marvin'sMessege

PersonalResearch

HOW tO bREAk tHE 3 bARRIERs“If you’re trying to sell me a Postal Vault…That “grandma tearjerker”pulls at your heart strings, and definitely the social security check because I didn’t get mine for February.”

- Circle Advertisingfocus group participant

“Welcome Home, Marvin,” will have consumers flocking to home improvement and hardware retailers such as Home Depot and Lowe’s to purchase a Postal Vault.

We took site visits to the most prominent retailers in the nation. We looked at national and local franchise stores and low-priced and high-end retailers to understand the home improvement retailing industry. We even purchased a Postal Vault and picked apart the transaction to best understand the buying process. All included, we came up with the following retail observations

REtAIL stRAtEGy

From our interviews and in-store observations we realized that for Postal Vault to meet projected customer demand it must be placed in stores.

“Welcome Home, Marvin” will place Postal Vault in-store and educate sales associates to promote it on the floor.

1. Postal Vault will hire one National Retail Sales Manager (see job description) who secure our position with home improvement retailers and leverage our membership in the Women’s Business Enterprise National Council (WBENC).

2. After establishing relationships with top Retailers (i.e. The Home Depot), our Sales Manager will use Postal Vault’s retail success story to convince smaller retailers to stock Postal Vault in store.

3. Once in-store, Circle will excite retail sales associates about the Postal Vault and the Humanvelopes through informational videos, incentives and prizes.

ObsERVAtIONs:

• Product acquisition through special order catalogs at Home Depot and Lowe’s is difficult and time consuming

• Guaranteed delivery time frame of 2-3 weeks is too slow for Remodelers who want Postal Vault

• Postal Vaults are not sold in-store due to high price point and the large amount of floor space they require

• The hierarchical structure of most Retailers makes it difficult for a new product (Postal Vault) to be merchandised

• Employees are not knowledgeable about Postal Vault

REtAIL PROFILEOur primary research found two key participants to help achieve in-store presence in retail locations: corporate buyers and sales associates.

CORPORAtE buyER:Age: 25-40Salary: $35,000 - $48,000 Personal: • Highly automated buying process • Handle many accounts at one time • Tech savvy • Most concerned with efficiency in obtaining a product

sALEs AssOCIAtEs:Age: 16-60 Salary: $15,000-$35,000.Personal: • Wide age range and broad spectrum of personalities• Enjoy the personal interaction as well as the opportunity

to advise others in the area of hardware and home improvement

• Respond to properly executed vendor promotions • Vendor interaction plays a great role in product

knowledge for employees

Job Description:

NAtIONAL REtAIL sALEs MANAGER

Qualifications:

• 10-15 years of experience in sales and marketing and/or Home Improvement/Hardware Retail industry

• College degree in related field

Job Description:

• Cultivate and/or maintain relationships with the top retail home improvement stores in the nation

• Develop customized co-op campaigns as necessary

• Develop promotions and educational programs to enhance Postal Vault in-store visibility

• Travel availability: Personal visits to each homebuilder at least once a year and site visits to check on in-store executions

• Make use of expense account to develop relationships with homebuilders

• Introduce Mrs. Cox to senior management of home improvement Retailers

stRAtEGy:

POINt OF PuRCHAsE DIsPLAys ObjECtIVE: Brand Postal Vault within hardware stores and home improvement centers.

Our primary research shows that there is incredible opportunity to brand within retail stores. As is, mailboxes are typically shoved to the back of the store and ignored. Capitalizing on this void will help drive sales and position Postal Vault as the indus-try leader.

POP displays will be placed on the endcap of aisles which will guide Webquisitors and HirePower to Postal Vault. These displays will feature brochures, Netflix promo-tional materials, and detailed product information to answer questions when a sales associate may not be available.

ObjECtIVE: Appeal to Retailers’ needs for innovative and reliable products.

In addition to face-to-face meetings and phone pitches made by our National Retail Sales Manager, sales kits will be sent to corporate buyers at designated Retailers. Sales kits will contain information including: comparison charts vs. competitors, a Humanvelopes themed interactive CD, and product specifications.

As Retailers feature Postal Vault in-store, employee sales videos and supplemental training materials will be sent to stores to aid in employee education. Sales videos will be combined with promotional incentives to increase sales associate excitement to sell Postal Vault.

REtAIL sALEs kIts

REtAIL tARGEtsBuilding upon the established retail infrastructure, Circle Advertising will focus on educating both mass and luxury home improvement stores. Similar to our Homebuilder strategy, this combination of home improvement stores gives Postal Vault the ability to maximize sales.

WBENC member1,635 stores in 50 statesOver 22 million visitors a week#1 Home Improvement Retailer in U.S. 952 stores in 45 states10 million customers a week#2 Home Improvement Retailer in U.S. 200 stores in 10 U.S. states#3 Home Improvement Retailer in U.S.

4,800 stores worldwideFranchised stores 6,000+ stores worldwideSome stores are Co-op12 regional distribution centers3,000 associates

More than 500 clubs across the country4,000 items sold in store WBENC Member1,395 stores in 47 statesBrands itself as an upscale discounter that provides high-quality

100 stores in 30 statesPrides itself on selling “upscale home furnishings, hardware…with a fancy flair”

Mary Brown

2002 W. Kingston St.

Dallas, TX 75221

Primary research showed that retail associates (and Home-builders) respond favorably to usable promo items like the customized Postal Vault playing cards above*

*Circle Advertising retail interview

CREAtIVE “Welcome Home, Marvin” breaks down consumer barriers with light-hearted fun and a viewpoint that only mail with a face, legs, and a working voice box can bring. They will inform Remodelers about mail theft and the need for a Postal Vault. They will brand Postal Vault as the ultimate solution in mail security and help build relationships with Homebuilders.

bRANDING, DEVELOPING, AND sELLING tHE HuMANVELOPEs

CREAtIVE stRAtEGyObjECtIVEs:

• Break down “The Three Barriers” • Raise awareness of mail’s vulnerability• Brand Postal Vault to Homebuilders• Establish the need for a Postal Vault

stRAtEGy:

We will introduce five lovable and memorable Humanvelopes who will deliver our message and embody our values. The Humanvelopes establish the mail security system product category and simultaneously brand Postal Vault.

Circle Advertising will implement the following strategies:

• Introduce the Humanvelopes to break down the three barriers to involvement and deliver these messages:

1. Your mail is precious 2. Your mail is vulnerable 3. Postal Vault provides safety and security for your

mail • Position Postal Vault as the preeminent solution in mail

theft prevention• Entertain the audience and deliver a clear message, the

need for a Postal Vault, and demonstrate its usefullness in protecting mail

PRE-tEstING: FOCus GROuPs

I ♥ The HumanvelopesWe did not step into our Humanvelope suits uninformed, literally or figuratively. Circle made sure the Humanvelopes connected with Webquisitors and HirePower before we went any further. Our initial primary research told us Webquisitors and HirePower did not care about their mail.

Our focus group participants confirmed that idea.

But when we introduced Marvin and The Humanvelopes, things changed.

We loved the Humanvelopes, but were unsure if our market would respond positively.

At first, our focus group participants were skeptical toward Postal Vault. However, when we introduced the Humanvelopes, something magical happened. They fell in love with the characters and began to worry about their own mail. As they talked, the change in attitude was apparent. By the end of our two-hour focus groups, many participants wanted to buy a Postal Vault for their home.

The positive reaction to the Humanvelopes proved that wecould, and should, step forward with them to brand Postal Vault.

“Otherwise mail is just stacks and piles of paper, but if you can givethem a personality I mean you could just go anywhere with that.”

- Bill Wedmore,Circle Advertising fo-cus group participant

bIG IDEA

tAGLINE: “WELCOME HOME”

COPy tONE

MANDAtORIEs

ARt DIRECtION

LONGEVIty

“Welcome Home, Marvin” will evoke feelings that Homebuilders and Remodelers can relate to and create emotional ties to their mail, home, and Postal Vault.

Your mail is nervous. Humanvelopes are mail with personality. Once educated, Remodelers realize that mail is precious. With the Humanvelopes, Homebuilders, Remodelers and Retailers will feel the need to “Welcome Home, Marvin” the best way possible, with a Postal Vault.

Postal Vault welcomes home the Humanvelopes. “Welcome Home” evokes warm feelings of comfort and peace of mind, branding Postal Vault as secure and dependable.

“Welcome Home, Marvin” uses copy tone that states the risks of mail theft and security features of Postal Vault without being overbearing. The Humanvelopes relay the dangers from their own unique perspective.

This will be achieved through:• Use of tagline, “Welcome Home”• Reinforcement of the Humanvelopes’ individual

personalities

The following will appear in all executions:• The Humanvelopes• “Welcome Home” tagline• Postal Vault logo• Informational copy• Web address (www.humanvelopes.com)

Our surveys showed that people don’t care about their mail; they care about people. Say hello to the Humanvelopes. Proven to be both memorable and lovable in our focus groups, the Humanvelopes illustrate the preciousness of mail.

This will be achieved through:• The unique image of the Humanvelopes, constructed to

scale of actual mail• A crisp and clean style with an easily understandable

message• Illustrating the natural connection between the

Humanvelopes and Postal Vault• Color coded ads, blue for Remodelers and green for

Homebuilders

All five Humanvelopes have personalities that can be developed into a multitude of creative ideas.

The Humanvelopes can:• Crossover into countless media• Introduce additional features of Postal Vault• Allow for the introduction of new characters, business

partnerships and growth

Because humor resonates with people of all ages, younger audiences will already know the brand by the time they are part of the target market, addressing the future in market growth.

tONE AND VIsuAL

bRANDING

“I think this idea is great, I get all these types of mail at home; I do get a lot of confi-dential things at my residence…It’sjumping out at me.”

- Chris Miller,Circle Advertising Focus Group Participant

HuMANVELOPIAThe Humanvelopes will make their world debut on February 7, 2007 at the International Builders’ Show. Postal Vault will own the weekend with a premiere sponsorship and non-traditional media buys throughout Orlando. “Welcome Home, Marvin,” will leave lasting impressions on Homebuilders with these tactics:

OuR tRADE sHOW bOOtH

5Web ZoneSurf Postal Vault web sites, watch viral spots and play the Humanvelopes web games.

4Meet the HumanvelopesTake pictures with the Humanvelopes! Sent via email to build database

3Smash ZoneA bat and an old mailbox, what could be more fun?

2Video MonitorsWatch Humanvelopes spots and testimonials

1Vault LoungeRelax on Postal Vault stools, read product literature and collect Humanvelope giveaways

8Postal Vault CanopyA light from above shines the Postal Vault logo

6The Board RoomWhere Mrs. Cox will close deals with Homebuilders

7Product DisplayComplete product line available for purchase

HuMANVELOPIA: tHE bOOtH

We will create a booth - Humanvelopia - to brand Postal Vault and introduce the Humanvelopes and Mrs. Cox to Homebuilders. It will include:

7

1

6

8

3

5

2

7

4

tACtICAL tRADE sHOW ADVANtAGEs

• Parking lot marker signs• Banners lining entrances• Parking lot tickets• Postal Vault shaped ad-

mission tickets• Static cling bubbles• Concession stand bubbles• Postal Vault branded give

aways

Guerilla static cling ads, put up

at trade shows and other locales, will break the first

barrier: thinking about mail.

PRINt AD Full Page Four-Color (4/4) Bleed

5

43

2

1

1The HumanvelopesBrand personalityCreates interest

2Postal Vault LogotypeBrand recognition

TaglineCreates a friendly, warm and family-like brand image

3

4Call to ActionDirects to Humanvelopes web siteCreates interest and action

HeadlineBreaks down consumer barriers 1 and 2

5

The Humanvelopes reflect personal stories of mail theft and introduce Postal Vault features

Lovable and memorable personas reflect a positive brand image and personality

Headlines make Homebuilders and Remodelers think about their mail’s safety

Copy entices Homebuilders and Webquisitors to visit humanvelopes.com for more information and creates interest in mail for HirePower.

Design Justification

bREAkING tHE bARRIERs

“Welcome Home, Marvin” breaks the first barrier of involvement, thinking about mail, with our first print executions. We will introduce Homebuilders and Remodelers to their mail, the Humanvelopes.

PRINt AD Full Page Four-Color (4/4) Bleed

stILL bREAkING tHE bARRIERs

After Remodelers and Homebuilders become familiar with the Humanvelopes and the idea that their mail is vulnerable, we will incorporate Postal Vault as the solution to this problem.

“Now I am saying, ‘Guess what’s in

here, there is some-thing in here worth

stealing.’”- Chris Miller,

Circle Advertising focus group participant

PATRICK: It looks like abear.

MARVIN: Not the cloud.This thing.

PATRICK: Ohh, it’s amailbox.

MARVIN: No, it’s more thanthat. It’s home.

Humanvelopes LogoWebsite Address

“Welcome Home”

ENTER on MARVIN and PATRICK looking at Postal Vault

AUDIO: Sprach Zarathustra*

MARVIN: It’s amazing.

tELEVIsION/VIRAL sPOts “PARADISE FOUND” (:30 TV)

MARVIN and PATRICK are dropped into Postal Vault, confused about what lies ahead.

MARVIN: Ahhhhh!PATRICK: Wheeee!

MANNY: Welcome Home!

MARVIN: Where are we?

MANNY: You’re in a Postal Vault.

MANNY: You know what that means right?

MARVIN: What?

MANNY: You can dance if you want to!

AUDIO: Safety Dance**

HUMANVELOPES: Dancing

Humanvelopes LogoWebsite Address

“Welcome Home”

*Vienna Philharmonic Orchestra - Sprach Zarathustra**Men Without Hats - Safety Dance

“SAFETY DANCE” (:30 TV)

WELCOME HOME!www.humanvelopes.com

WELCOME HOME!www.humanvelopes.com

INtERACtIVECREAtING A bRAND ExPERIENCE HuMANVELOPEs.COM, POstALVAuLt.COM

ONLINE ObjECtIVEsHomebuilders• Make purchasing and managing accounts

simple and productive• Entertain and excite buyers about Postal Vault

Remodelers - Webquisitors• Create a path towards the purchase of a Postal

Vault through the web or retail• Own the online research space for Webquisitors• Build direct mail database

Retail• Make purchasing and managing accounts

simple and productive• Entertain and excite retail sales force about

Postal Vault

We have multiple online touch points designed to guide Webquisitors, Homebuilders and Retailers through a total brand experience toward the final sale.

Following the call to action in all print and TV executions, Remodelers and Homebuilders will be directed to www.humanvelopes.com.

As Remodelers realize the need to protect their mail, Webquisitors will be able to research online, join a mail theft community at VaultVillage, blog and read others’ blogs about their experience with mail theft and the products they buy.

Lastly, the main company site allows for direct purchase online.

Humanvelopes drive this site with viral video content, their own Postal Vault testimonials, games, and tips to help protect them. The site will be used to further introduce the Humanvelopes and to continue breaking the first two barriers, driving the Remodelers and Homebuilders to break the last barrier; the final purchase.

For more, go to the actual site, www.humanvelopes.com

WWW.HuMANVELOPEs.COMCharacter driven micro site

The company site is complete with product and company information, mail theft statistics, and product purchasing opportunities. The main company site targets Webquisitors, Homebuilders and Retailers and presents easy access to product research and eventual purchase.

WWW.POstALVAuLt.COMMain company site

VAuLtVILLAGE.POstALVAuLt.COMCommunity mail theft site

Postal Vault will facilitate and influence this emerging community and the global conversation about mail theft and mail protection. VaultVillage is a community subsection of PostalVault.com. Powered in part by blogger, it will allow community members to read Marvin’s blog, post their mail and theft horror stories, as well as give advice to fellow victims.

V

AULT

the

Village

TESTIMONIALS

WELCOME HOME! PLACEHOLDER, PLACEHOLDER, PLACEHOLDER, PLACEHOLDER, PLACEHOLDER, PLACEHOLDER, PLACEHOLDER, PLACEHOLDER.

PLACEHOLDER, PLACEHOLDER, PLACEHOLDER, PLACEHOLDER, PLACEHOLDER, PLACEHOLDER, PLACEHOLDER, PLACEHOLDER.

DOF NOEVNO[D INBO. OIHOIRVOEVODFVND.AVAHOVI ODFVOA OJ POJ OJP JOPJ POJP.

© Postal Vault Terms of Use Privacy Policy

www.humanvelopes.com

Breaking the Barriers

www.postalvault.com

Barrier

2

Barrier

3

My mail is precious.

My mail is vulnerable.

I need mailsecurity.

Postal VaultWelcome Home.

Barrier

1

TESTIMONIALS

WELCOME HOME! PLACEHOLDER, PLACEHOLDER, PLACEHOLDER, PLACEHOLDER, PLACEHOLDER, PLACEHOLDER, PLACEHOLDER, PLACEHOLDER.

PLACEHOLDER, PLACEHOLDER, PLACEHOLDER, PLACEHOLDER, PLACEHOLDER, PLACEHOLDER, PLACEHOLDER, PLACEHOLDER.

DOF NOEVNO[D INBO. OIHOIRVOEVODFVND.AVAHOVI ODFVOA OJ POJ OJP JOPJ POJP.

© Postal Vault Terms of Use Privacy Policy

PROMOtIONs

“Welcome Home, Marvin” will use promotions designed to build relationships with Homebuilders and Remodelers. What’s more, we give both markets the chance to be exposed to and interact with Mrs. Cox and the Humanvelopes directly, meeting them in the places that matter: their communities, their trade shows, and, for the Webquisitors, online.

With Mrs. Cox and the Humanvelopes at the forefront of each of our promotions, “Welcome Home, Marvin”

• Uses the Humanvelopes to brand Postal Vault to Homebuilders

• Establishes a partnership with Netflix, a relevant mail-related product and introduces a new product benefit, protecting your rental DVDs. Plus a new Humanvelope: Netflix Natalie

• Create an emotional and loyal attachment to Postal Vault, the Humanvelopes and Mrs. Cox.

• Provide a personal platform for Mrs. Cox to have a conversation with communities about Postal Vault and mail theft.

This promotion is designed to create relationships at the grass roots level with communities and families and inform them about mail theft. Additionally, it will give Mrs. Cox the platform and chance to talk to people, directly. Positioned as the Walt Disney of Postal Vault she will introduce her beloved characters, the Humanvelopes, and address the importance of mail security and Postal Vault. The tour, which follows along with Homebuilder trade shows visits, will also present mail theft awareness fairs for communities in partnership with local police and fire departments. During these fairs, the Humanvelopes will provide food, fun and entertainment for the kids to enjoy including the chance to dress as a Humanvelope and go down a Postal Vault slide. Additionally, police and firemen will conduct demonstrations for protecting your mail and identity.

Visitors will be able to participate in a town hall discussion with Mrs. Cox where she will tell the Postal Vault story and talk about protecting Humanvelopes from mail theft. Publicity pitches will assure that Mrs. Cox will appear in local news media in conjunction with the tour.

bObbIE COx & HuMANVELOPEs tOuRTimeframe: Push & Pull Phases (February - November 2007)

With the purchase of a Postal Vault during the Pull Phase of “Welcome Home, Marvin,” Postal Vault will offer 3 months of Netflix services for free. Correspondingly, new Netflix subscribers will receive a promotional e-mail which entitles them to 20% off the purchase of a Postal Vault. This will be promoted with POP displays in retail locations and through television, print, and online advertisements. In addition, a new Humanvelope, Netflix Natalie, will be featured in promotional advertisements.

NEtFLIx CO-OP GIVEAWAy PROMOtIONTimeframe: Pull Phase (June - November 2007)

For the launch of “Welcome Home, Marvin,” Postal Vault will be a premier sponsor of the International Builders’ Show in Orlando, Florida. Mrs. Cox will unveil the Humanvelopes for the first time to the world, and more specifically, Homebuilders. “Welcome Home, Marvin” will own the show, which annually brings in 105,000 Homebuilders. Once arriving to their hotel, registered guests will receive “Postal Vault Travel Kits” which will include an interactive Humanvelope DVD, Postal Vault information, branded travel commodities and Humanvelope figurines. During the show, Humanvelopes will brand Postal Vault with guerrilla tactics. Postal Vault will host a Humanvelopes pre-party for Homebuilders.

“WELCOME HOME, MARVIN”: tRADE sHOW sPONsORsHIPTimeframe: February 2007

POsItIONING MRs. COx“It’s no longer enough for people to believe what you product says it’s going to do on the label. They need to believe in you and what you do. And they’ll go else-where if they don’t.” - Hugh Macleod,

Brand Consultant, gapingvoid.com

PREss PItCHEs:Mrs. Cox is a modern innovator. Teamed with her band of Humanvelopes, she will change the way people think about their mail. We have developed a publicity plan which will re-inforce this message to the following media: consumer business, Homebuilder trade, Re-modeler, Christian, and women’s business in addition to local press coverage to publicize Mrs. Cox & the Humanvelopes as they tour along with Homebuilder trade show visits.

PItCH sCHEDuLEPublication Campaign Timing Pitch Strategy

Consumer Business Media

Fortune 500

Forbes

Homebuilder Trade Media

Building Products

Professional Builder

Christian Media

Christianity Today

Today’s Christian Woman

Godly Business Woman Magazine

Trinity Broadcasting Network

Women's Business Media

Minorities And Women In Business

Magazine

BusinessWomen

Remodeler Media

Architectual Digest

O At Home Magazine

Accent Home and Garden

Local Media

Local newspapers and TV News stations in

cities where Mrs. Cox and the

Humanvelopes are on tour.

Push & Pull PhasesLocal publicity for the area's Homebuilder trade show and the accompanied Mrs. Cox & Humanvelopes

Tour.

Protect your mail and enhance your home, let the Humanvelopes show you how with Postal Vault!

Female entrepreneur launching a new national ad campaign, backed by the American Advertising

Federation, to create a new brand category, brand Postal Vault, and introduce the Humanvelopes to

America.

Push Phase

These publications can tell the story of Mrs. Cox, Postal Vault, and her life as a Christian business owner.

She discusses how Postal Vault and the Humanvelopes reflect and promote the values of Christianity.

Mrs. Cox, five year member of the WBNEC, launches a new way to look at mail safety with her innovative

company, Postal Vault, and her quirky companions, the Humanvelopes.

Mrs. Cox discusses the importance of protecting mail with the Postal Vault and the value it can bring to

new developments.

Pull Phase

Pull Phase

Push Phase

Pull Phase

MEDIA stRAtEGyWe structured “Welcome Home, Marvin” in two phases, but first we will kick off with a pre-campaign sponsorship of the nation’s largest Homebuilder trade show in February 2007 to introduce Postal Vault and the Humanvelopes to the Homebuilders of America.

Postal Vault currently lacks major distribution. For this reason we split “Welcome Home, Marvin” into two distinct phases, Push and Pull. The Push Phase uses 100% of marketing communications to push Postal Vault into two crucial distribution channels, Homebuilders and Retailers. The Remodeler-targeted Pull Phase advertises to Remodelers so they can purchase Postal Vault through our established distribution network. “Welcome Home, Marvin” ensures that Postal Vault is readily available to Remodelers when they make a purchasing decision.

ObjECtIVEs:

• Create and maintain loyal relationships with Homebuilders• Increase Homebuilder purchases and installations to drive Remodel and Retail sales• Drive traffic to www.humanvelopes.com• Establish Postal Vault as generic brand category leader• Achieve $25 million Homebuilder sales goal through personal selling and strategic and

consistent media coverage• Achieve $10 million Remodeler sales goal with specifically targeted media placement

stRAtEGy:

Homebuilder• Build upon personal selling and use customized sales kits and pitches for Homebuilders

and Retailers to connect to their individual needs• Utilize experiential and non-traditional content to capitalize on the power of viral

marketing• Dominate 12 Homebuilder trade shows as the preeminent category leader, including a

premiere sponsorship at the nation’s largest Homebuilder trade show

Remodeler• Use Internet ads to drive Remodelers (specifically Webquisitors) to the interactive web

site, www.humanvelopes.com• Feature Humanvelopes in advertisements in print, television, web, outdoor, direct mail,

and Point of Purchase displays that are relevant to Remodelers

Retail• Utilize Humanvelopes in sales kits and interactive DVDs to excite retail employees and

create buzz and word-of-mouth within the retail industry• Educate employees on Postal Vault features and benefits

PusH PHAsEFebruary-May 2007

Uses personal selling and various targeted media buys to form relationships with Homebuilders and Retailers

ObjECtIVE: To push Postal Vault into the Homebuild-er and Retail market.

PuLL PHAsEJune-Nov. 2007

“Welcome Home, Marvin” will brand Postal Vault using the Humanvelopes and various consumer media outlets. Once we establish relationships with Homebuilders and Retailers, media spending will shift to Remodelers to pull Postal Vault through distribution channels.

ObjECtIVE: Create awareness among Remodelers by saturating the market with images of the Humanvelopes and Postal Vault while maintaining relationships with Re-tailers and Homebuilders through our Account Managers, trade shows and continued placement in traditional media.

Media Budget

33%

21%17%

14%

8%5% 2%

Print $4,307,977Interactive $2,715,000Cable Television $2,268,000Direct Mail $1,800,000Outdoor $1,050,000Trade Show $614,960Airport $200,000 Hotel $30,000

$12,985,937

We will launch “Welcome Home, Marvin” at the International Builders’ Show in Orlando, Fla. on February 7, 2007. Although before the given campaign period, it is essential to be there as it is the largest Homebuilders’ trade show in the nation, with an average of 105,000 visitors per year. Postal Vault will gain brand exposure with a premium sponsor-ship for this event in addition to ads in the show’s brochure, floor plan, and promotional materials. Sponsoring the largest show of the year will create instant credibility and buzz among Homebuilders. A series of non-traditional media placements will ensure that at-tendees will have the opportunity to meet the Humanvelopes.

tRADE sHOW MEDIA ($844,960)

ObjECtIVE: Create Homebuilder relationships and brand Postal Vault with face-to-face interaction.

To reach Homebuilders we will flood Homebuilder trade shows across the country.

Our research told us that new products are typically discovered at trade shows. To capitalize on this, Postal Vault will generate close to half a million priceless impressions at 12 carefully selected trade shows. All appearances will feature an interactive booth, DVDs, catalogs, brochures, sales videos and the Bobbie Cox & Humanvelopes tour.

INtERNAtIONAL buILDERs’ sHOW sPONsORsHIP ($500,000)

NAME LOCATION DATE Cost

International Builders' Show Orlando, FL Feb, 7 $500,000

Building Home & Remodeling Show Huntsville, AL March, 1 $5,600

Long Island Home & Garden Show Long Island, NY March, 10 $14,900

International Security Conference West Las Vegas, NV April, 5 $9,200

Arrowhead Home & Builders' Show Duluth, MN April, 11 $2,800

National Hardware Show & Lawn and Garden World Orlando, FL May, 8 $25,560

American Institutes of Architects Convention & Expo Madison, WI May, 16 $5,700

Pacific Coast Builders' Conference San Francisco, CA June, 20 $16,000

Miami Home Design & Remodeling Show Miami, FL Sept, 1 $8,400

International Construction & Utility Equipment Expo Louisville, KY Sept, 25 $8,600

National Saftey Council Expo Chicago, IL Oct, 15 $8,600

International Home Furnishings Market High Point, NC Oct, 18 $9,600

HOtEL ($30,000)

Postal Vault will make large non-traditional media buys at Orlando area Hilton, Marriott, and Sheraton Hotels to reach Homebuilders attending the International Builders’ Show. Visitors will spot the Humanvelopes along the top of elevator doors when they look up at the floor level and see Postal Vault spots on closed circuit hotel TVs.

HuMANVELOPEs tOuR PRE-PARty

The Bobbie Cox & Humanvelopes Tour will launch at the International Builders’ Show. Plus, as part of our premium sponsorship, Postal Vault will host a pre-party where Homebuilders, particularly the Postal Vault Top 20, will meet Mrs. Cox and the Humanvelopes.

DVD LANyARD

58% of people who receive promotional DVDs at events play them. Homebuilders will receive lanyards with a credit-card sized interactive DVD full of Humanvelope viral videos, product information and links to the Postal Vault websites as 55% of those who open promotional DVDs click on embedded links.*

* Forrester Research Study, 2003

AIRPORt ($200,000)

The International Builders’ Show attracts attendees from across the nation. Advertisements on wall space, moving walkways, elevators and escalators will ensure that Homebuilders are greeted by the Humanvelopes when they arrive at the Orlando International Airport.

Humanvelope DVD Lanyard

MAGAzINEs ($1,455,660)

ObjECtIVE: Target Homebuilders in one of their largest purchasing resources.

“Welcome Home, Marvin” will feature Postal Vault ads in the six leading Homebuilder trade publications from March to November. The magazines selected were based on personal interviews with Homebuilders as well as CPM and circulation.

ObjECtIVE: Drive traffic to web site and position Postal Vault as a product that is essential for new homes that provides added value.

Personal interviews confirmed that Purchasing Agents browse trade specific web sites. Thus, ads will be placed to reach and direct them to the Postal Vault business website.

INtERACtIVE ($900,000)

HOMEbuILDER MEDIA

PLACEMENt:

*Based on both Mediamark Research Inc. data and personal observation

Name Circulation

Cost per 4-color

full page ad CPM

Architechtural Digest 5,213,000 $99,630 $19.11Big Builder 10,026 $7,310 $729.10

Builder 141,457 $18,005 $127.28Building Products 60,000 $12,455 $110.39

Professional Builder 127,000 $14,020 $207.58Professional Remodeler 63,785 $10,320 $161.79

PLACEMENt:

Site Traffic/month Cost per placement CPM

builderonline.com 4,000 $15,000 $98.00bigbuilderonline.com 4,000 $15,000 $98.00customhomeonline.com 14,126 $15,000 $98.00

bizjournal.com 3,000,000 $15,000 $28.00ebuild.com 280,469 $15,000 $98.00

Site Traffic/month Cost per placement CPM

hgtv.com 3,000,000 $20,000 $13.00hgtvpro.com 3,000,000 $20,000 $13.00diynetwork.com 3,000,000 $20,000 $11.75fineliving.com 3,000,000 $20,000 $10.36bhg.com 4,000,000 $20,000 $17.00

HOMEbuILER PRINt ExECutION

CAbLE tELEVIsION ($2,268,000)

ObjECtIVE: Resonate with Webquisitors and HirePower and encourage direct response.

TV placement will begin with 30-second launch spots to introduce the Humanvelopes to our consumer market. These spots will brand Postal Vault and jumpstart the Pull phase of “Welcome Home, Marvin,” piquing Remodeler interest in their mail and creating buzz.

All TV spots will air on major cable television, appealing to HirePower and Webquisitors on special interest stations.

REMODELER MEDIA stRAtEGIEsINtERACtIVE ($600,000)

ObjECtIVE: Raise awareness of mail theft through an interactive experience with the Humanvelopes.

Humanvelopes will enlighten Remodelers, primarily Webquisitors, of mail theft’s impact on their credit rating and overall financial and psychological welfare. Our primary research shows that the largest concerns of identity theft are Internet-related. Therefore, turning Webquisitors attention toward mail theft whilst they browse the Internet is critical.

Web placement will include home improvement sites that draw high traffic and offer low CPM while providing a secure connection to Webquisitors. All interactive ads will feature a link to www.humanvelopes.com.

*Based on both Mediamark Research Inc. data and personal observation

PAID sEARCH ($1,215,000)

ObjECtIVE: Connect Postal Vault to relevant Internet search engines.

Paid search is a proven way to increase web site traffic and drive e-sales. We will connect with words such as: mailbox, mail theft, mail security system, locking mailbox and Humanvelopes to guide Webquisitors to the Humanvelopes and Postal Vault web sites.

Site Traffic/month Cost per placement CPM

builderonline.com 4,000 $15,000 $98.00bigbuilderonline.com 4,000 $15,000 $98.00customhomeonline.com 14,126 $15,000 $98.00

bizjournal.com 3,000,000 $15,000 $28.00ebuild.com 280,469 $15,000 $98.00

Site Traffic/month Cost per placement CPM

hgtv.com 3,000,000 $20,000 $13.00hgtvpro.com 3,000,000 $20,000 $13.00diynetwork.com 3,000,000 $20,000 $11.75fineliving.com 3,000,000 $20,000 $10.36bhg.com 4,000,000 $20,000 $17.00

Network Program Cost CPM

HGTV I Want That! $13,500 $17.79

DIY DIY to the Rescue $14,000 $18.97

Fine Living Dwell $12,900 $19.31

TLC

Trading Space,

Moving Up $16,300 $20.67

PLACEMENt:

PLACEMENt:

Paid search screen shot. Google.com search example

Remodeler web banner (Flash animated, 420x60 px)

ObjECtIVE: Direct print ads to Remodelers to brand Postal Vault and inspire further research amongst both Webquisitors and HirePower.

ObjECtIVE: Improve relationships and share cost with Homebuilders while branding Postal Vault to Remodelers

bILLbOARDs ($1,050,000)

Co-op advertisements with Homebuilders will be used for billboard placement. Aligning Postal Vault with Homebuilders and developers will increase credibility among Remodelers, help drive sales, and provide an excellent opportunity for Postal Vault and Homebuilders to cut cost.

Additionally, our face-to-face interviews told us that co-op advertisements will increase the probability that Homebuilders will purchase Postal Vault for their developments as it provides an opportunity to help their bottom line.

Billboards will be placed roadside in San Diego, Dallas, Las Vegas, Seattle, Orlando and Chicago, in areas with high traffic flow and where Homebuilders are developing new tracts.

OutDOOR ($1,050,000)

ObjECtIVE: Demonstrate to consumers the urgent need for a Postal Vault by raising awareness of mail theft.

With information gathered from Postal Vault’s online opt-in database, we will send out direct mail kits. Our opt-in direct mail takes advantage of Webquisitor interest. Mail kits will look like a Humanvelope and consist of an interactive DVD with viral footage of the Humanvelopes, an informa-tional mail theft brochure complete with Postal Vault features, benefits, and purchasing information.

DIRECt MAIL ($1,500,000)MAGAzINEs ($2,014,873)

NEWsPAPER POLybAGs ($837,444)

ObjECtIVE: Break through clutter to reach Remodelers using a non-

traditional media buy in a traditional medium.

Newspapers offer high circulation and an affluent audience, but it is dif-ficult to determine which section a specific market is reading. Our answer to this dilemma is the newspaper polybag. Humanvelope ads will appear on polybag covers as papers are delivered to the door. These bags will be used nationally on Sunday papers, which are the most widely read, especially by HirePower.

Magazine Circulation

Cost per 4 color

full page CPM

Accent Home & Garden 30,000 $1,795 $59.83

Martha Stewart Living 11,296,000 $125,627 $11.12O At Home, An Oprah

Magazine3,960,000 $36,979

$9.34

Southern Living 15,896,000 $147,000 $9.25

Redbook 9,770,000 $128,800 $13.18

Good Housekeeping 25,191,000 $286,525 $11.37

Dwell 250,000 $23,000 $92.00

MEDIA PLANPRE LAUNCH

Vehicle Audience Cost of Placement CPM February March April May June July August September October November

Trade Shows based off 400 sq/ft

International Builders' Show 105,000 $500,000 7-Feb

Building, Home & Remodeling Show 13,000 $5,600 $430.77 1-Mar

Long Island Home & Garden Show 12,000 $14,900 $1,241.67 10-Mar

International Security Conference West 22,000 $9,200 $418.18 5-Apr

Arrowhead Home & Builders Show 32,000 $2,800 $87.50 11-Apr

Nat'l Hardware Show & Lawn and Garden World 30,000 $25,560 $852.00 8-May

AIA National Convention & Expo/American Institute of Architects 24,000 $5,700 $237.50 16-May

PCBC-Pacific Coast Builders Conference 30,000 $16,000 $533.33 20-Jun

Miami Home Design & Remodeling Show 100,000 $8,400 $84.00 1-Sep

ICUEE/Int'l Construction & Utility Equpment Expo 16,400 $8,600 $524.39 25-Sep

National Safety Council Expo 18,000 $8,600 $477.78 15-Oct

Int'l Home Furnishings Market 70,000 $9,600 $137.14 18-Oct

Total $614,960

HotelOrlando Hilton, Marriott & Sheraton $30,000 $30,000

Total $30,000

AirportOrlando International Airport $200,000 $200,000

Total $200,000 $844,960

PrintRemodeler $2,852,317

Accent Home & Garden 30,000 $1,795 $59.83 $1,795 $1,795 $1,795 $1,795 $1,795 $1,795

Martha Stewart Living 11,296,000 $125,627 $11.12 $125,627 $125,627

O At Home, An Oprah Magazine 3,960,000 $36,979 $9.34 $36,979 $36,979 $36,979 $36,979 $36,979 $36,979

Southern Living 15,896,000 $147,000 $9.25 $147,000

Redbook 9,770,000 $128,800 $13.18 $128,800 $128,800 $128,800

Good Housekeeping 25,191,000 $286,525 $11.37 $286,525 $286,525 $286,525

Dwell 250,000 $23,000 $92.00 $23,000 $23,000 $23,000 $23,000 $23,000 $23,000

Newspaper Polybags 4,387,060 $837,444 $63.63 $279,148 $279,148 $279,148

Homebuilder $1,455,660

Architectural Digest 5,213,000 $99,630 $19.11 $99,630 $99,630 $99,630 $99,630 $99,630 $99,630 $99,630 $99,630 $99,630

Big Builder 10,026 $7,310 $729.10 $7,310 $7,310 $7,310 $7,310 $7,310 $7,310 $7,310 $7,310 $7,310

Builder 141,457 $18,005 $127.28 $18,005 $18,005 $18,005 $18,005 $18,005 $18,005 $18,005 $18,005 $18,005

Professional Builder 127,000 $14,020 $110.39 $14,020 $14,020 $14,020 $14,020 $14,020 $14,020 $14,020 $14,020 $14,020

Building Products 60,000 $12,455 $207.58 $12,455 $12,455 $12,455 $12,455 $12,455 $12,455 $12,455 $12,455 $12,455

Professional Remodeler 63,785 $10,320 $161.79 $10,320 $10,320 $10,320 $10,320 $10,320 $10,320 $10,320 $10,320 $10,320

Total $4,307,977

Cable TelevisionHGTV 759,000 $13,500 $17.79 $135,000 $135,000 $135,000 $67,500 $40,500 $27,000

Fine Living 680,000 $12,900 $18.97 $129,000 $129,000 $129,000 $64,500 $38,700 $25,800

DIY Network 725,000 $14,000 $19.31 $140,000 $140,000 $140,000 $70,000 $42,000 $28,000

TLC 788,500 $16,300 $20.67 $163,000 $163,000 $163,000 $81,500 $48,900 $32,600

Total $2,268,000

InteractiveRemodeler $600,000

www.hgtv.com 3,000,000 per month unique $20,000 $13.00 $20,000 $20,000 $20,000 $20,000 $20,000 $20,000

www.hgtvpro.com 3,000,000 per month unique $20,000 $13.00 $20,000 $20,000 $20,000 $20,000 $20,000 $20,000

www.diynetwork.com 3,000,000 per month unique $20,000 $11.75 $20,000 $20,000 $20,000 $20,000 $20,000 $20,000

www.fineliving.com 3,000,000 per month unique $20,000 $10.36 $20,000 $20,000 $20,000 $20,000 $20,000 $20,000

www.bhg.com 4,000,000 per month unique $20,000 $17.00 $20,000 $20,000 $20,000 $20,000 $20,000 $20,000

Homebuilder $900,000

www.builderonline.com 4,000 per month unique $15,000 $98.00 $30,000 $30,000 $30,000 $15,000 $15,000 $15,000 $15,000 $15,000 $15,000

www.bigbuilderonline.com 4,000 per month unique $15,000 $98.00 $30,000 $30,000 $30,000 $15,000 $15,000 $15,000 $15,000 $15,000 $15,000

www.customhomeonline.com 14,126 per month unique $15,000 $98.00 $30,000 $30,000 $30,000 $15,000 $15,000 $15,000 $15,000 $15,000 $15,000

www.ebuild.com 280,469 per month unique $15,000 $98.00 $30,000 $30,000 $30,000 $15,000 $15,000 $15,000 $15,000 $15,000 $15,000

www.bizjournals.com 3,000,000 per month unique $15,000 $28.00 $30,000 $30,000 $30,000 $15,000 $15,000 $15,000 $15,000 $15,000 $15,000

Paid Search: google, yahoo, msn, aol Based on Cost per Click $135,000 Average CPM $11.20 $135,000 $135,000 $135,000 $135,000 $135,000 $135,000 $135,000 $135,000 $135,000

Total $2,715,000

Direct MailConsumer $1,500,000 $250,000 $250,000 $250,000 $250,000 $250,000 $250,000

Retail (Sales Video) $300,000 $100,000 $100,000 $100,000

Total $1,800,000

OutdoorCo-op Billboard Ads $175,000 Average CPM $19.25 $175,000 $175,000 $175,000 $175,000 $175,000 $175,000

Total $1,050,000$730,000 $567,240 $558,740 $578,000 $1,820,662 $1,525,514 $1,804,662 $1,674,339 $1,966,914 $1,759,866

Remodeler Total $8,270,317

Homebuilder total $4,415,620

Retailer total $300,000

Total $12,985,937

PHASE 1 PHASE 2Postal Vault Media Flow Chart

Monthly Cost for Placement

Circle Advertising offers these recommendations to assure Postal Vault maintains its position as the brand leader.

Create a dual unit and/or centralized Postal Vault

• Our primary research confirmed that the Homebuilder trend is leading toward dual or multi-unit mailboxes

• The USPS is putting considerable pressure on Homebuilders and local governments to pass laws that require all new communities to install dual or multi-unit mailbox systems

By developing these types of products, Postal Vault can become a one stop shop for Homebuilders.

Develop a Co-Sponsored Mail Theft Study with USPS

• Countless studies focus on identity theft, but there are very few mail theft studies • Partnering with the USPS will increase the credibility and scope of this research study• National Accounts Managers will be able to leverage this information in their pitch to

both Homebuilders and Retailers in their specific regions• Increase the Postal Vault brand equity

Redesign postalvault.com

• Focus groups told us that the main company website wasn’t aesthetically pleasing• Should incorporate Humanvelopes in the interface

POst tEstING: MEAsuRING EFFECtIVENss

After all is said and done, we want to make sure “Welcome Home, Marvin” delivered on its objectives so we can adjust our tactics moving forward. We will test our campaign against our objectives with the following methods:

• Internet-based interviews and surveys to test recall and message effectiveness• Evaluation of employee training and enthusiasm and purchase experience through

secret shoppers• Ongoing customer service surveys with Homebuilders• Behavioral tracking of Remodelers online through mapping of their paths through postalvault.com, humanvelopes.com and VaultVillage

RECOMMENDAtIONs

PersonalSelling3%

Promotions10%

Production9%

Evaluation1%

Remodeler47%

Homebuilder25%

Retail 2%

Contingency3%

Media74.21%

“WELCOME HOME, MARVIN” ItEMIzED buDGEt

CONCLusIONCircle Advertising created real relationships with Home-builders, segmented the consumer market to deliver Remodelers, and established a process to partner with Retailers. We use the Humanvelopes to break down the three barriers to involvement. Plus, we love them and would hate to see them perish like so many other pieces of mail without a Postal Vault.

sO PLEAsE, “WELCOME HOME, MARVIN.”

IN CLOsING...

Personal Selling Production(3) Accounts Managers Tradeshow Booth $400,000 - Salary (x3) $225,000 Tour travel $300,000 - Benefits (x3) $75,000 DVD Production $100,000 - Incentives (x3) $75,000 Print production $200,000(1) Retail Sales Manager Commercial production $200,000 - Salary $75,000 Costume production $477 - Benefits $25,000 Web-site design $200,000 - Incentives $25,000 Miscellaneous cost $99,523Travel & Expenses $100,000 Total $1,500,000Total Personal Selling $600,000 PromotionsMedia Netflix $975,000Remodeler $8,270,317 Tour $813,824Homebuilder $4,415,620 Total $1,788,824Retail $300,000 EvaluationTotal $12,985,937 Pre-Testing $50,000Contingency Post-Testing $50,000Total $525,000 Total $100,000

CIRCLE ADVERtIsING

Account ExecutivesJob HallZack Marker

Account PlanningEvan Nicholson, DirectorHolly MillerAnthony Kondeati

B-2-BDerek Crocker, Co-directorNate Tracy, Co-directorJason StevensJames Wedmore

CreativeJason Rivanis, DirectorLani Nguyen, Art DirectorBrianne BoyerLilia GlaubermanDavid GrauMike Muffoletto

Promotions & PRStephanie Pool, DirectorCourtney CoonsJenna Nicoletti

MediaAmanda Medeiros, DirectorRob HarringtonAshley BeallHiro KamegayaAmber Zbierski

AdvisorCory O’Connor

CIRCLE ADVERtIsING DONORs

Au Lac Vegetarian RestaurantByco Inc.Chase CallahanPaul & Gayle CollinsArthur G. CoonsSteve & Leslie CorsoBen CrockerRob & Suzi De ThomasMakai EventsMary FallonDavid KimKate LennonDan McNameeBrent & Christine MillerThe Nicoletti FamilyDouglas PoolMike PreletzBilly RoenMarguerite ScavardaTerart Assoc.Bruce TollnerDick & Jane TracySRM Transport Inc.Betty Lou SandersSam UisprapassornWilde Custom HomesNima Zarrabi

in loving memory of

BoB nicoletti1958-2005

sPECIAL tHANks tO

Professor Bob Bassett, Dean, Dodge College of Film and Media ArtsProfessor Dezso Magyar, Artistic Director, Dodge College of Film and Media Arts

Assistant Professor Ken O’Donnell, Chair of Undergraduate Programs for Dodge College of Film and Media ArtsProfessor Janell Shearer, Head of Public Relations and Advertising Professor Eric Chimenti, Head of Graphic Design DepartmentBlue Lion Pictures