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PO
STA
L V
AU
LT
�I s
topp
ed fe
elin
g sa
fe th
e da
y m
y ne
w c
heck
s w
ere
stol
en fr
om m
y m
ailb
ox.
My
life
has
neve
r bee
n th
e sa
me.
�
Tabl
e of
Con
tent
s
Ack
now
ledg
emen
t ....
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...Ex
ecut
ive
Sum
mar
y....
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..R
esea
rch
-Mar
ket R
esea
rch
......
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-Mar
ket R
esea
rch:
New
Fin
ding
s....
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...-M
arke
t Res
earc
h....
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...-M
arke
t Res
earc
h....
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...C
reat
ive
-Cre
ativ
e St
rate
gy ..
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-Cre
ativ
e: T
elev
isio
n ...
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-C
reat
ive:
Con
sum
er P
rint
......
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...Se
cond
ary
Targ
et A
udie
nce
-Sm
all B
usin
ess
Mar
ketin
g ...
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......
-Tra
de M
arke
ting�
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.Tr
ade
& S
mal
l Bus
ines
s M
arke
ting.
......
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......
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..Ev
ent M
arke
ting
and
Publ
ic R
elat
ions
......
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.....
Even
t Mar
ketin
g ...
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..B
uzz
Mar
ketin
g ...
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..Pu
blic
Rel
atio
ns ..
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..M
edia -F
low
Cha
rt ...
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-Med
ia O
bjec
tives
& S
trate
gies
.....
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...-N
on-T
radi
tiona
l Med
ia ..
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.-D
igita
l Med
ia ..
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-Tra
ditio
nal M
edia
.....
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Part
ners
hips
& C
o-op
Mar
ketin
g ...
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...M
easu
ring
Succ
ess
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Futu
re R
ecom
men
datio
ns�
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2 3 4 8 11 23 24 25 297 30
Prim
ary
Res
earc
hP
erfo
rmed
ove
r 200
in-d
epth
inte
rvie
ws;
con
duct
ed 4
5 fo
cus
grou
ps; c
ondu
cted
one
-on-
one
inte
rvie
ws;
per
form
ed
20 q
uant
itativ
e st
udie
s in
volv
ing
825
peop
le; i
nter
view
ed 1
4 id
entit
y th
eft e
xper
ts a
nd 2
0 jo
urna
lists
who
hav
e pu
blis
hed
artic
les
on m
ail f
raud
and
iden
tity
thef
t.
Publ
icat
ions
AB
I Inf
orm
; Ad
Age
; Ad
Wee
k; B
rand
wee
k; B
usin
ess
Wee
k;
Cat
alog
Age
; Lex
is-N
exis
Uni
vers
e; M
edia
Wee
k;N
ew Y
ork
Tim
es; N
ews
Wee
k; W
all S
treet
Jou
rnal
; Mar
ketin
g G
uide
to
Med
ia
Res
earc
h R
epor
tsFT
C: C
onsu
mer
Fra
ud a
nd Id
entit
y Th
eft C
ompl
aint
s D
ata;
H
arris
Inte
ract
ive:
Iden
tity
Thef
t New
Sur
vey
and
Tren
d R
epor
t 200
3; S
econ
d Id
entit
y Th
eft V
ictim
izat
ion
Stu
dy-Id
entit
y Th
eft:
The
Afte
rmat
h: 2
004;
The
Bet
ter
Bus
ines
s Bu
reau
/Jav
elin
Stu
dy: T
elep
hone
Sur
vey
of 4
,000
Con
sum
ers;
Nie
lsen
Med
ia R
esea
rch;
SR
DS
; S
imm
ons
Syn
dica
ted
Dat
a, a
nd M
edia
mar
k R
esea
rch
Inc.
Web
site
Ana
lysi
sw
ww
.jave
linst
rate
gy.c
om/re
port
ww
w.c
onsu
mer
.gov
w
ww
.bbb
onlin
e.or
gw
ww
.idth
eftc
ente
r.org
ww
w.in
vest
men
tnew
s.co
m
Wha
t We
Did
To
Prep
are
1
5 6 9 13 15 17 20 21 26 3114 18 27
We
wou
ld li
ke to
exp
ress
our
dee
pest
gra
titud
e to
Dr.
Larr
y C
hiag
ouris
for h
is
hard
wor
k, d
edic
atio
n, s
uppo
rt, a
nd p
assi
on fo
r our
team
. We
appr
ecia
te th
e ex
tra
hour
s he
put
in, t
he s
tren
gth
he g
ave
us, a
nd m
ost i
mpo
rtan
tly, h
is
enth
usia
sm fo
r adv
ertis
ing.
We
wou
ld a
lso
like
to ta
ke a
n op
port
unity
to th
ank
the
follo
win
gpe
ople
:
Dr.
Mar
tin T
opol
Dr.
Ipsh
ita R
ay
Adve
rtisi
ng P
rofe
ssio
nals
who
hav
e ch
ange
d ou
r poi
nt o
f vie
w:
Pres
iden
tR
eshm
ee R
ajna
rain
Acc
ount
Pla
nnin
g/R
esea
rch
Pat
ti An
n S
chia
no M
orie
llo
Isha
Sin
gh
Cat
herin
e Ta
nuja
ya
Idal
is Z
apat
a
Cre
ativ
eA
ntho
ny C
uella
r K
ryst
al F
esse
tte
Sea
n G
ibbo
ns
Ste
ve L
inC
hris
toph
er L
osco
R
ick
Mul
ler
Der
ek S
chau
b A
lex
Tovs
tolu
gTh
uy T
ran
Med
iaLa
ura
Can
nizz
aro
Jess
ica
Hol
guin
Van
essa
Lag
una
PR a
nd P
rom
otio
nsR
enee
Her
ende
enG
eral
d M
ackr
ella
Fina
ncia
l Man
agem
ent
Olg
erta
Kon
do
Pow
erPo
int
Laur
a C
anni
zzar
o R
eshm
ee R
ajna
rain
Ackn
owle
dgem
ent
Perf
ect I
mag
eSt
aff
2
�If it
doe
sn't
sell,
it is
no
t cre
ativ
e. �
-Dav
id O
gilv
y
�You
mus
t mak
e th
e pr
oduc
t in
tere
stin
g, n
ot
just
mak
e th
e ad
di
ffere
nt.�
-Ros
ser R
eeve
s
�Nob
ody
coun
ts th
e nu
mbe
r of a
ds y
ou ru
n;
they
just
rem
embe
r the
im
pres
sion
you
mak
e. �
-Bill
Ber
nbac
h
�The
gre
ates
t thi
ng
to b
e ac
hiev
ed in
ad
verti
sing
, in
my
opin
ion,
is
belie
vabi
lity,
and
no
thin
g is
mor
e be
lieva
ble
than
the
prod
uct i
tsel
f.�
-Leo
Bur
nett
Exec
utiv
e Su
mm
ary
The
quot
e on
our
cov
er is
take
n fro
m a
hou
sew
ife w
hom
we
inte
rvie
wed
dur
ing
the
cour
se o
f our
rese
arch
. Saf
e, s
ecur
e m
ail s
houl
dbe
one
of
our
inal
iena
ble
right
s. T
his
is s
omet
hing
mos
t A
mer
ican
s do
not
hav
e. P
eopl
e ha
ve b
ecom
e co
mpl
acen
t. M
ail i
s a
low
in
volv
emen
t cat
egor
y un
til s
omeo
ne�s
iden
tity
is s
tole
n du
e to
mai
l the
ft. O
ur k
ey in
sigh
t is
that
mos
t peo
ple
will
not p
urch
ase
a $3
00
mai
lbox
, but
they
will
spen
d $3
00 to
pro
tect
thei
r w
ay o
f lif
e. P
osta
l Vau
lt©, a
s th
e ca
tego
ry le
ader
, mus
t sou
nd th
e al
arm
to b
ring
peop
le to
geth
er in
the
battl
e ov
er s
tole
n m
ail a
nd s
tole
n id
entit
ies.
Our
cre
ativ
e ap
proa
ch d
oes
not p
lay
on fe
ars
to fr
ight
en th
e pu
blic
. In
stea
d, w
e gi
ve th
e pu
blic
a s
olut
ion.
We
dem
onst
rate
that
goo
dpe
ople
can
win
the
battl
e to
pro
tect
thei
r m
ail w
ith P
osta
l Vau
lt©,
that
the
y ca
n be
con
fiden
t an
d fe
el s
ecur
e kn
owin
g th
at P
osta
l Va
ult©
will
help
pro
tect
the
ir id
entit
y. O
ur c
reat
ive
appr
oach
is
dram
atiz
ed b
y sh
owin
g pe
ople
taki
ng e
xtre
me
appr
oach
es to
pro
tect
thei
r mai
l. W
e cr
eate
the
cate
gory
by
urgi
ng c
onsu
mer
s to
get
an
effe
ctiv
e so
lutio
n�to
get
aPo
stal
Vau
lt©.
Not
hing
in
life
is g
uara
ntee
d, b
ut w
ith a
Pos
tal
Vau
lt©,
peop
leca
n go
for
war
d w
ith
conf
iden
ce a
nd th
ey c
an le
ad a
mor
e se
cure
life
.
We
will
put a
face
on
Pos
tal V
ault©
and
turn
it in
to a
war
m a
nd s
uppo
rtive
com
pany
. As
the
Pre
side
nt o
f an
impo
rtant
com
pany
, we
will
incl
ude
Bob
bie
Cox
in m
any
of o
ur p
rogr
ams;
whe
n ap
prop
riate
. To
mak
e th
e bu
dget
wor
k ha
rder
, we
will
allo
cate
a s
ubst
antia
l po
rtion
of
our
reso
urce
s to
bel
ow th
e lin
e el
emen
ts a
nd n
on-tr
aditi
onal
med
ia. W
ith a
lim
ited
time
fram
e fo
r th
e ca
mpa
ign,
we
will
begi
n im
med
iate
ly w
ith h
eavy
up
awar
enes
s bu
ildin
g pr
ogra
ms.
The
awar
enes
s es
tabl
ishe
d in
the
early
sta
ges
will
pay
divi
dend
s in
sup
porti
ng b
elow
the
line
tact
ics
as th
e ca
mpa
ign
unfo
lds.
Thos
e ta
ctic
s w
ill in
clud
e pr
ogra
ms
that
cre
ate
new
par
tner
ship
sw
ith A
MC
, AD
T, C
entu
ry21
,Fe
llow
es, C
arls
on T
rave
l, an
d A
llsta
te.
Eve
ry ta
ctic
has
bee
n se
lect
ed to
gen
erat
e bu
zz.
From
our
live
billb
oard
s pr
esen
ting
peop
le s
eeki
ng to
pro
tect
thei
r mai
lbox
, to
a m
issi
ng le
tter
cam
paig
n, to
the
79th
Aca
dem
y A
war
ds/O
scar
s� s
ecur
e ba
llotin
g, w
e ex
pect
to s
ee m
any
of o
uref
forts
repo
rted
on th
e ni
ghtly
loca
l new
s. W
e w
ill al
loca
te e
xtra
med
ia, e
vent
and
pub
lic re
latio
n re
sour
ces
in k
ey s
tate
s sh
owin
g hi
gh id
entit
y th
eft a
nd m
ail t
heft
rate
s.
The
new
ness
of t
he c
ateg
ory
requ
ires
that
we
inco
rpor
ate
perfo
rman
ce tr
acki
ng to
ols,
whi
ch w
ill pr
ovid
e co
nsta
nt fe
edba
ck to
mak
e im
prov
emen
ts th
roug
hout
the
cam
paig
n. W
e w
ill do
this
and
mor
e. O
ur m
odel
ing
wor
k, a
lthou
gh s
till i
n its
ear
ly s
tage
s, in
dica
tes
that
ou
r rec
omm
ende
d pr
ogra
m w
ill no
t onl
y m
eet b
ut w
ill e
xcee
d P
osta
l Vau
lt�s
goal
s. O
ur p
rogr
am, h
owev
er, w
ill do
mor
e th
an ju
st m
eet
com
mer
cial
bus
ines
s go
als.
Bey
ond
esta
blis
hing
Pos
tal V
ault©
as
the
cate
gory
lead
er,
toge
ther
we
will
be b
ringi
ng a
mea
sure
of
secu
rity
to t
hous
ands
, an
d ev
entu
ally
, m
illion
s of
peo
ple
wor
ldw
ide.
To
geth
er,
we
will
be d
oing
im
porta
nt w
ork.
Tha
t is
why
we
ente
red
this
indu
stry
. Tha
t is
why
we
will
stay
in it
.
59%
13%
28%
Non
-Tra
ditio
nal M
edia
Trad
ition
al M
edia
PR
/Eve
nts
Secu
re, d
urab
le, t
heft
resi
stan
t mai
lbox
es a
re
rela
tivel
y ne
w �
a pr
oduc
t and
cat
egor
y se
t to
grow
ra
pidl
y w
ith th
e pr
oper
adv
ertis
ing
and
prom
otio
n.
3
Mar
ket R
esea
rch
70%
of t
hose
who
cla
im th
at th
ey a
re �w
ell a
war
e� o
f ide
ntity
thef
t bel
ieve
that
it o
ccur
s on
line,
whi
le th
e le
adin
g ca
use
of id
entit
y th
eft o
ccur
s of
fline
.
Key
Fin
ding
s:
68%
of c
onsu
mer
s ar
e co
nfid
ent t
hat t
hey
have
take
n al
l the
nec
essa
ry m
easu
res
agai
nst i
dent
ity th
eft,
but t
hey
have
not
don
e so
.
The
Uni
ted
Stat
es P
osta
l Ser
vice
del
iver
s 21
2 bi
llion
pie
ces
of m
ail t
o ov
er 1
44 m
illion
hom
es a
nd b
usin
esse
s.
Mai
l the
ft is
on
the
rise
as th
e se
cond
mos
t com
mon
form
of i
dent
ity th
eft,
yet f
ew a
re c
once
rned
abo
ut th
eir u
nloc
ked
mai
lbox
es.
Hou
seho
lds
rece
ived
2 b
illion
pac
kage
s.Tr
ansa
ctio
n m
ail (
bills
, sta
tem
ents
, pay
men
ts, d
onat
ions
, reb
ates
, and
ord
ers)
com
pris
es 5
8% o
f mai
l.
On
aver
age,
vic
tims
of id
entit
y th
eft l
ose
$1,8
20 in
ear
ning
s,10
9 w
ork
hour
s, 6
4.5
vaca
tion
hour
s, a
nd in
cur $
851
wor
th o
f exp
ense
s.
The
maj
ority
of v
ictim
s sp
end
4-5
year
s cl
earin
g th
e da
mag
es th
at h
ave
been
cau
sed
by id
entit
y th
eft.
Som
e se
cond
ary
effe
cts
incl
ude:
the
inab
ility
to o
btai
n a
cred
it ca
rd o
r loa
n an
d fre
quen
t cal
ls fr
om c
olle
ctio
n ag
enci
es.
Impl
icat
ion:
Iner
tia o
ccur
s be
caus
e co
nsum
ers
thin
k th
ey a
re p
rote
cted
, bu
t the
y ar
e le
avin
g th
emse
lves
vul
nera
ble
and
expo
sed
and
we
mus
t mak
e th
em a
war
e of
thei
r exp
osur
e.
Key
Buy
er B
ehav
ior:
The
Fea
r Con
tinuu
m M
odel
Rejection
Inhi
bitin
g ef
fect
s
Faci
litat
ing
effe
cts:
We
mus
t ope
rate
her
e,at
a m
oder
ate
leve
l of f
ear.
Leve
l of f
ear
Acceptance
Our
qua
litat
ive
and
quan
titat
ive
rese
arch
indi
cate
s th
at
peop
le tu
rn o
ff m
essa
ges
that
sca
re th
em.
Ther
e is
a s
peci
fic p
oint
in w
hich
inst
illing
fear
bec
omes
in
effe
ctiv
e.
Our
app
roac
h w
ill ta
rget
a le
vel o
f aro
usal
that
is
mod
erat
e.
4
Mar
ket R
esea
rch:
New
Fin
ding
s
Wha
t Pos
tal V
ault©
Indi
cate
d As
�U
nkno
wn�
Wha
t Our
Res
earc
h R
evea
led
Und
er w
hat c
ircum
stan
ces
wou
ld c
onsu
mer
san
d bu
sine
sses
pur
chas
e a
secu
re m
ailb
ox?
1.
How
muc
h re
sear
ch g
oes
into
thei
r dec
isio
n?3.
How
sim
ple
or c
ompl
ex is
the
purc
hasi
ng d
ecis
ion?
2.
Wha
t fea
ture
s ar
e th
e m
ost s
ough
t afte
rin
a s
ecur
e m
ailb
ox?
4.
Wha
t are
the
fact
ors
mot
ivat
ing
a br
and
choi
ce?
5.
How
doe
s P
osta
l Vau
lt©lin
k �s
ecur
e m
ailb
ox� a
ndP
osta
l Vau
lt© i
n a
cons
umer
�s m
ind?
6.
Is th
ere
bran
d aw
aren
ess?
7.
How
stro
ng is
the
link
at p
rese
nt b
etw
een
mai
lbox
intru
sion
or t
ampe
ring
and
iden
tity
thef
t?8.
Wha
t sec
onda
ry re
sear
ch e
xist
s to
sup
port
your
app
roac
h to
the
chal
leng
e?9.
Con
sum
ers
and
busi
ness
es w
ill in
vest
in a
sec
urity
sys
tem
that
will
prot
ect t
heir
asse
ts.
The
high
er th
e pr
ice,
the
mor
e co
mpl
ex th
e pu
rcha
sing
dec
isio
n be
com
es.
Con
sum
ers
spen
d m
uch
mor
e tim
e re
sear
chin
g ite
ms
that
are
ge
nera
lly tw
ice
as e
xpen
sive
as
stan
dard
item
s.
From
our
qua
litat
ive
and
quan
titat
ive
rese
arch
, our
con
sum
ers
plac
e th
e m
ost i
mpo
rtanc
e in
the
aest
hetic
qua
lity
of th
e m
ailb
ox a
s w
ell a
s its
du
rabi
lity.
Con
sum
ers
disp
lay
a ve
ry h
igh
leve
l of b
rand
loya
lty in
oth
er
cate
gorie
s, s
uch
as: b
urgl
ar a
larm
sys
tem
s, c
ar a
larm
sys
tem
s, h
ome
and
life
insu
ranc
e.
Pos
tal V
ault©
mus
t pos
ition
itse
lf as
the
bran
d le
ader
in th
e lo
ckin
gm
ailb
ox c
ateg
ory
by li
nkin
g se
cure
mai
l to
a m
ore
secu
re li
fe.
Ther
e is
no
bran
d aw
aren
ess
in th
e se
cure
lock
ing
mai
lbox
indu
stry
.
Seco
ndar
y re
sear
ch e
xist
s su
ch a
s th
e FT
C A
nnua
l Con
sum
er F
raud
an
d Id
entit
y Th
eft C
ompl
aint
Dat
a, J
avel
in S
trate
gy &
Res
earc
h R
epor
t, Id
entit
y Th
eft A
fterm
ath
Rep
ort
by th
e (Id
entit
y Th
eft R
esou
rce
Cen
ter),
an
d U
SP
S Po
stal
Fac
ts.
Alth
ough
mai
lbox
intru
sion
or t
ampe
ring
is th
e se
cond
mos
t com
mon
ca
se o
f ide
ntity
thef
t, th
e lin
k be
twee
n m
ailb
ox in
trusi
on a
nd id
entit
y th
eft i
s w
eak.
5
Pla
ce h
igh
valu
e on
per
sona
l and
pro
perty
saf
ety
Ow
n ho
me
burg
lar a
larm
sys
tem
s P
lace
hig
h va
lue
on p
erso
nal a
nd p
rope
rty s
afet
yE
njoy
ow
ning
hig
h qu
ality
pro
duct
sH
ave
hom
e an
d lif
e in
sura
nce
Fam
ily-o
rient
ed
Impl
icat
ion:
Whi
le c
onsu
mer
s in
our
targ
et m
arke
t are
will
ing
to s
pend
on
prod
ucts
to s
ecur
e th
emse
lves
, th
eir f
amili
es a
nd p
rope
rty, t
hey
are
not p
repa
red
to s
pend
on
ase
cure
mai
lbox
.
Mar
ket R
esea
rch
Mis
conc
eptio
ns:
Con
sum
ers
belie
ve th
at id
entit
y th
eft o
ccur
s pr
imar
ily th
roug
h cr
edit
card
s or
the
inte
rnet
.C
onsu
mer
s do
not
thin
k th
at th
ey w
ill be
vic
tims
of id
entit
y th
eft o
r mai
l the
ft.M
ail t
heft
is n
ot a
com
mon
crim
e.
Com
mon
aliti
es a
cros
s ta
rget
ed c
onsu
mer
s:
My
over
all w
ell b
eing
is
impo
rtant
to m
e
I am
con
fiden
tI a
m c
once
rned
ab
out s
ecur
ity
Affl
uent
�M
iddl
e In
com
e�
I am
a h
igh
achi
ever
I am
ner
vous
Mai
l is
a bi
g pa
rtof
my
life
I fee
l vul
nera
ble
Safe
ty C
onsc
ious
ness
Spe
ctru
m
6
I am
pro
tect
ive
abou
t m
y po
sses
sion
sI a
m n
ot o
verly
co
ncer
ned
with
sec
urity
issu
es
Targ
et P
sych
ogra
phic
ally
Mar
ket R
esea
rch
Who
?A
ge: 3
0 �
54 y
ears
old
Hou
seho
ld s
ize:
2+
Hou
seho
ld in
com
e: $
75,0
00+
Edu
catio
n: C
olle
ge a
nd a
bove
Live
in s
ubur
ban
com
mun
ities
Mai
l is
a ve
ry im
porta
nt c
ompo
nent
of t
heir
lives
Ow
n a
curb
side
mai
lbox
95100
105
110
115
120
125
130
30-3
435
-39
40-4
445
-49
50-5
405010
0
150
200
250
300
Age
Inco
me
Impl
icat
ion:
The
swee
t spo
t of t
he ta
rget
is b
etw
een
35-4
9, b
ased
on
Sim
mon
s Sy
ndic
ated
Dat
a an
alys
is a
nd th
e co
nduc
ted
surv
eys.
Age
Income
7
Targ
et D
emog
raph
ical
ly
Cre
ativ
e St
rate
gy
KEY
INSI
GH
T:P
eopl
e w
ant a
mor
e se
cure
life
. A
secu
re m
ailb
ox is
per
ceiv
ed b
y co
nsum
ers
as m
akin
g th
em fe
el m
ore
secu
re.
REW
AR
D/U
NIQ
UE
SELL
ING
PR
OPO
SITI
ON
:W
hen
you
inve
st in
a P
osta
l Vau
lt©, y
ou a
re n
ot o
nly
prot
ectin
g yo
ur m
ail b
ut a
lso
your
ass
ets,
you
r fam
ily, a
nd w
ho y
ou a
re.
REA
SON
TO
BEL
IEVE
:U
SP
S A
ppro
ved
Dur
able
and
inde
stru
ctib
leLa
rge
stor
age
capa
city
CR
EATI
VE P
REA
MB
LE:
Ther
e is
a n
ew b
attle
in A
mer
ica.
It is
the
battl
e of
peo
ple
seek
ing
to p
rote
ct th
eir i
dent
ity d
ue to
mai
l the
ft.Pe
ople
mus
t wak
e up
to
mai
l the
ft. O
ur c
reat
ive
appr
oach
doe
s no
t pla
y on
fear
s to
frig
hten
the
publ
ic. I
nste
ad, w
e gi
ve th
e pu
blic
a s
olut
ion.
We
show
them
th
at th
ey c
an w
in th
is b
attle
with
Pos
tal V
ault©
. Our
cre
ativ
e ap
proa
ch p
rovi
des
a se
nsib
le a
nd e
ffect
ive
appr
oach
to s
topp
ing
mai
l th
eft.
And
, our
cre
ativ
e ap
proa
ch d
ram
atiz
es th
is b
y sh
owin
g pe
ople
taki
ng e
xtra
ordi
nary
and
unr
easo
nabl
e ap
proa
ches
to p
rote
ct
thei
r mai
l. W
e de
mon
stra
te h
ow c
onsu
mer
s ca
n go
abo
ut th
eir d
aily
live
s w
ith c
onfid
ence
in th
e m
ailb
ox fr
om P
osta
l Vau
lt©.
CR
EATI
VE C
ON
SID
ERA
TIO
NS:
Tagl
ine:
�Se
cure
You
r Mai
l. Se
cure
You
r Life
.�In
stills
an
imm
edia
te c
all t
o ac
tion
to s
ecur
e m
ail.
Imm
edia
tely
sou
nds
enga
ging
.P
lace
s a
nece
ssar
y qu
ality
on
Pos
tal V
ault�
s ap
proa
ch.
Art
Dire
ctio
n:S
how
the
extre
me
way
to p
rote
ct o
nese
lf fro
m m
ail t
heft
and
then
sho
w th
e ea
sy, s
impl
e, ri
sk fr
ee w
ay: P
osta
lVa
ult©
. Sh
ow o
nly
the
mos
t attr
activ
e st
yles
bec
ause
con
sum
ers
wei
ght d
écor
as
impo
rtant
.
PLE
ASE
NO
TE: W
hat f
ollo
ws
is te
levi
sion
, rad
io, c
onsu
mer
prin
t and
trad
e m
arke
ting
mat
eria
ls.
Cre
ativ
e fo
r out
door
and
in
tern
et w
ill be
foun
d in
the
subs
eque
nt m
edia
sec
tion.
8
Cre
ativ
e: T
elev
isio
n:3
0 Te
levi
sion
�Sec
ure
Your
Mai
l. Se
cure
You
r Life
.�
Sce
ne:
Com
mer
cial
ope
ns u
p w
ith a
sho
t of
a ty
pica
l sub
urba
n st
reet
.
Voi
ce O
ver (
Bob
bie
Cox
): Th
ere�
s a
battl
e go
ing
on in
nei
ghbo
rhoo
ds.
Sce
ne:
Con
fiden
t man
is w
alki
ng d
own
the
stre
et.
Voi
ce O
ver:
Just
like
you
rs.
Sce
ne:
As
he p
asse
s th
e fir
st h
ouse
, he
sees
his
par
anoi
d ne
ighb
or
hidi
ng b
ehin
d th
e bu
shes
and
w
atch
ing
over
his
mai
lbox
whi
ch
is c
over
ed in
bar
bed
wire
.V
oice
Ove
r: P
eopl
e ar
e go
ing
to
extre
mes
to p
rote
ct th
eir m
ail
and
secu
re th
eir i
dent
ity.
Sce
ne:
Fam
ily w
atch
dog
set
with
a n
ew
task
.V
oice
Ove
r: O
ther
s ar
e su
fferin
g th
e co
nseq
uenc
es.
Sce
ne:
Man
is h
angi
ng u
p �m
issi
ng
mai
l� fly
ers.
Voi
ce O
ver:
You
don
�t ha
ve to
. A
nd n
ow y
ou d
on�t
need
to.
Sce
ne:
Man
in b
ushe
s st
ands
up
to
look
at t
he P
osta
l Vau
lt© .
Voi
ce O
ver:
Join
our
cu
stom
ers�
Sce
ne:
Fam
ily w
atch
dog
stil
l set
to
prot
ect t
he m
ailb
ox.
Voi
ce O
ver:
They
�ve
alre
ady
won
th
e ba
ttle.
Sce
ne:
Con
fiden
t man
reac
hes
his
Pos
tal V
ault©
.
9
Sce
ne:
Con
fiden
t man
take
s hi
s m
ail
out o
f the
Pos
tal V
ault©
.
Sce
ne:
Con
fiden
t man
retri
eves
his
mai
l. H
e tu
rns
arou
nd a
nd is
sur
pris
ed to
se
e ev
eryo
ne s
tarin
g at
the
Pos
tal
Vau
lt© .
Cre
ativ
e: T
elev
isio
n C
ontin
ued
Cre
ativ
e: R
adio
Sce
ne:
Voi
ce O
ver:
Bob
bie
Cox
:H
i, I a
m B
obbi
e C
ox. H
elp
me
help
you
se
cure
you
r mai
l and
sec
ure
your
life
.
Sup
er: B
obbi
e C
ox P
resi
dent
of
Pos
tal V
ault©
w
ww
.pos
talv
ault.
com
.
Ther
e is
a s
ilent
crim
e sp
ree
plag
uing
the
stre
ets
of A
mer
ica,
an
d a
cons
tant
ly ra
ging
bat
tle..
<W
alki
ng th
roug
h an
alle
y w
ay, s
ound
of h
eavy
sho
es o
n gr
avel
> <D
ista
nt P
olic
e Si
ren>
Peo
ple
who
you
don
�t kn
ow�
or m
aybe
peo
ple
you
do
know
�ar
e ta
king
you
r val
uabl
es.
The
battl
e co
ncer
ns y
ou, y
our m
ail,
and
your
iden
tity.
All
are
at ri
sk!
Last
yea
r ove
r a q
uarte
r milli
on in
noce
nt p
eopl
e lo
stth
e ba
ttle.
Don
�t be
com
e a
stat
istic
. Joi
n th
e fig
ht a
nd w
in w
ith a
Pos
tal V
ault©
.Jo
in th
e Po
stal
Vau
lt© t
eam
as
they
hos
t the
Pho
enix
Stre
et
Fair
on A
pril
6th
from
12
p.m
. to
9 p.
m. a
t the
Pho
enix
Are
na.
For m
ore
info
rmat
ion
and
to s
ee h
ow y
ou c
an le
arn
how
to
prot
ect y
our m
ost p
rized
pos
sess
ions
, you
r mai
l and
you
r id
entit
y, v
isit
ww
w.p
osta
lvau
lt.co
m.
Secu
re y
our m
ail.
<Mai
lbox
Doo
r Sla
m>
Secu
re y
our l
ife. <
A pe
rson
sig
hs a
si
gh o
f rel
ief>
Post
al V
ault©
.
:30
seco
nd ra
dio
spot
to s
uppo
rt e
vent
s an
d pr
omot
ions
10
Cre
ativ
e:
Con
sum
er P
rint
�Unl
ess
your
adv
ertis
ing
is b
ased
on
a B
IG ID
EA,
it w
ill p
ass
like
a sh
ip in
the
nigh
t�-D
avid
Ogi
lvy
Hea
dlin
e:Th
ere
Are
Tw
o W
ays
To
Sec
ure
Your
Mai
l And
You
r Id
entit
y.
Her
e�s
why
it w
orks
:It
quic
kly
grab
s th
e re
ader
�s
atte
ntio
n.It
is b
old
whi
ch h
elps
mak
e it
stan
d ou
t.Th
e m
essa
ge c
reat
es th
e de
sire
to re
ad th
e bo
dy
copy
.
Cop
y:Th
ere
is a
bat
tle g
oing
on
in
neig
hbor
hood
s ju
st li
ke
your
s. M
any
have
lost
the
battl
e an
d ot
hers
are
now
ta
king
ext
rem
e pr
ecau
tions
to
pro
tect
thei
r mai
l and
thei
r id
entit
y. B
ut th
ey a
re
inef
fect
ive.
The
re is
an
easi
er a
nd c
ompl
etel
y ef
fect
ive
alte
rnat
ive.
P
osta
l Vau
lt© p
rovi
des
secu
rity
and
assu
ranc
e w
ithou
t the
sur
veilla
nce
cam
eras
.It
is U
SP
S ap
prov
ed a
nd
dura
ble
with
a la
rge
stor
age
capa
city
. O
nly
you
have
the
key
to it
. Jo
in o
ur
cust
omer
s. T
hey
have
al
read
y w
on th
e ba
ttle.
Get
a P
osta
l Vau
lt© t
oday
!
Her
e�s
why
it w
orks
:It
is s
traig
ht-fo
rwar
d.It
care
fully
ties
the
head
line
to th
e co
py.
It is
per
sona
l and
evo
kes
a re
actio
n.
Tagl
ine:
Sec
ure
Your
Mai
l. S
ecur
e Yo
ur L
ife.
Her
e�s
why
it w
orks
:It
links
the
secu
rity
of li
fe
with
the
secu
rity
of m
ail.
It is
insp
iratio
nal.
It re
duce
s in
ertia
and
inst
ills
actio
n.
11
Cre
ativ
e:
Con
sum
er P
rint
Hea
dlin
e:Th
ere
Are
Tw
o W
ays
To S
ecur
e Yo
ur M
ail A
nd Y
our I
dent
ity.
Cop
y:Th
ere
is a
bat
tle g
oing
on
in n
eigh
borh
oods
just
like
you
rs.
Man
y ha
ve lo
st th
e ba
ttle
and
othe
rs a
re n
ow ta
king
ext
rem
e pr
ecau
tions
to p
rote
ct th
eir m
ail a
nd th
eir i
dent
ity.
But
they
are
in
effe
ctiv
e. T
here
is a
n ea
sier
and
com
plet
ely
effe
ctiv
e al
tern
ativ
e.
Pos
tal V
ault©
pro
vide
s se
curit
y an
d as
sura
nce
with
out t
he
barb
ed w
ire. I
t is
US
PS a
ppro
ved
and
dura
ble
with
a la
rge
stor
age
capa
city
. O
nly
you
have
the
key
to it
. Jo
in o
ur
cust
omer
s. T
hey
have
alre
ady
won
the
battl
e.G
et a
Pos
tal V
ault©
tod
ay!
Tagl
ine:
Sec
ure
Your
Mai
l. S
ecur
e Yo
ur L
ife.
Co-
oper
ativ
e/C
onsu
mer
Prin
t:H
eadl
ine:
Ther
e A
re T
wo
Way
s To
Sec
ure
Your
Mai
l And
You
r Ide
ntity
.C
opy:
Ther
e is
a b
attle
goi
ng o
n in
nei
ghbo
rhoo
ds ju
st li
ke y
ours
. M
any
have
lost
the
battl
e an
d ot
hers
are
now
taki
ng e
xtre
me
prec
autio
ns to
pro
tect
thei
r mai
l and
thei
r ide
ntity
. B
ut th
ey
are
inef
fect
ive.
The
re is
an
easi
er a
nd c
ompl
etel
y ef
fect
ive
alte
rnat
ive.
Pos
tal V
ault©
pro
vide
s se
curit
y an
d as
sura
nce
with
out t
he s
urve
illanc
e ca
mer
as. I
t is
US
PS a
ppro
ved
and
dura
ble
with
a la
rge
stor
age
capa
city
. O
nly
you
have
the
key
to it
. Jo
in o
ur c
usto
mer
s. T
hey
have
alre
ady
won
the
battl
e.G
et a
Pos
tal V
ault©
toda
y!Ta
glin
e:S
ecur
e Yo
ur M
ail.
Sec
ure
Your
Life
.
12
Cre
ativ
e:
Smal
l Bus
ines
s
Hea
dlin
e:Th
ere
Are
Tw
o W
ays
To S
ecur
e Yo
ur M
ail A
nd Y
our B
usin
ess
Life
.C
opy:
Bus
ines
s is
a b
attle
. You
kno
w th
at. B
ut y
ou m
ay n
ot k
now
ab
out t
he b
attle
goi
ng o
n in
offi
ces
just
like
you
rs. B
usin
esse
sar
e ta
king
unn
eces
sary
and
inef
fect
ive
prec
autio
ns to
pro
tect
se
nsiti
ve m
ail a
nd p
acka
ges.
The
re is
an
easi
er a
nd c
ompl
etel
y ef
fect
ive
alte
rnat
ive.
Pos
tal V
ault©
pro
vide
s se
curit
y an
d as
sura
nce
with
out t
he s
urve
illanc
e ca
mer
as. I
t is
US
PS
ap
prov
ed a
nd d
urab
le w
ith a
larg
e st
orag
e ca
paci
ty. O
nly
you
have
the
key
to it
. Joi
n ou
r bus
ines
s cu
stom
ers.
The
y ha
ve
alre
ady
won
the
battl
e. G
et a
Pos
tal V
ault©
toda
y!Ta
glin
e:S
ecur
e Yo
ur M
ail.
Sec
ure
Your
Bus
ines
s Li
fe.
Hea
dlin
e:Th
ere
Are
Tw
o W
ays
To S
ecur
e Yo
ur M
ail A
nd Y
our
Bus
ines
s Li
fe.
Cop
y:B
usin
ess
is a
bat
tle. Y
ou k
now
that
. But
you
may
not
kno
w
abou
t the
bat
tle g
oing
on
in o
ffice
s ju
st li
ke y
ours
. Bus
ines
ses
are
taki
ng u
nnec
essa
ry a
nd in
effe
ctiv
e pr
ecau
tions
to p
rote
ct
sens
itive
mai
l and
pac
kage
s. T
here
is a
n ea
sier
and
co
mpl
etel
y ef
fect
ive
alte
rnat
ive.
Pos
tal V
ault©
pro
vide
s se
curit
y an
d as
sura
nce
with
out t
he b
arbe
d w
ire. I
t is
US
PS
ap
prov
ed a
nd d
urab
le w
ith a
larg
e st
orag
e ca
paci
ty. O
nly
you
have
the
key
to it
. Joi
n ou
r bus
ines
s cu
stom
ers.
The
y ha
ve
alre
ady
won
the
battl
e. G
et a
Pos
tal V
ault©
toda
y!Ta
glin
e:S
ecur
e Yo
ur M
ail.
Sec
ure
Your
Bus
ines
s Li
fe.
13
Cre
ativ
e:
Trad
e M
arke
ting
Hea
dlin
e:Tu
rn T
heir
New
Hou
se In
to T
heir
Dre
am H
ouse
Cop
y:E
very
hou
se h
as ro
om fo
r im
prov
emen
t. A
dd v
alue
to y
our h
omes
an
d yo
ur c
usto
mer
�s li
ves.
Mak
e se
curit
y a
part
of e
ach
sale
. N
ow, y
ou h
ave
the
oppo
rtuni
ty to
incr
ease
you
r pro
fits
whi
le b
uild
ing
bette
r rel
atio
nshi
ps w
ith y
our c
usto
mer
s. D
on�t
just
ga
in a
com
mis
sion
; gai
n a
grea
t rep
utat
ion
with
Pos
tal V
ault©
. It
is U
SP
S ap
prov
ed a
nd d
urab
le w
ith a
larg
e st
orag
e ca
paci
ty.
Onl
y yo
ur c
usto
mer
s w
ill ha
ve th
e ke
y to
it.
Join
our
cus
tom
ers.
The
y ha
ve a
lread
y w
on th
e ba
ttle
agai
nst
mai
l the
ft an
d id
entit
y fra
ud. O
ffer y
our c
usto
mer
s a
Post
al V
ault©
to
day!
Tagl
ine:
Sec
ure
Thei
r Mai
l. S
ecur
e Yo
ur B
usin
ess.
Hea
dlin
e:Tu
rn T
heir
New
Hou
se In
to T
heir
Dre
am H
ouse
Cop
y:A
dd v
alue
to y
our c
usto
mer
s� h
omes
and
mak
e m
ail s
ecur
ity a
pa
rt of
the
foun
datio
n. N
ow, y
ou h
ave
the
oppo
rtuni
ty to
incr
ease
you
r pro
fits
whi
le b
uild
ing
bette
r re
latio
nshi
ps w
ith y
our c
usto
mer
s. D
on�t
just
bui
ld a
hou
se,
build
a g
reat
repu
tatio
n w
ith P
osta
l Vau
lt©. I
t is
US
PS
app
rove
dan
d du
rabl
e w
ith a
larg
e st
orag
e ca
paci
ty.
Onl
y yo
ur c
usto
mer
s w
ill h
ave
the
key
to it
. Jo
in o
ur c
usto
mer
s. T
hey
have
alre
ady
won
the
battl
e ag
ains
t mai
l the
ft an
d id
entit
y fra
ud.
Offe
r you
r cus
tom
ers
a P
osta
l Vau
lt© to
day!
Tagl
ine:
Sec
ure
Thei
r Mai
l. S
ecur
e Yo
ur B
usin
ess.
Rea
l Est
ate
Exam
ple
Con
stru
ctio
n Ex
ampl
e
14
TRA
DE
SHO
WS
($1,
000,
000)
Mar
ch >
> N
ovem
ber
Obj
ectiv
e:Tr
ade
show
s w
ill al
low
Pos
tal
Vau
lt© t
o ge
t in
fro
nt o
f pot
entia
l tra
de p
artn
ers
and
smal
l bus
ines
s cu
stom
ers
in a
sho
rt pe
riod
of t
ime.
It
is a
way
to
mak
e a
grea
t fir
st
impr
essi
on a
s w
ell a
s to
dem
onst
rate
the
pro
duct
. A
stu
dy
from
the
Sim
mon
s M
arke
t Res
earc
h B
urea
u st
ated
that
91%
of
res
pond
ents
ran
ked
trade
sho
ws
as �
extre
mel
y us
eful
� fo
r pr
oduc
t pur
chas
ing
info
rmat
ion.
At n
atio
nal t
rade
sho
ws,
it is
pos
sibl
e to
exc
eed
200
visi
tors
pe
r day
. W
e w
ill ex
hibi
t at t
wo
diffe
rent
type
s of
trad
e sh
ows:
Secu
rity
and
Hom
esh
ows.
Mor
e th
an
one-
third
of
th
e at
tend
ees
of h
ome
show
s ar
e ho
me
owne
rs.
Man
y m
ajor
re
taile
rs a
ttend
bot
h se
curit
y an
d ho
me
show
s to
pur
chas
e la
rge
quan
titie
s of
pro
duct
s.
Busi
ness
es o
ften
atte
nd s
how
s lo
okin
g fo
r pro
duct
s th
at a
re n
ew a
nd in
nova
tive.
Con
tract
ors
ofte
n at
tend
hom
e sh
ows
to fi
nd n
ew p
rodu
cts
to im
prov
e th
eir
own
busi
ness
es.
With
thes
e sh
ows,
we
hit a
llof
our
targ
ets.
Bus
ines
s A
udie
nce
TRA
DE
SHO
W S
PEC
IFIC
SM
arch
>>
Nov
embe
r
Plan
of
Act
ion:
Our
dis
play
will
feat
ure
inte
ract
ive
gam
es (
we
will
al
so
use
thes
e w
ith
the
mob
ile
tour
).
This
w
ill al
low
bu
sine
sses
to b
ecom
e m
ore
fam
iliar
with
the
bran
d an
d ha
ve fu
n al
l at t
he s
ame
time.
Bro
chur
es a
nd c
atal
ogs
will
be a
vaila
ble
for
inte
rest
ed b
uyer
s. A
kno
wle
dgea
ble
staf
f mem
ber w
ill be
on
hand
to a
nsw
er a
ny q
uest
ions
.
Bra
nded
lette
r ope
ners
and
bra
nded
mou
se p
ads
will
be
give
n ou
t to
eve
ryon
e th
at s
tops
by.
W
e w
ill be
orc
hest
ratin
g a
min
i buz
z-w
orth
y ev
ent d
urin
g th
e tra
de s
how
s su
ch a
s ou
r M
issi
ng L
ette
rs
prog
ram
an
d ou
r D
on�t
Leav
e Yo
ur
Mai
lbox
H
ome
Alo
ne
Cam
paig
n.
Trad
e &
Sm
all
Bus
ines
s M
arke
ting
15
EXTR
EME
SEC
UR
ITY
SWEE
PSTA
KES
($70
0,00
0)M
arch
Obj
ectiv
e:G
et p
oten
tial r
etai
lers
invo
lved
by
havi
ng th
em s
ign
up to
win
$50
0,00
0 w
orth
of
sec
urity
item
s fo
r the
ir bu
sine
sses
.
Plan
of A
ctio
n:A
t tra
de s
how
s an
d in
trad
e ca
talo
gs, t
here
will
be
adve
rtise
men
ts fo
r pot
entia
l bus
ines
s to
bus
ines
sco
nsum
ers.
The
y w
ill w
in a
Pos
tal V
ault©
as w
ell a
s a
full
secu
rity
syst
em fr
om A
DT.
The
re w
ill be
mul
tiple
win
ners
.
GR
OU
PS U
NIT
ED A
GA
INST
RU
THLE
SS
DEC
EPTI
ON
CO
NFE
REN
CE
�G.U
.A.R
.D.�
CO
NFE
REN
CE
($20
0,00
0)
Obj
ectiv
e:W
e w
ill ex
plor
e di
ffere
nt s
olut
ions
to o
ther
are
as
of t
he m
ail a
nd id
entit
y th
eft p
robl
em.
We
will
also
par
tner
w
ith o
ther
sec
urity
com
pani
es to
dev
elop
enh
ance
d pr
oduc
ts
and
prog
ram
s to
ben
efit
our c
usto
mer
s.
Plan
of A
ctio
n:C
ombi
ne th
e ef
forts
of g
roup
s th
at a
lread
y ex
ist i
n th
e fig
ht a
gain
st id
entit
y th
eft t
hrou
gh e
vent
pla
nnin
g.
Est
ablis
h a
conf
eren
ce th
at w
ill id
entif
y th
e cu
rrent
law
s an
d pe
nalti
es i
n ea
ch o
f th
e st
ates
and
dev
elop
pro
gram
s th
at
serv
e ou
r m
arke
t an
d he
lp
both
le
gisl
ator
s an
d la
w
enfo
rcem
ent
educ
ate
cons
umer
s ab
out
our
prod
ucts
. A
t al
l tim
es,
mai
lth
eft
will
be a
maj
or i
ssue
add
ress
ed a
t th
e co
nfer
ence
.
Bob
bie
Cox
w
ill pr
esid
e ov
er
the
Con
fere
nce
as
the
�Hon
orab
le H
ost.�
Mar
ch >
> Au
gust
Trad
e &
Sm
all
Bus
ines
s M
arke
ting
16
Obj
ectiv
e: P
rovi
de c
onsu
mer
s th
e op
portu
nity
to b
e ex
pose
d to
the
prod
uct t
hrou
gh a
uni
que
bran
d ex
perie
nce
and
in m
any
case
s,
sam
ple
the
prod
uct.
Plan
of A
ctio
n: E
xecu
te s
ever
al in
nova
tive
even
ts th
roug
hout
the
entir
e ca
mpa
ign
perio
d, u
ltim
atel
y le
adin
g to
bra
nd a
war
enes
s.
$300
,000
Gua
rant
eed
Gre
etin
gs
$280
,000
Cen
ter f
or M
ail &
ID T
heft
$820
,800
TOTA
L:
$215
,000
Strik
e Th
ree!
!!
$25,
800
Cur
bsid
e C
hats
$200
,000
G.U
.A.R
.D. C
onfe
renc
e
$1,0
00,0
00Th
e M
ailb
ox L
ady:
Ext
rem
e To
ur
$475
,000
Osc
ar E
xtra
vaga
nza
$400
,000
Key
to S
ecur
ity P
rom
otio
n
$100
,000
Mis
sing
Let
ters
$100
,000
Don
�t Le
ave
Your
Mai
lbox
Hom
e Al
one
$50,
000
Is Y
our M
ailb
ox S
afe?
$4,0
25,0
00TO
TAL:
$700
,000
Extre
me
Secu
rity
Swee
psta
kes
$1,0
00,0
00Tr
ade
Show
s
$215
,000
$300
,000
$280
,000
$25,
800
Cur
bsid
e C
hats
Stri
ke T
hree
!!!G
uara
ntee
d G
reet
ings
Cen
ter f
or M
ail &
ID T
heft
Even
t Mar
ketin
g &
Pub
lic R
elat
ions
Bus
ines
s &
Con
sum
er E
vent
s
Publ
ic R
elat
ions
* A
ll m
edia
exp
endi
ture
s re
late
d to
eve
nts
& P
R a
re c
over
ed in
the
med
ia b
udge
t
$200
,000
$700
,000
$1,0
00,0
00
$50,
000
$100
,000
$100
,000
$400
,000
$1,0
00,0
00
$475
,000
Trad
e Sh
ows
Extre
me
Secu
rity
Swee
psta
kes
G.U
.A.R
.D. C
onfe
renc
e
The
Mai
lbox
Lad
y: E
xtre
me
Tour
Osc
ar E
xtra
vaga
nza
Key
to S
ecur
ity P
rom
otio
n
Mis
sing
Let
ters
Don�
t Lea
ve Y
our M
ailb
ox H
ome
Alo
ne
Is Y
our M
ailb
ox S
afe?
17
THE
MA
ILB
OX
LAD
Y:
EXTR
EME
TOU
R
($1,
000,
000)
April
>>
Augu
st
Obj
ectiv
e:H
ave
a P
osta
l Vau
lt© b
rand
ed R
V tr
avel
to th
e to
p 10
iden
tity
thef
t mar
kets
cre
atin
g aw
aren
ess
of th
e P
osta
l V
ault©
bra
nd.
Plan
of
Act
ion:
The
RV
will
be p
rom
otin
g aw
aren
ess
of
mai
l the
ft. O
ur m
ain
goal
is to
intro
duce
Bob
bie
Cox
as
�The
M
ailb
ox L
ady�
. T
he R
V w
ill ha
ve o
ur k
ey p
hras
e, t
aglin
e,
and
a pr
omin
ent p
ictu
re o
f Bob
bie
Cox
.
This
tou
r w
ill ru
n fro
m A
pril
until
the
end
of
Aug
ust,
hitti
ng
ever
y on
e of
our
maj
or m
arke
ts.
The
RV
will
stay
in
each
m
arke
t fo
r at
leas
t on
e w
eek
befo
re m
ovin
g on
to t
he n
ext.
W
hen
not
at a
pro
mot
ion,
the
RV
will
be p
arke
d in
a h
igh
traffi
c ar
ea w
ith p
rime
visi
bilit
y.
Whi
le in
eac
h m
arke
t w
e w
ill vi
sit
stre
et f
airs
, m
inor
leag
ue
base
ball
gam
es,
and
othe
r lo
cal
com
mun
ity e
vent
s. T
here
w
ill b
e an
inte
ract
ive
gam
e al
low
ing
cons
umer
s to
hav
e fu
n an
d le
arn
abou
t Pos
tal V
ault©
. Con
sum
ers
will
wor
k to
geth
er
in t
he g
ame
to p
reve
nt t
heir
mai
l fro
m b
eing
sto
len
from
a
thie
f. Th
is w
ill al
low
con
sum
ers
to b
ecom
e fa
milia
r w
ith t
he
bran
d as
wel
l as
conn
ect i
t to
a fu
n an
d po
sitiv
e ex
perie
nce.
Even
t Mar
ketin
g
Pos
tal
Vau
lt© e
xper
ts w
ill be
ava
ilabl
e on
han
d to
ans
wer
qu
estio
ns a
nd le
t co
nsum
ers
try t
he p
rodu
ct.
The
re w
ill be
fre
e fin
ger
prin
ting
and
iden
tity
thef
t ki
ts
prov
ided
to
al
l ch
ildre
n.
18
OSC
AR
EXT
RA
VAG
AN
ZA ($
475,
000)
Obj
ectiv
e:To
la
unch
th
e ca
mpa
ign
and
prom
ote
bran
d aw
aren
ess
as w
ell a
s ad
vanc
e go
odw
ill an
d pr
ovid
e fin
anci
al
assi
stan
ce to
mai
l and
iden
tity
thef
t vic
tims.
Als
o, a
por
tion
of
the
proc
eeds
from
fund
rais
ers
will
go to
the
Cen
ter
for
Mai
l &
Iden
tity
Thef
t Res
earc
h.
Plan
of
Act
ion:
Acc
ordi
ng t
o Jo
hn C
onso
li of
Med
iaw
eek,
�T
he
[Osc
ar]
tele
cast
is
de
sira
ble
for
man
y ad
verti
sers
be
caus
e it
draw
s an
ups
cale
dem
ogra
phic
and
attr
acts
lig
ht
tele
visi
on v
iew
ers.
� Th
e A
MC
mov
ie t
heat
ers
loca
ted
in c
omm
uniti
es w
ith t
he
high
est s
ocio
-eco
nom
ic a
reas
will
be s
elec
ted.
Po
stal
Vau
lt©
will
be
show
case
d in
the
lobb
y of
the
sele
cted
thea
ters
in th
e w
eeks
prio
r to
the
79t
hA
cade
my
Aw
ards
. P
atro
ns c
an c
ast
thei
r ba
llots
in t
he P
osta
l Vau
lt© f
or �
Best
Pic
ture
�. P
atro
ns
can
purc
hase
tic
kets
to v
iew
the
Osc
ars
at th
e th
eate
r on
the
big
scre
en
thro
ugh
rese
rvat
ion,
w
alk
in,
or
invi
tes.
Tho
se th
at a
ttend
the
even
t will
have
a
chan
ce t
o w
in a
yea
r�s w
orth
of
mov
ie p
asse
s fo
r the
mse
lves
and
a g
uest
, and
a P
osta
lV
ault©
. At
tend
ees
will
obse
rve
the
Pos
tal
Vau
lt© a
nd O
scar
them
ed d
écor
, par
take
inth
e ca
terin
g an
d ac
tiviti
es w
hich
con
clud
e w
ith
a pr
ivat
e sc
reen
ing
of th
e O
scar
s.
Even
t Mar
ketin
g
KEY
TO
SEC
UR
ITY
PRO
MO
TIO
N ($
400,
000)
Mar
ch >
> N
ovem
ber
Obj
ectiv
e:W
e w
ill be
doi
ng in
-sto
re p
rom
otio
ns a
t key
sto
res
such
as
AC
E, H
ome
Dep
ot, L
owe�
s, S
am�s
Clu
b an
d B
J�s.
Plan
of A
ctio
n:Th
ere
will
be a
foot
prin
t set
up
in th
e st
ore
allo
win
g co
nsum
ers
to te
st th
e Po
stal
Vau
lt©.
Con
sum
ers
will
begi
ven
a ke
y up
on e
nter
ing
the
stor
e. T
hey
will
have
the
oppo
rtuni
ty to
ope
n th
e va
ult d
oor.
If th
eir k
ey o
pens
the
vaul
tdo
or, t
hey
win
a p
rize.
Priz
es w
ill ra
nge
from
bra
nded
lette
rop
ener
s to
Sto
re g
ift c
ertif
icat
es.
Poin
t of S
ale:
A p
oint
of s
ale
disp
lay
will
rem
ain
in s
tore
s fo
r the
pro
mot
iona
lpe
riod
to d
ispl
ay th
e P
osta
l Vau
lt©.
Mar
ch
19
IS Y
OU
R M
AIL
BO
X SA
FE?
($50
,000
)
Obj
ectiv
e:B
ring
mai
l the
ft to
the
fore
front
whi
le b
uild
ing
awar
enes
s as
wel
l as
inst
illing
the
need
for a
sec
ure
mai
lbox
inth
e m
inds
of o
ur c
onsu
mer
s.Pl
an o
f Act
ion:
Doo
r han
gers
will
be p
lace
d in
rele
vant
nei
ghbo
rhoo
ds in
our
top
10 m
arke
ts;
thes
e sh
ould
incl
ude
doct
ors
offic
es, l
aw o
ffice
s,
insu
ranc
e co
mpa
nies
, and
acc
ount
ing
firm
s.
DO
N�T
LEA
VE Y
OU
R M
AIL
BO
X H
OM
E A
LON
E($
100,
000)
Obj
ectiv
e:B
uzz
will
be c
reat
ed b
y ha
ving
a s
treet
team
wal
kar
ound
with
a m
ailb
ox b
ecau
se th
ey a
re to
o w
orrie
d ab
out
leav
ing
it at
hom
e. I
f no
one
is h
ome
to
wat
ch it
, how
do
you
know
if a
nyon
e is
ta
king
you
r mai
l?
Plan
of A
ctio
n:�W
hy is
that
man
wal
king
dow
n th
e st
reet
with
a m
ailb
ox?�
�D
oes
that
wom
an re
ally
hav
e a
mai
lbox
at t
hebe
ach?
� Peo
ple
will
carry
mai
lbox
esar
ound
tow
n as
a n
orm
al e
very
day
thin
g. W
hen
appr
oach
ed,
they
will
expl
ain
the
reas
on fo
r car
ryin
g it
and
Eye
Witn
ess
New
sis
like
ly to
cov
er th
e ev
ent.
Mar
ch >
> Au
gust
Sept
embe
r >>
Nov
embe
r
Buz
z M
arke
ting
MIS
SIN
G:
LETT
ERS
($10
0,00
0)
Obj
ectiv
e:Im
agin
e w
alki
ng d
own
the
stre
et w
hen
all o
f asu
dden
ther
e ar
e en
velo
pes
ever
ywhe
re, p
eopl
e pi
ck
them
up
and
read
them
: �U
RG
EN
T�, �
OPE
N
IMM
ED
IATE
LY�,
and
�OP
EN
IF F
OU
ND
�. T
his
will
be in
m
arke
ts w
here
per
mitt
ed b
y la
w.
Plan
of A
ctio
n:O
n th
e in
side
, peo
ple
find
lette
rs w
ithin
form
atio
n on
mai
l and
iden
tity
thef
t and
the
cons
eque
nces
that
follo
w.
Ther
e ar
e w
ays
to p
reve
nt
iden
tity
thef
t, w
ith a
n em
phas
is o
n pr
even
ting
mai
l the
ft an
d th
e im
porta
nce
of o
wni
ng a
Pos
tal V
ault©
.
Mar
ch >
> N
ovem
ber
INTE
GR
ATI
NG
BU
ZZ IN
TO E
VEN
TSSU
MM
AR
Y:Le
tters
will
be p
lace
d ra
ndom
ly a
t Pos
tal V
ault©
eve
nts,
suc
has
the
Mob
ile T
our,
Trad
e S
how
s, a
nd P
ost C
ard
Pro
mot
ions
.D
on�t
Leav
e Yo
ur M
ailb
ox H
ome
Alo
ne e
vent
s w
ill a
lso
be
carri
ed o
ut a
t the
Mob
ile T
our l
ocat
ions
and
Tra
de S
how
s.
20
STR
IKE
THR
EE!!
�M
AIL
TH
EFT
IS O
UT!
($
215,
000)
June
>>
Oct
ober
Obj
ectiv
e:P
rom
ote
good
will
in
com
mun
ities
th
roug
h vo
lunt
eers
th
at
will
dist
ribut
e an
d di
spla
y no
n-tra
ditio
nal
adve
rtisi
ng w
ith th
e Po
stal
Vau
lt© lo
go.
This
will
allo
w b
rand
re
cogn
ition
, as
wel
l as
acc
ompa
nyin
g th
e M
obile
Mar
ketin
g To
ur a
nd d
rivin
g co
nsum
ers
to th
e w
eb.
Plan
of A
ctio
n:Lo
cal R
otar
y an
d K
iwan
is C
lubs
(no
n-pr
ofit
grou
ps)
will
help
us
pass
out
bas
ebal
ls t
hat
have
the
Pos
tal
Vau
lt© lo
go o
n it
to t
he f
irst
1,00
0 pa
trons
thr
ough
the
MLB
ga
tes.
In
addi
tion
to t
he B
obbi
e C
ox in
terv
iew
s, r
adio
spo
ts,
and
prom
otio
nal
give
away
s, P
osta
l V
ault©
will
be s
een
as
spon
sorin
g th
e 7t
h In
ning
Stre
tch
on t
he
Jum
bo-tr
on.
In
addi
tion,
ther
e w
ill be
a �
mee
t and
gre
et�
with
pla
yers
for
kids
to g
et a
bas
ebal
l ful
l of a
utog
raph
s as
wel
l as
iden
tity
kits
an
�I w
ill n
ot b
e a
vict
im�
brac
elet
for
ent
ranc
e in
to t
he m
eet-a
nd-
gree
t.A
Mob
ile M
arke
ting
Bus
will
be p
arke
d ou
tsid
e of
the
gate
s at
th
e ga
me
whe
re t
he a
ctiv
ities
on
the
Mob
ile M
arke
ting
Tour
w
ill b
e in
full
swin
g.R
adio
sta
tions
we
are
adve
rtisi
ng w
ith w
ill m
entio
n be
ginn
ing
on t
he p
rior
day
that
Pos
tal
Vau
lt© w
ill be
spo
nsor
ing
the
prom
otio
nal g
ive
away
thro
ugho
ut th
e da
y.
�Eve
ry a
dver
tisem
ent s
houl
d be
thou
ght o
f as
a co
ntrib
utio
n to
th
e co
mpl
ex s
ymbo
l whi
ch is
the
bran
d im
age.
�-D
avid
Ogi
lvy
Publ
ic R
elat
ions
CU
RB
-SID
E C
HA
TS W
ITH
�TH
E M
AIL
BO
X LA
DY!
� ($
25,8
00)
Mar
ch >
> Au
gust
Obj
ectiv
e:A
ttrac
t atte
ntio
n to
the
Mob
ile M
arke
ting
Tour
, by
prom
otin
g P
osta
l Va
ult©
as
the
cate
gory
lea
der
for
secu
re
mai
lbox
es.
Our
mai
l goa
l is
to e
stab
lish
Bob
bie
Cox
as
�The
M
ailb
ox L
ady�
, the
face
of P
osta
l Vau
lt©.
Plan
of A
ctio
n:Lo
cal T
V a
nd ra
dio
new
s in
terv
iew
s w
ill be
sc
hedu
led
in e
ach
city
of t
he M
obile
Tou
r.Th
e in
terv
iew
s w
ill
be h
eld
durin
g th
e w
eek
that
the
tour
is in
tow
n. R
adio
spo
ts
will
be
feat
ured
aro
und
the
time
of th
e in
terv
iew
.�T
he M
ailb
ox L
ady�
will
expl
ain
the
high
ris
k of
mai
l the
ft an
d th
e si
mpl
e w
ays
to p
reve
nt i
t in
clud
ing
a lo
ckin
g m
ailb
ox.
Whe
n M
s. C
ox i
s ab
le t
o re
cord
the
int
ervi
ews
live,
we
will
fe
atur
e a
segm
ent
whe
re
liste
ners
ca
n ca
ll in
an
d as
k qu
estio
ns a
bout
mai
l the
ft.
21
Obj
ectiv
e:To
take
adv
anta
ge o
f pee
k va
catio
n se
ason
s,a
doub
le-h
it pr
omot
iona
l pos
tcar
d ad
verti
sem
ent w
ill b
e di
strib
uted
thro
ugh
com
plim
enta
ry c
onci
erge
ser
vice
s an
d ho
tel g
uest
ser
vice
s in
form
atio
n pa
cket
s to
info
rm c
onsu
mer
s of
saf
ety
prec
autio
ns w
hile
vac
atio
ning
.
Plan
of
Act
ion:
Impl
emen
ted
heav
ily in
our
top
10
iden
tity
thef
t m
arke
ts.
Partn
er w
ith R
itz-C
arlto
n an
d ot
her
natio
nal
hote
l cha
ins
to e
nsur
e w
ide
expo
sure
.
Post
car
ds:M
ain
focu
s w
ill be
the
scen
ic p
hoto
of t
he lo
cal v
acat
ion
area
it is
bei
ng d
istri
bute
d in
. Th
e Po
stal
Vau
lt©
web
site
and
com
pany
logo
will
be
at t
he
botto
m o
f th
e fro
nt o
f th
e po
stca
rd,
and
unob
trusi
ve o
n th
e ba
ck.
Pos
tal V
ault©
will
prov
ide
the
pre-
paid
pos
tage
on
the
post
card
.
CEN
TER
FO
R M
AIL
& ID
ENTI
TY T
HEF
T R
ESEA
RC
H ($
280,
000)
Obj
ectiv
e: E
stab
lish
a no
n-pr
ofit
orga
niza
tion
that
dire
ctly
be
nefit
s P
osta
l Va
ult©
an
d ed
ucat
es
the
publ
ic
on
the
corre
latio
n of
mai
l the
ft to
iden
tity
thef
t. T
his
will
proc
ure
mor
e av
enue
s of
ad
verti
sing
an
d st
ay
on
the
cutti
ng
edge
of
an
alyz
ing
iden
tity
and
mai
l the
ft is
sues
.
Publ
ic R
elat
ions
Res
earc
h an
d R
epor
t:Th
roug
h nu
mer
ous
hour
s of
re
sear
ch, b
oth
qual
itativ
e an
d qu
antit
ativ
e, w
e ha
ve c
ompi
led
a re
port
disp
ellin
g th
e m
yths
of i
dent
ity th
eft t
o in
form
the
publ
ic.
We
will
gain
med
ia c
over
age
thro
ugh
jour
nalis
ts
who
ha
ve w
ritte
n on
ide
ntity
the
ft an
d pu
blis
h ou
r fin
ding
s. T
he d
ata
colle
cted
will
upke
ep P
osta
l V
ault©
as
an e
xper
t in
the
fie
ld a
nd a
llow
for
con
stan
t re
-ev
alua
tion
of ta
rget
mar
kets
.
Mar
ch >
> N
ovem
ber
GU
AR
AN
TEED
GR
EETI
NG
S ($
300,
000)
June
>>
Augu
st
22
Flow
Cha
rt
23
Who
30-5
4 ye
ar o
ld m
en a
nd w
omen
,w
ith a
n av
erag
e ho
useh
old
inco
me
of $
75,0
00+
with
2+
peop
lein
hou
seho
ld.
Whe
reP
rimar
y em
phas
is in
: Top
10
iden
tity
thef
t m
arke
tsS
econ
dary
em
phas
is in
: Sm
all
and
Trad
e B
usin
esse
sW
hen
Per
fect
Imag
e w
ill be
gin
the
cam
paig
n in
Mar
ch to
cre
ate
anin
itial
buz
z an
d aw
aren
ess
of a
ndfo
r Pos
tal V
ault©
. A h
eavy
up
atth
e be
ginn
ing
of th
e 4t
hqu
arte
r will
follo
w, t
o ke
ep p
rodu
ct a
nd b
rand
awar
enes
s hi
gh.
Dur
ing
the
1st
quar
ter,
we
will
use
the
med
iasp
arin
gly
due
to th
e su
mm
erm
onth
s w
hen
peop
le te
nd to
be
onva
catio
n an
d th
ey d
o no
t util
ize
med
ia fr
eque
ntly
. Thi
s w
ill al
soco
ntin
ue d
urin
g th
e 2n
dqu
arte
r,w
hen
the
cam
paig
n pe
riod
win
dsdo
wn
and
com
es to
an
end.
Bud
get
Acc
ompl
ish
the
abov
e ob
ject
ives
with
a w
orki
ng m
edia
bud
get o
f$1
2,65
3,81
3
SCH
EDU
LIN
GO
ur m
edia
pla
n is
driv
en b
y th
e fo
llow
ing:
Firs
t ph
ase
is b
uild
ing
bran
d aw
aren
ess
so t
hat
all s
ubse
quen
t be
low
the
line
pr
ogra
ms
will
bene
fit b
y hi
gher
leve
ls o
f bra
nd re
cogn
ition
.H
eavy
use
of n
on-tr
aditi
onal
med
ia o
r med
ia th
at c
reat
es b
uzz.
Hea
vy u
p in
the
mar
kets
whe
re m
ail a
nd id
entit
y th
eft i
s ab
ove
aver
age.
Stro
ng s
uppo
rt fo
r bui
ldin
g an
d su
stai
ning
mar
ketin
g pa
rtner
ship
s.
The
cam
paig
n w
ill ru
n M
arch
1,
2007
thr
ough
Nov
embe
r 15
, 20
07.
The
med
ia p
lan
will
be
sche
dule
d se
ason
ally
. Te
levi
sion
will
laun
ch P
osta
l Vau
lt© to
pot
entia
l con
sum
ers
durin
g th
e ea
rly, p
rime,
and
late
nig
ht n
ews.
Te
levi
sion
will
run
stro
ngly
durin
g th
e m
onth
of M
arch
and
en
d by
the
begi
nnin
g of
Apr
il to
est
ablis
h br
and
awar
enes
s.
How
ever
, pro
duct
pla
cem
ent o
n ca
ble
tele
visi
on, w
ill st
ill be
run
ning
thro
ugho
ut th
e ca
mpa
ign
perio
d.
New
spap
ers
will
follo
w
tele
visi
on, a
fter t
he b
rand
is e
stab
lishe
d. P
rint a
nd in
tern
et w
ill ru
n th
roug
hout
the
cam
paig
n to
pr
ovid
e su
ppor
t. R
adio
will
run
durin
g th
e su
mm
er m
onth
s, s
peci
fical
ly to
pro
mot
e th
e ev
ents
. D
ue to
the
larg
e si
ze o
f the
prim
ary
targ
et w
e w
ill us
e di
rect
mar
ketin
g to
targ
et c
onsu
mer
s, b
ut
will
use
it in
sup
port
of tr
ade
mar
ketin
g an
d dr
ivin
g at
tend
ance
to tr
ade
show
s.
Med
ia O
bjec
tives
&
Stra
tegi
es
Res
earc
h &
Dev
elop
men
t <<
>>
Pro
duct
ion
<<
>>
Im
plem
ent P
lan
<<
>> E
valu
atio
n
Mar
ch
April
May
-Sep
tem
ber
Oct
ober
-Nov
ember
�Nob
ody
coun
ts th
e nu
mbe
r of a
ds y
ou ru
n;
they
just
rem
embe
r the
impr
essi
on y
ou m
ake.
�-B
ill B
ernb
ach
2,00
0,00
0 2,50
0,00
0
2,80
9,95
8
1,78
2,17
2
850,
000
500,
000
2,21
2,07
0
Tele
visio
nIn
tern
etM
agaz
ines
New
spap
ers
Rad
io
Pro
duct
Pla
cem
ent
Non
-Tra
ditio
nal
24
CO
NFE
SS ($
337,
455)
Full
Col
or, 3
0 sh
eet p
oste
rs w
ith h
otlin
eSe
lect
ion:
Dal
las,
San
Die
go, S
eattl
e, P
hoen
ix
Rat
iona
le:
Cre
ate
non-
tradi
tiona
l in
tera
ctiv
e bu
zz
and
curio
sity
. Th
ere
will
be a
toll
free
num
ber t
hat p
eopl
e ca
n ca
ll to
ge
t sol
utio
ns o
n ho
w to
pre
vent
m
ail t
heft.
TAXI
TO
PS ($
343,
750)
Full
colo
r dis
play
Sele
ctio
n:10
mar
kets
Rat
iona
le:
The
taxi
top
ads
will
be
at e
ye le
vel w
ith o
ur
targ
et m
arke
t. Th
e ta
rget
w
ill s
ee th
e cr
eativ
e ex
ecut
ion
on th
e ta
xi to
ps. A
lso,
our
mes
sage
will
bere
info
rced
insi
de th
e tra
de s
how
.
MO
BIL
E B
ILLB
OA
RD
S ($
460,
000)
Full
Col
or D
ispl
aySe
lect
ion:
10
mar
kets
Rat
iona
le: T
his
will
wor
k ov
ertim
e fo
r Pos
tal V
ault©
. It
will
targ
et s
mal
l bu
sine
sses
, gai
n tra
de s
uppo
rt, a
nd
reac
h co
nsum
ers.
LIVI
NG
BIL
LBO
AR
DS
($78
0,00
0)Li
ve p
erso
n, h
uggi
ng m
ailb
oxSe
lect
ion:
Las
Vega
s,
Pho
enix
, D
alla
s,
San
Die
go,
Chi
cago
Rat
iona
le: B
illboa
rds
will
be s
trate
gica
lly p
lace
d in
sh
oppi
ng a
reas
in
upsc
ale
com
mun
ities
fo
r sev
eral
day
s. T
hese
bi
llboa
rds
will
feat
ure
live
peop
le o
n pl
atfo
rms.
Th
ey w
ill be
hol
ding
on
to th
eir m
ailb
oxes
an
d w
avin
g to
car
s th
at p
ass
by.
A m
ajor
buz
z m
achi
ne!!
BIL
LBO
AR
DS
($54
0,82
5)Fu
ll co
lor d
ispl
aySe
lect
ion:
10 m
arke
tsR
atio
nale
:Billb
oard
s w
ill b
e st
rate
gica
lly
plac
ed a
long
maj
or
inte
rsta
te h
ighw
ays
with
in 6
key
mar
kets
. Th
e bi
llboa
rds
will
reac
h th
e m
obile
targ
et
audi
ence
on
a da
ily
basi
s.
Non
-Tra
ditio
nal
Med
ia
25
INTE
RN
ET ($
2,50
0,00
0)
Full-
colo
r, fla
sh e
nabl
ed,
bann
er/e
xpan
dabl
e, f
loat
ing,
sk
yscr
aper
, int
erst
itial
ads
Sele
ctio
n: G
oogl
e.co
m (a
d w
ords
), A
OL.
com
(wel
com
e sc
reen
), M
SN
.com
(hom
epag
e), C
NN
.com
, E
ndle
ssva
catio
n.co
m, C
Net
new
s.co
m, N
etfli
x.co
m,
Trav
eloc
ity.c
om, O
rbitz
.com
Rat
iona
le:
A m
ajor
ity o
f tra
vel
plan
s ar
e bo
oked
onl
ine.
W
hile
peo
ple
are
book
ing
thei
r va
catio
ns, w
e w
ant t
o re
min
d th
em t
hat
thei
r m
ail
will
be u
nsaf
e w
hen
they
lea
ve t
heir
hom
es.
CN
N.c
om a
nd C
Net
new
s.co
m w
ere
chos
en d
ue t
o th
e hi
gh v
isita
tion
rate
s as
wel
l as
the
appe
al t
o ou
r ta
rget
au
dien
ce.
They
che
ck a
nd w
atch
the
dai
ly n
ews
onlin
e as
w
ell
as p
rodu
ct o
verv
iew
s. A
OL,
Goo
gle,
and
MS
N w
ere
chos
en b
ecau
se o
f th
e hi
gh v
isita
tion
rate
s by
our
tar
get
audi
ence
. Net
flix.
com
has
ove
r 4 m
illion
clie
nts
that
sub
scrib
e to
the
ir se
rvic
e. P
osta
l V
ault©
will
be t
here
to
secu
re t
he
prod
ucts
.
Dig
ital M
edia
AN
IMA
TED
INTE
RN
ET B
AN
NER
26
TELE
VISI
ON
($2,
000,
000)
Fu
ll co
lor,
30 s
econ
d co
mm
erci
al
Sele
ctio
n:It
Take
s a
Thie
f�D
isco
very
Cha
nnel
Rat
iona
le:
Focu
ses
on h
ome
secu
rity
and
thef
t pr
even
tion.
A
long
with
pro
duct
pla
cem
ent,
Pos
tal
Vau
lt© w
ill pr
ovid
e an
ea
sy s
olut
ion
for
cons
umer
s to
pro
tect
thei
r pr
oper
ty. S
pot T
V ad
verti
sing
will
be u
tiliz
ed to
incr
ease
the
frequ
ency
ratin
gs.
Sele
ctio
n:N
BC
and
AB
C E
arly
Mor
ning
New
s (5
a.m
. -7
a.m
.)
Rat
iona
le:A
ds w
ill be
stra
tegi
cally
pla
ced
to r
each
as
man
y po
tent
ial P
osta
l Vau
lt© c
usto
mer
s as
pos
sibl
e. D
ue to
the
low
co
st o
f spo
t adv
ertis
ing,
hig
her f
requ
ency
is p
ossi
ble.
Sele
ctio
n:N
BC
and
CB
S E
arly
Eve
ning
New
s(5
p.m
. -6
p.m
.)
Rat
iona
le:A
ds w
ill be
pla
ced
durin
g th
e ea
rly e
veni
ng n
ews
to c
aptu
re th
e pe
ople
that
hav
e be
en a
t wor
k al
l day
and
hav
e be
en a
way
from
thei
r mai
lbox
es.
Sele
ctio
n:N
BC
and
CB
S La
te N
ight
New
s (1
1p.m
.)
Rat
iona
le:
Ads
w
ill ap
pear
on
M
onda
y,
Tues
day,
an
d W
edne
sday
whe
re t
hey
will
be p
rece
ded
by t
he p
opul
ar C
SI
serie
s on
CB
S, a
nd L
aw a
nd O
rder
sho
ws
on N
BC
. Th
e sp
ill ov
er a
udie
nce
from
thes
e sh
ows
will
be m
ore
aler
t and
aw
are
and
ther
efor
e m
ore
willi
ng to
take
act
ion.
PRO
DU
CT
PLA
CEM
ENT
($50
0,00
0)
Sele
ctio
n: It
Tak
es a
Thi
ef-D
isco
very
Cha
nnel
, DIY
Net
wor
k,
Hom
e an
d G
arde
n TV
Net
wor
k.
Rat
iona
le:
With
pl
acem
ent
on
It Ta
kes
A
Thie
f, Po
stal
V
ault�
s st
anda
rd
of
secu
rity
and
prot
ectio
n w
ill be
de
mon
stra
ted.
In
add
ition
, hom
e im
prov
emen
t pr
ogra
ms
will
show
how
to u
se a
nd in
stal
l the
Pos
tal V
ault©
pro
duct
s.
RA
DIO
($85
0,00
0)30
se
cond
sp
ots
prom
otin
g ev
ents
w
hile
bu
ildin
g aw
aren
ess
Sele
ctio
n:FM
: Adu
lt C
onte
mpo
rary
, Cla
ssic
Roc
k, C
ount
ry.
AM
: New
s/Ta
lk, S
ports
in 1
0 m
arke
ts.
Rat
iona
le:
The
sele
cted
st
atio
ns
appe
al
to
the
spec
ial
inte
rest
s of
our
tar
get
audi
ence
com
mut
ers.
Spo
ts w
ill ru
n tw
ice
a da
y du
ring
the
sum
mer
mon
ths
of t
he c
ampa
ign
to
ensu
re e
xpos
ure.
Voic
e O
ver:
�Y
our o
n yo
ur w
ay to
wor
k, b
ut w
ho�s
wat
chin
g yo
ur
mai
l?�
Trad
ition
al M
edia
27
NEW
SPA
PER
($1,
782,
172)
4-
Col
or, 3
1.5
inch
es
Sele
ctio
n:
Riv
ersi
de,
CA:
S
an
Ber
nard
ino
Sun
. S
acra
men
to,
CA
: Th
e Sa
cram
ento
Bee
. Ph
oeni
x, A
Z: T
he
Ariz
ona
Rep
ublic
. D
alla
s/Fo
rt W
orth
, TX
: Ft
W
orth
S
tar
Tele
gram
San
Die
go,
CA
: D
aily
Tra
nscr
ipt.
Seat
tle,
WA:
Ta
com
a N
ews
Trib
une.
Min
neap
olis
, S
t. Pa
ul:
Min
neap
olis
S
tar-T
ribun
e. C
hica
go,
IL:
Chi
cago
Dai
ly H
eral
d..
Orla
ndo,
FL
: Orla
ndo
Sen
tinel
Las
Veg
as, N
V: L
as V
egas
Sun
Rev
iew
Jo
urna
l Fin
anci
al T
imes
Rat
iona
le:
Rea
chin
g th
e ta
rget
mar
ket
on a
dai
ly b
asis
, ad
verti
sem
ents
will
be p
lace
d in
the
hom
e se
ctio
n of
the
se
new
spap
ers.
A
dver
tisem
ents
w
ill be
pl
aced
in
lo
cal
new
spap
ers
with
in t
he 1
0 m
arke
ts a
nd r
olle
d ou
t to
the
ad
ditio
nal m
arke
ts in
futu
re p
erio
ds.
Trad
ition
al M
edia
MA
GA
ZIN
ES ($
2,80
9,95
8)
4-C
olor
, Ful
l-pag
e ad
s
Sele
ctio
ns:
D'H
ome:
How
Dal
las
Live
s, H
ome
Bus
ines
s M
agaz
ine,
Lux
ury
Flor
ida
Hom
e, P
hoen
ix H
ome
& G
arde
n,
Chi
cago
Hom
e &
Gar
den,
Sea
ttle
Hom
e &
Gar
den,
San
D
iego
H
ome
&
Gar
den
Life
styl
es,
Inla
nd
Em
pire
, S
acra
men
to
Mag
azin
e,
App
ropr
iate
A
FCP
Pu
blic
atio
ns,
End
less
Vac
atio
n, A
rchi
tect
ural
Dig
est,
Sout
hern
Liv
ing,
C
ount
ry L
ivin
g, U
niqu
e Li
ving
, C
onde
Nas
t Tr
avel
er,
The
Eco
nom
ist
Rat
iona
le:S
peci
al in
tere
stan
d lo
cal m
agaz
ines
are
see
n as
tru
stw
orth
y so
urce
s of
inf
orm
atio
n fo
r ho
me
owne
rs.
Pos
tal
Vau
lt© c
an g
ain
nam
e re
cogn
ition
thr
ough
loc
al
mag
azin
es, a
s w
ell a
s ci
rcul
ars.
Add
ed-V
alue
:End
less
Vac
atio
n w
ill gi
ve s
leep
mas
ks to
pe
ople
who
ow
n tim
e sh
ares
in s
elec
ted
mar
kets
. P
eopl
e ar
e vu
lner
able
whe
n th
ey a
re tr
avel
ing
beca
use
thei
r mai
l is
in t
heir
unse
cure
d m
ailb
ox a
t ho
me.
Our
goa
l is
to c
reat
e aw
aren
ess.
28
Cen
tury
21:
We
will
adve
rtise
the
need
for
a se
cure
mai
lbox
at
Cen
tury
21
loca
tions
. T
hey
will
also
be
one
of o
ur t
rade
pa
rtner
s.
Alls
tate
: Alls
tate
is a
n in
sura
nce
prov
ider
that
is c
omm
itted
to
iden
tity
prot
ectio
n. A
llsta
te c
usto
mer
s w
ill be
offe
red
a di
scou
nt
whe
n pu
rcha
sing
a P
osta
l Vau
lt©.
AD
T:A
DT
partn
erin
g w
ith P
osta
l Vau
lt©, a
llow
s th
e co
nsum
er
to s
ecur
e th
eir
entir
e ho
me
from
cur
b to
yar
d.
ADT
sale
s st
aff
will
offe
r Pos
tal V
aults
to it
s cu
stom
ers
as a
trad
e pa
rtner
.
AM
C:
The
laun
ch o
f th
e Po
stal
Vau
lt©ca
mpa
ign
will
take
pl
ace
on
Mar
ch
1, 2
007,
at
m
ovie
the
ater
s ac
ross
th
e co
untry
. A P
osta
l Vau
lt©w
ill be
on
sigh
t at s
elec
ted
thea
ters
w
hile
the
Osc
ars
are
broa
dcas
ted
on te
levi
sion
, as
wel
l as
at
the
Osc
ar P
artie
s at
the
AM
C th
eate
rs.
Car
lson
Tra
vel:
In s
tore
Poi
nt-o
f-Sal
e di
spla
ys w
ill be
pl
aced
in
Car
lson
Tra
vel
agen
cies
to
prom
ote
mai
l th
eft
awar
enes
s w
hile
pot
entia
l con
sum
ers
take
thei
r vac
atio
ns.
Fello
wes
:W
e w
ill pl
ace
our
info
rmat
ion
pack
ets
in t
he
Fello
wes
box
es a
nd p
lace
the
Fello
wes
info
rmat
ion
pack
et in
th
e Po
stal
Vau
lt© d
eliv
ery
boxe
s.
Part
ners
hips
&
Co-
op M
arke
ting
29
RO
I �tw
o w
ay s
treet
:C
onsu
mer
s� re
turn
on
thei
rpu
rcha
se &
Pos
tal V
ault�
sre
turn
on
adve
rtisi
ngIn
vest
men
tM
arke
t sha
re o
f cu
rbsi
dem
ailb
oxes
in to
tal
thro
ugho
ut U
.S.A
.Li
fetim
e va
lue
Awar
enes
sIm
age
Fam
iliar
ityR
ecal
l/ret
entio
nAt
titud
es/c
onsi
dera
tions
Valu
e pe
rcep
tions
Def
ine
prog
ram
obj
ectiv
esSp
ecify
des
ired
outc
omes
Esta
blis
h m
etric
s fo
r eac
h de
sire
d im
pact
Spec
ify m
arke
ting
com
mun
icat
ions
ou
tcom
esIn
tegr
ate
all p
rom
otio
nal g
oals
Spec
ify a
war
enes
s go
als
and
bran
d
deve
lopm
ent m
etric
s
"Pro
gres
s is
no
t p
rogr
ess
if i
t ca
nn
ot
be
mea
sure
d.”
-W. Edw
ards
Dem
ing
Our
bel
ief i
s th
at a
ll gr
eat c
ampa
igns
sho
uld
be m
easu
red
both
dur
ing
and
afte
r th
e ca
mpa
ign
to c
onst
antly
impr
ove
the
wor
k an
d m
ake
us a
ll be
tter a
t wha
t we
do. A
t Per
fect
Imag
e Ad
verti
sing
, w
e va
lue
the
impa
ct o
f our
mar
ketin
g in
itiat
ives
, no
t on
ly o
n th
e qu
antit
ativ
e su
cces
s, b
ut t
he q
ualit
ativ
e as
wel
l. W
e be
lieve
tha
t be
tter
met
rics
lead
to
mor
e in
form
ed
deci
sion
s. O
ur M
easu
rem
ent
Valu
e C
hain
�re
flect
s ou
r ap
proa
ch t
o a
rese
arch
bas
ed e
valu
atio
n sy
stem
. Be
low
are
va
lue
chai
n m
easu
rem
ents
at e
ach
stag
e of
the
prog
ram
dev
elop
men
t.
Set M
easu
rabl
e G
oals
and
Obj
ectiv
esIn
terim
Mea
sure
sR
OI
Mea
sure
men
t Val
ue C
hain
TM
Mea
surin
g Su
cces
s
30
Tabs
:Th
is fe
atur
e m
akes
it
sim
ple
for t
he v
iew
er
to n
avig
ate
with
out
expe
rienc
ing
conf
usio
n. W
ith o
ne
clic
k, p
oten
tial
cust
omer
s ca
n fin
d th
ings
like
qui
ck fa
cts,
in
form
atio
n ab
out
Pos
tal V
ault©
, an
d w
ays
to c
onta
ct u
s if
they
hav
e in
quiri
es o
r w
ish
to fi
nd o
ut m
ore
info
rmat
ion
on a
ny
prod
uct o
r ser
vice
m
entio
ned
on th
e si
te.
Unb
rand
ed W
ebsi
te:
Safe
Hom
esN
ow.o
rg
Our
Goa
lW
e un
ders
tand
that
Pos
tal V
ault©
will
rely
hea
vily
on
its p
artn
ersh
ips.
We
will
pro
vide
opp
ortu
nitie
s to
stre
ngth
en a
nd
broa
den
partn
ersh
ips
with
add
ed v
alue
pro
gram
s. T
he fi
rst w
ill b
e an
unb
rand
ed w
ebsi
te w
hich
will
be
finan
cial
ly
supp
orte
d by
eac
h of
the
Post
al V
ault©
par
tner
s w
ith re
puta
tions
for c
reat
ing
safe
hom
es. E
ach
partn
er w
ill b
e re
quire
d to
pr
ovid
e pr
ogra
ms
to d
rive
traffi
c to
this
web
site
.
Sear
ch:
Vis
itors
are
abl
e to
se
arch
the
web
site
an
d ga
in a
cces
s to
va
rious
sec
urity
so
lutio
ns.
Safe
Sol
utio
ns:
This
sec
tion
will
prov
ide
a pr
evie
w
of p
ossi
ble
solu
tions
to
prev
ent m
ail t
heft
and
iden
tity
thef
t. O
ur p
artn
ers
will
also
be
feat
ured
in
this
seg
men
t.
Futu
re
Rec
omm
enda
tions
31
Futu
re
Rec
omm
enda
tions
Expa
nd in
to p
oten
tial f
utur
e m
arke
ts:
We
reco
mm
end
expa
ndin
g ou
r ge
ogra
phic
tar
get
loca
tion
to i
nclu
deth
e be
low
sev
en c
ities
, du
e to
the
rap
id
incr
ease
of i
dent
ity th
eft.
(200
5 FT
C re
port
)
134.
9
131.
7
130.
7
128.
1
119.
1
117.
5
117.
5
105
110
115
120
125
130
135
140
Metropolitan Area
Com
plai
nts
per 1
00,0
00 p
opul
atio
n
Atla
nta,
GA
Den
ver,
CO
San
Anto
nio,
TX
Hou
ston
, TX
Oak
land
, CA
Mia
mi,
FlSa
nta
Ana
, CA
Dev
elop
new
B-T
o-B
rela
tions
hips
:H
omeb
uild
ers
Hom
e re
-mod
eler
sM
ore
coop
erat
ive
oppo
rtun
ities
Seek
end
orse
men
t fro
m lo
cal l
aw e
nfor
cem
ent
32
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