HAAS SCHOOL OF BUSINESS MAILINGS

Berkeley Center for Executive Development

Prepared by James E. Sullivan Optic Nerve Direct Marketing

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Goals and Expectations

Strategic BriefPurpose and Objective of this Project• Project a series of mailings to a variety of both targeted lists and

audiences that address the critical skills necessary to anticipate and respond to technological, political and social changes.

Benefits of the Berkeley Center• Haas School best meets the global business needs for any country• Haas School engages in executive career enhancement

Brand Personality• Industry leader, sophisticated, yet approachable, premium value• Dynamic, upbeat and benefit oriented to senior executives• Results driven to achieve business objectives• Build and expand critical thinking, leadership and analytical

skills• Develop financial/risk management skills to real world challenges• Provide collaboration to our global partners tailored to your

select needs• Manage and hones skills to implement better team work to your

company

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GOALS AND EXPECTATIONSCreative BriefTarget Audience

• Hong Kong, East India, Malaysia, Singapore, China, Japan, Pakistan, Afghanistan, West Coast of United States

List Procurement Source• CMP High Tech Database, Decision Makers Global Part 1 and Part 2

Mandatory Copy points• Convenient with easy access to programs via website landing pages-

IMPORTANT• Two versions- Senior Directors Karl Johnson and Britta Narum• Haas School of Business offers direct access to critical path information,

research skills to adjust and react to ever changing political and financial environments. The candidates will be more sophisticated in modern financial theories as well as practices in management executions.

• Haas cultivates global business relationships that offer executive development solutions world wide, within the ever changing global environment.

• Choices of Berkeley Executive Programs (BEP), Custom Solutions, Faculty Forums as and Certificate programs in Financial Engineering skills.

• Selection of custom solutions to power business enterprises across all countries to define a curriculum that will deliver the specific knowledge and tools that will best augment the company’s strategic capabilities or unique business strengths or skillsets or talents.

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Target Audience

• Company selects with 1,000+ employees

• Primary target is CIO,CMO and CSO– Secondary is Senior Marketing Directors

– Hong Kong 1,250

– India 3,490

– China 1,091

– Japan 2,212

– Malaysia 1,199

– Pakistan 388

• TOTAL: 9,630 NAMES- EMAIL AND PRINT VERSIONS

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Selected/Targeted Industry Platforms

– Healthcare Marketing Professionals– Bio-Pharmaceutical Professionals– Financial Services-Venture Capitalists– Defense Industry Marketing

Professionals– Computer Hardware/Software

Professionals– Energy Marketing Professionals– Consumer Marketing Professionals– Government, Education and Consultants

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Here is how we do it….

• Selecting only the strategic executive marketing database groups or list selects.

• Database Driven• Multiple touch points• Tested Creative Package• Offer Intensive• Executive driven by

function/talent/needs• Email and landing page driven by offer's

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Database Report for Haas Mailings

Prospects Web BRC ALL REFERRALS TOTAL Quantity Response ProjectedFUNCTION Responders Responders Web+BRC Mailed RATE Response

TO DATE RATECIO 64 137 206 17 223 4154 5.4% CMO 14 29 44 5 49 2827 1.7% CSO 8 19 28 4 32 2649 1.2% TOTALS 86 185 271 26 304 9630 3.2% 2.5%

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Haas Multiple Touch Points

• Mail: Letter Package-OE, LETTER, OFFER• Email/Web Based Landing Page

– Theme is web-based product announcements– Executive Roundtable Events with Haas

Talents– Follow-up with Haas School full Program

offers– Free Book Offers for Executive Roundtable

signups– Web-based seminars– Mail, letter package, book offers

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Free Books with Executive Roundtable requests

Executives

Free Book

Pro

fess

ion

als

Free Book

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Touch One

Q1: Mail, letter package, book offer for Executive Roundtable respondents

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TESTED CREATIVE

Elements:• #10 Haas Branded Envelope• 8.5 X 11 Haas Letter head• Second page-Haas Offers

with landing page choices• Landing page environment

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OUTER ENVELOPES #10 (not to full size)

#10 Haas Branded Envelopes-2 way match

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COPY OF PAGE 1 AND PAGE 2(not to full size)

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Landing Page Environment

• Page is personalized as well as gender specific

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Offer Intensive

• Essential tools for the new millennium

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TOUCH TWO

Q1/2 Web-based executive seminars

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• Strategic Executive Marketing ROI

• Enhancement of Haas brand• Credibility of new products• Establishment of thought leadership• Lead generation• Improved channel/alliance

partnerships• Long term relationships• Accelerated sales cycle

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Reaching CIO’S, CSO’S, CMO’S, MD’S

Optic Nerve Direct Marketing has been instrumental in targeting, initiating and maintaining relationships within the Pacific Rim clientele for both new and established marketing organizations yearning for increased awareness of services from learning groups and business’s across both domestic and international markets

Emery Worldwide, PeopleSoft, Intel….

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James E. Sullivan415-647-9462

www.opticnervedirect.com

Information contained herein is the property of Optic Nerve Direct Marketing including recommendations for offers and program

positioning ideas.