Marketing Planning Guide & Tool Kit by GreenEarth Cleaning

A simple, flexible approach to building your brand.

MARKETING

PLANNING GUIDE &

TOOL KIT

Introduction

About This Guide This comprehensive marketing planning guide and tool kit are the newest additions to our library of GreenEarth marketing supports. The foundation of every marketing plan, in our view, should be loyalty building efforts. There is no gain from being obsessive about adding customers if the inadvertent consequence is becoming negligent about retaining them. Fortunately, relationship building with existing customers doesn’t need to be expensive, but like a good marriage, it does take time and effort. The Tier 1 plan in this guide is focused on current customers; Tiers 2 and 3 build progressively from there, investing in growth with additional tools designed to reach new customers and build your community reputation. There is no right or wrong way to use these materials. We created them to be “plug & play”, with almost everything you need to budget and implement your plan right at your finger tips. The ideas and tools offered here can also be mixed, matched or modified to fit your individual needs and/or existing plan. And of course, they can and should be integrated with existing GreenEarth marketing materials. You can download this book and the supporting files from our online marketing center at www.greenearthcleaningstore.com. The site works much like any online store with a cart checkout system. The first time you use it, you will set up an account and a unique password.

Table of Contents

Branding & Budgeting: The Pyramid Approach

4-7

Strategically Building Your Plan: Tier I, Tier II, Tier III

8-11

GreenEarth Planning Template Overview 12-15 Month by Month Promotion Suggestions by Tier

16-27

Customer Appreciation Days 28-29 Surprise & Delights 30-31 Store Events & Promotions, Earth Day, Community Promotions

32-37

GreenEarth Email Program 38-39 GreenEarth Website Program 40-41 Bumper Stickers

Welcome Kits 43-44 Customer Letters 45-48 Customized Note Cards 49-50 Store Promotion Collateral: Overview of tools available

51-54

Seasonal Promotional Kits

Store Promotion Collateral: Counter Card Samples

60-75

Templated Art for Local Ads

In Store Collateral Printing Costs

Fundraiser Promotions: Ads & Press Releases

78-82

School Ads

Care Cards

Templated Art for Direct Mail 85-90 Every Door Direct Mail 91-93 AdWords Express Contact information

94 95

How should I budget my marketing? Method #1: What I can afford Method #2: % Sales Method #3: Outspend the competition

No right or wrong method • Balance need for short-term viability with goal of long-term profitablity • Invest relative to store maturity...more during growing years, less after maturity • Avoid trap of being obsessive about acquiring customers and negligent about retaining them • Analyze results - maximize return on investment, not spending • Consider lifetime value of a customer when budgeting for trial, long-term ROI

The pyramid approach to branding Rule #1: A Brand is simply a relationship Rule #2: Be recognizable and predictably reliable Rule #3: Special is a feeling

You don’t “own” your brand...customers do • Loyalty is earned by how we make people feel • CSRs represent your brand in action - invest time in right people & training • Focus on being personal, not transactional • Build emotional bank of positive experiences • Create stories worth telling - strive to always exceed expectations • Pay it forward: treat employees the way you want them to treat your customers

The pyramid approach to budgeting Tier #1: Base Plan @ $3,700+...maximize cash flow Tier #2: Supplemental to Tier I...fortification mode Tier #3: Supplemental to Tier II...growth mode

Pyramid (pir-a-mid) Of the words “pyra”, meaning fire, light or visible and “midos”, meaning measures n Symbol of a mountain v To build progressively from a basic general premise.

The pyramid approach to branding

Tier #1: World class experience...existing customers Tier #2: Reputation beyond the store...new and existing customers Tier #3: Capture â&#x20AC;&#x153;share of mindâ&#x20AC;?...community

Tru s

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Beh

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Strategically building a budget

Tier #1: Build relationships with current customers Tier #2: Attract new customers, deepen relationships Tier #3: Dominate market, invest more time and money

Lea

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Gro & a w tri al wa ren ess

Bui

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Strategically building a marketing plan

Tier #1: Build relationships with current customers @ lowest possible spend

Create rewarding experiences In person • Customer Appreciation Days • Surprise & Delight Via interactive technology • Email • Facebook • Twitter • Google Places

Creating world class customer experiences is critical to successful brand building. What is the smartest way to create and nuture world class customer service? Appoint a Chief Experience Officer. The customer “CEO” doesn’t need to be the owner, but it does need to be someone who will own the responsibility of making sure your store is continually delighting customers by exceeding their expectations.

Outstanding customer service + Creativity, personal attention & fun = a dry cleaner experience that builds word of mouth

Strategically building a marketing plan

Tier #2: Attract new customers, deepen relationships with incremental investment

Awareness, more rewarding experiences In person • Welcome kits • Store & community events • Phone calls • More/better Customer Apprecation • More/better Surprise & Delight

Create rewarding experiences In person • Customer Appreciation Days • Surprise & Delight Via interactive technology • Email • Facebook • Twitter • Google Places

Via interactive technology • Website offers • Ad Words Express • More/better social media Via mail • Direct to consumer (DTC) postcards • Letters from the manager

Casting a wider net + More 1:1 and more community involvement = Deeper loyalty, better awareness, more trial

Strategically building a marketing plan

Tier #3: Dominate market, invest more time & money in establishing market visibility Maximize visibility in market In person • More community/store events • More/better Tier II executions Via mail • More direct to consumer postcards

Create rewarding experiences

Awareness, more rewarding experiences

In person • Customer Appreciation Days • Surprise & Delight

In person • Welcome kits • Store & community events • Phone calls • More/better Customer Apprecation • More/better Surprise & Delight

Via interactive technology • Email • Facebook • Twitter • Google Places

Via interactive technology • Website offers • Ad Words Express • More/better social media Via mail • Direct to consumer (DTC) postcards • Letters from the manager

Growing media reach and frequency increases trial + More involvement beyond the store = More share of mind to capture share of market

GreenEarth planning tempate: assumptions, considerations, supports

Tier #1: Budgeted numbers assume one store. Creativity more important than dollars. Tier #2: Keep offers and vehicles distinct. Quality is more important than quantity. Tier #3: For planning, direct mail assumed to have best ROI. Think big. Act small. You can download the Excel planning template shown opposite and use it to customize a plan that suits your particular needs. The formulas embedded will recalculate the dollars for you as you plug them in. All plan elements are merely suggestions, a starting place to make planning and budgeting easier. Dollars plugged in are only rough estimates, and assume one store only. As you plan, we recommend attempting to avoid having simultaneous offers in different vehicles. Invest in better execution of existing vehicles before adding new vehicles or growing scope - maximize your efforts at Tier 1 before moving on to Tier 2. Monitor ROI. Replace vehicles that do not deliver good returns. Tier 3 assumes direct mail is best ROI vehicle - replace it if you find a better vehicle! Every Door Direct Mail is a brand new direct mail vehicle with significantly lower costs; while it is not appropriate for everone, it is worth investigating (visit pages 88-89 for details). You can download all of the pre-designed GreenEarth design templates shown in this book, or in our online library. Use them as is or customize them as you like. Bring your personality & creative fun! To support you, GreenEarth offers deeply discounted services, free creative files and online supports: • Sign up for email & website services @ Affiliate website • Download this native files for all artwork @ www.greenearthcleaningstore.com • Download a PDF of this document and all the supporting Word & Excel documents @ www.greenearthcleaningstore.com, search for “Marketing Toolkit” in the Free Documents library

* **

MLK day

Jan 16

Week 3

July Week 3

$307.34 0.08 0.49

$0.00 $0.00 $10.00 $100.00 $0.00 $0.00 $100.00 $0.00 $30.00 $0.00

$0.00 $0.00 $32.00 $7.00 $1.67 $5.00 $1.67 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $20.00

Week 2

$307.34 0.08 0.08

$0.00

$0.00 $40.00 $0.00

$0.00

$100.00

$0.00 $0.00 $32.00 $7.00 $1.67 $5.00 $1.67 $0.00 $0.00 $0.00 $0.00 $0.00 $20.00

Week 2

Total $742.02 $767.02 $1,026.02 $1,167.02 3,702.08

Indpnd. Day

July 4

Week 1

$100.00

Week 1

January

Week 4

Week 1

$100.00

Week 1

Week 3

$397.34 0.11 0.60

$0.00

Pres. Day

Feb 20

Week 4

$100.00

Week 3

$0.00 $0.00 $32.00 $7.00 $1.67 $5.00 $1.67 $0.00 $0.00 $0.00 $0.00 $0.00 $20.00

St. Pat's

Mar 17

Week 2

$217.34 0.06 0.20

$0.00

$0.00 $40.00 $0.00

$0.00 $10.00

Week 1 Week 1

Easter/Passover

COSTS

Week 4

$0.00

Week 4 Week 1

$321.34 0.09 0.68

$0.00

$30.00 $0.00 $74.00 $0.00

$0.00 $0.00

$150.00

$0.00 $0.00 $32.00 $7.00 $1.67 $5.00 $1.67 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $20.00

Sept

Labor Day

Week 3

September Week 2

$0.00

$250.00

Week 1

COSTS

Week 4

April Week 3

Columbus

Week 3

$692.34 0.19 0.87

$0.00

$0.00 $40.00 $0.00

$10.00 $0.00 $0.00 $60.00

$0.00

$0.00 $0.00 $32.00 $7.00 $1.67 $5.00 $1.67 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $20.00

Week 2

October

$307.34 0.08 0.28

$0.00

$0.00 $40.00 $0.00

$0.00

$0.00 $0.00 $32.00 $7.00 $1.67 $5.00 $1.67 $0.00 $0.00 $0.00 $0.00 $0.00 $20.00

Week 2

Overall Kansas City Marketing Plan GreenEarth Affiliate Marketing Plan Template Base Plan -- First Half 2010 / 2011 March

GreenEarth Affiliate Marketing Plan Template Base Plan -- Second Half

$0.00 $200.00 $0.00 $0.00 $0.00 $0.00 $100.00 $0.00 $30.00 $0.00

$0.00 $0.00 $32.00 $7.00 $1.67 $5.00 $1.67 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $20.00

Week 2

August

$217.34 0.06 0.14

$0.00

$0.00 $40.00 $0.00

$0.00

$10.00

$0.00 $0.00 $32.00 $7.00 $1.67 $5.00 $1.67 $0.00 $0.00 $0.00 $0.00 $0.00 $20.00

Valentines

Feb 14

Week 3

February Week 2

Billed 6 months in advance; shown monthly for planning purposes. Billed 12 months in advance; shown monthly for planning purposes; does not include $200 setup fee.

JAS (Q1) OND (Q2) JFM (Q3) AMJ (Q4) Total

Total % of Total Funds Cumulative % of Total Funds

Direct to Consumer (DTC) DTC Trial Offer DTC Loyal Repeat Big & Lost Tuna Letters/Calls New Mover Mailer

Interactive Ad Words Express/FB ads, etc. Email Program - Non GEC Email Program GEC Monthly Email Program Qtrly GECLapsed User Email GEC Welcome Email (3x) GEC Birthday Email Facebook Postings / Offers Twitter Postings / Offers Website Offers SEO/Website Maintenance Event / Sponsorships Google Places / Yelp / etc Daily Deal Test Website Program Local Store Marketing Local Retail Partnerships Local Publication - Print Ad Counter Special / In-Store Signage Collateral In-Store Coupon Invoice Flyers Customer Appreciation Days Welcome Kits Surprise & Delight CSR fund Event / Sponsorships

Vehicle Holidays/Events

Week of (Monday Start)

Current as of (date)

Total % of Total Funds Cumulative % of Total Funds

Interactive Ad Words Express/FB ads, etc Email Program - Non GEC Email Program GEC Monthly Email Program Qtrly GECLapsed User Email GEC Welcome Email (3x) GEC Birthday Email Facebook Postings / Offers Twitter Postings / Offers Website Offers SEO/Website Maintenance Google Places / Yelp / etc Website Program Local Store Marketing Local Retail Partnerships Local Publication - Print Ad Counter Special/ In-Store Signage Collateral In-Store Coupon Invoice Flyers Customer Appreciation Days Welcome Kits Surprise & Delight CSR fund Event / Sponsorships Direct to Consumer (DTC) DTC Trial Offer DTC Loyal Repeat Big & Lost Tuna Letters/Calls New Mover Mailer

Vehicle Holidays/Events

Week of (Monday Start)

Current as of (date)

$265.00

Oct 31

Halloween

Week 4

$0.00

$50.00

$150.00

Earth Day

Apr 22

Week 4

Week 1

$0.00

Week 1

May Week 3

Week 3

$0.00 $337.34 0.09 0.96

$0.00

$0.00 $40.00 $0.00

$0.00 $0.00 $10.00 $0.00 $0.00 $0.00

$0.00 $0.00 $32.00 $7.00 $1.67 $5.00 $1.67 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $20.00

Week 2

November

$277.34 0.07 0.36

$0.00

$150.00 $0.00 $60.00 $0.00

$0.00

$0.00 $0.00 $32.00 $7.00 $1.67 $5.00 $1.67 $0.00 $0.00 $0.00 $0.00 $0.00 $20.00

Mom's Day

Week 2

$220.00

Thksgvg

Week 4

Mem. Day

May 27

Week 4

$0.00

Week 1

$0.00

Week 1

June Week 3

Week 3

$137.34 0.04 1.00

$0.00

$0.00 $60.00 $0.00

$0.00 $0.00 $10.00 $0.00 $0.00 $0.00

$0.00 $0.00 $32.00 $7.00 $1.67 $5.00 $1.67 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $20.00

Week 2

December

$182.34 0.05 0.41

$75.00 $0.00 $40.00 $0.00

$0.00 $0.00 $32.00 $7.00 $1.67 $5.00 $1.67 $0.00 $0.00 $0.00 $0.00 $0.00 $20.00

Dad's Day

Week 2

$0.00

Christmas New Year's

Dec 25, 31

Week 4

$0.00

Week 4

$2,193.04

$0.00 $0.00 $0.00 $0.00

$150.00 $450.00 $40.00 $100.00 $0.00 $60.00 $715.00 $0.00 $274.00 $0.00

$0.00 $0.00 $192.00 $42.00 $10.02 $30.00 $10.02 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $120.00

July-Dec

$1,509.04

$0.00 $0.00 $0.00 $0.00

$150.00 $0.00 $20.00 $100.00 $0.00 $0.00 $575.00 $0.00 $260.00 $0.00

$0.00 $0.00 $192.00 $42.00 $10.02 $30.00 $10.02 $0.00 $0.00 $0.00 $0.00 $0.00 $120.00

Jan-Jun

Suggested 12 month marketing calendar

Sample month of promotions by Tier GEC Marketing Planning Template: January At-A-Glance Month

J A N U A R Y

Vehicle

Goal

OOP Cost

Suggested Promotions

DTC Postcard Week 3

Trial

Est. $.43-$.63 each (print + postage fees not list fees)

50% (or 35%) OFF Your 1st Order 25% OFF Second Visit

Ad Words Express Test

Trial

Set limit

50% OFF Your 1st Order Keywords: ecofriendly, green, dry cleaner, city

Website Offers

Trial

Varies

50% OFF Your 1st Order $5 OFF completion of survey

Events & Promotion Ideas (Tie in to ads, signage, fliers, collateral, etc.)

Trial

Varies

Welcome Kits

Loyalty

Varies

Big & Lost Tuna Letters Week 3

Loyalty

$.50-$1.00 per letter

Invoice Fliers

Loyalty

Varies

New Year's Special XX Dry Clean Items for $20.00

Email - Non GEC

Loyalty

Varies

TBD

Email - Monthly 1st Business Day of Month

Loyalty

$32

Weeks 1-2: $5 OFF Any Order $20 or more Weeks 3-4: 20% OFF Sweaters

Email - Quarterly Second Tuesday

Loyalty

Happy New Year: 20% OFF Dry Cleaning

Email Add Ons

Loyalty

New Users: 25% | 20% | 15% Lapsed Users $10, Customers with Bday $5

Customer Appreciation Day First Week of January

Loyalty

$100 per 100 customers

Get Your Day & New Year Off To Great Start! Bagels/donuts, coffee to go First 100 customers per store

Surprise & Delight

Loyalty

$40+ per store

Free Shirt - At pickup surprise "thank you" Personalized note cards from CSRs

Facebook/Twitter

Trial / Loyalty

Tie in to events, specials, Customer Appreciation Day, local fundraisers, etc.

Google Places/Yelp/etc

Trial

Tie into offers planned for month

BASE PLAN $3,700

1-2% REVENUE PLAN

TBD (Consult list for ideas/ thought starters) Free express bag, bounce back coupon, alterations coupon, swag bag style goodies, locally produced food, coupons for nearby retail $10 - $25 OFF (Personal thank you/come back offer from manager to biggest Tunas)

3-5% REVENUE PLAN

@ Tier I, include:

Sample year costs for Tier 1

Annual Cost

Customer Appreciation Days $ 1,290 Surprise & Delight $ 533 Email $ 562 Local advertising $ 450 Retail partnerships $ 300 Collateral & Printing $ 325 Website Hosting $ 240 Facebook $ 0 Twitter $ 0 Google Places $ 0 Daily Deal Test $ 0 Total $ 3,700 @ Tier II, add: • • • • • • • • •

Invest more into Tier I plan elements to fully optimize Welcome kits Store & community events Phone calls from manager to Tunas, for stain consults, etc. Website offers Ad Words Express (test then ongoing if ROI is positive) DTC postcards (3 new mover; 3 trial and/or loyalty) Letters from the manager to Tunas, both big and lost Thanksgiving thank you letter to customers

@ Tier III, add: • More store and community events • Direct to consumer postcards (6 trial/5 repeat)

* For actual planning, use the formatted Excel sheets

GreenEarth January Promotion Suggestions GEC Marketing Planning Template: January At-A-Glance Month

J A N U A R Y

Vehicle

Goal

OOP Cost

Suggested Promotions

DTC Postcard Week 3

Trial

Est. $.43-$.63 each (print + postage fees not list fees)

50% (or 35%) OFF Your 1st Order 25% OFF Second Visit

Ad Words Express Test

Trial

Set limit

50% OFF Your 1st Order Keywords: ecofriendly, green, dry cleaner, city

Website Offers

Trial

Varies

50% OFF Your 1st Order $5 OFF completion of survey

Events & Promotion Ideas (Tie in to ads, signage, fliers, collateral, etc.)

Trial

Varies

Welcome Kits

Loyalty

Varies

Big & Lost Tuna Letters Week 3

Loyalty

$.50-$1.00 per letter

Invoice Fliers

Loyalty

Varies

New Year's Special XX Dry Clean Items for $20.00

Email - Non GEC

Loyalty

Varies

TBD

Email - Monthly 1st Business Day of Month

Loyalty

$32

Weeks 1-2: $5 OFF Any Order $20 or more Weeks 3-4: 20% OFF Sweaters

Email - Quarterly Second Tuesday

Loyalty

Happy New Year: 20% OFF Dry Cleaning

Email Add Ons

Loyalty

New Users: 25% | 20% | 15% Lapsed Users $10, Customers with Bday $5

Customer Appreciation Day First Week of January

Loyalty

$100 per 100 customers

Get Your Day & New Year Off To Great Start! Bagels/donuts, coffee to go First 100 customers per store

Surprise & Delight

Loyalty

$40+ per store

Free Shirt - At pickup surprise "thank you" Personalized note cards from CSRs

Facebook/Twitter

Trial / Loyalty

Tie in to events, specials, Customer Appreciation Day, local fundraisers, etc.

Google Places/Yelp/etc

Trial

Tie into offers planned for month

BASE PLAN $3,700

1-2% REVENUE PLAN

3-5% REVENUE PLAN

GreenEarth February Promotion Suggestions

GEC Marketing Planning Template: February At-A-Glance Month

F E B R U A R Y

Vehicle

Goal

OOP Cost

Suggested Promotions

DTC Postcard Week 3

Loyalty

Est. $.43-$.63 each (print + postage fees not list fees)

Weeks 1-4: $5 OFF Any Order $20 or More (Repeat as Coupon #2)

Ad Words Express Test

Trial

Set limit

50% OFF Your 1st Order Keywords: ecofriendly, green, dry cleaner, city

New Mover DTC Week 4

Trial

Website Offers

Trial

Varies

35% OFF your 1st Order test $5 OFF completion of survey 20% OFF for email sign up test

Events & Promotion Ideas (Tie in to ads, signage, fliers, collateral, etc.)

Trial

Varies

TBD (Consult list of ideas & thought starters)

Welcome Kits

Loyalty

Varies

Free express bag, bounce back coupon, alterations coupon, swag bag style goodies, locally produced food, coupons for nearby retail

Email - Non GEC

Loyalty

Varies

TBD

In-store coupon

Trial / Loyalty

Printing

$10 OFF Refer-a-Friend coupon no expiry and/or $5 OFF next order of $20 or more

Email - Monthly 1st Business Day of Month

Loyalty

$32

Weeks 1-2: Clean 2 Pants, Get 1 Free Weeks 3-4: 20% OFF Leather & Suede

Email - Quarterly

Loyalty

Email Add Ons

Loyalty

New Users: 25% | 20% | 15% Lapsed Users $10, Customers with Bday $5

Counter Special Valentine's Day

Loyalty

$10

15% OFF with Any Red Item

Customer Appreciation Day Valentines

Loyalty

$100 per 100 customers

Red flowers, heart balloons, Valentine candy CSRs theme dress

Surprise & Delight

Loyalty

$40+ per store

Chocolate hearts & kisses Personalized note cards from CSRs

Facebook/Twitter

Trial / Loyalty

$100 for most friend "likes"; tie in to events, specials, Customer Appreciation Day, local fundraisers, etc.; 15% OFF w/any Red item

Google Places/Yelp/etc

Trial

Tie into offers planned for month

BASE PLAN $3,700

Est. $.43-$.63 each (print + postage fees not list fees)

1-2% REVENUE PLAN

50% (or 35%) OFF Your 1st Order

3-5% REVENUE PLAN

GreenEarth March Promotion Suggestions GEC Marketing Planning Template: March At-A-Glance Month

M A R C H

Vehicle

Goal

OOP Cost

Suggested Promotions

Ad Words Express (Only IF test proves ROI)

Trial

Set limit

50% OFF Your 1st Order Keywords: ecofriendly, green, dry cleaner, city

Est. $.43-$.63 each

Spring theme 50% (or 35%) OFF Your 1st Order 20% OFF 2nd Visit 20% OFF Dresses, Suits, Blazers 20% OFF Comforters

DTC Postcard Week 2-3

Trial / Loyalty

New Mover DTC

Trial

Website Offers

Trial / Loyalty

Varies

$10 OFF your 1st Order test $100 DC Contest: most friends to FB "like" test

Events & Promotion Ideas (Tie in to ads, signage, fliers, collateral, etc.)

Trial

Varies

TBD (Consult list of ideas & thought starters)

Welcome Kits

Loyalty

Varies

Free express bag, bounce back coupon, alterations coupon, swag bag style goodies, locally produced food, coupons for nearby retail

Email - Non GEC

Loyalty

Varies

TBD

Email - Monthly 1st Business Day of Month

Loyalty

$32

Weeks 1-2: 15% OFF Dry Cleaning Weeks 3-4: 20% OFF Household Items

Email - Quarterly

Loyalty

Email Add Ons

Loyalty

New Users: 25% | 20% | 15% Lapsed Users $10, Customers with Bday $5

Loyalty

$10

15% OFF with Any Green Item

Customer Appreciation Day St. Patrick's Day

Loyalty

$100 per 100 customers

Green food for St. Patrick's Day, green balloons, CSRs theme dress

Surprise & Delight

Loyalty

$40+ per store

Samples of hand lotion made with D5. Personalized note cards from CSRs

Facebook/Twitter

Trial / Loyalty

Tie in to web offer, events, specials, Customer Appreciation Day, local fundraisers, etc. 15% OFF w/Any Green Item

Google Places/Yelp/etc

Trial

Tie into offers planned for month

Counter Special Patrick's Day

BASE PLAN $3,700

St.

(print + postage fees not list fees)

Est. $.43-$.63 each (print + postage fees not list fees)

1-2% REVENUE PLAN

50% (or 35%) OFF Your 1st Order 20% OFF 2nd Visit

3-5% REVENUE PLAN

GreenEarth April Promotion Suggestions GEC Marketing Planning Template: April At-A-Glance Month

A P R I L

Vehicle

Goal

OOP Cost

Suggested Promotions

DTC Postcard Week 2

Loyalty

Est. $.43-$.63 each (print + postage fees not list fees)

Every Day is Earth Day @ XYZ Cleaners Weeks 1 & 2: Clean 1 DC Item / 1 Shirt Free Weeks 3 & 4: Clean 2 / 1 Free Khakis, Polos Free

Ad Words Express (Only IF test proves ROI)

Trial

Set limit

50% OFF Your 1st Order Keywords: ecofriendly, green, dry cleaner, city

Website Offers

Trial

Varies

$5 OFF Order of $20 or more test 20% OFF Refer-A-Friend test

Events & Promotion Ideas (Tie in to ads, signage, fliers, collateral, etc.)

Trial

Varies

Earth Day Event, local partnerships (Consult list of ideas & thought starters)

Welcome Kits

Loyalty

Varies

Free express bag, bounce back coupon, alterations coupon, swag bag style goodies, locally produced food, coupons for nearby retail

Email - Non GEC

Loyalty

Varies

TBD

Big & Lost Tuna Calls Week 3

Loyalty

$.50-$1.00 per letter

Retail Partner Gift / $10 - $25 OFF (Personal thank you/come back offer from Manager for biggest tunas)

Invoice Fliers

Loyalty

Varies

Earth Day Special Clean 2 Sweaters or Pants Get 1 Free

Local Retail Partnerships

Trial

$150

Reciprocal promotions to generate Trial

Email - Monthly 1st Business Day of Month

Loyalty

$32

Weeks 1-2: $5 OFF Any Order $20 or more Weeks 3-4: 20% OFF Dresses, Suits, Blazers

Email - Quarterly Second Tuesday

Loyalty

Happy Earth Day Clean 2 Sweaters or Pants Get 1 Free

Email Add Ons

Loyalty

New Users: 25% | 20% | 15% Lapsed Users $10, Customers with Bday $5

Customer Appreciation Day Earth Day April 22

Loyalty

$50 per 100 customers

Earth Day Seed Packets For other give aways, consult Earth Day sheet

Surprise & Delight

Loyalty

$40+ per store

Free Shirt - a pickup surprise "thank you" Personalized note cards from CSRs

Facebook/Twitter

Trial / Loyalty

Tie in to events, specials, Customer Appreciation Day, local fundraisers, etc.

Google Places/Yelp/etc

Trial

Tie into offers planned for month

BASE PLAN $3,700

1-2% REVENUE PLAN

3-5% REVENUE PLAN

GreenEarth May Promotion Suggestions GEC Marketing Planning Template: May At-A-Glance Month

M A Y

Vehicle

Goal

OOP Cost

Suggested Promotions

DTC Postcard Week 1-2

Trial

Est. $.43-$.63 each (print + postage fees not list fees)

50% (or 35%) OFF Your 1st Order 25% OFF 2nd Visit

DTC Postcard Week 1-2

Loyalty

Ad Words Express (Only IF test proves ROI)

Trial

Set limit

50% OFF Your 1st Order Keywords: ecofriendly, green, dry cleaner, city

Website Offers

Trial

Varies

3 Free items on 1st Order test $10 OFF Next Order $30 or More

Events & Promotion Ideas (Tie in to ads, signage, fliers, collateral, etc.)

Trial

Varies

TBD (Consult list of ideas & thought starters)

Welcome Kits

Loyalty

Varies

Free express bag, bounce back coupon, alterations coupon, swag bag style goodies, locally produced food, coupons for nearby retail

Email - Non GEC

Loyalty

Varies

TBD

Loyalty

$32

Weeks 1-2: 20% OFF Dresses,Suits,Blazers Weeks 3-4: Clean 2 Get 1 Free Any DC

Email - Quarterly

Loyalty

Email Add Ons

Loyalty

New Users: 25% | 20% | 15% Lapsed Users $10, Customers with Bday $5

Customer Appreciation Day 1-2 Days 3-4 Mother's Day

Loyalty

$150 per 100 customers

Mother's Day Flower, chocolate kisses

Surprise & Delight

Loyalty

$60+ per store

$2 Starbucks Gift Card Personalized notecards from CSRs

Facebook/Twitter

Trial / Loyalty

Tie in to events, specials, Customer Appreciation Day, local fundraisers, etc.

Google Places/Yelp/etc

Trial

Tie into offers planned for month

Email - Monthly Business Day of Month

BASE PLAN $3,700

1st

Est. $.43-$.63 each (print + postage fees not list fees)

1-2% REVENUE PLAN

Weeks 1 & 2: 20% OFF Coats & Comforters Weeks 3 & 4: $10 OFF Next Order $30 or more

3-5% REVENUE PLAN

GreenEarth June Promotion Suggestions GEC Marketing Planning Template: June At-A-Glance Month

J U N E

Vehicle

Goal

OOP Cost

Suggested Promotions

Ad Words Express (Only IF test proves ROI)

Trial

Set limit

50% OFF Your 1st Order Keywords: ecofriendly, green, dry cleaner, city

New Mover DTC Week 4

Trial

Website Offers

Trial

Varies

20% OFF Wedding Gown Cleaning 50% OFF 1st Order

Events & Promotion Ideas (Tie in to ads, signage, fliers, collateral, etc.)

Trial

Varies

TBD (Consult list of ideas & thought starters)

Welcome Kits

Loyalty

Varies

Free express bag, bounce back coupon, alterations coupon, swag bag style goodies. locally produced food, coupons for nearby retail

Local Retail Partnerships

Trial

Varies

Tie into Father's Day Reciprocal promotions to generate Trial

Email - Non GEC

Loyalty

Varies

TBD

Email - Monthly 1st Business Day of Month

Loyalty

$32

Weeks 1-4: Wedding Gowns Weeks 3-4: 20% OFF Dry Cleaning

Email - Quarterly

Loyalty

Email Add Ons

Loyalty

New Users: 25% | 20% | 15% Lapsed Users $10, Customers with Bday $5

Customer Appreciation Day 1-2 Days 3-4 Father's Day

Loyalty

$75 per 100 customers

Dad's Day retail partner coupons e.g. car wash, bucket of balls @ golf course, etc.

Surprise & Delight

Loyalty

$40+ per store

Free Shirt - At pickup surprise "thank you" Personalized note cards from CSRs

Facebook/Twitter

Trial / Loyalty

Tie in to events, specials, Customer Appreciation Day, local fundraisers, etc.

Google Places/Yelp/etc

Trial

Tie into offers planned for month

BASE PLAN $3,700

Est. $.43-$.63 each (print + postage fees not list fees)

1-2% REVENUE PLAN

50% (or 35%) OFF Your 1st Order 25% OFF 2nd Visit

3-5% REVENUE PLAN

GreenEarth July Promotion Suggestions GEC Marketing Planning Template: July At-A-Glance Month

J U L Y

Vehicle

Goal

OOP Cost

Suggested Promotions

Ad Words Express (Only IF test proves ROI)

Trial

Set limit

50% OFF Your 1st Order Keywords: ecofriendly, green, dry cleaner, city

Website Offers

Trial

Varies

$5 OFF for completion of survey Repeat top performing test offers

Events & Promotion Ideas (Tie in to ads, signage, fliers, collateral, etc.)

Trial

Varies

TBD (Consult list of ideas & thought starters)

Welcome Kits

Loyalty

Varies

Free express bag, bounce back coupon, alterations coupon, swag bag style goodies, locally produced food, coupons for nearby retail

Invoice Fliers

Loyalty

Varies

$20 Comforter Cleaning Any Size Free Flag Cleaning

Email - Non GEC

Loyalty

Varies

TBD

Email - Monthly 1st Business Day of Month

Loyalty

$32

Weeks 1-2: 20% OFF Polos,Khakis,Shorts Weeks 3-4: $5 OFF Any Orders $20 or More

Email - Quarterly Second Tuesday

Loyalty

$20 Comforter Cleaning Any Size

Email Add Ons

Loyalty

New Users: 25% | 20% | 15% Lapsed Users $10, Customers with Bday $5

Counter Special Independance Day

Loyalty

$10

15% OFF with Any Red, White or Blue Item

Customer Appreciation Day Any Super Hot Day

Loyalty

$100 per 100 customers

Icy cold water bottles on hot summer day

Surprise & Delight

Loyalty

$30+ per store

$10 OFF Alterations or Surprise Item Free Personalized note cards from CSRs

Facebook/Twitter

Trial / Loyalty

Tie in to events, specials, Customer Appreciation Day, local fundraisers, etc. 15% OFF w/Any Red/White/Blue Item

Google Places

Trial

Tie into Offers Planned for Month

Daily Deal test

Trial

$30 of DC for $15 (e.g. Groupon, Living Social, Google Offers)

BASE PLAN $3,700

1-2% REVENUE PLAN

3-5% REVENUE PLAN

GreenEarth August Promotion Suggestions GEC Marketing Planning Template: August At-A-Glance Month

A U G U S T

Vehicle

Goal

DTC Postcard Week 3- 4

Trial

DTC Postcard Week 3-4

Loyalty

Ad Words Express (Only IF test proves ROI)

Trial

Set limit

50% OFF Your 1st Order Keywords: ecofriendly, green, dry cleaner, city

Big/Lost Tuna Letters Week 4

Loyalty

$.50-$1.00 per letter

$10 - $25 OFF (Personal thank you/come back Offer from Manager for biggest Tunas)

Website Offers

Trial

Varies

$5 OFF for completion of survey Repeat top performing test offers

Events & Promotion Ideas (Tie in to ads, signage, fliers, collateral, etc.)

Trial

Varies

TBD (Consult list of ideas & thought starters)

Welcome Kits

Loyalty

Varies

Free express bag, bounce back coupon, alterations coupon, swag bag style goodies, locally produced food, coupons for nearby retail

Email - Non GEC

Loyalty

Varies

TBD

Local School Directory Ad

Trial / Loyalty

$200

Recognize Local Scholars/Athletes No Offer

Email - Monthly 1st Business Day of Month

Loyalty

$32

Weeks 1-2: C2G1 Free Polos,Khakis,Shorts Weeks 3-4: 20% OFF Pants or Skirts

Email - Quarterly

Loyalty

Email Add Ons

Loyalty

New Users: 25% | 20% | 15% Lapsed Users $10, Customers with Bday $5

Customer Appreciation We Love Dogs Month

Loyalty

$100 per 350 customers

Greenies Teenies dog treats

Surprise & Delight

Loyalty

$30+ per store

Facebook/Twitter

Trial / Loyalty

Tie in to events, specials, Customer Appreciation Day, local fundraisers, etc.

Google Places/Yelp/etc

Trial

Tie into offers planned for month

BASE PLAN $3,700

OOP Cost Est. $.43-$.63 each (print + postage fees not list fees) Est. $.43-$.63 each (print + postage fees not list fees)

1-2% REVENUE PLAN

Suggested Promotions 50% (or 35%) OFF Your 1st Order 25% OFF 2nd Visit Weeks 1-2: 20% OFF Coats & Comforters Weeks 3-4: $10 OFF Next Order $30 or more

Lint Brushes for customers with pets Personalized note cards from CSRs

3-5% REVENUE PLAN

GreenEarth September Promotion Suggestions GEC Marketing Planning Template: September At-A-Glance Month

S E P T E M B E R

Vehicle

Goal

DTC Postcard Week 3-4

Trial

DTC Postcard Week 3-4

Loyalty

Ad Words Express (Only IF test proves ROI)

Trial

New Mover DTC Week 2

Trial

Website Offers

OOP Cost Est. $.43-$.63 each (print + postage fees not list fees) Est. $.43-$.63 each (print + postage fees not list fees) Set limit

Suggested Promotions 50% (or 35%) OFF Your 1st Order 25% OFF 2nd Visit Weeks 1-2: 20% OFF Coats, Comforters Weeks 3-4: 20% OFF Sweaters & Pants 50% OFF Your 1st Order Keywords: ecofriendly, green, dry cleaner, city

Est. $.43-$.63 each (print + postage fees not list fees)

50% (or 35%) OFF Your 1st Order 25% OFF 2nd Visit

Trial / Loyalty

Varies

Repeat top performing test offers

Events & Promotion Ideas (Tie in to ads, signage, fliers, collateral, etc.)

Trial

Varies

TBD (Consult list of ideas & thought starters)

Welcome Kits

Loyalty

Varies

Free express bag, bounce back coupon, alterations coupon, swag bag style goodies, locally produced food, coupons for nearby retail

Email - Non GEC

Loyalty

Varies

TBD

Local Retail Partnerships

Trial

$150

Reciprocal promotions to generate Trial

Email - Monthly 1st Business Day of Month

Loyalty

$32

Weeks 1-2: 20% OFF Sweaters Weeks 3-4: 20% OFF Comforters

Email - Quarterly

Loyalty

Email Add Ons

Loyalty

New Users: 25% | 20% | 15% Lapsed Users $10, Customers with Bday $5

Customer Appreciation Day after Labor Day

Loyalty

$30 per 100 customers

Free Laundered Shirt with Every Order

Surprise & Delight Back to School week

Loyalty

$74+ per store

Treat: Starbucks $2 Gift Card Personalized note cards from CSRs

Facebook/Twitter

Trial / Loyalty

Tie in to events, specials, Customer Appreciation Day, local fundraisers, etc.

Google Places/Yelp/etc

Trial

Tie into offers planned for month

BASE PLAN $3,700

1-2% REVENUE PLAN

3-5% REVENUE PLAN

GreenEarth October Promotion Suggestions

GEC Marketing Planning Template: September At-A-Glance Month

S E P T E M B E R

Vehicle

Goal

DTC Postcard Week 3-4

Trial

DTC Postcard Week 3-4

Loyalty

Ad Words Express (Only IF test proves ROI)

Trial

New Mover DTC Week 2

Trial

Website Offers

OOP Cost Est. $.43-$.63 each (print + postage fees not list fees) Est. $.43-$.63 each (print + postage fees not list fees) Set limit

Est. $.43-$.63 each (print + postage fees not list fees)

50% (or 35%) OFF Your 1st Order 25% OFF 2nd Visit

Trial / Loyalty

Varies

Repeat top performing test offers

Events & Promotion Ideas (Tie in to ads, signage, fliers, collateral, etc.)

Trial

Varies

TBD (Consult list of ideas & thought starters)

Welcome Kits

Loyalty

Varies

Free express bag, bounce back coupon, alterations coupon, swag bag style goodies, locally produced food, coupons for nearby retail

Email - Non GEC

Loyalty

Varies

TBD

Local Retail Partnerships

Trial

$150

Reciprocal promotions to generate Trial

Email - Monthly 1st Business Day of Month

Loyalty

$32

Weeks 1-2: 20% OFF Sweaters Weeks 3-4: 20% OFF Comforters

Email - Quarterly

Loyalty

Email Add Ons

Loyalty

New Users: 25% | 20% | 15% Lapsed Users $10, Customers with Bday $5

Customer Appreciation Day after Labor Day

Loyalty

$30 per 100 customers

Free Laundered Shirt with Every Order

Surprise & Delight Back to School week

Loyalty

$74+ per store

Treat: Starbucks $2 Gift Card Personalized note cards from CSRs

Facebook/Twitter

Trial / Loyalty

Tie in to events, specials, Customer Appreciation Day, local fundraisers, etc.

Google Places/Yelp/etc

Trial

Tie into offers planned for month

BASE PLAN $3,700

1-2% REVENUE PLAN

3-5% REVENUE PLAN

GreenEarth November Promotion Suggestions GEC Marketing Planning Template: November At-A-Glance Month

N O V E M B E R

Vehicle

Goal

OOP Cost

Suggested Promotions

Ad Words Express (Only IF test proves ROI)

Trial

Set limit

50% OFF Your 1st Order Keywords: ecofriendly, green, dry cleaner, city

DTC Postcard Week 3

Loyalty

Big/Lost Tuna Calls Week 3

Loyalty

$.50-$1.00 per letter

$10 - $25 OFF (Thanksgiving thank you from Manager for top 80%)

Website Offers

Trial / Loyalty

Varies

Repeat top performing test offers (non website)

Events & Promotion Ideas (Tie in to ads, signage, fliers, collateral, etc.)

Trial

Varies

Harvesters Food Drive or TBD (Consult list of ideas & thought starters)

Welcome Kits

Loyalty

Varies

Free express bag, bounce back coupon, alterations coupon, swag bag style goodies, locally produced food, coupons for nearby retail

Email - Non GEC

Loyalty

Varies

TBD

Email - Monthly 1st Business Day of Month

Loyalty

$32

Weeks 1-2: 20% OFF Coats & Jackets Weeks 3-4: 15% OFF Table Linens,Comforters

Email - Quarterly

Loyalty

Email Add Ons

Loyalty

New Users: 25% | 20% | 15% Lapsed Users $10, Customers with Bday $5

Customer Appreciation Day Thanksgiving Week

Loyalty

$220 per 100 customers

Stain Stick for holiday spills

Surprise & Delight

Loyalty

$40+ per store

Free Shirt with Order Surprise Thank You Personalized note cards from CSRs

Facebook/Twitter

Trial / Loyalty

Tie in to events, specials, Customer Appreciation Day, local fundraisers, etc.

Google Places/Yelp/etc

Trial

Tie into offers planned for month

BASE PLAN $3,700

Est. $.43-$.63 each (print + postage fees not list fees)

1-2% REVENUE PLAN

Thanks @ Thanksgiving theme 20% OFF Dresses, Suits, Blazers 20% OFF Comforters

3-5% REVENUE PLAN

GreenEarth December Promotion Suggestions GEC Marketing Planning Template: December At-A-Glance Month

D E C E M B E R

Vehicle

Goal

DTC Postcard Week 2

Trial

DTC Postcard Week 1

Loyalty

Ad Words Express (Only IF test proves ROI)

Trial

Set limit

50% OFF Your 1st Order Keywords: ecofriendly, green, dry cleaner, city

Local Retail Partnerships

Trial

Varies

Tie into holiday Reciprocal promotions to generate trial

Website Offers

Trial

Varies

Repeat top performing test offers

Events & Promotion Ideas (Tie in to ads, signage, fliers, collateral, etc.)

Trial

Varies

TBD (Consult list of ideas & thought starters)

Welcome Kits

Loyalty

Varies

Free express bag, bounce back coupon, alterations coupon, swag bag style goodies, locally produced food, coupons for nearby retail

Email - Non GEC

Loyalty

Varies

TBD

Counter Special Christmas

Loyalty

$10

15% OFF with Any Red or Green Item

Email - Monthly 1st Business Day of Month

Loyalty

$32

Weeks 1-2: 20% OFF Dresses, Suits, Formalwear Weeks 3-4: 15% OFF w/Any Red, Green Item

Email - Quarterly

Loyalty

Email Add Ons

Loyalty

New Users: 25% | 20% | 15% Lapsed Users $10, Customers with Bday $5

Customer Appreciation Day

Loyalty

Personalized Holiday Greetings from CSRs

Surprise & Delight

Loyalty

$60+ per store

Gift Coupons

Facebook/Twitter

Trial / Loyalty

Tie in to events, specials, Customer Appreciation Day, local fundraisers, etc. 15% OFF w/any Red or Green Item

Google Places/Yelp/etc

Trial

Tie into offers planned for month

BASE PLAN $3,700

OOP Cost Est. $.43-$.63 each (print + postage fees not list fees) Est. $.43-$.63 each (print + postage fees not list fees)

1-2% REVENUE PLAN

Suggested Promotions 50% (or 35%) OFF Your 1st Order 25% OFF 2nd Visit Weeks 1-2: 20% OFF Linens & Comforters Weeks 3-4: $10 OFF Next Order $30 or more

3-5% REVENUE PLAN

Ideas: Customer Appreciation Days

In General • Make routine store visit/errand more of an “event” • CSRs theme dress for holidays • Balloons, streamers, etc to signal “event” • Wear “We love our customers” buttons • Schedule for different days of the week each month • Put CSRs in charge and let them own it Monthly Ideas • Hot coffee & donuts/bagels on cold winter day • Candy and/or red flowers on Valentine’s Day • Green food, themed items for St. Patrick’s Day • Flower seed packets, tree seedling, wrist band, grow pots, temporary tatoos, etc. for Earth Day (see Earth Day page 35) • Flowers, chocolate kisses, a manicure coupon from local retail partner, etc. for Mother’s Day • Free mini tacos on Cinco de Mayo (partner w/local mexican restaurant) • Free car wash in parking lot • Free bucket of balls @ driving range or car wash coupon from local retail partners • Icy cold bottles of water on hot summer day • Ice cream social with mini cones • Dog treats, lint rollers: pet appreciation month (tie into “best dog photo” contest) • Branded pencils for back to school • GreenEarth lip balms • Free laundered shirt with order • Branded safety strobes for Halloween • Passionately Pink items as part of fundraising drive • Food Drive for Thanksgiving • Stain stick around holidays • Xmas cards with $5 discount coupon to every customer

Source Sheet For Customer Appreciation Ideas

Ideas: Surprise & Delights

In General • Exceed expectations with actions, with little items, with kindnesses • Stock up on items to keep on hand to make it easy for CSRs to execute • Throughout the month, no set day; have CSRs log efforts to monitor efforts • Recognize outstanding CSR efforts and incentivize behavior • Model the behavior you want them to have… surprise & delight your employees too Ideas • Meet customers or carry orders to the car on bad weather days • Every now and then, make the order or one of the items in it free, to say “thanks” • Give away something useful/thoughtful • Order supply of 4x6 note cards & envelopes with store logo on fron of card and have CSRs write personal notes to customers who are having birthdays, anniversaries, funeral condolences, to say “thank you” or “just because”; can include optional coupon or care card • Chocolate hearts, kisses, sweetheart candies & Valentines on Valentine’s Day • Samples of hand lotion or lip balm made with D5 • Starbucks gift cards for $2 or $5 when people are having a stressful day, or just because • Local retail partner coupons for free or discounted items (salons, golf, restaurants, car wash, clothing stores, etc.) • Coupon good on alterations • Dog treats or lint brushes to customers with dogs • Lollipops to customers with kids • Candy • Car hooks to hang clothes in car • Discount on other services offered: e.g. household items, shoes, accessories

Source Sheet For Surprise & Delight Ideas

Surprise & Delights GREETING CARDS

Company

Website

Pricing

Holiday Classics

h"p://www.holidayclassics.com

prices vary

Landmark CollecAon

h"p://www.landmarkcollec7on.com

prices vary

Gallery CollecAon

www.gallerycollec7on.com/christmascards.htm

prices vary

LIP BALM

Company

GreeenEarth

GIFT CARDS

Website

h"p://www.greenearthcleaningstore.com

Company

Pricing

$2 each

Website

Pricing

Starbucks

h"p://www.starbucks.com

prices vary

Panera Bread Company

h"p://www.panerabread.com

prices vary

Dunkin Donuts

h"p://www.dunkindonuts.com

prices vary

DOG TREATS

Company

Website

Pricing

h"p://www.mrchewy.com

96 ct=$29.99

PUPandSTUFF.com

h"p://www.pup‐n‐stuﬀ.com/lawn‐saver.aspx

500 ct=$28.99/1 lb=$9.99/2 lb=$18.99

Doctors Foster & Smith

h"p://www.drsfostersmith.com

25 lb (bite size)=$39.99

Mr. Chewy ‐ "Greenies"

CANDY

Company

Website

Pricing

Candy Warehouse

h"p://www.candywarehouse.com/applehardcandy.html

1 box (160ct) $9.60

Candy Warehouse

h"p://www.candywarehouse.com/earthballs.html

5lb bag (350 pcs) $39.50

Tootsie Roll Online Store

h"p://shop.tootsie.com

1 bag (360ct) $7.99

LINT ROLLERS

Company

Website

Pricing

PrintGlobe, Inc

jessica.h@printglobe.com

250=$1.23 ea/500=$1.20 ea/1000=$1.17 ea

Dollar Days

h"p://www.dollardays.com

Case of 48=$50.40 ($1.05 ea)

Dollar Tree

h"p://www.dollartree.com

Case of 48=$48.00 ($1.00 ea)

TRAVEL LINT ROLLERS

Company

Website

Pricing

jessica.h@printglobe.com

250=$2.99/500=$2.69/1000=$2.29

Discount Oﬃce Items

h"p://www.discountoﬃceitems.com/

$1.35 ea

Shoplet.com

h"p://www.shoplet.com

$1.33 ea

PrintGlobe, Inc

LINT BRUSH / SEWING KIT

Company

Website

Pricing

PrintGlobe, Inc

jessica.h@printglobe.com

250=$1.85/500=$1.80/1000=$1.35

Crown Products

h"p://www.crownprod.com

250=$1.85 ea/500=$1.80 ea/1000=$1.70 ea

Quality Logo Products

h"p://www.qualitylogoproducts.com

250=$1.12 ea/500=$1.10 ea/1000=$1.07 ea

CAR HOOKS

Company

Website

Pricing

Tiger Direct

TigerDirect.com

$3.99 ea

Amazon

h"p://www.amazon.com

$5.69 ea

Bargain StaAon

h"p://www.bargainsta7on.com

$5.72 ea

Ideas: “Brand Butler” Store Events

An emerging trend in marketing today is the shift from telling customers how much you care to showing them—become a brand butler and assist them in ways that are genuinely helpful (think iPhone “apps”). What can you do for customers that would be relevant and service oriented, without being gimmicky? Plenty! Here are a few thought starters: Host TLC night(s). Host after-work customer appreciation event that your customers will actually appreciate. Invite customers to bring in their tired and weary garments for a little TLC—garments that need buttons replaced, hems and open seams tacked, stains removed, etc. (home laundered items too!) and offer to fix them…free. Just to say “thank you”! A great opportunity to show your appreciation while showing off your services and showing them around your shop. Result? Word of mouth about the perc-free dry cleaner in town who offers real perks! Get Your Shine On! Host a “Shoe Shine” day. Partner with local shoe repair service to spend a morning at your store giving free shoe shines to the first 100 customers who come in. The shoe repair service will gain plenty of new customers if they give away coupons for shoe repair services and you will gain a lot of good will! If it goes over well with customers, make it a monthly event. Trunk Show. The best clothing stores in town always know the best dry cleaners; when they share their best customer lists, it’s a win-win. Seasonal trunk shows previewing new fashions are a great way to partner. Team up with a charity to donate a percentage of proceeds, offer exclusive customer discounts and make sure there is plenty of wine! Recycle Challenge! Want to offer a service that reinforces your green image with a “wow”? Stage a drive to collect all the stuff accumulating in your customers’ garages and basements that is challenging to recycle: used car batteries, cans of paint, computers, cell phones and electronics, dangerous chemicals, etc. Designate a collection day; perhaps on the weekend to avoid operational conflicts, and partner with local recycling organizations to properly dispose of the items you collect. Your customers will love you for it!

Ideas: ‘Brand Butler” Store Events

Route Recycling Service. Have a route business? Offer to pick up your customers hard to recycle items (see Recycle Challenge idea) once a quarter. You’ll get a lot of mileage out of going the extra mile for your customers. Host “Night School”. Offer free after hours “classes” to share your expertise on clothing care, alterations, seasonal garment storage and stain removal. It may seem like you are “giving away” your secrets and potential business, but what you are really doing is demonstrating your amazing expertise and developing brand ambassadors who will tell all their friends and family what a fantastic dry cleaner they have! Trading closets event. Invite customers (current and soon to be) to an after hours event to “trade” clothes from their closets. Customers donate gently used clothes and receive a “ticket” with the number of items donated. All clothes are cleaned free and customers come on the appointed night to shop for equivalent number of items at the event. All leftover clothing can be donated to a local charity. Connect with Customer Causes. You can do well by doing good. One way to be a brand butler is to proactively seek ways to support the favorite causes of your customers. Offer to provide services in-kind, or donate a portion of proceeds, stage a promotion or event to raise money, donate a gift basket to their silent auction, etc.

Ideas: “Acts of Kindness” Store Events, Promotions Free interview outfit cleaning. Give out of work residents free cleaning of suits and dresses for their job interviews. Proud to serve those who serve. Offer discounts for families of servicemen, policemen, firemen, etc. around relevant local or national events. Or take $10 Off their order on Veteran’s Day, Memorial Day, Fourth of July or just about any day. Free bereavement cleaning. Clean funeral attire free for family members. Offer to take the order personally to the house. Free car wash day. Give customers a free car wash, just because. Clean for the Cure. Instead of Running for the Cure, create your own Passionately Pink fundraiser for the Susan G. Komen Foundation. Stage staff and customer fundraising challenges, host pink events, etc. You can register to be a fundraiser at www.passionatelypink.org. Participants receive lots of free supports: fundraising website, invites, poster collateral, thank you notes, information on the cause, etc. Note: fundraiser must be voluntary, cannot be tied to purchase of items/services. Disaster relief. Free services to victims of tornadoes, floods, hurricanes, earthquakes, etc., or donation of $X for every item cleaned week after event to disaster relief fund. Unsung heroes. Stage a contest to honor local unsung heroes: teachers, night nurses, injured firemen and policemen, good samaritans, volunteers, charities, etc. Customers and community organizations nominate their heroes, winner(s) get free cleaning for XX months. Holiday colors promotions. Offer themed discounts around holidays: 15% OFF with any red item on Valentine’s Day, any green item on St. Patrick’s Day, red, white or blue item on July 4rth, black or orange on Halloween, red or green on Christmas. Bumper love. With or without free car wash, give out bumper stickers with branded, fun messages: “ XYZ Cleaners loves me”, “XYZ Cleaners keeps my dirty secrets”, “XYZ Cleaners removed my wrinkles without surgery” or “I love dropping my pants at XZY Cleaners!”. Bumper stickers are a traveling billboard for your business. Back to school special: Offer $10 worth of free cleaning for all teachers on the first day of school. 34

Ideas: Earth Day

Earth Day is a perfect opportunity to stage an event that reinforces your green difference. Donate a portion of your proceeds to a local arboretum or environmental organization, or choose a national green cause. The Nature Conservency and Charity: Water are two well respected national causes, but there are many others. Tie into the community with some of the ideas listed for community based promotions on page 36 or make it a store focused celebration and give away Earth Day items from the source list below:

Source Sheet For Earth Day Ideas: CANDY

Company

Website h"p://www.candywarehouse.com/applehardcandy.html

1 box (160ct) $9.60

Candy Warehouse

h"p://www.candywarehouse.com/earthballs.html

5lb bag (350 pcs) $39.50

Tootsie Roll Online Store h"p://shop.tootsie.com

SILICONE BRACELETS

Company

BUTTONS (3")

LIP BALM

PENCILS

GREETING CARDS

LINT ROLLERS

TRAVEL LINT ROLLERS

LINT BRUSH / SEWING KIT

STAIN REMOVER

STAIN STICK

1 bag (360ct) $7.99 Website

Pricing

PosCve PromoCons

h"p://www.posiDvepromoDons.com

10=$14.95/110=$12.95/300=$9.90

24 Hour Wristbands

h"p://24hourwristbands.com/

10‐$1.49 ea/20=$.99 ea/100=$.33 ea

Wrist‐Band

h"p://www.wrist‐band.com/

1‐49‐$1.35 ea/50‐69=$.69 ea/100=$.33 ea

BUMPER STICKERS

BALLOONS

Pricing

Candy Warehouse

Company

Website

Pricing

Zazzle

h"p://www.zazzle.com/bumpersDckers

1‐$3.95/250=$2.76

Build a Sign

h"p://www.buildasign.com

1‐$2.99/250=$.90

Customized SCckers

h"p://www.customizedsDckers.com

100‐249=$1.43/250‐499‐$1.01

Company

Website

Pricing

Graphic Ice

h"p://www.graphicice.com

50=$1.80 ea/500=$.42 ea/1000=$.31 ea

Bargain Balloons

www.bargainballoons.com

25=$2.76 ea/100=$.85 ea/500=$.30 ea/1000=$.19 ea

Balloon Warehouse

www.balloonwarehouse.com

100=$.70 ea/500=$.32 ea/1000=$.22 ea

Company

Website

Pricing

Wacky BuXons

h"p://www.wackybu"ons.com/

10=$1.00 ea/20=$.87 ea/30‐$.79 ea

Aﬀordable BuXons

h"p://www.aﬀordablebu"ons.com/

10=$1.60 ea/20=$1.52 ea/30‐$1.45 ea

Imprint.com

h"p://imprint.com/bu"ons/

10=$1.60 ea/20=$1.52 ea/50‐$1.30 ea

Company

Website

Pricing

Lip Balm Express

h"p://www.lipbalmexpress.com

100=$.49

Bulk Apothecary

h"p://www.bulkapothecary.com/lipbalm.htm

Health PromoCons

h"p://www.healthpromoDonsnow.com

Std White/Clear‐$.28 250=$1.18/500=$1.12/1000=$.1.09

Company

Website

Pricing

Graphite Pen & Pencil

h"p://www.gpencil.com

720 minimum=$127.40

4Imprint.com

h"p://www.4imprint.com/tag/172/Pencils

500=$145/1000=$205

Oriental Trading

www.orientaltrading.com

72=$17

Company

Website

Pricing

Holiday Classics

h"p://www.holidayclassics.com

prices vary

Landmark CollecCon

h"p://www.landmarkcollecDon.com

prices vary

Gallery CollecCon

www.gallerycollecDon.com/christmascards.htm

prices vary

Company

Website

Pricing

PrintGlobe, Inc

jessica.h@printglobe.com

250=$1.23 ea/500=$1.20 ea/1000=$1.17 ea

Dollar Days

h"p://www.dollardays.com

Case of 48=$50.40 ($1.05 ea)

Dollar Tree

h"p://www.dollartree.com

Case of 48=$48.00 ($1.00 ea)

Company

Website

Pricing

PrintGlobe, Inc

jessica.h@printglobe.com

250=$2.99/500=$2.69/1000=$2.29

Discount Oﬃce Items

h"p://www.discountoﬃceitems.com/

$1.35 ea

Shoplet.com

h"p://www.shoplet.com

$1.33 ea

Company

Website

Pricing

PrintGlobe, Inc

jessica.h@printglobe.com

250=$1.85/500=$1.80/1000=$1.35

Crown Products

h"p://www.crownprod.com

250=$1.85 ea/500=$1.80 ea/1000=$1.70 ea

Quality Logo Products

h"p://www.qualitylogoproducts.com

250=$1.12 ea/500=$1.10 ea/1000=$1.07 ea

Company

Website

Pricing

Amazon.com

h"p://www.amazon.com

80=$19

Drugstore.com

h"p://www.drugstore.com

12=$3.49

Company

Website

Pricing

Harmon Face Values

h"p://store.facevaluesonline.com/037000018711.html

3=$6.99

Walmart.com

h"p://www.greatcleaners.com/Products/OxiClean

1=$3.99

Amazon.com

h"p://www.amazon.com

3=$10.14

Ideas: Community Based Promotions

Restaurant & clothing store tie-ins. Create “Care Cards” for restaurant servers to pass along to their customers when a garment is bought or a spill occurs. Or, partner with local store(s) to co-host a contest and send business to each other in the process. Prizes are free dinners, clothes, free dry cleaning (equivalent value). Ideas for contest: • Give customers stacks of two sided business cards with your store info and url on one side and their store info on the other. People @ each store who refers the most friends to their favorite store wins gift card. • Simple fishbowl contest. • Facebook “likes” contest – Person who refer the most FB “likes”for their favorvite restaurant wins free dry cleaning and vise versa. Sponsor an award. Recognize the community’s finest by giving them an award. For example, a “best teacher” award. Local schools are generally happy to offer submissions. Give away prizes to the teacher (e.g. six months of free dry cleaning). A good cause and good chance to get free publicity. Sponsor a half courtshot. Work with local high school or college to sponsor a half court shot contest during the basketball game’s half-time show. Award the winner gift certificates for free dry cleaning, and/or tickets to the local movie theare or dinner for two at a local restaurant. Partner with the movie theatre and restaurants to offset the cost. Could be media coverage opportunity. Toy drive. Sponsor a toy collection for the local homeless shelter for the holidays... or the local battered women’s shelter. Good media opportunity. Clean for cans / Local food drives. Become a drop off site for local food drives, offer coupons or free item cleaning for can donations. Coats 4 Kids/Gowns 4 Proms/Dress 4 Success. Work with schools, charities and the news media to coordinate these popular annual dry cleaning promotions. Make t-Shirts for every employee to wear two weeks prior to merchandise event.

Ideas: Community Based Promotions

Sponsor hanger recycling program with local schools. Work with local schools and PTAs/PTOs to collect hangers as an ongoing fundraising opportunity. Provide hanger drop off boxes and special discounts on orders from school families. Earth Day. Lots of options: 1. Stage a recycling drive for all the â&#x20AC;&#x153;hard to recycle itemsâ&#x20AC;? people have sitting around in their garages and basements (see idea under Brand Butler on page 32. 2. Work with the city and schools to stage a local tree planting event somewhere in the community needing tree beautification - a local school, along the roadway, in the park, etc. Have school kids help out. 3. Host an educational event for school kids to learn how businesses can be greener. Walk them through the plant and demonstrate all the ways you are green.

GreenEarth Email Program At-A-Glance GreenEarth has created a turnkey email marketing service that enable Affiliates to have a complete, professionally managed, all-inclusive email marketing program (from design to content to execution) at do-it-all-yourself pricing. Step 1: Pick your stationary, plan and optional add ons. Choose between 15 different stationary designs, three different plans (monthly, quarterly or a combination) and three optional add ons (to send additional emails to new customers, lapsed users and/or customers with birthdays). Step 2: Sign up. Select a base plan and then fill out the online Sign Up form with your stationery and add ons. Average cost for monthly customer newsletters is $32 a month, quarterly emails run $29 a month and a 16x plan with both monthly newsletters and quarterly specials costs $39 a month. The maximum cost for all three add ons is $100 per year or $8.33 a month. All plans offer an unlimited number of contacts, personalized stationary and supplied content. Step 3: Sign up for optional customizations. Although we have designed a complete 12 month plan for you, complete with promotional offers, we recognize there is no one size fits all in dry cleaning. Thatâ&#x20AC;&#x2122;s why we have created an entire library of customization options. You can select predefined content from the libraries or you provide your own test, images and coupon content. Step 4: Upload mailing list. Once you have signed up for service, your only responsiblity is to provide us with current email addresses by regularly uploading your updated list using the upload list link in our Affiliate website. For complete information visit the Affiliate website or sign up for a free webinar on the GreenEarth Events Calendar.

GreenEarth Email Program At-A-Glance Choose from fifteen different stationary styles

Choose monthly newsletter, quarterly promotion or both

Optional add ons: new customer, lapsed user, birthday

GreenEarth Website Program At-A-Glance

We are very pleased to announce a new website service for GreenEarth Affiliates. Our new website template will help boost your brand image with a fresh, clean look, and drive customers to your site with its search engine optimized features and coding. And, it’s crazy easy and affordable. Your investment? Just twenty minutes for the online sign up process, a short follow up phone call to iron out details and $440. The cost includes a one time $200 set up charge; after year one, your only cost will be an annual hosting fee of $240. In less than three weeks, your site will ready to go live. So if you need a website or want a “facelift” for your older site, we have your back. The service is professionally designed and managed for us by Digital Lagoon, a trusted vendor partner who will customize your site for you and lend their expertise to your needs. The site templates have six pages, built in SEO and Google Analytics, an easy editor content management system to update your coupons, copy and images, Google’s mapping feature for your locations, optional social media sharing and online sign ups for our email newsletter service and SPOT delivery customers. Step 1: Review the templates. You will see this is a very simple program. You can choose between the “Hero” template or the “Clean Green” template, depending on whether you want to convey ‘green’ or focus on your logo colors. You also have a number of choices about copy to display on your site. Step 2: Sign up. The forms are online and easy to fill out. Set up fee is $200 initially, plus an additional hosting fee of $240 per year. Step 3: Review with Digital Lagoon. Within a couple of business days, you will receive a call from Digital Lagoon to finalize the details of your website. Please allow three weeks for your site to go live. Step 4: Manage your new website. Your new site will allow you to update your content with information about promotions, charity work or local events that your store is participating in.

GreenEarth Website Program At-A-Glance

Home Page

GreenEarth Page

Services Page

Cleaning Tips Page

Locations Page

Coupons Page

Templates: Bumper Stickers 7.5” x 3.75” Sourcing Info

(Your store name) keeps my dirty secrets!

** Zazzle ** h"p://www.zazzle.com/bumpers3ckers No minimum order/Shipped in 24 hrs Fade/water resistant/Durable 4mil vinyl 100% saAsfacAon guaranteed QuanAty Price 1 $3.95 ea 2‐11 $3.75 ea 12‐49 $3.55 ea 50‐99 $3.36 ea 100‐249 $3.08 ea 250+ $2.76 ea

I love dropping my pants at (your store name)!

** 48HourPrint.com ** h"p://www.48hourprint.com White vinyl w/U.V. coaAng Price QuanAty 25 $2.04 50 $1.34 100 $0.99 150 $0.89 200 $0.84 250 $0.82 500 $0.75 750 $0.61 1000 $0.60

(Your store name) removed my wrinkles without surgery!

** Custom Ink **

(your store name)

‘s me!

h"p://www.customink.com Fast & Free Shipping/Guaranteed Delivery Dates Inclusive Pricing/250 min order Unlimited Colors/Vinyl 2 Color 3 Color 4 Color QuanAty 1 Color 250 $1.27 $1.63 $1.94 $2.22 300 $1.19 $1.54 $1.83 $2.09 500 $1.02 $1.31 $1.56 $1.77 1000 $0.84 $1.07 $1.26 $1.41

** Westend Graphics ** h"p://www.westwindgraphics.com White or Yellow Vinyl 2 Color 3 Color QuanAty 1 Color 125 $1.19 $1.81 $2.51 250 $0.72 $1.09 $1.48 500 $0.47 $0.65 $0.86 1000 $0.30 $0.39 $0.50

4 Color $3.22 $1.87 $1.06 $0.61

Ideas: Welcome Kit

You never get a second chance to make a first impression. Make every new customer feel special by presenting them with a “gift” on sign up. Regardless of what exactly you welcome customers with, the idea and the presentation counts most. A simple approach is to roll up an express bag and present with a bounce back coupon for their next visit, a personal note from the store manager or both. Tie it up like a gift. With some energy and creativity you can put together a bigger “welcome” with swag bag style goodies either purchased by you or donated from nearby retail owners or local businesses. For example, you could put together a gift bag that includes an express bag and possibly a stain stick or lint roller, a GreenEarth lip balm, a brochure on your GreenEarth Difference, and a personal note from the manager partner. Working with local retailers like the local coffee shop you could give away coffee samples, or from a local farm sample foods or jams, each with a small card that says “Compliments of XYZ. Don’t worry if you spill we can remove the stains!”

Welcome! Welcome!

Source Sheet For Welcome Kit Ideas

Welcome Kits GREETING CARDS

Company

Website

Pricing

Holiday Classics

h"p://www.holidayclassics.com

prices vary

Landmark CollecAon

h"p://www.landmarkcollec7on.com

prices vary

Gallery CollecAon

www.gallerycollec7on.com/christmascards.htm

prices vary

LIP BALM

Company

Website

Pricing

h"p://www.lipbalmexpress.com

100=$.49

Bulk Apothecary

h"p://www.bulkapothecary.com/lipbalm.htm

Health PromoAons

h"p://www.healthpromo7onsnow.com

Std White/Clear‐$.28 250=$1.18/500=$1.12/1000=$.1.09

Lip Balm Express

GIFT CARDS

Company

Website

Pricing

Starbucks

h"p://www.starbucks.com

prices vary

Panera Bread Company

h"p://www.panerabread.com

prices vary

Dunkin Donuts

h"p://www.dunkindonuts.com

prices vary

DOG TREATS

Company

Website

Pricing

h"p://www.mrchewy.com

96 ct=$29.99

PUPandSTUFF.com

h"p://www.pup‐n‐stuﬀ.com/lawn‐saver.aspx

500 ct=$28.99/1 lb=$9.99/2 lb=$18.99

Doctors Foster & Smith

h"p://www.drsfostersmith.com

25 lb (bite size)=$39.99

Mr. Chewy ‐ "Greenies"

CANDY

Company

Website

Pricing

Candy Warehouse

h"p://www.candywarehouse.com/applehardcandy.html

1 box (160ct) $9.60

Candy Warehouse

h"p://www.candywarehouse.com/earthballs.html

5lb bag (350 pcs) $39.50

Tootsie Roll Online Store

h"p://shop.tootsie.com

1 bag (360ct) $7.99

LINT ROLLERS

Company

Website

Pricing

PrintGlobe, Inc

jessica.h@printglobe.com

250=$1.23 ea/500=$1.20 ea/1000=$1.17 ea

Dollar Days

h"p://www.dollardays.com

Case of 48=$50.40 ($1.05 ea)

Dollar Tree

h"p://www.dollartree.com

Case of 48=$48.00 ($1.00 ea)

TRAVEL LINT ROLLERS

Company

Website

Pricing

jessica.h@printglobe.com

250=$2.99/500=$2.69/1000=$2.29

Discount Oﬃce Items

h"p://www.discountoﬃceitems.com/

$1.35 ea

Shoplet.com

h"p://www.shoplet.com

$1.33 ea

PrintGlobe, Inc

LINT BRUSH / SEWING KIT

Company

Website

Pricing

jessica.h@printglobe.com

250=$1.85/500=$1.80/1000=$1.35

Crown Products

h"p://www.crownprod.com

250=$1.85 ea/500=$1.80 ea/1000=$1.70 ea

Quality Logo Products

h"p://www.qualitylogoproducts.com

250=$1.12 ea/500=$1.10 ea/1000=$1.07 ea

PrintGlobe, Inc

CAR HOOKS

Company

Website

Pricing

Tiger Direct

TigerDirect.com

$3.99 ea

Amazon

h"p://www.amazon.com

$5.69 ea

Bargain StaAon

h"p://www.bargainsta7on.com

$5.72 ea

Suggested Copy: Big Tuna Thank You Letter Customizable letter and stationary template available free online.

Suggested Copy: Thanksgiving Thank You Letter Customizable letter and stationary template available free online.

Suggested Copy: Lost Tuna Come Back Letter

Customizable letter and stationary template available free online.

Suggested Copy: Service Failure Recovery Letter Customizable letter and stationary template available free online.

Suggested Uses For Customized Customer Note Cards

• Holiday wishes • Thank a customer for a referral • Thank a first time customer • Apologize for service or quality breakdown • Thank you for opportunity for re-do • Wish a customer Happy Birthday • Congratulate a customer for milestone in their family: birth, graduation, new job, first communion, Bat Mitzvah, wedding, promotion, anniversary, etc. • Wish a customer luck in life event: moving, new job, retirement, etc. • Condolences to customers: loss of loved one, loss of pet, etc. • Just because!

Source Sheet For Customized Customer Note Cards

Customized note card printing costs To help you budget for in-store promotions, we have secured bids from two printers we work with. These costs assume four color logo on card front and include the price of the envelopes. Cards are 80 lb. cover stock. ColorMark

Master Data

250 quantity

$250

$130

500 quantity

$300

$195

1000 quantity

$395

$252

2,500 quantity

$660

$398

5,000 quantity

$1,125

$640

Contact Name

Larry Thompson

Steve Walker

Contact Email

lthompson@colormarkprinting.com

stevew@masterdata.com

Contact Phone

816-260-7900

816-254-8787

Art For Holiday Promotions: Counter Cards, Stanchion Signs, Invoice Fliers Valentines Day

St. Patricks Day

Fourth of July

Fourth of July FREE Flag Cleaning

15% OFF 15% OFF 15% OFF with any green item

with any red/white/blue item

St. Patrick’s Day Special

15% OFF!

cial

ay Spe Valentine’s D

15% OFF!

with dry cleaning

STAY TRUE TO YOUR COLORS.

Your entire dry cleaning order when you have anything green cleaned.

July 4th Special

15% OFF!

g order dry cleanin aned. Your entire hing red cle yt an ve ha when you

FREE FLAG CLEANING

Your entire dry cleaning order with any

red, white or blue item.

with any dry cleaning order

St. Patrick’s Day Special

ay Special

15% OFF!

Valentine’s D

15% OFF!

Your entire dry cleaning order when you have anything green cleaned.

Good on dry cleaning through July 10th Sorry cannot be combined with any other offer.

July 4th Special

STAY TRUE TO YOUR COLORS.

Your entire order with any

FREE FLAG CLEANING!

15% OFF!

g order dry cleanin ed. Your entire ng red clean hi yt an ve when you ha

Red, white or blue item.

Offer good through July 30th

Offer good through July 10th

Good on dry cleaning through Feb. 15th Sorry, cannot be combined with another coupon offer.

Good on dry cleaning through Mar. 20th. Sorry, cannot be combined with another coupon offer.

Good on dry cleaning through Feb. 15th Sorry, cannot be combined with another coupon offer.

Good through July 30th

15% OFF!

FREE FLAG CLEANING

Good through July 30th

Your entire dry cleaning order when you have anything green cleaned.

15% OFF!

Good on dry cleaning through July 10th Sorry cannot be combined with any other offer.

July 4th Special

Your entire dry cleaning order with any

15% OFF!

red, white or blue item.

STAY TRUE TO YOUR COLORS.

FREE FLAG CLEANING

Good through July 30th

with any dry cleaning order

Good on dry cleaning through Mar. 20th. Sorry, cannot be combined with another coupon offer.

Good on dry cleaning through July 10th Sorry cannot be combined with any other offer.

Good on dry cleaning through Mar. 20th. Sorry, cannot be combined with another coupon offer.

St. Patrick’s Day Special

with any dry cleaning order

Good on dry cleaning through Mar. 20th. Sorry, cannot be combined with another coupon offer.

St. Patrick’s Day Special

with any dry cleaning order

order dry cleaning cleaned. Your entire anything red when you have

Good on dry cleaning through Feb. 15th. Sorry, cannot be combined with another coupon offer.

STAY TRUE TO YOUR COLORS.

with any dry cleaning order

order dry cleaning cleaned. Your entire anything red when you have

red, white or blue item.

STAY TRUE TO YOUR COLORS.

15% OFF!

y Special

Your entire dry cleaning order with any

15% OFF!

red, white or blue item.

Valentine’s Da

Your entire dry cleaning order with any

y Special

July 4th Special

Good on dry cleaning through Feb. 15th. Sorry, cannot be combined with another coupon offer.

July 4th Special

15% OFF!

order dry cleaning cleaned. Your entire anything red when you have

Valentine’s Da

Your entire dry cleaning order when you have anything green cleaned.

15% OFF!

Good on dry cleaning through Feb. 15th. Sorry, cannot be combined with another coupon offer.

15% OFF!

St. Patrick’s Day Special

Your entire dry cleaning order when you have anything green cleaned.

15% OFF!

order dry cleaning cleaned. Your entire anything red when you have

St. Patrick’s Day Special

15% OFF!

y Special

Valentine’s Da

y Special

Valentine’s Da

22x28/14x22 Stanchion

8.5x11 Counter Cards

with any red item

Invoice Fliers

Art For Holiday Promotions: Counter Cards, Stanchion Signs, Invoice Fliers Thanksgiving

15% OFF

with any orange/black item

Various

15% OFF

(three offer choices)

15% OFF

with any red/green item dresses/suits/formalwear

Thanksgiving Special

8.5x11 Counter Cards

15% OFF!

Good through Nov. 30th. Sorry, cannot be combined with another coupon offer.

en g order wh dry cleanin aned. Your entire or green cle d re ng hi yt you have an

Linens & Comforters

15%OFF

cial

Holiday Spe

15% OFF

Dresses, Suits & Formalwear

Good on dry cleaning through December 30th Sorry, cannot be combined with another coupon offer.

Thanksgiving Special!

Good on dry cleaning through November 2 Sorry, cannot be combined with another coupon offer.

15%OFF Your entire dry cleaning order

Good on dry cleaning through November 2 Sorry, cannot be combined with another coupon offer. nd

Halloween Special!

Bring in any orange or black item and enjoy savings of

15%OFF Your entire dry cleaning order

Good on dry cleaning through November 2nd Sorry, cannot be combined with another coupon offer.

15%OFF Your entire dry cleaning order

Good on dry cleaning through November 2nd Sorry, cannot be combined with another coupon offer.

Coats & Sweaters Good through Nov. 30th. Sorry, cannot be combined with another coupon offer.

Thanksgiving Special

Coats & Sweaters

Good through Nov. 30th. Sorry, cannot be combined with another coupon offer.

Thanksgiving Special

15% OFF

Good through Nov. 30th. Sorry, cannot be combined with another coupon offer.

Coats & Sweaters

Your entire dry cleaning order when you have anything red or green cleaned.

Holiday Special

Your entire dry cleaning order when you have anything red or green cleaned.

15% OFF!

15% OFF

Good through Nov. 30th. Sorry, cannot be combined with another coupon offer.

Your entire dry cleaning order when you have anything red or green cleaned.

15% OFF!

Good through end of month. Sorry, cannot be combined with another coupon offer.

15%OFF

Dresses, Suits & Formalwear

Good through end of month. Sorry, cannot be combined with another coupon offer.

15%OFF

Dresses, Suits & Formalwear

Good through end of month. Sorry, cannot be combined with another coupon offer.

15% OFF

Coats & Sweaters

Holiday Special

15% OFF!

Your entire dry cleaning order

Holiday Special

15%OFF

15% OFF

Good on dry cleaning through December 30th Sorry, cannot be combined with another coupon offer.

Bring in any orange or black item and enjoy savings of

Thanksgiving Special

Bring in any orange or black item and enjoy savings of

Thanksgiving Special

Halloween Special!

Good on dry cleaning through November 30th Sorry, cannot be combined with another coupon offer.

Your entire dry cleaning order

Dresses, Suits & Formalwear

dry cleaning Your entire you have order when d or green anything re cleaned!

Dry Cleaning

15%OFF Good on dry cleaning through November 2nd Sorry, cannot be combined with another coupon offer.

15% OFF!

15% OFF

Bring in any orange or black item and enjoy savings of

15% OFF

cial

Holiday Spe

Halloween Special!

22x28/14x22 Stanchion

Invoice Fliers

Christmas

Halloween

Art For Store Promotions: Counter Cards, Stanchion Signs, Invoice Fliers Alterations

Same Day Service

No Offer 3 Choices

2 Choices

benefit message

$20 any size/20% OFF

15% OFF Alterations Better for you. Better for clothes.

We offer expert alterations!

Better for the planet.

$20 We offer same day service.

You’ve never worn anything like it.®

We proudly use GreenEarth® Cleaning.

Alterations anytime.

Better for clothes. Better for the planet.

We offer expert alterations!

20% OFF Pressed for time?

We offer same day service.

You’ve never worn anything like it.®

Better for you.

$10 OFF Alterations

Too big, small, short or long?

We offer expert alterations!

Comforter Special!

$20 Pressed for time?

We offer same day service.

Better for you.

Better for clothes.

Better for the planet.

Too big, small, short or long?

We offer expert alterations!

$20

Offer good through the end of the month.

$20 Pressed for time?

Offer good through the end of the month.

Comforter Special!

We offer same day service.

ANY SIZE

Pressed for time?

Comforter Special!

$20

ANY SIZE

Pressed for time?

We proudly use GreenEarth® Cleaning.

You’ve never worn anything like it.®

$10 OFF Alterations

Comforter Special!

ANY SIZE

We offer same day service.

$10 OFF Alterations

Offer good through end of the month.

We proudly use GreenEarth® Cleaning. Better for clothes.

Better for the planet.

$10 OFF Alterations

Offer good through the end of the month.

Comforter Special!

Too big, small, short or long?

Better for you.

ANY SIZE

Pressed for time?

Too big, small, short or long?

Comforter Special!

We proudly use GreenEarth® Cleaning.

You’ve never worn anything like it.®

Invoice Fliers

15%/$10/no offer

No Offer

22x28/14x22 Stanchion

8.5x11 Counter Cards

benefit messages

Comforters

Offer good through the end of the month.

GreenEarth

Offer good through the end of the month.

Art For Store Promotions: Counter Cards, Stanchion Signs, Invoice Fliers Food Drive

Breast Cancer

$5 OFF Clean for the Cure

Invoice Fliers

Fundaiser

No offer/$5 off free cleaning

Passionately Pink October!

Will work for food.

$5 OFF

Help us clean for the Cure!

Coats for Kids!

To support Susan G. Komen for the Cure

We’re collecting coats, jackets and sweaters in all sizes.

Join the “fund”!

your order with a donation to our

holiday food drive.

Drop off here.

$5 OFF

with donation

DONATE YOUR OLD COAT

FEEL WARM INSIDE.

$5 OFF your next order with any donation.

All items cleaned free before donation!

Will work for food.

Help us Clean for the Cure!

Pink Out

Coats for Kids!

with a small donation to Susan G. Komen for the Cure

Drop off here. We’re collecting coats, jackets and sweaters in all sizes. $5 Off with Donation All items cleaned free before donation!

$5 OFF your order with a donation to our

holiday food drive.

DONATE YOUR OLD COAT

FEEL WARM INSIDE.

$5 OFF your next order with any donation.

22x28/14x22 Stanchion

8.5x11 Counter Cards

with donation

Coats For Kids Coats For Shelters

Drop off your donation this month and we will clean and donate them to local shelters. Warm mens, womens and kids coats needed!

Will work for food.

$5 OFF

your order with a donation to our

holiday food drive.

Help us Clean for the Cure!

$1 donation

to Susan G. Komen for the Cure

For every item you dry clean this month.

to Susan G. Komen for the Cure

For every item you dry clean this month.

Coats for Kids! Drop off here.

We’re collecting coats, jackets and sweaters in all sizes.

All items cleaned free before donation!

DONATE YOUR OLD COAT

$5 OFF

FEEL WARM INSIDE.

your next order with any donation.

Drop off your donation this month and we will clean and donate them to local shelters. Warm mens, womens and kids coats needed!

Will work for food.

$5 OFF

your order with a donation to our

holiday food drive.

Help us Clean for the Cure!

$1 donation

to Susan G. Komen for the Cure

For every item you dry clean this month.

to Susan G. Komen for the Cure

For every item you dry clean this month.

Coats for Kids!

Drop off here.

We’re collecting coats, jackets and sweaters in all sizes.

All items cleaned free before donation!

DONATE YOUR OLD COAT

FEEL WARM INSIDE.

$5 OFF

your next order with any donation.

Drop off your donation this month and we will clean and donate them to local shelters. Warm mens, womens and kids coats needed!

Seasonal Promotion Kits: Available in multiple sizes

Available in the following sizes: A1 23.4” x 33.1” A2 16.5” x 23.4” A3 11.7” x 16.5”

Hangtag 3.9” x 8.3” Counter display 8.5” x 11” Poster 14” x 22” Poster 22” x28”

Seasonal Promotion Kits: Available in multiple sizes

Sample of Counter Card Art (Free Online, With Stanchion Art and Invoice Fliers)

l a i c e p S y a D s ’ e n i t n e Val

! F F O % 5 1 g order n i n a e l c y r d ned. a e l c d Your entire e r g anythin e v a h u o y when

Sample of Counter Card Art (Free Online, With Stanchion Art and Invoice Fliers) St. Patrick’s Day Special

15% OFF!

Good on dry cleaning through Mar. 20th. Sorry, cannot be combined with another coupon offer.

Your entire dry cleaning order when you have anything green cleaned.

Sample of Counter Card Art (Free Online, With Stanchion Art and Invoice Fliers)

July 4th Special

15% OFF! Your entire dry cleaning order with any

red, white or blue item.

Good on dry cleaning through July 10th Sorry cannot be combined with any other offer.

Sample of Counter Card Art (Free Online, With Stanchion Art and Invoice Fliers)

STAY TRUE TO YOUR COLORS.

FREE FLAG CLEANING with any dry cleaning order

Good through July 30th

Sample of Counter Card Art (Free Online, With Stanchion Art and Invoice Fliers)

Halloween Special! Bring in any orange or black item and enjoy savings of

15%OFF Your entire dry cleaning order

Good on dry cleaning through November 2nd Sorry, cannot be combined with another coupon offer.

Sample of Counter Card Art (Free Online, With Stanchion Art and Invoice Fliers)

Thanksgiving Special

Linens & Comforters Good through Nov. 30th. Sorry, cannot be combined with another coupon offer.

15% OFF

Sample of Counter Card Art (Free Online, With Stanchion Art and Invoice Fliers)

l a i c e p S y a d i l Ho

! F F O % 5 1

hen w r e d r o g leanin c y r d e r i aned. t e l n c n e e r Your e g r g red o n i h t y n a e v you ha

Good on dry cleaning through December 30th Sorry, cannot be combined with another coupon offer.

Sample of Counter Card Art (Free Online, With Stanchion Art and Invoice Fliers)

We proudly use GreenEarth® Cleaning. Better for you. Better for clothes. Better for the planet. You’ve never worn anything like it.®

Sample of Counter Card Art (Free Online, With Stanchion Art and Invoice Fliers)

Pressed for time?

We offer same day service.

Sample of Counter Card Art (Free Online, With Stanchion Art and Invoice Fliers)

Comforter Special!

20% OFF

Offer good through the end of the month.

Sample of Counter Card Art (Free Online, With Stanchion Art and Invoice Fliers)

Will work for food.

$5 OFF your order with a donation to our

holiday food drive.

Sample of Counter Card Art (Free Online, With Stanchion Art and Invoice Fliers)

Passionately Pink October!

Help us clean for the Cure! To support Susan G. Komen for the Cure

Sample of Counter Card Art (Free Online, With Stanchion Art and Invoice Fliers)

Coats for Kids! Drop off here. We’re collecting coats, jackets and sweaters in all sizes. All items cleaned free before donation!

Sample of Counter Card Art (Free Online, With Stanchion Art and Invoice Fliers)

DONATE YOUR OLD COAT

FEEL WARM INSIDE.

$5 OFF your next order with any donation.

Templated Art For Local Ads With YourBrand Cleaners, every day is Earth Day.

No hazardous chemicals. Safe for our water, soil and air.

Our unique GreenEarth Cleaning process is not only better for the earth, it’s better for clothes and 100% odor-free, so it’s better for you too! Give us a try. You’ve never worn anything like it! XXX Street Name, City Name

XXX-XXX-XXXX

www.yoururlgoeshere.com

5.5” x 10.375”

6.875” x 7.75”

10.375” x 5.5”

5.5” x 10.375”

6.875” x 7.75”

10.375” x 5.5”

10.375” x 5.5” 76

Planning Cost Estimates: Printing Templated Art

In-store collateral printing costs To help you budget for in-store promotions, we have secured bids from five printers we work with for the items shown in this book. You may be able to find lower cost printing locally; be careful that you request prices with specifications that allow apple to apple comparisons. Online print and deliver services will not likely allow this type of comparison (e.g. they may use lower quality paper, have mininum quantity requirements, etc) and they may also charge for store level customization. These costs assume four color, gloss or matte finish; stanchion signs are double sided. Stock material varies based on item. Stanchion signs quotes reflect different materials (styrene, vinyl mat or laminated decal. Counter cards are card stock weight. Fliers are text weight stock. Cost to purchase a stanchion sign holder varies by size and wieght, range is between $110 - $300 at www.crowdcontrolexperts.com and www.stanchiondepot.com. ColorMark

Master Data

UPS store

Digital Lagoon

Signs by Tomorrow

Sign material

Styrene

Vinyl mat

Styrene

Laminated decal

14”x22” sign

$25

$44

$39

$15 each

$15* each

22”x28” sign

$50

$84

$59

$30 each

$45* each

8.5”x11” card

$9.58 ea /12 $1.30 ea /100

$6.50 each /1

$1 each

4.5”x5.5” fliers

$225 for 2000

$260 for 2000

$195 for 2000

Monthly Kit (14x22, 8.5x11, 2000 4.5x5.5)

$302

Contact Name

Larry Thompson

Steve Walker

Jerry Amaro

Jordan Gershon

Crystal Johnson

Contact Email

lthompson@ colormarkprinting.com

stevew@ masterdata.com

lenexaupsstore@ jgershon@ gmail.com lagoon.com

cjohnson@ signsbytomorrow. com

816-254-8787

913-599-0887

913-541-1331

Contact Phone 816-260-7900 * Add $7-10 to apply to styrene

913-888-3468

Banners are also a great way to promote store offers. Companies like Signs by Tommorrow can design and print outdoor banners inexpensively; the Kansas City Signs by Tomorrow listed here quoted a price of $108 including shipping/taxes to design and print a heavy, 4 color 2’ x 6’ banner with grommets and wind slits ($5-6 a square foot). 77

Ads (6.9” x 7.75”): Fundraiser Store Promotions

Coats for Kids $5 Off

Coats for Kids! We’re collecting coats, jackets and sweaters in all sizes. All donated items cleaned free.

$5 OFF

your next order with coat donation. Street address here | Phone number here | Store hours here

DONATE YOUR OLD COAT

Coats for Kids! We’re collecting coats, jackets and sweaters in all sizes. All donated items cleaned free. Street address here | Phone number here | Store hours here

Coats for Shelters $5 Off

Will work for food.

FEEL WARM INSIDE.

$5 OFF your order with a donation to our

$5 OFF

your next order with coat donation.

Coats for Kids No offer

Drop oﬀ your donation this month and we will clean and donate them to our local shelters. Warm mens, womens and kids coats needed!

holiday food drive.

Store hours here Street address here Phone number here

Street address, City name xxx-xxx-xxxx

X - XX Monday-Friday X- XX Saturday

We’re Cleaning for the Cure!

Breast Cancer fundraiser

Will work for food.

$5 OFF

To support Susan G. Komen for the Cure

Join the “fund”!

your order with a donation to our

holiday food drive.

We’re Passionately Pink this October! To aid in the fight against breast cancer, we’re “pinking out” this month to help raise money for breast cancer research. We are having staff fundraising challenges and discounting our dry cleaning to invite everyone to join the “fund”! Store hours here | Street address here | Phone number

Food Drive $5 Off

Press Releases: Fundraiser Store Promotions (Coats for Shelters)

Press Releases: Fundraiser Store Promotions (Coats for Kids)

Press Releases: Fundraiser Store Promotions (Food Drive)

Press Releases: Fundraiser Store Promotions (Breast Cancer)

Today, the game. Tomorrow, the world.

Sports Program Ad 3.75”x5” A typical quarter page size for sports programs. These templates are designed to be customized with your store information and logo and are available free online.

We salute the athletes of XXXXXXXX for their dedication to excellence, on and off the field. Proudly using GreenEarth® Cleaning. No toxic chemicals. Healthier for you, your family and our community. www.yoururlhere.com

Today, the classroom. Tomorrow, the world.

We salute the students, faculty and administrators of XXXX as they prepare to take on the 21st century!

Proudly using GreenEarth® Cleaning. No toxic chemicals. Healthier for you, your family and our community. www.yourstoreurlhere.com

School Ad 5.5”x3.5”

Templated Art For Care Cards & All Purpose Coupon

Care Cards 3.5â&#x20AC;?x2â&#x20AC;?

These business card sized Care Cards are designed for use in retail partnerships with restaurants and clothing retailers. There is also an all purpose gift card that can be used as a pocket handy trial incentive, thank you or random act of kindness placed under windshield wipers at nearby retail. Copy is meant to be customized with store name and address on the backside. All files are available free online.

Templated Art For Direct Mail Suggested for Tier II: Spring

Direct Mail Postcard 6â&#x20AC;? x 11â&#x20AC;?

This oversized postcard does a good job of standing out in the stack of mail without incurring oversized postage. To attract new customers, we suggest focusing on your green difference with this arresting visual. This template should be customized by your printer with your store name, logo and information. The coupon values can also be modifed to suit your needs. This item is available free online. 85

Templated Art For Direct Mail Suggested for Tier II: Spring

Direct Mail Postcard 6â&#x20AC;? x 11â&#x20AC;?

This oversized postcard does a good job of standing out in the stack of mail without incurring oversized postage. With Spring and the Easter holiday coming up, it is a good time to remind people about the need to refresh their warm weather clothes and clean and prepare their winter clothes for storage. We have designed this postcard to be sent to both prospective and existing customers, to make your mailing efficient. This template should be customized by your printer with your store name, logo and information. The coupon values can also be modifed to suit your needs. This item is available free online. 86

Templated Art For Direct Mail Suggested for Tier II: Thanksgiving

Direct Mail Postcard 6â&#x20AC;? x 11â&#x20AC;?

This oversized postcard does a good job of standing out in the stack of mail without incurring oversized postage. A refreshing Thanksgiving message is to simply thank your customers for their business. This template should be customized by your printer with your store name, logo and information. The coupon values can also be modifed to suit your needs. This item is available free online. 87

Additional Templated Artwork for Direct Mail (6” x 11”)

Love Your Cleaner

Save Green

Special Items

Save $ And The Planet

Grand Opening

Mother Nature

Clean Green

Earth Day

Pick-up & Delivery

Additional Templated Artwork for Direct Mail (6” x 11”)

Special Services

Cleaner By Nature

Save Your Sequins

This Blouse Is Green

Clean Naturally

Smell Clean

Happy Clothes

Day At Beach

Dry Greening

Planning Cost Estimates & Source Sheet: Direct Mail

Direct Mail Postcards 6” x 11” To help you budget for direct mail, we have secured bids from three printers we work with. You may be able to find lower cost printing locally; be careful that you request prices with specifications that allow apple to apple comparisons. Online print and deliver services will not likely allow this type of comparison (e.g. they may use lower quality paper, have mininum quantity requirements, charge for store level customization or overprinting addresses, etc.) These costs are for printing postcards only, and assume four color front, black and white back, 12-14pt. stock. Presort, address printing and variable data charges are included. Annual mailing list costs, postage, bulk permit and mailing fees are not included.* Some a low cost printers will have a longer turn around time as they will wait and run your order with other printing orders to achieve volume discounts. ColorMark

Master Data

UPS store**

500

$340

$382

$290

2,500

$725

$576

$520

5,000

$1,125

$788

$829

10,000

$1,895

$1,324

$1,544

15,000

$2,495

$1,934

$2,399

Contact Name

Larry Thompson

Steve Walker

Jerry Amaro

Contact Email

lthompson@colormarkprinting.com

stevew@masterdata.com

lenexaupsstore@gmail.com

816-254-8787

913-599-0899

Contact Phone 816-260-7900

**Turn around promise: @500-5000, 2 days for print only, 2 weeks to handle full mailing; @5000+ 4 days for print only, 3 weeks for full mailing

* Typically, mailing lists cost run between $.08 and $.22 per name (more for very small lists, less for large lists), $.10 - $.14 is a good planning average. You will also need to budget for the annual permit and fees to do bulk mail, which run about $365 a year. Postage to mail FIrst Class (recommended), the 6” x 11” postcards averages about $.34 per card. Every Day Direct Mail, which delivers to every home on selected carrier routes, does not incur any of these fees, and costs 25-35% less to print because there is no need for addressing presort and variable printing, but it is not for everyone, see pages 88-89 for details. 90

Templated Art Available for EDDM (6” x 12”)

Fall EDDM

Organic EDDM

Earth Suit EDDM

Winter EDDM

Planning Cost Estimates: USPS Every Door Direct Mail Retail™ Every Door Direct Mail™

Every Door Direct Mail is a brand new program offered by the United States Postal Service. Designed to be an affordable way for small business to do direct mail, it delivers oversized direct mail (must be larger than 61/4” OR 111/2”) within 1-2 business days to every residence in selected carrier routes for 14.2 cents postage. Key benefits of this option include: • Savings of $.20 - $.23 per card on postage (for a overized commercial automated 5-digit First Class postcard under one ounce, postage currently runs $.38, the 6”x11” letter size postcard runs $.34 cents). • Savings of 25 - 35% on printing costs (no need for presort, address printing, etc.). • Savings of $.08 - $.22 cents per card on mailing list costs (eliminates the need to purchase a mailing list; per name prices vary based on size of list). • Annual permit and fee savings of $365 (elminates the need to purchase a bulk mail permit and mail annual mailing fee ($175 and $190 repectively). • First Class delivery turnaround times. • Oversized direct mail will stand out better in the stack of mail. Every Door Direct Mail (EDDM) makes sense for small businesses IF: • The need to saturate a geographic area is more important than targetability; e.g. demographic and user/non-user targeting of direct mail is not important. • The neighborhoods you want to reach match up well with carrier routes. • One message or offer(s) can work for all audiences. • You do not need to collect returned/incorrect address cards to update your traditional direct mail mailing list. If only one in every three or four homes you deliver to with the EDDM progam is a true target household, then traditional direct mail can be more cost effective. If your postcard works with both current customers and prospects, and you want to blanket a neighborhood, EDDM can be a great option. This is a new program and we can expect it to evolve over the next couple of years. Within the next three to six months the USPS expects to get Congressional approval to offer this program for letter size mailings, i.e. the 6” x 11” size we currently design GreenEarth postcards. This could mean even more savings. Visit www.uspseverydoor.com to learn more about the USPS Every Door Direct Mail Retail program for small business, create a business account, download the user guide and necessary forms and choose your routes. You may also want to view the online webinar. Note: small business should click the Retail Entry tab, not BMEU. 92

Planning Cost Estimates: USPS Every Door Direct Mail Retail™

Features

• Mail oversized direct mail postcards to every home in targeted mail routes for only 14.2 cents each, a significant savings over traditional direct mail. • Delivered with 1-2 business days. • Targeted carrier routes can be selected by city, neighborhood or specified distance from your store location; online mapping feature makes this easy. • No mailing list needed – instead of printing names and street addresses, use an approved Simplified Addressing format (“Local Postal Customer” or “Valued Customer”). • No permit or annual fee needed - USPS provides approved indicia. • No cost to print individual names and addresses. • Postcards can be printed in bulk for discount pricing and then mailed throughout the year as needed, by you or by your printer. If you are printing a year long supply, be careful to manage your expiry restrictions accordingly.

Requirements

• Mail must be delivered to the Post Office that services the carrier routes you are targeting with the correct paperwork; the forms are online and can be done by a small business owner, or, a printer experienced with Every Door Direct Mail can take care of this for you for a small fee. • Must be at least 200, but not more than 5,000 mailpieces per day. • Each piece must weigh less than 3.3 ounces. • Each piece must be a standard mail flat: more than 111/2” long, or more than 6 1/4 “ high, but not more than 15” long, or more than 12” high. • The mailing must be bundled in individual packages of 50.

Current Print Partner Options

• USPS is partnering with UPS stores on EDDM. It is not universally available at every store but a national rollout is underway. We have negotiated discounted rates for GreenEarth Affiliates to do EDDM through a Kansas City UPS store that was an early adopter for EDDM; all-in pricing is about 50% lower. They can customize and resize our postcards to meet USPS flat specfications and work with any store location in the U.S. Call Jerry Amaro at 913-599-0899 or email lenexaupsstore@gmail.com. • USPS is also partnering with Teradel, an online solution provider. For details and quotes, call 1-800-481-1656 or visit www.everydoordirectmail.com. Online quotes often assume camera ready art so there may be a fee for artwork customization. • The USPS posts a list of other approved vendors on their website. There may be local printers in your area familiar with EDDM as well. 93

AdWords Express

Google AdWords Express: www.awexpress.com

Google has introduced a new online advertising tool ideally suited for small retail businesses. If you have ever used AdWords, you already understand how complicated, confusing and expensive it can be. Managing an AdWord campaign can be a part time job all on its own. AdWords Express is a much more simplified and efficient version of Ad Words and well worth testing for a few months to see how it delivers for your business. GreenEarth has been working with Google to make it easier for Affiliates to learn about and use this service. After checking out Google Adwords Express online, if you want to start a campaign, Joseph Tucker, our Customer Service Representative will be happy to help you. He will also give you a $100 credit to get started with. You need to have a Google Places account before you can participate. It is free; go to www. google.com/places. Google Places account holders can call Joseph; he will help you get started and give you a promotion code for the $100 credit. He can be reached at 1-800-838-7969 x23855.

Features

• Pay per click online online advertising on Google Search and Google Maps pages. • Your ad with headline, two copy lines, address, phone number, url and map appears in the paid ad column on Google web searches. Your business appears on Google Maps with a blue pin that stands out versus the red pins of regular Google Places locations. If you don’t currently appear on page one, this will help. • For the first three weeks, your ad will appear on computers searching dry cleaning key words within a 15 mile radius of your store location. AdWords Express will begin to narrow the radius of your ad’s reach as more people click on it. In other words, only those people most likely to click on your ad will see it. • You set your own maximum budget, between $50 and $320 a month. Google recommends you set your maximum spend at $160 a month. • You pay only for the clicks you recieve. If your monthly maximum is $160 and you only recieve 15 clicks in a month, you will only pay about $30. The cost per click in the dry cleaning category averages a little under $2. The visibility of your ad will be determined by your monthly maximum budget, higher maximums mean your ad rotates more often when people search. Google optimizes the key words for you. • You can manage your campaign via your Google Places dashboard: see keywords searched, impressions and clicks over time, change the ad, monitor billing costs or change your billing method. • There is no contract, you can cancel at any time. 94

Contact Information

Karen Maxwell, GreenEarth (Customer Service Director) kmaxwell@greenearthcleaning.com 816-926-0895 ext. 206 Toll free 877-926-0895 Stacy Sopcich, GreenEarth (Marketing Director) ssopcich@greenearthcleaning.com 816-926-0895 ext.209 Toll free 877-926-0895 Kelsey McLellan GreenEarth (Affiliate Support) kmclellan@greenearthcleaning.com 816-926-0895 ext. 216 Toll free 877-926-0895 Micah Sonderman, DV Studios (email marketing program manager) micah@dvstudiosinc.com 816-885-0660 Mary Lackamp (Digital Lagoon) mlackamp@lagoon.com 913.888.3468, ext. 112

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