store financial AGENCY SERVICES PROPOSAL

5.10.2013

table of contents

This document contains unpublished, private and confidential information and is for the exclusive use and benefit of Gift Card Impressions, LLC. Written authorization is required prior to disclo-sure to any third party. Concepts and packaging formats are patent issued or pending where applicable. This information is for the exclusive use of its intended recipients and any copying, dis-tribution, disclosure or other use of this information by anyone else is strictly prohibited. It is understood that receipt of this information acknowledges that this information is the exclusive property of Gift Card Impressions, LLC. This information is also considered the intellectual property of Gift Card Impressions and may only be used with the written permission of Gift Card Impressions, LLC.

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section

company overview

our team and references

brand identity methodology

case studies

project plan and pricing

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table of contents

company overview

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gci core capabilities

strategic development• consumer insights

• brand differentiation

• category expansion

agency creative• award-winning creative

• marketing and promotional solutions

product solutions• custom

• innovative

agency services proposal gci core capabilities

company philosophygift cards are the #1 requested gift during the holidays.

Unfortunately, gift cards have a reputation of being a thoughtless,

last-minute, or low-effort gift.

gift card impressions was founded on the philosophy that gift cards

should, and can, be regarded as a meaningful, memorable, and special gift.

gci’s deep understanding of gift cards and gifting behavior uniquely

position us to provide expertise and strategy for growing gift card

programs that stand out from the pack.

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bringing the “gift” back to gift cards

the gci team& references

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agency services propsal the gci team

the gci teamThe GCI team is located in our headquarter offices

in the River Market district of Kansas City, MO.

• the team is comprised of leaders from leading advertising agencies,

CPG companies, national retailers, and consulting firms.

• your account team will be comprised of senior leaders across

marketing and creative functions.

• your account team is highly experienced in brand identity with work

from brands including Oprah Winfrey, American Express, Sephora,

Hallmark, Coca-Cola, Goodyear and many others.

kc, mooffices

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the gci team

brett glass president and CEOBrett spent many years as an executive of Clorox, Pepsi and Accenture. As the former CEO of Houston Harvest, Brett is an established and respected visionary of the gifting industry. Brett brings his executive leadership and entrepreneurial spirit to all GCI clients. Brett is the inventor of Gift Card Weekend and has a track record of successful new business ventures that have revolutionized the gift card industry.

nicole glass executive VPNicole’s leadership of GCI’s business is focused on delivering strategic business services and consumer products that achieve client objectives. Her ability to delivery and lead strategies through her team has helped GCI become the exclusive supplier of Gift Card packaging to companies such as Target, Kohl’s, and Walgreens. Nicole has an extensive background in licensing and business development at major brands such as Sunbeam and and Houston Harvest.

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agency services propsal the gci team

jill rosen director strategic partnershipsJill most recently ran the Sephora and iTunes gift card businesses. She has vast experience in managing all aspects of hugely successful gift card programs and is an expert in gift card marketing strategy and business development. A former, long time, executive of Hallmark, Jill also has a strong background in consumer marketing and insights. Jill’s has a knack for delivering strong strategies that address your most pressing needs. Jill will be your key contact on all projects.

dominique o’hara SVP creativeDominique has a strong agency background in branding and identity work. As the leader of GCI’s creative department, she oversees all direction and decisions to apply the latest trends and impeccable taste to all GCI work. She formerly owned an agency that served various clients including, Own (Oprah Winfrey Network), The Weather Channel and specialty boutiques. She started her career at at Fossil (a leading fashion and accessories retailer) developing a strong brand through product and print design. Dominique will be your key contact for all creative project work.

else blake art directorElse’s expertise in branding and digital creative is first class. She designed all of the GCI personalization platforms for consumers, B2B, and group gifting. Her background in agencies has provided her with the innate ability to see the world through the eyes of her clients. Her previous work at Staples helped solidify her talents in applying a focused brand identity across multiple platforms including digital, B2B, and traditional consumer advertising. Her strength in applying the latest digital trends and user experience expertise has delivered bleeding-edge solutions to GCI clients.

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client references

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client references

incomm GCI has a strategic partnership with InComm, the leading distributor of 3rd party gift cards to mass and drug channels. InComm works with many major retailers and most leading Card Partners and turns to GCI to develop unique programs for these demanding clients. Solutions include displays and merchandising, brand specific artwork and styling, packaging and digital solutions as well as promotions geared towards incremental gift card sales.

applebee’s GCI has a long-standing partnership with Applebee’s around their Gift Card program. We work with Applebee’s to develop unique programs and creative that emulates their brand with the goal of increasing Gift Card sales. The partnership encompasses in store, 3rd party and online distribution. GCI has helped Applebee’s to take a more segmented approach in targeting specific consumers through unique gift card product and marketing solutions.

agency services proposal client references

jaime yeagerSenior Marketing Manager

404-933-4348

jyeager@incomm.com

bridget moenFormer Director of Brand Management

816-651-5820

Bridget.Moen@bhnetwork.com

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store financial brand identity

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agency services proposal brand identity process

brand identity processour team takes a methodical, yet collaborative, approach to determining our

client’s strategies. While many activities will be performed to deeply understand your

brand, the focus is on producing the best work and end result, allowing us to help you

take STORE FINANCIAL’S brand image to the next level.

gci takes a 2-phase approach to developing your new brand identity:

brand immersion

sales and marketing tools

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RFI response phase 1: brand immersion

phase 1: brand immersion

the brand immersion phase involves performing

several activities to properly identify brand attributes,

values, and positioning to asses the most imminent brand

needs. The following is a top-line list of activities that

help us become stewards of the store financial brand.

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agency services proposal phase 1: brand immersion

• executive interviews: internalize SWOT analysis and current brand strategy

• brand study review: identify core attributes and branding elements

• competitive landscape analysis: identify niche amongst competitive processors

• emotion-marketing analysis: energy, equity, and experience. which “E’s” are the key brand levers?

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phase 2 is where the rubber meets the road

We take all the findings from the first two phases and

combine them to create a tight, clear, and definitive brand

identity. Listed here is a starter list of the elements that

will be included in the final deliverable.

phase 2: sales and marketing tools

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agency services proposal phase 2: consumer insights

• capabilities presentations: • General Capabilities – This template can be customized depending on the situation

and the client. A compelling brand story and details highlighting competitive advantages

will be emphasized.

• Mall Capabilities – This presentation will be more specific to the shopping mall vertical.

This will include specific selling points to attract new mall prospects.

• Sports Franchises – This presentation will be ideal for approaching sports franchises with

specific ideas related to that vertical.

• existing client marketing tools: The purpose of these materials is to educate and encourage marketing activities that increase

sales of current client card programs.

• On-Boarding Guide - Technical, utilitarian guide for doing business with Store Financial.

May include contacts, procedures and educational materials for how Store does business.

• Best Practices Guide - Business strategies for growth and expansion of existing card programs.

May include 3rd party expansion, online sales, personalization, and packaging ideas. This

presentation will provide clients with a roadmap for growing their card business over time.

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case studies

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brand/market immersionAs part of GCI’s engagement with Cadillac Fairview, a Brand Immersion project was

completed that informed all further brand identity development.

case study cadillac fairview

agency services proposal case studies

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case studies brand attributes

What we want the consumer to perceive

upon receiving a shop! card®

shop! card®

emotional rational

good taste

pleasureable experience

excitement and

anticipation

attainable premium shopping

convenience

choice

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case studies brand attributes

agency services propsal case studies

What we want the consumer to perceive

upon receiving a shop! card®

strengths • widely redeemable

• attainable premium stores

• many locations

• strong, recognizable mall brands

• fully refundable if lost or stolen

opportunities • rebranding

• packaging and displays

• in store signage

• online marketing

• gift card promotions

weaknesses • card design and packaging

• $1.50 fee and maintenance fees

• not redeemable in 100% of stores

• shop! brand recognition

• amount of legal copy required

threats • digital, mobile, group, experiential,

and social gifts

• competitor cards perceived value

• 3rd part retail gift cards

• competitor promotions

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case studies

The Value Star SM Evaluation of the shop! card® brand.

value

equity = + • premium mall brand names • premiere shopping centers • good value

experience = 0 • card design and packaging are a let down • knowledgable staff • pleasant atmosphere

money = - • $1.50 Fee• Maintenance Fees

energy = - • time and effort to reach guest services• Line-Ups• Time spent at guest services

product = + • attainable premium stores • lots of choices • well known mall names • well known shop! card® brand name

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agency services propsal case studies

The Value Star SM Evaluation of the shop! card® brand.

competitive landscape gift cards

premium vs versatile continuum

high

high

low

lowversatility

prem

ium

sho

ppin

g ex

pere

ienc

e

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before

case studies before and after

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agency services proposal brand case studies

after

case studies before and after

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project plan

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agency services proposal plan & pricing

tentative project plan

DELIVERABLE

Brand Immersion 3 weeks

5 weeks

5 weeks

5 weeks

3 weeksOther – Sunrise Bank Transition

Sports and Mall Presentation

Onboarding Guide

General Capabilities Presentation

Existing Client Marketing Tools

Best Practices Guide

ESTIMATED DURATION

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pricing

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agency services proposal plan & pricing

pricing

*Price estimates are subject to change based on project scope and duration.

PROJECT ITEM

Brand Immersion $10,000

$10,000

$6,000

$10,000

$10,000

Priced Per Piece

$46,000TOTAL

Other – Sunrise Bank Transition

Sports and Mall Presentation

Onboarding Guide

General Capabilities Presentation

Existing Client Marketing Tools

Best Practices Guide

PRICE ESTIMATE*

thankyou