3. Flying a plane is a little like creating a marketing plan; neither one works very well when you guess.

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19. Marketing Mission Statement/Objectives:  To maximize ITC revenues by promoting sales of products and services that are profitable and of value to our cooperative members.  To maintain positive relationships with our member to ensure customer loyalty and retention.  To provide public relations that enhance ITC’s reputation.  To provide research and analysis to ITC management to assist in maximizing our market share.  To maintain positive relationships with ITC management and other departments to encourage support and awareness of marketing and advertising plans.  To provide feedback that will monitor progress. ITC Mission Statement: Our mission is to profitably achieve a service quality through cost effectiveness that meets or exceeds membership’s expectations, yet better than the best offered by competitors; and to offer total telecommunications, informational and video services that are innovative and competitive.

20. Get away from phones and interruptions:  GOOD: A quiet conference room in your office building.  BETTER: Get out of the building – go to a meeting room across town.  BEST: Get on a plane and go somewhere fun.

21. 1) Direct revenue gains achieved through on-going campaigns to promote ITC services. These campaigns would be used to increase penetration and overall revenues for ITC. 2) Non-monetary gains achieved by public relations and marketing events. These would be used for customer retention, to build image, and increase top-of-mind awareness. Two types of marketing/advertising efforts to reach goals

22. List Services – set goals and strategies 1) Vroom High-Speed Internet -Increase penetration (identify goal) -Strategy – Promote 4 times/year (direct mail) 2) Best Seat Digital TV -Increase penetration (identify goal) -Strategy - Create holiday campaign (direct mail) 3) FTTH (launching FTTH 4 exchanges/summer) -Send information letter – Coming Soon -Follow up with direct mail piece -Premiere Party

23. List Public Relations/Events 1) Bell Ringer -Redesign header -Magazine format (more white space) 2) Tailgates (1 football game – 1 basketball game) -Can koozies/blinking necklaces for football -Foam fingers for basketball -Work with a school organization to provide food 3) SD Marketing Conference -Create a theme -Save the date ducks -E-vites -Paint Cans

24. Measure Your Success 1) Track Individual campaigns 2) Surveys 3) Measure monthly goals 4) Monitor churn

25. PLAN 1) Prepare 2) Leave 3) Action 4) Numbers

26. “Marketing with a plan is like flying first class with an itinerary and a tour guide – you know where you are going and now that you have a plan, you can relax and enjoy the trip.”

27. Thank you for coming! Kathy Weitala

29. Successful Marketing Program It’s All About... High Speed Internet

30. Cooperative Located in Rice, MN Serve 5 Rural Communities 4,600 access lines - 4,000 customers 16 Employees Company Stats:

31. Things have been a bit crazy

32. Free T-Shirt + Speed $19.95/3 Mo.

33. Keep it Simple: Change Specials Quarterly Advertising Website Handouts & Inserts Newsletter Internal Communication Consumer Awareness

34. High Speed Internet that’s really fast!

35. Toys for Tots

36. Office Makeover Always look your best

37. Get help from an expert

39. High Speed Internet 20% Savings Bill Inserts & Handouts

40. Large Direct Mail Post Cards

41. Keep it Consistent High Speed Internet Fast and FREE! Website Direct Mail Bill Inserts Advertising

42. Get Your Message Out There: Portable Signs

43. Buy Cheap Real Estate

44. Look for Opportunities Invested in T-Shirt’s as a thank you – great advertising Ask for help in spreading the news Increase Speed Notice

45. Grand Prize High Speed Internet FREE for a Year Create Excitement... Annual Meeting

46. Successful Marketing Team Effort

47. Monthly Employee Meetings On-line Bulletin Board Print Material

48. Benton Telephone Team

49. Keep it simple – 90 day promotions Always look professional – even with a small staff or budget Keep your message consistent Get your message out there Look for opportunities to promote your product Create excitement Remember it’s a team effort

51. Joan Miller Polar Communications TOC Conference May 14, 2008

52. Customer vs. Employee Incentive Customer Incentive Product = SecureIT Plus Promotion = Free PC Clean Up and 1 st Month Free Dates = October 1 – November 30, 2007

53. Customer vs. Employee Incentive Customer Incentive Advertising Costs / $4,769 Newspaper Inserts = $1,428 Insertion Costs = $2680 (2 runs) Bill Inserts = $261 Radio Ads = $400 Web Ad = $0 Cable Access Ad = $0

54. FSI - Newspaper 7,075 Inserted in 5 Weekly Newspapers for 2 weeks = 14,150 inserts

55. Bill Insert Included in approximately 9,000 bills

56. Customer vs. Employee Incentive Customer Incentive Total Sold = 35

57. Customer vs. Employee Incentive Employee Incentive Product = SecureIT Plus Promotion = $50 Gas Card for every 6 new SecureIT Plus Customers Dates = Dec. 1, 2007 – January 9, 2008

58. Customer vs. Employee Incentive Employee Incentive Advertising = None

59. Customer vs. Employee Incentive Employee Incentive Total Sold = 69

60. Customer vs. Employee Incentive Employee Incentive Total Sold = 69 1 CSR = $200 1 CSR = $150 2 CSR’s = $100 1 CSR = $50 1 CSR = $25 2 CSR’s = $0 Total Cost = $525

61. Customer vs. Employee Incentive Employee Incentive 1 month promotion Total Cost = $500 Total Sold = 69 Customer Incentive 2 month promotion Total Cost = $4769 Total Sold = 35