BOP Program Statement 8200.04 ch. 2 § 4

initiate the following procedures in cooperation with the program

managers and the Sales Department, Financial Management Branch,

Material Management Branch, Management Information Systems

Branch, and other organizational entities.

a. Promotional Publications. The Marketing Department shall

develop a yearly promotional publications plan that outlines

anticipated needs and a timetable for production. The plan shall

be linked to the program plans and shall be updated and revised

throughout the year, as needed. Any catalogs, product sheets,

brochures, and flyers shall be produced in close cooperation with

sales staff. Contract graphics and copy writing services may be

used to augment in-house staff. The Marketing Department shall

contract for any outside printing in coordination with the UNICOR

print program manager, with UNICOR print factories printing work

as appropriate.

b. Catalog Inventory. The Marketing Department shall ensure

that an adequate inventory of catalogs and other promotional

materials is maintained. Adequate supplies of catalogs and

promotional material shall be sent to field Sales Representatives

and institutions involved in conducting local sales efforts.

c. Videotapes and Slide Presentations. The Marketing

Department shall develop a yearly video production plan that

includes any necessary updating of the corporate overview video,

and the production of videos for any individual product areas

identified as needing this form of promotion. The Marketing

Department shall develop video productions using contract

services as necessary and maintain sufficient copies to meet

sales and promotional requirements.

d. Exhibits and Trade Shows. The Marketing Department shall

maintain:

! A trade show schedule that lists all exhibits;

! Portable exhibits and associated photographs and

informational panels for trade show use;

! An exhibit structure; and

! Materials suitable for supporting larger shows

PS 8200.04

June 11, 1997

Page 2-3

e. Mailings to Customers. The Marketing Department shall

maintain a computerized database of customers, properly coded for

conducting targeted mailings and shall generate files and/or

labels and arrange for inmate labor to mail catalogs and targeted

promotions. The Marketing Department shall review letters and

flyers developed at institutions or by sales staff prior to

mailing, to ensure a cohesive approach.

Mailings shall be made from the Publications Distribution

Center at FMC Ft. Worth, or other appropriate factory location,

where documents are printed. Mailings may be contracted out as

appropriate. Requests for catalogs received by Marketing

Department shall be keyed into the marketing database and sent

immediately to the Distribution Center.

f. Advertising. The Marketing Department shall develop a

yearly advertising plan based on input from the program managers

and the Sales Department. The plan shall be updated and revised

throughout the year. The Marketing Department shall implement

the plan, using an outside advertising agency as appropriate.

g. UNICOR Web Site. The Marketing Department shall maintain a

state-of-the-art web site. This web site will be used for the

ordering, reviewing, status and waiving of UNICOR products plus

any new option that is deemed necessary. This web site shall be

reviewed and updated throughout the year. Marketing shall review

and implement reasonable changes suggested by the Sales

Department, Customer Service Department, Program Managers and

customers.

h. Schedule of Products. Yearly, the Marketing Department

shall obtain information from the Product Support Center, program

managers, and sales staff. First, it shall be reviewed by PRA

and then published.

i. Comprehensive Promotional Plan. Following the direction of

the program managers, the Marketing Department shall develop an

annual catalog, maintain the UNICOR web site, advertisement, and

exhibit plan that incorporates all promotional activities

described in paragraphs a, c, d, f and g above, and other

promotional activity supporting the FPI's sales. Copies shall be

made available to institutions requesting them.

j. Coordination with the Marketing Department and Product

Support Center. The Marketing Department shall schedule

promotions of new products well in advance of their availability

to announce their introduction and help ensure sufficient orders

are available when production begins.

k. Evaluation and Measurement. The Marketing Department shall

develop evaluation and measurement techniques in accordance with

industry standards to measure the effectiveness of promotional

PS 8200.04

June 11, 1997

Page 2-4

vehicles. Measurement and evaluation plans shall be part of each

promotion. Whenever possible, lower cost promotions that reach

the greatest number of potential customers shall be used; e.g.,

direct mail.