Postal Code Targeting. Postal Code Targeting Audience Insights. Trade-mark of Canada Post Corporation. OM Official mark of Canada Post Corporation.

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1 Data and Targeting A0Z 7M7 A6I 0A7 S1L 5M7 X3U 6H0 X6A S0 ACQUISITION R5U 5L6 Y4A 4K4 Y4X J2 X1E 1D3 R3V 3H8 E4W 0D4 S0V 1X9 E Y5 T8W 5P8 SMARTER TARGETING X8P T5 Y6L 0Z1 B8Z 5B9 B2K 2Y8 E8M 1C5 T5 3X 5A0 BETTER ROI R3U 4W3 H0S 9T5 H G2 T1A 9P0 Y0F 9S5 R3T 1S1 X5S 5L6 T8Y K1A 0B1 GEODEMOGRAPHICS K1R 7W9 M3E K8K 9L0 Q3F 1T2 K1Y 1P8 J9J 2J9 P3 Postal Code Targeting Postal Code Targeting Audience Insights Effective January 15, 2018 Trade-mark of Canada Post Corporation. OM Official mark of Canada Post Corporation. canadapost.ca/pctguides T575281

2 IMPORTANT UPDATES DESCRIPTION OF CHANGE LOCATION Amendment v1.0 Posted on November 20, 2017 Effective on January 15, 2018 No updates. When the document is amended or revised, the version number will be modified as follows: an amendment increases the first digit in the version (e.g., version 2.0, 3.0) a revision increases the second digit in the version (e.g., version 1.1, 1.2) the version number restarts at 1.0 every January of a given year. Version 1.0 January 15, 2018

3 TABLE OF CONTENTS Data and Targeting Introduction Postal Code Targeting What is Postal Code Targeting? How can it help your marketing campaign? Where does it fit in your marketing plan? How to access Postal Code Targeting data Data order specification Pricing Postal Code Targeting - Terms and Conditions Audience Insights What are Audience Insights? How can it help your Postal Code Targeting marketing campaign? January 15, 2018 Version 1.0 Page i

4 DATA AND TARGETING The Data and Targeting module provides a more in-depth look at Canada Post Data and Targeting Solutions as a component of Smartmail Marketing. Canada Post can help you use data to maximize the impact of your message through data analysis. We recommend using data so you can target ideal prospects, get your brand directly into the right hands and boost response rates in a cost-effective way. INTRODUCTION Postal Code Targeting service is an effective direct marketing medium that offers you the ability to target a specific geography / demographic at the postal code level. Postal Code Targeting is a Standard Machineable mail item with a unique 2D barcode printed on each mail item. During processing, our automated equipment will spray the address found within the 2D barcode on the item. The mail item will then be sequenced for delivery. CUSTOMER COST SAVING RESULT Identify prospect customers who are more likely to buy your products and services Save money by not creating or mailing items that are not relevant to the recipient. Maximize your return on investment. HOW TO USE DATA AND TARGETING Our targeting tools/solutions can help you find your target audience. Use our solutions to select and target postal codes or recipients that have the highest potential to respond to an offer based on their characteristics. TARGETING YOUR AUDIENCE... Knowing your customer base:! what is their behaviour?! where do they live?! what is their lifestyle?! which demographics are they part of? If you do not have a customer base:! use your geographic location to identify potential areas to mail. CANADA POST S TARGETING OPTIONS... Interests = hobbies, travel Geographic = by province, city or postal code Lifestyle = your customers behaviour and lifestyle types Demographics = age range, gender, income, education, etc. REACHING YOUR IDEAL CUSTOMERS... By using our Postal Code Targeting service - See Section 1. By taking advantage of our Audience Insights - See Section 2 NOTE: See Data and Targeting solutions at a glance: for an overview of the Sections. Delivery areas served by our delivery offices are segmented by houses, apartments and business to help you determine the number of items needed for your mailing. The delivery areas listed below are defined as follows: Houses Apartments Businesses Include residential dwellings that may be: detached, semi-detached or attached in a row. These dwellings have separate entrances. Include self-contained residential units within a high-rise or low-rise multiple-unit building of three or more such units with a common main entrance to the building. Include buildings and structures where the primary activity is commercial, industrial or institutional (which includes but is not limited to churches, hospitals, nursing homes, and schools). If a business is operated from a house or apartment which is also a residence, the point of call is classified as a house or apartment. January 15, 2018 Version 1.0 Page 1

5 DATA AND TARGETING SOLUTIONS AT A GLANCE: Our targeting solutions can help you find your target audience using our data options to reach your ideal customers SOLUTIONS DEFINITION Postal Code Targeting We can offer you the ideal combination of accuracy, reach and targeting. With more than 14 million addresses available, you can send a campaign from coast to coast in Canada, or to specific high-potential prospects within your market. Postal Code Targeting is a bundled solution where postage and data are built into generating an effective acquisition campaign. Let us find the best postal codes for you to target. Provide us with your best prospect postal codes. Audience Insights Target consumers or businesses at the postal code level by building your pool of prospects based on geography, demographics, psychographics and interests. Gain access to multi dwelling units and/or houses and stand alone businesses. These give you the ability to gain insights into your customer database, your target market and trade area, as well as review your marketing campaign performance. Profile Analysis Helps with competitive positioning and overall market strategies. Response Analysis 1 WHAT IS POSTAL CODE TARGETING? Postal Code Targeting is an acquisition solution targeting your high value prospects within a defined geographic area, at every point of call (houses, apartments, businesses) based on a postal code. Using this solution can increase your ROI and produce quick-to-market campaigns that are both cost-effective and highly targeted. Let us find the best postal codes for you to target. Provide us with your best prospect postal codes. POSTAL CODE TARGETING DEFINITION Target consumers or businesses at the postal code level by building your pool of prospects based on geography, demographics, psychographics and interests. Gain access to multi dwelling units and/or houses and stand alone businesses. 1.1 How can it help your marketing campaign? We reach more than 14 million households and businesses. Postal Code Targeting can be used to create a targeted campaign as it provides geographic, demographic and lifestyle information. This service allows you to create a data file of potential customers that resembles your best existing customers or target audience, driving a better return on investment for your campaigns. 1.2 Where does it fit in your marketing plan? When planning a mailing, there are two important steps that should be included in a campaign timeline after objectives and budgets are allocated: 1. Campaign sizing: request a count of the target market and criteria that you plan to mail to. This step takes approximately three to five business days. A counts request provides you with an estimate of the number of mail items that should be printed. January 15, 2018 Version 1.0 Page 2

6 2. Request your data: Request data to match your count request. This step should be made well in advance of the print date leaving at least five to 10 business days to complete. CAMPAIGN DEVELOPMENT STARTS CAMPAIGN OBJECTIVES DETERMINE BUDGET CREATIVE AND OFFER DEVELOPMENT REQUEST DATA FOR POSTAL CODE TARGETING TESTING OF 200 SAMPLES 5 to 10 days DATA DELIVERED PRINT 2 Jun PROJECT END 2 May DEFINE TARGET AUDIENCE CAMPAIGN SIZING PRODUCTION AND OTHER COSTS 3 to 5 days delivery standards PREPARE AND DEPOSIT MAIL DELIVERED ANALYZE RESULTS 1.3 How to access Postal Code Targeting data How to access Postal Code Targeting data, a five-step process: STEP 1: CONTACTING THE DATA AND TARGETING EXPERTS You can contact the Business Specialty Team by at data.targetingsolutions@canadapost.ca, call or submit an online enquiry and you will be contacted within 24 hours. When discussing your data needs, we will ask you who you would like to target, including: geographical parameters; how many addresses you would like in your data file; what demographic or other criteria you would like to use to reach your best prospects; if you have a list of existing customers to suppress, etc. You will need:! A commercial customer number ACCOUNT status and credit in good standing! Information about your third-party mail service provider. Campaign sizing - request a count of the target market and criteria that you plan to mail to. Request your data - request data to match your count request. STEP 2: SUBMITTING YOUR FILES Send us your targeted list(s) of postal codes for an estimate of available addresses: You can provide up to three files with your target postal codes and up to three suppression files in the same file format You can provide up to 10 addresses to be seeded at the bottom of your mailing file. Invalid mailing addresses will not be included. File delivery and pickup will be facilitated using a secure service. File format POSTAL CODE FILE(S) SUPPRESSION FILE(S) SEEDING FILE Excel, Comma Separated Value (CSV), Tab delimited, Dbase (DBF), MS Access (MDB), ASCII fixed length (TXT) Character encoding: UTF-8 Excel, Comma Separated Value (CSV), Tab delimited, Dbase (DBF), MS Access (MDB), ASCII fixed length (TXT) Character encoding: UTF-8 pipe delimited,.txt STEP 3: FINALIZING YOUR ORDER To have your order processed: The Business Speciality Team will help you finalize your order and you will receive your Data Agreement. As soon as you approve the order and agree to pricing (if applicable), you will sign a Postal Code Targeting Data Agreement. Your authorized third-party must also sign the Third-party Data Agreement. Your order will be processed once we have all the signed agreements and the final targeted postal code and/or suppression file(s) from you. STEP 4: YOUR ORDER IS READY Your data file is delivered to your authorized third-party mail service provider: Postal Code Targeting data file will be ready in 5-10 business days, from the time your order is finalized. January 15, 2018 Version 1.0 Page 3

7 We will deliver your data file through epost Connect, in the following format:.txt (which is represented by a 34-character string that is used to create the 2D barcode): Total length max: 34 characters (e.g. CAP,H4W3K3,56420,10, ,M00100) Your file will be available to your third-party service provider for 10 days (after which time the file will be removed). The data file is valid for 90 days from the time it is delivered by us. This means that you have 90 days to send mail using this data file (partial mailings must be completed within 15 days of the first deposit). Payment Terms The only method of payment available to customers for paid services is ACCOUNT. STEP 5: CREATING AN ORDER AND DEPOSITING YOUR MAIL You are ready to mail: Detailed information can be found in the modules listed: MODULE 1.4 Data order specification 1.5 Pricing ORDERS Creating an Order Statement of Mailing All Orders should be prepared and submitted using the Electronic Shipping Tools (EST) either the online or desktop versions (EST 2.0). Manual Orders are not accepted. Mailing ID is mandatory (each mailing ID is unique to each Order). Depositing Mailing must be deposited within 90 days from the date the data file is provided by us. Pricing Applicable postage is due upon deposit. Minimum order quantity Data validity period RENTAL 400 records 90 days (partial mailings must be completed within 15 days of the first deposit) Suppression of CMAs Do not mail addresses included (not applicable for businesses) Inter-dupe data files within one order included (not applicable for previously submitted orders) Re-use option available Targeting criteria available at the Postal Code level only Suppression of other lists you provide available, some fees may apply (up to a maximum of $5,000) File split available for a fee Key coding N/A Conversion of address files to Postal Code Targeting files Address files are not accepted as input to a Postal Code Targeting mailing. Postal codes or other geographical units must be provided Cancellation fee $500 Options Suppression of customer provided list Residence/Building type select File split Consumer Selects French language indicator (QC only) Demographic select(s) ecommerce select(s) Lifestyle clusters Interest select(s) FEES Some fees may apply Your suppression file should only include addresses in the target area of the request (if the request is for Ontario the suppression file should only contain Ontario addresses) Suppression is free up to a maximum of 25,000 records. If the data request is over 25,000 records, then you will be allowed two times the quantity requested for suppression. Suppression records above and beyond these limits will be subject to a fee of $10/M. $50 per file January 15, 2018 Version 1.0 Page 4

8 Options Automotive select(s) Consumer credit score Ethnicity select(s) Business Selects Employee size Sales revenue Industry FEES $60 per thousand $40 per thousand $20 per thousand 1.6 Postal Code Targeting - Terms and Conditions The Data Agreement is subject to the Postal Code Targeting Terms and Conditions. The delivery of your mailing is subject to the General Terms and Conditions found in the Paying and Terms module. 2 WHAT ARE AUDIENCE INSIGHTS? Our Audience Insights provides you insights that can help you plan and analyze a marketing campaign. We can help you: Profile your database or your trade area Measure campaign results 2.1 How can it help your Postal Code Targeting marketing campaign? Audience Insights can help you make decisions to plan an effective campaign and analyze its performance. PROFILE ANALYSIS: AUDIENCE INSIGHTS Understand the unique attributes of your customers. Profiling analysis features include:! Trade area characteristics - find out who lives in and around your business for better targeting! Customer demographic analysis - tailor your message by audience life stage, lifestyle, ethnic origin, etc. RESPONSE ANALYSIS:! The response analysis report helps quantify the success of your marketing campaign and provides insight into the attributes that differentiate higher responding consumers (responders vs the target list)! You can also do your own Response Analysis with a Postal Code/FSA Summary Report with the delivery of Postal Code Targeting mailing files Report containing mailed and suppressed counts by postal code Mail Service Provider or customer can match back respondents to mailed postal codes, tag respondents and inform/optimize future campaigns. January 15, 2018 Version 1.0 Page 5

Service Overview. Postal Code Targeting. Trade-mark of Canada Post Corporation. OM Official mark of Canada Post Corporation.

Service Overview. Postal Code Targeting. Trade-mark of Canada Post Corporation. OM Official mark of Canada Post Corporation. Service Overview Postal Code Targeting Effective January 15, 2018 Trade-mark of Canada Post Corporation. OM Official mark of Canada Post Corporation. canadapost.ca/pctguides T575280 IMPORTANT UPDATES DESCRIPTION