1. Public Relations/Publicity - To build credibility and awareness

           A.  Create a Press Kit with the following items:

                    • Corporate Backgrounder
                    • White Paper-Describes Company Markets, where they compete, need 
                        for products and positioning
                    • Multimedia CD-ROM including all similar information and link to web 
                      site 
                    • Product Info sheets 
                    • Press Announcements 
                    • Reprints

           B.  Editorial Calendar to manage and create Publications Editorial

           C.  Press Tour to announce BMW Financial Services Web site it's products and 
                services

2.  Direct Mail - To provide detailed selling story, generate leads, and sales

           A. Creation of a direct mail campaign targeted to the primary target audience. 
                This direct mail  piece would include a letter and CD-ROM outlining the 
                positioning and inviting customers to  participate in the values and benefits.

           B.  Work with list broker, test 1,500 names from each mailing list to determine 
                the best lists.

3.  Telemarketing - To increase DM response rates, and generate sales
     Follow up calls to the direct mail database.  This should increase response by 
     15%-20%.  We will test the telemarketing to determine if it is getting the necessary 
     response rate to merit its continued use. 

4.  Tradeshows - To provide Web site product demonstrations, leads, and sales 
     Join in sponsorships and speaker events.  Use corporate video and 
     Multimedia CD-ROM as platform.

5.  Tradeshow Mailer - To create awareness and booth traffic
     A mailer inviting people to the booth for a presentation and free CD-ROM.

6.  Corporate Video - To generate sells and provide product demonstration
     An 8-10 minute positioning video based on BMW Financial Services  unique selling 
     point.  The video would use testimonials and a short segment demonstrating the 
     product and describing its values and benefits. 

7.  Advertising - To build awareness, establish position, and develop leads
     To support the web site and it's use, a campaign of  television, radio and newspaper 
     advertising will be launched.  The ads will strongly emphasize BMW Financial 
     Service's unique benefits and the customer's values that align with those benefits.

8.  E-commerce - To establish position and build awareness
     Work with Web site vendor to properly position all E-commerce 

9.  Collateral Materials - To provide detailed product information and positioning 
     develop capabilities and positioning brochure that can be used for information 
     requests and tradeshows and other materials as outlined in publicity and direct mail.