`
`
`Sheryl Rothrogers
`To:
`Date: December 7, 2007
`
`Re:
`Secret Fit BellyTM Marketing Update
`
`Below is an update on the marketing efforts that are supporting and building awareness for the Secret Fit BellyTM product
`across all brands.
`
`\/ Web and Email will be used as integral portals to communicate the uniqueness and exclusiveness of the
`Secret Fit Belly TM products across all brands.
`
`, Testimonials from customers are featured on the Secret Fit Belly TM section banners for each brand —
`12/7/07. Testimonials will continue to be collected and refreshed 011 the sites going forward.
`— Banners highlighting Secret Fit Belly TM are featured on the Home Pages of Motherhood and Mimi
`Maternity for 12/7/07. A Pea in the Pod and Destination Maternity Banners to launch on 12/ 14/07 in order
`to effectively support Holiday and Gifting message. Home Pages for all brands will dedicate space to
`highlight Secret Fit Belly "M going forward.
`Secret Fit Belly TM emails are planned for all brands with featured testimonials for 12/21/07. Secret Fit
`Belly TM will going forward be mentioned in at least 1 out of 4 of each brand’s monthly plan. Quarterly
`dedicated emails for Secret Fit Belly TM are scheduled for sustaining awareness.
`— Test in January 2008 W'eb bamier advertisement placements on relevant sites including blogs featuring
`Motherhood’s $16.98 Secret Fit Belly TM Jean.
`
`—
`
`\/ Editorial meetings held in New York showcasing the Fall 2008 collection have resulted in placements. The Secret
`Fit Belly TM product was well received by fashion editors.
`
`— To date the Secret Fit BellyTM has been featured in: American Baby (November 2008); Fit Pregnancy
`(Dec/Jan 2008); Pittsburg Post Gazette (10/22/07); Charlotte Observer (10/23/07)
`— Requests and samples have been sent for upcoming shoots to: Pregnancy Magazine (March 2008 issue);
`Momtrendscom (blog); Baby Talk (March 2008 issue).
`Product press release planned for the end of December 2007.
`
`7
`
`\/ National Advertising has been planned highlighting Motherhood’s $16.98 Secret Fit BellyTM Jean to continue
`driving Motherhood‘s brand perception of offering hot fashions at low prices. Motherhood‘s broad reach and price
`point driven communication will help solidify the first mover advantage of the Secret Fit Belly TM type products in
`the marketplace.
`
`Advertising is being executed in the following publications:
`
`— Fit Pregnancy: Feb/March 2008 Issue - on sale January 21, 2008
`— Glamour: March 2008 Issue - on sale February 12, 2008
`—
`In Style: March 2008 Issue - on sale February 15, 2008
`7 Baby Talk Mom—to—be: Spring 2008 Issue — on sale April 14, 2008
`— Espera: Spring/Summer Issue - on sale April 1, 2008 (Spanish version of AD will be created)
`— The Nest: Spring Issue: on sale - February 18, 2008
`— Today’s Parent Pregnancy and Birth: Spring Issue - on sale May 2008
`
`\/ Store signage is being utilized to communicate and call out the product in stores:
`— Currently all stores have Secret Fit BellyTM signs
`— Additional 11 X 14 testimonial signs are being created for each brand to place next to the existing signage at
`the stores (early January 2008).
`— Motherhood window feature of the 1698 Secret Fit BellyTM Jean planned (starting February 2008)
`
`Confidential
`
`DM00002838
`
`DMC Exhibit 2043_001
`
`Target v. DMC
`|PR2013-00530, 531, 532, 533
`
`
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