Circulation Planning: The Requisites
In this webinar, Cynthia Wheaton defines circulation planning and the elements of circulation planning – Budget considerations, categories of names, circulation quantities, test plans, timing, key code development, sample sizes, merge/purge management, production considerations and the ability to read tests on the back end. Cynthia provides insight into each of these area and encourages us to do our homework and develop a plan for success.
Cynthia Baughan Wheaton
Co-founder and Principal
Cynthia has been a database marketer since 1978, including nine years in direct marketing line management. As a consultant, she focuses on strategic planning, circulation management, testing and reporting, general direct marketing management, and new venture development. Areas of expertise include consumer and business-to-business marketing.
Cynthia has enjoyed broad profit and loss responsibility, primarily at prominent cataloger Sara Lee Direct. She also has deep expertise in areas traditionally not central to direct marketing, including strategic planning, qualitative and quantitative market research, and the structured development of new products and services.
Cynthia drove the development of all new ventures at Sara Lee Direct, including the “Just My Size” hosiery product and catalog, which was so successful that it was rolled out nationally at retail. Other start-ups included the “Sheer Variety" hosiery catalog and “Nurse White” mini-catalog.
Then, at World Book, Inc., she served as Director of Marketing for the Direct Response Division, focusing on the development of new products for the direct response and direct sold divisions. At GRI Corporation, she served as VP Marketing for a $40 million cosmetics division, and was responsible for all aspects of the business except product procurement.
She began her consulting career at Kestnbaum & Company, with a focus on new venture development and strategic planning. In 1989, she launched her own consulting practice under the name Strategic Insight.
Cynthia has authored a number of industry articles and speeches. She holds an M.B.A. from the University of North Carolina at Chapel Hill, and a B.A. from Meredith College in Raleigh, North Carolina.