Affinity Product    SECU Family House at UNC Hospitals         The Brief: Create a 4th quarter seasonal-based product as a fundraising and awareness tool for    SECU Family House at UNC Hospitals.    The Process: Wrote, designed and positioned the product, in this case, a children's Christmas book.    Partnered with a well-known textile artist, Elaine O'Neil, and art-directed the illustrations she    created. Executed the final design. Found local publishing partner and helped develop the retail    sell-in strategy.    The Result: Early tests have been very successful for this project. The book was market tested during    holiday '10 and sold well within the test group. Additional retail partners will be added this year as    sell-in begins for Holiday 2011.    The For-Profit Tie-In: Every retailer effectively becomes an affinity partner in this initiative since    sales and revenue are based on the retailer's willingness to endorse the product and place it in    their store.