Exhibit 10.1
                                BANTA CORPORATION
                           1995 EQUITY INCENTIVE PLAN
                                   As Amended

Section 1. Purpose

          The purpose of the Banta  Corporation  1995 Equity Incentive Plan (the
"Plan") is to promote the best interests of Banta Corporation (together with any
successor  thereto,  the  "Company")  and  its  shareholders  by  providing  key
employees of the Company and its  Affiliates  (as defined  below) and members of
the  Company's  Board of Directors  who are not  employees of the Company or its
Affiliates with an opportunity to acquire a proprietary interest in the Company.
It is intended that the Plan will promote continuity of management and increased
incentive  and  personal  interest  in the  welfare of the  Company by those key
employees  who are  primarily  responsible  for  shaping  and  carrying  out the
long-range plans of the Company and securing the Company's  continued growth and
financial success. In addition,  by encouraging stock ownership by directors who
are not employees of the Company or its Affiliates, the Company seeks to attract
and retain on its Board of Directors  persons of  exceptional  competence and to
provide a further incentive to serve as a director of the Company.

Section 2. Definitions

          As used in the Plan,  the  following  terms shall have the  respective
meanings set forth below:

          (a) "Affiliate" shall mean any entity that, directly or through one or
more  intermediaries,  is controlled  by,  controls,  or is under common control
with, the Company.

          (b)  "Award"  shall  mean  any  Option,   Stock  Appreciation   Right,
Restricted Stock or Performance Share granted under the Plan.

          (c) "Award Agreement" shall mean any written agreement,  contract,  or
other instrument or document evidencing any Award granted under the Plan.

          (d) "Code"  shall mean the Internal  Revenue Code of 1986,  as amended
from time to time.

          (e) "Commission"  shall mean the United States Securities and Exchange
Commission or any successor agency.

          (f)  "Committee"  shall mean a committee  of the Board of Directors of
the Company  designated by such Board to administer the Plan and composed of not
less than two directors,  each of whom is a "non-employee  director for purposes
of Section  16" within the meaning of Rule 16b-3 and each of whom is an "outside
director"  within  the  meaning  of  Section  162(m)(4)(C)  of the  Code (or any
successor provision thereto).

          (g) "Exchange Act" shall mean the Securities  Exchange Act of 1934, as
amended from time to time.



          (h)  "Excluded  Items"  shall  mean  any  items  which  the  Committee
determines shall be excluded in fixing  Performance  Goals, such as any gains or
losses from discontinued  operations,  any extraordinary gains or losses and the
effects of accounting changes.

          (i) "Fair  Market  Value"  shall mean,  with  respect to any  property
(including, without limitation, any Shares or other securities), the fair market
value of such  property  determined  by such methods or  procedures  as shall be
established from time to time by the Committee.

          (j)  "Incentive  Stock  Option"  shall  mean an option  granted  under
Section  6(a) of the Plan that is intended to meet the  requirements  of Section
422 of the Code (or any successor provision thereto).

          (k) "Key Employee" shall mean any officer or other key employee of the
Company  or of any  Affiliate  who is  responsible  for  or  contributes  to the
management,  growth or  profitability  of the  business  of the  Company  or any
Affiliate as determined by the Committee.

          (l)  "Non-Employee  Director"  shall mean any member of the  Company's
Board of Directors who is not an employee of the Company or of any Affiliate.

          (m)  "Non-Qualified  Stock Option" shall mean an option  granted under
Section 6(a) of the Plan that is not  intended to be an  Incentive  Stock Option
and shall mean any option granted to a Non-Employee  Director under Section 6(b)
of the Plan.

          (n) "Option" shall mean an Incentive  Stock Option or a  Non-Qualified
Stock Option.

          (o) "Participating Key Employee" shall mean a Key Employee  designated
to be granted an Award under the Plan.

          (p)  "Performance  Goals" shall mean the following (in all cases after
excluding the impact of applicable Excluded Items):

                    (i)  Return on equity  for the  Performance  Period  for the
          Company on a consolidated basis.

                    (ii) Return on investment  for the  Performance  Period (aa)
          for the  Company  on a  consolidated  basis,  (bb) for any one or more
          Affiliates  or  divisions  of the  Company  and/or  (cc) for any other
          business  unit or units of the Company as defined by the  Committee at
          the time of selection.

                    (iii) Return on net assets for the  Performance  Period (aa)
          for the  Company  on a  consolidated  basis,  (bb) for any one or more
          Affiliates  or  divisions  of the  Company  and/or  (cc) for any other
          business  unit or units of the Company as defined by the  Committee at
          the time of selection.

                    (iv)  Economic  value added (as defined by the  Committee at
          the time of selection) for the Performance Period (aa) for the Company
          on a  consolidated  basis,  (bb)


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          for any one or more Affiliates or divisions of the Company and/or (cc)
          for any other  business unit or units of the Company as defined by the
          Committee at the time of selection.

                    (v) Earnings from operations for the Performance Period (aa)
          for the  Company  on a  consolidated  basis,  (bb) for any one or more
          Affiliates  or  divisions  of the  Company  and/or  (cc) for any other
          business  unit or units of the Company as defined by the  Committee at
          the time of selection.

                    (vi) Pre-tax profits for the Performance Period (aa) for the
          Company on a consolidated  basis,  (bb) for any one or more Affiliates
          or divisions of the Company and/or (cc) for any other business unit or
          units  of the  Company  as  defined  by the  Committee  at the time of
          selection.

                    (vii) Net earnings for the  Performance  Period (aa) for the
          Company on a consolidated  basis,  (bb) for any one or more Affiliates
          or divisions of the Company and/or (cc) for any other business unit or
          units  of the  Company  as  defined  by the  Committee  at the time of
          selection.

                    (viii) Net earnings per Share for the Performance Period for
          the Company on a consolidated basis.

                    (ix)  Working  capital  as a  percent  of net  sales for the
          Performance Period (aa) for the Company on a consolidated  basis, (bb)
          for any one or more Affiliates or divisions of the Company and/or (cc)
          for any other  business unit or units of the Company as defined by the
          Committee at the time of selection.

                    (x)  Net  cash  provided  by  operating  activities  for the
          Performance Period (aa) for the Company on a consolidated  basis, (bb)
          for any one or more Affiliates or divisions of the Company and/or (cc)
          for any other  business unit or units of the Company as defined by the
          Committee at the time of selection.

                    (xi) Market price per Share for the Performance Period.

                    (xii) Total  shareholder  return for the Performance  Period
          for the Company on a consolidated basis.

          (q)  "Performance  Period"  shall mean,  in  relation  to  Performance
Shares,  any period for which a Performance Goal or Goals have been established;
provided, however, that such period shall not be less than one year.

          (r)  "Performance  Share" shall mean any right  granted  under Section
6(e) of the  Plan  that  will  be  paid  out as a  Share  (which,  in  specified
circumstances, may be a Share of Restricted Stock).

          (s)  "Person"  shall mean any  individual,  corporation,  partnership,
association,   joint-stock  company,  trust,  unincorporated  organization,   or
government or political subdivision thereof.


                                      -3-



          (t) "Released  Securities"  shall mean Shares of Restricted Stock with
respect to which all  applicable  restrictions  have  expired,  lapsed,  or been
waived.

          (u) "Restricted  Securities"  shall mean Awards of Restricted Stock or
other  Awards  under which  issued and  outstanding  Shares are held  subject to
certain restrictions.

          (v) "Restricted Stock" shall mean any Share granted under Section 6(d)
of the Plan or, in specified  circumstances,  a Share paid in connection  with a
Performance Share under Section 6(e) of the Plan.

          (w)  "Rule  16b-3"  shall  mean  Rule  16b-3  as  promulgated  by  the
Commission under the Exchange Act, or any successor rule or regulation thereto.

          (x) "Shares"  shall mean shares of common  stock of the Company,  $.10
par value, and such other securities or property as may become subject to Awards
pursuant to an adjustment made under Section 4(b) of the Plan.

          (y) "Stock  Appreciation  Right"  shall mean any right  granted  under
Section 6(c) of the Plan.

Section 3. Administration

          The Plan shall be  administered by the Committee;  provided,  however,
that if at any time the Committee  shall not be in  existence,  the functions of
the  Committee  as  specified  in the Plan  shall be  exercised  by a  committee
consisting of those members of the Board of Directors of the Company who qualify
as  "non-employee  directors for purposes of Section 16" under Rule 16b-3 and as
"outside  directors"  under Section  162(m)(4)(C)  of the Code (or any successor
provision thereto). To the extent permitted by applicable law, the Committee may
delegate  to one or more  executive  officers  of the  Company any or all of the
authority and  responsibility  of the Committee with respect to the Plan,  other
than with respect to Persons who are subject to Section 16 of the Exchange  Act.
To the extent the Committee has so delegated to one or more  executive  officers
the  authority  and  responsibility  of the  Committee,  all  references  to the
Committee herein shall include such officer or officers. Subject to the terms of
the Plan and without  limitation by reason of  enumeration,  the Committee shall
have full power and  authority to: (i) designate  Participating  Key  Employees;
(ii)  determine the type or types of Awards to be granted to each  Participating
Key Employee under the Plan;  (iii) determine the number of Shares to be covered
by (or with  respect  to which  payments,  rights,  or other  matters  are to be
calculated in connection  with) Awards granted to  Participating  Key Employees;
(iv) determine the terms and conditions of any Award granted to a  Participating
Key  Employee;   (v)  determine   whether,   to  what  extent,  and  under  what
circumstances  Awards granted to  Participating  Key Employees may be settled or
exercised in cash,  Shares,  other securities,  other Awards, or other property,
and the method or methods by which Awards may be settled, exercised,  cancelled,
forfeited, or suspended;  (vi) determine whether, to what extent, and under what
circumstances cash, Shares, other Awards, and other amounts payable with respect
to an Award  granted  to  Participating  Key  Employees  under the Plan shall be
deferred either automatically or at the election of the holder thereof or of the
Committee;  (vii)  interpret  and  administer  the  Plan and any  instrument  or
agreement  relating  to,  or Award  made  under,  the Plan  (including,  without
limitation,  any Award Agreement);  (viii) establish,  amend,  suspend, or waive


                                      -4-



such rules and regulations and appoint such agents as it shall deem  appropriate
for the proper administration of the Plan; and (ix) make any other determination
and take any other action that the  Committee  deems  necessary or desirable for
the administration of the Plan. Unless otherwise expressly provided in the Plan,
all designations, determinations,  interpretations, and other decisions under or
with respect to the Plan or any Award shall be within the sole discretion of the
Committee, may be made at any time, and shall be final, conclusive,  and binding
upon all Persons,  including the Company,  any Affiliate,  any Participating Key
Employee, any Non-Employee Director, any holder or beneficiary of any Award, any
shareholder,   and  any   employee   of  the   Company  or  of  any   Affiliate.
Notwithstanding the foregoing,  Awards to Non-Employee  Directors under the Plan
shall be automatic  and the amount and terms of such Awards shall be  determined
as provided in Section 6(b) of the Plan.

Section 4. Shares Available for Award

          (a) Shares  Available.  Subject to  adjustment  as provided in Section
4(b):

                    (i) Number of Shares  Available.  The number of Shares  with
          respect  to which  Awards  may be  granted  under  the  Plan  shall be
          2,500,000.  If,  after  the  effective  date of the Plan,  any  Shares
          covered  by an Award  granted  under the  Plan,  or to which any Award
          relates, are forfeited or if an Award otherwise terminates, expires or
          is  cancelled  prior to the  delivery of all of the Shares or of other
          consideration  issuable or payable  pursuant  to such Award,  then the
          number of Shares counted against the number of Shares  available under
          the Plan in connection  with the grant of such Award, to the extent of
          any such forfeiture,  termination,  expiration or cancellation,  shall
          again be available for granting of additional Awards under the Plan.

                    (ii)  Limitations on Awards to Individual  Participants.  No
          Participating Key Employee shall be granted, during any calendar year,
          Options for more than 150,000 Shares,  Stock Appreciation  Rights with
          respect  to more  than  50,000  Shares,  more  than  25,000  Shares of
          Restricted Stock and/or more than 50,000  Performance Shares under the
          Plan.  Such number of Shares as  specified in the  preceding  sentence
          shall be subject to adjustment in accordance with the terms of Section
          4(b) hereof. In all cases,  determinations under this Section 4(a)(ii)
          shall be made in a manner that is  consistent  with the  exemption for
          performance-based  compensation provided by Section 162(m) of the Code
          (or any successor  provision thereto) and any regulations  promulgated
          thereunder.

                    (iii) Accounting for Awards. The number of Shares covered by
          an Award  under the Plan,  or to which  such Award  relates,  shall be
          counted  on the date of grant of such  Award  against  the  number  of
          Shares available for granting Awards under the Plan.

                    (iv) Sources of Shares  Deliverable Under Awards. Any Shares
          delivered  pursuant to an Award may consist,  in whole or in part,  of
          authorized and unissued Shares or of treasury Shares.

          (b) Adjustments.  In the event that the Committee shall determine that
any dividend or other distribution  (whether in the form of cash, Shares,  other
securities,  or other


                                      -5-


property),  recapitalization,  stock split, reverse stock split, reorganization,
merger, consolidation,  split-up, spin-off, combination, repurchase, or exchange
of Shares or other  securities  of the  Company,  issuance  of warrants or other
rights to purchase Shares or other  securities of the Company,  or other similar
corporate  transaction  or event  affects the Shares such that an  adjustment is
determined by the Committee to be  appropriate  in order to prevent  dilution or
enlargement of the benefits or potential  benefits intended to be made available
under the Plan, then the Committee may, in such manner as it may deem equitable,
adjust any or all of (i) the  number and type of Shares  subject to the Plan and
which  thereafter  may be made the  subject of Awards  under the Plan,  (ii) the
number and type of Shares  subject to outstanding  Awards,  and (iii) the grant,
purchase,   or  exercise  price  with  respect  to  any  Award,  or,  if  deemed
appropriate,  make  provision for a cash payment to the holder of an outstanding
Award; provided, however, in each case, that with respect to Awards of Incentive
Stock  Options no such  adjustment  shall be  authorized to the extent that such
authority  would  cause the Plan to violate  Section  422(b) of the Code (or any
successor  provision  thereto);  and provided  further that the number of Shares
subject to any Award  payable or  denominated  in Shares shall always be a whole
number.  Notwithstanding  the foregoing,  Non-Qualified Stock Options subject to
grant or previously granted to Non-Employee  Directors under Section 6(b) of the
Plan at the time of any  event  described  in the  preceding  sentence  shall be
subject to only such  adjustments as shall be necessary to maintain the relative
proportionate  interest  represented thereby immediately prior to any such event
and to preserve, without exceeding, the value of such Options.

Section 5. Eligibility

          Any Key Employee, including any executive officer or employee-director
of the  Company  or of any  Affiliate,  shall be  eligible  to be  designated  a
Participating Key Employee.  All Non-Employee  Directors shall receive Awards of
Non-Qualified Stock Options as provided in Section 6(b).

Section 6. Awards

          (a) Option Awards to Key Employees. The Committee is hereby authorized
to grant  Options to Key  Employees  with the terms and  conditions as set forth
below  and with  such  additional  terms  and  conditions,  in  either  case not
inconsistent with the provisions of the Plan, as the Committee shall determine.

                    (i)  Exercise  Price.  The  exercise  price  per Share of an
          Option  granted  pursuant to this Section 6(a) shall be  determined by
          the Committee;  provided,  however, that such exercise price shall not
          be less than 100% of the Fair  Market  Value of a Share on the date of
          grant of such Option.

                    (ii) Option Term.  The term of each Option shall be fixed by
          the Committee;  provided,  however, that in no event shall the term of
          any Incentive  Stock Option exceed a period of ten years from the date
          of its grant.

                    (iii) Exercisability and Method of Exercise. An Option shall
          become  exercisable  in such  manner and within such period or periods
          and in such  installments  or otherwise as shall be  determined by the
          Committee. The Committee also shall determine


                                      -6-


          the  method or  methods  by which,  and the form or forms,  including,
          without limitation,  cash, Shares, other securities,  other Awards, or
          other property, or any combination thereof, having a Fair Market Value
          on the exercise date equal to the relevant  exercise  price,  in which
          payment of the  exercise  price with respect to any Option may be made
          or deemed to have been made.

                    (iv)  Incentive  Stock  Options.  The terms of any Incentive
          Stock Option  granted under the Plan shall comply in all respects with
          the provisions of Section 422 of the Code (or any successor  provision
          thereto) and any regulations promulgated  thereunder.  Notwithstanding
          any provision in the Plan to the contrary,  no Incentive  Stock Option
          may be granted hereunder after December 6, 2004.

          (b) Non-Qualified Stock Option Awards to Non-Employee Directors.

                    (i)   Eligibility.    Each   Non-Employee   Director   shall
          automatically be granted Non-Qualified Stock Options under the Plan in
          the manner set forth in this Section 6(b). A Non-Employee Director may
          hold more than one Non-Qualified  Stock Option,  but only on the terms
          and subject to any restrictions set forth herein.

                    (ii)  Grant  of  Options   to   Newly-Elected   Non-Employee
          Directors.  Any Person who is first elected as a Non-Employee Director
          after  the  effective  date of the  Plan  shall,  on the  date of such
          election,  automatically  be granted a  Non-Qualified  Stock Option to
          purchase  4,500  Shares  (which  number of Shares  shall be subject to
          adjustment in the manner provided in Section 4(b) hereof).

                    (iii) Annual Option Grants to Non-Employee  Directors.  Each
          Non-Employee  Director  (if he or  she  continues  to  serve  in  such
          capacity)   shall,   on  the  day  following  the  annual  meeting  of
          shareholders  in each  year  during  the time  the Plan is in  effect,
          automatically  be granted a  Non-Qualified  Stock  Option to  purchase
          1,500 Shares (which number of Shares shall be subject to adjustment in
          the manner provided in Section 4(b) hereof); provided, however, that a
          Person who is first elected as a Non-Employee  Director on the date of
          an annual  meeting of  shareholders  and who  receives  on that date a
          Non-Qualified  Stock Option pursuant to Section  6(b)(ii) hereof shall
          not be eligible to begin to receive  grants  pursuant to this  Section
          6(b)(iii) until the day following the next  succeeding  annual meeting
          of shareholders.

                    (iv) Grant  Limitation.  Notwithstanding  the  provisions of
          Sections  6(b)(ii) and 6(b)(iii) hereof,  Non-Qualified  Stock Options
          shall be  automatically  granted to  Non-Employee  Directors under the
          Plan only for so long as the Plan  remains in effect and a  sufficient
          number of Shares are  available  hereunder  for the  granting  of such
          Options.

                    (v)  Exercise  Price.  The  exercise  price  per Share for a
          Non-Qualified  Stock Option granted to a  Non-Employee  Director under
          the Plan  shall be equal to 100% of the  "market  value" of a Share on
          the date of grant of such Option. The "market value" of a Share on the
          date of grant to the Non-Employee  Director shall be the closing price
          per Share for the Shares on the New York Stock Exchange on the trading
          date next  preceding the date of grant,  or if no trading  occurred on
          the trading date next  preceding  the date on


                                      -7-


          which the  Non-Qualified  Stock  Option is  granted,  then the "market
          value"  per  Share  shall be  determined  with  reference  to the next
          preceding date on which the Shares were traded.

                    (vi)    Exercisability    and    Termination   of   Options.
          Non-Qualified  Stock Options granted to  Non-Employee  Directors under
          the Plan shall become  exercisable  six months  following  the date of
          grant; provided, however, that if a Non-Employee Director ceases to be
          a director of the Company by reason of death, disability or retirement
          within six months  after the date of grant,  the Option  shall  become
          immediately  exercisable in full.  Non-Qualified Stock Options granted
          to Non-Employee Directors shall terminate on the earlier of:

                              (A) ten years after the date of grant; or

                              (B) twelve months after the Non-Employee  Director
                    ceases  to be a  director  of the  Company  for any  reason,
                    including as a result of the Non-Employee  Director's death,
                    disability or retirement.

                    (vii)  Exercise of Options.  A  Non-Qualified  Stock  Option
          granted to a  Non-Employee  Director may be exercised,  subject to its
          terms and conditions and the terms and conditions of the Plan, in full
          at any time or in part from time to time by delivery to the  Secretary
          of  the  Company  at  the  Company's   principal  office  in  Menasha,
          Wisconsin,  of a written  notice of exercise  specifying the number of
          shares with respect to which the Option is being exercised. Any notice
          of exercise shall be accompanied by full payment of the exercise price
          of the Shares being  purchased (x) in cash or its  equivalent;  (y) by
          tendering  previously  acquired Shares (valued at their "market value"
          [as determined in accordance  with Section  6(b)(v)] as of the date of
          exercise); or (z) by any combination of the means of payment set forth
          in subparagraphs  (x) and (y). For purposes of  subparagraphs  (y) and
          (z) above,  the term  "previously  acquired Shares" shall only include
          Shares owned by the Non-Employee Director prior to the exercise of the
          Option for which  payment is being made and shall not  include  Shares
          which are being acquired  pursuant to the exercise of said Option.  No
          shares will be issued until full payment therefor has been made.

          (c) Stock  Appreciation  Rights. The Committee is hereby authorized to
grant Stock Appreciation Rights to Key Employees. Non-Employee Directors are not
eligible to be granted Stock Appreciation  Rights under the Plan. Subject to the
terms of the Plan and any applicable Award Agreement, a Stock Appreciation Right
granted  under the Plan shall  confer on the holder  thereof a right to receive,
upon exercise  thereof,  the excess of (i) the Fair Market Value of one Share on
the date of exercise over (ii) the grant price of the Stock  Appreciation  Right
as  specified  by the  Committee,  which shall not be less than 100% of the Fair
Market Value of one Share on the date of grant of the Stock Appreciation  Right.
Subject to the terms of the Plan,  the grant price,  term,  methods of exercise,
methods of settlement  (including whether the Participating Key Employee will be
paid in cash, Shares, other securities,  other Awards, or other property, or any
combination  thereof),   and  any  other  terms  and  conditions  of  any  Stock
Appreciation  Right shall be as determined by the  Committee.  The Committee may
impose such conditions or restrictions on the exercise of any Stock Appreciation
Right as it may deem appropriate.


                                      -8-



          (d) Restricted Stock Awards.

                    (i) Issuance.  The  Committee is hereby  authorized to grant
          Awards of Restricted Stock to Key Employees;  provided,  however, that
          the aggregate  number of Shares of Restricted  Stock granted under the
          Plan to all  Participating  Key  Employees as a group shall not exceed
          225,000  (such number of Shares  subject to  adjustment  in accordance
          with the terms of Section 4(b) hereof). Non-Employee Directors are not
          eligible to be granted Restricted Stock under the Plan.

                    (ii)  Restrictions.  Shares of  Restricted  Stock granted to
          Participating  Key Employees shall be subject to such  restrictions as
          the  Committee  may  impose  (including,   without   limitation,   any
          limitation  on the  right to vote a Share of  Restricted  Stock or the
          right to receive  any  dividend  or other  right or  property),  which
          restrictions  may lapse  separately or in  combination at such time or
          times, in such  installments  or otherwise,  as the Committee may deem
          appropriate.

                    (iii)  Registration.  Any Restricted Stock granted under the
          Plan to a  Participating  Key Employee may be evidenced in such manner
          as the Committee may deem appropriate,  including, without limitation,
          book-entry   registration  or  issuance  of  a  stock  certificate  or
          certificates.  In the event any stock certificate is issued in respect
          of  Shares  of   Restricted   Stock   granted  under  the  Plan  to  a
          Participating  Key Employee,  such certificate  shall be registered in
          the  name  of  the  Participating  Key  Employee  and  shall  bear  an
          appropriate  legend (as determined by the Committee)  referring to the
          terms,  conditions,  and  restrictions  applicable to such  Restricted
          Stock.

                    (iv)  Payment  of  Restricted  Stock.  At  the  end  of  the
          applicable  restriction period relating to Restricted Stock granted to
          a Participating Key Employee,  one or more stock  certificates for the
          appropriate number of Shares,  free of restrictions  imposed under the
          Plan, shall be delivered to the Participating Key Employee, or, if the
          Participating  Key Employee received stock  certificates  representing
          the Restricted  Stock at the time of grant, the legends placed on such
          certificates shall be removed.

                    (v)  Forfeiture.  Except  as  otherwise  determined  by  the
          Committee,  upon  termination  of  employment of a  Participating  Key
          Employee (as determined  under criteria  established by the Committee)
          for any reason during the applicable restriction period, all Shares of
          Restricted  Stock still subject to  restriction  shall be forfeited by
          the Participating Key Employee;  provided, however, that the Committee
          may, when it finds that a waiver would be in the best interests of the
          Company,  waive in whole or in part any or all remaining  restrictions
          with respect to Shares of Restricted Stock held by a Participating Key
          Employee.

          (e) Performance Shares.

                    (i) Issuance.  The  Committee is hereby  authorized to grant
          Awards  of  Performance   Shares  to   Participating   Key  Employees.
          Non-Employee  Directors  are not  eligible  to be granted  Performance
          Shares under the Plan.


                                      -9-



                    (ii) Performance  Goals and Other Terms. The Committee shall
          determine the Performance  Period,  the Performance Goal or Goals (and
          the performance level or levels related thereto) to be achieved during
          any Performance Period, the proportion of payments, if any, to be made
          for performance  between the minimum and full  performance  levels for
          any  Performance  Goal and, if  applicable,  the  relative  percentage
          weighting  given  to  each  of the  selected  Performance  Goals,  the
          restrictions  applicable to Shares of Restricted  Stock  received upon
          payment of Performance  Shares if Performance  Shares are paid in such
          manner, and any other terms, conditions and rights relating to a grant
          of Performance  Shares.  The Committee  shall have sole  discretion to
          alter  the  selected  Performance  Goals set  forth in  Section  2(p),
          subject to shareholder approval, to the extent required to qualify the
          Award for the  performance-based  exemption provided by Section 162(m)
          of the Code (or any successor provision thereto).  Notwithstanding the
          foregoing,  in the event the  Committee  determines it is advisable to
          grant   Performance    Shares   which   do   not   qualify   for   the
          performance-based  exemption  under Section 162(m) of the Code (or any
          successor  provision  thereto),  the  Committee  may make such  grants
          without satisfying the requirements thereof.

                    (iii) Rights and Benefits During the Performance Period. The
          Committee  may  provide  that,   during  a   Performance   Period,   a
          Participating Key Employee shall be paid cash amounts, with respect to
          each Performance Share held by such Participating Key Employee, in the
          same manner,  at the same time, and in the same amount paid, as a cash
          dividend on a Share.  Participating Key Employees shall have no voting
          rights with respect to Performance Shares held by them.

                    (iv) Payment of Performance Shares. As soon as is reasonably
          practicable  following the end of the applicable  Performance  Period,
          and  subject  to  the  Committee  certifying  in  writing  as  to  the
          satisfaction  of the  requisite  Performance  Goal  or  Goals  if such
          certification  is  required  in order to  qualify  the  Award  for the
          performance-based exemption provided by Section 162(m) of the Code (or
          any   successor   provision   thereto),   one  or  more   certificates
          representing  the number of Shares equal to the number of  Performance
          Shares payable shall be registered in the name of and delivered to the
          Participating  Key  Employee;  provided,  however,  that any Shares of
          Restricted Stock payable in connection with Performance  Shares shall,
          pending  the   expiration,   lapse,   or  waiver  of  the   applicable
          restrictions,  be  evidenced  in the  manner as set  forth in  Section
          6(d)(iii) hereof.

          (f) General.

                    (i) No Consideration for Awards.  Awards shall be granted to
          Participating Key Employees for no cash consideration unless otherwise
          determined by the  Committee.  Awards of  Non-Qualified  Stock Options
          granted to Non-Employee Directors under Section 6(b) of the Plan shall
          be granted for no cash consideration unless otherwise required by law.

                    (ii) Award  Agreements.  Each Award  granted  under the Plan
          shall be evidenced by an Award Agreement in such form (consistent with
          the terms of the Plan) as shall have been approved by the Committee.


                                      -10-


                    (iii) Awards May Be Granted  Separately or Together.  Awards
          to  Participating  Key Employees  under the Plan may be granted either
          alone or in addition to, in tandem with,  or in  substitution  for any
          other Award or any award  granted  under any other plan of the Company
          or any  Affiliate.  Awards  granted in  addition  to or in tandem with
          other Awards, or in addition to or in tandem with awards granted under
          any other plan of the Company or any Affiliate,  may be granted either
          at the same  time as or at a  different  time  from the  grant of such
          other Awards or awards.

                    (iv) Forms of Payment Under Awards.  Subject to the terms of
          the Plan and of any applicable Award Agreement,  payments or transfers
          to be made by the Company or an Affiliate upon the grant, exercise, or
          payment of an Award to a  Participating  Key  Employee  may be made in
          such form or forms as the Committee shall  determine,  and may be made
          in a single  payment or transfer,  in  installments,  or on a deferred
          basis,   in  each  case  in  accordance   with  rules  and  procedures
          established by the  Committee.  Such rules and procedures may include,
          without  limitation,  provisions  for  the  payment  or  crediting  of
          interest on installment or deferred payments.

                    (v) Limits on  Transfer  of  Awards.  No Award  (other  than
          Released  Securities),  and no right  under any such  Award,  shall be
          assignable,  alienable,  saleable,  or transferable by a Participating
          Key Employee or a Non-Employee  Director  otherwise than by will or by
          the laws of descent and  distribution  (or, in the case of an Award of
          Restricted  Securities,  to the Company);  provided,  however,  that a
          Participating Key Employee at the discretion of the Committee may, and
          a Non-Employee  Director shall, be entitled, in the manner established
          by the  Committee,  to designate a  beneficiary  or  beneficiaries  to
          exercise his or her rights, and to receive any property distributable,
          with  respect  to any Award  upon the death of the  Participating  Key
          Employee or the Non-Employee Director, as the case may be. Each Award,
          and each  right  under any  Award,  shall be  exercisable,  during the
          lifetime  of  the  Participating  Key  Employee  or  the  Non-Employee
          Director,  only by such individual or, if permissible under applicable
          law, by such individual's guardian or legal  representative.  No Award
          (other than Released  Securities),  and no right under any such Award,
          may be pledged, alienated,  attached, or otherwise encumbered, and any
          purported pledge, alienation, attachment, or encumbrance thereof shall
          be void and unenforceable against the Company or any Affiliate.

                    (vi) Term of Awards.  Except as  otherwise  provided  in the
          Plan,  the  term of each  Award  shall be for  such  period  as may be
          determined by the Committee.

                    (vii) Share Certificates; Representation. In addition to the
          restrictions imposed pursuant to Section 6(d) and Section 6(e) hereof,
          all  certificates  for Shares delivered under the Plan pursuant to any
          Award or the exercise  thereof  shall be subject to such stop transfer
          orders and other  restrictions  as the  Committee  may deem  advisable
          under the Plan or the rules,  regulations,  and other  requirements of
          the  Commission,  any stock  exchange or other  market upon which such
          Shares are then listed or traded,  and any applicable federal or state
          securities laws, and the Committee may cause a legend or legends to be
          put on any such  certificates  to make  appropriate  reference to such
          restrictions.   The  Committee  may  require  each  Participating  Key
          Employee,  Non-Employee  Director or other Person who acquires  Shares
          under the Plan by means of an Award originally made to a


                                      -11-


          Participating Key Employee or a Non-Employee  Director to represent to
          the  Company  in  writing  that  such   Participating   Key  Employee,
          Non-Employee  Director or other Person is acquiring the Shares without
          a view to the distribution thereof.

Section 7.  Amendment  and  Termination  of the Plan;  Correction of Defects and
Omissions

          (a) Amendments to and  Termination of the Plan. The Board of Directors
of the Company may at any time amend, alter, suspend,  discontinue, or terminate
the Plan;  provided,  however,  that the  provisions of Section 6(b) of the Plan
shall not be amended more than once every six months, other than to comport with
changes in the Code,  the Employee  Retirement  Income  Security Act of 1974, as
amended,  or  the  rules  promulgated  thereunder;  and  provided  further  that
shareholder  approval of any amendment of the Plan shall also be obtained (i) if
such  amendment  (A) increases the number of Shares with respect to which Awards
may be granted under the Plan (other than increases  related to adjustments made
as provided in Section 4(b) hereof),  (B) expands the class of persons  eligible
to participate under the Plan or (C) otherwise increases in any material respect
the benefits  payable under the Plan; or (ii) if otherwise  required by: (A) the
Code or any rules promulgated  thereunder (in order to allow for Incentive Stock
Options to be granted under the Plan),  or (B) the listing  requirements  of the
New York Stock Exchange or any principal  securities exchange or market on which
the  Shares  are then  traded (in order to  maintain  the  listing of the Shares
thereon).  Termination of the Plan shall not affect the rights of  Participating
Key  Employees  or  Non-Employee  Directors  with  respect to Awards  previously
granted to them,  and all  unexpired  Awards shall  continue in force and effect
after termination of the Plan except as they may lapse or be terminated by their
own terms and conditions.

          (b)  Correction  of  Defects,   Omissions  and  Inconsistencies.   The
Committee  may  correct  any  defect,  supply any  omission,  or  reconcile  any
inconsistency in any Award or Award Agreement in the manner and to the extent it
shall deem desirable to carry the Plan into effect.

Section 8. General Provisions

          (a) No Rights to Awards.  No Key Employee,  Participating Key Employee
or other Person (other than a  Non-Employee  Director to the extent  provided in
Section 6(b) of the Plan) shall have any claim to be granted any Award under the
Plan,  and there is no obligation  for uniformity of treatment of Key Employees,
Participating  Key Employees,  or holders or  beneficiaries  of Awards under the
Plan.  The terms and  conditions  of Awards need not be the same with respect to
each Participating Key Employee.

          (b)  Withholding.  No later than the date as of which an amount  first
becomes  includible  in the gross  income of a  Participating  Key  Employee for
federal  income  tax  purposes  with  respect to any Award  under the Plan,  the
Participating  Key  Employee  shall  pay to the  Company,  or make  arrangements
satisfactory to the Company regarding the payment of, any federal,  state, local
or foreign taxes of any kind required by law to be withheld with respect to such
amount.  Unless otherwise determined by the Committee,  withholding  obligations
arising with respect to Awards to Participating Key Employees under the Plan may
be settled with Shares (other than Restricted Securities), including Shares that
are part of, or are received  upon exercise of, the Award that gives rise to the
withholding requirement.  The obligations of the Company under the


                                      -12-


Plan shall be conditional on such payment or  arrangements,  and the Company and
any Affiliate  shall,  to the extent  permitted by law, have the right to deduct
any such taxes from any payment otherwise due to the Participating Key Employee.
The Committee  may establish  such  procedures as it deems  appropriate  for the
settling of withholding obligations with Shares, including,  without limitation,
the  establishment  of  such  procedures  as may be  necessary  to  satisfy  the
requirements of Rule 16b-3.

          (c) No Limit on Other Compensation Arrangements.  Nothing contained in
the Plan shall prevent the Company or any Affiliate  from adopting or continuing
in effect other or additional compensation  arrangements,  and such arrangements
may be either generally applicable or applicable only in specific cases.

          (d) Rights and Status of Recipients  of Awards.  The grant of an Award
shall not be  construed as giving a  Participating  Key Employee the right to be
retained in the employ of the Company or any Affiliate.  Further, the Company or
any  Affiliate  may at any  time  dismiss  a  Participating  Key  Employee  from
employment,  free  from any  liability,  or any claim  under  the  Plan,  unless
otherwise expressly provided in the Plan or in any Award Agreement. The grant of
an Award to a Non-Employee  Director  pursuant to Section 6(b) of the Plan shall
confer no right on such  Non-Employee  Director to continue as a director of the
Company.  Except for  rights  accorded  under the Plan and under any  applicable
Award Agreement,  Participating  Key Employees and Non-Employee  Directors shall
have no rights as  holders  of  Shares  as a result  of the  granting  of Awards
hereunder.

          (e) Unfunded Status of the Plan.  Unless  otherwise  determined by the
Committee,  the Plan shall be unfunded  and shall not create (or be construed to
create) a trust or a separate  fund or funds.  The Plan shall not  establish any
fiduciary  relationship  between the Company and any Participating Key Employee,
any  Non-Employee  Director or other Person.  To the extent any Person holds any
right by  virtue  of a grant  under  the  Plan,  such  right  (unless  otherwise
determined by the Committee)  shall be no greater than the right of an unsecured
general creditor of the Company.

          (f) Governing Law. The validity,  construction, and effect of the Plan
and any  rules and  regulations  relating  to the Plan  shall be  determined  in
accordance with the laws of the State of Wisconsin and applicable federal law.

          (g) Severability.  If any provision of the Plan or any Award Agreement
or any Award is or becomes or is deemed to be invalid, illegal, or unenforceable
in any jurisdiction, or as to any Person or Award, or would disqualify the Plan,
any  Award  Agreement  or any  Award  under  any law  deemed  applicable  by the
Committee,  such  provision  shall be construed or deemed  amended to conform to
applicable laws, or if it cannot be so construed or deemed amended  without,  in
the determination of the Committee,  materially altering the intent of the Plan,
any Award  Agreement or the Award,  such provision  shall be stricken as to such
jurisdiction,  Person,  or Award,  and the remainder of the Plan, any such Award
Agreement and any such Award shall remain in full force and effect.

          (h) No Fractional  Shares.  No fractional  Shares or other  securities
shall be issued or delivered  pursuant to the Plan,  any Award  Agreement or any
Award,  and the Committee


                                      -13-


shall determine  (except as otherwise  provided in the Plan) whether cash, other
securities,  or  other  property  shall  be paid or  transferred  in lieu of any
fractional  Shares or other  securities,  or whether such  fractional  Shares or
other  securities  or any  rights  thereto  shall be  canceled,  terminated,  or
otherwise eliminated.

          (i) Headings.  Headings are given to the Sections and  subsections  of
the Plan solely as a convenience  to facilitate  reference.  Such headings shall
not  be  deemed  in  any  way  material  or  relevant  to  the  construction  or
interpretation of the Plan or any provision thereof.

Section 9. Effective Date of the Plan

          The Plan originally became effective on April 26, 1995.


                                      -14-