Sara Costello of Sylvan Learning Systems and Eric Cosway discuss the concept of Companion Marketing in the overall marketing spends for corporate brands and franchised organizations. More materials available at TheDirectMarketingVoice.com

1. COMPANION MARKETING Sara Costello and Eric Cosway

2. ERIC COSWAY EVP,CMO, QuantumDigital Who We Are SARA COSTELLO Senior Director Relationship Marketing Sylvan Learning, Inc.

3. 2008 U.S. “Direct & Digital” Ad Spending—$178B Teleservices: $46B DR Broadcast: $28B Digital: $24 B DR Print: $20B Other: $2.8B Our World According to Winterberry (2008) Direct Mail: $56B

4. Teleservices: $46B DR Broadcast: $28B Digital: $24 B DR Print: $20B Other: $2.8B Direct Mail: $56B -1.2% 11.2% 1% -1.6% -3% 1% Our World According to Winterberry (Changes 2007 vs 2008) 2008 U.S. “Direct & Digital” Ad Spending—$178B

5. > 60% of marketers say multichannel integration is high on their priority list for 2009 Digital Print/Online Channels Perform Best Used Together

7. Elements of Companion Marketing Might Include: Profit Drivers Creative Media Offer Message Audience/List Personalization Timing/Triggers Costs Metrics Website Search Email Banner Ads PURLs/GURLs Social Networks RSS/Blogs Video Mobile Ads Direct Mail Broadcast TV Radio Newsprint Texting Phone/Voice Magazines Yellow Pages Outdoor Online Channel Offline Channel

9. Sylvan Learning Centers- Cross Media Marketing Portal

10. Sylvan Learning Centers - Mail and Email Platform Print on Demand Newsletters eNewsletters Mailed Postcards and Letters

11. A. PRE-SHOW MAILER B. GENERAL URL C. EMAIL REMINDER D. POST-SHOW OFFER One Example of Companion Marketing- MapMail ™ Demo Mailed: 3,492 Visit URL 5 % MapMail Demos 4% Visit for virtual demo 6%

12. A. Personal Introduction Greeting Card B. Follow-up Personalized Invite Second Example of Companion Marketing (1)

13. D. Personalized URL C. Personalized Timed Emails Series Second Example of Companion Marketing (2) Overall Metrics To Date List Size 50 Discovery Sessions 15 Proposals 4 Closed Deals 2

14. Sylvan Learning Centers The Importance of Personalization and Customization

15. Degree of Variable content Value/Workflow Complexity 40% 40% 10% PERSONAL SALUTATION 1 PERSONAL SALUTATION & CUSTOMIZED TRANS PROMO ADS FULLY PERSONALIZED & CUSTOMIZED 10% Variable Data Technology The Sweet Spot of Digital 2 3 4

16. 1-to-1 Marketing and Communications Is Possible

27. Questions