This document summarizes a social media marketing campaign conducted by LACED Interactive Agency for their client Universal Technical Institute from January to August 2010. The campaign had several phases and goals, including increasing UTI's brand awareness, followers, and market share compared to competitors through engagement on platforms like Twitter and Facebook. Initial challenges included a lack of social media policy at UTI, but the agency was able to launch an "interim" campaign focused on event promotion. Videos and hashtag promotions at events increased engagement and positive metrics for UTI. While budgets were later reduced, the full response campaign was approved, allowing ongoing community engagement.

3. LACED Interactive Agency Submission for Small Agency, Category 1-10 people Award Submission | 2010 Campaign of the Year Campaign of the Year ~ 2010 UTI Social Media Response Campaign LACED Interactive Agency Small Agency Category (1-10 people)

4. LACED Interactive Agency Submission for Small Agency, Category 1-10 people Award Submission | 2010 Campaign of the Year Client: Universal Technical Institute Universal Technical Institute Inc. (UTI) is a nationwide provider of technical education training for students seeking careers as professional automotive, diesel, collision repair, motorcycle and marine technicians. Through their nationwide campus-based school system, UTI offers specialized technical education programs under the banner of several well-known brands, including Universal Technical Institute (UTI), Motorcycle Mechanics Institute (MMI), Marine Mechanics Institute (MMI) and NASCAR Technical Institute (NTI). UTI is the industry’s choice for training because they set the standard for technical education, lifelong learning and employment services. Website: http://www.uti.edu

6. listening,

7. learning… – LACED Interactive was ready to commence Phase 2 of UTI’s on-going Social in accordance with the agency’s proven social media process.

8. LACED Interactive Agency Submission for Small Agency, Category 1-10 people Award Submission | 2010 Campaign of the Year Campaign: 2010 Social Media Marketing – The Response Campaign The 2010 Response Campaign The Response Campaign (aka Phase 2) would consist of Engagements, Interactions, and an overall UTI response to their users in social media, based on what we learned by listening during Phase 1. The Response Campaign ran from 1/5/2010 to 8/31/2010.

9. LACED Interactive Agency Submission for Small Agency, Category 1-10 people Award Submission | 2010 Campaign of the Year A conservative, budget-concise, results-driven, performance-driven approach to social media that ties marketing spend to ROI. This approach was custom designed by the Strategic Digital Marketing team @ LACED Interactive Agency. 2010 (SMM) Campaign This Campaign utilized Steps 05, 06, & 07 of our digital agency process for social media.

11. Propel campaigns through listening

12. Track & Activate Advocates

13. Answer questions in UTI’s field

14. Uncover content the community needs

15. Find and resolve customer complaints

16. Track Resonance of Issues

18. LACED Interactive Agency Submission for Small Agency, Category 1-10 people Award Submission | 2010 Campaign of the Year Campaign Goals: Translates to… Support Enrollees, Leads, and Pre-Leads Answer questions to the audience at large in social media; from enrollment to campus locations to relocation support. Direct pre-leads, leads, and enrollees to the right uti.edu support center or support rep via phone/instant chat. Uncover content the community needs Find and resolve customer complaints Track Resonance of Issues Support Enrollees, Leads, and Pre-Leads

20. Connect for roommates2) Peer Referral: Kids are talking to each other but the “real deal” with UTI. They want to hear what UTI is really like from other students like them that already went. They ask a lot of questions on walls about this, and seek advice from other peers as they don’t believe UTI is genuine or authentic or transparent with their advertising. 3) Graduation Announcements: students talk about when they are graduating, and most reviews of their time at UTI are favorable. 4) Request for more courses: They usually request more courses in a particular area (like more Performance Courses) 4) Several postings from international students looking to attend UTI - asking others in the community how they can get started. Lead Gen Channel Possibility?? 5) Tuition questions: how can I afford UTI? Its too expensive..etc.. 6) UTI BRAND AWARENESS needs work: not a lot of kids are familiar with UTI’s programs or services. A lot of questions about that.

21. LACED Interactive Agency Submission for Small Agency, Category 1-10 people Award Submission | 2010 Campaign of the Year Phase 2 (launched Jan 2010) Challenges / Hurdles No Social Media Policy Approved. Unable to begin engagement and interactions within social media to address what we learned and ultimately drive brand reach, and successful relationships with pre-leads and leads.

22. LACED Interactive Agency Submission for Small Agency, Category 1-10 people Award Submission | 2010 Campaign of the Year Phase 2 (launched Jan 2010) Solutions / Work-Arounds Wrote scripted social media guidelines until social media policy was settled in legal processing and approved. > > Unable to get these approved either due to a lengthy internal processing @ UTI Proposed “social seeding” for Events and used that opportunity to begin engagement / interactions with the social community by only talking about UTI events and driving traffic, interest, users to UTI Campuses and uti.edu. This way LACED was able to still begin UTI engagement and UTI interactions during Phase 2 and measure something to begin a baseline for UTI in social media - and ensure UTI was not left behind by their competitors within this new media channel.Client approved this, as an “Interim” Response Campaign.

24. Lead their direct competitor in brand mentions in the social space

25. Grab a significant market share of brand mentions in the social space from secondary competition.UTI Measurements of Success; Increased Followers on (4) Platforms Increased Facebook “LIKES” Increased Facebook “Post Feedback” combo of Likes/and commenting (aka Engagements) Increased Brand Reputation Increased % of brand mentions in social space against competitors. Optional Goals; Prove social media is a viable pre-lead/sales channel for initial customer service and funneling by tracking a social media #800 specific to UTI Social Media.

26. LACED Interactive Agency Submission for Small Agency, Category 1-10 people Setting Baseline for 2010 (SMM) Campaign Efforts - Measuring UTI social media marketshare against direct competitor SOCIAL MEDIA MARKETSHARE 39.7% SOCIAL MEDIA MARKETSHARE 60.3%

27. LACED Interactive Agency Submission for Small Agency, Category 1-10 people Competitors vs. UTI Brand Mentions in Social Space Jan 8, 2010 Baseline Measurement COMPANYMARKETSHARE DeVry: 64.8% ITT Tech: 22.3% UTI: 8.4% Lincoln Tech: 4.4% Wyotech vs. UTI Brand Mentions in Social Space Jan 8, 2010 Baseline Measurement COMPANYMARKETSHARE Wyotech: 60.3% UTI: 39.7%

28. LACED Interactive Agency Submission for Small Agency, Category 1-10 people Award Submission | 2010 Campaign of the Year Phase 2 “Interim” Response Campaign (launched Jan - March 2010) Messaging EVENT SPECIFIC ONLY Post Events Info Ask Students from each Campus to give shout-outs on whether they are attending the local event (connecting students locally in social media) Asking Students to share their UTI event pics & stories. Realized we would need more “tools” to work with in order to achieve business objectives within messaging constraints.

29. LACED Interactive Agency Submission for Small Agency, Category 1-10 people Award Submission | 2010 Campaign of the Year LACED Aligned with UTI Events department. Got approval from UTI Marketing Executives to Engage audiences in social media as long as it was events-specific only. Obtained events calendar and began posting events info in social media. User responses came pouring in. Realized MMI was sponsoring the MotorCross Championship in Anaheim, CA on 1/9/2010. Quickly re-allocated our limited social media budget towards some video production to take advantage of upcoming local event in CA. (our offices are in CA) and shoot UTI Grads on camera, in the raw, telling their stories in their own words in an effort to build transparency and authenticity for UTI. UTI was not sold on the idea – and didn’t want us shooting / uploading video that was not a commercial or a manufacturer specific video. LACED Interactive offered to shoot footage in CA on 1/9/2010 during a campus Pre-Party for MMI SuperCross Anaheim Event with DirtLab to prove our video skills. Client agreed. We did not charge them. We had a 2 man crew to handle video, editing, and digital optimization. We shot the video, edited it, and had it live by Monday, Jan 11. Responses poured it by users, and by 3pmMST it was clear this was working. Client approved digital videos for Main Supercross Event on 1/14 in AZ immediately. LACED planned a Twitter Promo in conjunction with the event (under Hashtag #mmiphx114) to promote both UTI Brand Awareness as well as event attendance using social media. We had 1 week to make it all work.

30. LACED Interactive Agency Strategic Digital Partner | 2011 LACED Interactive Agency Submission for Small Agency, Category 1-10 people Creating Content That Matters To The Community Award Submission | 2010 Campaign of the Year 1/9/2010 Anaheim Video was a huge hit with audiences, and helped get twitter hashtag promo #MMIphxSX114 for AZ 1/14/2010 Event rolling – as well as promote authenticity for UTI’s brand and transparency, and trust.

32. Designed printed banners

33. Coordinated efforts to have them printed and set up at event with outside vendors & managed client budget to ensure no overages occurred.

34. LACED designed all online seeding materials for UTI Twitter Promo as well.

35. Launched, Seeded, and promoted hashtag #MMiphxSX114 online in social space (MySpace, Facebook, Blogs, Forums, and Twitter) from Jan 11 until Jan 14 furiously !!!

36. Sent 2 staff on-site to Phoenix (1 to manage live twitter feed from a laptop to projector/manage live give-a-way to winner, and 1 to shoot video footage)

38. LACED Interactive Agency Submission for Small Agency, Category 1-10 people Award Submission | 2010 Campaign of the Year After initial Twitter Hashtag promo (#MMIphxSX114) was a success, UTI green-lit budget for additional Twitter Hashtag promotions in conjunction with social media efforts, and the “Interim” Response Campaign through the end of March 2010. Promotion & Production with Digital Videos was green-lit as well.

39. LACED Interactive Agency Submission for Small Agency, Category 1-10 people Award Submission | 2010 Campaign of the Year

40. LACED Interactive Agency Submission for Small Agency, Category 1-10 people Campaign Creative >> Digital Video Digital “Raw” Videos of UTI Grad Testimonials on-site; Increased engagements with users during Jan – March 2010 Gave UTI something to engage & respond too during Jan – March 2010 Increased Authenticity, Transparency, and Trust in Brand

41. LACED Interactive Agency Submission for Small Agency, Category 1-10 people Award Submission | 2010 Campaign of the Year RESULTS SOCIAL MEDIA MARKETING “Interim” Response Campaign Jan-Mar 2010

43. 20.3% Influence

44. 34.3% Popularity

45. 22.4% Engagement

47. 28.4% Influence

48. 37.6% Popularity

49. 27.0% Engagement

50. 16.8%TrustTwitter Increases across all category measurements !

51. LACED Interactive Agency Submission for Small Agency, Category 1-10 people Award Submission | 2010 Campaign of the Year SOCIAL MEDIA MARKETSHARE 54.5% Gain of 14.8% By March 31, 2010 – UTI had gained 14.8% market share for brand mentions in the social media space from their direct competitor. SOCIAL MEDIA MARKETSHARE 45.5% Loss of -14.8%

52. LACED Interactive Agency Submission for Small Agency, Category 1-10 people Wyotech vs. UTI Brand Mentions in Social Space Pulled week of March 31, 2010 COMPANYMARKETSHARE Wyotech: 45.5% UTI: 54.5% Competitors vs. UTI Brand Mentions in Social Space Pulled week of March 31, 2010 COMPANYMARKETSHARE DeVry: 57.9% ITT Tech: 31% UTI: 8.6% Lincoln Tech: 2.5% Gained + 14.8% in Direct Competitor market share Gained + 0.2% in Secondary Competitor market share

53. LACED Interactive Agency Submission for Small Agency, Category 1-10 people Award Submission | 2010 Campaign of the Year SOCIAL MEDIA MARKETING The Response Campaign April - August 2010

55. Event tie-ins with social media were gone.

56. Digital Video production was gone for UTI Grad stories.

57. Social Media budget was reduced overall by HALF!Good news was UTI approved a formal Response Campaign, and the Social Media Policy. We were now allowed to respond to the social media community we had built. Although, we had to find another way to continue Engagement, Interactions, and building brand reach without these resources and with a limited budget.

58. LACED Interactive Agency Submission for Small Agency, Category 1-10 people Award Submission | 2010 Campaign of the Year Messaging Strategy Twitter – #FF, and follow all followers, and retweet relevant auto/moto/marine news – push events UTI announcements when we can. Drive users to uti.edu MySpace – losing community, re-tooled sweepstakes headers to drum up interest in community, but it was limited at best. YouTube – Without new video content, the channel began to dip…We decided to keep commenting and sharing other’s relevant videos on our channel to maintain the community we had built, but all in all – it was challenging. Facebook – UTI wanted to focus reduced budget on this area only for engagements and response measuring, and analyzing. Respond to every relevant post where we feel UTI can add value Build engagement through polling, crowd-sourcing ideas/opinions, issues, etc.. Build interactions through sharing urls to other relevant sites (manufacturers, existing videos, etc..) Try to get Users to share more UTI specific-stories so we can capture them in photo albums monthly. Post user pics/videos. Track & screen capture lead questions – build a case for trackable 1-800#

60. Lead their direct competitor in brand mentions in the social space

61. Grab a significant market share of brand mentions in the social space from secondary competition.UTI Measurements of Success; Increased Followers on (4) Platforms Increased Facebook “LIKES” Increased Facebook “Post Feedback” combo of Likes/and commenting (aka Engagements) Increased Brand Reputation Increased % of brand mentions in social space against competitors. Optional Goals; Prove social media is a viable pre-lead/sales channel for initial customer service and funneling by tracking a social media #800 specific to UTI Social Media.

62. LACED Interactive Agency Submission for Small Agency, Category 1-10 people Award Submission | 2010 Campaign of the Year How Would LACED handle the UTI communityuser responses ?

63. LACED Interactive Agency Strategic Digital Partner | 2011 The LACED Interactive Social Media Approach (SMM) Communications & Messaging Process Designed for 2010 UTI Response Campaign

64. Retooled Creative for MySpace

65. LACED Interactive Agency Submission for Small Agency, Category 1-10 people Award Submission | 2010 Campaign of the Year April 2010 Example of Messaging Strategy in Facebook

68. LACED Interactive Agency Strategic Digital Partner | 2011 Creating Content That Matters To The Community

69. LACED Interactive Agency Strategic Digital Partner | 2011 Creating Content That Matters To The Community

70. LACED Interactive Agency Strategic Digital Partner | 2011 Creating Content That Matters To The Community

71. Posting a Negative Story vs. Removing It. (Building Trust)

72. LACED Interactive Agency Strategic Digital Partner | 2011 Creating Content That Matters To The Community Responses from UTI Community were amazing! The user comments clearly showed how the community appreciated UTI’s transparency and fairness UTI took it’s first steps in building TRUST in the UTI Facebook community

73. LACED Interactive Agency Strategic Digital Partner | 2011 Creating Content That Matters To The Community Cadency Continuing to build trust, Relationships with community

74. LACED Interactive Agency Strategic Digital Partner | 2011 Creating Content That Matters To The Community STUDENT SHOWS ENTHUSIAM FOR UTI BY USING A SWEAR WORD WITHIN UTI COMMUNITY: Addressing Issue with “Coolness Factor” Resonates with community and grows more TRUST.

75. LACED Interactive Agency Strategic Digital Partner | 2011 Creating Content That Matters To The Community SALES LEADS: Tracking Potential Students’ Inquiries with a 1-800 specifically set up to track leads from UTI Social Media

76. LACED Interactive Agency Strategic Digital Partner | 2011 Creating Content That Matters To The Community

77. LACED Interactive Agency Submission for Small Agency, Category 1-10 people Award Submission | 2010 Campaign of the Year Summary of Creative/Tactical Executions: Strategizing around a slew of hurdles and budget challenges throughout campaign Scheduled a series of Twitter Promos (online to on-site Events – all design element & coordination involved with that) “Raw” UTI Grad Videos – produced on site at Events & uploaded to social. Polling / Crowdsourcing Relevant Content to Community Coming up with new content every day, week, month, based on community feedback (Extreme Problem Solving) Daily Seeding in social media Re-Tooling Creative Header for MySpace Tracking/Measurement every day Reporting per week (Jan-April) Switched to Reporting per month (April – Sept) with budget cuts Analysis & Recommendations to Client per month

78. LACED Interactive Agency Submission for Small Agency, Category 1-10 people Award Submission | 2010 Campaign of the Year RESULTS SOCIAL MEDIA MARKETING The Response Campaign April-Aug 2010

80. 28.4% Influence

81. 37.6% Popularity

82. 27.0% Engagement

84. 32.1% Influence

85. 36.5% Popularity

86. 26.7% Engagement

87. 16%TrustTwitter Increase in Followers, and Influence only Slight Decreases in Popularity, Engagement, and Trust

88. LACED Interactive Agency Submission for Small Agency, Category 1-10 people Award Submission | 2010 Campaign of the Year SOCIAL MEDIA MARKETSHARE 72.7% Gain of 18.2% By Aug 31, 2010 – UTI had gained another 18.2% market share for brand mentions in the social media space from their direct competitor. SOCIAL MEDIA MARKETSHARE 27.3% Loss of -18.2%

89. LACED Interactive Agency Submission for Small Agency, Category 1-10 people Wyotech vs. UTI Brand Mentions in Social Space Pulled week of Aug 30, 2010 COMPANYMARKETSHARE UTI: 72.7% Wyotech: 27.3% Competitors vs. UTI Brand Mentions in Social Space Pulled week of Aug 30, 2010 COMPANYMARKETSHARE DeVry: 52.2% Lincoln Tech: 16.4% ITT Tech: 14.9% UTI: 11.9% Wyotech: 4.5% Gained + 18.2% in Direct Competitor market share Gained + 3.3% in Secondary Competitor market share

90. LACED Interactive Agency Submission for Small Agency, Category 1-10 people Award Submission | 2010 Campaign of the Year RESULTS SOCIAL MEDIA MARKETING The Response Campaign Jan - Aug 2010 summary results

91. LACED Interactive Agency Submission for Small Agency, Category 1-10 people Award Submission | 2010 Campaign of the Year Summary of Campaign Results: Increased “Social Status” / Brand Reach Aug 31, 2010 Facebook 10,496 Total Fans MySpace 2,387 Friends YouTube 174 Subscribers Twitter 528 Followers Jan 1, 2010 Facebook 5,408 Total Fans MySpace 1,943 Friends YouTube 95 Subscribers Twitter 197 Followers

92. LACED Interactive Agency Submission for Small Agency, Category 1-10 people Award Submission | 2010 Campaign of the Year Summary of Campaign Results: Increased UTI Brand Visibility Increased Engagements & Interactions Jan. 2010 – Aug. 2010 August was one of the BEST months this summer for interactions and user engagement UTI saw the largest growth in response and engagement for Facebook over those last 3 months (June/July/August 2010) due to the Response Campaign.

93. LACED Interactive Agency Submission for Small Agency, Category 1-10 people Award Submission | 2010 Campaign of the Year Summary of Campaign Results: Increased UTI Brand Visibility Increased Engagements & Interactions Jan. 2010 – Aug. 2010 58.5% increase in Quality Relationships in Facebook Community

94. LACED Interactive Agency Submission for Small Agency, Category 1-10 people Award Submission | 2010 Campaign of the Year LACED Interactive Agency Small Agency (1-10 people) 2010 Campaign of the Year Against all the (hurdles, budget reductions, lengthy process approvals, and unforeseen challenges) – LACED managed to end their campaign with outstanding results, accomplishing more client goals than they set out to meet initially.

96. Today’s Digital Agency Partner Scalability Elasticity Adaptability Extreme Problem Solving Abilities

97. LACED Interactive Agency Strategic Digital Partner | 2011 That Digital Agency Partner is…

99. LACED Interactive Agency Strategic Digital Partner | 2011 Allowing DIGITAL to be at the core of your marketing strategystrengthens a brand's ability to improve, even transform, their businesses at the same speed as today's evolving consumer.

100. LACED Interactive Agency Strategic Digital Partner | 2011 Today's interactive agency must be leaders in adaptive marketing; utilizing the best ideas, interaction, and intelligence to meet the constantly changing landscape of consumer need while delivering the competitive edge to clients. Here are some of ours…

101. LACED Interactive Agency Strategic Digital Partner | 2011 Connecting with LACED Interactive About LACED Interactive AgencyLACED Interactive | A Strategic Digital Agency, building brands in the digital space.We Connect Consumers To You — Digitally. Delivering a range of holistic service offerings that include strategy, brand development, engagement, mobile, social media, direct response, and lead generation– LACED’s agency model is built to meet the needs of today’s evolving consumers. Services specialize in adaptive marketing; utilizing great ideas, creative interaction, and intelligence. LACED is committed to helping clients build great brands with loyal enthusiast followings. The Agency creates and deploys interactive solutions; carefully crafted to reach, engage, and influence audiences to interact with their clients’ brands, products, and services in ways that resonate. Areas of agency services include digital advertising, mobile, video, retail, out-of-home experiences, social media platforms, and complex technology development and solutions. Founded in 2002, LACED Interactive is privately held –with offices located in Redondo Beach, CA and a satellite office in Chicago, IL. For more information on LACED Interactive, visit their website at http://www.lacedinteractive.com. LACED Interactive Agency 114 S Catalina Ave, Suite 103 Redondo Beach, CA 90277 Office: 310.316.1962 ext25 Web: http://www.lacedinteractive.com Contact: Natalie V. Cupps | VP Digital Marketing & Sales Email: natalie@lacedinteractive.com http://www.facebook.com/lacedinteractive http://www.twitter.com/lacedtweet