For decades, marketers and advertisers have used demographic profiling to target consumers. But focusing solely on this traditional targeting tactic may be a waste of precious time, money, energy and opportunities for meaningful engagement. By considering how the social and mobile landscapes have impacted the consumer’s ability to commune in new and personal ways we can discover how demographic profiling alone is ineffective. The webinar will explore EMG’s hand- crafted methodologies in collecting, measuring and responding to new data sets, live behaviors and critical brand sentiment that have allowed us to target and personalize campaigns and web experiences within a diversity of industries including higher education, healthcare and entertainment. Join us as we introduce and explore how you can evolve your approach to profiling and segmenting audiences to increase impressions, shares, adoptions and conversions. In this webinar you will learn how to: 1. Think beyond demographic profiling and why it is fiscally beneficial to do so 2. Acquire more specific data sets and ways to measure 3. Use those data sets to get started on targeting consumers on more specific levels 4. Craft engaging and personalized web features and experiences 5. Measure the success and efficiencies of your new marketing tactics

1. Beyond The Demographic Using Psychographic and Behavioral Data to Optimize the Online Consumer Experience # EMGWebinar Presented by: Damien Navarro, Brenda Castelo, Mike Funk 09/21/2011

3. Webinar presentation will be recorded

4. Links to be sent to attendeesPresentation posted to EMG Knowledge Center

6. Headquartered in Los Angeles, CA

7. Established in 1999

9. Panelists Mike Funk Strategic Planner Brenda Castelo VP Strategy & Media Damien Navarro Managing Partner

10. In This Webinar you Will Learn How To Think beyond demographic profiling and why it is fiscally beneficial Acquire more specific data sets and ways to measure Use those data sets to get started on targeting new consumers Craft engaging and personalized web features and experiences

11. Hispanic Brand Loyalist Phoebe – 2nd Generation & Mother

12. Hispanic Brand Loyalist Phoebe – 2nd Generation & Mother Lisa – 1stGeneration, ESL & Student

13. Hispanic Brand Loyalist Phoebe – 2nd Generation & Mother Lisa – 1stGeneration, ESL & Student

14. Teen Trend Setter Kyle – Football Captain & Math Wiz Blaine – Madden Football Expert & Prom King

15. Active Retiree Marvin – Golf Enthusiast & Volunteer Alex – Artist & Guest Lecturer

16. Busy Mom Mary – Chocolate Lover & Distance Runner Beth – Sports Fanatic & Political Advocate

17. What Does the Busy Mom’s Day Actually Look Like?

18. Traditional Demographic Profiling Age bands “Generation” Gender Income Social class Education Location Relationship status Reach tends to be limited by traditional “subject-centric” media

19. Traditional Demographic Profiling Age bands “Generation” Gender Income Social class Education Location Relationship status Reach tends to be limited by traditional “subject-centric” media Outcome: Limited, Out-of-Touch, Generic

20. Painting a More Vibrant Picture of the Consumer Use psychographic profiling to create profile depth Utilize real-time user data and analytics Account for life experience and interests Determine likes and dislikes Consider unique cultural differences and preferences Explore real-world influencers and responses

22. Adopts rescued pets

24. Profiling by Experiences Tactic: “Day in the life” storyboards and creative mood boards Tactic: Documentation of Target Audience Lifestyles & Experiences Tactic: Consumer Lifecycle Diagram and Workflows 4%

25. Profiling by Experiences Banner Health: Cardon Children’s KidZone Interactive game to help children understand, or relieve fear about, their hospital stay. Profile insights derived from: Onsite observations User Interviews and focus groups Storyboarding Virtual Walk Throughs

26. Profiling by Engagement Behaviors Tactic: Monitoring Where, When, Why, How They Engage Online Tactic: Identifying Media Consumption Tactic: Analyzing Key Performance Indicators and Task Completion 4%

28. Historical search data analysis

33. Website analytics & conversion data

35. Profiling By Online Social/Community Behaviors Social data: Unsolicited survey or focus group

36. Profiling By Online Social/Community Behaviors Demographic analysis of active dialogue online reveals which niche audiences are actively interested in the brand (or relevant topics) Technophiles & Gadget Geeks Theatrical Experience 3D Technology Comic Movies Movie Fanatics Heavy Gamers Movie Reviews

37. Profiling By Online Social/Community Behaviors Conversation analysis uncovers topic trends

38. Profiling By Online Social/Community Behaviors American Sentinel: Digital Marketing Strategy Cross digital channel marketing plan for acquiring leads from military audience.

39. Profiling By Online Social/Community Behaviors American Sentinel: Digital Marketing Strategy Cross digital channel marketing plan for acquiring leads from military audience. “ADVANCER” “CHANGER” Key Questions Do civilian employers value this degree? What networking opportunities exist? What job placement opportunities exist? CAN ASU teach me the necessary skills that allow me to be successful in a civilian job? Key Questions Is this the right school/program for me? What resources will ASU provide? Is this program unique/special in any way? What organizations are affiliated with ASU? Personas developed utilizing online social intelligence from a comprehensive analysis.

40. Questions? We’d love to hear from you. Please Let us know if you have any questions!

41. Q & A Thank You! Contact us today to learn how EMG can apply its expertise in developing and implementing your institution’s persona to help you get started!Toll Free: (866) 62-EARTH www.visitemg.com FULL WEBINAR AVAILABLE TOMORROW AT: Youtube.com/earthboundmediagroup Earthboundmediagroup.com/emg/home/knowledge-center/webinars.html STAY CONNECTED WITH EMG: Twitter.com/EMGtheAgency Facebook.com/earthboundmediagroup

42. Thank You For Your Time! Damien Navarro Managing Partner dnavarro@visitemg.com 949.857.4000 x 101