Todobebe Capabilities.030309

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Todobebe Cross Platform Media Assets

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  • Todobebe Capabilities.030309

    1. 1. CONNECTING WITH FAMILY Copyright Todobebé 2009. All Rights Reserved. For Internal Use Only. Confidential March, 2009
    2. 2. CONTENTS <ul><li>Overview </li></ul><ul><li>Consumer Insights </li></ul><ul><li>360° model </li></ul><ul><ul><li>¡Viva la Familia! de Todobebé TV </li></ul></ul><ul><ul><li>¡Viva la Familia! Fiesta </li></ul></ul><ul><ul><li>Digital </li></ul></ul>Copyright Todobebé 2009. All Rights Reserved. For Internal Use Only. Confidential
    3. 3. OVERVIEW <ul><li>Todobebé/Viva la Familia is a leading global multi-media content and licensing company dedicated to the adventures of parenting </li></ul><ul><li>Serving a core audience of young women, 18-39, who are mothers (and key decision-makers for family) who seek knowledge and community </li></ul>Copyright Todobebé 2009. All Rights Reserved. For Internal Use Only. Confidential
    4. 4. OUR PREMISE <ul><li>Moms and babies are at the nucleus of the Todobebé brand – where the bond is built between parent and child. </li></ul>Copyright Todobebé 2009. All Rights Reserved. For Internal Use Only. Confidential
    5. 5. FAMILY EVOLUTION <ul><li>A world of family surrounds Mom & child: fathers, siblings, grandparents, aunts, uncles, godparents. And friends who have become family. </li></ul><ul><li>¡Viva la Familia! is the fabric of family that nurtures us, fulfills us, and lives within us. </li></ul>Copyright Todobebé 2009. All Rights Reserved. For Internal Use Only. Confidential
    6. 6. ¡VIVA LA FAMILIA! <ul><li>¡Viva la Familia! celebrates the adventures of parenting and the richness of family. Memories are created. Challenges are met. Dreams come true. Miracles happen. </li></ul>Copyright Todobebé 20089 All Rights Reserved. For Internal Use Only. Confidential
    7. 7. CONSUMER INSIGHTS Copyright Todobebé 2009. All Rights Reserved. For Internal Use Only. Confidential
    8. 8. RESEARCH ACTIVITY <ul><li>Todobebé has recently conducted two unique consumer research studies: </li></ul><ul><ul><li>Viva la Familia Fiesta panel (May/Jun 2008) consisted of approximately 9,000 moms across 43 states. </li></ul></ul><ul><ul><li>Our latest survey (Feb 2009) consisted of over 1,000 moms and captured insights regarding life & family priorities tied directly to the current economic situation. </li></ul></ul><ul><ul><li>Questionnaires were delivered online and captured key insights from U.S. Hispanic moms with children from 0-5 in the home. </li></ul></ul>Copyright Todobebé 2009. All Rights Reserved. For Internal Use Only. Confidential
    9. 9. KEY LEARNINGS <ul><li>Insights clearly demonstrate that today’s Hispanic moms: </li></ul><ul><ul><li>seek out information in Spanish and actively use media to find it </li></ul></ul><ul><ul><li>engage in and spend on social activities for family </li></ul></ul><ul><ul><li>demonstrate clear preferences on brands they use and where they buy </li></ul></ul><ul><ul><li>are looking for value-based solutions they can incorporate in their everyday lives </li></ul></ul>Copyright Todobebé 2009. All Rights Reserved. For Internal Use Only. Confidential
    10. 10. MOMS USE MEDIA & TECHNOLOGY <ul><li>73% Are Spanish-dominant or Spanish-preferred </li></ul><ul><li>66% Get parenting information on TV </li></ul><ul><li>75% Get parenting information on the Internet </li></ul><ul><li>86% Visit the Internet frequently </li></ul><ul><li>66% Know how to upload photos and videos       </li></ul>Copyright Todobebé 2009. All Rights Reserved. For Internal Use Only. Confidential Insight: Hispanic moms use media and technology for entertainment and information
    11. 11. MOMS VALUE FAMILY OCCASIONS <ul><li>78% Host at least one party or family event per year </li></ul><ul><li>82% Invite more than ten people to attend </li></ul><ul><li>76% Spend more than $100 on their party </li></ul><ul><li>73% Shop most frequently at Walmart </li></ul><ul><li>      </li></ul>Copyright Todobebé 2009. All Rights Reserved. For Internal Use Only. Confidential Insight: Hispanic Moms actively engage in social activities for family and spend on them.
    12. 12. MOMS SEEK VALUE FOR FAMILY <ul><li>Moms value family first, followed by good health, a safe home, education for their children, and finances/savings. </li></ul><ul><li>When asked what they do to save money today, they affirm they take advantage of special offers, look for free or low cost activities for their family, and look for brands that deliver value/allow them to save money. </li></ul>Copyright Todobebé 2009. All Rights Reserved. For Internal Use Only. Confidential Insight: Value-based solutions that benefit family directly align with Hispanic moms’ needs.
    13. 13. 360° MODEL Copyright Todobebé 2009. All Rights Reserved. For Internal Use Only. Confidential
    14. 14. 360° MODEL – GRASS TO MASS Copyright Todobebé 2009. All Rights Reserved. For Internal Use Only. Confidential
    15. 15. ¡VIVA LA FAMILIA! DE TODOBEBÉ TV <ul><li>Launched in Prime Time, July 25, 2008 </li></ul><ul><li>#1 show in the timeslot across all networks (beating 20/20 and Dateline NBC) </li></ul><ul><li>Three major TV Partners </li></ul>Copyright Todobebé 2009. All Rights Reserved. For Internal Use Only. Confidential
    16. 16. PROVEN TV FORMAT -“BEST PRACTICES” Copyright Todobebé 2009. All Rights Reserved. For Internal Use Only. Confidential Branded Entertainment Formulas 9+ Years in Industry, including TV show 1.0 (3.5 year run) Global Parenting & TV Trends Insight from Todobebé Audience
    17. 17. PROGRAM SUMMARY <ul><li>Family programming that brings the adventures of parenting to life – with surprises, emotion, dreams come true, celebrity talent, and audience interaction. </li></ul><ul><li>It’s family entertainment at its best! </li></ul><ul><li>Hosts: </li></ul><ul><ul><li>Aracely Arámbula - International mega-star, mom and friend to all </li></ul></ul><ul><ul><li>Jeanette Kaplun – Popular parenting expert, mom and founder of Todobebé </li></ul></ul><ul><li>1-hour magazine style format </li></ul>Copyright Todobebé 2009. All Rights Reserved. For Internal Use Only. Confidential
    18. 18. SEGMENTS <ul><li>Mi Hada Madrina – My Fairy Godmother </li></ul><ul><ul><li>Making dreams come true for deserving families </li></ul></ul><ul><li>El Papi – Adventures of a father </li></ul><ul><ul><li>Putting Dad in Mom’s shoes </li></ul></ul><ul><li>Famosos en Familia – Famous Families </li></ul><ul><ul><li>An inside look at favorite stars and their kids </li></ul></ul><ul><li>Todobebé al Rescate – Todobebé to the Rescue </li></ul><ul><ul><li>Our experts help families solve real-life problems </li></ul></ul><ul><li>Di Una Buena Palabra y Sonrie – Say a Good Word and Smile! </li></ul><ul><ul><li>Entertain & educate with new parenting terms </li></ul></ul><ul><li>Los Chicos del Barrio - Kids on the Block </li></ul><ul><li>LaTelebebela - Baby Telenovela </li></ul>Copyright Todobebé 2009. All Rights Reserved. For Internal Use Only. Confidential
    19. 19. BRAND OPPORTUNITIES <ul><li>Integration inside of the program designed to: </li></ul><ul><ul><li>Compliment brand advertising </li></ul></ul><ul><ul><li>Deliver branding and key communication in context </li></ul></ul><ul><ul><li>Be organic – branded entertainment </li></ul></ul><ul><li>Variety of integration formats </li></ul><ul><ul><li>Storyline integrations (major sponsors) </li></ul></ul><ul><ul><li>Branded tips </li></ul></ul><ul><ul><li>Bumps </li></ul></ul><ul><ul><li>Specials/giving </li></ul></ul>Copyright Todobebé 2009. All Rights Reserved. For Internal Use Only. Confidential
    20. 20. FIESTA Copyright Todobebé 2009. All Rights Reserved. For Internal Use Only. Confidential
    21. 21. WHAT IS VIVA LA FAMILIA FIESTA? <ul><li>It’s our special party day! </li></ul><ul><li>Celebrating families… </li></ul><ul><li>all across the nation! </li></ul><ul><li>VLF Fiesta provides a special occasion for hosts, families, and friends to gather together to celebrate family right in their home </li></ul><ul><li>Mom, family and their friends experience our brand, celebrating across Todobebé’s community </li></ul>Copyright Todobebé 2009. All Rights Reserved. For Internal Use Only. Confidential
    22. 22. WHO HAS FIESTAS? <ul><li>97% are women 18-34 </li></ul><ul><li>73% are Spanish-dominant or Spanish-preferred </li></ul><ul><li>79% are married </li></ul><ul><li>46% say their country of origin is Mexico </li></ul><ul><li>26% are first-time moms </li></ul><ul><li>51% are stay-at-home moms </li></ul>2008 Fiestas Copyright Todobebé 2009. All Rights Reserved. For Internal Use Only. Confidential
    23. 23. 2008 Fiestas Copyright Todobebé 2009. All Rights Reserved. For Internal Use Only. Confidential
    24. 24. CELEBRATING COAST TO COAST <ul><li>Each Fiesta is a social forum touching consumers in the home where they interact and share </li></ul><ul><li>Based on loyalty & trust with Todobebé and extension of TV platform, and wanting to share it with friends and family </li></ul>2008 Fiestas Copyright Todobebé 2009. All Rights Reserved. For Internal Use Only. Confidential 9,817 fiestas 171,335 participants Average of 18 guests per fiesta! Audited by
    25. 25. HOST DISTRIBUTION BY STATE <ul><li>California 3,247 </li></ul><ul><li>Texas 1,555 </li></ul><ul><li>Florida 1,482 </li></ul><ul><li>NY/NJ 898 </li></ul><ul><li>Arizona 498 </li></ul><ul><li>Other 1,277 </li></ul>Hundreds of cities in 43 states! 2008 Fiestas Copyright Todobebé 2009. All Rights Reserved. For Internal Use Only. Confidential
    26. 26. FIESTA PROGRAM ELEMENTS <ul><li>Mass & local media reach </li></ul><ul><li>Online Fiesta Portal </li></ul><ul><li>In-home experiential/sampling </li></ul><ul><li>Marketing research/opt-in database </li></ul>. > 20 million media impressions per brand sponsor Copyright Todobebé 2009. All Rights Reserved. For Internal Use Only. Confidential
    27. 27. DIGITAL Copyright Todobebé 2009. All Rights Reserved. For Internal Use Only. Confidential
    28. 28. OUR PROPERTIES Digital Copyright Todobebé 2009. All Rights Reserved. For Internal Use Only. Confidential
    29. 29. <ul><li>#1 destination for Hispanic families planning, expecting and raising families </li></ul><ul><li>Content and Community </li></ul><ul><ul><li>Extensive Article Library </li></ul></ul><ul><ul><li>Targeted Newsletters </li></ul></ul><ul><ul><li>Social Media </li></ul></ul><ul><li>¡Viva la Familia! TV </li></ul><ul><ul><li>Sneak Previews </li></ul></ul><ul><ul><li>Behind the Scenes </li></ul></ul><ul><li>¡Viva la Familia! Fiesta </li></ul><ul><ul><li>Party Portal </li></ul></ul><ul><ul><li>Promotional Activities </li></ul></ul>TODOBEBE.COM Copyright Todobebé 2009. All Rights Reserved. For Internal Use Only. Confidential
    30. 30. USER PROFILE <ul><li>Visitors come to our sites seeking information about Planning, Pregnancy, and Parenting </li></ul><ul><li>They become loyalists – not only due to the value of our content, but for the support of our community </li></ul><ul><ul><li>a place where her voice can be heard </li></ul></ul><ul><ul><li>a secure environment to share </li></ul></ul><ul><li>We establish a connection that enriches her both as a woman and a mom. </li></ul>Digital Copyright Todobebé 2009. All Rights Reserved. For Internal Use Only. Confidential
    31. 31. SITE TRAFFIC <ul><li>> 300,000 unique users per month globally </li></ul><ul><ul><li>> 100,000+ unique visitors from the US </li></ul></ul><ul><ul><li>> Ten pages per visit </li></ul></ul><ul><ul><li>> Six minutes spent on site per visit </li></ul></ul><ul><li>14 million page views /1.8 million/month </li></ul><ul><li>More than 220,000 are registered as Todobebé Club members </li></ul><ul><li>More than 140,000 subscribe to receive our newsletters </li></ul>Copyright Todobebé 2009. All Rights Reserved. For Internal Use Only. Confidential
    32. 32. FOROS (FORUMS) <ul><li>Our viral community where moms come to meet others like them, share and discuss a variety of topics related to child rearing, family and concerns in a trusted and secure environment. </li></ul>Digital Copyright Todobebé 2009. All Rights Reserved. For Internal Use Only. Confidential
    33. 33. TARGETED NEWSLETTERS <ul><li>General : Sent weekly. </li></ul><ul><li>Special Edition : Sent monthly. </li></ul><ul><li>TV Special Edition : Sent weekly. </li></ul><ul><li>Pregnancy : Sent daily according to due date. </li></ul><ul><li>Child Development : Sent daily according to child’s birthday (up to 3 children) </li></ul>Copyright Todobebé 2009. All Rights Reserved. For Internal Use Only. Confidential

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