Sample of campaign Digital Media 2011 for Equifax

1. Social Media Tactics by Goal
Increase Consumer
Engagement
• Tactics
• Online Webinars
• Facebook
• Twitter
• Video & YouTube
Channel
• Blogging
• Metrics
• Cost per Engagement
Increase Brand
Awareness
• Tactics
• Online Webinars
• Facebook
• Twitter
• Exclusives & Contests
• Social Sharing &
Bookmarking
• Video & YouTube Channel
• Blogging
• Metrics
• Cost per Interaction
• Cost per Friend/Follower
• CPM
Increase Customer
Service & Education
• Tactics
• Online Webinars
• Facebook
• Twitter
• Equifax Resource Center
• Live Chat
• Video & YouTube Channel
• Blogging
• Metrics
• Cost per Engagement
• Cost per Friend/Follower

2. Online Webinars
 Online webinars are a way to support the 3 main goals set by
Equifax for 2010 on one platform
• By providing information, answering questions, and promoting Equifax
products, webinars are the perfect social vehicle
 Things to keep in mind:
• A webinar schedule needs to be created so consumers know when to
expect new webinars
• Distribution strategies need to be fleshed out for pre-webinar promotion
as well as post-webinar video distribution (exclusive vs. availability)
• Online webinars will not be successful as stand-alone social vehicles;
cross promotion & content population will suffer without other vehicles
2

3. Video/YouTube
 Video distribution is another way for Equifax to get their message in
front of a captive audience
• Wide video distribution is also fairly easy since video assets will be
created for Q&A and webinars
 Things to keep in mind:
• Video distribution only works if regular video assets are created &
distributed so that users have new content to consume on a regular basis
• Video optimization will help with SEO, as search engines are highlighting
video wherever it makes sense
 Q&A type videos which are short and answer specific questions are often
featured on the 1st page of search results
• Video distribution is a supporting vehicle and cannot exist without other
tactics
3

4. Equifax Resource Center
 An Equifax Resource Center located within Equifax.com will act as a
place to house all of the useful information we are providing across
the social web
• Provides content to users on the site, but it will also support SEO as well
as give Equifax a place to drive information-hungry consumers, putting
them even closer to the conversion funnel
 Things to keep in mind:
• This Resource Center is not a stand-alone strategy. Instead, this simply
houses all the information long-term so that users & search engines have
a place to find the wealth of knowledge that Equifax provides
• Updated content is a must, as having fresh information keeps the
resource center relevant
• This can be RSS supported so users are fed information as it is created
4

5. SEO
5

6. SEO Strategy
 Equifax’s SEO strategy is now one that is fragmented between
multiple storefronts
• Because of this, an all-encompassing, cross-storefront strategy will need
to be managed
 Equifax as a portal for credit products, knowledge & general information on all
product industries
 Debt Wise & ID Patrol as product & category focused SEO sites
• As new sites, these will need additional attention, specifically with link building
• BKV is currently consulting with Equifax regarding specific SEO tactics for optimal
rankings
• Continued SEO efforts for the new storefronts will be important to increase free traffic for
both branded and un-branded terms
6

7. SEM Integration
 SEM strategies, including Search, SEO & Social Media all work in
tandem, so leveraging these different types of media to work
together is BKV’s #1 goal
 Social Media
• Leveraged for SEO link building
 SEO
• Works in tandem with Search to leverage high-cost or struggling
keywords
• Supports Social Media by driving free, relevant search traffic
 Search
• Supported by SEO to drive free traffic through organic results
• Social Media drives additional free traffic, saving PPC costs
7

8. SEO Learning
 Since September 08, there is an average drop of 9 positions in
Search Engine Ranking Positions (SERP) over tracked keywords
from highest ranking to current ranking
 Brand terms rank well, in the first position in all tracked terms
 Based on top converting keywords in Paid Search, there is need for
SEO optimization on certain terms that are not on first page listings
• fico, credit report score(s), identity theft protection, my fico score, free
fico, credit score and credit report information.
 Sitemap concerns still remain as it does not allow engine spiders to
crawl site completely
8

9. SEO Rankings – Equifax.com
Keyword
Current Rank - Aug.
09
July 09 Rank
Highest Rank
(all time)
Change from Highest
Rank
free annual credit report 101 43 43 -58
credit fraud 101 101 44 -57
personal credit check 55 101 3 -52
free credit reports 82 83 30 -52
my fico score 85 63 35 -50
fico scores 24 21 3 -21
credit report rating 40 19 19 -21
credit reporting agencies 53 34 34 -19
credit monitoring service 28 9 9 -19
free credit report online 46 101 28 -18
fico credit score 29 14 12 -17
my credit score 90 83 83 -7
credit score monitoring 11 5 5 -6
online credit report 15 19 11 -4
9

10. SEO Rankings Equifax.com - Highest Rank/Current Rank
10
0
20
40
60
80
100
120
Current Rank
Highest Rank

11. SEO Optimization Tactics
 Site Audit - Check all Meta Data and Content to create a mapping
document which will show what optimizations need to be made for
targeted keywords
 Onsite Optimizations - Meta Data, Title Tags,H1 tags, Alt tags,
Internal Text Links and Content Editing/Creation
 Offsite Optimizations – Link Building, Blog Creation, Social Network
Monitoring, Social Bookmarking and Tagging, Article Submission
and Viral Components such as contests or the Falcons promotion
 Monitor Paid Search for insight on conversions, impressions, clicks.
Paid Search offers acumen into real time trends and data used to
optimize the organic campaign
 Provide monthly SEO reporting to monitor keyword rankings and
website traffic
11

12. 12

13. TV
13

14. DRTV Budget
14
DRTV – DebtWise.com Q1 Total Q2 Total Q3 Total Q4 Total TOTAL
Spending (000) $2,200 $1,800 $4,000
Total Units 1,502 1,229 2,731
Sub Units 1,472 1,204 2,676
Trans Units 30 25 55
Cost Per Sale $1,465 $1,465 $1,465
Cost Per Subscription Sale $1,486 $1,486 $1,486
 Assumes 98% vs. 2% split between Sub and Trans sales. Based on actual product mix sold from Sept 08 TV
campaign.

15. DRTV History
 DRTV was first tested as a lead-generation vehicle in July of 2009
• Small test to determine which spot markets would be respond to a debt
offer and to measure the strongest communication format (:60 or :120)
 Nationwide rollout is currently underway with a large buy across
cable and local
• Campaign has proven to be a great awareness vehicle for Debt Wise
lifting sales across all media
• Has turned out to be the best performing TV campaign for the year
 Lowest Cost Response and CPA/Sub
 Drives Debt Wise sales specifically (almost 100% of sales are for Debt Wise)
15

16. DRTV Objectives
With the creation of a new storefront , a microsite that places its sole
emphasis on “debt-related” help, BKV recommends using TV (in
conjunction with other media) to:
 Drive awareness for this sub-brand
 Drive new customers / sales to the DebtWise.com website
• We might even be able to create a Halo effect for Equifax.com. This is to
be determined
 Reach a new audience; steal share from other “debt-related”
companies
• This goes hand-in-hand with awareness; trying to compete against “debt
reduction/consolidation” clutter
 Create momentum and impact the start of 2010
 Support other Debt Wise ad programs
16

17. DRTV Strategy
 Utilize a combination of :30s, :60s, and :120s
• We know that the :120 spot lengths are most responsive and are most
cost effectively placed at the local market level
• Adding a :30, in addition to the :60, allows us to utilize national cable to
build frequency and broaden the reach of the offering
 Campaign will be flighted to maximize impact at the start of 2010
and sustain momentum for Debt Wise through Q2
17

18. Tactical Overview: DRTV
 Annual Budget
 $4,000,000
 Flight Dates
 12/28/09 – 2/14/10 (7 weeks)
 4/5/10 – 5/16/10 (6 weeks)
 Flighting around these dates allows
DebtWise.com to benefit from some of the
advertising from Equifax.com
 Geography
 Spot Markets selected by:
• CPM efficiency
• Ability to reach existing Equifax or Debt Wise
consumers (BDI propensity)
 National support through cable TV
18

19. Tactical Overview: National Cable
 Possible Networks:
 TNT, TBS, Discovery, Food Network, CNN, Fox News, USA, VH1, TLC, ESPN,
Lifetime and others
 These are networks that index well (and are efficient) with our target audience –
Strugglers
 Spot Length:
• 60% :30s
• 40% :60s
 Budget
 $3,348,000
 Targeted Impressions
 747,480,397
 Target CPM: $4.48
19

20. Tactical Overview: Local Spot
 Run concurrently with National Cable support
 15-20 local spot markets where
 Commercial length
 100% weighted with :120 spots
 Budget
 $650,000
 Targeted Impressions
 54,166,667
 Target CPM
 $12.00 and less
20

21. DRTV Media Summary
 Communication Goals:
• Each Flight
 Reach: 65.5% Nationally, 74.5% Locally
 Frequency: 10.7 Nationally, 14.2% Locally
 Budget
 Q1: $2,200,000
 Q2: $1,798,000
 Total: $3,998,000
 Targeted Impressions: 801,647,063
 Target CPM: $4.99
21

22. DRTV Creative Strategy
 Utilize “Debt On Your Mind” spot
• Test less emphasis on Equifax brand in spot; only include at the end
 Test new spot that creates more negative light on the problem of
debt
• Create problem/solution; more emphasis on “not debt consolidation”
 Create a :30 version (any Debt Wise spot), to allow us to place more
inventory and help build awareness
 Include TFNs on all Debt Wise spots (versions)
• This category tends to drive calls to help fulfill needs; Call Center
currently converting 15% of the calls into sales
22

23. DRTV Creative Strategy
 Test a “freemium”
• Because this product does not appear to have any price breaks (creating
a “savings offer”), utilizing an appropriate give-away could increased
response
 Test the CTA
• Instead of responding to “order now”; include a lead CTA that allows
people to call / go online for more information. More information (online)
can include customer testimonials and debt-payoff calculator (to show the
person, with real numbers, how the product works)
 Makes conversion process more “2-step”-oriented; substantiated by the large %
of clicks to the demo (on our Landers) and the number of calls with product-
related questions
 Subsequently, allows us to create a new segment for CRM efforts
23

24. DRTV Creative Strategy
 Include credit card images on art card, to help filter out those without
CCs
 Utilize **Codes in the CTA
 Integrate with other mediums to create a unified campaign
24

25. DRTV Media Flowchart
25

26. Paid Search
26

27. Paid Search Budget – Debt Wise
27
Paid Search Q1 Total Q2 Total Q3 Total Q4 Total TOTAL
Spending $375 $313 $313 $250 $1,250
Total Units 1,667 1,786 2,500 2,500 8,452
Sub Units 1,500 1,607 2,250 2,250 7,607
Trans Units 167 179 250 250 845
Cost Per Sale $225 $175 $125 $100 $148
Cost Per Subscription Sale $250 $194 $139 $111 $164
% of Sub 90% 90% 90% 90% 90%

28. Paid Search History
 Given that this was a brand-spanking-new campaign, Debt Wise
encountered high CPCs and lower CTRs and CRs since entering
the Debt/Money Management category
• With campaign optimization and DRTV we’ve made some healthy
improvement – but we’re not there yet!
 Majority of product sales (approx 85%) generated from Debt Wise
and Equifax brand terms
 Debt Wise “Debt” terms continue to have a small SOV within the
category
28

29. Paid Search Strategies
 Create awareness in the debt reduction/freedom market as we are
unknown in this space
• Marketplace cluttered with competitors
 Manage CPA/Sub in the $300-$200 range during Q1/Q2 as product
awareness continues to build
• Through ongoing testing and optimization CPA/Sub should get closer to
goal latter part of the year
 Increase media spend levels to capture SOV online and increased
impressions from brand building campaigns
• Support DRTV momentum and online brand awareness with increased
spend levels during flights
• New media efforts to reach Struggler market
29

30. Paid Search Tactics
 As outlined within the Equifax.com plan, we’ll incorporate the
following tactics:
• Bing/MSN Restructure
• Social Chatter Monitoring
• Expand Reach w/ Ask.com and Advertise.com
• MSN Content
• Google Search Funnel
• Yahoo Search Retargeting
30

31. Paid Search Tactics
 If the following tactics test well for Equifax.com, we’ll consider
testing in Debt Wise
• Dart Search Platform
• Yahoo RAIS
• Bing Cashback
• YouTube Promoted Video
• Mobile Search
• Google Content w/ FICO Overlay
• Attribution Models
 Not tested until latter part of year (after data builds up)
31

32. Lead Generation
 As with TV, develop a 2-step order process to increase conversions
• Generate hand raisers for more info about Debt Wise
• Develop conversion communication program via CRM
 Message 1: Did you know the average amount of debt per household is $XX?
Equifax Debt Wise customers reduce their Debt faster saving thousands in
interest
 Message 2: Savings Calculator
 Message 3: Spend Right Tools
 Newsletters, etc.
32

33. Double Listing
 Shift Debt Wise paid search traffic to DebtWise.com/TBD
 Stronger quality score
 Helps build traffic for storefront
 Utilize Equifax.com and DebtWise.com for double-listing on brand
terms
 Continue second listing on Equifax core and brand terms
 Replacing Equifaxproducts.com w/ Debtwise.com listing
 Edge out competitors on side rail
33

34. Creative Testing
 Create specific landing pages for high volume, low conversion terms
• Suggested terms: Calculator, Credit Consolidation
 Continue T&D Testing:
• Paying Holidays Bills Test in Q1
• Test “Powered by Equifax” versus no mention of Equifax in T&D
• Use “Learn More” about the product
 “Get Debt Freedom Now with Debt Wise Learn More”
34

35. Google Day Parting & Content
 Test Day parting on Google to determine if increased CPCs during
peak purchase times will garner incremental sales
• Roll out to additional engines if successful
 Continue Google “themed” content testing
• Groupings of similar or “themed” keywords are incorporated into ad
groups
35

36. Social Marketing
36

37. Debt Wise – Social Media Strategy
 Debt Wise social media strategy will cater to those seeking a deeper
understanding of the Debt Wise product as well as specific
information regarding debt and financial management strategies
 Information in Debt Wise’s social media strategy will be:
• 85% debt focused
• 10% credit focused
• 5% identity theft focused
 Focusing on debt related topics allows Debt Wise to stand out as a
trustworthy consumer knowledge center about debt while providing
education on how debt, credit and even identity theft are intertwined
37

38. Debt Wise – Social Media Tactics by Goal
38
Increase Consumer
Engagement
• Tactics
• Online Webinars
• Facebook
• Blogging
• Metrics
• Cost per
Engagement
Increase Brand
Awareness
• Tactics
• Online Webinars
• Facebook
• Exclusives &
Contests
• Social Sharing &
Bookmarking
• Blogging
• Metrics
• Cost per Interaction
• Cost per
Friend/Follower
• CPM
Increase Customer
Service & Education
• Tactics
• Online Webinars
• Facebook
• Live Chat
• Blogging
• Metrics
• Cost per
Engagement
• Cost per
Friend/Follower

39. SEO
39

40. SEO Strategy
 As a new URL, DebtWise.com URL will need additional attention
and support for the search engine spiders to index all pages within
the storefront
 Utilize SEO best practices to garner top organic listings for brand
and non-brand terms
• Optimize title tag, meta description and relevant keywords within all
pages of Debt Wise storefront
• Link building strategies to generate authority for the site and additional
rankings
 Leverage Social media – blogs, Facebook
 Provide monthly SEO reporting to monitor keyword rankings and
website traffic
40

41. 41

42. TV
42

43. DRTV Budget
43
DRTV – IDPatrol.com Q2 Total Q3 Total Q4 Total TOTAL
Spending (000) $2,319 $2,169 $4,488
Total Units 1,582 1,481 3,063
Sub Units 1,551 1,451 3,002
Trans Units 31 30 61
Cost Per Sale $1,465 $1,465 $1,465
Cost Per Subscription Sale $1,486 $1,486 $1,486
 Starts Q2
 Assumes 98% vs. 2% split in Sub and Trans sales. Based on actual performance of Sept 09 TV.

44. DRTV History
 ID Patrol has only been tested on TV for one short week in January
of 2009
• While it did not drive more sales than the Core credit offering, it still
performed well
 0.002% response Rate
 1.47% conversion Rate (higher conversion than credit offering)
 With stronger messaging, ID Patrol could prove to generate high
awareness and reach through TV
44

45. DRTV Objectives
With the creation of a new storefront – a microsite that will solely
emphasize the need for “total identity protection”, BKV recommends
using TV to:
 Drive awareness for this new sub-brand
• Potential to create halo traffic for Equifax.com
 Drive new customers / sales to the IDPatrol.com website
 Reach new audiences; steal share from some of the other ID
protection companies
 Support other ID Patrol ad programs
45

46. DRTV Strategy
 Campaign flighted for Q2 and Q3
• Allows time for new commercial production and to maximize exposure for
Equifax into Q3 (when all other TV is off)
 Initially test spot lengths and offer in 10-12 local spot markets
 Test a variety of affiliates and dayparts
 Test market sizes
 Apply learning from test to rollout strategy for the remainder of Q2
and into Q3
• If :120s are the winner, deploy spot market strategy, similar to tactics
deployed for DebtWise.com
• Supplement local market :120s with :60s, :30s on National Cable
46

47. Tactical Overview: DRTV
 Annual Budget
 $4,500,000
 Flight Dates
 4/05/10-4/25/10 Testing (3 weeks)
 5/3/10-6/13/10 (5 weeks)
 7/5/10-8/15/10 Rollout (5 weeks)
 Geography
 CPM efficient markets for :60s and :120s for the
testing period.
 National support with :30s, :60s with national cable
for rollout
 Possible local market support with :120s,
dependant on testing results
47

48. Tactical Overview: Local Spot Test
 Utilize local buy only for initial test flight
 4/05/10-4/25/10 Testing (3 weeks)
 Commercial length
 60% :60 spots
 40% :120 spots
 Dayparts
 EM – 10%
 DT – 25%
 EF – 20%
 PA/Prime – 15%
 LN/LF – 15%
 Weekends – 15%
• Market Sizes and Affiliates: test a mixture of both
48
Biggest factor – trying
to glean spot length
for this new product
positioning

49. Tactical Overview: Rollout
 Rollout strategy to be :30s, :60s and/or :120s based on results from
testing
 Flight Dates
 5/3/10-6/13/10
 7/5/10-8/15/10
 Commercial length: Dependent on results from testing
 60% :30 spots
 30% :60 spots
 :120s to be added at local level based on results (~10%)
49

50. Tactical Overview: Rollout National Cable
 National Cable including the following networks
 TNT, TBS, Discovery, Food Network, CNN, Fox News, USA, VH1, TLC, ESPN,
Lifetime and others
 These are networks that index well (and are efficient) with our target audience –
Protectors
 Employ a mixture of :30s and :60s
50

51. Tactical Overview: Rollout Local Spot
 If we see that the :120s (from the initial test phase) are most
responsive and cost-efficient, we’d employ a strategy that includes
Local Spot
 Mixture of Local Spot, supported by the National Cable awareness
 Similar to what’s being used for Sept09 Debt Wise (TV), with the notion that
:120s are harder to clear in National Cable
 Market selection to be based on efficiencies seen in test flight
51

52. DRTV Media Summary
 Communication Goals:
• Flight 1: (initial test + first roll-out)
 Reach: 65.5%
 Frequency: 12.2
• Flight 2:
 Reach: 60.5%
 Frequency: 8.2
 Budget
 Q2: $2,319,000
 Q3: $2,169,000
 Total: $4,488,000
 Targeted Impressions: 887,260,490
 Target CPM: $5.06
52

53. Creative Strategy
 Create brand new spot
• Under the new ID Patrol brand guidelines – “Total Protection Made
Simple”
• Advertising hooks (to be presented 10/9/09)
 Include TFN on all spots
• Helps elicit more responses and allows for better media read
 Utilize **Codes in the CTA
 Include credit card images on art card, to help filter out those without
CCs
 Integrate with other mediums to create a unified campaign
53

54. DRTV Media Flowchart
54

55. Radio
55

56. Radio Budget
56
Radio – IDPatrol.com Q2 Total Q3 Total Q4 Total TOTAL
Spending (000) $861 $679 $1,540
Total Units 588 463 1,051
Sub Units 576 454 1,030
Trans Units 12 9 21
Cost Per Sale $1,465 $1,465 $1,465
Cost Per Subscription Sale $1,486 $1,486 $1,486
 Starts Q2
 Assumes 98% vs. 2% split in Sub and Trans sales. Based on actual performance of Sept 09 TV.

57. Radio History
 BKV has used Radio in the past to help drive awareness and
incremental sales
• Tested Google Audio platform – not successful; lack of “control” over
placement of spots
• Tested Satellite Radio (XM) – limited success; drove a fair amount of
Lander visits, while providing extremely low CPMs (very efficient)
• Tested traditional DR-buy – more successful; allowing us to place spots in
more DR-responsive formats and dayparts
 Radio should only be used in conjunction with TV (for awareness
and incrementality to other trackable mediums)
57

58. Radio Strategy
 Utilize another mass reach medium to raise
awareness and generate sales of
IDPatrol.com
 Deploy radio in conjunction with TV to
enhance overall reach and frequency within
target markets
 Utilize auxiliary channels such as XM Radio
to capture Share of Voice from Equifax
competitors, such as LifeLock
58

59. Tactical Overview: Radio
 Annual Budget
• $1,539,750
 Flight Dates:
• 4/19/10 – 5/23/10 (5 weeks)
• 7/5/10 – 8/1/10 (4 weeks)
• Nine total flight weeks
• 75 GRPs per week
 Geography:
• TBD
 Commercial Length:
• 100% :60s
59

60. Tactical Overview: Radio
 Formats:
• Will vary from market to market. Generally, formats that reach the
target demographic most efficiently: News/Talk, Sports, Adult
Contemporary, Country, Rock
 Dayparts:
• Prime dayparts: Morning and Evening Drive Times, Midday
• Supplemented with Broad Rotations to enhance efficiency and improve
frequency
60

61. Tactical Overview: Satellite
 In addition to local spot radio, XM Radio is a cost-effective
mechanism to reach the ID Patrol target audience
 Total XM Audience: 19,000,000 subscribers
• 53% Male
• 43% Female
• 76% of users are homeowners
• 78% of listeners are married
 Commercial Length:
• 100% :60s
61

62. Tactical Overview: Satellite
 Flight Dates
• 4/12/10 – 6/6/10 (8 weeks)
• 7/5/10 – 8/15/10 (6 weeks)
• 14 total weeks
 Formats:
• Primarily the News/Talk stations: CNN, FOX News, CNBC, Bloomberg
and ESPN
62

63. Radio Media Summary
 Communication Goals
• Reach (within local markets) 55%
• Frequency (within local markets) 18.2
• Reach (XM) 82%
• Frequency (XM) 25+
 Budget:
• Q2: $861,000
• Q3: $678,750
• Total: $1,539,750
 Target Impressions: 232,726,692
 Target CPM: $5.97
63

64. Creative Strategy
 Create brand new spot; synergize with TV spot
• Under the new ID Patrol brand guidelines – “Total Protection Made
Simple”
• Test “Competitive Response” spot (dev. 10/09)
 Test new offerings
 Utilize **Codes in the CTA
• Simpler, more memorable CTA could help response with people “on the
go”
64

65. Radio Media Flowchart
65

66. In-Stream Radio
 Run in-stream radio advertising to
support offline within spot markets
• Streaming is a “Clutter Free”
engagement experience that people
seek out based on content
 Streaming radio spot before selected
radio allows listener to instantly
interact with Equifax
• Equifax banners will run alongside the
in-stream advertisement
 Ability to optimize buy quickly during
offline flights
 To measure success alongside offline
 Unique URL’s will be used to
measure clicks & conversions
66

67. Direct Mail –
Acquisition
67

68. Direct Mail Acquisition Budget
68
 Assumes 24% vs. 76% split in Sub and Trans sales.
Direct Mail – IDPatrol.com Q1 Total Q2 Total Q3 Total Q4 Total TOTAL
Spending (000) $200 $400 $400 $200 $1,200
Total Units 12,323 24,646 24,646 12,323 73,937
Sub Units 2,957 5,914 5,914 2,957 17,741
Trans Units 9,366 18,732 18,732 9,366 56,196
Cost Per Sale $16 $16 $16 $16 $16
Cost Per Subscription Sale $68 $68 $68 $68 $68

69. Direct Mail Strategy
 Develop a response model identifying those prospects most likely
to respond to ID Patrol
• Use actual responders / ID Patrol customers from 2009 initiatives
 Continue to refine model, as responders from initial phases are
collected (niche audience)
 Leverage concepts from TV, creating synergy for the year
 Suggest mailing:
• March
• June
• August
• October
• Allows us to stagger DM within each quarter, with House mailings occurring at
beginning of quarter and Acquisition occurring at the end of the quarter
69

70. Paid Search
70

71. Paid Search Budget – ID Patrol
71
Paid Search Q1 Total Q2 Total Q3 Total Q4 Total TOTAL
Spending $450 $580 $570 $400 $2,000
Total Units 2,813 4,462 4,750 4,000 16,024
Sub Units 2,531 4,015 4,275 3,600 14,422
Trans Units 281 446 475 400 1,602
Cost Per Sale $160 $130 $120 $100 $125
Cost Per Subscription Sale $178 $144 $133 $111 $139
% of Sub 90% 90% 90% 90% 90%

72. Paid Search History
 ID Patrol has always been a key component of
the paid search campaign
• Budget historically has been limited due to high
CPCs ($5 - $10)
• Very competitive category
• CPA/Sub goal of $50 is hard to meet
 Offer and messaging in Paid Search has not
been very competitive
 Little awareness for product
 However, campaign has high percent
subscription unit sales (average is 90%)
72

73. Paid Search Strategy – ID Patrol
 Support launch of new ID Patrol Brand and storefront
• Highlight new features and stronger messaging
 Do not front-load media spend in Q1
• Higher allocations Q2 and Q3 when TV is running
 Increase SOV levels against competitors with large budgets
• Specific competitors include: LifeLock.com and ProtectMyID.com
 Manage CPA/Sub to $180-$150 range while building brand
awareness
• CPA/Sub should trend towards goal during latter portion of the year
73

74. Paid Search Tactics
 As outlined within the Equifax.com plan, we’ll incorporate the
following tactics:
• Bing/MSN Restructure
• Social Chatter Monitoring
• Expand Reach w/ Ask.com and Advertise.com
• MSN Content
• Google Search Funnel
• Yahoo Search Retargeting
74

75. Paid Search Tactics
 If the following tactics test well for Equifax.com, we’ll consider
testing in ID Patrol
• Dart Search Platform
• Yahoo RAIS
• Bing Cashback
• YouTube Promoted Video
• Mobile Search
• Google Content w/ FICO Overlay
• Attribution Models
 Not tested until latter part of year (after data builds up)
75

76. Yahoo!
 Utilize extended Title length within Yahoo during title and description
testing
 Test Age/Demo Targeting due to older “ID Patrol” audience on Bing
and Yahoo
• Allows you to bid higher CPCs for searchers who match Protector
audience
76

77. Creative Testing
 Develop landing page to match new brand image and messaging
 Additional Tests:
• Product feature vs. product benefit focused copy
• Location of “Powered by Equifax”
• With or without price point
 T&D Tests:
• Key product benefits
 Auto Fraud Alert
 $1Million Insurance – drive to Lander specific with $1M Insurance “Seal”
 “Total Identity Production” and key hook for ID Patrol
77

78. Double Listing
 Shift ID Patrol paid search traffic to IDPatrol.com/TBD
 Stronger quality score
 Helps build traffic for storefront
 Utilize Equifax.com and IDPatrol.com for double-listing on brand
terms
 Continue second listing on Equifax core and brand terms
 Edge out competitors on side rail
78

79. Consumer Score Card
 Promote free product as Pop-up
on paid search Lander as
alternate to identity theft message
 Offer served to visitor when:
• Back button is hit before clicking
• Visitor clicks landing page close
button
 Split serve pop-up offer with
Monitoring + Score product
79

80. Social Marketing
80

81. Social Media Strategy
 ID Patrol social media strategy will cater to those seeking a deeper
understand of the ID Patrol product as well as specific information
regarding identity theft
 Information in ID Patrol’s social media strategy will be:
• 85% identity theft focused
• 10% credit focused
• 5% debt focused
 Focusing on identity theft related topics allows ID Patrol to stand out
as a consumer knowledge center. Allowing consumers to feel trust
and confidence in the new Brand
81

82. Debt Wise – Social Media Tactics by Goal
82
Increase Consumer
Engagement
• Tactics
• Online Webinars
• Facebook
• Blogging
• Metrics
• Cost per
Engagement
Increase Brand
Awareness
• Tactics
• Online Webinars
• Facebook
• Exclusives &
Contests
• Social Sharing &
Bookmarking
• Blogging
• Metrics
• Cost per Interaction
• Cost per
Friend/Follower
• CPM
Increase Customer
Service & Education
• Tactics
• Online Webinars
• Facebook
• Live Chat
• Blogging
• Metrics
• Cost per
Engagement
• Cost per
Friend/Follower

83. SEO
83

84. SEO Strategy
 As a new URL, IDPatrol.com URL will need additional attention and
support for the search engine spiders to index all pages within the
storefront
 Utilize SEO best practices to garner top organic listings for brand
and non-brand terms
• Optimize title tag, meta description and relevant keywords within all
pages of ID Patrol storefront
• Link building strategies to generate authority for the site and additional
rankings
 Leverage Social media – blogs, Facebook
 Provide monthly SEO reporting to monitor keyword rankings and
website traffic
84

85. 85
Questions