The document proposes a digital marketing campaign for Ontario Place through SavvyMom Media. SavvyMom Media is an email newsletter and website targeting mothers in Canada. It has over 40,000 subscribers and high engagement rates. The proposal outlines SavvyMom Media's audience demographics, social media presence, and track record of helping advertisers reach mothers through quality content.

1. •Make sure top titles are
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•Body text is 16 (or less
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Digital Proposal for: Ontario Place
Submitted to: Ali Sifton
SavvyMom Media
Contact: Maggie Dymond
(416) 488-6667 ext.25
maggie.dymond@savvymom.ca
January 7, 2011

2. SavvyMom Media
 SavvyMom Today is a permission-based eNewsletter delivered to moms’
inboxes every Tuesday and Thursday morning through our National,
Toronto, Vancouver, Calgary and Ottawa editions. We are mom’s secret
weapon: the trusted voice for women who are looking for tried and
tested solutions for their everyday dilemmas.
 SavvyMom Today is the most influential targeted advisory eNewsletter
focused on mothers in Canada, offering advertisers a unique and focused
opportunity to reach the elusive Mom market through viral and word-of-
mouth marketing.
 In addition to a robust website offering with special features and topical,
in-depth content, SavvyMom is very active in the social media space.
From Facebook, to Twitter and blogs, SavvyMom connects with a loyal
community of moms in a number of ways.
 In addition to our core newsletter property, SavvyMom also publishes
monthly food (Eat Savvy), shopping (ShopSavvy) and birthday
(PartySavvy) editions
2 • SavvyMom Media

3. Our focus on quality content drives significant reader growth
Our Mission Statement
45000
40000
To develop, in our readers,
35000
trust, loyalty and a passion for
30000 2005
sharing our content, through 25000
2006
our single-minded focus on 20000
2007
2008
the highest quality editorial, 15000 2009
based on practical solutions 10000 2010
for moms’ everyday dilemmas. 5000
0
Number of subscribers

4. GENERIC – change as
needed
Our Target Audience
 Age: 89% of our readers are
between 25–54 years of age Her Preferences
 Education: 62% of our readers  98% reporting being Satisfied or Very
have a college or university degree, Satisfed with SavvyMom
and 16% also possess a post  62.3% report only reading SavvyMom,
graduate degree no other email newsletters or blogs
 95% enter contests online
 Household Income: 40% of our
 65% of readers report checking their
readers have a HHI of $75K+ email multiple times daily
 Children in the Home: 96% of our  97% of readers spend at least one
hour a day online
readers have at least one child,
 63% of readers are online shoppers
with an average family size of 1.66
with another 33% using the internet to
children research what they will buy offline
Source: SavvyMom reader survey, August 2011
4 • SavvyMom Media

5. REMOVE THE
EXPLANATION ON
RIGHT
The average age of our readers’ children is 6.5 years old with the largest
segment of them being 3 years old
Number of Children
0 years old 1,469 5%
1 year old 2,995 9%
2 years old 3,206 10% • The distribution of the children’s
ages shows a beautiful bell shaped
3 years old 4,101 13% curve with the height being at 3
years old.
4 years old 3,791 12%
• The average age of the children
5 years old 3,204 10% (5.5 - 6.5 years old) differs from the
height of the bell curve (3 years
6 years old 2,528 8% old) because the older children
skew the average older.
7 years old 1,934 6%
8 years old 1,601 5%
Between 9 and 18 years old 5,880 18%
Older than 18 1,634 5%
Source: Reader enrollment data
0% 5% 10% 15% 20% 25%
% of Children (N=32,343)
5 • SavvyMom Media

6. Our readers have an average of 1.66 children per household
Number of Children per Household
1 child 51%
2 children 35%
3 children 11%
4 children or more 3%
% of Households (N=19,472)
Source: Subscriber database, January 2011
6 • SavvyMom Media

7. •Updated
Our exceptional level of reader engagement – key statistics
Reader Engagement Statistics
Key Metric SavvyMom Today Industry Average Multiple
Average Open Rate 40% 21.2% 2.0x
Click through Rate
20% 4.4% 4.5x
of Recipients
Our readers can’t live without us!
•98% report being satisfied or very satisfied with SavvyMom
•56% report never missing an issue
•60% have referred friends to SavvyMom.ca
•54% have purchased a product or service learned about on SavvyMom
“I just wanted to say “well done” – your team puts out a well written, well researched and
informative email that I actually use. Thank you.” Laura T – Calgary, AB
Sources: WhatCounts email statistics for all 2010 SavvyMom campaign results;
Bronto Email Delivery Statistics Benchmarking (January 2011, Publishing & Media
industry); SavvyMom subscriber survey (August 2010)
7 • SavvyMom Media

8. •Changed copy on blue
line
Our “Mom-fluence” is Contagious!
Even more than ‘A MUST READ!’… our subscribers spread the word…`PSSST…
YOU’VE GOT TO READ THIS!’
Our readers are highly engaged with our content
54% 92%
of Subscribers have
60% 62% of Subscribers rely on
of Subscribers recommendations of
purchased something Of Subscribers
have recommended fellow moms when it
they have read are exclusive
SavvyMom to comes to making
about in to SavvyMom
a friend purchases
SavvyMom
for the family
Source: SavvyMom subscriber survey (August 2010)
8 • SavvyMom Media

9. •Need to update
numbers in advance of
sending out
SavvyMom maintains a strong and growing social media presence with
thousands of fans and followers
xxxx
Blog Channel Facebook Fans
•Alternate channel for SavvyMom
•Expert bloggers
content
•Founders’ blog
•Photo contests
•Eat Savvy blog
•Tip of the week
Our Social Media Presence= opportunity
for brands to be part of the conversation
xxxx
YouTube Twitter Followers
•Video channel •Multi-author tweets
•Eat Savvy content •Alternate channel for SavvyMom
•Tip of the Week content as well as current event
commentary
9 • SavvyMom Media

10. Select Advertising Partners
Ensuring that our advertorial content is appealing to our readers helps
preserve our trusted brand
10 • SavvyMom Media