Mapping Your Message To Sell Your Products and Ideas

1. ©"AIPMM"2014" www.aipmm.com" " " www.aipmm.com!!

2. ©"AIPMM"2014" www.aipmm.com"

3. ©"AIPMM"2014" www.aipmm.com" Follow: @AIPMM @hmdelcastillo Use: #ProdBOK Tweet!"

4. ©"AIPMM"2014" www.aipmm.com" Par4cipate"and"Win!" Must%be%present%to%win! One%lucky%winner%will%get%a%free%copy%of% the%Guide%to%the%Product%Management%and% Marke<ng%Body%of%Knowledge%(ProdBOK®)%

5. ©"AIPMM"2014" www.aipmm.com" Moderator:))) Hector)Del)Cas0llo,)CPM,)CPMM )@hmdelcas0llo) ) ) ) Today’s"Speaker" ) ) ) Presenter:))" ) " Tripp)Frohlichstein,) Principal,)MediaMasters)Inc.) tripp@mediamasterstraining.com) 314A822A8889

6. Developing a Message Map To sell your products and ideas ©MediaMasters, Inc.

7. Developing a Message To sell your products and ideas ©MediaMasters, Inc.

8. Make sure it is the right Message ©MediaMasters, Inc.

9. Make sure it is the right Message ©MediaMasters, Inc.Kindle Introduction

10. What is “home base?” ©MediaMasters, Inc. •Your single most important communication objective •The ONE thing you want to get across •Very high level •Tells me “Why” I care (beneﬁt) vs. “What” it is (feature)

11. Dr. Ellen Langer (Harvard) Study

12. 1. Excuse me, I have ﬁve pages. May I use the Xerox machine? Compliance: 60% Dr. Ellen Langer (Harvard) Study

13. Dr. Ellen Langer (Harvard) Study 1. Excuse me, I have ﬁve pages. May I use the Xerox machine? Compliance: 60% 2. Excuse me, I have ﬁve pages. May I use the Xerox machine because I’m in a rush? Compliance: 94%

14. 3. Excuse me, I have five pages. May I use the Xerox machine because I have to make some copies? Compliance: 93% Dr. Ellen Langer (Harvard) Study 2. Excuse me, I have five pages. May I use the Xerox machine because I’m in a rush? Compliance: 94% 1. Excuse me, I have five pages. May I use the Xerox machine? Compliance: 60%

15. Dr. Ellen Langer (Harvard) Study 3. Excuse me, I have five pages. May I use the Xerox machine because I have to make some copies? Compliance: 93% 2. Excuse me, I have five pages. May I use the Xerox machine because I’m in a rush? Compliance: 94% 1. Excuse me, I have five pages. May I use the Xerox machine? Compliance: 60%

16. What is “home base?” ©MediaMasters, Inc. •It is not a “feature” •It is a beneﬁt

17. What is “home base?” ©MediaMasters, Inc. • “Features tell..beneﬁts sell”

18. What is “home base?” ©MediaMasters, Inc. • “Features tell..beneﬁts sell” Alicanto. Never Market Alone (TM). Product Introduction Video (http://Alicanto.com)

19. What is “home base?” ©MediaMasters, Inc. • “Features tell..beneﬁts sell” iPad commercial screenshots

41. What is “home base?” ©MediaMasters, Inc. Answers the question WIIFM?

42. What is “home base?” ©MediaMasters, Inc. What’s In It For Me?! Answers the question WIIFM?

43. What is “home base?” ©MediaMasters, Inc. What’s In It For Me?! Answers the question WIIFM? Which is what your audience is thinking

44. What is “home base?” ©MediaMasters, Inc. Which one of these is the best home base? ! A) We are the leader in the ﬁeld B) Versatile product controlled by your smartphone C) It will make your life easier D) It is simple to use

45. What is “home base?” ©MediaMasters, Inc. Which one of these is the best home base? ! A) We are the leader in the ﬁeld B) The only product controlled by your smartphone C) It will make your life easier D) It is simple to use

46. What is “home base?” ©MediaMasters, Inc. •Home base is a very high level concept •Other products may share it •It is the description (the “what”) that will distinguish you when tied in with “home base”

47. Sample “home bases” ©MediaMasters, Inc. •Tellabs helps you succeed •Kirkwood School District helps kids be successful •Raytheon helps our government keep us safe •McDonalds promotes a good customer experience •Target promotes a good customer experience •Edward Jones makes a difference in people’s lives •United Way helps people

48. ©MediaMasters, Inc. You must communicate the home base clearly in a language your audience understands

49. ©MediaMasters, Inc. You must communicate the home base clearly in a language your audience understands A solid state barrier access control is: ! A) a wall B) a door C) computer controlled sliding panel D) a doorknob

50. ©MediaMasters, Inc. You must communicate the home base clearly in a language your audience understands A solid state barrier access control is: ! A) a wall B) a door C) computer controlled sliding panel D) a doorknob

51. ©MediaMasters, Inc. You must communicate the home base clearly in a language your audience understands A primary modular learning environment is ! A) a cubicle B) a classroom C) a library D) elementary school

52. ©MediaMasters, Inc. You must communicate the home base clearly in a language your audience understands A primary modular learning environment is ! A) a cubicle B) a classroom C) a library D) elementary school

53. ©MediaMasters, Inc. You must communicate the home base clearly in a language your audience understands A basis point is: ! A) starting point B) 1% C) 1/10% D) 1/100%

54. ©MediaMasters, Inc. You must communicate the home base clearly in a language your audience understands A basis point is: ! A) starting point B) 1% C) 1/10% D) 1/100%

55. ©MediaMasters, Inc. You must communicate the home base clearly in a language your audience understands …which brings us to the message map PATIENT CARE TECHNOLOGY State Of The Art •Latest MRI •Most Lab Equipment Under 2 Years Old All Needed Equipment For Thorough Diagnosis SERVICE •Admission Within 30 Minutes •Computerized Record Keeping =Less Repetition Seen Quickly in ER •Avg. Wait 17 Minutes •Minimum 5 Doctors •12 Rooms •Children's Area COSTS •Keep Low Through Volume Purchasing •Experienced With Insurance Companies Outside Auditors Monitor Costs SERVICES Heart Center •8 Specialists •Rehab Equipment Outpatient Surgery •Long Hours •Most Procedures Performed Cancer Centers •Convenient Hours •Four Locations •Staff Average 12 Years Experience SUPERIOR CARE HONORS AHA Award Modern Med Mag Top 100 State Accreditation High Rating EXCELLENT STAFF Support Staff •Only 1/8 Hired •Background Checks Top Rated Physicians •All Board Certified •32 Specialties •Average 19 Years Experience •All In AMA Great Nurses •X RN's •X LPN's X Years Experience SAMPLE HOSPITAL MESSAGE MAP

56. Developing a Message Map ©MediaMasters, Inc.

57. Developing a Message Map ©MediaMasters, Inc. Home Base

58. Developing a Message Map ©MediaMasters, Inc. Home Base Positive Point Positive Point Positive Point Positive Point

59. Developing a Message Map ©MediaMasters, Inc. Home Base Positive Point Positive Point Positive Point Positive Point Positive Proof Point Positive Proof Point Positive Proof Point Positive Proof Point Positive Proof Point Positive Proof Point Positive Proof Point Positive Proof Point Positive Proof Point Positive Proof Point Distinguishing Proof Point Distinguishing Proof Point

60. Developing a Message Map ©MediaMasters, Inc. Home Base Positive Point Positive Point Positive Point Positive Point Positive Proof Point Positive Proof Point Positive Proof Point Positive Proof Point Positive Proof Point Positive Proof Point Positive Proof Point Positive Proof Point Positive Proof Point Positive Proof Point Stories and/or Statistics Stories and/or Statistics Stories and/or Statistics Stories and/or Statistics Distinguishing! Proof! Point Distinguishing! Proof! Point

61. Developing a Message Map ©MediaMasters, Inc. Why How How How How What What What What What What What What Distinguishing! “What” What What Distinguishing! “What” More specific “what” More specific “what” More specific “what” More specific “what”

64. Developing a Message Map Home Base

65. Developing a Message Map WHY

66. Developing a Message Map XYZ Financial! improves clients’! ﬁnancial lives

67. Developing a Message Map ©MediaMasters, Inc. Positive Point Positive Point Positive Point Positive Point XYZ Financial! improves clients’! ﬁnancial lives

68. Developing a Message Map ©MediaMasters, Inc. HOW HOW HOW HOW XYZ Financial! improves clients’! ﬁnancial lives

69. Developing a Message Map ©MediaMasters, Inc. XYZ Financial! improves clients’! ﬁnancial lives Solid Investment Philosophy Great People Superior Training Client Focus

70. Developing a Message Map ©MediaMasters, Inc. XYZ Financial! improves clients’! ﬁnancial lives Solid Investment Philosophy Great People Superior Training Client Focus Positive Proof Point Positive Proof Point Positive Proof Point Stories and/or Statistics

71. Developing a Message Map ©MediaMasters, Inc. XYZ Financial! improves clients’! ﬁnancial lives Solid Investment Philosophy Great People Superior Training Client Focus What What What More speciﬁc “what”

72. Developing a Message Map ©MediaMasters, Inc. XYZ Financial! improves clients’! ﬁnancial lives Solid Investment Philosophy Great People Superior Training Client Focus Focus on less risk Style has beaten index over long term Long term emphasis No commodity trading

73. Developing a Message Map ©MediaMasters, Inc. XYZ Financial! improves clients’! ﬁnancial lives Solid Investment Philosophy Great People Superior Training Client Focus Focus on less risk Style has beaten index over long term Long term emphasis No commodity trading Positive Proof Point Positive Proof Point Stories and/or Statistics Distinguishing! Proof! Point

74. Developing a Message Map ©MediaMasters, Inc. XYZ Financial! improves clients’! ﬁnancial lives Solid Investment Philosophy Great People Superior Training Client Focus Focus on less risk Style has beaten index over long term Long term emphasis No commodity trading 26 weeks of basic training Advisors rated #1! by consumers in! USA Today Awards for! having best! prepared advisors 4 weeks a year ongoing training required

75. Developing a Message Map ©MediaMasters, Inc. XYZ Financial! improves clients’! ﬁnancial lives Solid Investment Philosophy Great People Superior Training Client Focus Focus on less risk Style has beaten index over long term Long term emphasis No commodity trading 26 weeks of basic training Awards for! having best! prepared advisors 4 weeks a year ongoing training required Positive Proof Point Stories and/or Statistics Positive Proof Point Positive Proof Point Advisors rated #1! by consumers in! USA Today

76. Developing a Message Map ©MediaMasters, Inc. XYZ Financial! improves clients’! ﬁnancial lives Solid Investment Philosophy Great People Superior Training Client Focus Focus on less risk Style has beaten index over long term Long term emphasis No commodity trading 26 weeks of basic training Awards for! having best! prepared advisors 4 weeks a year ongoing training required Most are active in community Hire only those who want to help others Average 11 ½ year in ﬁnancial business Only 3 of every 100 applicants gets a job Advisors rated #1! by consumers in! USA Today

77. Developing a Message Map ©MediaMasters, Inc. XYZ Financial! improves clients’! ﬁnancial lives Solid Investment Philosophy Great People Superior Training Client Focus Focus on less risk Style has beaten index over long term Long term emphasis No commodity trading 26 weeks of basic training Awards for! having best! prepared advisors 4 weeks a year ongoing training required Most are active in community Hire only those who want to help others Average 11 ½ year in ﬁnancial business Only 3 of every 100 applicants gets a job Positive Proof Point Positive Proof Point Stories and/or Statistics Distinguishing! Proof! Point Advisors rated #1! by consumers in! USA Today

78. Developing a Message Map ©MediaMasters, Inc. XYZ Financial! improves clients’! ﬁnancial lives Solid Investment Philosophy Great People Superior Training Client Focus Focus on less risk Style has beaten index over long term Long term emphasis No commodity trading 26 weeks of basic training Awards for! having best! prepared advisors 4 weeks a year ongoing training required Most are active in community Hire only those who want to help others Average 11 ½ year in ﬁnancial business Only 3 of every 100 applicants gets a job 10,000 locations= convenience Philosophy:If good for client, good for company 7 years in a row Clients voted to give XYZ the! J.D. Power AwardAdvisors rated #1! by consumers in! USA Today

84. ©MediaMasters, Inc.

85. PROVIDING VALUE TO OUR CUSTOMERS

86. PROVIDING VALUE TO OUR CUSTOMERS BUNDLING AND CHOICE CUSTOMER CARE FOUNDATION FOR GROWTH EMPLOYEE COMMITMENT QUALITY SERVICES

87. PROVIDING VALUE TO OUR CUSTOMERS BUNDLING AND CHOICE CUSTOMER CARE FOUNDATION FOR GROWTH EMPLOYEE COMMITMENT •Pride In Company •Customer Focused Philosophy •Training & Development •Recognition & Award Program •Career Paths QUALITY SERVICES

88. PROVIDING VALUE TO OUR CUSTOMERS BUNDLING AND CHOICE CUSTOMER CARE FOUNDATION FOR GROWTH Competitive Advantage More Efficient Operations Improved Balance Sheet Strong Management Team With Clear Strategies EMPLOYEE COMMITMENT •Pride In Company •Customer Focused Philosophy •Training & Development •Recognition & Award Program •Career Paths QUALITY SERVICES

89. PROVIDING VALUE TO OUR CUSTOMERS BUNDLING AND CHOICE CUSTOMER CARE Continuous Improvement Team End-To-End Customer Experience Innovation FOUNDATION FOR GROWTH Competitive Advantage More Efficient Operations Improved Balance Sheet Strong Management Team With Clear Strategies EMPLOYEE COMMITMENT •Pride In Company •Customer Focused Philosophy •Training & Development •Recognition & Award Program •Career Paths QUALITY SERVICES

90. PROVIDING VALUE TO OUR CUSTOMERS BUNDLING AND CHOICE Simplified Message Value Packaging Informed Marketing Fuels Growth CUSTOMER CARE Continuous Improvement Team End-To-End Customer Experience Innovation FOUNDATION FOR GROWTH Competitive Advantage More Efficient Operations Improved Balance Sheet Strong Management Team With Clear Strategies EMPLOYEE COMMITMENT •Pride In Company •Customer Focused Philosophy •Training & Development •Recognition & Award Program •Career Paths QUALITY SERVICES

91. PROVIDING VALUE TO OUR CUSTOMERS BUNDLING AND CHOICE Simplified Message Value Packaging Informed Marketing Fuels Growth CUSTOMER CARE Continuous Improvement Team End-To-End Customer Experience Innovation FOUNDATION FOR GROWTH Competitive Advantage More Efficient Operations Improved Balance Sheet Strong Management Team With Clear Strategies EMPLOYEE COMMITMENT •Pride In Company •Customer Focused Philosophy •Training & Development •Recognition & Award Program •Career Paths QUALITY SERVICES Video Phone High-Speed InternetCharter Media & Charter Business

92. PROVIDING VALUE TO OUR CUSTOMERS BUNDLING AND CHOICE Simplified Message Value Packaging Informed Marketing Fuels Growth CUSTOMER CARE Continuous Improvement Team End-To-End Customer Experience Innovation FOUNDATION FOR GROWTH Competitive Advantage More Efficient Operations Improved Balance Sheet Strong Management Team With Clear Strategies EMPLOYEE COMMITMENT •Pride In Company •Customer Focused Philosophy •Training & Development •Recognition & Award Program •Career Paths QUALITY SERVICES Video •Choice •Digital Tiers •On Demand •HDTV •DVR Phone •Value •Savings •Simplicity •Convenience Enables Triple Play Bundle High-Speed Internet •Self-Install •Home Page •Content & Features •Speed •Security Suite Charter Media & Charter Business

93. PROVIDING VALUE TO OUR CUSTOMERS BUNDLING AND CHOICE Simplified Message $39.99 Video $29.99 HSI $29.99 Phone $99.97 Single Product •Pricing For 3 Mos. •Two Product Pricing For 6 Mos. •Triple Play Pricing for 1 Yr. Value Packaging •Savings •Convenience •Choice Informed Marketing •Improves Return On Marketing Spend •Right Services For Each Customer •Improves Satisfaction Fuels Growth •Improves Satisfaction Of Loyalty •Improves Video Retention •Sustains HSI Momentum CUSTOMER CARE Continuous Improvement Team End-To-End Customer Experience Centers Of Excellence •Right Call, Right Agent All The Time •Billing •Repair •Sales & Retention •Virtualized & Redundant Network •24-Hour Support Technical Operations •Truck Roll Reduction Initiative •More Efficient Dispatch •eQA Live Ensures HSI Innovation •e-Care •Chat •Self-Help •Full Service FOUNDATION FOR GROWTH Competitive Advantage •Triple Play Ability Today •Technical Innovation •Local Presence & Content More Efficient Operations •Asset Sales •Focus On Highest Return Capital & Operating •Focus On Excellence Improved Balance Sheet •Reduce Near-Term Maturities •Enhance Liquidity •Reduce Total Debt Strong Management Team With Clear Strategies •Increase Phone Penetration •Drive Bundled Services •Market Consistently •Provide Value-Added Features •Invest In Initiatives With Highest Returns EMPLOYEE COMMITMENT •Pride In Company •Customer Focused Philosophy •Training & Development •Recognition & Award Program •Career Paths QUALITY SERVICES Video •Choice •Digital Tiers •On Demand •HDTV •DVR Phone •Value •Savings •Simplicity •Convenience Enables Triple Play Bundle High-Speed Internet •Self-Install •Home Page •Content & Features •Speed •Security Suite Charter Media & Charter Business

94. Charter sells cable systems to Cobridge! St. Louis Business Journal! Date: Friday, October 22, 2010, 10:12am CDT - Last Modified: Friday, October 22, 2010, 11:26am CDT! Charter Communications Inc. said Friday it wrapped the sale of cable systems serving approximately 65,000 customers in seven states to Cobridge Communications LLC, an affiliate of Los Angeles private equity firm The Gores Group.! Charter President and CEO Mike Lovett said in a statement. “Our primary focus is to provide value to our customers and enhance their experience with Charter, and more tightly clustered systems allow us to more effectively achieve this.”!

95. Charter sells cable systems to Cobridge! St. Louis Business Journal! Date: Friday, October 22, 2010, 10:12am CDT - Last Modified: Friday, October 22, 2010, 11:26am CDT! Charter Communications Inc. said Friday it wrapped the sale of cable systems serving approximately 65,000 customers in seven states to Cobridge Communications LLC, an affiliate of Los Angeles private equity firm The Gores Group.! Charter President and CEO Mike Lovett said in a statement. “Our primary focus is to provide value to our customers and enhance their experience with Charter, and more tightly clustered systems allow us to more effectively achieve this.”! Huh?

96. ©MediaMasters, Inc. HELPS IMPROVE PEOPLE'S LIVES EDUCATION TO HELP PEOPLE HELP THEMSELVES HELPS MEET HIGH PRIORITY NEEDS FACULTY AND STAFF PARTNERSHIP LINKS CITIZENS WITH LOCAL, STATE, FEDERAL RESOURCES FLEXIBLE PROGRAM ACCESS Informed Decision Making Saves You Time, Money & Effort "What you Need When You Need It" Practical Research-based Information Federal Agencies State Agencies Lincoln University County Extension Councils Local Governments University Of Missouri UMC UMKC UMSL UMR •Distance Education •Classes •Community Programs •Computer-based Education •Consultations •Continuing Education •Demonstration •Media •Publications/Guide Sheets •Technical Assistance •TeleCenter Network •Website:http// outreachmissouri.edu •Workshops Personal Strengths Academic Expense Diversity Information Technology Expertise Community Involvement Improves Income Production Agriculture Show Me Select $6.1 Million Increase In Missouri Economy Business Development SMART St. Louis Manufacturer Increase Employees From 15 To 45 Builds Healthy Families and Individuals Family Nutrition FNFP 132,000 Missourians Make Healthier Food Choices Youth Development/ 4-H Character Counts 7,000 Youth Developing Ethical Values Creates Strong Communities Citizen Engagement Community Development Academy $380,000 EPA Grant Received For Community-based Watershed Management Leadership Development EXCEL 3,015 Graduates Assume Leadership Roles In Communities Manages & Conserves Natural Resources Consumer Horticulture Master Gardners Volunteer Service Valued At $1 Million Water Quality Watersheet Mount Atrazine Levels In Vandalia Reservoir Drop From 85 To 6 PPB University Outreach And Extension Map

99. Sustained Growth Growth Initiatives Strong Customer Growth 15th Consecutive quarters of Double Growth- Best in Industry 2Q Earnings +10.1% to $624 million (before one- time item) EPS 10.8% to $1.3 (before one-time item) 2Q Revenues +6.5% to $4 billion- highest quarterly revenue in Ameritech's history One-Time Charge •After-tax $87 million or 16 cents a share •Workforce restructuring at one of our overseas investments •Goals to improve productivity & prepare for continued success in more competitive markets Cellular Customers •+31% to 2.9 million •+148,000 in quarter, +344,000 in first half for the best growth in Ameritech's history Paging Customers +38% to 1.3 million Call Management Services +22% Telephone Lines •+3.3% to 20 million •+642,000 over 12 months Long Distance •$9 billion opportunity •Opened local markets wider than anywhere else •Done everything to meet the letter & spirit of Telecom Act •FCC ruling on Michigan by August 19 •We will persist until we gain entry Cable TV •42 franchises •2 million population •Up & running in 26 communitiies •3 of 10 take rate where marketed Security Monitoring +42% to 566,000 AMERITECH FINANCIAL MESSAGE 2Q97

100. IMPROVING THE CUSTOMER EXPERIENCE Delivering World- Class Service: Faster And More Accurate Serving Great Tasting Food Training And Rewarding Our Managers And Crew Maintaining Marketing Momentum We're Serving More Than 1 Million New Guests Each Day In Our Restaurants By Continuing To Serve 70 Additional Guests/Day, We Expect The Average Restaurant's Operating Cash flow To Be Up At Least $12K...And Likely More If We Continue This Momentum We're Re-Energizing Our Brand By Marketing To Key Customer Targets (Young Adult Males, Women And Moms With Kids) FOCUS •I'm Lovin' It Activation •Dollar Menu Execution •Consistent Merchandising Execution •Rollout In 2004: •Promotional Focus On Young Adult Males •Healthy Lifestyles (e.g., Stepometer, Go Active With Olympic Tie-In) We're Attracting More Guests To Our Restaurants By Improving The Taste Of Our Food And Add New, Relevant Food News FOCUS •Core Menu Improvements; Filet, Vertical Cabinet Management •Execution Of Salads, McGriddles, New Nuggets •10 More Units Of Each/ Week Generates $ In Additional Annual Profit •Rollout In 2004 •New Salad Flavors, Chicken Breast Strips, Apple Dippers And Milk Chugs •While We've Made Progress, Service Remains Our #1 Opportunity For Growing Guest Counts •ROIP Is The Foundation Of Our Ops Focus FOCUS •Automations: Bun Buffer, Automated Beverage System, Arch Fry And Handheld Order Taker •Service "Bundle" ...Emphasis On: •Restaurant Layout And Labeling •Positioning •Service Diagnostic Tools •Restaurant Optimization (Garner) Including core Menu •POS Migration Plan Including Cashless We're Training All Of Our Managers And Crew So They Can Deliver On the Experiences Our Guests Desire FOCUS •Seed Store Training (700 Restaurants) •HU Revitalization, MDP •Rollout In 2004 •Training Around 12 Systems (Modules And Workshops) •New Menu Orientation MCDONALD'S MESSAGE MAP

101. Getting It Right By having the right staff For Members For Employers For Taxpayers Retirees •Secure benefit-cannot outlive •Prevent poverty •Get checks on time •Maintain purchasing power via cola •Low cost administration •Easy/immediate access to info i.e. tax documents, current beneficiaries •Quickly connect to right person when calling in •Serving more than 16,000 •Provide retirement, disability and survivor benefits •Take guesswork out of retirement planning because based on working career •Investment philosophy of diversification and long term investing reduces risk •Professional money and administration management. •Gives members dignified way to leave workforce Education •Pre-retirement seminars •Secure member website •Onsite member education (benefit fairs, presentations •Webinars •Annual meeting •Newsletters Education •Administrative workshops (regional) •Website •Webinars -•On-site Visits: -Eclipse training -Board meetings -Work sessions -Committee meetings •Annual meeting •Pre-retirement seminar for HR •Newsletters •Flexibility to elect different benefit levels to tailor to employees •LAGERS plan can attract/retain good people •Gives members incentive to stay during most productive years yet leave workforce when time is right •Potential to keep better employees = higher quality services •Low admin cost (less than 1¢/10 dollars of assets-better than nat'l average) •Higher investment returns than average DC plans which lowers employer contribution rates •Lower investment risk due to ability to have long term strategy •Enables better budget planning=stability to employer contribution rates(5 year smoothing/1% cap) Service •Eclipse (state of the art reporting system) •Dedicated benefit specialist and accounts analyst=faster service and specific expertise on YOUR benefits •Detailed annual statement to share with auditors, public, budgeting and planning •Web •We look for cost savings (less paper, Eclipse, we do work so you don't have to...or can't, lean LAGERS staff) •Budget consistency for employers=less impact on other services (i.e. no last minute contributions to pension fund requiring cuts in other services- i.e. street repair) •Budget consistency for employers=less impact on other services (i.e. no last minute contributions to pension fund requiring cuts in other services-i.e. street repair) •Good stewards of taxpayer money-low admin costs, diversified/long term investments to reduce risk •Excellent funding process(83.5%prefunded) so no surprises (i.e. won't need more tax money quickly) •On avg., 60+% of pre- funding from investment return •More than 9 out of 10 retirees stay in MO and their money stays here too •Taking care of the people who take care of you •Potential to keep better employees = higher quality services •Investment fees less than 1% (performance based-so if don't meet benchmarks, fees lower and if exceed benchmark, fees higher) •People stay-good place to work •Extensive experience-xx years combined •On going employee education, certification and development •Right staff-staffed right (i.e. do own administrative work vs. hiring extra assistants) LAGERS MESSAGE MAP 10-30-12 V1 Our mission...to provide retirement, survivors and disability benefits to Missouri Local Government Employees in the most efficient and economical manner possible, while providing superior service and fulfilling fiduciary obligations. Employers seek us out-we don't actively try to "sell" Awards: •Certificate of Achievement for Excellence in financial reporting •Public Pension Standards Award for funding and administration •Communication award for our website Won Excellence in Financial Reporting award 30+ years in a row, more than any other public fund in North America

102. Investment Philosophy: Getting it Right Diversification Long Term Manager selection Quantitative Approach to selection Our mission...to provide retirement, survivors and disability benefits to Missouri Local Government Employees in the most efficient and economical manner possible, while providing superior service and fulfilling fiduciary obligations. "infinite" Investment horizon (so don't have to time the market) Approved by board representing members •Not relationship oriented so no sweetheart deals Constant Monitoring Of managers to make sure they are sticking to philosophy and business operations Of Assets on a regular basis- whether minute by minute if needed or month by month Will follow good money managers if they move Not relationship oriented - only about the investments LAGERS Staff •Multiple assets- Stocks, bonds, treasuries, commodities, real assets (i.e. pipelines), private equity, real estate, trees, foreign investments Risk Awareness •Risk set at board level-then set target return based on risk level •Monitored on long term basis-(i.e. look at risk over 5 plus years) Realistic assumptions (see Brian) Quarterly review of risk with LAGERS board Decision on what to invest in made internally, then manager found (no sales pitch from firms) Clear guidelines for CIO •Less speculation •CIO work looked at as a skill not an art •Flexibility to take advantage of market opportunities Qualified/Experienced •3 total-all master degrees •1 CPA •1CFA(Chartered Financial Analyst) •2 CAIA (Chartered Alternative Investment Analyst •30+ years total investing experience Internal auditor monitors investment operations Fees based on performance •Investment fees less than 1% (performance based-so if don't meet benchmarks, fees lower and if exceed benchmark, fees higher) Solid performance fiscal 2012 1 yr-3.58 5 yr.- 30 yr.- Will not invest in companies on Fed Government list doing business in prohibited countries

103. Getting it Right- Fair for employees, employers and taxpayers Fair, modest benefit structure Of 16,000+ retires, all but a couple less than $100,000 year •Average monthy benefit-$855 •Avg length of employee 5-10 yrs=$234/mo 10-15 yrs=$531/mo 15-20 yrs=$859/mo 20-25 yrs=$1259/mo 25-30 yrs=$1873/mo 30+ yrs=$2334 LAGERS part of three legged stool- social security and personal savings are other two Have served public in many ways-deserve a fair pension •Police •Fire •Dispatchers •EMTs •Road and bridge workers •City planners •Public health •Utility workers •Election officials •Librarians Often lower salaries for being in government and have earned their LAGERS pensions (based on how long they work, what they earned) Pensions provide economic stability For employee For Missouri 95% of pension payments stay in Missouri helping business For employers Cost effective (cite studies i.e. better bang for buck)) NIRS study showed •$1 contributed by taxpayers in MO over 30 years=$5.43 in spending (dollar is spent several times) For those (public employees) who say "not fair, we don't have a pension like that"-you can have it-tell employer to contact LAGERS For those (private employees) who say "not fair, we don't have a pension like that"-state law only allows us to represent public employees-however, it is up to private employer to adopt a LAGERS like structure It's not fair!

104. 1 Is your LAN ready for tomorrow's challenges? 2 Optical LAN addresses IT needs with better technology 5 Optical LAN saves money 4 Optical LAN strengthens security to prevent leaks 3 Optical LAN improves sustainability to save energy and money 6 Optical LAN is based on proven GPON technology used by millions 2A Simplifies your LAN, which means less hassle 2B Outperforms copper- based LAN 2C Converges all building networks into one 2D Tellabs has invested for years in Optical LAN to build leading products 5A Lower total costs of ownership by up to 70% 5B Consume 80% less energy 5C Reduce space needs by up to 90% 5A2 Lower operating expense -- Save on maintenance contracts 5% average (vs. Cisco SmartNet up to 18% per year) -- Save 8-10 minutes per move/add/change (In HQ move, Deltek saved >50 hours) -- Gain tax benefits of LEED accreditation 5A1 Lower capital expense -- Fewer devices, for example, Sandia removed 600 Ethernet switches and installed only 14 OLTs in its data center. It moved from 2 switches per building to 19 buildings per switch -- Eliminates wiring closets -- Lower initial cost -- Fiber costs less than copper and is simpler to install, has a life of 25 years+ 4B All-Secure PON offers the ultimate in security 4B1 So secure, it's certified by the US military and used in military and intelligence secret IP networks 3B Optical LAN consumes up to 80% less energy. About 1/3 of savings are due to fewer devices, 2/3 from reduced cooling load 3A In a new high-performance or LEED-accredited building, reduce overall costs: -- eliminate wiring closets -- reduce electrical needs, including uninterruptible power suppliers (UPS) -- reduce HVAC load -- reduce structural needs -- less plastics to reduce fire risk 3C Optical LAN is less resource intensive: -- Prop or photo: compare size of copper cables to fiber optic cables -- Sandia recycled $70,000 worth of copper after installing Optical LAN 6A -- GPON technology has been deployed in networks successfully for more than 10 years -- Verizon has deployed GPON to millions of homes and businesses with its FiOS service 6B Optical LAN is deployed by 19 U.S. government agencies, including: -- Dept. of Defense -- Dept. of Homeland Security: St. Elizabeth's, largest government IT contract ever -- Dept. of Energy-Sandia has deployed the world's largest passive Optical LAN in 265 buildings on its 13-square-mile campus 6C Enterprise customers are using Optical LAN successfully: -- Deltek -- American College of Radiology -- San Diego Public Library 6D Backed by new industry association APOLAN -- Provides education and guidance on Optical LAN -- Founders include Corning, IBM, Tellabs, TE Connectivity, 3M and Zhone -- Multiple vendors are embracing APOLAN Optical LAN: TECH BUYER Me/ssage Map 7/15/13 2A1 Optical LAN /directly replaces copper-based LAN with all the same features and functionality. -- Optical LAN avoids "planned obsolescence" -- Fiber optics have a life of 25+ years -- Our carrier-class GPON equipment is typically expected to be in networks 15 to 20 years -- Avoid replacing copper cables every few years -- Avoid replacing discontinued Ethernet switches -- A single system serves a 13-sq-mile campus with 60,000 ports at Sandia -- Building an Optical LAN with 100,000 endpoints for DHS (Dept. of Homeland Security) at St. Elizabeth's 2A3 Easy to use graphical interface on network manager saves time -- Deltek technician saves 8-10 minutes on each move/add/change 2A2 Avoid the hassles of wiring closets -- Fewer switches mean fewer problems with fans, NIC (network interface card) interfaces, etc. -- Upgrade, rather than replace, equipment to increase bandwidth; use the same fiber optics -- Fewer wiring closets due to 300X more reach with Optical LAN (30km vs. 100m) 2B2 More bandwidth and speed -- 1 Gig to the desktop -- PON supports 10G and beyond -- Right-size ONTs, including Mini- ONT that fits into wall or cubicle raceway -- 1 ONT can serve up to 24 desks -- ONTs can handle analog and digital phones 2B1 Optical LAN helps you get ready for the 7X to 10X growth in data and video traffic that's expected, driven by trends such as wireless/BYOD (bring your own device), collaboration software, cloud computing, videoconferencing and other new technologies 2B3 Higher availability: -- Optical LAN has unplanned downtime of about 5 minutes per year, vs. about 9 hours per year downtime for copper- based LAN -- An Optical LAN network can be designed with no single point of failure 2C1 Optical LAN handles wireless access points, surveillance, security, building automation, plus: -- Voice: handles analog and VoIP, can migrate gracefully from analog to IP -- Video: RF and IP -- Data 3D1 Tellabs' Optical LAN technology firsts -- First enterprise specific OLTs -- First small form-factor OLT for lower-density deployments -- First JITC certification -- First remote ONT powering -- First POE+ ONTs -- First AS-SIP -- First All-Secure PON -- First in-wall/in-cubicle Mini- ONT -- First integrated Optical Distribution Hub -- First BICSI-approved OLAN training -- Patents on redundancy 5B1 -- Fewer devices -- HVAC savings -- Less electrical service and UPS (uninterruptible power supply) need 5C1 1. In an existing building, gain storage space. Reduce cooling and electrical needs. 2. In a new high-performance or LEED-accredited building, reduce overall costs: -- eliminate wiring closets -- reduce electrical needs, including uninterruptible power supply (UPS) -- reduce HVAC load -- reduce structural needs -- reduced plastics curbs fire risk 4A2 Copper LANs act like antennas, so communications on a copper-based LAN are easily intercepted due to EMI & RFI. (electromagnetic and radio freqency interference). It's nearly impossible to tap into fiber optics. 4A Fiber is more secure than copper 4B2 Military: Optical LAN eliminates bulk encryption and hardened PDS (protective distribution system)

105. 1 Is your LAN ready for tomorrow's challenges? 2 Optical LAN addresses IT needs with better technology 5 Optical LAN saves money 4 Optical LAN strengthens security to prevent leaks 3 Optical LAN improves sustainability to save energy and money 6 Optical LAN is based on proven GPON technology used by millions 2A Simplifies your LAN, which means less hassle 2B Outperforms copper- based LAN 2C Converges all building networks into one 2D Tellabs has invested for years in Optical LAN to build leading products 5A Lower total costs of ownership by up to 70% 5B Consume 80% less energy 5C Reduce space needs by up to 90% 5A2 Lower operating expense -- Save on maintenance contracts 5% average (vs. Cisco SmartNet up to 18% per year) -- Save 8-10 minutes per move/add/change (In HQ move, Deltek saved >50 hours) -- Gain tax benefits of LEED accreditation 5A1 Lower capital expense -- Fewer devices, for example, Sandia removed 600 Ethernet switches and installed only 14 OLTs in its data center. It moved from 2 switches per building to 19 buildings per switch -- Eliminates wiring closets -- Lower initial cost -- Fiber costs less than copper and is simpler to install, has a life of 25 years+ 4B All-Secure PON offers the ultimate in security 4B1 So secure, it's certified by the US military and used in military and intelligence secret IP networks 3B Optical LAN consumes up to 80% less energy. About 1/3 of savings are due to fewer devices, 2/3 from reduced cooling load 3A In a new high-performance or LEED-accredited building, reduce overall costs: -- eliminate wiring closets -- reduce electrical needs, including uninterruptible power suppliers (UPS) -- reduce HVAC load -- reduce structural needs -- less plastics to reduce fire risk 3C Optical LAN is less resource intensive: -- Prop or photo: compare size of copper cables to fiber optic cables -- Sandia recycled $70,000 worth of copper after installing Optical LAN 6A -- GPON technology has been deployed in networks successfully for more than 10 years -- Verizon has deployed GPON to millions of homes and businesses with its FiOS service 6B Optical LAN is deployed by 19 U.S. government agencies, including: -- Dept. of Defense -- Dept. of Homeland Security: St. Elizabeth's, largest government IT contract ever -- Dept. of Energy-Sandia has deployed the world's largest passive Optical LAN in 265 buildings on its 13-square-mile campus 6C Enterprise customers are using Optical LAN successfully: -- Deltek -- American College of Radiology -- San Diego Public Library 6D Backed by new industry association APOLAN -- Provides education and guidance on Optical LAN -- Founders include Corning, IBM, Tellabs, TE Connectivity, 3M and Zhone -- Multiple vendors are embracing APOLAN Optical LAN: ECONOMIC BUYERS Message Map 8/2/13 2A1 Optical LAN /directly replaces copper-based LAN with all the same features and functionality. -- Optical LAN avoids "planned obsolescence" -- Fiber optics have a life of 25+ years -- Our carrier-class GPON equipment is typically expected to be in networks 15 to 20 years -- Avoid replacing copper cables every few years -- Avoid replacing discontinued Ethernet switches -- A single system serves a 13-sq-mile campus with 60,000 ports at Sandia -- Building an Optical LAN with 100,000 endpoints for DHS (Dept. of Homeland Security) at St. Elizabeth's 2A3 Easy to use graphical interface on network manager saves time -- Deltek technician saves 8-10 minutes on each move/add/change 2A2 Avoid the hassles of wiring closets -- Fewer switches mean fewer problems with fans, NIC (network interface card) interfaces, etc. -- Upgrade, rather than replace, equipment to increase bandwidth; use the same fiber optics -- Fewer wiring closets due to 300X more reach with Optical LAN (30km vs. 100m) 2B2 More bandwidth and speed -- 1 Gig to the desktop -- PON supports 10G and beyond -- Right-size ONTs, including Mini- ONT that fits into wall or cubicle raceway -- 1 ONT can serve up to 24 desks -- ONTs can handle analog and digital phones 2B1 Optical LAN helps you get ready for the 7X to 10X growth in data and video traffic that's expected, driven by trends such as wireless/BYOD (bring your own device), collaboration software, cloud computing, videoconferencing and other new technologies 2B3 Higher availability: -- Optical LAN has unplanned downtime of about 5 minutes per year, vs. about 9 hours per year downtime for copper- based LAN -- An Optical LAN network can be designed with no single point of failure 2C1 Optical LAN handles wireless access points, surveillance, security, building automation, plus: -- Voice: handles analog and VoIP, can migrate gracefully from analog to IP -- Video: RF and IP -- Data 3D1 Tellabs' Optical LAN technology firsts -- First enterprise specific OLTs -- First small form-factor OLT for lower-density deployments -- First JITC certification -- First remote ONT powering -- First POE+ ONTs -- First AS-SIP -- First All-Secure PON -- First in-wall/in-cubicle Mini- ONT -- First integrated Optical Distribution Hub -- First BICSI-approved OLAN training -- Patents on redundancy 5B1 -- Fewer devices -- HVAC savings -- Less electrical service and UPS (uninterruptible power supply) need 5C1 1. In an existing building, gain storage space. Reduce cooling and electrical needs. 2. In a new high-performance or LEED-accredited building, reduce overall costs: -- eliminate wiring closets -- reduce electrical needs, including uninterruptible power supply (UPS) -- reduce HVAC load -- reduce structural needs -- reduced plastics curbs fire risk 4A2 Copper LANs act like antennas, so communications on a copper-based LAN are easily intercepted due to EMI & RFI. (electromagnetic and radio freqency interference). It's nearly impossible to tap into fiber optics. 4A Fiber is more secure than copper 4B2 Military: Optical LAN eliminates bulk encryption and hardened PDS (protective distribution system)

106. 1 Is your LAN ready for tomorrow's challenges? 2 Optical LAN addresses IT needs with better technology 5 Optical LAN saves money 4 Optical LAN strengthens security to prevent leaks 3 Optical LAN improves sustainability to save energy and money 6 Optical LAN is based on proven GPON technology used by millions 2A Simplifies your LAN, which means less hassle 2B Outperforms copper- based LAN 2C Converges all building networks into one 2D Tellabs has invested for years in Optical LAN to build leading products 5A Lower total costs of ownership by up to 70% 5B Consume 80% less energy 5C Reduce space needs by up to 90% 5A2 Lower operating expense -- Save on maintenance contracts 5% average (vs. Cisco SmartNet up to 18% per year) -- Save 8-10 minutes per move/add/change (In HQ move, Deltek saved >50 hours) -- Gain tax benefits of LEED accreditation 5A1 Lower capital expense -- Fewer devices, for example, Sandia removed 600 Ethernet switches and installed only 14 OLTs in its data center. It moved from 2 switches per building to 19 buildings per switch -- Eliminates wiring closets -- Lower initial cost -- Fiber costs less than copper and is simpler to install, has a life of 25 years+ 4B All-Secure PON offers the ultimate in security 4B1 So secure, it's certified by the US military and used in military and intelligence secret IP networks 3B Optical LAN consumes up to 80% less energy. About 1/3 of savings are due to fewer devices, 2/3 from reduced cooling load 3A In a new high-performance or LEED-accredited building, reduce overall costs: -- eliminate wiring closets -- reduce electrical needs, including uninterruptible power suppliers (UPS) -- reduce HVAC load -- reduce structural needs -- less plastics to reduce fire risk 3C Optical LAN is less resource intensive: -- Prop or photo: compare size of copper cables to fiber optic cables -- Sandia recycled $70,000 worth of copper after installing Optical LAN 6A -- GPON technology has been deployed in networks successfully for more than 10 years -- Verizon has deployed GPON to millions of homes and businesses with its FiOS service 6B Optical LAN is deployed by 19 U.S. government agencies, including: -- Dept. of Defense -- Dept. of Homeland Security: St. Elizabeth's, largest government IT contract ever -- Dept. of Energy-Sandia has deployed the world's largest passive Optical LAN in 265 buildings on its 13-square-mile campus 6C Enterprise customers are using Optical LAN successfully: -- Deltek -- American College of Radiology -- San Diego Public Library 6D Backed by new industry association APOLAN -- Provides education and guidance on Optical LAN -- Founders include Corning, IBM, Tellabs, TE Connectivity, 3M and Zhone -- Multiple vendors are embracing APOLAN Optical LAN: GREEN BUYER Message Map 7/15/13 2A1 Optical LAN /directly replaces copper-based LAN with all the same features and functionality. -- Optical LAN avoids "planned obsolescence" -- Fiber optics have a life of 25+ years -- Our carrier-class GPON equipment is typically expected to be in networks 15 to 20 years -- Avoid replacing copper cables every few years -- Avoid replacing discontinued Ethernet switches -- A single system serves a 13-sq-mile campus with 60,000 ports at Sandia -- Building an Optical LAN with 100,000 endpoints for DHS (Dept. of Homeland Security) at St. Elizabeth's 2A3 Easy to use graphical interface on network manager saves time -- Deltek technician saves 8-10 minutes on each move/add/change 2A2 Avoid the hassles of wiring closets -- Fewer switches mean fewer problems with fans, NIC (network interface card) interfaces, etc. -- Upgrade, rather than replace, equipment to increase bandwidth; use the same fiber optics -- Fewer wiring closets due to 300X more reach with Optical LAN (30km vs. 100m) 2B2 More bandwidth and speed -- 1 Gig to the desktop -- PON supports 10G and beyond -- Right-size ONTs, including Mini- ONT that fits into wall or cubicle raceway -- 1 ONT can serve up to 24 desks -- ONTs can handle analog and digital phones 2B1 Optical LAN helps you get ready for the 7X to 10X growth in data and video traffic that's expected, driven by trends such as wireless/BYOD (bring your own device), collaboration software, cloud computing, videoconferencing and other new technologies 2B3 Higher availability: -- Optical LAN has unplanned downtime of about 5 minutes per year, vs. about 9 hours per year downtime for copper- based LAN -- An Optical LAN network can be designed with no single point of failure 2C1 Optical LAN handles wireless access points, surveillance, security, building automation, plus: -- Voice: handles analog and VoIP, can migrate gracefully from analog to IP -- Video: RF and IP -- Data 3D1 Tellabs' Optical LAN technology firsts -- First enterprise specific OLTs -- First small form-factor OLT for lower-density deployments -- First JITC certification -- First remote ONT powering -- First POE+ ONTs -- First AS-SIP -- First All-Secure PON -- First in-wall/in-cubicle Mini- ONT -- First integrated Optical Distribution Hub -- First BICSI-approved OLAN training -- Patents on redundancy 5B1 -- Fewer devices -- HVAC savings -- Less electrical service and UPS (uninterruptible power supply) need 5C1 1. In an existing building, gain storage space. Reduce cooling and electrical needs. 2. In a new high-performance or LEED-accredited building, reduce overall costs: -- eliminate wiring closets -- reduce electrical needs, including uninterruptible power supply (UPS) -- reduce HVAC load -- reduce structural needs -- reduced plastics curbs fire risk 4A2 Copper LANs act like antennas, so communications on a copper-based LAN are easily intercepted due to EMI & RFI. (electromagnetic and radio freqency interference). It's nearly impossible to tap into fiber optics. 4A Fiber is more secure than copper 4B2 Military: Optical LAN eliminates bulk encryption and hardened PDS (protective distribution system)

107. Tellabs helps customers succeed by increasing energy-efficiency Tellabs equipment increases energy-efficiency and reduces and operating expenses Tellabs makes networks more energy-efficient -- Many products combine previously separate network elements, which reduces power consumed per bit. -- Tellabs 8000 INM reduces redundant managers and servers (quantification TBD). -- Optical LAN uses up to 80% less power than an active-Ethernet architecture. -- Optical LAN has greater end-user aggregation capacity, which reduces overall per-user energy use. Example: In aFTTD LAN serving 2,000 users, active-Ethernet consumes more than 10 watts per user, while optical consumes less than 2 watts per user. We estimate the optical LAN saves $72,000 in annual utility costs -- which doubles if you add in energy savings from cooling. -- Optical LAN replaces active Ethernet elements with passive optical splitters, which use less energy Example: A passive optical splitter uses no energy at all, and replaces a work group switch that uses 2,000 - 4,000 watts. -- Optical LAN reduces carbon emissions over active Ethernet by about 70%. Example: If 10,000 office buildings use Optical LAN, it would save 1.65 million tons of CO2, which is similar to removing 110,000SUVs/trucks from the road every year. (Math: Active Ethernet in one building uses 40.5 KWH, compared withGPON using 12.5 KWH. Using U.S. Dept. of Energy estimates, each KWH generates 1.35 in CO2 emissions, per hour. Multiply by 8,760 hours/year for annual figure. SUV/truck at 15 mpg, 20,000 miles per year emits 15 tons of CO2.) -- Tellabs' Optical Network Terminals (ONTs) have a built-in standby mode that reduces power consumption by nearly half (45%). Our industry can benefit by helping others to increase energy-efficiency We see a huge growth opportunity for information and communications technology (ICT) in saving energy. -- A report called Smart 2020, written by an independent non-profit, The Climate Group, and the Global e-Sustainability Initiative (GeSI), details the potential savings achievable by the year 2020 from applying ICT. The consulting firmMcKinsey & Company conducted independent supporting analysis. Some of their conclusions: -- TheICT sector could help save $800 billion annually in energy use through applications such as: -- smart building use and design -- smart logistics -- smart electricity grids -- smart industrial motor systems and -- replacing physical products with virtual equivalents -- Those energy savings would reduce total global man-made carbon emissions by as much as 15% (compared with business as usual)...or about 5X the total carbon emissions of theICT industry -- Tellabs helped Brazilian railroad MRSLogistica centralize its management system to enable "smart logistics." Now MRS can put more trains on the tracks, increasing its revenue and its profit potential. Compared with trucks, trains save energy and reduce carbon emissions. Customers want a more energy- efficient network Customers have set energy-efficiency goals. -- 74% of our revenue is from customers who focus on sustainability. -- We believe thatVerizon's goal of 20% energy reduction is in line with the industry's capability. -- British Telecom 2010 goal: 70% of competitive contracts will have used energy use considerations to award business. -- Vodafone is engaging suppliers to help reduce greenhouse gas emissions 50% by 2020. -- U.S. Government: Executive Order 13423 andEPACT 2005 guidance mandate federal agencies purchase energy-saving electronics equipment. -- It will take work up and down the supply chain to achieve these goals. -- Customers' desire to increase density and reduce costs will result in more energy-efficient networks -- and architectures. Optical andROADM technologies provide higher bandwidth capabilities with less power than equivalent electrical technologies. Energy savings reduce customers' operating expenses -- Network equipment can consume around 80% of the energy used in an average service provider. -- Energy can represent as much as one-third of a service provider's operating expenses. -- Customers tell us for every watt of energy they save in the network, they save between 1.4 and 2.4 watts in cooling. Energy-Efficiency Message Map August 15, 2011 Tellabs 8800 multiservice router series -- Reduces overall power consumption up to 50% compared with the previous network. -- Established aTEER in 2010. By the end of 2010,Tellabs 8800 innovations were about 80% more energy efficient than previous platforms. * Tellabs 7100 optical transport system -- Reduced Verizon's network energy consumption up to 65%, compared with previous network architecture. [Source: Customer case study in Telephony Magazine, 2006] -- Established aTEER in 2010. In a transponder configuration, theTellabs 7100 is about 3.5X as energy efficient (compared with the previous linecard). * Tellabs 8600 managed edge system -- By 2011,Tellabs 8600 innovations will be more energy efficient -- as much as 3X -- when compared with 2010 platforms. * -- Established aTEER in 2010. By 2012,* -- the 8630 will be about 2X as energy efficient -- the 8660 will be more than 2X as energy efficient -- the 8611 will be about 70% as energy efficient as the 8620 * About our methodology: Tellabs measures energy-efficiency using the industry methodology, defined by ATIS (Alliance for Telecommunications Industry Solutions). We follow ATIS standards to calculate aTEER (Telecom Energy Efficiency Ratio) for key products. Tellabs uses the TEER to help benchmark our progress. Because products are highly configurable, actual results may vary by application. To avoid confusion caused by varying application and to represent our products accurately,Tellabs does not releaseTEER values. These energy efficiency saving statements are based onTellabs´ current estimates and plans which may change. Tellabs is part of industry collaborations to improve energy-efficiency -- One of 5 vendors (only Passive Optical Networking vendor) working with Department of Energy and EPA as stakeholder to develop energy-efficiency standards for Small Network Equipment -- Tellabs is one of several partners working on the Scalable Advance Ring- based passive Dense Access Network Architecture (SARDANA) project. This three-year global research project demonstrates that a Long-Reach Passive Optical Network (LR-PON) consolidates the number of central offices, (merges metro and access segments), reduces number of network elements and increases energy-efficiency as traffic increases. -- Tellabs participates in Alliance for Telecommunications Industry Solutions (ATIS) work to establish industry standards for energy-efficiency. Tellabs SmartCore™ 9100 Platform -- Will benchmark aTEER in 2011. -- 1 4 4A 2 3 4B 4C 2B 4D 3A 2A 4E 3B Note

108. Recruitment Message Map

109. Advanced(ICU(Care( Helps(Improve(ICU( Pa4ent(Care(! March!22,!2013! 1.  24:7(Technology(:(!con.nuous!monitoring,!.mely!alerts!to!deteriora.ons.!!Monitoring!center!noted!that! pa.ent!O2!was!dropping,!video!conference!confirmed!that!pa.ent!had!removed!mask,!pa.ent!was! reminded!to!put!it!back!on! 2.  Timely(response(to(change(in(condi4on(–(surgeons!comment!that!they!have!a!sense!of!comfort!that! someone!is!watching!the!pa.ents!24/7( 3.  24:7(Communica4on(–(family:!0200!summary!for!family!aFer!pa.ent!intubated.!!Physician!to!physician! at!hand!off!and!change!in!condi.on.!!RNKawake!and!alert!intensivist!with!all!data!on!pa.ent! 4.  Secure,(Safe(&(Redundant(–"investments!in!redundant!systems!and!centers! 5.  Best(prac4ce(protocols(K!(Not!limited!to!the!.me!of!day!! 24:7(Solu4on( ( ( Improves(( Hospital(Financial( Performance(( ( 1.  Hospital(Revenue(Growth(–(on(average( 10%(increase!in!pa.ent!volumes!aFer! the!first!year!with!our!program,!one! customer:!38%!growth,!$5M!in!revenue! in!first!year,!Increased!CMI!K!0.22! increase!with!$0.9M!in!revenue! 2.  ICU(cost(of(Care(Reduc4on(–(on( average(17%(reduc.on!in!their!ICU! length!of!stay.!One!client!$4.5M!in! variable!cost!savings!by!lowering!LOC,! SSM!St.!Mary’s:!60%!reduc.on!in!codes,! reduced!locums!cost!by!$2.0M! 3.  Growth(Posi4oning(&(Market:Share( Expansion(K!Improved!compe..veness! through!community!differen.a.on!&! reputa.on,!reduced!diversion!of!62!to! zero,!successful!recruitment!of! physician!staff!! 4.  Reform(Posi4oning(:((op.mally!manage! pa.ent!care!while!in!the!ICU!and!to! provide!beZer!outcomes,!!improved! pa.ent!sa.sfac.on!due!to!more!.mely! communica.on!with!physician! ! 1.  Joint(Commission(Accredita4on(K!Mul.ple!successful!reviews! with!no!recommenda.ons.!!We!act!as!CVO!and!provide!FPPE/ OPPE! 2.  Implementa4on(Processes(K!Largest!TeleKICU!services!provider! completed!installa.ons!in!nearly!40!hospitals! 3.  Mul4:Disciplinary(Team((:(Manages!the!project!for!you!,! experience!with!all!EMRs,!Four!month!.meline! 4. !Clinical(Workflows(–!Medical!leadership!and!clinical!staff! !directly!involved!in!every!implementa.on.!!Have!developed! !nearly!500!workflows!across!all!our!implementa.ons,!library!of! !best!prac.ces!and!protocols.! 5. (IT(Workflows(–!Our!IT!team!writes!on!average!6!interfaces!so! !your!staff!doesn’t!have!to! 1.  US(Fellowship(Trained,(BC(Intensivists,!average!of! 12!years!ICU!experience! 2.  Advanced(Prac4ce(Providers((K!PA’s!&!NP’s,!average! of!10!years!ICU!experience!! 3.  IT(Staff(with(Exper4se(in(Tele:ICU(K!24/7!on!site! staff( 4.  CCRNs(:(CCRN!cer.fica.on!at!hire!or!within!4! months,!at!least!3!years!of!recent!ICU!experience,! average!more!than!10!years! 5.  Client(Rela4ons(Representa4ves(:((RN’s!with!ICU! background!with!the!addi.onal!skill!sets!of!project! management,!workflow!,!quality!program!and!! administra.on! 6.  Marke4ng(Team((:(with!plan!for!hospital!marke.ng! staff! 7.  Na4onal(Leaders(in(Tele:ICU(Space((K!Collec.vely!! MD’s!have!over!200!publica.ons!and!over!70! abstracts.!!Our!team!serves!on!a!number!of! na.onally!regarded!!!organiza.ons/commiZees! 8.  Special((Training(in(Communica4ons(:(with!each! other!and!bedside!team!“Care!Communica.ons”! 1.  Applica4on(of(Evidenced:Based,(Standardized( Best(Prac4ces(( 2.  Timely,(robust(analy4cs(–(tailored!to!the!specific! needs!and!objec.ves!of!your!ICU!( 3.  Educa4onal(Programs(( 4.  Expert(Medical(Panel(( 5.  Proven(Performance( ! 1.  Be_er(Rested(Medical(Staff(–(Q3(2012:(average!of!24!interac.ons!per!pa.ent! 2.  More(produc4ve(med(staff(:(able!to!stay!in!office,!ED!with!less!interrup.ons!from!ICU! 3.  Improved(RN(Reten4on(–(""SSM!St.!Mary’s!30%!turnover!at!baseline,!improved!30%!in!year!one,!at!year!!6:!3%! 4.  RN(Support:(Our!nurse!no.ces!an!elevated!BP!and!P,!video!cameras!into!room!and!figures!out!that!a!paralyzed,! intubated!pa.ent!has!no!seda.on.!!Calls!local!RN!to!alert!them! 5.  Respiratory(Therapists(–!Intensivist!led!protocol!for!weaning!and!extuba.on! 6.  Support(for(ICU(Medical(Director((:(Assistance!with!data,!evidence!based!best!prac.ces!research!and!repor.ng,!risk! adjusted!data.!!Dr.!Alan!Rauba!developed!and!published!on!DM!management( 7.  Leadership(Support(for(Clinical(Ini4a4ves!–!Timely!data!provided,!protocols,!a!resource!for!making!change! Implementa4on( Exper4se( ( Clinical(Staff(Sa4sfac4on( ( ICU Performance Solution ™ Great(People(

110. *Unique services: Adult Down Syndrome Center, hospital-based Executive Health Program, freestanding Vascular Access Center, comprehensive Congestive Heart Failure Management Program BROAD RANGE OF SERVICES 20+ convenient locations across St. Louis and St. Charles counties (urgent care, imaging centers, skilled nursing facility, rehab hospital) plus home health & hospice 1,000+ physicians in 60+ specialties Key services: heart care, cancer care, orthopedics, brain and spine, women’s services/maternity, urgent care QUALITY PATIENT CARE State-of-the-art technology, including electronic records and informative website *Friendly atmosphere, everyone treated like family *Recognized for better patient results: • America’s 50 Best Hospital • Women’s Health • #1 in MO for overall cardiac care, Best in St. Louis for cardiac surgery (HealthGrades, 2011) Patient and family resources: patient relations representative, social services, support groups, pastoral care for all faiths Emphasis on patient safety: door-to-balloon– 100% w/in 90 min. in 2009 and 2010 1 out of 3 physicians on “Best Doctors” list *FACES and family- friendly culture with patient satisfaction commitment and training 450 volunteers who contribute an average of 79,000 hours a year *Experienced, dedicated employees (high retention rate, almost 600 20+ years, high satisfaction ratings), frequently a “Best Places to Work” award recipient, recognition programs Strong philanthropic base of support EXCEPTIONAL PEOPLE COMMUNITY COMMITMENT *Only St. Louis Spirit of Women Hospital– committed to women’s health excellence and outreach Community outreach program: free health risk assessments (HealthAware: heart, stroke, spine, sleep, diabetes), health fairs, classes, mammography van, Passport to Wellness *Largest Chesterﬁeld employer (approx. 3,500 total employees) Faith-based, not-for- proﬁt—Pediatric Care Center, charity care IMPROVING THE QUALITY OF LIFE FOR PATIENTS AND THE COMMUNITY 3-1362 * Distinguishing point St. Luke’s Hospital Message Map (8.1.2011)

111. Helping Providers Improve Healthcare Foster Innovation Patient Engagement and convenience Improve Population Health VBC -App Challenge/ ADP -MLM -Latest Tech Open Platform Innovation Team -25 people solely focused on innovation -First native iPad app (WAND) University Partnership Humedica -Revenue cycle -Care Coordination -Analytics Mobile apps improve engagement with patients Doc can spend more time w/ patients//see more patients WAND Testimonials Doctor Testimonials Blue Button Plus -Patients can download own charts -Only Allscripts and one other offer Patient Kiosk Sharable Inki.e. -detect cancer clusters -gene studies -comparisons Quality care at a lower cost Telehealth Telehealth Proven outcomes STATS AVAILABLE Examples like North Fulton-More than $1M first year cost savings realized from use of Allscripts EHR

112. HELP OUR CLIENTS BE MORE SUCCESSFUL Food Safety In process of improving employee engagement Quality Broadest Drug Development Portfolio Outstanding Employees Expertise # PHD's, RNs, etc Global In around 50 countries From discovery through commercialization Better Decision Faster Accurate Data Improving client service experience Looking at hiring CAIR Xcellerate Xcellerate Access to huge amount of data so can -see trends over time -accelerate patient enrollment -most effective investigators Program management= -more effective outcomes -faster -save money(?) Client Partnerships Better relationships=smoother process Find more people for trialsDeep scientific/ technical/ expertise Nutritional chemistry More Profitable Improve Lives Foundation for Growth Stable company Shareholder stuff Contributed to development of 1/3 of prescription drugs on market including the top 30 i.e. 7 weeks vs. 7 month story Expansive proprietary information= saving time and money i.e.-client looking for study on cancer- -can find best performing investigators, worldwide, who enroll patients quickly Clients consider this a competitive tool Discovery Services Variant Analysis- From months to 90 min. Deep Understand of Client Needs -CoSource -Asset xfer -Staffxfer -Molecule development Examples Thought Leaders

113. Having'health insurance improves people's'quality of'life Be8er'health for'people Be8er'use'of financial resources Be8er'health care'system in'America People&without&insurance are&“more&than&twice&as likely&to&delay&or&forgo needed&care.” People&get&care&in&a more&appropriate, cost;effec=ve&se?ng People&with&health&insurance&will&go&to&their&primary care&provider&or&urgent&care&instead&of&wai=ng&un=l they&are&very&sick&and&HAVE&to&go&to&the&ER;one&of the&most&expensive&forms&of&health&care People&who&are&uninsured&pay&MORE&for their&care&;&about&$30&billion&in&2008&;&oNen pay&up&front&and&frequently&are&unable&to pay&for&their&full&bill Right&now&hospitals and&physicians&are paid&for&each&test&and treatment&; regardless&of&quality Gaining&Medicaid&coverage&resulted in&35%&increase&in&likelihood&for outpa=ent&visit&and&15%&increased likelihood&of&taking&a&prescrip=on Uninsured&people&are&less likely&than&those&with coverage&to&receive&=mely preven=ve&care ERs&are&not&a&long;term&solu=on and&they&don't&help&people manage&their&health&like&a&primary care&doctor&can Federal,&state&and local&funds&paid more&than&$42 billion&of&the&$57 billion&in uncompensated care&in&2008 Hospitals&incur 60%&of&cost&of uncompensated care We&can&successfully transi=on&to&a&health care&system&focused on&keeping&people healthy Insuring&all Americans&is crucial&to have&a&high; performing American health&care system In&the&future, reimbursements will&be&based&on quality&care&and keeping&people healthy Costs&are cost shiNed to private insurers ;Hospital&System&is&facing&$385&million&in federal&reimbursement&cuts&in&Missouri ;Less&money&on&charity&care&and&bad&debt means&health&systems&can&afford&to improve&technology&and&services&and making&health&care&more&accessible ;In&2011,&Hospital&System&had&more&than $175&million&in&charity&care&and unreimbursed&costs. Currently, the American health&care system ranks&37th in&the&world Medicaid'Expansion'Message'Map April'13,'2013

114. Bad Debt collection more accurate Same as 25 other states Only adjusted in rate case – no surcharge Gas co. already collect bad debt through rates 90% of difference is reconciled in next case Customers could see savings Bad debt impacted by CWR, gas cost, weather Lowers costs for customers Small ISRS rate increases make general rate increases more gradual We will continue to ask for small ISRS rates 2x a year Less repairs means money saved ISRS averages 1% of customer bills Last ISRS increase was 60 More time between cases decreases cost to customers General rate cases can cost more than $1million Good for Laclede New pipes mean less repairs Less repairs means money saved Less time spent on rate cases allows LG staff to focus on other priorities Improves gas safety Modern infrastructure = safer system Laclede has replaced 415 mi. so far, 785 mi. left to go Many pipelines are up to 100 years old SB240 will allow gas companies to continue acceleration of program Laclede replaced 41 miles in 2012 Creates jobs Laclede added 150 new jobs in 2 years Will expand program in KC after acquisition Maintains regulatory oversight Parties can still request a rate decrease All ISRS must be approved by PSC Can’t collect ISRS after 5 yrs w/o a rate case No change in rate process – only inc. from 3 to 5 yrs SB240 is good for Missouri Prevents overcollection of bad debt

115. UNITED WAY BUILDS A STRONG COMMUNITY UNCOMMON EFFICIENCY Raised $68.8 Million (In 2007) Nearly 200 Agencies Supported OTHER UNITED WAY SERVICES United Way Builds Healthier Business BoardLinkStLouis 100 Neediest Cases Volunteer Center Community Enhancement Grants Healthy Individuals Healthy Families Healthy Neighborhoods Healthy Workplaces A Healthy Region UNITED WAY OF GREATER ST. LOUIS HELPS PEOPLE/ STRENGTHENS OUR COMMUNITY Protect Children & Strengthen Families Promote Healthy Minds And Bodies Meet Basic & Emergency Needs More Than 90 Cents Of Every Dollar Contributed Helps People •Families •Kids •Elderly •Abused Women •People With Disabilities •Treatment for Addictions •Basic Needs (Food, Shelter) Agencies Track Results To Assure Programs Are Working Nurture Children & Youth Promote Financial Stability & Independence Prevent Illness & Promote Wellness Keep Citizens Safe LOCAL MONEY RAISED HERE, STAYS HERE Helps One In Three People In Our Region (1 Million/Year) Provides Services For People In 16 Missouri And Illinois Counties Almost Everyone You Know Is Touched COMMUNITY VOLUNTEERS DECIDE HOW TO DISTRIBUTE MONEY TO HELP PEOPLE 400 Hundred Qualified Volunteers Serve On Investment Panel From All Walks Of Life Volunteers Carefully Distribute Donations To Quality Agencies The United Way Raises Funds Almost Three Times More Efficiently Than Most Non-Profit Groups 2-1-1 Missouri Quality Standards: •Governance/Board •Finances •Programs •Administration Contact Us By Visiting: www.stl.unitedway.org To Run A United Way Campaign In Your Business Call RJ Crunk At 314-539-4101 Revised 3/1/08

116. Website: helpingpeople.org Donate: Web: helpingpeople.org Phone: (314) 539-4101 Find help: Phone: 2-1-1 211helps.org To run a campaign: Phone: (314) 539-4101 R.J. Crunk United Way builds a stronger and healthier community Donations go to help people More than 90 cents of every dollar helps people Healthier community means healthier business - Keep citizens safe - Meet basic and emergency needs - Prevent illness and promote wellness - Promote healthy minds and bodies - Nurture children and youth - Promote financial stability and independence - Protect children and strengthen families Trained volunteers decide how to distribute money to help people 400 trained volunteers from all walks of life Quality standards: - Governance/Board - Finances - Programs - Administration Volunteers visit agencies to evaluate first-hand United Way of Greater St. Louis helps people 16 counties in Missouri and Illinois Raised $72.02 million in 2012 More than $1 million invested into our region each week Donations stay in our region More than 170 local agencies Community partnerships and programs - United Way 2-1-1 Missouri and Illinois - Volunteer Center - 100 Neediest Cases - Community enhancement grants - Early childhood education - Financial stability 1 in 3 people helped (1 million/year) - Basic needs (food, shelter, etc.) - Children - Adults - People with disabilites - People with health problems - Treatment for addiction UNITED WAY OF GREATER ST. LOUIS 2013 MESSAGE MAP

117. Home base - Helping People - on every webpage (Five times on this page)

118. HELPING PEOPLE ACCESS TO LONG- TERM NEEDS Red Cross Mental Health Counseling Manage Cases To Make Sure People Get Help Connect With Other Agencies •Catholic Charities •Salvation Army •Medical •Housing Authorities •Goodwill MEET IMMEDIATE NEEDS Roof Over Head Shelter 500,000 People Food Medication Access To Healthcare Clothing RED CROSS WORKERS Large Number Available Immediately Well-Trained Hundreds Of Thousands WORK WITH PARTNERS IMPROVEMENTS SINCE KATRINA Community Groups •Civic •Faith Based •Community Will Have Supplies In Advance Trained To Support Red Cross Efforts Easier Because People Helped In Own Community Government Agencies City FEMA EMA Transportation Health Department Expanded Diversity Training More Emergency Response Vehicles Better Interagency Coordination Preposition SuppliesBaby Supplies 1 Million Debit Cards A Million Meals A Day Cots & Blankets Telecommunications IT Infrastructure Can Handle 2 Million Families Better Internal Communications Satellite Communications Pilot Program In 21 Cities/9 Key Risk States Expanded Phone Capacity Fewer Busy Signals Handle 100,000 Families/Day Info Hotline Capacity Up 30% Safety Red Cross Message Map

119. Creative Solutions Compassion Dedication Experience and Expertise Strengthen Kids Families Keep Kids Safe Help Kids Heal Remedial Education &Social Skills Agency/ Community Partnerships Involvement Advocacy Awareness and Education Impact on Multiple Generations Washington University / Brown School Partnership PathBuilders Legislature • Boards • Donors • Volunteers • Legislative • State Agencies • Media • Community activities • Academic • Other agencies • United Way • Teen mentoring • Counseling/Therapy • Parenting education • Foster care • Permanencies • Therapeutic Day Treatment • Counseling/Therapy Family Resource Center Message Map May 26, 2011 Use a Holistic Approach with Kids Engage the Community Serve with Skill and Passion Giving abused kids a chance for a better life through treatment and prevention Work to Break the Cycle of Abuse • Pregnancy prevention • Education completion • Employment • Parenting skills Parent Coaching Intensive Intervention • Connect with resources for daily living Parent Education Teen Mom Mentoring Counseling/ Therapy • 10,000 children and family members served annually • 150,000 served since 1974 Strengthen Families • Evidence-based practices • Research • 300-500 chronic abuse families in St. Louis • Use 65% of resources • Funding • Bureaucracy • Policy • Innovation • Systematic

120. Creative Solutions Compassion Dedication Experience and Expertise Strengthen Kids Families Keep Kids Safe Help Kids Heal Remedial Education &Social Skills Agency/ Community Partnerships Involvement Advocacy Awareness and Education Impact on Multiple Generations Washington University / Brown School Partnership PathBuilders Legislature • Evidence-based practices • Research • 300-500 chronic abuse families in St. Louis • Use 65% of resources • Funding • Bureaucracy • Policy • Boards • Donors • Volunteers • Legislative • State Agencies • Media • Community activities • Academic • Other agencies • United Way • Teen mentoring • Counseling/Therapy • Parenting education • Foster care • Permanencies • Therapeutic Day Treatment • Counseling/Therapy Family Resource Center Message Map May 26, 2011 Use a Holistic Approach with Kids Engage the Community Serve with Skill and Passion Giving abused kids a chance for a better life through treatment and prevention Work to Break the Cycle of Abuse • Pregnancy prevention • Education completion • Employment • Parenting skills Parent Coaching Intensive Intervention • Connect with resources for daily living Parent Education Teen Mom Mentoring Counseling/ Therapy • 10,000 children and family members served annually • 150,000 served since 1974 Strengthen Families • Innovation • Systematic

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122. REORGANIZE TO BETTER HELP CUSTOMERS SUCCEED IN THEIR MISSIONS Align By Mission Areas Biz development to can be more proactive Defined Roles And Responsibilities Improves communication channels People know their roles and who to talk to Each leader comes from service-officer level -Have established relationships -Established credibility -Peer to peer level with customers -Understand customer's daily life -Customers appreciate senior Attention from their point of view Provide common direction IAD Naval First time with BD leadership Will help focus on customer needs Will bring business areas together So many now - will be more cohesive Consistent messages to customer Will sustain and reinforce good relationships Focus more on overall solutions vs. individual product One package=one message to army Consoidate by biz, not geography -more efficient -better coordination Reduce confusion about IDS business BD people can better help customers which helps IDS meet internal goals and results Integrating IDS & SBA MD efforts = more efficient Improve Customer Relationships Through Better Coordination Strategic Planning Leadership Initiating comprehensive marketing program (CFM) i.e. fact sheets for trade shows - or advertising campaigns help customers better understand how IDS helps them i.e. -customer visits, strategic customer contact plans Launch CI program =better customer focused products BD Processes assures internal order and support for employee so they can do their jobs More Satisfied Employees -Addresses imput from EOS survey of leadership and career development Happier employees=better customer focus MD

123. Orthodontists are experts in creating healthy, beautiful smiles. Orthodontic treatment can improve a patient's dental health, overall health, facial appearance and self-esteem Specialized training New technologies The AAO offers a variety of ways to learn more about treatment and locate an orthodontist Orthodontists have 2 to 3 years of specialized training, beyond dental school, to learn the proper way to align and straighten teeth Only those with this education may call themselves “orthodontists,” and only orthodontists may be members of the American Association of Orthodontists Today's braces are smaller, sleeker, more stylish and less noticeable than ever before - some forms of treatment are next- to-invisible Smaller brackets tend to be more comfortable for patients Today's improved wires last longer so patients don't have to come in for adjustments as often as in the past 95 percent of orthodontists believe that they have enhanced the self-esteem of their patients through orthodontics. This is confirmed by numerous anecdotes and testimonials from their patients Orthodontic treatment not only creates beautiful smiles, but can boost your health and overall self- esteem 1-800 www.facebook.com/ AAOBraces ask your dentist for a referral braces.org Twitter (@braces)

124. SHOES THAT TAKE YOU ANYWHERE Design From the Inside Out Emotionally Connecting with Customers Modern Lifestyle Brand Schering Plough Trusted Brand Ongoing Consumer Insights Research & Testing Innovation Materials Brand Muses Warm, rich, bright colors --Relaxed confidence --Youthful spirit --Spontaneity --Inspiring Natural Materials Handcrafted Unexpected details (i.e. plaid lining) Comfort Insole technology Technical expertise Visible and tactile Unique Style Reimagining the Power of the Brand Consistent POV New Marketing Materials Updated men's and women's shoe offerings --Modern fashion perspective --Relaxed classics --Playful style --Everyday active --Logo --Packaging --Color palette --Icons for clarity --Brand positioning --Advertising --Website --Social media --Dr. Scholl's Shoes --Dr. Scholl's Advanced Comfort Series Value Superior affordability at $30-70 Superior comfort technology Quality materials and craftsmanship Beyond expectations Longlasting Trusted, Known Brand Innovative HealthyComfort Heritage of delivery products that are good for you 97% awareness, 76% trust Technical expertise Communications --Research --In-store --PR --Grassroots --Advertising --Social Media --Philanthropy/ Community Nostalgia --Trusted honesty --Authentic and genuine --Simple pleasures --Optimism Creating a Brand People Love Product Designed to Meet Consumer Needs Active lifestyle needs Relaxed classics --Everyday athletic --Everyday essentials --Well-being --Relaxed --Playful --Outdoors --Lord & Taylor --Belk --Sears --Walmart --Zappos Where they shop Shared Mindset--Busy --Family --Trend- Awareness --Budget- conscious --Optimistic

125. Shoes that take you! anywhere Connecting with! customers Showing up Where they! shop Shared mindset Busy ! family! Trend awareness! Family! Budget conscious! Optimistic Active lifestyle needs Everyday athletic! Everyday essential! Well being! Relaxed classes! Playful! Outdoors Talking with Social media In-store Traditional! advertising Listening to Research Insights Design from the inside out Innovation Schering Plough Trusted brand Materials Research and testing Ongoing Consumer insight Comfort Insole technology Technical expertise Producing understandable consumer beneﬁts=just works Visible and tactile Unique style Unexpected details I.e. Inside of shoe plaid Handcrafted Materials Modern lifestyle brand Emotional connection Nostalgia Advertising Creating brand! consumers love Re-imagining power of brand One consistent POV Updated men's and women's! shoe offerings New marketing materials Logo! Packaging! Color Pallate! Icons for clarity Value $30-$70! Quality! Technology! Widely available! Trusted known brand 76% trust Heritage over 100 years Quality 97% awareness

126. Naturalizer designs women’s “Go to Shoes” Delivers confidence & comfort We believe shoes are comfortable when they are a perfect fit Our styles are ageless Women can & want to wear them Designed for her life From Day to Night From work to play/from weekday to weekend You can find Naturalizer styles in over 60 countries, which undoubtedly means our style is fresh & crosses cultural lines We are reliable: she knows exactly what she is going to get when she purchases a pair of Naturalizer’s Naturalizer does not sacrifice style for comfort Designed from a Woman’s perspective, using details & materials she will love! Designed with the season’s trend-right looks Paradise Island Tribal Beat Mod Couture Traditional basket weave, macramé & stitching Multicultural/ethniInfluenced by safari styles Influenced by nature Intense tropical brights. Hot colors Lots of prints and patterns Mid to late 70’s retro influence Bold, uncluttered lines Modern, clean details They feel as good at the end of the day as they do at the beginning N5 Technology in all shoes Breathable Lining Lightweight material Flexible soles Balanced heel toe Extra cushioning Helps her do more of what she wants to do in the styles she loves to wear Well constructed, delivering timeless pieces Good valued shoes in a range of styles for every occasion in her life.

127. ENHANCED FITNESS FOOTWEAR EXPERIENCE FOR ACTIVE CONSUMERS Shoes For Wide Variety of Activities Running, walking, hiking, toning, the gym (treadmill, elliptical, etc.) 20 nationally recognized brands Find the Right Shoe for What You Do Stores located in centers where active consumers shop Knowledgeable store associates Receive training in nearly all brands carried Part of local fitness community Provide authentic expertise on selecting footwear Treadmills in stores for wear testing before purchasing MindBodySoleShoes.com enables advance research Most styles range from $85-$120 Select styles slightly above and below for specific consumer needs A Place to Connect with Local Fitness Community Cater to customers seeking advice and motivation in addition to footwear Local Sole -- community touchstone for info to further fitness programs local running, walking and hiking clubs group fitness classes personal trainers Online Mind Body Sole community through Facebook Mind Body Sole Solemates customer referral program consumers can earn free shoes for referring friends Testing a Way to Meet Consumers' Fitness Footwear Needs with Dedicated Store Active and healthy lifestyles are priority for today's consumers One of the most critical pieces of equipment for any workout or physical activity at any level is the shoes Opening 5 stores is the right investment Enhance understanding of how people shop for fitness footwear Create key learnings applicable across healthy living platform company-wide Nike Reebok ASICS Skechers New Balance Avia Saucony adidas K-Swiss

Mapping Your Message To Sell Your Products and Ideas

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