Shutterfly's 2012 media plan allocates spending across magazines, digital, and out-of-home advertising to reach its target audience of Chief Memory Officers (CMOs). The plan focuses on the peak fourth quarter season, with 67% of the budget spent on magazines like Real Simple and Disney FamilyFun. Digital advertising, including banner ads and search engine marketing, receives 28% of funds. The remaining 5% is used for out-of-home placements at Orlando International Airport in the second quarter off-season. The objective is to increase Shutterfly's market share and sales of personalized photo products through high awareness during the critical holiday period.

1. 2012 Media Plan Cathy Chao, Yuting Jiang, Kris Mattera and Monica Zurlinden

2. Company overview Founded 1999 $307.7 million in net revenues in 2010 Constantly growing, year-over-year 4.1 Million customers Almost 9.2 Million orders Average order of $32.88

3. Products Personalized products and services (PPS)GROWING Prints (includes 4x6 prints, 5% of total rev)GROWING(4x6 prints = DECLINING) Commercial PrintingSTEADY

4. PPS – 72% Photo books Cards & stationary Calendars Photo gifts Home decor

5. Business Return customers = 72% New customers = 17% Q4 is Peak season – December is busiest month 54% of 2010 revenue 40% of orders 56% of customers ordering Higher average order ($44.41)

6. Partnerships

7. Industry and Competition

8. Objective 1 Marketing Gain market share, through growing brand awareness and increased product use/purchase of PPS, specifically custom photo books Media Reach the target audience using broad reach media to increase national awareness. Leverage current relationships with other businesses to gain new customers and grow market share.

9. Objective 1, con’t Marketing Gain market share, through growing brand awareness and increased product use/purchase of PPS, specifically custom photo books Media Direct media weight to those moms (CMOs) most likely to be important targets. Additionally support opportunity markets representing greatest volume and growth potential.

10. Objective 2 Marketing Position Shutterfly as a premium online photo service focused on preserving memories and publishing high-quality, customized printed materials. Media Use media vehicles that align with and reinforce Shutterfly’s premium brand message.

11. Objective 3 Marketing Ensure Shutterfly remains top-of-mind and within the consideration set during key periods. Media Use a strong effort through high frequency media bursts, especially in the mid- to late- fourth quarter to achieve high levels of reach and awareness Shutterfly and its high quality photo books.

12. Targeting Strategy

13. Who Shutterfly Targets “…what we call the 'CMO,' the Chief Memory Officer of the family. They're the ones responsible for capturing and sharing and telling the stories.” - Shutterfly’s President & CEO, Jeffrey Housenbold

14. 4 target types that overlap CMOs (W21-54) Bundle of Joy: W21-40, married, HHI $50K+ with a child under 2 years of age Soccer Moms: W25-54, married, HHI $50K+ with a child between the ages of 6-11

15. 4 target types that overlap Happily Ever After W18-34, engaged/recently married (or close to someone who is), HHI $45K+ Brides, MOB, MOG, Bridesmaids, friends Bon Voyagers A25-34, HHI $50K+, who travel often

16. Media Target: CMOs Greater population – current and potential Current photo books users: 15.1 Million women who have participated in photo album/scrapbooking in the last 12 months. Potential photo book users: 24 Million family households with kids under 18 (with parents 25-44) CMO life events (kids) mean they are more likely to be repeat customers.

17. CMO Demographic Middle to upper-class Indexes high with HHI of $50K+ 36% more likely to have a HHI above $150K Ages 18-44 38% more likely be 25-34

18. CMO Demographic/Life Event Users have younger children Child age: <12 months 122 Child age: 12-23 months 124 Child age: <2 years 120Child age: <6 years 125 Child age: 2-5 years 125 Child age: 6-11 years 109

19. CMO Psychographics Time with family Preserving memories, having keepsakes, documenting the past

20. CMO PRIZM – F2 “Young Accumulators” Ethnically diverse College educated White-collar/professional jobs Suburban and exurban areas Large families Upscale lifestyles Includes: Upward Bound, Beltway Boomers, Kids & Cul-de-Sacs, Fast-Track Families, and American Dreams

21. CMO PRIZM – F3 “Mainstream Families” Middle- and working-class At least one child 25-54 years old Lifestyles befitting large families in small towns Includes: New Homesteaders, Big Sky Families, White Picket Fences, Blue-Chip Blues, Kid Country, USA, Shotguns & Pickups, Suburban Pioneers, Multi-Culti Mosaic

22. Venn Diagram Women(18+):116,722,000 Women, principle shopper, married: 67,915,000 Women who made photo books/scrapbooked in the last year: 15,168,000

23. Targeting strategy

24. Geographic Recommendations National MRI data shows users are more likely to be in the West and Mid-West Census regions.

25. Geographic Recommendations Anchorage, AK Salt Lake City, UT Las Vegas, NV Houston, TX Los Angeles, CA Chicago, IL Sacramento et al, CA Miami-Ft. Lauderdale, FL Bakersfield, CA Dallas-Ft. Worth, TX Honolulu, HI San Diego, CA Baltimore, MD Laredo, TX Washington et al, DC-MD F2 Young Accumulators

26. Geographic Recommendations F3 Mainstream Families

27. Heavy-up Markets High indexing F2/F3 cities Supported by MRI data (West, Mid-West)

28. Spending Strategy Nationally – Defensive Local- Opportunity

29. Scheduling

30. Shopping patterns Steady through Q1, Q2 and Q3 Peak season in Q4 December is busiest month Q1 Q3 Q2 Q4

31. Media Consumption Busy moms on the go Heavier readers of magazines (Q1-118, Q2-117) Heavier Internet users (Q1-113, Q2-132, Q3-129) Moms are prevalent in social media Heavier consumers of OOH Moderate consumers of newspapers Lower consumers of Radio and TV Media with shelf life/catalog value

32. Customer rituals Every year, pulls together a collection of photos for gifts and holiday cards to share with friends and family.

33. Day in the Life Browse travel sites on lunch break Breakfast, take kids to daycare Read bedtime stories. No TV for kids 9:00PM 5:30 -7:00 P.M. 5pm: Pick up the kids 6PM:Cook dinner and enjoy it with family Go to work, catch up on favorite blogs with Mobile apps. Yahoo! Mobile for news Relaxed in bed, read Real Simple, while husband watches TV Work, check emails 7pm: Bath time

34. Schedule strategy Concentrate on peak season, generating awareness early on to drive sales. Less of a focus during the off-season Flighting Q4 Q4 Q1 Q2 Q3

35. Media Strategy

36. Objectives and Strategy During the fourth quarter, use magazines to effectively extend reach to target CMOs on a national basis. During the fourth quarter, as budget permits, efficiently provide additional support via use of local magazine ad networks in key opportunity markets to extend reach and build impressions and awareness among CMOs in these important markets. Employ digital banner ads on select websites, including Facebook to efficiently deliver impressions nationally and to achieve adequate reach and frequency levels for high awareness among key user groups.

37. Objectives and Strategy Employ search engine marketing (contextual based search engine ads) to effectively reach CMOs who are in the consideration stage of the CDJ on a national basis. During the second and third quarter, use out-of-home placement in key market(s) frequented by the target to achieve awareness, generating awareness in the off-peak season.

38. Magazines Tactical Plan Digital/Online OOH

39. Out of Home Media 5% of Budget $50,000 Flighting Q2

40. Out of Home: MCO Billboards/Posters in Orlando International Airport (MCO) and around Orlando Big family tourist destination – where memories are made. 13th busiest airport in USA – 16.1 Million boardings Average HHI of passengers: $75,736 40% of passengers are 25-44 Billboards & Posters Total Cost: $50,000

41. Magazines 67% of budget $666,630 Q4 only

42. MNI Family Network November, P4CB American Baby, Disney FamilyFun, Parenting: Early Years, Parents Can’t afford all pubs on a national level. Local buy targets opportunity markets. Increases awareness as peak season begins. 1 Ad - P4CB RHP Circulation: 980,510 CPM: $170.58 Total Cost: $167,255

43. MNI Family Network Atlanta, GA 119,370 $21,705 Dallas/Ft. Worth 152,260 $27,685 Houston, TX 124,350 $22,610 San Antonio, TX 108,630 $20,530 LA Metro, CA 281,410 $44,185 Chicago, IL 194,490 $30,540 TOTAL 980,510 $167,255

44. Real Simple December -50 gifts for under $50 issue Rationale: 176 Index, 43% have kids Audience details here 1 Ad - P4CB RHP Circulation: 1,991,108 CPM: $88.04 Total Cost: $175,300

45. Disney FamilyFun December – Holiday Issue Rationale: 155 Index, 75.6% have kids Audience details here 1 Ad - P4CB RHP Circulation: 2,117,635 CPM: $85.51 Total Cost: $181,075

46. Everyday with Rachael Ray December – Holiday Issue Rationale: 144 Index, 53% have kids Audience details here 1 Ad - P4CB RHP Circulation: 1767409 CPM: $80.91 Total Cost: $143,000

47. Digital 28% of budget $283,370 Total Consisting of: Banner Ads Search Engine Marketing (Google AdWords) Facebook advertising

48. Digital – Banner Ads Q4, increasing from Oct – Nov, peaking 4 weeks prior to Christmas. Standard IAB sizes Total Cost: $100,000

49. Digital – Banner Ads

50. Digital – Search Engine Marketing Q2 (15K) Q3 (15K) Q4 (100K), increasing from Oct – Nov, peaking 4 weeks prior to Christmas. Character limit, Text based Total Cost: $133,370

51. Digital - Facebook Q3 (10K) and Q4 (40K) 153 index 1,505,720 women in the US, 21-44, college grad, who list “my kid,” “family,” “children” or “being mom” as interests/likes Character limit, Text based & 1 image Total Cost: $50,000

52. Schedule goes here Cathy’s

53. Budget breakdown

54. Overall reach Total impressions (conservative) 6,856,662 Does not include Digital or OOH.

55. Thank you! Kristin Monica Cathy Yuting