This document provides an overview of Oak Street Funding's strategic evolution and marketing approach from 2005 to beyond. It summarizes Oak Street's shift from primarily outbound marketing efforts to a mix of inbound and outbound strategies focused on content marketing and lead generation. Key metrics are provided showing marketing ROI improvements and significant growth in applications, funded loans, and origination volume through their refined segmentation, digital, and public relations efforts.

1. FLIPPING THE FUNNEL
Carissa Newton, Chief Marketing Officer

2. FLIPPING THE FUNNEL
Connecting with Non-traditional Demographics
through Inbound Marketing
Takeaways:
•How to shift outbound marketing efforts to
inbound results
•Tips and strategies to attract any audience
•Effectively measuring and scaling for
growth

3. POSITIONING/DIFFERENTIATION
Commission-Based
Commercial Financing
Delivering the
Insurance $10,000 to funding agents
Industry $10 Million need to buy,
build, or sell

4. OAK STREET’S STRATEGIC EVOLUTION
Inception – June 2005 July 2005 – June 2008 July 2008-2010 2011 - Beyond
Moderate Growth High Growth Slowed Growth High Growth
Sub/Non Prime Prime, Sub, Sub/Non Prime Prime, Sub,
Non Prime Non Prime
Independent & Independent & Independent & Independent &
Captive Captive Captive Captive
$10,000-$3.5 $10,000-$5.5 Less than $1 $10,000-$10
Million Million Million Million

5. FOCUS & SEGMENTATION

6. WHERE WE PLAY…

7. NTS
SEGME
FIED
IDENTI
ETING-
MARK
N
DRIVE
DATA-
|
TOOLS
OUR
SEGMENTATION RESEARCH
The 5 Business Profile Segments defined are mutually exclusive and vary by
geography, business profile, sales and revenue, credit risk, and demographic
makeup
Total Prospects
Segment 1
Younger Driven Sole Agents
7%
$600 Million Segment Segment 2
Annualized
Loan Market
14% 36% 1 Experienced Steady & Downscale
4% 2
Segment 3
3 Franchised/Allstate Sole/Home-Office Agents
39% 4
Segment 4
5
Remote & Corporate-Connected Agents
Segment 5
Independent & Prosperous Boomers
Note: All information herein was derived from the “Segmentation Analytics & Modeling”
work conducted by Eris Consulting in 2011.

8. OUR CUSTOMER | MARKET & INDUSTRY

9. OUR BRAND | MARKET POSITION
RED Incep-6/05
YELLOW 7/05-6/08
BLUE 7/08-10/10
GREEN 11/10-Fwd

10. Origination Segmentation Strategy
MARKET SEGMENTATION
Insurance Carriers Implemented January 1, 2012 OSF Resource Center
Managing General Agents
PR |Articles | Placements
Associations
Speaking | Events
Industry Providers
CE | Webinars
Target Market
(>$1M)
Small-Mid Market
Direct Response (<$1M)
Products | Markets
Web | Search | Social
National Advertising
Direct Mail
Messaging | Collateral
Newsletter | Email
PR | Search

11. FLIPPING THE FUNNEL

12. RECONFIGURING SALES & MARKETING EFFORTS
FLIPPING THE FUNNEL
Key Shifts
 Transition from
primarily outbound
to mix of inbound &
outbound
 Content marketing
platform built to
support lead
Outbound Marketing
generation Efforts
 Clear
understanding of
conversion flow and
Lead Conversion Flow
Inbound Leads &
success rates
Opportunities
 Automation of all
lead traffic including
initial touches
 Real-time Funded Loans
dashboards to
manage all stages
in the conversion
flow

13. HOW WE GET IT DONE

14. WHAT WE FOCUS ON
Primary Functions
• Lead generation
• Bus development
• Awareness building
• Sales support

15. MARKETING STRATEGY
• Outbound Campaigns
Demand • Industry Presence/Leadership
Generation • Advertising/Events
Leadership • Business Development
• Leadership Library
Technical & • Videos/Content
Best Practice • Best Practice Collateral
Framework • Thought Leadership
• Product &
Services
Core Marketing • Basic Collateral
Foundation • Website
• Messaging

16. LEAD GENERATION SNAPSHOT
direct mail/newsletters print ads/articles tradeshow/events
email marketing
DEVE
LOPM
LEAD
ERAT
prospect lists/research
GEN
ENT
ION
referrals
&
Lead Generation
& Development
search engines &
social media
telemarketing content
campaigns development
public relations

17. OSF CONTENT MARKETING STRATEGY

18. MIX
L
NNE
CHA
NG
KETI
MAR
CHANNEL MIX OVERVIEW
Finding the channels that work for you:
•Advertising (Print/Online/Sponsored Placements)
•Direct Mail
•Telemarketing
•Email Marketing/Webinars
•Whitepapers/Collateral
•Oak Street Websites/Blog/Social Media
Awareness Needs Analysis Conversion
• Advertising • Outbound Calls • Lead Nurturing
• Directories • Whitepapers • Application
• DM/EM • Education • TQA
11/2/2012

19. OAK STREET FUNDING WEBSITE

20. EVERY CONTACT TOUCHED
Email
Monthly Newsletter Monthly Opt-In Offer Specific
Follow-Up
1-Email
Wkly Personalized LO
Advertising/Web
White Papers/eBooks Print Ads Online Ads
Direct Mail Other
Qtrly Newsletter Post Cards/Letters
• Webinars
• Conferences
• Newsletter Requests
• Agency Listings
2-LO Call 3-Company Email

21. 2
201
Y IN
ERL
ART
QU
TO
TION
RIBU
DIST
DGE
BRI
CONTENT MARKETING CORE
Mail to over
15,000-25,000
In 2012 will send to
opt-in list, but also test
new audiences w/in DB.
Email to over 15,000
Posted to Website/Social
Media/Email Signatures

22. 2012 BRIDGE EDITORIAL CALENDAR
1Q12 2Q12 3Q12 4Q12
Main Theme Key Best Ways to Positioning an Building a
consideration Grow Your agency to plan for 2013
s of buying – Agency succeed (or and beyond
from seller sell)
and buyer
perspectives
Supplemental Tips for due Marketing an Getting a fair Long & short
Content diligence agency valuation term goals
5 Step
Marketing
Plan

23. 1Q12 EBOOK CAMPAIGN

24. 2012-GROW, ACQUIRE, SUCCEED…
GROW ACQUIRE SUCCEED
Apr/May/Jun Jul/Aug/Sept Dec/Jan/Feb

25. ES
TYP
N
PAIG
CAM
IL
EMA
Monthly Bridge Campaign Personalized PR Opt-In
EMAIL MARKETING BREAKDOWN
ENews Highlights
Product Overview of Focused on Intro to LO Press General OSF
announcmt Bridge Pub one topic Template F/U Release info
and Disposition Highlights
resources
Industry Video and Whitepapers Links to OSF News Opt-In
updates article links sign-up
Frequency: Frequency: Frequency: Frequency: Frequency: Frequency:
Monthly Quarterly 1-2/month Weekly Monthly Weekly &
Monthly

26. LEAD GENERATION = DEMAND
Demand Generation Lead Sources
Outbound Referral Partner
Inbound Leads Data/Research
Campaigns Leads
Loan Officers Advertising Carriers Tranzact/Equifax
Phonetree Email Marketing Associations Eris Consulting
Web Service Providers Directories
Public Relations Agents/Agencies Associations
Events MGAs

27. 2Q12-CORE BUSINESS

28. 2Q12-STRATEGIC MKTS BUSINESS

29. 3Q12-CORE BUSINESS

30. 3Q12-STRATEGIC MKTS

31. 4Q12 RATE PROMO CAMPAIGN

32. RECENT PR/ARTICLES/NEWS
Indiana Companies to Watch Award
Press Release & Article Placements in the following
publications:
• Wall Street Journal Online
• Insurance Journal
• National Underwriter (P & C)
• PIA National
• Westlaw/Thomson Reuters
• Exclusive Focus (NAPAA)
• Rough Notes

33. CONTENT | CONTENT | CONTENT

34. MARKETING CONTENT RESOURCES

35. MARKETING CONTENT RESOURCES

36. MARKETING CONTENT RESOURCES

37. MARKETING CONTENT RESOURCES

38. MARKETING CONTENT RESOURCES

39. LEAD ATTRIBUTION & PIPELINE REFINEMENT

40. LEAD SOURCE ATTRUBUTION

41. METRICS & RESULTS

42. MARKETING DASHBOARD
Oak Street Funding, LLC
Daily Marketing Dashboard
Avg. Talk Time per LO As Of 10/24/2012
Incoming Lead Traffic
Oct 24 Oct MTD Prior MTD 2012 YTD 2011 YTD % Change
Inbound Calls 5 120 118 1,430 1,496 96%
Quote Requests 1 75 45 1,401 835 168%
White Papers 1 32 70 1,449 0 --
2012 YTD Contact Us 0 38 15 167 111 150%
Opt-Ins (Email) 26 422 467 5,142 3,264 158%
2.25 2.3 2.35 2.4 2.45 Opt-Ins (Paper) 17 286 343 3,671 9,309 39%
Agency Listings 0 7 7 159 127 125%
Total Inbound 7 272 255 4,606 2,569 179%
Hours
Total Subscribers
Top Last Lead Sources EMAIL
Current
12,998
Sep '12 MTD
12,645
Aug '12 MTD
12,200
Jul '12 MTD
11,692
Jun '12 MTD
11,096
Email PAPER 15,869 15,578 15,196 14,833 14,355
1%
4% TOTAL UNIQUE 20,816 20,483 20,018 19,510 19,002
Internal
Total Leads
23% Telemarketing
39% Actual Qty Budget Qty % To Goal New Contacts New Contacts Budget
Data Scraping Oct 24 33 34 97% 1 7
Oct MTD 701 610 115% 76 117
2012 YTD 7,799 8,602 91% 1,988 1,467
Newsletter
Total Applications†
33% Other Actual Qty Actual $ Budget Qty Budget $ Prior MTD Qty
Oct 24 4 $2,194,000 5.41 $865,590 --
Oct MTD 125 $37,813,655 97 $15,580,621 89
2012 YTD 969 $345,609,626 1,100 $175,969,193 --
Marketing Budget
Budget Actual Variance $ Variance % Total TQA†
Oct MTD $62,092 $40,328 $21,764 65% Actual Qty Actual $ Budget Qty Budget $ Prior MTD Qty
2012 YTD $661,720 $519,329 $142,391 78% Oct 24 2 $262,000 1.89 $302,957 --
Oct MTD 37 $14,936,300 34 $5,453,217 31
Conversion Rates 2012 YTD 251 $91,218,036 385 $61,589,217 --
Budget Actual† Variance
Lead to App 16.12% 17.83% 1.71% Total Funded*
Lead to TQA 5.64% 5.28% -0.36% Actual Qty Actual $ Budget Qty Budget $ Prior MTD Qty
Lead to Fund 2.82% 1.71% -1.11% Oct 24 0 $0 0.96 $151,478 --
App to Fund 17.50% 9.60% -7.90% Oct MTD 12 $7,283,000 17 $2,726,609 10
TQA to Fund 50.00% 32.43% -17.57% 2012 YTD 146 $54,041,097 200 $52,127,945 --
*Loan Amount Based On Initial Draw (Additional Draws Not Considered) Contacts
†Actual Application and TQA data includes unarchives, unlike the Tracking Report New New (scraped) 1st Touch Budget New
Oct 24 8 7 17 130
Oct MTD 583 240 381 2,348
2012 YTD 57,148 51,431 6,568 29,348

43. MARKETING RESULTS HIGHLIGHTS
Brand & Market Segmentation
• Utilizing data models to segment audience
• Tailored messaging to Core and Strategic Markets
Increased Presence in Digital Channels
• Increased webinar registration by over 250%
• Increased article/media placements by over 90%
• Online Traffic Sources increased over 234%
• Sponsored email/digital channels producing 4X the leads over
print channels
Overall Successes
• Marketing ROI – 2X improvement from since 2011
• Awards/Continuing Education Courses/Events
• PR/Media Placements-3X improvement since 2011
• Tripled lead flow-flipped the funnel from 40/60 to 80/20
• Over 350% YOY Growth in Loan Originations

44. STRATEGIC MARKETS RESULTS
Just this year alone…

45. WHO HELPS US

46. OUR LOCAL PARTNERS

47. QUESTIONS

48. HOW TO CONTACT ME
Oak Street Info:
Carissa Newton
Chief Marketing Officer
Oak Street Funding
11350 N. Meridian Street
Suite 600
Carmel, IN 46032
Tel: 317.428.3834
carissa.newton@oakstreetfunding.com
www.oakstreetfunding.com
Oak Street Twitter: OSFunding
Personal Twitter: Fullcirclec
Personal email: cnewton@fullcircle-c.com