Baird Direct Marketing

1. Baird Direct Marketing Services Overview • The CRM Specialists • For Website Publishers

2. Baird Who is Baird Direct? Direct CRM for Website Publishers Marketing, Inc. • CRM Advisors to Publishers • Created by Bill Baird in 1999 • Personalized Service • You’ll Work 1-on-1 with the expert • Depth of Experience • Over 20 years in Retention Marketing • Proven Performance • Average client ROI is 22 times our fee

3. What’s Our Mission? Baird Direct CRM for Website Publishers Marketing, Inc. We Turn Visitors Into Value! Registration Conversion 360 Degrees of Expertise Analytics House Email Retention Offer / Price Here’s how ….

4. Registration REGISTRATION RATE INCREASE: +300% CRM for Website Publishers (After) Dow Jones Local Media Group A publisher of 15 regional newspapers asked us to recommend enhancements to their post-launch, metered-access websites. We reviewed their prior results and modeled different response rate and revenue scenarios. We then recommended a two-step conversion strategy, emphasizing registration more than the launch did. Sales email would then be used to convert registrants. Funnels were also streamlined to reduce abandon rates. We provided detailed comps for all pages. The changes produced a registration increase of 300% with no apparent loss of paid subscription upsells in the funnel. (Before)

5. (You wouldn’t believe the impact if we told you.) Lead Conversion CRM for Website Publishers Registration Page (Before) Fidelity Insight: A Lead Conversion Series A financial newsletter publisher had run SEM campaigns to generate email leads via a free report incentive. Response to their upsell and first email did not meet expectations. We reviewed all creative, offers and metrics and suggested: We then provided layout templates, headlines and a skeleton copy outline, and they produced the creative in-house with our feedback and guidance. The campaign converted more than enough leads to be above breakeven at the target CPA. (After) • A new landing page and abandon recovery strategy. • In the report, tease the lead back to order. • - Add an autoresponder email conversion series. Email Series

6. House Email Marketing RESPONSE INCREASE: > 150% CRM for Website Publishers (Before) Edweek.com and Posit Science Email Programs Both websites wanted to move their sales email programs further forward. We assessed both clients’ creative, offers, timing and list segmentation, and recommended taking the best of their former campaigns and merging those features with several new ones. We provided detailed creative for EdWeek.org, whereas Posit Science preferred to receive templates and guidelines and produce art and copy themselves, with only our ongoing review. In both cases gross response rate more than doubled, and the increase was sustained over the campaigns which followed. (After)

7. Short-Term Retention CRM for Website Publishers (Before) A Research-Driven Approach A database publisher wanted to reduce new customer cancels. We recommended assistive messaging on the Thank You screen and in a series of short emails. Faster Value.We wanted the user to say “Wow!” immediately. Later, we ‘d show other uses and value. (After) Cancel Drivers: Research showed that cancellation was driven by the user’s ability to quickly and easily find their target. If they could not, then they’d leave. Other product databases and power features had no influence yet. The phone reps agreed, but also said that the target usually wasin the system! New users didn’t know how to search. Messaging: The layout of the new Thank You page focused on the 3 most common tasks, and when a button was clicked, more effective instructions and a link would appear. The client viewed the project as a success, but asked that we not share the results. (Reference available on request).

8. Long-Term Retention ANNUAL REVENUE GAIN: + $500k CRM for Website Publishers The Motley Fool: The Early Days • After launching its first paid content product, The Motley Fool wanted to gain a better understanding of retention best practices and which ones they should employ or enhance. • Our assessment resulted in a recommendation to: • - Focus first on payment processing, not on call center marketing as they’d originally planned. • Shift communication timing. • Reassess test priorities with our S-E-L algorithm. • Enhance reports, with formats we provided. • These recommendations added $500,000 to The Motley Fool’s bottom line within 12 months.

9. Offers,Modeling and Analysis CRM for Website Publishers REVENUE GAIN: + $500k - $750k “The $500,000+ Report” A mid-size data publisher used a 14-day Free Trial offer, and in tests using makeshift retention reports, the offer appeared to produce more revenue than a regular Hard Offer. We recommended creating a carefully-validated, routine monthly Retention Report combining front- and back-end metrics. We worked closely with the team to design and validate the report against other data sources within the company. During that reconciliation process, it became clear that the makeshift reports had been misinterpreted due to the data’s complexity. The new, validated report indicated that the Hard Offer was more profitable than the Free Trial. The client rapidly changed offers. This discovery from the new report increased the client’s annual revenue by an estimated $500k – $750k. (Client reference available upon request.)

10. Other Projects CRM for Website Publishers • Due Diligence for VC’s / Acquirers • Customer Onboarding Best Practices • Business/Launch Plan Assessment • Industry Retention Rate Studies

11. Thank You! Bill Bairdasap@bairddirect.com (203) 838-5444 Baird Direct Marketing, Inc.