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DON’T GIVE CLIENTS WHAT THEY WANT.

DON’T GIVE CLIENTS WHAT THEY WANT. Give them what they never dreamt possible. DIGITAL KIDS & FAMILY. Cross-Site Integrated Marketing and Partnerships Process Workflow Guide August 2007. ::overview.

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DON’T GIVE CLIENTS WHAT THEY WANT.

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  1. DON’T GIVE CLIENTS WHAT THEY WANT. Give them what they never dreamt possible.

  2. DIGITAL KIDS & FAMILY Cross-Site Integrated Marketing and Partnerships Process Workflow Guide August 2007

  3. ::overview Our number one advertising objective of the Nickelodeon Kids and Family Digital Network, is to create breakthrough interactive advertising opportunities for our clients. From high-impact, strategically-targeted media campaigns to turn-key, fully-integrated custom promotions, we are poised to offer our clients the reach, the targeting and the returns that only the world’s leading kids and family destination can deliver. The following process documentation, will help our various team members create effective digital advertising solutions. After receiving valuable input from Ad Sales, Marketing, Editorial, Standards, Technology and Advertising Operations, this process documentation was crafted to arm our departments with step-by-step instructions for EFFICIENTLY creating sponsorships and custom programs – from the receiving the RFP, all the way to reporting on the success metrics from a completed program.

  4. HOMETABLE OF CONTENTSCONTACTS ::table of contents I. CONCEPTION PROCESS:Working with Marketing for proposal concepts A. RFP Submission Guidelines B. Proposal Presentations C. Client Review and Negotiations D. Preparing to Execute the Insertion Order II. PRODUCTION PROCESS:Working with Marketing to execute programs A. Submitting the Insertion Order B. Kick-Off Call C. Production Schedules and Asset Collection D. Submitting Creative Rounds for Client Review E. Launching the Program III. METRICS REPORTING:Working with Marketing for program reporting A. Tracking Campaign Performance

  5. HOMETABLE OF CONTENTSCONTACTS ::conception process I. Working with Marketing for Proposal Concepts The conception phase involves working with your team of Marketing Managers to transform a client’s request for proposal into an agreed upon promotional program • Communicating client’s objectives to your Marketing Manager • Marketing Manager brainstorming creative solutions • Marketing Manager preparing you to present ideas to the client A. RFP Submission Guidelines: What information does the Marketing Manager need to get started? B. Proposal Presentations: How do I present the ideas to the client? C. Client Review and Negotiations: How should I keep the Marketing Manager involved during negotiations? D. Preparing to Execute the Insertion Order: What should I keep in mind as the client prepares to sign the IO?

  6. HOMETABLE OF CONTENTSCONTACTS ::RFP submission “I just got a sweet RFP from a client I have been after for nearly two years! Who do I work with to get a kick-ass promotional concept?”

  7. HOMETABLE OF CONTENTSCONTACTS ::minimum media commitment Each site in the network, requires a minimum media commitment in order for the client to receive a custom promotion. • $350K minimum(Nick.com, Nickjr.com, GoCityKids.com, ParentsConnect.com) • $75K minimum(Neopets.com) • $75K minimum(Addictinggames.com, Shockwave.com)

  8. HOMETABLE OF CONTENTSCONTACTS ::RFP submission I. What do I do once I get an RFP that needs marketing concepts? A. If the budget meets the minimum media commitment, e-mail the RFP with “RFP: [CLIENT]” as the subject line to the primary marketing contact for the desired site. B. If the client’s budget is less than the minimum media commitment, the RFP must include an approval e-mail from Nelson Boyce to begin any concepts involving custom promotions. C. Provide your Marketing Manager with the following details: • Background information on the client’s product/service • The more details you provide, the stronger the idea! • Client’s target audience • Desired sites • Client’s budget • Client’s campaign objectives • Client’s desired campaign dates or season • Preferred proposal format (idea bullet points, white slides, full deck, etc…) • RFP due date D. Provide your Marketing Manager with as much time as possible to brainstorm a creative concept. • At least five (5) - ten (10) days is necessary New!

  9. HOMETABLE OF CONTENTSCONTACTS ::proposal presentations I. How are the recommended concepts presented to the client? A. The Marketing Manager will FIRST submit the proposal to Nick Standards and/or Editorial (depending on the site) before presenting the ideas to you. B. The Marketing Manager will then e-mail the proposal and any production costs to you. • Review the details to make sure the concepts meet the client’s objectives. • Use the production costs and your Marketing Manager’s notes to help set the client’s media investment and any production investment. C. Make sure the proposal includes: • Required production times • IO/assets due date • Concept expiration date D. Present the ideas on your own or invite your Marketing Manager to help present the ideas to the client on a joint call. • Depending on your Marketing Manager’s schedule, he/she may even be available to travel to the client presentation with you if the situation warrants. Just ask! New!

  10. HOMETABLE OF CONTENTSCONTACTS ::client negotiations I. How should the Marketing Manager be involved during negotiations? A. Keep your Marketing Manager engaged should the concepts need to be massaged. • The Marketing Manager is to help with any changes to the concept so he/she can make sure the ideas are still approved by Standards, Editorial and Brand while meeting client objectives. B. Update your Marketing Manager via e-mail or phone regarding the client’s buying temperature, any objections or modified goals. • The weekly Digital Sales meeting is an additional forum for providing quick updates on outstanding proposals. C. If the client decides to pass on the proposal, offer your Marketing Manager the client’s feedback. • This valuable step will help your Marketing Manager prepare future proposals for our clients. New!

  11. HOMETABLE OF CONTENTSCONTACTS ::preparing for the IO “The client LOVED the idea! I’m getting close to getting the signed IO. What should I do now?”

  12. HOMETABLE OF CONTENTSCONTACTS ::preparing for the IO I. What should I keep in mind as the client prepares to sign the IO? A. As the client’s buying signals get stronger, keep your Marketing Manager in the loop. • Your Marketing Manager will review: • Required production time • Due date for the executed IO to ensure on-time delivery B. All custom programs require at least six (6) – twelve (12) weeks of production. C. Production begins when Marketing receives both a signed, detailed insertion order AND all necessary assets. D. Production time depends on many factors (complexity of the concept, current bandwidth and/or contributions from other Nick departments) so you must defer to your Marketing Manager BEFORE the IO is signed. E. Work with your Marketing Manager to properly add client production costs to the IO • Refer to the Pricing Template to include the necessary production costs to the IO • This documentation is ESSENTIAL to start the production process New!

  13. ::production template $1MM Media on the IO $58K Production billed separately by Marketing (Noted on IO)

  14. HOMETABLE OF CONTENTSCONTACTS ::selling sponsorships I. If you are selling a simple sponsorship (with or without custom marketing), check in with your Marketing Manager to: • Verify start and end dates of supersites • Verify inclusion of A-inits and content modules • Confirm the availability of any custom advertorial articles that need to be created New!

  15. HOMETABLE OF CONTENTSCONTACTS ::production process “After tons of work, the door finally opened! I cracked this client and they signed the IO. Let’s launch this thing!

  16. HOMETABLE OF CONTENTSCONTACTS ::production process I. Working with Marketing to Launch the Program The production phase involves working with your team of Producers todevelop a custom marketing campaign that meets and exceeds the goals and expectations of the client. The steps involved in this process are: A. Submitting the Insertion Order What details should the IO contain and how do I submit it? B. Conducting the Kick-Off Call Who should be invited, what’s the agenda and when should it be scheduled? C. Production Schedules and Asset Collection Who creates the production schedule and what does the client need to provide? D. Submitting Creative Rounds for Client Review What does each party need to do to help follow the schedule? E. Launching the Program What are the final details to know as we get set to launch?

  17. HOMETABLE OF CONTENTSCONTACTS ::submitting the IO I. What details should the Insertion Order contain and how do I submit it? Sales completes and emails the IO directly to the Senior Producer. Items that must occur prior to forwarding the IO: A. The IO has been reviewed and approved by the SSE. - Inaccurate IOs can lead to confusion on the Producer’s part and can end up costing unnecessary time and possible mistakes in production. If dates are are wrong, custom marketing placements won’t be set live or show-up online as planned. NOTE: All Nick.com sponsorships start on Thursdays and end on Wednesdays. All NickJr.com sponsorships start on Fridays and end on Thursdays. Starting Oct. 1, 2007, NickJr.com will begin launching Wednesdays. So start dates should be Wednesday to Wednesday (this is a request from Editorial based on how the site is published each week). B. Media and custom marketing items are confirmed and specified properly—any phases need to be outlined in detail in the IO. - External notes are clear and placements make sense. - Production dollars have been added as a line item. C. IO is signed by the client and approved by Finance. - This is especially important because making sure everything is in-place and approved by the client will make the production process move much more smoothly. Click commands cannot be requested, nor can media be set live without an approved IO. D. The Senior Producer evaluates the resources necessary, assigns the IO to a Producer, making sure to alert Sales and the Marketing Manager. This person will now be the lead contact for all communication, production details and decisions. NOTE: Producer needs to be alerted when an IO is revised and must have the most recent version sent to them directly. The IO must always be accurate (start and end dates especially) in order for Traffic to provide click-commands and serve properly.

  18. HOMETABLE OF CONTENTSCONTACTS ::IO examples INCORRECT * * CORRECT *Reminder: starting Oct. 1, all NickJr.com sponsorships start and end on Wednesdays.

  19. HOMETABLE OF CONTENTSCONTACTS ::the kick-off call I. Who should be invited, what’s the agenda and when should it be scheduled? Kick-off calls are required when a program involves more than a simple logo sponsorship. There are two calls: A. Internal Call (Sales, Marketing Manager, Producer) • Discuss the scope of the project, including corresponding ad units • Confirm launch dates based on complexity of the program and minimum production time needed • Items that need to be tracked B. External Call (Client, Sales, Marketing Manager, Producer) NOTE: This call is requested by the Producer but set-up by Sales • Producer introduction • Discuss details of the project (including final concepts, confirming the number of rounds and number of days required for client review per round) • Provide Assets deadline • Outline next steps • Reporting schedule is agreed upon • The Producer will follow-up after the call with a summary via email.

  20. HOMETABLE OF CONTENTSCONTACTS ::production schedules I. Who creates the production schedule and what does the client need to provide? The Producer creates a schedule for the term of the project. The client provides all necessary assets. General production timeline (after all assets are received): A. 2 weeks • Simple logo sponsorships • Game of the Week preloaders and cobrands • Billboards B. 4 weeks* • Content Modules/Marquee Units • Movie Madness/Flicks for Kids/Video Game Insider • Sponsor Game Spotlight/Sponsor Game Room • TurboNick Buzz Nicksclusives content C. 6-12 weeks • General promotional pages/sites • Sweepstakes • Game reskins D. 8-12 weeks • Video Production • Video mixers/mash-up • Complex promotional sites (i.e. sweepstakes, polls, games, video player, and/or video mixer) • Integrated programs (online, on-air, magazine) • New game creations Some programs might need longer, depending upon what type of work is involved, but this will be determined at the time the scope of the project is discussed. [Please refer to original marketing concept.] Three rounds of review (standard) are built into the schedule. The schedule is then sent on to the client for approval, as well as to ensure that all dates are followed to stay on track for launch. *PLEASE NOTE: This is a new production timeline for projects that we have realized need more than the original requested lead time.

  21. HOMETABLE OF CONTENTSCONTACTS ::reviewing each round I. What does each party need to do to help follow the schedule? The schedule outlines the rounds of review (three rounds are included for any custom marketing program) and how many days there are for review by the client, as well as the amount of time we have to incorporate revisions after feedback is received. Review usually includes: A. Client feedback (this could take up to 15 days, including their Legal review). B. Internal review by Standards and sometimes NCR and Brand (could take up to 10 business days). C. Producer compiles all revisions and make sure all changes are incorporated for next round. D. Sales will be copied on all communications during each round. NOTE:If the client does not provide feedback by agreed upon dates, this could, and most likely will, impact the launch date and Sales must update the IO. If more than three rounds occur, this will impact launch date and there will be additional fees charged to the client.

  22. HOMETABLE OF CONTENTSCONTACTS ::launching the program I. What are the final details to know as we get set to launch? A. Once the client gives approval on the final review round via email (this MUST be in writing), files are either sent to tech/site producers to integrate, or sent to Traffic (custom promotional ads only) to set live B. Once the program is officially launched, the Producer will alert the client and Sales. C. The Producer will provide, to the Sales Assistant, tracking or site information such: • Polls • E-cards sent • Game plays • Page views All other tracking (click commands, sweeps entries, etc.) will come from either Sales or the Marketing Manager. D. Be familiar with the Producer, Marketing Manager and Ad Ops contact handling each of your programs. E. Questions involving straight media placements should be directed to Ad Ops. Questions regarding custom content on a site should go to the appropriate Producer assigned to the program. Online editorial questions should be directed to your Marketing Manager.

  23. HOMETABLE OF CONTENTSCONTACTS ::metrics reporting “I need to help the client understand how successful their program was. Where do I go for metrics reporting?”

  24. HOMETABLE OF CONTENTSCONTACTS ::metrics reporting I. Working with Marketing to Gather Success Metrics Before and during the kick-off call, you should discuss the client’s tracking needs and reporting expectations with both the Marketing Manager and Producer. Most times, tracking tags will need to be implemented into the design architecture of the program - BEFORE LAUNCH - to effectively provide the client with reporting. During the campaign, work with your Marketing Manager for any ways to optimize the promotion. A. Banner impressions and clicks Ad Sales to get this from ad operations B. Promotional site page views and unique visitors Producer to get this from Omniture or Nick Research C. Activity on promotional site elements (polls, e-cards sent, game plays, etc…) Producerprovides data from pre-inserted tracking tags (Omniture only… not DART-created click commands based on schedule agreed to during the kick-off call) D. Sweepstakes/Contest Stats Marketing Coordinator provides data based on kick-off call schedule

  25. HOMETABLE OF CONTENTSCONTACTS ::we are MTVN Digital MANY TEAM MEMBERS… MANY RESPONSIBILITIES… ONE MISSION: To create breakthrough interactive advertising opportunities for our clients.

  26. HOMETABLE OF CONTENTSCONTACTS ::appendix I. Role of the Marketing Manager: • Primary contact BEFORE the IO is signed • Prepares concepts for RFPs • Liaison with Standards, Editorial and Brand • Provides details to help you present ideas to clients • Sets production expectations before IO is signed • Helps optimize campaign, sweepstakes/contests and post mortems II. Role of the Producer: • Primary contact AFTER the IO is signed • Leads client kick-off call and sets launch date • Prepares production schedule and asset list • Conducts creative reviews with client • Liaison with Editorial, Design and Tech • Launches all programs • Provides reporting on promotional site elements • Polls, e-cards sent, game plays, etc… CONCEPTS EXECUTION

  27. HOMETABLE OF CONTENTSCONTACTS ::appendix General Naming Conventions Co-Branded Banners – media units that promote sponsored editorial content/applications that contain a “sponsored by‘ logo Promotional Banners – client–branded media units that promote a promotional site or advergame Content Modules/Marquee Units – ad-marked units that contain a client logo and copy that are relevant to the theme of a section of the site, vary in size depending upon the site and are integrated into the contents of that page Promotional Site – a behind-the-banner mini-site that promotes a advertiser’s product/service Mini-site/Supersite – an editorial section that is created for specific events/holidays/tentpoles Banner Sizes – Leaderboard (728x90), Skyscraper (120/160x600), Rectangle (300x250), Hub Rectangle—Nick.com only (240x400), Earpiece (200x90) Nick.com Naming Conventions New Game of the Week Sponsorship Homepage Flash A-init NGOTW logo sponsorship NGOTW :05 Pre-loader Fixed 120x60 Logo sponsorship on NGOTW hub & play page Co-branded banners – optional placement Video Game Insider Content Sponsorship Content sponsorship in VGI section Icon on VGI homepage Co-branded banners – optional placement Movie Madness Content Sponsorship Content sponsorship in Movie Madness section Icon on MM homepage Co-branded banners – optional placement Mini-site/Tentpole Content Sponsorship Fixed 120x60 Logo sponsorship on Back To School site homepage (as an example) B-init/Content Module on Naked Brothers Band Tentpole homepage (as an example) – optional placement

  28. HOMETABLE OF CONTENTSCONTACTS ::appendix Nick.com Naming Conventions cont’d. Sponsor Game Spotlight Client provided game for Sponsor Game Spotlight Game icon on NGOTW hub Fixed 120x60 logo on SGS play page Sponsor Game Room Client provided game for Sponsor Game Room area A-init on the Sponsor Game Room Hub Fixed b-init on the Sponsor Game Room Hub Fixed client media on the client game play page Nickjr.com Naming Conventions Hub/Content Sponsorships Fixed billboard logo sponsorship on X page A-init (ex. Recipes or Toothcare) Content module on X page (ex. Recipes or Toothcare) – optional placement Homepage A-init fixed logo sponsorship throwing to X page (this isn’t always the case…A-init availability needs to be confirmed before selling) Activity Finder Sponsorships Fixed billboard logo sponsorship on Activity Finder Main page A-init Printables/Crafts/Ecards/Games Sponsorships Fixed billboard logo sponsorship on Crafts main page A-init (Crafts as an example) Fixed 88x31 logo sponsorship on Crafts Tab of Activity Finder on the Homepage. (Crafts as an example) Content module on Crafts main page (Crafts as an example) – optional placement Minisite Sponsorship Fixed 120x60 logo sponsorship on Back To School site homepage A-init (BTS as an example) Content module on BTS site homepage – optional placement

  29. HOMETABLE OF CONTENTSCONTACTS ::contacts Ad Sales: New YorkChicagoLos Angeles Marketing: Nick.com, Nickjr.com, GoCityKids.com, Nick@Nite.com, ParentsConnect.com Neopets.com Addictinggames.com, Shockwave.com Advertising Operations: New York Nickelodeon Standards: Linnette Attai Director 212.846.7762 Jayme Goldwasser Manager 212.846.3834 Editorial and Brand Marketing: Your Marketing Manager is your liaison with Standards, Editorial and Brand Design and Technology: Your Producer is your liaison with Design and Technology

  30. HOMETABLE OF CONTENTSCONTACTS ::new york Kevin Arrix SVP of Digital Sales 212.846.4567 Paula Grant Executive Assistant to Kevin Arrix 212.846.4577 Nelson Boyce VP of Digital Sales 212.258-8596 Kyria Batson Executive Assistant to Nelson Boyce 212-846-4587 Leo O’Conner Manager, Pricing & Inventory 212.846.7557 Kelly Guan East Coast Sales Director 212.846.7632 Keri Fox Director, Integrated Marketing 312.321.4564 Allan Infield Director 212-846-4268 David Antonelli Account Executive 212.846.8672 Carrie Cochran Account Executive 212.846.4982 Bob Ephron Account Executive 212.846.3009 Constantine James Account Executive 212.846.3423 Stephen Loguidice Sales Services Executive 212.846.5929 Lisa O’Hara Sales Services Executive 212.846.8784 Lauren Thomas Sales Services Executive 212.846.5164 Lindsay Restle Sales Services Executive 212.846.4868 Julie Berger Sales Assistant 212.846.4149 Alex Humphreys Sales Assistant 212.846.4610 Jordana Mohammed Sales Assistant 212-846-6973 Jessica Palmer Sales Assistant 212-846-3262 ::ad sales – new york

  31. HOMETABLE OF CONTENTSCONTACTS ::chicago and detroit Pat DePirro Midwest Sales Director 312.836.0707 Katelyn Kroneman Account Executive 312.836.0652 Peggy Thielen Account Executive 248.336.7230 Sheila Gibbons Sales Services Executive 312.321.4562 Amy Svireff Sales Services Executive 248.336.7229 Molly Gallagher Sales Services Executive 312.836.0716 Jessica Zuhlke Sales Assistant 312.321.8609 Hannah Baggus Sales Assistant 312.321.8613 Penny Little Sales Assistant 248.336.7218 Andrea Pardonnet Sales Assistant 248.336.7224 ::ad sales – chicago & detroit

  32. HOMETABLE OF CONTENTSCONTACTS ::los angeles Karim Mawji West Coast Sales Director 310.752.8232 Lisa Saksons Account Executive 310.752.8054 Amanda Victor-West Account Executive 310.752.8249 Caitlyn Fantauzzi Account Executive 310.752.8592 Hye Young Park-Tarin Sales Services Executive 310.752.8524 Karen Levy (TEMP) Sales Services Executive 310.752.8189 Leslie Poyatos Sales Services Executive 818.551.7514 Judy Chan Sales Assistant 310.752.8354 Ally Lee Sales Assistant 310.752.8520 ::ad sales – los angeles

  33. HOMETABLE OF CONTENTSCONTACTS Jen Tracy Vice President 212.846.3431 Carlton Walton Exec. Assistant to Jen Tracy 212.846.3509 Marketing: André Macklin Marketing Director 212.846.8320 Peter Colot Marketing Manager 212.846.4622 Allison Neslage Marketing Manager 212.846.3327 Nicole Greene Marketing Manager 212.846.5976 Daniel Partelow Marketing Coordinator 212.846.8187 Production: April McKenzie Sr. Producer 212.846.3852 Tony Beste Producer 212.258.6641 Antonia McCullough Producer 212.846.4158 Chirag Thakkar Producer 212.846.5624 Kate Sweeney Producer 212.846.3769 Design: Micheline Hess Sr. Designer 212.846.8069 ::Marketing

  34. HOMETABLE OF CONTENTSCONTACTS Stefanie Schwartz VP Marketing & Operations 818.551.7543 Moira Delaney Director, Promo Marketing 818.551.7581 Marianne Offermans Marketing Manager 818.551.7544 Lora Kurtenbach Marketing Manager 818.551.7545 James Morphew Director, Graphic Design 818.551.7500 Chris Davis VP, Sales 818-551-7542 Christina Ohanian Sales Assistant 818-551-7534 ::Marketing

  35. HOMETABLE OF CONTENTSCONTACTS Sales: Nicole Fortner National Sales Director 415.503.2420 Marketing: Liz Beatus Senior Marketing Manager 415.503.2403 Georgia Seto Marketing Manager 415.503.2424 Christopher Acosta Marketing Manager 415.503.2438 Delivery/Project Management: Tammie Presser Director of Delivery 415.503.2584 Jillian Cussin Senior Delivery Analyst 415.503.2495 ::Marketing

  36. HOMETABLE OF CONTENTSCONTACTS New York Office: Cara Alwill Kids & Family Supervisor 212.846.4551 Brie Manakul Campaign Coordinator 212.846.5709 Jorge Amador Campaign Coordinator 212.846.7933 Liron Ohar Campaign Coordinator 212.846.6156 Damion Chijindu Campaign Coordinator 212.846.3418 Elisa Francovilla Business Technology 212.846.3460 ::ad operations

  37. HOMETABLE OF CONTENTSCONTACTS ::notes Where else can I access this process document? • On the Shared Drive Mktg_shared on Exeter Online (folder) Promotions Marketing (sub-folder) process (sub-folder) • On the Web mtvn-process.com

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