K12 Online Advertising Report & Analysis VSP Campaign Review Reporting timeframe:

1. K12 Online Advertising Report & Analysis VSP Campaign Review Reporting timeframe: February 20 – May 20, 2007 Meeting Date: May 24, 2007

2. Agenda • Campaign Results • Executive Summary • Media Results • By Tactic • By Tactic & Site • By Site & Tactic • Value Add District Administration Newsletter • Creative Results • Display Banner Testing Results • Newsletter Banner Testing Results • By Ad Size • Multi-Tab Landing Page • Key Learnings & Recommendations • Brainstorming for Sept Campaign/Next Fiscal Year

3. Campaign Results

4. Site/Publisher Launch Dates • TechLearning: 2/20 • THE Journal: 2/21 • Education Week: 2/23 • eSchool News: 2/23 • Edutopia: 3/5 • ASBJ: 3/13

5. Executive Summary • Below is a top line summary for this first-time online advertising program for K12 VSP. • Report Timeframe: February 20 – May 20, 2007 • Impressions: 2,226,088 • Clicks: 5,396 • Click-Rate: 0.24% • Total Cost (with ad serving):   $39,866.20 • Total Leads: 294 • Form-to-Lead Conversion: 8.39% • Cost-Per-Lead: $135.60 • Additional pages on the K12 site were pixeled for this campaign. • A total of 1,032 additional visits to the K12 site & 3 additional conversions can be attributed back to a viewer seeing/clicking on a display ad banner or newsletter. • The following slides recap the set-up and individual data.

6. Educators Home Page Visits • Educators Home Page Visits: 529 (350 click-based and 179 view-based) • http://educators.k12.com/

7. Classroom Solutions Page Visits • Classroom Solutions Page Visits: 237 (163 click-based and 74 view-based) • http://educators.k12.com/classroom/index.html

8. Virtual School Programs Page Visits • Virtual School Programs Page Visits: 245 (160 click-based and 85 view-based) • http://educators.k12.com/VSP/index.html

9. VSP Contact Us & Thank You Page Visits • VSP Thank You Page Visits/Leads: 3 (2 click-based and 1 view-based) • http://m1.k12.com/mk/get/vsp_contact • VSP Contact Us Page Visits: 21 (9 click-based and 12 view-based) • http://m1.k12.com/mk/get/vsp_contact

10. Media Results

11. Campaign Results – By Tactic • The CPL for Display appears to be more efficient – the Newsletter Sponsorships had a CPL 54% higher than Display. • Of note, the data is slightly skewed by added value impressions/leads from Display. • Specifically, there were 23 added-value leads from Tech & Learning Display & 14 bonus leads from Edutopia Display. If we were to subtract these 37 leads from the 140 total, the overall Display CPL would change from $105 to $144. • Although Newsletters have a 51% lower CTR than Display, their Form-to-Lead Conversion rate is 55% higher. • This suggests that the Newsletters attracted more qualified respondents. • It will be interesting to learn if Newsletter leads enroll at a higher rate as well. • Recommendation: • Continue with an evenly weighted mix of both Display & Newsletter Sponsorship advertising in future online campaigns. • Both tactics offer comparable CPLs, yet are reaching prospects at different stages in the sales cycle as suggested by the difference in form-to-lead conversion. • Both tactics will also be necessary to sustain lead volume levels.

12. Campaign Results – By Tactic-Site • eSchool News is a promising performer across both tactics. • In terms of CPL, the rank order of sites across both tactics differs, proving that each pub has different media efficiencies for K12. • Top Performing Display Channel Pub: Tech & Learning, CPL $77.36 • Top Performing Newsletter Sponsorship Pub: eSchool News, CPL $60.59 • Of note, Edutopia has the highest form-to-lead conversion rate at 16% • Recommendation: Do not proceed with ASBJ in future campaigns, nor Edutopia Display. We recommend still RFP’ing EdWeek for a future campaign in effort to negotiate their pricing down based on other site performance.

13. Campaign Results – By Site-Tactic • If required to buy both Display & Newsletters in a package, eSchool News offers the lowest combined CPL. • Display is outperforming Newsletters in Tech & Learning and Education Week. • Newsletters are outperforming Display in eSchool News, THE Journal & Edutopia.

14. Campaign Results – District Administration Newsletter • Value add online placement from the publisher for print buys. • A 468x60 lead banner placement ran within the District Administration ‘District Daily’ Newsletter for a 10-day run beginning April 16th. • 5 total leads were generated. • The form-to-lead conversion rate is 37% lower than the average of all other Newsletter pubs tested. • If this placement were to have actual media cost associated with it, it would likely be a poor performer. • Recommend not testing/securing this specific Newsletter in future campaigns.

15. Media Learnings & Recommendations for Future Campaigns • Display and Newsletter testing across 6 publisher sites has provided a good set of benchmarks for this first-time online advertising program for VSP. • Below is a summary of media learnings and recommendations that will help provide a footprint for future campaign set-up and testing: • Continue with an evenly weighted mix of both Display & Newsletter Sponsorship advertising in future online campaigns. • Both tactics offer comparable CPLs, yet are reaching prospects at different stages in the sales cycle as suggested by the difference in form-to-lead conversion. • Both tactics will also be necessary to sustain lead volume levels. • Do not proceed with ASBJ Newsletters in future campaigns, nor Edutopia Display. • We recommend still RFP’ing EdWeek for a future campaign in effort to negotiate their pricing down based on other site performance. • Top Performing Display Channel Pub: Tech & Learning • Top Performing Newsletter Sponsorship Pub: eSchool News • Pub with the Lowest Combined CPL across Tactics: eSchool News • For future campaigns, we may now RFP and consider testing Scholastic and District Administration, that were not on the table for this previous campaign.

16. Creative Results

17. Display: Banner Testing Results • We have significant results in from the Display banner testing! • As a recap, Concepts B & C ran 50/50 weighting, head-to-head for campaign launch. Based on mid-campaign performance results, Concept C was pulled on 3/29, and Concept A was added into the testing mix to run against Concept B. • Results: Concept A generated a 65% lower cost-per-lead than Concept B. • Recommendation: Test a variant of Concept A in the next campaign.

18. Newsletter Sponsorships: Banner Testing Results • Results from the Newsletter banner testing are directional. • As a recap, only 1 banner could run within each Newsletter, and Concept A was flighted within all first-run newsletters. • Concept A & the Logo/Text creative are generating the exact same CPL, $161. • Concept B was flighted in a couple of the newsletters with second runs, so data is very limited, but it shows a 3X higher CPL than Concept A. • Recommendation: Test a variant of Concept A in the next campaign. Let’s also keep in mind opportunities with logo/text. Ready for an e-learning program in your district?

19. Creative Results – By Ad Size • These 4 main ad sizes [160x600, 300x250, 336x280 & 728x90], which account for about 54% of the served impressions and 57% of the media cost, have generated 66% of the leads.

20. Multi-Tab Landing Page Views • Views decrease in correlation with the tab’s position on the page, although no one page is a prerequisite of another – with exception, is the FAQ page, which had slightly more interest than the page previous. • Additional page views totaling 23% of the original landing page, were generated. • We’d like to compare this number to the next campaign/redesigned page to see if there’s a way to increase it.

21. Creative Learnings & Recommendations for Future Campaigns • Banner creative testing across tactics has provided significant learnings for this first-time online advertising program for VSP. • Below is a summary of creative recommendations that will help provide a footprint for future campaign testing: • Display: Roll-out Banner A as the Control and Test a Variant of A • Newsletters: Roll-out Banner A as the Control and Test a Variant of A. Also keep in mind opportunities with logo/text. • Here is a summary of Landing Page revisions previously discussed as potential for the next campaign: • ‘Tabs’: Revise ‘tabs to be more prominent. Consider a horizontal layout if possible. Also consider revising in current layout to appear as clickable buttons. Add rollover color change. • Form Fields: Reduce the amount of required fields [perhaps just Name, Title, Email, School District] . Also, consider flipping the vertical order of the form fields to begin with the simple fields such as ‘Name’. • Job Title Field: Consider changing it from an open field to a dropdown menu for selection.

22. Brainstorming for Sept Campaign/Next Fiscal Year • K12 Proposed Display & Newsletter Online Advertising Budget: $205K over 27 weeks [July 2007 – June 2008] • Campaign Timeframes: • Sept 24 – Nov 25th [9 weeks] • Jan 21 – March 17th week [9 weeks] • March 24 – May 19th week [9 weeks]

23. Appendix

24. Final Media Plan • Budget $42,000 • American School Board Journal $ 4,200 • Education Week $ 9,369 • Edutopia $ 6,500 • eSchool News $ 7,000 • Technology & Learning $ 6,000 • THE Journal $ 7,998 • Ad Serving Costs (estimated) $ 962 • Total Media $42,029 • Total Impressions (estimate/not guaranteed) 2,298,372 • CPM (estimate) $ 18.29

25. Newsletter Sponsorship Run Dates [Ed Week]:  EdTech Trends (4/5) [Tech & Learning]:  SchoolCIO Newsletter (4/5) [ASBJ]:  National Affiliate eUpdate (4/10) [Edutopia]:  Edutopia Newsletter (4/11) [ASBJ]:  School Board News e_lert (4/12) [THE Journal]:  K-12 Tech Trends - *bonus* - (4/18) [THE Journal]:  THE Smart Classroom (4/19) [Edutopia]:  Technology Integration E-Newsletter (4/26) [ASBJ]:  Technology Leadership Network Newsletter (4/30) [Edutopia]:  Edutopia Newsletter (5/2) [ASBJ]:  National Affiliate eUpdate (5/10) [Edutopia]:  Technology Integration E-Newsletter (5/10) [THE Journal]:  THE Smart Classroom (6/7) [Edutopia]:  Technology Integration E-Newsletter (6/14) [Edutopia]:  Edutopia Newsletter (6/27) [Tech & Learning]:  TechLearning Weekly FULL (2/27)   • [eSchool News]:  eSN Tools for Schools (2/28) • [Ed Week]:  EdTech Trends (3/1) • [Ed Week]:  Edweek Update (3/7) • [Edutopia]:  Technology Integration E-Newsletter (3/8) • [Tech & Learning]:  SchoolCIO Newsletter (3/8) • [eSchool News]:  eSN This Week (3/12) • [ASBJ]:  School Board News e_lert (3/13) • [THE Journal]:  K-12 Tech Trends (3/14) • [Ed Week]:  NCLB Alert (3/15) • [THE Journal]:  THE Smart Classroom (3/15) • [eSchool News]:  eSN Today (3/26 through 3/30) • [ASBJ]:  Technology Leadership Network Newsletter (3/27) • [Tech & Learning]:  TechLearning Weekly 1/2 RUN (4/2) • [THE Journal]:  K-12 Tech Trends (4/4)

26. Recap of Creative Testing Structure – Display Ads • Running the below 2 creative executions head-to-head within display ad placements to test & benchmark performance. They will receive even (50/50) weighting and rotation. • For those ad sizes that have width and/or height dimensions that will not fit a dropdown unit or list-box unit, this creative is flighted: • Ad Format: The Flash version of the banners will run in those display ad placements whose site specs permit it; the GIF version will run for all others, and as a back-up to the Flash ad. • Display Ad Sizes in Media Plan: 300x250, 336x280, 160x600, 120x600, 728x90, 580x90, 120x90, Logo & Text, 125x125

27. Creative C: 580x90 728x90 300x250 336x280

28. Creative B: 580x90 728x90 300x250 336x280

29. Creative A: • These ad sizes have width and/or height dimensions that will not fit a list-box or dropdown unit, so will run this ad version: 120x90 125x125 160x600 120x600

30. Recap of Creative Testing Structure – Newsletter Sponsorships • Only one creative may run in each newsletter distribution (site specs do not permit multiple ads). • The following creative will be flighted for all newsletter sponsorships that have Banner placement: • For newsletter sponsorships that have Text placement, see slide 31. • For those newsletters that have 2 distribution opportunities, the following creative will run for the 2nd distribution, when ad size permits. For ad sizes that are too small for this execution, the above ad will run a second time. • Ad Format: GIF format required (no flash permitted), or Text. • Newsletter Sponsorship Ad Sizes in Media Plan: 300x250, 200x120, 150x160, 468x60, 728x90, 336x280, Logo & Text, Text.

31. 1st Newsletter Distribution – Banner Placement 468x60 320x75 728x90 200x120 300x250 150x160 336x280

32. 1st Newsletter Distribution – Text Placement

33. 2nd Newsletter Distribution – Banner Placement [for those Newsletters with a 2nd distro planned] 728x90 • The follow ad sizes are too small for this creative execution, so the ad on slide 30 will run a second time for those newsletters with a second distribution opportunity: 200x120, 320x75, 468x60, 150x160. 300x250