B – SMRT: Advance Insight

1. B – SMRT:Advance Insight

2. This winter, Chicagoland will know how your university/college stacks up against the rest -- “from a Chicago Perspective.” Overall quality scores and top-line rankings from the Blackstone Group’s B-SMRT research study will appear in major market channels for general consumption with the Chicago Tribune as our exclusive media partner. Page 1

3. B-SMRT Rankings Published in the Chicago Tribune Page 2

4. B-SMRT Rankings Published in the Chicago Tribune:Reader-Response Web Form Linked to Rankings Page 3

5. B-SMRT: Branding – Syndicated Market Research TrackerADVANCE INSIGHT: Designed for Chicago Institutions Get the Local Perspective in a Major Chicago Research Study Other rankings are national or broadly regional in scope B-SMRT gives you insight on how Chicagoland students, parents, alumni and employers view your school for considerably less cost than doing the research yourself Get An Edge and Act On It Know how your school is viewed before everyone else does with this first-of-its-kind study and act on this information before they do. Find out and advertise where your school is outperforming competitors when results are first released to the public In Person Consultation: Get an in-person rankings consultation on your results. Receive analysis and recommendations for the future. Boost Your Enrollment Participating schools will be listed on the reader-response web page that will be linked to the publicized results Your school will receive names of highly qualified prospective students who have requested research about your school We will provide you a B-SMRT School Profile Enhance Your Ads with Blackstone Ranking Logos Participating Schools will be given rights to use the Blackstone and B-SMRT logos in their advertising to demonstrate third-party verification of rankings Join the Premier Pre-Launch Event Join other distinguished Chicago University Professionals at Blackstone’s pre-launch event featuring dinner in a luxury Chicago restaurant and a premier speaker who will update us on the latest student trends KEY PARTNERS Chicago Tribune New Metaphor Inc. Blackstone Group

6. Get the results first. Gain a strategic advantage over your competition. Find out where your university/college is ranked according to several influential factors before donors and current/prospective students read all about it. Page 5

7. COMPARATIVE Consistent methodology allows for comparisons over time and between schools Point-in-time analysis and periodic trend analysis of general and individual school results LONGITUDINAL CONFIDENTIAL Only topline results are shared with the general public Your individual, in-depth report is kept strictly private COST-EFFICIENT Shared cost design Amortizes cost across participating institutions Affordable Brand Research with B-SMRT’s Unique Design Achieve the benefits of extensive brand research at a fraction of the price of a custom study PURCHASE OPTIONS SUBSCRIPTION SINGLE REPORT Page 6

8. Develop your brand. Plan for the future with confidence. Gain a deeper understanding with in-depth, individual reports about your brand and its competitive set. Page 7

9. B-SMRT Provides Access to Holistic Brand Research Powerful Insights about Your Brand B-SMRT Multiple Stakeholders Page 8

10. Addendum A: Sample Questionnaire & Sample Results Page 9

11. Sample B-SMRT Questionnaire: Scientific Precision (Excerpt Below) Page 10

12. Sample Detailed B-SMRT Results: Top-of-Mind Recall Dummy Results Page 11

13. Sample Detailed B-SMRT Results: Advertising Recall Dummy Results Page 12

14. Sample Detailed B-SMRT Results: Individual Brand Perceptions Dummy Results Page 13

15. Addendum B: Sample Individual School Report Page 14

16. B-SMRT Delivers Insightful, Customized Reports • Comprehensive written report of the research findings will include: • Summary report will include an executive summary, highlighting key research findings and implications for each participating institution • The BG team will be available to present and discuss the results Page 15 Page 15

17. Sample B-SMRT Deliverables: Total Unaided Awareness Top of Mind (First mention) Total Unaided Page 16

18. Sample B-SMRT Deliverables: Total Awareness of College B Page 17

19. Sample B-SMRT Deliverables: Overall Image Ratings Page 18

20. Sample B-SMRT Deliverables: Ratings on Image Attributes – Key Drivers Mean Score Page 19

21. Sample B-SMRT Deliverables: Quadrant Chart Areas to Maintain Areas to Invest In Areas to Monitor Areas to Run Lean Page 20

22. Sample B-SMRT Deliverables: Quadrant Chart Page 21

23. Sample B-SMRT Deliverables: Important Sources for Evaluating a University Top 2 Box Percentage * 5-pt. Scale: 5 = “Extremely Important” and 1=“Not at all Important Page 22

24. Sample B-SMRT Deliverables: Opinion about College B Year Two: Top 2 Box Percentage YR 1 84% 81% 72% 59% 51% 49% 43% 51% 58% 26% 23% 27% 15% * 5-pt. Scale: 5=“Strongly Agree” and 1=“Strongly Disagree” Page 23

25. Sample B-SMRT Deliverables: Comparison with Competition Mean Score Same as Chicago College B Much worse than Chicago College B Worse than Chicago College B Better than Chicago College B Much better than Chicago College B Page 24

26. Addendum C: Chicago Tribune Demographics Page 25

27. Published B-SMRT Rankings Reach Influential Audience Demographic Profile of Tribune Readers (Sunday Issue) Dummy Results Page 26

28. Addendum D: B-SMRT Time-Line Page 27

29. B-SMRT Ranking & Research Release Schedule Development (September 1 – December 1) Fielding of survey and preparation of results - 60 to 120 days Early Release (December 1-31) Advance availability of results – Up to 30 days prior to public release Benefit: university can plan marketing/ PR response to public release Requires signed non-disclosure agreement Advanced Purchase Deadline (December 31) Prior to public release General public and institution-specific reports Cost per school: See Pricing Slide – Addendum E Public Release – New Years Day (January 1) Major media release of rankings Post-Release Purchase of Results 0 to 60 days after release General public and institution-specific reports Cost per school: See Pricing Slide- Addendum E (January only) Abbreviated general public report Cost per consumer: No cost (January only) (Dates are subject to change) Page 28

30. B-SMRT Market Penetration: 3 Year Plan of Ranking Releases 1) Chicago Market Launch - New Years Day (Jan 1, 2011): Planning New Year Labor Day (Aug 2011): Back to School New Years Day (Jan 1, 2012): Planning New Year Labor Day (Aug 2012): Back to School New Years Day (Jan 1, 2013): Planning New Year Test Release: Spring Release (May 1, 2013): Plan for Summer School Labor Day (Aug 2013): Back to School 2) Los Angeles Market Launch - Labor Day (Aug 2011): Back to School New Years Day (Jan 1, 2012): Planning New Year Labor Day (Aug 2012): Back to School New Years Day (Jan 1, 2013): Planning New Year Labor Day (Aug 2013): Back to School 3) Boston / New England Market Launch - New Years Day (Jan 1, 2012): Planning New Year Labor Day (Aug 2012): Back to School New Years Day (Jan 1, 2013): Planning New Year Labor Day (Aug 2013): Back to School 4) Charlotte Market Launch - Labor Day (Aug 2012): Back to School New Years Day (Jan 1, 2013): Planning New Year Labor Day (Aug 2013): Back to School 5) Dallas Market Launch - New Years Day (Jan 1, 2013): Planning New Year Labor Day (Aug 2013): Back to School 6) Seattle Market Launch - Labor Day (Aug 2013): Back to School Future Markets: New York, Nashville, Indianapolis, Denver, Phoenix, San Francisco Page 29

31. Key Partners Chicago Tribune New Metaphor Inc. Blackstone Group Page 30

32. Primary Contacts Ron Pocs David Deyhle Senior Vice President Marketing Strategy david@newmetaphor.com ron.pocs@bgglobal.com 847.708.1940 312.423.4001 360 N. Michigan Avenue, Suite 1610 Chicago, IL 60601