Presentation given during final R/GA interview. Dummy data used. Does not contain proprietary information.

1. R/GA Audition “The proof of the pudding is in the eating.”

2. Agenda Strategic tools Translating strategy into a measurement plan Case study

3. Strategic Tools

4. Porter’s 5 forces

5. The Delta Model System Lock-in Best Product Total Customer Solutions

6. System Dynamics

7. GOST Framework Goals/ Objectives Strategic Initiatives Tactics Tactic #1 Strategic Initiative #1 Tactic #2 Primary Objective Tactic #1 Strategic Initiative #2 Tactic #2 Secondary Objective Tactic #1 Strategic Initiative #3 Tactic #2

8. Across Market Verticals Hierarchy-of-Effects Model Digital Tactics Website: Corporate and Third Party Direct Response: Display, Search, E-mail, Coupons Targeting: display, E-mail, Search Word of Mouth: Social Messaging Traditional Tactics Salesperson Word of Mouth In Store Display DR Television Advertisement: Print - Catalogue, Coupon Direct Mail Purchase Conative - the realm of motives. Ads stimulate or direct desires . Conviction Digital Tactics Websites: Corporate and Third Party Display & Search Streaming Media Event: Webinare Public Relations:Product Review Word of Mouth:Social Messaging Traditional Tactics Word of Mouth Print:Magazine Public Relations: Product Reviews, Events, Sponsorship Newsletters Preference Affective - The realm of emotions. Ads change attitudes and feelings. Liking Digital Tactics Display & Search Website:Corporate and Third Party E-mail Traditional Tactics Advertisement:Television, Radio, Print - Magazine and Newspaper Outdoor Direct mail Knowledge Cognitive - the realm of thoughts Ads provide information and facts Awareness

9. Translating Strategy into a Measurement Plan

10. GOST Framework Marketing plan Goals/ Objectives Strategic Initiatives Tactics Tactic #1 Strategic Initiative #1 Tactic #2 Primary Objective Tactic #1 Strategic Initiative #2 Tactic #2 Secondary Objective Tactic #1 Strategic Initiative #3 Tactic #2

11. Across Market Verticals Hierarchy-of-Effects Model Digital Tactics Website: Corporate and Third Party Direct Response: Display, Search, E-mail, Coupons Targeting: display, E-mail, Search Word of Mouth: Social Messaging Traditional Tactics Salesperson Word of Mouth In Store Display DR Television Advertisement: Print - Catalogue, Coupon Direct Mail Purchase Conative - the realm of motives. Ads stimulate or direct desires . Conviction Digital Tactics Websites: Corporate and Third Party Display & Search Streaming Media Event: Webinare Public Relations:Product Review Word of Mouth:Social Messaging Traditional Tactics Word of Mouth Print:Magazine Public Relations: Product Reviews, Events, Sponsorship Newsletters Preference Affective - The realm of emotions. Ads change attitudes and feelings. Liking Digital Tactics Display & Search Website:Corporate and Third Party E-mail Traditional Tactics Advertisement:Television, Radio, Print - Magazine and Newspaper Outdoor Direct mail Knowledge Cognitive - the realm of thoughts Ads provide information and facts Awareness

12. Case Study - Right @ Home

13. GOST Framework Goals/ Objectives Strategic Initiatives Tactics Memberships Primary Objective: Increase sales of SCJohnson products. Right @ Home Trusted Content Coupons Etc…

14. Consumer Package Goods / Food Hierarchy-of-Effects Model Digital Tactics Website:Third Party - Coupons Direct Response:Display, Search, E-mail Targeting:Display, E-mail, Search Traditional Tactics Word of Mouth In Store:Display , Coupons Advertising:DR Television, Print - Catalogue, Coupon Direct Mail Purchase Conative - the realm of motives. Ads stimulate or direct desires . Conviction Digital Tactics Website:Third Party - Recipes Display & Search Streaming Media:How to Event:Webinare - How to Public Relations:Product Review Traditional Tactics Word of Mouth Advertisement:Print- Magazine, Newspaper Direct Mail, Coupons Public Relations:Product Review Preference Affective - the realm of emotions. Ads change attitudes and feelings. Liking Digital Tactics Website:Corporate Website:Third Party –Recipes E-mail Traditional Tactics Advertisement:Television , Print - Magazine and Newspaper Knowledge Cognitive - the realm of thoughts Ads provide information and facts Awareness

15. Example Scorecard

16. Example Scorecard cont.

17. Example Scorecard cont.

18. Summary Use strategic tools to develop a marketing plan Define tactics that span multiple channels Apply a process models to tactics to measure effectiveness Develop a scorecard to measure success

19. Questions?