1. Career Center Online Advertising 101 Selling Packaging Follow-Through Prepared for: 1

2. Agenda 2 4. What info do I need and where do I find it? 5. Setting expectations – before and after the sale 6. Wrap Up and Q&A 1. Online Advertising 101 2. Deciding when and what to offer 3. Ad Package Bundles

3. Online Ad Sales 101:The Basics CC Sales Team now has opportunity to sell Online Ad Packages Ads can go across all boards within same industry You can also “fix” an ad to a particular boards Ads are “served” out of an ad serving system called Doubleclick – premiere serving/tracking engine We can report on impressions, clicks & CTRs 3

4. Online Ad Sales 101: The Basics Frequently Used Terms Impressions - number of times an ad is seen or delivered Clicks – number of times a user click on an ad CTRs (Click Through Rate)– clicks divided by impressions Open Rate – number of emails opened divided by number sent 4

5. Online Ad Sales 101: The Basics Many Ways Online Ads are Sold CPM (Cost per thousand) – Ads sold on the number of impressions delivered. Ads stay up until they deliver the agreed on number. Not based on a given time period. Fixed rate – ads sold at flat rate for a given time period Career Center packages are sold on Fixed Cost or Time basis 5

6. Deciding When to Offer Who is the customer and how many jobs do they promote? What are their objectives/strategy? Recruitment Marketing How do they plan to measure success What is their budget? Do they have creative they could repurpose? 6

7. Deciding What to Offer Based on their answers – you know which packages to offer Suggest packages based on their needs Tailor campaign to specific initiatives If they already have creative, suggest the same ad units Give them several options based on budget Make sure to consider campaign expectations– be realistic 7

8. 8 Gold Online Bundling & Packaging Silver Add-On

9. Inventory 9

10. Inventory 10 Career Center Website Leaderboard

11. 11 Inventory

13. Added value

14. Sold separately

15. Can be added as incentive

16. Low impressionsCareer Center Footer Banner

17. Gold Package: High Level 13 $1195

18. Gold Package: Low Levellevel 14 $995

19. Silver Package: High Level 15 $795

20. Silver Package: Low Level 16 $595

21. Creative Services Creative Services develops original, eye-catching, ads and highly effective calls-to-action. The team is available for both consultation and creative services engagements. 17 $85/hr 1 hr min

22. What Info Do I Need & Where Do I Find It Intranet Online Sales Resources Average Site Visits – Google Analytics Average Subscriber Numbers – Exact Target Online Ad Media kits and sell sheets Glossary of Terms & General info Campaign case studies – wins Contact Nancy or Teryl 18

23. Advertising Submission Form 19 Link to Ad Submission Form

24. Setting Expectations - Overview Overview Communicate expectations before sale and during campaign Find out how much they know about industry averages and what their expectations for the campaign are Make sure their benchmarks are realistic 20

25. Setting Expectations Site Traffic Use monthly averages Page views are a good gauge, but do NOT equal ad impressions Job Flash Subscribers Number Sent does not equal ad impressions 21

26. Setting Expectations Ad Impressions We don’t guarantee impressions Impressions numbers are pulled from Doubleclick/Operative (third-party ad serving system) Use traffic or site page views to get an idea of impressions…or call for assistance CTR’s Never promise CTR’s – depends on many factors 22

27. Setting Expectations: Follow-Through Reporting We can provide monthly reports including impressions, clicks and CTR’s Reports show cumulative total for year – broken out by month 23

28. Set Expectations… Yet Highlight Campaign Successes 24 Early campaigns delivered significantly higher than average CTRs

29. Wrap-Up and Questions Let’s work together to sell tons of ad packages during the 2nd half of 2011 Let’s get creative! Let’s meet & exceed quotas 25

30. Contact Info 26 Nancy Morgan nmorgan@affiniscape.com Skype: nmorgan_assnmedianetwork Ext 6045 Teryl Henderson thenderson@affiniscape.com Skype:thenderson_amn Ext 6042