media buying and analytical services

Lake Group Media, Inc.

Media Buying & Analytical Services

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Corporate Overview

About Lake Group Media One of the largest independent traditional and digital media buying companies

in the country Armonk, NY Headquarters, with offices in NJ, FL, TX, VA and AZ 72 Employees, with 38 dedicated to media brokerage & 27 to media sales 125 media owners and 300 direct response advertising clients Corporate billings $67MM last 12 months Experts in diverse prenatal, new family, and non-endemic consumer markets

Areas of Expertise Traditional & Digital Media Brokerage & Analytics Traditional & Digital Media Sales Management Merge Purge/Data Processing DonorBase® - Nonprofit Cooperative Database On-Page Advertising & Interactive Marketing

Overview – Media Services

Multimedia Channel Marketing

Newspaper:Circulars & ROP

Alternative & Insert Media

Interactive:Display, Affiliate

Social Media

Search:SEM/SEO

Broadcast:DRTV, Radio

Directories:Yellow & White

Pages

Direct Mail & Email

Print

Mobile Marketing

$67MM Billings/Year65+ Employees

Market Experience -

Consumer Market Experience LGM is an industry leader in direct response consumer media; clients include:

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Overview – Media Brokerage Services

Acquisition – Direct Mail & Inserts

List-Specific Prospect Rentals Over 60,000 individual list sources Response files – highest cost, but also highest ROI Compiled Files – lower cost, demographic based Transactional Cooperatives – many available w/o participation LGM provides comprehensive list recommendations Full service implementation, execution Back-end analytics to evaluate ROI

NEW - CreditBase Consumer transactional database from credit card transactions Proprietary access available through Lake Group Media Billions of transactions per year; millions per day Entry with host of canned modeled segments Can also build custom modeling based on your specific needs Full service implementation, execution $150 per thousand with 150,000 minimum order Pricing is negotiable based on rollout potential


CreditBase – Direct Mail / Email / Digital Marketing

CreditBase – Audience Types Frequent Transactor In the Market Top Tier Spender

CreditBase – Categories Automotive Casinos and Resorts Credit Cards Entertainment Grocery & Drug Store Hotel Indexes – Top Tier Spenders Professional Restaurant Retail Telco/Cable Travel

Lake Group Media – Cooperative Experience

Lake Group Media – Direct Experience with Cooperatives Largest list brokerage buyer of transactional cooperative data Cooperatives come to visit our offices 3x-4x per year Additional in-person meetings at industry functions/shows Critical advantage to stay on-top of how cooperatives are selecting your

prospects!

Buying Power – Last 12 Months 35MM+ Names (4k+ List Orders) for: Abacus Alliant DataLine DataLogix DonorBase i-Behavior LiftBase Marketing Genetics MH2Targetsource Wiland Direct

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Benefits EASY – one point of contact for all of your media! COMPREHENSIVE – we put together complete media strategies based on your budget SAVES TIME - Reduce Timelines MULTI-CHANNEL - Email/Banner Campaigns tied with direct mail efforts COST SAVINGS – leverage our buying power to ensure the lowest possible media costs!

Sample Direct Mail List Sources Government (Public) Sources Online Mortgage Leads Credit Data Response-Driven Data

Cost Savings– Economies of scale to offer you the best possible prices FREE Price Analysis!

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Media Planning & Analytics – leverage our proprietary media analysis tool, ATLAS, to help analyze media results by list/media source to make better buying decisions moving forward.

Answers the question -- Which media/programs are the most profitable?o Analyze prospecting campaigns, regardless of source or mediao Develop media plans based on prior results & marketing costso Provide financial forecasts for each mailing taking into account historical

redemption/response rates and media/package costso Over 100 clients use our value-added analytical services, including –

Gerber Life, Picture People, BabyTalk, Disney Movie Club, etc.

Overview – Digital Services

Acquisition – Multichannel Acquisition Campaigns

Sync & Send – Multichannel Direct Mail & Email Campaigns Match net mail prospect file to permission consumer postal/email

databases Multichannel email “touch” coincides with direct mail drop Before DM Drop - “Look in your mailbox for an invitation from Paramount

Equity; or After DM drop – “reminder to open your mail from Paramount Equity” 5% to 10% lift in direct mail response Very low cost

Tag & Target – Multichannel Direct Mail & Banner Ad Campaigns We match net mail prospect file to our licensed cookie database Online display campaign delivered only to prospects receiving your mailing Use our live-bidding system f Extremely low-cost Incremental responses to improve direct mail efforts


Acquisition – List-Specific Email Campaigns

LGM offers full-service email list brokerage services

In-House access to relevant email data sets

Corporate buying power to secure lowest cost

Economies of scale to understand:

Responsiveness of the email lists on the market Knowledge of the acceptable CPM rates we can expect Ability to provide complete one-stop solution for email acquisition

marketing Pay As You Go – you only pay for prospect emails delivered (not sent)


Acquisition – Digital Display Campaigns

Site-Specific Display Campaigns We have access to over 10,000 individual sites Test small volumes on a site-specific level Typically highest CPM rates, but also highest ROI LGM provides comprehensive site recommendations Full service implementation, execution Back-end analytics to evaluate ROI

Display Networks Large universes, segmentable by general demographics & lifestyles Can segment based on “healthy lifestyles” etc. Typically lower-cost CPM rates, but also lower ROI LGM provides comprehensive network recommendations Full service implementation, execution Back-end analytics to evaluate ROI Geo-targeting is available!

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Retention – Web Retargeting Place our tags on all of your web pages Retarget visitors who have viewed at least 2 pages – via banners Immediately send online banner ads when site visitors go elsewhere Low Cost – High Responsiveness!

1. Consumers Visit your Website

2. They Leave your Website

3. We identify them by matching

to our database

4. Re-targeting banner ad deployed

Display

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Retention – Web Retargeting via Email Place our tags on your site and we can retarget within 24 hours, via email Stand alone email message to invite site visitors to sign up and participate!

We send email from our servers – does not affect your reputation with ISP’s Huge open rates with high-level of engagement Set up on your web site is easy, can be accomplished in less than 30-minutes $40/m with discounts based on volume


Retention – Email Hygiene Cooperative Keeps you from being blacklisted! Increasingly, ISP’s are looking at engagement, not just hard bounced

records!

How Does it Work? We match your emails against our national database of email disposition

Most recent known delivery date / Open Date / Click Date If a match is found, the associated disposition info is appended to your record Non-Matches – submitted to our proprietary mailbox validation platform

Where Does our Data Come From? Member-driven database Participating members contribute email delivery and open information In exchange, they receive updated disposition status before launching a new

campaign No marketer gets your email address! All emails are encrypted / not shared!

How do I get started? Include our pixel in your outbound emails (simple, invisible line of code) Provide a monthly opt-in file with the latest delivery or bounce information


Retention – SmartTarget Email Engagement Programs

SmartTarget “Hotline” Email Program No longer blast your entire email file at once! “Hotline” emails sent when users are actively online --improves

engagement! We also identify coverage based on device used – tablet, PC, or smart

phone – this is FREE – and you can suppress based on device! Setup is simple – place snipet of HTML code on your outbound emails Emails can be deployed $40/m on “hotline” emails delivered / Improves email results by 5% to 10%

SmartTarget “Reactivation Email Program Match your inactive emails to our national email database Re-engage with non-openers when actively online visiting other sites $40/m on “reactivated” emails delivered Emails are delivered from our servers, so no impact to your reputation


Retention – SmartTarget Email Engagement Programs

Email Append to current responders/participants Simple process We match your postal addresses to our national email database All matched records are sent permission-pass message custom for Client

Name. Only pay for matched, deliverable, and permission-passed records Corporate buying power to secure lowest rates


Acquisition – SmartTarget for Acquisition Campaigns First of its kind email cooperative for acquisition We offer “hotline” emails to a targeted audience that has:

Shown immediate online activity Is engaged online Has opened recent emails in specific consumer categories

Process to Participate is Simple: Place SmartTarget coding on your outbound emails to participate in the

cooperative.

Leverage our rich data resources to create a universe of consumers that have already opted in to receive marketing promotions and have been pre-selected to match your buyer/subscriber/donor demographic based on their opens of similar-market emails.

Communicate your offer to these targeted consumers while they are online reading emails, or possibly even shopping online

Pay As You Go – you only pay for prospect emails sent through LGM

For more information, contact:Kathy Stivaletti

Associate Vice President, List Brokerage(914) 925-2481

[email protected]

mailto:[email protected]

mailto:[email protected]