SavvyMom MediaContact: Maggie Dymond

(416) 488-6667 ext.25maggie.dymond@savvymom.ca

January 7, 2011

Submitted to: Ali Sifton

Digital Proposal for: Ontario Place

•Make sure top titles are 20 Georgia•Body text is 16 (or less as needed) Verdana•Chart titles should be Arial 14

2 • SavvyMom Media

SavvyMom Today is a permission-based eNewsletter delivered to moms’ inboxes every Tuesday and Thursday morning through our National, Toronto, Vancouver, Calgary and Ottawa editions. We are mom’s secret weapon: the trusted voice for women who are looking for tried and tested solutions for their everyday dilemmas.

SavvyMom Today is the most influential targeted advisory eNewsletter focused on mothers in Canada, offering advertisers a unique and focused opportunity to reach the elusive Mom market through viral and word-of-mouth marketing.

In addition to a robust website offering with special features and topical, in-depth content, SavvyMom is very active in the social media space. From Facebook, to Twitter and blogs, SavvyMom connects with a loyal community of moms in a number of ways.

In addition to our core newsletter property, SavvyMom also publishes monthly food (Eat Savvy), shopping (ShopSavvy) and birthday (PartySavvy) editions

SavvyMom Media

Our focus on quality content drives significant reader growth

Our Mission Statement

To develop, in our readers, trust, loyalty and a passion

for sharing our content, through our single-minded

focus on the highest quality editorial, based on

practical solutions for moms’ everyday dilemmas.

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Number of subscribers

200520062007200820092010

4 • SavvyMom Media

Our Target Audience

Age: 89% of our readers are between 25–54 years of age

Education: 62% of our readers have a college or university degree, and 16% also possess a post graduate degree

Household Income: 40% of our readers have a HHI of $75K+

Children in the Home: 96% of our readers have at least one child, with an average family size of 1.66 children

GENERIC – change as needed

Source: SavvyMom reader survey, August 2011

98% reporting being Satisfied or Very Satisfed with SavvyMom

62.3% report only reading SavvyMom, no other email newsletters or blogs

95% enter contests online 65% of readers report checking their

email multiple times daily 97% of readers spend at least one

hour a day online 63% of readers are online shoppers

with another 33% using the internet to research what they will buy offline

Her Preferences

5 • SavvyMom Media

5%

9%

10%

13%

12%

10%

8%

6%

5%

18%

5%

0 years old

1 year old

2 years old

3 years old

4 years old

5 years old

6 years old

7 years old

8 years old

Between 9 and 18 years old

Older than 18

0% 5% 10% 15% 20% 25%

% of Children (N=32,343)

1,469

Number of Children

2,995

3,206

4,101

3,791

3,204

2,528

1,934

1,601

5,880

1,634

• The distribution of the children’s ages shows a beautiful bell shaped curve with the height being at 3 years old.

• The average age of the children (5.5 - 6.5 years old) differs from the height of the bell curve (3 years old) because the older children skew the average older.

The average age of our readers’ children is 6.5 years old with the largest segment of them being 3 years old

REMOVE THE EXPLANATION ON RIGHT

Source: Reader enrollment data

6 • SavvyMom Media

Source: Subscriber database, January 2011

51%

35%

11%

3%

1 child

2 children

3 children

4 children or more

% of Households (N=19,472)

Number of Children per Household

Our readers have an average of 1.66 children per household

7 • SavvyMom Media

Our exceptional level of reader engagement – key statistics

Key Metric SavvyMom Today Industry Average Multiple

Average Open Rate 40% 21.2% 2.0x

Click through Rate of Recipients

20% 4.4% 4.5x

Reader Engagement Statistics

Sources: WhatCounts email statistics for all 2010 SavvyMom campaign results; Bronto Email Delivery Statistics Benchmarking (January 2011, Publishing & Media industry); SavvyMom subscriber survey (August 2010)

Our readers can’t live without us!•98% report being satisfied or very satisfied with SavvyMom•56% report never missing an issue•60% have referred friends to SavvyMom.ca•54% have purchased a product or service learned about on SavvyMom

“I just wanted to say “well done” – your team puts out a well written, well researched and informative email that I actually use. Thank you.” Laura T – Calgary, AB

•Updated

8 • SavvyMom Media

Our “Mom-fluence” is Contagious!

Even more than ‘A MUST READ!’… our subscribers spread the word…`PSSST…YOU’VE GOT TO READ THIS!’

60%of Subscribers

have recommended SavvyMom to

a friend

92% of Subscribers rely on recommendations of fellow moms when it

comes to making purchases

for the family

62%Of Subscribers are exclusive to SavvyMom

54%of Subscribers have

purchased something they have read

about in SavvyMom

Our readers are highly engaged with our content

Source: SavvyMom subscriber survey (August 2010)

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9 • SavvyMom Media

SavvyMom maintains a strong and growing social media presence with thousands of fans and followers

Our Social Media Presence= opportunity for brands to be part of

the conversation

xxxxFacebook Fans

•Alternate channel for SavvyMom content •Photo contests•Tip of the week

xxxxTwitter Followers

•Multi-author tweets•Alternate channel for SavvyMom content as well as current event commentary

Blog Channel•Expert bloggers•Founders’ blog•Eat Savvy blog

YouTube•Video channel•Eat Savvy content•Tip of the Week

•Need to update numbers in advance of sending out

10 • SavvyMom Media

Ensuring that our advertorial content is appealing to our readers helps preserve our trusted brand

Select Advertising Partners