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Smart, Nimble and Independent

15 East 26th street Suite 802 New York, NY 10010 212-204-9200

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End-to-End Solution for

Website Re-Design and Development

Define Business Objectives Define Goals Creative Brief Define Audience Develop Task Analysis Client Approval Build Site Map Define Current Assets Build Intuitive Navigation Wireframe Stage Develop Concepts Client Approval Present Concepts Build Out Meta Tags Client Approval

2 most important phases that most firms skip

Testing Confirmation Client Approval Launch Post-Launch Tracking Online Advertising Pay-per-Click Search Engine Optimization Email Marketing

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Phase I: Discovery

Usability Testing As a first step in considering how best to build the new

NOW!

website, we would literally put typical visitors’ site experiences to the test. It would be important to consider not only how visitors currently find your website, but also what they think they need to achieve when they reach it - and how easy it is for them to reach their goals or complete their tasks when they’re there. Their motivations may or may not match your own. The

usability testing process

would assess how clear the website information is for prospective customers, and whether the site looks reassuringly safe to them. For example, how easily can prospective visitors buy music online? How intuitive are the site’s section labels? How easy is it for visitors to navigate the website? If visitors need to share your information with other members of their family or group, are your website pages printer-friendly? The main aim of the

NOW!

website is to

convert browsers into buyers

, so our usability study would incorporate

actionable insights into increasing conversions

.

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Phase I: Discovery

Search Engine Visibility We would undertake a comprehensive assessment of your existing site’s visibility, including a comprehensive audit of meta data, page content, keyword density and other aspects that could potentially be improved and help your site rank higher in the results on search engines.

The audit would reveal the goals, site history, a study of competitors, an analysis of site positioning and ranking, an in-depth evaluation of site design, an assessment of URL structure and the content and keywords deployed across the site. Reviewing the audit findings would enable us to agree and establish benchmarks for the re-design of the

NOW!

website and help you define relevant keywords/phrases to agree on an overarching SEO plan. This would in turn allow us to put a re-direction plan in place so that years of back links to your website are not removed during the re-launch of the site.

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Phase I: Discovery

Website Conversion and ROI Analysis Report We offer robust and technologically advanced web analytics software called

ClickTracks

. The program would offer intuitive, insightful analysis of the existing

NOW!

website to measure the performance of your search advertising, website navigation patterns, pay-per-click and ROI statistics. Through visitor labeling, we can color-code visitors from the pay-per-click campaign choosing visitors who found the visitors, recipes prints or return customers.

NOW!

site through a certain keyword, visitors who spent a very long or very short time on your site, and much more. We can select and label visitors who meet very specific criteria so that we can see, for example, which pay-per-click keywords consistently produce the highest conversion rates, or produce the most committed Using a unique visual interface, we can see where visitors go, how long they stay and from which pages they exit. ClickTracks displays visitor data in context with percentage indicators superimposed over the website, so you could

see and understand visitor behavior and how people currently interact with the NOW! website.

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Phase I: Discovery

Discovery Report As a deliverable of phase I, we would submit a Discovery Report to you, outlining the website objectives, usability goals, functional and technical requirements and key insights.

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Phase II: Architecture

During the architecture phase, we would work in parallel to explore the requirements identified in the

NOW!

Discovery Report to develop task based usability principles for the project. We would review the proposed new site map - the hierarchical or organizational chart of the site’s content - and define existing assets that may be usefully re-purposed, creating visual wireframes that communicate the navigational, way-finding guidelines for the new site.

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Example of a Site Map

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Phase III: Production

Specifications Our team is highly competent in all aspects of the project build phase, including: the selection and commissioning of server hardware from which the site is served; the server operating system; web server software that run complex applications including reservations and transactions; databases that store, organize and provide access to large collections of data; applications; and server-side scripts that connect applications to the web pages. We could construct a content management system (CMS) capable of being managed internally by the

NOW!

marketing team or manage content updates on an on-going basis.

When building an e-commerce site, we always consider issues such as existing infrastructures, each client’s in-house familiarity and resources for web technologies, the on-going costs of systems and support, the size and scalability of a site, and the amount of traffic that the site is likely to attract. As sites grow, the backend infrastructure can become increasingly expensive: large-scale websites often require more servers and more bandwidth to meet the needs of a growing customer base.

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Phase III: Production

Visual Layouts The creative for the site would be expressed during this phase, providing a unique look-and-feel that complements both the functional and technical aspects of the website, reflecting your existing branded collateral. As the

NOW!

website may create the first impression that many prospective visitors have of the attractions, carrying a consistent style across from other materials would amplify the messages, both visual and textual. Consistency in the formatting of photography and the style of the imagery used, as well as colors, fonts and relationship between the body copy and amount of white space on the screen would all help reinforce the effectiveness of the communications strategy.

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Phase III: Production

Best Practices for Visibility and Legislative Compliance Combined with best practices for accessibility, the use of established industry standards enables us to develop sites that reach more users on more browsers, platforms, and devices such as wireless and hand-held PDAs, more efficiently than ever before. With an increasingly diverse array of devices capable of receiving email and browsing websites, it’s becoming harder to know for sure which device visitors will use to access online information, so it’s important to design as openly and as simply as possible, on the basis that the end user’s device is something capable of interpreting HTML. Accessible design is a better design for everyone: for people with visual disabilities, un-labeled graphics and a lack of keyboard support cause problems. For people with hearing disabilities, text without visual signposts can make sites inaccessible, so we have developed a comprehensive checklist that need to be accessible - to the legislative standard of ADA 508 and beyond.

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Phase III: Production

Search Engine Friendly Well-written content delivered through clean, well-structured, and semantic markup is also perfect for search engine spiders; use of standards-based design can thus make a big difference to a site’s ranking in search results which in turn leads directly to increased traffic.

Use of web standards just makes good business sense: this approach can attract more visitors, deliver a faster site (and better browsing experience), with the added benefit of improved search engine rankings. Using web standards opens up opportunities for integration with existing and future XML-based web services and tools, the wave of the future, as well as ensuring that your information is accessible on today’s Portable Digital Assistants (PDAs) and smart phones as well as whatever devices are developed in the next few years.

By using web standards properly, we ensure that your site works with the largest possible number of browsing devices and maximize the potential number of visitors that can access your information.

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Search for “Music”

NOW! Needs to be coming up in the top organic positions. Once a search engine site is built this can happen with an aggressive SEO strategy.

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Coming up #1!

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Phase IV: Implementation

Questions we typically ask during the testing phase include: Do the functions and features of the website work as specified?

Does the website work in Microsoft Internet Explorer, Firefox, Opera and other browsers? (many international visitors use Firefox rather than MSIE) Does the website work for Mac users as well as PC users? How gracefully does the website work in earlier versions of web browsers?

Do forms submit details as specified?

Do personalization features work as specified?

Does the site work at lower and higher resolutions?

Does the site information work on mobile devices such as PDA’s and cell phones?

Amendments, if any, would be made, and the final deliverables comprising the completed project, the Test Plan Summary and the Production Guide, delivered. Following implementation of ROI tracking code, the new

NOW!

site would be launched.

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Email Database Solution

We recommend the use of an email system that maintains the right balance of ease-of-use and sophistication to help create, deliver and track personalized emails to targeted segments. This email solution maintains just the right balance of ease-of-use, sophistication, and advanced features like: Viral Marketing Sophisticated Emails & Templates, including Paste HTML Real-Time Tracking & Reporting Personalization and Dynamic Content Custom Surveys Our e-CRM solution works automatically without any human intervention

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Email Capture

The power of email marketing lies not only in being able to deliver the right message to the right audience at the right time - email technology is also a great avenue to economically build your subscriber list. Website sign-up data collection tools Enhanced subscriber management List segmentation tools Reply mail management Forward to a friend

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Email Tracking

No marketing program can be effective without results analysis. Using what you learn from past results is critical in driving future success. With our tracking reports, you are able to: Forward to a friend View critical elements such as email opens, click-throughs, un-deliverables, and other metrics online and in real-time. Capture how many emails were forwarded and how many new subscribers they generated. Download customer lists based upon customer actions and send targeted follow-ups based upon opens, click-throughs, and more.

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Administrative Tools

Control! In addition to brand integrity, there are other elements which need to be in the control of corporate marketing. Publish, and thus grant access to, emails and subscriber groups to select users in the enterprise Dictate how long a distributed email is accessible for personalization and delivery Limit how many times a given customer segment is marketed to Limit how many email campaigns, as well as the aggregate number of emails, a group or sales channel can send in a month Designate keywords as 'not allowed' in any email communication Automatically halt the sending of emails that contain 'blacklisted' terminology Track all activity (email sends, subscriber imports and exports, etc.) across all users throughout the enterprise

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Website Hosting

We offer a custom hosting service. Facilities and services offered to each client are tailored to suit the needs of the project; after developing a solution we would install, configure, test and operate the entire system. Security All of our servers are connected to the internet backbone, housed in secure, air-conditioned racks, and protected by uninterruptible power supplies with a high degree of redundancy.

Services are constantly monitored 24 hours a day, 7 days a week. In the unlikely event of a security breach or system failure, we are alerted to the problem so that it can be resolved as quickly as possible. In addition, your technical contact would be provided with a 24/7 telephone number to contact should a problem develop.

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4 Weeks 3 Weeks 1 Week 5 Weeks 1 Week

Re-Design Timeline

Usability Study/Focus Groups Discovery Report Architecture Production Implementation

LAUNCH

March 26-April 20 April 23-May 11 May 14-May 18 May 21-June 22 June 25-June 29

Monday, July 2nd

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CLIENT: Van Gogh Vodka WEBSITE URL: www.vangoghvodka.com

LAUNCH DATE: Feb 14, 2006 CAMPAIGN DURATION: ongoing Strategy: Search Engine Optimization

Design Case Study

Case Study: Visits to web site increased 27% in 90 days Building a Search Engine Friendly Web Site

HISTORY Van Gogh Vodka has been received as the most advanced flavor infused vodka in the world. Van Gogh's innovative distillation process creates luxuriously clean and perfectly balanced all-natural flavored vodkas. CHALLENGE The client had a web site with over 10,000 martini recipes along with other content that was not search engine friendly. The challenge was to launch a new web site that was not only more in line with their brand but was SEO friendly. PROCESS We started with researching the most popular keywords that were being searched on, then developed the site map and copywriting to fit these keywords into the design and copy of the site. We had to re-develop the martini database as it was not search engine friendly. RESULTS Within 90 days the number of visits increased 26.81% and unique visitors increased 24.63%. We also received first page positioning on many of their top keywords, such as flavored vodkas, free martini recipes and martini recipes on both Yahoo and Google.

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CLIENT: Prime Outlets CAMPAIGN DURATION: July 1, 2006 – October 31, 2006 Strategy: Microsite, Pay Per Click and Ad Banner Campaign

Design Case Study

Case Study: 36% Retail Redemption Rate

HISTORY Prime Outlets operates a chain of retail outlet centers across the country offering a wide range of discount, brand name, and designer stores.

CHALLENGE Through Oxford Communications, Prime Outlets commissioned us to develop and execute an integrated online marketing plan to gain brand awareness and consumer trial at 5 specified Prime Outlet locations in the U.S. OFFER Drove all traffic to promotional micro site Printable online $10 off voucher Offer good July 1, 2006 – October 31, 2006 Simply print the voucher and redeem at Guest Services RESULTS Vouchers Printed: Vouchers Redeemed: Percent Redemption: 19,442 6,910 35.5% The goal was to reach 8% redemption and this online campaign surpassed their goal by 350%

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Media Recommendation

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Situation

Online presence does not match the scale of the offline marketing.

NowThatsMusic.com less well know than the TV Commercials Industry album sales are down 15% offline, 7% overall.

Now sales are down by less than market.

Now 23 has sold 2 million copies Now 22 sold 1.5 million copies Sales result from two related demographics: Female Tweens and Teens (F8-15) Women 25-49 with Children (Moms) Young Consumers are growing too old for the product and drop off the radar.

Moms purchase the product for younger Tweens.

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The numbers

Total US Population: 113.4 million Households 300 million people Teens & Kids 12.62 million Children 9-11 25.01 million Teens 12-17 12.24 million Females 12-17 12.8 million Teens 15-17 Women 52.2 million W25-49 (the age range who could have Tween children) Source: Nielsen Media Research 06/07

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Tween Media Habits

They are too old to be kids but too young to be teenagers. They are literally in between. Their media consumption reflects this dichotomy. Tweens don’t fit easily into any category because of this spillover.

They shy away from overt sexual imagery.

Still, they want to understand older people and follow today’s events. Whereas teens want customization, Tweens are fine with predetermined lists. This is probably why NTWICM does well with Tweens.

Today’s Tweens are savvier and more educated than their older siblings were at the same age.

Internet is normal. To them it has always existed. They play games, do homework and connect with each other via the web.

Multi-tasking is everything!

Tweens buy music, they don’t steal it.

Tweens

Community

and

Connectedness

marketing to Tweens.

are important buzzwords when

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Tweens are online!

Tweens multi-task while they do homework. They use the internet for both educational and personal purposes while they do homework.

Access to internet from home PC Kids 9-17

30 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 12% 23% 48% 1995 1997 1999

Source: Generation M, Kaiser Family Foundation 2005

83% 2001 84% 2003 83% 2005

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Robbie E.

Age: 10 Years Old Hometown: Los Angeles, CA Just got his first IPod for Christmas Goes on the internet every day after school.

Mom won’t let him on MySpace or watch MTV.

Prefers IM to E-mail. Thinks email is too slow.

Teens Prefer IM to Email!

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Instant Messaging E-mail Teens 12-17 40% 15% Males 39% 12% Females 41%

12-14 32%

19%

15%

15-17 47% 16% Source: Teenage Research Unlimited Inc,. Oct 2005 They use email, but only as a secondary source of online communication!

82% of online teens ages 13 to 15 and 93% of those 16 to 18 do check email. (Source: Pew Internet & American Life Project 2004). But more and more they prefer IM to email.

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Tweens love IM!

Tweens prefer IM. They feel email is ”old school” Email is too slow, they want communication NOW AIM users are 178% more likely to be students ** AIM reaches 4.8 million teens 12-17 (29% reach, 168 index) / month *

AOL Instant Messenger Yahoo IM MSN Instant Messenger

Source: *comScore Media Metrix September 2006,**Nielsen Netratings @Plan Fall 2006

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Jordana & Gabriella L.

Age: 9 Years Old Hometown: Woodmere, New York Doesn’t download music. Buys CDs with her allowance.

Loves High School Musical on Disney Channel and ABC Family Channel.

Enjoy playing at Millsberry.com (an advergame)

Activities of US Teen Internet Users Who Multi-Task While Doing Homework (% of respondents in each group)

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Listening to Music Watching a TV Show Talking on the Phone Watching a Movie Going on the Internet Instant messaging Sending or Receiving e-mail Text Messaging Playing a Video Game Other

M12-14

72% 47% 20% 14% 18% 10% 10% 5% 9% 5%

F12-14

88% 48% 43% 24% 17% 15% 11% 14% 1% Depends on the Homework 7% 7% Source: Los Angeles Times and Bloomberg, August 2006 / eMarketer 4%

M15-17

90% 50% 28% 23% 19% 18% 13% 11% 13% -

F15-17

84% 43% 36% 24% 30% 16% 18% 8%

Total

84% 47% 32% 22% 21% 15% 13% 13% 6% 2% 6%

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Rachel G.

Age: 11 Years Old Hometown: West Palm Beach, FLA Idolizes Ashley Simpson, Shaun White and Kelly Clarkson.

Reads about softball online.

Loves to play Bejeweled and Webkinz.com online

Favorite Tween Online Activities (Index)

Blogs Serious Stuff 37 45 47 52 37 Ringtones Sweepstakes 61 63 67 65 Polls Chat E-Mail Music IM 96 107 101 111 105 119 108 121 122 130 Fun Stuff* Games

* Fun Stuff defined as reading about celebrities, sports and movies Source: Refinery Inc / eMarketer, April 2006

143 155 150 195 Female Male

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Online Games

Tweens play games online, but they are different games in terms of gender.

Girls play puzzle, adventure and inspirational (social) games Boys still play make believe and action games Console games are important too, but harder to use as a marketing platform.

Long lead times, expensive, little to no dynamic ad insertion.

Nintendo (Gamecube, Wii) is the console leader amongst kids Attracted to advergames (advertiser created games)

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Michael E.

Age: 13 Years Old Hometown: Los Angeles, CA Spends 7 hours a week online. Looks up game cheat codes on the web.

Prefers AIM to Yahoo Messenger.

Recently received his first cell phone.

Teens use Web for specific purposes. They don’t just surf.

0% 10% 40

Source: Nielsen / Netratings

20% Shop 30% Download Music Listen to Music Surf Homework Chat Email 40% 50% 60%

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Tweens don’t yet have cell phones and are just starting to own MP3 players

Popular Female Tween Destinations

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(AOL Red)

Mobile Phones

Cell phone ownership has increased 250% since 1999 71% of US Households have a mobile phone Teens typically get their first cell phone by age 15 Prepaid dominate over monthly services Opportunities exist Promotions Database capture Monetize existing assets with Ringtones, Wallpapers & Audio Services

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Source: CTIA, June 2005

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Who owns MP3 players?

One in five (20%) Americans ages 12 and up now owns a portable MP3 player * April 2005 it was 15% April 2003, it was 11% 54% of teens and 30% of 18-34 year-olds own a MP3 player. Slightly skewed towards Men 14% of younger baby boomers, ages 40-48, have them. ** 16% of parents living with children under 18 years old have iPods/MP3 players, compared to 9% of those who don’t have children living at home. ** Those with 6 years or more of Web experience are twice as likely to have MP3 players as those who are relatively new to the Internet. ** * Source: Ipsos,

TEMPO: Keeping Pace with Digital Music Behavior

, 2006 ** Source: Pew Internet & American Life 2005

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Sources of MP3s

Existing Music Collections are the primary source of MP3 player content Nearly half (44%) of the content stored on MP3 players is taken from the owner’s personal CD collection. 6% is ripped from others’ CD collections. 25% from fee-based downloads 19% from file sharing services Teens use their MP3 Players more often (average of over 16 hours per week), but have less digital content stored on their devices. Overall, there is an average of 700 songs or files stored on a U.S. music downloader’s MP3 player. Nearly half (46%) of teens and college-aged downloader's are interested in portable FM radio.

* Source: Ipsos,

TEMPO: Keeping Pace with Digital Music Behavior

, 2006

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Moms Online

The “Soccer Mom” has been replaced by the “Google Mom.” Stay at home mothers spend more time on the internet than the average home internet user- up to 30 hours a month more.

They surf the web to help the family - Health, Shopping, Banking, Recipes, Education, Safety, Trips, Photos.

Web is a tool, not a lifestyle Also, they spend personal time on the net. They play games and email friends.

Generally they don’t download music. They buy it offline.

Women 18-49 represent the majority of casual game users on the internet.

Games such as Bejeweled, Solitaire, Bingo, Tetris Community-centric activities dominate whether they are static (message boards, greeting cards) or dynamic (chat, multiplayer board/card games).

Top Websites W25-49 Week- % Comp

All Sites

FamilyFun BabyZone ClubMom BabyCenter Network Parenting Parents.com

PBS Kids American Baby AOL Networks: Parenting & Family NOGGIN Child.com

NickJr.com

iVillage Diet & Fitness

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Target Audience: 25-49, Female,, Online 1+ times a week Source: Nielsen Netratings, 2007

% Comp.

71.4

70.6

70.3

70.0

69.8

68.4

67.5

66.3

65.4

63.7

63.2

62.7

62.1

Online Index

243 241 240 239 238 233 230 226 223 217 216 214 212

% Reach.

3 1.9

1.9

5.8

0.5

0.3

3.6

0.7

2.4

1.2

0.1

3.5

0.6

Reach Online

1,264,393 809,658 802,510 2,408,338 208,792 140,945 1,510,432 302,103 1,016,202 487,668 39,843 1,473,458 229,808

Top Websites W25-49 Week- % Reach

All Sites

Yahoo!

MSN Google Network AOL Media Network Google AOL eBay Yahoo! Homepage Yahoo! Mail Yahoo! Search AOL Networks: Travel IAC Network Fox Interactive Media Network Amazon.com

MapQuest

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Target Audience: 25-49, Female,, Online 1+ times a week Source: Nielsen Netratings, 2007

% Comp.

30.5

30.1

29.8

30.4

29.8

28.4

31.4

30.5

32.3

30.4

30.7

35 27.9

33.0

31.3

Online Index

104 103 102 104 102 97 107 104 110 104 105 119 95 113 107

% Reach.

74.2

66.8

64.3

62.8

57.2

47.8

42.9

42.3

40 39.7

36.6

35.6

35.5

33.9

32.9

Reach Online

30,893,874 27,785,283 26,751,360 26,143,863 23,792,243 19,916,463 17,853,064 17,601,364 16,670,074 16,517,608 15,231,017 14,828,812 14,759,993 14,120,407 13,709,084

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Online Recommendations for NOW!

Tweens Keyword Search Instant Messenger Casual Games Homework help Online Radio Moms Keyword Search Recipes Greeting Cards Parenting Advice Cell Phones

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Swing for the Fences

Utilize Instant Messenger as a marketing platform. This where the tweens are after school.

Create custom NTWICM environments and avatars Provide unique, compelling content for NowThatsMusic.com

Make the site a repeat destination Custom radio station Advergames Delve holistically into the gaming world. Not just a couple of ads but a sponsorship within the sector- online ads, offline events, PR, print, etc.

Cell Phone campaign Creates brand awareness and a CRM database Text to win campaign Custom audio vignettes (monetizes the website)

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Recommendations for Now!

Tier One

Keyword Search Instant Messaging Casual Games

Tier Two

Online Radio Homework help Recipe help

Tier Three

Custom NTWICM radio station Cell Phone

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About EQM

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Philosophy

Earthquake Media is a smart, nimble and independent advertising agency. We specialize in media buying, planning, Public Relations and Event Management. Marketers are facing dramatically increased competition for consumer attention- of which there is a finite supply and an unlimited demand. The most effective media today, online or offline, triggers a social response and invites participation. The canvas of the creative is as important as the creative itself.

By recognizing changes in how consumers interact with media today, Earthquake executes integrated marketing campaigns for its clients based on concrete objectives. Let us help you.

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Our Experience

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We are nimble

At EQM, one team initiates each client’s cross media campaign. EQM believes that consistent messaging across different media makes the difference for a successful campaign. Cross Platform Integration Cross platform knowledge and execution Each team is completely integrated across multiple disciplines to ensure consistent messaging We move quickly on opportunities and steer mid course corrections We feel big ad Agencies are too large Too much talk and very little action Too reliant upon one creative medium Not enough team communication

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We are Independent

Earthquake Media is privately held by brothers Robert and Jon Davidman. We work for our clients not our shareholders!

Established in 1999 with the goal of providing independent media advice to achieve and integrate marketing campaigns across multiple media platforms (TV, Web, Print, Radio, OOH).

We believe less is more. We work with less clients so that we can give each more attention. We enjoy being small and nimble rather than large and cumbersome.

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The secret to our success

No ‘super-generator’, ‘optimizer’ or ‘proprietary planning models’ can take the place of creativity and hard work.

We focus on what works!

Relevant research Experience Observation Interaction Revision

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Services

Our services are predicated on helping our clients achieve measurable results through actionable marketing campaigns.

Market Research - Who are you trying to reach?

Media Planning - How can we reach them?

Creative – Ideation, Development and Production Media Buying - Negotiate the best prices!

Public Relations - Spreading the word to the public Event Management - Community activation

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Contact: Robert Davidman EarthQuake Media 15 East 26

th

street Suite 802 New York, NY 10010 Ph: 212-204-9207 Email: [email protected]