This Marketing Workshop was presented by Blueliner CEO, Arman Rousta on August 24th, 2011. It outlines creating a high ROI Digital Marketing Strategy. Based on the 7 Pillars of Digital Marketing. For more information on Blueliner and the 7 Pillars of Digital Marketing, visit BluelinerNY.com

1. Home ROI Marketing Workshop Courtesy of 7 Pillars Digital Marketing Academy August 24, 2011 Presented By: Arman Rousta

2. Table of Contents What is ROI Marketing? 7 Pillars of Digital Marketing Methodology 7 Steps to Building an ROI Marketing Plan ROI Marketing Case Studies (Models)

5. pillar 1. Content (Copy, Video, Photography, Audio) pillar 2. design UX (Branding, Web Development) pillar 3. SEO (Organic Search, Organic CSE, Onsite Search) pillar 4. digital Media (Paid Search, CPM, Affiliate, Retargeting) pillar 5. CRM (Customer Service, Email Marketing, Web Analytics) pillar 6. Social media (SMM, Online PR, Networks, Blogs, Games) pillar 7. Mobile The 7 Pillars of Digital Marketing Each Pillar and marketing tactic has its own ROI metrics and variables which the ROI Planner takes into account.

6. 7 Pillars + 7 Stages of Marketing - 30 -

7. SEO and Online Media - The Compound Effect: 10-20-60% Click-Through Rates

10. A Case Study: Medical – Lasik Provider

11. CRM Analytics: Historical Data on Patient Segments. Average age – 39 Income – between $50,000 and $75,000 Distance from location, up to 25 miles

12. CRM Analytics: Age Dispersion Average age – 39 – not really the best target

13. CRM Analytics: Income Income – between $50,000 and $75,000 – part of the market

14. CRM Analytics: Geo-Location Distance – up to 100 miles

15. CRM Analytics: On-going Lead Scoring Process Leads are sent back to client and reloaded into database Lead is Stored in Database/ Sales Force Automation Red Clay assigns a Rank/Grade A- F for each lead Lead responds to offer, customer information is captured Leads are Sent via secure FTP, XML or any other method for processing

16. Keyword Research - Estimate Potential Traffic A sample set of the keywords that will be utilized for the Search Marketing campaign, both SEO and Online Advertising, as well as recent pricing on various Cost Per Click keywords. The following slide (SEO Rankings) shows how a Lasik company and two competitors size up for these keywords, from a Search Engine point of view. This type of reporting will be conducted each month to track progress.

17. Competitive Analysis - SEO Ranking Report

18. CRM Analytics: What is a customer worth? Revenue per Procedure: $1,000 (one-time?) Customer Lifetime Value: $2,500 These are important distinctions for Cash Flow and Enterprise Value Considerations.

19. Budgets & Projections - Media Expenses per Tactic (12-months) Monthly media & third party expenses plus agency hours per tactic over the first year can be seen in the spreadsheet below. Details are available upon request.

20. Budgets & Projections - Goal: 6,000+ Procedures within 12-months Based on this budgetary level, we prescribe a 3-pronged approach (Internet, Traditional and Direct Marketing). 80% of fees go to Media & 3 rd party costs.

21. Return On Investment (ROI) - 1 - Customer Acquisition - # Patients (12-Mo) As the Lasik brand achieves recognition in the marketplace, Customer Acquisition Costs are reduced, thereby leading to a profitable year, so long as operational costs are kept at bay. The goal of 6,000+ patient procedures is feasible ; however, this does not take into account competitive pricing, which will be based on product price, quality and customer service. Acquisition Cost Dropping New Patients/Mo Rising

22. Return On Investment (ROI) - 2 - Customer Acquisition per Tactic (12-Mo) Projected acquisition cost per tactic are outlined below over a twelve-month period, based partially on historical data and prior experience. Results are not guaranteed. The significant boost is attributed towards increased marketing budgets and reduced acquisition costs over time.

23. Customers - Customers per Tactic (12 Months) If the tactics recommended are employed and the Lasik company maintains its competitive advantages while properly servicing customers, the 3,000+ customer (6,000+ procedure) mark is likely to be achieved within 12-months.

24. A Case Study: Health – Weight-Loss Meal Co.

25. Case Study: Prospect on Google - The integration of SEO, PPC, Social Media Searches Per Month = 460,389

26. Case Study: Prospect on Google Searches Per Month = 460,389 Social Media + PR Collaboration - X -

27. Case Study: Prospect on Google - The impact of SEO (Pillar 2) SEO is required to achieve top organic search results. Searches Per Month = 460,389 #1 #2 #3 - X -

28. Case Study: Prospect on Google Paid Search compliments SEO & Social with quicker and predictable results. - X -

29. Case Study: Medifast Prospect on Google - Revenue Opportunity Revenue Opportunity for Medifast = $250,000 + Searches Per Month = 460,389 - X -

30. Case Study: Medifast Prospect on Google - Potential ROI This analysis is for one keyword phrase, which presents several different marketing opportunities. Return to 7 Pillars ROI Assessment

31. Questions & Answers