BalancingBrandEquitywithMarketingInnovation

THECHALLENGESC O R P O R A T E M A R K E T I N G

FOCUSONINTERNALAUDIENCE

LESSON1

THENASDAQBRANDJOURNEY

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External ResearchPlanDeveloped

InternalInterviews

Brand PositioningDirectionsProposed

Employee/ClientFocusGroup

Fielding

Analysis+Report Development

InternalCampaign&

Mission/Vision/ValuesDevelopment

Brand IdentityGuidelines

CorporateCampaign

Development

Campaignembeddedintoexistingactivitiesandvehicles

Business LeaderSocialization

MarketingTeamEnhancement

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KEYPERFORMANCEINDICATORS

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RECOGNIZEYOUCAN’TFIXEVERYTHING(ATLEAST ATONCE)

LESSON2

EVERYORGANIZATIONISDIFFERENTWHATISTHEPROBLEMANDWHATDOESTHEORGANIZATIONVALUE

KEYPERFORMANCEINDICATORS

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THINKBIGLESSON3

THEOLDNASDAQ

THENEWNASDAQ

WHATALLSUCCESSFULCOMPANIES/INDIVIDUALSHAVEINCOMMON

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Ambition iswhatallvisionaries,innovatorsandleadersandtheircompanieshaveincommon.Itfuelstheirsuccessandempowersthemtoachievewhatotherssaycan’tbedone.Whenyou’reambitiousyouwanttobesurroundedbylike-mindedindividuals.ForthosethatcallNasdaqtheirhomeitistheplacetoignitetheirambitions.

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KNOWYOURASSETS&MAXIMIZETHEIRPOTENTIAL

LESSON4

MAXIMIZEYOURCONTENT

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80%Ofallnewvisitorsarecominginfrom

MarketInsite

+60%YoY increaseofMarketInsite

Homepageviews

TOP10MarketInsiteisthetop10mostviewed

sectionofthewebsite

$10MMMarketing

revenueclosed

$30MMInpipelinebuilt

Nearly $20MMAdvertisingrevenue

generated

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NASDAQ’S 1.6MILLIONSOCIALMEDIAFOLLOWERS

CelebrityTakeoverofNasdaq’sInstagramAccount

SocialontheTowerDigitalMarketingWebshow #SocialBell Adena’s LinkedInInfluencer pageSnapchatFilter

Nasdaq’sSnapchat with

custom brandingforcompanies

590k25%

450k32%

200k259%

200k2%

150k750%

20k350%

ATTHECENTEROFTHEMARKETS

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KEYPERFORMANCEINDICATORS

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CREATEAVISIONLESSON5

NASDAQISAFINANCIALTECHCOMPANY

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KEYPERFORMANCEINDICATORSONGOING…

THEBENEFITSOFASTRONGBRAND

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• AsizeablecomponentofshareholdervalueAstudy byInterbrand (inassociationwithJPMorgan)concluded thatonaveragebrandsaccountformorethanone-third ofshareholdervalue

• StrongbrandsdelivergreaterreturnsStudies byacademicsfromHarvard,UniversityofSouthCarolinaandInterbrand ofcompanies featuredinthe“BestGlobalBrands”leaguetableindicatethatcompanieswithstrongbrandsoutperformthemarket.

• BrandvalueheavilyweightedbyinvestorsRespondents ascribesignificantlymoremarketvaluetoreputationthantheydotoboardquality…82percentand71percent(Source:FinancialDynamics)

• ThelongarcofrecoveryOnaverage,companies should expectthatrecovery(fromanegativereputationalevent)willtakeabout3-4yearstosuccessfully rebuild adamagedreputation.(Source:WeberShandwick)

2015RESULTSAPPROXIMATELY$43MMINVALUECREATED;GENERATINGAN80%ROI

RevenueClosed

$10.3MMTotal revenueclosedfrommarketinginitiatives

$27.6MMOpenpipeline frommarketinginitiatives

Pipelinebuilt

80%Percentageofallnewvisitorstowebsite comethrough Nasdaq’s newblog,MarketInsite

TrafficCreated

30/45%Percentageofemployeesinvolvedinphilanthropy andvolunteerism

EmployeeEngagement

$20MMApproximately $20MMinadvertisingvaluecreatedfrommediaplacements

AdValueCreated74%

Percentageofemployeeshaveimprovedunderstanding ofbusiness strategy

BusinessAwareness

325%Growth insocial mediaaudience

SocialGrowth

$8MMNasdaq.com

DigitalRevenue$9.46MM

Production Equivalent

DesignValue

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THANKYOU