K12Online Advertising Report &

AnalysisVSP Campaign Review

Reporting timeframe:February 20 – May 20, 2007

Meeting Date: May 24, 2007

2

Agenda

Campaign Results Executive Summary

Media Results By Tactic By Tactic & Site By Site & Tactic Value Add District Administration Newsletter

Creative Results Display Banner Testing Results Newsletter Banner Testing Results By Ad Size Multi-Tab Landing Page

Key Learnings & Recommendations

Brainstorming for Sept Campaign/Next Fiscal Year

Campaign Results

4

Site/Publisher Launch Dates

TechLearning: 2/20

THE Journal: 2/21

Education Week: 2/23

eSchool News: 2/23

Edutopia: 3/5

ASBJ: 3/13

5

Executive Summary

Below is a top line summary for this first-time online advertising program for K12 VSP.

Report Timeframe: February 20 – May 20, 2007

Impressions: 2,226,088

Clicks: 5,396

Click-Rate: 0.24%

Total Cost (with ad serving):   $39,866.20

Total Leads: 294

Form-to-Lead Conversion: 8.39%

Cost-Per-Lead: $135.60

Additional pages on the K12 site were pixeled for this campaign. A total of 1,032 additional visits to the K12 site & 3 additional conversions can be attributed back to a viewer seeing/clicking on a display ad banner or newsletter.

The following slides recap the set-up and individual data.

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Educators Home Page Visits

Educators Home Page Visits: 529 (350 click-based and 179 view-based)

http://educators.k12.com/

7

Classroom Solutions Page Visits

Classroom Solutions Page Visits: 237 (163 click-based and 74 view-based)

http://educators.k12.com/classroom/index.html

8

Virtual School Programs Page Visits

Virtual School Programs Page Visits: 245 (160 click-based and 85 view-based)

http://educators.k12.com/VSP/index.html

9

VSP Contact Us & Thank You Page Visits

VSP Contact Us Page Visits: 21 (9 click-based and 12 view-based)

http://m1.k12.com/mk/get/vsp_contact

VSP Thank You Page Visits/Leads: 3 (2 click-based and 1 view-based)

http://m1.k12.com/mk/get/vsp_contact

Media Results

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The CPL for Display appears to be more efficient – the Newsletter Sponsorships had a CPL 54% higher than Display.

Of note, the data is slightly skewed by added value impressions/leads from Display. Specifically, there were 23 added-value leads from Tech & Learning Display & 14 bonus leads from Edutopia Display. If we were to subtract these 37 leads from the 140 total, the overall Display CPL would change from $105 to $144.

Although Newsletters have a 51% lower CTR than Display, their Form-to-Lead Conversion rate is 55% higher.

This suggests that the Newsletters attracted more qualified respondents. It will be interesting to learn if Newsletter leads enroll at a higher rate as well.

Recommendation: Continue with an evenly weighted mix of both Display & Newsletter Sponsorship advertising in future online campaigns. Both tactics offer comparable CPLs, yet are reaching prospects at different stages in the sales cycle as suggested by the difference in form-to-lead conversion. Both tactics will also be necessary to sustain lead volume levels.

Campaign Results – By Tactic

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Campaign Results – By Tactic-Site

eSchool News is a promising performer across both tactics. In terms of CPL, the rank order of sites across both tactics differs, proving that each pub has different media efficiencies for K12.

Top Performing Display Channel Pub: Tech & Learning, CPL $77.36 Top Performing Newsletter Sponsorship Pub: eSchool News, CPL $60.59

Of note, Edutopia has the highest form-to-lead conversion rate at 16%

Recommendation: Do not proceed with ASBJ in future campaigns, nor Edutopia Display. We recommend still RFP’ing EdWeek for a future campaign in effort to negotiate their pricing down based on other site performance.

13

Campaign Results – By Site-Tactic

If required to buy both Display & Newsletters in a package, eSchool News offers the lowest combined CPL. Display is outperforming Newsletters in Tech & Learning and Education Week. Newsletters are outperforming Display in eSchool News, THE Journal & Edutopia.

14

Value add online placement from the publisher for print buys. A 468x60 lead banner placement ran within the District Administration ‘District Daily’ Newsletter for a 10-day run beginning April 16th. 5 total leads were generated. The form-to-lead conversion rate is 37% lower than the average of all other Newsletter pubs tested. If this placement were to have actual media cost associated with it, it would likely be a poor performer. Recommend not testing/securing this specific Newsletter in future campaigns.

Campaign Results – District Administration Newsletter

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Media Learnings & Recommendations for Future Campaigns

Display and Newsletter testing across 6 publisher sites has provided a good set of benchmarks for this first-time online advertising program for VSP.

Below is a summary of media learnings and recommendations that will help provide a footprint for future campaign set-up and testing:

Continue with an evenly weighted mix of both Display & Newsletter Sponsorship advertising in future online campaigns. Both tactics offer comparable CPLs, yet are reaching prospects at different stages in the sales cycle as suggested by the difference in form-to-lead conversion. Both tactics will also be necessary to sustain lead volume levels. Do not proceed with ASBJ Newsletters in future campaigns, nor Edutopia Display. We recommend still RFP’ing EdWeek for a future campaign in effort to negotiate their pricing down based on other site performance. Top Performing Display Channel Pub: Tech & Learning Top Performing Newsletter Sponsorship Pub: eSchool News Pub with the Lowest Combined CPL across Tactics: eSchool News For future campaigns, we may now RFP and consider testing Scholastic and District Administration, that were not on the table for this previous campaign.

Creative Results

17

Display: Banner Testing Results

We have significant results in from the Display banner testing!

As a recap, Concepts B & C ran 50/50 weighting, head-to-head for campaign launch. Based on mid-campaign performance results, Concept C was pulled on 3/29, and Concept A was added into the testing mix to run against Concept B.

Results: Concept A generated a 65% lower cost-per-lead than Concept B.

Recommendation: Test a variant of Concept A in the next campaign.

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Newsletter Sponsorships: Banner Testing Results

Ready for an e-learning program in your district?

Results from the Newsletter banner testing are directional. As a recap, only 1 banner could run within each Newsletter, and Concept A was flighted within all first-run newsletters. Concept A & the Logo/Text creative are generating the exact same CPL, $161. Concept B was flighted in a couple of the newsletters with second runs, so data is very limited, but it shows a 3X higher CPL than Concept A. Recommendation: Test a variant of Concept A in the next campaign. Let’s also keep in mind opportunities with logo/text.

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These 4 main ad sizes [160x600, 300x250, 336x280 & 728x90], which account for about 54% of the served impressions and 57% of the media cost, have generated 66% of the leads.

Creative Results – By Ad Size

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Views decrease in correlation with the tab’s position on the page, although no one page is a prerequisite of another – with exception, is the FAQ page, which had slightly more interest than the page previous.

Additional page views totaling 23% of the original landing page, were generated.

We’d like to compare this number to the next campaign/redesigned page to see if there’s a way to increase it.

Multi-Tab Landing Page Views

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Creative Learnings & Recommendations for Future Campaigns

Banner creative testing across tactics has provided significant learnings for this first-time online advertising program for VSP.

Below is a summary of creative recommendations that will help provide a footprint for future campaign testing:

Display: Roll-out Banner A as the Control and Test a Variant of A Newsletters: Roll-out Banner A as the Control and Test a Variant of A. Also keep in mind opportunities with logo/text.

Here is a summary of Landing Page revisions previously discussed as potential for the next campaign:

‘Tabs’: Revise ‘tabs to be more prominent. Consider a horizontal layout if possible. Also consider revising in current layout to appear as clickable buttons. Add rollover color change. Form Fields: Reduce the amount of required fields [perhaps just Name, Title, Email, School District] . Also, consider flipping the vertical order of the form fields to begin with the simple fields such as ‘Name’. Job Title Field: Consider changing it from an open field to a dropdown menu for selection.

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Brainstorming for Sept Campaign/Next Fiscal Year

K12 Proposed Display & Newsletter Online Advertising Budget: $205K over 27 weeks [July 2007 – June 2008]

Campaign Timeframes:

Sept 24 – Nov 25th [9 weeks]

Jan 21 – March 17th week [9 weeks]

March 24 – May 19th week [9 weeks]

Appendix

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Final Media Plan

Budget $42,000

American School Board Journal $ 4,200

Education Week $ 9,369 Edutopia $ 6,500 eSchool News $

7,000 Technology & Learning $

6,000 THE Journal $ 7,998 Ad Serving Costs (estimated) $

962

Total Media $42,029

Total Impressions (estimate/not guaranteed) 2,298,372

CPM (estimate) $ 18.29

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Newsletter Sponsorship Run Dates

[Tech & Learning]:  TechLearning Weekly FULL (2/27)  

[eSchool News]:  eSN Tools for Schools (2/28) [Ed Week]:  EdTech Trends (3/1) [Ed Week]:  Edweek Update (3/7) [Edutopia]:  Technology Integration E-Newsletter (3/8) [Tech & Learning]:  SchoolCIO Newsletter (3/8) [eSchool News]:  eSN This Week (3/12) [ASBJ]:  School Board News e_lert (3/13) [THE Journal]:  K-12 Tech Trends (3/14) [Ed Week]:  NCLB Alert (3/15) [THE Journal]:  THE Smart Classroom (3/15) [eSchool News]:  eSN Today (3/26 through 3/30) [ASBJ]:  Technology Leadership Network Newsletter (3/27)

[Tech & Learning]:  TechLearning Weekly 1/2 RUN (4/2) [THE Journal]:  K-12 Tech Trends (4/4)

 [Ed Week]:  EdTech Trends (4/5) [Tech & Learning]:  SchoolCIO Newsletter (4/5) [ASBJ]:  National Affiliate eUpdate (4/10) [Edutopia]:  Edutopia Newsletter (4/11) [ASBJ]:  School Board News e_lert (4/12) [THE Journal]:  K-12 Tech Trends - *bonus* - (4/18) [THE Journal]:  THE Smart Classroom (4/19)

[Edutopia]:  Technology Integration E-Newsletter (4/26)

[ASBJ]:  Technology Leadership Network Newsletter (4/30)

[Edutopia]:  Edutopia Newsletter (5/2) [ASBJ]:  National Affiliate eUpdate (5/10)

[Edutopia]:  Technology Integration E-Newsletter (5/10)

[THE Journal]:  THE Smart Classroom (6/7)

[Edutopia]:  Technology Integration E-Newsletter (6/14)

[Edutopia]:  Edutopia Newsletter (6/27)

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Recap of Creative Testing Structure – Display Ads Running the below 2 creative executions head-to-head within display ad placements to test &

benchmark performance. They will receive even (50/50) weighting and rotation.

For those ad sizes that have width and/or height dimensions that will not fit a dropdown unit or list-box unit, this creative is flighted:

Ad Format: The Flash version of the banners will run in those display ad placements whose site specs permit it; the GIF version will run for all others, and as a back-up to the Flash ad.

Display Ad Sizes in Media Plan: 300x250, 336x280, 160x600, 120x600, 728x90, 580x90, 120x90, Logo & Text, 125x125

27300x250

728x90

336x280

580x90

Creative C:

28300x250

728x90

336x280

580x90

Creative B:

29

125x125

120x90

These ad sizes have These ad sizes have width and/or height width and/or height dimensions that will not dimensions that will not fit a list-box or fit a list-box or dropdown unit, so will dropdown unit, so will run this ad version: run this ad version:

120x600160x600

Creative A:

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Recap of Creative Testing Structure – Newsletter Sponsorships

Only one creative may run in each newsletter distribution (site specs do not permit multiple ads).

The following creative will be flighted for all newsletter sponsorships that have Banner placement:

For newsletter sponsorships that have Text placement, see slide 31.

For those newsletters that have 2 distribution opportunities, the following creative will run for the 2nd distribution, when ad size permits. For ad sizes that are too small for this execution, the above ad will run a second time.

Ad Format: GIF format required (no flash permitted), or Text.

Newsletter Sponsorship Ad Sizes in Media Plan: 300x250, 200x120, 150x160, 468x60, 728x90, 336x280, Logo & Text, Text.

31

300x250

728x90

336x280

468x60

1st Newsletter Distribution – Banner Placement

150x160

200x120

320x75

32

1st Newsletter Distribution – Text Placement

33

2nd Newsletter Distribution – Banner Placement[for those Newsletters with a 2nd distro planned]

300x250

728x90

The follow ad sizes are too small for this creative execution, so the ad on slide 30 will run a second time for those newsletters with a second distribution opportunity: 200x120, 320x75, 468x60, 150x160.