Media Strategy Presented by: Lauren Percilla, Eric Schilling, James Schosser, Ann Whitaker

Elektrip Overview

Two Commuter Bicycle Styles

Household Income: $50,000 - $120,000 Age: Address Type: Single Family Dwelling or Apartment Credit: Credit Card Users Education: In or Has Completed College Buying Behavior: Electronics Occupation: White Collar Professional Travel: Business Commuter Demographics

Regional Weather

Outdoor

23 buses, 4 weeks Circulation – 1,602,585 Bus Wraps present a highly visible media that reaches many commuters in the Denver Metro area. Bus Wrap

Rotary Cycle - 12 weeks 3 Panels Ad. Size – 14’ X 48’ Circulation – 1,439,934 Rotary bulletins will be in and around residential areas and are highly visible to commuter traveling to and from residential areas. Rotary Bulletin

50 Panels for 4 weeks Ad. Size – 48” X 68 3/4 ” Circulation – 450,000 Bus shelters are located in throughout Denver with a major focus on bus shelters in the metro area. Bus Shelters

Outdoor Frequency Total Budget - $192,910 Bus Wrap Rotary Bulletin Bus Shelter AprilXXX MayX JuneX JulyXXX AugustX SeptemberX

Print

Magazine Spans art, beauty, culture, business, entertainment, fashion, interior design, nightlife, philanthropy, politics, real estate, sports, & travel Relevant Readership - Total Monthly Distribution – 40,000 - Potential readers age 25 to 59 – 1,363,034 - Average age of Denver Magazine reader – 38 - Professionals – 82% - College Educated – 90% - Post-grad Degree – 45% - Average Household Income - $95,000

Guide to the best in arts, entertaining and dining while delivering in-depth journalism Relevant Readership –Total verified distribution – 85,000 –Total readership – 347,301 –Median Age – 46 –Average Household Income - $169,000 –College Grads – 45% –Post Grad degree – 46% 92% of readers have purchased a product based on advertising in 5280 Magazine

Circulation –1,123,000 Sunday Post Readers –770,000 Saturday Post Readers –753,000 Daily Post Readers Relevant Readership –40% of all Metro Denver adults read The Denver Post –Average Age – 42 –57% of all Colorado white collar jobs are in Denver –Average Household Income - $80,000 Newspaper

Direct Mail Direct Mail to Businesses Involved in Bike Sales Roughly 300 Business Total Intended to Have a Strong Impact & Generate Interest Will Be Followed Up by Sales Force

Denver Magazine (Full Page Ad) 5280 Magazine (Full Page Ad) Denver Post (1/4 Page Ad) Business Direct Mail JanuaryX MarchSpring Fever AprilX May1 st Week M - Su JuneX1 st Week M - F JulyGreen Guide1 st Week M - F AugustX1 st Week M - F SeptemberHikes & Bikes October NovemberGift GuideX Print Frequency Total Budget = $101,454

TV

Daypart - Monday through Friday Morning News, Evening News Run May – August 56 Spots Per Month 30 Second Commercial Spots Focus on Increasing Awareness, Hitting Target Market, and Creating Buzz TV Focus

TV Frequency & Cost Total Budget - $40,000 ABCCBSNBCFox MayXXXX JuneXXXX JulyXXXX AugustXXXX

Radio

Daypart - Monday through Friday 5:00 am - 10:00 am, 3:00 pm - 7:00 pm Run on 6 Month Seasonal Cycle Focus on Increasing Awareness, Hitting Target Market, and Creating Buzz Radio Focus

Reaches an Audience That Wants to Be Educated, Informed, and Entertained 64% of Listeners are in Our Target Income of $50,000 - $125,000 64% of Listeners are White Collar Radio

Reaches Young Commuters in Denver White Collar, Educated, Young Professionals 100% of Listening Audience Is Between Ages 18 – 54 Radio

CPR Frequency Per Month HOT 107 Frequency Per Month April64 May2012 June00 July64 August2012 September00 Radio Frequency Total Budget = $50,000

Online

Denver Magazine & 5280 Are Targeted For the Same Reasons as the Print Version Discounted Cost Due to Print Adv. Electric Bicycle Forum & Ebikes of America Are Specific to People interested in Electric Bicycles Website Ads

Keyword Advertising Sample Ad: Budget Allocation Based off of Nielsen Ratings Dominance: Google % Yahoo – 14.1% & Bing – 12.5% Heavy Investment Due to Sit Not Having Good Natural Listing Will Reduce Budget Search Engine Advertising

Keywords: denver bicycle denver bike bicycle commuting bike commute bicycle commute commute denver denver commute denver traffic denver traffic conditions denver traffic news denver traffic report denver weather denver weather forecast electric bicycle electric bicycles ebike ebikes folding electric bike electric folding bike electric bike Search Engine Advertising

Send to Two Different Targeted Lists Consumer List 20,100 Names Businesses Involved in Bicycle Sales 22 Names Online Budget Includes Monthly Mailings Program

Websites are Very Important in Consumer Information Gathering Largest Portion of Budget Extremely Important After Moving Past Test Market Online Sales Online Budget Includes Monthly Updates of Video & Social Networks Website Includes Blog for Corporate Staff and Community Section Website Will take time to Naturally List Higher For Certain Search Terms Website & Social Networking

Website

Web AdsSearch MarketingWebsite JanuaryX (Certain Sites)X (Certain Terms) XX FebruaryX (Certain Sites)X (Certain Terms)XX MarchX (Certain Sites)X (Certain Terms)XX AprilXXXX MayXXXX JuneXXXX JulyXXXX AugustXXXX SeptemberX (Certain Sites)X (Certain Terms)XX OctoberX (Certain Sites)X (Certain Terms)XX NovemberX (Certain Sites)X (Certain Terms)XX DecemberX (Certain Sites)X (Certain Terms)XX Online Frequency Total Budget = $199,600