1. Spring 2015 Semester Campaign Analysis January 2015

2. Background Objective – Drive Awareness – Interest – Grow pool of prospects/Generate leads Timing – Mid November 2014 leading up to Registration (Mid January 2015) Key Measures – Fast Track registrations – Phone Calls – Form Submissions – Banner ads clicks/Web Traffic

3. Advertising Summary 37MM Campaign Impressions Delivered – Ongoing paid Search Engine Marketing (SEM) Campaign 230,503 Impressions and 31,916 clicks Average ad position at 1.3 Well above average CTR of 14%, exceeded goal by almost 25x – Digital Display/Online Banners 2,748,176 impressions, 22,125 clicks,.81% CTR Banner Ad CTR:.71% Text Ad CTR:.88% Over 10x the benchmark CTR – ReMarketing 1,811,778 impressions, 7,811 clicks,.43% CTR, 5x above benchmark

4. Advertising Summary Pandora – 710,382 impressions, +5% over the goal – Campaign generated 7,321 clicks equating to an average CTR of 1.03%, +23% higher than education category benchmark of.84% TV and Cable (:30’s, :15’s and :10s) – 12,517,600 impressions Radio – 10,616,500 impressions Outdoor (30 geographically targeted posters) – 8,425,004 impressions

5. Campaign Schedule

6. Television Delivery Flight Dates (5 weeks) 11/10-11/30 and 12/15-12/28

7. Radio Delivery Flight Dates: 10/15-11/16 and 11/24-12/7 10.6MM Impressions

8. IN DEPTH RESULTS ANALYSIS DIGITAL / SEM / RE MARKETING

9. Digital / SEM Digital Marketing Program Components 1.Search Engine Marketing 2.Display Campaign 3.Remarketing Campaign Results vs. Goals – Click-Through-Rate – Clicks/Impressions/CPC – Phone Calls – Form Submissions (initial data) – Cost per Lead Next Steps Note: Programs Launched 10/24/14 and all data is through 1/11/15

10. What Did we Promise To Deliver? SEM – Click Through Rate Our Goal Was To Increase CTR by 50% From Reco Presentation 9/14

11. SEM Results CTR of almost 14%. Almost 25X our Goal CTR 31,916 Clicks & 230,503 Impressions CPC was a low $1.30/Click Ad Position was a strong 1.3 Source: Google AdWords 10/24-1/11/15

12. Display Program Placed Text and Banner ads on the GDN in a “Keyword Contextual Manner” – Recall: The GDN or Google Display Network is Google’s network of websites that reach 90+% of Internet Users Worldwide – Recall: Keyword Contextual Targeting Here's how it works: Your Ad is placed on a webpage if the content of the webpage matches the Keywords in our SEM Program. Here's how it works: Your Ad is placed on a webpage if the content of the webpage matches the Keywords in our SEM Program. Note – the primary targeting method was KW contextual, we also tested an “interest group” of Colleges/Universities

13. Display Results Google Benchmark CTR for Education:.08% Accelerate/Fusion Delivery:.81% Over 10 times the benchmark CTR

14. Other Display Results 22,125 Clicks & 2,748,176 Impressions Very low CPC of $.36/Click Text ads performed slightly better than banner ads. – Overall Campaign CTR:.81% Banner Ad CTR:.71% Text Ad CTR:.88% In addition to our Keyword Contextual Placements we also placed against one Interest Group of “College & Universities” – Strong CTR Delivery of.86%

15. Remarketing Results Lowest Performer of our 3 program elements but still almost five times above our Benchmark.43% CTR, 7,811 Clicks & 1,811,778 Impressions and low CPC of $.70

16. Conversions/Leads We delivered 260 Phone Calls – 189 Phone Calls came after 11/26 – Form Submission Tracking enabled 11/26 We delivered 513 Forms from 11/26/14 – 1/11/15 Fusion/Accelerate Delivery*: – $46 Per Lead** – Bully Pulpit Results (May/June ’14 – unclear on lead definition) $54/Lead CSTCC $114/Lead Middletown *Note: Time Period 11/26/14-1/11/15 **Data Above Assumes Leads are defined as Form Submissions + Phone Calls.

17. Pandora The Pandora activity ran a total of seven weeks on mobile devices (audio and accompanying display) The campaign delivered 710.4k impressions, +5% over the goal Campaign generated 7,321 clicks equating to an average CTR of 1.03% Pandora’s average CTR for the Education category is.84% Our Delivery of 1.03% CTR is 23% Higher than this benchmark! Report Dates: 10/27 - 1/11 Campaign OverviewPandora Data Placement Flight Start Date Flight End Date Impression GoalAd Name CommentsImpressionsClicksCTR% Delivered Mobile Audio :30 with Standard Banner 300x250 10/27/1411/16/14288,96710/27/2014-11/16/2014 - Audio303,4303,1231.03%105.01% Mobile Audio :30 with Standard Banner 300x250 11/24/1412/07/14227,21011/24/2014-12/07/2014 - Audio238,6152,4161.01%105.02% Mobile Audio :30 with Standard Banner 300x250 12/29/1401/11/15160,29212/29/2014-01/11/2015 - Audio168,3371,7831.06%105.02% Total676,469 710,382 105.01%

18. Screenshots