1. CAIS Boarding Schools │ BRAND V: 1.0 October 13, 2011

2. Presentation Outline Target Markets CAIS Boarding Brand Positioning Statement Market Research CAIS Boarding Website: Usability Assessment, Key Messages & Success Metrics Brand Evolution The Future of CAIS Boarding Brand Reveal of CAIS Boarding Website

3. Target Markets TARGETOBJECTIVE Domestic Students Encourage potential Canadian students aged 11-17 to ask their parents to send them to a CAIS Boarding school Domestic Parents Encourage Canadian parents in the $200K+ income bracket to consider a CAIS Boarding school for their school aged child International Students Educate potential International students aged 11-17 to ask their parents to send them to Canada to attend a CAIS Boarding school International Parents Educate International parents who are considering boarding school for their child to think of Canada and CAIS Boarding schools as their #1 choice

4. Brand Positioning Statement CAIS Boarding Schools - Experience More CAIS Boarding Education Benefits: A world class university preparation education A 24/7 learning environment for students to thrive in Independent, well balanced, self reliant students Strong global networks of friendships and professional contacts

5. Market Research We are waiting for the market research results to help guide the decisions on: How do we need to adjust the messaging on the website and other communications materials? How we will allocate money for future spending on marketing?

6. Creative Concepts CAIS Boarding Website

7. CAIS Boarding Website Objectives Create a site that is focused on the end-user experience Answer “Why Canada?” Build a ‘scalable’ solution for further enhancement Integrate web analytics / tracking tool

8. Usability Assessment of Peer Websites

11. Creative Concepts CAIS Boarding Website Reveal

12. CAIS Boarding Website CAIS Boarding (www.caisboardingschools.ca) Clean design User centric High impact visuals, representation of member schools Straightforward primary navigation, highlighting key messages for each target audience (e.g. “For Students”, “For Parents”, “Destination Canada”) Prominent call to actions Short copy Main tools are persistent, easily found; school search is versatile and easy to use CMS system

13. CAIS Boarding Website

14. Website Success Metrics & Future Growth Traffic (Google Analytics integration) Impressions, unique visits and traffic sources to the site (home page and sub page specific) Unique visits to member school’s websites from CAIS Boarding website Number of requests Number of requests for information Number of users of Just Ask form Number of clicks to CAIS Boarding Schools’ social media sites Equal representation of all schools, visual & content What’s next?

15. Creative Concepts CAIS Boarding Brand Evolution

16. CAIS Boarding Brand Concept Position CAIS Boarding Schools as the provider of choice for boarding education Communicate a clear benefit statement to all target audiences Create market impact to foster awareness and comprehension

17. Creative Concepts CAIS Boarding Brand

18. Creative Concepts CAIS Boarding Package – Folder & Card Web Key

19. Creative Concepts CAIS Boarding Package – Folder & Card Web Key

20. CAIS Boarding Social Media Strategy CAIS Boarding Brand

21. The Future of CAIS Boarding Brand Success Factors Continue to build the comprehension and relevance of the CAIS brand in media (online & print, Canadian & International) Ensure message simplicity & clarity Focus marketing and communications resources on target audiences with a campaign “blitz” approach Leverage existing goodwill and assets including database to deliver a focused message

22. The Future of CAIS Boarding Brand CAIS Boarding Brand Commu nications Materials Promotions Print & Online Advertising Online Marketing Event Marketing Public Relations Ambassador Program Partnerships Steering Committee & Management Team to determine future activities

23. Creative Concepts www.caisboardingschools.ca

24. Thank you