A PROPOSAL FOR SELECT GREATER PHILADELPHIA

1. A PROPOSAL FOR SELECT GREATER PHILADELPHIA

2. COMPANY BACKGROUND

3. ALTUS GROUP is a strategic marketing agency with almost 20 years of experience in developing and implementing creative marketing solutions. Our experience covers an array of clients and industries with substantial expertise in the tourism, health care/pharmaceutical, technology, biotechnology, automotive and real estate markets. We look at every marketing challenge with the end in mind and rely heavily on research and solid strategy before developing creative solutions. Thus, our company mantra: “Marketing Communications, Marketplace Smart.” Staff Size: 11 Full-time equivalent, 4 Contract Billings: $2,609,000

4. CLIENTS

5. FULL-SERVICE Marketing Strategic Planning Brand Development Research Promotion Direct Database Analysis and Segmentation Program Planning and Execution • Acquisition • Retention CRM eStrategy Communications Media Planning and Execution Public Relations Broadcast Advertising Print Advertising Collateral Interactive - Web Design and Programming Outdoor ASI

6. BRANDING PROCESS Based on the Aker model and refined over the years, Altus Group’s branding process explores the Product, Quality and Service attributes that communicate the core of the brand.

7. COMMUNICATION VERIFICATION PROCESS • The RUB TEST • assures that the • Brand Position is • Relevant • Unique • Believable Peter Cornish, EVP Director of Creative

8. COMMUNICATION HIERARCHY Brand position and brand personality should be applied to all marketing communication tools. Market Peter Cornish, EVP Director of Creative

9. CREATIVE REPUTATION Clio Addy O’Toole Philly Gold New Graphics Radio Mercury Award Radio Broadcast Award TIA Odyssey Award HSMAI Adrian Platinum Award

10. PROJECT TEAM David Jefferys, President David isn’t the typical, lifelong ad guy who picked up a few buzzwords about marketing along the way. He's an authentic marketing maven. Branding, marketing, sales – he lives his work. David’s career started as a sales rep for Digimatics Business Forms where he established the revenue benchmark for the company’s national effort. He then expanded his marketing talent at CFC where he directed John Wanamaker’s national direct marketing programs for the sales promotion and credit marketing departments before moving on to launch the Donnelley Directory for Dun and Bradstreet. Understanding first hand the mission of the client’s marketing and sales challenges, David founded Altus on the “client centric” principal long before CRM was an industry concept. Now, hundreds of clients later, David’s work is realized in many brands headquartered in the Philadelphia market. David was graduated from Villanova University with a B.S. in Accounting and Marketing. He also earned an A.E. in Mechanical Engineering from Drexel University. Tami Sortman, Vice President, Client Services Energy, focus and professional enthusiasm are the solid traits of Tami Sortman. Working with Altus for over 16 years, Tami has experience in virtually all operations, but really excels in the hospitality and tourism industries and heads Altus Group’s division focusing on these markets. Cross-trained from the creative disciplines, Tami received her marketing and applied graphics degree from the Rochester Institute of Technology before beginning her career as an art director with the C.A. Reed Company. There, she directed themed packaged goods’ design for companies such as Warner Brothers before accepting a management position at Texom Graphics in New Jersey. At Texom, Tami managed the creative operations, servicing clients such as Merck, Chase Bank, Kendal, Kodak and Xerox.

11. PROJECT TEAM Bill Gehrman, Vice President, Strategic Services Bill has learned how to wear many hats — graphic designer, copywriter, editor, art director, and more — throughout his career, but his strategic hat seems to fit him best. During his six years at the Philadelphia Convention & Visitors Bureau, Bill honed his skills as director of publications. Responsible for building the PCVB’s sales-oriented Web site and managing all printed communications, Bill quickly learned the ins and outs of the conventions and tourism industry. Promoted to director of marketing programs in 2002, Bill developed and managed campaigns for the PCVB’s citywide convention sales, short-term meetings sales, group tour, AAA, and gay and lesbian markets. Bill became a student of strategic planning and developed innovative marketing campaigns to support the PCVB’s goals and brand. Bill joined the Altus Group in December 2004 armed with contacts, experience and a dream to create powerful strategic campaigns throughout the Philadelphia region. Bill has a B.S. Advertising degree from Syracuse University’s S.I. Newhouse School of Public Communications, and is pursuing an M.B.A. at Temple University. Jim Eagle, Creative Director As Creative Director, Jim brings 12 years of successful experience to the Altus Group from some of the largest ad agencies in Philadelphia, including Elkman, Tierney and Brownstein Group, to name a few. He demonstrated his ability to create and direct collateral, print, television, Web and other media. He is the recipient of some of the top advertising awards in Philadelphia. Jim holds a B.A. from the Art Institute of Philadelphia. Jim works directly with the client to develop the overall creative objective, strategy and imagery required to meet the needs of our clients. Jim oversees all aspects of a project, ensuring the project creative recommendations and strategies work with the client’s budget and production schedule in order to produce quality work that accomplishes its goal.

12. PROJECT TEAM Brian Tennyson, Interactive Creative Director With over eight years of interactive experience developing engaging interactive solutions for the Web, video, and rich media, Brian successfully produces creative solutions from initial concepts to the final deliverable. By always keeping up with the latest innovations and technology, Brian is able to see beyond the creative. His keen understanding of what goes behind the design of interactive components seamlessly marries the technical and creative aspects of his problem solving approach. Experience with clients from Hollywood Boulevard to Wall Street has led to an understanding of target audiences and business initiatives as it pertains to a wide range of business verticals. Brian spearheaded the creative direction to develop Nextel’s suite of interactive selling solutions. Working closely with the Nextel branding and corporate identity committee, Brian and his team developed a series of Web CD-based product spotlight pieces that could be carried across Nextel's extensive family of mobile communication products. Kevin Couch, Copywriter Kevin has been in the business of advertising for 16 years. Fourteen of them have been spent as a copywriter working with agencies and clients from Boston to Austin to Philadelphia. His expertise lies in translating complex ideas and marketing strategies into compelling creative concepts and copy that inspire, move and motivate. Kevin has worked on both regional and national accounts, including Hard Rock Hotel & Casino, Aramark, Pennsylvania Ballet, New Jersey Lottery, New Jersey Transit, PNC Bank, Comcast, GMAC, JPMorgan Chase, Dell, Subway, Burton, Primavera Software, AT&T, Sperry Top-Sider, Fuddruckers, Texas Department of Transportation, The Western Athletic Conference, and the acclaimed United Way of Southeastern Pennsylvania “Look the Other Way” campaign.

13. PROJECT TEAM Media Planning Partner: Star Group Tom Conti, Managing Partner/President Mary Padula, Managing Partner/Senior Vice President, Media Director Founded in 1985, Star Group provides the full array of strategic media services, including planning, buying, market analysis and media research to increase awareness, enhance brand presence, drive acquisition and improve loyalty – utilizing all media. Star group is proud of its position as a truly regional agency, with 195 employees in offices in Philadelphia, Cherry Hill and Wilmington. Star Group is a WBE-certified business. Buttoned-up and buttoned down. That's what makes Tom Conti such a consummate professional. His demeanor is even and level-headed. He is thoroughly professional in the way he conducts himself and yet he is personally engaging at the same time. Tom has an inherent talent for drilling down quickly to find the problem that needs to be addressed. And then solving it systematically and with precision. Tom is a businessman who knows business. And the business that he knows and loves best is marketing and advertising. Before Star, Tom was senior managing partner at Gillespie/McCannErickson World Group and held upper-management positions at Earle Palmer Brown and Ketchum Communications. His experience—from brand strategizing to integrated communications development—has benefited a diverse range of clients including DuPont, The Port Authority of New York and New Jersey, Kennedy Heath System and Conectiv. Mary is one of those people who can talk to anybody. She is at ease rubbing elbows with Fortune 500 marketing directors as well as the local TV rep. Mary is a people person. You'll notice it the moment you meet her, always smiling and gregarious, Mary has an ease about her that can make the most intense person, relax. Mary heads-up our media department. And while Mary is an outwardly friendly and amicable person, behind that smile lurks the soul of a shrewd and tenacious negotiator. Her account experience runs the gamut— government, healthcare, travel and tourism, hospitality, media (Comcast Corporate and Paramount Pictures) and GameStop.

14. PROJECT TEAM Search Engine Optimization: UnREAL Marketing Solutions, Inc. Bob Rothenberg, Executive Vice President UnREAL Marketing Solutions, Inc. is a full-service Internet marketing agency founded in 1999 as one of the first Search Engine Marketing ‘SEM’ firms in the country. Over the past seven years, UnREAL Marketing has become nationally recognized as a top-tier Internet marketing agency dedicated to helping top global consumer brands and partner advertising agencies leverage the power of Internet marketing to achieve profitable results. Well on our way to becoming “the recognized innovator in results-driven Internet marketing,” Our foundation rests upon high-level industry relationships, a dynamic and agile team, and the technological and organizational knowledge and infrastructure needed to thrive in the ever-changing Internet industry. Our process for delivering every service begins with a solid platform of competitive landscape information. We take nothing for granted in this dynamically changing landscape. The subsequent steps build on the analysis and we continue to aggressively monitor the competition and also new opportunities in technology across the length of marketing campaigns. UnREAL Marketing Solutions clients include Wilmington Trust Bank, SpeedoUSA, Citizens Bank, David’s Bridal Group, Calvin Klien Underwear and Steiner Sports. As Executive Vice President, Business Strategy, Bob Rothenberg is responsible for overseeing Delivered Services to clients and New Business Development for UnREAL Marketing. He spearheads the strategic direction of client accounts and works with clients to increase ROI and penetration into their target markets. Prior to joining UnREAL Marketing, Mr. Rothenberg was the owner and operator of RHR Marketing, a Sports & Entertainment Consultancy that performed various marketing duties for a wide variety of clients including Footlocker, NEXTEL, NBC, USA Networks, and the NHL.

15. RELATED EXPERIENCE Altus Group specializes in destination marketing and has worked with many economic development agencies to reach a variety of business-to-business and consumer markets. Altus Group currently works with the Philadelphia Convention & Visitors Bureau, Greater Philadelphia Tourism Marketing Corporation, Greater San Diego Business Association, Chicago Convention & Tourism Bureau and Greater Pittsburgh Convention & Visitors Bureau. Altus Group’s experience also reaches across Select Greater Philadelphia’s target industries. Altus Group has provided branding, strategic and creative services to Life/Bio Sciences (Isolagen, Freedom-2, Sirna Therapeutics), Chemical (Sea Land Chemicals, NCeed Enterprises), IT (Infomc, icm, ArcPlan) and financial (First Union, Opus) companies.

16. RELATED EXPERIENCE CASE STUDY: Isolagen Isolagen, Inc. is a biotech company that specializes in the development and commercialization of its autologous cellular system (ACS) technology. With five secured patents and five additional patents pending, the Isolagen Process represents a unique breakthrough in ACS technology in the overall approach to cosmetic and medical therapy. Specifically, the Isolagen Process has potential applications in cosmetic dermatology, cosmetic surgery, periodontal disease, and reconstructive dentistry, among other therapies. Isolagen hired Altus Group to develop its corporate brand and creative to support investor relations activities in the United States, and enhance its brand communications in the United Kingdom. Altus Group began work in October 2005 on brand development, corporate identity, positioning and Web site design and development. In 2006, Altus Group developed a video to educate potential investors about the ACS technology, Isolagen vision and product trials. The Altus Group team worked closely with executive level staff, including the CEO and Vice President of Marketing, as well as other contractors such as the marketing and public relation firms in the United Kingdom. Altus Group provided the foundation for a successful global brand and solid positioning to communicate to a slice of a slice of a demographic. The Web site sets the stage for the launch of Signature Treatment Centers in the UK to attract the target audience to the appropriate facility. Isolagen has yet to completely launch the UK initiatives and is awaiting approval of trials in the U.S.

17. RELATED EXPERIENCE CASE STUDY: Isolagen (continued) Timeline: October 2005 to September 2006 Results: Measurable results are not yet available since the campaign has not yet launched. Budget: $312,000 Reference: Martin Schmeig, CFO Phone: 610-203-7624

18. RELATED EXPERIENCE CASE STUDY: Greater Philadelphia Tourism Marketing Corporation The Greater Philadelphia Tourism Marketing Corporation (GPTMC) is the leisure destination marketing agency for Philadelphia and the four surrounding “countryside” counties. In 2003, GPTMC announced a three-year, $1 million investment to attract the valuable gay travel market to Philadelphia. GPTMC approached Altus Group to develop a creative campaign to position Philadelphia in the gay travel market that would be in sync with mainstream Philadelphia tourism efforts while reflecting the pride and sensibilities of the gay and lesbian community. Altus Group first conducted research that proved that, while gay and lesbian travelers are drawn to the region's historical attractions, they seldom choose destinations that do not offer gay and lesbian social and cultural activities to make them feel welcome. The research presented a challenge: combine three messages (historical attractions, gay and lesbian social activities, and a gay-friendly attitude) into one idea. Altus Group created a tagline to communicate all of this: “Get Your History Straight and Your Nightlife Gay.” Our national ads gave the theme line a colorful twist by combining some of Philadelphia's historical icons with the rainbow symbol of gay and lesbian pride.Whimsical treatments of history such as Betsy sewing her flag, Ben flying his kite, and George crossing the Delaware River proclaim that Philadelphians have a sense of humor and a history of encouraging freedom and new ideas. These eyeball grabbers were placed in carefully selected national gay publications that focus on travel and leisure. In year two, Altus Group expanded the campaign to create the first television commercial in the world targeting gay travelers for a destination. The results of the campaign have increased economic impact for the region and positioned Philadelphia as a leader in the U.S. gay travel industry.

19. RELATED EXPERIENCE CASE STUDY: Greater Philadelphia Tourism Marketing Corporation (continued) Timeline: July 2003 to June 2006 (Contract has now extended into fourth year) Results: ROI of $153 in economic impact for every $1 spent on the campaign More than 600 hotel room nights consumed by Philadelphia Freedom hotel package, generating in excess of $100,000 in revenue Budget: $1 million over three years Reference: Sharon Rossi, Vice President of Advertising Phone: 215-599-0791

20. PROJECT APPROACH Altus Group will use the following process to refine the strategy and develop creative and determine final tactics for Select Greater Philadelphia’s campaigns. This timeline outlines the preferred steps in developing a final plan and implementation over two months; this schedule can be modified and shortened to accommodate Select Greater Philadelphia needs. January Conduct interviews and branding workshop with staff and stakeholders. Develop brand development document to serve as campaign foundation. Review all research available from Select Greater Philadelphia; determine if additional research is recommended. Further research recommended media vehicles with Select Greater Philadelphia’s input. Conduct corporate intelligence phone interviews with industry experts, companies that have recently located to the region, and a sample of prospective clients to better understand the motivators, needs and concerns of the target audience. Identify key events in 2007 that are important to Select Greater Philadelphia’s marketing campaign. (i.e. trade shows, conventions, etc.) February Present media and promotional schedules to Select Greater Philadelphia for review and feedback. Modify/enhance creative based on additional research and present for approval. Finalize all schedules and creative.

21. PROJECT COMPONENTS Strategic Deliverables Media Plan Search Engine Optimization (SEO) Plan Web Site Enhancement Plan Guerrilla Bluetooth Plan Tactical Deliverables Print Ads Online Ads Radio PSAs Web Site Redesign with Enhancements Trade Show Booth Promotional Giveaways Bluetooth “Billboards” and Delivery Content Direct Mail Direct E-mail Template PowerPoint Template SEO Implementation

22. STRATEGIC RECOMMENDATIONS

23. TARGET AUDIENCES Real estate brokers and investors who represent companies considering relocation Businesses engaged in cluster industries of Life Sciences, Bio Tech and Pharmaceuticals, Financial Services, Information Technology and Communications, and Professional Services Executives and political leaders in the Greater Philadelphia region Opinion leaders and influencers including members of the press Greater Philadelphia residents and business leaders Corporate Executives Corporate Location Professionals Site Selectors Real Estate Consultants Merger & Turnaround Specialists

24. MESSAGE POINTS • Primary messages provided by Select Greater Philadelphia: • Great value for business • Fast-growing clusters (namely Life/Bio Sciences, Chemicals, Financial Services and Information Technology and Communications) • Exceptional quality of life • Highly educated and talented workforce • Outstanding and numerous educational and research resources • Excellent location and transportation connections • Innovative and passionate and can-do spirit • Diverse knowledge-based economy • Center for IT innovation

25. INSIGHTS Select Greater Philadelphia’s target audience is made up of a varied and multi-layered array of professionals. The target audience can be grouped by a) target industry clusters, b) real estate consultants, or c) geographic markets. Proximity (to resources, transportation, workforce, education, etc.) is a primary decision-making factor for many industries. The corporate location business is based on a mix of relationships and hard facts. All decisions are made with a mix of left- (logical, analytical) and right-brain (intuitive, holistic) functions. The target audience may not be aware of Select Greater Philadelphia or its services. The marketing message must speak to and relate to the varied audiences. A marketing campaign cannot move companies to the region; the marketing must work to place Philadelphia in consideration for a company’s location. The creative implementation of Select Greater Philadelphia’s campaign must reflect the region’s brand. SELECT GREATER PHILADELPHIA PROPOSAL

26. SITUATION MARKETING CHALLENGE Select Greater Philadelphia needs to correctly position the Greater Philadelphia region in the consciousness of a diverse set of corporate location professionals and company executives in order to place Philadelphia on the list of location/relocation options. GOAL Communicate Greater Philadelphia’s position in the corporate location market and Select Greater Philadelphia’s related services to generate information requests and leads. STRATEGIES Primary: Position Greater Philadelphia as a superior location for doing business in the U.S. Secondary: Position Select Greater Philadelphia as the ultimate resource for corporate location information for the Greater Philadelphia region.

27. POSITIONING POSITIONING STATEMENT The Greater Philadelphia region is the superior place to do business in the United States. SUPPORTING STATEMENTS Greater Philadelphia has a long history of innovative spirit and “can do” attitude. Greater Philadelphia provides proximity to political, financial, natural, educational and human resources that are critical to business growth and success. Greater Philadelphia provides a quality of life that features rich assets and high value. Greater Philadelphia offers a lower cost of doing business.

28. RATIONALE Business location and relocation decisions – no matter what the size of the company – involve a complex equation of quality of life, transportation, work force, costs and other factors. The location process generally involves negotiations with local and state governments as well as government-sponsored incentives. While marketing cannot affect these final arrangements and negotiations, marketing can place Greater Philadelphia on the list of destinations to be considered. Also, location decisions are not made in a linear world – they are made on a holistic basis. The most appealing destination must be satisfying to the company on many levels – quality of life, cost effectiveness, labor pool, etc. While one destination may stand out in one or numerous areas, it is the entire package that will place a destination at the top of the list. Greater Philadelphia’s richness of resources, unparalleled location and cost value provide such a superior package. Very few regions in the U.S. can satisfy business needs on so many levels. Greater Philadelphia may not be number one in every category, but it offers the best environment for business success. And, Greater Philadelphia represents 11 counties in three states, each of which boasts distinct benefits. The goal of Select Greater Philadelphia’s marketing campaign must be to communicate this superior holistic package, and get the region listed on every short list. Once this is accomplished, Select Greater Philadelphia’s services can provide the support to locate the company in the region.

29. RECOMMENDATIONS • Altus Group recommends the following campaign foci: • Target Industries • Make the Life/Bio Sciences industry cluster the primary target because: • Capitalize on Success: Greater Philadelphia already has a successful critical mass of businesses in this cluster, and is experiencing growth in the cluster. • Capitalize on Past Investment: Select Greater Philadelphia and its partners made a significant investment to reach this segment during the 2005 BIO convention in Philadelphia. • Capitalize on the region’s focus: The Commonwealth of Pennsylvania has made the growth of this industry a priority. The Philadelphia Convention & Visitors Bureau recently renamed its Health Congress as the Life Sciences Congress, and is placing an emphasis on bringing more industry meetings to the city. • There appears to be location potential from companies in the European Union, where labor and tax issues create a reason for location in the U.S. The growth of flights between Philadelphia and Europe continue to enhance the region’s connections with European companies.

30. RECOMMENDATIONS • Target Audiences • Place an emphasis on reaching corporate executives over real estate brokers/ consultants and site selectors: • While real estate brokers, site selectors and other consultants are used by some of the people some of the time, trying to capture this diverse audience is an ineffective media strategy. • Corporate executives can be reached through industry-specific media and events, which supports the industry-specific cluster strategy. • Select Greater Philadelphia’s local stakeholders and ambassadors can identify corporate executives and representatives more effectively than they can various consultants: they travel in the same circles. • Messages • Reinforce the industry cluster strategy by emphasizing messages about Philadelphia’s success in those clusters, and those message points that relate specifically to those industries. • Greater Philadelphia stands apart from other regions in the U.S. for its proximity to population, resources and transportation. Capitalize on this message.

31. MEDIA RECOMMENDATIONS

32. MEDIA STRATEGY • Altus Group always develops its Media Strategy before its Creative Strategy to ensure that the campaign is driven by a sound strategic plan. The creative can then be developed to support the strategy. • MEDIA STRATEGIES • Outreach Program • Create positive associations for Select Greater Philadelphia by utilizing media forms and vehicles most relevant to current and potential prospects. • Reach prospects through innovative and surprising vehicles so that the message will resonate with the audience and communicate the innovation of Greater Philadelphia’s brand. • Use innovative media vehicles that will reflect the region’s brand. • Push Select Greater Philadelphia to audience through aggressive Search Engine Optimization. • Local Program • Since more business moving to the Philadelphia Region helps everyone, we recommend asking the media to support this program with the following: • Become goodwill ambassadors and provide testimonials within their medium. • Provide “remnant” space and added value enhancements for a small budget allocation.

33. MEDIA VEHICLES BY AUDIENCE

34. MEDIA RECOMMENDATIONS • OUTREACH PROGRAM: PRINT • Reach them while reading industry news • Include full-page ads within specific industry publications. Considerations include: Chemical Week, Black’s Guide, Bio-IT World, Telecommunications, American Banker, Financial Times and National Relocation & Real Estate Magazine. • Reach them while traveling • Include full-page ads in airline publications, specifically in months that coincide with major industry events. • Reach them with a surprise gift • Through Forbes direct marketing program, we can select specific job titles across Select Greater Philadelphia’s industry clusters and purchase a gift subscription to Forbes that includes the following: • Letter on Select Greater Philadelphia letterhead detailing the subscription gift, introducing Select Greater Philadelphia, and inviting them to visit a special landing page to learn more about the region. The landing page will enable Select Greater Philadelphia to track responses. • Four cover wraps on the biggest issues of the year (on the gift subscription copies) to continually reinforce the Select Greater Philadelphia brand and communicate important messages about the region.

35. MEDIA RECOMMENDATIONS OUTREACH PROGRAM: ONLINE We recommend a heavily Web-based marketing campaign. The target audiences are Web-savvy and are looking for hard data about a region. To complement the offline program, we recommend creating an overlay strategy with search as well as including added value online sponsorships (display media) of the publications and trade shows references in this plan. “On average, users exposed to both display and search advertising converted at a rate of 22% higher than search alone” – Atlas DMT, July 2006

36. MEDIA RECOMMENDATIONS • OUTREACH PROGRAM: TRADE SHOWS & CONVENTIONS • Reach them when they gather to learn new ideas. • Establish a strong, innovative presence for Select Greater Philadelphia and Greater Philadelphia at major trade shows and conventions that attract industry cluster executives and corporate location professionals. • Purchase ads within trade publications and trade show daily issues • Purchase sticker placement on hotel newspapers • Use BlueCast posters and displays in high-traffic areas in convention center, hotels or areas with heavy pedestrian traffic

37. MEDIA RECOMMENDATIONS OUTREACH PROGRAM: TRADE SHOWS & CONVENTIONS Recommended Trade Shows Biotechnology Industry Organization (BIO) * Have a presence in Boston in 2007, but increase efforts in San Diego in 2008 to reach Life Sciences companies located in California. BIO Europe Chemical Technology Conference Chemical Week Conference American Chemical Society Urban Land Institute Real Share Conference Series

38. MEDIA RECOMMENDATIONS OUTREACH PROGRAM: BLUECASTING BlueCasting is a proximity marketing platform which allows two-way transfer of data to/from mobile devices based on proximity of such mobile devices to a BlueCast server. It leverages the growing number of Bluetooth enabled devices including mobile phones, PDAs and portable computers. BlueCasting delivers high-bandwidth delivery of digital data, without network charges, on an opt-in basis. The BlueCast software tools allow the system to be highly personalized, tracking users and delivering them relevant content. The service also provides remote monitoring via an easy-to-use Web interface. This emerging technology can be applied to Select Greater Philadelphia’s campaign through Bluetooth-enabled posters and displays during targeted industry trade shows and events. The BlueCast server will send a text message to all Bluetooth enabled devices that pass 150 feet of the display, inviting the user to download a short video about Select Greater Philadelphia. By taking advantage of new technologies, individuals with Bluetooth-enabled devices can be prompted to download the promotional video and any other media. The tone of the video we will create will be fast-paced and high energy. The main visual components will be aerial B-roll of the region, along with company and University logos that will support text that communicates the key messages. The video will reside on the Select Greater Philadelphia Web site and can be used as a downloadable element in an outdoor marketing campaign. The technology can be applied to poster sites, train, air and bus terminals, public spaces, trade show booths or interactive kiosks.

39. MEDIA RECOMMENDATIONS HOW BLUECASTING WORKS

40. MEDIA RECOMMENDATIONS • OUTREACH PROGRAM: DIRECT E-MAIL • Enhance Select Greater Philadelphia’s current Select News e-mails by purchasing double opt-in e-mail lists targeted at C-level worldwide executives. • Build frequency of 6-12 e-mail sends to the audience over the year. These e-mails will take the form of electronic brochures to remind the audience of Select Greater Philadelphia resources. • This strategy will create a database of interested companies and will allow Select Greater Philadelphia to remind them to include the Greater Philadelphia region on their short lists.

41. MEDIA RECOMMENDATIONS LOCAL PROGRAM: PRINT We recommend purchasing remnant and bonus space within the local business publications and major daily newspapers. Additional value enhancements can include banners/buttons within their Web sites. Considerations include: Philadelphia Business Journal The Philadelphia Inquirer Wilmington News Journal Camden Courier Post LOCAL PROGRAM: RADIO By allocating a small budget from the contingency to a powerhouse station such as KYW-AM, we may be able to receive a PSA schedule on KYW, WDEL-AM and WPHT-AM. Another added value would be a link on KYW Web site.

42. MEDIA RECOMMENDATIONS • SEARCH ENGINE OPTIMIZATION: ORGANIC TRAFFIC BUILDING • The initial phase of SEO is broken into two parts with multiple initiatives for maximum search coverage and effectiveness. • 1. SEO Research • Keyword List: Create a list of keywords specific to target audience and selection process. • Initial Ranking Report: To be used as a baseline to measure the success of the campaign. • Competitive Analysis: Prior to optimization, research any natural optimization efforts conducted by the competitors. This research will include an Initial Ranking Report and a link popularity check. • 2. On Page SEO Optimization • Site Audit: Analyze the site; correct any aspects which may be negatively affecting search engine rankings. • Basic Enrichment Program: Meta Tags; Alt Tags; Header Tags; JavaScript Optimization • Content Creation or Enhancement: Keyword Optimized Pages; Articles; Enhanced Content Pages; Geo-Targeted Pages • Sitemap & Cross Linking • Supplementary Content: Blogs; Optimized Press Releases; RSS – Integrating relevant blogs, press releases and news content on your site with RSS is an easy and effective way to keep your site fresh • Link Building: Initial link purchasing to get immediate traction and link building after On Page Optimization is indexed for 30 days • Reporting & Maintenance: Monthly keyword reports and ongoing optimization (up to 4 hours per month)

43. MEDIA RECOMMENDATIONS SEARCH ENGINE OPTIMIZATION: PAID SEARCH OUTREACH AND ENRICHMENT PROGRAM We recommend taking a broader initial keyword approach to outreach to the target audience via Google and Yahoo. Our objective is to launch with a focused spend designed to deliver a measured volume of traffic, while establishing a baseline for performance and potential for roll-out over the course of the campaign. Ultimately, we will transition to an integrated marketing strategy with keywords as other elements of the offline campaign take hold so that we enable the campaign to benefit from the diverse marketing levers, which will provide umbrella support to enhance campaign effectiveness from cross over audiences. The search campaign will be testing into 10 percent of the available universe of search for the target audience each month will ensure we are able gauge responsiveness of the audience before growing spend.

44. CREATIVE RECOMMENDATIONS

45. CREATIVE STRATEGY Companies located in the Greater Philadelphia region can enhance their opportunities for GREATNESS because of the region’s unique qualities and people who “make things happen.” The campaign will be anchored by the slogan, “BE >” using the mathematical “greater than” symbol. This slogan relates directly to the Select Greater Philadelphia name, and the Greater Philadelphia region. The slogan tells the audience what they want to hear – that they and their company can be greater, be more successful, be more profitable. We are telling them that they can be all of that, and more, here in Greater Philadelphia. As stated in the strategic rationale, while Philadelphia may not be number one in every factor for corporate location, the region offers a superior package that covers the cost of doing business, proximity to resources, quality of life and an innovative spirit. Greater Philadelphia has a long history of innovation that has enhanced quality of business and quality of life. The creative campaign will use the accomplishments of famous residents of the region to demonstrate what can be accomplished in the region. Using icons such as Benjamin Franklin, Thomas Edison and the Dupont family – which cover the tri-state region – the creative will juxtapose their business accomplishments with related quality of life images. The body copy will point to messages that support the region’s position as a superior place to do business. Using a mix of proven achievement, quality of life and hard fact elements, this campaign will satisfy both the left brain (logical, analytical) and right brain (intuitive, holistic) thinking of the target audience.

46. CREATIVE SOLUTION “Be Greater” is a positive and appealing message to any audience. It touches upon business and personal satisfaction. The slogan connects being greater with being in Greater Philadelphia, and reinforces the Select Greater Philadelphia name.

47. PRINT ADS The print ad campaign looks back at the notable achievements made by people in the Greater Philadelphia region, while projecting forward to what the reader can achieve when doing business here.

48. PRINT ADS While the copy speaks about business success (left brain), the dominant photo speaks to quality of life (right brain).

49. PRINT ADS Note the proposed change in color to the Select Greater Philadelphia logo. By adjusting the blue and orange application, the colors reinforce the message from headline to tagline to logo.

50. BANNER ADS Animated Web banner.