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    2010 Dealer Digital Advertising ProgramDavid Schoonover

    02/22/10

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    1

    TABLE OF CONTENTS

    1. Executive Summary2. Objectives

    3. Budget

    4. Timeline

    5. Program Benefits

    6. Strategy

    7. Current State

    8. Competition

    9. Case Studies

    10. Dealer Process Flow11. Communications Plan

    12. KMA Coordination13. Current Publishing Partners

    14. Billing Process

    15. Measurement

    16. Creative Development

    17. Dealer Package

    18. Field& Dealer Training

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    1. EXECUTIVE SUMMARY

    Establish a Tier 3 dealer digital advertising program, inclusive of

    display ads, search, and social media

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    2. OBJECTIVES

    Provide Kia dealers with a mechanism to extend their traditional(TV, print, radio) advertising Online

    Increase Kia brand continuity and ability to extend sales eventsand launch communications

    Improve dealer profitability through reduced costs

    Dealers dont know what they should be paying for digital services. By havingKMA involved, we can watchdog on their behalf

    Achieve net zero cost program for KMA

    Provide subject matter expertise at the regional and dealer level to fostergrowth and program development: self-funded by program revenues

    Educate dealers how to advertise in the digital age, and provide themwith online ad development tools necessary to complete the task

    Improved coordination and consistency for T1, T2, T3 advertising efforts

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    3. BUDGET

    Assumptions: 30% dealer participation (Kia Responsible)

    $4,200 Avg Monthly Dealer Ad budget

    Total, Year 1 $622,180.00Earn Back Credits $541,793.80

    Net KMA Cost, Year 1 $80,396.20

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    4. TIMING

    EAD 60 days from development to signature RFP 90 days incl. Q&A (draft 30, vendor response 30, Q&A 30)

    Vendor Selection 45 days (21 days vendor pres, 24 for decision)

    Contract 60 days (author, negotiate and execute)

    Systems Dev 120 days

    Total time to launch = 375 days

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    5. PROGRAM BENEFITS

    Plan, develop and deliver a Digital Marketing Program Competitive advantages

    Retail digital marketing expertise

    Digital advertising capabilities to Kia dealers in the USA

    Kia Sales Region based resources; Digital Marketing Consultants (DMCs)

    Visit dealerships to consult, implement & execute to immediately impact Digital

    Marketing and Lead Management effectiveness Attend KMA Sales Regions relevant meetings, provide training to KMA

    Region staff and become their KMA Sales Regions Go To resource

    Facilitate KMA Sales Region planning, scheduling, dealer participation andexecution of quarterly Kia Dealer Digital Marketing Summits

    Educate and guide dealers towards transitioning an appropriate portion of theirmonthly advertising budgets into KMA endorsed digital advertising solutions

    Execute direct phone contact and email communications with targeted dealers

    Increase dealer competitive position by adding their capabilities

    Adds additional lead generation mechanism

    Further leverage and expand upon Kia programs (eLeads and Website)

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    6. STRATEGY

    Leverage Kia iMarketing Dealer Services infrastructure

    Increase dealer knowledge base through significant teaminvolvement

    Install market-level flexibility to fully maximize local-marketconditions, politics, economy, events, etc.

    Fix Dealer Site andSEO Optimize

    Paid Search Display Ads Social Media

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    7. CURRENT STATE

    AUTOTRADER ELEADS TRAINING AND CLOSE RATES

    DEALER ACTIONS AND REQUESTS

    KIA DEALERS ARE LARGELY ON THEIR OWN

    DEALER DIGITAL SPEND BY OEM

    eMarketer.com Cross-channel online marketing used to target differentareas of the purchase funnel makes an effective combination.

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    Dealer Feedback: Digital Advertising dollars are the best money we spend. Large Midwest

    Group Marketing Director

    My problem is I just dont have the right guys for all this stuff, Im trying to runa business here and if I fall behind by 60 daysIm lost. I need this help.

    General Manager of a Market Leading Ford Dealership

    7. CURRENT STATE

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    8. COMPETITION

    All major OEMs have a T3 digital advertising program (exceptHyundai and Kia)

    1. Ford: Long term leadership, large team, digital dedication andsignificant allocation of human and financial resources since

    19972. Honda: Excellent business process (a stable of the company)

    3. GM: Substantial funding, full program. Downside is that they payfor everything for their dealers, the dealers dont have a financialstake thus they are not as engaged. Large company creates lack

    of coordination4. VW funds and dedication

    5. Subaru Scrappy and excellent and niche marketing, plus notscared of unpopular niches such as GLBT

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    8. COMPETITION cont

    All major OEMs have a T3 digital advertising program (exceptHyundai and Kia)

    6. Nissan live regional trainers

    7. Chrysler minimal program. Just launched PAP promotionalallowance program which provides a higher rate of co-op creditsfor digital advertising. No other guidelines or services.

    7. Toyota highly fragmented internal organization (GST, SET)leads to non-centralized strategy

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    APPENDIX

    1. Case Studies2. Dealer Process Flow

    3. Communications Plan

    12. KMA Coordination

    13. Current Publishing Partners

    14. Billing Process

    15. Measurement

    16. Creative Development

    17. Dealer Package

    18. Field& Dealer Training

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    Digital Advertising Campaigns using 2 types:

    1. Site Placement Targeted Campaigns

    2. Keyword Search Advertising Campaigns

    Albuquerque - Santa Fe, NM Market

    Dealership Digital Advertising Pilot & Proof Of Concept

    Dealership Digital Advertising Case Study

    9. CASE STUDIES

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    Digital Advertising for DealersCase Study Paid Search and Web Site Display Advertising

    PLEASE NOTE: Case Study, your results will vary because no two advertising campaigns generate identical results!

    3 Month Campaign

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    BEFORE Digital Advertising

    PHONE VOLUMEPrevious Month beforeDigital Ad Campaigns

    (Nov 21-Dec 29) = Same Days TrackedWebsite 800 Sales Line = 272 Total Calls

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    AFTER Digital Advertising Implemented

    PHONE VOLUMEDigital Advertising Campaigns(Jan 21-Feb 29) = Same Days Tracked

    Website 800 Sales Line = 476 total Calls

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    10. DEALER PROCESS FLOW

    ADP creates a KIA specific DA information and enrollment portal Defines KIA DA enrollment process for the dealer

    Addresses FAQs

    Dedicated line to track inbound phone activity

    Automated and manual KIA branded follow-up email communications

    KIA repository email account to capture any communications forfuture review such as da@kiarddtm.com

    Virtual and or onsite DA presentations

    Local area resources for in-store DA presentations, planning,clarifications and enrollment

    1-800-XXXXX

    www.KIADigitalAdvertising.com

    Support Co-Op and IDA claim submission

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    11. COMMUNICATIONS PLAN

    Internal Introduce the field team in a Field Communication

    (Regional Digital Dealer Training Managers)

    KIA District Manager Conference Calls and Meetings

    Emphasize the need for their support

    Introduce the KIA DA Launch Kit including presentations and supportmaterials

    Dealer announcement prior to the Sportage Launch

    Website (iMarketing, or ADP provided like Cobalt?)

    Phone number

    Letter from Michael

    Roll Out

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    12. KMA COORDINATION

    Tier 1 In-Market plan

    I+

    D&G

    Reprise Search

    AD Kia.com

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    13. PROPOSED PUBLISHING PARTNERS