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Campaign Overview

Campaign Overview. November 4, 2011 Sq1 will be launching a multi-channel campaign for Jiffy Lube in the Seattle area. Channels Include Owned Assets – Email Subscribers +220K, Facebook Page, Twitter Account Paid Search Online Display The Campaign has a four-pronged goal:

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Campaign Overview

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  1. Confidential (c) Sq1 2011

  2. Campaign Overview November 4, 2011 Sq1 will be launching a multi-channel campaign for Jiffy Lube in the Seattle area. Channels Include • Owned Assets – Email Subscribers +220K, Facebook Page, Twitter Account • Paid Search • Online Display The Campaign has a four-pronged goal: • Ignite communities with campaign awareness • Drive Conversions • Nurture Consumers 4. Build a Jiffy Lube Optimization Model that allowsfor continuous improvement Confidential (c) Sq1 2011

  3. Landing page Confidential (c) Sq1 2011

  4. Campaign Assets – Landing Page Thank You Page Owned and paid media will link shoppers to a landing page. The landing page will allow users to share coupons via Email, Facebook or Twitter for a maximum savings. - Share and Save – Shoppers can get $15 off of an oil change • Non Share Coupon – Shoppers can get $10 off of an oil change Confidential (c) Sq1 2011

  5. Campaign Assets – Landing Page Remaining landing page changes will be developed after creative is approved. URL: http://www.groupsave.com/JiffyLubeSeattle Confidential (c) Sq1 2011

  6. Campaign Assets – Landing Page - Widget Remaining landing page changes will be developed after creative is approved. URL: http://www.groupsave.com/JiffyLubeSeattle Confidential (c) Sq1 2011

  7. Coupons Confidential (c) Sq1 2011

  8. Campaign Assets – Landing Page $15 Coupon This coupon will be displayed for print when users share the offer on the landing page. Disclaimer on coupon: COUPON REQUIRED. No appointment necessary. Regular price varies. Service Includes: oil (up to five quarts of quality motor oil), oil filter, Lubricate chassis (when applicable), check and fill five vital fluids, check Wiper blades, air filter and tire pressure, inspect serpentine belt, Antifreeze/Coolant Reservoir level, exterior lights, vacuum interior floors And clean exterior windows. Additional charge for high mileage, synthetic Blend or full synthetic oil. Coupon expires 02/15/2012. Code TQGN42. Confidential (c) Sq1 2011

  9. Campaign Assets – Landing Page $10 Coupon This coupon will be displayed for print when users choose not to share and take a lower value coupon. Disclaimer on coupon: COUPON REQUIRED. No appointment necessary. Regular price varies. Service Includes: oil (up to five quarts of quality motor oil), oil filter, Lubricate chassis (when applicable), check and fill five vital fluids, check Wiper blades, air filter and tire pressure, inspect serpentine belt, Antifreeze/Coolant Reservoir level, exterior lights, vacuum interior floors And clean exterior windows. Additional charge for high mileage, synthetic Blend or full synthetic oil. Coupon expires 02/15/2012. Code 4BPEJ2. Confidential (c) Sq1 2011

  10. Campaign Assets – Facebook $15 Coupon This coupon will be available to Facebook Fans of Heartland Jiffy Lube. Disclaimer on coupon: COUPON REQUIRED. No appointment necessary. Regular price varies. Service Includes: oil (up to five quarts of quality motor oil), oil filter, Lubricate chassis (when applicable), check and fill five vital fluids, check Wiper blades, air filter and tire pressure, inspect serpentine belt, Antifreeze/Coolant Reservoir level, exterior lights, vacuum interior floors And clean exterior windows. Additional charge for high mileage, synthetic Blend or full synthetic oil. Coupon expires 02/15/2012. Code ME3W52. Confidential (c) Sq1 2011

  11. Campaign Assets – Nurture Email $12 Coupon This coupon can be downloaded via an email that will be sent out to users via email in 30 day intervals after they have shared a $15 off coupon with friends. Disclaimer on coupon: COUPON REQUIRED. No appointment required. Regular price varies. See stores for exclusions and details. Coupon must be printed and presented at time of service. Coupon expires 2/15/12. Code VKTVY2. Confidential (c) Sq1 2011

  12. Email Confidential (c) Sq1 2011

  13. Campaign Assets - Email Sq1 has designed 4 emails for the 3 Month pilot campaign. • Initial Email: To be sent to Jiffy Lube email subscribers at the launch of the campaign. • Shared Email: To be sent to consumers friends when the $15 offer is shared. • Download Coupon: To be sent when a user successfully shares a coupon. • Nurture Coupon: To be sent out 3 times in 30 day intervals to users who participated in the sharing campaign in the past 30 days. Confidential (c) Sq1 2011

  14. Campaign Assets – Initial Email Disclaimer at bottom of email: *$15 off Valid on conventional motor oil only, additional charges for blend, synthetic or other specialty oils. **Not valid with any other offers or promotions including Manager's Specials, Early Bird Discounts, or any other advertised price. Jiffy Lube Signature Service® Oil Change includes: Up to 5 quarts or quality motor oil, oil filter, inspection and top off of five vital fluids, wash - exterior windows and vacuum interior floors.    Confidential (c) Sq1 2011

  15. Campaign Assets – Sharing Email Disclaimer at bottom of email: *$15 off Valid on conventional motor oil only, additional charges for blend, synthetic or other specialty oils. **Not valid with any other offers or promotions including Manager's Specials, Early Bird Discounts, or any other advertised price. Jiffy Lube Signature Service® Oil Change includes: Up to 5 quarts or quality motor oil, oil filter, inspection and top off of five vital fluids, wash - exterior windows and vacuum interior floors.     Confidential (c) Sq1 2011

  16. Campaign Assets – Download Coupon Email Disclaimer at bottom of email: *$15 off Valid on conventional motor oil only, additional charges for blend, synthetic or other specialty oils. **Not valid with any other offers or promotions including Manager's Specials, Early Bird Discounts, or any other advertised price. Jiffy Lube Signature Service® Oil Change includes: Up to 5 quarts or quality motor oil, oil filter, inspection and top off of five vital fluids, wash - exterior windows and vacuum interior floors.     Confidential (c) Sq1 2011

  17. Campaign Assets – Nurture Email Disclaimer at bottom of email: COUPON REQUIRED. No appointment required. Regular price varies. See stores for exclusions and details. Coupon must be printed and presented at time of service. Coupon expires 2/15/12. Code VKTVY2.     Confidential (c) Sq1 2011

  18. Paid search Confidential (c) Sq1 2011

  19. Campaign Assets – Paid Search (Branded) Sq1 will be performing an A/B test for all text ads of the Jiffy Lube Seattle campaign. Sq1 will determine if ads that mention sharing see better results than ads that do not mention sharing. Keyword Sample • Jiffy Lube • Jiffy Lube.com • Jiffylube • Jiffy Lube Services • Jiffy Lube Seattle • Jiffy Lube Signature Service Text Ads • Version: A Jiffy Lube $15 Off Coupon Print Coupon and Save $15 On Your Jiffy Lube Oil Change. Print Today! groupsave.com/jiffylubeseattle Version: B Jiffy Lube $15 Off Coupon Share Coupon and Save $15 On Your Jiffy Lube Oil Change. Share Today! groupsave.com/jiffylubeseattle Geo Location: Seattle Washington Area Confidential (c) Sq1 2011

  20. Campaign Assets – Paid Search (Oil Change) Sq1 will be performing an A/B test for all text ads of the Jiffy Lube Seattle campaign. Sq1 will determine if ads that mention sharing see better results than ads that do not mention sharing. Keyword Sample • Oil Change • Synthetic Oil Change • Car Oil Change • Automobile oil change • Oil Change Discount • Oil Change Coupons Text Ads • Version: A $15 Off Oil Change Coupon Print Coupon and Save $15 On Your Jiffy Lube Oil Change. Print Today! groupsave.com/jiffylubeseattle Version: B • $15 Off Oil Change Coupon Share Coupon and Save $15 On Your Jiffy Lube Oil Change. Share Today! groupsave.com/jiffylubeseattle Geo Location: Seattle Washington Area Confidential (c) Sq1 2011

  21. Campaign Assets – Paid Search (Competitors) Sq1 will be performing an A/B test for all text ads of the Jiffy Lube Seattle campaign. Sq1 will determine if ads that mention sharing see better results than ads that do not mention sharing. Keyword Sample • Firestone • Meineke.com • Goodyear Auto Service • Seattle Auto Service • Midas Seattle Text Ads • Version: A $15 Off Oil Change Coupon Print Coupon and Save $15 On Your Jiffy Lube Oil Change. Print Today! groupsave.com/jiffylubeseattle Version: B • $15 Off Oil Change Coupon Share Coupon and Save $15 On Your Jiffy Lube Oil Change. Share Today! groupsave.com/jiffylubeseattle Geo Location: Seattle Washington Area Confidential (c) Sq1 2011

  22. Display ads Confidential (c) Sq1 2011

  23. Campaign Assets – Display Ads A 350x200 Sq1 will be performing an A/B test for all display and remarketing ads of the Jiffy Lube Seattle campaign. Sq1 will determine if ads that mention sharing see better results than ads that do not mention sharing. Geo Location: Seattle Washington Area Confidential (c) Sq1 2011

  24. Campaign Assets – Display Ads A 160x600 Geo Location: Seattle Washington Area Confidential (c) Sq1 2011

  25. Campaign Assets – Display Ads A 728x90 Geo Location: Seattle Washington Area Confidential (c) Sq1 2011

  26. Campaign Assets – Display Ads B 350x200 Sq1 will be performing an A/B test for all display and remarketing ads of the Jiffy Lube Seattle campaign. Sq1 will determine if ads that mention sharing see better results than ads that do not mention sharing. Geo Location: Seattle Washington Area Confidential (c) Sq1 2011

  27. Campaign Assets – Display Ads B 160x600 Geo Location: Seattle Washington Area Confidential (c) Sq1 2011

  28. Campaign Assets – Display Ads B 728x90 Geo Location: Seattle Washington Area Confidential (c) Sq1 2011

  29. Campaign Assets – Remarketing Ads A 350x200 Sq1 will be performing an A/B test for all display and remarketing ads of the Jiffy Lube Seattle campaign. Sq1 will determine if ads that mention sharing see better results than ads that do not mention sharing. Geo Location: Seattle Washington Area Confidential (c) Sq1 2011

  30. Campaign Assets – Remarketing Ads A 160x600 Geo Location: Seattle Washington Area Confidential (c) Sq1 2011

  31. Campaign Assets – Remarketing Ads A 728x90 Geo Location: Seattle Washington Area Confidential (c) Sq1 2011

  32. Campaign Assets – Remarketing Ads B 350x200 Sq1 will be performing an A/B test for all display and remarketing ads of the Jiffy Lube Seattle campaign. Sq1 will determine if ads that mention sharing see better results than ads that do not mention sharing. Geo Location: Seattle Washington Area Confidential (c) Sq1 2011

  33. Campaign Assets – Remarketing Ads B 160x600 Geo Location: Seattle Washington Area Confidential (c) Sq1 2011

  34. Campaign Assets – Remarketing Ads B 728x90 Geo Location: Seattle Washington Area Confidential (c) Sq1 2011

  35. Facebook Confidential (c) Sq1 2011

  36. Campaign Assets – Facebook Landing Tab Sq1 will develop a dynamic landing tab for the Heartland Jiffy Lube Facebook Page. Fans and Non-fans will see the following tabs when visiting the Facebook Page. Disclaimer at bottom of Tab: *$15 off Valid on conventional motor oil only, additional charges for blend, synthetic or other specialty oils. **Not valid with any other offers or promotions including Manager's Specials, Early Bird Discounts, or any other advertised price. Jiffy Lube Signature Service® Oil Change includes: Up to 5 quarts or quality motor oil, oil filter, inspection and top off of five vital fluids, wash - exterior windows and vacuum interior floors.     Non-Fan Landing Tab Fan/Coupon Landing Tab Confidential (c) Sq1 2011

  37. Campaign Assets – Facebook Sweeps Tab Sq1 will develop a Sweepstakes tab that asks for informationfrom users to be entered to win a $250 Gift card from Shell. Disclaimer at bottom of Tab: NO PURCHASE NECESSARY. Sweepstakes begins on 11/9/11 12:01 AM CST and ends on 2/8/12, at 11:59 pm CST.  Open only to legal residents of the 50 US (and DC), 18 or older.  Void where prohibited.  See Official Rules for complete details. OFFICIAL RULES INCLUDED IN FACEBOOK ASSETS FOLDER AS A WORD DOCUMENT.  Confidential (c) Sq1 2011

  38. Campaign Assets – In-Store Card Sq1 will design an in-store card that leads visitors to the Facebook Page to become fans and to print a $15 Off Oil Change Coupon. Confidential (c) Sq1 2011

  39. Thank You Ernie Capobianco / CEOwww.sq1agency.comernie.capobianco@sq1agency.com 214-379-8420 Confidential (c) Sq1 2011

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