ADP Digital MarketingCBSDFWvehicles.com

AGENDA Outline for CBS Meeting November 7, 2007

Introductions

Why ADP Digital Marketing: People/Org Chart Technology Strategy

Proposal/Marketing Plan: Phase I. Marketing Plan - DFW:

o ST Goal is take from current 300/day 1,000+/dayo Support and hosting of current SEO/search siteo Updates, phone calls, etc.

Phase II. National Launch:o Regional websiteso URL’so Marketing plan

CBS & ADP Team

Bill Reilly

Ralph Paglia

“To gain an insight and understanding of ADP’s ability to outsource CBS’s automotive search engine website program designed to help dealers sell more vehicles by generating more consumer visits and leads. Scope of outsourced services includes hosting and ongoing support, site traffic development and an expanded national launch of regional auto shopping sites using DFWvehicles.com as the prototype with proven and associated Marketing support tools”

Meeting Objective

AGENDA Outline for CBS Meeting November 7, 2007

Director of Digital MarketingOEM and National Strategic Accounts

• Industry expert in Digital Advertising-Marketing• Responsible for driving over 144k leads to single-point Chevrolet dealership in 2.5 years• Strategic planner and consultant to multiple dealer groups and national enterprise customers• Digital Marketing strategy and tactical implementation leader for several OEM’s• Leader in analyzing research information and data, then transforming into strategic planning

Ralph Paglia

AGENDA Outline for CBS Meeting November 7, 2007

Bill Reilly

Vice President, GM, Digital MarketingADP Dealer Services

• Manages Web, Lead Management and Digital Marketing Consulting businesses• Responsible for $55M+ Revenue and 175 associates• Prior to ADP and BZ, ran Internet and CRM business for Rey Rey (Cyber Car)• Digital Marketing strategy and tactical implementation leader

Digital Marketing StrategyTRANSACTBUSINESS

MANAGECUSTOMERS

GENERATETRAFFIC

YOU DO ITWebsite MgmtCampaign MgmtDigital Ad Mgmt

LEAD CONVERSION

YOU DO ITShowroom MgmtInternet Lead MgmtWE HELPLead ScoringCall RoutingCall ReportingWE DO ITManaged Lead Mgmt SvcManaged Inbound BDC

WEBSITESOLUTIONS PROSPECT

MARKETING

ADVERTISING

WE HELPWeb Content

Virtual Test DrivesVehicle ContentDigital Media

Mobile MarketingAutoVoice Marketing

WE DO ITSEO / SEM PlacementCall TrackingManaged Marketing SvcsManaged Advertising Svcs YOU DO IT

BDC SolutionsWE HELPBest Practices ContentCustomer Data EnhancementDirect Mail ExecutionWE DO ITManaged Sales LoyaltyManaged Service Loyalty

CUSTOMER LOYALTY

DEAL MGMT SUITE

BUSINESS ONLINE SUITE

VEHICLE PURCHASE

SERVICE

PARTS / ACCESSORIES

Buy Online

Service Online

Finance Online

Parts Online

Accessories Online

w.e.b.Desking

w.e.b.Menu

w.e.b.Credit

w.e.b.FI

Digital Contracting

ADP Digital Marketing Assets (Macro)

BZNetTrak

Dynamic

IPNS

CustomerTouch

– We provide services for several of the largest groups in the world using this platform:

• AutoNation Group One• Lithia Van Tuyl

– Platform is oriented towards online transactions.

BZNetTrak

IPNS

CustomerTouchDynamic

Dynamic Websites

BZNetTrak

Dynamic

IPNS

• BZ is the premier provider of Consumer facing Web solutions in the Auto industry. They offer 11 products which are generally bundled together into a solution which is sold to a retailer.

• Highest conversion websites (visitor to lead ratio)• Interactive Digital content• Search Optimization and Search Marketing

CustomerTouch

BZ Results

• NetTrak is one of the premier providers of Internet Lead management software within the Auto industry. They have over 1,000 customers and almost all BZ customers use this as their Internet Lead management product.

– NetTrak accepts and parses leads from over 600 lead sources

– Platinum award from Wards Automotive in 2006 for Internet Lead Management products and the Gold award in 2007

– Primary focus today is to provide an ILM solution for the BZ business.

BZ

Dynamic

IPNS

CustomerTouch

NetTrak NetTrak Internet Lead Management

• Customer Touch is Outsourced Marketing Services for retailers

CustomerTouch

BZNetTrak

Dynamic

IPNS

Customer Touch

Why ADP Digital Marketing?

• Automotive Industry experience• Research and experience focused• Resources (Technology, Personnel)• Digital Marketing Know-How• Industry Leading Products• Proven Leader in Digital Marketing

Research and Experience

• Experience - 2000+ Digital Marketing customers (Dealer, Group and Enterprise level)

• Partners with Research Leaders (JD Powers, Forrester, Cap Gemini)

• Industry Conference participation

• ADP Digital Marketing works closely with J. D. ADP Digital Marketing works closely with J. D. Power and Associates to ensure that all relevant Power and Associates to ensure that all relevant research is available and considered as we research is available and considered as we develop capabilities, products and services develop capabilities, products and services

• Working together with J. D. Power’s research Working together with J. D. Power’s research team provides ADP with deep insight when team provides ADP with deep insight when reviewing various metrics generated by the data reviewing various metrics generated by the data we aggregate from thousands of dealerships, and we aggregate from thousands of dealerships, and the visitor traffic, sources and characteristics from the visitor traffic, sources and characteristics from over 2,000 automotive web sitesover 2,000 automotive web sites

64% 64%67% 68%

70%

47%

54% 53%59%

60%60%54%

40%

61%^

26%

33%

43%47%

10%

20%

30%

40%

50%

60%

70%

80%

1999 2000 2001 2002 2003 2004 2005 2006 2007

New Used

1Based to new-vehicle buyers. Source: J.D. Power and Associates 1999-2007 New Autoshopper.com Studies2Based to used-vehicle buyers. Source: J.D. Power and Associates 1999-2007 Used Autoshopper.com Studies

Automotive Internet Usage (AIU); New1 and Used2 Vehicle Buyers – 9 Year Trend

J. D. Power Autoshopper.com Study presented in Las Vegas 10/18/2007:Automotive Internet Usage (AIU) rates continue to increase

% o

f All

New

and

Use

d C

ar B

uyer

s

15© 2007 J.D. Power and Associates,The McGraw-Hill Companies, Inc. All Rights Reserved.

Percent of New-Vehicle BuyersSubmitting a Request for Online Dealer Referral

20% 21% 21% 22%

0%

10%

20%

30%

40%

50%

60%

2004 2005 2006 2007

16© 2007 J.D. Power and Associates,The McGraw-Hill Companies, Inc. All Rights Reserved.

Based to total new-vehicle buyersSource: J.D. Power and Associates 2004-2007 New Autoshopper.com Studies

Willingness to fill out a Request for Quote form online is not growing amongst new-vehicle buyers

% o

f All

New

Veh

icle

Buy

ers

17© 2007 J.D. Power and Associates,The McGraw-Hill Companies, Inc. All Rights Reserved.

Method Used to Find the Used Vehicle Purchased

14%11% 10%

5% 5%11% 12%

16%

23%

9%

0%

5%

10%

15%

20%

25%

30%Newspaper Classifieds Classified Ad Magazines Online Inventory

Based to late model used-vehicle buyersSource: J.D. Power and Associates 2003-2007 Used Autoshopper.com Studies

23% of Used Vehicle Buyers found their Vehicle Online

2003 2004 2005 2006 2007^

% o

f All

Use

d Ve

hicl

e B

uyer

s

Top 10 Categories in Composition of Vehicle Buyers

323

335

344

376

413

416

652

657

686

944

0 100 200 300 400 500 600 700 800 900 1000

Sports News

Automotive Information

Vacation Packages

Ecards

Automotive Manufacturer

Business News

Automotive Dealers

Email

Tax Services

Calendars/Address Books

Composition Index

Reach27%

21%

55%

22%

21%

39%

31%

11%

54%

25%

Auto shoppers can be found on non-auto sites

18© 2007 J.D. Power and Associates,The McGraw-Hill Companies, Inc. All Rights Reserved.

Base: All vehicle buyers with internet access

J. D. Power 2007 AutoShopper Research Summary

• Manufacturer and independent sites have reached parity in popularity and use by online auto shoppers– Dealer sites will be next significant increase in car buyer usage

• Internet is only marketing and communication medium that works efficiently across the entire shopping funnel

• Significant online shopping activity occurs six months prior to car buyers making actual purchase

• Highest bump in online auto shopping occurs within the month of purchase

• Purchase reporting and web-wide behavioral data are now being linked for the first time creating new marketing insights

19© 2007 J.D. Power and Associates,The McGraw-Hill Companies, Inc. All Rights Reserved.

Why should CBS consider ADP’s online Transactional capabilities as a factor in selecting their Auto Shopping Portal services provider?

42%42%

WHY?

CURRENT MARKETING PRACTICEOPPORTUNITY

1/10 TV & RADIO

3/10 PRINT

7/10 INTERNET

2007 AUTO BUYER

PRODUCING LESS THAN DESIRABLE RESULTS

90% of Ad Budget focused at 30% of Customers10% of Ad Budget focused at 70% of Customers

FEW CAR SHOPPING

VISITORS TO DFWvehicles.com

DILUTED OPPORTUNITY

Excessive Reliance on Offline Media to Generate Online Behavior = Not Enough Site Traffic

[ HOME ]

NEW DIGITAL MARKETING STRATEGY

STRATEGY

1/10 TV & RADIO

3/10 PRINT

7/10 INTERNET

2008 AUTO BUYER

STRATEGY

50% of Promo Budget invested where 70% of Car Buyers shop

MORE LEADS ON OWN

HIGHER QUALITY

• DFWvehicles positioned as regional shopping/buying service• DFWvehicles captures higher share of online car shoppers• DFWvehicles generates increased volume of leads

HIGHER CLOSING %

HIGHER GROSS

LOWER COST PER LEAD

[ HOME ]

ADP Digital Marketing Methodology

ADP Digital Marketing Methodology

ADP Digital Marketing Methodology

ADP Digital Marketing Methodology

Figure 4: This chart illustrates a step-by-step “weighted conversion analysis.” Conversion influencers are factored into the analysis in sequence – from the “last ad” to frequency, multiple media channels, recency of ads, ad size, and engagement with rich media ad formats.

• Help your dealer clients generate more business opportunities at lower costs

• Keep CBS informed of Digital Marketing performance and results

• Increase Dealer ROI, reduce CBS campaign costs and increase search engine positions

• Improve DFWvehicles.com visitor to lead conversions and track all ad campaigns

ADP Digital Marketing Methodology

Dealer Satisfaction & Increased Performance

• Best Practice Workshops• Consulting (Webinars)• Pro-active Support, Automated reports, monthly

review of results (AutoTrader success = report on impressions)

• Lead Management tool (with Interactive communication to consumer)

• Measure all phone calls generated (Call Tracking)

• Launch Best Practice Workshops for Dealership Managers, DFWv Sales Specialists and CBS stakeholders

• Assess each dealer’s current state – Mystery Shop Score• Create Action Plans for dealer performance improvement• Optional CBS-ADP branded In-store Performance

Consulting, training and Department Architecture• Create CBS Automotive Digital Marketing University• Monitor Vital Statistics by dealer and proactively reach out to

highest lead receiving stores to improve human resource assets, process execution and skills development

Dealer Performance Consultants

ROI ROI from each from each Dealer’s Investment in Dealer’s Investment in DDFFWv is Wv is HIGHLYHIGHLY Impacted by their Impacted by their Dealership Employee’s handling oDealership Employee’s handling of f DFWvDFWv originatedoriginated Leads/Phone Calls…Leads/Phone Calls…

NetTrak Lead Manager• Automated Processes• Manage Opportunities• Organize Information• Loyalty Management• Capture Details • Configurable Rules• Communication Settings• User Level Reporting

INTERNET LEAD MANAGEMENT TOOL

[ HOME ][ SOLUTIONS ]

EMAIL MARKETING SUITES

Coordinated Customer Contact

SALES

SERVICE

RENEWAL

[ HOME ][ SOLUTIONS ]

EMAIL NEWSLETTER MARKETING

Gets Through ISP Gets Through ISP Spam Spam FFilters to ilters to Drive TraDrive Traffic into ffic into DFWvehicles.comDFWvehicles.com

•LOCAL CONTENT

•ADP PROVIDED PROESSIONALLY WRITTEN ARTICLES

•SEGMENTED AND TARGETED DATABASE BY VEHICLE BRAND

•CAN-SPAM COMPLIANT

Re-engages DFWvRe-engages DFWv visitorsvisitorsthat that Dealers don’t Dealers don’t ffollow up with! ollow up with! Gets them back to DGets them back to DFWv FWv – Recycled Sales Opportunities!– Recycled Sales Opportunities!

Call Tracking• Provides true ROI on

advertisements • Increase call to appointment %• Allows dealer to listen to each

inbound sales call• All reports are customizable and

emailed daily/weekly/monthly• Lifetime training for dealership

management• All numbers are national toll free

at no extra charge• 40%+ less in cost to dealer

compared to competition

• ADP Exclusive Partner• Co-patent holders of the Call Tracking technology • 16 years experience, thousands of clients in the US and Canada• Over 300 k ads tracked DAILY• 6 M calls routed each month

Staff – 10 full time search marketers / Dedicated analyst– Broad Experience – many verticals, consumer / b2b, sales / lead,

international– 2 to 10 years search experience

Search Engine Optimization– 2,000 BZ sites, Dynamic Websites– 25% - 35% of BZ leads generated from organic search

Paid Search Marketing– Manage over $4 million ad spend– Google certified Search Marketing Team– Sophisticated campaign / bid management

Measurement– Omniture Analytics – on demand reporting, – Monthly Search Analysis – links, rankings, campaign suggestions, leads– Monthly Competitor Analysis– Conversion analysis

Why ADP Search Marketing?

CapGemini’s 2007 Study Shows Significance of Search Engines, Web Forums and Blogs for Car Shoppers

The Value of Search Engines

AnalyticsOmniture &

Competitive Analysis

Paid Search: 3. Sponsored Listings 4. Micro Sites

SEO: 1. Search Optimization 2. Local & Universal Search

Digital Advertising: 5. Digital Media 6. Digital Network

ADP Digital Marketing Strategy 6 Points of Growth

Solutions: 6 Points of Growth

Also called natural and organic listings

Solution #1: Implement SEO

SEO is the process of modifying a Web site and its links to improve visibility, rank, and relevance in the organic, crawler-based listings of search engines.

Free crawler listings are PR. As with all PR, good coverage is NOT guaranteed

Placement:• can take up to 6 weeks• unpredictable

Advantages:• free• unbiased• higher click through rate• perception of trust by

searcher

What is Search Engine Optimization?

Influenced by 100’s of factors:• coding• links• content

Placement Factors: Content relevance, frequency of keywords in content, keywords selected, popularity of keywords selected, reciprocal links from reputable content sources

Organic Search Engine Optimization

Also called Pay-Per-Click or Sponsored Listings

Solution #3: Paid Search Marketing (PPC)

Sponsored listings are placed on search results matching a user’s query. Advertisers pay for each click / visitor generated.

What is Paid Search Marketing?

Cost Per Click Influenced by:• Bid• Click-Through-Rate• Quality Score – including copy, landing page, key terms

Advantages:• Measurable• Predictable• Immediate• Highly targeted• Control – ranking, copy, budget, landing page

Paid Search Marketing

Organ

ic Sea

rch Res

ults

Paid Search Results

Paid

Sea

rch

Resu

lts

– Greater trust

– Perceived value by consumer

– Better integration

– Controls dealers spend

– Best value and results

DFWvehicles.com presence in organic and paid listings reinforce each

other:

Use of SEO and SEM together

• Improve campaign management– Raise search positions– Increase CTR– Improve Quality score

• Leverage local search experience• Mine aggregated dealer data• Sophisticated Bid Management

– Return Bidding– Position Bidding – Bid Shadowing – Bid Jamming

• Click Fraud Monitoring

ADP Search Advantage

Site Targeting in the Dallas market

Site Targeting in the Dallas market

Site Targeting Dallas Examples

allfordmustangs.comaudizine.comautobytel.comautomart.comautomobilemag.comautoshopper.comautotrader.comautoweek.combenzworld.orgbimmerfest.comblueovalforums.comcadillacforums.comcarcraft.comclubcivic.comcobaltss.net

dealsonwheels.comf150online.comfjcruiserforums.comford-trucks.comfordf150.netfullsizechevy.comgm-trucks.comgminsidenews.comhonda-tech.comhondamarketplace.comintellichoice.commotortrend.comnissanclub.comtoyotanation.comtrucktrend.com

Benefits• Match Buyers along buying process• Match offers to search terms• Match offers to advertisements• Strong Calls to Action • Split test different offers• Increase Google Quality Score• Better tracking

Multiple Domains, Subjects, Designs and Offers work to create synergies and critical mass resulting in expanded visitor capture and a lead generation “web” fed a steady supply of fuel from multiple organic and sponsored sources...

Get a Quote Landing Page

Solution #4: Micro Site Networks increase Lead volumes and Visitors

Solution #4: Micro Site Network

A total of 21 links currently exist from throughout the Web to DFWvehicles.com - This is not enough to generate the traffic volumes, or search indexing we need to supplement paid traffic with organically generated visits…

Solution #4: Micro Site Network

75 links is better… But, still not enough! ADP will create and expand continuously over time a network of ADP created model specific micro sites and links from other portals, publications, blogs, widgets, gadgets, video portals (YouTube) and a wide ranging assortment of automotive related sites in the HUNDREDS!

Solution #4: Micro Site Network

75 links, Plus 63 Links, Plus 52 Links = 190 Links to a single dealer site, and ADP will be able to leverage DFWvehicles.com high value content to create a wide ranging interlinked network of referring sites that drive dramatic visitor counts and Search Engine Indexing!

3 URL’s,

each DNS

hosted as

a Root Domain…

Each with

unique indexing

data… Driven by

GENUINE

CONTENT!

REPORT: Courtesy Chevrolet's Primary Google Account Campaign ReportACCOUNT: Ralph Paglia

DATE RANGE: October, 2006

CampaignCampaign

Status Impressions Clicks CTRAvgCPC

AvgCPM Cost

AvgPosition

2007 Chevy Tahoe - AZ Active 43,581 99 0.20% $1.15 $2.60 $113.46 3.4AAR GM Co-op Display - PHX Paused 221,450 80 0.00% $7.50 $2.71 $600.05 1Banner & Image Display Ads - PHX Active 832,088 305 0.00% $6.19 $2.27 $1,887.69 1Chevrolet Model Specific - PHX Active 460,396 1,708 0.40% $2.34 $8.66 $3,989.04 2.8Chevy Dealer Conquest - PHX Active 251,292 741 0.30% $2.15 $6.34 $1,592.79 3Chevy Price Quote Display - PHX Active 955,110 1,114 0.10% $1.62 $1.88 $1,800.06 1.1Chevy Price Quotes - All AZ Active 34,720 117 0.30% $1.07 $3.61 $125.50 4.2Original Ad Campaign - PHX+TUC Paused 198,318 439 0.20% $2.64 $5.85 $1,160.52 2.7Display Ads by Site - PHX+TUC Active 1,332,909 1,132 0.10% $3.88 $3.29 $4,387.70 1.1Free Gas & Oil Offers - PHX Paused 1,325 1 0.10% $7.17 $5.41 $7.17 2GM PowerShift URL's - PHX+50 Active 138,924 239 0.20% $1.63 $2.81 $390.17 3.9National Search - Courtesy+Chev Active 36,322 276 0.80% $1.61 $12.26 $445.42 3.9National Search Sponsored Links Active 1,957,426 3,419 0.20% $0.51 $0.90 $1,753.79 3.3New Chevy Pricing - PHX Paused 195,210 455 0.20% $2.49 $5.80 $1,133.18 2.8Secondary Finance - PHX Active 159,827 173 0.10% $3.81 $4.12 $658.55 3.1See What Courtesy Can Do Active 14,959 15 0.10% $1.13 $1.13 $16.94 3.7Site Designated Display Ads - PHX Active 159,207 182 0.10% $2.41 $2.76 $439.09 1Tucson Targeted Key Words Active 12,517 73 0.60% $2.95 $17.21 $215.43 3.7Used Car Ad Groups - PHX+50 Active 401,150 2,471 0.60% $1.83 $11.28 $4,523.42 2.6

Totals & Overall Averages: 7,406,731 13,039 0.20% $1.94 $3.41 $25,239.97 2.1

Driving Targeted Traffic

Case Study: 4 Month Case Study: 4 Month Digital Marketing ResultsDigital Marketing Results

• 33,257,65733,257,657 Car Shopper Car Shopper Impressions GeneratedImpressions Generated

• 29,52829,528 Car Shopper Visits Car Shopper Visits to Courtesy Chevrolet web to Courtesy Chevrolet web sites, landing pages and sites, landing pages and micro sitesmicro sites

• 2,2482,248 Electronic Leads and Electronic Leads and Phone Calls GeneratedPhone Calls Generated

• 174174 Vehicles Sold Vehicles Sold

• $71,801.30$71,801.30 was invested was invested with Google Keyword with Google Keyword Search and Site TargetingSearch and Site Targeting

• $2.16$2.16 Cost per Thousand Cost per Thousand Car Shopper ImpressionsCar Shopper Impressions

• $2.43$2.43 Cost per Car Shopper Cost per Car Shopper that clicked-through to a that clicked-through to a Courtesy Chevrolet siteCourtesy Chevrolet site

• $31.94$31.94 Average Cost per Average Cost per Lead GeneratedLead Generated

• $412.65$412.65 Average Cost Per Average Cost Per Vehicle Retailed (PVR)*Vehicle Retailed (PVR)*

Note:Note: This does not include BZ, AZCentral, This does not include BZ, AZCentral, ClickMotive, BDC or Jumpstart SEM campaignsClickMotive, BDC or Jumpstart SEM campaigns*$620.55 = Courtesy Chevrolet Advertising PVR *$620.55 = Courtesy Chevrolet Advertising PVR 20052005

Site Network Digital Marketing Strategy

SEM & PromoSEM & PromoLanding PagesLanding Pages

Primary Web SitesPrimary Web SitesFull-Featured w/InventoryFull-Featured w/Inventory

Campaign Specific Campaign Specific Micro Web SitesMicro Web Sites

Get aGet aYear WorthYear WorthOf Free GasOf Free Gas

free GMfree GMOil ChangesOil ChangesFor 3 YearsFor 3 Years

DDFWvehiclesFWvehicles.com.com 2008Tahoe.com2008Tahoe.com

DFW-Cars.comDFW-Cars.com

DDFFW-Vehicles.comW-Vehicles.com

DFW-Trucks.comDFW-Trucks.com

SEM/SEO Key Word URL’s Point to Primary Site Deep LinksSEM/SEO Key Word URL’s Point to Primary Site Deep Links

DFW-UsedCars.comDFW-UsedCars.com

WeBuyChevys.comWeBuyChevys.com

GMAC-TX.comGMAC-TX.com

2008Silverado.com2008Silverado.com

GetaCamaro.comGetaCamaro.com

YouGotGas.comYouGotGas.com

ChevyPriceQuoteChevyPriceQuote

FreeGMoilChangeFreeGMoilChange

ChevyPride.comChevyPride.com

DDFFW-finance.comW-finance.com

DDFFW-Toyota.comW-Toyota.com

Integrated Marketing Strategy

Search Engine Search Engine Marketing (SEM)Marketing (SEM)

Search Engine Search Engine Optimization (SEO)Optimization (SEO)

Non-Web Based Non-Web Based Integrated MarketingIntegrated Marketing

Web Site Placed Web Site Placed Display AdsDisplay Ads

ADPManaged

Account #1

ADPADPManagedManaged

Account #3Account #3

ADPADPManagedManaged

URL SubmissionsURL Submissions

ADPADPManagedManagedContentContent

ADPManaged

Account #2

ADPADPManagedManaged

Account #4Account #4

MultipleMultipleWeb SiteWeb SitePropertiesProperties

OutdoorOutdoorBillboardsBillboards

& Bus Stops& Bus Stops

RadioRadio

TVTVDirectDirectMailMail

AutoTrader.comAutoTrader.com& Cars.com& Cars.com

Expanding Display AdsExpanding Display Ads

Behavioral TargetingBehavioral TargetingDisplay Ads to In-MarketDisplay Ads to In-Market

DDFFWcarrosEspanol.comWcarrosEspanol.comSpanish Display AdsSpanish Display Ads

GoogleGoogleSite Targeting For CPM AdsSite Targeting For CPM Ads

• MotorTrend.comMotorTrend.com• CarAndDriver.comCarAndDriver.com

• AutoWeek.comAutoWeek.com• Automotive.comAutomotive.com

• FullSizeChevyTrucks.comFullSizeChevyTrucks.com• AutomotiveNews.comAutomotiveNews.com

•MotorAlley.comMotorAlley.com• Reply.comReply.com

• InvoiceDealers.comInvoiceDealers.com• InsiderCarsSecrets.comInsiderCarsSecrets.com

• Inventory Ads• Widgets / Gadgets• Rich Media

Solution #5: ADP Digital Advertising Media

Solution #6: ADP Digital Advertising Network

Solution #6: Behavioral Marketing

Post Visit MarketingIt’s cheaper to

convert a qualified prospect than to create a new one

Driving qualified

prospects to your site is expensive

Solution #6: Retargeting

• Search Marketing– Impressions, Clicks, CTR– Web and Phone Leads– Compare Conversion Rates– Revenue, ROAS– Click Fraud Monitoring

• Visitor Reports– Visits, Referring Domains– Popular Pages, Pathing– Visitor Profiles

Omniture SiteCatalyst Web Analytics

DIGITAL ADVERTISING CAMPAIGNS

SEARCH ENGINE AD CAMPAIGNSGenerate More LeadsHigh Visibility Search PlacementHigh Quality Organic Dealer LeadsIncrease Regional Market Pull

WE SUPPLY THE RIGHT PEOPLE • Dedicated Digital Marketing Analysts• Years of Experience in Automotive Marketing

• Consumer Facing Campaigns / B2B • Google, Yahoo certified Search Marketing Team

SEARCH ENGINE STRATEGIES• Maximizing Results for all CBS websites• Get up to 35% of leads from Organic Search• Sophisticated tools campaign/bid management

DIGITAL ADVERTISING• ADP manages over $4M in Ad Spend• Behavioral, Re-targeting, Contextual networks

PERFORMANCE MEASUREMENT• Omniture Analytics – on demand reporting• Monthly Search Analysis

• Links, rankings, campaign suggestions, leads• Monthly Competitor Analysis• Conversion analysis

CBS DIGITAL MARKETING WORKSHOPS • Teach Digital Marketing Techniques to CBS

Automotive Clients and Marketing Managers• Show General Managers how to empower their

staff to implement high ROI in-house campaigns• Setting up dealership Google AdWords campaigns• Creating and deploying text and image based ads• Analyzing Reports and Campaign Metrics• Integrating Online with Offline Campaigns• Using templated and proven pre-built ADP campaigns• Best Practices collected throughout the auto industry

Work-Plan & Business Process

Day to day progress ADP will monitor progress and reportto CBS Automotive Group via ADP’sproject manager.

Approvals and Decisions ADP will work closely with CBSAutomotive Group to ensure allapprovals and decisions are madewithin the project scope and

timelines.

Launch Readiness Planning

Systems Integration TestingADP will ensure that CBS Automotive Group’sinventory is live and fully tested before launching.Web site leads and all lead forms are tested multiple times to ensure functionality and integration with Buzztrak or preferred lead management tool.Call tracking will be fully integrated with the Buzztrak or the existing lead management tool.

User Acceptance Testing We will work with all dealerships to ensure training is completed and proper documentation is completed. We will accomplish this through a dealer sign off process.By working through a sign off process each dealershipwill have gained enough knowledge to effectively utilizeand manage the digital marketing system.

A Flawless LaunchADP will ensure that all dealerships go through a signoff process and check list. This will ensure completionof the web site and training.ADP will also go through an exhaustive QA procedure that will qualify all functionality is 100%.

Phase I

Proof of Pilot: Dallas Fort Worth Marketwww.DFWVehicles.com

ADP Digital Marketing Responsibilities• Drive traffic (UV) to website• Host, maintain and update website• Dealer Support and Help Desk• Project Management

– Reports and Feedback to CBS executive team

Drive Visitors to WebsiteDrive Unique Visitor Traffic Plan (in addition to CBS Promotions)

Search Marketing• PPC - Google Keyword Search • PPC - Google Context Network Search• PPC - Yahoo Keyword Search • PPC - MSN Search

Display Ad Campaigns• Behavioral Targeted Campaigns • Site and Geo Targeted Online Ads

Linked Network of Micro-Sites• Inventory Display Sites - Image Ad Subscriptions• DealerCentric Solutions Credit Micro-Site• Kelley Blue Book LeadPower Micro-Site • Sweepstakes - Online Enrollment Required

Finance Applications

Key Capabilities:• Credit Check Online Credit Application• Obtain lender approval, if available, include interest rate, term, credit score,

required down payment, and monthly payment alternatives• Administration modules for setting up qualification rules and alternative financing

scenarios • Automatic lender decision response • Flexibility to save loan applications that have were started but never completed

for users who have accounts with dealer website• Push customer to a full quote

Finance Center Application Will integrate Dealer and Lender relationships to the Web, enabling them to make decisions and approve customers before they reach the showroom.

Maintain, Update & Host Website

ADP Digital Marketing Production Team• 12 web developers (JAVA, Cold Fusion)• 20 web designers (Flash and HTML)• Develop, maintain over 2000 Dealer, Group and Enterprise

Websites• Offices in RI, FL, OR and IL

Install and Support Team• 30 Support Team associates (Requests, Proactive Follow-up)• 15 Project Installers (Onboard and Train New Dealers)• Offices in RI, FL and TX

WEBSITE HOSTING ARCHITECTURE

WebSite Web Server Farm4 Servers

x336, 2P, 2GB, Single HBA

Dealer Email Servers2 Servers

x346, 2P, 4GB, Single HBA

DNS Servers2 Servers

x306, 2P, 2GB, 2x36 GB SCSI Drive

DB Server Cluster2 Servers

x366, 2P, 16GB, Dual HBAs

Integration Servers2 Servers

x336, 1P, 2GB, Single HBA

Domain Controllers/AD Servers2 Servers

x346, 1P, 2GB, Single HBA

Current AutoFuse Configuration at the Elk Grove Data Center

Internet

DW SANEMC CX500, 1.8TB Shared with

Custmer TouchStorage for all servers with HBAs

Dealer Admin Web Server Farm2 Servers

x336, 2P, 2GB, Single HBA

F5 BigIP Load Balancers

EG Private N/W

Failover PIX 525 Firewalls

EDC (ASP) 535 Pix Firewalls

1 2

3

4

5

6

7

8

9

10

11

13

File Servers2 Servers

x346, 2P, 4GB, Single HBA

12Failover PIX 525 Firewalls

Level 1 Staffing and Support

Level 1 Support Team1. Web clients are serviced through our leveraged support model with

the exception of CBS which will be supported with a dedicated model

2. Responsible for initiating all requests for clients and following-up through problem resolution

3. All requests are documented in the ADP CRM tool, Vision4. Manage all inbound email traffic to our multiple support queues5. Domain Renewals6. Lead management tool7. Client training on all DW products8. Quality Assurance9. Project Work

On Going Support

• Monthly Review calls to;– Review call metrics – Review types of cases– Review open cases– Develop on going action plans– Proactive customer calls

• Web and Phone Training– Continuous product training– Helps educate new staff– Every Tuesday and Thursday at 3pm EST

• Monthly Newsletter– Product updates– Industry updates

Hours of Support Overview

Level 1 Hours of Support:8am-8pm Eastern TimeAfter Hours support offered for high priority incidents

Support Contact Information:Telephone

(866) XXX-XXXXEmail

dfwvehicles@dealersupport.com

Summary

ADP Digital Marketing is the Right Choice

• Industry leaders in Digital Marketing• Most experience providing dealer websites to enterprise clients• Superior Products and Support• Transactional integration and capabilities• Full solution supplier• ADP Partnership and Resources

Next Steps

Questions

ADP Digital MarketingCBS Automotive