Campaign One Real Estate

May 24, 2016

P r o p o s a l

Market Growth Campaign One Targeting:

Realtors and Property Buyers

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Moneycorp Powered by Tempus Realtor and Buyer C ampaigns

Table of Contents

Backstory 2

Methodology 4

Pricing 7

MarketingCalendar 8

WhyFrostMiller 9

CreativeTeam 11

Backstory Theneedforcurrencytradingandglobalpaymentsisgrowingrapidly.Currentlymorethan$12trillionannuallyisspentinglobaltransactions.TwolargemarketsforthesetransactionshavebeentheUnitedKingdomandEurope.ManypeoplefromtheUKandEuropepurchasepropertyintheUnitedStates,andneedtoaccessfundsintheirhomecountrybanks.Likewise,manyintheEuropeandthePacificRimalsopurchasepropertyinothercountries.TheUSconsumermarketisnewertotheworldofforeigncurrencytradingandunderstandinghowtobestuseUSfundstomakeforeigntransactions.

Moneycorpwasfoundedin1962andstartedprovidingforeignexchangeandpaymentservicesin1979fromasingleofficelocationinCentralLondon.WiththeexceptionofanofficeinFloridathatmainlyhasfocusedonUKcitizensaroundtheworldbuyingUSrealestatetransactions,thecompanyhasnotbeenabletohandletransactionsforpeoplelivingintheUnitedStates(exceptFL).TempusisaleadingproviderofforeignexchangeandinternationalpaymentservicestocorporationsthroughouttheUnitedStatesandwasstartedinthelate1990’s.However,thefirmdoesnothandleconsumertransactions.

AsameansofbeingabletohandleconsumertransactionsintheUnitedStates,MoneycorpandTempusteamedtoformabusinessalliancecalled“MoneycorpPoweredbyTempus.”

MoneycorpsuccessfulexperiencewithitsFloridaofficewithrealestatepurchases,MoneycorpPoweredbyTempushasdecidedtousethismodelasaspringboardtogrowtheconsumerglobalpaymentsbusinessintheUnitedStates.

Theinitialmarketdevelopmenteffortisdividedintotwofocusedsegmentsoftherealestate/propertymarkets.1.Realtors:TargetingRealtorswhoseclientsareforeignnationalspurchasingpropertyintheUSandmovingtothestates,atthesametimeforeignRealtorsrepresentingUSnationalsoverseasbuyingvacationpropertyorretiringoverseas.2.Consumers:ThesecondistoreachoutdirectlytoconsumersbothintheUSandabroadlookingtobuyoverseasproperty.

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TimingofCampaignOne:JunetoSeptember2016.

GoalsForCampaignOne:Generate20,000+leadsinthisinitialcampaign.10%aretargetedfromRealtorsandtheremainderfromprospectiveconsumerpropertybuyers.

ConversationRates:4,000accountstobesetup,with400activetrading.

GoalsForTheUSConsumerProgram:50millionpoundsbyDecember31,2016.EnterFrostMiller.WorkinginconcertwithDavidCarrithersofMoneycorpPoweredbyTempus,FrostMillerwouldprovidethecriticalmarketdevelopmentservicesneededtojumpstartandmaintainthisUSmarketdevelopmenteffort.Asanintegratedmarketingagency,FrostMillerdevelopsandexecutesstrategiesthattiemultipletacticstogetherinacohesivewaysothateachbuildsupontheother.FrostMilleriswellqualifiedtobeyourmarketingpartnerbecausewehaveconsiderableexperiencepromotingdigitalcampaignsandexperiencepromotingtoandforRealtors.SeveralofourpastclientshavebeenbuildersorRealtors.InadditionwehaveworkedwithUSconsumermarketstodriveactionthroughamixtureofdigitalmarketingandmoretraditionalmethods.Moreover,wehaveworkedonsuccessfulintegratedmarketingcampaignswithDavidCarrithersbefore,andhavedevelopedaverysolidworkingrelationship.Thesecampaignshaveincludeddigital,print,PRandsocialmediacampaignsthatincludewebsitedevelopment,emailmarketing,directmail,advertising,contentmarketing,digitaladvertisingandmore.

Thiscomprehensiveexperienceandintegratedmarketingapproachgivesusaclearerunderstandingofthemarketinggoalsofanorganizationlikeyours,andabetterappreciationofthecompletetoolsneededforthemtobesuccessful.HavingresourcesintheWashington,DCregionandNewYorkCityallowsforeasyinteractionandwhenneededinpersonsessions,aswellasallowingforfasterUSmarketreachandattaintingthegoalsofcampaign.

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Methodology TosupportMoneycorpPoweredbyTempus’sUSmarketdevelopmenteffort,FrostMillerwouldrecommendamixofdirectanddigitalmarketing.

Themostimportantmarketingobjectiveistoguideprospectsthroughthedecision-makingprocess.ThiswilltakelongerintheUSthantheUKwherebuyersandRealtorsaremorefamiliarwithMoneycorpandthewholeFXandinternationalpaymentsaswell.Therefore,acrucialpartofthemarketdevelopmentcampaignforUSconsumersiscreatingawareness.Thatwillbefollowedbycreatingactionvialiking,preferenceandpurchase.HavingadigitalfootprintthatmatcheswhereandhowaUSconsumerexploresbuyingpropertyoverseas,orbecominganexpatriatethroughretirementorworkeffortswillincreasethequalityandresultsfromleads.

RecognizingthatgettingRealtorstosignupfortheprogramisthefirststep,thefollowingrecommendationsplaceemphasisonthatstage;however,thesecondarystepofgettingbuyerstoengagemustbestartedsimultaneouslysinceitwilltakemoretimetoguidethemthroughthedecisionmakingprocesstouseMoneycorpservices.

LeadBrandingIntoMarket:Moneycorp.Itisclosertotheconsumermarketsandeasiertounderstand.Whilethefull“MoneycorpPoweredByTempus”ispartofthewebsite,theTerms&Conditionsandtheonlineaccountintheenditismoreofacontractualrelationshipthanaconsumerbenefit/facing.ThesimplerbrandmessageusingMoneycorpwillbetterdriveawarenessandbrandacceptancefaster(andremembering).Thegoalistodriveawarenessandquickcalltoaction,leadingtoaccountssetupandtransactionsflowing.

TargetCitiesand/orCountriesinclude:UnitedStates:NewYorkCityregion,WashingtonDCregion,SanFranciscobayarea,SouthernCA(LA/SanDiego),HoustonandDallasTX,Chicagoregion.Overseas:London,France,Spain,Portugal,Germany,Mexico,othersTBD.Manyofthetacticslistedbelowwillbedoneforbothtargetgroups,withvaryingdegreesofemphasis.Attention-awarenesseffortsmighthaveverysimilarmessages,whilecalls-to-actionwillhavedifferentmessages.

1. TargetAudience:RealtorCampaign.Thefirststepwouldbetodefinethetargetmarket–addressingboththoseRealtorswhoalreadyworkwithexpatriatesintheUSaswellashighnetworthUScitizenswhomightbuyabroad.Thespecificmessageforrealtorswillbedeveloped,thiswillincludeastrategyforreachingprospectswithmessagesandimagesthatintroducetheserviceanddriverequeststobecomeareferringpartner.Inordertogenerateprospectsquickly,thebestapproachwouldbeanintegrated,multi-channelapproachusingoutbound,inboundandcross-channelmarketing.Calltoactionwillbefortherealtortosignuptobeareferringpartner.

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Theelementsofthecampaignwouldinclude:

a. Listacquisition–ObtainingalistofRealtorswhogeneratesignificantsales,andbyassumptionwouldlikelyworkwithhighnetworthindividuals,wouldnotbedifficult.Findingthosethatworkwithforeigninvestors/buyerswillbechallenging,butshouldbepossible.Theselistswouldenableustomarketdirectlythroughmailandemail,andusetheliststosupportgrowingourdatabaseinsocialmedia.

b. Directmail–BecausethisaudienceisunfamiliarwithMoneycorp,andbecausewewanttogenerateprospectsquickly,directmailisanimportantpartofthemarketingmixtoRealtors.Itenablesustopromotemoreinformation–pushingprospectsthroughthedecision-makingprocessquicker.Werecommend2-3directmailerstoanestimated10,000RealtorsintargetedmarketslineNYCregion,SanFrancisco,WashingtonDC,Arizona,etc.(Thiseffortmightbewellservedwithasupportingtelemarketingcampaignatalaterdate,alongwithPartnerSalespeopleonthe“PoweredBy”teaminthetargetmarket–includingliveeventsinmarket.)

c. Contentmarketing–Avarietyofmaterialswillbeproducedtoeducatethemarketandexplaintheprocessandbenefits,includinginfographics,asimpleanimatedvideo,acampaignlandingpage,interactivecontentsuchasquizzes,etc.

d. SocialMediaPresence–Realtorshaveadoptedsocialmediafasteranduseitmoreoftenthanmostotherprofessions.FMwouldstartandhelpmanageaTwitter,FacebookandLinkedInaccounts.Itwouldbeuniquetothe“poweredby”alliance,andprovide

contenttoMoneycorpwhenitmakessense,whichhasalargefollowing,thiswouldincludesetup,identifyingaudiencegroups/hashtags/chats/trendsandmanagingthesitesmonthly.OnLinkedInwewouldfocusonrealtorsandtheirabilitytogrowthroughtappingintointernationalbuyers.ThiswouldincludestartingaLinkedIngroupanda“USRealtor”LinkedInpage.Intimethiscouldbemanagedinternallybythe“PoweredBy”teamonceresourcesareavailable.

e. Socialmediaadvertising–BecauseofRealtorsheavysocialmedia

use,theyshouldberelativelyeasytoreachwithsocialmediaadvertisingtodrivelikesandwebhits(andregistrations).Werecommendstartingwitha3-month(June1-Sept1)LinkedInsponsoredcontentcampaign—targetinginternationalrealestateandluxuryrealestateaudience(dailybudget$TBD).

f. DuelReach–AssearcheffortsaredevelopedviaZillow,Realtor.com,InternationalPropertyJournal,HouseHuntersInternational,MillionDollarListingsNYC/LA,etc.touchingbothconsumersandrealtors,takingthemdowndifferentpaths.

g. InMarketRealtorEvents–Holdtargeted“gettoknow”realtoreventsinthefocusedmarkets.Thesecouldbetiedtootherrealestateevents,newdevelopmentopenings,realtorassociationevents,etc.Theformatwouldbethesame,learningfromtheexistingefforts/messageinFLandhowtoapplynationally.

h. RealEstateandRealtorAssociations–Developashortlistoftargetedassociationsandassociatedeventsinthetargetedareastobuildawarenessandtapintolists/contentopportunities.

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2. TargetAudience:Buyercampaign.Atthesametime,launchingadigitalcampaigntomakepotentialbuyers,bothAmericansbuyingpropertyabroadandforeignersbuyingpropertyintheUnitedStates,aboutMoneycorpservicesavailabletothem.

Thecalltoactiontoconsumerswouldbetosetupanaccount,tradecurrenciesandpayforpropertyoverseas.

Theelementsoftheconsumerfacingcampaignwouldinclude:

a. Marketresearch–WorkingcloselywithDavidCarrithersandothersattheparentcompanies,wewilldevelopaverycleardefinitionofthedemographicandpsychographiccharacteristicsofthetargetaudienceinordertodevelopbuyerpersonasandunderstandwheretheygatherdecisionmakinginformationonpropertypurchasesoverseasandwhatisthetriggeringmessageandofferingtospendtheirmoneyonoverseasproperty,usingMoneycorpvsalocalbank.

b. Mobileadvertising–Utilizingdatatotargettheaudiencewhentheygoonlineand/orwheretheyusetheirmobilephonesinrelationshiptothetargetactivities.Example:targetingpeoplewhoaretravelingfromtargetedUScitiesinternationallywithamessage“Haveyouthoughtaboutlivingoverseasorowningavacationproperty?”

c. Contentmarketing–Asmentionedaboveintherealtorefforts,avarietyofdigitalmaterialswillbeproducedtoeducatethemarketandexplaintheprocessandbenefits,includinginfographics,asimpleanimatedvideo,acampaignlandingpage,interactivecontentsuchasquizzes,etc.In

additionpublicrelationseffortswillbepartofthecontentefforts.

d. Socialmedia–Similartotheprocessdescribedabove,FMwouldstartandmanageaTwitterandFacebookpage.Thiswouldincludesetup,identifyingaudiencegroups/hashtags/chats/trendsandmanagingthesitemonthly.

e. Socialmediaadvertising(3months)–Facebookadcampaign-thiswouldbeagoodwaytoreachthebuyersdirectly.Wecanrun“leadads”togainsign-upsforapieceofinformation(maybewecreateawhitepaperoninternationalmoneytransferthattheycanrequest)(dailybudget$TBD).

f. PlacewebbannersonkeyrealestatetradesitesasZillow,Realtor.com,InternationalPropertyJournal,HouseHuntersInternational,MillionDollarListingsNYC/LA,aswellasWSJ,FinancialTimes,NYTRealEstatesectionsothersTBD.

g. TargetedGoogleSearch/SEOcampaignreachingour

audience.InadditionalignwithandunderstandMoneycorpUKapproachtodateandwhatisworkingand/ornot.

Alltheseeffortsrequireamorerobustefforttodevelop,distributeandhousemorecontentabouttheprogramthenisavailabletoday.Themessaging,images,needtobeUSspecificwhentargetingUSconsumers,alongwithrealestatefocusedforthiscampaign.

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Pricing FrostMilleriscommittedtoworkingwithourclientstoprovidetheabsolutegreatestvaluefortheirbudget.Thepricinghereispresentedforbudgetpurposes,andisbasedontherecommendedmethodologyprovidedearlier.Amoredetailedbudgetwithlineitemestimateswouldbedevelopedaspartofthestrategicplanningprocess,oncewelearnmoreaboutthetargetaudiencesandfinalizetheplan.

PROJECT:CAMPAIGNONEFROSTMILLERSTRATEGYANDCREATIVECOSTS

Marketresearch/strategy $8,000.00–10,000.00

Listacquisition $6,000.00–8,000.00

Directmail $5,000.00–8,000.00

Contentcreation $25,000.00–35,000.00

Mobileadvertising $3,000.00–5,000.00

Webbanneradvertising $3,000.00–5,000.00

Socialmediamanagement(Jun.1-Sep.1) $3,000.00–5,000.00

TOTALESTIMATEDCOST $(53,000.00-76,000.00)

PROJECT:CAMPAIGNONEOUTSIDEVENDORCOSTS

FROSTMILLERWILLBILLTHESECHARGESDIRECTLYTOCLIENT

Directmailprinting&mailing $11,000.00–15,000.00

Mobileadvertising $27,500.00–30,000.00

Socialmedia/search/SEOadvertisingplacement

$7,000.00–10,000.00

WebBanners $25,000.00

TOTALESTIMATEDCOST $(70,500.00–80,000.00)

*BudgetEstimateswillbefinalizedbeforecampaigndevelopmentbegins.

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Marketing Calendar

DATE ACTIVITIES

WeekofMay30 BeginStrategy,Messaging,MarketResearch

ResearchListAcquisition

Finalizebudgets/plans.

IdentityTargetAudiencesonFacebookandLinkedInforads

SetupSocialMediaSites

WeekofJune6 BeginMobileAdDesign

BeginSocialMediaAdDesign

BeginDirectmaildesign

BeginContentCreation

BeginWebBannerAdDesign

WeekofJune20 BeginMobileAds,SocialMediaAds,WebBannerAdPlacement,SEOcampaign

WeekofJuly4 DirectMail(1)Drops

ResearchIn-personevents/associations

WeekofAugust1 DirectMail(2)Drops

WeekofSeptember12 CampaignResultsEvaluationandDefineNextCampaignTargetsandMessage.

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Why Frost Miller

FrostMiller’sexperiencecreatingbrandawarenessanddrivingactionswillbeaninvaluableassetforMoneycorpPoweredbyTempusinitsefforttoquicklyaddprospectsintheUnitedStatesandabroad.Morespecifically,ourexperienceworkingcloselywithDaveCarritherspreviouslyontwosuccessful,longtermmarketdevelopmentprograms,willbeparticularlyvaluabletoyou.We’repassionateaboutresults.Butwe’remorepassionateaboutourclientrelationships.Wewantyoutoloveworkingwithus.We’vewonnumerouscreativeawards,butourrealsatisfactioncomesindeliveringourclients’desiredresults.

FrostMillerwasfoundedin1992,andhasprovidedthecompletespectrumofintegratedmarketingservicestoourclientseversince.Here’sarundownofsomeoftheclientsforwhomwehaveprovidedthewide-rangeofintegratedmarketingservicesdiscussedinthisproposal:

• AdmarHomes• AffinityCenterInternational• AircraftOwnersandPilotsAssociationExpo• AlliedRealtyCorp.• AushermanHomes• ComcastSports• DiscoveryCommunications• DonohoeRealEstateServices• ElectronicTransactionsAssociation• NationalAssociationofHomeBuilders• NationalVentureCapitalAssociation• SeawrightHomes

Research

Frost Miller launches many major projects with research. The right research approach can vary depending on the unique circumstances of the product,

industry and/or client organization.

• Interviews with staff/ others on the client team

• Interviews with targeted groups, existing customers, partners, industry

players and target customers.

• Survey research, which includes strategic planning, database

development, question development, data tabulation, reporting and presenting the results.

• One on one focus group sessions

• Customer surveys (past)

• Existing information about our clients’ industries and competition.

Strategic Planning Frost Miller takes the information learned during the research process,

additional information gathered from the client, and past experience to develop marketing plans. The plans focus on several key areas:

• Identification of the client’s overall mission, goals and objectives

• The goals and objectives for specific campaigns.

• Clear understanding of the target audiences, including their

demographic and psychographic characteristics

• Articulation of the key selling points and call to action

• A tactical plan to support achieving the goals and objectives

• Detailed budgets, broken into line items for each key tactical area

• An execution schedule

• Success evaluation criteria and tracking of results

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Graphic Design & Branding

Our design and branding approach can best be described as marketing oriented. This marketing-oriented approach also creates designs that are typically on

target the first time they are presented to the client, saving time and money throughout the process. Graphic design and branding includes:

• Branding for both organizations and their sub-brands, like events,

advocacy efforts, departments, and more, that supports the client’s overall vision and mission

• Developing themes for events and other initiatives that support the

marketing goals and objectives

• Development of marketing materials, like

o Print / web advertisements (banners/ buttons)

o Direct mail o Infographics

o Video/ YouTube Content

Digital Marketing Frost Miller started developing websites and web marketing more than 17 years

ago. Since then, we have continually evolved our services so that we can help clients develop the most effective digital tools to meet their goals and

objectives. Our digital services include:

• Website user experience planning

• Web design and development

• Microsite and landing page development

• Digital content development and placement

• Digital banner advertising

• Social media advertising

• Mobile advertising

Content Marketing Content marketing is a valuable tool that pushes buyers through the decision

making process. An organization’s content differentiates it from its competitors and adds value to its customer relationships. Data shows that organizations with

a written content strategy are more successful with their efforts than those who do not document their plans. Our content marketing services include:

• Create Content Strategies

• Conduct Content Audits

• Produce Content

• Manage Content Distribution

Social Media

“Let’s talk.” That’s the message you’re sending your customers when you

establish social media accounts. The days of pushing messages out on a one-way

street are over and dialogue is key. Companies have learned social media is not

a fad, but a necessity. Still, it’s a strategic necessity that must be done in a

thoughtful and managed way. Our clients rely on us to know where their

audience is online and how they want to engage. We help clients:

• Create social media strategies and integrate them into their marketing

strategies and messaging

• Conduct social media audits

• Launch new efforts

• Manage daily organic postings

• Understand the marketing benefits of new networks

• Implement paid advertising campaigns on social media sites

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Creative TeamThepersonnelwhowouldprovideservicestoMoneycorpPoweredByTempusrepresentanexperiencedteamofdigitalandtraditionalmarketingprofessionals.TheycanprovidetheUSconsumerbusinesswiththehighestlevelofconsultationandcreativeservicestosupportitsmarketinggoalsandobjectives.FrostMillerwouldassignateamwithexperienceacrossallaspectsofmarketingcommunications,andwhohavebeeninvolvedwithallareasofmarketdevelopmentmanagementandmarketing.

FrostMillerGroupKevinMiller,President.Kevinhasspentmorethan30yearsinmarketingcommunication.SincefoundingFrostMillerin1992,hehassucceededinhelpingavarietyofclientsgrow,bydevelopingandexecutingsoundmarketingcommunicationstrategiesbasedonresearchandexperience.Kevinhasdirectedtheintegratingmarketingofmorethan100clientsintheUnitedStatesandabroad.Kevinhasco-authoredtwobooksaboutmarketingandisafrequentspeakeraboutmarketingcommunicationtopics.EvanMann,VicePresident,CreativeDirector.With30yearsofexperienceasagraphicdesigner,artdirectorandcreativedirector—thelast15ofwhichwerewithFrostMiller—Evanhasworkedinavarietyofconsumerandbusinesscategories,includingassociations,automotive,realestate,retailandtechnology.Hismanyaward-winningmarketingconceptsincludethewell-known“SmartHouse,”firstintroducedbyVerizonintheearly1990s.Evanhas

designedordirectedthedesignofallmarketingmaterialsFrostMillerhascreatedoverthepast15years–mostofwhichhaveachievedtremendousresultsforourclientsandearnedusnumerouscreativeawards.ElizabethJohnson,DirectorofContentMarketing.HavingjoinedFrostMillerin2006,Liznowoverseesthecriticalareasofcontentmarketing,whichincludesdevelopingstrategiesandexecutingcontent,publicrelationsandsocialmedia.LizisFrostMiller’sprimarycopywriter.PriortojoiningFrostMiller,Lizworkedforamajornationalassociation,andsincehasworkedoncorporateandnonprofitmarketingandpromotionforseveralmajororganizations,suchasAircraftOwnersandPilotsAssociation,AffinityCenterInternational,CentennialContractors,andNationalAssociationofHomeBuilders.DaveDildine,DirectorofDigitalServices.Daverunsourdigitalservicesdepartment,andisadeptateverythingrelatedtowebdesignanddevelopment—frominitialresearchthroughfinaltestingandlaunch.Hiseducationinthevisualartsandpreviousexperienceasaprintdesignergivehimtheabilitytoproducewell-consideredandwell-executedvisualsandmakethemworkontheweb.DavidIrish,SeniorVicePresident,DirectorofOperations.Recognizingthecriticalnatureofproductionmanagementinthesuccessofmarketingcommunications,FrostMillerhasassignedcontrolofoperationstoDaveIrish,whohasbeenwiththefirmfor18years.DavegeneratesandmanagesallofFrostMiller’sbudgets,schedulesandproduction.