1. Agency:

2. Agenda 3. OBJECTIVES 4. How do we reestablish WBs Image in the market? -- Message -- Media How do we compete against free content on the web? -- Unique Selling Proposition Do we have the right web products for the home market? -- Demands Here is our objectives 5. SECONDARY RESEARCH 6. Goal of Us In Order to Know Ourselves better 7. Resource: http:// www.eMarketer.com 8. Resource: http:// www.experian.com 9. Resource: Nelsen, Q4, 2011 10. Main Competitors 11. Authority VS Awareness Brand Mapping 12. Accuracy VS Price Brand Mapping 13. Brand Mapping Accessibility VS Format Variation 14. We Want to Be the One! 15. PRIMARY RESEARCH 16. How Did We Get Our Ideas? 17. What We Got From Survey? How to get information Factors for an appealing education products Brand awareness of World Book Usage of encyclopedia 18. How to get information Resource: Primary survey & in depth interview 19. Factors for an appealing education products Resource: Primary survey & in depth interview Age of children 20. Brand awareness of World Book Resource: Primary survey & in depth interview 21. Usage of encyclopedia Resource: Primary survey & in depth interview 22. In Depth Interview 200 Interviewees 23. Our impressions of encyclopedia are USEFUL OUTDATED 24. Everything goes digital ! Convenience Child loves tablet 25. Simple and easy to navigate Attractive visual display Its attractive if Age-appropriate 26. We trust them Readings, reviews and professional recommendations online Magazines Childrens interesting is priority 27. I Statement 28. Learning Seeking habit Involvement Family bonding Problem Solving Interest Reliability Accuracy Enjoy Sharing Self achievement Trustful Pleasant Comprehensive Happiness Independent Education products Emotional Links TOP I Statement Key Words 29. NAME & SLOGAN 30. TOP 5 Slogans Enjoy The Learning Moment Inspire Your Childs Imagination Feed Your Childs Curiosity Travel With Your Mind Open your childs world 31. I like Enjoy the Learning Moment Because Cherish the study time , it goes so fast Hope child really like learning instead of being forced to study 32. Change the stereotype, we should be called TOUCHABLE WORLD KNOWLEDGE PLAYGROUND CURIOSITY NUITRITION 33. TOUCHABLE WORLD Powered by WORLD BOOK 34. Logo 35. www.touchableworld.com www.touchableworld.com 36. Platforms TOUCHABLE WORLD ONLINE - Website - Online Subscription TOUCHABLE WORLD APP - Smart phone & Tablet 37. www.touchableworld.com 38. PREMIUM+ MIU M 39. Features Skills WB Kids+ Early World of Learning+ Craft Corner Subjects WB Students+ Academic WB + Science Power 40. Features Interactive Multimedia Safe , age-appropriate environment 41. What about parents ? Search Engine Parent-involving activities Experiments Games 42. MAKE TOUCHABLE WORLD ALIVE! 43. Video Ads 44. Print Ads 45. Media Channel How to make TOUCHABLE WORLD alive? TOUCHABLE WORLD Events Plan 46. Media Channels TOUCHABLE WORLD Official Website 47. Media Channels TOUCHABLE WORLD Official Website 48. Magazine 49. Media Channels TOUCHABLE WORLD Official Website 50. Outdoor 51. Media Channels TOUCHABLE WORLD Official Website 52. Social Media is Powerful Resource: DobleClick AD Planner(Google). U.S. demographics. JUNE 2012 www.pingdom.com 53. Commonly used social media platforms Resource: Social Media Marketing Industry Report 2012 via Social Media Examiner 54. How social media help ? Competition Tell your Friend Rewards Platforms 55. Create a TOUCHABLE WORLD channel User generated interactive video User generated interactive commercial How social media help ? 56. Media Channels TOUCHABLE WORLD Official Website 57. Media Channels TOUCHABLE WORLD Official Website 58. EVENT 59. TOUCHABLE WORLD Theme Day Second Saturday every month Time: Different spots according to different events Location Increase product awareness Purpose 60. Different Themes in Each Month 61. TOUCHABLE WORLD Animal Theme Day Location: Lincoln Park Zoo People: Angry Birds Instructor Prop: Touchable World 62. Spokesman Prop: Touchable World TOUCHABLE WORLD Plant Theme Day 63. SUMMARY 64. Enjoy The Learning Moment