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B SMRT: Advance Insight

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Branding Syndicated Market Research Tracker This winter, Chicagoland will know how your university/college stacks up against the rest -- from a Chicago Perspective. Overall quality scores and top-line rankings from the Blackstone Groups B-SMRT research study will appear in major market channels for general consumption with the Chicago Tribune as our exclusive media partner. Page 1

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Branding Syndicated Market Research Tracker B-SMRT Rankings Published in the Chicago Tribune Page 2

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Branding Syndicated Market Research Tracker B-SMRT Rankings Published in the Chicago Tribune: Reader-Response Web Form Linked to Rankings Page 3

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Branding Syndicated Market Research Tracker B-SMRT: Branding Syndicated Market Research Tracker ADVANCE INSIGHT: Designed for Chicago Institutions Get the Local Perspective in a Major Chicago Research Study Other rankings are national or broadly regional in scope B-SMRT gives you insight on how Chicagoland students, parents, alumni and employers view your school for considerably less cost than doing the research yourself Get An Edge and Act On It Know how your school is viewed before everyone else does with this first-of-its-kind study and act on this information before they do. Find out and advertise where your school is outperforming competitors when results are first released to the public In Person Consultation: Get an in-person rankings consultation on your results. Receive analysis and recommendations for the future. Boost Your Enrollment Participating schools will be listed on the reader-response web page that will be linked to the publicized results Your school will receive names of highly qualified prospective students who have requested research about your school We will provide you a B-SMRT School Profile Enhance Your Ads with Blackstone Ranking Logos Participating Schools will be given rights to use the Blackstone and B- SMRT logos in their advertising to demonstrate third-party verification of rankings Join the Premier Pre-Launch Event Join other distinguished Chicago University Professionals at Blackstones pre-launch event featuring dinner in a luxury Chicago restaurant and a premier speaker who will update us on the latest student trends Page 4 KEY PARTNERS Chicago Tribune New Metaphor Inc. Blackstone Group

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Branding Syndicated Market Research Tracker Page 5 Get the results first. Gain a strategic advantage over your competition. Find out where your university/college is ranked according to several influential factors before donors and current/prospective students read all about it.

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Branding Syndicated Market Research Tracker Affordable Brand Research with B-SMRTs Unique Design Achieve the benefits of extensive brand research at a fraction of the price of a custom study COMPARATIVE Consistent methodology allows for comparisons over time and between schools LONGITUDINAL Point-in-time analysis and periodic trend analysis of general and individual school results CONFIDENTIAL Only topline results are shared with the general public Your individual, in-depth report is kept strictly private COST-EFFICIENT Shared cost design Amortizes cost across participating institutions PURCHASE OPTIONS SINGLE REPORT SUBSCRIPTION Page 6

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Branding Syndicated Market Research Tracker Develop your brand. Plan for the future with confidence. Gain a deeper understanding with in-depth, individual reports about your brand and its competitive set. Page 7

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Branding Syndicated Market Research Tracker Page 8 B-SMRT Provides Access to Holistic Brand Research Powerful Insights about Your BrandB-SMRT Multiple Stakeholders

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Branding Syndicated Market Research Tracker Page 9 Addendum A: Sample Questionnaire & Sample Results

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Branding Syndicated Market Research Tracker Page 10 Sample B-SMRT Questionnaire: Scientific Precision (Excerpt Below)

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Branding Syndicated Market Research Tracker Page 11 Sample Detailed B-SMRT Results: Top-of-Mind Recall

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Branding Syndicated Market Research Tracker Sample Detailed B-SMRT Results: Advertising Recall Page 12

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Branding Syndicated Market Research Tracker Sample Detailed B-SMRT Results: Individual Brand Perceptions Page 13

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Branding Syndicated Market Research Tracker Page 14 Addendum B: Sample Individual School Report

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Branding Syndicated Market Research Tracker Page 15 B-SMRT Delivers Insightful, Customized Reports Comprehensive written report of the research findings will include: Summary report will include an executive summary, highlighting key research findings and implications for each participating institution The BG team will be available to present and discuss the results Research Program ObjectiveBG Outputs and Deliverables Benchmark current university image and perceptions Brand/perception mapping, quadrant charting, key driver analysis, content analysis of open-ends, in total and across relevant sub-samples Track changes over timeCompare results to subsequent (annual) research Include relevant constituenciesExamine respondent type-specific data and determine significant differences across sub-sample results Determine universitys position relative to competition Brand/perceptual mapping (mapping position University, select competitors on relevant attributes) Assess current university advertising and its impact on perceptions of the university Determine university advertising awareness; compare image and perceptions of those aware vs. not-aware, in total and across relevant sub-samples

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Branding Syndicated Market Research Tracker Sample B-SMRT Deliverables: Total Unaided Awareness Top of Mind (First mention) Total Unaided Page 16

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Branding Syndicated Market Research Tracker Sample B-SMRT Deliverables: Total Awareness of College B Page 17

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Branding Syndicated Market Research Tracker Sample B-SMRT Deliverables: Overall Image Ratings Page 18

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Branding Syndicated Market Research Tracker Sample B-SMRT Deliverables: Ratings on Image Attributes Key Drivers Mean Score Page 19

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Branding Syndicated Market Research Tracker Sample B-SMRT Deliverables: Quadrant Chart Areas to Maintain Areas to Invest In Areas to Run Lean Areas to Monitor Page 20

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Branding Syndicated Market Research Tracker Sample B-SMRT Deliverables: Quadrant Chart Page 21

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Branding Syndicated Market Research Tracker Sample B-SMRT Deliverables: Important Sources for Evaluating a University Top 2 Box Percentage * 5-pt. Scale: 5 = Extremely Important and 1=Not at all Important Page 22

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Branding Syndicated Market Research Tracker Sample B-SMRT Deliverables: Opinion about College B Year Two: Top 2 Box Percentage * 5-pt. Scale: 5=Strongly Agree and 1=Strongly Disagree YR 1 84% 49% 81% 72% 58% 59% 51% 43% 27% 26% 15% 51% 23% Page 23

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Branding Syndicated Market Research Tracker Sample B-SMRT Deliverables: Comparison with Competition Same as Chicago College B Better than Chicago College B Much better than Chicago College B Worse than Chicago College B Much worse than Chicago College B Mean Score Page 24

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Branding Syndicated Market Research Tracker Addendum C: Chicago Tribune Demographics Page 25

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Branding Syndicated Market Research Tracker Published B-SMRT Rankings Reach Influential Audience Demographic Profile of Tribune Readers (Sunday Issue) Page 26

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Branding Syndicated Market Research Tracker Addendum D: B-SMRT Time-Line Page 27

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Branding Syndicated Market Research Tracker Page 28 B-SMRT Ranking & Research Release Schedule Development (September 1 December 1) Fielding of survey and preparation of results - 60 to 120 days Early Release (December 1-31) Advance availability of results Up to 30 days prior to public release Benefit: university can plan marketing/ PR response to public release Requires signed non-disclosure agreement Advanced Purchase Deadline (December 31) Prior to public release General public and institution-specific reports Cost per school: See Pricing Slide Addendum E Public Release New Years Day (January 1) Major media release of rankings Post-Release Purchase of Results 0 to 60 days after release General public and institution-specific reports Cost per school: See Pricing Slide- Addendum E (January only) Abbreviated general public report Cost per consumer: No cost (January only) Page 28 (Dates are subject to change)

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Branding Syndicated Market Research Tracker B-SMRT Market Penetration: 3 Year Plan of Ranking Releases 1) Chicago Market Launch - New Years Day (Jan 1, 2011): Planning New Year Labor Day (Aug 2011): Back to School New Years Day (Jan 1, 2012): Planning New Year Labor Day (Aug 2012): Back to School New Years Day (Jan 1, 2013): Planning New Year Test Release: Spring Release (May 1, 2013): Plan for Summer School Labor Day (Aug 2013): Back to School 2) Los Angeles Market Launch - Labor Day (Aug 2011): Back to School New Years Day (Jan 1, 2012): Planning New Year Labor Day (Aug 2012): Back to School New Years Day (Jan 1, 2013): Planning New Year Labor Day (Aug 2013): Back to School 3) Boston / New England Market Launch - New Years Day (Jan 1, 2012): Planning New Year Labor Day (Aug 2012): Back to School New Years Day (Jan 1, 2013): Planning New Year Labor Day (Aug 2013): Back to School 4) Charlotte Market Launch - Labor Day (Aug 2012): Back to School New Years Day (Jan 1, 2013): Planning New Year Labor Day (Aug 2013): Back to School 5) Dallas Market Launch - New Years Day (Jan 1, 2013): Planning New Year Labor Day (Aug 2013): Back to School 6) Seattle Market Launch - Labor Day (Aug 2013): Back to School Page 29 Future Markets: New York, Nashville, Indianapolis, Denver, Phoenix, San Francisco

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Branding Syndicated Market Research Tracker Key Partners Chicago Tribune New Metaphor Inc. Blackstone Group Page 30

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Branding Syndicated Market Research Tracker Primary Contacts Senior Vice President 312.423.4001 Ron Pocs ron.pocs@bgglobal.com 360 N. Michigan Avenue, Suite 1610 Chicago, IL 60601 David Deyhle Marketing Strategy david@newmetaphor.com 847.708.1940