Q1

2013 Prepared by Bre0 Walker & Trevor McKinnon February 22, 2013 Contents: Cover Dashboard Client Dependencies Calendar Marke4ng Ac4vi4es KPIs Budget

The Leadership Circle

Company Conden4al

2/22/13

Dashboard

Marke,ng Priori,es
1) Provide high quality support for the objec4ves of sales management A) Collect and priori4ze requirements requirements A) Collect and priori4ze B) Regularly meet with sales meet with sales management to review priori4es B) Regularly management to review priori4es C) Ensure 4mely delivery 4mely delivery C) Ensure 2) Op4mize a centralized marke4ng approach A) Ensure brand/message brand/message eec4veness A) Ensure eec4veness i. Complete overarching posi4oning exercise and brand update ii. Represent brand eec4vely through solid editorial planning iii. Deploy outcomes across all media B) Ensure eec4veness of online marke4ng i. Design and deploy campaigns that support sales process ii. Increase delity (t and quality) of routed leads C) Align team resources with key objec4ves i. Explore support for FCG ii. Expand video produc4on Status On track On track On track On track - On track On track On track On track On track On track On track On track On track On track Due Date Notes - Before start of new quarter Weekly with BreL & Carl Ongoing - End of Q1/Ongoing End of Q1 Ongoing Ongoing - End of Q1 Campaigns are in progress based on sales feedback Ongoing Ongoing End of Q1 End of Q1

Growth Goals/KPIs
Status 1) Support community revenue goals by crea4ng a branded community and improved community resources 2) Support a more global brand with licensee input for website, brand, etc. 3) Increase marketable database size (non-community) to 25,000 by end of 2013 by becoming thought leader and increasing outgoing communica4on On track On track Due Date End of Q1 Ongoing Original goal may be too aggressive. 10,000 may be a beLer goal Notes

Behind schedule Ongoing

Recently Completed Ac,vi,es (Past 7 Days)

Notes 1) Execu4ve Video Summary buLon for Week 5 ar4cle added to site 2) Website Plugins Analyzed for updates 3) Redirect set up from www.theleadershipcircle.com/admin/index.cfm to the home page 4) Geo-targeted email for Toronto cer4ca4on sent out (2 versions) 5) Geo-targeted email for Atlanta cer4ca4on sent out (2 versions) 6) Week 2 ar4cle wriLen, added to WP, and sent 7) Week 2 ar4cle delivered and put through Rainboost 8) Referring websites and men4ons of TLC added to the News Room page 9) Website audit complete 10) New Spain event added for TLC UK (including registra4on page and form) 11) Private New Mexico cer4ca4on registra4on form added for Jonathan 12) Label spreadsheet uploaded to Aquifor for easy iden4ca4on in Lead Manager 13) Geo targeted plugin updated 14) Aquifor leads imported into Infusionsoh 15) Reports updated and pulled for analysis 16) HTML for geo-targeted emails (about cer4ca4ons) improved for performance 17) NewsleLer responses managed and monitored 18) Updated all links to watch Test Drive to new Test Drive page 19) Provided list of new clients to Jonathan - will possibly add to client list on site 20) Upda4ng/op4mizing A4 categories and forms 21) Google alerts and web presence monitored New Table Plugin analyzed; we determined to stay the course for another 3 months This "fake" page was ge^ng a lot of trac that was bouncing, so we are recapturing this

UK bios added, all other regions with names and 4tles, updated addresses, cookie set to 3 hours

This improves A4 tracking and performance

Overdue Tasks/Projects
1) Test Drive drip campaign completed 2) Cer4ca4on payment system in place 3) Editorial Calendar improved Reason Bug in A4 Need to iden4fy a solu4on Need to work with Katherine/train her on this

The Leadership Circle

Company Conden4al

2/22/13

Client Dependencies Ac.on Get social media login info Editorial Calendar Finalized Provide region name for geo-targe4ng Provide region name for geo-targe4ng Provide region name for geo-targe4ng Provide region name for geo-targe4ng Provide region name for geo-targe4ng Provide headshot and bio (and shortened quote, if wanted) Provide headshot and bio (and shortened quote, if wanted) Provide nal feedback on bio & Leadership page. Provide nal feedback on bio & Leadership page. Provide nal feedback on bio & Leadership page. Provide nal feedback on bio & leadership page Provide nal feedback on bio & leadership page Provide bio, quote, and headshot. Provide bio, quote, and headshot. Provide bio, quote, and headshot. Provide bio, quote, and headshot. Provide bio, quote, and headshot. Provide bio, quote, and headshot. Provide bio, quote, and headshot. Provide bio, quote, and headshot. Provide bio, quote, and headshot. Provide bio, quote, and headshot. Provide bio (and shortened quote, if wanted) Provide bio (and headshot and shortened quote, if wanted) Updated Resources sec4on of Project Center Culture Survey Test Drive Created Get La4n American licensee bio, quote, headshot, address, and calendar Get La4n American rou4ng rules Owner Laura Rerucha; Katherine Anderson Katherine Anderson Johan van Zijl Takeshi Shimamura Sandra Banister Sarah MaPhews Lorrain Rowlands Adelle Richards Cli ScoP Johan van Zijl Michelle Hayes Dorrian Aiken Sarah MaPhews Paul MaPhews Takeshi Shimamura Nao Konishi Yutaka Saito Tomomi Obata Eri Ota Sandra Banister Karen Linden Lorrain Rowlands Jennifer Garvery-Berger Nicole Johnson Greg Lourey Roma Gaster Tony Kornmeier Mike O'Connor; Jonathan Hulsh Carl Benscoter Carl Benscoter Date 2/15/13 2/15/13 2/22/13 2/22/13 2/22/13 2/22/13 2/22/13 2/22/13 2/22/13 2/22/13 2/22/13 2/22/13 2/22/13 2/22/13 2/22/13 2/22/13 2/22/13 2/22/13 2/22/13 2/22/13 2/22/13 2/22/13 2/22/13 2/22/13 2/22/13 2/22/13 3/1/13 3/1/13 3/1/13 3/1/13

Client Procienty/Training Plan Work with Katherine on Editorial Strategy Train Katherine on post crea4on in WP Train Katherine on 3rd party republica4on Train Katherine on Rainboost form submiPal

Client Member Katherine Anderson Katherine Anderson Katherine Anderson Katherine Anderson

Date 2/20/13 2/20/13 3/1/13 3/15/13

The Leadership Circle

Company Conden4al

2/22/13

Calendar

EVENT Leadership Circle Prole Cer4ca4on Leadership Circle Prole Cer4ca4on Leadership Circle Prole Cer4ca4on Leadership Circle Prole Cer4ca4on Authen4c Leader Workshop Leadership Circle Prole Cer4ca4on Leadership Circle Prole Cer4ca4on Leadership Circle Prole Cer4ca4on Authen4c Leader Train-the-Trainer Cer4ca4on Leadership Circle Prole Cer4ca4on Leadership Circle Prole Cer4ca4on Old Ar4cle Ar4cle Event No4ce Old Ar4cle White Paper Ar4cle White Paper Event No4ce Old Ar4cle Ar4cle White Paper Event No4ce Old Ar4cle Press Release Ar4cle White Paper Event No4ce Old Ar4cle Ar4cle White Paper Event No4ce Old Ar4cle Ar4cle White Paper Event No4ce Old Ar4cle

EVENT TYPE Cer4ca4on Cer4ca4on Cer4ca4on Cer4ca4on Cer4ca4on Cer4ca4on Cer4ca4on Cer4ca4on Cer4ca4on Cer4ca4on Cer4ca4on Editorial Calendar Editorial Calendar Editorial Calendar Editorial Calendar Editorial Calendar Editorial Calendar Editorial Calendar Editorial Calendar Editorial Calendar Editorial Calendar Editorial Calendar Editorial Calendar Editorial Calendar Editorial Calendar Editorial Calendar Editorial Calendar Editorial Calendar Editorial Calendar Editorial Calendar Editorial Calendar Editorial Calendar Editorial Calendar Editorial Calendar Editorial Calendar Editorial Calendar Editorial Calendar

START 3/13/13 4/14/13 4/17/13 5/8/13 6/5/13 6/10/13 6/12/13 9/18/13 9/30/13 10/2/13

END 3/15/13 4/12/13 4/19/13 5/10/13 6/7/13 6/12/13 6/14/13 9/20/13 10/4/13 10/4/13

NOTES Gaithersburg, MD Atlanta, GA Toronto, ON Chicago, IL Gaithersburg, MD Gaithersburg, MD Emeryville, CA Gaithersburg, MD Perrysburg, OH Denver, CO

11/20/13 11/22/13 Emeryville, CA Flexibility, Agility, and Innova4on (Part 3) 2/28/13 3/7/13 3/14/13 3/21/13 3/28/13 4/4/13 4/11/13 4/18/13 4/25/13 5/2/13 5/9/13 5/16/13 5/23/13 5/30/13 6/6/13 6/13/13 6/20/13 6/27/13 7/4/13 7/11/13 7/18/13 7/25/13 8/1/13 8/8/13 8/15/13 8/22/13 Choose one from list TLCP in Dallas - How did the cer4ca4on go? Searching in All the Wrong Places Title/Spin 2 Choose one from list Title/Spin 2 TLCP in San Francisico - Why should I be cer4ed? The Leadership Impera4ve Choose one from list Title/Spin 2 TLCP in Gaithersburg - Why should I invite a friend? What's the referral program? The Spirit of Leadership Internally reec4ve announcement/press release, etc. Choose one from list Title/Spin 2 TLCP in Denver - Is there a dierence between cer4ca4ons in the US and foreign ones (list some of the upcoming foreign ones)? Sebng Your Crea4ve Focus for 2012 ***Update the copy and 4tle to make it all 2013 Choose one from list Title/Spin 3 TLCP in San Francisco - How oeen should I par4cipate in trainings? There is No Safe Path to Leadership Choose one from list Title/Spin 2 Upcoming TLCP Cer4ca4on - What other trainings do you have and how are they dierent from TLCP cer4ca4ons? Flexibility, Agility, and Innova4on (Part 1)

The Leadership Circle

Company Conden4al

2/22/13

Marke&ng Ac&vi&es Strategic Ini&a&ves Importance Ac&on BIG 3 Brand/posi&oning update (Watershed) Watershed Survey Distributed Watershed Results Analyzed Watershed Results nalized and new posi&oning completed BIG 3 Test Drive Drip Campaign 3 Leadership Quarterly: Enhanced editorial calendar Enhanced Editorial Calendar Split calendar for community vs non-community Video produc4on strategy instead of webinars 4 Campaign Op4miza4on Create Drip Campaign (Aquifor) to drive to cer4ca4on Improve form performance using current/past form data Secondary Test Drive Drip Campaign 5 Create a plan to increase lead ow for TLC 6 Improve A4 categories for analysis 7 Cer4ca4on payment system in place (pay to register) 8 Create a branded and supported community Straight-forward name/graphic symbol created. Possibly mul4ple levels and combo with Awareness Campaign (Prole Leadership System) 9 Update Speaker's Bureau page & link to site Update topics sec4on Update speaking style sec4on Add endorsements Add a becer picture (the one from his bio) Create a request form that routes to Mike and Carl) 10 Social Media: Increased presence and use as syndica4on 11 Improve form ques4on about internal or external

Start Date Comple&on Date 2/1/13 End of Q1 2/1/13 3/13/13 3/13/13 3/20/13 3/20/13 3/27/13 1/1/13 2/15/13 1/1/13 Ongoing 1/1/13 2/20/13 3/1/13 End of Q1 2/1/13 End of Q1 1/1/13 Ongoing 1/15/13 3/15/13 2/15/13 2/15/13 2/25/13 3/1/13 2/22/13 3/1/13 2/15/13 2/15/13 1/15/13 2/15/13 2/15/13 End of Q1 2/15/13 End of Q1 3/15/13 End of Q1 2/22/13 3/1/13 2/22/13 3/1/13 2/22/13 3/1/13 2/22/13 3/1/13 2/22/13 3/1/13 2/22/13 3/1/13 2/15/13 End of Q1 2/20/13 3/1/13 3/1/13 3/15/13 3/15/13 3/15/13 3/15/13 3/15/13 3/15/13 Q2 Q2 Q2 Q2 Q2 Q2 Q4 Q2 Q4 Q2 Q3 Q3

Notes

Wai4ng on bug x in A4, then we can launch

COMPLETE Addi4onal A4 func4onality needed rst ("not" condi4on for events) COMPLETE Need to iden4fy solu4on s4ll

COMPLETED Awai4ng logins from Katherine - Addi4onal $500 "We provide coaching/consul4ng to external organiza4ons," "We have coaching/consul4ng services within our own organiza4on," Neither of the above describe my organiza4on" - Addi4onal $100-150 Addi4onal $100-150 Addi4onal $300

12 Consider upda4ng all forms to verify email address/have them insert email twice to avoid issues 13 La4n America Licensee support Set up La4n America web-page Determine rou4ng of leads and geo-targe4ng rou4ng Add bios, headshots, and posi4ons to website Add all upcoming events Create a press release about the new La4n American licensee Future Projects Success Stories Created Community Leverage Case Studies Endorsements Client Statements/endorsements raised to the home page. FCG integra4on Leadership awards Add "Sales Tools" tab to the cer4ca4on binders One or two road shows held in 2013 Increase prominence of the Culture Survey in cer4ca4ons, brochures, webinars, etc. Explore CMR support for blended organiza4on Train newly cer4ced in the new and improved support and materials Site Administra&on Importance Ac&on 1 Geo-targe&ng nalized 2 Website audits for errors, typos, etc. 3 Regular updates 4 Regular page content refresh 5 Images downloaded to stock images library 6 Online brand management 7 Regularly import blacklists and labels for improved lead forwarding 8 Go through en4re client database and see if anymore can be added to site 9 Global website nalized and created 10 Home page op4miza4on 11 Create community portal on website 12 Clearly dened paths on website 13 Landing pages created Future Projects More tools added to the Project Center Crea&ve Services Importance Ac&on BIG 3 Manage Branded Content Update Marke&ng Guidelines (in Project Center) Manage the Resources sec&on of the Project Center Manage the Brand page on the website Create business card templates, leQerhead, and PowerPoint template 2 Geo-targeted email announcements for cer4ca4ons 3 Create home page banner promo4ng visitors to watch the Test Drive 4 Create Crea4ve Brief 5 LQ content published weekly 6 New Cer4ca4ons uploaded into Infusionsol Future Projects New TLCP and LCS brochures created Whitepaper and HBR Piece created Video produc4on strategy begun instead of webinars Create Leadership Culture Survey Test Drive

2/20/13 2/15/13 2/15/13 2/15/13 2/15/13 2/15/13 3/1/13 Q2 Q2 Q2 Q2 Q2 Q2 Q2 Q2 Q2 Q2 Q3 Q3

Addi4onal $1000-2000 Addi4onal $2000-3000

Addi4onal $500-2500 Addi4onal $500 Addi4onal $500 Addi4onal $2500 Addi4onal $1500 Addi4onal $1000-5000 Addi4onal $500-1500

Start Date Comple&on Date 1/1/13 3/1/13 1/1/13 Weekly 1/1/13 Ongoing 2/1/13 Ongoing 3/1/13 Weekly 1/1/13 Semi-Weekly 1/1/13 Weekly 2/15/13 3/1/13 1/1/13 End of Q1 2/1/13 3/15/13 2/15/13 End of Q1 1/15/13 End of Q1 3/1/13 End of Q1 Q2 Ongoing

Notes Just awai4ng content from licensees

Ongoing Ongoing Ongoing COMPLETED Wai4ng on content from Nic Addi4onal $1000-2500 Addi4onal $1000 Addi4onal $1000 Addi4onal $500-1000

Start Date Comple&on Date 2/15/13 3/8/13 2/15/13 3/8/13 2/15/13 3/8/13 2/15/13 3/8/13 2/15/13 3/8/13 1/1/13 Ongoing 3/1/13 3/15/13 2/25/13 3/1/13 2/1/13 Weekly 1/1/13 Weekly Q2 Q2 2/1/13 End of Q1 3/1/13 Ongoing Q2 Q2

Notes

Need to create business card template Ongoing Need to add to TWL Ongoing Ongoing $2000-3000 $2000-3000 $1,000 $1000-2000

Type Keepers

Tweakers

Losers

Rainboost Weekly Editorial Content 3rd Party Republica4on (especially HR.com) Social Media Outreach - improve and begin Editorial Calendar - improve and split between community and non-community Test Drive - Promote the video more aggressively on the site PPC

= Recently completed/Ongoing process under control = Future quarter ac4vi4es = Cuto line of current quarter ac4vi4es = On track for comple4on date = Needs acen4on to complete on 4me = Missed due-date or in cri4cal condi4on

The Leadership Circle

Company Conden4al

2/22/13

KPIs

# Valid Email Addresses

We've struggled to nd a reason for the May spike. Perhaps that's when we protected all old posts?

Daily Average A4 Signups for The Leadership Circle

!

6000

Slider form added to website We need to come up with addi4onal campaigns focused on capturing more leads. 2013 has been o to a slower start. Community database size remains fairly at due to rela4vely low number of cer4ca4ons per year. Unless the number of cer4ca4ons jump, these numbers should remain fairly stable.

Monthly Marketable Database Size for TLC

! !

February was the rst drop in many months.

New Signups / Day

! !

! !

! ! ! !

! !

! !

Dec

Feb

Apr

Jun

Aug

Oct

Dec

Feb

The decrease in December is most likely due to the holidays. We'll watch to ensure it returns to normal levels.

2000

4000

There were four days of big spikes of 20 or more sign-ups.

10

NonCommunity Community

Imported Mike's contacts

Feb

Apr

Jun

Aug

Oct

Dec

Feb

Report Pulled On 20130221

Last Newsletter: 2/7/13

Net Monthly Contacts for TLC

2000
!

TLC Infusionsoft Form Activity Past 30 Days

Imported Mike's contacts

Contact Us 36

Eec4ve immediately, the Schedule Demo form wil be renamed "Consulta4on Request"

# Contacts

500 1000

Schedule Demo 4
! ! ! ! ! ! ! ! ! ! !

Event Application Form 34 Aug Oct Dec Feb Report Pulled On 20130221

Feb

Apr

Jun

Last Newsletter: 2/7/13

New Aquifor sign-ups strongly correlate with the newsleYer blasts/LQ ar4cles the rst Thurdsay of each month (RED LINE)

Clicks Per Newsletter TLC

500
! ! !

Healthy trac growth and engagement metrics across the board. The top referring site is LinkedIn. More work can be done here. Two LinkedIn groups posted LQ ar4cles which drove signicant trac to the site. Crea4ng a LinkedIn campaign will help solid and engaged trac. Generally, the click rate of non- community members has been steadily increasing (GREEN LINE) Links from cer4ed consultants also contributes to the trac. BeYer outreach to this community reques4ng they link to the TLC site will help con4nual trac improvement. Republishing content on HR.com has led to a decent level of engaged trac coming to the site.

Aquifor INF Community INF NonCommunity

Another top referrer was icfacoachingconference2013.co m. Is this something we can leverage, or is it up to Australia? Referring sites were a huge contributor to the increased Analy4cs performance, even more so than SEO

# Clicks
Moving to a more streamlined email template/format helped improve clicks (GREEN AND BLUE LINES)

0
2012

100

300

2013

Last Newsletter: 2/7/13

The Leadership Circle

Company Conden4al

2/22/13

Budget Strategic Ini4a4ves

Scaleable Jan Actuals Remaining Feb $ 10,000 $ 10,000 $ - $ 10,000

$ 10,000

Remaining (Running Total) Mar Apr May Jun Jul Aug Sep Oct Nov Dec TOTAL $ - $ 10,000 $ 10,000 $ 10,000 $ 10,000 $ 10,000 $ 10,000 $ 10,000 $ 10,000 $ 10,000 $ 10,000 $ 130,000

Provider 818 Group

Web master/site/database administra4on

+/-

$ 500

$ 500

$ 500

$ 500

$ 500

$ 500

$ 500

$ 500

$ 500

$ 500

$ 500

$ 500

$ 500

$ 500

$ 500

$ 7,000

Crea4ve services

+/-

$ 1,250

$ 850

$ 400

$ 1,250

$ 1,250

$ 400

$ 1,250

$ 1,250

$ 1,250

$ 1,250

$ 1,250

$ 1,250

$ 1,250

$ 1,250

$ 1,250

$ 1,250

$ 16,650

RainBoost demand management service - 5 Pieces

$ 1,995

$ 1,995

$ -

$ 1,995

$ 1,995

$ -

$ 1,995

$ 1,995

$ 1,995

$ 1,995

$ 1,995

$ 1,995

$ 1,995

$ 1,995

$ 1,995

$ 1,995

$ 25,935

PPC monthly spend Aquifor license

+/-

$ 500 $ 495 $ 495

$ 500 $ -

$ 500 $ 495 $ 495 $ -

$ 500 $ 495

$ 500 $ 495

$ 500 $ 495

$ 500 $ 495

$ 500 $ 495

$ 500 $ 495

$ 500 $ 495

$ 500 $ 495

$ 500 $ 495

$ 500 $ 495

$ 6,000 $ 6,435

Sodware services (CRM/e-mail)

$ 225

$ 225

$ -

$ 225

$ 225

$ -

$ 225

$ 225

$ 225

$ 225

$ 225

$ 225

$ 225

$ 225

$ 225

$ 225

$ 2,925

FTE CMO/marcom manager/project manager = strategy/planning/reviews, budget/project management, brand oversight/execu4on, all campaign development and execu4on, analy4cs and adjustments, systems deployment and management, market research, etc. 818 Group 10 hours per month for B2B web site op4miza4on (page-level changes, page/site audit, site analy4cs, user experience analysis, recommenda4ons for improvements) 818 Group 10-20 hours per month for new sites design, collateral updates, new artwork, e-mail campaigns, video development, etc. (includes unlimited stock photo images) RainBoost B2B demand/lead development via search engine op4miza4on (SEO) and paid search (PPC) per brand. Includes planning, execu4on, tuning, and repor4ng across all ac4vi4es. Google Paid trac for TLC--supports keyword research Adwords to reduce bounce rates Aquifor 2 licenses for web lead capture, form op4miza4on, campaign op4miza4on, interna4onal lead rou4ng, and closed-loop feedback Infusionsod, Sodware services (including basic Infusionsod AKSMET license and web site SPAM protec4on, database administra4on)

TOTAL Poten*al New Costs/Timeline Accelerated site development (new TLC look) Brand iden4ty PR support Prin4ng Video development FCG brand update FCG Site development Conferences/events List acquisi4on Licensee support

$ 14,965

$ 1,400

$ 14,965

$ 14,965

$ 14,965

$ 14,965

$ 14,965

$ 14,965

$ 14,965

$ 14,965

$ 14,965

$ 14,965

$ 14,965

$ 179,580

+/- +/- +/- +/- +/- +/- +/- +/- +/- +/-

$ 2,500 $ 1,000 $ 500 $ 2,500 $ 1,500 $ 1,000 $ 2,500 $ 1,000 $ 1,000 $ 2,500 $ 1,000 $ 1,000 $ 500 $ 2,500 $ 1,000 $ 1,000 $ 1,000

$ 2,500 $ - $ 8,000 $ 1,000 $ 10,000 $ 1,500 $ 2,000 $ 45,000 $ 3,000 $ 6,000

TBD TBD TBD

Based on Sandra/Nic's design Bids star4ng at $40K PR pitching for new ar4cles, speeches, etc. TBD based on outcome of branding/posi4oning exercise Built on the TLC plahorm Assumes 3 events in 2013 Support localiza4on of the global brand, campaign development, web site updates (content, custom pages, ads), SEO, etc.

$ 1,000 $ 15,000 $ 1,000 $ 500 $ 15,000 $ 1,000 $ 500 $ 15,000 $ 1,000 $ 500

818 Group Various 818 Group

$ 500

$ 500

$ 500

$ 500

$ 500

$ 500

$ 500

$ 500

$ 500

White Paper Created TOTAL

$ 3,000

$ 150 $ 3,150

$ 150

$ 4,500

$ 16,500

$ 4,000

$ 1,500

$ 20,000

$ 1,500

$ 4,500

$ 17,500

$ 1,500

$ 1,500

$ 79,000

Indicates 818 Group Client Services xed monthly cost/package Indicates variable cost Indicates one-4me only addi4onal xed cost Indicates non-client services xed monthly cost/package

The Leadership Circle

Company Conden4al

2/22/13