MARKETINGPROGRAMOVERVIEW

FOR CDS

LICENSEESProprietary & Confidential

NATIONAL BRAND

PRESENCE

LOCAL SERVICE

EXCELLENCE

gary@cds.direct 657-217-5644

Join The CDS Network And Get The Power Of A National Brand.

We provide aggressive marketing to promote and differentiate your business.

Becoming part of the CDS Network puts a marketing powerhouse to work promoting your business.Our national scale provides network members a level of promotional power and synergy unattainable by each individual outlet – promoting your shop with a comprehensive marketing program equivalent to nationwide chains:

▪ Extensive advertising in leading industry media▪ Focused online campaigns that target fleet prospects▪ Participation in major industry events ▪ Robust website that drives customer traffic directly to you▪ Persuasive content marketing that differentiates your services▪ Promotional print and POP materials to support your sales and more

▪

As part of the CDS Network, your business will get the best of both worlds – the power of national marketing that improves your sales with the ability to retain your own unique identity.

The Power Of A National Brand

Objective & Strategy

Establish a Dominant, First-to-Market

Best-in Class DPF Service Brand:

• Aggressively promote national service brand throughout industry

• Create industry-wide brand awareness and differentiation

• Generate new patronage and sustainable repeat business

• Leverage “primacy effect” to gain brand position

• Communicate an exclusive DPF service benchmark

• Advanced and effective cleaning technologies

• Consistent and trustworthy results

• Provide network licensees with extensive marketing support

• Aggressive industry outreach to build awareness and differentiate

• Robust marketing infrastructure to drive customer traffic

• Local and regional marketing investments to drive sales

• On-site marketing and sales dialog support

World Class DPF Service Brand

Value Comparison

How does monthly investment for CDSN compare? • Joining CDSN gets your business the following…

• Aggressive highly-targeted industry ad campaign• Listing and direct linkage from referral website• Access to sales support materials and potential leads• Inclusion in local fleet-targeted direct campaigns• Semi-annual reporting on value provided

• In comparison, you’d only get one of these for the same…• 1-2 fractional ads in a local newspaper (not incl. ad creation)

• Unfocused audience

• Expected life: 2-3 days

• 2-3 brief ads on a local radio station (30 secs.| not incl. ad creation)

• Unfocused audience

• Expected life: less than 1 day

Being part of CDS Network leverages your marketing investment to maximum effect.

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Value

Solicit & Secure Fleet Business

Local, Regional, National Fleets

• Value Proposition: Nationwide Branded Excellence• Assurance your DPF is serviced by trained, skilled experts on the

best equipment for optimum performance and overall service life

• Professional Service: Our certified technicians receive extensive training to meet our stringent standards • Formal training program• Training certifications available• Ongoing training provided• DPF service documentation

• Best Equipment: Our cleaning equipment utilizes the most effective technology and cleaning methods• Most effective soot build-up removal • Before vs. after documentation provided• Optimized Outcome

The CDS Network is being positioned on a national level as the “leading industry brand” for DPF servicing, with benefits critical to fleet owners and managers:

Secure Fleet Business

Branding Overview

Concept • Unite independents within a nationally-branded

network of DPF service providers. • Position licensees of the CDS Network as the

industry-standard for trustworthy DPF service.

Objectives • Differentiate licensees from competitors• Help licensees to compete with national chains• Solicit fleets and secure licensee serviced programs• Enable licensees to keep individual identity• Drive potential customers to licensees • Bolster licensees’ competitiveness at account level

Strategy• Launch brand with “shock & awe” campaign• Establish position as leaders in DPF service• Create dialog between licensees and fleet customers

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Trustworthy DPF Service

Full Sales SupportRobust Infrastructure

Objectives • Awareness & differentiation

• Generate infrastructure traffic

Objectives • Educate & motivate

• Convert traffic to inquiry

Objectives • Communicate & close

• Help convert inquiry to customer

Aggressive Outreach

Build Brand, Drive Sales

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Drive Sales

Build Brand, Drive SalesObjectives• Create industry awareness of CDS Network (CDSN)• Differentiate CDSN from competitors• Drive inbound traffic to CDSN infrastructure

Strategy• Surprise industry with national DPF service brand

• Leverage “primacy effect” of first recognized brand• Force competition to be reactive and play “catch-up”

Market Deployment• Launch brand with pervasive “Shock & Awe” approach

• Industry-wide national print and online media• Presence at key industry events• Continued saturation via advertising & PR outreach

• Specific targeting of key industry segments• Paid SEM targeting “active seekers” of DPF service• Geo-targeted email promotional campaigns

• Approx. 70-75% of marketing resources budgeted for outreach-related activities

Aggressive Outreach

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Drive Sales

Build Brand, Drive SalesObjectives• Further differentiate between CDSN and competitors• Educate on business benefits of CDSN service • Generate inbound inquiries to CDSN licensees

Strategy• Compare CDSN to competitive processes

• DPF cleaning effectiveness & service points• Business metrics for fleet management

• Provide convenient access to CDSN licensees

Market Deployment• Highly-informative website providing

• SEO that drives organic search-based traffic• Educational material that clearly differentiates CDSN• Online savings calculator (CDSN vs. other)• CDSN member lookup (ZIP code based)• Direct access to licensees (website, email, phone)

• Extensive social media presence • Educational material that clearly differentiates CDSN• Search engine visibility to drive website traffic

Robust Infrastructure

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Drive Sales

Build Brand, Drive SalesObjectives• Support dialog - licensees & potential customers• Help CDSN licensees convert inquiries to sales• Continue to differentiate for customer loyalty

Strategy• Provide direct support to CDSN member sales• Give reminders of CDSN service differentiators

Market Deployment• Robust and professional sales tools for licensees

• Customizable sales presentation(s)• Sales collateral (brochures, tech. papers, etc.)• Point-of-Purchase (signage, displays, etc.) • Interactive cost / savings calculator

• Reminders of CDSN premium-branded service• Vehicle graphics & wearables• Service materials (forms, DPF shrink wrap, etc.)

Full Sales Support

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Drive Sales

Exterior Visibility SignageFlag Sign

Flat Sign

(with mounting bracket & hardware)

CDS Decals

Static window cling

Interior DisplayPoster (supplied with frame)

Counter Mat

Acrylic Counter Stand

Vehicle SignageSticker/Decal

Magnetic sign

Shop ApparelBaseball hats

Work outer shirts

Golf shirts

COMPLIMENTARY POINT OF PURCHASE / PROMOTIONAL MATERIALS

Visibility

Build Brand, Drive Sales

Measurement Reporting• Twice annual reporting provided

• Provides key marketing measures on licensee

• Overall national branding• State / regional branding

• Member exposures / inquiry traffic

• Estimates key costing areas for comparison• Member’s cost per exposure

• Member’s cost per visitor / inquiry

• Documents value of being CDSN licensee

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Measured Impact

✓ Grow sales

✓ Increase profit

✓ Improve competitiveness

✓ Enhance ROI

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