MARKETING PROGRAM GUIDE

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1 Heritage Education Funds Inc. MARKETING PROGRAM GUIDE For Internal Use Only

2 THIS IS OUR BRAND. If I had asked my customers what they wanted, they would have said a faster horse. ~ Henry Ford

3 I: INTRODUCTION About Heritage Education Funds Inc Marketing Strategy II: BRANDING AND STYLE GUIDE Brand Experience 2. Value Proposition 3. Branding Style Guide 4. Trade Name & Disclaimers 5. E-blasts Guidelines 6. Social Media Event Posting Guidelines 7. Design Request Submission Guidelines 8. Communications III: MARKETING PROGRAMS Canadian Mother Resource (CMR) 2. Birthday Card 3. Social Media 4. Car Giveaway Contest (NC_CG) 5. National Fall 2013 Campaign 6. Newsletter 7. Heritage Times Magazine 8. Public Relations IV: TOOLS Website 2. Webinars 3. Sales Success Team 4. REP.com 5. Collateral 6. Contests 7. Trade Shows and Events 8. HEF of Materials to Rent V: TEMPLATES Letters/E-blasts 2. Contests VI: INDEX All Collateral Available on REP.com 2. Videos TABLE OF CONTENTS

4 I INTRODUCTION 1. About Heritage Education Funds Inc Marketing Strategy INTRODUCTION

5 1.1 About Heritage Heritage Education Funds Inc., is one of Canada s leading providers of fixed-income RESPs. Incorporated on December 1, 1986, the Heritage Educational Foundation administers one of the largest active pooled Registered Education Savings Plans (RESPs) in Canada with assets under administration exceeding $2.32 billion. Heritage Education Funds has been helping families to save for their children s post-secondary education for almost 50 years. We ve Grown With Canada s Kids Heritage Education Funds Inc. (originally known as Canadian American Financial Corp. (Canada) Limited) was founded in Today, we re proud to be one of Canada s foremost RESP providers with over 400,000 children enrolled and over $940 million in educational assistance payouts since inception. Expertise You Can Trust With nearly 5 decades of experience helping families save for post-secondary education, we deal exclusively in RESPs. It s all we do, so we have developed a level of expertise to save for thousands of Canadian children whose futures have been built on a Heritage RESP. Heritage has assisted over 400,000 families in Canada over the last 5 decades. Pooled Funds Mean More Investment Opportunities Heritage Plan RESPs are what is known as a pooled fund. That means contributions are combined with those of other subscribers, so that all can benefit from a wider range of investment opportunities. Heritage Education Funds offers flexible, affordable plans and scholarship options to suite each individuals needs. Unnecessary Risk Is Not An Option With Heritage Education Funds, RESP savings are not at the mercy of the stock market. RESP contributions are invested in various lower-risk investments that earn a competitive return. Therefore, subscribers know their money will be there when their children need it. MARKETING PROGRAM GUIDE

6 MARKETING STRATEGY The overall strategy for 2013 is focused on digital advancement and embedding our market position in terms of reputation, search-ability, market position and throughout our communication avenues. We don t want to merely compete, but stand out from our competition, positioning ourselves as a market leader and an RESP expert. As always, the marketing programs presented throughout the year will support and deepen brand recognition, lead generation and overall brand differentiation from our competition. Great design strategy is riddled with the word no as it is about trying to be all things to all people, and applying limits to control the integrity of the brand. To achieve a unique and valuable market position, clear tradeoffs need to be made. If we want to achieve the highest possible value, we must provide our customers with meaningful experiences, not just a collection of features. Our 2013 design strategy is to create an experience, hence the strong movement towards digital, the ultimate avenue in developing interactive and compelling marketing experiences. PLACING A CHILD S EDUCATION AT PARENTS REACH

7 BRANDING AND STYLE GUIDE 1. Brand Experience 2. Value Proposition 3. Branding Style Guide 4. Trade Name Disclaimer 5. E-Blasts Guidelines 6. Social Media Event Posting Guidelines 7. Design Request Submission Guidelines 8. Communications II BRANDING AND STYLE GUIDE

8 WHAT IS A BRAND? Brand noun 1. kind, grade, or make, as indicated by a stamp, trademark, or the like: the best brand of coffee. Brand is the name, term, design, symbol, or any other feature that identifies one seller s product distinct from those of other sellers e.g Music. [1] Initially, Branding was adopted to differentiate one person s cattle from another s by means of a distinctive symbol burned into the animal s skin with A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well. ~ Jeff Bezos 2.1 BRAND EXPERIENCE The Heritage Brand Is Our Primary Strategic Asset A powerful Heritage brand has a significant impact on our business success. It supports growth, higher margins and customer loyalty. The stronger the Heritage brand is, the more likely; Customers will be aware of us Customers will think of us Customers will choose us over our competitors Customers will be prepared to pay a price premium Customers will be prepared to stay with us Heritage Is A National Brand The Heritage brand is present all across the country, and competes for our audiences attention every day. Therefore, we need to speak with a unified voice and face. Emphasize our unified approach through ruthless, consistent application of the Heritage corporate design. Heritage Is A Leader In A Specialized Market The breadth and depth of our offer is unique in our marketplace. However, Heritage is still known best for being an expert at educational funding for Canadian children. Our challenge is to ensure that Heritage is credibly perceived as both a first-class provider and trusting organization. Remember that Heritage provides one of the largest distributed pooled plan in Canada. Our Task Is To Protect And Build The Heritage Brand Equity We need to ensure that Heritage s value proposition is translated powerfully and consistently into all of our activities. As a customer-focused organization, we need to incorporate key customer insights into our business strategy and consequently, also into our brand and design strategy. It s about consistently delivering on our promise. A promise is a promise. Always, and that means every day. Our Objective To develop a deeper understanding of what is truly important to our customers. This knowledge provides us the background needed to create product experiences that are authentic, meaningful and engaging in hope to create results that increase customer loyalty and superior long-term business results.

9 Identified Needs 1. Parent: Parents have the need to assist their children with post-secondary funding, and to avoid student loans and debt. Many students are deterred from pursing post-secondary merely due to not having the means to pay for it. 2. Child: Every child wants to stand out from their peers and obtaining a higher education assists them in accomplishing this task. A post-secondary eduction means they have a higher chance of getting the job they truly want and with an RESP they can start their careers off on the right foot, and debt free. 3. Family/Close Family Friends: Family and friends have the need to assist and support a child they adore. Many rather give a gift that is meaningful and truly benefits that child, an RESP does just that! The keys to brand success are self-definition, transparency, authenticity and accountability. ~ Simon Mainwaring

10 CLIENT BRAND EXPERIENCE It is important that to keep the integrity of the brand that the guidelines and procedures are followed, so we can keep the brand consistent and strong. Our reputation is reflected with every presentation given by a Sales Representative, by how the booth appears, by how an advertisement looks, and the look of collateral in the subscribers hand. All items and individuals representing the company compile an experience. The more we strive to be one voice, the louder we are heard. Types of Customer Interactions by Key Stakeholders Interactions Representative Initial meeting Follow up meeting Occasional questions Opening additional plans - Second/Third Child/Generation clients - Grandchildren Agency Subscriber questions Communication channel Head Office Customer Service - Questions/Grant inquiries/changes Website E-blast Social Media Direct Mail SOA Birthday Card Press Release Maturity FIELD INFLUENCE How would you rate yourself? You, the field, are the front line and therefore the face of the company. It s important that your actions represent the company and therefore the brand. In an article by Joseph Dumont, posted on imedia Connection, he talked about the real life lessons he learnt from the movie Big, starring Tom Hanks. Dumont explains how the movie was about a 13-year-old boy named Josh Baskin (Tom Hanks) who made a wish to Zoltar, a creepy, fortune telling carnival game that fulfilled his wish to become Big. Dumont says, I am not sure what exactly Penny Marshall was hoping to portray when she directed this memorable story, but the lessons woven into its narrative are timeless and applicable to any industry, especially ours. Marshall helped us remember what life is like through the lens of a curious and playful 13-year-old. More importantly, she helped us remember how much fun it is to behave like no one is watching. The lessons Dumont pulls from the movie are the following; how do you rate yourself? 10 branding & style guide 2.1 Brand Experience

11 Lesson One: Be nice At any level in an organization your behaviour sets the mood for how those around act, it doesn t matter if it s your first day on the job or your are at the top of the totem pole. Are you a team member and treat others in the organization with respect, appreciate through your own attitude? How many executives at a major company, smile, and say Hi to everyone as they pass by their desks? How many executives genuinely appreciate all the people who work with them, and remember to let them know so? It makes a difference in your attitude and everyone around you. Lesson Two: Be honest During an internal pitch meeting about a new toy, Josh raises his hand to complain, I don t get it? What is fun about playing with a building? By the end of the meeting, the entire executive team agrees with Josh, and they decide to manufacture a new bug toy instead. Don t be afraid to speak up and be honest, good ideas come from everywhere. How many of us challenge authority with such honest questions? As counterintuitive as it sounds, being honest (at the risk of being a lone voice) can lead to very productive conversations. Lesson Three: Be passionate If you are not passionate about our industry, please for everyone s sake, find another industry! We ve all worked with people who do not enjoy the work, and none of us enjoy their presence. Conversely, we have all worked with people who are passionate about what they do and we all enjoy simply being near them. Passion is contagious. Plus it s fun as well as fruitful. Lesson Four: Be grateful! Remember the excitement of your first day in your new job? Good. Now, remember the little things that used to bring you so much joy and remember that we are all playing in our industry of choice. We too are getting paid to do what we love. A sense of gratitude and remembering why you choose to be here will help you get through the less pleasant tasks required. Lesson Five: Be collaborative Do NOT hold your own ideas close to the vest in hopes of being noticed by your boss. Be like Josh, raise your hand, and share all of your thoughts and ideas freely with a smile on your face. If someone steals your idea do what any other 13-year-old kid would do punch them in the stomach, and pedal home to your Mommy with tears in your eyes. Just kidding! The Marketing and Sales departments at Head Office are always reaching back out to the field for ideas and feedback, you can always contact us to discuss how you could execute or get support on growing your ideas. We re here to help! Lesson Six: Be respectful No matter which side of the table you sit on, whether it s in the field or at head office, we are all working on the same team. There are times when both sides need support and we create an environment of respect when we support one another. MARKETING PROGRAM GUIDE 2.1 Brand Experience BRANDING & STYLE GUIDE 11

12 Lesson Seven: Be naive Naïveté is not always a pejorative term; it can be applied to those in our industry who choose to work without the ego. A childlike approach to business is not only highly productive; it is welcomed by teammates, bosses, and clients. 2.2 Value Proposition We Need To Give Customers Reasons To Choose Heritage For Their Education Saving Needs. To help do this, we have developed a value proposition, which underpins our corporate design and all

13 Heritage communications. The value proposition defines the distinctive promise that the Heritage brand makes to its customers in Canada. It determines Heritage s personality and sets out the basis for communicating effectively to all our audiences. Use this as your guide when you are developing, creating and designing communications material for Heritage. Heritage Value Proposition 1. Customer Insight Each person is different and thus has differing needs, goals and preferences. 2. Benefit Customers can trust Heritage to provide one of the best educational funding solutions that meets their personal needs and education savings goals. We are here to help! 3. Reasons to believe Heritage is an expert at educational funding across Canada. With nearly 50 years of experience, Heritage uses its experience to build up successful long-term relationships with customers. 4. Character Trustworthy, Dynamic, Straightforward, Expert, Professional Advice. This value proposition model summarizes the message that we want our customers to take from our brand, communications and visual expression. It means that we need to build on the strengths of the Heritage brand: trust and expertise. It means that the differentiated motivators Customer Focus and Value for Money need to be firmly established and reinforced in the mindset of our customers. MARKETING PROGRAM GUIDE 2.2 Value Proposition BRANDING & STYLE GUIDE 13

14 2.3 BRANDING STYLE GUIDE A style guide or style manual is a set of standards for the writing and design of documents, either for general use or for a specific publication, organization or field. 2 DID YOU KNOW? The TOP three most powerful BRANDs in the world are: 1 1. APPLE 2. MICROSOFT 3. COCA-COLA LOGO AND VARIANTS Here is the standard corporate Heritage logo/brand. This logo must appear on all Heritage materials and communications. Please note that the new logo has a sized tagline. We encourage you to not use the tagline version, instead use the one above with more of a prominent placement.

15 COLOUR BLACK & WHITE PLAIN Standard Corporate ENGLISH Education Funds FRANÇAIS Education Funds BILINGUAL Education Funds FOR LIMITED USE ENGLISH Education Funds New! Reduced tagline FRANÇAIS Education Funds New! Reduced tagline SINGLE COLOUR You may not produce any of the Heritage logos in any single colour, other than black (of which the parent icon is in 30% black) or in reverse white, as show here. MARKETING PROGRAM GUIDE 2.3 Style Guide BRANDING & STYLE GUIDE 15

16 0.5" No smaller than the following sizes: Plain Corporate, or Division logos Division logos with new reduced tagline. For limited use only! SIZE MEASUREMENTS Always leave a one-half inch area of blank space around the entire perimeter of the logo as shown above. Minimum Size The plain corporate or any division logos should never be smaller than Logos that include the reduced tagline that should never be smaller than branding & style guide 2.3 Style Guide

17 YES NO Colour Black & White Do Not change colour of parent icon from 30 % black to full black. Do Not change colour of the logo. Reverse white on dark background Reversed with parent icon in original 30 % black. Do Not use reserve white on a light colour background. Do Not use colour logo on a dark background Colour logo on simple image background Colour logo on light colour background Do Not use colour logo with complex backgrounds. Do Not change colours of logo DO S AND DON TS Everything you ever wanted to know about how to use the Heritage logo. In the case where the logo is reversed (i.e. reverse white), the background colour must be reasonably solid and free of any competing design elements. MARKETING PROGRAM GUIDE 2.3 Style Guide BRANDING & STYLE GUIDE 17

18 2.3.4 TYPOGRAPHY A typeface says many things, and more than we may even know, channels a company s purpose, ideas and values. Primary Chosen for its fresh, sleek, modern and professional look, Avenir is a typeface that illustrates the branding direction our company is taking. In replacement of the previously used, Century Gothic. Complimenting the look of Avenir is Adobe Garamond, a traditional and sophisiticated typeface that stunningly conveys the professionalism of our organization and representatives. Both of these typefaces are appropriate for headlines and subtext, Garamond is always to be used for body copy. Secondary Chosen for it s personal handwritten look and feel, Desyrel is a typeface that illustrates our passion in a child s future education. 18 branding & style guide 2.3 Style Guide

19 Heritage Primary Colours Accent Colours Use your creativity to select a complimenting accent colour that is within the incorporated photography COLOUR To complement the logo and typefaces, Heritage s colour palette also has a professional, modern and fresh appeal. We are classifying the colours on our marketing materials into two categories - primary and accent. All Heritage materials must adhere to this colour palette. Primary These colours are used on all business pieces, and the main image of our brand. White colour space is also a critical part of our branding look. Accent Accent colours can be used on our communication materials, as long as they compliment the imagery used within the design. MARKETING PROGRAM GUIDE 2.3 Style Guide BRANDING & STYLE GUIDE 19

20 2.4 TRADE NAME & DISCLAIMERS The following disclaimers are to be included in the footer of all public facing marketing materials, including but not limited to; flyers, brochures, websites, etc. If you are unsure if the disclaimer should be incorporated, please contact the Heritage Marketing Department at, for clarification. In print, the disclaimer should always be no smaller than 8pt. font size. English Version Heritage Education Funds Inc Heritage Education Funds Inc. Heritage Education Funds is the trade name of Heritage Education Funds Inc., Heritage Education Funds RESPs are offered by Prospectus only. La version française Fonds d éducation Héritage Inc Fonds d éducation Héritage Inc. Fonds d éducation Héritage est l appellation commerciale de Fonds d éducation Héritage Inc. Les REÉÉ de Fonds d éducation Héritage sont offerts par prospectus seulement.

21 2.5 E-BLASTS GUIDELINES How to send an e-blast request Representatives may send s to their own client-base with their very own content. The e-blast request form may be found on REP.com under the Marketing section on the right-hand side. Representatives are to complete the form and submit to the Branch Manager for review and approval. The form is then forwarded over to the Compliance Department for review and approval by our Head Office Compliance, Sales, and Marketing Department before proceeding with the e-blast. A sample e-blast will be sent to the representative before deployment Ten ways to improve s 1. Customize Subject Lines Make sure you use subject lines in all s, so that the recipient knows what you are reaching out to him or her about. As you go back and forth in a long string of exchanges with one person, try to remember to change the subject lines to reflect the subject of the e-string. If you are scheduling a meeting with someone, the subject could read something like Meeting, 3/20 at 4pm Jane and Eric to discuss ABC Tactics. If you are giving someone a business address, the subject line could say: Company s Recruiting Address. Simple things like this make a huge difference when someone is searching through their s for specific information. 2. Disconnect and Pick up the Phone. If you have to get an important message across that might come off in a way that could be perceived as combative or potentially have a negative consequence, pick up the phone. Emotions and context cannot be conveyed in an . It s time to unplug. QUICK TIPS TO SALES ETIQUETTE IN A DIGITAL WORLD 1. ANSWERING S Within 4 hours. 2. ANSWERING PHONE CALLS Within 26 seconds. 3. Don t Assume Don t assume the recipient knows what you are referencing, or use one word responses. If you are confirming a meeting for example, don t respond yes. The initial chain could have listed multiple dates MARKETING PROGRAM GUIDE

22 and times and then all parties could be confused as to the final decision. Instead, send a note that says Jane, we are confirmed for Wednesday, March 20 th at 4pm EST. 4. Read, Read Again, and, Yet, Again. QUICK TIPS FOR YOUR E-BLASTS I m not bothered by a typo or a missed the in an . But when someone sends me an from an iphone seemingly from a moving bus, and it says we are all vet, and seat you in Amsterdam, instead of We are all set for our meeting on 75th and Amsterdam, it s annoying and a waste of everyone s time. 5. Include Time Zones as a Norm. 1. Get noticed Use a catchy headline. 2. BIGGER ISN T ALWAYS BETTER Keep your e-blast within 2-3 paragraphs. 3. HAVE A CALL TO ACTION What is it you re asking or communicating? 4. LIMIT NUMBER OF TIMES YOU E-Blast You don t always need to-do this weekly or even monthly. I can t tell you how many times I ve set up bi-coastal meetings that have had to be rescheduled due to a miscommunication regarding time zones. To avoid this, always put EST/EDT, or whatever your time zone is in your . Bolding it is not a bad idea either. 6. Watch What You Say. Don t ever put something in an that would make you wiggle in your seat in discomfort, if it fell into the wrong hands. By now, we all know the power of Facebook and Twitter. 7. Respond Immediately or Save as Unread. The only time I ever fall down on an exchange is when I open up an and neglect to respond right away. If I open it and read it and it goes into the already read section, it s a goner. If you know you are not going to be able to respond to an immediately, mark it as unread so you don t forget about it. 8. Make Your s Concise. s should not take the place of a meeting where you can dig deep on a subject. Don t send a client, co-worker or associate an chock full of information, pages long. Make sure you are clear in the information you are presenting by breaking up content into short paragraphs using four at the most. I recommend keeping each paragraph to approximately two to three sentences. If possible, use bullet points, so it s easy on the eyes and the person on the other end actually reads the , vs. putting it aside for some later time where it will most likely gather e-dust. 9. Confirm Receipt. If someone sends you an with information you need that does not necessarily warrant a response, send a quick note to say thank you, just so the sender knows you are on the same page and that the was received.

23 10. Make Sure Your Signature Appears on Every . I can t tell you how many times I have conducted a search in my inbox to look for someone s phone number, which I expect to find at the bottom of an , only to find that the person in question didn t have contact information in his signature. In fact, some people don t have an signature at all. To rectify this, and make it easier for people to reach out to you, go into your settings, under general and create a signature that includes your address, cell phone, land line and all other relevant contact information. If you are using Google mail, make sure to check the box underneath your customized signature that says Insert this signature before quoted text in replies E-BLAST TEMPLATES NEWSLETTER E-BLASTS TEMPLATE The headers used in all our corporate marketing communications will have distinct features that make them easily recognizable. Displayed to the immediate right is the e-blast template, provided to ensure the client a flawless and consistently branded communication. 2.6 SoCIAL MEDIA EVENT POSTING GUIDELINES The Marketing Department has created an Event Posting Request form; this form can be found on REP.com under the Marketing section on the right-hand side. EVENT POSTING ON FACEBOOK The Event Posting Request form is designed for representatives to post any events that you are participating in on the Heritage Facebook and Twitter social media networks to promote your event. Marketing will post your event for you directly. REMINDER: Have you registered your event in Salesbridge for insurance? Ask your admin, or contact SalesSupport directly. MARKETING PROGRAM GUIDE 2.6 Social Media Event Posting Guidelines BRANDING & STYLE GUIDE 23

24 2.7 DESIGN REQUEST SUBMISSION GUIDELINES To ensure we meet all of our deadlines, we have to enforce a strict policy of 5 business days for alterations to marketing collateral and 15 business days for fully customized projects. Please remember to utilize the pre-approved ads you have available on REP.com. This should be your first resource for accessing marketing materials. Submit your request to Compliance Support Item reviewed by: Compliance Marketing Sales Comments and changes sent to Rep. through Sales Support COMP sends approved request to MKT MKT schedules design, posting or e-blast in queue Compliance sends completed work back to Rep. Alterations and custom collateral requested by Agencies and Representatives are done at the expense of the Representative. The request will be scoped and a quote will be provided to you, at this point in time you can make your decision to go forward with the alteration/customization. Alterations to existing pre-approved documents (size, colour, text, etc.) require a 5 business days notice Fully customized collateral requires a 15 business days notice All requests must go through Compliance Support, who will pass this request onto the Marketing Department. Please note that your altered/customized collateral remains property of the Heritage Marketing Department and will be posted on REP.com after you have used it, with your personal information removed.

25 2.8 COMMUNICATIONS Communication items Press Releases out on Canada NewsWire (CNW) and posted to the website and on social media outlets Product Videos Daily Social Media (1-2 posts a day) Monthly, Weekly or Quarterly Social Media Contests (always a social media contest available) Monthly Newsletter Sent out to our subscribers Blog Posts Monthly new posts will result in better SEO for the website E-blasts on a as-need basis Rotating News Banner on New Website Homepage Increase awareness of contest, programs and news Online Media Buys Drive lead and traffic to our website; brand recognition NEWSLETTER E-BLASTS TEMPLATE GENERIC E-BLASTS TEMPLATE Prices for additional work NOTE: For custom designs, a design request form must be filled out and 15 business days allowed to complete the special request. For E-blast ($150) For Voice Message: Ventriloquist ($100) MARKETING PROGRAM GUIDE 2.8 Communications BRANDING & STYLE GUIDE 25

26 III MARKETING PROGRAMS 1. Canadian Mother Resource (CMR) 2. Birthday Card 3. Social Media 4. Car Giveaway Contest (NC_CG) 5. National Fall 2013 Campaign 6. Newsletter 7. Heritage Times Magazine 8. Public Relations MARKETING PROGRAMS

27 3.1 canadian mother resource (CMR) CMR: HOW THE PROGRAM WORK The Canadian Mother Resource is an important lead generation program and a tool to help Heritage Representatives to obtain new leads and reach their sales goals! The CMR is first and foremost a source of information. It is designed to assist parents (specifically mothers) in the initial stages of parenthood. The CMR provides a variety of information to access services, free samples, and discounts for products to help introduce mothers to the world of parenthood. Within 8 weeks of filing the registration card, families receive separate information and sample packs from the growing list of corporate partners. In addition to the website, the CMR has built a Facebook and Twitter community and communicates directly with new moms with a monthly newsletter. Visit the CMR website at, New Content Each Month: Articles covering a range of topics including parenthood, health, nutrition, exercise, finance, and more Dedicated Mommy Blogger providing blog entries each week New Canadian Baby Boutique Shop Showcase Monthly Newsletter to CMR newsletter subscribers Facebook and Twitter broadcasting

28 CMR PROGRAM WEB TRAFFIC 9,000+ Monthly Visitiors WEBSITE 51% Unique Monthly Visitors WEBSITE 26,000 Page View Per Month FACEBOOK FANPAGE 3,000+ Fanpage Likes FACEBOOK FAN PAGE CMR: STATISTICS Demographics: 94% CANADIAN CMR: PARTNERS Excellent partnerships, with large firms, reflecting our strategic initiative to grow our business. These partners are the bellow: Similac Mom ON 43% AB 15% QC 14% BC 10% NS 3% MB 2% NB 2% SK 2% NF 1% PE 1% QUICK FACT Similac generated over 110,000 entries in 2012 alone! Huggies Ford Summit

29 3.1.4 CMR: Building your business How Can You Use The Cmr Website As A Powerful Sales Generation Tool? By directing parents to the website during discussions you will empower them to access information they never knew even existed! By building on the offerings from partners and associated websites, you WILL be able to STAND OUT against competitors because you are offering them valuable information and assistance in a non- competitive manner. This in turn makes clients more responsive to the RESP offerings from Heritage Education Funds because the partner organization (CMR) has given items and information without parents having to invest any money. The mere suggestion of the information from the CMR website and the associated partnership with Heritage Education Funds opens the door for reps to be well received. By directing parents to the website to receive referrals, you successfully increase your opportunity to increase the number of units that are sold. The internet is a powerful tool, and it will help you make connections beyond your client s immediate circle of influence. As such, the CMR will be building networking opportunities and events through the website and create a great opportunity to access mothers/parents that you otherwise might not have connected with. Why Do You Want To Move The Cmr Beyond The Lead Generation Source To A Source Of Information? Information is the most important component that clients actively seek and rarely find enough of. Although you may not have all the answers, the CMR endeavours to help you fill in the gaps for these new and expectant parents. Allowing you to build your credibility first and foremost as a person who wants to provide information at a challenging time in these parents lives, prior to being an RESP specialist. Once credibility is established the opportunity for the RESP discussion begins and the percentages for closing the deal become much higher. Information is the key to increasing the number of units sold to garner the revenues you and your teams are seeking CMR Phone Call Script When you receive a CMR lead, call the lead with the following script: Heritage Rep: Hello may I speak to <name>? I wanted to thank you for signing up for the CMR and I m calling as one of the CMR s partners, Heritage Education Funds to confirm your contest entry. While I have you on the phone are you familiar with RESPs? We have been specializing in them for nearly 50 years and I d love to send you some more information on them if you are interested? MARKETING PROGRAM GUIDE 3.1 CMR MARKETING PROGRAMS 29

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