Todobebe Capabilities.030309

CONNECTING WITH FAMILY

Copyright Todobebé 2009. All Rights Reserved. For Internal Use Only. Confidential

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March, 2009

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CONTENTS

Overview Consumer Insights 360° model

¡Viva la Familia! de Todobebé TV¡Viva la Familia! FiestaDigital


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OVERVIEW

Todobebé/Viva la Familia is a leading global multi-media content and licensing company dedicated to the adventures of parenting

Serving a core audience of young women, 18-39, who are mothers (and key decision-makers for family) who seek knowledge and community

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OUR PREMISE

Moms and babies are at the nucleus of the Todobebé brand – where the bond is built between parent and child.


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FAMILY EVOLUTION A world of family surrounds Mom & child: fathers, siblings,

grandparents, aunts, uncles, godparents. And friends who have become family.

¡Viva la Familia! is the fabric of family that nurtures us, fulfills us, and lives within us.


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¡VIVA LA FAMILIA!

¡Viva la Familia! celebrates the adventures of parenting and the richness of family. Memories are created. Challenges are met. Dreams come true. Miracles happen.

Copyright Todobebé 20089 All Rights Reserved. For Internal Use Only. Confidential

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CONSUMER INSIGHTS


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RESEARCH ACTIVITY Todobebé has recently conducted two unique

consumer research studies:Viva la Familia Fiesta panel (May/Jun 2008) consisted

of approximately 9,000 moms across 43 states. Our latest survey (Feb 2009) consisted of over 1,000

moms and captured insights regarding life & family priorities tied directly to the current economic situation.

Questionnaires were delivered online and captured key insights from U.S. Hispanic moms with children from 0-5 in the home.


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KEY LEARNINGS Insights clearly demonstrate that

today’s Hispanic moms:seek out information in Spanish and

actively use media to find itengage in and spend on social

activities for familydemonstrate clear preferences on

brands they use and where they buyare looking for value-based solutions

they can incorporate in their everyday lives


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MOMS USE MEDIA & TECHNOLOGY 73% Are Spanish-dominant or Spanish-preferred 66% Get parenting information on TV 75% Get parenting information on the Internet 86% Visit the Internet frequently 66% Know how to upload photos and videos

Insight:Hispanic moms use media and technology for entertainment

and information10


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MOMS VALUE FAMILY OCCASIONS

78% Host at least one party or family event per year 82% Invite more than ten people to attend 76% Spend more than $100 on their party 73% Shop most frequently at Walmart

Insight:Hispanic Moms actively

engage in social activities for family and spend on them.

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MOMS SEEK VALUE FOR FAMILY

Moms value family first, followed by good health, a safe home, education for their children, and finances/savings.

When asked what they do to save money today, they affirm they take advantage of special offers, look for free or low cost activities for their family, and look for brands that deliver value/allow them to save money.

Insight:Value-based solutions that benefit family directly align

with Hispanic moms’ needs. 12


360° MODEL


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360° MODEL – GRASS TO MASS

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¡VIVA LA FAMILIA! DE TODOBEBÉ TV

Launched in Prime Time, July 25, 2008 #1 show in the timeslot across all networks

(beating 20/20 and Dateline NBC) Three major TV Partners

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PROVEN TV FORMAT -“BEST PRACTICES”

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Branded Entertainment Formulas

9+ Years in Industry, including TV show 1.0 (3.5

year run)

Global Parenting & TV Trends

Insight fromTodobebé Audience


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PROGRAM SUMMARY Family programming that brings the

adventures of parenting to life – with surprises, emotion, dreams come true, celebrity talent, and audience interaction. It’s family entertainment at its best!

Hosts: Aracely Arámbula - International

mega-star, mom and friend to all Jeanette Kaplun – Popular parenting

expert, mom and founder of Todobebé 1-hour magazine style format

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SEGMENTS Mi Hada Madrina – My Fairy Godmother

Making dreams come true for deserving families El Papi – Adventures of a father

Putting Dad in Mom’s shoes Famosos en Familia – Famous Families

An inside look at favorite stars and their kids Todobebé al Rescate – Todobebé to the Rescue

Our experts help families solve real-life problems Di Una Buena Palabra y Sonrie – Say a Good

Word and Smile! Entertain & educate with new parenting terms

Los Chicos del Barrio - Kids on the Block LaTelebebela - Baby Telenovela

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BRAND OPPORTUNITIES

Integration inside of the program designed to:Compliment brand advertisingDeliver branding and key communication in contextBe organic – branded entertainment

Variety of integration formatsStoryline integrations (major sponsors)Branded tipsBumpsSpecials/giving

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FIESTA


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WHAT IS VIVA LA FAMILIA FIESTA?

It’s our special party day! Celebrating families… all across the nation!

VLF Fiesta provides a special occasion for hosts, families, and friends to gather together to celebrate family right in their home

Mom, family and their friends experience our brand, celebrating across Todobebé’s community


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WHO HAS FIESTAS?

97% are women 18-34 73% are Spanish-dominant

or Spanish-preferred 79% are married 46% say their country of

origin is Mexico 26% are first-time moms 51% are stay-at-home moms

2008 Fiestas2008 Fiestas


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CELEBRATING COAST TO COAST

Each Fiesta is a social forum touching consumers in the home where they interact and share

Based on loyalty & trust with Todobebé and extension of TV platform, and wanting to share it with friends and family

9,817 fiestas

171,335 participants

Average of 18 guests per fiesta!

Audited by



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HOST DISTRIBUTION BY STATE

• California 3,247• Texas 1,555• Florida 1,482• NY/NJ 898• Arizona 498• Other 1,277

Hundreds of cities in 43 states!



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FIESTA PROGRAM ELEMENTS Mass & local media reach Online Fiesta Portal In-home experiential/sampling Marketing research/opt-in

database

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> 20 million media impressions per brand sponsor


DIGITAL

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OUR PROPERTIES

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Digital


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#1 destination for Hispanic families planning, expecting and raising families

Content and Community Extensive Article Library Targeted Newsletters Social Media

¡Viva la Familia! TV Sneak Previews Behind the Scenes

¡Viva la Familia! Fiesta Party Portal Promotional Activities

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TODOBEBE.COM


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USER PROFILE

Visitors come to our sites seeking information about Planning, Pregnancy, and Parenting

They become loyalists – not only due to the value of our content, but for the support of our community a place where her voice can be heard a secure environment to share

We establish a connection that enriches her both as a woman and a mom.

Digital


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SITE TRAFFIC

> 300,000 unique users per month globally> 100,000+ unique visitors from the US> Ten pages per visit > Six minutes spent on site per visit

14 million page views /1.8 million/month More than 220,000 are registered as

Todobebé Club members More than 140,000 subscribe to receive

our newsletters


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FOROS (FORUMS)

Our viral community where moms come to meet others like them, share and discuss a variety of topics related to child rearing, family and concerns in a trusted and secure environment.

Digital


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TARGETED NEWSLETTERS

General: Sent weekly. Special Edition: Sent

monthly. TV Special Edition: Sent

weekly. Pregnancy: Sent daily

according to due date. Child Development: Sent

daily according to child’s birthday (up to 3 children)


Todobebe Capabilities.030309

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