| 50% CONFIDENCE LEVEL |
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| Affilias Response
Projections |
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| Phase
I: Assumes 1.5 Registrations Per Conversion |
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| 90%
Confidence Level: Base Levels. Assuming 1.5 registrations per conversion |
|
| Media
Vehicle |
Total Imps |
Total Cost |
Est RR % |
Est. # of Resp. |
Est. Conv. Rate
% |
Est. # of
1.5xReg. |
|
| TV |
500,000,000 |
$6,500,000 |
0.7% |
3,500,000 |
10% |
525,000 |
|
| Outdoor |
100,000 |
$950,000 |
n/a |
15,000 |
10% |
2,250 |
|
| Print |
40,000,000 |
$1,500,000 |
0.7% |
280,000 |
10% |
42,000 |
|
| Radio |
n/a |
$500,000 |
n/a |
15,000 |
10% |
2,250 |
|
| PR |
65,000,000 |
$3,000,000 |
0.6% |
390,000 |
10% |
58,500 |
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| Total: |
605,100,000 |
$12,450,000 |
0.7% |
4,200,000 |
10% |
630,000 |
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| |
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| 50%
Confidence level: Double Response Rate. Assuming 1.5 registrations per
conversion |
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| Media
Vehicle |
Total Imps |
Total Cost |
Est RR % |
Est. # of Resp. |
Est. Conv. Rate
% |
Est. # of
1.5xReg. |
|
| TV |
650,000,000 |
$8,500,000 |
1.4% |
9,100,000 |
10% |
1,358,175 |
|
| Outdoor |
100,000 |
$1,000,000 |
n/a |
30,000 |
10% |
4,500 |
|
| Print |
50,000,000 |
$2,000,000 |
1.4% |
700,000 |
10% |
102,375 |
|
| Radio |
n/a |
$500,000 |
n/a |
30,000 |
10% |
4,500 |
|
| PR |
100,000,000 |
$4,500,000 |
1.0% |
1,000,000 |
10% |
150,000 |
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| Total: |
800,100,000 |
$16,500,000 |
1.4% |
10,860,000 |
10% |
1,619,550 |
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|
|
| 10%
Confidence Level: Double Response and Conversion Rate. Assuming 1.5
registrations per conversion |
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|
| Media
Vehicle |
Total Imps |
Total Cost |
Est RR % |
Est. # of Resp. |
Est. Conv. Rate
% |
Est. # of
1.5xReg. |
|
| TV |
650,000,000 |
$8,500,000 |
1.4% |
9,100,000 |
20% |
2,716,350 |
|
| Outdoor |
n/a |
$1,000,000 |
n/a |
30,000 |
20% |
9,000 |
|
| Print |
50,000,000 |
$2,000,000 |
1.4% |
700,000 |
20% |
204,750 |
|
| Radio |
n/a |
$500,000 |
n/a |
60,000 |
20% |
18,000 |
|
| PR |
100,000,000 |
$4,500,000 |
1.2% |
1,200,000 |
20% |
360,000 |
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| Total: |
800,000,000 |
$16,500,000 |
1.4% |
11,090,000 |
20% |
3,308,100 |
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|
| Note:
Does not necessarily take into account the impact of registering of existing
domains in the new TLD. |
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|
|
| Affilias Response
Projections |
|
|
| Phase
II: Assumes 1.5 Registrations Per Conversion |
|
|
| 90%
Confidence level: Base Levels. Assuming 1.5 registrations per conversion |
|
|
| Media
Vehicle |
Total Imps |
Total Cost |
Est RR % |
Est. # of Resp. |
Est. Conv. Rate
% |
Est. # of
1.5xReg. |
|
| Direct Mail |
4,500,000 |
$2,500,000 |
6.0% |
270,000 |
10% |
40,500 |
|
| Customer Email |
57,222,000 |
$100,000 |
17.0% |
9,727,740 |
21% |
3,064,238 |
|
| Prospect Email |
10,000,000 |
$500,000 |
9.0% |
900,000 |
10% |
135,000 |
|
| Print |
110,000,000 |
$7,500,000 |
0.8% |
880,000 |
10% |
132,000 |
|
| Interactive |
300,000,000 |
$5,000,000 |
1.4% |
4,200,000 |
10% |
630,000 |
|
| Radio |
n/a |
$2,400,000 |
n/a |
30,000 |
10% |
4,500 |
|
| Total: |
481,722,000 |
$18,000,000 |
3.3% |
16,007,740 |
10% |
4,006,238 |
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|
| 50%
Confidence level. Assuming 1.5 registrations per conversion |
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|
|
| Media
Vehicle |
Total Imps |
Total Cost |
Est RR % |
Est. # of Resp. |
Est. Conv. Rate
% |
Est. # of
1.5xReg. |
|
| Direct Mail |
4,500,000 |
$2,500,000 |
6.0% |
270,000 |
20% |
81,000 |
|
| Customer Email |
57,222,000 |
$100,000 |
17.0% |
9,727,740 |
20% |
2,918,322 |
|
| Prospect Email |
10,000,000 |
$500,000 |
9.0% |
900,000 |
20% |
270,000 |
|
| Print |
110,000,000 |
$7,500,000 |
0.8% |
880,000 |
20% |
264,000 |
|
| Interactive |
300,000,000 |
$5,000,000 |
1.4% |
4,200,000 |
21% |
1,323,000 |
|
| Radio |
n/a |
$2,400,000 |
n/a |
30,000 |
20% |
9,000 |
|
| Total: |
481,722,000 |
$18,000,000 |
3.3% |
16,007,740 |
30% |
4,865,322 |
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|
| 10%
Confidence level: Double Response and Conversion Rate (exception: Customer
Email remains at 50%). |
|
|
| Assuming 1.5 registrations
per conversion |
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|
| Media
Vehicle |
Total Imps |
Total Cost |
Est RR % |
Est. # of Resp. |
Est. Conv. Rate
% |
Est. # of
1.5xReg. |
|
| Direct Mail |
4,500,000 |
$2,500,000 |
3.0% |
135,000 |
20% |
40,500 |
|
| Customer Email |
57,222,000 |
$100,000 |
15.0% |
8,583,300 |
20% |
2,574,990 |
|
| Prospect Email |
10,000,000 |
$500,000 |
10.0% |
1,000,000 |
20% |
300,000 |
|
| Print |
110,000,000 |
$7,500,000 |
0.4% |
440,000 |
20% |
132,000 |
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| Interactive |
300,000,000 |
$5,000,000 |
1.2% |
3,600,000 |
21% |
1,134,000 |
|
| Radio |
n/a |
$2,400,000 |
n/a |
30,000 |
20% |
9,000 |
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| Total: |
481,722,000 |
$18,000,000 |
2.9% |
13,788,300 |
30% |
4,190,490 |
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| Recap by Confidence Level |
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|
Registrations |
|
| 90% Confidence Level |
|
4,636,238 |
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| 50% Confidence Level |
|
6,484,872 |
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| 10% Confidence Level |
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|
7,498,590 |
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