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_ PAftiN <br /><- NETWORK GODDARD*:CLAUSSEN <br />Innovate America-2006 and 2007 <br />When a broad coalition of Silicon Valley high-tech companies and a wide array of research <br />universities wanted to make their case to Congress and Wall Street for improved investments in <br />math and science education, they turned to Goddard Clausen to help them organize their <br />committee and develop a message. The coalition, including Intel, johns Hopkins University, and <br />the Council on Competitiveness, wanted to develop a national advertising campaign to launch <br />around the 2006 State of the Union Address. The goal was to urge Congress to pass <br />comprehensive competitiveness legislation. <br />Educational Testing Service-2004 to 2006 <br />For over fifty years, Educational Testing Service has been aloes-profile, non-profit provider of <br />standardized tests. Their largest client, The College Board, was generally recognized as the <br />organization behind the SAT, a test created and ad.muv.stered by the organization. <br />A new board and a new CEO made the decision to take this $700 million a year organization to <br />annual revenues of $3 billion in five years by expanding into new product lines and becoming a <br />full-service education company. Goddard Clausen was retained to help re-brand the <br />organization and introduce them to new markets. We started by "de-constructing" the <br />organization, getting at the basic values that drove the company. We researched existing and <br />potential customers to learn the organization's strengths and weaknesses. Finally, we conducted <br />in depth research to learn what potential customers wanted from a company offering new <br />product lines. <br />We learned there was real equity to the name Educational Testing Service, but that the name <br />limited the products and services customers would accept from the organization. The branding <br />solution was to shorten the name of the organization to ETS, to attach the theme "Listening. <br />Learning. Leading." to the company and to launch an ambitious internal campaign to change <br />how employees related to customers and an external campaign to introduce an evolved entity to <br />new and existing markets. <br />Page -6- <br />3/16/2008 <br />TCN/GC Joint Proposal <br />