02 THE CAMPAIGN Start knowing, now.

As a leader in financial education, we promote this goal for every potential student. This

campaign is designed to instigate a question.

What would you do if you knew? While also

delivering the answer—a call to action—start knowing, now. The following pages are designed to

help you develop your own communications that

maintain the campaign positioning, tone, key communications and graphic standards.

Brand Tone Words:

G E N U I N E I N C L U S I V E

E X P E R I E N C E D T R U S T W O R T H Y

P I O N E E R I N G E M P O W E R I N G

Campaign Language

C A M P A I G N L A N G U A G E Branded, But Flexible To help us sound consistently “OTA,” it’s important to consider our brand’s baseline personality. We identified several key

qualities that should always be used as descriptors, or guardrail words, to help keep our campaign messaging tone on-brand. However, while we are all of these things, depending on who we’re talking to and the context, we

should be careful to tune our voice to be more or less of some of these things than others.

For example, if we know we’re talking to a baby boomer audience, our tone should perhaps be more

genuine, experienced and trustworthy. If we’re talking to a millennial audience, we should flex to be more inclusive, pioneering, and empowering.

Upper Funnel Language Examples:

H E A D L I N E : • Take the reins. I’d take better control of my financial future.

S U B H E A D : WHAT WOULD YOU DO IF YOU KNEW?

B O D Y : • How to learn to use investing strategies that could enable you to take better control of your life.

• No one else will ever care about your financial future as much as you do. • Start learning how education could help you to take better control of your financial future, from now on.

•You know, you can’t hide from this. Start knowing now.

• Start knowing, now, so you don’t have to regret not knowing later. • Learn how to trade by actually trading.

• Develop skills that could help you build investing and trading confidence. • Learn our step-by-step process designed to help you make the right moves in the financial markets.

• For more than 20 years, across 40 locations worldwide, we’ve taught thousands who want to start knowing. • For more than 20 years, across centers worldwide, we’ve been teaching people who want to know how to invest and trade with

skill and confidence.

Campaign Language

C A M P A I G N L A N G U A G E Upper Funnel Since the idea of financial education is unique, when “introducing” ourselves to potential students, we need to ensure they understand what services we provide, how unique they are, and the aspirational

potential of it all. The tone of our “upper funnel” language should strike an emotional chord, tell stories, and inspire our audience to consider their own financial potential.

That said, we must always make sure we're informing and inspiring without overpromising results. The copy selections on this page are approved examples.

Lower Funnel Language Examples:

Not next week. Not tomorrow. Now.

Right now is a good time to start knowing. So is right now. And right now.

Learning about our trading strategies and investing methodologies could elevate your opportunities.

Start knowing the strategies and skills it takes to make the right moves in any financial market.

What would you do if you knew how to manage risk in the market?

What would you do if you knew trading and investing skills that could help you make the right moves in the market?

Start knowing a path to trade with skill and confidence.

Learn about the biggest mistakes that investors make and how you can learn to minimize them.

Campaign Language

C A M P A I G N L A N G U A G E Lower Funnel As we get further down the funnel, the way we speak to consumers becomes more promotional and direct.

Our job is to inspire and motivate people into action. Messaging the potential should be clear and come with a sense of urgency. Copy should be quick. Immediately informative. No nonsense. Here, it’s

all about laying the facts out there and asking someone to act. And always drive viewers to do something specific—to start learning, and start knowing now.

The copy selections on this page are approved examples.

CTA Examples:

Start knowing, now, at a free 3-hour introductory class in your area.

Enroll in a free 3-hour introductory trading and investing class—today.

Enroll in a free 3-hour introductory class—today.

Learn more at a free 3-hour intro class near you.

Start with a free 3-hour informational class in your area—today.

Sign up for a free 3-hour intro trading and investing class and begin to learn how to take better control of your financial future.

Start to take back control, today, by enrolling in our free half-day introductory trading and investor education class in your area.

Learn more at a complimentary 3-hour trading and investing class in your area—today.

It all starts by signing up for our free half day class.

It also starts with a free 3-hour trading and investing class near you.

Find a free 3-hour informational class in your area—today.

Register for a free 3-hour introductory class at a center near you.

Register for a free 3-hour introductory class at an education center near you.

Register for a free 3-hour introductory trading and investing class at a center near you.

There’s a free 3-hour intro class starting soon at a center near you.

Call for two free tickets to an 3-hour introductory class in your area.

Call (xxx) xxx-xxxx or visit [URL], right now. And start knowing.

Start knowing.

Start knowing, now.

Enroll now.

Campaign Language

C A M P A I G N L A N G U A G E Calls to Action These efficient, hard-working little copy nuggets are effectively orders. They let readers know what to do, and sometimes even how to think next. As a key part of the buying journey, clean and

simple CTAs can drastically increase the impact of a communication — especially in social and digital environments where combined with a clickable call-to-action,

they can deliver a user directly to a sign-up or purchase page.

WWYDIYK Thought Starters:

C O R E L I N E : WHAT WOULD YOU DO IF YOU KNEW?

What would you do if you knew why Wall Street seems to win so consistently?

What would you do if you knew a path to gain investing and trading confidence?

What would you do if you knew a path to take control of your financial future?

What would you do if you knew a path to direct your own financial future?

What would you do if you knew what to do if the market goes up or down or stays the same?

What would you do if you knew how to do more than just buy and hold?

What would you do if you knew a good economy is the best time to prepare for a bad one?

What would you do if you knew strategies designed to help you make the right moves when everyone else is panicking?

Campaign Language

C A M P A I G N L A N G U A G E What would you do if you knew? This campaign is about getting people to think and, sometimes, dream. Wonder. What would they do if

they knew the kinds of things we can teach them…and then, how they can learn them. So whenever it makes sense, we want to ask them what would they do if they knew? Get them to consider the

who, what, when, where and whys. Help kickstart their imaginations. On this page you’ll find a number of ways you can use our brand question to kickstart copy and even

conversations in MTOs or PTWs.

Note: approved questions in this style

guide document should never be turned into statements that could be construed as overpromising.

Start Knowing Wrap-Up Examples:

C O R E L I N E : START KNOWING, NOW

START KNOWING new skills and building confidence NOW

START KNOWING tools designed to help protect your financial future NOW

START KNOWING paths to direct your own financial future NOW

START KNOWING powerful market insights NOW

START KNOWING trading strategies and investing methodologies NOW

START KNOWING lifelong support and community NOW

START KNOWING a path to real trading skills NOW

Campaign Language

C A M P A I G N L A N G U A G E Wrap-Ups Rather than a traditional campaign tagline, we will utilize a uniquely modular wrap up line. The core

message, “Start knowing, now” will be supplemented with copy that pays off the overall communication of each piece that it’s helping to wrap up. The supplemental copy should not be promissory, but

deliver a simple takeaway message or benefit of Online Trading Academy training.

Real investing knowledge. Real trading skills.

Turn “if you only knew” into “now you know.”

There’s an investor in all of us.

A good economy is the best time to prepare for a bad one.

Stop leaving it up to someone else to invest in your future.

It’s time for you to start learning how to invest in you.

Hope is not a strategy. Education is.

It’s easier to protect your retirement than build it up again.

What if you discovered a better way before you needed one?

Remember, no one will ever care your financial future as much as you do.

“Don’t worry, it will come back” is not what you want to hear before retirement

You can’t do anything about the market going down, but you can learn the right moves to make when it does.

Key Words and Phrases

K E Y W O R D S A N D P H R A S E S There are many ways we can get readers to remember our messages. Using “sticky” words and

phrases is one of them. Through the development of this campaign, we discovered several unique and memorable ways to get our idea across. The key words and phrases to the right may be used

as headlines, key phrases in copy, or even combined with other thoughts to create messages that are hard to ignore.

03 GRAPHIC LANGUAGE There are several graphic elements that this

campaign utilizes to help uniquely identify our

brand and cut through visual clutter. This section explains the use of photography, branded linework

and shapes. And how, when and where to use them.

�17Logo Guidelines

L O G O G U I D E L I N E S Our logo is our brand’s principal signature. A consistent

element that helps identify us and link touchpoint to touchpoint across a wide variety of designs and media.

Campaign Usage For the purpose of this campaign, only three versions of the logo will be utilized. The one-color

white, one-color black and one-color indigo logos. The white may be reversed out of OTA Indigo or imagery that does not impede its readability. The black and indigo versions may be placed on

white backgrounds or imagery that does not impede their readability.

�18Logo Guidelines

X=1/2 the height of the mark

AREA OF ISOLATION

MINIMUM LOGO SIZE

Height of mark no less than 0.25” or 18px

L O G O G U I D E L I N E S Clear Space Our logo requires a fixed amount of clear space around

it. Text, image edges and noise, or other graphic elements should never encroach on this space. The logo’s minimum clear space is determined by half the height of the mark.

Sizing To maintain and preserve the integrity and legibility of the logo, please do not size it below the given dimensions. Always take into account production and design when determining logo

size. All clear space, sizing and other logo rules apply to sub-brand logos as well.

�19�19�19Logo Guidelines

DON’T STRETCH OR CONDENSE THE LOGO

DON’T CROP THE LOGO

DON’T PLACE THE LOGO ON CONTRASTING BACKGROUNDS

DON’T RECOLOR THE LOGO

DON’T RE-TYPESET OR RE-CREATE LOGO

DON’T ADD ELEMENTS OR EFFECTS TO LOGO

ONLINE TRADING ACADEMY

L O G O G U I D E L I N E S Don’ts Always use only the approved, high-resolution

digital artwork. And never alter or distort the logo in any way.

Brand Colors �20Brand Colors

OTA INDIGO Pantone: 2756C

CMYK: 100/98/0/15 RGB: 21/31/109

HEX: 151F6D

OTA WARM GRAY Pantone: Warm Gray 11C

CMYK: 26/36/38/68 RGB: 110/98/89

HEX: 6E6259D

OTA ORANGE Pantone: 158C

CMYK: 0/62/95/0 RGB: 238/100/48

HEX: EE6430

OTA REAL ESTATE YELLOW Pantone: 123C

CMYK: 0/24/98/0 RGB: 255/195/16

HEX: FFC310

OTA TAX PRO BLUE Pantone: 2925C

CMYK: 84/21/0/0 RGB: 65/170/224

HEX: 41AAE0

OTA MASS MARKET PURPLE Pantone: 2587C

CMYK: 65/95/0/0 RGB: 135/53/129

HEX: 873581

B R A N D C O L O R S The campaign palette consists of our tried and true brand

colors. They afford us the flexibility to be warm and approachable, as well as bold and modern.

Primary OTA Indigo and OTA Orange will continue to be predominant colors used across all communications.

OTA Warm Gray will continue to be used primarily for typography.

Secondary Each sub-brand is assigned a color. This color is used exclusively for communications relating to

Online Trading Academy’s four sub-brands. Additionally, these colors can be used as accents across the master brand.

DIN Pro Regular

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890$%&?

Brand Colors �21Brand Typography

DIN Condensed Black

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890$%&?

DIN Pro Bold

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890$%&?

DIN Pro Medium

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890$%&?

B R A N D & C A M P A I G N T Y P O G R A P H Y As a rule, the Online Trading Academy font is

within the DIN Family. Primarily we use Din Condensed Black for headlines and Pro Regular for body copy. In some cases, we will need Pro Medium for body copy when

we need a little more separation.

G R A P H I C E L E M E N T S Color Lines This element bisects campaign communications with a pop of brand color that runs vertically or slightly diagonally from the

top to the bottom of a page or image. It adds visual interest to messages while helping to visually anchor visuals and copy and tie elements together as a unit.

Color lines utilize a subtle gradient that runs the length of

the line and changes to a slightly more saturated version of the brand color at one end. Lines may be any brand color, though only the colors represented on this page are recommended, Notice, two new colors have been

added just for this campaign:

›

�22Graphic Elements

OTA SILVER GRAY Pantone: 420 C CMYK: 20,15,16, 0 RGB: 203,203, 203 HEX: cbcbcb

OTA SKY Pantone: 7688 C CMYK: 69, 29, 0, 0 RGB: 68, 151, 212 HEX: 4497d4

�24Graphic Elements

G R A P H I C E L E M E N T S There are several basic graphic elements that this campaign utilizes to help uniquely identify our brand

and cut through visual clutter.

The Angle It may not sound like it at first, but this graphic concept is as much a part of our visual language as anything else. This campaign adds a 75° angle to

color lines, photography, copy containers and even body copy to communicate the feeling of innovation and forward momentum throughout our communications.

B R A N D P O S I T I O N I N G For those who choose to make the

courageous move to own their financial

future, OTA is the innovative financial

education leader who provides knowledge,

skills training, community and lifetime

support that empowers them to elevate

their financial potential.

I realized…it was time for me to learn

how to invest in us.

““

“F I C T I O N A L E X A M P L EQuotes need to be approved by corporate and require explicit legal release from individuals prior to use. Link to release form

05 HOW IT ALL COMES TOGETHER

!32Brand Colors �32Print Ads

1

2

4c

6

4a

3

5

4b

Build a Print Ad 1. Choose and adjust photography (page 26)

Photo should have a good amount of negative space on top.

2. Choose a color line that complements the visual. OTA Orange is the primary color that should be considered, but OTA Tax Pro Blue and OTA Mass Market Purple work very

well on warmer-toned visuals.

3. Add a copy flag container. Note: It should always be attached to a vertical OTA color line that runs off the top and bottom of the page. Also, for efficiency, the copy flag is typically rectangular for print ads.

4. Set the copy. a) Headline: Made with special handcrafted lettering. This element should always be something that the person in the visual would say or think. Please

reach out to your campaign administrator to find out more or have custom

elements created.b) The ‘What would you do if you knew?’ subhead should be in all caps and when it makes sense, should be the same color as the color line.c) Body copy: It should start by priming readers’ thinking with OTA education benefits, of which one should relate directly back to the visual.

5. Create custom Start Knowing wrap-up (page 13).

6. Choose appropriate logo version. Typically, one-color black is

recommended for print.

Custom hand-lettered headline goes here

A PATH TO TAKE CONTROL OF YOUR FINANCIAL FUTURE?

A PATH TO TRADING AND INVESTING CONFIDENCE?

!33Brand Colors �33Digital Ads

1

2

3

4 5

6

Build a Digital Ad (Option 1) 1. Choose and adjust photography (page 26).

Photo should have a good amount of negative space on top.

2. Choose a color line that complements the visual. OTA Orange is the primary color that should be considered, but OTA Tax Pro Blue and OTA Mass Market Purple work very well on warmer-toned visuals.

3. Set copy.a) Headline should be the same brand color as the color line and be short and on point.

When utilizing a “What would you do if you knew” headline construction, it’s good to bring the idea full circle by finishing with a “Start Knowing” live link CTA button. b) Subhead (if necessary): A short headline may be accompanied by a short subhead.

4. Add clickable CTA button. Common calls to action are Start Knowing, Sign Up Now,

Register Now, and Learn More.

5. Add dark gradient to the bottom of the image. This element helps to make sure the copy has an even bed of tone to lie upon.

6. Choose appropriate logo version that reads against or reverses out of the

background image.

WHY WALL STREET SEEMS TO WIN SO CONSISTENTLY?

!34Brand Colors �34Digital Ads �34

1

2

3a

4 5

6

3b

Build a Digital Ad (Option 2) 1. Choose and adjust photography (page 26).

Photo should have a good amount of negative space on top.

2. Choose a color line that complements the visual. OTA Orange is the primary color that should be considered, but OTA Tax Pro Blue and OTA Mass Market Purple work very well on warmer-toned visuals.

3. Set copy. a) Headline should be the same brand color as the color line and be short and on point.

When utilizing a “What would you do if you knew” headline construction, it’s good to bring the idea full circle by finishing with a “Start Knowing” live link CTA button. b) Subhead (if necessary): A short headline may be accompanied by a short subhead.

4. Add clickable CTA button. Common calls to action are Start Knowing, Sign Up Now,

Register Now, and Learn More.

5. Add dark gradient to the bottom of the image. This element helps to make sure the copy has an even bed of tone to lie upon.

6. Choose appropriate logo version that reads against or reverses out of the

background image.

!35Brand Colors �35Social Media

3

2

3 4

Build a Social Media Ad 1. Choose and adjust photography.

Photo should be interesting and inspirational or aspirational.

2. Choose a color line that complements the visual. OTA Orange is the primary color that should be considered, but OTA Tax Pro Blue and OTA Mass Market Purple work very well on warmer-toned visuals. Note: Not every social post needs to have a campaign color line in it, only WWYDIYK Campaign-related posts.

3. Set copy. Frequently, social media ads have character-count guidelines associated with them. Review the guidelines for each social media vendor and follow them carefully. For example,

Facebook ad guidelines are as follows: headline, 25 characters max; link description, 30 characters max; copy, 90 characters max. The link description should most often be a concise CTA.

4. Make sure to select a relevant link button CTA. Typically, “Sign Up” or “Learn More” make the most sense.

1

”COLLEGE”

BABY BOOMER FATHER:

I know…the average college tuition is going to increase every year. All I can think is…I have three

kids…our house needs some work…and we need to get ready for retirement. It was just time…to stop

leaving it up to someone else to invest in our future. So, I called Online Trading Academy—and started

to take back control.

ANNOUNCER:

What would you do if you knew the skills that could help you make the right moves inside the financial

markets….skills designed to empower you and help you build confidence toward your retirement? Start

Knowing, Now - at Online Trading Academy. For more than 20 years, across 40 locations worldwide, we’ve

taught thousands who, just like you want to know strategies designed to teach you how to make better

investing decisions.

TAG:

Call (XXX) XXX-TRADE for two free tickets to a class in your area and receive our professional insider’s kit just for

attending. That’s (XXX) XXX-XXXX or visit OTA URL DOT COM today. What would you do if you knew? Start knowing,

now.

Radio

R A D I O C O P Y E X A M P L E 1 This radio copy is a good example of how to tell a story and build copy for the Start Knowing

Campaign.

”START KNOWING”

ANNOUNCER:

What would you do if you knew there was a place to learn step-by-step strategies designed to

help you make the right moves inside the financial markets? A place to develop skills that could

empower you and help you build confidence toward your retirement goals. At Online Trading

Academy, we know—there’s an investor in all of us. And we know how to teach people, just like you,

the skills and knowledge that could empower you to take control of your financial future….It all starts

by taking our free introductory class where you’ll learn about the biggest mistakes investors make and

how you can learn to avoid them, and strategies that could help you make your money work harder for

you. For more than 20 years, Trading Academy has been teaching students skills designed to help them

learn to invest with confidence. Call (XXX) XXX-TRADE for two free tickets to a class in your area and

receive our professional insider’s kit just for attending. That’s (XXX) XXX-XXXX or visit OTA URL DOT COM

and Start Knowing, Now.

Radio

R A D I O C O P Y E X A M P L E 2 This radio copy is a good example of how to tell a story and build copy for the Start Knowing

Campaign.

THANK YOU FOR

REVIEWING THIS GUIDE

The campaign guidelines found within are very important. Used properly, they will help us maintain

graphic and message continuity, protect our logos and help us to continue to build our brand.

Why is this necessary?

The words we use, the way we visually tell our story, our logos and approved typefaces, all

these elements are combined to communicate our brand. Each is an integral part of our

identity. So it's vitally important that we use them carefully and treat them all with respect.

Working together, we can create bold, engaging communications, build bonds with

our audiences and protect our vision and voice.

Need approved fonts, logos, graphic elements?

Visit this link: WWYDIYK Campaign Support I Use password: WWYDIYK?19$

Questions? Need additional assets or information?

Contact: Eddie Min I Creative Director

Direct: 949.825.5172 I E-mail: eddie.min@otahq.com