It somewhat depends on whether the exclusivity is for a limited time or permanent. In the latter case, I think the idea is to charge about ten times what you'd charge for ordinary use.
You might try "window shopping" at Alamy or Corbis or Getty and see what they'd charge for a similar use.
Make sure your license allows you to retain the copyright and to use the image for promotional and educational purposes.
Note that any "exclusivity" would have to take into account that it's already appeared on the internet, and that you've in fact already granted at least one limited, perpetual, royalty-free license (to DPC).
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