UPPERCASE MEDIA

AMERICAN FAMILY INSURANCEPresents a National & Local Strategy for

Table of ContentsMeet The TeamExecutive SummaryPart 1: National Campaign Adjustments

4. Continuous5. Flight 17. Flight 28. Flight 39. Flowchart10. Schedule

Part 2: DreamBank Atlanta12. Why Atlanta?13. Event Talent14. About DreamBank15. Vision & Measurement16. Media Mix19, Continuous20. Flight 123. Flight 227. Flight 329. Flowchart30. Schedule

Final Thoughts

1.2.3.

11.

31.

Meet The Team

Kathryn JennaKristina

Brandon Jaime

(and their dreams!)

“I want to positively influence lives”

“I want to pursue a career that I love”

“I want to host a TED talk”

“I want to be on Forbes’ 30 under 30 list”

“I want to be a creative director”

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Executive Summary

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Part 1: National Campaign Adjustments Part 2: DreamBank Atlanta Uppercase Media presents an adjusted campaign for AFI’s national expansion due to a $30 million budget cut. Despite this budget cut, the overall messaging and goals remain the same, but with adjusted emphasis on specific media. Uppercase Media’s recommendations are tailored to reach the previously determined objectives of increasing awareness by 20 percent, website traffic by 50 percent and leads by 25 percent while still utilizing our original communications platform. The Continuous efforts of AFI are not adjusted, as having a digital presence throughout the entire campaign is crucial to reaching consumers. Flight One still strives to create awareness of the DreamBank, but with a less heavy TV presence as well as elimination of Spotify and the Google Ad Network. Changes were made to better target the demographic and reach consumers at more relevant times. Flight Two also focuses on creating awareness, with focus on The Little League World Series. The reductions in this flight include reducing the amount of giant baseballs placed around the country and eliminating the Google Ad Network. These changes were made because ad networks and non-traditional placements are not as reliable at reaching the consumer with an effective message. In Flight Three, ad spending was reduced on general network television because these placements are also not as reliable in being effective. A pulsed schedule for general network television ads is now used to help keep the process of finding an AFI agent at the top of mind for the whole flight and support the digital efforts where this would occur. The contingency is reduced to allocate dollars to the DreamBank. Although the DreamBank will only be opening in Atlanta, it is a unique concept that will receive national attention and create positive associations for AFI, which will assist with increasing awareness for the upcoming national launch. Overall, to accommodate the new budget, cuts were made to broadly-targeted ads that were not as effective rather than changing the overall strategy. Uppercase Media is confident that the strategic initiatives behind our budget reallocation will deliver an effective and efficient campaign by reaching the consumer in unique and personal ways.

Uppercase Media presents a fully digital advertising campaign for American Family Insurance to launch their second DreamBank in Atlanta, Georgia. This DreamBank retail store expansion is the result of a very successful introductory location in Madison, Wisconsin. The campaign’s elements and flights target males 25-54 with an income over $60,000, and is intended to introduce AFI’s innovative take on an insurance retail store to a new market. AFI will be hosting an event on opening day, October 19, 2013, featuring Grammy nominee Alabama Shakes and CNN anchor Anderson Cooper to promote the new DreamBank location.Uppercase Media has developed a uniquely digital plan to build anticipation and support for the event as well as carry out buzz for over a month afterwards. This campaign parallels the American Family Insurance “Dream Protection” message and initiative, providing an experience intended to intrigue. To do this, we recommend a campaign that begins over two months prior in Flight One with the purpose of introducing the unique DreamBank experience. It endures phases of knowledge, engagement and utility through various media in Flight Two, and finally flows through Flight Three with continued conversation about the grand opening event, the retail store itself and AFI as a brand in whole. Throughout the four month campaign, we will incorporate continuous efforts with emphasis on social media to enhance our awareness initiatives and consistently stay in the minds of our target market. In conclusion, Uppercase media’s strategy of maintaining several touch points with our targets under a completely digital campaign will create a unique and lasting impression of American Family Insurance, the Atlanta DreamBank and its grand opening. Uppercase Media is confident that the $2 million budget allocation is being used to its fullest potential and will effectively reach and engage our target.

Executive Summary

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Part 1: National Campaign

Adjustments

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Resolution Builder Microsite & Resolution Section of App

College Board Partnership

Continuous FlightGoal: Create awareness and provide a place for AFI to interact with their consumers.

Social Media

Paid Search

AFI App

Uppercase Media will invest the same amount in social media because it is efficient and provides an even playing field to compete against large national competitors.

Because insurance prices are competitive, Uppercase Media believes that it is imperative to invest in a new and integrated mobile application that will provide added value to the insurance and will help AFI remain competitive.

AFI will continue the original budget for paid search because keywords for the insurance industry are very competitive, so AFI needs to stay in competition with other national brands.

The College Board Big Future partnership allows AFI to connect with The Influencers and their college-bound children. This partnership’s multiple dimensions helps AFI make college dreams come true through informative and organizational tools.

The Resolution Builder is an integrated part of Flight One and will drive content for ads and help motivate people to achieve their goals throughout the year. Additionally, the Resolution Builder will attract users because of the functionality and then they will be more likely to explore AFI, who will be sponsoring it.

BudgetThe majority of the continuous budget is focused on paid search because of the high competitive price of keywords in the insurance category. The remaining of the budget is used to connect with the target market in a personal and digital way.

Media CostSocial MediaFacebook $249,406 Twitter $123,500 YouTube $225,000 Paid SearchAdwords $3,000,000 Mobile AppAFI App $750,000 Resolutions Section Mobile App $50,000 Big Future App Dev $50,000 MicrositeResolution planner $200,000 Content PartnershipCollegeBoard Big Future $750,000 College Life Skills Video Series $300,000 Total $5,697,906

Social Media

10%

Paid Search53%

Mobile App15%

Content Partnership

18%

Microsite4%

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Flight OneGoal: Flight One of Uppercase Media’s plan for AFI will focus on increasing brand awareness and encouraging customers to download AFI’s mobile application. This flight will run from the beginning of national expansion, January 2014, to May 2014.

New Year’s ResolutionsTVUppercase Media believes that the first few months of the year are crucial and the most relevant for focusing on New Year’s Resolutions. With commercials also running during Modern Family from February-May, it is more valuable to have advertising during regular TV and Modern Family during the first few months of the year, February and March, and then only advertise during Modern Family from April and May. This will reduce TV ad spending for the Goals and New Year’s Resolutions by 50 percent.

Digital

Modern Family Partnership

Broadcast Your Dream ScholarshipOne of the goals of this flight is to increase downloads of the AFI app and the best way to do this is through mobile ads. To more effectively target consumers AFI will only purchase ads on specific websites and not from the Google Ad Network. Additionally, the average Spotify user is 29 years old, which targets the younger part of our demographic, but not the older part. To be more efficient and not whisper, we will eliminate Spotify spending.

Modern Family relates to the family values that AFI holds. Additionally, Modern Family appeals to both targets, which helps AFI connect with all users through one partnership. Through using second screen ads and social media, AFI will use this partnership to interact with viewers on a digital level. The collaborative effort with Jimmy Fallon will help create excitement around the brand and the show, which is crucial in Flight One, where awareness is key.

Uppercase Media believes that it is in AFI’s best interest to make this goal more achievable to everyone by assisting with the accompanying finances.

January - May 2014

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Flight OneGoal: Flight One of Uppercase Media’s plan for AFI will focus on increasing brand awareness and encouraging customers to download AFI’s mobile application. This flight will run from the beginning of national expansion, January 2014, to May 2014.

BudgetThe categories of Flight One are allocated similarly because one of the goals is to increase awareness of AFI and this is done by creating many contact points.

TV19%

Social Media

1%

Content Partnership

18%

Online Radio6%

Rich Media29%

Online Video12%

Second Screen

15%

Media CostGoals/DreamsHelp resolutions come true $1,000,000 TVNetwork TV $4,795,350 DigitalBanner Ads $5,188,683 Mobile Ads for resolution planner aspect of app $5,000,000 Online VideoHulu ads (resolution planner) $2,000,000 Online RadioPandora (resolution planner) $2,000,000 ScholarshipBroadcast Your Dream Scholarship $125,420 Modern FamilyTVModern Family TV Ads $1,980,000 Online VideoModern Family Ads (ABC.com, Hulu.com) $2,000,000 Second screen ads $5,389,174 Content PartnershipModern Family Sneak Peek Sponsorship $750,000 Celebrity guest AFI Insurance Agent $3,500,000 Tweeting with Jimmy Fallon $750,000 Social MediaWar Room $500,000 Total $34,978,627

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Flight TwoFlight Two continues to focus on increasing brand awareness and getting our target market involved through a highly viewed family sporting event. Flight Two runs from July to August.

Little League World Series PartnershipThe Little League World Series reaches the target in a unique way because it is a space where large national competitors have not yet entered and provides many different touch points for AFI to connect with their target. However the three giant baseballs placed around the country are not guaranteed to receive attention and will not be placed. In addition, the ads served on the Google Ad Network will also not be placed because they are not as well targeted as the rich media banner ads.

BudgetWith digital advertising done by AFI and pre-existent awareness, the Little League World series will have a high GRP . The majority of the budget is allocated on TV ads to take advantage of this and to reach the target. The digital categories of the budget are then allocated to support more of an interactive way of watching the Little League World Series.

Media CostLittle League SponsorshipTVESPN & ABC $15,000,000 Rich MediaBanner Ads $4,000,000 Online VideoHighlight Pre-rolls $3,000,000 Youtube video $350,000 MicrositeAFI bracket/player bios $1,000,000 Mobile AppAFI Bracket/player bio app $500,000 Second Screen $4,000,000Guerilla & OOHGiant baseball $1,000,000 Field of Dreams obstacle booth $601,100 Parent's Section $45,000 AFI MVP $20,000 Terrace Booth $535,000 Total $30,051,100

TV50%

Mobile App2%

Rich Media13%

Online Video11%

Microsite4%

Second Screen13%

Guerilla & OOH7%

July -August 2014

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Flight ThreeFlight Three will focus on direct response. AFI will have been national for 8 months and brand awareness will be larger, making the focus on getting new customers. Flight Three runs from September to December.

The goal of Flight 3 is direct response. Because of this, online advertisements will be more effective than television advertisements. Television advertising will be reduced by two-thirds. The remaining television advertising will be a pulsed strategy during the last two weeks of every month in Flight Three. Additionally, Spotify users include a younger demographic outside of AFI’s target, unlike Pandora which more adequately includes AFI’s target market. Spotify advertisements will be eliminated because they are not as efficient.

Television & Online Radio Budget

The goal of Flight Three is to increase direct response by finding and contacting an AFI agent. By allotting the majority of the budget to digital ads, AFI will accomplish this. The TV ads are then allocated to support awareness about the process of finding an AFI agent.

Media CostFind an AgentTVNetwork TV $ 3,196,900 Rich MediaBanner Ads $ 5,000,000 Mobile $ 5,000,000 Online RadioPandora $ 3,000,000 Total $16,196,900

TV20%

Online Radio18%

Rich Media62%

September - December 2014

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Flight Three Flowchart

Flight Flight 1 Flight 2 Flight 3

Media Description January February March April May June July August Septem-ber October November December

TelevisionESPN & ABC

Modern FamilyNetwork TV

Social Media

FacebookYouTube

TwitterCollege Board Facebook App

Paid Search Google Ad Words

Mobile AppNew Years Resolution

Little League World SeriesCollege Board

Content Partner-ship

College BoardModern Family

Online Radio Pandora

Rich MediaMobile AdsBanner Ads

Online VideoHulu & ABC Ads

Sports Highlight Pre RollsMicrosite New Years Resolution

Second Screen Ads Viggle & ZeeboxGuerilla & OOH Little League World Series

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ScheduleThe budget cuts did not affect the overall strategy of the budget. Flight One and Two focuses on gaining awareness and Flight Three focuses on direct response. Flight One ends in May because advertising about New Year’s Resolutions past May would not be relevant to the consumer and because ending in May will coincide with the season finale of Modern Family. Then, Flight Two starts a month later because advertising too early for the Little League World Series would not be as effective. To reach the new budget, cuts were made to ads that were not as effective because of broad targeting. The contingency is reduced to allocate dollars to the DreamBank. Although the DreamBank will only be opening in Atlanta, it is a unique concept that will receive national attention and create positive associations for AFI, which will assist with the upcoming national launch.

Flight CostFlight 1 $34,978,627 Flight 2 $30,051,100 Flight 3 $16,196,900 Continuous $ 5,697,906 Contingency $ 1,075,467 Total $88,000,000

Flight 140%

Flight 234%

Flight 318%

7%

1%

Budget

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Schedule

Part 2: DreamBank Atlanta

Why Atlanta?

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As seen in the infographic to the left, Atlanta is one of the top DMAs for digital usage. Because of this, Atlanta is an ideal choice for a fully digital campaign. Additionally, Atlanta has a large amount of zip codes that fit our target market, males 25-54 who make an average income around $60,000. These zip codes are placed in the infographic, as well as their average age and income. Because these zip codes encompass our target, Uppercase Media recommends targeting these zip codes specifically through all digital efforts.

Event Talent

Alabama Shakes are a 4-person rock band originating from Athens, Alabama. Since forming in 2009, they have been nominated for “Best New Artist” and “Best Rock Performance” at the 2012 Grammys. They have gained media attention from several major outlets such as NPR and The New York Times, and have performed on several talk shows like Conan, Jimmy Kimmel Live! and Late Night with David Letterman. Additionally, Alabama Shakes have a song featured on the award-winning film, The Silver Linings Playbook.

They are the perfect band to represent us at our Atlanta DreamBank opening because they had a humble high school beginning, obtaining their dreams with hard work and dedication.

The retail store for American Family Insurance in Madison, Wisconsin as seen so much success in the past year, Uppercase Media believes that the choice to expand the marketing experience to Atlanta, Georgia is a very smart one. We will stretch each dollar to make the most of our budget to support the

store launch.

The big store launch event will feature Anderson Cooper, who will conduct opening remarks and keynote address as well as Alabama Shakes, who will be taking the stage and performing tunes for ongoing entertainment throughout the event.

Anderson Cooper is the anchor of hit CNN news show, Anderson Cooper 360. He is

also an award-winning journalist and author, working for major news outlets such as ABC, CNN and CBS. Cooper has written a memoir, Details From The Edge, covering his life and work, with proceeds donated to charity. Cooper has won awards from the Academy of Television Art and Sciences,

The Government of Haiti and more.

Anderson Cooper’s profile and professional history really outlines him as the perfect inspirational character to parallel our “dream” advocacy and initiatives.

Alabama Shakes Anderson Cooper

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Event Talent About DreamBankThe DreamBank is an innovative retail concept created by American Family Insurance, currently

located in Madison, Wisconsin but expanding to Atlanta, Georgia in October 2013. The DreamBank “...is dedicated to the inspiration, celebration and protection of dreams for individuals, families

and the community.” The concept offers interactive features that encourage visitors to discover and pursue their own dreams through step by step instructions. Store employees, called dream

curators, are present to help guide visitors through the store and through exploring their dreams.

“DreamBank not only provides a place for dreamers to come together to affect positive change in our community, but also inspires visitors to think about what matters most and what’s worth

protecting,” says Lisa Bacus, executive vice president. “It’s a unique, modern approach to help people think about insurance differently.” Additionally, the Madison DreamBank transformed the building’s old bank vault into what is now called a dream vault, where visitors can place their written down dreams. The DreamBank will host community events and guest speakers on a

multitude of topics as a way to stay prominent in the community.

http://www.amfam.com/press-releases/archives.asp?article=2012-1003 14

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Vision & Measurement

Uppercase Media will embrace the growing digital age by finding innovative connection points on several different screens with our target market, fathers aged 25-54 who make the insurance purchase decisions in their households. Through selectively chosen online placements and physical placements where users can interact digitally, AFI will effectively create awareness and buzz for their new DreamBank location in Atlanta, Georgia. The efforts centered around the DreamBank will create positive associations for AFI that will assist in AFI’s national launch just a few months after the Atlanta DreamBank grand opening.

Media Vision Key Performance Indicators

Awareness of the DreamBank’s arrival in Atlanta.We want to increase our overall potential for engagement. This will be measured by link clicks and viewership of all content promoting our arrival.

Positive buzz for the DreamBank grand opening event and contest.This will be measured through the amount of positive sentiments expressed through increased points of engagement on social networks, specifically with the hashtag #DreamATL, and number of contest entries.

Increase in Market Share for AtlantaThis will be measured by evaluating the share of market that American Family Insurance holds among industry competitors after the campaign.

The success of the campaign will measured by the KPI’s listed below. By monitoring these metrics, AFI will be able to evaluate the campaign in relation to the goals of the campaign.

Screen sizes for 681,900 different devices. Our media vision covers them all.

Vision & Measurement Media MixWhy? With 60 percent of Atlanta’s population using social networking sites, social media will play a large role in AFI’s promotion of the DreamBank. AFI will create new Facebook, Twitter, Instagram, and YouTube accounts for the Atlanta DreamBank, so that AFI can better engage and measure response for the Atlanta DreamBank specifically. Additionally, AFI will use all current branded social networks including Facebook, Twitter and YouTube to promote the new DreamBank and encourage others to like the Atlanta DreamBank branded pages. These social networking sites are popular among the target audience, males 25-54. 62 percent of all U.S. males are on Facebook and 17 percent of all U.S. males are on Twitter, opposed to 15 percent of all U.S. females. Additionally, AFI will create an Instagram so that they can increase brand awareness by extending their presence on additional networks, simultaneously implementing designated hashtags. These pages will allow the DreamBank to inform and engage with prospective customers and current customers. The social media efforts will be used for contests and promotions before and during the grand opening event. Each flight will focus on a different objective for social media efforts.

How we will measure: AFI will utilize social CRM tools to analyze all related efforts as well as use YouTube’s analytics to get a more detailed look at the effectiveness of the videos. Through these tools, AFI can get a better look at the age, gender, location, and engagement of those viewing the posts.

Social Media

BlogWhy? The DreamBank will utilize a blog to communicate information about the DreamBank from a real consumer’s perspective. According to eMarketer, “blogs are considered more likely to influence an internet user’s purchase decision than any other social channels.”

How we will measure: In order to analyze viewer intention and engagement, we will use Google Analytics to track source traffic, page traffic and visit duration.

Targeted Promoted Posts & TweetsWhy? AFI will promote Facebook posts and tweets in specifically chosen locations in order to increase exposure beyond those who have liked the DreamBank page.

How we will measure: We will use Facebook and Twitter analytics to monitor the reach, engagement and demographics of viewers as a way to track effectiveness of all content.

YouTube Pre RollsWhy? Through utilizing YouTube Pre Rolls and the ability to target by demographics, geographics and interests, AFI will be able to engage with specific components of their target market.

How we will measure: We will use YouTube analytics to determine the effectiveness of the pre rolls.

SEOWhy? AFI will implement a unique SEO strategy during Flight One that will engage internet users searching for the DreamBank. This is being implemented because it will stand out from competitors and be eye catching.

How we will measure: The goal with this unique SEO strategy is to create buzz, which is how we will measure its success.

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Media MixRich Banner Ads

Why? Through implementing rich banner ads, we will increase engagement with the brand as well as awareness for the DreamBank and its the grand opening event. These ads involve user interaction, which will better capture the attention of viewers and have a more effective impression.AFI will advertise on news and event websites that are local to Atlanta and match our target market, with high percentages of unique users, males 25-54 with an average income of $60,000-$75,000. Additionally, AFI will advertise on national websites that have a high percentage of males in the targeted age group.

How we will measure: We will measure the effectiveness of the rich banner ads through clicks and impressions related to source traffic.

AdWordsWhy? AFI will bid on various AdWords for the selected zip codes. The words that have been selected will target AFI’s market of consumers who are looking for information about their goals, dreams and steps to achieving them. Clicking on the link will take users to a landing page that will give them information about the DreamBank and guide them to the DreamBank’s social media.

How we will measure: AFI will monitor impressions and click through rates

Hulu Interactive AdWhy? AFI will run an interactive ad during the fall premieres that allows Hulu users to explore a virtual DreamBank and then watch the rest of their show without commercials. The no-commercials incentive will motivate users to engage with the DreamBank for further information. AFI will invest a higher budget allocation in Hulu ads over Youtube because Hulu’s ad-selector model produced a 33 percent purchase intent over standard pre-roll executions. In addition, the average user views only 43 video ads per month which will help AFI ads avoid clutter.

How we will measure: AFI will buy a specific amount of impressions, but we will further measure through time spent interacting.

Razorfish Outlook Report 2010Comscore.com 17

AJC.comUnique Visitors: 1,162,084

AccessAtlanta.comUnique Visitors: 308,300

wsbtv.comUnique Visitors: 484,097

MyFOXAtlanta.comUnique Visitors: 243,657

CBSAtlanta.comUnique Visitors: 158,37911alive.comUnique Visitors: 236,682

= Percentage of 25-54 year olds visiting site

= Percentage of males visiting site

57%58%

57%49%

57%55%

58%54%

56%52%

57%51%

As seen to the left, the websites AFI will advertise on have demographics that align with their target market: Males between 25 and 54 years old.

Atlanta & National Website Demographics

sports.yahoo.com 69.5%72%

menshealth.com

rollingstone.com

caranddrive.com

Golf.com

60%55%

57%57%

62%56%

69%52%

Media Mix Media MixDream Machines

Why? The Dream Machine is the perfect integration of physical interaction and digital initiative. It allows users to get a taste of what AFI has to offer by catalyzing inspiration for dream curation on the spot, and then extending the efforts on Twitter, garnering additional advertising with the use of our hashtag. It’s unique, attention-grabbing and caters directly to our target market due to specific physical placement of the machines.

How we will measure: We will measure this by how many users interact with the Dream Machine and print out a ticket and how many of those people show up at the event on October 19th. Social media and measurement of virality will also be used.

MicrositeWhy? The microsite will be created for the contest, so those who do not go downtown and interact with the Dream Machines will still have a chance to enter. Additionally, it will be a place for contest entrants to check out the additional features. The site will be used as a landing page for ad in Flight Two and adwords.

How we will measure: AFI will use Google Analytics to see the traffic on the site, the amount of time spent, where users are coming from, and how they are interacting with the site.

VideosWhy? AFI will produce two different videos for two different flights. The content will vary, but the purpose is to create something that relates to the DreamBank and is engaging and shareable. In addition, the videos will serve as a visual extension of the AFI Blog.

How we will measure: The videos will originate on YouTube, which allows AFI to see views, likes, and use analytics to see deeper insights. Additionally, when the videos are shared on the DreamBank social media pages, AFI can measure through comments, likes, and shares.

Online RadioWhy? We will utilize online radio because Atlanta is the second highest DMA that listens to online radio. Through these online radio ads, AFI can target specific demographics, such as the selected zip codes. With our engaging content, these ads will entice the listeners and increase awareness of the new DreamBank. For the online radio budget, 75 percent of the budget will be allocated to Pandora because 55 percent of users are male. Additionally, the average Pandora user is 31 years old and lives in a household with an income of 64,000 dollars. The remaining 25 percent of the online radio budget will be allocated towards Spotify to reach the younger segment of the target market.

How we will measure: AFI can measure its success with online radio ads through clicks and time spent on landing pages.

http://www.marketingcharts.com/wp/radio/top-local-markets-for-digital-media-usage-revealed-28496/attach-ment/scarborough-top-local-markets-digital-media-usage-in-2012-apr2013/http://pewinternet.org/~/media/Files/Reports/2013/PIP_SocialMediaUsers.pdfhttp://www.marketingcharts.com/wp/radio/top-local-markets-for-digital-media-usage-revealed-28496/attach-ment/scarborough-top-local-markets-digital-media-usage-in-2012-apr2013/http://mediaplussea.com/pandora-online-radio/

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Continuous MediaContinuous efforts will focus on constantly promoting the DreamBank and its grand opening event.

Social MediaWe will be posting informative and engaging content on the DreamBank Facebook, Twitter, YouTube, and Instagram leading up to the event and opening, during the event. After the DreamBank is open, AFI will use its national accounts to post content about the DreamBank. The goals with social media are to create awareness for the DreamBank and the event, as well as getting intriguing people to visit the store and learn more about AFI and the DreamBank.

BlogAFI’s national page will feature success stories from customers that have used the DreamBank in Madison, Wisconsin to help find and pursue their dreams. These blog posts will be pushed through several of the Atlanta DreamBank-branded social channels, to demonstrate the opportunities that are coming.

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Continuous Media Flight 1: “Dare to Dream”Flight One focuses on introducing the Dreambank concept to Atlanta.

Online Radio AdsAFI will utilize online radio ads on Pandora and Spotify to promote the opening of the DreamBank. The main message will be that the DreamBank is “coming soon.” AFI will geo target specific zip codes that fit the target market in regards to income and age.

AdWordsAFI will bid on AdWords that will geo target by zip codes. These words will take users to an AFI landing page that will describe the DreamBank and construction progress. The list of words is as follows:

Achieve dreamsAccomplish dreamsAchieve goalsAccomplish goalsSetting life goalsReaching life goalsTaking Initiative

Dream planningReach dreamsGoal planningReach goalsAtlanta DreamBankGoal setting

SEOAFI will implement a unique SEO strategy by optimizing five different URLs that will show up in specific order under Google images when users search for DreamBank. These URLs will have an image, that when optimized in the specific order, will produce an ad for the DreamBank.

Social MediaSocial media efforts during Flight One will focus on increasing brand awareness of the DreamBank. The content will focus on construction, pictures of inside, success stories from the Madison DreamBank, and blog posts.

Promoted Posts and TweetsAFI will promote posts and tweets about the introduction of the DreamBank, which will be targeted towards the selected zip codes.

YouTube Pre RollsYouTube pre rolls during Flight One will be focusing on getting to know the dream curators at the DreamBank. These pre rolls will be geo targeted for certain zip codes. The purpose of these pre rolls is to explain what the dream curators do, and how they can help you achieve your dreams.

August 1- September 14

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Flight 1: “Dare to Dream”Flight One focuses on introducing the Dreambank concept to Atlanta.

Hulu Interactive AdsThe Hulu interactive ad will play before viewers watch their show. These ads will be interactive and similar to the banner ads, will allow viewers to explore the virtual DreamBank and learn more about it. After viewing and engaging with this ad for one minute, viewers can watch their show without commercials. By being the only commercial, the clutter will be reduced and will allow for positive brand recognition. In addition, these ads will target the selected zip codes to reach the target market in Atlanta.

Rich Media Online & Mobile Banner AdsRich Media online and mobile banner ads will feature a virtual, interactive DreamBank. Users will be able to navigate through the bank and click on icons on the ad that explain what that feature of the bank is.

These ads will be placed on both national websites and Atlanta websites that reach our target and specific demographic. They will also geo target specific zip codes in Atlanta.

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Flight 1: “Dare to Dream” Flight 1: Budget

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BudgetIn Flight One Uppercase Media recommends allocating a larger percentage of the budget towards rich media and online video. The rich display will play a significant role in encouraging people to learn more about the DreamBank because the ad can be served at a efficient price with interactive features. The majority of the online video budget is attributed to the interactive Hulu ads. Though these ads are expensive, they will effectively reach the target market in a positive way.

Media CostRich Banner $190,000Rich Mobile $70,000Online Radio $125,000Adwords $5,000SEO $20,000Hulu $250,000Promoted Post $10,000Promoted Tweets $10,000Youtube Prerolls $20,000Total $700,000

Online Search

4%

Social Media

3%

Online Video38%

Rich Media37%

Online Radio18%

Flight 2: “Live Your Dream”Flight two focuses on promoting the grand opening event and contest to increase attendance.

September 15 - October 19

Dream MachinesAt ten singled-out, populous locations in Atlanta within our chosen zip codes, AFI will place a large interactive kiosk that will first attract consumers with the text, “You dream it, we help make it happen. #DreamATL” It will also be showing short clips from our “inspiration videos” featuring Alabama Shakes Anderson Cooper. After the approach, interaction with ensue as follows:

A screen prompting the visitor to think about their biggest aspirations, and words of intent for us, the Alabama Shakes and Anderson Cooper to help them get there at the event. There will be options on the bottom:

• “Need inspiration?” page: This will direct them to either read other people’s dreams or watch more clips from Anderson Cooper or The Alabama Shakes. After they’re done browsing, we’ll guide them to the, “I know my dream!” page.

• “I know my goal!” page: another screen asking them to tweet us their goal with a #DreamATL hashtag. The machine will detect their location and the incorporated hashtag, prompting them to a details page.

• “Details” page: This screen will notify the visitor that a ticket is being printed with a special number. A few numbers will be announced during the contest, and the people holding tickets with those numbers will get to meet the Alabama Shakes or be interviewed by Anderson Cooper. The screen will also show event details, including date, place and time.

• A cardstock ticket with their dream printed in gold lettering with their dream on one side (a keepsake), and the text, “You dream it, we make it happen. Find out how.” With a short link to the Atlanta Dreambank Grand Opening Event Page (www.dreambank.amfam.com/Atlanta), their “special number” and event details.

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Our original platform put focus on touchpoints between our target market and their common source of inspiration and dream curation, their kids. The Dream Machine locations were

specifically chosen for their high amount of foot traffic and relevancy to our communications platform.

1. Georgia Dome2. Philips Arena3. Turner Field4. Atlanta Zoo5. CNN Center6. Centennial Olympic Park7. Underground Atlanta8. Georgia Aquarium9. Stone Mountain Park10. Jimmy Carter Library and

Museum

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8 61 2 5

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9

10

Flight 2: “Live Your Dream”

Rich Media Online & Mobile Banner Ads

Flight 2: “Live Your Dream”Flight two focuses on promoting the grand opening event and contest to increase attendance.

September 15 - October 19

YouTube Pre RollsFlight Two pre rolls will be clips from an inspirational video that features Anderson Cooper and The Alabama Shakes. This video will share their journey and dreams. These pre rolls will target the selected zip codes to encourage the target market that resides in Atlanta to attend the event.

Online Radio AdsOnline radio ads will be placed on both Spotify and Pandora. The display when clicked will take users to the AFI microsite. The audio will consist of, Anderson Cooper and Alabama Shakes inviting listeners to the event and telling them to click for a chance to meet them and get interviewed by Anderson Cooper. The main messaging for the online radio ads is to build hype for the grand opening, and get people entering the contest and excited for the event. These ads will be targeted to the selected zip codes and genre of music.

Microsite for ContestFor those who didn’t come across a Dream Machine, a microsite will be created to offer contest tickets via email. This microsite will guide users through the same screens as the Dream Machine, prompting them to share their dreams for a printout-version of the ticket with the option of sharing via Twitter.

AdWordsSimilar to Flight One, AFI will purchase AdWords that will relate to dreams and will be targeted by zip code. The list of the words are the same as Flight One, but unlike Flight One, these words will take them to the microsite for the contest and event.

Social MediaSocial media efforts for Flight Two will be focused on monitoring the tweets for the contest that include the hashtag #DreamATL and creating content that relates to the contest, event, and the grand opening. The main initiative with social media will be promoting the inspirational video featuring Anderson Cooper and Alabama Shakes.

Promoted Posts and TweetsAFI will promote posts and tweets about the contest and event, which will be targeted towards specific zip codes

Online VideoAn inspirational video will be produced that features Anderson Cooper and the Alabama Shakes. AFI will work with them to gather their stories, struggles, and goals in life and how they have gotten to where they are. The video will be posted on all social media channels and will be encouraging people to submit their dreams for the contest, and to visit the DreamBank to help make their dreams come true.

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The rich media online and mobile banner ads for Flight Two will be placed on our national and Atlanta websites that reach our target and specific demographic. They will also geo target specific zip codes. These ads will feature a scrolling feed of the tweets being received through the microsite and the Dream Machines. There will be a box on the ads saying “add your own, we’ll help you get there.” When they press enter, it will lead them to the microsite. They will also include photos of the Alabama Shakes and Anderson Cooper, and a tagline about getting a chance to win VIP tickets for the event.

Flight 2: During The EventAt the event there will be various digital media efforts taking place to entertain, engage and enhance the DreamBank experience.

October 19, 2013

Event attendees’ live photos from the event will be in the backdrop of The Alabama Shakes’ performance. There will be a hashtag (#DreamATL) on the screen so that people know to incorporate it on Twitter and Instagram to see the photos and their captions show up on the screen.

The Alabama Shakes’ began as “The Shakes” and did covers of artists like AC/DC, James Brown and Led Zeppelin. There will be both original and cover song requests from the crowd generated through Twitter. On each side of the stage, there will be a wordle-style projection, where song titles on the panel get bigger and bigger as more people request them via Twitter.

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Flight 2: Budget

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BudgetIn Flight Two, a significant amount of the budget was allocated to rich media. Similar to Flight One, this media was recommended because it is cost efficient and effective. Additionally, the rich media ads will be encouraging viewers to enter the VIP contest, which will provide more engagement than a standard ad. Though more expensive than rich display, 17 percent of the budget was allocated for online radio ads because the ads will allow users to hear from Anderson Cooper and The Alabama Shakes.

Online Search1%

Social Media

5%

Online Video

6%

Rich Media43%

Online Radio17%

Microsite11%

Video Content6% 11%

Media CostDream machines $100,000Micro site $100,000Rich banner $250,000Rich mobile $125,000Online radio $150,000Adwords $5,000Inspirational video $50,000Promoted Post $20,000Promoted Tweets $20,000Youtube Prerolls $50,000Total $870,000

Flight 3: “Spread The Dream”Flight three is aimed to “continue the conversation” and generate buzz even after the event. We’re looking to promote our crowdsourced video nationally with social media so that it becomes viral organically.

October 26 - November 15

People taking the steps to making their dreams happen is a moment in history that AFI wants to cover. AFI will have award-winning anchorman and news show host, Anderson Cooper, not only cover the event, but host a video segment that will be released a week after. Additionally, winners that were selected to be interviewed by Anderson Cooper about their DreamBank experience will be included in this video. However, everyone’s experience at the event will be different, so Anderson Cooper can not do this alone. Photos and tweets submitted during the event with our designated hashtag will be used for crowdsourced coverage to supplement our event recap video with Alabama Shakes playing in the background. This video will highlight a range of emotions; excitement for the concert, wonder as consumers interact with the dream bank, and inspiration as they listen to the interviews.

Crowdsourced Video

Social MediaYoutube: Our crowdsourced video will be published on our Youtube channel, and then pushed out on all national social channels.

Twitter: AFI will re-tweet and promote some of the best received content with words to promote the upcoming video on their national pages. After the video is uploaded, AFI be push the link to encourage continuation of conversation about the big event by asking questions. Examples: What were some of the dreams they discovered? What’s the first step to get there? What was their favorite song played at the event? The #DreamATL hashtag will continue to be incorporated.

Facebook: Along with posting the video link, AFI will publish photo albums from the AFI national Facebook account with pictures of the event and ask people to tag themselves. This will help kickstart the buzz about the DreamBank nationally.

YouTube Pre RollsFlight Three pre rolls will feature clips from the crowdsourced video from the event and will be targeted nationally towards the target market to help spread buzz about the event and to promote positive associations with AFI.

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Flight 3: Budget

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BudgetThe main goal of Flight Three is to spread the crowdsourced video nationally. Therefore, online video encompassed 62 percent of the budget for Flight Three which consisted of Youtube pre roll ads to launch the spread of the crowdsourced video. Additionally, 25 percent of the budget for Flight Three will be used on social media to continue to fuel the video’s progress.

Social Media

25%

Online Video62%

Video Content

13%Media CostCrowdsourced video $50,000Promoted Post $50,000Promoted Tweets $50,000Youtube Prerolls $250,000Total $400,000

Flow Chart

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Flight Flight 1 Flight 2 Flight 3Media Description August September October November

Social Media

FacebookTwitter

InstagramYouTube

Blog

Online SearchGoogle Ad Words

SEODreamBank Event

Social Media Activa-tion

Promoted TweetsPromoted Posts

Rich MediaMobile Banner AdsOnline Banner Ads

Microsite

Video ContentInspirational Video

Crowdsourced video

Nontraditional Dream Machine

Online VideoYouTube Pre-Rolls

Hulu Interactive

Online RadioSpotify

Pandora

Uppercase Media recommends using a continuous schedule because the large budget allocated to the DreamBank will allow it to digitally rise above any ad clutter. The small break after Flight Two is scheduled because the grand opening is projected to cause a significant amount of buzz which will slow down after a week. Once the buzz begins to slow down, AFI will launch the third flight to help nationally spread the buzz.

The overall budget of the campaign included allocating 35 percent of the budget in Flight One, 43 percent in Flight Two, 20 percent in Flight Three, and 2 percent in contingency.

Flight One is focused on creating awareness of the DreamBank among citizens in Atlanta. Because of this, Flight One received the second highest portion of the budget so that awareness efforts could be successfully executed.

Flight Two is centered around the contest and subsequent grand opening event. The majority of the overall budget was distributed during this flight in order to increase attendance at the grand opening.

AFI will spend the least amount on Flight three because we believe that our heavy efforts in Flights One and Two will create a big enough impact to resonate with consumers for some time after the event. Flight three’s budget is primarily dedicated to increasing social media efforts in order to support the previously created “Grand Opening” buzz.

The remaining 2 percent of the budget will be used in contingency to cover any problems that could arise from non-traditional media, video production and the grand opening event.

Schedule

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Budget Flights CostFlight 1 $700,000 Flight 2 $870,000 Flight 3 $400,000 Contingency $30,000 Total $2,000,000

Flight 135%

Flight 243%

Flight 320%

2%

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Final Thoughts

Uppercase Media is confident that with the recommendations offered, DreamBank Atlanta will exceed the success of the Madison, WI Capitol Square location. By tapping into the increasingly digital age that Atlanta has adopted, American Family Insurance will build a positive connection with the community and use those touchpoints to enhance and assist the initiatives aimed to increase awareness of our national efforts that will begin just a few months after in 2014. The

unity of these campaigns will increase awareness about American Family Insurance by 20 percent, increase website traffic by 50 percent, and generate 25 percent more leads.